Module 4

Question 1

Non-profit organizations view marketing as:
A) A means of identifying the price of the services they provide.
B) Critical, given their dependence on donations.
C) Principally an opportunity to sell their services to the general public.
D) Of little significance, since they are required to be funded by various levels of government.

Answer 1

B

Question 2

The B2B market uses goods and services:
A) For personal consumption by the employees of a business.
B) Before they are available for sale in the consumer market.
C) To sell to others or to use in producing other goods and services.
D) Sooner than in the consumer market.

Answer 2

C

Question 3

While the four Ps helps us remember the basics the \_\_\_\_\_\_, they don’t include everything that goes into the marketing process.
A)	Promotion mix
B)	Marketing mix
C)	Marketing matrix
D)	Production matrix

Answer 3

B

Question 4

All of the following statements about the B2B market are true, EXCEPT:
A) Industrial buyers tend to be more rational.
B) The B2B market is smaller than the consumer market.
C) The size of industrial customers is relatively large.
D) The markets are often geographically concentrated.

Answer 4

B

Question 5

\_\_\_\_\_\_ is the process of identifying factors that can affect marketing success.
A)	Niche marketing
B)	Environmental scanning
C)	Target marketing
D)	Segmentation analysis

Answer 5

B

Question 6

Digital Print Shops has responded to new competition from national chain stores by focusing on small market segments that have been ignored by their larger competitors. Digital believes it can attract a loyal group of customers willing to pay premium prices. Digital’s strategy is known as:
A)	Behavioural segmentation
B)	Niche marketing
C)	Micro marketing
D)	Environmental scanning

Answer 6

B

Question 7

When making marketing mix decisions, marketing managers should consider:
A) Distribution as the most important component of the marketing mix
B) Business and global trends in which the firm operates
C) The decline in importance of promotion as a tool of the marketing mix
D) How to connect with competitors to set prices in the marketplace

Answer 7

B

Question 8

What would be an example of an economic change a marketer should be informed about?
A) How changes in disposable income affect consumer buying behavior
B) The newest social networking programs
C) Ethnic groups that are growing most rapidly
D) More competitors entering the market

Answer 8

A

Question 9

9. If you owned a skip shop, which of the following questions would relate to disturbing your skis to end consumers?
   A) How much are they willing to spend on the purchase of skis?
   B) Where do consumers want to go to buy skis?
   C) What are consumers looking for in skis?
   D) Why would any consumer be interested in buying skis?

Answer 9

B

Question 10

Which of the following statements relates to the marketing concept era of marketing?
A) Use social media sites, including Facebook, to find information about a product or service.
B) Send frequent emails to your customers informing them of your newest products.
C) At the end of the day, any company should focus on the most profitable products or services.
D) It’s about capturing information on each sale to a customer and sharing this information throughout your business.

Answer 10

C

Question 11

\_\_\_\_\_\_\_ is the setting of business practices designed to plan for and present an organization’s products or services in ways that build effective customer relationships.
A)	Advertising
B)	Promotion
C)	Selling
D)	Marketing

Answer 11

D

Question 12

12. A widely used technique for collecting primary data is:
    A) The observation method
    B) Benchmarking
    C) The review of government reports
    D) Collecting relevant articles in trade journals

Answer 12

A

Question 13

Contacting customers after a sale to reassure them that they made the right decision is intended to offset:
A)	Confirmation bias
B)	Psychological bias
C)	Cognitive dissonance
D)	Conscious regression

Answer 13

C

Question 14

Which of the following statements is accurate for the behavioural segmentation of the consumer market?
A) They live in active cities
B) They make buying decisions based on the image of a product or service
C) They take the initiative in group conversations
D) They have post-secondary education

Answer 14

B

Question 15

By employing a relationship marketing strategy, Jocelyn found success as an entrepreneur. The goal of this strategy is to:
A) Communicate to buyers the advantages offered by your firm’s low prices and standardized products.
B) Use radio and television advertising to attract new customers
C) Target large market segments of potential customers by working closely with a variety of suppliers.
D) Work closely with existing customers to better satisfy their wants and needs

Answer 15

D

Question 16

In which marketing era did customer relationship management take prevalence?
A) sales era
B) marketing orientation era
C) marketing concept era
D) social media marketing era

Answer 16

B

Question 17

As the campaign manager for a candidate for the Canadian Federal Parliament, Pete works to learn as much as possible about potential voters. With this information, he hopes to focus the campaign on the issues most important to voters. This represents:
A) the use of marketing by a non-profit organization
B) an extensions of the profit orientation to a non-profit organization
C) a non-profit application of the production era strategy
D) the selling of a political candidate

Answer 17

A

Question 18

. \_\_\_\_\_\_\_\_\_\_ marketing involves developing a unique mix of goods and services for each individual customer.
A) 	C2C
B) 	One-to-one
C) 	Usage
D) 	B2B

Answer 18

B

Question 19

The main types of data associated with market research are:
A) Industry Canada and Statistics Canada.
B) focus groups and observation.
C) primary and secondary.
D) company records (including the basic financial statements) and other reports.

Answer 19

C

Question 20

The \_\_\_\_\_\_\_\_\_\_ is based on three elements: (1) a customer orientation, (2) a service orientation, and (3) a profit orientation.
A) 	market orientation era		
B) 	marketing concept era
C) 	sales era
D) 	social media marketing era

Answer 20

B

Question 21

. A consumer’s decision making process is influenced by their \_\_\_\_\_\_\_\_\_\_, consisting of those people who help shape the consumer’s beliefs, attitudes, values or behavior.
A) reference group
B) psychological influences
C) cognitive dissonance
D) situational influences

Answer 21

A

Question 22

What is the impact of selling to business customers that purchase large amounts of a product?
A) Market segmentation will need to be used to focus your limited marketing resources
B) A business needs to manage far fewer customer relationships to achieve reasonable levels of sales.
C) These business customers will be spread out over a very large geographic area.
D) A minimal amount of time will need to be spent on customer relationships.

Answer 22

B

Question 23

Kelly buys only Nike shoes because they are endorsed by her favourite entertainers. Furthermore, her attitudes and values are shaped by statements by these celebrities. This illustrates how consumer decision making is influenced by:
A) psychological influences
B) conscious regression
C) sociocultural influences
D) cognitive dissonance

Answer 23

C

Question 24

Business-to-business markets tend to be:
A)
characterized by the presence of a large number of small buyers.

B)
dominated by marketing intermediaries.

C)
more emotional than consumer markets.

D)
geographically concentrated

Answer 24

D