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Marknadsföring > Påståendefrågor > Flashcards

Påståendefrågor Flashcards

1
Q

Assume you want to increase the number of customers by applying the marketing concept. Which of the following strategies would be the most consistent with this approach?

A) Target specific markets
B) Offer more product variety than competitors
C) Employ inexpensive labor
D) Reduce product costs

A

A) Target specific markets

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2
Q

Customer costs include anything the buyer must give up in order to obtain the benefits the product provides. The most obvious customer cost is

A) Price
B) Effort
C) Risk
D) Time

A

A) Price

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3
Q

Ansoff’s matrix (product-market mix) is a strategic marketing tool being used to plan for:

A) Product lifecycle changes
B) Business growth
C) New product development
D) Product positioning

A

B) Business growth

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4
Q

By converting indifferent customers into loyal ones through relationship marketing, companies can:

A) Avoid the necessity of improving customer service in the long run
B) Generate repeat sales
C) Increase the cost of maintaining existing customers
D) Start a process by which customers become bound contractually to the business

A

B) Generate repeat sales

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5
Q

Technological innovation in marketing has direct effects on the efficiency of business. Which of the following statements is true?

A) Technological innovation has complicated the production process, so products take longer to produce
B) Technological innovation has increased demand, therefore products cost more to distribute
C) Technological innovation allows for consumption in order to meet diverse customer needs
D) Technological innovation causes higher prices because of the distance that raw material has to travel

A

C) Technlogical innovation allows for consumption in order to meet diverse customer needs

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6
Q

The pricing strategy which starts with ideal price and targets the cost which ensures that set price will be met is classified as

A) Target costing
B) Marginal costing
C) Learning curve costing
D) Demand based costing

A

A) Target costing

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7
Q

The loss in sales because of poor quality raw materials have been used in production is concluded in companys?

A) Strengths
B) Weaknesses
C) Opportunities
D) Threats

A

C) Opportunities

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8
Q

The situation in which company is making more sales with its existing product is classified as

A) Market development
B) Market penetration
C) Product development
D) Diversification

A

B) Market penetration

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9
Q

Permanent and ordered division in society on basis of values and interests is called

A) Social class
B) Culture
C) Subculture
D) Both b and c

A

A) Social class

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10
Q

According to marketing four Ps, the credit terms can be classified as

A) Place
B) Product
C) Price
D) Promotion

A

C) Price

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11
Q

Considering the strategic planning, the ‘Organizations purpose’ statement is known as

A) Vision statement
B) Mission statement
C) Value proposition
D) Both a and b

A

B) Mission statement

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12
Q

In measuring consumer’s major AIO dimensions, the ‘activities’ includes

A) Social events
B) Social issues
C) Recreation
D) Both a and b

A

A) Social events

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13
Q

From the buyer’s point of view, the product is considered as

A) Customers cost
B) Customer solution
C) Convenient availability
D) Communication

A

A) Customers cost

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14
Q

The kind of products that does not provide immediate satisfaction neither provide long term benefits to consumers are classified as

A) Deficient products
B) Pleasing products
C) Salutary products
D) Desirable products

A

A) Deficient products

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15
Q

The SBU’s of a company with low market share and growth rate are considered in

A) Stars
B) Dogs
C) Cash Cows
D) Question marks

A

B) Dogs

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16
Q

The only element which is cause of income for company is

A) Price
B) Tax
C) Discount
D) Value added tax

A

A) Price

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17
Q

Evaluation of the profitability of each segment is called

A) Targeting
B) Market segmentation
C) Positioning
D) Differentiation

A

A) Targeting

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18
Q

The kind of products that provides immediate satisfaction and also provide long term benefits to consumers are classified as

A) deficient products
B) pleasing products
C) salutary products
D) desirable product

A

D) Desirable product

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19
Q

In growth-share matrix, the high growth and high share SBU’s are considered as

A) Stars
B) Cash Cows
C) Question marks
D) Dogs

A

A) Stars

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20
Q 
The major pricing strategies does not includes
A) competition based pricing
B) customer value based pricing
C) cost based pricing
D) discount and bonus pricing
A

D) Discount and bonus pricing

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21
Q

The sum of variable costs and fixed costs is called

A) total costs
B) overhead costs
C) markup costs
D) both a and b

A

A) Total costs

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22
Q

The products or market offering bought by consumers for personal consumption are classified as

A) augmented product
B) consumer products
C) industrial products
D) intangible services

A

B) Consumer products

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23
Q

The buying of products such as ‘fast food’ is an example of

A) difficult products
B) sought services
C) sought products
D) convenient products

A

D) Convenient products

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24
Q

The Company?s key businesses are known as

A) Portfolio analysis
B) Strategic Business Units (SBU’s)
C) Both a and b
D) None of above

A

B) Strategic Business Units (SBU’s)

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25
Q

The customers who adopt new ideas and rarely are leaders are classified as

A) innovators
B) early majority
C) laggard
D) early adopter

A

B) Early majority

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26
Q

The social class group who rely heavily on inherited wealth is best classified as

A) upper middles
B) working class
C) lower uppers
D) upper uppers

A

D) Upper uppers

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27
Q

The procedure of arranging a product to occupy distinct place in target customers mind is called

A) Market segmentation
B) Targeting
C) Differentiation
D) Positioning

A

D) Positioning

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28
Q

The businesses and products collectively make a company’s

A) Business portfolio
B) Strategic plan
C) Mission statement
D) Vision statement

A

A) Business portfolio

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29
Q

The second step of value based pricing is to

A) determine incurred costs
B) design product
C) assess needs of customer
D) set target price

A

D) Set target price

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30
Q

The pricing strategy in which prices are based on cost of distribution and production plus fair return rate is classified as

A) cost based pricing
B) differentiated pricing
C) competitive pricing
D) value added pricing

A

A) Cost based pricing

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31
Q

The delivery and credit services are part of

A) marketing strategy
B) augmented product
C) non-augmented product
D) positioning strategy

A

B) Augmented product

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32
Q

The adopter group ‘early adopters’ is classified as

A) deliberate
B) guided by respect
C) skeptical
D) tradition bound

A

B) Guided by respect

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33
Q

In marketing analysis, the result evaluation of marketing activities is part of

A) Analysis
B) Planning
C) Implementation
D) Control

A

D) Control

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34
Q

The products or services having significant group of buyers who are willing to make purchase efforts are called

A) sought products
B) unsought products
C) specialty products
D) both a and b

A

C) Specialty products

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35
Q

The negative situational factors are part of

A) Strengths
B) Weaknesses
C) Opportunities
D) Threats

A

B) Weaknesses

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36
Q

The factors that must be considered while designing the pricing strategies are

A) price of competitors
B) strategies of competitors
C) marketing strategy
D) all of above

A

D) All of above

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37
Q

The movement by concerned government agencies and citizens towards improvement and protection of future and current living environment is called

A) consumerism
B) seller’s extrovert sellers
C) environmentalism
D) seller introvert seller

A

C) Environmentalism

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38
Q

The lot of marketing efforts are required to market the products and services for the product category called

A) unsought consumer products
B) specialty industrial products
C) industrial augmented products
D) sought primary products

A

A) unsought consumer products

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39
Q

The higher the is gap between product performance and customer expectations, the customer is

A) more satisfied
B) more dissatisfied
C) more delighted
D) none of the above

A

B) More dissatisfied

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40
Q

The type of value based pricing includes

A) good value pricing
B) cost plus pricing
C) value added pricing
D) both a and c

A

D) both a and c

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41
Q

The adopter group ‘innovators’ are

A) deliberate
B) venturesome
C) skeptical
D) tradition bound

A

B) Venturesome

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42
Q

Leveraging the mature Björn Borg brand by producing new underwear models, you use a:

A) Line extension
B) Brand extension
C) Multibrand
D) None of the above

A

A) Line extension

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43
Q

Which of the following statements is true?

A) The most powerful brand position builds around strong consumer beliefs and values
B) Employer branding is the differential effect that knowing the brand name has on customer response to the product and its marketing
C) Brands don’t need to be repositioned because of changing customer preferences or new competiton
D) None of the above

A

A) The most powerful brand position builds around strong consumer beliefs and values

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44
Q

Which of the following options represent the manufacturers’ sponsorship options?

A) Licensed brand
B) Co-brand
C) Private brand
D) All of the above

A

D) All of the above

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45
Q

What are the four choices that a company has when it comes to developing brands?

A) Line extensions, brand extensions, multibrands, new brands
B) Line awareness, brand extensions, multibrands, new brands
C) Line extension, brand promotion, multibrands, new brands
D) None of the above

A

A) Line extensions, brand extensions, multibrands, new brands

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46
Q

Co-branding is defined as: the practice of using the established brand names of two different companies on the same product.

A) True
B) False

A

A) True

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47
Q

A store brand (private brand) is created and owned by a manufacturer of a product or service.

A) True
B) False

A

B) False

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48
Q

Line extension refers to which of the following?

A) A brand created and owned by a reseller of a product or service
B) A company extends a current brand name to a new or modified product in a new category
C) A company extends existing brand names to new forms, colors, sizes or flavors
D) All of the above

A

C) A company extends existing brand names to new forms, colors, sizes or flavors

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49
Q

Which of the following statements is true?

A) Product line filling involves adding more items within the present range of the line
B) Product line stretching occurs when a company lengthens its product line beyond its current range
C) Companies in the middle range of the market may decide to stretch their lines both downwards and upwards
D) All of the above

A

D) All of the above

50
Q

The concept when organizations carry out activities to “sell” the organization itself called which of the following?

A) Place marketing
B) Place employment
C) Employer branding
D) Employer services

A

C) Employer branding

51
Q

“Products” covers which of the following?

A) Tangible objects like Volvo and BMW Cars
B) Places like Stockholm and Paris
C) Persons like Björn Borg and Bruce Springsteen
D) All of the above

A

D) All of the above

52
Q

Which of the following statements is true?

A) Intangibility - services cannot be separated from their providers.
B) Variability - services cannot be seen, tasted, felt, heard or smelt before purchase.
C) Perishability - services cannot be stored for later sale of use.
D) None of the above

A

C) Perishability - services cannot be stored for later sale of use.

53
Q

The core of the service-profit chain links service firm profits with other supplier marketing campaigns.

A) True
B) False

A

B) False

54
Q

Product mix depth refers to the number of versions offered of each product in the line.

A) True
B) False

A

A) True

55
Q

A major product line decision involves which of the following?

A) Product line length - the number of items in the product line
B) Product price reduction
C) Product logistic solutions - number of items in the warehouse
D) All of the above

A

A) Product line length - the number of items in the product line

56
Q

Temporarily reducing prices to increase short-run sales is an example of which of the following?

A) Segmented pricing
B) Geographical pricing
C) Dynamic pricing
D) Promotion pricing

A

D) Promotion pricing

57
Q

Strategies that are used for new product pricing are called which of the following?

A) Market-segmentation pricing and Market-penetration pricing
B) Market-skimming pricing and Market-penetration pricing
C) Market-skimming pricing and Market-product pricing
D) None of the above

A

C) Market-skimming pricing and Market-product pricing

58
Q

What is captive product pricing?

A)Pricing bundles of products sold together
B) Pricing products that must be used with the main product
C) Setting prices across an entire product line
D) Pricing low-value by-products, to get rid of them

A

B) Pricing products that must be used with the main product

59
Q

Which of the following statements is true?

A) If demand hardly changes with a small change in price, the demand is inelastic
B) Price elasticity: a measure of the sensitivity of demand to changes in price
C) If demand changes greatly, the demand is elastic
D) All of the above

A

D) All of the above

60
Q

Under oligopolistic competition the market consists of a few sellers who are highly sensitive to each other’s pricing and market strategies.

A) True
B) False

A

A) True

61
Q

Target pricing is the same as finding out an ideal starting selling price.

A) True
B) False

A

A) True

62
Q

A value-based pricing strategy involves which of the following?

A) The pricing is product driven; the input comes from calculus and controlling
B) The company adds up the costs of making the product and sets a price that covers the cost plus target profit
C) Setting price based on buyer’s perceptions of value rather than on seller’s cost
D) None of the above

A

C) Setting price based on buyer’s perceptions of value rather than on seller’s cost

63
Q

The “experience curve” refers to which of the following?

A) Cost per unit as a function of accumulated production
B) Short-run product cost
C) Brake-even cost per unit
D) All of the above

A

A) Cost per unit as a function of accumulated production

64
Q

When initiating price changes the company must anticipate possible reactions from both buyers and competitors.

A) True
B) False

A

A) True

65
Q

Which of the following statements is true?

A) The franchise organization is not the most common type of contractual relationship
B) A corporate VMS integrates successive stages of production and distribution under shared ownership
C) Horizontal marketing systems, two or more companies at one level join together to follow a now market opportunity
D) All of the above

A

C) Horizontal marketing systems, two or more companies at one level join together to follow a now market opportunity

66
Q

Stocking the product in as many outlets as possible refers to which of the following?

A) Selective distribution
B) Intensive …
C) Exclusive …
D) None of the above

A

B) Intensive …

67
Q

Which of the following statements is true?

A) Using intermediaries normally increase the number of channel transactions
B) Downstream marketing channel partners are firms that supply raw material and components
C) A direct channel has many intermediary levels
D) None of the above

A

D) None of the above

68
Q

What does VMS stand for?

A) Vertical management system
B) Vision marketing system
C) Vertical marketing system
D) None

A

C) Vertical marketing system

69
Q

Downstream from the company is the set of firms that supply the raw materials, components, finances and expertise needed to create a product or service.

A) True
B) False

A

B) False

70
Q

Wholesaling includes all activities involved in selling goods and services to those buying for resale or business use.

A) True
B) False

A

A) True

71
Q

Retailers must decide on three major product variables:

A) product assortment, segment mix, raw material cost
B) product assortment, service mix, store atmosphere
C) price reduction, segment mix, store atmosphere
D) none

A

B) product assortment, service mix, store atmosphere

72
Q

Which of the following is not part of the AIDA model?

A) Desire
B) Action
C) Integration
D) Attention

A

C) Integration

73
Q

The six consumer buyer-readiness stages, refers to which of the following?

A) Awareness, knowledge, liking, preference, conviction, purchase
B) Awareness, sender, encoder, decoder, receiver, feedback
C) Awareness, price, liking, preference, conviction, package
D) None

A

A) Awareness, knowledge, liking, preference, conviction, purchase

74
Q

Which of the following statements is not true?

A) Public relations can have a strong impact on public awareness at a much lower cost than advertising can.
B) A push strategy involves “pushing” the product through marketing channels to final consumers
C) Sales promotion is the most long-term of the promotion mix tools
D) Advertising strategy consists of two major elements: creating advertising messages and selecting advertising media

A

C) Sales promotion is the most long-term of the promotion mix tools

75
Q

What is the first stage in preparing marketing communications?

A) Feedback must be prepared
B) Media should be selected
C) A message should be constructed
D) Identify the target audience

A

D) Identify the target audience

76
Q

Public relations can reach many prospects who avoid salespeople and advertisements - the message gets to the buyers as “news” rather than as a sales-directed communication.

A) True
B) False

A

A) True

77
Q

Point-of-purchase (POP) promotions include displays and demonstrations that take place at the point of sale.

A) True
B) False

A

A) True

78
Q

Which of the following statements is true?

A) Noise: the process by which the receiver assign a meaning to the symbols encoded by the sender
B) Receiver: the unplanned static or distortion during the communications process
C) Decoding: the set of symbols that the sender transmits
D) None

A

D) None

79
Q

IMC stands for which of the following?

A) Integrated management communications
B) International marketing communication
C) Integrated marketing communications
D) None

A

C) Integrated marketing communications

80
Q

Which of the following is not one of Michael Porter’s basic competitive position strategies?

A) Operational excellence
B) Overall cost leadership
C) Focus
D) Differentiation

A

A) Operational excellence

81
Q

Which of the following statements is true?

A) Middle-of-the-roaders try to be good on all strategic counts, but end up being not very good at anything
B) A customer centered company focus more on customer developments in designing its strategies
C) A competitor-centered company is one that spends most of its time tracking competitors’ moves and market shares and trying to find strategies to counter them
D) All

A

D) All

82
Q

Which of the following is a part of the marketing challenge strategies?

A) Full frontal attack
B) Expand market share
C) Protect market share
D) Expand total market

A

A) Full frontal attack

83
Q

Benchmarking: comparing the company’s products and processes to those of competitors or leading firms in other industries to identify “best practice” and find ways to improve quality and performance.

A) True
B) False

A

A) True

84
Q

The key idea in niching is to have the broadest product assortment on the market

A) True
B) False

A

B) False

85
Q

Customer intimacy: the company provides superior value by leading its industry in price and convenience.

A) True
B) False

A

B) False

86
Q

Creating competitive advantages begins with a thorough understanding of competitors’ _______.

A) Logistics
B) Strategies
C) Business goals
D) None

A

B) Strategies

87
Q

Michael Treacy and Fred Wiersema suggest that companies gain leadership positions by delivering _______ _______ to their customers.

A) Cost leadership
B) Differentiated products
C) Superior value
D) None

A

C) Superior value

88
Q

Which of the following statements is true?

A) Under the sustainable marketing concept a company’s marketing should support the best long-run performance of the marketing system
B) Environmentalists are concerned with marketing’s effects on the environment and with the environmental cost of serving consumer needs and wants
C) Consumerism is an organized movement of citizens and government agencies to improve the rights and power of buyers in relation to seller
D) All

A

D) All

89
Q

According to research, there are three ways when deciding how to enter the foreign market:

A) exporting, joint venturing, direct investment
B) exporting, joint venturing, demography
C) importing, joint venturing, direct investment
D) none of the above

A

A) exporting, joint venturing, direct investment

90
Q

Which of the following is not a deceptive (vilseledande) practice?

A) Promotion
B) Place
C) Pricing
D) Packing

A

B) Place

91
Q

Product adaption is which of the following?

A) Involves changing the product to meet local conditions and wants
B) Consists of creating something new for a specific country market
C) Means marketing a product in a foreign market without any change
D) All

A

A) Involves changing the product to meet local conditions and wants

92
Q

A global firm is one that, by operating in more than one country, gains marketing, production, R&D, and financial advantages that are not available to purely domestic companies.

A) True
B) False

A

A) True

93
Q

The biggest involvement in a foreign market comes through a joint venture.

A) True
B) False

A

B) False

94
Q

Cultural and social norms are examples of which of the following?

A) Demographic characteristics
B) Geographic…
C) Political and legal factors
D) None of the above

A

D) None of the above

95
Q

Which of the following is not correct?

A) Most international trade involves cash transactions
B) Disneyland Paris flopped at first because it failed to take local cultural values and behaviors into account
C) Nations don’t differ in their political-legal environments
D) All

A

C) Nations don’t differ in their political-legal environments

96
Q

De 4 C:na är…

A

… customer solution, customer costs, convenience and communication.

97
Q

The psychological factors influencing consumer behavior are:

A

motivation, perception, learning, beliefs and attitudes.

98
Q

According to research there are four factors that influence consumer buyer behavior:

A

cultural, social, personal, psychological

99
Q

What are the business buyer’s three types of buying situations?

A

Straight rebuys, modified rebuys, new task

100
Q

Which of the following is one of the business roles in the purchase decision process?

A

Gatekeeper

101
Q

Which of the following is not a characteristic of business markets?

A

Business buyers usually face less complex buying decisions.

102
Q

Many business markets have Inelastic demand: the total demand for many business products is not affected much by price changes, especially in the short run.

A

True

USP = Unique Selling Proposition

103
Q

A value proposition is the full ___ of a. ___ - the full mix of benefits upon which it is positioned.

A

positioning …. brand

104
Q

Consumer and business markets use many of the same variables to segment their markets.

A

True

105
Q

What are the seven P’s?

A

Product, price, place, promotion, people, process, physical evidence. (NOT PROFIT)

106
Q

Economies is the study of:

A) Demand
B) Money
C) Savings

A

A) Demand

107
Q

Factors which operate within the firm are part of:

A) The internal environment
B) The external…
C) The macro …

A

A) The internal environment

108
Q

Consumerism is part of:

A) The economic environment
B) The legal environment
C) The socio-cultural environment

A

C) The socio-cultural environment

109
Q

A regulatory body which is Government-sponsored and run is called:

A) A regulator
B) A quango
C) A quarto

A

B) A quango

110
Q

ASA stands for:

A) The Advertising Standards Authority
B) The Association of Signs in Advertising
C) The Advertising Society of America

A

A) The Advertising Standards Authority

111
Q

What is a competitor?

A) A firm selling to the same group of customers as ourselves.
B) A firm providing a similar solution to a customer’s needs.
C) A firm which is trying to take business away from us.

A

B) A firm providing a similar solution to a customer’s needs

112
Q

The first stage in decision-making is:

A) Need recognition
B) Pre-purchase evaluation.
C) Search for information.

A

A) Need recognition

113
Q

An interrupt causes:

A) The person to give up on a purchasing activity.
B) A person to suspend a purchasing activity temporarily.
C) A person to continue a purchasing activity.

A

B) A person to suspend a purchasing activity temporarily.

114
Q

The information search will be reduced if:

A) The psychosocial risk is low, but the cost of the search is high
B) The money cost of the search is high, but the consumer knows a lot about the product
C) The functional risk is high, but the consumer has little knowledge of the product.

A

B) The money cost of the search is high, but the consumer knows a lot about the product

115
Q

Goals arise from:

A) Purchasing power
B) Knowledge of the product
C) Motivation

A

C) Motivation

116
Q

Post-purchase dissonance can be reduced by:

A) Distorting the dissonant information
B) Returning the product
C) Third-party complaints

A

A) Distorting the dissonant information

117
Q

The decision-making unit consists of:

A) Deciders, gatekeepers, influencers, financiers and users.
B) Gatekeepers, deciders, sellers, users and influencers.
C) Influencers, deciders, buyers, gatekeepers and users.

A

C) Influencers, deciders, buyers, gatekeepers and users.

118
Q

E-commerce relies on the following factors

A) Compatibility with existing systems, but not technocratic specialization
B) Decentralization of IT, but no co-operative norms.
C) Lateral integration, but not just-in-time purchasing

A

C) Lateral integration, but not just-in-time purchasing

119
Q

What does MRO stand for?

A) Making repairs online
B) Maintenance, repair and overhaul (Underhåll, reparation och översyn)
C) Manufacture, resale, ordering

A

B) Maintenance, repair and overhaul (Underhåll, reparation och översyn)

120
Q

A holistic view of manufacturer and delivery systems is called:

A) The logistics chain
B) The supply chain
C) The value chain

A

C) The value chain

121
Q

A situation where one partner is compelled to withdraw from a business relationship is called:

A) Involuntary (Oavsiktlig)
B) Creeping
C) Optional

A

A) Involuntary (Oavsiktlig)

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