Quiz 1

Question 1

The following activities are rightly considered marketing except:

Answer 1

d. building a facility to make furniture

Question 2

Effective marketing should begin with

Answer 2

b. potential customer needs

Question 3

Target marketing, in contrast to mass marketing

Answer 3

d. Tailors a marketing mix to fit some specific group of customers.

Question 4

The “4P’s” of a marketing mix are:

Answer 4

e. Product, Place, Promotion, and Price

Question 5

Which of the following is true?

Answer 5

The product “P” in the marketing mix stands for both physical goods and services.

Question 6

Hewlett-Packard sells personal computers through specialty computer stores, electronics superstores, and its own internet site. The marketing mix variable that is being considered here is

Answer 6

place

Question 7

advertising is

Answer 7

any paid form of non personal presentation of ideas, goods, or services by an identified sponsor.

Question 8

a “channel of distribution”

Answer 8

is any series of firms (or individuals) from producer to final user or consumer.

Question 9

Coupons, samples, and point-of-purchase materials are examples of

Answer 9

sales promotion

Question 10

—– is the process of naming brand product-markets and then segmenting these broad product-markets in order to select target markets and develop suitable marketing mixes

Answer 10

market segmentation

Question 11

Behavioral (rather than demographic) segmenting dimension include a. type of problem solving
b. kind of shopping
c. brand familiarity
d. benefits sought
e. all of these are behavioral dimensions

Answer 11

e. all of these are behavioral dimensions

Question 12

Cross coffee, Inc, has substantial market share in South America but seeks growth. its managers want to expand into North America and target cities with populations of 50,000-99,999. identify the segmenting dimension most probably being used by corgis coffee.

Answer 12

geographic

Question 13

when hallmark designs its website so that a teenage girl can send a theme card to her boyfriends cell phone, what is the primary segmenting dimension that hallmark is using?

Answer 13

age

Question 14

ADT commercials that advertise the value of having a home burglar alarm system appeals to consumers

Answer 14

safety needs

Question 15

firms most likely to attract consumers by making an appeal to social needs are:

Answer 15

online dating sites

Question 16

after working for 18 hours, Katrina arrived home exhausted and wanted to go straight to sleep. Katrina’s need to sleep is a —– need.

Answer 16

physiological

Question 17

the consumer decision process begins with

Answer 17

need awareness

Question 18

when a consumer puts much effort into deciding how to satisfy a need, he engages in

Answer 18

extensive problem solving

Question 19

Which of the following give the correct ORDERING of the steps in the “adoption process?”

Answer 19

Awareness, interest, evaluation, trial, decision, confirmation

Question 20

When Corey runs out of shampoo he buys whatever brand is on sale at his local CVS drugstore. What is his level of involvement in the purchase decision for shampoo?

Answer 20

Routine