Quiz Flashcards
A risk of marketing myopia is that sellers pay more attention to
A) their product’s profit margin than to their product’s price
B) the benefits and experiences produced by their products
C) the competition than to their product
D) their products than to customer needs
D
The act of dividing a market into segments of customers is referred to as \_\_\_\_\_\_\_\_\_\_\_. A)demand marketing B) target marketing C) market segregation D) market segmentation
D
Which of the following is NOT an element of marketing? A)policy B) price C)promotion D)product
A
Ensuring that the product is available to the consumer when and where he wants it is considered during which phase of the marketing mix? A) Price B) Place C) Promotion D) Product
B
To be successful in the economic environment, marketers must pay attention to \_\_\_\_\_\_\_\_\_. A) changes in their marketing plans B) the national debt C) consumer spending patterns D) their marketing budgets
C
\_\_\_\_\_\_\_\_ is the total combined customer lifetime values of all the company's current and potential customers A) share of a customer B) customer life time value C) customer equity D) profitability E) share of a market
C
Sally purchased Brand X lotion. In comparing her perception of how the lotion performed to her expectations for Brand X lotion, Sally was measuring her level of ________.
A) customer perceived value B) customer satisfaction C) exchange D) demand E) customer life time value
A
Afia, a team leader in charge of customer relationship management, is planning strategies for improving the profitability of her firm's least profitable but loyal customers. She is also examining methods for "firing" customers in this group who cannot be made profitable. To which of the following customer relationship groups do these customers belong? A) butterflies B) true friends C) strangers D) barnacles E) short-term customers
D
Effective positioning begins with \_\_\_\_\_\_\_\_ the company's marketing offer from the competition in order to give consumers more perceived value. A) pricing B) aligning C) differentiating D) promoting E) placing
C
The marketing environment is composed of ________.
A) the green environment and the demographic environment
B) strategic planning and the natural environment
C) the microenvironment and the macroenvironment
D) the minienvironment and the macroenvironment
E) the tactical environment and the strategic environment
C
The players close to the company that impact a firm's ability to serve its customers constitute \_\_\_\_\_\_\_\_ A) macroenivronement B) microenvironment C) marketing environment D) marketing mix E) global environment
B
Your marketing department is currently researching the size, density, location, age, and occupations of your target market. Which environment is being researched? A) demographic B) psychographic C) economic D) geographic E) cultural
A
This group is the wealthiest generation in Canadian history. A) generation X B) baby boomers C) millennials D) seniors E) tweens
B
The \_\_\_\_\_\_\_\_ environment consists of factors that affect consumer purchasing power and spending patterns. A) geological B) politcal C) tech D) economic E) natural
D
The natural resources that are needed as inputs by marketers or that are affected by marketing activities are referred to as the \_\_\_\_\_\_\_\_. A) raw material market B) natural environment C) endangered environment D) green movement E) factors of production
B
Which of the following is NOT an example of a qualitative research method? A) ethnographic research B) descriptive research C) exploratory research D) focus group research
B
When starting to gather data, marketing researchers typically begin with \_\_\_\_\_\_\_\_. A) secondary data B) primary data C) survey data D) focus group data
A
Information collected from marketing surveys is an example of \_\_\_\_\_\_\_ data. A) experimental B) primary C) secondary D) observational
B
A company hires trained researchers to go live in a growing community with an emerging economy. The researcher team's purpose is to study the community members in order to gain insights about how they live and what they desire. This is an example of \_\_\_\_\_\_\_\_. A) ethnographic research B) experimental research C) observational research D) marketing research
A
Secondary data is desirable because it ______________.
A)includes information not usually accessible to a company
B) includes focus group data
C)includes survey information from consumers
D) includes information that a company has in its databases
A
The real value of marketing research is the \_\_\_\_\_\_\_\_\_\_ it can provide to a company; that is, information that can give a company a strong advantage over the competition A) customer insights B) product testing C) internal data D) competitive edge
A
A buyer's decisions are influenced by \_\_\_\_\_\_\_\_ such as the buyer's age and life-cycle stage, occupation, economic situation, lifestyle, and personality and self-concept. A) personal characteristics B) reference groups C) perceptions D) attitudes E) psychographics
A
Although internal databases can usually be accessed more quickly and cheaply than other information, they are problematic because
A) the databases have mainly sales information.
B) info has limited use
C) the databases have mainly information on inventory.
D)there is too much information.
B
