UGBA 106 Flashcards
Quiz
1) The information Delta Airlines’ Frequent Flyer Program gathers from their customer relationship management enables them to
A) strengthen the relationship between the airline and the customer.
B) enhance the customer experience of the passengers.
C) develop new sales promotions.
D) create an effective social media campaign.
A) strengthen the relationship between the airline and the customer.
2) New Belgium Brewing is a U.S.-based company that sells craft beer. It strives to be a “force for good” by focusing on sustainability. New Belgium produces a portion of its own electricity via solar panels and contributes to organizations focused on ecology. New Belgium operates under which marketing orientation?
A) Production
B) Sales
C) Market
D) Social
D) Social
3) You have been assigned the task of developing a marketing plan for a new product your firm will soon be offering. All of these tasks would be relevant to you EXCEPT
A) reaching a decision on how to price the new product.
B) deciding what the best way is to persuade your customers to buy the new product.
C) deciding if the new product is appropriate for your company to market.
D) deciding on where you will sell the product.
C) deciding if the new product is appropriate for your company to market.
4) Hector’s Tacos is a small food stand on campus. Hector recently has lost a fair number of customers to another food stand that sells similar, but cheaper tacos. Hector is concerned because he was about to launch a line of unique, fresh tacos–ones his clientele has been asking for–that would cost a bit more. Of the following, what is the best advice for Hector?
A) Hector should act like a naïve scientist. He should test his ideas for new tacos and study the outcomes. With this information, Hector can create a marketing plan and set his prices.
B) Hector should define his target market and then provide better tacos than his competitors. His target market will perceive value, thus paying a higher price for Hector’s tacos and returning for more.
C) Hector should remember that customers will be driven by their wants, needs, and demand for the product. If they want fresh ingredients, they will pay any price to get them.
D) Hector should lower his prices on his current taco offerings. Then he should add fresh taco selections at his current prices. He might lose money at first, but his customers will consider
B) Hector should define his target market and then provide better tacos than his competitors. His target market will perceive value, thus paying a higher price for Hector’s tacos and returning for more.
5) Which of the following terms refers to a person who has an idea that something might work based on either theory or watching something in practice and then tests the idea?
A) Marketing researcher
B) Marketing manager
C) Naïve scientist
D) Value propositioner
C) Naïve scientist
6) Elsa started an Etsy store selling custom sugar cookies at a price commensurate with other vendors. While she envisioned making cookies for birthday or holidays, her first order was for a bachelorette party. Elsa obliged, but was uncomfortable with the X-rated fare. The cookies were so well received that Elsa quickly became the go-to baker for bachelorette party cookies. What mistake did Elsa make when beginning her business?
A) She did not adequately anticipate her customer’s needs, wants, and demands.
B) She did not create a basic marketing plan denoting her target market.
C) She did not consider the perceived value of her cookies versus those of other vendors.
D) She used a production orientation instead of a sales orientation for her business.
B) She did not create a basic marketing plan denoting her target market.
7) At last year’s farmer’s market, Kelsi sold every one of her jars of homemade salsa. Her customers raved over her four different flavor combinations and were thrilled by her affordable prices. This year, Kelsi stocked 32 different flavor combinations and kept prices the same. Her sales slowed considerably. What is the most likely reason?
A) Kelsi’s customers were turned off by her low prices.
B) Kelsi’s customers experienced brain fatigue when confronting so many choices.
C) Kelsi did not provide adequate customer service.
D) Kelsi did not advertise her salsas effectively.
B) Kelsi’s customers experienced brain fatigue when confronting so many choices.
8) Spiro has a new job at an office with no viable public transportation options. After some research, he decides to purchase a motorcycle. A salesperson at a local dealership makes the very expensive Ducati Monster sound so appealing, Spiro eventually purchases one. Which of the following statements most accurately describes this situation?
A) Spiro needed transportation, wanted a motorcycle, but had no demand for a Ducati. B) Spiro demanded transportation, wanted a Ducati, but had no need for a motorcycle.
C) Spiro needed transportation. His demand for a Ducati was controlled by the salesperson at the dealership.
D) Spiro needed transportation and wanted a motorcycle. The salesperson influenced his demand for a Ducati.
D) Spiro needed transportation and wanted a motorcycle. The salesperson influenced his demand for a Ducati.
9) Offering too many options can lead to which problem for some companies?
A) It’s difficult to keep track of inventory and re-order as certain items are sold out.
B) They can’t specialize, leaving them vulnerable to competition.
C) Suppliers to the company can get confused and send incorrect shipments.
D) Your target market, by definition, prefers limited options.
B) They can’t specialize, leaving them vulnerable to competition.
10) As a marketing manager, you’ve launched a new social media campaign designed to drive traffic to your website. Which element on your marketing dashboard would you pay the most attention to during the early days of the campaign’s launch?
A) Hourly visitors
B) Sales
C) Tweets related to the campaign
D) Conversion rates
A) Hourly visitors
11) Burger King introduced a new Fish Filet Sandwich, an addition to their menu. They developed a marketing plan designed to introduce the new product and generate awareness and trial. A key objective was the number of sandwiches to be sold during the introductory period. Shortly after BK’s introduction, McDonald’s began offering a buy one-get-one promotion for their Filet-o-Fish Sandwich, coupled with heavy advertising spending. Burger King fell well short of its objective. At which stage of organizing and planning for marketing strategy would BK address this?
A) Plan evaluation and control
B) Plan implementation
C) Establishing a competitive advantage
D) Developing their marketing mix
A) Plan evaluation and control
12) Julie graduated with a major in marketing and went into the family retail business. She convinced her family to use marketing to achieve a higher level of success. They have gone through an orderly process of setting goals and objectives and creating a marketing plan. It’s time to consider implementation, and the firm should first consider
A) product, as it is what the rest will be built on.
B) place, as the firm is a retail business.
C) price, as it will be the focus of future profitability.
D) promotion, as nothing can happen until people know about the firm.
A) product, as it is what the rest will be built on.
13) Your friend Dobin has been hired as a donor engagement officer for his college alma mater. He tells you that he is planning to focus most of his energy on a group of alumni who work for a very prestigious law firm, are well paid, and live extravagant lifestyles– exotic vacations, expensive cars, boat purchases, and so on. What is the best advice to give him?
A) Tell Dobin to move ahead with his plan soon before his target group spends any more of their net income on luxury items that they might not be able to afford.
B) Remind Dobin that his target group seems to be spending much of their discretionary income and that other, less flashy, alumni actually may be wealthier and in better positions to donate significant funds.
C) Suggest that Dobin consider other alumni that have similar gross income potential, since they would fall into the same wealth category as his target group.
D) Remind Dobin that interest rates and inflation play a part in one’s ability to donate part of one’s disposable income. He needs to time his requests when the market is most agreeable.
B) Remind Dobin that his target group seems to be spending much of their discretionary income and that other, less flashy, alumni actually may be wealthier and in better positions to donate significant funds.
14) A firm is considering locations for a new manufacturing facility to meet market demands and has been reviewing the macro-environment as it considers how to market the newly manufactured products. The firm has found a location with a good potential workforce and good transportation access. The concern is that the new facility would
require a great deal of water, which might affect farmers and others depending on a good supply of water. What element of the macro-environment do they need to address?
A) Political and regulatory
B) Sustainability
C) Demographics
D) Technology
B) Sustainability
15) You work for a global consumer products firm and oversee a line of laundry detergents. Your best-selling product has come under scrutiny for its new pod design– colorful detergent wrapped in a disposable film–that can look like candy to small children. Ingestion could result in death. Recently, a national television program devoted a 20-minute segment to interviews with concerned parents. You know that your current product packaging is childproof and contains warnings about keeping it out of reach of children. What is the best way to respond to this situation?
A) Since your product packaging meets federal safety guidelines and since product sales are high, you ignore the recent outcry. You can only control your product and your company, not how people use it.
B) Since you value your customers, you create a series of advertisements extolling the safety features of your current product packaging and reminding customers to keep chemicals stored safely. You can only control your product and your company and influence how people use it.
C) Since you value your customers and understand that consumer groups have influence, you instigate corporate discussions about discontinuing detergent pods. You can only control your product and company.
D) Since you value your customers, understand that consumer groups have influence, and manage the best-selling detergent, you create new, safer product packaging. You also create a series of advertisements extolling these features and reminding customers to store all chemicals safely. You can only control your product and your company and influence how people use it.
D) Since you value your customers, understand that consumer groups have influence, and manage the best-selling detergent, you create new, safer product packaging. You also create a series of advertisements extolling these features and reminding customers to store all chemicals safely. You can only control your product and your company and influence how people use it.
