Marketing Management Exam 1

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ampokel
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Marketing Management Exam 1
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2013-03-10 20:33:49
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Marketing management exam 1 review
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  1. One traditional depiction of marketing activities is in terms of the marketing mix or four P's. The four P's are characterized as being ______?
    • Product
    • Price
    • Promotion
    • Place
  2. _______consists of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers.
    A marketing information system
  3. With the rapidly changingglobal picture, the firm must monitor six major forces. All of the followingwould be among those forces EXCEPT ________.
    Promotional
  4. The ________ environmentconsists of laws, government agencies, and pressure groups that influence and limit various organizations and individuals.
    Political-Legal
  5. Primary data can be collected in several ways. Which of the following primary data collection methods would be exemplified by constructing see-through mirrors in a retail store whereby consumers’ actions could be recorded?
    •(A) Focus groups
    •(B) Surveys
    •(C) Observation
    •(D)  Behavioral data
    (E) Experiments
    (C) Observation
  6. Some marketers prefer more ________ methods for gauging consumer opinion because consumer actions do not always match their answers to survey questions.
    •(A) quantitative
    •(B) qualitative
    •(C) psychographic
    •(D) covert
    (E) subliminal
    B Qualitative
  7. The ________ is the set of customers who are buying the company’s product.
    •(A) potential market
    •(B) available market
    •(C) target market
    •(D) penetrated market
    •(E) repositioned market
    D Penetrated Market
  8. A person’s ________ consist(s) of all the groups that have a direct (face-to-face) or indirect influence on his/her attitudes or behavior.
    •(A) culture
    •(B) subculture
    •(C) psychographics
    •(D) reference groups
    (E) demographics
    Reference Groups
  9. It is important in marketing management that a marketer should make his/her _____ to match the target consumers’ personality.
    •(A) product image
    •(B) brand personality
    •(C) product design
    •(D) product package
    •(E) service
    •(B) Brand Personality
  10. Which 3 factors are the most important factors that may influence consumer behavior?
    (A) Personal factors
    (B) Cultural factors
    (C) Religious factors
    (D) Social factors
    (E) Political-legal factors
    • Personal factors
    • Cultural factors
    • Social factors
  11. Which of the following belong to personal factors that may influence consumer behavior?
    •(A) Self-concept
    •(B) Values
    •(C) Wealth
    •(D) Occupation
    •(E) Personality
    All of them
  12. Which of the following belong to Maslow’s hierarchy of needs?
    •(A) Social needs
    •(B) Safety needs
    •(C) Physiological needs
    •(D) Esteem needs
    •(E) Self-actualization needs
    All of them
  13. With respect to understanding consumer behavior, there are four key psychological processes. All of the following would be among those processes EXCEPT ________. 
    •(A) motivation
    •(B) perception
    •(C) learning
    •(D) self-reliance
    •(E) memory
    •(D) Self-Reliance
  14. The five-stage model of the consumer buying process includes all of the following stages EXCEPT ________.
    •(A) problem recognition
    •(B) information search
    •(C) social interaction
    •(D) purchase decision
    (E) postpurchase behavior
    •(C) social interaction
  15. Pete always buys Purina dog food for his dog because he believes that it is the best value for the nutritional content. Pete’s loyalty status is best described as _____.     
    A. split loyal      
    B. hard-core loyal     
    C. shifting loyal     
    D. switcher
    E. consistent loyal     
    B. hard-core loyal
    (this multiple choice question has been scrambled)
  16. All of the following are considered to be product attitude segments EXCEPT ____.
    A.Synergistic
    B.Indifferent
    C.Enthusiastic
    D.Hostile
    E.Positived
    A. Synergistic
    (this multiple choice question has been scrambled)
  17. The sale of turkeys in the United States is highest in mid- to late November, as people buy turkeys to serve at Thanksgiving. Grocery stores who specifically advertise turkeys at this time of year are segmenting on the basis of ____.        
    A. psychographics    
    B. benefits    
    C. occasion
    D. demographics    
    E. user status    
    C. occasion
    (this multiple choice question has been scrambled)
  18. Volkswagen concentrates on the small-car market and Porsche on the sports car market. These would be examples of what is called __.
    A.Full market coverage
    B.Product specialization
    C.Market specialization
    D.Single-segment concentration
    E.Selective specialization
    D.Single-segment concentration
    (this multiple choice question has been scrambled)
  19. Which of the following best represents the chief advantage of pursuing a selective specialization multisegment strategy?

    A.It makes the company almost bulletproof to competitors’ actions
    B.It diversifies the firm’s risk
    C.It creates synergy between markets
    D.It is a low-cost strategy
    E.It treats all buyers the same and, therefore, lowers promotion costs
    B.It diversifies the firm’s risk
    (this multiple choice question has been scrambled)
  20. The chief disadvantage to a firm that decides to follow a product specialization strategy in selecting target market is that __.

    A.Logistics can become a nightmare
    B.No synergy exists
    C.E-commerce becomes difficult for the company
    D.The product may be supplanted by an entirely new technology
    E.Competitors can easily copy any new product introductions
    D.The product may be supplanted by an entirely new technology
    (this multiple choice question has been scrambled)
  21. _____ is the act of designing the company’s offering and image to occupy a distinctive place in the minds of the target market.

    A. Positioning
    B. Preproduct launching
    C. Performance imaging
    D. Product conceptualization
    E. Promotion presentation
    A. Positioning
    (this multiple choice question has been scrambled)
  22. Which of the following best describes Volvo’s value proposition?
    A. We make cars.
    B. We sell the safest, most durable wagon in which your family can ride.
    C. We charge a 20% premium on our cars.
    D. We target safety-conscious “upscale” families.
    e. None of the above is a value proposition.
    B. We sell the safest, most durable wagon in which your family can ride.
    (this multiple choice question has been scrambled)
  23. The result of positioning is the successful creation of _____, a cogent reason why the target market should buy the product.

    A. everyday low pricing
    B. a demand channel
    C. strategic window of opportunity
    D. an award winning promotional campaign
    E. a customer-focused value proposition
    E. a customer-focused value proposition
    (this multiple choice question has been scrambled)
  24. To say that a product has a life cycle is to assert all of the following EXCEPT ___.

    A. profits rise and fall at different stages of the product life cycle
    B. products all basically exhibit cycle-recycle growth patterns
    C. products have a limited life
    D. products require different marketing, financial, manufacturing, purchasing, and human resource strategies in each life-cycle stage
    E. product sales pass through distinct stages, each posing different challenges, opportunities, and problems to the seller
    B. products all basically exhibit cycle-recycle growth patterns
    (this multiple choice question has been scrambled)
  25. The four stages of the product life cycle include all of the following EXCEPT ___.

    A. decline
    B. growth
    C. maturity
    D. learning
    E. introduction
    D. learning
    (this multiple choice question has been scrambled)
  26. When Campbell’s soups began advertising its soups as excellent snacks, it was using which of the following volume-oriented brand usage strategies?

    A. Use more of the product on each occasion
    B. Use the product on more occasions
    C. Use the product in older, more traditional ways
    D. Use the product in new ways
    E. Use improved quality to attract new users
    B. Use the product on more occasions
    (this multiple choice question has been scrambled)
  27. What do “3 V’s” mean in marketing management?

    a. Choosing the value
    b. Providing the value
    c. Communicating the value
    d. Purchasing the value
    e. Selling the value
    • a. Choosing the value
    • b. Providing the value
    • c. Communicating the value
  28. What does MIS rely on?

    a. Internal Company Records
    b. Marketing Intelligence System
    c. External Company Records
    d. Marketing Research
    e. Marketing Analysis
    • b. Marketing Intelligence System
    • d. Marketing Research
  29. Which of the following types of tests shows a picture and asks respondents to make up a story about what they think is happening or may happen in the picture?

    A. Story completion
    B. Thematic Apperception Test (TAT)
    C. Word association
    D. Completely unstructured question
    E. Holistic association
    B. Thematic Apperception Test (TAT)
    (this multiple choice question has been scrambled)
  30. _________ means that those who choose not to participate may be significantly different from those who participate.

    A. Nonresponse bias
    B. Survey bias
    C. Qualitative measure bias
    D. Ethnomethodology
    E. Response bias
    A. Nonresponse bias
    (this multiple choice question has been scrambled)
  31. Which of the following belong to the research approaches that we can use to collect data?

    a. observation
    b. survey
    c. experiment
    d. focus group
    e. behavioral data
    all of them
  32. Which of the following are the methods of measuring total market potential?

    a. Forecasting
    b. Market penetration
    c. Prospective buyers
    d. Market buildup
    e. Chain-ratio
    • c. Prospective buyers
    • e. Chain-ratio
  33. Which of the following belong to the methods of estimating future market demand?

    a. Survey of buyers’ intentions
    b. composite of salesforce opinions
    c. expert opinion
    d. past-sales analysise.
    e.market-test method
    all of them
  34. Which 3 factors are the most important factors that may influence consumer behavior?

    a. Personal factors
    b. Cultural factors
    c. Religious factors
    d. Social factors
    e. Political-legal factors
    • a. Personal factors
    • b. Cultural factors
    • d. Social factors
  35. Which of the following are reference groups?

    a. membership groups
    b. primary groups
    c. secondary groups
    d. aspirational groups
    e. dissociative groups
    all of them
  36. Which of the following belong to personal factors that may influence consumer behavior?

    a. Self-concept
    b. Values
    c. Wealth
    d. Occupation
    e. Personality
    all of them
  37. Which of the following belong to the 4 key consumer psychological processes?

    a. motivation
    b. learning
    c. decoding
    d. perception
    e. memory
    • a. motivation
    • b. learning
    • d. perception
    • e. memory
  38. What are the 4 stages of product life cycle (PLC)?

    a. introduction
    b. emergence
    c. growth
    d. maturity
    e. decline
    • a. introduction
    • c. growth
    • d. maturity
    • e. decline
  39. Which 3 factors can we rely on to segment the consumer market?

    a. demography
    b. perception
    c. geography
    d. emotion
    e. behavior
    • a. demography
    • c. geography
    • e. behavior
  40. What are the 4 levels of market segmentation?

    a. segments
    b. niches
    c. local areas
    d. individuals
    e. full market
    • a. segments
    • b. niches
    • c. local areas
    • d. individuals

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