ACC498 Module 3 MKT Quiz 2017

Question

Question 1

Taking advantage of the trend in multi-generational housing, Madison Builders is aggressively marketing its "home within a home" concept, which features a grandparents' mini-home incorporated into a large single-family house. Which environmental force is Madison Builders counting on for its future home sales?

Question 1 options:

Social

Competition

Economic

Political

Technological

Question 2

Reindeer Games, a new Christmas-themed video, pizza, and ice cream restaurant targeting families with young children, is located in an area that is also home to Chucky Cheese and a bounce activity center. As both of the latter are well established, the owner of Reindeer Games decided to launch her business with pricing on games and pizza parties about 20% lower than her competitors. What pricing strategy is Reindeer Games using for their launch?

Question 2 options:

Value-added

Penetration

Skimming

Cost-plus

Everyday low prices

Question 3

____________ refers to socially and environmentally responsible marketing that meets the needs of consumers and businesses while also preserving or enhancing the ability of future generations to meet their needs.

Question 3 options:

Evangelism marketing

Affinity marketing

Sustainable marketing

Database marketing

Ambush marketing

Question 4

Dan has been directed to study the actors close to a company that affect its ability to serve its customers such as the company, suppliers, marketing intermediaries, customer markets, competitors, and publics. In this instance, Dan has been directed to study the ____________ of the company.

Question 4 options:

political environment

demographic environment

microenvironment

macroenvironment

technological environment

Question 5

FlashFlix, a streaming movie service, created a blog to help parents on budget plan "movie at home" parties for their kids and their friends, offering prizes to the best blog story about how the family was coping with a tight budget. To which environmental force is FlashFlix reacting?

Question 5 options:

Social

Political

Technological

Economic

Competition

Question 6

Eric Brown is a human resource manager in a company selling and manufacturing personal computers. Who among the following is Eric most likely to hire as a salesperson if his objective is to minimize training costs post recruitment?

Question 6 options:

Nancy, an experienced engineer with no prior experience in personal selling

Melissa, a proven salesperson from a competing firm

Henry, a young salesperson with a few months' experience in a large MNC

Samantha, a fresh college graduate

Richard, a product developer from a competing firm

Question 7

The set of marketing tools a firm uses to implement its marketing strategy is called the ____________.

Question 7 options:

product mix

market offering

promotion mix

marketing mix

marketing effort

Question 8

The societal marketing concept seeks to establish a balance between ____________.

Question 8 options:

customer-driven marketing and customer-driving marketing

marketing mixes and market offerings

customer lifetime value and customer equity

an inside-out perspective and an outside-in perspective

consumer short-run wants and consumer long-run welfare

Question 9

____________ refers to a business buying situation in which the buyer purchases a product or service for the first time.

Question 9 options:

Reverse auction

Modified rebuy

New task

Derived demand

Straight rebuy

Question 10

In ____________ research, the objective is to gather preliminary information that will help define the problem and suggest hypotheses.

Question 10 options:

causal

statistical

descriptive

analytic

exploratory

Question 11

An appeal that attempts to stir up either negative or positive sentiments that can motivate purchase is called a(n. __________ appeal.

Question 11 options:

emotional

rational

standard

structural

moral

Question 12

Which of the following is the objective of causal research?

Question 12 options:

To gather preliminary information that will help suggest hypotheses

To assign a cause to a seemingly random event

To predict the effect of a random event on unrelated entities

To test hypotheses about cause-and-effect relationships

To describe things, such as the market potential for a product

Question 13

A marketer wanting to determine business buyer behavior is most likely to ask which of the following questions?

Question 13 options:

What are the major influences on buyers?

Are buyers sensitive toward price changes in consumer markets?

How do interpersonal factors affect organizational performance?

Are niche markets more profitable than mass markets?

Is the role of gatekeepers relevant in the international business environment?

Question 14

Sam was visiting her grandparents during Spring Break and was appalled when they insisted on going to dinner at 5:30 to get the Early Bird Specials. What type of pricing strategy is making Sam insane?

Question 14 options:

Everyday low prices

Segmented

Cost-plus

Value-added

Skimming

Question 15

All of the following are forms of direct marketing except __________.

Question 15 options:

kiosk marketing

point-of-purchase promotion

personal selling

direct-mail marketing

telemarketing

Question 16

___________ segmentation refers to dividing the market into segments according to occasions when buyers get the idea to buy, actually make their purchase, or use the purchased item.

Question 16 options:

Psychographic

Income

Gender

Geographic

Occasion

Question 17

Kathy Champe, a public relations specialist for a regional chain of pharmacies, regularly contacts members of the local and state-wide media with information about community events and charity fundraisers sponsored by her company. This is an example of the __________ function of public relations.

Question 17 options:

development

press relations

lobbying

investor relations

product publicity

Question 18

Which of the following appeals is based on the idea that consumers often feel before they think?

Question 18 options:

Standardized appeal

Structural appeal

Emotional appeal

Integrated appeal

Rational appeal

Question 19

A shoe manufacturing company uses ads featuring the members of a country music band with the hope that the band's fans will see them wearing the company's shoes and hence purchase the same brand of shoes. The shoe company believes that the band portrays the image of a __________ to the band's fans.

Question 19 options:

reference group

subculture

membership group

lifestyle

status symbol

Question 20

The primary key to delivering customer satisfaction is to match product performance with ____________.

Question 20 options:

aggressive advertising

customer expectations

competitive prices

limited customer services

the competitor products' performance