Deck 12: Building Customer Relationships Through Effective Marketing

Question 1

A chain of convenience stores in a major metropolitan area boasts that it has so many locations that one of its stores is never more than "just a few minutes" away. Which value added by marketing does this illustrate?

A) right place
B) right time
C) right product
D) right promotion

Answer 1

A

Question 2

Between the 1920s and the 1950s, emphasis was placed on increased advertising, enlarged sales forces, and occasionally high-pressure selling techniques, representing a strong orientation in which of the following areas?

A) production
B) sales
C) marketing
D) customer

Answer 2

B

Question 3

When Pepsi decides to develop a soft drink, it creates the product, determines the price for which it will sell, decides how to distribute it to consumers, and develops a promotional campaign for the product. What is the collective term for these activities?

A) market orientation
B) undifferentiated approach
C) market segmentation
D) marketing mix

Answer 3

D

Question 4

In order to appeal to a wide, diversified group of consumers, a consumer products company manufactures a variety of deodorants-scented, unscented, for men, for women, clinical strength, spray, and stick. What type of value does this represent?

A) right place
B) right time
C) right product
D) right promotion

Question 5

Which of the following suggests a customer orientation?

A) increasing advertising
B) taking orders from customers
C) distributing goods to customers
D) developing products that fulfil customers' needs

Question 6

Tarps Unlimited's logo is "Whatever you need, we've got you covered," and it boasts that it carries more sizes, shapes, colours, and styles of tarps than any other company. Which value provided by marketing does this illustrate?

A) right product
B) right time
C) right place
D) right promotion

Question 7

Two days before Deepak's midterm paper was due, his laptop broke. He quickly went to the campus bookstore and was able to purchase a new laptop. What value does this represent?

A) right product
B) right promotion
C) right time
D) right place

Question 8

Club Med Inc. talks to its present and potential customers to assess their needs for its products. Then it develops activities and amenities at its resorts to satisfy those needs. This illustrates Club Med's orientation in which of the following areas?

A) production
B) sales
C) customer
D) mercantile

Question 9

Joseph Kuhn was trained as an engineer, but recently he has been assigned the marketing responsibility for his company. In his role as a marketer, he wants to know what marketing can and cannot control. Which of the following will Joseph find out that marketing can NOT control?

A) the price of the product
B) consumers' social values
C) sales promotion for the product
D) the distribution of the product

Question 10

Which of the following describes a company that has a production orientation?

A) Smith Company manufactures standard yellow no. 2 pencils, which are sold in retail stores and in bulk to schools and testing centres.
B) Hall Corporation manufactures and produces laundry detergent, which comes in six different scents and four different sizes.
C) ABC Industries employs thousands of independent consultants, who make commission selling a skincare regimen.
D) Bear & Co. produces artificial ficus trees and other artificial plants, which are primarily sold to companies as office decorations.

Question 11

Arthur was a salesperson for a manufacturing firm in the mid-1950s. Which of the following would his employer have been MOST likely to ask him to do?

A) Use high-pressure sales technique to sell more of the company's high-production output.
B) Simply take orders from customers and turn them in to the company.
C) Find out what customers really want and how the company can change its products to better meet customer needs.
D) Develop long-term relationships with clients.

Question 12

Which of the following is defined as the organizational function and set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders?

A) production
B) marketing
C) distribution
D) dispersion

Question 13

Corie was thankful the local gas station carries milk. She was babysitting her nephew and needed milk for his bottle. The closest grocery store is over three kilometres away, but the gas station is just up the street. What value does this represent?

A) right time
B) right place
C) right product
D) right promotion

Question 14

Aaron is interested in purchasing a new cell phone case. When he gets to the store, he finds he has about 20 choices in a variety of colours and designs. What value does this represent?

A) right product
B) right place
C) right time
D) right promotion

Question 15

From the beginning of the Industrial Revolution until the early twentieth century, business effort was directed mainly toward which of the following?

A) assessing customer needs
B) the production of goods
C) the development of new markets
D) the promotion of products

Question 16

During the 1950s, the marketing concept began to develop as business managers recognized that they were not primarily producers or sellers, but rather were in the business of doing which of the following?

A) satisfying customers' needs
B) increasing output and efficiency
C) producing goods they expected customers to want
D) promoting products through effective advertising

Question 17

In the early twentieth century, a time when the focus was on mass production and not customization, Henry Ford said that "Customers can have any colour they want, as long as it's black." Which orientation is alluded to in this famous quote?

A) marketing orientation
B) sales orientation
C) production orientation
D) industrial orientation

Question 18

A retailer increases its hours of operation so that customers can shop for goods when it is convenient for them. What value does this represent?

A) right position
B) right product
C) right place
D) right time

Question 19

Which of the following companies spends the most on advertising in Canada?

A) Rogers
B) Bell
C) Procter & Gamble
D) General Motors

Question 20

In the 1920s producers had to shift to a new sales orientation, which was characterized by all of the following EXCEPT which one?

A) promoting products through personal selling
B) increasing advertising
C) determining what goods consumers wanted
D) enlarging the sales force

Question 21

The elements of the marketing mix are combined for which of the following purposes?

A) to demonstrate the expertise of the marketing staff
B) to meet product display requirements
C) to encourage in-house support for marketing
D) to satisfy the target market

Question 22

When Walmart determines how many warehouses it needs to build and operate, it is addressing which element of the marketing mix?

A) distribution
B) promotion
C) storage
D) product

Question 23

Pepsi products are available for purchase almost everywhere, including grocery stores, gas stations, convenience stores, and vending machines. Which element of the marketing mix is Pepsi controlling?

A) placement
B) promotion
C) product
D) packaging

Question 24

The marketing department at a baby store brainstorms with its advertising agency on what type of advertising it should use and where and when ads should be placed in order to make the most impact. Which element of the marketing mix are they considering?

A) product
B) promotion
C) placement
D) pricing

Question 25

Beautiful Bags uses a combination of advertising and personal selling to increase the sales of its purses, backpacks, and computer bags. These activities address which element of the marketing mix?

A) distribution
B) promotion
C) timing
D) product

Question 26

Which element of the promotional mix would address decisions about brand name, packaging, and warranties?

A) price
B) promotion
C) profit
D) product

Question 27

Gretchen buys a new pair of jeans at the mall, but after she takes them home and tries them on again, she decides that she doesn't like them after all and decides to return them. Which step in the consumer decision process does this illustrate?

A) evaluating alternatives
B) evaluating after the purchase
C) searching for information
D) purchasing

Question 28

Kellogg's has decided to expand its product line to include instant oatmeal cups. Which element of the marketing mix should management at Kellogg's focus on in order to gain market share quickly?

A) placement
B) pricing
C) product
D) promotion

Question 29

Jamie drops her smartphone in the cafeteria and shatters the screen, so she needs to buy a new phone. Which step of the consumer decision process does this illustrate?

A) evaluating alternatives
B) purchasing
C) recognizing problem
D) evaluating after purchase

Question 30

When KFC Corporation decides on brand names, package designs, sizes of orders, and flavours of sauces and recipes, it is controlling which element of the marketing mix?

A) distribution
B) product
C) promotion
D) timing

Question 31

Which element of the marketing mix involves transportation, storage, and the selection of intermediaries?

A) production
B) placement
C) product
D) price

Question 32

After reviewing a report showing that one of the company's competitors recently increased its market share by 10%, the president called a meeting with the company's marketers to ask what could be done about this. The marketers responded that it is possible to modify the marketing mix, but NOT to do which of the following?

A) introduce new products for the market
B) lower their prices
C) control the marketing strategies of competitors
D) create better ads

Question 33

Which of the following is not a major marketing mix element?

A) price
B) promotion
C) production
D) product

Question 34

What are the elements of the marketing mix?

A) product, price, profit, and promotion
B) product, buyers, sellers, and price
C) product, price, distribution, and promotion
D) product, markets, buyers, and sellers

Question 35

After he decides to buy a new car, Stephen does considerable online research and narrows his choices down to a few. He then decides to visit a few dealerships to test-drive the cars he has selected to see how they feel. Which step in the consumer decision process does this illustrate?

A) evaluating alternatives
B) evaluating after purchase
C) purchasing
D) searching for information

Question 36

Which ingredient of the marketing mix is concerned with both base prices and various kinds of discounts?

A) quality
B) promotion
C) pricing
D) product

Question 37

A producer of bottled water wants to make sure that consumers can purchase its product virtually anywhere-in vending machines, supermarkets, convenience stores, and restaurants. Which element of the marketing mix does this reflect?

A) product
B) placement
C) profit
D) promotion

Question 38

Ford Motors is offering a rebate on cars purchased this month. This activity involves which element of the marketing mix?

A) promotion
B) pricing
C) timing
D) product

Question 39

BMW advertises using television advertisements, direct mail, and billboards. BMW is able to deliver value through which marketing mix element?

A) packaging
B) price
C) product
D) promotion

Question 40

McDonald's recently launched a line of smoothies to sell in its stores at a price of $2.49 for a small and $3.49 for a large. The smoothie represents which element of the marketing mix?

A) price
B) product
C) place
D) promotion

Question 41

Over the last year, Francine has become very concerned about eating a healthy diet and avoiding processed foods. Her purchasing decisions are likely influenced by which of the following?

A) her family
B) situational factors
C) social factors
D) psychological factors

Question 42

Jesse is in the market for a new camera. Logan just bought a new camera, so he shares his opinion of his new Nikon with Jesse. This represents which stage of the consumer buying decision process for Logan?

A) recognizing the problem
B) evaluating after purchase
C) evaluating alternatives
D) purchasing

Question 43

What is the term for a market segment toward which a company directs its marketing effort?

A) marketing group
B) target market
C) consumer market
D) marketing median

Question 44

While Manny was looking to put hardwood floors in his kitchen, he read all about the different types of hardwoods and the difference between engineered and solid hardwood. He ended up going with bamboo as it is a sustainable in that it grows to useful size in just three to seven years. Manny's decision was likely based on which of the following?

A) social influences
B) psychological influences
C) situational influences
D) physical surroundings

Question 45

Which of the following is NOT one of the characteristics of demographics under the demographic dimension for market segmentation?

A) family size
B) gender
C) income and social class
D) product usage

Question 46

It has been a long process for Natalia to find a new apartment that's both close to work and affordable, but after looking at several and carefully considering her budget she decides to sign a lease for a downtown studio apartment. Which step in the consumer decision process does this reflect?

A) evaluating the alternatives
B) purchasing
C) recognizing the problem
D) searching for information

Question 47

Topps, a company that produces baseball cards, develops its products to appeal primarily to young adults who are baseball fans. What does this group represent for Topps?

A) market segmentation
B) promotion strategy
C) target market
D) marketing mix

Question 48

A home improvement store carries lawn mowers all year long in its stores in Alberta and British Columbia, but its stores in eastern provinces carry lawn mowers only during the spring and summer. Which dimension of market segmentation does this illustrate?

A) geographic
B) demographic
C) psychographic
D) socioeconomic

Question 49

EcoAthlete determines that the target market for its running shoes is people who are environmentally conscious. It uses only environmentally friendly materials in the production of its shoes, and packaging is made of exclusively recycled material. Which dimension of market segmentation does EcoAthlete use in determining this target market?

A) demography
B) geography
C) lifestyle and behaviour
D) geodemography

Question 50

Jesse is in the market for a new camera. Logan just bought a new camera, so he shares his opinion of his new Nikon with Jesse. This represents which stage of the consumer buying decision process for Jesse?

A) searching for information
B) recognizing the problem
C) evaluating alternatives
D) purchasing

Question 51

Mary Beth is a high school student. All of her friends buy their jeans from Expression jeans, so she decides to buy Expression jeans even though Levis fit her better. Mary Beth's purchasing decision is most influenced by which of the following factors?

A) psychological
B) situational
C) personality
D) social

Question 52

Which of the following is NOT a major category of factors that influence the consumer buying process?

A) social
B) psychological
C) demographic
D) situational

Question 53

The product Centrum Silver is positioned as a vitamin supplement for older adults. On which basis have the makers of Centrum Silver segmented the vitamin market?

A) behaviouristic
B) demographic
C) psychographic
D) brand-related

Question 54

As part of the consumer buying decision-making process, which of the following is Wanda engaged in after she has narrowed her options to four choices and is reading through product reviews on Amazon?

A) purchasing the product
B) recognizing the problem
C) evaluating alternatives
D) searching for information

Question 55

Gareth doesn't especially like pizza, but he goes to a pizza restaurant for lunch with his co-workers at least a few times a week because it's where they like to eat and he enjoys their company. Which influence on the consumer decision process does this reflect?

A) social
B) psychological
C) situational
D) socioeconomic

Question 56

Marcin has decided to buy a laptop, so he spends some time reading product reviews online and asking his friends what they like and dislike about their laptops to get a better idea of what type of laptop he wants to buy. Which step in the consumer decision process does this illustrate?

A) recognizing problem
B) evaluating alternatives
C) searching for information
D) purchasing

Question 57

A home security company markets its infrared alarm system to urban residents who are more likely to experience a theft than their rural counterparts. This is an example of which type of segmentation?

A) demographic
B) psychographic
C) geographic
D) behaviouristic

Question 58

Jaswinder is trying out for his high school varsity basketball team. He feels he needs an extra advantage to ensure that he makes the team, so he goes to Foot Locker and chooses the highest-rated athletic shoes the store carries. Jaswinder's buying process is influenced most by which of the following factors?

A) socioeconomic
B) social
C) psychological
D) situational

Question 59

After narrowing his college choices to just a few, Gurdeep decides to visit each campus and meet with the admissions representative to see if the college feels like a good fit. Which step of the consumer decision process does this reflect?

A) recognizing problem
B) searching for information
C) evaluating alternatives
D) evaluating after purchase

Question 60

Even though she's not a fast food fan, Laura stops at McDonald's on the way home from work because she's hungry and too tired to cook. Which influence on her purchase decision does this reflect?

A) social
B) behavioural
C) psychological
D) situational

Question 61

Unilever used eye tracking marketing research to determine what draws a consumer to product packaging. As a result of the research, Unilever added the colour yellow to laundry detergent packaging to grab and hold consumers' attention. This is an example of which step in the market research process?

A) making marketing decisions
B) interpreting information
C) gathering information
D) planning the research

Question 62

A marketing researcher is currently analyzing the information collected and determining what possible opportunities it has for management. Which stage of marketing research does this represent?

A) interpreting information
B) making a preliminary investigation
C) planning the research
D) gathering factual information

Question 63

Teenagers spend billions of dollars on smartphones, music downloads, and video games. They have the ability, willingness, and authority to purchase such products because of their perceived need. These teenagers are an example of what type of market?

A) consumer
B) producer
C) governmental
D) institutional

Question 64

When a company collects external marketing data, it looks at information about which of the following?

A) its own sales figures
B) activities of its sales force
C) its customers
D) its product and marketing costs

Question 65

What is the process of systematically gathering, recording, and analyzing data concerning a particular marketing problem called?

A) marketing research
B) target marketing
C) market sampling
D) decision research

Question 66

Although Heinz had been making mustard for years, it just recently began selling it to consumers instead of only to restaurants and stadiums. Heinz advertisements showed its new mustard as a partner to Heinz Ketchup. This suggests that Heinz was segmenting the market based on which of the following?

A) demographics
B) geographics
C) brand loyalty
D) price sensitivity

Question 67

The Lincoln Motor Company places an advertisement for its 2017 Lincoln MKZ in Forbes and Inc. magazines as well as television spots featuring actor Matthew McConaughey. The vehicle is priced starting at $35,000 and is available at Lincoln dealerships nationwide. Which of the following is the likely target market for Lincoln?

A) 30- to 45-year-olds, single, professional jobs, live in urban areas, read Health and Fitness and watch SportsCenter
B) 40- to 55-year-olds, married, professional jobs, live in suburban areas, read Time magazine
C) 25- to 35-year-olds, single, professional jobs, live in suburban areas, read Economist magazine
D) 25- to 40-year-olds, married, high school diploma, live in suburban areas, read Parents magazine

Question 68

Which of the following involves the process of dividing a market into smaller groups of consumers who share common characteristics and needs?

A) market grouping
B) market segmentation
C) market sampling
D) consumer sampling

Question 69

A hospital conducts a series of focus groups with patients who had recently had outpatient surgery in order to gauge their level of satisfaction with various aspects of their experience. Which step of the research process does this represent?

A) designing the research project
B) gathering information
C) interpreting the information
D) using the data to make marketing decisions

Question 70

All of the following are ways to collect useful marketing research information EXCEPT which one?

A) sending questionnaires by mail
B) conducting telephone polls
C) conducting personal interviews
D) randomly stopping individuals on the street to inquire about their buying habits

Question 71

Kellogg's is setting up a marketing information system to keep track of marketing trends. External sources of marketing data include all of the following EXCEPT which one?

A) forecasts about general economic conditions
B) the company's historical sales data
C) customers
D) competitors' activities

Question 72

For every pair of shoes purchased, TOMS donates a pair to someone in need based on the area that they live in. The TOMS website and promotional materials all feature this "one for one" philosophy. TOMS is segmenting the shoe market based on which of the following?

A) geographics
B) income
C) demographics
D) psychographics

Question 73

IRI, a marketing research firm, has been contracted by T-Fal to evaluate the market performance of a new line of cookware. Which of the following is NOT likely to be a step in IRI's research process?

A) interpreting the research data
B) collecting data
C) implementing a new marketing mix based on research data
D) designing the research project

Question 74

Julie owns a frozen yogurt shop. She has decided to focus her marketing efforts on health-conscious customers. Based upon this information, which approach to market segmentation is she using?

A) demographic
B) geographic
C) lifestyle and behaviour
D) sociodemographic

Question 75

When determining the most appropriate marketing mix to reach its target market, a company should consider all of the following questions EXCEPT which one?

A) Will our distribution strategies get our product to our target group?
B) Is our pricing appropriate for our target group?
C) Will our promotion strategies reach our target group?
D) Are our competitors currently serving this target group?

Question 76

What is the first step in the market research process?

A) gathering information
B) interpreting the information
C) defining the research goal
D) designing the research project

Question 77

A marketing manager tells her assistant that she wants to use only primary data in her market research. Which of the following data would be most applicable for this research?

A) customer focus groups
B) surveys published in trade magazines
C) blog postings
D) patent filings

Question 78

The vice president of marketing is assimilating data from published sources and from customer focus groups the company has conducted regarding the feasibility of a new product. Which stage of the market research process does this illustrate?

A) gathering information
B) making a preliminary investigation
C) planning the research
D) interpreting information

Question 79

General Foods Corporation uses data such as sales figures, product and marketing costs, inventory levels, and activities of its sales force to make marketing decisions. What type of data is the company using?

A) internal
B) external
C) continual
D) economic

Question 80

Jack Link's beef jerky advertises in outdoor magazines and has a successful television advertisement campaign, "Messin' with Sasquatch." Affordably priced, Jack Link's products are sold at grocery stores, convenience stores, and gas stations across the country. Which of the following is likely the target market for Jack Link's beef jerky products?

A) 18- to 25-year-olds, high school diploma, blue collar jobs, live in rural areas, watch Nascar
B) 30- to 45-year-olds, single, professional jobs, live in urban areas, read Health and Fitness and watch SportsCenter
C) 45- to 60-year-olds, married, professional jobs, live in suburban areas, read Time magazine
D) 25- to 40-year-olds, married, high school diploma, live in suburban areas, watch Dancing with the Stars