Deck 9: Essentials of Leadership and Management

Question 1

Walter is a salesperson who believes it is important to ask customers what they want and then try to meet their expectations. Which key aspect of the marketing concept does this demonstrate?

A) focus on serving customers
B) emphasis on profitability
C) customer satisfaction
D) delivering value
E) building a winning strategy

Answer 1

customer satisfaction

Question 2

Which group represents a product line?

A) Crest Whitestrips teeth whitener, toothpaste, and mouthwash
B) P&G's Tide laundry soap, Bounty dryer sheets, and Pampers diapers
C) Revlon hair color, makeup, and nail polish
D) Buybuy Baby's collection of clothes, toys, and highchairs
E) Kraft's Maxwell House coffee, Oscar Mayer lunchmeat, and Kool-Aid drinks

Answer 2

Crest Whitestrips teeth whitener, toothpaste, and mouthwash

Question 3

Which group represents a product mix?

A) Crest's 3D white toothpaste, Scope toothpaste, and Pro-Health toothpaste
B) P&G's Tide, Cheer, and Gain laundry detergents
C) Green Giant's frozen corn, broccoli, and peas
D) Coca-Cola's Diet Coke, Cherry Coke, and Coke Zero
E) Kraft's Maxwell House, Oscar Mayer, and Kool-Aid

Answer 3

Kraft's Maxwell House, Oscar Mayer, and Kool-Aid

Question 4

Once Ned and Brad realized they had a problem with their leaky windows, they asked friends and looked on the Internet to see what options they had to solve the problem. This represents which step of the consumer buying process?

A) problem recognition
B) information search
C) evaluating alternatives
D) purchase decision
E) postpurchase evaluation

Question 5

After researching their options, Ned and Brad chose to buy new energy efficient windows from a local window company. In which step of the consumer buying process are Ned and Brad?

A) problem recognition
B) information search
C) evaluating alternatives
D) purchase decision
E) postpurchase evaluation

Question 6

Ned and Brad had their new windows installed and invited the neighbors over to see them. The neighbors asked them how they liked them, to which they responded, "They're great!" This exemplifies which step in the consumer buying process?

A) problem recognition
B) information search
C) evaluating alternatives
D) purchase decision
E) postpurchase evaluation

Question 7

Luz Maria and Mohammed have different ideas about what color to paint the house. Luz Maria wants a bright blue like her childhood bedroom in Mexico, and Mohammed wants a steel gray like his mosque's prayer room. Which element of consumer buying behavior is most likely influencing their decisions?

A) culture and subculture
B) social class
C) reference groups
D) personal image
E) situational matters

Question 8

Which element of consumer buying behavior includes income level, profession, and political status?

A) culture and subculture
B) social class
C) reference groups
D) personal image
E) situational matters

Question 9

Which element of consumer buying behavior includes friends, family, and coworkers?

A) culture and subculture
B) social class
C) reference groups
D) personal image
E) situational matters

Question 10

When Parul got home from work, her husband insisted they go immediately to look at the house he found them. Parul was exhausted but went along; however, she found that she didn't like anything about the house and was annoyed with her husband for making her look at it. What factor is most likely influencing her buying decision?

A) culture and subculture
B) social class
C) reference groups
D) personal image
E) situational matters

Question 11

Before The Cookie Cutter decided where to place its store, it needed to know if there were other similar stores in the area. Which customer attribute is being addressed?

A) Customers have access to the product.
B) Customers have decision-making power to buy the product.
C) Customers have money to afford the product.
D) Customers are not already served by competitors.
E) Customers have a particular need that the firm can serve.

Question 12

An upscale jewelry store was considering moving into a transitional neighborhood with millennials in new housing mixed with older homes and lower incomes. Which customer attribute is most likely to be an issue?

A) Customers have access to the product.
B) Customers have decision-making power to buy the product.
C) Customers have money to afford the product.
D) Customers are not already served by competitors.
E) Customers have a particular need that the firm can serve.

Question 13

The ________ consists of all those individuals or households that want goods or services for their personal use.

A) consumer market
B) target marketing strategy
C) marketing mix
D) consumer demographic
E) product strategy

Question 14

________ segmentation consists of categorizing consumers according to statistical characteristics of a population, such as gender, age, income, and so on.

A) Demographic
B) Geographic
C) Psychographic
D) Benefit
E) User rate

Question 15

________ segmentation categorizes customers according to location.

A) Demographic
B) Geographic
C) Psychographic
D) Benefit
E) Physical

Question 16

________ marketing consists of dividing market segments into microsegments for which sales may be profitable.

A) Consumer
B) Target marketing
C) Strategic
D) Niche
E) Position

Question 17

Mississippi BarBeQue makes a special barbeque sauce that it sells to restaurants and retail stores. This is an example of ________ marketing.

A) niche
B) B2B
C) customer-based
D) B2C
E) one-to-one

Question 18

A commercial laundry targets restaurants and hotels that require uniforms for their staff. This is ________ segmentation.

A) niche
B) geographic
C) customer-based
D) B2C
E) product-use-based

Question 19

________ segmentation categorizes business customers according to how they will use the seller's product.

A) Niche
B) Geographic
C) Customer-based
D) B2C
E) Product-use-based

Question 20

________ segmentation consists of categorizing customers according to their location.

A) Niche
B) Geographic
C) Customer-based
D) B2C
E) Product-use-based

Question 21

Products can quickly become obsolete and fall out of favor, making it easy for other companies to step in and take market share. This focuses on which reason to develop new products?

A) to stay ahead of or match the competition
B) to continue to expand revenues and profits
C) to fill out a product line
D) to take advantage of opportunity
E) to make investors happy

Question 22

When a company has shareholders, it needs to introduce new products to keep rewarding them. This relates to which reason to develop new products?

A) to stay ahead of or match the competition
B) to continue to expand revenues and profits
C) to fill out a product line
D) to take advantage of opportunity
E) to make investors happy

Question 23

Boris's shoe company has always focused on women's shoes, but he decided to start making men's shoes too. Which reason to develop new products is most evident?

A) to stay ahead of or match the competition
B) to continue to expand revenues and profits
C) to fill out a product line
D) to take advantage of opportunity
E) to make investors happy

Question 24

McDonald's recognized a trend toward fast casual restaurants that offered more customized food that is prepared quickly, so it acquired Chipotle. Which reason to develop new products is most evident?

A) to stay ahead of or match the competition
B) to continue to expand revenues and profits
C) to fill out a product line
D) to take advantage of opportunity
E) to make investors happy

Question 25

The ________ consists of the four key strategy considerations called the four Ps.

A) production process
B) marketing mix
C) product mix
D) product strategy
E) marketing plan

Question 26

The marketing process begins with ________ to determine whether there's a market for the product the company is considering producing.

A) implementing a place strategy
B) implementing a product strategy
C) conducting research
D) implementing a pricing strategy
E) implementing a promotion strategy

Question 27

When a company is considering shape, size, color, brand name, packaging, and product image for a new product, it is developing a

A) test market.
B) competitive comparison.
C) pricing strategy.
D) concept test.
E) product strategy.

Question 28

Advertising and publicity are forms of

A) a product strategy.
B) consumer targeting.
C) personal selling.
D) public relations.
E) promotion.

Question 29

The systematic gathering and analyzing of data about problems relating to the marketing of goods and services is called ________ research.

A) primary
B) investigative
C) product
D) marketing
E) scientific

Question 30

Efron is in the stage of marketing research in which he needs to determine how he should collect and analyze data. This is the ________ step.

A) define the problem
B) collect facts
C) analyze the data
D) take action
E) access databases

Question 31

During which step of the marketing research process do you use statistical tools to determine the facts?

A) Define the problem.
B) Collect facts.
C) Analyze the data.
D) Take action.
E) Conduct surveys.

Question 32

During which step of the marketing research process do you decide how to use the data and analysis you have at hand?

A) Define the problem.
B) Collect facts.
C) Analyze the data.
D) Take action.
E) Conduct surveys.

Question 33

The United Way has a team that is responsible for creating content targeted at potential customers and clients in the community. This team is most likely a(n) ________ team.

A) human resources
B) marketing
C) administration
D) information technology
E) accounting

Question 34

Paxton Haberdashery sells various hats to its customers. The owner knows that while top hats are not the top seller, they do generate the most revenue. As a result, Paxton Haberdashery tends to market top hats more than any other type of hat in its store. Which part of the marketing concept does this best demonstrate?

A) customer satisfaction
B) focus on serving customers
C) emphasis on profitability, not sales
D) customer relationship management
E) supply and demand

Question 35

Azzura is comparing different cars and believes that the sedan has a better mix of benefits in relation to price than the sports utility vehicle she compared it against. This example best demonstrates the concept of

A) customer satisfaction.
B) value.
C) product mix.
D) problem recognition.
E) pricing.

Question 36

Mad City Medical Supply hires a consultant to research its customer base and to create a plan for building long-term loyalty to its products and the company. The consultant most likely specializes in

A) secondary data.
B) purchase decision management.
C) niche marketing.
D) customer relationship management.
E) pricing strategy.

Question 37

Trinity Design Company surveys its customers after the completion of each product to ensure it has met or exceeded expectations. Trinity is most likely concerned with the concept of

A) user-rate.
B) promotion.
C) value.
D) secondary data.
E) customer satisfaction.

Question 38

Kooky Cola offers a variety of different sodas including Cola, Diet Cola, Sugar-Free Cola, and Clear Cola. The different sodas are best described as being part of Kooky Cola's product

A) line.
B) segmentation.
C) mix.
D) promotion.
E) strategy.

Question 39

Hair salons, swimming lessons, recreational vehicles, fitness wearables, and apple pie filling can best be described as different

A) product mixes.
B) purchase alternatives.
C) niches.
D) products.
E) segments.

Question 40

Heritage Crest Bakery started out with a sourdough bread recipe. Over the years, it has added other styles of bread like rye, wheat, white, and potato. Together, the Heritage Crest breads can best be described as a

A) product mix.
B) promotional line.
C) purchase point.
D) product line.
E) price segment.

Question 41

Proteus Sportz is popular for its athletic shoes. It has shoes for soccer, basketball, golf, running, and football. Proteus also carries athletic apparel like caps, shirts, jerseys, shorts, and socks. The shoes and apparel can be best described as examples of product ________, which make up the Proteus product ________.

A) lines; segment
B) lines; mix
C) alternatives; line
D) mixes; line
E) promotions; mix

Question 42

Errol buys a Toyota after he graduates from school. The car was reasonably priced and very reliable. When Errol marries, he decides to buy another Toyota. Which stage of the consumer buying process does this best represent?

A) evaluating alternatives
B) postpurchase evaluation
C) user rate recognition
D) value proposition
E) purchase decision

Question 43

Malachi and Isaac are planning to build a home together. They begin researching the Internet to read reviews about different building services. They also meet with a few of the builders to discuss pros and cons and pricing. Malachi and Isaac are most likely in the ________ stage of the consumer buying process.

A) market research
B) value proposition
C) problem recognition
D) information search
E) evaluating alternatives

Question 44

Ani has been having issues with beetles in her garden. They are destroying all of her vegetables. She reads up on her options and determines that she can buy pesticides and apply them weekly. She can also hire a business to do the pesticide applications. She also learns that she can plant garlic to drive the beetles away. Ani is most likely in the ________ stage of the consumer buying process.

A) evaluating alternatives
B) information search
C) pricing comparison
D) prepurchase evaluation
E) problem recognition

Question 45

Quintez is planning to buy a new gaming PC so he can practice e-sports. After reading several reviews and looking at different product summaries, he orders the GDFPX3000 gaming computer. Quintez is most likely in the ________ stage of the consumer buying process.

A) impulse purchase
B) promotion evaluation
C) purchase decision
D) alternative selection
E) pricing target

Question 46

When Apple releases a new iPhone, it often releases a captivating advertising campaign to bring awareness to the product. This statement best demonstrates which factor that influences buying behavior?

A) situational matters
B) culture and subculture
C) social class
D) personal image
E) reference groups

Question 47

Sandeep works second shift and is always hungry when he leaves work at midnight. He doesn't want to cook when he gets home, so he stops at a fast-food restaurant on the way home. Which of the factors that influence buying behavior does this most likely represent?

A) social groups
B) distribution value
C) reference groups
D) sociocultural force
E) situational matters

Question 48

August buys a puppy and takes her to his parents' anniversary dinner. August's sister Luz absolutely loves the puppy, and August encourages her to buy another puppy from the litter. After the party, Luz goes online and buys a puppy of her own. Which of the factors that influence buying behavior does this most likely represent?

A) culture and subculture
B) one-to-one marketing
C) psychographic influence
D) social class
E) reference groups

Question 49

Stellan recently was promoted into a management position with KRS-One Finance. The promotion included a large raise. A few weeks after his promotion, Stellan decides to buy a car. Which of the factors that influence buying behavior does this situation most likely represent?

A) benefit and pricing
B) psychographic
C) reference groups
D) social class
E) culture and subculture

Question 50

Max Clubber is a famous retired boxer and stays in great shape due to the Superflex Home Gym system. Superflex hires him to be its spokesperson knowing that many individuals will buy the gym system because they want to look like Max. Superflex believes that Max will most likely impact which factor that influences consumer buying behavior?

A) economics and pricing
B) niche promotion
C) personal image
D) reference groups
E) social class

Question 51

Laguna Steelworks has divided its customer base into two groups-commercial and personal. It utilizes different pricing and promotion models for each group. Which concept best describes the process Laguna used to classify its customer bases?

A) market segmentation
B) niche marketing
C) reference groups
D) neuromarketing
E) one-to-one attributes

Question 52

Juniper Concrete is growing, and its management team has decided to create a formal marketing strategy. How should the company begin?

A) by researching external marketing forces
B) by identifying its target market
C) by analyzing secondary data
D) by preparing a marketing mix summary
E) by enhancing its product line

Question 53

Savant Surveying works with private builders but receives the majority of its revenue from commercial building companies. As a result, its marketing team focuses their television and radio ads toward commercial companies. This best illustrates the concept of

A) one-to-one marketing strategy.
B) distribution strategy.
C) test marketing.
D) target marketing strategy.
E) market segmentation.

Question 54

Ambassador Laundry is preparing its long-term marketing strategy. So far, it has documented what it does-commercial uniform cleaning for large business clients-and the fact that it will direct its marketing budget toward these types of businesses. What additional area does the company still need to consider in its strategy?

A) market segmentation
B) forces in the external marketing environment
C) potential for an expanded product line
D) niche market strategy
E) expected product mix

Question 55

Lynx Sports Cars is considering moving into a consumer district that has two other car dealerships. Which consumer attribute should Lynx most consider before committing to the move?

A) Customers have access to the product.
B) Customers have decision-making power to buy the product.
C) Customers are not already served by too many competitors.
D) Customers have a particular need the firm can serve.
E) Customers have enough money to afford the firm's product.

Question 56

Provident Trucking knows that farmers prefer paint-on bedliners over plastic bedliners, and it markets the paint-on bedliners to this group. This best demonstrates the concept of ________ marketing.

A) one-to-one
B) geographic
C) niche
D) psychographic
E) business-to-business

Question 57

Janz Watersports sells motorboats, pontoons, and jet skis, and the company locates its showrooms near lakes and beachfront communities. This best describes ________ segmentation.

A) benefit
B) sociocultural
C) place
D) user-rate
E) geographic

Question 58

Marci is an insurance agent for Sergeant Insurance Company. The company uses an algorithm to call out current customers who may want to add to their policy. Marci is then able to craft a pitch specific to the customer before calling regarding their policy. This best demonstrates the concept of ________ marketing.

A) one-to-one
B) benefit
C) reference group
D) psychographic
E) niche

Question 59

ClearChoice Cleaning sells a window cleaning product. Its product development team develops a new product for cleaning countertops, and the company begins selling it. Which reason to develop new products is most evident in this scenario?

A) to round out its pricing strategy
B) to satisfy its target market
C) to take advantage of an opportunity
D) to create a promotion
E) to fill out a product line

Question 60

A new fabric has been developed that is as thin as a T-shirt, but resistant to subzero temperatures. Stonewall Outdoor Gear quickly begins using the material in the production of its popular winter coats. Which reason to develop new products is most evident in this scenario?

A) to fill out a product line
B) to take advantage of an opportunity
C) to stay ahead of price increases
D) to expand revenues and profits
E) to speed up distribution

Question 61

Cloakwork Security sells security products and services. It went public last year and created a research and development team to spur growth in shareholder wealth. Which reason to develop new products is most evident in this scenario?

A) to fill out a product line
B) to create market segmentation
C) to continue to expand revenue and profits
D) to build its niche market
E) to take advantage of an opportunity

Question 62

Clarion Shampoo creates a new shampoo that is supposed to eliminate dandruff while also eliminating grey hair. It begins soliciting volunteers willing to have their hair professionally cleaned with the new shampoo. The volunteers are then asked for their feedback on the shampoo. This process can best be described as ________, a part of the ________ strategy step in the marketing process.

A) concept testing; promotion
B) test marketing; product
C) concept testing; target market
D) test marketing; research
E) product testing; pricing

Question 63

The product development team at Seamless Pox was working on a new epoxy solution and accidentally created a new polishing compound. Before deciding to produce any products with the new compound, what would be the best course of action for Seamless Pox?

A) evaluate promotion options
B) research product placing
C) determine potential target market
D) evaluate secondary data
E) determine a pricing model

Question 64

Mainline Engine is feeling the effects of economic inflation and has to pay more for the steel it needs to produce its engines. As a result, it is evaluating the exchange value of its product. This scenario relates to the ________ strategy in the marketing process.

A) pricing
B) place
C) promotion
D) profit
E) product

Question 65

Revival Mineral Water has hired a web development company to create a new storefront app for mobile devices. It hopes that the storefront app will make it easier for customers to purchase its water in the future. This scenario would most likely be part of the ________ strategy in the marketing process.

A) product
B) user-to-user
C) technology
D) place
E) promotion

Question 66

NextWave Video created a new high-definition projector. It creates an advertising campaign highlighting the improved clarity and brightness offered by the projector. Prior to starting the campaign, it shows the commercials to a test audience and monitors their brainwaves to verify a positive response. This can be best described as ________, a form of ________ data.

A) neuromarketing; primary
B) test marketing; psychographic
C) concept testing; secondary
D) neuromarketing; psychographic
E) user-to-user testing; sociocultural

Question 67

Composite Vitamins hires Andujar as a marketing specialist. His first job is to review the company's pricing strategy. He begins by conducting online searches of the competition. He looks for information on product pricing and reads blogs and articles with pricing forecasts. This information best represents ________ data, which is part of the ________ step in the marketing research process.

A) neuromarketing; define the data
B) primary; clarify the question
C) secondary; collect facts
D) test; analyze the data
E) niche; take action

Question 68

Madeline is a marketing specialist at Seiferst Enterprises. She recently conducted a series of focus groups aimed at gauging the effectiveness of Seiferst's most recent advertising campaign. Her most likely next step will be to ________ with the hope of positively influencing Seiferst's ________ strategy.

A) collect facts; promotion
B) define the problem; pricing
C) take action; promotion
D) analyze the data; promotion
E) edit the data; pricing

Question 69

The marketing team at Trinity Dynamics recently was tasked with determining the company's opportunity in a new market. After spending over a month conducting research, the team met to conduct a thorough data analysis and weigh the significance of their results. What would be the next step for the marketing team?

A) clarify any questions
B) determine the best solution
C) edit the data
D) conduct preliminary focus groups
E) prepare the formal database

Question 70

Renegade Insurance begins efforts to target the LGBTQ community, who make up a large portion of its customer base. Which external marketing force is most likely at play in this example?

A) legal
B) benefit
C) competitive
D) psychographic
E) sociocultural

Question 71

Cornerstone Toys wants to be able to keep up with demand for its toys around the holidays and whenever a hot toy or fad is making its way through the market. After hours of research, it decides to implement an automated production and quality assurance line in its factory. Which external marketing force is most likely at play in this example?

A) economic
B) technological
C) user-rate
D) regulatory
E) sociocultural

Question 72

The leadership team at Simplicity Uniforms recently hired a compliance officer who will be responsible for ensuring that the company is compliant with all relevant finance and accounting laws. Which external marketing force is most likely at play in this example?

A) political
B) global
C) legal and regulatory forces
D) ethical
E) culture and subculture

Question 73

During the past decade, video rental businesses began to disappear as various streaming services began to enter the market. Which external marketing force is most likely at play in this example?

A) economic
B) technological
C) competitive
D) global
E) sociocultural

Question 74

Levi is a marketing manager for Trailblazer Customer Outfitters. He is currently finalizing the corporate marketing strategy and is reviewing factors outside of the organization. He wants to ensure the marketing strategy is adjusted to reflect these factors. Levi is most likely conducting a(n)

A) market segmentation.
B) economic evaluation.
C) global analysis.
D) environmental scan.
E) neuromarketing review.

Question 75

Despite limited funds, the leaders at Clipz Pet Grooming Supply Company know that they need to market their company. They hire an outside marketing firm to assist with planning. Help the marketing firm with their response.

Question 76

Thread Jeans is preparing a marketing push for its different lines of blue jeans. The chief marketing officer wants to use a demographic marketing approach. Help the marketing specialist create a brief recommendation.

Question 77

Contour Furniture is a small business focused on selling couches. The business development manager at Contour approaches the owner with a recommendation to funnel cash into product development. Choose one of the reasons to develop new products and craft an argument for the manager to use with the owner.

Question 78

Quartz Distillery has decided that it is time to develop a new product. The owner asks the chief marketing officer to outline a strategic plan for the product development. Help the officer in constructing a response.

Question 79

Easton works in the marketing department for a large athletic apparel company. The newest shoe line has not been doing well, and he is asked to research the issue. Help Easton determine what kinds of research he could conduct.

Question 80

The marketing team at Genie Enterprises is preparing for an annual presentation to the company's leadership team. Arjun is on the marketing intern and has been asked to provide a brief overview of how sociocultural and technological forces might impact the company. Help create Arjun's summary.