Question 1

Personal selling is an element of the product strategy.

Accepted Answer

A) True 
 B)False  False

Question 2

Marketing to promote recycling is an example of ____________________ marketing.

Accepted Answer

social

Question 3

Aldi is a no-frills grocery chain.By controlling expenses,Aldi customers can expect to save 30 to 50 percent compared to Safeway customers.The chain targets bargain hunters who are willing to rent a cart and bag their own groceries.Aldi's competitive advantage is based on which of the following?

Accepted Answer

A)   promotion
B)   its competition
C)   low costs
D)   stakeholders C

Question 4

Every time Evangeline Kryl buys a Subway sandwich,she gets a stamp on a card that she carries in her wallet.When the card is full,she gets a free sandwich.This sort of program is an example of which of the following strategies?

Accepted Answer

A)   convenience selling
B)   transactional marketing
C)   relationship marketing
D)   exchange targeting

Question 5

Which of the following is the first step in the marketing research process?

Accepted Answer

A)   Choose a research method.
B)   Select the people who will do the research.
C)   Make sure the research has adequate financial backing.
D)   Define the marketing problem.

Question 6

Primary data could come from which of the following sources?

Accepted Answer

A)   an estimation of sales quotas from census material
B)   an examination of the competition's annual report
C)   interviews with shoppers in a supermarket
D)   gathering data from trade associations

Question 7

Placing an employee in a self-service parking lot for eight hours to get the actual count of how many people leave without paying would be an example of gathering which of the following?

Accepted Answer

A)   demographic data
B)   secondary data
C)   psychographic data
D)   primary data

Question 8

Ruby Lennon has invented an easy-to-use product for canning fruits and vegetables.She is trying to decide how to get her product into the hands of people who grow fruits and vegetables for eating.Lennon is concerned with the ____________________ strategy.

Accepted Answer

The answer of Ruby Lennon has invented an easy-to-use product...

Question 9

Which of the following BEST describes a company with a production orientation?

Accepted Answer

A)   It concentrates on customized manufacturing.
B)   It focuses internally on maximizing the efficiency of operations.
C)   It is determined to be socially responsible.
D)   It has customer satisfaction as its primary goal.

Question 10

A firm that makes products at the lowest possible cost,regardless of the market,is considered to have a(n)____________________ orientation.

Accepted Answer

The answer of A firm that makes products at the...

Question 11

A marketer who took the city and the climate into consideration as marketing variables was concerned about which type of segmentation?

Accepted Answer

A)   geographic
B)   demographic
C)   benefit
D)   volume

Question 12

Lee Robi has developed a dog shampoo that promotes softer fur and reduces shedding.He knows that there is a great demand for such a product,but he is puzzled as to how to distribute the product.Which of the four Ps is Robi concerned about?

Accepted Answer

A)   place
B)   promotion
C)   possession
D)   production

Question 13

One-to-one marketing is synonymous with database marketing.

Accepted Answer

A) True 
 B)False

Question 14

Which of the following is the division of markets into different groups?

Accepted Answer

A)   product segmentation
B)   tactical marketing
C)   market segmentation
D)   market layering

Question 15

A short story describing how reluctant British citizens are to play party games that might result in them looking foolish is an example of how which of the following factors shapes human behaviour?

Accepted Answer

A)   geographic segmentation
B)   consumer expectation
C)   stimulus reaction
D)   culture

Question 16

Market behaviour is a term used to describe the actions people take in buying and using goods and services.

Accepted Answer

A) True 
 B)False

Question 17

Topik is a product that is sprayed on thinning hair to make the hair appear thicker.The manufacturer has identified its potential market as blue-collar workers who earn less than $30,000 per year,are divorced,and who like to think of themselves as weekend athletes.Which segmentation variables are being used to identify the Topik target market?

Accepted Answer

A)   benefit and geographic
B)   psychographic and volume
C)   demographic and psychographic
D)   demographic,geographic,and psychographic

Question 18

What is the goal of the marketing concept?

Accepted Answer

A)   It focuses on profit maximization .
B)   It achieves short-term organizational goals.
C)   It satisfies customer wants and needs legally and responsibly.
D)   It integrates all of the company's activities to achieve maximization.

Question 19

Selling more rainwear in Vancouver than in Edmonton due to the annual rainfall is an example of which type of marketing segmentation?

Accepted Answer

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

Question 20

Personal selling,advertising,public relations,and sales promotions are decisions made when planning which of the following strategies?

Accepted Answer

A)   place
B)   promotion
C)   pricing
D)   possession

Exam 12: Understanding the Customer