Question 1
4 / 4 pts
A market segment that can be profitably served by a firm is
called a:
Viable segment
Target segment
Value segment
Tentative segment
Question 2
4 / 4 pts
The marketing philosophy whereby a firm gives equal or
greater emphasis to the maintenance and strengthening of its relationships with
its existing customers as it does the necessary search for new customers is
called:
Transactional
marketing
Point of purchase
marketing
Relationship
marketing
Service marketing
Question 3
4 / 4 pts
Apple putting it name on every new product it makes is an
example of:
Brand extension
Product depth
Product breadth
Co-branding
Question 4
4 / 4 pts
Branding is:
Distinctively
marking a product with firm’s name
Considered
unimportant in by today’s marketers
The added value that
accrues to a product as a result of investments in the marketing of the brand
Not quantifiable
Question 5
4 / 4 pts
The criteria on which to base a firm’s segmentation strategy
should be:
Measurable,
meaningful, marketable
Meaningful,
marketable, motioning
Measurable,
meaningful, money
Marketable,
measurable, movable
Question 6
4 / 4 pts
Which of the following might describe Southwest Airlines’
positioning strategy?
Champagne travel on
a beer budget
All the comforts of
home (in the cabin)
Freedom to choose
(where you sit)
Fly you to the moon
Question 7
0 / 4 pts
When Pepsi initiated “The Pepsi Generation” advertising
program aimed at youth, it was positioning on:
Benefit
Quality and Price
You Answered
Competition
Use or User
Question 8
4 / 4 pts
A collection of businesses and products that make up a
company is called:
Partnership
Corporation
Limited Liability
Company
Business portfolio
Question 9
4 / 4 pts
The 5 P’s of a marketing plan are:
Product, place,
price, promotion, preview
Price, product,
presence, promotion
Product, place,
price, promotion, people
Place, product,
presence, people
Question 10
4 / 4 pts
Which of the following tasks are inherent in the marketing
planning process?
Determining strengths,
weaknesses, and threats
Establishing a
competitive advantage, selecting a target market, addressing needs
Establishing
marketing objectives, selecting target market, developing marketing mix
Determining a need,
evaluating options, making a decision
Question 11
4 / 4 pts
The type of market segmentation that focuses on consumer
lifestyle is:
Psychographic
segmentation
Ideal segmentation
Benefit segmentation
Demographic
segmentation
Question 12
4 / 4 pts
Which component of the marketing mix directly provides
revenue for the firm?
Price
Promotion
Product
Place
Question 13
4 / 4 pts
A goal of marketing, relative to customers, is to:
Communicate
information
Create customer
value
Price a product as
high as possible in order to gain more profit for the firm
Advertise the
company/product/service often
Question 14
4 / 4 pts
Mary buys toothpaste that promises to whiten her teeth; Earl
buys toothpaste that promises fresh breath. What commonly used basis for
segmentation are both firms using?
Behavioral
Psychographic
segmentation
Benefit segmentation
Demographic
Question 15
4 / 4 pts
An example of premium pricing is:
McDonalds
Toyota Corolla
Walmart
Dior/Armani
Question 16
4 / 4 pts
Which type of distribution coverage would a candy bar firm
most likely choose?
Selective
Exclusive
Pointed
Intensive
Question 17
4 / 4 pts
In the growth stage of the product life cycle:
Market is saturated
with competition
Original costs of
research and development have been recovered
Cash begins to flow
in and production increases
Total market growth
slows
Question 18
4 / 4 pts
Marketing research has been called the foundation of a
marketing plan because:
Provides jobs
Provides
understandings of customers and the marketplace thus forming the basis for
creating customer value and relationships
Aids management in
determining whether to outsource activities
Builds brand equity
Question 19
4 / 4 pts
In targeting individual buyers, one demographic Cessna might
base its target market on is:
Gender
Income
Population
Age
Question 20
4 / 4 pts
American Express and Delta Airlines have a partnership
involving American Express’s Membership Rewards program and Delta’s SkyMiles
program. This type of partnership is called:
Brand reversal
Brand extension
Double rewards
Co-branding
Question 21
4 / 4 pts
When airlines package flight, rental car, and hotel
together, this is called:
Bundle pricing
Competitive pricing
Odd-even pricing
Prestige pricing
Question 22
4 / 4 pts
Which marketing strategy focuses primarily on increasing
sales of present products to present customers?
Penetration
Development
Skimming
Diversification
Question 23
4 / 4 pts
A promotion budget set at a certain percentage of current or
forecasted sales or unit sales price is:
Affordable budget
Percentage of sales
Comparative parity
Objective and task
Question 24
4 / 4 pts
The specific blend of advertising, public relations,
personal selling, and direct?marketing tools that the company uses to
persuasively communicate customer value and build customer relationships is:
Integrated marketing
Product portfolio
Promotion mix
Public Relations
Question 25
4 / 4 pts
Products that customer compares carefully on suitability,
quality, price, and style are:
b. Convenience products
c. Shopping products
d. Specialty products
a. Unsought products
