Embry BUSW500 Module 3.5 Marketing Quiz latest 2016 July

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