QUESTION What happened during the selling era? What will be an ideal response? ANSWER Answer: Mass-production techniques led to the production of more and more goods. Suddenly it was a buyer’s market, in which there were more products available than there were buyers. This, in turn, led to the selling concept, which emphasized high-powered […]
QUESTION Advertising, public relations, publicity, personal selling, and other kinds of sales come into play at which stage in the marketing process? A) conducting research and determining the target market B) product strategy C) pricing strategy D) place strategy E) promotion strategy ANSWER Answer: E Explanation: E) The promotion strategy: How do we communicate […]
QUESTION Which of the following is NOT one of the ways to collect facts when conducting market research? A) use competitors’ advertising B) use published data or interviews C) use observation D) use experimentation E) use focus groups ANSWER Answer: A Explanation: A) Competitors’ advertising may report facts in a misleading way.
QUESTION Which of the following is an example of a source of primary data? A) newspapers B) surveys C) government publications D) magazines E) blogs ANSWER Answer: B Explanation: B) Surveys are an example of a source of primary data. The other sources are sources of secondary data.
QUESTION Consider this statement: “Influenced by intense flavors from Latin America and Thailand, Americans want hotter, more flavorful foods.” There are seven outside forces that can influence the success of marketing programs. Which one does the above statement describe? A) sociocultural forces B) political forces C) competitive forces D) economic forces E) global forces […]
QUESTION Which of the following is an example of a source of secondary data? A) questionnaires B) interviews C) academic journals D) customer comment cards E) direct observation ANSWER Answer: C Explanation: C) Academic journals are an example of a source of secondary data. The other sources are sources of primary data.
QUESTION Go Red for Women is a campaign put on by the American Heart Association to raise awareness of heart disease in women. This campaign is an example of what type of marketing? A) not-for-profit marketing B) product-use-based segmentation C) customer-based segmentation D) demographic segmentation E) niche marketing ANSWER Answer: A Explanation: A) The […]
QUESTION Five companies are in business selling denim products. Which company is making a change to take advantage of an opportunity? A) Just Jeans has sold straight-leg jeans and wide-leg jeans for many years. Now ankle boots are coming back in style so Just Jeans is going to make boot-cut jeans as well. B) Dungarees, […]
QUESTION Which of the following Ps of the marketing mix is correctly matched with its description? A) Promotion strategy: How do we design and test a product that will best meet consumer needs and wants? B) Promotion strategy: How do we determine what to charge for the product? C) Place strategy: How do we distribute […]
QUESTION Which type of consumer segmentation is correctly paired with its descriptor? A) geographic segmentation: dividing the market by age, gender, income, and so on B) benefit segmentation: dividing the market by location C) demographic segmentation: dividing the market by frequency of customer usage D) user-rate-segmentation: dividing the market by benefits that people seek in […]
