Question 1

The product Centrum Silver is positioned as a vitamin supplement for older adults. On which basis have the makers of Centrum Silver segmented the vitamin market?

Accepted Answer

A)   behaviouristic
B)   demographic
C)   psychographic
D)   brand-relatedE) A) and B)
F) B) and C)

Question 2

BMW advertises using television advertisements, direct mail, and billboards. BMW is able to deliver value through which marketing mix element?

Accepted Answer

A)   packaging
B)   price
C)   product
D)   promotionE) B) and C)
F) C) and D)

Question 3

What are the elements of the marketing mix?

Accepted Answer

A)   product, price, profit, and promotion
B)   product, buyers, sellers, and price
C)   product, price, distribution, and promotion
D)   product, markets, buyers, and sellersE) B) and C)
F) A) and D)

Question 4

Pepsi products are available for purchase almost everywhere, including grocery stores, gas stations, convenience stores, and vending machines. Which element of the marketing mix is Pepsi controlling?

Accepted Answer

A)   placement
B)   promotion
C)   product
D)   packagingE) C) and D)
F) All of the above

Question 5

Marcin has decided to buy a laptop, so he spends some time reading product reviews online and asking his friends what they like and dislike about their laptops to get a better idea of what type of laptop he wants to buy. Which step in the consumer decision process does this illustrate?

Accepted Answer

A)   recognizing problem
B)   evaluating alternatives
C)   searching for information
D)   purchasingE) All of the above
F) A) and C)

Question 6

Jesse is in the market for a new camera. Logan just bought a new camera, so he shares his opinion of his new Nikon with Jesse. This represents which stage of the consumer buying decision process for Logan?

Accepted Answer

A)   recognizing the problem
B)   evaluating after purchase
C)   evaluating alternatives
D)   purchasingE) B) and C)
F) A) and D)

Question 7

A marketing researcher is currently analyzing the information collected and determining what possible opportunities it has for management. Which stage of marketing research does this represent?

Accepted Answer

A)   interpreting information
B)   making a preliminary investigation
C)   planning the research
D)   gathering factual informationE) C) and D)
F) A) and D)

Question 8

Tarps Unlimited's logo is "Whatever you need, we've got you covered," and it boasts that it carries more sizes, shapes, colours, and styles of tarps than any other company. Which value provided by marketing does this illustrate?

Accepted Answer

A)   right product
B)   right time
C)   right place
D)   right promotionE) A) and B)
F) None of the above

Question 9

Aaron is interested in purchasing a new cell phone case. When he gets to the store, he finds he has about 20 choices in a variety of colours and designs. What value does this represent?

Accepted Answer

A)   right product
B)   right place
C)   right time
D)   right promotionE) B) and D)
F) C) and D)

Question 10

In the 1920s producers had to shift to a new sales orientation, which was characterized by all of the following EXCEPT which one?

Accepted Answer

A)   promoting products through personal selling
B)   increasing advertising
C)   determining what goods consumers wanted
D)   enlarging the sales forceE) C) and D)
F) A) and B)

Question 11

From the beginning of the Industrial Revolution until the early twentieth century, business effort was directed mainly toward which of the following?

Accepted Answer

A)   assessing customer needs
B)   the production of goods
C)   the development of new markets
D)   the promotion of productsE) A) and D)
F) C) and D)

Question 12

Wondering why only 9% of primary users of its product were female, Lego set out to study girls' playing habits. They conducted extensive surveys and spent hours observing how girls played. This is an example of which step in the market research process?

Accepted Answer

A)   defining the research goal
B)   planning the research
C)   gathering information
D)   making marketing decisionsE) A) and D)
F) A) and C)

Question 13

As part of the consumer buying decision-making process, which of the following is Wanda engaged in after she has narrowed her options to four choices and is reading through product reviews on Amazon?

Accepted Answer

A)   purchasing the product
B)   recognizing the problem
C)   evaluating alternatives
D)   searching for informationE) B) and C)
F) A) and D)

Question 14

Over the last year, Francine has become very concerned about eating a healthy diet and avoiding processed foods. Her purchasing decisions are likely influenced by which of the following?

Accepted Answer

A)   her family
B)   situational factors
C)   social factors
D)   psychological factorsE) A) and B)
F) A) and C)

Question 15

Gareth doesn't especially like pizza, but he goes to a pizza restaurant for lunch with his co-workers at least a few times a week because it's where they like to eat and he enjoys their company. Which influence on the consumer decision process does this reflect?

Accepted Answer

A)   social
B)   psychological
C)   situational
D)   socioeconomicE) A) and B)
F) B) and D)

Question 16

Teenagers spend billions of dollars on smartphones, music downloads, and video games. They have the ability, willingness, and authority to purchase such products because of their perceived need. These teenagers are an example of what type of market?

Accepted Answer

A)   consumer
B)   producer
C)   governmental
D)   institutionalE) None of the above
F) B) and C)

Question 17

A producer of bottled water wants to make sure that consumers can purchase its product virtually anywhere-in vending machines, supermarkets, convenience stores, and restaurants. Which element of the marketing mix does this reflect?

Accepted Answer

A)   product
B)   placement
C)   profit
D)   promotionE) All of the above
F) None of the above

Question 18

Club Med Inc. talks to its present and potential customers to assess their needs for its products. Then it develops activities and amenities at its resorts to satisfy those needs. This illustrates Club Med's orientation in which of the following areas?

Accepted Answer

A)   production
B)   sales
C)   customer
D)   mercantileE) A) and D)
F) A) and C)

Question 19

Which element of the marketing mix involves transportation, storage, and the selection of intermediaries?

Accepted Answer

A)   production
B)   placement
C)   product
D)   priceE) B) and C)
F) A) and D)

Question 20

When a company collects external marketing data, it looks at information about which of the following?

Accepted Answer

A)   its own sales figures
B)   activities of its sales force
C)   its customers
D)   its product and marketing costsE) A) and D)
F) B) and C)

Exam 12: Building Customer Relationships Through Effective Marketing

Which element of the marketing mix involves transportation, storage, and the selection of intermediaries?

Correct AnswerverifiedShow Answer

BMW advertises using television advertisements, direct mail, and billboards. BMW is able to deliver value through which marketing mix element?

Correct AnswerverifiedShow Answer

Aaron is interested in purchasing a new cell phone case. When he gets to the store, he finds he has about 20 choices in a variety of colours and designs. What value does this represent?

Correct AnswerverifiedShow Answer

Wondering why only 9% of primary users of its product were female, Lego set out to study girls' playing habits. They conducted extensive surveys and spent hours observing how girls played. This is an example of which step in the market research process?

Correct AnswerverifiedShow Answer

A marketing researcher is currently analyzing the information collected and determining what possible opportunities it has for management. Which stage of marketing research does this represent?

Correct AnswerverifiedShow Answer

Teenagers spend billions of dollars on smartphones, music downloads, and video games. They have the ability, willingness, and authority to purchase such products because of their perceived need. These teenagers are an example of what type of market?

Correct AnswerverifiedShow Answer

Tarps Unlimited's logo is "Whatever you need, we've got you covered," and it boasts that it carries more sizes, shapes, colours, and styles of tarps than any other company. Which value provided by marketing does this illustrate?

Correct AnswerverifiedShow Answer

Gareth doesn't especially like pizza, but he goes to a pizza restaurant for lunch with his co-workers at least a few times a week because it's where they like to eat and he enjoys their company. Which influence on the consumer decision process does this reflect?

Correct AnswerverifiedShow Answer

From the beginning of the Industrial Revolution until the early twentieth century, business effort was directed mainly toward which of the following?

Correct AnswerverifiedShow Answer

Club Med Inc. talks to its present and potential customers to assess their needs for its products. Then it develops activities and amenities at its resorts to satisfy those needs. This illustrates Club Med's orientation in which of the following areas?

Correct AnswerverifiedShow Answer

Marcin has decided to buy a laptop, so he spends some time reading product reviews online and asking his friends what they like and dislike about their laptops to get a better idea of what type of laptop he wants to buy. Which step in the consumer decision process does this illustrate?

Correct AnswerverifiedShow Answer

As part of the consumer buying decision-making process, which of the following is Wanda engaged in after she has narrowed her options to four choices and is reading through product reviews on Amazon?

Correct AnswerverifiedShow Answer

The product Centrum Silver is positioned as a vitamin supplement for older adults. On which basis have the makers of Centrum Silver segmented the vitamin market?

Correct AnswerverifiedShow Answer

What are the elements of the marketing mix?

Correct AnswerverifiedShow Answer

When a company collects external marketing data, it looks at information about which of the following?

Correct AnswerverifiedShow Answer

Over the last year, Francine has become very concerned about eating a healthy diet and avoiding processed foods. Her purchasing decisions are likely influenced by which of the following?

Correct AnswerverifiedShow Answer

Jesse is in the market for a new camera. Logan just bought a new camera, so he shares his opinion of his new Nikon with Jesse. This represents which stage of the consumer buying decision process for Logan?

Correct AnswerverifiedShow Answer

Pepsi products are available for purchase almost everywhere, including grocery stores, gas stations, convenience stores, and vending machines. Which element of the marketing mix is Pepsi controlling?

Correct AnswerverifiedShow Answer

A producer of bottled water wants to make sure that consumers can purchase its product virtually anywhere-in vending machines, supermarkets, convenience stores, and restaurants. Which element of the marketing mix does this reflect?

Correct AnswerverifiedShow Answer

In the 1920s producers had to shift to a new sales orientation, which was characterized by all of the following EXCEPT which one?

Correct AnswerverifiedShow Answer

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