Comm 296 - Quizzes

BEFORE MIDTERM

A marketer tells you about the target market for her product, her plans for the 4Ps, and the “wall” she is building around her product in the market through those 4Ps. What has she described to you?

a) her marketing strategy
b) sustainable competitive advantage
c) her marketing plan
d) her positioning strategy

Her marketing strategy

What is the most important characteristic of a sustainable competitive advantage?

a) that it surpasses the competition
b) that it persists for the life of the brand
c) that it is difficult to copy
d) that it changes rapidly

that it is difficulty to copy

True or False: A company should focus on one of the four macro strategies for achieving sustainable competitive advantage at a time.

FALSE

Which quadrant in the BCG Matrix is often most profitable?

a) question mark
b) dog
c) cash cow
d) star

Cash Cow

What is the purpose of a SWOT analysis?

A.) To support decision-making by visually representing the external environment in a simplified way

B.) To help the company utilize resources and capabilities to succeed in its external environment

C.) To change the organization’s environmental scanning process

D.) To start the organization’s environmental scanning process

B.) To help the company utilize resources and capabilities to succeed in its external environment

In addition to company, there are three other immediate environmental factors that shape the context in which organizations compete. Which of the following is NOT one of those immediate factors?

Group of answer choices

A) Corporate partners

B) Consumers

C) Culture

D) Competition

Culture

What do the words that make up the acronym CDSTEPN represent?

Group of answer choices

A) The major internal factors that shape an organization’s ability to compete in a given context.

B) The Consumer Decision process through which people make choices about products they buy.

C) The major external factors that shape the “big picture” context in which organizations compete.

D) The Cash Dispersals that move (“step”) a company closer to its goals.

Quick-Bite Burgers used to wrap the burgers in a foil pack and then place that into another plastic container before serving to the customer. This year the company is using waste-free measures to serve its burgers. Which social trend is the restaurant responding to?

Group of answer choices

A) demographics

B) food deserts

C) health and wellness

D) sustainability

D) sustainability

Amazon’s Alexa and Google assistant are just two of many examples of how companies are using ________ in their marketing efforts.

Group of answer choices

A) artificial intelligence

B) social media

C) online marketing

D) greenwashing

A) artificial intelligence

The marketing research process follows five steps, and researchers

Group of answer choices

A.) should start to collect data even before defining the research objectives.

B.) will jeopardize the reliability of their findings if they vary the order of these five steps.

C.) may not always go through them in the exact sequence if the situation changes or new information is discovered.

D.) should maintain the integrity of the process by following each step sequentially and thoroughly.

C.) may not always go through them in the exact sequence if the situation changes or new information is discovered.

Through analysis of sales data, T&T found that customers who bought peanut butter also tended to buy bananas. T&T was engaged in

Group of answer choices

A.) structured sampling.

B.) focus group analysis.

C.) data mining.

D.) behavioural analysis.

C.) data mining.

The number of customers who discontinue their use of a service divided by the average number of total participants is called

Group of answer choices

A.) cancellation cost.

B.) churn.

C.) customer loss rate.

D.) loyalty attrition rate.

B.) churn.

One of the disadvantages of secondary research is ______, whereas one of the disadvantages of primary research is often ________.

Group of answer choices

A.) cost; outdated information

B.) sophisticated training required to obtain it; information not relevant to data needs

C.) time required for collection; sources not original

D.) potential bias; cost

D.) potential bias; cost

Social media monitoring, in-depth interviews, and focus groups are all __________ research methods.

Group of answer choices

A.) qualitative

B.) quantitative

C.) either quantitative or qualitative (depending on the data collected through them)

D.) syndicated

A.) qualitative

What is the relationship between a need and a motive?

Group of answer choices

a.) Needs are good and motives are bad

b.) A need and a motive are the same thing

c.) A motive is the desire to address a need

d.) Needs are stronger than motives

c.) A motive is the desire to address a need

True or False: According to Maslow’s Hierarchy of Needs, a product can only satisfy one type of need at a time for any consumer.

Group of answer choices

True

False

False

Which of the following situations would most likely be high involvement for most consumers?

Group of answer choices

a.) Completing a detailed intake form for a new family doctor

b.) Booking an appointment with a highly recommended massage therapist

c.) Choosing an outfit for working out at one’s regular gym

d.) Choosing a university for one’s undergraduate degree

d.) Choosing a university for one’s undergraduate degree

True or False: In marketing, perceptions and attitudes are essentially synonymous.

Group of answer choices

True

False

False

Which of the following is NOT one of the components of an attitude?

Group of answer choices

a.) Emotive

b.) Behavioural

c.) Affective

d.) Cognitive

a.) Emotive

There are a number of factors that affect a person’s external search for information about a purchase decision. Which factor is best represented in this example? “Fraser did not spend very much time researching various university degree programs, because he knew his parents would insist that he attends UBC and studies sciences.”

Group of answer choices

a.) Locus of control

b.) Luxury vs. necessity

c.) Financial risk

d.) Perceived benefits vs. costs

a.) Locus of control

There are a number of factors that affect a person’s external search for information about a purchase decision. Which factor is best represented in this example? “Biyu bought a pricey new sofa but did not shop around at many furniture stores before she chose her couch because she does not have a car and thinks most sofas are similar anyway.”

Group of answer choices

a.) Luxury vs. necessity

b.) Perceived benefits vs. costs

c.) Financial risks

d.) Locus of control

b.) Perceived benefits vs. costs

True or False: By definition, a consumer’s evoked set is part of her/his retrieval set.

Group of answer choices

a.) True

b.) False

a.) True

Willow is loyal to Kiehl’s skin care products and will always choose that brand, even if other brands are less expensive or more highly recommended by her friends. What kind of decision rule does Willow use for skin care products?

Group of answer choices

a.) noncompensatory

b.) compensatory

c.) multi-attribute model

d.) uni-attribute model

a.) noncompensatory

Arjun’s laptop is starting to slow down and experience more problems, and he is considering buying a new one. But it has been four years since he last shopped for a laptop, so he is spending lots of time researching the latest technology, seeking input from his friends, and reading consumer reviews. For Arjun, what type of consumer product is a laptop?

Group of answer choices

a.) convenience

b.) shopping

c.) specialty

d.) unsought

b.) shopping

Paul is considering psychographics as a way to segment the market for his small travel agency. This approach to segmentation offers him an advantage because

Group of answer choices

a.) it is easier to use than demographics.

b.) psychographic segmentation is the least expensive method.

c.) psychographics is the preferred method for service businesses.

d.) it is based on underlying reasons why people make choices.

d.) it is based on underlying reasons why people make choices.

Airlines were among the first retailers to embrace loyalty segmentation when they created

Group of answer choices

a.) business-class seating.

b.) frequent flyer programs.

c.) 30-day advance pricing.

d.) in-flight movies.

b.) frequent flyer programs.

If values provide goals, and self-concept is the way we see ourselves, lifestyles are

Group of answer choices

a.) determined by demographics.

b.) motivations turned into perceptual maps.

c.) the way we live our lives to achieve our goals.

d.) visual images of how we should live our lives.

c.) the way we live our lives to achieve our goals.

Segmentation, targeting, and positioning:

Group of answer choices

a.) are terms that can be used interchangeabley in marketing plans.

b.) should be done simultaneously.

c.) have littledirect relationship to the marketing mix or 4Ps.

d.) connect the situation analysis to the marketing strategy.

d.) connect the situation analysis to the marketing strategy.

A Tesco grocery store in Scotland is testing what it calls a "relaxed checkout line" for anyone who feels they need extra time. This Tesco grocery store is using _____________ segmentation.

Group of answer choices

a.) loyalty

b.) demographic

c.) benefit

d.) geodemographic

c.) benefit