Αρχές Μάρκετινγκ

QUIZ09/11/2015

GENERAL CONCEPT QUESTIONS

Marketing management is ________.

1. managing the marketing process2. monitoring the profitability of the company’s

products and services3. selecting target markets4. developing marketing strategies to move the

company forward5. the art and science of choosing target markets

and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value

Marketing management is ________.

1. managing the marketing process2. monitoring the profitability of the company’s

products and services3. selecting target markets4. developing marketing strategies to move the

company forward5. the art and science of choosing target markets

and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value

A ________ is someone seeking a response (attention, a purchase, a vote, a donation) from another party, called the ________.

1. salesperson; customer2. fund-raiser; contributor3. politician; voter4. marketer; prospect5. celebrity; audience

A ________ is someone seeking a response (attention, a purchase, a vote, a donation) from another party, called the ________.

1. salesperson; customer2. fund-raiser; contributor3. politician; voter4. marketer; prospect5. celebrity; audience

________ reflects a customer’s judgment of a product’s performance in relation to his or her expectations.

1. Loyalty2. Satisfaction3. Value4. Expectations5. Comparison shopping

________ reflects a customer’s judgment of a product’s performance in relation to his or her expectations.

1. Loyalty2. Satisfaction3. Value4. Expectations5. Comparison shopping

________ consists of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing

decision makers.

1. A marketing information system2. A marketing research system3. A marketing intelligence system4. A promotional campaign5. A marketing database

________ consists of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing

decision makers.

1. A marketing information system2. A marketing research system3. A marketing intelligence system4. A promotional campaign5. A marketing database

The ________ environment consists of laws, government agencies, and

pressure groups that influence and limit various organizations and individuals.

1. natural2. technological3. social-cultural4. economic5. political-legal

The ________ environment consists of laws, government agencies, and

pressure groups that influence and limit various organizations and individuals.

1. natural2. technological3. social-cultural4. economic5. political-legal

________ is the systematic design, collection, analysis, and reporting of

data and findings relevant to a specific marketing situation facing the company.

1. Marketing intelligence2. MIS (marketing information system)3. Marketing research4. Demographics5. Marketing management

________ is the systematic design, collection, analysis, and reporting of

data and findings relevant to a specific marketing situation facing the company.

1. Marketing intelligence2. MIS (marketing information system)3. Marketing research4. Demographics5. Marketing management

________ are data that were collected for another purpose and already exist.

1. Primary data2. Secondary data3. Tertiary data 4. Inordinate data5. Ordinate data

________ are data that were collected for another purpose and already exist.

1. Primary data2. Secondary data3. Tertiary data 4. Inordinate data5. Ordinate data

Primary data can be collected in several ways. Which of the following primary data collection methods would be exemplified by constructing see-through mirrors in a retail store whereby consumers’ actions

could be recorded? 1. Focus groups 2. Surveys 3. Observation4. Trade surveys5. Experiments

Primary data can be collected in several ways. Which of the following primary data collection methods would be exemplified by constructing see-through mirrors in a retail store whereby consumers’ actions

could be recorded? 1. Focus groups 2. Surveys 3. Observation4. Trade surveys5. Experiments

________ is the difference between the prospective customer’s evaluation of all

the benefits and all the costs of an offering and the perceived alternatives.

1. Perceived usefulness2. Failure avoidance rate3. Report rating4. Customer-perceived value5. Competitors’ market share rate

________ is the difference between the prospective customer’s evaluation of all

the benefits and all the costs of an offering and the perceived alternatives.

1. Perceived usefulness2. Failure avoidance rate3. Report rating4. Customer-perceived value5. Competitors’ market share rate

________ is the totality of features and characteristics of a product or service

that bear on its ability to deliver value.

1. Performance2. Value3. Quality4. Customer retention5. Customer loyalty

________ is the totality of features and characteristics of a product or service

that bear on its ability to deliver value.

1. Performance2. Value3. Quality4. Customer retention5. Customer loyalty

________ is the study of how individuals, groups, and organizations

select, buy, use, and dispose of goods, services, ideas, or experiences

to satisfy their needs and wants.1. Target marketing2. Psychographic segmentation3. Psychology4. Consumer behavior5. Product differentiation

________ is the study of how individuals, groups, and organizations

select, buy, use, and dispose of goods, services, ideas, or experiences

to satisfy their needs and wants.1. Target marketing2. Psychographic segmentation3. Psychology4. Consumer behavior5. Product differentiation

APPLICATION QUESTIONS

Walt Disney’s Magic Kingdom represents ________ marketing:

Customers visit a fairy kingdom, a pirate ship, or a haunted house.1. experiential2. services3. event4. celebrity5. goods

Walt Disney’s Magic Kingdom represents ________ marketing:

Customers visit a fairy kingdom, a pirate ship, or a haunted house.1. experiential2. services3. event4. celebrity5. goods

Sony’s former president, Akio Morita, wanted everyone to have access to

“personal portable sound,” so his company created the Walkman and portable CD player. This vision was reflected in the

company’s ________.

1. mission statement2. SWOT analysis3. consumer intelligence4. database marketing5. marketing management

Sony’s former president, Akio Morita, wanted everyone to have access to

“personal portable sound,” so his company created the Walkman and portable CD player. This vision was reflected in the

company’s ________.

1. mission statement2. SWOT analysis3. consumer intelligence4. database marketing5. marketing management

Bank of America’s research following baby-boomer women at home and while they

shopped yielded two insights—they rounded up financial transactions because

it was more convenient, and those with children found it difficult to save. In what category of research would this study fall?

1. Quantitative research2. Ethnographic research3. Customer and cash-flow metrics4. Projective visualization research5. Survey research

Bank of America’s research following baby-boomer women at home and while they

shopped yielded two insights—they rounded up financial transactions because

it was more convenient, and those with children found it difficult to save. In what category of research would this study fall?

1. Quantitative research2. Ethnographic research3. Customer and cash-flow metrics4. Projective visualization research5. Survey research

Field Grocery is considering using _________ to pose as customers and report on strong and weak points in

customer service at Field Grocery stores.

1. market intelligence agencies2. covert competitors3. mystery shoppers4. marketing students5. opinion leaders

Field Grocery is considering using _________ to pose as customers and report on strong and weak points in

customer service at Field Grocery stores.

1. market intelligence agencies2. covert competitors3. mystery shoppers4. marketing students5. opinion leaders

When Bob, who owns a Ford car and is very happy with it, found out his friend John was thinking about buying a new car, he strongly

recommended that John look into the newest line of Ford sedans. Bob is best characterized as

a(n) ________ for Ford.

1. customer2. salesman3. partner4. advocate5. prospect

When Bob, who owns a Ford car and is very happy with it, found out his friend John was thinking about buying a new car, he strongly

recommended that John look into the newest line of Ford sedans. Bob is best characterized as

a(n) ________ for Ford.

1. customer2. salesman3. partner4. advocate5. prospect