societal marketing orientation
Sky High Builders is a sustainable construction company that uses eco-friendly materials to repair or construct infrastructure in the city. The company's products are made from recycled plastic. In this scenario, Sky High Builders best illustrates a _____
relationship marketing
Happy Holidaze International, a chain of hotels and resorts, keeps in constant touch with its existing customer network over social media. Every holiday season, it ensures that its customers are aware and informed about what the company has in store for t
product orientation
Researchers at Fresnas Inc. invented a new form of glass that filters harmful rays of sunlight and blocks heat. Without researching the market conditions, Fresnas Inc. went ahead and manufactured windshields with the new glass. It hopes that customers wil
satisfies its customers wants and needs legally and responsibly
The management of Leyton Electronics Inc. always favors market orientation over the other marketing management philosophies. In this case, which of the following is most likely to be true of Leyton Electronics Inc.?
it involves establishing and tracking customer interactions with the company
Which of the following statements is true of customer relationship management?
be inward looking, focusing on selling what the firm makes
Nessca Corp. manufactures electronic gadgets. It instructs its marketing team to competitively advertise and promote its gadgets. The company, instead of believing in market research, believes that the market will absorb more products if customers are mad
they lack an understanding of the needs and wants of the marketplace
Identify a true statement about production-oriented firms.
50%
What percent of every dollar you spend goes toward covering marketing costs such as research, development, advertising and sales expenses?
Intermediaries are encouraged to push manufacturers' products aggressively
Which of the following statements is true of a sales orientation?
it states that an organization should satisfy customer wants and needs while eating organizational objectives
Which of the following statements is true of the marketing concept?
Companies that adopt a niche strategy have only a small number of customers
Which of the following statements is true about a niche strategy?
the name of the brand
In the context of the marketing mix, the product includes:
it defines the business mission and objectives
Which of the following statements is true of a marketing plan?
a superior production technology
In the context of SWOT analysis, which of the following can be considered as a strength of an organization?
build its own competitive advantages
Freulia Inc. manufactures and sells stationery and office supplies. The firm loses its competitive advantage with the entry of new competitors. In this case, in order to gain a sustainable competitive advantage, Freulia Inc. should:
both operate in low growth markets
In the context of the Boston Consulting Group's (BCG's) portfolio matrix, which of the following is a similarity between cash cows and dogs?
using simplified production techniques
Which of the following practices can help businesses gain a cost competitive advantage?
will profit if it enters a new market with little competition
According to Ansoff's strategic opportunity matrix, a firm that adopts a diversification strategy:
market penetration
Sweet Snow is an established ice cream manufacturing company. It has recently introduced a zero-fat ice cream in the market, and as an introductory offer, it is selling its products at discounted prices. In the context of Ansoff's strategic opportunity ma
A firm that provides highly reliable products
Which of the following companies adopts a product/service differentiation competitive advantage?
act utilitarianism
Antony sees a little boy stealing an apple from a vendor and follows him. He discovers that the boy had stolen the apple to feed his two younger sisters who looked famished. A policeman passing by sees him observing the children and asks if the children h
cause related marketing
A business firm is collaborating with a nonprofit organization in an initiative to provide public relations training to working professionals throughout a country. Twenty percent of the fee that the working professionals would pay is given to the nonprofi
Poldoid Inc., a manufacturer of plastic products, uses biodegradable plastics to reduce the generation of hazardous wastes
Which of the following companies is an advocate of sustainability??
should be in written form to avoid confusion
A code of ethics:
Jordan is concerned about how he sees and judges himself in the long run
Jordan is a sales manager who operates at the postconventional level of morality while making ethical decisions. In this case, which of the following statements is true??
David, who has noticed for the first time a colleague misrepresenting data in a report?
Who among the following is most likely to disapprove of unethical practices more strongly than others?
deontological theory?
The _____ states that people should adhere to their obligations and duties when analyzing an ethical dilemma.?
Green marketing
Karma is a professional landscaping company. For landscapes, it uses eco-friendly products such as synthetic turf and drought-resistant plants that help save water and energy. The methods adopted by the company are inexpensive as well. Which of the follow
U.S. corporations are prohibited to make illegal payments to foreign governments
Under the Foreign Corrupt Practices Act (FCPA), _____.
Preconventional morality
Sam has a tendency to be egocentric. Sam follows the rules of the company mainly to avoid punishment and to gain respect. When making decisions, Sam always focuses on what immediate benefits are to gain from an alternative. Which of the following levels o
Businesses have resources, so businesses should be given the chance to solve social problems
Which of the following statements is true of corporate social responsibility?
It does not believe in absolute rules such as laws
In the context of ethical theories, which of the following statements is true of moral relativism?
similar predicted solutions can be compared to determine the most beneficial choice
In the context of the utilitarian ethical theory, to a utilitarian:
It is the cooperative efforts of a for-profit firm and a nonprofit organization for mutual benefit
Which of the following statements is true of cause-related marketing?
self-regulation?
?In the context of the determinants of U.S. society, it is assumed that _____ involves the voluntary acceptance of standards established by nongovernmental entities.
legal
Hydralicious, a juice outlet, had to stop its business as health inspectors found that the storage facilities at the outlet did not meet the standards set by the government. In this scenario, a(n) _____ factor affected Hydralicious's business.
letting employees know that they have the freedom to fail
Business firms can stimulate innovation by:
Consumer Product Safety Commission
John bought a new set of rechargeable batteries and plugged them into their charger to charge them before initial use. The batteries were charged for three hours. Subsequently, he noticed that the battery acid had started oozing out. In this scenario, Joh
applied research
Peter is conducting research to develop an engine that could run on water. His research is aimed at formulating a combustion process that could be used in commercial vehicles so that vehicles could run on water. Peter's research is an example of _____.
They prefer face-to-face communication to communicating electronically
Which of the following statements is true of American teenagers?
tend to be influenced more by traditional advertising and word-of-mouth recommendations
Unlike people who belong to Generation X, baby boomers:
$1,300
James earns $3,000 per month. If his overall cost of living is $1,700, his purchasing power is _____.
She will have immediate purchasing power if she had a pay raise to match the inflation.
Martha visits a departmental store and discovers that a box of exotic candles will cost her ten percent more than what she had paid six months ago. The increase in prices is same across the country. In this scenario, which of the following statements is t
She lives in Manhattan
Joshua, an HR manager in a multinational firm, is recruiting employees for his firm. During the self-introduction stage, one of the interviewees, Martha, shares information about herself. In this case, which of the following information shared by Martha i
social factors
Zappy Toys, a toy manufacturing company, opened one of its stores in Zuell, a quiet suburban area. The suburban area is populated mostly with older individuals and retirement homes. The company expected to sell lots of toys. However, the people living in
focus on the package design of the products
To increase the sales of low-involvement products, marketing managers can:
cognitive dissonance
By sending postpurchase letters and giving guarantees on products, marketing managers can help reduce _____.
the perceived risk of the product or service to be purchased increases
During an external information search, a consumer is most likely to enlarge his search and consider more alternative brands when:
It encompasses all the things that consumers do without conscious choice
Which of the following statements is true of culture?
Consumers use the same criteria as their reference groups to make their own consumer decisions
In which of the following ways are consumers influenced by reference groups?
customize the goods and services offered to their customers
Companies that successfully implement customer relationship management tend to
market segments
Nalpas Inc., an apparel company, manufactures clothes for men, women, and children. It further divides its core customers on the basis of demographic variables such as income and family life cycle. These divisions are known as _____.
involves selecting a market niche for targeting its marketing efforts
A concentrated targeting strategy differs from an undifferentiated targeting strategy in that a concentrated targeting strategy:
Product differentiation
Jay Grains positions its cereals in the market as the only cereal that is made from whole grains and does not contain sugar. This gives the company a significant advantage over its competitors. Given this information, which of the following strategies has
individual customers have similar needs that can be met with a common marketing mix
A firm that adopts an undifferentiated targeting strategy assumes that
loyalty
The customer relationship management technique that focuses on thanking customers for their business to a company exemplifies the trend of _____.?
Repositioning
Fritz Spa is a manufacturer of personal care products. Most men perceived it to produce grooming products only for women. To change this perception, Fritz Spa started selling some of its products in dark-colored packaging and added "for men and women" nex
multisegment targeting strategy
In order to attract customers who are blue-collar workers, Prisly Inc., a laundry detergent manufacturer, introduced a liquid detergent that easily removes tough stains. Soon after, the management noticed that there was a significant drop in the sales of
enable a marketer to tailor marketing mixes to meet the needs of one or more specific segments
The purpose of market segmentation is to
of the need to create brand awareness or to remind consumers of a product
Mass-marketing efforts are used by marketers because
open-ended questions
Cloyd's Supermarket, a popular retail store, sells a variety of products. In order to assess if it needs to make improvements to its service, the marketing research team sends out questionnaires to Cloyd's regular customers. The questionnaire has question
can be personalized for greater relevance to each respondent
A difference between traditional surveys and Internet surveys is that, internet surveys:
Primary data can be maintained in secrecy, while secondary data are usually available to all interested parties for relatively small fees or free.
Which of the following is a difference between primary data and secondary data?
determine the impact of the changes on the company's sales
The CEO of Nuvol Cream, an ice cream specialty company, wants to change all its existing flavors and sell all its ice cream varieties in a low-fat gelato version. He asks the marketing and sales department of his company to carry out a market research and
Using annual consumer reports
Which of the following is a secondary data collection method?
A concise statement of the research objectives
Which of the following information should be included at the beginning of a marketing research report?
recognizing a marketing problem or opportunity?
The first step in the marketing research process is:
The descriptive role
Clarissa works in an advertising agency. The agency has recently signed a deal with a smartphone company. Clarissa is allotted the task of gathering data on smartphone brand preferences among consumers. In the context of marketing research, which of the f
mystery shopper
Kevin is hired by the manager of Jem's Jewels, a jewelry store, to gather information on the overall outlook of its staff and their behavior toward customers. Kevin went into the store pretending to be a customer and observed the behavior of every employe
They answer specific research questions that secondary data cannot answer.
Which of the following is an advantage of primary data?
convenience sample
Gerrard, the CEO of a clothing company, decides to conduct a survey on the quality of the company's products. He instructs the survey team to interview the customers who visit the outlets during weekdays. The customers who will be interviewed can be consi
online focus group
The management of Vaikel Inc., an automobile manufacturer, is conducting a survey to find out people's opinions about its latest car, Vaikel 6.0, and their level of satisfaction after using the car. It requests some customers who recently purchased Vaikel
releases a software update to fix the cell phone's heating problem
A cell phone manufacturing company is said to functionally modify one of its products if it:
They require wide distribution in order to sell sufficient quantities
Eve's Aura, a manufacturer of bath and beauty products, predominantly sells convenience products. Given this information, which of the following is a characteristic of Eve's Aura's products?
convenience products
Jasmine does not have any preferences when it comes to toothpastes. She picks up the brands that are easily available in the supermarket near her house. In this scenario, toothpastes can best be categorized as ________.
In individual branding, different brand names are used for different products, whereas in family branding, several different products are marketed under the same brand name.
Which of the following is a difference between individual branding and family branding?
quality modification
Three Arrows Inc. is a company that manufactures bags from recycled paper. Its marketers receive complaints that the bags easily become wet and tear after a few weeks of use. They decide to respond to their customers' needs by using a thicker, waterproof
product items in a product line
Product line depth refers to the number of:
They are distributed to only a few outlets in a geographic area
Identify a true statement about specialty products.
product line extension
A _____ occurs when a company's management decides to add products to an existing product line in order to compete more broadly in the industry.
persuasive labeling
Micron Processors is a computer manufacturing company. Its computers do not have technical specifications written on the packages and instead have words such as "fastest" and "energy efficient." In this case, Micron Processors is using _________.
one-brand-name strategy
Jensen Jeans is one of the most popular multinational clothing companies. It has several stores worldwide that operate under the same brand name, sell the same products at the same prices, and have the same layout. In this scenario, the strategy adopted b
sales promotion can be reduced
As a product reaches the growth stage of its life cycle, _____.?
persuasive promotion
Dernz Inc., a food manufacturing company, markets tomato ketchup globally. As its consumers are well aware of the uses of ketchup, the company does not have to generate product awareness. The company, however, wishes to focus on convincing consumers to bu
public relations
Wild Plus, a television channel dedicated to wildlife, wanted to promote its new wildlife adventure series. The series received wide coverage in newspapers and on television, which created awareness about Wild Plus and led to a large viewership. Wild Plus
it has a very low cost per contact
A benefit of advertising is that:?
informative promotion
PowertoU has developed an organic and natural energy drink. Before launching the drink in the market, the management of PowertoU decides to release a teaser video about the product and its contents and benefits. In the context of the goals of promotion, t
Earned media
Natasha, a food enthusiast and an amateur chef, bought a newly launched food processor. It exceeded her expectations. She posted a short review of the food processor on a popular social networking website. Her post was later picked up by a popular food bl
Public relations
SuperPure, a multimillion-dollar bottled water company, donates regularly to various environmental organizations. It periodically issues press releases outlining the latest environment-friendly methods used in its plants. The customers of SuperPure feel g
It complements advertising by yielding faster sales responses
Which of the following statements is true of sales promotions??
encoding
Sheila is composing an official memo regarding a new office policy. She is careful while using the right words and phrasing to clearly convey the objectives of the policy to the staff. In the context of the communication process, Sheila's actions exemplif
competitive advantage
The researchers at Beans Inc., a coffee manufacturing company, developed a new variety of high-quality ground coffee. The new variety was priced at a comparatively lower price than those available in the market. Therefore, the advertisements for the produ
make short commercials for the energy drink and upload it on YouTube
Roar Bros., a beverage manufacturing firm, has recently launched a new energy drink. To make consumers aware of the new drink and to stimulate their interest in it, the managers at Roar Bros. want to use owned media to promote their new product. In this c
noise
Sabrina owns a cosmetics company. Her company has recently developed a range of beachwear make-up products. When the marketing department creates an ad depicting models on pristine Caribbean beaches, she rejects the ad because she feels that it draws more
advertising
To increase its revenue, Sky Airlines, an airline company, decides to promote well-known companies in its in-flight magazine. These companies would pay a fixed price to Sky Airlines to print their promotional messages in the in-flight magazine. In the con
promotional strategy
The managers at Pork Farm Inc., a meat packing company, want to create more consumer demand for the company's products that are being overshadowed by its competitors. They have a meeting to decide the effective communication strategies that can be used to
pull strategy
A _____ requires a manufacturer to focus its promotional efforts on end consumers
scientific executional style
Magnira Corp., a manufacturer of hygiene and personal care products, launches a new toothpaste "Tidy" that is more effective in maintaining oral hygiene than other brands. The advertisements of Tidy provide highly valid research information. This is an ex
continuous media schedule
At Rue's Hunting Emporium, a retail store, equipment required for hunting is sold. When a new or revised equipment is introduced, it advertises those products steadily throughout a planned period of time. This is an example of a _____.?
competitive advertising
When Jacob opened a gaming lounge in his town, it was the only one of its kind for two years. When other clubs opened in the area, he hired an advertising agency to create a campaign to promote his lounge. The campaign focused on reminding consumers of th
It offers consumers in-depth information about the benefits of the product class
Which of the following statements is true of pioneering advertising?
institutional advertising
If the goal of the promotion plan is to improve the image of the company or the industry, _____ may be used
experiential marketing
Fournotts Corp., a sports shoe manufacturer, launched a new sports shoe. As a part of publicity, it invited its customers to try the shoes and get a feel of its features. This is an example of _____.?
It should spend proportionately less on advertising than on a newer line
Tread Inc. is the market leader for sports shoes. Though the brand has not introduced any new product lines over the past decade, its signature products enjoy a high demand and have always remained popular. According to the concept of advertising response
Frequency
_____ is the number of times an individual is exposed to a given message during a specific period.
a certain minimum level of exposure is needed to measurably affect purchase habits
New brands with a small market share tend to spend proportionately more for advertising and sales promotion than those with a large market share because:
It enables an advertiser to compare the relative expenses of specific media vehicles
Which of the following is an advantage of using cost per contact to determine the media mix for a product?
a unique selling proposition
Smithy Writing Implements has launched a range of markers with gel inks that show up brightly on dark surfaces. The pens have special writing tips and specially designed caps to prevent the ink from drying. The ad campaign for the pens, however, focuses o
An attribute is simply a feature of a product, while a benefit is what consumers receive by using a product.
Which of the following is a difference between an attribute and a benefit of a product?
A flighted media schedule
Pete is the owner of a range of homestays in Carmen Islands. He advertises heavily every other month in order to maintain the visibility of his business. Which of the following types of media schedule does the given scenario exemplify??
premium
Kelly's Kitchen, a popular chain of fast food restaurants, offers a kids' meal pack free with every purchase of its newly introduced luxury meal pack. This is an example of a:
It extends for a defined period of time
Identify a true statement about an advertising campaign
It relies on user-generated content on Web sites to assist consumers with purchases
Which of the following statements is true of social commerce??
Social media mostly focus on deepening relationships with customers
Which of the following statements is true of advertising in social media??
corporate blog
Marina, a professional blogger, freelances for a hobby store. She regularly posts product reviews for the store. She also liaises with the marketing team to promote the store's latest products. Marina's blog is an example of a _____.?
crowdsourcing
Caitlin wanted to hire a graphic designer for her new company's design team. Instead of calling qualified candidates for interviews, she threw a challenge on the company's Facebook page asking people to design an attractive logo. She offered the job to th
the objective of their users is to collect, save, and share interesting and valuable links
Social bookmarking sites differ from social news sites in that:?
social media monitoring
Kelly's Kitchen, a restaurant, strives to improve its customer service and makes sure that its customers enjoy the food and ambience at the restaurant. The restaurant has a team that monitors and assesses customers' opinions about the restaurant on popula
earned media
When Melanie posted a review of the new Mantle phone on her tech blog, one of her followers tweeted about the review and shared the post on his Facebook page. The tweet and the post went viral, and the phone got a lot of publicity. This is an example of _
Making changes to the implemented campaign based on consumer response
Which of the following actions is performed during the final stage of an effective social media plan??
Many mobile games use mobile ads to generate revenue for the gamemakers
Identify a true statement about online gaming.?