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Marketing

Sondra Lord Inglés 148 fichas

Fichas del conjunto (148)

  1. 1Which of the following has an internal focus?Accounting, finance, management
  2. 2Which of the following is viewed as an expense?Accounting, finance, management
  3. 3Which of the following has an external focus?Marketing
  4. 4With respect to profit and the definition of marketing, it was said that...Making a profit is really important because an easy way to satisfy customer needs and wants is to give stuff away to sell it at below cost.
  5. 5The definition of marketing includes...Understanding & satisfying consumer needs and wants while making a profit
  6. 6The three part "elaboration" of the definition of marketing (the three circles, one on top of the other) includes the:Anticipation, management and satisfaction
  7. 7Giving senior discounts to have dinner between 3PM and 5PM when business is very slow so they won’t come in when the place is busy and there is a waiting line is an example of:Regulation
  8. 8A “want"Form that need takes (icecream) as shaped by social psychological and cultural factors
  9. 9Included in the definition of demand is (are)Wanted backed by buying power
  10. 10Demand for the product exceeds supply in the ____________eraProduction era
  11. 11Supply and demand for the product are about equal in the ____________eraSales era
  12. 12"Being in the coal business" was discussed as representing the ___________eraSales era
  13. 13Selling comfort represents the ___________eraSales era
  14. 14Advertising is most closely associated with the _______________eraSales era
  15. 15Focusing on what we make represents the:Selling philosophy
  16. 16Focusing on the benefit to the consumer representsMarketing philosophy
  17. 17"Welcome to Exxon pump number four" represents:relationship philosophy / Last years “Holy grail”
  18. 18With respect to the selling philosophy and customer satisfaction, it was said that :The “aim to market is to make selling unnecessary”
  19. 19Which of the following is (are) the new "holy grail" of marketing :Value Marketing
  20. 20Yesterday's production orientation is today's _____________ :Low cost producer
  21. 21Experience vs. expectation representsCustomer satisfaction
  22. 22Satisfaction = _______________ versus expectationExperience
  23. 23At the center of the Bull's Eye diagram is:Target market
  24. 24Which of the following is (are) example(s) of CREST variables:Competition, regulation, economy, society, technology // Uncontrollable
  25. 25The variables in the value equation includeBenefit/ cost
  26. 26Which of the following is a controllable:Price, product, promotion, place // anything that's NOT competition, regulation, economy, society or technology
  27. 27All of the three parts of the "elaboration" of the definition of marketing (the three circles, one on top of the other) focus onDemand
  28. 28The target market was presented as being part of:Market segmentation // Bulls eye
  29. 29Marketing myopia refers toFocusing only on existing wants and losing sight of underlying benefits
  30. 30Coal companies went out of business becauseMarket myopia
  31. 31The norms that everyone in a firm shares is the definition of theCorporate Culture
  32. 32When an employee is referred to as a worker, he is viewed as:Cost
  33. 33When an employee is referred to as an associate, he is viewed asInvestment
  34. 34A marketing era company views its employees as:Cost and companies try to reduce cost
  35. 35Dividing the total market into subsets with similar needs is calledMarketing segmentation
  36. 36The customer group that the firm is trying to appeal to is calledTarget marketing
  37. 37Determining the meaning of the product in the consumer's mind is called:Positioning
  38. 38Which, if any, of the following is NOT one of the three types of product positioning:Price, quality, innovativeness
  39. 39Image, quality, service, price & features are examples of:Differential Advantage / marketing directs
  40. 40A unique feature that helps a firm attract and retain customers is aDifferential advantage
  41. 41Which, if any, of the following is not one of the 4PsPrice, product, promotion, place
  42. 42Aging baby boomers represent which uncontrollableSociety
  43. 43Generic competition includes which of the following types of competition:Direct and indirect
  44. 44Today, the focus of government regulation is:Legislative focus
  45. 45Incredibly expensive watches are purchased from:Discretionary income
  46. 46The bonus uncontrollable is:Independent media
  47. 47Which of the following, if any, is an example of an Overall Objective, one of the five areas controlled by top management:Korean car, Buick
  48. 48The target market can be described as a character on a TV program:True
  49. 49Positioning is synonymous with value:True
  50. 50A brand should always try position itself between as many ideal points as possible to meet the needs of multiple markets:False
  51. 51Which, if any, of the following represents a unique sustainable differential advantage:Image, quality, service, price, features
  52. 52Marketers shouldn't take into account the various taxes consumers have to pay because marketers have no control over the taxesFalse
  53. 53___________ is subtracted from disposable income:Necessities
  54. 54In the discussion of positioning, it was said that there is one consideration when selecting a target market, its size. The bigger the better.false
  55. 55Integrating functional departments and pointing them in one direction is a function of:Strategic Business plan
  56. 56Which is true about the strategic marketing plan- Provides direction within its environment
    -Guides resource allocation
    -Integrates the functional departments and points them in one direction
  57. 57A commitment to a type of business and place in the market defines:Organizational mission
  58. 58__________ is based on a firm's history, management preferences, resources, and competencies. :Organizational Mission statement
  59. 59Not every firm should have one of these:Mission statement
  60. 60Which of the following can be demotivating to employeesMission statement “too rah rah” or unrealistic
  61. 61The _______ concept helps management allocate resources to products/services with the most long term potential:Strategic business unit (SBU)
  62. 62The fact that S.C. Johnson sells cleaning, home fragrance, pest control and storage products was presented as an example of :Strategic business plan / A conglomerate with SBU's
  63. 63Marketing objectives should be set inQuantitative and qualitative terms
  64. 64Internal/external and strengths/weaknesses are part of aSituational analysis (SWOT)
  65. 65__________ explains why Ronald McDonald can be both a strength and weakness for McDonald’s:SWOT / Situational Analysis
  66. 66Cash cow is part of the:Boston consulting group matrix; mature market
  67. 67Competitive advantage and competitive scope are part of the:Porter Generic strategy
  68. 68Which of the following product/market opportunity strategies is the least riskyPenetration
  69. 69Which of the following product/market opportunity strategies is the most risky:Diversification
  70. 70Which of the following helps explain why a firm should always be thinking about developing new products:To avoid going under product market declines
  71. 71Which of the following focuses on risk:Boston consulting group matrix
  72. 72Which of the following focuses on lower cost vs. differentiation and broad target market vs. narrow target market:Distinctive competence
  73. 73Which, if any, of the following is true about the strategic business plan-Provides direction within its environment
    -Guides resource allocation
    -Integrates the functional departments and points them in one direction
  74. 74A mission statement should include as many stakeholders as possible because they all want the company to maximize profits:False
  75. 75According to the slides, which of the following can help a firm "decide what NOT to do”:Mission statement
  76. 76The SBU concept can be applied toAll companies
  77. 77"Did you save room for dessert?" is an example of which, if any, of the four product/market opportunity strategies:Penetration
  78. 78The biggest flow of cash is fromMature market / Cash cow
  79. 79If you have a product that is a "dog" you can still make money by:Decreasing/Reducing efforts
  80. 80Porter's generic strategy is based on which type of competition:Low cost + differentiation
  81. 81Being concerned about how your acts impact society, especially in the long term definesSocial responsibility
  82. 82With respect to social responsibility it was saidthat the consequences of a firm’s acts as they affect the interest of society especially in the long term
  83. 83With respect to using bilingual marketing to target Hispanics, it was said that issocially irresponsible
  84. 84Marketing to Hispanics using bilingual marketing is ______ with targeting and _____ with being socially responsibleacceptable; unacceptable
  85. 85The Preamble to the Constitution can be viewed asMission statement
  86. 86Based on the concept of social responsibility, how should marketers deal with the significant number of Hispanics in the U.S. who don't speak EnglishDon’t use Spanish and basically help them learn English
  87. 87With respect to being socially responsible to all stakeholders,t was said that Offensive billboards must be removed, hire hard core unemployed, and train employees on social issue responses
  88. 88Honest and proper conduct definesethical theory
  89. 89Only looking out for your self defines which ethical theoryEgoism
  90. 90This ethical theory forms the basis of capitalismutilitarianism
  91. 91. This ethical theory says that a firm should charge lower prices in poor neighborhoodsDuty-Based
  92. 92Bait and switch is an example of which type of ethical issueProcess related
  93. 93Planned obsolescence is an example of which type of ethical issueProduct related
  94. 94Activities designed to protect people from practices that infringe on their rights definesConsumerism
  95. 95Caveat emptor meansLet the buyer beware
  96. 96Caveat vendidor meansLet the seller beware
  97. 97Caveat regulator meansLet the regulator beware
  98. 98With respect to consumerism, it was said thatctivities designed to protect people from practices that infringes on their consumer rights
  99. 99The Consumer Bill of Rights includesthe right to be informed; the right to be safe, the right to choose, the right to be heard
  100. 100Which of the four consumer rights don't require much, if any, improvement on the part of marketers since they are generally doing a good jobthe right to be safe and the right to be heard
  101. 101In terms of legal issues, the term "material" refers to“material” in terms of advertising deceptions
  102. 102Which, if any, of the following is true about deceptive advertisingIf it contains a statement or omits info the circumstances and is material that is important to consumer decision to by or use the product
  103. 103An ad for soup where marbles are put on the bottom of the bowl to make it look better is not deceptive because most people know that soup doesn't really look like thatFalse
  104. 104By definition, a deceptive ad sets expectations unrealistically highTrue
  105. 105Which ethical theory is most likely to focus on consumer safetyDuty-based
  106. 106Which ethical theory brought us fireutilitarianism
  107. 107Which ethical theory says that the rightness of an act is not based on the consequences (sure it hurts stockholders, but it helps poor people)Duty- based
  108. 108Which ethical theory is willing to have on the market a product that hurts a few people while benefiting most, e.g., a medicine.Utilitarianism
  109. 109Product related ethical issues such as planned obsolescence may or may not be ethical depending upon which ethical theory one usesTrue
  110. 110Caveat vendidor is based on which ethical theoryDuty-based
  111. 111Being concerned about how your acts impact society definesSocial responsibility
  112. 112Planned obsolescence is an example of which type of ethical issueProduct related
  113. 113"Leaving no stone unturned" refers to which part of the scientific method ofThorough
  114. 114A firm needs to collect primary data when-solving specific problem at hand
    -available secondary data may be insufficient to make proper decision
    -conclusive research
  115. 115Conducting a survey is an example ofPrimary Data Collection
  116. 116If you want to know the relative effectiveness of a $1 vs. $1.50 vs. $2.00 coupon, you would use which methodScanner data
  117. 117If you want to learn how long it takes people to be served in a fast food restaurant you would use which methodObservation
  118. 118Marketing research should focus on issues related to which part of the bull's eye diagramMost important and relevant
  119. 119Mystery shopping your competition is an example ofMarketing Intelligence
  120. 120One proper use of a focus group is to "put meat on quantitative data"True
  121. 121Primary data collection focusing on a specific issue is most closely associated withexploratory research.
  122. 122The best way of learning how long it takes for people to be served in a fast food restaurant isObservation
  123. 123The sampling procedure most appropriate for exploratory (unscientific) research isNon Probability Sample
  124. 124When you collect secondary data, it is most likely that the findings will be consistentFalse
  125. 125Whether 90%, 40%, or 10% are really satisfied deals with which part of the scientific methodObjective
  126. 126With which type of research is it acceptable to use unscientific methodsexploratory Research, also called qualitative research
  127. 127You are working for a West Coast alternative energy company and want to learn about consumer acceptance of a new energy source that can help heat homes. You hire a local firm to go to shopping malls near your office and collect 500 surveys. Which of the following is true…that 35% is the absolute max I could expect.
  128. 128You should ask "when, where, who, etc." whenyou thoroughly analyze the method section.
  129. 129. Your firm conducts annual customer satisfaction surveys. The average satisfaction score on a 100 point scale has increased from 60 to 71. Which of the following is true…that there was an statistically difference in improvement.
  130. 130______ is used when a researcher wants to learn about a product that the person may be embarrassed about usingDisguised questions
  131. 131As part of the data analysis stage of your marketing research study, you wantto statistically see the significant relationships or differences.
  132. 132Cause and effect can be determined byRecommendations
  133. 133Exploratory research is usedto identify research topic (problems)
  134. 134Generally speaking, determining whether a product is "excellent, good, fair, or poor" means ____was/were involvedSurveys
  135. 135If you want to learn about how consumers feel about something that might be embarrassing, you ask a ____ questiondisguised
  136. 136In general, focus groups are best usedto help clarify a problem in marketing
  137. 137Marketers often ask "what do your friends think" rather than "what do you think"because they will tell you how they really feel without being held accountable.
  138. 138The reason(s) marketers use observation to gather data is/areview and note behaviors
  139. 139Qualitative research isused to identify research topic
  140. 140The advantage of taking a _____ sample is the ability to generalize from the sample to the population_Stratified random
  141. 141The scientific method includesObjective
    Accurate
    Thorough
  142. 142When, where, who, what, how, and why the data were collected should be askedwhen using the method section.
  143. 143With _____ questions consumers answer in their own wordsOpen-end
  144. 144With ______ questions consumers choose among available answers_Closed-end_
  145. 145With respect to the use of intuition to make marketing decisions, it should be supported by researchTrue
  146. 146samples is/are often used when conducting exploratory researchNon-probability
  147. 147questions can be hard to analyzeOpen-ended
  148. 148questions are the best way of interpreting quantitative (numerical) dataopen-ended

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Fichas sobre Marketing , creado por Sondra Lord el 04/02/2015.
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Sondra Lord
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