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Flashcards

Marketing

kristin reiss Inglês 27 flashcards

Flashcards do conjunto (27)

  1. 1Bring the following philosophies in a correct order, beginning with the earliest (1), ending with the latest (3) a) (1) Selling, (2) Marketing, (3) Production b) (1) Production, (2) Marketing, (3) Selling c) (1) Marketing, (2) Selling, (3) Production d) (1) Production, (2) Selling, (3) Marketing e) (1) Selling, (2) Production, (3) Marketingd) (1) Production, (2) Selling, (3) Marketing
  2. 2Which of the following statements about marketing is not correct? a) Marketing aims to develop the right products and services for the right customers b) The philosophy of marketing is relevant to multiple departments and processes in firms c) Marketing aims to create value for stakeholders d) Marketing means that firms take a customer orientation e) Short-term profit realization is most important to marketing activitiese) Short-term profit realization is most important to marketing activities
  3. 3The marketing management process describes... a) Marketers’ goal-directed planning, organizing, leading and controlling b) How product innovations can be introduced successfully c) Advertising and selling strategies d) Planning and controlling activities e) How to implement production strategies besta) Marketers’ goal-directed planning, organizing, leading and controlling
  4. 4Market demand can be... 1. Irregular, meaning that customers ask for certain offerings depending on time (e.g. season) 2. Negative, meaning that pessimistic customers have a lower willingness.to-pay than optimistic customers 3. Unwholesome, meaning that customers are attracted to offering that have undesirable social consequences 4. Latent, meaning that a need cannot be satisfied by an existing offering 5. Overfull, meaning that demand cannot be met, because there are not enough offerings a) 1, 3, and 4 are correct only b) 1, 3, and 5 are correct only c) 1, 4, and 5 are correct only d) 1, 3, 4, and 5 are correct only e) All are correctd) 1, 3, 4, and 5 are correct only
  5. 5In a SWOT analysis, external factors include... a) Strengths and weaknesses b) Weaknesses and opportunities c) Opportunities and threats d) Threats and strengths e) Strengths and opportunitiesc) Opportunities and threats
  6. 6Which of the following statements about the marketing-mix instruments is not true? a) Price is an instrument that strongly influences the revenues made b) Products and services form bundles that form an offering c) Place brings the offerings to the customers (or vice versa) d) Promotion indicates the communication between firms and customers (and customers among themselves, when communicate about the organization) e) Physical evidence relates to the packaging of an offeringe) Physical evidence relates to the packaging of an offering
  7. 7Which statement about Ansoff’s product-market expansion grid is not correct? a) Market penetration means acting on a current market with an existing product b) Diversification means serving a new market with a new product c) Companies that follow the product development strategy should have great knowledge about their target groups d) Market development means increasing market share on existing markets via marketing activities e) Companies that follow the market development strategy serve new markets with an existing product (e.g. going abroad)d) Market development means increasing market share on existing markets via marketing activities
  8. 8Which statement concerning the customer satisfaction is wrong? a) Satisfied customers tend to buy more as the company introduces new marketing offerings and upgrades existing ones b) The loyalty of satisfied (vs. unsatisfied) customers is generally higher and they pay less attention to competing brands c) The expectations of satisfied customers are generally higher and therefore they are not willing to pay higher prices d) Satisfied customers promote the company by word-of-mouth e) The costs of serving satisfied customers are lower than attracting new customersc) The expectations of satisfied customers are generally higher and therefore they are not willing to pay higher prices
  9. 9The BCG’s market growth-market share matrix has the following implications: 1. Question marks are built up to become stars if a firm can catch up with a competitor (in terms of gaining market share) 2. Cash cows finance stars and question marks 3. Dogs are eliminated when they are unprofitable 4. Stars are promoted so that future profits increase 5. Turtles are aging business units whose lifetime should be extended a) 1, 2, and 3 are correct only b) 2, 3, 4, and 5 are correct only c) 1, 3, 4, and 5, are correct only d) 1, 2, 3, and 4 are correct only e) All are correctd) 1, 2, 3, and 4 are correct only
  10. 10Ansoff’s product-market expansion grid does not include the following option: a) Market penetration b) Product and service development c) Democratization d) Market development e) Diversificationc) Democratization
  11. 11Bring the following customer loyalty formation variables in a correct order, beginning with the cause (1), ending with the effect (4) a) (1) perceived value, (2) benefits and costs, (3) satisfaction, (4) loyalty b) (1) benefits and costs, (2) perceived value, (3) satisfaction, (4) loyalty c) (1) satisfaction, (2) benefits and costs, (3) perceived value, (4) loyalty d) (1) benefits and costs, (2) satisfaction, (3) perceived value, (4) loyalty e) (1) perceived value, (2) satisfaction, (3) benefits and costs, (4) loyaltyb) (1) benefits and costs, (2) perceived value, (3) satisfaction, (4) loyalty
  12. 12Which of the following variables in not part of the Balanced Scorecard’s four perspectives on marketing metrics and marketing-mix modelling? a) Financial perspective b) Internal business processes c) Learning and growth d) Customer e) Advertisinge) Advertising
  13. 13Why do customers become loyal? 1. Psychological factors 2. Situational factors 3. Contractual factors 4. Technical and functional factors 5. Economic factors a) 1, 2, 3, and 4 are correct only b) 1, 3, 4, and 5 are correct only c) 1, 2, 4, and 5 are correct only d) 2, 3, 4, and 5 are correct only e) All are correcte) All are correct
  14. 14Which of the following statements about (quasi) experiments in market research is not correct? a) Experiments study cause-effect relationships b) In quasi experiments participants are not randomly assigned to experimental condition c) In experiments, researchers manipulate the dependent variable d) Experiments can be conducted both in the laboratory and in field environments e) Experiments are an example of explicative market research designsc) In experiments, researchers manipulate the dependent variable
  15. 15Which of the following strategies is not a customer-relationship-management strategy? a) Reduce the rate of customer defection b) Increase the longevity of customer relationships c) Serve all customers of a market so that no target group is missed out d) Pay attention to highly valuable customers e) Cease to serve unprofitable customers if there are no negative side effectsc) Serve all customers of a market so that no target group is missed out
  16. 16A B2B customer generates revenues of EUR 440.000 in the existing period (t = 0). The costs attributed to the customer amount to EUR 200.000. The customer has a predicted probability of being active until the of the period of 100%. In the forthcoming periods (t = 1, t = 2), the revenue is estimated to be EUR 500.000 in both years and costs stay the same as the in the previous year(s); the likelihood of switching to a com- petitor is 10% for each year for both t = 1 and t = 2. What is the customer lifetime value of the customer with regard to these three periods, assuming a discount rate of 10%? a) EUR 700. 000, 00 b) EUR 840. 000, 00 c) EUR 708.595,04 d) EUR 706. 000, 00 e) EUR 812. 222, 22c) EUR 708.595,04
  17. 17A customer of a firm is expected to generate a revenue of 100 Euro in the existing period (t0 = 0). The costs related to the customer amount to 20 Euro. The customer has a predicted probability of being active in the period of 80%. In the following period (t1 = 1), the figures are as follows: 180 Euro revenue and 18 Euro costs are expected; the likelihood of being active increases to 90%. What is the customer lifetime value of the customer with regard to these two periods, assuming a discount rate of 10%? a) 196,55 Euro b) 178,68 Euro c) 212,12 Euro d) 198,98 Euro e) 238,12 Euroa) 196,55 Euro
  18. 18Which of the following statements about the confirmation / disconfirmation paradigm is not correct? a) The comparison between pre-purchase expectations and the perceived outcome determine the valence of cus- tomers’ reaction b) Negative disconfirmation leads to dissatisfaction c) Satisfaction occurs when pre-purchase expectations are equal or lower than the perception of the actual outcome d) If pre-purchase expectations are high, negative disconfirmation leads to satisfaction e) Positive disconfirmation leads to satisfactiond) If pre-purchase expectations are high, negative disconfirmation leads to satisfaction
  19. 19Which one of the following statements regarding the consumer decision-making process is wrong? a) The need recognition describes the identified difference between the current state and the ideal state b) Consumer information search and evaluation of alternatives is often truncated by arousal-driven impulse choices c) Marketing aims to enhance the cognitive dissonance of consumers d) Consumers form attitudes according to the ABC model e. e) Risks and social norms can affect the attitude-intention-buying behavior relationshipc) Marketing aims to enhance the cognitive dissonance of consumers
  20. 20Which one of the following statements about routine purchase behavior of consumers is wrong? a) The products bought are typically cheap b) Consumer involvement is low c) Consumers are usually highly familiar with the product category based on learning processes d) The decision time until a product is bought is long e) Consumer experience little emotions when making the purchased) The decision time until a product is bought is long
  21. 21Porter’s concept of the five forces ... 1. takes into account the rivalry within an industry 2. considers the strengths and weaknesses of a company 3. determines the attractiveness of a given market 4. considers several stakeholders of a company 5. points out to several threats that may affect a company a) 1, 2, and 3 are correct b) 1, 4, and 5 are correct c) 1, 2, 3, and 4 are correct d) 1, 3, 4, and 5 are correct e) All are correctd) 1, 3, 4, and 5 are correct
  22. 22Which of the following statements about software-supported customer relationship management is not correct? a) For confidentiality reasons, marketers should only collect offline, but no online information about customers? b) Database marketing is the process of building, maintaining and using customer databases and other databases (products, suppliers, resellers) c) Data are organized into a data warehouse where marketers can capture, query and analyze them to draw infer- ence about an individual customer’s needs and responses d) Through data mining, marketing statisticians can extract useful information about individuals, trends and segments from the mass of data e) The targeting of specific groups of customers is an example of an applicationa) For confidentiality reasons, marketers should only collect offline, but no online information about customers?
  23. 23Which of the following statements about market research are correct? 1. Validity refers to whether a study is able to scientifically answer the questions it is intended to answer 2. Reliability refers to the extent to which a measurements gives results that are consistent 3. Objectivity means that no subjectivity bias is included in the measurement or the study 4. Explicative designs require the researcher’s knowledge about causal relationships between variables 5. Exploratory designs are used at the early stages of the market-research process a) 1, 2, and 3 are correct only b) 1, 2, and 5 are correct only c) 1, 2, 4, and 5, are correct only d) 1, 2, 3, and 5 are correct only e) All are correcte) All are correct
  24. 24Which of the following statements about explicative research designs is not correct? a) Hypotheses describe relationships between variables b) Experiments are used to find out about cause-effect relationships c) The designs allow for subjectivity introduced by the researcher d) The designs require a quantitative research approach e) The designs aim to explain relationships an make predictionsc) The designs allow for subjectivity introduced by the researcher
  25. 25Which of the following statements about the S-O-R model of consumer behavior is not correct? a) A billboard it an example of a stimulus b) The choice of a retailer is one example of a response variable c) Motivation is part of the organism variables d) Perception is part of the response variables e) The seven marketing-mix instruments are marketing stimulid) Perception is part of the response variables
  26. 26Which of the following statements about Maslow’s hierarchy of needs is not correct? a) Getting enough water and food is an example of physiological needs b) Protect and shelter are example of safety needs c) Friendship and peer group acceptance are examples of belongingness needs d) Prestige and status are examples of ego needs e) Accomplishment is an example of self-actualization needse) Accomplishment is an example of self-actualization needs
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FlashCards sobre Marketing , criado por kristin reiss em 29-05-2020.
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kristin reiss
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