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Exam 12: Building Customer Relationships Through Effective Marketing

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Question 41

Multiple Choice

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When determining the most appropriate marketing mix to reach its target market, a company should consider all of the following questions EXCEPT which one?

A) Will our distribution strategies get our product to our target group?
B) Is our pricing appropriate for our target group?
C) Will our promotion strategies reach our target group?
D) Are our competitors currently serving this target group?

E) A) and B)
F) All of the above

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Question 42

Multiple Choice

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Mary Beth is a high school student. All of her friends buy their jeans from Expression jeans, so she decides to buy Expression jeans even though Levis fit her better. Mary Beth's purchasing decision is most influenced by which of the following factors?

A) psychological
B) situational
C) personality
D) social

E) A) and D)
F) None of the above

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Question 43

Multiple Choice

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Joseph Kuhn was trained as an engineer, but recently he has been assigned the marketing responsibility for his company. In his role as a marketer, he wants to know what marketing can and cannot control. Which of the following will Joseph find out that marketing can NOT control?

The Lincoln Motor Company places an advertisement for its 2017 Lincoln MKZ in Forbes and Inc. magazines as well as television spots featuring actor Matthew McConaughey. The vehicle is priced starting at $35,000 and is available at Lincoln dealerships nationwide. Which of the following is the likely target market for Lincoln?

McDonald's recently launched a line of smoothies to sell in its stores at a price of $2.49 for a small and $3.49 for a large. The smoothie represents which element of the marketing mix?

IRI, a marketing research firm, has been contracted by T-Fal to evaluate the market performance of a new line of cookware. Which of the following is NOT likely to be a step in IRI's research process?

A home security company markets its infrared alarm system to urban residents who are more likely to experience a theft than their rural counterparts. This is an example of which type of segmentation?

A hospital conducts a series of focus groups with patients who had recently had outpatient surgery in order to gauge their level of satisfaction with various aspects of their experience. Which step of the research process does this represent?

A chain of convenience stores in a major metropolitan area boasts that it has so many locations that one of its stores is never more than "just a few minutes" away. Which value added by marketing does this illustrate?

During the 1950s, the marketing concept began to develop as business managers recognized that they were not primarily producers or sellers, but rather were in the business of doing which of the following?

After he decides to buy a new car, Stephen does considerable online research and narrows his choices down to a few. He then decides to visit a few dealerships to test-drive the cars he has selected to see how they feel. Which step in the consumer decision process does this illustrate?

Which of the following is NOT a major category of factors that influence the consumer buying process?

Ford Motors is offering a rebate on cars purchased this month. This activity involves which element of the marketing mix?

While Manny was looking to put hardwood floors in his kitchen, he read all about the different types of hardwoods and the difference between engineered and solid hardwood. He ended up going with bamboo as it is a sustainable in that it grows to useful size in just three to seven years. Manny's decision was likely based on which of the following?

When KFC Corporation decides on brand names, package designs, sizes of orders, and flavours of sauces and recipes, it is controlling which element of the marketing mix?

Which element of the promotional mix would address decisions about brand name, packaging, and warranties?

Between the 1920s and the 1950s, emphasis was placed on increased advertising, enlarged sales forces, and occasionally high-pressure selling techniques, representing a strong orientation in which of the following areas?

What is the term for a market segment toward which a company directs its marketing effort?

What is the process of systematically gathering, recording, and analyzing data concerning a particular marketing problem called?

When Walmart determines how many warehouses it needs to build and operate, it is addressing which element of the marketing mix?