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50 Cards in this Set

  • Front
  • Back
Which of the following is NOT included in a situation analysis?

a) external influences

b) competitive influences

c) product strategy

d) SWOT analysis

e) self-assessment
c) product strategy
Marketing planning involves:

a) Analysis, production, strategy, implementation and control
b) Analysis, planning, implementation, evaluation and control
c) Analysis, planning, insight, implementation and control
d) Analysis, projection, strategy, implementation and control
e) Analysis, research, planning, evaluation and control
b) Analysis, planning, implementation, evaluation and control
Which of the following is NOT a pitfall of analysis?

a) Groupthink
b) Illusion of control
c) Reasoning by analogy
d) Prior hypothesis bias
e) Stakeholder buy-in
e) Stakeholder buy-in
Which of the following would NOT be considered an external influence when conducting a situation analysis?

a) Economic trends
b) Company structure
c) Market size and growth
d) Technolog trends
e) Social and demographic trends
b) Company structure
SWOT is an acronym for:

a) Styles, weaknesses, opportunities and threats
b) Strengths, weaknesses, options and timing
c) Strengths, weaknesses, offerings and timing
d) Styles, weaknesses, offerings and threats
e) Strengths, weaknesses, opportunities and threats
e) Strengths, weaknesses, opportunities and threats
The number of opportunities open to individuals and organizations:

a) Is limited to the resources they have available
b) Decreases as time goes on
c) Increases as time goes on
d) Depends on their goals
e) Is infinite
e) Is infinite
The fundamental reason for conducting a situation analysis is to:

a) Determine the budget for next year's plan
b) Assess your product relative to your competition's products
c) Acquire a "big picture" understanding of the marketing environment that you will be competing in
d) Compile a record of past marketing activities
e) None of the above
c) Acquire a "big picture" understanding of the marketing environment that you will be competing in
The three most prominent demographic trends today are:

a) The aging of the population, rising birth rates and increasing multi-culturalism
b) Rising birth rates, increasing household incomes and the aging of the population
c) Decreasing household size and changing family formation, increasing education levels and rising birth rates
d) Increasing personal incomes, the aging of the population and rising education levels
e) The aging of the population, increasing multi-culturalism, and decreasing household size and changing family formation
e) The aging of the population, increasing multi-culturalism, and decreasing household size and changing family formation
The goal of competitive or market intelligence is to:

a) Control competitive and market activities
b) Predict, anticipate or improve reaction times to changes in the market
c) Discover competitive secrets
d) Prevent competitive attacks on your product
e) Gather key information about competitors and the market
b) Predict, anticipate or improve reaction times to changes in the market
The fundamental reason why you need to analyze the competitive environment is that:

a) Your competitors usually know more about the market than you do
b) A thorough analysis of the competitive environment will enable you to control it
c) It will make it easier for you to copy your competitors
d) If you are going to outperform your competitors, you need to know what they are good at as well as how they can be topped
e) Competition is almost always the biggest threat
d) If you are going to outperform your competitors, you need to know what they are good at as well as how they can be topped
Fundamentally, marketing is about:

a) selling
b) advertising
c) exchanges
d) consumer research
e) pricing
c) exchanges
An underlying assumption of sales orientation is that:

a) customers need the products being sold
b) customers are aware of the products being sold
c) to be successful, long-term customer relationships need to be created and maintained
d) customers who have been pushed in the decision to buy a product will like it and if they don't, their dissatisfaction will be temporary
e) marketers should focus their resources on customer satisfaction
d) customers who have been pushed in the decision to buy a product will like it and if they don't, their dissatisfaction will be temporary
As a marketer, it is important to understand the needs of consumers because:

a) that way you can at least act like you care about what your customers want
b) that way you can say you know what consumers want
c) needs need to be identified
d) that way you can work towards satisfying their needs and you can decide if a market is worth pursuing
e) that way you can say you are a marketer
d) that way you can work towards satisfying their needs and you can decide if a market is worth pursuing
What is the most thoroughly analyzed aspect of marketing practices?

a) the distribution
b) the price
c) the product
d) the reputation
e) the competition
e) the competition
What are the 4 "Ps" of marketing?

a) people, place, price and promotion
b) product, punctuality (timing), price and people
c) puntuality (timing), place, people and product
d) product, promotion, place and preference
e) product, price, place and promotion
e) product, price, place and promotion
The focus of production orientation is:

a) persuading customers to buy products
b) society's long-term well-being
c) understanding and satisfying customer needs, wants and interests
d) production and distribution efficiencies
e) product quality
d) production and distribution efficiencies
Practitioners of marketing orientation believe that success starts with:

a) determining the needs and wants of the target market
b) hiring an aggressive sales force
c) using clever advertising to make their products more attractive
d) making their products as widely available as possible
e) having the lowest prices
a) determining the needs and wants of the target market
The underlying idea of societal marketing is that:

a) satisfying customers should be done in ways that maintain or improve the well-being of both customers and society
b) what's good for corporations and individuals can also be good for society
c) win-lose situations should be replaced with win-win situations
d) all of the above
e) none of the above
d) all of the above
According to marketing orientation, success is:

a) selling what you produce, growing demand, and profits
b) constantly increasing sales
c) producing what customers want, need and desire
d) matching organizational and individual goals with those of society
e) all of the above
c) producing what customers want, need and desire
The type of competitive environment that you will most likely be operating in as an employee, entrepreneur, professional or artist is:

a) pure competition
b) monopoly
c) oligopoly
d) monopolistic competition
e) none of the above
d) monopolistic competition
Marketing objectives act as:

a) Long-term goals for organizations or individuals
b) Strategic direction for organizations and individuals
c) Financial guidelines for marketing activities
d) Short-term destinations along the path to longer-term organizational or personal goals
e) A check-list for marketing activities
d) Short-term destinations along the path to longer-term organizational or personal goals
According to Maslow, the need for status is a:

a) Physiological need
b) Safety and security need
c) Self-esteem need
d) Love and belonging need
e) Deficit need
c) Self-esteem need
Values provide individuals with:

a) A sense of self-worth
b) Guidance in terms of what is considered appropriate behaviour and what is not in a given culture
c) Overall career direction
d) A definitive method to prioritize needs and wants
e) Motivation to achieve goals
b) Guidance in terms of what is considered appropriate behaviour and what is not in a given culture
The ABC principle states that goals should be:

a) Actionable, bounded and compelling
b) Actionable, branded and compelling
c) Actionable, boundless and compelling
d) Actionable, bounded and comprehensive
e) Activity-related, bounded and compelling
a) Actionable, bounded and compelling
Which of the following is NOT a characteristic of attainable goals?

a) Desirable
b) Reasonable
c) Challenging
d) Open-ended
e) Measurable
d) Open-ended
Which of the following would NOT be a marketing objective for an entrepreneur?

a) Sales
b) Market share and position
c) Product development
d) Customer acquisition
e) Promotion to a more senior position within an organization
e) Promotion to a more senior position within an organization
Which of the following would NOT be a marketing objective for a job-seeker?

a) Income
b) Attainment of a specific position
c) Market share
d) Benefit such as travel and flexible working hours
e) Alignment of career with personal values and goals
c) Market share
Values and goals:

a) Tend to be over-emphasized when it comes to career planning
b) Should be primarily concerned with income
c) Typically conflict with career goals
d) Provide a sense of direction in your life
e) Relate more to your personal life than your career objectives
d) Provide a sense of direction in your life
Which of the following is NOT a motivational pull?

a) Needs
b) Drives
c) Values
d) Desires
e) Goals
c) Values
Motivated individuals tend to be:

a) Comitted, disciplined and satisfied
b) Willing to pay the price, leaders and high-achievers
c) Disciplined, committed and thoughtful
d) Committed, disciplined and not afraid to take initiative
e) Disciplined, flexible and non-judgmental
d) Committed, disciplined and not afraid to take initiative
Of the following elements, which is NOT included in a marketing strategy?

a) A description of the target market
b) A budget
c) A positioning strategy statement
d) SWOT analysis
e) How the four "Ps" will be used
d) SWOT analysis
Market segmentation is:

a) The process of aggregating small markets into a larger whole
b) Breaking down large markets so that resource-challenged organizations can afford to compete in them
c) The process of classifying markets into those which are attractive and those which are not
d) The process of dividing a market into distinct groups or segments which share certain characteristics
e) None of the above
d) The process of dividing a market into distinct groups or segments which share certain characteristics
Objectives are:

a) General, measurable, and time based
b) Specific, immeasurable, and time based
c) General, immeasurable, and not time based
d) Specific, measurable, and not time based
e) Specific, measurable, and time based
e) Specific, measurable, and time based
Which of the following statements is/are true about strategy?

a) When in doubt, just check whatever you want to do against strategy
b) Stategy is the vehicle you develop once you have chosen your tactics
c) Strategy gives you a framework for thinking
d) A and B
e) A and C
e) A and C
Concentrated marketing is also known as:

a) Focused marketing
b) Narrow segment marketing
c) Niche marketing
d) Differentiated marketing
e) Brand-specific marketing
c) Niche marketing
Melanie will be targeting her personal training service to businessmen and women working or living within three miles of the downtown core of the city in which she lives. She has defined her target market in terms of:

a) Geo-demographic
b) Psychographic
c) Purchase behaviour
d) Media Preferences
e) Benefits sought
a) Geo-demographic
A sound, well thought-out marketing strategy:

a) Provides a guarantee that you'll never end up in a job that's not for you
b) Makes it virtually certain that new product launches will be successful
c) Should rarely be changed
d) Can help you react swiftly to adversity and move in a direction that's right for you
e) All of the above
d) Can help you react swiftly to adversity and move in a direction that's right for you
Decisions about which market to enter and how to use the marketing mix in each chosen market is known as:

a) Marketing Strategy
b) Positioning
c) Targeting
d) Market Segmentation
e) None of the above
c) Targeting
The marketing team at BMW is deciding on the best way to position their new model. They can position by:

a) Competitor
b) Subjective experience
c) Price
d) Attributes
e) All of the above
e) All of the above
After selecting market segments, the typical next step in a marketing plan is to:

a) Develop the marketing mix
b) Set the price for your product
c) Conduct marketing research
d) Identify a position that you can own
e) Prepare and execute a tactical plan
d) Identify a position that you can own
In realizing that empty seats on a flight represent lost opportunities to exchange a product for money, the marketing team at Air Atlantic should be addressing which service characteristic?

a) Perishability
b) Inseparability
c) Intangibility
d) Variability
e) Durability
a) Perishability
Of the following, which cannot benefit from the use of marketing concepts?

a) Ideas
b) Services
c) Places
d) Intangibles
e) None of the above
e) None of the above
According to Philip Kotler, a product is defined as anything that can be offered to a market for:

a) Implementation, use or consumption that may satisfy a need of want
b) Attention, storage or consumption that may satisfy a need of want
c) Attention, use or consumption that may satisfy a need or want
d) Attention, use or installation that may satisfy a need or want
e) None of the above
c) Attention, use or consumption that may satisfy a need or want
The core product is:

a) The product's main component or ingredient
b) The most durable component of a product
c) The most costly component of a product
d) The basic benefit or key feature of a product
e) The least complex component of a product
d) The basic benefit or key feature of a product
All products:

a) Are tangible
b) Include a service component
c) Can be transported
d) Should satisfy a customer need
e) Are perishable
d) Should satisfy a customer need
Which of the following is NOT a product?

a) A recording artist
b) A political party
c) A professional athlete
d) An online dating service
e) All are products
e) All are products
In the delivery of services:

a) The service needs to be transported to the customer
b) Production and consumption are inseparable
c) Price is always pre-negotiated between the parties
d) Interaction between at least two people is necessary
e) The service provider determines the final quality of the product
b) Production and consumption are inseparable
Two weeks after being involved in a car accident, Paolo is sued by the other party in the collision. He realizes he needs a lawyer and starts looking for one in the Yellow Pages. In this example, what type of product is the lawyer?

a) Unsought
b) Emergency
c) Convenience
d) Shopping
e) Specialty
a) Unsought
Marketing mixes for specialty products include:

a) Low prices
b) Little emphasis on image and branding
c) Many sales outlets
d) An emphasis on personal selling and advertising
e) All of the above
d) An emphasis on personal selling and advertising
A brand's equity rests primarily with:

a) The amount of money that is spent on promoting it
b) The brand's logo
c) The sum of associations and mental images customers have about it
d) The brand's spokespeople
e) The number of countries in which the brand is available
c) The sum of associations and mental images customers have about it