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Marketing I

front 1

1.A neighborhood restaurant is said to serve the best spaghetti in the area. People travel from 20 kilometers to enjoy dinner at that restaurant. Im what type of competitive situation does this restaurant compete?

  1. Oligopoly
  2. Uniform competiton
  3. Monopolistic competiton
  4. Perfect competiton
  5. Monopoly

back 1

A*

front 2

2.Which of the following examples is not a form of personal selling ?

  1. Incentive programs
  2. Samplex
  3. Annual reports
  4. Sales presentations
  5. Fairs and trade shows

back 2

B*

front 3

3.Points-of-___________ are product associations that are not necessarily unique to the brand but may in fact shared with other brands.

A) parity
B) difference
C) inflection
D) presence
E) divergence

back 3

A

front 4

4. When companies search for new ways to satisfy customers and distinguish their offering from others, they look at the ________ product, which encompasses all the possible augmentations and transformations of the product.

A) consumption
B) expected
C) potential
D) augmented
E) basic

back 4

C

front 5

5. Shoe manufacturers are not going to buy much more leather if the price of leather falls, nor will they buy much less leather if the price rises, unless they can find satisfactory substitutes. This is an example of ________.

A) inelastic demand
B) direct purchasing
C) the acceleration effect
D) a modified rebuy
E) a straight rebuy

back 5

A

front 6

6. Which of the following steps does not belong to the five-stage model of the consumer buying process ?

  1. Evaluation of information sources
  2. Purchase decision
  3. Information search
  4. Problem/need recognition
  5. Post-purchase behaviour

back 6

A

front 7

7.Even is sales of a brand extension are high and meet targets, the revenue may be coming from consumers switching to the extension parent-brand offerings-in effect_____ the parent brand.

A) diluting
B) cannibalizing
C) reinforcing
D) eroding
E) revamping

back 7

B

front 8

8.Fixed costs exist

  1. whether a firm produces anything or not
  2. only when a firm produces at full capacity
  3. when a firm produces at partial capacity
  4. only as accounting figures
  5. None of the above

back 8

A

front 9

9.Estabilishing and communicating the distinctive benefit(s) of the company's market offering for each target segment is called

A) market research
B) market positioning
C) marketing effectiveness
D) market segmentation
E) market domina nce

back 9

B

front 10

10.____________ are those groups to which a person does not belong and whose values, norms or behavior an individual rejects.

  1. Membership groups
  2. Lifestyle groups
  3. Dissociative groups
  4. Disclaimant groups
  5. Aspirational groups

back 10

C

front 11

11.Joe is a computer service technician. People in his neighborhood usually depend on his suggestions for purchasing any computer accessory or hardware, as they believe that he has access to far more information on computer technology than the average consumer. The neighbors are also aware that Joe has the required knowledge and background for understanding the technical properties of the products. Within this context, Joe can be called a(n)___________.

  1. transactional leader
  2. opinion leader
  3. role model
  4. gate-keeper
  5. international marketer

back 11

B

front 12

12. A manufacturer of hiking boots looks at data that indicate that their subsegment of the market called "serious hiker" is declining and is predicted to decline into the future. The firm decides to enter the "low-price" segment with its new items. This is an example of a firm's ________ to reach a new market.

  1. up-market stretch
  2. two-way stretch
  3. marketing research
  4. disintermediation
  5. down-market stretch

back 12

E

front 13

The goal of positioning is ________.

A) to locate the brand in the minds of consumers to maximize the potential benefit to the firm
B) to discover the different needs and groups existing in the marketplace
C) to target those customers marketers can satisfy in a superior way
D) to collect information about competitors that will directly influence the firms' strategy
E) to help the firm anticipate what the actions of its competitors will be

back 13

A

front 14

14. Leonardo is a conservative and traditional person with concrete beliefs. He prefer familiar, domestic products and is loyal to established brands. Which VALS type does Leonardo represent.

  1. Striver
  2. Believer
  3. Innovator
  4. Thinker
  5. Survivor

back 14

E

front 15

15. Tom is seven years old and he loves to play soccer. He dreams of playing in the future for the famous soccer club "FC Barcelona". Which group would Tom like to join ?

  1. Membership groups
  2. Disclaimant groups
  3. Aspirational groups
  4. Dissociative groups
  5. Status group

back 15

C

front 16

16.If consumers show no loyalty to any brand, they belong to the group of

  1. Split loyals
  2. Shifting loyals
  3. Shifting users
  4. Switchers
  5. Hard-core loyals

back 16

D

front 17

17. Odd-pricing refers to the practice of

  1. Pricing an item just above a round number
  2. Pricing an item according the buyers’ perception of value
  3. Pricing an item just below a round number
  4. Creating an ikkysion of distinction through price
  5. Placing price labels in inconspicuous locations

back 17

C

front 18

18. Unlike physical products, services cannot be seen, tasted, felt, heard, or smelled before they are bought. This is known as the ________ aspect of services.

  1. Inseparability
  2. intangibility
  3. variability
  4. perishability
  5. heterogeneity

back 18

B

front 19

19.Which of the following is an example of zero-level channel?

  1. company takes online orders from customers and ships the products to them.
  2. An organization uses a combination of direct salespeople and sales agencies to increase sales.
  3. A company sells its products through wholesalers and retailers.
  4. A company sells its products through chains of supermarkets and other large sellers

back 19

A

front 20

Using an established brand to introduce a new product is called brand_________ .

  1. Parity
  2. Extension
  3. Positioning
  4. Harmonization
  5. Valuation

back 20

B

front 21

Pampers divides its market demographically on the basis of ________ into prenatal, new baby, baby, toddler, and preschooler.

  1. life stage
  2. gender
  3. age
  4. income
  5. social class

back 21

C

front 22

__________ are a person’s enduring favorable or unfavorable evalutions, emotional feelings, and action tendencies toward some object or idea.

  1. Discriminations
  2. Values
  3. Beliefs
  4. Feelings
  5. Attitudes

back 22

E

front 23

23.)___________ describes the market offering’s look and feel to the buyer.

  1. Design
  2. Reparability Reliability
  3. Style
  4. Durability
  5. Reparability

back 23

C

front 24

Gillette uses________ pricing when it offers razor handles at a low cost, but places a high markup on te replacement razor blades that fit in the handles.

  1. By-product
  2. Two-part
  3. Optional-feature
  4. Captive
  5. Captive-product

back 24

E

front 25

Services high in_________ qualities have characteristics that the buyer can evaluate after purchase.

  1. search
  2. experience
  3. credence
  4. privacy
  5. storing

back 25

B

front 26

The process of selecting one or more market segments to enter is called_________?

  1. market targeting
  2. market dominance
  3. market positioning
  4. market segmentation

back 26

A

front 27

Calling the customer back quickly or emailing an order confirmations immediately are examples of________ to evaluate service quality

  1. responsiveness
  2. tangibles
  3. empathy
  4. reliability

back 27

A

front 28

In which of the following auctions does the auctioneer first announce a high price for a product and then slowly decreases the price until a bidder accepts?

  1. Dutch auction with one buyer and many sellers
  2. an English auction with one seller and many buyers
  3. an ascending bid auction
  4. a sealed-bid auction
  5. a Dutch auction with one seller and many buyers

back 28

E

front 29

Susan buys a dress for her sister as birthday present. This dress is an example of a________

  1. speciality goods
  2. sought goods
  3. shopping goods
  4. unsought goods
  5. convenience goods

back 29

C

front 30

Spike Inc. is a sportswear manufacturer that recently launched its new line of customizable running shoes. The shoes come with a digital component that allows them to adapt to the runner's biomechanics. To promote this new product, Spike launches an advertising campaign and also ropes in a famous athlete to endorse the product. This is an example of a ________.

  1. trade promotion
  2. reverse flow
  3. push strategy
  4. pull strategy
  5. backward flow

back 30

D

front 31

________ is the study of how individuals, groups, and organizations select, buy, use, and dispose of goods, services, ideas, or experiences to satisfy their needs and wants.

  1. Target marketing
  2. Mind mapping
  3. Consumer activism
  4. Consumer behavior
  5. Product differentiation

back 31

D

front 32

32. Jake had an appointment at the doctor's office, but couldn't make it on time due to traffic. by the time he arrived, the doctor had already begun with the next patient. this illustrates the ________ of services.

  1. variability
  2. heterogeneity
  3. perishability
  4. intangibility
  5. homogeneity

back 32

C

front 33

If a company use a variety of short-term incentives to encourage trial or purchase of a product/service (market offering), we identify this form of marketing communications as_________

  1. interactive marketing
  2. Sales promotion
  3. Public relation and publicity
  4. Personal selling
  5. Direct marketing

back 33

B

front 34

34.Which of the following market structures is least likely to exist in the real world ?

  1. Perfect competition
  2. Oligopoly
  3. Monopoly
  4. Monopolistic competition
  5. All market structures are equally likely to exist in the real world.

back 34

A

front 35

The names of all the marketing majors at Y collage are placed in hat, and then a spedified numer of names are selected once a time to create a sample. This is an example of

  1. Nonprobability sampling
  2. Cluster sampling
  3. Sime random sampling
  4. Stratified sampling
  5. Quota sampling

back 35

B

front 36

The__________ product encompass all the possible augmentations and transformations that the product or offering might undergo in the future.

  1. Basic
  2. Potential
  3. Expected
  4. Generic
  5. Augmented

back 36

A*

front 37

Which of the following best describes a car company’s value proposition?

  1. We charge a 20% premium on our cars.
  2. We target safety-conscious upscale families.
  3. We sell the safest, most durable wagon.
  4. We are the market leader in the small car category.
  5. We focus on expanding in faster-growing markets.

back 37

C

front 38

Effective organizations are constantly monitoring their external environment , an activity that is known as

  1. Product planning
  2. Screening
  3. Environmental scaning
  4. Marketing research
  5. Data analysis

back 38

D*

front 39

In the gathering of primary data, mechanical counters and cameras are used in connection with

  1. Focus groups
  2. Experiments
  3. Observation
  4. Personal interviews
  5. Surveys

back 39

C

front 40

The supermarket chain “spar” used to offer only regular energy drinks branded as “S-budget”. Recently they launched a sugar-free “S-budget” energy drinks. Which brand strategy did the company use in this particular case ?

  1. Multibranding
  2. Line extension
  3. Variety extension
  4. New brands
  5. Brand extension

back 40

B

front 41

A poor brand name______.

  1. Is distinctive
  2. Suggests the product’s benefits
  3. Suggests product qualities
  4. Is easy to spell
  5. Can be pronounced in many different ways

back 41

C

front 42

Coca-cola owns syrup manufacturing plants, bottle manufacturers, local bottling companies, and local dealer distributions. This is example of

  1. A vertical marketing system
  2. A corporate vertical marketing system
  3. An administered vertical marketing system
  4. A contractual vertical marketing system
  5. None of the above

back 42

B

front 43

43.Dennis requests his father to buy him a PS4 for his birthday. With respect to consumer decision roles, which role is Dennis currently playing ?

  1. Influencer
  2. Gatekeeper
  3. Decider
  4. Initiator
  5. Buyer

back 43

D

front 44

Which of the following statements is true ?

  1. Environmental forces ha a little influence on marketing decisions, since these forces are uncontrollable.
  2. Environmental forces are predictable
  3. Marketing managers need not adjust environmental forces but must focus in the firms overall objectives.
  4. A marketer’s success or failure is determined largely by how well it recognizes or adjust to environmental foreces.
  5. None of the above

back 44

D

front 45

A firm is considering diversifying and wants to learn more about possible opportunities outside its currents product line. The firm would most likely engage in which of the following ?

  1. Predictive research
  2. Descriptive research
  3. Experimental research
  4. Exploratory research
  5. Causal research

back 45

E

front 46

A ___________ is the set of all products and items a particular seller offers for sale.

  1. product line
  2. product mix
  3. product extension
  4. product system
  5. product class

back 46

B

front 47

The relatively homogeneous and enduring divisions in a society, which are hierarchically ordered and whose members share similar values, interest, and behavior constitute a_____.

  1. Group
  2. Family
  3. Subsculture
  4. Social class
  5. Culture

back 47

D

front 48

Life insurance, coffins and gravestones are examples of__________goods.

  1. Specialty
  2. Convenience
  3. Sought
  4. Shopping
  5. Unsought

back 48

E

front 49

User status, buyer-readiness stage and loyalty status are_____________ segmention variables.

  1. Demographic
  2. Behavioral
  3. Geodemographic
  4. Geographic
  5. Psychographic

back 49

B

front 50

50______ sources normally perform an information function, whereas personal sources perform a legitimizing or evaluation function.

  1. Impersonal
  2. Public
  3. Commercial
  4. Internal
  5. Experiential

back 50

B*

front 51

The marketing research process begins by ________.

A) developing a research plan
B) defining the problem, the decision alternatives, and research objectives
C) analyzing the internal environment
D) reading marketing research journals
E) contacting a professional research consultant

back 51

B

front 52

A company would like to study the impact of advertising expenditure on sales and sales revenue. This is an example of ________ research.

A) prescriptive
B) causal
C) secondary
D) exploratory
E) qualitative

back 52

B

front 53

________ are data that were collected for another purpose and already exist.

A) Primary data
B) Secondary data
C) Primitive data
D) Cross-sectional data
E) Ordinate data

back 53

B

front 54

Primary data can be collected in several ways. Installing CCTV cameras in a retail store whereby consumers' actions can be recorded is an example of ________.

A) focus group research
B) survey research
C) observational research
D) behavioral research
E) experimental research

back 54

C

front 55

As the marketing manager of Cominform Pvt. Ltd., a manufacturer of health drinks, you have selected 10 individuals who match the profile of your target customer, to participate in a discussion on changing lifestyle trends related to health. You have also hired a skilled moderator to facilitate the discussion and ensure that everyone participates and stays focused on the topic. The moderator provides questions and probes based on the "script" prepared by you. The discussions are also recorded for further analysis. Which of the following methods of acquiring primary data is being used in this case?

A) observational research
B) surveys
C) behavioral data
D) experiments
E) focus groups

back 55

E

front 56

An item in a questionnaire states that "most politicians cannot be trusted." Respondents are required to provide their answers by choosing any one of the following options: 1) Strongly disagree, 2) Disagree, 3) Neither agree nor disagree, 4) Agree, 5) Strongly agree. This is an example of a ________.

A) semantic differential
B) word association question
C) Thematic Appreciation Test (TAT)
D) Likert scale
E) dichotomous question

back 56

D

front 57

_______________ is the study of how individuals, groups, and organizations select, buy, use, and dispose of goods, services, ideas, or experiences to satisfy their needs and wants.

A) Target marketing
B) Mind mapping
C) Consumer activism
D) Consumer behavior
E) Product differentiation

back 57

D

front 58

Joe is a computer service technician. People in his neighborhood usually depend on his suggestions for purchasing any computer accessory or hardware, as they believe that he has access to far more information on computer technology than the average consumer. The neighbors are also aware that Joe has the required knowledge and background for understanding the technical properties of the products. Within this context, Joe can be called a(n) ________________.

A) transactional leader
B) opinion leader
C) role model
D) gate-keeper
E) international marketer

back 58

B

front 59

Maslow'S theory is that human needs are arranged in ______ from the most pressing at the bottom to the least pressing at the top.

A) culture

B) complex

C) hierarchy

D) social calss

E) perception

back 59

C

front 60

__________ are rules of thumb or mental shortcuts in the decision process.
A) Attitudes
B) Beliefs
C) Heuristics
D) Discriminations
E) Biases

back 60

C

front 61

A consumer is persuaded to buy a product by a message that requires little thought and is based on an association with a brand's positive consumption experiences from the past. In this situation, the consumer used a ________ to arrive at this purchase decision.
A) central route
B) peripheral route
C) behavioral route
D) subjective route
E) objective route

back 61

B

front 62

Each culture contains smaller______, or groups of people with shared value systems based on common life experiences and situations.

A) motives

B) subcultures

C) cognitive dissonances

D) alternative evaluations

back 62

B

front 63

What is the higher…

A) Self-actualization

B) Esteem

C) Social

D) Recognition

E) Survival

back 63

A

front 64

Which of the following groups are not part by the VALS segmentation network ?

A) Switchers

B) Strivers

C) Survivors

D) Experiencers

E) Makers

back 64

A

front 65

When Burger King targets children, teens, adults, and seniors with different ads and media, it is practicing ________ segmentation.

A) behavioural

B) end-use

C) age and life cycle

D) demographic

E) psychographie

back 65

C

front 66

If a marketer decides to segment a market based on neighborhoods, the marketer will have chosen the ________ method of segmentation.
A) demographic
B) psychographic
C) geographic
D) cultural
E) behavioural

back 66

C

front 67

We define a _____ as anything that can be offered to a market for attention, acquisition, use, or consumption and that might satisfy a want or need.

A) private brand

B) service variability

C) service

D) product

E) service encounter

back 67

E

front 68

Product planners need to think about products and services on three levels. Each level adds more costumer value. The most basic level is the_____, which addresses the question,”What is the buyer really buying?”

  1. augmendted product
  2. exchange
  3. core benefit
  4. actual product
  5. co-branding

back 68

C

front 69

__________ are consumer products that the consumer either does not know about or knows about but does not normally thinks about buying. These products require a lot of advertising, personal selling,and other marketing efforts.

A) Specialty products

B) Shopping products

C) Sought products

D) Convenience products

E) Unsought products

back 69

E

front 70

________ involves designing and producing the container or wrapper for a product.

A) Service

B) Branding

C) Product line

D)Laneling

E)Packaging

back 70

E

front 71

A_______is a group of products that are closely related they function in a similar manner, are sold to the same customer groups, are marketed through the same type of outlets,or fall within given price ranges.

A) line ectension

B) product line

C) private brand

D) product brandwidth

E) convenience product

back 71

B

front 72

At the very least, the_________ identifies the product or brand. It might be also describe several things about the product.

A) social marketing

B) line extension

C) label

D) specialty product

E) A or C

back 72

C

front 73

Manufacturers’s brands have long dominated the retail scene. In recent times, however, an increasing number of retailers and wholesalers have created their own_________.

  1. private brand
  2. slotting fees
  3. specialty products
  4. service variability
  5. none of the above

back 73

A

front 74

24.A company must consider four special service characteristics when designing marketing programs. Which is NOT one of these characteristics.

A) perishability

B) intangibility

C) inseparability

D) interactive marketing

E) C and D

back 74

D

front 75

________ means that services cannot be seen, tasted,felt, heard, or smelled before they are bought.

A) Service inseparability
B) Service variability
C) Service intangibility
D) Service perishability
E) Service heterogeneity

back 75

C

front 76

Narrowly defined, ____ is the amount of money charged for a product or service.

  1. price
  2. demand
  3. geld
  4. marketing
  5. monopoly

back 76

A

front 77

______________ of the following elements of the marketing communications mis includes a variety of programs directed internally to employees of the company or externally to consumers, other firms, the government,and media to pro promote or protect a company’s image or its individual product communications?

A) Public relations and publicityb.

B) Interactive marketing

C) Sales promotione.

D) Personal selling

E) Direct marketing

back 77

E

front 78

_________ in an element of the marketing communications mix that involves –to-people oral, written or electronic communications that relate to the merits or experiences of purchasing and using products or services.

A) Personal selling
B) Sales promotion
C) Advertising
D) Public relations
E) Word-of-mouth marketing

back 78

E

front 79

Which of the following is the correct order of stages that buyer is assumed to pass through, by the four classic response hierarchy models.

A) cognitive stage-affective stage-behavioral stage
B) affective stage-cognitive stage-behavioral stage
C) behavioral stage-affective stage-cognitive stage
D) cognitive stage-behavioral stage-affective stage
E) affective stage-behavioral stage-cognitive stage

back 79

A