Self Test: Multiple Choice

You can find the answers on the last page of this text.

  1. 12-1 Which marketing era occurred during the Great Depression when manufacturers almost had to force consumers to purchase their products?

    1. Production concept era

    2. Sales concept era

    3. Marketing concept era

    4. Customer relationship era

  2. 12-2 When a car is purchased, time utility refers to the value customers receive from

    1. owning the car.

    2. the styling and function of the automobile.

    3. ensuring the car is available when the customer wants it.

    4. ensuring the car is available where the customer wants it.

  3. 12-3 Which of the following would not normally appear in a marketing plan?

    1. a description of the target market

    2. an outline of sales goals and objectives

    3. a situational analysis

    4. a written marketing objective

  4. 12-4 Tenitia Reynolds opened a small community bookstore several years ago. When a new book comes out, Tenitia e-mails clients she thinks will enjoy it based on their past purchases. Which part of the marketing process does Tenitia’s actions reflect?

    1. Conducting market research

    2. Identifying a market need

    3. Implementing the marketing mix

    4. Nurturing customer relationships

  5. 12-5 Bill Wertz runs a transportation service that caters exclusively to the residents of retirement communities. Bill’s business is taking advantage of which of the following marketing environments?

    1. The competitive environment

    2. The sociocultural environment

    3. The technological environment

    4. The economic environment

  6. 12-6 Which of the following does not define a B2B market?

    1. The market consists of small-volume purchases in a geographically dispersed area.

    2. Buyers make complex purchasing decisions, often with formal buying procedures.

    3. The purchasing process involves much personal selling and requires a close relationship between the buyer and seller.

    4. Buyers are more professional and make more rational purchasing decisions.

  7. 12-7 Market segmentation based on lifestyles, personality traits, motives, and values is called

    1. geographic segmentation.

    2. demographic segmentation.

    3. psychographic segmentation.

    4. behavioral segmentation.

  8. 12-8 Which of the following represents a shift from the four Ps to the four Cs of marketing?

    1. Considering the complete cost of a product to the consumer

    2. Making the product convenient to buy

    3. Focusing on the consumer’s wants and needs

    4. All of the above

  9. 12-9 Identifying the internal strengths and weaknesses as well as the opportunities and threats found in the external environment with regard to the marketing functions of an organization is known as

    1. a situational analysis.

    2. a SWOT analysis.

    3. a marketing analysis.

    4. a competitive analysis.

  10. 12-10 Which is not an example of secondary data?

    1. Census data

    2. Customer feedback on Twitter

    3. Focus group results

    4. Data collected from company sales reports

True/False

You can find the answers on the last page of this text.

  1. 12-11 The main difference between the B2B and B2C markets is that B2B markets have fewer buyers that purchase many more individual quantities.

    1. □ True or □ False

  2. 12-12 Purpose is one of the four Ps in the marketing mix.

    1. □ True or □ False

  3. 12-13 A market niche is a narrowly defined market segment.

    1. □ True or □ False

  4. 12-14 Employees can benefit from successful marketing because new job opportunities may be created as production expands to satisfy the growing demand for highly valued products.

    1. □ True or □ False

  5. 12-15 Societal marketing began after the Great Depression when the economy was improving and most of society wanted to spend.

    1. □ True or □ False

Critical Thinking Questions

  1. An image shows a star blue icon.12-16 Think of an example of how a specific organization (for-profit or not-for-profit) tried to establish a better customer relationship with you. What did the organization do? Was it effective? Why or why not?

  2. An image shows a star blue icon.12-17 List as many brands of cars as you can think of. Group the car brands into target markets. What features of each brand identify its target market?

  3. 12-18 Suppose you were hired by Apple to develop a marketing campaign for a new iPhone. Describe the new features, and then identify who would be the target market? List at least four characteristics and the corresponding market segment that define the ideal customer. Repeat the exercise for a Toyota Prius and a vacation package to a luxury spa in Arizona.

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