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- 1. Open EndedOrder the steps of the marketing management process starting with the first step and ending with the last.
- 2. Open EndedWhich two of the following are always true about opportunities? (Check all that apply.)
- 3. Open EndedWhat managerial process involves cultivating and keeping a relationship that matches an organization's resources with its market opportunities?
- 4. Open EndedSpecifying a target market and the corresponding marketing mix are the two elements that comprise the
- 5. Fill in the BlankAs part of their marketing strategy, companies will identify a _______, a group of similar people whose interest the company wants to gain.
- 6. Open EndedWhat are the specific steps in the marketing management process? (Check all that apply.)
- 7. Fill in the BlankA ______ consists of variables a company controls and uses to attract and satisfy a particular target group.
- 8. Open EndedManagers should take advantage of opportunities and the best opportunities
- 9. Fill in the Blank_____ management planning involves the creation of a plan to guide the actions of an entire company.
- 10. Open EndedWhich type of marketing focuses the marketing mix on appealing to a particular group?
- 11. Open EndedWhat are the two parts of a marketing strategy? (Check all that apply.)
- 12. Open EndedThe people who make up a company's target market have which two qualities? (Check all that apply.)
- 13. Fill in the BlankA company that engages in _______ marketing attempts to use the same marketing mix to generally appeal to everyone.
- 14. Fill in the BlankA marketing mix is made up of _______ variables that a company manipulates in order to satisfy a chosen group.
- 15. Open EndedThe term "mass marketer" is used to
- 16. Open EndedWhich of the following are true with respect to target marketing? (Check all that apply.)
- 17. Open EndedTarget marketing classifies a marketing mix as
- 18. Open EndedE-Trade uses a website to target specific investors who want a low-cost and convenient way to buy stocks online. This is an example of focusing on a specific Blank 1 of 1 market.
- 19. Open EndedWhich two of the following are characteristics of mass marketing? (Check all that apply.)
- 20. Open EndedThe "four Ps" of the marketing mix are
- 21. Fill in the Blank_________ marketers, such as Target, aim at large, clearly defined markets.
- 22. Open EndedHow does the customer fit in the 4Ps of a marketing mix?
- 23. Open EndedWhat is the best way to describe a targeted market segment?
- 24. Open EndedWhich of the following are examples of "product" strategy decisions? (Check all that apply.)
- 25. Open EndedTasty Freeze sells its frozen yogurt through ice cream shops and grocery stores. The marketing mix variable being considered here is
- 26. Open EndedThe main reason why firms identify target markets is because it
- 27. Open EndedWhich of the following are part of the "marketing mix"? (Check all that apply.)
- 28. Open EndedThe series of organizations that help a product move through the steps necessary to get it from the producing company to the consumer are known as a
- 29. Open EndedThe customer represents the Blank 1 of 1 market.
- 30. Open EndedThe marketing manager for Dunkin' Donuts paid for television and magazine advertising to announce improvements in its coffee. The advertising is an example of which variable in the marketing mix?
- 31. Open EndedWhich of the following are examples of products? (Check all that apply.)
- 32. Open EndedWhich of the following are examples of "place" decisions within the marketing mix? (Check all that apply.)
- 33. Open EndedWhich of the following is focused on informing people about the features of the product?
- 34. Open EndedWhen Marcus meets with Lily and talks to her about the advantages of the service offered by his company, he is engaging in
- 35. Open EndedA(n) Blank 1 of 2 of Blank 2 of 2 is a chain of companies or individuals who help a product move through the various stages of the producer to consumer process.
- 36. Open EndedFirst Bank of Canada has people who answer phone calls and help customers resolve any issues they have with the bank. This is an example of
- 37. Open EndedSelect all that apply Which of the following are examples of the Promotion element of the marketing mix?
- 38. Open EndedSelect all that apply Which of the following statements about mass selling is true? (Check all that apply.)
- 39. Open EndedNonpersonal communication of a product that is paid for by an identified sponsor is known as Blank 1 of 1.
- 40. Open EndedWhat are three components of the promotion element? (Check all that apply.)
- 41. Open EndedDry Pits underarm deodorant creates funny videos that it posts on YouTube. This is an example of
- 42. Open EndedWhich of the following involves a face-to-face conversation in which a seller delivers information about a product to a potential customer?
- 43. Open EndedPromotion activities that increase customer interest or inspire customers to purchase a product or service and that are not advertising, publicity, or personal selling, fall into the category of
- 44. Open EndedWhich of the following involves a seller using personal communication to help a customer fix an issue with a completed purchase?
- 45. Fill in the BlankTo clear out some slow-selling pink sofas, Furniture Warehouse offered $100 discounts. The furniture store made this decision based on the _______ component of the marketing mix.
- 46. Open EndedWhen a seller shares information about a product with large audience, she is doing what?
- 47. Open EndedIf a customer perceives a product to have more features and a higher quality, then the customer perceives the product to have more Blank 1 of 1.
- 48. Open EndedWhich of the following statements about publicity are true? (Check all that apply.)
- 49. Open EndedTo encourage customers to try new Cinnamon Toasties cereal, the marketing manager made free samples and coupons available at grocery stores. These are examples of
- 50. Open EndedWhich of the following statements about the Four Ps is true?
- 51. Fill in the BlankTom's Drug Store buys toothpaste for $1.00 and decides to mark it up to $1.50. This strategy decision falls into the _______ area of the marketing mix.
- 52. Fill in the BlankIt is important for companies to remember that selecting a target market and developing a marketing mix are _______ activities and must be done _______.
- 53. Fill in the BlankCustomer value _______ when customers perceive more benefits or lower costs.
- 54. Open EndedWhich one of the following is the most important factor in determining an appropriate marketing mix?
- 55. Open EndedA(n) Blank 1 of 2 Blank 2 of 2 is a written document that identifies a marketing strategy and spells out the various elements that are necessary for fulfilling that strategy.
- 56. Open EndedWhich of the following is true concerning the importance of the Four Ps?
- 57. Open EndedGarrett knows what the company plans to do for its marketing efforts and now needs to find a way to put those plans into operation. What phase of the marketing plan is Garrett working on?
- 58. Fill in the BlankThe marketing _______ should be evaluated against the company's objectives.
- 59. Open EndedThe marketing department at Henri's company is taking the next two weeks to measure and analyze their current marketing performance. The company will use the results of this analysis to adjust any areas and improve their current effectiveness. What is Henri's company engaging in?
- 60. Fill in the BlankAn organization's ______ combines multiple marketing plans into a single, large plan.
- 61. Open EndedWhich of the following statements about marketing strategy are true? (Check all that apply.)
- 62. Open EndedA marketing plan is
- 63. Fill in the BlankCompanies predict how many purchases a single customer might make from the company over the length of the relationship with that consumer, a measurement called the ______.
- 64. Open EndedMarketing plans are put into action during
- 65. Open EndedThe total profits that a single customer contributes to a firm over the length of the relationship is known as Blank 1 of 3 Blank 2 of 3 Blank 3 of 3.
- 66. Open EndedTrue or false: When customers make online purchases, a company has access to data that can be used for marketing analytics.
- 67. Open EndedTrina's Bakery had 600 customers last year and this year, 400 of those customers still patronize the bakery. What is the retention rate at Trina's Bakery?
- 68. Open EndedSelect all that apply Which two of the following describe a marketing program? (Check all that apply.)
- 69. Open EndedWhich one of the following is the most important factor in determining an appropriate marketing mix
- 70. Open EndedThe number of purchases a person could make from a firm during the course of their relationship is called the
- 71. Open EndedThe expense required for a company to obtain a new customer is called the
- 72. Open EndedAfter college, John purchased a Toyota Tacoma for $23,000. He got married recently and is shopping for a more family-oriented vehicle. He is considering purchasing a $26,000 Toyota Camry. Over the course of his life, John will have many other opportunities to purchased Toyota vehicles, including a $34,000 Toyota 4Runner for weekend camping activities. John's customer lifetime value is at least
- 73. Open EndedCustomer equity is
- 74. Open EndedWhen determining customer lifetime value, the ____ rate refers to the percentage of customers who stay with the company in comparison to the total number of customers.
- 75. Open EndedSelect all that apply What are a company's three potential paths for growth based on the customer equity approach? (Check all that apply.)
- 76. Open EndedA successful marketing strategy pairs
- 77. Open EndedSelect all that apply Which of the following statements about marketing strategy are true? (Check all that apply.)
- 78. Open EndedLast year, Robert's Bike Shop spent $5,000 on advertising and acquired 50 new customers. What was the customer acquisition cost?
- 79. Open EndedA company's customer Blank 1 of 1 is what the company can expect to earn from its current and potential customers during a particular period.
- 80. Open EndedWhich of the following helps companies create marketing strategies that are difficult to replicate and have long-term profit potential?
- 81. Open EndedTrue or false: Some firms find that it costs them less to retain a customer than trying to acquire a new one.
- 82. Open EndedSelect all that apply Which of the following are examples of a competitive advantage for a Mexican restaurant in a medium-sized town? (Check all that apply.)
- 83. Open EndedTrue or false: An effective marketing strategy matches opportunities to the firm's resources and objectives.
- 84. Open EndedWhich of the following statements about the marketing strategy planning process are true? (Check all that apply.)
- 85. Open EndedCompanies rely on Blank 1 of 1 opportunities to develop marketing strategies that are difficult to replicate and have the potential to make the company a lot of money for a long time.
- 86. Fill in the BlankDeveloping a _______ can help a manager identify and define the markets in which the firm wants to compete.
- 87. Open EndedSelect all that apply Which of the following could be sources of competitive advantage? (Check all that apply.)
- 88. Open EndedWhat is the purpose of a S.W.O.T. analysis?
- 89. Open EndedTo identify and understand different subgroups in the target market, marketing managers rely on
- 90. Open EndedWhy does the marketing strategy process start broad before narrowing?
- 91. Open EndedWhen a marketing mix has an element that sets it apart from those of the competition, it is said to have
- 92. Open EndedSelect all that apply Which of the following are true about the specific qualitative and quantitative screening criteria marketing managers develop? (Check all that apply.)
- 93. Open EndedSelect all that apply A S.W.O.T. analysis helps a company figure out which four of the following? (Check all that apply.)
- 94. Open EndedSelect all that apply Which of the following are true of market segmentation? (Check all that apply.)
- 95. Open EndedSelect all that apply Choose the statements about differentiation that are true. (Check all that apply.)
- 96. Open EndedThe marketing manager reminded the team that they had to come up with something that would set them apart from their competitor. In other words, their marketing mix needed
- 97. Open EndedThe broad possibilities available in the market strategy planning process include market development, market penetration, product development and
- 98. Open EndedA company that is working to increase customer purchases of its current products in its current market is trying to achieve market
- 99. Open EndedWhich of the following is a company engaged in when it attempts to increase sales of its current products by offering them in new markets?
- 100. Open EndedCustomers can perceive differences based on
- 101. Open EndedSelect all that apply What are the four broad areas of opportunity a company can pursue in the marketing strategy planning process? (Check all that apply.)
- 102. Open EndedWhen a company offers a new product or an improved version of a current product in its present markets, it is engaged in
- 103. Fill in the BlankWhen a company is working to achieve market penetration, it is attempting to increase sales of its ______ products in its ______ markets.
- 104. Open EndedSelect all that apply Working in a new line of business, such as a new product or market, is known as
- 105. Open EndedA company is attempting to achieve market Blank 1 of 1 when it works to increase sales by selling its current products in new markets.
- 106. Fill in the BlankA firm engaged in ______ is offering its current markets a new product or an improved version of a current product.
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