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Presentation/PPT
27/08/2022
1) You see an ad for a brand of bottled water where a hiker is soaked with sweat and taking a break to refresh herself, and you suddenly realize you are thirsty. Marketers promote these brands based on ___________ needs, including requirements for survival such as food, water, sex, clothing, and shelter.
a. self-actualization
b. social
c. esteem
d. physiological
e. psychological
2) A customer shopping for a fax machine tells a salesperson that it is important for the fax machine to have several attributes. It must use plain paper, be able to make copies, be compatible with all other fax machines, and not require a separate phone line. The buyer has expressed his or her
a. service characteristics.
b. evaluative criteria.
c. framing characteristics.
d. information search criteria.
e. consideration set.
3) An investigative reporter broke the story that a major paper product manufacturer had recently begun labelling their paper towels “Eco Friendly,” even though the production process has not changed in 30 years. This company’s labelling violates which of the four basic consumer rights outlined by President Kennedy?
a. the right to be safe.
b. the right to choose freely.
c. the right to be informed.
d. the right to be heard.
4) Which of the following is an example of indirect competition?
a. Purchase of a Honda Accord competing with a Toyota Camry.
b. Red Bull energy drinks competing with Dr Pepper soft drinks.
c. Competition among Verizon, AT&T, and T-Mobile.
d. An ExxonMobil station opening across the street from a Shell retail outlet.
5) When working as a summer intern for a local retail store, Jan Halverson was sent to the library to look up data on population forecasts for the city of San Antonio. The population information she found would be considered
a. secondhand data.
b. secondary data.
c. information data from syndicated research services.
d. a primary database.
e. primary data.
6) Keith is searching through computerized data files to detect patterns in product sales. This is an example of:
a. marketing decision support systems.
b. sales forecasting.
c. data mining.
d. data forecasting.
7) Mike’s Roadside Market buys produce from area farmers, marks the merchandise at a price that includes some profit, and then sells the fruit and vegetables to the people in and around Centerville. Mike’s would be classified as part of a ___________ market.
a. consumer
b. reseller
c. government
d. wholesaler
e. producer
8) Goodyear is a manufacturer and marketer of tires for new passenger cars. In recent years, the company’s business has declined because of the overall decrease in consumer demand for new cars. In this case, the demand for Goodyear’s tire products is said to be _______since it depends on the demand for new cars.
a. derived
b. nonderived
c. inelastic
d. elastic
e. fluctuating
9) Coca-Cola drink vending machines are found all over the world. The newest machines have an interactive screen that runs advertisements and allows users to obtain free photos of themselves and ringtones after they have bought a drink. The reason for the introduction of this new style vending machine is to “allow the company to interact more directly with its customers.” According to a SWOT analysis, the technology used by these machines is an example of a(n):
a. benefit because Coke has the resources to make use of the new technology
b. advantage because it is part of Coke’s marketing environment
c. weakness because Coke cannot control technology
d. strength because it is part of Coke’s external environment
e. opportunity because it is part of Coke’s external environment
10) Yildiz Holding of Turkey purchased Godiva Chocolates from Campbell’s Soup Company. Campbell’s sold one of its:
a. transactional units
b. strategic business units (SBUs)
c. synergistic divisions
d. strategic alliances
e. action programs
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