Question 1

Which of the following suggests a customer orientation?

Accepted Answer

A)   increasing advertising
B)   taking orders from customers
C)   distributing goods to customers
D)   developing products that fulfil customers' needsE) A) and B)
F) C) and D)

Question 2

In the early twentieth century, a time when the focus was on mass production and not customization, Henry Ford said that "Customers can have any colour they want, as long as it's black." Which orientation is alluded to in this famous quote?

Accepted Answer

A)   marketing orientation
B)   sales orientation
C)   production orientation
D)   industrial orientationE) None of the above
F) A) and B)

Question 3

Which of the following is not a major marketing mix element?

Accepted Answer

A)   price
B)   promotion
C)   production
D)   productE) B) and C)
F) A) and D)

Question 4

Which of the following involves the process of dividing a market into smaller groups of consumers who share common characteristics and needs?

Accepted Answer

A)   market grouping
B)   market segmentation
C)   market sampling
D)   consumer samplingE) B) and C)
F) A) and D)

Question 5

Kellogg's has decided to expand its product line to include instant oatmeal cups. Which element of the marketing mix should management at Kellogg's focus on in order to gain market share quickly?

Accepted Answer

A)   placement
B)   pricing
C)   product
D)   promotionE) None of the above
F) A) and B)

Question 6

Which ingredient of the marketing mix is concerned with both base prices and various kinds of discounts?

Accepted Answer

A)   quality
B)   promotion
C)   pricing
D)   productE) B) and D)
F) A) and B)

Question 7

The elements of the marketing mix are combined for which of the following purposes?

Accepted Answer

A)   to demonstrate the expertise of the marketing staff
B)   to meet product display requirements
C)   to encourage in-house support for marketing
D)   to satisfy the target marketE) A) and B)
F) All of the above

Question 8

All of the following are ways to collect useful marketing research information EXCEPT which one?

Accepted Answer

A)   sending questionnaires by mail
B)   conducting telephone polls
C)   conducting personal interviews
D)   randomly stopping individuals on the street to inquire about their buying habitsE) A) and D)
F) A) and C)

Question 9

Which of the following describes a company that has a production orientation?

Accepted Answer

A)   Smith Company manufactures standard yellow no. 2 pencils, which are sold in retail stores and in bulk to schools and testing centres.
B)   Hall Corporation manufactures and produces laundry detergent, which comes in six different scents and four different sizes.
C)   ABC Industries employs thousands of independent consultants, who make commission selling a skincare regimen.
D)   Bear & Co. produces artificial ficus trees and other artificial plants, which are primarily sold to companies as office decorations.E) A) and B)
F) None of the above

Question 10

After narrowing his college choices to just a few, Gurdeep decides to visit each campus and meet with the admissions representative to see if the college feels like a good fit. Which step of the consumer decision process does this reflect?

Accepted Answer

A)   recognizing problem
B)   searching for information
C)   evaluating alternatives
D)   evaluating after purchaseE) A) and D)
F) A) and B)

Question 11

Which of the following companies spends the most on advertising in Canada?

Accepted Answer

A)   Rogers
B)   Bell
C)   Procter & Gamble
D)   General MotorsE) None of the above
F) All of the above

Question 12

EcoAthlete determines that the target market for its running shoes is people who are environmentally conscious. It uses only environmentally friendly materials in the production of its shoes, and packaging is made of exclusively recycled material. Which dimension of market segmentation does EcoAthlete use in determining this target market?

Accepted Answer

A)   demography
B)   geography
C)   lifestyle and behaviour
D)   geodemographyE) B) and C)
F) A) and D)

Question 13

What is the first step in the market research process?

Accepted Answer

A)   gathering information
B)   interpreting the information
C)   defining the research goal
D)   designing the research projectE) B) and D)
F) B) and C)

Question 14

Jaswinder is trying out for his high school varsity basketball team. He feels he needs an extra advantage to ensure that he makes the team, so he goes to Foot Locker and chooses the highest-rated athletic shoes the store carries. Jaswinder's buying process is influenced most by which of the following factors?

Accepted Answer

A)   socioeconomic
B)   social
C)   psychological
D)   situationalE) All of the above
F) B) and C)

Question 15

Corie was thankful the local gas station carries milk. She was babysitting her nephew and needed milk for his bottle. The closest grocery store is over three kilometres away, but the gas station is just up the street. What value does this represent?

Accepted Answer

A)   right time
B)   right place
C)   right product
D)   right promotionE) All of the above
F) A) and D)

Question 16

Although Heinz had been making mustard for years, it just recently began selling it to consumers instead of only to restaurants and stadiums. Heinz advertisements showed its new mustard as a partner to Heinz Ketchup. This suggests that Heinz was segmenting the market based on which of the following?

Accepted Answer

A)   demographics
B)   geographics
C)   brand loyalty
D)   price sensitivityE) None of the above
F) A) and D)

Question 17

It has been a long process for Natalia to find a new apartment that's both close to work and affordable, but after looking at several and carefully considering her budget she decides to sign a lease for a downtown studio apartment. Which step in the consumer decision process does this reflect?

Accepted Answer

A)   evaluating the alternatives
B)   purchasing
C)   recognizing the problem
D)   searching for informationE) All of the above
F) None of the above

Question 18

Julie owns a frozen yogurt shop. She has decided to focus her marketing efforts on health-conscious customers. Based upon this information, which approach to market segmentation is she using?

Accepted Answer

A)   demographic
B)   geographic
C)   lifestyle and behaviour
D)   sociodemographicE) A) and C)
F) B) and C)

Question 19

Jamie drops her smartphone in the cafeteria and shatters the screen, so she needs to buy a new phone. Which step of the consumer decision process does this illustrate?

Accepted Answer

A)   evaluating alternatives
B)   purchasing
C)   recognizing problem
D)   evaluating after purchaseE) A) and B)
F) B) and C)

Question 20

Kellogg's is setting up a marketing information system to keep track of marketing trends. External sources of marketing data include all of the following EXCEPT which one?

Accepted Answer

A)   forecasts about general economic conditions
B)   the company's historical sales data
C)   customers
D)   competitors' activitiesE) B) and C)
F) C) and D)

Exam 12: Building Customer Relationships Through Effective Marketing

Which of the following is not a major marketing mix element?

Correct Answer
verified

After narrowing his college choices to just a few, Gurdeep decides to visit each campus and meet with the admissions representative to see if the college feels like a good fit. Which step of the consumer decision process does this reflect?

Correct Answer
verified

Corie was thankful the local gas station carries milk. She was babysitting her nephew and needed milk for his bottle. The closest grocery store is over three kilometres away, but the gas station is just up the street. What value does this represent?

Correct Answer
verified

Jamie drops her smartphone in the cafeteria and shatters the screen, so she needs to buy a new phone. Which step of the consumer decision process does this illustrate?

Correct Answer
verified

Correct Answer
verified

All of the following are ways to collect useful marketing research information EXCEPT which one?

Correct Answer
verified

Which of the following involves the process of dividing a market into smaller groups of consumers who share common characteristics and needs?

Correct Answer
verified

Kellogg's has decided to expand its product line to include instant oatmeal cups. Which element of the marketing mix should management at Kellogg's focus on in order to gain market share quickly?

Correct Answer
verified

It has been a long process for Natalia to find a new apartment that's both close to work and affordable, but after looking at several and carefully considering her budget she decides to sign a lease for a downtown studio apartment. Which step in the consumer decision process does this reflect?

Correct Answer
verified

Correct Answer
verified

The elements of the marketing mix are combined for which of the following purposes?

Correct Answer
verified

What is the first step in the market research process?

Correct Answer
verified

In the early twentieth century, a time when the focus was on mass production and not customization, Henry Ford said that "Customers can have any colour they want, as long as it's black." Which orientation is alluded to in this famous quote?

Correct Answer
verified

Which ingredient of the marketing mix is concerned with both base prices and various kinds of discounts?

Correct Answer
verified

Julie owns a frozen yogurt shop. She has decided to focus her marketing efforts on health-conscious customers. Based upon this information, which approach to market segmentation is she using?

Correct Answer
verified

Although Heinz had been making mustard for years, it just recently began selling it to consumers instead of only to restaurants and stadiums. Heinz advertisements showed its new mustard as a partner to Heinz Ketchup. This suggests that Heinz was segmenting the market based on which of the following?

Correct Answer
verified

Kellogg's is setting up a marketing information system to keep track of marketing trends. External sources of marketing data include all of the following EXCEPT which one?

Correct Answer
verified

Which of the following companies spends the most on advertising in Canada?

Correct Answer
verified

Which of the following describes a company that has a production orientation?

Correct Answer
verified

Which of the following suggests a customer orientation?

Correct Answer
verified

Exam 12: Building Customer Relationships Through Effective Marketing

Which of the following is not a major marketing mix element?

Correct AnswerverifiedShow Answer

After narrowing his college choices to just a few, Gurdeep decides to visit each campus and meet with the admissions representative to see if the college feels like a good fit. Which step of the consumer decision process does this reflect?

Correct AnswerverifiedShow Answer

Corie was thankful the local gas station carries milk. She was babysitting her nephew and needed milk for his bottle. The closest grocery store is over three kilometres away, but the gas station is just up the street. What value does this represent?

Correct AnswerverifiedShow Answer

Jamie drops her smartphone in the cafeteria and shatters the screen, so she needs to buy a new phone. Which step of the consumer decision process does this illustrate?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

All of the following are ways to collect useful marketing research information EXCEPT which one?

Correct AnswerverifiedShow Answer

Which of the following involves the process of dividing a market into smaller groups of consumers who share common characteristics and needs?

Correct AnswerverifiedShow Answer

Kellogg's has decided to expand its product line to include instant oatmeal cups. Which element of the marketing mix should management at Kellogg's focus on in order to gain market share quickly?

Correct AnswerverifiedShow Answer

It has been a long process for Natalia to find a new apartment that's both close to work and affordable, but after looking at several and carefully considering her budget she decides to sign a lease for a downtown studio apartment. Which step in the consumer decision process does this reflect?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

The elements of the marketing mix are combined for which of the following purposes?

Correct AnswerverifiedShow Answer

What is the first step in the market research process?

Correct AnswerverifiedShow Answer

In the early twentieth century, a time when the focus was on mass production and not customization, Henry Ford said that "Customers can have any colour they want, as long as it's black." Which orientation is alluded to in this famous quote?

Correct AnswerverifiedShow Answer

Which ingredient of the marketing mix is concerned with both base prices and various kinds of discounts?

Correct AnswerverifiedShow Answer

Julie owns a frozen yogurt shop. She has decided to focus her marketing efforts on health-conscious customers. Based upon this information, which approach to market segmentation is she using?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Kellogg's is setting up a marketing information system to keep track of marketing trends. External sources of marketing data include all of the following EXCEPT which one?

Correct AnswerverifiedShow Answer

Which of the following companies spends the most on advertising in Canada?

Correct AnswerverifiedShow Answer

Which of the following describes a company that has a production orientation?

Correct AnswerverifiedShow Answer

Which of the following suggests a customer orientation?

Correct AnswerverifiedShow Answer

Correct Answer
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Correct Answer
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