Week1A
Marketers are said to suffer from marketing myopia when they ignore underlying consumer needs and focus excessively on ________.
A) consumers' brand experiences
B) competitors' threats
C) consumers' existing wants
D) competitors' strengths
E) consumers' future demands
C) consumers' existing wants
The marketing concept is a customer-centered, sense-and-respond philosophy. True/False
True
American Honda purchases over $20 billion worth of auto parts and materials every year. ________ are key players in the company's success.
A) Wholesalers
B) Suppliers
C) Physical distribution firms
B) Suppliers
________ is the process of dividing a market into distinct groups of buyers who have different needs, characteristics, or behavior.
A) Differentiation
B) Mass marketing
C) Market targeting
D) Market segmentation
E) Positioning
D) Market segmentation
A CEO of a company specializing in healthcare service feels proud to have staff who are professionals and well-trained with qualified certificates in the field. This is the example that the firm uses ________ as its key differentiation strategy.
A) image
B) people
C) services
D) channels
E) positioning
B) People
________ are the form human needs take as they are shaped by culture and individual personality.
A) Wants
B) Needs
C) Demands
A) Wants
........focuses on the increase of sales whether the customer needs it or not.
A) marketing concept
B) selling concept
C) societal marketing concept
B) selling concept
A consumer advocacy group challenges a firm's decision to build a new warehouse in a small community. The advocacy group is an example of a ________ public.
A) financial
B) government
C) media
D) local
E) citizen-action
E) citizen-action
What is the right order of the steps that companies generally follow in designing a customer-driven marketing strategy?
market segmentation, market targeting, differentiation, and positioning
Household Storez, a local retail store, claims to offer better products at lower prices than other retail stores. In this case, the firm's positioning reflects a ________ value proposition.
A) more-for-the same
B) more-for-less
C) same-for-less
B) more for less
Consumers' needs and wants are fulfilled through ________.
A) value
B) demand
C) desire
D) market offerings
E) ideas
D) Market offerings
________ companies research customers deeply to learn about their desires, gather new product ideas, and test product improvements.
A) Production-oriented
B) Customer-driving
C) Customer-driven
D) Functional
C) Customer-driven
JJ Distributors Ltd. buys electronic products from manufacturers for wholesale and sells them to various retail outlets. To which of the following markets does JJ Distributors Ltd. directly cater?
A) business markets
B) reseller markets
C) manufacturer markets
B) reseller markets
a) Individual Marketing
b) Niche Marketing
c) Local Marketing
a) Individual Marketing
The distinctive yellow and blue "hands held high" logo of a local daycare distinguishes it from other establishments. The logo is prominently displayed on its building, t-shirts worn by the children, and at fundraising events. The daycare has differentiated itself through ________.
A) image
B) people
C) services
D) channels
E) positioning
A) image
What is a difference between the marketing concept and the selling concept?
The marketing concept focuses on customer needs, whereas the selling concept focuses on existing products.
Anna purchased a newly introduced moisturizing lotion. By attempting to find out if the lotion's perceived performance matched her expectations, Sally was measuring her level of customer.
A) loyalty
B) satisfaction
C) equity
D) engagement
E) lifetime value
B) satisfaction
_________________ and values are more open to change.
A) Core beliefs
B) Culture
C) Religion
D) Ethics
E) Secondary beliefs
E) Secondary beliefs
Shampoo marketers segment buyers as light, medium, or heavy product users. This is an example of ________ segmentation.
usage rate (behavioral)
How many differences to promote your right competitive advantages?
•Important
•Distinctive
•Superior
•Communicable
•Pre-emptive
•Affordable
•Profitable
JetBlue's promise to put "You Above All" by "bringing humanity back to travel" is their.....
A) value proposition
B) segmentation strategy
C) market offering
D) selling concept
E) production concept
A) value proposition
Carla, a team leader in charge of customer relationship management, is planning strategies to improve the profitability of her firm's least profitable but loyal customers. She is also examining methods for "firing" customers in this group who cannot be made profitable. To which of the following customer relationship groups do these customers belong?
A) butterflies
B) true friends
C) strangers
D) barnacles
E) innovators
D) barnacles
Which of the following are examples of internal publics of a company?
A) newspapers, magazines, television stations, blogs, and other Internet media
B) governmental departments and agencies that regulate businesses
C) neighborhood residents and community organizations
D) the managers, board of directors, and workers of the company
E) the general public that is directly affected by the company
D) the managers, board of directors, and workers of the company
Harry's caters to the clothing needs of men, manufacturing two different lines of fashion based on the purchasing power of its customers. One product line caters to the needs of affluent, middle-aged men, and the other line targets younger, up-and-coming professionals. Harry's most likely segments the consumer market based on ________ variables.
A) geographic
B) psychographic
C) universal
D) demographic
E) behavioral
D) demographic
When a market segment is large or profitable enough to serve, it is termed ________.
substantial