MKTG 301 EXAM 1 SAMPLE QUESTIONS
Hershey and Mars (the maker of M&Ms) offer tasty chocolate at affordable prices.
However, they also contribute to a national obesity epidemic that harms consumer
health. This statement is indicative of an ABSENCE of a _____ philosophy in their
operations.
A. marketing concept
B. product concept
C. production concept
D. societal marketing concept
E. new-idea - Answers -societal marketing concept
The marketing concept:
A. is the same as the production concept.
B. includes generating profits through customer satisfaction.
C. first and foremost focuses on existing products.
D. utilizes selling as its primary means of bringing products to market.
E. all of the above - Answers -includes generating profits through customer satisfaction.
Customers can be classified into four relationship groups, according to their profitability
and projected loyalty. According to this classification, a highly profitable, short-term
customer is known as a _________.
A. true friend
B. butterfly
C. stranger
D. barnacle
E. true believer - Answers -butterfly
Mike is an iPhone loyalist who is obsessed with his new mobile phone. He loves talking
about its many features and has even created his own commercials that he posts on
YouTube and Facebook. All of the following are true EXCEPT:
A. This example illustrates customer-managed relationships.
B. Mike is a customer evangelist.
C. Mike engages in consumer-generated marketing.
D. Consumers like Mike increase customer equity for Apple.
E. Mike Is a survivor, according to the VALS typology. - Answers -Mike Is a survivor,
according to the VALS typology.
Which of the following is not considered an actor in the microenvironment?
A. Customers
B. Competitors
C. Publics
D. Culture
E. Suppliers - Answers -culture
, According to _______, companies cannot manufacture or sell fraudulently labeled
foods.
A. The Federal Food and Drug Act
B. The Sherman Antitrust Act
C. Truth in Advertising Laws
D. Engel's Law
E. Robinson-Patman Act - Answers -The Federal Food and Drug Act
Susan loves shopping at Target, a place where she can purchase both basic needs like
toilet paper and trendy presents for her friends without exceeding her budget. Susan is
like many Americans who engage in the cultural trend of ______ -- having a good time
while being responsible too.
A. Being adventurers
B. Cocooning
C. Renewed spirituality
D. Treasure hunter tradeoffs
E. Duty and fun - Answers -duty and fun
Which of the following represents a technological force in the macroenvironment of a
marketing firm?
A. Increased use of cause-related marketing
B. Increased need to comply with government regulations on environment sustainability
C. Increased use of RFID system to track products
D. Increased use of value marketing
E. Decrease in sales - Answers -Increased use of RFID system to track products
John believes that a customer will buy 15% more grocery items if milk is placed in the
back of the store instead of the middle of the store. To test his hypothesis, John should
conduct ________ research.
A. causal
B. descriptive
C. focus group
D. exploratory
E. economic - Answers -causal
Due to concerns that Marriott guests rarely spent time in their hotels' lobbies, the
company hired researchers to observe how people naturally behave in that context.
Thus, they used _____ in order to glean insights for redesigning their hotel lobbies.
experimental research
B. lifestyle research
C. ethnographic research
D. causal research
E. mechanical research - Answers -ethnographic research
Hershey and Mars (the maker of M&Ms) offer tasty chocolate at affordable prices.
However, they also contribute to a national obesity epidemic that harms consumer
health. This statement is indicative of an ABSENCE of a _____ philosophy in their
operations.
A. marketing concept
B. product concept
C. production concept
D. societal marketing concept
E. new-idea - Answers -societal marketing concept
The marketing concept:
A. is the same as the production concept.
B. includes generating profits through customer satisfaction.
C. first and foremost focuses on existing products.
D. utilizes selling as its primary means of bringing products to market.
E. all of the above - Answers -includes generating profits through customer satisfaction.
Customers can be classified into four relationship groups, according to their profitability
and projected loyalty. According to this classification, a highly profitable, short-term
customer is known as a _________.
A. true friend
B. butterfly
C. stranger
D. barnacle
E. true believer - Answers -butterfly
Mike is an iPhone loyalist who is obsessed with his new mobile phone. He loves talking
about its many features and has even created his own commercials that he posts on
YouTube and Facebook. All of the following are true EXCEPT:
A. This example illustrates customer-managed relationships.
B. Mike is a customer evangelist.
C. Mike engages in consumer-generated marketing.
D. Consumers like Mike increase customer equity for Apple.
E. Mike Is a survivor, according to the VALS typology. - Answers -Mike Is a survivor,
according to the VALS typology.
Which of the following is not considered an actor in the microenvironment?
A. Customers
B. Competitors
C. Publics
D. Culture
E. Suppliers - Answers -culture
, According to _______, companies cannot manufacture or sell fraudulently labeled
foods.
A. The Federal Food and Drug Act
B. The Sherman Antitrust Act
C. Truth in Advertising Laws
D. Engel's Law
E. Robinson-Patman Act - Answers -The Federal Food and Drug Act
Susan loves shopping at Target, a place where she can purchase both basic needs like
toilet paper and trendy presents for her friends without exceeding her budget. Susan is
like many Americans who engage in the cultural trend of ______ -- having a good time
while being responsible too.
A. Being adventurers
B. Cocooning
C. Renewed spirituality
D. Treasure hunter tradeoffs
E. Duty and fun - Answers -duty and fun
Which of the following represents a technological force in the macroenvironment of a
marketing firm?
A. Increased use of cause-related marketing
B. Increased need to comply with government regulations on environment sustainability
C. Increased use of RFID system to track products
D. Increased use of value marketing
E. Decrease in sales - Answers -Increased use of RFID system to track products
John believes that a customer will buy 15% more grocery items if milk is placed in the
back of the store instead of the middle of the store. To test his hypothesis, John should
conduct ________ research.
A. causal
B. descriptive
C. focus group
D. exploratory
E. economic - Answers -causal
Due to concerns that Marriott guests rarely spent time in their hotels' lobbies, the
company hired researchers to observe how people naturally behave in that context.
Thus, they used _____ in order to glean insights for redesigning their hotel lobbies.
experimental research
B. lifestyle research
C. ethnographic research
D. causal research
E. mechanical research - Answers -ethnographic research
