MKTG 301 EXAM 1 QUESTIONS AND ANSWERS
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. - Answers -Societal Marketing Concept
The marketing concept: - 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 _________. - 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: - Answers -Mike is a
survivor, according to the VALS typology
Which of the following is NOT considered an actor in the microenvironment? - Answers
-Culture
According to _______, companies cannot manufacture or sell fraudulently labeled
foods. - 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. - Answers -Duty and Fun
Which of the following represents a technological force in the macroenvironment of a
marketing firm? - 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. - 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. -
Answers -ethnographic research
Panera wants to do a marketing survey about perceptions of their customer service.
However, the company is particularly concerned about interviewer bias. What contact
method best suits their needs? - Answers -mail survey
, All of the following characterize experimental research, EXCEPT: - Answers -best for
gathering exploratory information
You are a brand manager in charge of Adidas footwear, a brand that is becoming more
popular among the Asian-American market. In order to continue appealing to Asian-
American consumers, you should: - Answers -Focus on increasing the status of the
brand name
An ad for Rolex watches focuses on the high status that one might feel in wearing a
Rolex. According to Maslow's Hierarchy of Needs, the ad focuses on a(n) ________
need. - Answers -Esteem
n ad for Rolex watches focuses on the high status that one might feel in wearing a
Rolex. The ad depicts sophisticated and high class people that the consumer might look
up to. This ad utilizes a(n) ______ in its advertising. - Answers -Aspirational reference
group
An ad for Rolex watches focuses on the high social status that one might feel in wearing
a Rolex. According to the VALS typology, an ad focused on the buyer's status would
best appeal to a person with ________ as their primary motivation. - Answers -
achievement
Marketing - Answers -The Process by which companies engage customers, build
strong relationships, and create customer value to capture value from customers in
return.
Marketing Concept - Answers -A philosophy in which achieving organizational goals
depends on knowing the needs and wants of target markets and delivering the desired
satisfactions better than competitors do.
Selling Concept - Answers -idea that customers will not buy enough of the firm's
products unless the firm undertakes a large-scale selling and promotion effort
Production Concept - Answers -idea that consumers will favor products that are
available and highly affordable; therefore, the organization should focus on improving
production and distribution efficiency
Product Concept - Answers -idea that customers will favor products that offer the most
quality, performance, and features; therefore, the organization should devote its energy
to making continuous product improvements
Marketing Myopia - Answers -The mistake of paying more attention to the specific
products a company offers than to the benefits and experiences produced by these
products
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. - Answers -Societal Marketing Concept
The marketing concept: - 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 _________. - 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: - Answers -Mike is a
survivor, according to the VALS typology
Which of the following is NOT considered an actor in the microenvironment? - Answers
-Culture
According to _______, companies cannot manufacture or sell fraudulently labeled
foods. - 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. - Answers -Duty and Fun
Which of the following represents a technological force in the macroenvironment of a
marketing firm? - 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. - 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. -
Answers -ethnographic research
Panera wants to do a marketing survey about perceptions of their customer service.
However, the company is particularly concerned about interviewer bias. What contact
method best suits their needs? - Answers -mail survey
, All of the following characterize experimental research, EXCEPT: - Answers -best for
gathering exploratory information
You are a brand manager in charge of Adidas footwear, a brand that is becoming more
popular among the Asian-American market. In order to continue appealing to Asian-
American consumers, you should: - Answers -Focus on increasing the status of the
brand name
An ad for Rolex watches focuses on the high status that one might feel in wearing a
Rolex. According to Maslow's Hierarchy of Needs, the ad focuses on a(n) ________
need. - Answers -Esteem
n ad for Rolex watches focuses on the high status that one might feel in wearing a
Rolex. The ad depicts sophisticated and high class people that the consumer might look
up to. This ad utilizes a(n) ______ in its advertising. - Answers -Aspirational reference
group
An ad for Rolex watches focuses on the high social status that one might feel in wearing
a Rolex. According to the VALS typology, an ad focused on the buyer's status would
best appeal to a person with ________ as their primary motivation. - Answers -
achievement
Marketing - Answers -The Process by which companies engage customers, build
strong relationships, and create customer value to capture value from customers in
return.
Marketing Concept - Answers -A philosophy in which achieving organizational goals
depends on knowing the needs and wants of target markets and delivering the desired
satisfactions better than competitors do.
Selling Concept - Answers -idea that customers will not buy enough of the firm's
products unless the firm undertakes a large-scale selling and promotion effort
Production Concept - Answers -idea that consumers will favor products that are
available and highly affordable; therefore, the organization should focus on improving
production and distribution efficiency
Product Concept - Answers -idea that customers will favor products that offer the most
quality, performance, and features; therefore, the organization should devote its energy
to making continuous product improvements
Marketing Myopia - Answers -The mistake of paying more attention to the specific
products a company offers than to the benefits and experiences produced by these
products
