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Marketing.d_OBE[38.03.01]

Marketing.d_OBE[38.03.01]

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Вопросы и варианты

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Вопрос 1

The focal point of all marketing activities is

  1. products.
  2. the marketing mix.
  3. profits.
  4. customers
Вопрос 2

Distribution, price, promotion, and product are all elements of

  1. marketing strategy.
  2. the marketing mix.
  3. a target market.
  4. a consumer good.
Вопрос 3

The three basic forms that a product can take are

  1. markets, products, and images.
  2. goods, ideas, and intangibles.
  3. brands, services, and tangibles.
  4. services, ideas, and goods.
Вопрос 4

The primary value that a marketer expects to receive from a customer in an exchange relationship is

  1. the price charged for the product.
  2. customer satisfaction.
  3. references to other potential customers.
  4. quality merchandise that meets expectations.
  5. few returns of the merchandise purchased.
Вопрос 5

A target market

  1. involves a large number of customers.
  2. is a specific group of customers on whom an organization focuses its marketing efforts.
  3. already has several competitors vying for customers' business.
  4. is the same as a salesperson's prospective client list.
  5. is a customer group classified as people with similar demographic characteristics.
Вопрос 6

Organizations try to retain and increase long-term profitability through customer loyalty, which results from increasing

  1. production.
  2. market share.
  3. c.. customer value
  4. market value
Вопрос 7

Initiatives intended to improve an organization's positive impact on the natural environment are called

  1. environmental marketing
  2. green marketing
  3. socially-responsible marketing
  4. energy-conscious marketing
Вопрос 8

Long-term relationships with profitable customers is the key objective of

  1. personal selling.
  2. customer relationship management.
  3. production
  4. e-marketing.
Вопрос 9

Today, establishing long-term, mutually beneficial arrangements in which both the buyer and seller focus on value enhancement through the creation of more satisfying exchanges is known as

  1. marketing synthesis.
  2. relationship marketing.
  3. a marketing orientation.
  4. the marketing concept.
Вопрос 10

The marketing concept is a philosophy that states that an organization should try to satisfy customers' needs and also

  1. increase market share.
  2. increase sales.
  3. achieve the organization's goals.
  4. produce high-quality products.
Вопрос 11

The strategic planning process begins with

  1. development of an organizational mission statement.
  2. development of marketing strategy.
  3. analysis of the marketing environment.
  4. analysis of target markets.
  5. development of a marketing plan.
Вопрос 12

According to the Boston Consulting Group, marketers may classify their products as all of the following except

  1. dogs.
  2. cash contributors.
  3. question marks.
  4. stars.
Вопрос 13

The percentage of a market which actually buys a specific product from a specific company is referred to as that product's

  1. strategic segment.
  2. target market.
  3. market position.
  4. market share.
Вопрос 14

A ____ is created when a company matches its core competency to opportunities it has discovered in the marketplace.

  1. market opportunity
  2. market requirement
  3. competitive advantage
  4. strategic window
  5. competitive opportunity
Вопрос 15

An analysis of ____ examines internal factors that give the organization certain advantages and disadvantages in meeting the needs of its target markets.

  1. opportunities and threats
  2. market opportunities
  3. strengths and weaknesses
  4. activities and responsibilities
Вопрос 16

The ability of later market entrants to achieve long-term competitive advantages by not being the first to offer a certain product in a marketplace is called

  1. first-mover advantage.
  2. early-mover advantage.
  3. first-mover disadvantage.
  4. late-mover advantage.
Вопрос 17

______ allows marketing managers to understand the problems and requirements of lower-level employees.

  1. Coordination
  2. Downward
  3. Upward
  4. Centralized
  5. Decentralized
Вопрос 18

The first step in the strategic performance evaluation is to

  1. take corrective action.
  2. reduce the difference between actual and desired standards.
  3. evaluate actual performance.
  4. establish performance standards.
Вопрос 19

Communicating with the marketing unit, motivating marketing personnel, and coordinating marketing activities are part of the _____________ component of strategic planning.

  1. Formulating marketing strategies
  2. Assessing organizational resources
  3. Marketing evaluation
  4. Marketing implementation
Вопрос 20

A marketing plan document usually begins with a(n)

  1. executive summary.
  2. introduction to the company's marketing objectives.
  3. summary of current performance as compared with past performance.
  4. situation analysis.
  5. opportunity and threat analysis.
Вопрос 21

_____ data yields information that can be communicated through numbers or metrics

  1. Exploratory
  2. Qualitative
  3. Quantitative
  4. Conclusive
  5. Experimental
Вопрос 22

If a marketing researcher is interested in observing group interaction during an informal, unstructured, and open-ended data collection process, he or she should use

  1. a focus-group interview.
  2. an on-site computer interview.
  3. a shopping mall intercept interview.
  4. a telephone survey.
Вопрос 23

An overall plan for obtaining the information needed to address a research problem or issue is called the

  1. research design.
  2. problem recognition.
  3. hypothesis.
  4. data collection method.
Вопрос 24

An informed guess or assumption about a certain problem or set of circumstances is known as

  1. good research design.
  2. a hypothesis.
  3. a reliable guess.
Вопрос 25

A firm has conducted market research and found that customer satisfaction with its product is quite high. Nonetheless, repurchase behavior is very low. The research design evidently has a problem with

  1. secondary data.
  2. reliability.
  3. validity.
  4. reporting findings.
Вопрос 26

Data that are observed or collected directly from respondents are called direct samples.

  1. secondary data.
  2. stratified data.
  3. primary data.
Вопрос 27

The first step in the target market selection process is

  1. determining which segmentation variables to use.
  2. selecting specific target markets.
  3. identifying an appropriate targeting strategy.
  4. evaluating relevant market segments.
Вопрос 28

When a company has its sales forecasts prepared by management consultants, economists, or college professors, it is using a(n)

  1. expert forecasting survey.
  2. Delphi technique.
  3. random factor analysis.
  4. external judgment survey.
Вопрос 29

A forecasting method that predicts sales based on relationships between past sales and other variables is called

  1. regression analysis.
  2. customer forecasting surveys.
  3. the Delphi technique.
  4. random factor analysis.
Вопрос 30

The sales forecasting method that consists of making a product available to buyers in one or more locations and measuring purchase response is

  1. a market test.
  2. regression analysis.
  3. trend analysis.
  4. a survey.
Вопрос 31

Purchasers who buy products for personal or household use and not for business purposes are called the

  1. ultimate consumers.
  2. end-use consumption group.
  3. business market.
  4. household purchasing group.
Вопрос 32

In the consumer buying decision process, a buyer will search his or her memory for information about products that might solve the problem they have identified in the

  1. internal search.
  2. external search.
  3. evoked search.
  4. purchase phase.
Вопрос 33

Which of the following consumer decision-making processes will probably be used in purchasing toothpaste?

  1. Extended decision making
  2. Routinized response behavior
  3. Intensive decision making
  4. Limited decision making
Вопрос 34

Joann and Rachel are searching for an apartment. They will most likely engage in which one of the following forms of decision making?

  1. Intensive response behavior
  2. Limited decision making
  3. Impulse buying
  4. Extended decision making
Вопрос 35

People's needs to grow, develop, and achieve their full potential are referred to by Maslow as ____ needs.

  1. ego
  2. esteem
  3. self-actualization
  4. social
Вопрос 36

Thoughts about who is around when the product is purchased relate to which of the following situational influences?

  1. Buyer’s mood and condition
  2. Time perspective
  3. Reason for purchase
  4. Social surroundings
Вопрос 37

The development of a person's self-concept is a function of

  1. learning.
  2. psychological and social factors.
  3. reference groups and opinion leaders.
  4. roles and family influences.
Вопрос 38

Market researchers for a local bakery determined that Jewish people consume 63% of the portion of bagels sold in New York City. This is an example of ____ influence on consumer buying decision processes.

  1. demographic
  2. situational
  3. subcultural
  4. role
Вопрос 39

The three major types of reference groups are

  1. membership, aspirational, and advocacy.
  2. advocacy, avoidance, and approach.
  3. aspirational, dissociative, and membership.
  4. actual, implied, and desired.
Вопрос 40

Which of the following is an example of consumer misbehavior?

  1. Giving a product a poor rating
  2. Filing a consumer complaint
  3. Failing to complete a customer survey form
  4. Shoplifting
Вопрос 41

Purposeful actions to take advantage of or harm others during a transaction is best described as

  1. shoplifting.
  2. consumer piracy.
  3. consumer fraud.
  4. organized retail crime.
Вопрос 42

Traditionally, most firms entered international markets

  1. globally.
  2. incrementally.
  3. accidentally.
  4. domestically.
Вопрос 43

The forces that affect foreign markets may differ dramatically from those affecting domestic markets. This makes a careful ____ a critical part of a successful international marketing strategy.

  1. political analysis
  2. regulatory analysis
  3. social audit
  4. environmental analysis
Вопрос 44

In Singapore, the price of imported Scotch is $30 per glass as opposed to Scotch from Singapore, which is $3. Which of the following do you think accounts for the difference in price?

  1. Exchange control
  2. Balance of trade
  3. Import tariff
  4. Embargo
Вопрос 45

When a glove manufacturer in South Korea is allowed to sell only a certain number of plastic gloves to Japan, that firm is facing a(n)

  1. tariff.
  2. embargo.
  3. restrictive product law.
  4. quota.
Вопрос 46

Special interest groups and regulatory bodies are ____ forces that must be taken into account in international marketing.

  1. socioeconomic
  2. technological
  3. economic
  4. political and legal
Вопрос 47

If a certain country considered handshakes in business transactions to be taboo and preferred to use nodding, this would be an example of differences in ____ forces.

  1. sociocultural
  2. political
  3. sales
  4. ethical
Вопрос 48

The agreement between the United States, Canada, and Mexico that merges these three countries into one marketplace is called

  1. EU.
  2. MERCOSUR.
  3. APEC.
  4. USMCA.
Вопрос 49

A company not involved in manufacturing that links together buyers and sellers in different countries is usually referred to as a

  1. franchise.
  2. contract manufacturer.
  3. strategic intermediary.
  4. trading company.
Вопрос 50

Sometimes business partnerships are formed between traditional rivals competing for market share in the same product class. These partnerships are known as

  1. trading companies.
  2. contract manufacturers.
  3. joint ventures.
  4. strategic alliances.
Вопрос 51

Once a company makes a long-term commitment to a foreign market that has a promising political and economic environment, which of the following options then emerges as a possibility?

  1. Exporting
  2. Joint venture
  3. Limited exporting
  4. Direct ownership
Вопрос 52

The coordination of all the activities involved with the flow and transformation of supplies, products, and information throughout the supply chain to the ultimate consumer is called

  1. supply chain management.
  2. vertical channel integration.
  3. horizontal integration.
  4. industrial distribution.
Вопрос 53

Which of the following is an incorruptible digital recordkeeping system that can help improve communication and transparency within the supply chain?

  1. Supply chain management
  2. Electronic data interchange
  3. Blockchain
  4. Cloudchain
Вопрос 54

Order processing, inventory management, materials handling, warehousing, and transportation are the activities that define

  1. wholesaling.
  2. retailing.
  3. logistics.
  4. channel management.
Вопрос 55

What links producers to consumers through the purchase and reselling of products or contractual agreements?

  1. Marketing intermediaries
  2. Distributors
  3. Suppliers
  4. Middle marketers
Вопрос 56

The major levels of intensity at which a company can choose to distribute its products are ____ distribution.

  1. vertical and horizontal
  2. cooperative, conflicting, and integrated
  3. intensive, extensive, and exclusive
  4. exclusive, selective, and intensive
Вопрос 57

To expand the number of its retail outlets in the Washington, D.C. area, Whole Foods bought out a small chain of organic food stores in northern Virginia. This type of integration is called

  1. vertical.
  2. retail.
  3. horizontal.
  4. upstream.
Вопрос 58

A single leader who controls and organizes a marketing channel is called a

  1. channel champion.
  2. distribution leader.
  3. marketing maverick.
  4. channel captain.
Вопрос 59

The driving force behind marketing channel decisions should be

  1. convenience.
  2. cost reduction.
  3. environmental concerns.
  4. customer satisfaction.
Вопрос 60

______________ have special expertise in core logistics activities such as warehousing, transportation, inventory management, and information technology and can often perform these activities more efficiently.

  1. Freight forwarders
  2. Megacarriers
  3. Manufacturers' agents
  4. Third-party logistics firms
Вопрос 61

A manufacturer has decided to improve its inventory management by maintaining low inventory levels and waiting to purchase materials until right before they are needed in production. This inventory management technique is called

  1. just-in-time (JIT).
  2. time management.
  3. inventory minimization.
  4. economic order quantity.
Вопрос 62

Advertising that aims to create a more favorable view of a company as a whole in the eyes of various stakeholders is called ____ advertising.

  1. institutional
  2. product
  3. organizational
  4. pioneer
Вопрос 63

When a company promotes its position on a public issue, this is specifically referred to as ____ advertising.

  1. institutional
  2. product
  3. advocacy
  4. issue
Вопрос 64

The two major types of product advertising are

  1. institutional and advocacy.
  2. pioneer and competitive.
  3. competitive and comparative.
  4. advocacy and competitive.
Вопрос 65

When Subaru’s advertising campaign mentions the Subaru Forester being named a 2019 IIHS Top Safety Pick, it is using _______ advertising.

  1. reminder
  2. reinforcement
  3. competitive
  4. defensive
Вопрос 66

The first stage in the development of any advertising campaign is

  1. creating the message.
  2. setting the budget.
  3. identifying the advertising target audience.
  4. defining the advertising objectives.
Вопрос 67

____ is a broad set of communication activities used to create and maintain favorable relations between the organization and its stakeholders.

  1. Advertising
  2. Selling
  3. A press strategy
  4. Public relations
Вопрос 68

Paid personal communication that attempts to inform and persuade customers to purchase products in an exchange situation is called

  1. advertising.
  2. sales promotion.
  3. personal selling.
  4. publicity.
Вопрос 69

Hunts uses various techniques such as coupons, free samples, and consumer contests to encourage consumers to try its products. All of these marketing activities are considered

  1. trade sales promotion methods.
  2. consumer incentives.
  3. consumer sweepstakes.
  4. consumer sales promotion methods.
Вопрос 70

The fact that customers may buy “forward,” or buy large amounts that keep them supplied for many months, is a drawback of

  1. cooperative advertising.
  2. buying allowances.
  3. push money.
  4. dealer loaders.
Вопрос 71

When a manufacturer rewards retailers based on the number of pieces moved through their scanners, this sales promotion method is known as a

  1. merchandise allowance.
  2. count-and-recount allowance.
  3. buy-back allowance.
  4. scan-back allowance.
Вопрос 72

Digital media have created opportunities for companies to

  1. gain more control over what the consumer sees.
  2. target specific markets.
  3. offer the same kind of experience as a brick and mortar store.
  4. manage information that is disseminated through the Web.
Вопрос 73

Electronic media that function using digital codes are called

  1. digital marketing.
  2. digital media.
  3. electronic marketing.
  4. digital electronics.
Вопрос 74

Marketers’ ability to obtain digital information is referred to as

  1. accessibility.
  2. addressability.
  3. interactivity.
  4. connectivity.
Вопрос 75

____ uses the internet, mobile, and interactive channels to develop communication and exchanges with customers.

  1. Digital marketing
  2. Digital media
  3. Electronic marketing
  4. Digital electronics
Вопрос 76

Which of the following refers to the strategic process of distributing, promoting, and pricing products, and discovering the desires of customers using digital media and digital marketing?

  1. Digital orientation
  2. Digital media
  3. Electronic marketing
  4. Digital electronics
Вопрос 77

.____ includes any attempt to intentionally conduct dishonest activities online.

  1. Racketeering
  2. Online spam
  3. Digital identity theft
  4. Online fraud
Вопрос 78

Dairy Queen communicates with its customers through ____, which is the most popular social networking site in the world.

  1. Flickr
  2. Twitter
  3. Instagram
  4. Facebook
Вопрос 79

Due to increasing consumer demand, many television networks are creating ____ of their shows.

  1. podcasts
  2. wikis
  3. virtual realities
  4. digital characters
Вопрос 80

Which of the following regulates and makes rules for privacy, fraud, and misappropriation of copyrighted intellectual property, as well as other illicit internet activities?

  1. Federal Internet Commission
  2. Federal Communication Commission
  3. Federal Trade Commission
  4. Federal Bureau of Investigations
Вопрос 81

When influencers fail to disclose a connection to a brand they promote, they may be charged with

  1. deceptive advertising.
  2. online fraud.
  3. identity theft.
  4. misappropriation of intellectual property.