QUESTION
The ProMark Company manufactures a pencil that is about five inches long and has no eraser. It sells the product primarily to golf courses and universities. What type of targeting strategy is the ProMark Company using?
ExtensiveIntensiveDifferentiatedConcentratedUndifferentiated2 points
QUESTION
The forces of the marketing environment primarily affect marketers in three ways: They influence customers by affecting their lifestyles and preferences for products; they determine whether or how a marketing manager can perform certain marketing activities; and they
dictate that changes be made to the existing marketing mix despite any negative reactions from customers.affect a marketing manager’s decisions and actions by influencing buyers’ reactions to the firm’s marketing mix.change a customer’s decisions about the appropriate marketing mix for the company and its various products.cause most advertising to be ineffective at communicating product benefits due to rapidly changing environmental forces.make most new products obsolete very quickly so that research and development must continually develop new products.2 points
QUESTION
The equation a buyer applies to assess a product’s value is
value = monetary price – customer benefits.value = customer costs – customer benefits.value = customer benefits – customer costs.value = customer benefits – time and effort.value = customer benefits – monetary price.2 points
QUESTION
The focal point of all marketing activities is
profits.the marketing mix.products.sales.customers.2 points
QUESTION
Marketing is the process of
promoting products through personal selling and advertising to develop and maintain favorable relationships with customers and stakeholders.focusing on customers’ needs.creating, distributing, promoting, and pricing products to facilitate satisfying exchange relationships with customers and to develop and maintain favorable relationships with stakeholders in a dynamic environment.delivering a standard of living to a society.creating, distributing, promoting, and pricing goods, services, and ideas to facilitate the achievement of the firm’s objectives.2 points
QUESTION
Making modifications to packaging or brand names involves the ____ component of the marketing mix.
productpromotionmarketpricedistribution2 points
QUESTION
Consumers buying products online have dramatically affected the ____ variable of the marketing mix.
distributionproductresearchpricepromotion2 points
QUESTION
Which of the following is most likely to be an idea marketer?
Car salespersonAttorneyAirline pilotOrthodontistAbuse counselor2 points
QUESTION
Boca Burger’s website features information about products, recipes, and nutritional values, but customers cannot actually purchase products from the website. This website is most likely used primarily as a ____ marketing tool.
productionpricingpromotionaltargetingdistributional2 points
QUESTION
The definition of marketing implies that ____ should receive benefits from exchange relationships.
only businessescompany managementonly customersonly the most important customersboth customers and businesses
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