Question 1 (5 points) It's About Time, an online vintage
Question:
Question 1 (5 points)
It's About Time, an online vintage clothing store, encourages its customers to create an avatar that can be dressed in clothing typical of the products sold on the site. What part of the marketing mix does the avatar best represent?
Question 1 options:
Product | |
Process | |
People | |
Place (distribution/logistics) | |
Proof (physical evidence) |
Question 2 (5 points)
Kathy Champe, a public relations specialist for a regional chain of pharmacies, regularly contacts members of the local and state-wide media with information about community events and charity fundraisers sponsored by her company. This is an example of the __________ function of public relations.
Question 2 options:
investor relations | |
product publicity | |
development | |
press relations | |
lobbying |
Question 3 (5 points)
The latest trend in the United States involves rediscovering the benefits of home-cooked food and the use of organic ingredients. People are choosing to spend hours in the kitchen using only the freshest ingredients to cook healthy and nutritious meals. This change in __________ is one of the reasons for the increasing demand for organic ingredients.
Question 3 options:
personality | |
self-concept | |
lifestyle | |
subculture | |
life-cycle |
Question 4 (5 points)
Apart from retaining good customers, most marketers want to constantly increase their "share of customers." What does this mean in marketing terms?
Question 4 options:
Marketers want to increase the share they get of the customers purchasing in their product categories. | |
Marketers want to increase their market share. | |
Marketers want to diversify their operations and customize their products to cater to the entire market. | |
Marketers want to continuously increase their customers' levels of satisfaction. | |
Marketers want to turn satisfied customers into delighted customers. |
Question 5 (5 points)
Which of the following is the aim of the product concept?
Question 5 options:
The market only those products with high customer appeal | |
Focus on the target market and make products that meet those customers' demands | |
Improve the marketing of a firm's best products | |
Focus on making continuous product improvements | |
Ensure that product promotion has the highest priority |
Question 6 (5 points)
Through ____________, companies today are strengthening their connections with all partners, from providers of raw materials and components to those involved in the delivery of final goods and services.
Question 6 options:
supply chain management | |
direct marketing | |
customer relationship marketing | |
inventory management | |
customized marketing |
Question 7 (5 points)
Which of the following refers to a set of benefits that a company promises to deliver to customers to satisfy their needs?
Question 7 options:
Market segmentation | |
Value proposition | |
Marketing mix | |
Customer lock-in | |
A cartel |
Question 8 (5 points)
__________ involves planning, implementing, and controlling the physical flow of goods, services, and related information from points of origin to points of consumption to meet customer requirements at a profit.
Question 8 options:
Product positioning | |
Marketing logistics | |
Branding | |
Mass customization | |
Advertising |
Question 9 (5 points)
A university enrolled 200 graduate students in the Fall of 2011. However, the enrollment rate was only slightly affected following a 12 percent hike in tuition the following Fall. This illustrates a(n) ____________ demand.
Question 9 options:
inelastic | |
derived | |
composite | |
highly elastic | |
negative |
Question 10 (5 points)
The final step in the marketing process is ____________.
Question 10 options:
creating customer delight | |
creating customer lifetime value | |
designing a customer-driven marketing strategy | |
understanding the marketplace | |
capturing value from customers |
International Marketing And Export Management
ISBN: 9781292016924
8th Edition
Authors: Gerald Albaum , Alexander Josiassen , Edwin Duerr