Marketing Management

Business purchases often involve __________________at many levels of the buyer’s organization.

• interactions among people
• All of the above
• complex technical and economic considerations
• large sums of money

_____ is the most basic concept for marketing.

• Desire
• None of the above
• Human needs
• Imagination

The method that takes the budget to be allotted for promotion equal to what competitors spend is called the affordable method.

• True
• False

A value delivery network is a set of interdependent organizations that help make a product or service available for use or consumption by the consumer or business user.

• True
• False

Reactive Proactive marketing takes on the environmental management perspective using psychological, political, economic and public relations skills to manage environmental forces to the company’s benefits while proactive reactive marketing considers marketing environmental forces as absolutely uncontrollable and tough to predict.

• True
• False

“Kraft promotes Jell-O to children as a fun snack. For adults, it’s a tasty, guilt-free indulgence – the most sweet-tooth satisfaction 10 calories can hold.” – is an example of behavioral segmentation.

• True
• False

Samsung has become the world’s leading consumer electronics company through customer-focused innovation and new products that enrich customers’ lives.

• True
• False

Dissonance-reducing Complex buying behavior is consumer buying behavior in situations characterized by high consumer involvement in a purchase and significant perceived differences among brands.

• True
• False

Marketing is a management process that includes 4 elements, namely:

• product, price, promotion, service.
• promotion, place, price, people.
• price, place, promotion, product.
• people, price, product, promotion.

There is no need to know the needs and wants of your customers for as long as you go with the market trends.

• True
• False

Value-based pricing is setting prices on the basis of the costs for producing, distributing, and selling the good and a fair rate of return for its effort and risk.

• True
• False

Team-based new-product development is a holistic and systematic approach to the new-product development process.

• True
• False

Personal selling is an effective promotional tool because it is very believable.

• True
• False

Customers are important sources of new-product ideas.

• True
• False

People can form different perceptions of the same stimulus because of selective retention, selective attention, and selective distortion.

• True
• False

Increase in customer base happens when you are nice to them.

• True
• False

The Attribute across Multiple Programs and People is the approach that projects several touches from several people to close a deal and tries to measure the contribution of each individual touch.

• True
• False

Satisfied customers are a public that add to a marketing initiative through positive word-of-mouth.

• True
• False

Business demand that ultimately comes from the demand for consumer goods.

• Market demand
• Real demand
• Buyer’s demand
• Derived demand

The major difference/s of business and consumer markets is/are the

• decision process
• All of the above
• nature of the buying unit
• types of decisions made

Interactive marketing means that the quality of service depends primarily on the quality of the consumer-seller interaction at the moment the service is provided.

• True
• False

Price Elasticity of Demand = % Change in Quantity Demanded / % Change in Price

• True
• False

A distribution system in which a single firm sets up two or more marketing channels to reach one or more customer segments is called a one-channel distribution system.

• True
• False

Global marketing is the practice of tailoring products and marketing programs to suit the tastes of specific individuals and locations.

• True
• False

The technological environment accounts for forces that develop new technologies, developing new product and market opportunities.

• True
• False

_____ are the major factors of customer commitment.

• Customer satisfaction and trust
• All of the above
• Product excellence and service
• Open communication and integrity

The full positioning of a brand is called the brand’s project proposal.

• True
• False

If you engage in direct selling to individuals, find out your customers' demographics like age, gender, occupation, marital status and interests.

• True
• False

People in an organization’s buying center who affect the buying decision; they often help define specifications and also provide information for evaluating alternatives.

• Influencers
• Buyers
• None of the above
• Users

Factors that influence consumer purchasing power and spending patterns are included in the natural economic environment.

• True
• False

Inbound marketing is also known as

• All of the above
• strategic marketing
• push marketing
• pull marketing

Information alone has no worth its value comes from its use.

• True
• False

The decision-making unit of a buying organization is called its

• marketing unit
• finance department
• buying center
• None of the above

Examples of non-personal communication channels are newspapers, magazines, radio, television, etc.

• True
• False

What we want is largely influenced by

• pressure from society.
• our family and friends.
• culture and individual personality.
• mass media.

Total quantity management is a manner where the company’s employees participate in constantly making the quality of products, services, and business process even better.

• True
• False

Humanize your communication means

• All of the above
• making sure to use your customers’ names.
• using face to face when interacting with customers.
• empathizing and emoting with customers.

“M&M’s runs ads throughout the year but prepares special ads and packaging for holidays and events such as Christmas, Easter, and the Super Bowl.” – is an example of benefit segmentation

• True
• False

The strategic marketing planning process includes developing a strategic viewpoint for the company to work on and how to implement the strategy; identifying promotional opportunities and assessing the marketing opportunities; researching, analyzing and identifying the target markets; preparation and execution of the marketing plan; and measuring and assessing the results of the marketing efforts of the company.

• True
• False

Regression is a statistical technique that shows how outcomes of sales volume rely on a range of independent marketing touches and other non-marketing elements.

• True
• False

An example of direct marketing is the use of discount coupons with expiration dates.

• True
• False

Government markets include

• federal, state, local
• units that purchase or rent goods/services for carrying out the main functions of government
• governmental units
• All of the above

You cannot can combine both mix and strategy because it will make your business weak strong.

• True
• False

Once management has decided on its product concept and marketing strategy, it can now launch the new product.

• True
• False

Market targeting involves dividing a market into smaller segments of buyers with distinct needs, characteristics, or behaviors that might require separate marketing strategies or mixes.

• True
• False

The surge of information accessible on the internet has caused a radical shift in consumer purchasing behavior.

• True
• False

A distribution channel is a network composed of the company, suppliers, distributors, and, ultimately, customers who partner with each other to improve the performance of the entire system in delivering customer value.

• True
• False

Demand and price are normally inversely related.

• True
• False

The following variables are used in segmenting business markets: geographic, demographic, psychographic, and behavioral.

• True
• False

Buzz marketing entails establishing opinion leaders and getting them to disseminate information about a product or a service to others.

• True
• False

Direct marketing techniques include: mobile messaging, catalogs, kiosks, and interactive consumer websites.

• True
• False

Positioning is evaluating each market segment’s attractiveness and selecting one or more market segments to enter.

• True
• False

The systematic gathering and analysis of publicly available information about markets is known as competent marketing intelligence.

• True
• False

Cost-plus or target profit pricing is commonly used in retailing, wherein the retailer wishes to know with some certainty what the gross profit margin of each sale will be.

• True
• False

A channel level is a marketing channel containing one or more intermediary levels.

• True
• False

A caste system social class is a relatively permanent and ordered division in a society whose members share similar values, interests, and behaviors.

• True
• False

The buyer decision process involves need recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior.

• True
• False

Product mix depth refers to the number of versions offered of each product in the line.

• True
• False

Competition-based pricing entails setting prices on the basis of the competitor’s strategies, costs, prices, and market offerings.

• True
• False

At the center of every successful business is knowing and understanding customer needs.

• True
• False

A great way to assess the real impact of a specific marketing program is to examine its effectiveness against an organized control group by comparing the results of both groups.

• True
• False

Branding strategy points to a value premium that an organization creates from a product with a distinct and recognizable name especially when compared to a generic equivalent.

• True
• False

Marketers are NOT intimidated by the onset of online social networks. They are working to harness the power of these new social networks and others to promote their products and build closer customer relationships. They hope to use the internet and social networks to interact with consumers and become a part of their conversations and lives.

• True
• False

The only aspect in the marketing mix that draws in revenue is price; all other factors represent costs.

• True
• False

Differentiated marketing is targeting several market segments and designs separate offers for each.

• True
• False

_____ is the reason customers buy from you and not the competition.

• Unique Sales Proposition
• Unique Sales Business
• Undying Sales Promotion
• Unified Service Promotion

Message content means the message must use an appeal or theme that will bring out the desired response from the target audience.

• True
• False

Businesses do not typically test new-product concepts with consumers before turning them into actual new products.

• True
• False

A demographic trend that is most visible is emerging markets like China that is attracting more attention from global markets the changing age structure of the population.

• True
• False

A vertical marketing system is a channel consisting of one or more independent producers, wholesalers, and retailers, each a separate business seeking to maximize its own profits, even at the expense of profits for the system as a whole.

• True
• False

The use of eye-catching pictures and colors, creating a popping headline, message size, etc. for print ads is part of the message content.

• True
• False

Traditional outbound marketing uses

• T.V. ads, billboards
• magazines, catalogues, brochures
• email blasts
• All of the above

When a product is on a decline some marketing strategies are to diversify brand and models, price to match or beat competitors, build more intensive distribution, advertise brand differences and benefits, and increase sales promotion to encourage brand switching.

• True
• False

The areas of concern in the natural environment are the shortage of raw materials, increased pollution, government involvement in natural resources management, among others.

• True
• False

Micro-environmental Macro-environmental forces include demographics, economics, cultural and social factors, political and legal factors, technology and the natural environment while macro-environmental micro-environmental forces are distinct and unique, such as customers, marketing intermediaries, producers, public entities and the company itself.

• True
• False

The buying center includes

• deciders
• influencers
• gatekeepers
• All of the above

Interactive marketing promotes ideas for the purpose of improving an individual’s well-being or the well-being of society.

• True
• False

Inbound marketing costs 62% less per lead than outbound marketing.

• True
• False

Marketing is positioning the right product in the right place, at the right price, when there is any opportunity.

• True
• False

People in an organization’s buying center who control the flow of information to others.

• Deciders
• None of the above
• Influencers
• Gatekeepers

The Single Attribution method is used by appending revenue cycle projections to a first touch single attribution the most popular methodology for monitoring the results of marketing programs. It is done by appointing all the value to the first or last program that touched the deal.

• True
• False

A consumer market consists of all the individuals and households that buy or acquire goods and services for personal consumption.

• True
• False

Marketers decide on product and services at three levels: individual product decisions, product quality decisions, and product mix decisions.

• True
• False

Research and monitoring your competition is a minor major component of developing an effective marketing strategy.

• True
• False

A business buying situation in which the buyer purchases a product or service for the first time.

• Systems selling
• Straight rebuy
• New task
• Modified rebuy

Brand extensions happen when a company extends existing brand names to new forms, colors, sizes, ingredients, or flavors of an existing product category.

• True
• False

Market segments must be measurable, accessible, substantial, differentiable and actionable.

• True
• False

Variety-seeking Habitual buying behavior is when consumers do not search extensively for information about the brands, evaluate brand characteristics, and make weighty decisions about which brands to buy.

• True
• False

Members of the buying organization who will actually use the purchased product or service.

• Users
• Influencers
• None of the above
• Buyers

Starbucks tested its VIA instant coffee extensively before launching the new product nationally is an example of test marketing.

• True
• False

Buying a packaged solution to a problem from a single seller, thus avoiding all the separate decisions involved in a complex buying situation.

• New task
• Systems selling
• Straight rebuy
• Modified rebuy

New-product development that centers on finding new ways to solve customer problems and create more customer-satisfying experiences is called systematic new-product development.

• True
• False

Customer insight should never be used for marketing strategy and policy.

• True
• False

Primary data consists of information that already exists somewhere, having been collected for another purpose while secondary data consists of information collected for the specific purpose at hand.

• True
• False

New-product development starts with the generation of new concept development and testing.

• True
• False

Market costing reverses the conventional process of first designing a brand new product, setting its cost, and then marketing it.

• True
• False

The world is monitored by the MIS so that decision-makers know how to make policy decisions.

• True
• False

The MIS caters only to the company’s marketing and other managers.

• True
• False

Oligopolistic competition is where the market is comprised of many buyers and sellers who trade within a range of prices rather than a single market price.

• True
• False

The demographic environment is a major force that can shape opportunities and pose threats in a company’s macro-environment.

• True
• False

Bait-and-switch advertising is persuading consumers to come to the store seeking for a product that is falsely promoted and making them swap to another one, a more expensive and appreciated one.

• True
• False

The buying behavior of organizations that buy goods and services for use in the production of other products and services that are sold, rented, or supplied to others.

• Business buying process
• Consumer buyer behavior
• Consumer buying process
• Business buyer behavior

Using indirect channels, the company uses one or more levels of intermediaries to help bring its products to final buyers.

• True
• False

The last 4 stages of the business buying process are

• problem recognition, general need description, product specification, supplier search
• proposal solicitation, supplier selection, order-routine specification, performance review
• performance review, order-routine specification, supplier selection, proposal solicitation
• problem recognition, general need description, product specification, proposal solicitation

Direct marketing entails personal interaction between two or more people, so each individual can monitor the other’s needs and traits and then carry out quick modifications.

• True
• False

A business buying situation in which the buyer wants to modify product specifications, prices, terms, or suppliers.

• Systems selling
• Straight rebuy
• New task
• Modified rebuy

Knowing your customers involves interacting and being with them.

• True
• False

Co-branding is one of the brand elements which aids consumers to recognize and distinguish one product from the other.

• True
• False

Publics are places that provide venues for marketing activities groups that make a major impact on marketing activities created to contribute to customers’ satisfaction with a product and an organization.

• True
• False

Business buying decisions are affected by a complex combination of the following factor/s:

• organizational
• All of the above
• environmental
• individual
• interpersonal

It is not proper to monitor what your competition is doing because of business ethics.

• True
• False

Customer value-based pricing is customer driven and cost-based pricing is product driven.

• True
• False

In making and marketing just one of its many models, Honda Insight hybrid, Honda manages a value delivery network in and outside of the company who work together to give final customers an innovative car.

• True
• False

A marketing department operates in a sales environment influenced by local or foreign micro-environmental or macro-environmental forces.

• True
• False

Knowing your customers can be done by

• studying future changes in your customers’ markets and lives to anticipate needs.
• asking random questions to feel their pulse.
• identifying decision-makers who are buying your product or service.
• All of the above

You can assess and evaluate information needs through an effective management interactive system or MIS.

• True
• False

Value-added pricing implicates presenting lesser expensive variants of successful brands.

• True
• False

Systematic development of networks of supplier-partners to ensure an appropriate and dependable supply of products and materials for use in making products or reselling them to others

• Reseller development
• Business development
• Consumer development
• Supplier development

The main benefit of a strategic marketing plan is that it will guarantee revenue and profit for the company it presents an organized, written guide for a business to follow to attain its objectives and goals.

• True
• False

The marketing research process starts with (1) defining the problem and research objective; (2) developing the research plan for collecting information; (3) interpreting and reporting the findings; and (4) implementing the research plan – collecting and analyzing the data

• True
• False

Factors such as customers, people, process to create the product or service, as well as the presentation of the product are some of the added areas of the 4Ps of marketing.

• True
• False

The company needs sound information to produce superior value and satisfaction for its customers.

• True
• False

Business analysis means developing the product concept into a physical product to ensure that the product idea can be turned into a workable market offering.

• True
• False

McDonald’s places “express” versions of its restaurants in Walmart stores and benefits from Walmart’s heavy store traffic is an example of a horizontal marketing system.

• True
• False

The four distinct characteristics of direct marketing are: Less public, immediate, customized, and interactive.

• True
• False

The first 4 stages of the business buying process are

• performance review, order-routine specification, supplier selection, proposal solicitation
• problem recognition, general need description, product specification, supplier search
• proposal solicitation, supplier selection, order-routine specification, performance review
• problem recognition, general need description, product specification, proposal solicitation

Online marketing research includes internet surveys, online panels, experiments, and online focus groups and brand communities.

• True
• False

Undifferentiated marketing strategy is targeting different market segments with one offer.

• True
• False

Toyota dealers in Metro Manila might complain that other dealers in the metropolis steal sales from them by pricing too low or advertising outside their assigned territories is an example of a vertical conflict.

• True
• False

Creating a marketing channel design is done by analyzing customer needs, setting channel objectives, identifying major channel alternatives, and evaluating those alternatives.

• True
• False

Amway sells directly to consumers is called direct marketing channel.

• True
• False

Pure competition is the market type where the market is made up of many buyers and sellers trading in a uniform commodity.

• True
• False

Subculture Culture is a set of basic values, perceptions, wants, and behaviors learned by a member of society from family and other important institutions while culture subculture is a group of people with shared value systems based on common life experiences and situations.

• True
• False

Each seller is vigilant and responsive to their rivals’ pricing strategies and marketing moves in a monopolistic competition.

• True
• False

There are six buyer-readiness stages: awareness, knowledge, liking, preference, conviction, and purchase.

• True
• False

The distinct characteristic of a Millennial is their absolute fluency and comfort with computer, digital, and internet technology.

• True
• False

Differentiation is arranging for a market offering to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target consumers.

• True
• False

A conventional distribution channel is when one channel member owns the others, has contracts with them, or has so much power that they all cooperate.

• True
• False

A behavior personality is the unique psychological characteristics that distinguish a person or group.

• True
• False

The political cultural environment is composed of traditions and other factors that influence society’s basic values, perceptions, preferences, and behaviors.

• True
• False

Managing general information about individual customers and carefully managing customer touch points to maximize customer loyalty is called customer loyalty points.

• True
• False

KFC and its franchises came into conflict over the company’s decision to emphasize grilled chicken and sandwiches over the brand’s traditional fried chicken is an example of a horizontal conflict.

• True
• False

To attain the company’s objectives in the target markets, you need to plan, analyze, control, and implement pray.

• True
• False

Service marketing requires more than just the usual external marketing.

• True
• False

A brand personality is the specific mix of human traits that may be attributed to a particular brand.

• True
• False

There are several ways to segment a market.

• True
• False

Institutional markets include

• hospitals
• schools
• prisons
• All of the above

A private brand is also known as a store brand or distributor brand.

• True
• False

Strategic marketing planning is an one-time on-going process that the management and operations staff of a company goes through to develop and execute effective marketing strategies.

• True
• False

A business buying situation in which the buyer routinely reorders something without any modifications.

• New task
• Modified rebuy
• Straight rebuy
• Systems selling

Packaging is the information that is printed on or with the package.

• True
• False

Shopping products are products that the buyer purchases frequently, immediately, with little planning, and with a minimum number of comparison and buying effort since it is widely distributed and is mass produced.

• True
• False

You are an opinion leader if you possess special skills, knowledge, personality, or other characteristics to exert social influence over others.

• True
• False

A strategic marketing plan is used as rules and regulations a guide in conducting the company’s daily business as well as making short-term and long-term plans.

• True
• False

An effective MIS balances what data users would like to own against what they really need and what is viable to offer.

• True
• False

Barnes & Noble, the giant that helped put so many independent booksellers out of business, now faces disintermediation at the hands of online booksellers and digital e-book downloads.

• True
• False

Break-even volume = price - variable cost/fixed costs

• True
• False

The course of a product’s sales and profits over its lifetime is called the product life-cycle.

• True
• False

The purpose of idea screening is to create a large number of ideas.

• True
• False

Purchasing through electronic connections between buyers and sellers – usually online.

• Online procurement
• E-procurement
• Online purchase
• WWW procurement

External factors that affect price decisions involve the nature of the market and demand and other environmental factors.

• True
• False

Pottery Barn sells more than just home furnishings. It sells upscale yet casual, family- and friend-focused lifestyle is an example of a social personal factor affecting consumer buyer behavior.

• True
• False

The Multi-Touch Attribution is best done with a complex simple even distribution.

• True
• False

Pull strategy: The producer promotes the product to wholesalers, the wholesalers promote to retailers, and the retailers promote to customers.

• True
• False

Marketing strategy development entails designing an initial marketing strategy for a new product based on the product concept.

• True
• False

Word-of-mouth influence is the impact of the personal words and recommendations of trusted friends, associates, and other consumers on buying behavior same as while buzz marketing is creating opinion leaders to serve as “brand ambassadors” who spread the word about a company’s products.

• True
• False

The 4 major factors that influence consumer buyer behavior are psychological, physical, emotional and spiritual cultural, social, and personal.

• True
• False

Rational appeals point to an audience's sense of what is right and proper.

• True
• False

A schedule lifestyle is a person’s pattern of living as expressed in his or her activities, interests, and opinions.

• True
• False

Events involving a producer or vendor can potentially affect customer satisfaction, whether those events impact the availability of materials, product quality or supply chain costs.

• True
• False

Product line filling occurs when more items are added within the current range of the line.

• True
• False

The systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization is called market exploration.

• True
• False

Personal selling is a promotion method which makes use of third-party sources to provide favorable publicity, building a good corporate image, and taking control of rumors and events.

• True
• False

No matter how good your product or service is, the reality is that no-one will buy it if they don't see it.

• True
• False

Your Unique Sales Proposition is permanent even if the market changes.

• True
• False

Service firms can differentiate their image by using symbols and branding.

• True
• False

Supply chain management means planning, implementing, and controlling the physical flow of materials, final goods, and related information from points of origin to points of consumption to meet customer requirements at a profit.

• True
• False

The positioning statement summarizes company or brand positioning using: To (target segment and need) our (brand) is (concept) that (point of difference).

• True
• False

Negative feedback and customer complaints are stumbling blocks to a business’ success.

• True
• False

If a small change in price is followed by a large change in quantity demanded, the good is known to be inelastic or responsive to price changes.

• True
• False

Knowing who the target market is, what they do, how old they are, where they live, how they think and feel, what their hobbies are and more are not important major considerations in crafting a strategic marketing plan.

• True
• False

A study showed that 80% of U.S. consumers say they would spend more money just to ascertain

• they are first in the market.
• None of the above
• a superior customer experience.
• an excellent product.

The middle age group has Baby Boomers have created a massive “bulge” in our population’s age distribution.

• True
• False

The Gen-X are the generation that is always-connected have been influenced by a wide range of political and cultural shifts, perhaps most notably the development of various technologies.

• True
• False

A SWOT analysis is a detailed analysis of the company’s situation.

• True
• False

A general version of the new-product idea stated in generic consumer terms is called a product concept.

• True
• False

“Mountain Dew projects a youthful, rebellious, adventurous, go-your-own-way people. Coca-Cola Zero appears to target more mature, practical, and cerebral but good-humored people.” – is an example of demographic segmentation.

• True
• False

The most defining characteristic of a service and is the feature that distinguishes it from a product is service inseparability.

• True
• False

While in the maturity life-cycle of a product, the marketing objective is to maximize profit by phasing out weak items.

• True
• False

The major steps in designing a customer-driven marketing strategy are market segmentation, targeting, differentiation and positioning.

• True
• False