A strategy is best defined by which of the following?

the overall approach to how goals and objectives will be achieved

For what does marketing depend on the human resources department?

. To hire people who are aligned with the marketing strategy

The need for love and companionship would be included in which level of Maslow’s hierarchy of needs?

Psychological needs (third level)

When a company uses the mass marketing technique, they are doing which of the following?

Aiming marketing at everyone w/out consideration of differences

A target market is which of the following?

The group a business’s products, services and marketing efforts are focused

Which of the following best describes the process of market segmentation?

When marketers divide the mass market based on shared characteristics

Which of the following is NOT a quantitative research method?

Group discussion about the features group members want in a new cell phone

Which of the following decisions would be considered part of the “product” element of the marketing mix?

Whether to make a product blue or red

Which of the following is an example of an objective?

Increase repeat business by 15 percent over one year

Which of the following is an example of a tactic?

Call customers to verify satisfaction

Qualitative research can be defined as which of the following?

Exploratory, in-depth research involving flexible, open-ended questions

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Questions 17

Answers

1
A strategy is best defined by which of the following?
A specific action which will advance the company and achieve an end result
A specific, measureable, short-term expectation for the future
A broad, long-term expectation for the future
the overall approach to how goals and objectives will be achieved
2
For what does marketing depend on the human resources department?
. To hire people who are aligned with the marketing strategy
To bring in money for the marketing budget
To implement marketing plans by setting goals and objectives
To get people interested in the products and services offered
3
The need for love and companionship would be included in which level of Maslow’s hierarchy of needs?
Safety needs (second level)
Psychological needs (third level)
Physical needs (first level)
Self-esteem needs (fourth level)
4
When a company uses the mass marketing technique, they are doing which of the following?
Concentrating marketing on the most massive group of customers
Producing large amounts of marketing in 1 year to be distributed next year
Aiming marketing at everyone w/out consideration of differences
Producing and distributing large amounts of marketing over a short period
5
Which of the following is NOT a discussed method of segmenting markets?
Psychographics
Geography
Randomly
Demographics
6
A target market is which of the following?
The group a business’s products, services and marketing efforts are focused
A small group which marketers use to test marketing efforts
A group which is unimportant to focus marketing efforts on
The broad group for which a product’s features are not meaningful
7
Which of the following is NOT one of the discussed functions of marketing?
Pricing
Financing
Marketing information management
Buying
8
If a company decides to focus marketing efforts on people who love mountain climbing, which type of segmentation
Random
Geography
Psychographics
Demographics
9
Who developed the hierarchy of needs model?
Jeffrey Harper
Abraham Maslow
Rachel Lowe
April Bell
10
Which of the following best describes the process of market segmentation?
When marketers break up marketing efforts chronologically by month
When marketers divide the mass market based on shared characteristics
When marketers go to the masses with small pieces of undeveloped ideas
When marketers distinguish between marketing efforts based on cost
11
Which of the following is a qualitative research method?
Interview
Experiment
Questionnaire
Survey
12
Which of the following is NOT a quantitative research method?
A survey over the phone at the end of a cable service phone call
Group discussion about the features group members want in a new cell phone
A survey at a restaurant that asks satisfaction with food and service
An experiment which compares the Internet speed of two competing providers
13
Which of the following is NOT an example of a purchase which would use extended problem-solving for most people?
Home
Bread
Car
College
14
Which of the following decisions would be considered part of the “product” element of the marketing mix?
Whether to make a product $5 or $10
Whether to make a product blue or red
Whether to have a sale on product A or product B
Whether to put a product on a table or shelf
15
Which of the following is an example of an objective?
Improve post-purchase relationships with customers
Call customers to verify satisfaction
Increase repeat business by 15 percent over one year
Increase sales
16
Which of the following is an example of a tactic?
Increase repeat business by 15 percent over one year
Call customers to verify satisfaction
Increase sales
Improve post-purchase relationships with customers
17
Qualitative research can be defined as which of the following?
Uses the scientific method and standardized questions
Experimental research which is performed by experienced research experts
Exploratory, in-depth research involving flexible, open-ended questions
High-quality secondary research

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