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BUS 306 Midterm Prep
BUS 306 Midterm Prep
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A midterm preparation quiz for Principles of Marketing
Flashcards
39 cards
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Practice quiz
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Questions
39
Answers
1
The whole portfolio of qualities and associations associated with a brand name is:
the brand
the core product
the actual product
brand positioning
2
A segment is
the part of a show between commercials
all the people who subscribe to a certain magazine
a group of people in a geography
group of customers with similar inclinations toward a brand
3
Goods whose qualities are difficult to evaluate even post-purchase (like legal services) are
search goods
experience goods
credence goods
intangible goods
4
In SWOT analysis
strengths and weaknesses are internal
opportunities and strengths are internal
strengths and weaknesses are external
opportunities and threats are internal
5
Consumer goods that are low in customer involvement are generally
Commodities
Straight rebuy
Shopping goods
Convenience goods
6
A motivational pyramid with survival basics at the bottom and self-actualization at the top is
Hertzberg's Two-Factor Theory of Motivation
Porter's Five Forces Theory
Maslow's Hierarchy of Needs
Mintzberg's Emergent Strategy Theory
7
A car buyer decides a "must have" is 4-wheel drive. This is an example of
Noncompensatory decision making
Compensatory decision making
Non-negotiable decision making
Hard bargaining
8
Which of the following would be a good and achievable positioning strategy?
High price, high quality, selective distribution
High price, low quality, selective distribution
Low price, high quality, selective distribution
High price, low quality, intensive distribution
9
Consumer behavior is influenced by
Sensation and Perception
Learning
Memory and Emotions
All of these
10
Customers are typically willing to pay more for brands they are loyal to
True
False
11
Compensatory decision making is
paying for a product
having product attributes that are "must- haves"
getting 2 free products when you return one for defects
making tradeoffs between desirable product attributes
12
Marketing is
Taking advantage of consumers
An exchange relationship with the customer
Mainly about advertising
A function of finance
13
Which are typical aspects of services?
tangible, search, inventoriable, standardized
intangible, credence, perishability, variability
intangible or tangible, perishable, standardized
intangible, experience, inventoriable, standardized
14
This ad is an example of:
Service marketing
Place marketing
Product marketing
Event marketing
15
Multo cooker comes with a strong guarantee and access to a large recipe library. The guarantee and library are part of
the augmented product
the core product
the actual product
the logo
16
The term "product" can be used for
goods, and services with a goods aspect (eg restaurants)
physical goods only
services only
both goods and services
17
The value premium a brand generates when compared to a generic equivalent
Brand equity
Brand equivalency
Brand augmentation
18
In B2B buying processes, a person who is an advising expert but not a decision maker is
a gatekeeper
the initiator
a user
an influencer
19
GNC specializes in providing all the supplement needs of people focused on self-care and personal health. This is
Niche marketing
Segmentation
One-on-one marketing
Mass marketing
20
When a large heterogeneous market is divided into smaller homogeneous markets, it is called
Segmentation
Sequestration
Targeting
Divide and conquer
21
Which of the following contains the elements of a good positioning statement
who you serve, what your product features are
what you make
what you make, how it's priced, where it can be found
what you do, who you serve, why you're better
22
Which of the following could be used to segment the jeans market?
buyers who focus on durability
buyers who focus on comfort
all of the above
buyers who focus on style and status
23
A company purchasing replacement laptops for obsolete ones is likely in what purchase process?
Straight rebuy
New buy
Modified rebuy
24
Positioning is
Based on market share
Selecting segments to serve
The perceived identity of a brand vis a vis the competition
Taking an attitude or pose
25
A visual comparison of competitors on various dimensions is called
conjoint analysis
Maslow's hierarchy
a SWOT analysis
a perceptual map
26
When customers get together over their love of a brand it is called a
Brand loyalty club
Brand affinity group
Brand love fest
Brand community
27
Bush's offers many types of baked beans. This is:
Product line breadth
Co-branding
Product line depth
Diversification
28
Who in the company should pay attention to marketing?
The advertising agency
Everyone
The R&D function
The marketing department
29
Phase of the purchase process when customers evaluate satisfaction and generate word of mouth
Straight Rebuy
Post Purchase
Aftereffects
Purchase
30
There is no segmentation in B2B marketing
False
True
31
The 4 Ps are
product, price, place, and promotion
product, positioning, profitability, promotion
positioning, psychology, product line, public relations
price, profits, product, positioning
32
Targeting is
trying to gain market share
trying to hit as broad a market as possible
selecting the segments you will serve and the ones you won't
dividing the market into homogeneous smaller groups
33
In B2B marketing, a "gatekeeper" and an "influencer" are
Members of the Buying Center
Ticket takers and game fans
Decision makers
Customers
34
This ad the product (Corona beer) with the relaxed feeling of being on the beach. It is an example of
Subliminal advertising
Operant conditioning
Psychological warfare
Classical conditioning
35
The 5Cs, STP, and the 4Ps together are called
The Marketing Framework
The Alphabet Soup of Marketing
The Key Marketing Concepts
The Marketing Model
36
The Volkswagen company owns many car brands, shown below. This is an example of:
Brand proliferation
House of brands
Umbrella brand
Brand diffusion
37
Which of the following are important attributes of a good segmentation scheme?
Members are hard to identify
Fit with corporate goals
Potential profitability
Many companies compete for the segment
38
Which of the following are part of the 5 Cs?
Context
Competition
Collaborators
Consumption
39
A good target would have
good market attractiveness and good fit with company strengths
a good fit with company strengths but low market attractiveness
good market attractiveness independent of company strengths
have low market attractiveness and low company fit
