BFMK chapter 1-11,13-15
問題一覧
1
A running shoe company allowing an audience to create their own gear online is an example of a direct-to-consumer channel.
true
2
The marketing strategy a retailer uses to attract customers is called the retailing marketing mix.
true
3
A target market is a group of people who
have similar characteristics in common.
4
A target market is a group of people, typically a smaller geographic area, in which a product or service is tested before it is officially launched.
false
5
Artificial Intelligence in marketing can involve using software and algorithms to write marketing content with minimal human contact.
true
6
As Canadians work more and longer hours, businesses are adjusting by offering convenience services.
true
7
Coupons and free samples are examples of sales promotions.
true
8
Event marketing is beneficial to companies because it offers
the ability to reach a target audience directly.
9
Indirect competition is competition from substitute products that offer customers the same benefit.
true
10
Loyalty programs, such as Shoppers Drug Mart's Optimum points, encourage loyal purchasing behaviour. Loyalty programs are an example of CRM programs. What is the other essential function of these programs?
to provide customer information that can be analyzed
11
Making what you can market instead of marketing what you can make is a philosophy of the marketing era.
true
12
Successful global brands are those that focus on the bottom line, or price tag, of their products.
false
13
The American Marketing Association’s updated definition of marketing is a process that identifies a need and then offers a means of satisfying that need.
false
14
The growing success of drive-thrus, frozen prepared meals, and other such conveniences are a result of which environmental force?
lifestyle changes
15
To secure future success, companies must recognize Canada's cultural diversity by targeting and meeting the needs of various ethnic groups.
true
16
What is the best definition of market share?
total market sales volume divided by the number of competitors
17
What market structure are laundry detergent and candy bars part of?
monopolistic competition
18
What orientation does a snack food manufacturer that conducts frequent taste tests in order to respond to consumers' preferences use?
marketing orientation
19
Which of the following best describes one of the toughest challenges facing a business today?
keeping pace with change
20
Which of the following is a prime driver of the growing importance of socially responsible marketing?
consumer pressure through social media
21
Which of the following would have the greatest positive impact on your U.S. vacation plans?
The value of the Canadian dollar relative to the U.S. dollar increases by 5 cents.
22
"An evaluation of a potential supplier on the basis of technological ability, consistency in meeting product specifications, overall quality, on-time delivery, and the ability to provide needed quantity" is a description of a
vendor analysis.
23
"To increase sales of ABC Microcomputers from 50,000 units in 2015 to 60,000 units in 2017" is an example of a
marketing objective.
24
"Would you recommend our hotel to friends? Yes ________ No ________" is a fixed-
true
25
A product manager was planning to introduce a new product targeted to the Italian population of Canada. She decided a first step was to review Statistics Canada information. What is this kind of data called?
secondary data
26
A quotation consists of a written document, usually from a sales representative, that states the terms of the price quoted.
true
27
Alexina is a 9-year-old tennis player. She returned from school one day and asked her mother to buy her a pair of Nike tennis shoes, just like the ones worn by Serena Williams. The self-concept theory tells us that Alexina is looking at
her ideal self.
28
Consumer behaviour includes the decision process that determines purchase decisions.
true
29
Culture refers to behaviour learned from external sources, such as the family, workplace, and education.
true
30
IKEA has published the following: "To offer a wide range of well-designed, functional home furnishing products at prices so low that as many people as possible will be able to afford them." This is an example of a
vision statement.
31
IKEA has recently decided to experiment with the Ottawa store to create a “localized living room solution” and observe the results. What is this called?
test marketing
32
In business planning, strategies refer to
statements that outline how objectives are to be achieved.
33
In which stage of the purchase decision process do consumers decide when to purchase and which retail outlet to purchase from?
purchase decision
34
Kellogg's addition of a new cereal targeted at its children's market is product development.
true
35
Location of supplier is a significant criterion in the B2B buying decision process.
false
36
Once marketers have a better understanding of the psychographics of their market, they can change the communications strategy to better appeal to the target.
true
37
Selective retention refers to our tendency to
remember only what we want to remember.
38
The result of a SWOT analysis should be matching potential opportunities with resource capabilities.
true
39
There was a shortage of manzanilla olives from Spain this year. Consequently, a Canadian olive packer had to find another supplier to ensure adequate supply. The procurement manager of the olive packing company called an informal meeting with the marketing department, asking them to taste olives from different parts of the world and to comment on which olives met their needs. This is an example of
a buying centre.
40
Vision statements are identical to mission statements.
false
41
Whenever possible, a researcher should conduct primary research before exhausting the secondary data sources to ensure that customized information is available for decision making.
false
42
Age is a sub-segment of demographic segmentation.
true
43
An entrepreneur has invented a new board game and wants to protect his idea from others. He should apply for a trademark.
false
44
Free samples and discount coupons for a new fabric softener are typically offered in the ________ stage.
brand recognition
45
Geo-targeting breaks a country into large regions; it does not consider urban and suburban differences within a city.
false
46
Harley-Davidson focuses on the super-heavyweight motorcycle market segment. This is an example of
niche marketing.
47
Home Depot has drawn large crowds to its workshops offered in Cantonese in Richmond, British Columbia, and Punjabi in Brampton, Ontario. What segmentation variable are they using?
demographic
48
If Kraft adds fruit to its "Multimix" cereals to differentiate its cereal from the competition, this fruit addition is an example of the brand's USP..
true
49
If Nike allows its brand name to be used on clothing or posters made by other firms, the practice is an example of
licensed branding.
50
Mass marketing is appropriate for a hotel chain.
true
51
Nescafe coffee, Salada tea, Dad's Cookies, and milk are examples of convenience goods.
true
52
Niche marketing is equally suited to large companies and small companies.
true
53
Segmentation strategies are based on the premise that
it is preferable to tailor strategies to distinct user groups where the competition may be less.
54
Targeting a young female business executive who lives in the suburbs of Toronto involves only geographic segmentation.
false
55
Tesla is known for its introduction of unique new products. Tesla uses a ________ positioning strategy.
technical innovation
56
The Nike swoosh is an example of a
trademark.
57
The product mix is the total range of products offered for sale by a company.
true
58
The total product concept refers to the complete range of products produced by a company.
false
59
The total range of products offered for sale by a company is the
product mix.
60
What are the three classifications of consumer goods?
convenience, shopping, and specialty
61
When is mass marketing most appropriate?
when a product enjoys widespread acceptance
62
A "brand manager" and "category manager" are the same thing in marketing.
false
63
A five-star hotel that offers discount rates during low occupancy periods is addressing
perishability of demand for their service.
64
A look-alike product that is designed to copy or mimic an existing product is called a castoff.
false
65
A product that has a reasonably short life cycle, perhaps one selling season or a few seasons, and one that is financially successful, is a(n)
fad.
66
Canada has always been a service-dominated economy.
false
67
Category managers are often responsible for the management of the brand managers in their company.
true
68
Jennifer's product was launched three years ago and was finally starting to make profits for the company. The product is probably in the growth stage of the product life cycle.
true
69
Kelly Walters believes he has collected enough information on three different brands of running shoes. Kelly is ready to move to the next stage of the adoption process, which is
evaluation.
70
McDonald's focuses on the variability in quality aspect of service by offering intensive training programs to all employees.
true
71
Not-for-profit organizations communicate with their publics to promote and support people, causes, ideas, and organizations. This is a different ________ than for-profit organizations, whose goal is to generate a financial return on investment.
philosophy
72
Place marketing is
the marketing of a destination.
73
Rising demand for household services is a result of
changing customer buying behaviour.
74
Which of the following statements about the trends in managing products is correct?
There is a trend toward customer-centric management structures.
75
The ________ are more discreet, but a large group of opinion leaders who like to try new products when they are new to the market.
early adopters
76
The Humane Society advertising campaigns designed to encourage the public to not give pets as gifts at Christmas time is an example of idea marketing.
true
77
The individual responsible for the marketing planning for a specific product or group of products is the
brand manager.
78
The individual responsible for the marketing planning for a specific product or group of products is the
brand manager.
79
The intangible aspect of a service is a challenge that a marketing organization must overcome when making its service appealing to a target market.
true
80
The website MyStarbucksIdea.com is an example of concept development.
false
81
When golf course green fees are lower in the early spring and late fall it speaks to the variability in quality of services.
false
82
A retailer prices a product at $699 instead of $700. This is an example of
odd-even pricing.
83
Apple's minimalist design emphasis helps create the shopping atmosphere.
true
84
Double ticketing is now less of a problem as retailers have moved to ________ at the point of sale.
electronic price scanning
85
For a new product entering the market with a price-skimming strategy, the price is
high.
86
If prices increased 10% and demand remained stable, demand would be inelastic.
true
87
IKEA stores are often isolated stores located on busy streets away from shopping malls. These stores can be classified as freestanding stores.
true
88
In ________ advertising, a typical user of the product or service describes its benefits.
testimonial
89
In a pull strategy, the organization creates demand by directing promotional efforts at channel members.
false
90
In college hallways, vending machines exist for soft drinks and confectionery.These vending machines are
a form of non-store retailing.
91
Marketing managers offer cash discounts to their distributors to
encourage customers to pay bills promptly
92
Online ads that allow for greater use of and interaction with animation, audio, and video are known as:
rich media.
93
Penetration pricing is used in a market characterized by elastic demand.
true
94
Push strategies create demand by directing promotional efforts at final users.
false
95
The copywriter, excited about working on the new Pepsi commercial, described a new idea he thought would work. The brand manager responded by saying that the copywriter was jumping the gun since the first step in developing an advertising campaign is to set creative objectives. Is the brand manager's opinion true or false?
true
96
The objective of sales volume maximization is to increase the volume of sales each year.
true
97
The practice of locating two or more different franchises under the same roof is called
co-branding.
98
The use of Wayne Gretzky to promote Coca-Cola products in commercials is an example of a(n) ________ creative strategy.
celebrity endorsement
99
What is the retail marketing mix?
the plan a retailer uses to attract customers
100
When more than one price tag appears on an item in a retail store, the store has the option of charging either price.
false
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1
A running shoe company allowing an audience to create their own gear online is an example of a direct-to-consumer channel.
true
2
The marketing strategy a retailer uses to attract customers is called the retailing marketing mix.
true
3
A target market is a group of people who
have similar characteristics in common.
4
A target market is a group of people, typically a smaller geographic area, in which a product or service is tested before it is officially launched.
false
5
Artificial Intelligence in marketing can involve using software and algorithms to write marketing content with minimal human contact.
true
6
As Canadians work more and longer hours, businesses are adjusting by offering convenience services.
true
7
Coupons and free samples are examples of sales promotions.
true
8
Event marketing is beneficial to companies because it offers
the ability to reach a target audience directly.
9
Indirect competition is competition from substitute products that offer customers the same benefit.
true
10
Loyalty programs, such as Shoppers Drug Mart's Optimum points, encourage loyal purchasing behaviour. Loyalty programs are an example of CRM programs. What is the other essential function of these programs?
to provide customer information that can be analyzed
11
Making what you can market instead of marketing what you can make is a philosophy of the marketing era.
true
12
Successful global brands are those that focus on the bottom line, or price tag, of their products.
false
13
The American Marketing Association’s updated definition of marketing is a process that identifies a need and then offers a means of satisfying that need.
false
14
The growing success of drive-thrus, frozen prepared meals, and other such conveniences are a result of which environmental force?
lifestyle changes
15
To secure future success, companies must recognize Canada's cultural diversity by targeting and meeting the needs of various ethnic groups.
true
16
What is the best definition of market share?
total market sales volume divided by the number of competitors
17
What market structure are laundry detergent and candy bars part of?
monopolistic competition
18
What orientation does a snack food manufacturer that conducts frequent taste tests in order to respond to consumers' preferences use?
marketing orientation
19
Which of the following best describes one of the toughest challenges facing a business today?
keeping pace with change
20
Which of the following is a prime driver of the growing importance of socially responsible marketing?
consumer pressure through social media
21
Which of the following would have the greatest positive impact on your U.S. vacation plans?
The value of the Canadian dollar relative to the U.S. dollar increases by 5 cents.
22
"An evaluation of a potential supplier on the basis of technological ability, consistency in meeting product specifications, overall quality, on-time delivery, and the ability to provide needed quantity" is a description of a
vendor analysis.
23
"To increase sales of ABC Microcomputers from 50,000 units in 2015 to 60,000 units in 2017" is an example of a
marketing objective.
24
"Would you recommend our hotel to friends? Yes ________ No ________" is a fixed-
true
25
A product manager was planning to introduce a new product targeted to the Italian population of Canada. She decided a first step was to review Statistics Canada information. What is this kind of data called?
secondary data
26
A quotation consists of a written document, usually from a sales representative, that states the terms of the price quoted.
true
27
Alexina is a 9-year-old tennis player. She returned from school one day and asked her mother to buy her a pair of Nike tennis shoes, just like the ones worn by Serena Williams. The self-concept theory tells us that Alexina is looking at
her ideal self.
28
Consumer behaviour includes the decision process that determines purchase decisions.
true
29
Culture refers to behaviour learned from external sources, such as the family, workplace, and education.
true
30
IKEA has published the following: "To offer a wide range of well-designed, functional home furnishing products at prices so low that as many people as possible will be able to afford them." This is an example of a
vision statement.
31
IKEA has recently decided to experiment with the Ottawa store to create a “localized living room solution” and observe the results. What is this called?
test marketing
32
In business planning, strategies refer to
statements that outline how objectives are to be achieved.
33
In which stage of the purchase decision process do consumers decide when to purchase and which retail outlet to purchase from?
purchase decision
34
Kellogg's addition of a new cereal targeted at its children's market is product development.
true
35
Location of supplier is a significant criterion in the B2B buying decision process.
false
36
Once marketers have a better understanding of the psychographics of their market, they can change the communications strategy to better appeal to the target.
true
37
Selective retention refers to our tendency to
remember only what we want to remember.
38
The result of a SWOT analysis should be matching potential opportunities with resource capabilities.
true
39
There was a shortage of manzanilla olives from Spain this year. Consequently, a Canadian olive packer had to find another supplier to ensure adequate supply. The procurement manager of the olive packing company called an informal meeting with the marketing department, asking them to taste olives from different parts of the world and to comment on which olives met their needs. This is an example of
a buying centre.
40
Vision statements are identical to mission statements.
false
41
Whenever possible, a researcher should conduct primary research before exhausting the secondary data sources to ensure that customized information is available for decision making.
false
42
Age is a sub-segment of demographic segmentation.
true
43
An entrepreneur has invented a new board game and wants to protect his idea from others. He should apply for a trademark.
false
44
Free samples and discount coupons for a new fabric softener are typically offered in the ________ stage.
brand recognition
45
Geo-targeting breaks a country into large regions; it does not consider urban and suburban differences within a city.
false
46
Harley-Davidson focuses on the super-heavyweight motorcycle market segment. This is an example of
niche marketing.
47
Home Depot has drawn large crowds to its workshops offered in Cantonese in Richmond, British Columbia, and Punjabi in Brampton, Ontario. What segmentation variable are they using?
demographic
48
If Kraft adds fruit to its "Multimix" cereals to differentiate its cereal from the competition, this fruit addition is an example of the brand's USP..
true
49
If Nike allows its brand name to be used on clothing or posters made by other firms, the practice is an example of
licensed branding.
50
Mass marketing is appropriate for a hotel chain.
true
51
Nescafe coffee, Salada tea, Dad's Cookies, and milk are examples of convenience goods.
true
52
Niche marketing is equally suited to large companies and small companies.
true
53
Segmentation strategies are based on the premise that
it is preferable to tailor strategies to distinct user groups where the competition may be less.
54
Targeting a young female business executive who lives in the suburbs of Toronto involves only geographic segmentation.
false
55
Tesla is known for its introduction of unique new products. Tesla uses a ________ positioning strategy.
technical innovation
56
The Nike swoosh is an example of a
trademark.
57
The product mix is the total range of products offered for sale by a company.
true
58
The total product concept refers to the complete range of products produced by a company.
false
59
The total range of products offered for sale by a company is the
product mix.
60
What are the three classifications of consumer goods?
convenience, shopping, and specialty
61
When is mass marketing most appropriate?
when a product enjoys widespread acceptance
62
A "brand manager" and "category manager" are the same thing in marketing.
false
63
A five-star hotel that offers discount rates during low occupancy periods is addressing
perishability of demand for their service.
64
A look-alike product that is designed to copy or mimic an existing product is called a castoff.
false
65
A product that has a reasonably short life cycle, perhaps one selling season or a few seasons, and one that is financially successful, is a(n)
fad.
66
Canada has always been a service-dominated economy.
false
67
Category managers are often responsible for the management of the brand managers in their company.
true
68
Jennifer's product was launched three years ago and was finally starting to make profits for the company. The product is probably in the growth stage of the product life cycle.
true
69
Kelly Walters believes he has collected enough information on three different brands of running shoes. Kelly is ready to move to the next stage of the adoption process, which is
evaluation.
70
McDonald's focuses on the variability in quality aspect of service by offering intensive training programs to all employees.
true
71
Not-for-profit organizations communicate with their publics to promote and support people, causes, ideas, and organizations. This is a different ________ than for-profit organizations, whose goal is to generate a financial return on investment.
philosophy
72
Place marketing is
the marketing of a destination.
73
Rising demand for household services is a result of
changing customer buying behaviour.
74
Which of the following statements about the trends in managing products is correct?
There is a trend toward customer-centric management structures.
75
The ________ are more discreet, but a large group of opinion leaders who like to try new products when they are new to the market.
early adopters
76
The Humane Society advertising campaigns designed to encourage the public to not give pets as gifts at Christmas time is an example of idea marketing.
true
77
The individual responsible for the marketing planning for a specific product or group of products is the
brand manager.
78
The individual responsible for the marketing planning for a specific product or group of products is the
brand manager.
79
The intangible aspect of a service is a challenge that a marketing organization must overcome when making its service appealing to a target market.
true
80
The website MyStarbucksIdea.com is an example of concept development.
false
81
When golf course green fees are lower in the early spring and late fall it speaks to the variability in quality of services.
false
82
A retailer prices a product at $699 instead of $700. This is an example of
odd-even pricing.
83
Apple's minimalist design emphasis helps create the shopping atmosphere.
true
84
Double ticketing is now less of a problem as retailers have moved to ________ at the point of sale.
electronic price scanning
85
For a new product entering the market with a price-skimming strategy, the price is
high.
86
If prices increased 10% and demand remained stable, demand would be inelastic.
true
87
IKEA stores are often isolated stores located on busy streets away from shopping malls. These stores can be classified as freestanding stores.
true
88
In ________ advertising, a typical user of the product or service describes its benefits.
testimonial
89
In a pull strategy, the organization creates demand by directing promotional efforts at channel members.
false
90
In college hallways, vending machines exist for soft drinks and confectionery.These vending machines are
a form of non-store retailing.
91
Marketing managers offer cash discounts to their distributors to
encourage customers to pay bills promptly
92
Online ads that allow for greater use of and interaction with animation, audio, and video are known as:
rich media.
93
Penetration pricing is used in a market characterized by elastic demand.
true
94
Push strategies create demand by directing promotional efforts at final users.
false
95
The copywriter, excited about working on the new Pepsi commercial, described a new idea he thought would work. The brand manager responded by saying that the copywriter was jumping the gun since the first step in developing an advertising campaign is to set creative objectives. Is the brand manager's opinion true or false?
true
96
The objective of sales volume maximization is to increase the volume of sales each year.
true
97
The practice of locating two or more different franchises under the same roof is called
co-branding.
98
The use of Wayne Gretzky to promote Coca-Cola products in commercials is an example of a(n) ________ creative strategy.
celebrity endorsement
99
What is the retail marketing mix?
the plan a retailer uses to attract customers
100
When more than one price tag appears on an item in a retail store, the store has the option of charging either price.
false