Olay’s promotions for its Total Effects cleansing cloths, which fight signs of aging, are targeted toward Select

| October 22, 2018

Olay’s
promotions for its Total Effects cleansing cloths, which fight signs of aging,
are targeted toward
Select one:
a. Generation
Z.
b. Generation
Y.
c. baby
busters.
d. baby
boomers.
e.
echo-boomers.
Effective marketing benefits society because it
Select one:
a. makes
countries more competitive in world markets while simultaneously reducing
competition in their home markets.
b. improves
the quality of products and services regardless of the cost.
c. allows
companies to charge whatever price they want, regardless of product quality.
d. reduces
competition, making the playing field more even.
e. enhances
competition, which improves the quality of products and services and lowers
their prices.
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With respect
to the history of American business, the __________ era immediately followed
the sales era.
Select one:
a. market
orientation
b. customer
relationship
c. promotion
d. marketing
concept
e. production
Profit refers
to
Select one:
a. the total
amount of revenue accrued through product sales or service distribution.
b. the money
left over after a business firm’s total expenses are subtracted from its total
revenues.
c. the
difference between the list and final price of a product or service.
d. the money
earned when the economic order quantity is minimized.
e. the point
at which a company’s assets equal its liabilities plus shareholder equity.
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At the
functional level, the marketing department
Select one:
a. promotes
its goals to the organization’s stakeholders.
b. solicits
talent from all levels of the organization for strategic corporate planning
sessions.
c. defines
the overall strategic direction of the organization.
d. looks
outward, in part by listening to customers.
e. develops
the corporate culture.
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Environmental
trends come from all of the following forces EXCEPT:
Select one:
a.
geographical.
b.
competitive.
c.
regulatory.
d. social.
e. economic.
The four Ps of the marketing mix are
Select one:
a. predict,
produce, package, and persuade.
b.
priorities, personnel, placement, and profits.
c.
prediction, production, pricing, and promotion.
d. product,
price, promotion, and place.
e. product,
price, production, and place.
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The goal of a
SWOT analysis is to
Select one:
a. identify
market research questions in order to develop new products for new market
segments.
b. identify
the critical strategy-related factors that can impact the firm.
c. fairly
allocate governmental resources and financial aid across the industry.
d. reorganize
the firm’s marketing department.
e. determine
how raises, bonuses, and dividends will be paid.
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Once a
company has decided to enter the global marketplace, it must select a means of
market entry. Four general options exist: (1) exporting; (2) licensing; (3)
joint venture; and (4) __________.
Select one:
a. direct
investment
b. microfinancing
c.
cooperative
d. unilateral
venture
e.
franchising
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All of the
following are sources of primary data EXCEPT:
Select one:
a.
experiments.
b. government
publications.
c. panels.
d.
observational data.
e. social
media.
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Because there
are few sellers, price competition among firms is not desirable for them in
which form of competition?
Select one:
a.
monopolistic competition
b. a monopoly
c. an
oligopoly
d.
cross-market competition
e. pure
competition
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Two important
disadvantages of secondary data are __________ and __________.
Select one:
a.
tailor-made to specifications; out of date.
b. none of
the above.
c. low cost;
saves time.
d.
inexpensive; up-to-date.
e. not
up-to-date; not specific enough for the project. Question13
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Market
segmentation refers to
Select one:
a.
aggregating prospective buyers into groups and selecting only those whose needs
cannot be met by competitors’ products.
b.
identifying small groups of customers with dissimilar needs.
c. those
characteristics of a product that make it superior to competitive substitutes.
d.
aggregating different products into more reasonable product groupings to better
serve consumers’ needs.
e.
aggregating prospective buyers into groups that have common needs and will
respond similarly to a marketing action.
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A general
rule of thumb among marketing researchers is to use __________ first and then
collect _________.
Select one:
a. external
secondary data; internal primary data
b. internal
primary data; external primary data
c. secondary
data; primary data
d.
observational data; questionnaire data
e. primary
data; secondary data
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A competitive
advantage refers to
Select one:
a. the
cluster of benefits that an organization promises customers to satisfy their
needs.
b. a unique
strength relative to competitors that provides superior returns, often based on
quality, time, cost, or innovation.
c. actions
taken by a firm with the sole intent of putting a competitor out of business.
d. the
cluster of benefits that an organization promises customers to satisfy their
needs.
e. those
characteristics of a product that make it superior to competitive substitutes. Question16
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In 1962,
President John F. Kennedy outlined a Consumer Bill of Rights that codified the
ethics of exchange between buyers and sellers. These were the right: (1) to
safety; (2) __________; (3) to choose; and (4) to be heard.
Select one:
a. to be
treated with respect
b. to be
informed
c. to privacy
d. to be
treated without prejudice
e. to receive
fair prices for both products and services
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The combined
American Marketing Association’s 2004 and 2007 definitions of marketing used in
the textbook define marketing as
Select one:
a. The
activity for creating, communicating, delivering, and exchanging solely for the
benefit of the organization’s customers.
b. The
activity for creating, communicating, delivering, and exchanging offerings
solely for the benefit of the organization’s stockholders.
c. The
activities of advertising, promoting, and selling products to the greatest
number of profitable customers.
d. The
activity for creating, communicating, and delivering a product or service at
the highest possible price.
e. The
activity for creating, communicating, delivering, and exchanging offerings that
benefit its customers, the organization, its stakeholders, and society at
large.
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Which of the
following statements about the family life cycle is most accurate?
Select one:
a. The
majority of households today are composed of traditional families.
b. The most
financially secure of any of the family groups is single parents with children.
c. Income and
gender are two of the variables considered in the family life cycle.
d. Single
divorcees are more likely to buy life insurance than any other group.
e. Young
singles represent a target market for recreational travel, automobiles, and
consumer electronics.You have just purchased a Samsung Galaxy Tab 2
tablet device. As you head home from the store, you brood about whether your
choice was right or whether you should have bought an Apple iPad after seeing
an ad for it on TV. This is most likely an example of
Select one:
a.
postpurchase stress.
b. cognitive
dissonance.
c.
indecisiveness.
d. extended
problem solving.
e. market
anxiety.
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An example of
a marketer-dominated source of information consulted during an external search
would include
Select one:
a. a consumer
program on talk radio.
b. a product
display in a retail store.
c. a Better
Business Bureau rating.
d. previous
ownership of a product.
e. your
mother.
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21
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Which form of
entry into a foreign market requires the greatest commitment?
Select one:
a. direct
exporting
b. joint
venture
c. licensing
d. direct
investment
e. indirect
exporting
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There are
five stages in the consumer purchase decision process. The second stage is
__________.
Select one:
a.
alternative evaluation
b. information
search
c.
opportunity identification
d. problem
recognition
e. purchase
decision
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Marriott,
Lands’ End, and Home Depot deliver customer value by providing its customers
with the best
Select one:
a.
products/services.
b. customer
service.
c.
assortment.
d. price.
e.
availability.
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Four trends
in the past decade have significantly influenced the landscape of global
marketing. One of them is
Select one:
a. the
emergence of networked global marketspace.
b. a decrease
in most countries’ GDPs and a renewal of nationalism.
c. a more
aggressive attitude towards initiating international tariffs and quota systems.
d. an
increase in most countries’ GDPs coupled with an increased degree of consumer
ethnocentrism.
e. an
increase in economic protectionism and a decline free trade.
Concept tests of plots using surveys, testing of marketing campaigns, sneak
previews, and tracking studies are all examples of market research techniques.
Collectively, they are used in the movie industry to
Select one:
a. reduce
uncertainty and to improve marketing decisions.
b. identify
possible story lines and/or plots for future movie ventures.
c. estimate a
production company’s potential market share.
d. create an
advance market for the movie’s DVD release regardless of whether it is
successful in its theater release or not.
e. identify
prospective nominees for industry awards such as the Oscars.
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When a
company places an ad on Google, the action is part of the __________ element of
the marketing mix.
Select one:
a. product
b. place
c. process
d. promotion
e. price
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The name
given to the generational cohort who are described as self-reliant, supportive
of racial and ethnic diversity, and better educated than previous generations
is __________.
Select one:
a. baby
boomers
b.
millennials
c. Generation
X
d. Generation
Z
e. Generation
Y
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Specifying
constraints, identifying data needed for marketing actions, and determining how
to collect data, would take place during which step of the five-step marketing
research approach?
Select one:
a. develop
the research plan
b. take
marketing actions
c. define the
problem
d. collect
relevant information
e. develop
findings
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In recent
years, many large firms have changed the title of the head of marketing from
vice president of marketing to
Select one:
a. chief
executive officer.
b. corporate
marketing official.
c. corporate
marketing executive.
d.
coordinating marketing officer.
e. chief
marketing officer.
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The VALS framework
is an example of
Select one:
a. cognitive
learning theory.
b. a
psychographic system.
c.
geodemographic segmentation.
d. a
personality assessment.
e. a study on
the hierarchy of needs.
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Which list
below presents the hierarchy of needs in its correct order, beginning with the
lowest level need and continuing to the highest level need?
Select one:
a. safety, personal,
self-actualization, physiological, and social
b. personal,
social, physiological, psychological, and safety
c.
self-actualization, social, safety, physiological, and personal
d.
physiological, safety, social, personal, and self-actualization
e. safety,
physiological, safety, self-actualization, and personal
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Casey’s
girlfriend will celebrate her birthday next week, so he needs to buy her a
gift. He remembers the brand of watch that she wears and considers if she would
like a new one by the same maker. This is an example of what part of the
consumer purchase decision process?
Select one:
a. evaluative
criteria
b.
memorization
c. external
search
d. antecedent
states
e. internal
search
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The country
expected to have the largest population in 2050 is __________.
Select one:
a. Brazil
b. China
c. the United
States
d. Russia
e. India

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The American
Red Cross created a series of advertisements to encourage people to donate
blood. After viewing an ad, Amanda went to the local Red Cross office and
donated a pint of her blood. Amanda returned home feeling happy that she had
performed a good deed. Was this an exchange in a marketing sense?
Select one:
a. Yes,
because the blood was donated to the Red Cross based on an advertisement, a
marketing activity.
b. No,
because the Red Cross is nonprofit organization.
c. Yes,
because the donated blood was exchanged for a feeling of satisfaction.
d. No,
because the Red Cross, a service organization, did not provide Amanda with a
product.
e. No,
because no money changed hands.
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A potential
economic problem with low birth rates in developed countries is
Select one:
a. Slower or
stagnant economic growth
b. Lower
disposable income due to higher taxes on workers
c. Smaller
markets for many consumer products
d. Not enough
workers to support social programs for aging retired population
e. All of the
above
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What
marketing metric determines whether a TV program like American Idol remains on
the Fox broadcast TV network?
Select one:
a. appeal
b. frequency
c. rating
d. poll
e. cost per
ad
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The BCG has
given specific names and descriptions to the four resulting quadrants in its
growth-share matrix based on the amount of cash they generate for or require
from the organization. “Stars” are located in which quadrant of the BCG
growth-share matrix?
Select one:
a. upper left
quadrant
b. upper
right quadrant
c. lower left
quadrant
d. center of
the four quadrants
e. lower
right quadrant
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In terms of
the global marketplace, there are three primary types of companies: __________,
multinational firms, and transnational firms.
Select one:
a.
cosmopolitan
b.
intercontinental
c.
international
d. worldwide
e.
conglomerate
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Unilever
markets its Snuggle fabric softener differently in different parts of the
world. Unilever is a(n) __________ firm.
Select one:
a.
multinational
b. global
c.
ethnocentric
d.
transnational
e.
international
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Which of the
following would be identified as a social force in an environmental scan?
Select one:
a. an
advanced technology is perfected
b. a new
international firm exports to the United States
c. a decrease
in consumer incomes
d. an
increase in Asian immigration
e. a new
consumer protection law
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A marketing
research approach that uses a discussion leader to interview 6 to 10 past,
present, or prospective customers is referred to as
Select one:
a. a focused
interview.
b. a focus
group.
c. data
mining.
d. a research
team.
e. a depth
interview.
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Strategy
refers to
Select one:
a. a road map
for the entire organization for a specified future period of time, such as one
or five years.
b. a
statement of the organization’s function in society, often identifying its
customers, markets, product, and technologies.
c. statements
of an accomplishment of a task to be achieved by a certain time.
d. an
organization’s long-term course of action designed to deliver a unique customer
experience while achieving its goals.
e. an
organization’s corporate tactical or action plan. Question43
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An industry
refers to
Select one:
a. the
economic activity concerned with the selling of finished products to
wholesalers and retailers.
b.
organizations that develop similar offerings.
c.
organizations who manufacture identical products to meet ISO 9000
specifications.
d. companies
that are active in the production of materials that are used in finished
products.
e. a group of
people or firms united through strategic alliances.
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The third
step of the marketing research approach is to __________.
Select one:
a. define the
problem
b. collect
relevant information
c. take
marketing actions
d. develop
findings
e. develop
the research plan
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Several
market research companies pay households and businesses to record all their
purchases using a paper or electronic diary, which allows for an economical way
to collect consistent data over time. These data are referred to as __________.
Select one:
a. syndicated
panel data
b. data
reciprocity
c. sponsored
data
d. data
journaling
e. syndicated
samplingQuestion46
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The corporate
level in an organization is where
Select one:
a. groups of
specialists actually create value for the organization.
b. top
management directs overall strategy for the entire organization.
c. a
subsidiary, division, or unit of an organization markets a set of related
offerings to a clearly defined group of customers.
d. the
department heads direct overall strategy for the entire organization.
e. a small
number of people from different departments are mutually accountable to
accomplish a task or a common set of performance goals.
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The money a
consumer has left after paying taxes to use for necessities such as food,
shelter, clothing, and transportation is referred to as __________.
Select one:
a. gross
income
b. net income
c.
discretionary income
d. disposable
income
e. household
income
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Consumers accompanied
by children
Select one:
a. purchase
twice as much as they normally would if shopping with other adults.
b. spend more
than when shopping alone to mitigate feelings of guilt about their children’s
disruptive behavior.
c. spend 40
percent less than when shopping alone.
d. purchase
about 40 percent more than when shopping alone.
e. spend
exactly the same amount as when shopping alone.
uestion
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Secondary
data are the
Select one:
a. facts and
figures that are newly collected for the project at hand.
b. facts and
figures that have already been recorded before the project at hand.
c. facts and
figures obtained by watching people mechanically rather than in person.
d.
conclusions developed from information obtained from a representative sample of
a population.
e. facts and
figures obtained by asking people questions through the use of information
technology.
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50
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Generally,
the U.S. population is becoming
Select one:
a. smaller,
younger, and more diverse.
b. larger,
older, and more diverse.
c. larger,
younger, and less diverse.
d. smaller,
older, and more diverse.
e. larger,
younger, and more diverse.

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