Quiz Review 4' Business - Marketing

Free

Differentiation emphasizes uniqueness rather than similarity.

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All of the following are true about marketing except which?

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When Coca-Cola promoted Coke as a morning beverage for those consumers who don't drink coffee, it used a ________ strategy.

4

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Heidi has been assessing several of her firm's products using the Boston Consulting Group (BCG) approach to portfolio analysis. She has been trying to assess the strength in a particular market and is looking at the sales of the product and the overall market as well as the sales of competitors. Heidi is trying to determine

5

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Using the BCG portfolio analysis, a "dog" should be phased out unless

6

Fernando was thrilled to find out that his company had just decided to invest a great deal of money in the product he was managing. He knows that even with its recent high rate of growth and the fact that it dominates its market, he would need more money to establish it firmly. Using the BCG portfolio analysis, his product would be classified as a(n)

7

H&R is a small, local heating and air conditioning business. The local military base is a potential source of growth, and H&R already installs and services the type of equipment the military would require, but it is difficult to get established as a certified government contractor. H&R is considering a ________ growth strategy.

8

When Marvel launched several successful series on Netflix, including Jessica Jones, The Defenders, Iron Fist, and Luke Cage, it employed a ________ strategy.

9

Which of the following best assist an organization in the preparation, incubation, and illumination stages of the creative process?

10

Which of the following is not one of the four major growth strategies marketers typically utilize?

11

In BCG portfolio analysis, products in low-growth markets that have received heavy investment and now have excess funds available to support other products are called

12

To determine how attractive a particular market is using the BCG portfolio analysis, ________ is(are) established as the vertical axis.

13

A prototype is a

14

In most companies, portfolio management is typically done at the SBU or ________ level of the firm.

15

The field sales manager is the leader at the top of the sales force hierarchy.

16

Which of the following statements about Gatorade is most accurate?

17

"A firm is vulnerable to recession." With which element of the S.W.O.T. analysis tool does this statement fit?

18

When Ben asked a few of his regular customers to test his prototype surfboard, he was engaging in alpha testing.

19

Molly works as a sales executive for a manufacturer of aquariums and other aquatic equipment. She promises one of her key customers that she will visit him during the weekend and help him with equipment maintenance. However, her manager asks her to be present for a meeting conducted by employees' grievance cell during the same weekend. Which of the following will most likely be experienced by Molly in this scenario?

20

A(n) ________ is a group of products that consumers may use together or perceive as similar in some way.

21

For years, when considering new products, marketers at Celestial Seasonings asked themselves, "What would Stacy think?" Stacy was a fictional character representing 25- to 50-year-old educated, upper-income women who rarely watched television but did a lot of reading. "Stacy" represented Celestial's primary

22

LeBron James, Stephen Curry, and other athletes are paid huge sums of money by companies for celebrity endorsements. If endorsements by these athletes create a clear understanding among consumers of the companies' products in comparison to competing products, they can help with the firm's ________ strategy.

23

After conducting STP analysis for her custom auto parts store and developing strategies for each of the four Ps, Monique now has to make ________ decisions.

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The idea of value-based marketing requires firms to charge a price that

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When positioning products relative to competitors' offerings, firms typically are most successful when they focus on opportunities

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As it pertains to the marketing plan, understanding the causes of performance, regardless of whether that performance exceeded, met, or fell below the firm's goals

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When marketers use a variety of communication disciplines-advertising, personal selling, sales promotion, public relations, direct marketing, and online marketing including social media-in combination to communicate a value proposition to the customer, it is referred to as

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Google and other search engines allow marketers to bid to have their ads shown when consumers search keywords related to the firm's products. These marketers are attempting to create value through

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Quiz Review 4' Business - Marketing

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