Marketing Chapter 17 2 Tori Knows Lot About Technology But She Still Wants Consult Expert Before

subject Type Homework Help
subject Pages 11
subject Words 1448
subject Authors Dawn Iacobucci

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51. “Do we have a loyalty program?” is a question about which of the 5Cs?
a. customer
b. company
c. context
d. collaborators
52. DeAndre is writing a marketing plan for his "Everything for the Beach!" company and he is considering the
relationship his company has with suppliers and distribution partners. Which of the 5Cs is he thinking about?
a. collaborators
b. competitors
c. customer
d. company
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53. Tori knows a lot about technology, but she still wants to consult an expert before buying equipment for
her company. After all, technology changes so fast and it is so expensive! Which of the 5Cs is she considering?
a. customer
b. company
c. context
d. collaborators
54. Staff at Paper Goods, Inc. are working on a marketing plan. One asks another, “When our buyers buy, do
they seem to be price sensitive?” They are working on the part of the marketing plan that is related to which of
the 5Cs?
a. customer
b. company
c. context
d. collaborators
55. Darrin is wondering whether technology is a threat or an opportunity for his business. Which of the 5Cs is
he considering?
a. company
b. context
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d. competitors
56. Which of the following is a piece of psychographic information?
a. age
b. income
c. ZIP code
d. attitude to product
57. Dani and Jacki are brainstorming over possible segments they may want to target with their new smoothie
shop in Collegetown, USA. They have a very limited marketing budget, and want to make sure that their money
is well spent. One of the questions Dani and Jacki should consider in choosing segments to target is:
a. Will the segment be profitable enough?
b. How many other smoothie shops in Collegetown, USA are targeting this segment?
c. How many consumers drink smoothies?
d. What do competitors charge for their products?
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58. What is product positioning done through?
a. segmentation
b. the 4Ps
c. product features
d. STP
59. Jerome is ranking the desirability of segments. Which of the following marketing activities is he
performing?
a. segmentation
b. targeting
c. positioning
d. collaborating
60. Peter and Piper are working on the 4Ps section of their marketing plan. Which of the following activities are
they performing?
a. discussing the competition
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c. creating coupons for new customers
d. identifying their strengths and weaknesses
61. A CEO says, “I believe that a focus on this customer base fits with our strategic corporate goals.” What is he
talking about?
a. segmenting
b. targeting
c. positioning
d. leading
62. Segmentation should be based on
a. data.
b. opinions.
c. laws.
d. a vote.
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63. Cluster analysis helps us with which of the following?
a. segmentation
b. targeting
c. positioning
d. the 4Ps
64. To perform this task, Jerrilyn needs to understand the differences among current customers, non-users, and
ideal customers. What task is she performing?
a. segmenting
b. targeting
c. positioning
d. collaborating
65. In __________, Connor must consider if the segment can be profitable enough for his business to succeed.
a. segmenting
b. targeting
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d. competing
66. Good Stuff, Inc. sets high prices for its products and distributes to the small number of customers who are
willing to pay the price for Good Stuff's products. Which of the following activities does this describe?
a. segmenting
b. positioning
c. competing
d. collaborating
67. Megan is writing a marketing plan and is trying to communicate that her company has the benefits that the
target market will value. She is working on which section of the marketing plan?
a. segmenting
b. targeting
c. positioning
d. pricing
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68. Your company segments customers by gender, age, education, and income. In your marketing plan, you
should specify that your company bases its segmentation on __________ factors.
a. demographic
b. geographic
c. psychological
d. behavioral
69. Lin worries about delivering his frozen nutritious treats to his customers. He wants to form relationships
with local delivery companies that can deliver his products and keep them from melting before they reach his
customers' freezers. Which of the following is Lin thinking about?
a. context
b. promotion
c. positioning
d. collaborators
70. Which of the following is NOT a benefit of greater precision in your marketing plan?
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b. increased number of customers
c. increased accuracy of estimates of expenses
d. fewer weaknesses in the plan
71. "Will we use more pull or push?" is a question about
a. product.
b. price.
c. promotion.
d. place.
72. “Are we high-end or basic?” is a question about
a. products.
b. price.
c. promotions.
d. people.
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73. “What are our brand associations?” is a question about
a. products.
b. price.
c. promotions.
d. people.
74. Jenna’s beauty salon is thinking about offering occasional discounts for regular customers. Jenna is
considering which of the 4Ps?
a. product
b. price
c. place
d. promotion
75. Camille has started a photography business and is trying to decide between working toward mass exposure
or a more exclusive appeal. She is thinking about which of the 4Ps?
a. product
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c. place
d. promotion
76. Debbie owns a gift shop and is trying to decide what her advertising goals are. This is a question about
which of the 4Ps?
a. product
b. price
c. place
d. promotion
77. Deciding on your ideal distribution system relates to which of the 4Ps?
a. product
b. price
c. place
d. promotion
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78. As we consider the 4Ps as they relate to our marketing plan, we should
a. set a high price to ensure profitability
b. stop researching
c. test the mix
d. balance the components
79. Alayna is starting to write the product section of her marketing plan and wants to say that she offers several
product lines that can vary in breadth and depth. It could be helpful for her to describe this as a
a. product mix.
b. marketing mix.
c. collection.
d. brand.
80. Marketing plans are often viewed as
a. workbooks.
b. carved in stone.
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d. promotional tools.
81. Briefly outline the main sections of a marketing plan.
82. A situation analysis includes a discussion of customers. What should be included here?
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83. A situation analysis includes a discussion of context. What should be included here?
84. A situation analysis includes a discussion of the company. What should be included here?
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85. What information should be included in the segmentation section of a marketing plan?
86. What information should be included in the targeting section of a marketing plan?
87. What price considerations should be included in a marketing plan?
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88. What promotion considerations should be included in a marketing plan?
89. What product considerations should be included in a marketing plan?
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90. What place considerations should be included in a marketing plan?

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