Principles 1B Unit 1 Quiz

Which is the most plausible reason that the energy industry spends the least on marketing?

• There is little competition among energy providers.

• Most energy companies are legally prohibited from marketing.

• Standards for customer service are different in the energy industry.

• There is a very small market for energy so little marketing is needed.

How can a customer's negative experience be an opportunity for marketing?

• It is not -businesses should ignore unhappy customers

• The business can explain why the customer is wrong to be upset

• Marketing efforts are designed with the dissatisfied customer in mind.

• A successful resolution of the problem can keep the customer a fan of the business.

Which industry is likely to spend the most on marketing?

• fast food

• electricity

• train travel

• nursing services

A car manufacturer notices that customers are increasingly buying its most fuel-efficient models. At the same time, its top two luxury models also make up significant sales. What might the marketing department recommend fo the next year's line-up?

• a larger luxury car

• a fuel-efficient luxury car

• a strict focus on fuel-efficient cars

• a truck that will attract different customers

Which is the best interpretation of the saying "The customer is always right"?

• Businesses are often wrong

• Businesses must serve all customers

• Businesses should do their best to satisfy customers

• Businesses always need to do what customers demand

Simone owns a women's clothing boutique. Who is most likely to be her ideal customer?

• someone who came in once but spent a great deal of money

• someone who comes in frequently but rarely actually busy products

• someone who visits weekly and spends a moderate amount of money

• someone who comes in occasionally and complains about the business

How can marketing help businesses benefit society?

• by conducting research about what sells

• by creating a lot of needs and therefore shortages

• by sharing consumer tastes to increase profitablility

• by pushing businesses to develop products that fill social needs

Julio wants to open a sporting goods store. Which is a good first step for marketing the business?

• accepting cash from a customer purchasing a product

• holding regular staff meetings to go over employee benefits

• hiring an attorney to review all contracts associated with the business

• researching the most likely customers and how to reach them

How can a business tell if marketing efforts are working?

• It will see an increase in sales

• Much of the budget goes ot marketing

• All departments will focus on marketing

• Customers will not notice marketing efforts

A car manufacturer notices that customers are increasingly buying its most fuel-efficient models. At the same time, its top two luxury models also account for a significant number of sales. How could this information about the market help the manufacturer develop future models?

• it suggests that consumers are only interested in fuel-efficient vehicles

• it indicates that value is what customers are looking for in cars

• it tells the manufacturer the qualities that consumers are looking for

• it indicates that luxury models should be the primary focus of future marketing efforts