MARKETING QUIZ 1 - SECTION 2

Rising inflation in Turkey reduces consumer disposable income. What should a mid-market fashion retailer MOST focus on?

• Premium line extension

• Discount-focused positioning

• Celebrity endorsements

• Expanding into rural outlets

Although it might seem that the market leader has the most going for it, challengers often have what some strategists call a(n) _______. The challenger observes what has made the leader successful and improves upon it.

• marketing myopia

• second-mover advantage

• absolute advantage

• blue ocean strategy

• red ocean strategy

Which orientation is most likely to lead to “marketing myopia,” as defined by Theodore Levitt?

• Societal Orientation

• Product Orientation

• Sales Orientation

• Holistic Orientation

Lovelies is the leading workout and fitness center for women. The regional chain of gyms has traditionally catered to women aged 40 and older who are interested in strength and cardiovascular training. Lovelies has recently begun promotions to bring younger women into its gyms. This is an example of how the market leader _______.

• competes with mature products

• changes its product line

• develops new rules

• develops new users

• increases competition

Which orientation would most likely dominate in an economy with chronic shortages and unsatisfied basic needs (e.g., post-war era)?

• Sales Orientation

• Production Orientation

• Market Orientation

• Societal Orientation

If a company has a valuable, rare, and inimitable resource, but it is not organized to capture value, the firm achieves:

• Sustained competitive advantage

• Temporary competitive advantage

• Competitive disadvantage

• Unused competitive potential

Which statement best defines Millennials as consumers?

• Price-driven only, with little concern for brand values

• Tech-comfortable, value experiences over possessions, care about social impact

• Avoid online shopping, prefer physical stores

• Reject digital payment methods, prefer cash

Nestlé aggressively promoted infant formula in developing countries despite concerns about health risks when clean water was not available, drawing global backlash. Which orientation dominated (and caused the problem)?

• Sales Orientation

• Societal Marketing Orientation

• Production Orientation

• Marketing Orientation

Which of these trends is NOT one of the major trends shaping marketing?

• Rapid globalization

• Explosive growth in digital technology

• Growth of not-for-profit marketing

• Renewed focus on selling

• Sustainable marketing

Temporary competitive advantage can be turned into sustained advantage if organizational systems improve.

• True

• False