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WorksheetsMP Unit 1 Quiz - Spring 21
Total questions: 20
Worksheet time: 20mins
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
Bianca has been working on a new marketing plan for her consulting business. Ultimately, what should her most important marketing goal be?
to minimize the focus on a product
to change consumers’ minds about products
to build long-term relationships with customers
to make sure that consumers focus on products, not companies
Bianca has been working on a new marketing plan for her consulting business. Ultimately, what should her most important marketing goal be?
to minimize the focus on a product
to change consumers’ minds about products
to build long-term relationships with customers
to make sure that consumers focus on products, not companies
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 buys products
someone who visits weekly and spends a moderate amount of money
someone who comes in occasionally and complains about the business
Why should businesses pursue repeat customers?
They will spend the most over time.
They care the least about customer service.
They do not require further marketing efforts.
They are most likely to review the business on social media.
How does marketing shape the products that businesses provide?
Marketing defines the requirements for a given product.
Marketing requires that businesses interact with consumers.
Marketing is only possible after the product is fully developed.
Marketing helps businesses determine what customers will want in the future.
Which of these is an example of the relationship between a product and society?
creating a national minimum wage
using recycled material in packaging
considering products that were used decades ago
following all of the regulations that relate to the product
When a business such as Starbucks creates a new need in society, who else benefits?
businesses that fill other needs
those who open similar businesses
suppliers when demand decreases as a result
consumers who are willing to pay increasingly high prices
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.
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.
On average, how many potential customers does one unhappy customer negatively influence?
7
11
16
30
Under what circumstances should a company increase its marketing budget?
when more competition comes into the area
when promotions through social media are particularly effective
if a lot of money has been spent on marketing with few visible results
if customers constantly comment about noticing marketing efforts
If a marketing effort causes customers to try the business once but they do not return, has it successfully demonstrated the marketing concept?
Yes. New customers are the most profitable.
No. Long-term customers are the goal of marketing.
Yes. Any increase in business is likely due to marketing.
No. The success of the marketing concept cannot be measured by profits
A taco stand will be expanding in an area by opening several inexpensive Mexican restaurants. Before opening, the owner comes up with specific steps to develop a marketing strategy. Which function of marketing is this?
marketing plan
channel management
product/service management
marketing information management
The marketing for a printer emphasizes its value, durability, and the low cost of replacement ink cartridges. What kind of buying decision does this strategy support?
impulse
routine
limited
extensive
Why are internal influences particularly challenging for marketers?
They usually depend on most recent trends.
They are often tied to major economic shifts.
The marketer might not be fully of aware of them.
They rarely change because company culture tends to be consistent.
Which of these is an example of how competition changes marketing?
New environmental regulations change a manufacturing process.
A new manager comes in and wants to try a new marketing strategy.
A competitor adds a new feature that consumers will expect on all products.
Research indicates that there are additional services that existing customers want.
A gas station has to dramatically raise prices due to a sudden change in the oil market. This is an example of which kind of influence?
internal
external
situational
circumstantial
Why does establishing B2B marketing relationships often take longer than B2C marketing?
B2B marketing designed to sell products to other businesses.
B2C marketing does not usually require building relationships.
B2C marketing has to consider four distinct decision-making processes.
B2B marketing usually requires meeting with several people within a company.
Gerber’s attempt to sell baby food in Africa failed because the marketers did not consider which function of marketing?
selling
marketing
marketing plan
market information management
