1. Which of the following are factors that can impact the consumers " information search process?
a- Locus of control
b- Perceived benefit vs. perceived cost of the search
c- Actual or perceived risk
d- All of the above
e- None of the above
2. Which of the following is not one of the segmentation methods discussed in the STP process?
a- Geodemographic Segmentation
b- Psychographic Segmentation
c- Behavioral Segmentation
d- Heuristic Segmentation
e- Benefit Segmentation
3. During the planning phase of the marketing plan, a firm conducts a situation analysis to assess the strengths, weaknesses, opportunities and threats of a firm. which one of the following statements is true?
a- Strength are determined by assessing the positive internal environment.
b- Weaknesses are determined by assessing the negative internal environment.
c- Opportunities determined by assessing the positive internal environment.
d- Threats determined by assessing the negative internal environment.
e- Both A&B are true.
4. Marketing important both within and outside the firm because?
a- Marketing expands a firm’s global presence
b- Marketing is pervasive across Marketing Channel Members
c- Marketing enriches society
d- Marketing can be entrepreneurial
e- All of the above.
5. Which of the following best describe four frequently used targeting strategies?
a- Benefit, geographic, psychographic, and behavioral
b- Substantial, identifiable, reachable, and permeable.
c- Differentiated, concentrated, one to one, and mass marketing
d- AIDA: advertising, information, do and agree
e- Undifferentiated, one-to-one, mass marketing, and micromarketing.
6. Marketers must consider macro environmental factors when they make decision. Which of following BEST describes the macro-environmental factors that operate in the external environment?
a- STP (Segmentation, Targeting, Positioning)
b- The 4 P’S
c- Company, competition, and Corporate Partners
d- Strengths, Weaknesses, Opportunities, and threats
e- None of these.
7. The consumer decision process can be influenced by several factors. which of the following is not one of the four factors that we identified in our textbook and class discussion?
a- Segmentation Factors
b- Situational Factors
c- Psychological Factors
d- Social Factors
e- The Marketing Mix
8. Nike recognizes that there are many different types of people that wear shoes, and for many different reasons. in an attempt to capture a larger share of the market, nike targets several markets, with a different offering for each. the targeting strategy Nike is using in this example is
a- Mass Marketing
b- Micro Marketing
c- Differentiated
d- Concentrated
e- Perceptual Mapping
9. Issac is looking for ways to offer new products and services to his existing customers. He is pursuing a diversification strategy.
a- True
b- False
10. When analyzing their portfolio of products using a tool such as the BCG Matrix, in what phase of the strategic marketing process is an organization presently engaged?
a- Planning
b- Implementation
c- Control
d- Segmentation
e- Both A&D