Chapter 11

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Western Governors University *

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C201

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Business

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Jan 9, 2024

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docx

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Uploaded by DrValorSeal65

Chapter 11 – Competitive Marketing Quiz 1. End-use Segmentation focuses on the precise way a business-to-business purchaser will use a product. 2) The marketing function creates all of the following types of utility EXCEPT which utility? Form 3) As the result of a hurricane heading toward the coastal area of Virginia, residents rushed to purchase plywood to cover their windows. Retailers who carried plywood were operating in a seller’s market 4) Branding expert David Armano started The Daniela Project in which he requested the users of Critical Mass, a digital experience design agency, to help support women who have been victims of domestic abuse. The Daniela Project is an example of _____ marketing. c) cause 5) The Tour of Hope is a cross-country bike tour designed to raise awareness about cancer clinical trials. Dasani bottled water is one of the sponsors, which enables the company to utilize _____ marketing. b) event 6) A business aims its promotions toward singles between the ages of 25 and 40 who reside in a specific county. The business has _____. d) selected a target market 7) A Lenovo laptop with an i5 processor would be an example of a) cobranding . 8) When McDonald’s offered Madame Alexander gifts in its Happy Meals, both companies profited from the _____ arrangement. a) comarketing 9) The use of computer-based technology to evaluate data in a database and identify useful trends is known as _____. c) data mining 10) An example of _____ is the use of the slogan “No one deserves to die” by the Lung Cancer Alliance. c) cause marketing 11) Juan owns a store that sells lampshades. The process of receiving money in return for lamp shades is _____. c) exchange 12) Suman works on creating ways to ensure that customers receive goods at the right time and correct location. Suman is involved in her firm's _____ strategy. c) distribution 13) Amazon.com keeps track of goods its customers have ordered. When a returning customer logs onto Amazon.com, the site creates a list of recommendations based on the customer's purchasing history. Amazon is segmenting the market by a) product . 14) What do frequency marketing programs reward purchasers with? ( Choose four ). a) services

b) cash c) merchandise d) rebates e) other premiums 15) A convenience store offers _____ utility by being open 24 hours each day. c) time 16) The era in marketing history characterized by the notion that the consumer is king is known as the ________ era. b) marketing 17) _______ allows marketers to assess competitive, social, economic, technological, and political environments that may impact business, and consequently, marketing decisions. a) Environmental scanning 18) All of the following is included in a company’s marketing plan EXCEPT a) information about specific activities to be undertaken. b) the audience to whom specified activities are targeted. c ) the social causes to which the company contributes . d) metrics used to measure goals. 19) Which of the following marketing decision areas may be subject to government regulation and public scrutiny but can be a powerful competitive tool for a business? c) Pricing Strategy 20) Color master Corp. has implemented _____ so that its customers can choose their own fabric, style, individual features, and size. d) mass customization

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