GB 350 1-6.2 Exam Questions and
Answers
The Dyrt offers a campground-finder app for avid campers. The company focuses on
determining and optimizing what app features matter the most to their users. In
addition, the founder, Sarah Smith, offers $400 bonuses per quarter to any employee
who uses the app and provides a field report with recommendations for optimizing
the user experience. What kind of orientation/philosophy does The Dyrt have? -
ANSWER-MARKET OREANTAION
Jane purchases a coat that is 30% off on sale at a local clothing retailer, that
promotes a 30-day return policy. When she gets home and tries the coat on with her
other clothes, Jane realizes that she does not really like the fit. She takes the coat
back to the retailer, but the customer service employee says that the 30-day return
policy does not apply to sale items. Jane is furious that this information was not
provided to her at the time of purchase. What condition for exchange did the retailer
not meet - ANSWER-Terms of the exchange are appropriately communicated and
received by each party
Which of the following is an overall goal of marketing, according to the lectures?
Please select all that apply (4 points for this question) - ANSWER-meet
organizational objectives and create value
Post Up is a company that sells personalized stationery and thank-you notes. Post
Up emails customers with accounts to announce a new product in the company's
lineup: self-inking return address stamps. By letting existing customers know about a
new product that they might like, Post Up is seeking to optimize which customer
process? - ANSWER-EXPANSION
Many Amazon sellers offer two different ways for customers to purchase products: a
one-time purchase or a monthly subscription at a discounted rate. What customer
stage would the subscription option be seeking to optimize? - ANSWER-
RETENTION
Which of the following is a characteristic of strategic business units (SBUs) -
ANSWER-Plans independent of the other S B U s in the total organization
Which of the following is part of the Implementation stage of the marketing plan -
ANSWER-GAINING ACCEPTANCE FROM THOSE INVOLVED
A landscaping company offers three different categories of service: landscape
design, monthly lawn maintenance, and drainage systems. The owner uses three
versions of advertisements that each focus on one particular category, because the
owner realizes that any one customer is likely not looking for all three. The
landscaping company is using a(n) __________________ targeting strategy. -
ANSWER-Differentiated/multi segment
, Pet Shed is a pet grooming business that offers a loyalty program to its customers.
Program members earn points toward a free grooming service for each completed
transaction. After 6 grooming transactions are completed, the member has enough
points for a free grooming service as long as the service is redeemed within the next
3 months. The loyalty program goal is to encourage existing customers to buy more
of the company's existing grooming services. Based on this scenario, Pet Shed is
engaging in which strategy from Ansoff's Opportunity Matrix? - ANSWER-market
penetration
When conducting a SWOT/situation analysis, marketers should consider
___________, which are __________ factors that can influence marketing strategy. -
ANSWER-oppertunites ; external
Anheuser-Busch, maker of Budweiser and other beer brands, developed a zero-carb
beer named Next, which is aimed at younger, health-conscious beer drinkers. These
customers already drink Anheuser-Busch brands but expressed an interest in a
"healthier" option. Which type of innovation does this scenario describe? - ANSWER-
ajacent
Companies usually earn niche competitive advantages when competitors see a lot of
value in entering the market - ANSWER-false
Strategic planning is typically only required when the company wants to design a
new product - ANSWER-false
according to the BCG Matrix, brand/SBUs with low market share dominance and low
growth are known as - ANSWER-dogs
A local pet products store partners with the Humane Society for a fundraising
campaign. For 2 months, the store will donate 5% of all sales proceeds to the
Humane Society. This is an example of _____ - ANSWER-cause realted marketing
Benefit Corporations allow businesses to... - ANSWER-Balance economic goals with
environmental and/or social goals.
Companies should avoid self-regulating unless federal law requires them to. -
ANSWER-false
According to the lectures, which of the following best reflect conscious
consumerism? - ANSWER-A consumer buys a pair of shoes from Tom's, a company
that donates a pair of shoes to people in need for every purchase.
_____________ proposes that businesses who engage in socially responsible
marketing practices will outperform their competitors that do not. - ANSWER-
sustainability theory
Which of the following would BEST represent a breach of the Foreign Corrupt
Practices Act? - ANSWER-A U.S based company pays an entry fee to froeign
government officials in exchange for access to a foreign market.
Answers
The Dyrt offers a campground-finder app for avid campers. The company focuses on
determining and optimizing what app features matter the most to their users. In
addition, the founder, Sarah Smith, offers $400 bonuses per quarter to any employee
who uses the app and provides a field report with recommendations for optimizing
the user experience. What kind of orientation/philosophy does The Dyrt have? -
ANSWER-MARKET OREANTAION
Jane purchases a coat that is 30% off on sale at a local clothing retailer, that
promotes a 30-day return policy. When she gets home and tries the coat on with her
other clothes, Jane realizes that she does not really like the fit. She takes the coat
back to the retailer, but the customer service employee says that the 30-day return
policy does not apply to sale items. Jane is furious that this information was not
provided to her at the time of purchase. What condition for exchange did the retailer
not meet - ANSWER-Terms of the exchange are appropriately communicated and
received by each party
Which of the following is an overall goal of marketing, according to the lectures?
Please select all that apply (4 points for this question) - ANSWER-meet
organizational objectives and create value
Post Up is a company that sells personalized stationery and thank-you notes. Post
Up emails customers with accounts to announce a new product in the company's
lineup: self-inking return address stamps. By letting existing customers know about a
new product that they might like, Post Up is seeking to optimize which customer
process? - ANSWER-EXPANSION
Many Amazon sellers offer two different ways for customers to purchase products: a
one-time purchase or a monthly subscription at a discounted rate. What customer
stage would the subscription option be seeking to optimize? - ANSWER-
RETENTION
Which of the following is a characteristic of strategic business units (SBUs) -
ANSWER-Plans independent of the other S B U s in the total organization
Which of the following is part of the Implementation stage of the marketing plan -
ANSWER-GAINING ACCEPTANCE FROM THOSE INVOLVED
A landscaping company offers three different categories of service: landscape
design, monthly lawn maintenance, and drainage systems. The owner uses three
versions of advertisements that each focus on one particular category, because the
owner realizes that any one customer is likely not looking for all three. The
landscaping company is using a(n) __________________ targeting strategy. -
ANSWER-Differentiated/multi segment
, Pet Shed is a pet grooming business that offers a loyalty program to its customers.
Program members earn points toward a free grooming service for each completed
transaction. After 6 grooming transactions are completed, the member has enough
points for a free grooming service as long as the service is redeemed within the next
3 months. The loyalty program goal is to encourage existing customers to buy more
of the company's existing grooming services. Based on this scenario, Pet Shed is
engaging in which strategy from Ansoff's Opportunity Matrix? - ANSWER-market
penetration
When conducting a SWOT/situation analysis, marketers should consider
___________, which are __________ factors that can influence marketing strategy. -
ANSWER-oppertunites ; external
Anheuser-Busch, maker of Budweiser and other beer brands, developed a zero-carb
beer named Next, which is aimed at younger, health-conscious beer drinkers. These
customers already drink Anheuser-Busch brands but expressed an interest in a
"healthier" option. Which type of innovation does this scenario describe? - ANSWER-
ajacent
Companies usually earn niche competitive advantages when competitors see a lot of
value in entering the market - ANSWER-false
Strategic planning is typically only required when the company wants to design a
new product - ANSWER-false
according to the BCG Matrix, brand/SBUs with low market share dominance and low
growth are known as - ANSWER-dogs
A local pet products store partners with the Humane Society for a fundraising
campaign. For 2 months, the store will donate 5% of all sales proceeds to the
Humane Society. This is an example of _____ - ANSWER-cause realted marketing
Benefit Corporations allow businesses to... - ANSWER-Balance economic goals with
environmental and/or social goals.
Companies should avoid self-regulating unless federal law requires them to. -
ANSWER-false
According to the lectures, which of the following best reflect conscious
consumerism? - ANSWER-A consumer buys a pair of shoes from Tom's, a company
that donates a pair of shoes to people in need for every purchase.
_____________ proposes that businesses who engage in socially responsible
marketing practices will outperform their competitors that do not. - ANSWER-
sustainability theory
Which of the following would BEST represent a breach of the Foreign Corrupt
Practices Act? - ANSWER-A U.S based company pays an entry fee to froeign
government officials in exchange for access to a foreign market.
