MKT 101 Quiz 1 Questions and Answers

MKT 101 Quiz 1 Questions and Answers Marketing and consumer behavior stem from the ________, which maintains that the essence of marketing is satisfying consumers' needs, creating value and retaining customers. A) production concept B) marketing concept C) product concept D) societal concept E) selling concept 2) The process and tools used to study consumer behavior are characterized by the term ________. 2) _______ A) marketing communication B) consumer complexes C) data analysis D) consumer research E) data collection 3) Successful positioning focuses on communicating the ________. 3) _______ A) competing offerings that are available B) product instructions for use C) segments that the company views as prospective customers D) distinct benefits that the product provides E) retail shelf space the product should occupy 4) Those in favor of socially responsible marketing call on marketers to adopt the societal marketing concept, which requires marketers to ________. 4) _______ A) minimize production costs in order to offer the product at the lowest price possible B) fulfill the needs of the target audience in ways that improve society as a whole, while fulfilling the objectives of the organization C) lobby for government regulation of their industries D) track customer preferences via the Internet to improve customer research databases E) aggressively market all products to all segments of society 5) As consumers spend more time online and have more technological tools that enable them to avoid exposure to TV ads, marketers are ________. 5) _______ A) buying more air time in an attempt to crowd out their competitors' advertisements B) investing in flashier television advertisements to attract attention to themselves C) shifting dollars from traditional display advertising to sites like Facebook that can deliver huge audiences D) blocking out any mention of brand names during regular programming E) lobbying for legislation that will prohibit the sale of devices that allow consumers to avoid advertising on the basis that such devices are anti-competitive 6) When Samsung incorporated twitter comments about the iPhone into its advertising pitch, it was taking advantage of which facet of the interactive exchange? 6) _______ A) consumer-generated content B) the ability to get instant reactions to marketers' messages C) technological innovations D) one-way communications E) scanner panel data 7) ________ is defined as the ratio between the customer's perceived benefits and the resources used to obtain those benefits. 7) _______ A) Customer relationship management B) Customer satisfaction C) Consumer decision making