Strategic Marketing

MASY-1 GC 1230 Strategic Marketing Mini Quiz 2, Fall ’21

Student Name and Date: _______________________________________________________________________________________

Instructions : As with your previous assignment, this quiz consists of a combination of multiple choice and short answer questions. Please note that, versus Mini Quiz 1, the point values for both the multiple choice and short answer questions have changed.

Type your name and the date above. As shown in class on Wednesday, for each multiple-choice question please do two things: (1) highlight (in color) the letter and response that you think best answers the question; and (2) type the letter of the response that you are selecting on the line provided for each question. For each short answer question, type your answers in the space provided.

Be sure to read the questions carefully, and to answer them completely. Good Luck!!

Multiple Choice Questions: 6 points each

1) The Fromm Company operates in the highly competitive dog food market. The firm aims to obtain early warnings of opportunities and threats caused by the actions of other firms that are doing well in the industry. Which of the following sources would best serve Fromm’s purpose? __________

A) sales data from exclusive Fromm dog food retailers

B) archival data on company performance

C) research on demographics of its existing customers

D) marketing intelligence on leading dog food brands

E) internal survey on employee performance

2) A natural haircare company’s ads feature Mickey Guyton, a crossover country/R&B music artist. Sulfate-free shampoo sales for the company have increased significantly among her fans. From the fans’ viewpoint, Mickey is a __________.

A) membership group

B) reference group

C) laggard

D) subculture

E) late-majority adopter

3) The Brooklyn Nets are planning to build a new practice facility that would require the partial acquisition of a nearby public park. Prospect Unite, a local park enthusiast group, challenges the plan citing environmental destruction. In response to the demands of Prospect Unite, The Brooklyn Nets promise to build a huge park-like walkway around the facility. Prospect Unite is an example of a(n) __________ in this scenario.

A) financial public

B) government public

C) media public

D) internal public

E) citizen-action public

4) Hallmark’s classic slogan “When you care enough to send the very best” appeals to which need category in Maslow’s hierarchy? __________

A) physiological

B) esteem

C) social

D) self-actualization

E) safety

5) Which of the following is considered to be part of a company’s marketing microenvironment?

__________

A) building close relationships with its extensive network of suppliers

B) a set of laws that require the company to scale down its telemarketing calls to customers

C) a changing demographic picture that requires the firm to make product adaptations

D) a new technology that would ensure significant cost-cutting if implemented in the firm

E) a set of environmental sustainability laws that significantly impact the company’s production processes

6) Izzy and Liv, an online boutique plans to launch a new casual clothing line. For this purpose, the firm first conducts a survey to understand its target audience and identify the demographics of potential buyers. It then conducts experimental research to test whether customers associate discounted prices with lower product quality. Which types of research has the boutique employed in this case? __________

A) exploratory followed by causal

B) descriptive followed by causal

C) descriptive followed by exploratory

D) exploratory followed by descriptive

E) causal followed by descriptive

7) Secure is a financial services and insurance company. The company’s most profitable division is one that sells the Secure Future Plan. The Secure Future Plan targets customers who are entering retirement and want long-term savings so they can remain financially independent in the later years of their life. The marketing team at Secure has most likely targeted the plan to __________.

A) Millennials

B) Silent Generation

C) Generation Xers

D) Generation Zers

E) Baby Boomers

8) Corning produces Gorilla Glass screens that are used in the production of laptops, tablets, and smartphones. Corning promotes its product to final consumers to increase business demand for digital devices made with the specialized, toughened glass. This illustrates __________.

A) types of decisions

B) market structure

C) derived demand

D) the decision process

E) nature of the buying unit

9) The marketing manager of DeCamp Bus Lines has noticed a sharp decrease in ridership over the last two months. The manager decides to conduct marketing research to identify potential causes for the drop in riders. Which of the following should the manager do first? __________

A) develop a research plan

B) determine a research approach

C) select a research agency to collect data

D) define the problem and objectives

E) conduct exploratory and descriptive research

10) Vtech, a kids’ electronics company has decided to work with a children’s charity foundation that helps feed and educate children in poor countries. Vtech has decided that a percentage of revenue from every kids’ electronic device it sells this year will go to the charity. Their line of devices will be marketed this year by conveying this message to customers. Which of the following marketing techniques describes Vtech’s association with the children’s charity foundation? __________

A) cause-related marketing

B) joint venture marketing

C) niche marketing

D) green marketing

E) test marketing

11) Wellmont Cosmetics decides to launch a cream with a claim that it makes skin “nine times smoother.” The claim is based on a study of 30 respondents who used products of other brands as well. However, a second study on a larger sample reveals only a mild correlation between the use of the cream and smoother skin. In these circumstances, which of the following is the most ethical approach that Wellmont Cosmetics can follow? __________

A) It should market the product as planned with the promotional line of “nine times smoother.”

B) It should modify the results of the study to depict a strong correlation.

C) It should report the result as it is, or improve the product to match its claim.

D) It can continue to claim a high correlation and add a tag line saying “results may vary.”

E) It should feature a testimonial from a satisfied user in an advertisement to support its claim.

12) Bertram thought he had received the best deal on his leaf blower. Shortly after the purchase, Bertram started to notice certain disadvantages of his new leaf blower, as he learned more about other leaf blowers available in the same price range. Bertram is in which of the following stages of the buyer decision process? __________

A) purchase decision

B) need recognition

C) alternate evaluation

D) information search

E) post purchase behavior