Q: A customer _____ is any occasion on which a customer encounters the brand and product-from actual experience to
personal or mass communications to casual observation
A: touch point
Q: An unintended effect of business legislation is ____
A: slowing economic growth
Q: A social definition of marketing says ____
A: marketing is the process by which individuals and groups obtain what they need and want through creating, off ering,
and freely exchanging products and services of value with others
Q: Linda was buying all her groceries from Cold Storage supermarket for the past 5 years. She recently came across Jason's Convenience Store, another supermarket just a few kilometres away from her home and started buying her groceries from them. Linda can be best described as
A: a shifting loyal
Q: The marketing manager needs to know the cost of the research project before approving it. During which stage of the
marketing research process would such a consideration most likely take place?
A: Step 2-developing the research plan
Q: _____ recognises the need to integrate environmental issues into the firm's strategic plans.
A: Corporate environmentalism
Q: Regardless of the type of segmentation scheme used, the key is adjusting the marketing programme to recognise _____
A: customer differences
Q: Brand personality analysts identified the popular music channel MTV as daring, spinted, and highly imaginative. As per
Jennifer Aaker's research, which of the following brand personality traits best suits MTV
A: excitement
Q: The ultimate outcome of relationship marketing is a unique company asset called the—— , consisting of the company
and its supporting stakeholders
A: marketing network
Q: _____ is the study of how individuals, groups, and organisations select. Buy, use, and dispose of goods, services, idea
or experiences to satisfy their needs and wants.
A: Consumer behaviour
Q: Cell phone manufacturer LZT has to choose between two options for sourcing parts: Japan-based Keiko Inc. And U.S.-
based Global Tech. How can Keiko reduce the total customer cost for LZT?
A: absorbing some risk by offering a warranty
Q: _____ can be summarized as the development, design. And implementation of marketing programmes, processes, and
activities that recognises the breadth and interdependencies of their effects.
A: Holistic marketing
Q: Examine the following and select which would be the best illustration of a subculture
A: a religion
Q: Because of its flexibility, —— are the most common technique of collecting primary data
A: questionnaires
Q: At the top of Maslow's hierarchy of needs (shown as a pyramid in the text) are ________ needs.
A: self-actualization
personal or mass communications to casual observation
A: touch point
Q: An unintended effect of business legislation is ____
A: slowing economic growth
Q: A social definition of marketing says ____
A: marketing is the process by which individuals and groups obtain what they need and want through creating, off ering,
and freely exchanging products and services of value with others
Q: Linda was buying all her groceries from Cold Storage supermarket for the past 5 years. She recently came across Jason's Convenience Store, another supermarket just a few kilometres away from her home and started buying her groceries from them. Linda can be best described as
A: a shifting loyal
Q: The marketing manager needs to know the cost of the research project before approving it. During which stage of the
marketing research process would such a consideration most likely take place?
A: Step 2-developing the research plan
Q: _____ recognises the need to integrate environmental issues into the firm's strategic plans.
A: Corporate environmentalism
Q: Regardless of the type of segmentation scheme used, the key is adjusting the marketing programme to recognise _____
A: customer differences
Q: Brand personality analysts identified the popular music channel MTV as daring, spinted, and highly imaginative. As per
Jennifer Aaker's research, which of the following brand personality traits best suits MTV
A: excitement
Q: The ultimate outcome of relationship marketing is a unique company asset called the—— , consisting of the company
and its supporting stakeholders
A: marketing network
Q: _____ is the study of how individuals, groups, and organisations select. Buy, use, and dispose of goods, services, idea
or experiences to satisfy their needs and wants.
A: Consumer behaviour
Q: Cell phone manufacturer LZT has to choose between two options for sourcing parts: Japan-based Keiko Inc. And U.S.-
based Global Tech. How can Keiko reduce the total customer cost for LZT?
A: absorbing some risk by offering a warranty
Q: _____ can be summarized as the development, design. And implementation of marketing programmes, processes, and
activities that recognises the breadth and interdependencies of their effects.
A: Holistic marketing
Q: Examine the following and select which would be the best illustration of a subculture
A: a religion
Q: Because of its flexibility, —— are the most common technique of collecting primary data
A: questionnaires
Q: At the top of Maslow's hierarchy of needs (shown as a pyramid in the text) are ________ needs.
A: self-actualization
Q: If a marketing manager segments the market into culture-oriented, sports-oriented, or outdoor-oriented groups, he or she is segmenting on the basis of _____
A: psychographic lifestyle
Q: Primary data can be collected in several ways. Installing CCTV cameras in a retail store whereby consumers' actions can be recorded is an example of _____
A: observational research
Q: ____ can be explained as a deeply held commitment to
rebuy or repatronise a preferred product or service in the future despite situational influences and marketing efforts having the potential to cause switching behaviour.
A: Loyalty
Q: Marriage, childbirth, and divorce constitute the _____ that shape the consumption pattern of individuals.
A: critical life events
Q: Which of the following can a company do to reduce defection?
A: Distinguish the causes of customer attrition and identify those that can be managed better.
RESULTS: 100/100
