1. Αρχές Μάρκετινγκ QUIZ 09/11/2015

2. GENERAL CONCEPT QUESTIONS

3. Marketing management is ________. 1.managing the marketing process 2.monitoring the profitability of the company’s products and services 3.selecting target markets 4.developing marketing strategies to move the company forward 5.the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value

4. Marketing management is ________. 1.managing the marketing process 2.monitoring the profitability of the company’s products and services 3.selecting target markets 4.developing marketing strategies to move the company forward 5.the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value

5. A ________ is someone seeking a response (attention, a purchase, a vote, a donation) from another party, called the ________. 1.salesperson; customer 2.fund-raiser; contributor 3.politician; voter 4.marketer; prospect 5.celebrity; audience

6. A ________ is someone seeking a response (attention, a purchase, a vote, a donation) from another party, called the ________. 1.salesperson; customer 2.fund-raiser; contributor 3.politician; voter 4.marketer; prospect 5.celebrity; audience

7. ________ reflects a customer’s judgment of a product’s performance in relation to his or her expectations. 1.Loyalty 2.Satisfaction 3.Value 4.Expectations 5.Comparison shopping

8. ________ reflects a customer’s judgment of a product’s performance in relation to his or her expectations. 1.Loyalty 2.Satisfaction 3.Value 4.Expectations 5.Comparison shopping

9. ________ consists of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers. 1.A marketing information system 2.A marketing research system 3.A marketing intelligence system 4.A promotional campaign 5.A marketing database

10. ________ consists of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers. 1.A marketing information system 2.A marketing research system 3.A marketing intelligence system 4.A promotional campaign 5.A marketing database

11. The ________ environment consists of laws, government agencies, and pressure groups that influence and limit various organizations and individuals. 1.natural 2.technological 3.social-cultural 4.economic 5.political-legal

12. The ________ environment consists of laws, government agencies, and pressure groups that influence and limit various organizations and individuals. 1.natural 2.technological 3.social-cultural 4.economic 5.political-legal

13. ________ is the systematic design, collection, analysis, and reporting of data and findings relevant to a specific marketing situation facing the company. 1.Marketing intelligence 2.MIS (marketing information system) 3.Marketing research 4.Demographics 5.Marketing management

14. ________ is the systematic design, collection, analysis, and reporting of data and findings relevant to a specific marketing situation facing the company. 1.Marketing intelligence 2.MIS (marketing information system) 3.Marketing research 4.Demographics 5.Marketing management

15. ________ are data that were collected for another purpose and already exist. 1.Primary data 2.Secondary data 3.Tertiary data 4.Inordinate data 5.Ordinate data

16. ________ are data that were collected for another purpose and already exist. 1.Primary data 2.Secondary data 3.Tertiary data 4.Inordinate data 5.Ordinate data

17. Primary data can be collected in several ways. Which of the following primary data collection methods would be exemplified by constructing see-through mirrors in a retail store whereby consumers’ actions could be recorded? 1.Focus groups 2.Surveys 3.Observation 4.Trade surveys 5.Experiments

18. Primary data can be collected in several ways. Which of the following primary data collection methods would be exemplified by constructing see-through mirrors in a retail store whereby consumers’ actions could be recorded? 1.Focus groups 2.Surveys 3.Observation 4.Trade surveys 5.Experiments

19. ________ is the difference between the prospective customer’s evaluation of all the benefits and all the costs of an offering and the perceived alternatives. 1.Perceived usefulness 2.Failure avoidance rate 3.Report rating 4.Customer-perceived value 5.Competitors’ market share rate

20. ________ is the difference between the prospective customer’s evaluation of all the benefits and all the costs of an offering and the perceived alternatives. 1.Perceived usefulness 2.Failure avoidance rate 3.Report rating 4.Customer-perceived value 5.Competitors’ market share rate

21. ________ is the totality of features and characteristics of a product or service that bear on its ability to deliver value. 1.Performance 2.Value 3.Quality 4.Customer retention 5.Customer loyalty

22. ________ is the totality of features and characteristics of a product or service that bear on its ability to deliver value. 1.Performance 2.Value 3.Quality 4.Customer retention 5.Customer loyalty

23. ________ is the study of how individuals, groups, and organizations select, buy, use, and dispose of goods, services, ideas, or experiences to satisfy their needs and wants. 1.Target marketing 2.Psychographic segmentation 3.Psychology 4.Consumer behavior 5.Product differentiation

24. ________ is the study of how individuals, groups, and organizations select, buy, use, and dispose of goods, services, ideas, or experiences to satisfy their needs and wants. 1.Target marketing 2.Psychographic segmentation 3.Psychology 4.Consumer behavior 5.Product differentiation

25. APPLICATION QUESTIONS

26. Walt Disney’s Magic Kingdom represents ________ marketing: Customers visit a fairy kingdom, a pirate ship, or a haunted house. 1.experiential 2.services 3.event 4.celebrity 5.goods

27. Walt Disney’s Magic Kingdom represents ________ marketing: Customers visit a fairy kingdom, a pirate ship, or a haunted house. 1.experiential 2.services 3.event 4.celebrity 5.goods

28. Sony’s former president, Akio Morita, wanted everyone to have access to “personal portable sound,” so his company created the Walkman and portable CD player. This vision was reflected in the company’s ________. 1.mission statement 2.SWOT analysis 3.consumer intelligence 4.database marketing 5.marketing management

29. Sony’s former president, Akio Morita, wanted everyone to have access to “personal portable sound,” so his company created the Walkman and portable CD player. This vision was reflected in the company’s ________. 1.mission statement 2.SWOT analysis 3.consumer intelligence 4.database marketing 5.marketing management

30. Bank of America’s research following baby- boomer women at home and while they shopped yielded two insights—they rounded up financial transactions because it was more convenient, and those with children found it difficult to save. In what category of research would this study fall? 1.Quantitative research 2.Ethnographic research 3.Customer and cash-flow metrics 4.Projective visualization research 5.Survey research

31. Bank of America’s research following baby- boomer women at home and while they shopped yielded two insights—they rounded up financial transactions because it was more convenient, and those with children found it difficult to save. In what category of research would this study fall? 1.Quantitative research 2.Ethnographic research 3.Customer and cash-flow metrics 4.Projective visualization research 5.Survey research

32. Field Grocery is considering using _________ to pose as customers and report on strong and weak points in customer service at Field Grocery stores. 1.market intelligence agencies 2.covert competitors 3.mystery shoppers 4.marketing students 5.opinion leaders

33. Field Grocery is considering using _________ to pose as customers and report on strong and weak points in customer service at Field Grocery stores. 1.market intelligence agencies 2.covert competitors 3.mystery shoppers 4.marketing students 5.opinion leaders

34. When Bob, who owns a Ford car and is very happy with it, found out his friend John was thinking about buying a new car, he strongly recommended that John look into the newest line of Ford sedans. Bob is best characterized as a(n) ________ for Ford. 1.customer 2.salesman 3.partner 4.advocate 5.prospect

35. When Bob, who owns a Ford car and is very happy with it, found out his friend John was thinking about buying a new car, he strongly recommended that John look into the newest line of Ford sedans. Bob is best characterized as a(n) ________ for Ford. 1.customer 2.salesman 3.partner 4.advocate 5.prospect