1. Both Pinkberry and Red Mango allow customers
to do-it-yourself. In other words, customers can
create and customize their own unique
combinations of flavors and toppings. In
marketing, this is known as
_.
A. value co-creation
B. Exchange
C. Value
D. CRM
E. the marketing mix
Chap 1, Yogurt Wars: Pinkberry vs. Red Mango
2. Based on the information in the case, only
Pinkberry seems to be using
through
its interactive website, Twitter, and Facebook.
A. social media
B. value co-creation
C. CRM
D. supply chain management
E. the 4 Ps
Chap 1, Yogurt Wars: Pinkberry vs. Red Mango
3. Red Mango rewards loyal customers with
coupons that can be redeemed for free and
discounted products, and they offer loyal
customers special promotions. These
activities are part of a(n)
program.
A. exchange
B. CRM
C. B2B
D. C2C
E. supply chain management
Chap 1, Yogurt Wars: Pinkberry vs. Red Mango
4. One of the main variables for evaluating whether
a segment is attractive is whether the segments
are
_ _ . Sodexho was able to
recognize six segments that would respond
favorably to its product offerings, thus fulfilling
the first requirement of segment attractiveness.
A. Attractive
B. Honest
C. Responsive
D. Profitable
E. identifiable
Chap 9, Segmentation: The College Food Service Market
5. Mr. Kvidahl at Indiana State explained that
students at his school are mostly trendsetters.
Based on Sodexho’s research, he worked with
Sodexho to develop a
_ _ that
would meet the needs of those students and
separate its product offerings from competitors'.
A. Proposal
B. positioning strategy
C. salient attribute
D. Proposition
E. perceptual map
Chap 9, Segmentation: The College Food Service Market
1. Jack describes himself as having a strong need to
belong to a group, which motivates him to seek out
activities that involve others. Marketers would use
this type of information when developing
segments.
A. Niche
B. Geographic
C. Psychographic
D. Demographic
E. Geodemographic
2. Which segmentation method is most
closely related to providing value by
satisfying customers’ needs and
wants?
A. Geographic
B. Demographic
C. Psychographic
D. Benefit
E. Geodemographic
3. General Motors targets several market
segments and designs separate automobile
makes and models for each.
A. Undifferentiated marketing
B. Mass marketing
C. Concentrated marketing
D. Differentiated marketing
E. Micromarketing
1. What is Bait and Switch pricing?
A. Selling below store’s cost
B. Promoting one item, but pushing nonsale
items only once the customer is in the
store
C. Manufacturer favors one retailer
D. Horizontal collusion
E. Unlawfully harming competitor’s business
2. The Fast Food Restaurant market is considered
a(n)
.
A. Monopolistic Competition
B. Commodities competition
C. Monopoly
D. Oligopoly
E. Pure Competition
3. In the classic downward-slopping demand
curve, as price increases, the demand for the
product or service:
A. Increases
B. Stays the same
C. Decreases
D. Levels off
E. doubles
4. With
products and services, a
higher price might lead to a greater quantity
sold, but only up to a certain point.
A. Status quo
B. Prestige
C. Predatory
D. Price elastic
E. Substitute
5. Data gathered from trade journals, the
Bureau of the Census, and specialized
research forms is considered
data.
A. Primary
B. Secondary
C. Tertiary
D. Observational
E. irrelevant
6. If Fisher-Price Toys wanted to conduct
research to determine the colors that best
attract babies to its toys and engage them in
interactive play, it would most likely use
research.
A. Social media
B. Focus group
C. Exploratory
D. Quantitative
E. Observation