Quiz-Chapter _1 

Question 1
1 / 1 pts
You and two friends go to see a comedy movie. You felt the movie was not very funny,
but both your friends laughed a lot. What marketing concept does this describe?
  
Product
 
Correct!
  
Value
 
  
Price
 
  
Hassle
 
 
Question 2
1 / 1 pts
When the federal government runs TV ads about a new program it is offering to
students, it is taking part in which area of the marketing mix?
Correct!
  
Promotion
 
  
Product
 
  
Price
 
  
Placement
 
 
Question 3
1 / 1 pts
Which of the following are examples of the marketing activity of “communicating”?  
Correct!
  
describing offerings to consumers
 
  
All of these are correct
 
  
Transactions for an offering
 
  
Creating offerings of value
 
 
Question 4
1 / 1 pts
When you purchase a toaster from a store, it is considered a B2C transaction.
Correct!
  
True
 
  
False
 
 
Question 5
1 / 1 pts
Marketing can create desires in consumers to make them purchase things they really
don’t need.
Correct!
  
True
 
  
False

Quiz 2
Question 1
1 / 1 pts
What is the purpose of a SWOT analysis?
 
To analyse the trends within your consumer base
 
  
To examine the general external environment
 
Correct!
  
To reveal the current situation of a company
 
 
To determine how well other companies are doing
 
 
Question 2
1 / 1 pts
If John Deere (a farm machinery company) took its expertise and created a line of lawn
mowers, it would be using which strategy?
  
Market Development
 
Correct!
  
Diversification
 
  
Product Development
 
  
Market Penetration
 
 
Question 3
1 / 1 pts
Assume your company has products named Delta and Gamma.  Delta has high market
share in a slowly growing market.  Gamma has high market share in a quickly growing
market.  According to the BCG Matrix, what should your company do?
Correct!
  
Leave Delta alone, and invest in Gamma
 
  
Invest in Delta, and sell of Gamma
 
  
Sell off both products
 
  
Sell off Delta and invest into Gamma
 
 
Question 4
1 / 1 pts
If Crest toothpaste came out with its own brand of toothbrush, it would an example of
a diversification strategy.
Correct!
  
True
 
  
False
 
 
Question 5
1 / 1 pts
In the Five Forces Model, examination of the “competitive rivalry” would provide clues
as to the likelihood of a new company entering the industry.
  
True
 
Correct!
  
False
 

Quiz_Chapter_3 
Question 1
1 / 1 pts

1. The fragrances, music, and lighting in a store is called __________________.

  
Mood
 
Correct!
  
Atmospherics
 
  
Self concept
 
  
Lifestyle
 
 
Question 2
1 / 1 pts
Which level of Maslow’s Hierarchy of Needs are you likely addressing if you decide to
learn to play the guitar as a hobby?
  
Physiological
 
  
Social
 
Correct!
  
Self-actualization
 
  
Safety
 
 
Question 3
1 / 1 pts
When people overlook or forget information about how dangerous drug use can be for
them, it is an example of what?
  
Selective attention
 
  
Selective distortion
 
Correct!
  
Selective retention
 
  
Selective perception
 
 
Question 4
1 / 1 pts
People who have the same occupation are likely to be part of the same social class.
Correct!
  
True
 
  
False
 
 
Question 5
1 / 1 pts
According to the Big Five Personality traits, someone who is shy is low in openness.
  
True
 
Correct!
  
False

Quiz_Chapter_4
 
Question 1
1 / 1 pts
When the price of rubber rose unexpectedly in 2019, it leads to an increase in the price
of new cars and trucks due to, primarily, the higher cost of rubber tires.  This is an
example of what?
  
increased demand
 
  
consumer demand
 
Correct!
  
derived demand
 
  
market demand
 
 
Question 2
1 / 1 pts
If a wholesaler sets up a website in order to sell products to many different retailers,
what is that called?
  
B2B exchange
 
  
B2B auctions
 
Correct!
  
sell-side site
 
  
buy-side site
 
 
Question 3
1 / 1 pts
Your company is looking to purchase laptops to its sales force.  The sales team hasn’t
had laptops before.  What type of “buying situation” is this?
  
modified rebuy
 
Correct!
  
new buy
 
  
straight buy
 
  
straight rebuy
 
 
Question 4
1 / 1 pts
A buying Centre is a central building housing purchasing agents and procurement
officers.
  
True
 
Correct!
  
False
 
 
Question 5
1 / 1 pts
Companies who sell to the government often make the ethical guidelines of the
company the same as those of the government.
Correct!
  
True
 
  
False

Quiz 5

Question 1

Barry works in a chemical plant and has to shave his face every day to ensure his face-
mask fits perfectly.  What type of information would a market consider this to be?
Correct Answer
  
behavioural
 
  
demographic
 
  
geographic
 

  
psychographic
 
 
Question 2
1 / 1 pts
What strategy is White Spot Restaurant using when it offers three kinds of stores: a
full-menu family restaurant, a fast-food “order-at-the-counter” menu restaurant, and a
drive-through at gas stations?
  
concentrated marketing
 
  
niche marketing
 
  
micro targeting
 
Correct!
  
multi-segment marketing
 
 
Question 3
1 / 1 pts
Which Generation is also known as Millennials?
  
Baby Boomers
 
  
Matures
 
Correct!
  
Generation Y
 
  
Generation X
 
 
Question 4
0 / 1 pts
In the VALS survey, Achievers are usually loyal to their favorite 
You Answered
  
True
 
Correct Answer
  
False
 
 
Question 5
1 / 1 pts
A perceptual map can help marketers find a place to “position” their product where
there are fewer competitors.
Correct!
  
True
 
  
False
 
Quiz 6
Question 1
1 / 1 pts
When buying a motor vehicle, what determines the total cost of ownership?
Correct!
  
cost of buying, using, and disposing of it
 
 
cost of buying it, including all taxes and interest
 
  
cost of buying and using it
 
  
cost of using the product over all the years
 
 
Question 2
1 / 1 pts
A product that is usually only available from limited sources is known as what type of
offering?
  
convenience
 
  
shopping
 
Correct!
  
specialty
 
  
unsought
 
 
Question 3
1 / 1 pts
A local restaurant owner has found a bakery in her area who can provide her all the
breads and buns she needs for her meals.  When she makes this purchase, what type of
offering will it be?
  
OEM offering
 
  
capital equipment
 
Correct!
  
raw materials
 
  
MRO offering
 
 
Question 4
1 / 1 pts
The part of packaging that is designed to prevent leakage of a product’s content is known
as the secondary packaging.
  
True
 
Correct!
  
False
 
 
Question 5
1 / 1 pts
A manager responsible for business decisions for a particular product is usually known as
a product manager.
Correct!
  
True
 
  
False
 
Quiz 7

Question 1
1 / 1 pts
In the standard New Offering Development Process, which stage usually involves
gathering opinions for creating a new product?
  
Development
 
  
Feature Specification
 
  
Idea Screening
 
Correct!
  
Idea Generation
 
 
Question 2
1 / 1 pts
In the B2B markets, which is probably the biggest source of new product ideas?
  
competition
 
  
suppliers
 
  
employees
 
Correct!
  
customers
 
 
Question 3
1 / 1 pts
Which stage of the Product Life Cycle often leads to companies changing the packaging
of the offering?
  
introduction
 
  
Growth
 
  
Decline
 
Correct!
  
Maturity
 
 
Question 4
1 / 1 pts
When a company first creates a prototype of its new offering, the offering is said to be
in the Testing stage.
  
True
 
Correct!
  
False
 
 
Question 5
1 / 1 pts
The concern that another company may be planning a very similar product to your own
new offering is known as “opportunity risk.”
  
True
 
Correct!
  
False
 
Quiz 8
Question 1
1 / 1 pts
What term is used for all organizations that are part of producing, promoting, and
delivering an offering to the consumer?
  
intermediaries
 
  
channel members
 
Correct!
  
supply chain
 
  
middlemen
 
 
Question 2
1 / 1 pts
Who purchases large quantities of products from producers and stores them? 
  
merchants
 
Correct!
  
wholesalers
 
  
retailers
 
  
supermarkets
 
 
Question 3
1 / 1 pts
What is the term usually used to describe a very large store that carries a broad line of
general merchandise as well as groceries?
Correct!
  
superstore
 
  
department store
 
  
supermarket
 
  
warehouse club
 
 
Question 4
1 / 1 pts
Soft drinks and chewing gum are good examples of products that would be sold using an
intensive distribution strategy.
Correct!
  
True
 
  
False
 
 
Question 5
1 / 1 pts
One of the weaknesses of a “push” strategy to promote brands is that it focuses on the
channel partners and not on the actual consumer.
Correct!
  
True
 
  
False
 

Quiz 9
Question 1
1 / 1 pts
If a company hires an outside firm to perform one (or more) of the company’s internal
functions, what is that called? 
  
offshoring
 
  
procurement
 
Correct!
  
outsourcing
 
  
sourcing
 
 
Question 2
1 / 1 pts
What is the most common way to ship products? 
Correct!
  
truck
 
  
airplane
 
  
train
 
  
water
 
 
Question 3
1 / 1 pts
What is the process of sending broken or usable products back through the supply
chain called? 
  
down cycling
 
  
redistribution
 
  
reworking
 
Correct!
  
reverse logistics
 
 
Question 4
1 / 1 pts
The current trend in warehousing is toward building larger more centralized
warehouses in order to keep costs down. 
  
True
 
Correct!
  
False
 
 
Question 5
1 / 1 pts
After the costs of building a pipeline, shipping material through the pipeline is very
inexpensive. 
Correct!
  
True
 
  
False
 
Quiz 10
Question 1
1 / 1 pts
What is the data generated about the people who visit a website called? 
  
data analytics
 
Correct!
  
clickstream data
 
  
customer relationship management
 
  
data mining
 
 
Question 2
1 / 1 pts
In the Marketing Research Process, which step usually involves gathering secondary data? 
  
Collect the Data
 
  
Design the Data Collection Forms
 
Correct!
  
Design the Research
 
  
Specify the Sample
 
 
Question 3
1 / 1 pts
What do we call research that provides “hard numbers” as a result of the data collection? 
  
qualitative
 
  
primary
 
Correct!
  
quantitative
 
  
secondary
 
 
Question 4
1 / 1 pts
When creating a questionnaire for a survey, it can be very useful to combine two questions into
one. 
  
True
 
Correct!
  
False
 
 
Question 5
1 / 1 pts
A field experiment in marketing can also be considered a test market. 
Correct!
  
True
 
  
False
 

Quiz_Chapter_11
 
Question 1
1 / 1 pts
Which of these is considered out-of-home advertising? 
  
text messages
 
  
radio
 
Correct!
  
billboards
 
  
social media
 
 
Question 2
1 / 1 pts
When Rogers Communications purchased the naming rights to hockey arenas in
Vancouver and Edmonton, what form of marketing is Rogers using? 
  
advertising
 
  
direct marketing
 
Correct!
  
sponsorship
 
  
B2B marketing
 
 
Question 3
1 / 1 pts
Which stage of the Communication Process might include the use of Twitter? 
  
encoding
 
Correct!
  
message channel
 
  
decoding
 
  
sender
 
 
Question 4
1 / 1 pts
When deciding on a message strategy, organizations need to consider many things
including the audience and the USP. 
Correct!
  
True
 
  
False
 
 
Question 5
1 / 1 pts
When the economy is weak, consumers tend to buy more “store” brands than they do
when the economy is strong. 
Correct!
  
True
 
  
False
 

Quiz_Chapter_12
 
Question 1
1 / 1 pts
What is one of the big advantages of a press release? 
Correct!
 
The content appears to come from an objective third party.
  
The content cannot be changed by the media.
 
  
It will run on all major media
 
  
It can be placed on very specific media outlets.
 
 
Question 2
1 / 1 pts
What do we call it when a scene from a television program shows an actor’s kitchen with
boxes of Kellogg’s cereals? 
  
design marketing
 
  
sponsorship
 
Correct!
  
product placement
 
  
product viewing
 
 
Question 3
1 / 1 pts
When a company provides financial support to an event in return for its name being
included at the event, what PR tool is the company using? 
Correct!
  
sponsorship
 
  
press release
 
  
press conference
 
  
public forum
 
 
Question 4
1 / 1 pts
Social media is particularly strong at \generating “buzz” for a company. 
Correct!
  
True
 
  
False
 
 
Question 5
1 / 1 pts
Public relations stories are often perceived as more objective than other forms of
promotion. 
Correct!
  
True
 
  
False
 

Quiz_Chapter_13
 
Question 1
1 / 1 pts
If you worked for a radio station selling advertising time to a list of customers who buy
radio time regularly, which type of salesperson are you most likely to be? 
  
prospectors
 
Correct!
  
account manager
 
  
trade sales people
 
  
missionary salespeople
 
 
Question 2
1 / 1 pts
Which selling strategy is most likely to be successful if the customers have widely varied
requirements.
  
script-based selling
 
Correct!
  
needs-satisfaction selling
 
  
constructive selling
 
  
strategic-partner selling
 
 
Question 3
1 / 1 pts
Gangpreet has been given specific sales goals she has to reach each month.  When she
reaches these goals, she gets paid extra over and above her salary.  What
is Gangpreet receiving? 
Correct!
  
a bonus
 
  
post-sale incentive
 
  
a deferred payment
 
  
commissions
 
 
Question 4
1 / 1 pts
Analyzing what went right and what went wrong in a recent sales opportunity is known
as conversion tracking. 
  
True
 
Correct!
  
False
 
 
Question 5
1 / 1 pts
Samuel likes to buy his clothes from a certain store because he has come to rely on the
opinion of one of the salespeople about what looks good on him.  This is called a
functional sales relationship. 
  
True
 
Correct!
  
False

Quiz_Chapter_14
Question 1
1 / 1 pts
How can a company create buzz? 
Correct!
  
sending press releases
 
  
reading blog posts
 
  
searching the web
 
  
attending events
 
 
Question 2
0 / 1 pts
Jennifer has used a certain shampoo for years.  She feels it does a great job on her hair. 
She doesn’t seem to notice ad messages for other shampoos.  This is an example of
what? 
Correct Answer
  
behavioural loyalty
 
  
pre-programmed purchasing
 
You Answered
  
attitudinal loyalty
 
  
loyalty response
 
 
Question 3
Original Score: 0 / 1 pts Regraded Score: 1 / 1 pts
 This question has been regraded.
When analyzing complaints, what has most likely occurred when a salesperson over-
promises the performance of a product?
Correct!
  
communication gap
 
  
knowledge gap
 
  
standards gap
 
  
delivery gap
 
 
Question 4
1 / 1 pts
In an up-scale restaurant, the busser (someone who cleans the table after the guests
have left) is NOT considered a customer-facing employee. 
  
True
 
Correct!
  
False
 
 
Question 5
1 / 1 pts
A suggestion from a customer to improve their experience is another form of
complaining.
Correct!
  
True
 
  
False