Title: Marketing Function
Course: Question Banks

Q: Surf Diva, a surf instruction company, finds an unmet need in teaching teenage girls how to surf. The girls that attend its classes are:
- suppliers
- wholesalers
- customers
A: customers

Q: In 2005 the hamburger restaurant Heart Attack Grill opened its doors and offered its customers food "so bad for you it's shocking." To meet the desires of its customers, they added a new promotion. If a customer finishes a Triple or Quadruple Bypass Burger, they are placed on a wheelchair and wheeled out to their vehicle by their own "personal nurse. " Heart Attack Grill is using what type of marketing approach?
- production philosophy
- selling concept
- market orientation
A: market orientation

Q: Zeus’ Boltz, a bolt manufacturer, pays a large sales staff to focus its efforts primarily on selling its bolts to vehicle manufacturers. They push purchases regardless of the manufacturer’s needs, which often causes business relations problems. Zeus’ Boltz is an example of a company using which marketing philosophy?
- production philosophy
- market orientation
- selling concept
A: selling concept

Q: Snuggables sells microwaveable heat packs online. Their sales software collects customer/sales information and shares it with the customer service and sales departments. None of the customer complaints or suggestions reach the product development person, however. Which step of the three-step processes for success is Snuggables failing to use fully?
- using collected customer information to increase value for customers
- continuous contact with customer
- sharing customer information across departments
A: sharing customer information across departments

Q: In today’s competitive landscape, a company like Netflix can be a marketing success if it puts what guideline as its main focus?
- technical excellence
- limited hours of operation
- customer satisfaction
A: customer satisfaction

Q: Chuck E. Cheese’s focuses their resources and marketing messages to specifically address their desired customers: families. Chuck E. Cheese’s marketing focus is known as:
- mass marketing
- segmentation
- targeting
A: targeting

Q: A balloon manufacturer is trying to grow its sales by better addressing the needs of its customers. Besides party stores, the company doesn’t really know who purchases balloons from it. What should the company do to understand its customers better?
- target more of their party store market
- create customization options for their products
- run a segmentation analysis of current customers
A: run a segmentation analysis of current customers

Q: You are trying to define your target market for a travel agency service. Identify the correct order of the market targeting steps:
- profile target customer segment, identify business needs, segment total market, research and validate marketing opportunity
- research and validate marketing opportunity, identify business needs, segment total market, profile target customer segment, research and validate marketing opportunity
- identify business needs, segment total market, profile target customer segment, research and validate marketing opportunity
A: identify business needs, segment total market, profile target customer segment, research and validate marketing opportunity

Q: A nonprofit raising awareness of post-traumatic stress disorder that is asking questions about its potential clients, such as “Who will use the service? Where are they located geographically? What is their annual income?” is in what part of the target market defining process?
- identifying business needs
- researching and validating marketing opportunity
- profiling target customer segments
A: profiling target customer segments

Q: YouTube channel entertainer Flula Borg identified a potential new viewer segment to increase his popularity and number of subscribers. What is the next step he should take to validate that the new market is large enough to increase his subscribers and increase his YouTube ad sales?
- identify the unique products he is selling
- state the market needs he (or his channel) will fulfill
- conduct market research
A: conduct market research

Q: Medline, a healthcare supplies company, provides many supplies to hospitals around the country. What are some of the best market research tools Medline could use to identify and verify its target markets?
- anecdotal stories, historical records
- newspapers, television reports
- statistics, focus groups, surveys
A: statistics, focus groups, surveys

Q: A simple formula to apply when identifying value is:
- Value = product – benefit
- Value = benefit – competitive advantage
- Value = benefit – cost
A: Value = benefit – cost

Q: A marketer conducted a target customer feedback survey that captured many points of information from customers. For a marketer to understand value, they must discover:
- the perceptions of benefits – these are the same for everyone
- simply the financial benefit of a product
- what the target customer values as greatest
A: what the target customer values as greatest

Q: A customer is deciding between two milk chocolate ice creams that contain peanut butter and bananas. One company is a small local dairy company and the other a well-known national brand. The customer does not like the taste of the national brand ice cream and chooses the local dairy company ice cream, paying $1.50 more for it. This is an example of a:
- value based on the cost of the ice cream
- substitute offering
- perceived or added value
A: perceived or added value

Q: William has been playing a rented saxophone for the last three years. He has now saved up enough money to purchase a new one, so he visits his local music store. The music store sells saxophones from two main companies. One company offers just the saxophone while the other includes reeds, cleaning equipment, and a buffing cloth. The instruments are the same price, so William decides to purchase the second one that includes the extra components. The choice William made was based on the instrument maker’s:
- competitive advantage
- substitute offering
- competitive offering
A: competitive offering

Q: The Ladders is a career search site specializing in high income ($80k+) job placement. Their headline, "Your career is our job," indicates to the customer the company will work hard until you are satisfied. The visual layout of its website also indicates organizational clarity to speed you toward your new job. What has this website done a good example of conveying?
- competitive advantage
- substitute offering
- value proposition
A: value proposition

Q: The purpose of a value proposition is to quickly and easily convey a company or organization's product or service offering to its intended target market. For an organization or business to accomplish this and communicate an effective value proposition message, the value proposition should be:
- short and direct, compelling, generic
- long, differentiating, passive
- clear, compelling, differentiating
A: clear, compelling, differentiating

Q: Hugh is in charge of creating the value proposition for a new start-up company. In order for him to create an effective value proposition, what questions does he need to answer for a potential consumer?
- when will the buyer receive the offering, why is the offering unique for the customer, how can the customer pay for the offering
- why is the offering unique for the customer, who is the target buyer, how can the customer get the offering
- who is the target buyer for the offering, what is the offering to the buyer, why is the offering unique for the customer
A: who is the target buyer for the offering, what is the offering to the buyer, why is the offering unique for the customer

Q: Gabrielle is a marketer with a non-profit organization building schools in Ecuador. She is given the task to evaluate the organization’s new value proposition. To best evaluate the value proposition, she should come from the perspective of the:
- general population
- company executives
- target market
A: target market

Q: Clay is a marketing student learning how to evaluate value propositions for effectiveness. He looked through ten different propositions and found them to all be ineffective. What elements did he mostly likely identify as the reasons for their ineffectiveness?
- they differentiated themselves from their competitors
- they were clear and concise
- they were generic, and they had no unique value communicated
A: they were generic, and they had no unique value communicated

Q: Listia lets people list their stuff, sell their stuff for credits, then turn around and use those credits to purchase things on its website. Its value proposition is, “Get rid of old stuff. Get new stuff for free.” Identify some of the aspects of their value proposition:
- same as every other selling website
- unclear and lengthy
- compelling and motivating to use website
A: compelling and motivating to use website

Q: The Belvie company’s value proposition on its website has few hints as to what it offers to the market. Its value proposition is ineffective because it:
- encourages new and existing consumers to purchase their products
- is clear and identifies what the company does
- is not compelling and is very generic
A: is not compelling and is very generic

Q: Sydney Harbour Paints’ value proposition states “Welcome to an endless world of colour.” This overall website value proposition works because it is:
- not compelling and very generic
- unclear what the company does
- encouraging consumers to use their paints
A: encouraging consumers to use their paints

Q: The mix of factors a company or organization uses to bring value to its target customers is the definition for the:
- value proposition
- product features
- marketing mix
A: marketing mix

Q: The 4Ps of marketing are:
- promotion, place, projects, peaks
- place, price, product, pace
- product, price, promotion, place
A: product, price, promotion, place

Q: If a skateboard company allows customers to customize the color, design, and size of wheels on their skateboards, which area of marketing’s four Cs is it utilizing?
- cost
- communication
- customer solution
A: customer solution

Q: The TomTom Bandit camera is an example of which marketing 4Ps component?
- price
- place
- product
A: product

Q: An example of the 4Ps Promotion area of the marketing mix is a:
- door-to-door salesman
- laptop
- text announcing a year-end sale to customers
A: text announcing a year-end sale to customers

Q: Tom has analyzed the competitive landscape of cookbook costs, what a customer is willing to pay for a cookbook, and what the target customer uses to evaluate a cookbook's value. The marketing mix area Tom is focused on is:
- promotion
- product
- price
A: price

Q: Justin creates chainsaw art. He has a website and sells his art through two local tourist shops in his town. Justin has made it very convenient for customers to find and purchase his art. He has used what component of the marketing mix to grow his business?
- promotion
- product
- place
A: place

Q: The San Francisco Fun Factory sells kites, toys, and star lanterns. It ran financial reports from the last year which indicate the store has lost 20% of its market share. Before the SF Fun Factory goes through the exercise of analyzing all of the marketing mix areas it should first:
- focus only on one area of the 4Ps
- operate each area of the 4Ps independently
- consider and set its business goals
A: consider and set its business goals

Q: Zingerman's Deli in Michigan is deciding which new sandwich to add to their menu. There was a month of customer voting, employee voting, and corporate feedback as well to consider. Each segment chose different sandwiches. If the company follows the marketing mix smartly, which sandwich choice should be added to their menu?
- corporate sandwich choice
- employee sandwich choice
- target customer’s sandwich choice
A: target customer’s sandwich choice

Q: After thinking through the marketing mix, if a disposable razor is sold through a drugstore or grocery store to a discount type of customer, the disposable razor company is more likely to:
- price the razor at the highest price in the store
- promote it with national commercials
- package the razor in low-cost packaging
A: package the razor in low-cost packaging

Q: Chobani chose to price its product at close to $1. It based its marketing mix pricing decision by assuming:
- it wanted to target the discount yogurt customer
- it wanted to be the most expensive frozen yogurt
- it would be successful and have economies of scale
A: it would be successful and have economies of scale

Q: Chobani was able to grow demand for its product by leveraging what “Promotion” strategy?
- national advertisements
- newspaper advertisements
- social media
A: social media

Q: Randy owns a shoe company and recently retooled his company’s marketing mix strategy. His new target market is wealthy, craftsman-quality-seeking younger individuals. He has hired more craftsmen in his factory, purchased premium materials to construct high-quality shoes and will distribute the shoes through Nordstroms, Zappos, and his own website. Shoe prices now begin at $500 and up. What promotion strategy would support the rest of his marketing mix decisions?
- have 60-something-year-olds as the actors in the online advertisements
- run a TV ad at the Super Bowl
- partner with a young celebrity to endorse his shoe brand
A: partner with a young celebrity to endorse his shoe brand

Q: You are asked to create a tool the company you work for can use to focus its customer identification and acquisition strategy, plan strategic moves within the competitive market environment, focus company resources, and use the 4Ps of marketing to achieve the company’s goals. You would be smart to create a:
- strategic plan
- value proposition
- marketing plan
A: marketing plan

Q: The BFD International company just adjusted its corporate goals for the year. In order for the company to attain these goals, the marketing team must identify how to market accurately by creating:
- strategic plans
- marketing frameworks
- marketing objectives
A: marketing objectives

Q: Better Mudder, the three-year-old mud race organization, has a goal of increasing its racing market share by 20% over the next year. It looks into how to accomplish this and discovers a low repeat runner rate. As it digs further it finds that three more mudding race organizations have started in the area this year. With increased competition, Better Mudder must change its new runner offerings and generate higher loyalty in current mudding participants. To identify this information, Better Mudder conducted a:
- marketing objective analysis
- mission statement analysis
- situation analysis
A: situation analysis

Q: A cotton swab manufacturer looked at its abysmal sales figures and conducted an organizational situation analysis. Next, it decided on its marketing goals and began creating its marketing plan. What is a next step for it?
- evaluating the implementation plan
- conducting another situation analysis
- planning effective strategies and specific tactics to accomplish the strategic objectives
A: planning effective strategies and specific tactics to accomplish the strategic objectives

Q: The Indigo Independent bookstore set a goal to increase the foot traffic to its shop and boost book sales by 10% over the next three months. What type of metrics could capture some of the data necessary to give a more accurate reading of how to reach these goals?
- average time spent on bookstore website, number of books received as gifts
- number of pages per social media page visit, total number of social media page views
- first-time shop visitors, how visitors heard about the shop, repeat shop visitors
A: first-time shop visitors, how visitors heard about the shop, repeat shop visitors