COMM 299 Study Guide - Final Guide: Harvard Business Review, Theodore Levitt, Marketing Myopia
10 Jan 2017
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1. The main reasons to set personal marketing objectives are to:
a) Determine what your salary should be.
b) Identify who your main competitors are
c) Provide direction and a means to control and evaluate your progress
d) Set out the four Ps for your marketing plan
e) All of the above
2. Which of the following is not a basis for market segmentation?
a) Demographics
b) Benefits sought
c) Purchase behavior
d) Psychographics
e) Packaging
3. If your goal was to secure a position as a software engineer with Google, the
most
effective target marketing strategy for you to follow would be:
a) Differentiated marketing
b) Individual marketing
c) Undifferentiated marketing
d) Selective marketing
e) Concentrated marketing
4. For which type of products would the seller’s image be of the highest
importance?
a) Convenience products
b) Shopping products
c) Impulse products
d) Staples
e) Specialty products
5. You have decided to introduce a new service: dog and cat grooming which will
be provided in pet owners’ homes. Which development strategy will best suited
here?
a) Market development
b) Product diversification
c) Market penetration
d) Product development
e) None of the above
6. Marketing is the process of creating ______________ that satisfy individual and
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organization goals.
a) Programs
b) Advertisements
c) Products
d) Exchanges
e) None of the above
7. In early 2000, Citibank (a major financial services firm) embarked on an
innovative project and invested considerable resources to achieve LEED-
certification (Leadership in Energy and Environmental Design) for many of its
buildings and branches. Separately, the company also created a program giving
$3000 to each employee who buys a hybrid-car. These two separate initiatives are
illustrative of:
a) Cause marketing
b) Fair trade
c) Societal marketing
d) Public Relations
e) Green Marketing
8. Which of the following would not typically be covered in a market and industry
analysis (part of a situation analysis)?
a) Power of suppliers
b) Power of buyers
c) Threat of new entrants
d) Consumers’ perception of competitors
e) Rivalry among competitors
9. Which of the following is not a type of job interview?
a) The behavioral interview
b) The screening interview
c) The reference interview
d) The assignment interview
e) The stress interview
10. To maximize integrated marketing communications (IMC) synergy and
message impact, organizations and individuals should:
a) Create different messages for each stakeholder group
b) Tailor make separate messages for each IMC tool
c) Use a wide range of IMC tools to communicate with each stakeholder group
d) Communicate the same message to all stakeholders through all IMC tools
e) a) and b) only
11. The ABC principle states that goals should be:
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a) Actionable, branded and compelling
b) Attainable, bounded and compelling
c) Attainable, bounded and consistent
d) Actionable, bounded and compelling
e) None of the above
12. Which of the following should not be included in your situation analysis?
a) The markets and industries you wish to enter
b) Your own strengths and weaknesses
c) Your competition
d) The external environment
e) Target market
13. In a famous 1960 Harvard Business Review article, Theodore Levitt argued that
industries and companies that have a limited view of their market will fail to grow.
He termed this phenomenon:
a) Market blindness
b) Analysis paralysis
c) Marketing myopia
d) Market misplanning
e) None of the above
14. The higher the GDP per capita, the _______ buying power of a countrys citizens
a) lower
b) greater
c) more stable
d) no relationship
e) None of the above
15. 60 is the new 40 is appropriate for which demographic?
a) Generation X
b) Generation Y
c) Baby boomers
d) Veterans
e) None of the above
16. Between disposable and discretionary income, which one is larger?
a) disposable
b) discretionary
c) theyre equal
d) depends on inflation
e) none
17. Physiological needs such as hunger and thirst are said to be ________
a) acquired
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