1. As a retail clothing store manager, Boris frequently asks his staff what customers are saying, what they are asking for, and what they are coming into the shop wearing. He also attends the fashion symposium that's held every quarter in the town's main shopping district. Boris’ efforts will likely help him
a. avoid the need to understand regional culture.
b. avoid cognitive dissonance.
c. achieve cost savings.
d. identify potential opportunities.
e. implement just-in-time marketing promotions.
2. A marketing director is developing a promotional campaign for a new fitness program. Before initiating the campaign, the marketing director will need to assess competitors' strengths, weaknesses, and likely reactions to the firm's
a. corporate partners.
b. promotional activities.
c. just-in-time processes.
d. customer satisfaction reviews.
e. core competencies.
3. Successful firms focus their efforts on satisfying customer needs that
a. are easiest to satisfy.
b. competitors have tried and failed to satisfy.
c. are important to all generational cohorts.
d. provide minimal core value.
e. match the firm’s core competencies.
4. Strategic efforts to supply consumers with environmentally-friendly merchandise are called
a. the green generation.
b. earth marketing.
c. the inconvenient truth.
d. reduce, reuse, recycle.
e. green marketing.
5. A generational cohort is a group of people who
a. grew up and went to school together.
b. purchase only one brand of a product throughout their lifetime.
c. have similar purchase behaviors because they have shared the same stage of life.
d. are not open to new things.
e. have the same beliefs and values as the generation that came before them.
6. Which group was born into a world where the Internet and other digital technologies already existed?
a. Generation X
b. Generation Y
c. Generation Z
d. Generation W
e. Baby Boomers