11. When Netflix first started, they saw an opportunity to change the game and began renting out DVDs by mail opposed to in a physical store. What did Netflix focus on when they entered the market and have continued as they have evolved over the years? Group of answer choices

a. market segmentation
b. packaging
c. shifting approaches to distribution
d. network marketing

12. A company that sells wool gloves is working on their marketing mix. In particular, they are thinking about how to promote their products year round. In addition to making a plan for advertising and public relations messaging, what else could they do to round out their marketing mix?
Group of answer choices

a. conduct random surveys
b. accept product returns
c. hold customer events
d. hire new employees

13. When Carter decided to start a luxury cologne company, he hired a wealthy aristocrat from France as his primary spokesperson. Which aspect of the marketing mix focuses on this action?
Group of answer choices

a. positioning
b. price
c. unique selling proposition
d. personal selling

14. Demographics such as age, education level and income can be gathered using what tool?
Group of answer choices

a. psychographic analysis
b. positioning map
c. customer profile surveys
d. network marketing

15. Which of the 7 Ps of marketing describes the methods by which a product is sold to customers?
Group of answer choices

a. positioning
b. price
c. promotion
d. place

16. When Keely opened a swimsuit shop in the town where she vacationed every summer as a child, she knew that her selling season would be short. How is Keely’s market MOST likely segmented?
Group of answer choices

a. psychographically
b. geographically
c. demographically
d. behaviorally

17. After conducting extensive research, the owners of a discount furniture outlet decided to let their employees offer special financing to customers that required no payments for two years. Which aspect of the 7 Ps of marketing did the owners focus on?
Group of answer choices

a. product
b. price
c. people
d. positioning

18. is a series of activities and processes for creating, communicating, delivering, and exchanging offerings that have value for a customer.
Group of answer choices

a. Advertising
b. Public relations
c. Marketing
d. Branding

19. On a positioning map, what do the x and y axes represent?
Group of answer choices

a. components of the marketing mix
b. multiple levels of distribution
c. customer communication strategies
d. dimensions of customer perceptions

20. Knecht Home Centers is a chain of home improvement stores. They provide a wide range of products and services to homeowners and contractors. Knecht Home Center sells its products and service to:
Group of answer choices

a. only consumer markets.
b. neither consumer or industrial markets.
c. only industrial markets.
d. both consumer and industrial markets.