Unit 14: Trends in Marketing - Practice Quiz

1 What is the main focus of service marketing?

2 Which characteristic means that a service cannot usually be touched or stored?

3 Which of the following is an example of a service?

4 What does e-marketing mainly use to promote products and services?

5 Which platform is commonly used for social media marketing?

6 What is email marketing?

7 What is the main purpose of green marketing?

8 Which packaging choice best supports green marketing?

9 What does sustainable marketing try to balance?

10 What is the primary aim of customer relationship management?

11 Which information is commonly maintained in a CRM system?

12 A loyal customer is most likely to:

13 Rural marketing focuses mainly on customers living in:

14 Which factor is especially important when designing products for rural markets?

15 Which distribution challenge is common in rural marketing?

16 What is influencer marketing?

17 Personalized marketing offers customers:

18 What is mobile marketing?

19 Which practice is an ethical marketing practice?

20 What is misleading advertising?

21 A hotel receives complaints because the quality of check-in service varies across employees and shifts. Which action would best reduce this variability?

22 An airline has many unsold seats on a flight departing tonight. Which characteristic of services makes this capacity especially difficult to manage?

23 A diagnostic clinic displays professional certificates, modern equipment, and cleanliness standards prominently. Which element of the extended marketing mix is it primarily strengthening?

24 An online retailer wants to improve the percentage of website visitors who complete a purchase. Which metric should it monitor most directly?

25 A company wants its product pages to appear higher in unpaid search-engine results. Which activity is most appropriate?

26 A campaign generated 800 clicks from 40,000 advertisement impressions. What was its click-through rate?

27 A detergent company redesigns its bottle to use less plastic and sells concentrated refills. Which green marketing approach does this best represent?

28 A clothing brand labels a product "environmentally friendly" but provides no evidence or defined criteria. What is the main marketing risk?

29 A manufacturer compares two packages by measuring environmental effects from raw-material extraction through disposal. Which method is being used?

30 A bank identifies customers who frequently use international transfers and offers them a suitable foreign-exchange service. Which CRM practice is illustrated?

31 A subscriber pays $40 per month, generates a 25% contribution margin, and is expected to remain for 24 months. Ignoring discounting and acquisition cost, what is the estimated customer lifetime value?

32 A retailer's sales, service, and website teams maintain separate customer records, causing customers to repeat information. Which CRM improvement would best address the problem?

33 A packaged-food company finds that rural customers want its product but cannot regularly afford the standard pack. Which adaptation is most suitable?

34 A farm-equipment company wants to demonstrate a new machine in villages where mass-media reach is limited. Which promotional method is most appropriate?

35 A consumer-goods firm struggles to serve remote villages because order volumes are small and transport costs are high. Which distribution approach is most practical?

36 A cosmetics brand pays a content creator with a small but highly engaged audience in a specific skincare niche. Which emerging approach is the brand using?

37 A furniture app lets customers use a phone camera to view how a sofa would look in their living room before purchase. Which trend does this illustrate?

38 An online store adds an optional warranty to a customer's cart by default and makes removal difficult. Which ethical issue is most directly involved?

39 A mobile app collects location data for personalized offers even though users agreed only to receive order updates. Which ethical principle is primarily violated?

40 A cereal advertisement aimed at children implies that eating the product will immediately improve school performance. What is the strongest ethical concern?

41 A hospital's patients consistently rate its facilities and staff courtesy highly, yet report low satisfaction because promised diagnostic reports are frequently delayed. Under the SERVQUAL gaps model, which managerial action most directly addresses the primary failure?

42 An airline expects weak demand for a flight departing tomorrow. Business travelers may still book late and are less price-sensitive, while empty seats will perish at departure. Which action best reflects yield management?

43 A cloud provider suffers an outage. Customers value rapid restoration, but enterprise clients also need evidence that the failure will not recur. Which recovery design is most likely to rebuild trust rather than merely produce short-term satisfaction?

44 A retailer's retargeting platform reports 4,000 conversions after ad exposure. A randomized holdout shows conversion rates of 9% among 40,000 exposed users and 7% among 10,000 comparable unexposed users. Assuming valid randomization, how many conversions among the exposed users are incrementally attributable to the campaign?

45 An online subscription generates an annual contribution margin of $120 per acquired customer. Annual retention is 0.80, the discount rate is 0.10, and acquisition cost is $70. Using , what is the estimated customer lifetime value?

46 A brand observes that customers exposed to both paid search and email have the highest conversion rate. Before reallocating most of its budget to those channels, which analysis best addresses the possibility that high-intent customers self-select into both exposures?

47 A detergent concentrate uses 60% less packaging per unit but requires consumers to wash with hotter water, increasing use-phase energy substantially. What is the strongest basis for deciding whether the product should be marketed as environmentally superior?

48 A fashion company labels a jacket "eco-friendly" because its lining contains 20% recycled polyester, although the rest of the garment has not been environmentally assessed. Which change would most reduce the risk of a misleading green claim?

49 An efficient air conditioner uses 25% less electricity per hour, but buyers respond by operating it 40% longer. Relative to the original usage level, what is the most accurate conclusion about electricity consumption?

50 A retailer can send a retention offer to 10,000 customers. In a randomized pilot, churn was 12% for contacted customers and 15% for controls. Each retained customer contributes $200, and contacting each customer costs $8 regardless of response. What is the campaign's expected incremental profit if the pilot effect generalizes?

51 A churn model accurately identifies customers likely to leave, but many predicted churners would remain even without an offer. Which modeling objective is most appropriate for allocating a limited retention budget?

52 A bank merges customer records across mobile, branch, and call-center systems using email address alone. Shared family emails cause transactions to be assigned to the wrong profiles. Which CRM capability most directly resolves this issue?

53 A manufacturer can sell rural water purifiers through village entrepreneurs or distant urban dealers. Village entrepreneurs have higher training costs but provide demonstrations, installation, and local credit. When is the village model most strategically justified?

54 A packaged-goods firm introduces low-unit-price sachets in rural markets. Trial rises sharply, but distributor profitability declines because delivery costs per unit increase and retailers frequently stock out. Which redesign best addresses both affordability and channel viability?

55 Farmers understand the financial benefits of a new seed variety but delay adoption because harvest outcomes are uncertain and locally visible failures carry social costs. Which intervention best applies diffusion-of-innovation principles?

56 A generative-AI shopping assistant recommends the firm's own products more often than objectively superior alternatives, but users believe it is an independent advisor. Which governance mechanism most directly addresses this structural conflict?

57 A brand wants to evaluate an influencer campaign in which followers may purchase through retail stores without using trackable links. Which design provides the strongest causal estimate of total sales lift?

58 An e-commerce site preselects an extended warranty and displays a prominent "Continue" button, while placing the opt-out link in low-contrast text. Which ethical concern is most directly implicated?

59 A ride platform raises prices during a citywide evacuation. The algorithm applies the same rule used during ordinary demand spikes, and the higher price attracts more drivers. Which assessment best captures the ethical problem?

60 A health app obtains broad consent to use activity data for "service improvement" and later sells inferred pregnancy-status segments to advertisers. Even if the sale is technically permitted by its terms, which principle is most clearly violated?