Marketing SS19 at TU München

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Study with flashcards and summaries for the course Marketing SS19 at the TU München

Exemplary flashcards for Marketing SS19 at the TU München on StudySmarter:

Which of the following statements about marketing is not correct?

Select the correct answers:

  1. Marketing aims to develop the right products and services for the right customers.

  2. The philosophy of marketing is relevant to multiple departments and processes in firms.

  3. Marketing aims to create value for stakeholders.

  4. Marketing means that firms take a customer orientation.

  5. Short-term profit realization is most important to marketing activities.

Exemplary flashcards for Marketing SS19 at the TU München on StudySmarter:

In a SWOT analysis, external factors include...

Select the correct answers:

  1. strengths and weaknesses

  2. weaknesses and oportunities

  3. opportunities and threats

  4. threats and strengths

  5. strengths and opportunities

Exemplary flashcards for Marketing SS19 at the TU München on StudySmarter:

The marketing management process describes...

Select the correct answers:

  1. marketers’ goals-directed planning, organizing, leading and controlling.

  2. how product innovations can be introduced successfully.

  3. advertising and selling strategies.

  4. planning and controlling activities.

  5. how to implement promotion strategies best.

Exemplary flashcards for Marketing SS19 at the TU München on StudySmarter:

Bring the following philosophies in a correct order, beginning with the earliest (1), ending with the latest (3).

Select the correct answers:

  1. (1) Selling, (2) Marketing, (3) Production

  2. (1) Production, (2) Marketing, (3) Staff

  3. (1) Marketing, (2) Selling, (3) Production

  4. (1) Production, (2) Selling, (3) Marketing

  5. (1) Selling, (2) Production, (3) Marketing

Exemplary flashcards for Marketing SS19 at the TU München on StudySmarter:

Market demand can be...

  1. irregular, meaning that customers ask for certain offerings depending on time (e.g., season)
  2. negative, meaning that pessimistic customers have a lower willingness-to-pay than optimistic customers
  3. unwholesome, meaning that customers are attracted to offerings that have undesirable social consequences
  4. latent, meaning that a need cannot be satisfied by an existing offering
  5. overfull, meaning that a demand cannot be met, because there are not enough offerings

Select the correct answers:

  1. 1, 3, and 4 are correct only

  2. 1, 3, and 5 are correct only

  3. 1, 4, and 5 are correct only

  4. 1, 3, 4, and 5 are correct only

  5. All are correct

Exemplary flashcards for Marketing SS19 at the TU München on StudySmarter:

Which of the following staatements about the S-O-R model of consumer behavior is not correct?

Select the correct answers:

  1. A billboard is an example of a stimulus

  2. The choice of a retailer is one example of a response variable

  3. Motivation is part of the organism variables

  4. Perception is part of the response variable

  5. The seven marketing-mix instruments are marketing stimuli

Exemplary flashcards for Marketing SS19 at the TU München on StudySmarter:

Which of the following statements about Maslow's hierarchy of needs is not correct?

Select the correct answers:

  1. Getting enough water and food is an example of physiological needs

  2. Protection and shelter are examples of safety needs

  3. Friendship and peer group acceptance are examples of belongingness needs

  4. Prestige and status are example of ego needs

  5. Accomplishment is an example of self-actualization needs

Exemplary flashcards for Marketing SS19 at the TU München on StudySmarter:

Which one of the following statements regarding the consumer decision-making process is wrong?

Select the correct answers:

  1. The need recognition describes the identified difference between the current state and the ideal state

  2. Consumer information search and evaluation of alternatives is often truncated by arousal-driven impulse choices

  3. Marketing aims to enhance the cognitive dissonance of consumers

  4. Consumers form attitudes according to the ABC model

  5. Risks and social norms can affect the attitude-intention-buying behavior relationship

Exemplary flashcards for Marketing SS19 at the TU München on StudySmarter:

Which of the following statements about the confirmation/disconfirmation paradigm is not correct?

Select the correct answers:

  1. The comparison between pre-purchase expectations and the perceived outcome determines the valence of customers’ reaction

  2. Negative disconfirmation leads to dissatisfaction

  3. Satisfaction occurs when pre-purchase expectations are equal or lower than the perception of the actual outcome

  4. If pre-purchase expectations are high, negative disconfirmation leads to satisfaction

  5. Positive disconfirmation leads to satisfaction

Exemplary flashcards for Marketing SS19 at the TU München on StudySmarter:

Which of the following statements about software-supported customer relationship management is not correct?

Select the correct answers:

  1. Through data mining, marketing statisticians can extract useful information about individuals, trends and segments from the mass of data

  2. Database marketing is the process of building, maintaining, and using customer databases and other databases (products, suppliers, resellers)

  3. Data are organized into a data warehouse where marketers can capture, query and analyze them to draw inferences about an individual customer’s needs and responses

  4. The targeting of specific groups of customers is an example of an application

  5. For confidentality reasons, marketers should only collect ofline, but no online, information about customers

Exemplary flashcards for Marketing SS19 at the TU München on StudySmarter:

A customer of a firm is expected to generate a revenue of 100 Euro in the existing period (t0 = 0). The costs related to the customer amount to 20 Euro. The customer has a predicted probability of being active in the period of 80%. In the following period (t1 = 1), the figures are as follows: 180 Euro revenue and 18 Euro costs are expected; the likelihood of being active increases to 90%.

What is the customer lifetime value of the customer with regard to these two periods, assuming a discount rate of 10%?

Select the correct answers:

  1. 196,55 Euro

  2. 178,68 Euro

  3. 212,12 Euro

  4. 198,98 Euro

  5. 238,12 Euro

Exemplary flashcards for Marketing SS19 at the TU München on StudySmarter:

Which of the following statements about market research are correct?

  1. Validity refers to whether a study is able to scientifically answer the questions it is intended to answer
  2. Reliability refers to the extent to which a measurement gives results that are considered
  3. Objectivity means that no subjectivity bias is included in the measurement or the study
  4. Explicative designs require the researcher's knowledge about casual relationships between variables
  5. Exploratory designs are used at the early stages of the market research process 

Select the correct answers:

  1. 1, 2, and 3 are correct only

  2. 1, 2, and 5 are correct only

  3. 1, 2, 4 and 5 are correct only

  4. 1, 2, 3, and 5 are correct only

  5. All are correct

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Exemplary flashcards for Marketing SS19 at the TU München on StudySmarter:

Marketing SS19

Which of the following statements about marketing is not correct?
  1. Marketing aims to develop the right products and services for the right customers.

  2. The philosophy of marketing is relevant to multiple departments and processes in firms.

  3. Marketing aims to create value for stakeholders.

  4. Marketing means that firms take a customer orientation.

  5. Short-term profit realization is most important to marketing activities.

Marketing SS19

In a SWOT analysis, external factors include...
  1. strengths and weaknesses

  2. weaknesses and oportunities

  3. opportunities and threats

  4. threats and strengths

  5. strengths and opportunities

Marketing SS19

The marketing management process describes...
  1. marketers’ goals-directed planning, organizing, leading and controlling.

  2. how product innovations can be introduced successfully.

  3. advertising and selling strategies.

  4. planning and controlling activities.

  5. how to implement promotion strategies best.

Marketing SS19

Bring the following philosophies in a correct order, beginning with the earliest (1), ending with the latest (3).
  1. (1) Selling, (2) Marketing, (3) Production

  2. (1) Production, (2) Marketing, (3) Staff

  3. (1) Marketing, (2) Selling, (3) Production

  4. (1) Production, (2) Selling, (3) Marketing

  5. (1) Selling, (2) Production, (3) Marketing

Marketing SS19

Market demand can be...

  1. irregular, meaning that customers ask for certain offerings depending on time (e.g., season)
  2. negative, meaning that pessimistic customers have a lower willingness-to-pay than optimistic customers
  3. unwholesome, meaning that customers are attracted to offerings that have undesirable social consequences
  4. latent, meaning that a need cannot be satisfied by an existing offering
  5. overfull, meaning that a demand cannot be met, because there are not enough offerings
  1. 1, 3, and 4 are correct only

  2. 1, 3, and 5 are correct only

  3. 1, 4, and 5 are correct only

  4. 1, 3, 4, and 5 are correct only

  5. All are correct

Marketing SS19

Which of the following staatements about the S-O-R model of consumer behavior is not correct?
  1. A billboard is an example of a stimulus

  2. The choice of a retailer is one example of a response variable

  3. Motivation is part of the organism variables

  4. Perception is part of the response variable

  5. The seven marketing-mix instruments are marketing stimuli

Marketing SS19

Which of the following statements about Maslow's hierarchy of needs is not correct?
  1. Getting enough water and food is an example of physiological needs

  2. Protection and shelter are examples of safety needs

  3. Friendship and peer group acceptance are examples of belongingness needs

  4. Prestige and status are example of ego needs

  5. Accomplishment is an example of self-actualization needs

Marketing SS19

Which one of the following statements regarding the consumer decision-making process is wrong?
  1. The need recognition describes the identified difference between the current state and the ideal state

  2. Consumer information search and evaluation of alternatives is often truncated by arousal-driven impulse choices

  3. Marketing aims to enhance the cognitive dissonance of consumers

  4. Consumers form attitudes according to the ABC model

  5. Risks and social norms can affect the attitude-intention-buying behavior relationship

Marketing SS19

Which of the following statements about the confirmation/disconfirmation paradigm is not correct?
  1. The comparison between pre-purchase expectations and the perceived outcome determines the valence of customers’ reaction

  2. Negative disconfirmation leads to dissatisfaction

  3. Satisfaction occurs when pre-purchase expectations are equal or lower than the perception of the actual outcome

  4. If pre-purchase expectations are high, negative disconfirmation leads to satisfaction

  5. Positive disconfirmation leads to satisfaction

Marketing SS19

Which of the following statements about software-supported customer relationship management is not correct?
  1. Through data mining, marketing statisticians can extract useful information about individuals, trends and segments from the mass of data

  2. Database marketing is the process of building, maintaining, and using customer databases and other databases (products, suppliers, resellers)

  3. Data are organized into a data warehouse where marketers can capture, query and analyze them to draw inferences about an individual customer’s needs and responses

  4. The targeting of specific groups of customers is an example of an application

  5. For confidentality reasons, marketers should only collect ofline, but no online, information about customers

Marketing SS19

A customer of a firm is expected to generate a revenue of 100 Euro in the existing period (t0 = 0). The costs related to the customer amount to 20 Euro. The customer has a predicted probability of being active in the period of 80%. In the following period (t1 = 1), the figures are as follows: 180 Euro revenue and 18 Euro costs are expected; the likelihood of being active increases to 90%.

What is the customer lifetime value of the customer with regard to these two periods, assuming a discount rate of 10%?
  1. 196,55 Euro

  2. 178,68 Euro

  3. 212,12 Euro

  4. 198,98 Euro

  5. 238,12 Euro

Marketing SS19

Which of the following statements about market research are correct?
  1. Validity refers to whether a study is able to scientifically answer the questions it is intended to answer
  2. Reliability refers to the extent to which a measurement gives results that are considered
  3. Objectivity means that no subjectivity bias is included in the measurement or the study
  4. Explicative designs require the researcher's knowledge about casual relationships between variables
  5. Exploratory designs are used at the early stages of the market research process 
  1. 1, 2, and 3 are correct only

  2. 1, 2, and 5 are correct only

  3. 1, 2, 4 and 5 are correct only

  4. 1, 2, 3, and 5 are correct only

  5. All are correct

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