MKT571 final exam



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What can enhance the value of Web-based shopping experiences to serve as personal shopping assistants or Web-site guides?

 

E-mail
Avatars
Smartphones
Tablets

Prestige LLC, a small company that manufactures specialty cereals and energy bars, wants to launch a “green marketing” program in response to heightened consumer awareness about environmental issues. What should the company do to maximize the program’s chances of being successful?
Focus on the efforts and costs incurred by the company to bring these “green” products to consumers.
Explain the rules and regulations laid out by governmental agencies to protect the environment.
Emphasize benefits to the consumer rather than environmental benefits.
Demonstrate that the products will benefit both customers and the society in the long-term.

 

A firm must know where to position its product based on price and ________.
quality
communication
promotional efforts
region
_______ is an approach that considers different ethnic and cultural segments require targeted marketing campaigns and tactics.
Specialized marketing
Ethnic-based marketing
Multicultural marketing
Diversity marketing

Marketers need to identify the hierarchy of attributes that guide consumer decision making in order to understand different competitive forces and how these various sets get formed. This process of identifying the hierarchy is called ________.
market valuation
brand association
market partitioning
market estimation

Which method identifies the effect sponsorship has on consumers brand knowledge?
Supply-side method
Pricing method
Positioning method
Demand-side method

The three guidelines for anticipating management reactions are (1) prior to the crisis during normal day-to day operations, (2) at the moment some event triggers the crisis, and (3) during the crisis situation that triggers the event. These guidelines are the stages for ________.
decision making
provoking solutions
crisis management
problem-solving

What is the perceived monetary value of the bundle of economic, functional, and psychological benefits customers expect from a given market offering because of the product, service, people, and image?
Total customer benefit
Complete marketing benefit
Total management benefit
Ultimate service benefit

ABC Technology is nearing completion on their product and market research has discovered a competitor is also close to launching a similar product. ABC has decided launch before their competition, this is called ________.
first entry
parallel entry
late entry
early entry

What type of control focuses on measuring a company’s products territories, customer groups, segments, trade channels, and order sizes to help expand or eliminate any products or marketing activities?
Activity
Solvency
Efficiency
Profitability

A company can learn a great deal by analyzing the degrees of brand loyalty. For example, ________ can show the firm which brands are most competitive with its own.
hard-core loyals
switchers
split loyals
shifting loyals

 

 

Which control should periodically reassess its approach to the marketplace with a good marketing audit?
Marketing control
Performance control
Strategic control
Ethical control
Which of the following can induce a firm to expand into the international arena?
A saturated foreign market
A saturated domestic market
Cater to a domestic mass market
High income level of domestic consumers

With ________ as a target market strategy, the firm concentrates on serving many needs of a particular customer group.
product specialization
selective specialization
market specialization
single-segment concentration

If the Ford GT is designed to accelerate to 50 miles per hour within 10 seconds, and every Ford GT coming off the assembly line does this, the model is said to have high ________.
interoperability
durability
compatibility
conformance quality

2Wheels conducts exhaustive customer surveys to discover customer preferences and attitudes towards the brand. Sally uses cluster analysis to classify the data and help the company determine the trends in the information. Sally is using the technique of ________.
data mining
data governance
data accumulation
data marketing

Another basis for decision-making is referred to as ________.
correct ethics
ethical dilemmas
situational ethics
ethical practices
The effect of exposures on audience awareness depends on the following three factors:
distance, timing, and focus
height, length, and width
reach, frequency, and impact
space, communication, and advertisements
Which of the following is a strategy that uses the manufacturer’s sales force, trade promotion money, or other means to induce intermediaries to carry, promote, and sell the product to end users?
Strategic plan
Pull strategy
Lock strategy
Push strategy
The marketing manager needs to know the cost of the research project before approving it. During which stage of the marketing research process would such a consideration most likely take place?
Step 1 – defining the problem
Step 2 – developing the research plan
Step 5 – drafting the report
Step 4 – analyzing the information
Which component of a marketing audit includes major developments in income, prices, savings, and credit that affect the company?
Cultural
Economic
Technological
Political
Through its cutting-edge point-of-sale inventory, management technology, and highly efficient shipping practices, Wal-Mart is able to keep its inventory expenditure extremely low and to pass these savings on to consumers in the form of low prices. Wal-Mart’s strategy is best described as ________.
market development
differentiation
integrative growth
overall cost leadership

 

Marketers must see themselves as benefit providers. For example, when a shopper purchases new shoes, he or she expects the shoes to cover his or her feet and allow him or her to walk unobstructed. This is an example of what level in the consumer-value hierarchy?
Basic product
Pure tangible product
Potential benefit
Core benefit

New-to-the-world products are ________.
new products that create an entirely new market
existing products that are targeted to new geographical markets
new product enhancements that supplement established products
low-cost products designed to obtain an edge in highly competitive markets
What are the four characteristics of a marketing audit?
Announced, semi-annually, dependent, and perpetual
Simple, unique, randomly, and exclusive
Comprehensive, systematic, independent, and periodic
Dependent, non-comprehensive, quarterly, and unannounced
What type of strategy consists of geographical pricing, price discounts and allowances, promotional pricing, and differentiated pricing?
Regular prices
Price adaptation
Fixed pricing
Altered pricing

The ability to meet humanity’s needs without harming future generations is now a top priority in most corporate agenda________.
righteousness
sustainability
rules
ethics

social definition of marketing says ______.
marketing is the process of extracting maximum value from consumers to facilitate corporate growth
effective marketing requires companies to remove intermediaries to achieve a closer connection with direct consumers
a company should focus exclusively on achieving high production efficiency, low costs, and mass distribution to facilitate the broadest possible access to the company’s products
marketing is the process by which individuals and groups obtain what they need and want through creating, offering, and freely exchanging products and services of value with others

BMW’s “The ultimate driving machine,” American Express’ “Don’t leave home without it,” New York Times’ “All the news that’s fit to print,” and AT&T’s “Reach out and touch someone” are all examples of ________.
brand vision
brand mission
brand slogan
brand personality

 

A music sch

essool in Boyles Height, LA, specializes in teaching the guitar and the violin. After a spurt in growth and a few successful years, the school is experiencing a slowdown in sales and stability in its profits due to an increase in competition. The school is in the ________ stage of its life cycle.
growth
obsolescence
maturity
decline



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