Database management software

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Reference no: EM132270855

1. In marketing information systems, database management software:

a. permits marketers to use models to produce information to address their decision-making needs.

b. contains routines for manipulating data in ways that are useful for marketing decision making.

c. provides tools for marketers to search for meaningful trends in large sets of data.

d. is used for sorting and retrieving data from internal and external sources.

2. Bob is a software engineer, and he tries to gather information about every gadget released in the market. Whenever a smartphone company unveils its latest smartphone with cutting-edge technology, he immediately purchases it. Which of the following factors most likely influences his decision?

a. Promotion influence

b. Product involvement

c. Product knowledge

d. Place influence

3. A producer of alcoholic beverages produces four different brands of beer: BlackStar, BlueStar, Grandeur, and Holmes. BlackStar is a standard brew, while BlueStar has a low alcohol content. Grandeur is low in calories, and Holmes has a high alcohol content. In this case, the manufacturer uses different brand names for each of its products to:

A. associate the image of one product with that of another

B. target specific market segments more efficiently

C. enter a new product class

D. increase consumer brand awareness.

4. From the standpoint of a marketing manager, product classification is useful because it:

A. helps in distinguishing the scope of vertical markets and horizontal markets

B. provides the knowledge that shopping goods typically need broadcast promotion

C. helps to understand that convenience goods generally require targeted promotion

D. assists in providing guidelines for developing an appropriate marketing mix

5. A popular television channel ropes in a celebrity to make a guest appearance in an episode of its popular talk show. The show's producer believes that it will attract new viewers for the talk show and also help in increasing the market share of the channel. This scenario is an example of the ________ strategy.

a. market development

b. diversification

c. product development

d. market saturation

6. Anchor Investments Inc., an investment bank, acts as a financial advisory body to many independent asset owners. The bank acquires a high-stakes project that requires the exclusive involvement of senior project managers. They therefore work in relative privacy away from the rest of the organization. In this scenario, Anchor Investments is most likely using the ________ approach.

A. crash stakes

B. relay approach

C. rugby approach

D. skunkworks

7. Gary is a purchasing agent at Thought Cloud Inc., an advertising agency. He is formally vested with the responsibility of selecting suppliers of campaign material for a new advertising campaign that is being planned. He identifies a sole-sourcing relationship with Mark, an independent contractor, and negotiates the terms of the contract for the supplies. Which of the following purchasing roles is exhibited by Gary?

A. Decider

B. Gatekeeper

C. Initiator

D. Buyer

8. In ________, a current brand name is used to enter a completely different product class.

A. brand dilution

B. generic branding

C. brand extension

D. line extension

Reference no: EM132270855

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