Reference no: EM13782444

1. What data analysis type is being used here? When Sam thought about opening a foreign car repair shop in Phoenix, he researched all of the firms in the area before deciding on a location. He also analyzed their capabilities and found articles about many of them in terms of their capabilities, strengths, and weaknesses.

2. Which market do customers who have purchased and are driving Audi automobiles represent?

3. The Soccer World Cup is promoted aggressively to both companies and fans. This is an example of

4. Which of the following industries is most likely to use database marketing?

5. In the U.S., consumer expenditures on homes and other large purchases tend to slow down during a recession because

6. Costco is able to keep its inventory expenditure relatively low through its management technology and cutting-edge point-of-sale inventory management technology. As a result, Costco is able to pass these savings on to consumers in the form of low prices. This strategy is best described as

7. How does the market demand curve change (as a function of marketing expenditure) during recession?

8. Which of the following statements demonstrates behavioral loyalty towards a brand?

9. Which of the following elements of sociocultural environment can be associated with the growing demand for social surrogates like social networking sites, television, and so on?

10. Which of the following is correct about marketing management?

11. Wabash Bank would like to understand if there is a relationship between the advertising or promotion it does and the number of new customers the bank gets each quarter. What type of research is this an example of?

12. A company's sales potential would be equal to market potential when which situations exists?

13. Marketing is considered both an art and a science. How do the 4Ps, or marketing mix, help us bridge the gap between art and science?

14. One of the most critical steps in the defining process of market research is

15. Which strategy does this exemplify? Kayak and Orbitz provide their customers with a variety of

16. During the holidays, companies often provide gifts to customers. The more a client spends, the larger the gift, usually. To segment customers in this way, for what purpose is this data being mined?

17. When Apple introduced iTunes, a new market was opened. Which of the following describes this type of innovation?

18. By 2015, projections indicate that the largest category of households will be composed of

1. Which of the following is known in marketing as attributes of a product or service that may not be unique to the product or service?

2. When purchasing, in which state does the consumer set a minimum acceptable cutoff level for each attribute and then makes a buying decision?

3. Which of the following is known as the process of creating a segment storyboard to test the attractiveness of each segment?

4. Which term describes the diverse needs of many ethnic market segments?

5. Which of the following would consumers associate closely with a brand?

6. Which of the following do marketers use to give consumers a special reason for them to purchase a product or service?

7. Which group is experiencing the fastest population growth today?

8. Which other factor does an organization's marketing strategy focus on: segmentation, targeting, and

9. What is the second stage of the consumer buying process?

10. Which other dimension is the VALS classification system based on besides consumer motivation?

11. Which of the following do brand mantras attempt to define?

12. In behavioral segmentation, a product or service is grouped by which other dimension besides knowledge of, attitude toward, and use of?

13. Which market is known as the invisible market segment?

14. Which of the following is used to determine a competitive frame of reference for brands to compete against other brands due to their closeness as substitutes?

15. How many primary groups does VALS classify U.S. adults into based on personality traits and key demographics?

16. What other dimension helps market segments be measurable, substantial, accessible, and differentiable?

17. Which of the following marketing strategies does not concentrate on recognizing differences in customers' needs in the organization?

18. Which of the following tools do marketers use to visually illustrate how consumers view products or services on multivariables?

19. Which of the following is a tool a company uses to position its brands attributes in the minds of those in the organization?

20. Which other criteria helps make up the three criteria for a successful brand mantra: inspire, simplify, and

21. When searching for a supplier, which of the following provides the broadest reach of possible suppliers in today's competitive market environment?

1. Which of the following is the level at which the product's primary characteristics operate?

2. Which of the following steps will help service firms to increase their quality control?

3. Some firms might delay the launch of their products until after the competitor has borne the cost of educating the market. Such an entry is called ________ entry.

4. One of the ways to change the course of a brand is to modify the product. Under product modification, ________ adds size, weight, materials, supplements, and accessories that expand the product's performance, versatility, safety, or convenience.

5. When the physical product cannot be easily differentiated, the key to competitive success may lie in adding valued services and improving their quality. The main service differentiators are ordering ease, delivery, installation, ________, customer consulting, maintenance, and repair.

6. Using the ________ level of the product hierarchy to market its soups, Campbell Soups feature the company name first, then the soup variety on their packaging.

7. Which of the following is the best example of a new-to-the-world product?

8. Most new-product activities are devoted to

9. A dance school in the Bronx teaches professional hip-hop and salsa. It is experiencing an increase in student admissions, which is leading to substantial improvement in profits. The school is going through the ________ phase of its life cycle.

10. Which of the following is most closely related with the organic growth of an organization?

11. Campbell Soups is a newly established company that specializes in preparing healthy but tasty food for children under the age of 5. It is incurring huge production costs, nonexistent profits, and slow sales growth. The company is in the ________ phase of its life cycle.

12. Poga International, a multinational beverage corporation, identifies that one of its competitors is launching an apple flavored drink. The company decides to launch an apple flavor brand along with its competitor. What timing strategy is used here?

13. Product launches include many tasks and often take longer than expected. To coordinate effectively, a planning technique such as ______ can be used.

14. 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?

15. ________ is the ability of a company to prepare on a large-scale basis individually designed products, services, programs, and communications.

16.The five product levels constitute a ________. At each level more customer value is added.

17. It was sunny when Jenny went to class, but by the time class was over it was raining heavily, so Jenny stopped by the student store to buy an umbrella before she walked back to her dorm. In this case, the umbrella is an example of a(n) ________.

18. Happy Home Products produces detergents, toothpaste, bar soap, disposable diapers, and paper products. This company has a product ________ of five lines.

19. Services high in ________ are those services that have characteristics the buyer normally finds hard to evaluate even after consumption.

20. Which of the following will most help service providers overcome the limitation of intangibility of services when positioning itself?

21. Product-line analysis provides information for two key decision areas: product-line length and ________.

· Detail the target market profiles, key buying behaviors, and decision motivators for your consumer and organizational target markets.

· How you will manage each stage of the PLC and include tactical plans for the Four Ps at each stage

1. Companies are pursuing which objective when they start with prices high and slowly drop them over time?

2. When companies estimate the demand and costs associated with alternative prices, they will choose the price that produces

3. What type of marketing channel consists of an independent producer, wholesaler(s), and retailer(s)?

4. Which strategy is appropriate when there is low brand loyalty in a category and brand choice is made in the store?

5. What type of distribution places the goods or services in as many outlets as possible?

6. Which type of distribution relies on some intermediaries willing to carry a particular product?

7. What is an ultimate form of foreign involvement?

8. What mode of entry is it when local and foreign investors share ownership and control?

9. What is the practice that allows companies to maximize their market share by believing a higher sales volume will lead to lower unit costs and higher long-run profit while assuming the market price is sensitive?

10. What type of marketing system includes the producer, wholesaler(s), and retailer(s) acting as a unified system?

11. Which companies have launched a website without any previous existence as a firm?

12. Which agreements are not necessarily illegal, but they do violate U. S. law if they tend to lessen competition substantially?

13. When the number of intermediaries are severely limited, this means an

14. Which strategy uses the manufacturer's advertising, promotion, and other forms of communication to persuade consumers?

15. What type of system does a firm employ to decide about the most critical decisions management faces?

16. When a seller agrees to accept partial payment of products manufactured with the supplied equipment it is called

17. What type of deal takes place when the seller receives some percentage of the payment in cash and the rest in products?

18. Which marketing system is another channel development in which two or more companies put together resources to exploit an emerging market opportunity?

19. What is a simple way to engage in international marketing?

20. What takes place when dealers purchase some or all of a product line?

21. What form describes a buyer and seller directly exchanging goods with no money and no third party involved?

· Identify any considerations you will need to employ to build and maintain the brand and customer loyalty.

1. When a consumer considers a product or service, he or she will choose whichever product or service delivers the highest

2. ________ is finding the most cost-effective media to deliver the desired number and type of exposures to the target audience.

3. Companies provide rewards to customers who buy often and in substantial amounts. These reward schemes are referred to as

4. Which of the following statements correctly reflects a characteristic of public relations as a marketing communications tool?

5. Which of the following benefits is offered by sales promotion tools?

6. TBS Bikes has recently introduced a series of bikes called Surami. The core positioning of TBS Bikes is "speed". Surami is a five-gear bike and, apart from speed, the company promises to include other features such as safety, good performance, and pollution control features. This describes the ________ of the bike.

7. Selective price cuts, intense promotional blitzes, and occasional legal action are commonplace in the strategic design of

8. What function does a company's public relations department perform when it promotes understanding of the organization through internal and external communications?

9. When Starbucks introduced its Tazo Tea line to bring in new customers who had never gone to Starbucks because they don't drink coffee, Starbucks was employing a ________ strategy.

10.Rachel and Josh are on vacation in Hawaii. When they arrived at the hotel, they were offered chilled juice. Their check-in formalities were handled by the staff. When they entered their room, they saw that chocolates had been placed on the pillows and a flower arrangement on the table. The hotel's actions are an example of

11.Mountain Dew is a brand known for sponsorships of adventure events such as snowboarding and skateboarding competitions. What is the most likely objective of Mountain Dew's sponsorship of these events?

12.An insider trading crisis for an organization is what type of public relations crisis?

13.Which of the following factors forms the basis of assessing sponsorship activities through supply-side methods?

14.When dealing with a public relations crisis, a _____ can be a useful online tool to communicate with internal stakeholders.

15.Which of the following circumstances are best suited for the use of personal selling?

16.Under which of the following conditions is the frequency the most important factor in media selection?

17.Total customer satisfaction is measured based on the relationship of

18.________ is based on the premise that marketers can no longer use interruption marketing via mass media campaigns.

19.In order to help anticipate public relations crises it's important to think about the possible events that could occur and the appropriate management response. This is often referred to as

20.Which of the following equations accurately describes the total number of exposures (E) of an advertising message through a given medium?

21.________ is an aggressive maneuver where the firm attacks first, perhaps with guerrilla action, across the market, keeping everyone off balance.

1. 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 ________.

2. 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 ________

3. 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 ________.

4. What type of strategy consists of geographical pricing, price discounts and allowances, promotional pricing, and differentiated pricing

5. A social definition of marketing says

6. 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?

7. 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 ________.

8. 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

9. Another basis for decision-making is referred to as ________.

10. _______ is an approach that considers different ethnic and cultural segments require targeted marketing campaigns and tactics.

11. 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

12. 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 ________.

13. With ________ as a target market strategy, the firm concentrates on serving many needs of a particular customer group.

14. 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 ________.

15. 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.

16.Which of the following can induce a firm to expand into the international arena

17. 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?

18.Which control should periodically reassess its approach to the marketplace with a good marketing audit

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

20.What are the four characteristics of a marketing audit?

21.A music school 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.

22. 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?

23.New-to-the-world products are ________.

24. 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 ________

25. The ability to meet humanity's needs without harming future generations is now a top priority in most corporate agenda ________.

26. Which method identifies the effect sponsorship has on consumers brand knowledge?

27. Which component of a marketing audit includes major developments in income, prices, savings, and credit that affect the company?

28. 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?

29. The effect of exposures on audience awareness depends on the following three factors:

30. A firm must know where to position its product based on price and ________.

1. A PR practitioner may be subject to conspiracy in these situations: when the practitioner participates in illegal action, counsels or guides the illegal policy, takes part in it, or

2. A Gucci bag sells for $120 in Italy and $240 in the United States due to the differences in the costs of distributing the product in the two countries. This phenomenon is called a(n)

3. Marketing effectiveness rating instruments and marketing audits are approaches to

4. Which of the following is likely to be an important trend in marketing in the future?

5. Which of the following is an example of a distribution metric used for measuring the performance of marketing plans?

6. To protect a creative work from being published in any other manner, a company or author would ____________ the material.

7. The marketing audit reviews six components of the overall marketing arena including the marketing environment, marketing strategy, marketing organization, marketing systems, marketing productivity and

8. Rising customer expectations, evolving employee goals and ambitions, and tighter government legislation and pressure are driving companies to

9. The purpose of strategic control is to

10.Cadbury's "Sports for Schools" promotion offered sports and fitness equipment for schools in exchange for vouchers. The problem was that the public and media saw a perverse incentive for children to eat more chocolate, a product associated with obesity. Which of the following best summarizes Cadbury's problem?

11.Which of the following refers to the ability to meet humanity's needs without harming future generations?

12.A marketing audit is typically best conducted by a(n)

13.Which of the following is an example of a communication metric used for measuring the performance of marketing plans?

14.A ________ is a comprehensive, systematic, independent, and periodic examination of a company's or business unit's marketing environment, objectives, strategies, and activities, with a view to determining problem areas and opportunities and recommending a plan of action to improve the company's marketing performance.

15.Straight extension of the product means

16.Your firm has decided to enter the international market with your product called Trema, a combination of a pocket organizer and cell phone. Even though the product has been a huge success in the home country, market research suggests some changes may be required before it can be introduced in Europe. Your CMO is of the opinion that the product requires certain extra features and the product will also have to be marketed differently. Your CMO is advocating

17.The purpose of profitability control is to

18.Which characteristic of a marketing audit is described by the methodical evaluation of the macro- and micromarketing environments, objectives and strategies, system, and activities?

19.______ is an obligation to act in a way expected of a reasonable person.

20.________ is the process by which firms assess the effects of their marketing activities and programs and make necessary changes and adjustments.

21.Which of the following is true regarding a marketing audit?