Reference no: EM13734874
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 ________.
brand slogan
brand vision
brand personality
brand mission
2: What can enhance the value of Web-based shopping experiences to serve as personal shopping assistants or Web-site guides?
Smartphones
Tablets
E-mail
Avatars
3: 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.
switchers
shiftingloyals
hard-coreloyals
splitloyals
4: The ability to meet humanity's needs without harming future generations is now a top priority in most corporate agenda ________.
ethics
sustainability
rules
righteousness
5: 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 ________.
conformance quality
interoperability
compatibility
Durability
6: 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 to launch before their competition, this is called________.
late entry
parallel entry
early entry
first entry
7: What type of strategy consists of geographical pricing, price discounts and allowances, promotional pricing, and differentiated pricing?
Price adaptation
Altered pricing
Fixed pricing
Regular prices
8: A social definition of marketing says ______.
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
effective marketing requires companies to remove intermediaries to achieve a closer connection with direct consumers
marketing is the process of extracting maximum value from consumers to facilitate corporate growth
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
9: New-to-the-world products are ________.
low-cost products designed to obtain an edge in highly competitive markets
new product enhancements that supplement established products
new products that create an entirely new market
existing products that are targeted to new geographical markets
10: _______ is an approach that considers different ethnic and cultural segments require targeted marketing campaigns and tactics.
Specialized marketing
Diversity marketing
Ethnic-based marketing
Multicultural marketing
11: 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 4 - analyzing the information
Step 1 - defining the problem
Step 2 - developing the research plan
Step 5 - drafting the report
12: 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
problem-solving
provoking solutions
crisis management
13: 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?
Profitability
Efficiency
Solvency
Activity
14: Another basis for decision-making is referred to as ________.
ethical practices
situational ethics
ethical dilemmas
correct ethics
15: With ________ as a target market strategy, the firm concentrates on serving many needs of a particular customer group.
selective specialization
market specialization
product specialization
single-segment concentration
16: 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.
decline
maturity
growth
Obsolescence
17: What are the four characteristics of a marketing audit?
Announced, semi-annually, dependent, and perpetual
Dependent, non-comprehensive, quarterly, and unannounced
Comprehensive, systematic, independent, and periodic
Simple, unique, randomly, and exclusive
18: 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 ________.
differentiation
overall cost leadership
integrative growth
market development
19: Which method identifies the effect sponsorship has on consumers brand knowledge?
Supply-side method
Positioning method
Demand-side method
Pricing method
20: 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?
Explain the rules and regulations laid out by governmental agencies to protect the environment.
Demonstrate that the products will benefit both customers and the society in the long-term.
Emphasize benefits to the consumer rather than environmental benefits.
Focus on the efforts and costs incurred by the company to bring these "green" products to consumers
21: Which component of a marketing audit includes major developments in income, prices, savings, and credit that affect the company?
Political
Cultural
Technological
Economic
22: A firm must know where to position its product based on price and ________.
communication
promotional efforts
region
quality
23: 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 management benefit
Ultimate service benefit
Complete marketing benefit
Total customer benefit
24: Which control should periodically reassess its approach to the marketplace with a good marketing audit?
Strategic control
Performance control
Marketing control
Ethical control
25: 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
market partitioning
brand association
market estimation
26: The effect of exposures on audience awareness depends on the following three factors:
height, length, and width
reach, frequency, and impact
distance, timing, and focus
space, communication, and advertisements
27: 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
28: 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 accumulation
data governance
data marketing
data mining
29: 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?
Push strategy
Strategic plan
Pull strategy
Lock strategy.