Question 1;One-to-one marketing is a marketing strategy that:Answer;gathers data on individual customers and then tailors an appeal to their needs and tastes.;uses technology to make customers feel like they are being treated special.;focuses on the use of personal selling and consultative advising of customers.;relies heavily on geographic data but ignores demographic and psychographic data.;2 points;Question 2;A company's competitive edge is:Answer;dependent on the availability of its products.;largely a function of its pricing strategies.;the superiority of its market research.;based on customers' perception of its products and services.;2 points;Question 3;Numerous surveys have concluded that the most important element of service is:Answer;the personal touch.;convenient business hours.;speedy transactions.;innovative product design.;2 points;Question 4;When it comes to gathering market research on customers, most small companies tend to be:Answer;as good at it as large companies.;at a severe disadvantage in comparison to large companies.;data rich, lots of facts, but information poor, little in a useful form.;less effective at defining the research problem than larger companies.;2 points;Question 5;The Total Quality Management (TQM) concept:Answer;strives to achieve quality not just in the product or service itself, but in every aspect of the business and its relationship with the customer.;relies on quality inspections through an army of quality control inspectors.;focuses on reducing the time it takes to fulfill a customer's request for a product.;is built on market research.;2 points;Question 6;Small businesses are able to maintain a leadership role in innovation by:Answer;using their size, flexibility, and speed to their advantage.;spending much more money on R & D than large companies do.;foreseeing trends better and far enough in advance that they can spread innovation costs over several years.;making better use of technology than large companies.;2 points;Question 7;The primary opportunity for time compression management (TCM) lies in its application to:Answer;the purchasing process.;the production process.;the administrative process.;the marketing process.;2 points;Question 8;When it comes to innovation, the small business and entrepreneur:Answer;often can't afford to pursue it.;tend to lead the way in business.;do it through imitation of large companies.;make heavy use of market research instead.;2 points;Question 9;Small companies with limited financial resources can often use ________ as a way to differentiate themselves from larger competitors.Answer;innovation;lower prices with higher quality;high price and high quality;customer service;2 points;Question 10;Companies connect with their customers ________ by supporting causes that are important to their customer base, taking exceptional care of their customers, and making it fun and enjoyable to do business with them.Answer;emotionally;practically;with low prices;with unique products;2 points;Question 11;Market research:Answer;provides the information that is foundational to the marketing plan.;is the process used to set the goals and objectives of the marketing plan.;is prohibitively expensive for the small business owner.;is relatively unimportant to the small business owner if the owner is close to his/her customers.;2 points;Question 12;Small businesses can compete with larger rivals with bigger budgets by employing unconventional, low-cost creative techniques known as:Answer;market research.;astonishing customer service.;guerrilla marketing techniques.;psychographics.;2 points;Question 13;The marketing goal of a small business is to treat each customer as a(n):Answer;individual.;group;profit center.;cost center.;2 points;Question 14;The majority of customers who stop patronizing a particular store do so because:Answer;its prices are too high.;its quality is too low.;an indifferent employee treated them poorly.;it failed to advertise enough.;2 points;Question 15;The focus of the small company's marketing plan is:Answer;its product or service.;the customer.;attracting capital.;an evaluation of key competitors.;2 points;Question 16;In a(n) ________ advertising program, a group of similar businesses forms a "syndicate" to produce "generic" ads that allow the individual businesses to dub in local information.Answer;cooperative;shared;direct;integrated;2 points;Question 17;A successful direct mail ad is characterized by:Answer;text written as if it were being spoken.;thorough text descriptions of the benefit.;making statements rather than asking questions.;minimal use of pictures and color, to reduce costs.;2 points;Question 18;The bestcolorcombination for an outdoor ad is:Answer;blue on green.;red on black.;yellow on orange.;black on white.;2 points;Question 19;is any sales presentation that is nonpersonal in nature and is paid for by an identified sponsor.Answer;Promotion;Advertising;Personal selling;Publicity;2 points;Question 20;Effective ads are built on:Answer;a clear picture of the competition's products.;a multimedia approach.;a unique selling proposition.;clearly defined features of the product.;2 points;Question 21;The ________ method is the most difficult and least used technique of establishing an advertising budget.Answer;percentage of sales;spending what competitors spend;objective-and-task;what is affordable;2 points;Question 22;A successful public relations technique used by local businesses to sponsor and promote fundraising activities of nonprofit groups is called:Answer;cooperative advertising.;shared advertising.;cause marketing.;integrated marketing.;2 points;Question 23;is any sales presentation that is nonpersonal in nature and is paid for by an identified sponsor.Answer;Personal selling;Press Release;Advertising;Marketing;2 points;Question 24;Radio:Answer;is the one medium that customers spend the most time paying attention to.;can reach nearly any target market.;is very susceptible to "zapping.;is the most expensive advertising medium in terms ofrelative;costs.;2 points;Question 25;Before making a sales call, the salesperson sets three objectives. Which one is not an objective?Answer;The primary objective;The visionary objective;The maximum objective;The minimum objective;2 points;Question 26;is the personal contact between salespeople and potential customers that comes from sales efforts.Answer;Publicity;Personal selling;Specialty advertising;Advertising;2 points;Question 27;forces the salesperson to be open-minded and to shoot for the top.Answer;The primary objective;The minimum objective;The visionary objective;The ultimate objective;2 points;Question 28;The ________ cost of an advertising medium compares the actual dollar cost of an ad with the number of potential customers it reaches.Answer;relative;continuous;absolute;comparative;2 points;Question 29;The most meaningful unique selling proposition:Answer;identifies as many product features as possible.;stresses price.;counters the strengths of the competition.;describes the primary benefit of the product.;2 points;Question 30;The choice of advertising medium is primarily determined by:Answer;what media the competition uses.;what media the industry focuses on.;the target audience and the message.;the unique selling proposition and budget.
Paper#30997 | Written in 18-Jul-2015Price : $27