C16: Principles of Marketing;1. Microsoft?s marketing and technical skills and continuing investment in improving its Windows operating system give it a/an in making computers easier to use.;a) strategic window;b) market requirement;c) market opportunity;d) competitive advantage;2.Dell Computer collects information about competitive, economic. political, legal and regulatory, technological, and sociocultural forces that may affect its marketing activities. This process is called;a) environmental scanning.;b) survey of environment.;c) marketing.;d) information processing.;3.Which one of the following statements characterizes a marketing information system (MIS)?;a) An MIS is an orderly gathering of information thatis not supplied through routine reporting systems such as sales reports and accounting data.;b) An MIS provides a continuous flow of information about such;things as distribution costs, prices, sales, and advertising;expenses.;c) An MIS is conducted on a special-project basis when needed.;d) An MIS involves internal information collection about;employees and customers.;4.Business buying differs from consumer buying in that business buying consists of purchasing products for production, resale, or;day-ta-day operations rather than for consumer use. Which one of the following characteristics is typical of business transactions?;a) Orders placed by business buyers tend to be smaller than;those placed by consumers.;b) Business buyers are better informed about the products they;purchase.;c) Business purchases usually require only a short negotiating period.;d) Most business purchases are made by one person.;5.Regarding key aspects of product differentiation, product quality: refers to how a product is conceived, planned, and produced.;a) refers to the overall characteristics of a product that allow it;b) to perform as expected in satisfying customer needs.;c) is concerned with creating and maintaining a certain concept of a product in the customer's mind.;d) is not concerned with the degree to which a product is the same over time.;6.Which one of the following statements is FALSE?;a) Service companies recognize that they must set realistic expectations about the service they can provide.;b) Service expectations can be set through advertising and;communication.;c) It has been estimated that customers tell four times as many people about bad service as they do about good service.;d) There is little need for a service company to focus effort on;maintaining good internal communication.;7.The wheel of-retailing hypothesis suggests that;a) the cost of operating a department store will be reduced over;time as the store's management learns more about retail operations.;b) retailers tend to provide increasingly limited services to;customers as the business ages.;c) new retailers enter the marketplace with low prices, low profit margins, and low status but eventually emerge at the high end of;the price/cost/service scale.;d) as retail firms' profits increase. the services they provide to customers increase, but the cost of doing business decreases.;8.Scott Bartello, a salesperson for Xerox, develops a list of potential customers and evaluates them on the basis of their ability. willingness, and authority to purchase copy machines. This;process is called;a) customer search.;b) preapproach.;c) approaching the customer.;d) prospecting.;9.A customer is likely to say, People notice when you buy the most expensive brand of a product.?;a) a price-conscious;b) quality-conscious;c) prestige-sensitive;d) value-conscious;10.By 2009, the North American Free Trade Agreement will create a free trade area between the United States, Mexico, and;a) Japan;b) Brazil.;c) Canada.;d) Panama.
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