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Question;1. A producer might use;a "pulling policy" rather than a "pushing policy "if;Intermediaries are reluctant to handle a new product.;Its sales force has been very successful getting wholesalers and retailers to;handle its product.;It has a very limited promotion budget.;It is offering a very "high-tech" product to a small product-market.;2. When new product ideas are chosen based on ratings and comments from;customers, this process is called ______.;Creative resourcing;Idea engineering;Reaction engineering;Crowd sourcing;3. The primary purpose of branding is;To prevent competitors from stealing product ideas.;To boost customer satisfaction.;To identify a product.;To enhance package design.;4. Which of the following is a common cause of new-product;failures?;The company tries to;follow an organized new-product development process?rather than using a faster;and more spontaneous, "race-to-market" approach.;The managers worry too much about the competition.;The product fails to offer the customer a unique benefit.;The company delays putting the product on the market until it develops a;complete marketing plan.;5. Genetech Corp. has invested heavily to develop a patented new product.;Genetech wants to achieve a rapid return on its investment. It probably should;set a______________ pricing objective.;Status quo;Target return;Profit maximization;Sales-oriented;6. In the American Marketing Association's Statement of Ethics, which ethical;value stresses a firm's attempts to balance the needs of its buyers with the;interests of sellers?;Responsibility;Citizenship;Fairness;Honesty;7. David Oreck advertises Oreck vacuum cleaners via commercials that run on;national radio programs. He encourages consumers to "?try my 8-pound Oreck;vacuum for free for 30 days," and to return it if they aren't satisfied.;He then provides an easy-to-remember toll-free telephone number that consumers;can use to place orders. Regarding the AIDA model, the free-trial period and availability;of a toll-free number are devices used mainly to;Get attention.;Arouse desire.;Obtain action.;Hold interest.;8. Most firms in the business world set their prices using;Supply and demand analysis.;Federal price guidelines.;Cost-oriented price setting.;Demand-oriented price setting.;9. Compared with other approaches to business, the marketing concept is distinct;in that it;Focuses on sales.;Focuses on satisfying customers' needs.;Produces new products and services.;Creates abroad assortment of products.;10. More than600,000 loyal customers signed up in advance to purchase the;iPhone4 in an Apple store the first day it was available for sale in the U.S.;What type of response behavior were these Apple followers demonstrating?;Dissonance response;Low-involvement buying;Routinized response;Limited problem solving;11. In which quadrant of the SWOT analysis tool does the following fit? A firm;is in afast-growing industry.;Weaknesses;Strengths;Opportunities;Threats;12. A useful tool for organizing the competitor analysis is;Rivals chart.;The competitive summary.;The oligopoly chart.;A competitor matrix.;13. From the perspective of macro-marketing, e-commerce specialists CarFax;(which provides vehicle history reports) and (a website offering auto comparison shopping);have emerged within the auto industry because;The role of the automotive sales person is becoming obsolete.;The market needs competitive rivals to auto dealerships.;The information they provide makes the exchange process between producers and consumers;more efficient and effective.;Auto manufacturers need to sell direct to consumers.;14. Which of the following is true of direct distribution?;Direct distribution always serves customer needs better and at a lower cost.;It requires a significant investment in facilities.;Most firms selling consumer products rely on direct distribution.;It reduces a producer's need for working capital.;15. Behavioral targeting;Tries to reach target customers who are actually interested in what the firm;has to communicate.;Allows advertisers to pay only when a customer clicks on the ad and links to;the advertiser's website.;Tries to place ads on websites that are designed to appeal to the firm's target;market.;Delivers ads to consumers based on previous websites the customer has visited.;16. The main difference between a "marketing strategy" and a;marketing plan" is that;A marketing strategy omits pricing plans.;A marketing strategy provides more detail.;A marketing plan includes several marketing strategies.;Time-related details are included in a marketing plan.;17. When a company provides its advertising agency with a statement about a new;product to use in designing an advertising campaign, and this statement;includes a description of the target market, the product type, the primary;benefits of using the product, and how this product is different from, and;better than, competitive products, what type of statement is this?;Determining;Qualifying;Clustering;Positioning;18. Blending the firm's promotion efforts to convey a complete and consistent;message is the goal of;Sales management communications.;Integrated marketing communications.;Sales promotion communications.;Integrated promotional marketing;19. In the 1990s,DVDs replaced audiocassettes and floppy disks as the storage;media of choice for music and computers. At which stage of the product life;cycle is the DVD today?;Market introduction;Sales decline;Market extinction;Market immaturity;20. According to the concept of social responsibility, a firm has a duty to;Place customer satisfaction above all other considerations.;Place profit above all other considerations.;Communicate regularly with the public.;Conduct business in a way that is good for society as a whole, both now and for;the future.;21. The advantages of working with an intermediary usually increase when there;is;A smaller number of competing products.;Little distance between customers.;Excellent communication with customers.;A greater number of customers.;22. Clearwater Office Supply sells frequently purchased office supplies to;businesses in a metropolitan area. It is a well-established company with a;large share of the market. Its promotion should probably focus on;Stimulating primary demand.;Reminding.;Innovators.;Informing.;23. The phrase "big data" refers to;the use of marketing research in big marketing decisions.;the massive amount of data being collected and processed by today's;organizations.;the top five firms in the marketing research industry.;marketing research data taken from Internet sources.;24. When an advertiser pays a fixed amount (e.g. 70 cents) each time a Web;surfer clicks on the advertiser's ad and links to the advertiser's website;this process is called a(n);pay-per-click.;pay-per-view.;pioneeringad.;copy thrust.;25. The sales analysis of a product revealed that profits were highest when it;was initially introduced into the market with a high selling price. However;the price was gradually reduced as it started facing competition as substitutes;entered the market. This is an example of a(n) _____.;Penetration price policy;Skimming price policy;Introductory price dealing;Temporary price cut policy;26. Tammi Soloft has itchy eyes and a stuffy nose, and suddenly becomes aware;of many TV ads for allergy products that she never noticed before. This;illustrates;reinforced cognition.;selective perception.;selective retention.;selective exposure.;27. The main difference between the "marketing department era" and;the" marketing company era" is;More emphasis on selling and advertising in the marketing department era.;More emphasis on short-run planning in the marketing company era.;Whether the whole company is customer-oriented.;Whether the president of the firm has a background in marketing.;28. The three basic sales tasks are;Order-taking, order-managing, and order-getting.;Order-taking, supporting, and order-getting.;Order-closing, order-opening, and sales-promoting.;Order-taking, missionary selling, and order-getting.;29. Marketers cannot assume that a product that meets consumer needs in one;country will do so in another. This is because;The purchase situations may be different.;Economic wants do not influence purchases in many regions of the world.;Family life cycles may be different.;Many wants are culturally learned.;30. Because she frequently buys books at, Sophie Soleil set up an account and password;at the website. Now, when she logs on and searches for a specific book, a note;pops up at the center of her laptop screen saying: "Hello, Sophie, we have;recommendations for you," and proceeds to list other titles that Sophie;might enjoy based on her previous purchases. Amazon can remember Sophie (and;her previous purchases) because the online retailer uses;Encoding.;Banners.;Cookies.;Decoding.


Paper#46485 | Written in 18-Jul-2015

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