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MKT571 final exam




Question;What;can enhance the value of Web-based shopping experiences to serve as personal;shopping assistants or Web-site guides?;E-mail;Avatars;Smartphones;Tablets;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?;Focus on the efforts and costs incurred by the company to bring these;green" products to consumers.;Explain the rules and regulations laid out by governmental agencies to protect;the environment.;Emphasize benefits to the consumer rather than environmental benefits.;Demonstrate that the products will benefit both customers and the society;in the long-term.;A;firm must know where to position its product based on price and ________.;quality;communication;promotional efforts;region;is an approach that considers different ethnic and cultural segments;require targeted marketing campaigns and tactics.;Specialized marketing;Ethnic-based marketing;Multicultural marketing;Diversity marketing;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;brand association;market partitioning;market estimation;Which;method identifies the effect sponsorship has on consumers brand knowledge?;Supply-side method;Pricing method;Positioning method;Demand-side method;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;provoking solutions;crisis management;problem-solving;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 customer benefit;Complete marketing benefit;Total management benefit;Ultimate service benefit;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 ________.;first entry;parallel entry;late entry;early entry;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?;Activity;Solvency;Efficiency;Profitability;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.;hard-core loyals;switchers;split loyals;shifting loyals;Which;control should periodically reassess its approach to the marketplace with a;good marketing audit?;Marketing control;Performance control;Strategic control;Ethical control;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;With;as a target market strategy, the firm concentrates on serving many;needs of a particular customer group.;product specialization;selective specialization;market specialization;single-segment concentration;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 ________.;interoperability;durability;compatibility;conformance quality;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 mining;data governance;data accumulation;data marketing;Another basis for decision-making is referred to as;(NOT SURE);correct ethics;ethical dilemmas;situational ethics;ethical practices;The effect of exposures on audience awareness depends on the following three;factors;distance, timing, and focus;height, length, and width;reach, frequency, and impact;space, communication, and advertisements;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?;Strategic plan;Pull strategy;Lock strategy;Push strategy;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 1 ? defining the problem;Step 2 ? developing the research plan;Step 5 ? drafting the report;Step 4 ? analyzing the information;Which component of a marketing audit includes major developments in income;prices, savings, and credit that affect the company?;Cultural;Economic;Technological;Political;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 ________.;market development;differentiation;integrative growth;overall cost leadership;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?;Basic product;Pure tangible product;Potential benefit;Core benefit;New-to-the-world;products are ________.;new products that create an entirely new market;existing products that are targeted to new geographical markets;new product enhancements that supplement established products;low-cost products designed to obtain an edge in highly competitive markets;What are the four characteristics of a marketing audit?;Announced, semi-annually, dependent, and perpetual;Simple, unique, randomly, and exclusive;Comprehensive, systematic, independent, and periodic;Dependent, non-comprehensive, quarterly, and unannounced;What type of strategy consists of geographical pricing, price discounts and;allowances, promotional pricing, and differentiated pricing?;Regular prices;Price adaptation;Fixed pricing;Altered pricing;The;ability to meet humanity?s needs without harming future generations is now a;top priority in most corporate agenda________.;righteousness;sustainability;rules;ethics;social;definition of marketing says ______.;marketing is the process of extracting maximum value from consumers to;facilitate corporate growth;effective marketing requires companies to remove intermediaries to achieve a;closer connection with direct consumers;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;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;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 vision;brand mission;brand slogan;brand personality;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.;growth;obsolescence;maturity;decline


Paper#47023 | Written in 18-Jul-2015

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