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ETROY Principles of Marketing MKT-3300 exam 5 (all 100 questions)




Question;Chapters 19-22. 100 multiple choice Questions. 2 hours (120 minutes). (all 100 questions are attached)Question 1;1.;Figure 20-4 above depicts the sales management process that involves three;interrelated functions. "B" refers to __________.;Answer;sales;plan implementation;salesforce;compensation;salesforce;size determination;salesforce;communication;salesforce;training;1 points;Question 2;1.;In a recent survey, responding firms reported that on average they used eight;metrics to measure their innovation. Figure 22-3 above shows that among firms;that use more than three different innovation metrics, they use two different;kinds?output metrics and input metrics. Which of the following is an input;metric?;Answer;number;of ideas or concepts in the pipeline;number;of new products or services launched;return;on assets (ROA) in the pipeline;customer;satisfaction with new products or services;revenue;growth due to new products or services;1 points;Question 3;1.;Those in;staff positions have the authority and responsibility to advise people in line;positions;Answer;and;can recommend salary and benefit adjustments for them.;and;serve the board of directors.;and;must clear all such communication with the human resources department.;but;cannot serve on team projects with them.;but;cannot issue direct orders to them.;1 points;Question 4;1.;On the;Coca-Cola-hosted, people congregate online and exchange views on;topics of common interest. This website is an example of __________.;Answer;spam;a;shopping bot;a;web community;a;blog;a;web caf?;1 points;Question 5;1.;Consider the "stickiness" marketing dashboard above for an automobile;dealership. To gauge the "stickiness" of its website, the firm;monitors the average time spent per unique monthly visitor (in minutes) on its;website (the third metric above in the dashboard). This is done by tracking the;average visits per unique monthly visitor (the first metric above) and the;average time spent per visit, in minutes, (the second metric above) that is;displayed on its marketing dashboard. For 2010 or "A," what was the;average time spent per unique monthly visitor (in minutes) on the automobile;dealership's website?;Answer;4.0;minutes;4.5;minutes;7.5;minutes;9.0;minutes;cannot;be determined;1 points;Question 6;1.;Within;DuPont's textile fiber department, there is a separate product manager for;rayon, acetate, orlon, nylon, and Dacron. The product manager for DuPont nylon;would be responsible for;Answer;making;long-range plans for nylon.;maintaining;the divisional mission statement.;modifying;DuPont's organizational structure.;creating;static marketing objectives.;implementing;short-term actions for all fibers.;1 points;Question 7;1.;Which of;the following statements about transactional websites is NOT true?;Answer;Transactional;websites are most common among store and catalog retailers and direct selling;companies.;Transactional;websites can create channel conflict.;Transactional;websites may cannibalize sales from stores, catalogs, and sales;representatives.;Transactional;websites often engage visitors with interactive experiences that involve;games, contests, and quizzes.;Transactional;websites are used less frequently by manufacturers of consumer products.;1 points;Question 8;1.;The;practice of using information provided by cookies for directing online;advertising from marketers to those online shoppers whose behavioral profiles;suggest they would be interested in such advertising is referred to as;Answer;viral;marketing;buzz;data;mining;behavioral;targeting;spyware;1 points;Question 9;1.;Account;management policies refer to policies that __________.;Answer;specify;how salespeople will be compensated and how sales performance will be;evaluated;specify;which products or services will be offered to consumers, through which;outlets, and at what price;specify;the organizational structure of the salesforce and set the sales goals for;both individual sales representatives and the salesforce as a whole;specify;whom salespeople should contact, what kinds of selling and customer service;activities should be engaged in, and how these activities should be carried;out;determine;the sales quotas for the upcoming year based upon past sales performance and;current forecasting;1 points;Question 10;1.;In a;presentation, the salesperson tries one appeal after another, hoping;to "hit the right button.;Answer;formula;selling;persuasive;sales;stimulus-satisfaction;stimulus-response;stimulus-selling;1 points;Question 11;1.;When a;salesperson in the computer store asks, "Will that be charge or;cash?", he has executed the _____ stage of the personal selling process.;Answer;closing;approach;presentation;handling;objections;follow-up;1 points;Question 12;1.;What is a;reason users have "unliked" a brand's Facebook Page?;Answer;The;brand ceases to be popular and users move on to a new brand's Facebook Page.;The;brand posts too frequently on trivial or controversial topics.;Users;tire of not being able to contribute to the conversation.;Users;want to protest the presence of advertisements on Facebook.;The;Page isn't updated and users lose interest.;1 points;Question 13;1.;Functional;groupings refer to organizational groupings;Answer;that;group specific customer segments.;in;which sales territories are subdivided according to geographic location.;that;represent the different departments or business activities within a firm.;in;which a unit is responsible for specific product offerings.;that;combine both market-based groupings with product groupings.;1 points;Question 14;1.;Loving;Care Pets manufactures food for dogs, cats, rabbits, and gerbils specifically;created for pets under three months of age. In terms of the market-product grid;framework, adding a line of pet food for mature dogs, cats, rabbits, and;gerbils will result in a __________ strategy that will provide Loving Care Pets;with increased marketing efficiencies.;Answer;market;specialization;market;product concentration;product;specialization;selective;specialization;full;coverage;1 points;Question 15;1.;When;using share points to make marketing resource allocation decisions, marketing;managers must estimate: (1) the market share for the product, (2);(3) the contribution to overhead and profit (or gross margin) of each share;point, and (4) possible cannibalization effects on other products in the line.;Answer;total;production costs;number;of market segments;stage;of the product in its product life cycle;the;total financial resources available for a sustained marketing effort;the;revenues associated with each point of market share;1 points;Question 16;1.;The top;reasons cross-channel shoppers research items online before buying in stores;include: (1) the desire to compare products among different retailers, (2) the;need for more information than is available in stores, and (3) the ease of;Answer;reducing;geographical barriers;finding;products that are restricted in their area;finding;products that are more customized to their needs;finding;products that are out of season;comparing;their options without having to trek to multiple retail locations;1 points;Question 17;1.;A company;that uses an organizational structure based on its snowboards, skiing;equipment, and ice skates would most likely be using a ____________ grouping.;Answer;functional;reseller;product;line;geographical;market-based;1 points;Question 18;1.;What is;the challenge presented to brand managers by social media advertising?;Answer;Brand;managers need to convince social networks to post their ads free of charge.;Brand;managers need to connect the cost of new social network promotions to the;sales they generate.;Brand;managers need to create "universally appealing" ads as they cannot;target specific demographics on social networks.;Brand;managers need to estimate how many users have clicked on their ads, leading;to difficulties in assessing an ad's effectiveness.;Brand;managers need to deal with having only a limited selection of social;networking platforms to advertise on.;1 points;Question 19;1.;Many;large, packaged goods marketers like Procter & Gamble, Kraft, and Pillsbury;have used the product manager (or brand manager) system of marketing;organization and implementation. Which of the following is the key advantage of;this system?;Answer;Product;managers have relatively little authority.;Product;managers are short-term in their orientation.;Product;managers have direct responsibility for research and development of new;products.;Product;managers assume profit-and-loss responsibility for the performance of the;product line.;Product;managers have line responsibility over sales managers.;1 points;Question 20;1.;The;principal difference between the two major types of websites is that;promotional websites are designed to __________ while transactional websites;are designed to __________.;Answer;create;portals, act as bots;convert;online browsers into online buyers, promote a company's products and services;provide;information about a company, move consumers closer to a purchase;move;consumers closer to a purchase, provide information about a company;promote;a company's products and services, convert online browsers into online buyers;1 points;Question 21;1.;According;to the eight-second rule;Answer;it;only takes eight seconds for someone to learn how to navigate an Internet;website.;any;online purchase should take no more than eight seconds to complete.;hunter-gatherers;will not wait longer than eight seconds for a response in a chat room.;more;than 50 percent of online consumers will spend less than eight seconds at a;portal.;customers;will abandon a website if download time exceeds eight seconds.;1 points;Question 22;1.;What is a;main difference between advertising in traditional print media and advertising;on Facebook?;Answer;Brand;managers compose the title, the copy, and the images or photos of the ad.;Demographics;are not taken into account when placing ads on Facebook.;Brand;managers do not keep an expense budget for Facebook ads.;Brand;managers cannot control the content of their Facebook ads?the advertising;agency does.;Brand;managers do not select the placement of where the ads are seen on Facebook.;1 points;Question 23;1.;T-Mobile's;2010 holiday TV ad featuring Chuck Norris unexpectedly surpassed expectations;of success by becoming popular not only in the Czech network but in neighboring;Poland and Slovakia as well. While this started as a __________ marketing;strategy targeted as a single country, it crossed country boundaries and became;a global marketing strategy.;Answer;intracultural;multidomestic;intercultural;convergence;social;network;1 points;Question 24;1.;In;conference selling, __________.;Answer;buyers;and sellers meet through a technology-based forum (telephone or video;conference call such as WebEx, etc.) because person-to-person meetings are;too expensive due to the cost of air travel;the;sale has already been finalized but the buyer and seller meet to discuss;delivery details;a;salesperson and other company resource people meet with buyers to discuss;problems and opportunities;a;company team conducts an educational program for a customer's technical;staff, describing state-of-the-art developments;a;form of mass selling occurs via electronic marketplaces such as eBay;Facebook, and;1 points;Question 25;1.;Where a;social network following comes from?with fans coming from a friend being more;valuable than those coming from an ad?is referred to as a;Answer;friendster.;friend;visitor.;fan;source.;fan;base.;friend;source.;1 points;Question 26;1.;Marketers;can use one of two strategies: the first strategy uses Groupon and Living;Social Deals, and the second strategy uses ads in newspapers, magazines, and on;TV. The difference between these two types of marketing strategies is that the;first one targets consumers who are __________ and the second one targets;consumers who are __________.;Answer;passive;receivers", "active receivers;an;older demographic, a younger demographic;wealthy;disadvantaged;active;receivers", "passive receivers;disadvantaged;wealthy;1 points;Question 27;1.;Mark;wanted to make some extra money, so he went door-to-door in his neighborhood;asking residents if they had any small jobs that they could hire him to;perform. Mark had no idea of whether anyone had any jobs for him, so he picked;the houses randomly and knocked on the doors to see if anyone was home and;perhaps interested in his services. In terms of the personal selling process;Mark was engaged in __________ when he knocked on a door.;Answer;stimulus-response;selling;handshaking;cold;canvassing;closing;traffic;generation;1 points;Question 28;1.;The final;stage in the personal selling process is referred to as __________.;Answer;presentation;assumptive;close;trial;close;urgency;close;follow-up;1 points;Question 29;1.;Consumers;deftly use Internet technology to seek information, evaluate alternatives, and;make purchase decisions on their own time, terms, and conditions. This is an;example of the sixth reason why consumers buy and shop online.;Answer;convenience;choice;customization;control;communication;1 points;Question 30;1.;Facebook;came under fire in December 2009 when it made significant changes to the;privacy settings of users. These changes to privacy settings resulted in;Answer;releasing;user's personal information, such as name, picture, gender, and a list of;friends, "by default.;wall;posts being lost.;friends;being lost.;additional;privacy and security for its users who provided a detailed Facebook Page;sent automatically to the company.;products;being "unliked.;1 points;Question 31;1.;Key;problems that emerge in a firm's strategic marketing process include: (1) bad;news is filtered out as information goes up the line to give top management a;very rosy picture, (2) plans are based on very poor assumptions about;environmental forces, (3) __________, (4) too much time and effort may be spent;on data collection and writing plans that are too complex to implement, and (5);line operating managers often feel no sense of ownership in implementing the;plans.;Answer;there;is poor communication between the firm and its stakeholders;there;is a lack of leadership;although;management says they are behind the plans, they do not allocate resources to;the degree necessary for success;planners;and their plans may have lost sight of their customers' needs;plans;can be thwarted by disgruntled employees, other departments, or competitors;1 points;Question 32;1.;The;popularity of multichannel marketing is apparent in its growing impact on;online retail sales. Multichannel marketers are expected to register about;of U.S. online retail sales in 2012.;Answer;40;percent;50;percent;60;percent;70;percent;90;percent;1 points;Question 33;1.;A fan;source is;Answer;where;a social network following comes from?with every source being of equal value.;where;a social network following comes from?with fans coming from a friend being;more valuable than those coming from an ad.;the;source of all Facebook fans in the target demographic for a particular brand.;the;number of fans who interact with a Facebook Page.;the;number of fans who are evangelists for a brand.;1 points;Question 34;1.;In Porter's generic business strategies shown in Figure 22-4 above;B" refers to a __________ strategy.;Answer;quality;focus;cost;leadership;differentiation;cost;focus;differentiation;focus;1 points;Question 35;1.;The;information needed in a situation (SWOT) analysis or Step 1 of the planning;phase includes: (1) trends for industry and competitors and (2) __________.;Answer;projected;future sales, expenses, and profits;market;potential studies;positioning;studies;market-product;grids with target segments and product groupings;marketing;mix actions;1 points;Question 36;1.;Consider Figure 22-A above. Effective managers track the progress of their;marketing plans to identify problems that need to be corrected. Sometimes, the;problems are with the marketing plan and its strategies, at other times, they;may be due to their implementation, and at still other times, they may be due;to both. Recall that research on what really works shows that successful firms;have excellence on both the planning and strategy side and the implementation;or execution side. As Figure 22-A shows, marketers can develop and implement;strategies that have four possible results. For "C," identify the;likely result of the planning and implementation of the marketing plan and its;strategies for a product or service.;Answer;Trouble;The solution is to recognize that only implementation is at fault and to;correct it.;Success;The marketing program achieves its objectives.;Failure;The marketing program flounders and fails to achieve its objectives.;Trouble;The solution is to recognize that only the strategy is at fault and to;correct it.;Cannot;be determined with the information provided.;1 points;Question 37;1.;The;information needed for the evaluation phase of the strategic marketing process;includes: (1) __________ and (2) action memos to correct problems and exploit;opportunities.;Answer;positioning;studies;market-product;grids with target segments and product groupings;detailed;plans to execute the marketing program;tracking;reports to measure results;projected;future sales, expenses, and profits


Paper#47282 | Written in 18-Jul-2015

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