Question;Question 1.?In regards to the Cisco case, the;buyer and seller are less dependent upon each other in the business buying;process than in the consumer buying process.????True;?False??;2 points;Question 2.?A company;or store gains a(n) ________ by differentiating its products and delivering;more value.??... cost advantage... positioning advantage... competitive advantage... efficiency advantage... synergy.?;2 points;Question 3.?The;is the most important consumer buying organization in society, the;roles and influences of different members have been researched extensively.??... reference group... subculture... social class... membership group... family.?;2 points;Question 4.?Which of;the following is the most popular method for segmenting markets???... demographic... psychographic... geographic... gender... behavioral.?;2 points;Question 5.?Large;business purchasers usually call for detailed product specifications, written;purchase orders, careful supplier searches, and formal approval. These are all;examples of how the business buying decision process is more ________ than the;consumer buying decision process is.??... creative... independent... concentrated... relationship-oriented... formalized.?;2 points;Question 6.?When;compared to consumer markets, business markets are ________.??... less complex... smaller... huge... somewhat larger... approximately the same.?;2 points;Question 7.?The demand;for many business goods and services tends to change more, and more quickly;than the demand for consumer goods and services does. This is referred to as;demand.??... supplier... fluctuating... derived... elastic... inelastic.?;2 points;Question 8.?The Pure;Drug Company produces insulin, a product with a very stable demand, even though;the price has changed several times in the past two years. Insulin is a product;with ________ demand.??... fluctuating... service... elastic... joint... inelastic.?;2 points;Question 9.?Hewlett-Packard and Dell buy Intel microprocessor chips because consumers buy;personal computers. This demonstrates an economic principle called ________.??... derived demand... joint demand... elastic demand... market demand... fluctuating demand.?;2 points;Question 10.?You have;just created the "perfect" ad. It communicates the full mix of;benefits upon which the brand is differentiated and positioned. This full;positioning of the brand is called ________.??... target marketing... capturing the consumers' attention... differentiated marketing... value profiling... its value proposition.?;2 points;Question 11.?What is;one way that social class is NOT measured???... number of children in the family... education... wealth... income... occupation.?;2 points;Question 12.?Maslow's;theory is that ________ can be arranged in a hierarchy.??... decisions... perceptions... stimuli... human needs... beliefs and attitudes.?;2 points;Question 13.?Many;marketers use the self-concept premise that people's possessions;contribute to and reflect their identities, that is, "we are what we;have." According to this premise, consumers ________.??... are affected by subconscious motivations... are attracted to products that expand their existing attitudes... buy products to support their self-images... do not identify with brand personalities... conduct the information search.?;2 points;Question 14.?Even;though several options are available at any one time, there ________ to segment;a market.??... is one single best way... is a most effective way... are limited ways... is no single way... are four ways.?;2 points;Question 15.?In;general, a company should enter only segments in which it can ________ and;??... offer superior value, gain advantages over competitors... gain advantages over competitors, mass market its products... offer superior value, ship faster... offer lower prices, develop customer loyalty... offer lower prices, ship faster.?;2 points;Question 16.?Many firms;make an effort to identify smaller, better-defined target groups;by using ________.??... multiple segmentation bases... concentrated marketing... differentiation... mass marketing... positioning.?;2 points;Question 17.?The;markets you have chosen to serve in four western states can be effectively;reached and served. You would tell the marketing manager that these segments;are ________.??... substantial... actionable... measurable... accessible... profitable.?;2 points;Question 18.?When;comparing itself to its competitors, Hidden Valley describes its Ranch dressing;as the original. This is the ________ the manufacturer has planned for the;product.??... services differentiation... position... channel differentiation... market segment... marketing mix.?;2 points;Question 19.?What is;the LEAST pressing in Maslow's Hierarchy of Needs???... safety needs... esteem needs... physiological needs... self-actualization needs... social needs.?;2 points;Question 20.?A shoe;company uses ads featuring the members of a country music band with the hope;that the band's fans will see them wearing the company's shoes and want to wear;the same shoes. The shoe company is hoping that fans of the band view the band;as a ________.??... reference group... status symbol... subculture... lifestyle... membership group.?;2 points;Question 21.?People;cannot focus on all of the stimuli that surround them each day. A person's;tendency to screen out most of the information to which he is exposed is called;??... selective retention... selective attention... selective perception... selective distortion... selective attitude.?;2 points;Question 22.?Developing;a strong position within several segments creates more total sales than;marketing across all segments.??... differentiated... individual... undifferentiated... target... niche.?;2 points;Question 23.?As stated in class, Harrah's used the 80/20;principle, whiich means 20% of customers produce 80% of its revenue.????True;?False??;1 points;Question 24.?According to the "Do-It-Myself;Marketing Plan," you should establish your goals first and then conduct a;situation analyis.????True?False??;1 points;Question 25.?In class, Parker stated that it's better to;have a "B" plan and an "A" team, than a "A" plan;and a "B" team.????True?False??;1 points;Question 26.?As mentioned in class, the ?Sandwich;Generation? is a _______ and is/are also called ________:???...;macroenvironmental factor, baby boomers?...;microenvironmental factor, Gen X?...;macroenvironmental factor, Gen Y?...;macroenvironmental factor, Gen X?.?;1 points;Question 27.?As a small;business consultant, you recommend to your clients that they use no-cost methods of observation to gather market research. Which of the;following are you NOT likely to recommend your clients do???... visit and socialize with competitors... observe vehicle and pedestrian traffic... monitor competitors' advertising from local media... evaluate how many and what kind of customers they currently have... hire additional staff to observe extensively.?;2 points;Question 28.?You want;to observe how often consumers listen to music throughout their day and what;different audio devices they use. You are also interested in how consumers;store and access their own music collections. You should conduct;research.??... exploratory... experimental... survey... causal... secondary.?;2 points;Question 29.?Your;colleague is confused about using the marketing research process, as he knows;that something is wrong but is not sure of the specific causes to investigate.;He seems to be having problems with ________, which is often the hardest step;to take.??... developing the research plan... determining a research approach... selecting a research agency to help... defining the problem and research objectives... C and D.?;2 points;Question 30.?You have;just identified the "touch points" of the 400 best customers in your;database. At this point, you want to manage detailed information about each of;them to maximize customer loyalty. You should use customer relationship;management (CRM).???True;?False??;2 points;Question 31.?Your;assistant wants to use secondary data exclusively for the current research;project. You advise him that the use of secondary data has some potential;problems. Which of the following is NOT one of them???... It may not be impartial.... It may not be current.... It may not exist.... It may not be relevant.... It is generally more expensive to obtain than primary data..?;2 points;Question 32.?In;general, marketers must weigh carefully the costs of additional information;against the ________ resulting from it.??... ethical issues... cost... benefits... organization... creativity.?;2 points;Question 33.?For;primary data to be useful to marketers, it must be relevant, current, unbiased;and ________.??... collected before secondary data... inexpensive... experimental... accurate... descriptive.?;2 points;Question 34.?The real;value of a company's marketing research and information system lies in the;??... quality of customer insights it provides... marketing information system it follows... variety of contact methods it uses... amount of data it generates... efficiency with which it completes studies.?;2 points;Question 35.?Today's;technological environment changes more rapidly than core cultural beliefs do.???True;?False??;2 points;Question 36.?Watching;the cultural trends of how people view others, observers have noted an;increased interest in ________.??... do-it-yourself projects... patriotism... adventurous experiences... socializing with co-workers... going out less and staying home more.?;2 points;Question 37.?The LOHAS;market is most closely associated with which of the following cultural trends???... thriftiness... distrust of political systems... organized religion... increased patriotism... environmental sustainability.?;2 points;Question 38.?As a;response to the Great Recession, most consumers have ________.??... increased their investments in the stock market... amassed record levels of debt... seen their home values increase... adopted back-to-basics spending patterns... abandoned value marketing.?;2 points;Question 39.?Which of;the following is NOT a type of factor in a company's macroenvironment???... demographic... economic... political... competitive... technological.?;2 points;Question 40.?Which of;the following is a trend that depicts the increasingly nontraditional nature of;today's American family???... stay-at-home dads declining in number... dual-income families declining in number... the declining reliance on convenience foods and services... the falling percentage of married couples with children... working women making up a smaller percentage of the workforce.?;2 points;Question 41.?Millennials;represent a larger demographic segment than the baby boomers or Gen Xers.???True;?False??;2 points;Question 42.?Cause-related marketing is a(n) ________.??... attempt to influence consumers' core beliefs... primary form of corporate giving... lobbying response to corporate legislative problems... response to customer needs... primary form of environmental awareness.?;2 points;Question 43.?The recent;rash of business scandals and increased concerns about the environment have;created fresh interest in the issues of ________ and ________.??... ethics, social responsibility... promotion, pricing... finances, employee discrimination... management ethics, insider trading... ethics, promotion responsibility.?;2 points;Question 44.?Banks;credit companies, insurance companies, and other businesses that help finance;transactions or insure against the risks associated with the buying and selling;of goods and services are referred to as ________.??... resellers... marketing services agencies... physical distribution firms... wholesalers... financial intermediaries.?;2 points;Question 45.?Which of;the following is a useful tool for identifying growth opportunities???... the product/market expansion grid... the value delivery network... the BCG matrix... the business portfolio... the value chain.?;2 points;Question 46.?A;company's mission statement serves as a statement of ________.??... sustainability... financial goals... purpose... fact... employee commitment.?;2 points;Question 47.?Holiday;Inn has divided the total customer market into smaller segments and selected;the most promising segments. Deciding what position it wants to occupy in these;segments is called targeting.???True?False??;2 points;Question 48.?Serengeti;makes lightweight sunglasses with 100 percent UV protection for people who love;to hunt, hike, and bike ride. Its long-term plans;include the development of lenses that, in addition to protecting users from UV;rays, will also have effective water-sheeting action;to reduce lens spotting. This new feature will be valuable to people who fish.;In terms of a SWOT analysis, the company believes it can use the ________ of;its reputation as a sunglass manufacturer for a specialized market in;combination with its current manufacturing facilities and labor force to enter;this new market.??... threats... opportunities... strengths... trends... weights.?;2 points;Question 49.?According;to the textbook, your boss is most likely referring to ________ when she;mentions "doing things right."??... efficiency... objectives... planning... implementation... strategy.?;2 points;Question 50.?Starbucks;Coffee has recently begun selling and playing compilation CDs and is supporting;its own XM satellite radio station. This represents which strategy for growth???... partner development... product development... market penetration... market development... diversification.?
Paper#47303 | Written in 18-Jul-2015Price : $27