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Marketing MBA-565 quiz 3




Question;1.In ________ marketing, the firm operates in several market segments and designs different products for each segment. (Points: 5) segmentedundifferentiateddifferentiatedgeodemographicniche2.In evaluating different market segments, the firm must look at two factors: the segment's overall attractiveness and ________. (Points: 5) company's objectives and resourcesthe product to be soldthe purchasing processcompetition's strategiesthe global nature of the product3.In principle, business buyers seek to ________ in relation a market offering's costs. (Points: 5) spread risksobtain the highest benefit packagemaintain everyday low pricesoutsource as much as is possibleeliminate partners' shares in profits as much as possible4.________ is composed of all parties who participate in the purchasing decision-making process and share common goals and risks associated with their decisions. (Points: 5) The buying centerThe marketing sales teamStrategic managementEngineering supportThe logistics center5.All of the following are methods of assessing customer value EXCEPT ________. (Points: 5) direct survey questionsexit interviewingfocus-group value assessmentconjoint analysisbenchmarks6.Webster cautions that ultimately, ________ make purchasing decisions. (Points: 5) only senior managersindividuals, not organizations,organizations, not individuals,third partiessystems contractors7.Johnson & Johnson broadened its target market for its baby shampoo to include adults through ________. (Points: 5) countersegmentationmetamarketingundifferentiated marketingproduct specializationsingle-segment concentration8.If a market is segmented according to light, medium, and heavy product users, the marketer segmenting this market is using the ________ as the means to segment. (Points: 5) user statususage ratebuyer-readiness stageoccasionbenefit9.When buyers cannot easily monitor supplier performance, the supplier might shirk or cheat and not deliver the expected value. ________ is "some form of cheating or undersupply relative to an implicit or explicit contract." (Points: 5) Institutional saleOpportunismBusiness buyingVertical integrationContractual transactionism10.Many business buyers prefer to buy a total solution to a problem from one seller. ________ is the correct term for this process. (Points: 5) Channel consolidationSystems buyingVertical buyingHorizontal buyingSupply buying11.The total demand for many business goods and services is ________ ?that is, not much affected by price changes. (Points: 5) derivedfluctuatingacceleratedmultipleinelastic12.Business markets differ significantly consumer markets in that business markets possess all of the following characteristics EXCEPT ________. (Points: 5) fewer, larger buyersclose supplier-customer relationshipprofessional purchasinginverted demandmultiple sales calls13.In the proposal solicitation process, ________ should be marketing documents that describe value and benefits in customer terms. (Points: 5) written proposalsoral proposalse-proposalsalliance proposalsglobal proposals14.A company can be said to have used ________ if the company distinguished among customers buying on the basis of price, service, and quality. (Points: 5) macrosegmentationmicrosegmentationstrategic segmentationglobal segmentationshort-term segmentation15.________ is a key industrial marketing strategy in bidding to build large-scale industrial products (e.g., dams, pipelines, et cetera). (Points: 5) Systems contractingSystems buyingSystems sellingSolutions buyingTurnkey logistics16.According to the ________ criterion for useful market segments, a segment should be the largest possible homogenous group worth going after with a tailored marketing program. (Points: 5) measurablesubstantialaccessibledifferentiableactionable17.A marketer is interested in segmenting a business market based on technology and customer capabilities. Which of the following major segmentation variables would most likely be used by the marketer to assist with the task? (Points: 5) Demographic variablesPurchasing approachesSituational factorsPersonal characteristicsOperating variables18.The purchasing department buys office supplies on a routine basis. This type of purchase is classified as a ________. (Points: 5) straight rebuymodified rebuynew tasksecondary purchasepreordained purchase19.If a marketing manager observes that his or her market shows no natural segments and consumers seem to have roughly the same preferences, the marketing manager will most likely be faced with a ________ preferences pattern. (Points: 5) homogeneousheterogeneousdiffusedclusteredscattered20.Marketers usually identify niches by ________. (Points: 5) dividing a segment into subsegmentsconducting VALS testsallowing consumers to gravitate toward product brandsexamining the demographics section of The Handbook of Marketingproducing products that can be used in a variety of ways


Paper#47387 | Written in 18-Jul-2015

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