MKT 571, 234 Sample Final Questions and Answers
SET 1 = 30 Questions
SET 2 = 51 Questions
SET 3 = 51 Questions
SET 4 = 51 Questions
SET 5 = 51 Questions
Questions on all these 5 sets are detailed below.
1) Which of the following is most closely associated with a proactive marketing orientation? 2) Marketing __________ is the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value. 3) Business buyers ______________. mkt 571 final exam 4) Toyota, the maker of the Scion brand, is using what kind of brand strategy with Scion products? 5) BMW, the maker of the Mini Cooper brand, is using what kind of brand strategy with its Mini products? mkt 571 final exam 6) Brands can play a number of specific roles within a company’s brand portfolio. For example, a __________ is positioned with respect to competitors’ brands so that more important and profitable brands retain their desired positioning. 7) When Apple introduced its popular iPod Nano model, it dropped its Mini iPod at the same time. The Mini was, at the time, the most popular MP3 player in the marketplace. This is an example of __________. mkt 571 final exam 8) A ___________ is when a parent brand is used on a new product targeting a new market segment within a category currently served by the parent. mkt 571 final exam 9) ___________ are formal statements of expected product performance by the manufacturer. 10) Mazda’s Miata convertible originally drew the most interest from women between the ages of 35 and 55. In order to interest more potential customers in the roadster, Mazda beefed up the model with heavier shocks and a faster engine, and then emphasized performance in its advertising. This is an example of creating a new product by ____________. 11) When SAP software added a Windows-style “back” button to its industrial invoice management software, the new product ___________. mkt 571 final exam 12) In 2003, Toyota introduced its Scion brand with the aim of bringing younger buyers into the “family.” This was a classic example of _________________. mkt 571 final exam 13) Painting and consulting are considered industrial goods because ______________. 14) Marketers plan their market offerings at five levels. What is the correct order of the levels, going from most fundamental to the level with the most benefits? 15) Characteristics a buyer can evaluate before purchase are called _______________. 16) For $15 a day, Chlena will go to your home and feed, water, and play with your pet while you are on vacation. The service Chlena provides is an example of a _____________. 17) Mr. Tse and his family took a vacation to Washington, D.C. While there, they bought souvenirs; t-shirts and hats to take home to family and friends who didn’t have the opportunity to go. The experience of the Tse family is an example of which offering? Mkt/571 Final Exam 18) Best Buy will often try to sell the buyer of a high-end television monitor an extended warranty. This is an example of _______________. mkt 571 final exam 19) The introduction of a new product to the market using market-penetration pricing is most likely to be successful when _____________. mkt 571 final exam 20) A __________ pricing objective is suitable for a company that has overcapacity, intense competition, and changing customer needs. Mkt571Final Exam 21) Scotty is in the process of opening Suburban Legends SK8S to sell boards, wheels, trucks, clothing, videos, and skateboarding related collectibles. The first thing Scotty should do when setting the store’s prices is to ____________. 22) A common mistake in pricing is ____________________. 23) When customers buy on the basis of a reference price or because the price conveys a particular quality image to them, they are being influenced by ____________. 24) Which of the following areas will a marketing manager standardize or adapt when taking a new product global? 25) Which of the following best describes integrated marketing communication (IMC)? 26) Which of the following best describes the role of social responsibility in marketing? Mkt 571 final exam 27) Public policy makers have developed a substantial body of laws and regulations to govern advertising. For these reasons, an important step in developing an advertising campaign is _____________. 28) Within the last couple years several cosmetics manufacturers have introduced non-clumping mascara. Revlon was one of these manufacturers. Revlon should use ________ advertising to increase selective demand for its non-clumping mascara. 29) Hospitals are engaged in intense competition to fill maternity beds. What type of advertising would hospitals most likely use to advertise their new amenities like hot tubs in every room, filet mignon or lobster on the menu, and afternoon teas for the new mothers and their families? 30) _____________ is the key ingredient in marketing campaigns and consists of a diverse collection of short-term incentive tools designed to influence trial, purchase, and interests of consumers and wholesalers.mkt 571 final exam
1) Which of the following is an example of primary data that would be used by Topps card company to determine popularity of its new hologram baseball card series? mkt 571 final exam 2) The systematic design, collection, analysis, and reporting of data and findings relevant to a specific marketing situation facing the company is termed _______________. mkt 571 final exam 3) Small companies can engage is marketing research in a number of creative and inexpensive ways, including _______________. mkt 571 final exam 4) The step in the marketing research process that includes determining who will be sampled is to _______________. 5) Rita Jenkins, president of the local Chamber of Commerce, had difficulty getting members to assist in running the organization. She felt it was because of lack of commitment to the Chamber. Her vice-president felt it was due to having too many meetings. The organization’s secretary felt it was because there were several other professional organizations to which the members also belonged. If Rita wants to do research to determine the real reason why members do not want to run for office, she should begin by ________________. mkt 571 final exam 6) The second step in the marketing research process is ______________. 7) Marketing information systems are developed from internal company records, marketing intelligence, and marketing research.mkt 571 final exam 8) Data published by the government and data purchased from outside suppliers can improve the quality of a company’s marketing intelligence efforts. 9) The last step in marketing research is developing the research plan. 10) Lowe’s home improvement stores strive to have nicer, more knowledgeable salespeople, a better product selection, and to maintain an impeccable image. These are all part of improving the offer via _____________. 11) Which of the following is NOT a component part of total customer value? 12) ______________ is the difference between a prospective customer’s evaluation of all the benefits and costs of an offering and the perceived alternatives.mkt 571 final exam 13) _____________ are relatively homogeneous and enduring divisions in society, and may exhibit distinct product, brand, and media preferences. 14) Each of the following is considered consumer behavior EXCEPT: 15) Which factors have the broadest and deepest influence on consumer behavior? 16) The business market differs from the consumer market in that _____________. 17) Organizational buying is ______________. mkt 571 final exam 18) The ____________ consists of all the organizations that acquire goods and services used in the production of other products or services that are sold, rented, or supplied to other customers. 19) Toyota, the maker of the Scion brand, using what kind of brand strategy with Scion products? 20) Brands can play a number of specific roles within a company’s brand portfolio. For example, a __________ is positioned with respect to competitors’ brands so that more important and profitable brands retain their desired positioning. 21) Which of the following is NOT an advantage of co-branding? 22) In 2003, Toyota introduced its Scion brand with the aim of bringing younger buyers into the “family.” This was a classic example of _________________. mkt 571 final exam 23) ___________ are formal statements of expected product performance by the manufacturer. 24) Mazda’s Miata convertible originally drew the most interest from women between the ages of 35-55. In order to interest more potential customers in the roadster, Mazda beefed up the model with heavier shocks and a faster engine, and then emphasized performance in its advertising. This is an example of creating a new product by ____________. 25) For $15 a day, Chlena will go to your home and feed, water, and play with your pet while you are on vacation. The service Chlena provides is an example of a _____________. mkt 571 final exam 26) Which of the following best describes the category in which the offering’s service mix is distinguished? “People patronize restaurants for both food and service.” 27) Best Buy will often try to sell the buyer of a high end television monitor an extended warranty. This is an example of _______________. 28) When customers buy on the basis of a reference price or because the price conveys a particular quality image to them, they are being influenced by ____________. mkt 571 final exam 29) A common mistake in pricing is ____________________. mkt 571 final exam 30) Scotty is in the process of opening Suburban Legends SK8S to sell boards, wheels, trucks, clothing, videos, and skateboarding related collectibles. The first thing Scotty should do when setting the store’s prices is to ____________. 31) When Cyler goes to do his grocery shopping for the week he also likes to drop off his finished rolls of film and visit the bank at the same time. He would also like the idea of having a package mailing service to use while he is shopping. Cyler would enjoy doing his grocery shopping at a _______________. 32) Which of the following is NOT one of the four levels of retail services mentioned in the text? 33) Belk is a chain of stores found primarily in southern United States. Each store carries several product lines and each line is managed separately by a specialist buyer or merchandiser. McRae’s offers many types of customer service and its prices reflect that fact. Belk’s is an example of a ____________. mkt 571 final exam 34) Which is the last major decision in international marketing? 35) Because of Coca-Cola’s size and power in the marketplace, they tend to dominate some members in the channel. This allows them to require strong cooperation from resellers who carry Coke products. This is an example of a(n) _____________. 36) McDonald’s franchisees get a small discount when they pay their bills for supplies within the first seven days (when the due date is 30 days after delivery). This is an example of ___________ within channel relations. 37) Advertising for Advil pain reliever shows Advil is superior to Tylenol. This is an example of _________advertising. 38) Assume you are advertising very expensive authentic Turkish carpets to upscale investors in Germany. Credibility and prestige are important. The best medium for your advertising message is _____________. mkt 571 final exam 39) Abercrombie & Fitch could use __________ advertising to reduce the cognitive dissonance experienced by someone who recently purchased its brand of high-fashion, high-priced clothing and wonders if they got the value for their money. 40) Which of the following is NOT a major mode of communications in the marketing communications mix? 41) Which is correct about “noise” in the communication process? 42) Bradford Soap, the second largest soap maker in the world, occasionally arranges tours of their plant in Warwick, Rhode Island. This is part of what kind of communications platform? 43) The computer _______________ consists of the manufacturers of computer memory chips, monitors, keyboards, coaxial cables, modems, software, storage systems (disks, hard drives, portable USB media), and those who install, repair, and maintain systems and software. 44) __________ marketing aims to build long-term, mutually satisfying relationships with key parties—customers, suppliers, distributors—in order to earn and retain their long-term preference and business. 45) Intel, one of the largest producers of integrated circuit chips, puts a great deal of effort into expanding production of chips to drive down cost and thus expand the market. This is most indicative of the __________ concept. 46) Marketing __________ is the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value. 47) Which of the following is an example of a transfer? 48) Communication of customer satisfaction results should be done internally (inside the company or organization) for which of the following reasons? 49) _____________ is the key ingredient in many marketing campaigns and consists of a diverse collection of incentive tools, mostly short term, designed to stimulate trial, or quicker or greater purchase, or particular products or services by consumers or trade. 50) Within the last couple years several cosmetics manufacturers have introduced non-clumping mascara. Revlon was one of these manufacturers. Revlon should use ________ advertising to increase selective demand for its non-clumping mascara. 51) Public policy makers have developed a substantial body of laws and regulations to govern advertising. For these reasons, an important step in developing an advertising campaign is _____________.
1) Which of the following is an example of primary data that would be used by Topps card company to determine popularity of its new hologram baseball card series? mkt 571 final exam
2) The systematic design, collection, analysis, and reporting of data and findings relevant to a specific marketing situation facing the company is termed _______________. mkt 571 final exam
3) Small companies can engage is marketing research in a number of creative and inexpensive ways, including _______________. mkt 571 final exam
4) The step in the marketing research process that includes determining who will be sampled is to _______________.
5) Rita Jenkins, president of the local Chamber of Commerce, had difficulty getting members to assist in running the organization. She felt it was because of lack of commitment to the Chamber. Her vice-president felt it was due to having too many meetings. The organization’s secretary felt it was because there were several other professional organizations to which the members also belonged. If Rita wants to do research to determine the real reason why members do not want to run for office, she should begin by ________________. mkt 571 final exam
6) The second step in the marketing research process is ______________.
7) Marketing information systems are developed from internal company records, marketing intelligence, and marketing research.mkt 571 final exam
8) Data published by the government and data purchased from outside suppliers can improve the quality of a company’s marketing intelligence efforts.
9) The last step in marketing research is developing the research plan.
10) Lowe’s home improvement stores strive to have nicer, more knowledgeable salespeople, a better product selection, and to maintain an impeccable image. These are all part of improving the offer via _____________.
11) Which of the following is NOT a component part of total customer value?
12) ______________ is the difference between a prospective customer’s evaluation of all the benefits and costs of an offering and the perceived alternatives.mkt 571 final exam
13) _____________ are relatively homogeneous and enduring divisions in society, and may exhibit distinct product, brand, and media preferences.
14) Each of the following is considered consumer behavior EXCEPT:
15) Which factors have the broadest and deepest influence on consumer behavior?
16) The business market differs from the consumer market in that _____________.
17) Organizational buying is ______________. mkt 571 final exam
18) The ____________ consists of all the organizations that acquire goods and services used in the production of other products or services that are sold, rented, or supplied to other customers.
19) Toyota, the maker of the Scion brand, using what kind of brand strategy with Scion products?
20) Brands can play a number of specific roles within a company’s brand portfolio. For example, a __________ is positioned with respect to competitors’ brands so that more important and profitable brands retain their desired positioning.
21) Which of the following is NOT an advantage of co-branding?
22) In 2003, Toyota introduced its Scion brand with the aim of bringing younger buyers into the “family.” This was a classic example of _________________. mkt 571 final exam
23) ___________ are formal statements of expected product performance by the manufacturer.
24) Mazda’s Miata convertible originally drew the most interest from women between the ages of 35-55. In order to interest more potential customers in the roadster, Mazda beefed up the model with heavier shocks and a faster engine, and then emphasized performance in its advertising. This is an example of creating a new product by ____________.
25) For $15 a day, Chlena will go to your home and feed, water, and play with your pet while you are on vacation. The service Chlena provides is an example of a _____________. mkt 571 final exam
26) Which of the following best describes the category in which the offering’s service mix is distinguished? “People patronize restaurants for both food and service.”
27) Best Buy will often try to sell the buyer of a high end television monitor an extended warranty. This is an example of _______________.
28) When customers buy on the basis of a reference price or because the price conveys a particular quality image to them, they are being influenced by ____________. mkt 571 final exam
29) A common mistake in pricing is ____________________. mkt 571 final exam
30) Scotty is in the process of opening Suburban Legends SK8S to sell boards, wheels, trucks, clothing, videos, and skateboarding related collectibles. The first thing Scotty should do when setting the store’s prices is to ____________.
31) When Cyler goes to do his grocery shopping for the week he also likes to drop off his finished rolls of film and visit the bank at the same time. He would also like the idea of having a package mailing service to use while he is shopping. Cyler would enjoy doing his grocery shopping at a _______________.
32) Which of the following is NOT one of the four levels of retail services mentioned in the text?
33) Belk is a chain of stores found primarily in southern United States. Each store carries several product lines and each line is managed separately by a specialist buyer or merchandiser. McRae’s offers many types of customer service and its prices reflect that fact. Belk’s is an example of a ____________. mkt 571 final exam
34) Which is the last major decision in international marketing?
35) Because of Coca-Cola’s size and power in the marketplace, they tend to dominate some members in the channel. This allows them to require strong cooperation from resellers who carry Coke products. This is an example of a(n) _____________.
36) McDonald’s franchisees get a small discount when they pay their bills for supplies within the first seven days (when the due date is 30 days after delivery). This is an example of ___________ within channel relations.
37) Advertising for Advil pain reliever shows Advil is superior to Tylenol. This is an example of _________advertising.
38) Assume you are advertising very expensive authentic Turkish carpets to upscale investors in Germany. Credibility and prestige are important. The best medium for your advertising message is _____________. mkt 571 final exam
39) Abercrombie & Fitch could use __________ advertising to reduce the cognitive dissonance experienced by someone who recently purchased its brand of high-fashion, high-priced clothing and wonders if they got the value for their money.
40) Which of the following is NOT a major mode of communications in the marketing communications mix?
41) Which is correct about “noise” in the communication process?
42) Bradford Soap, the second largest soap maker in the world, occasionally arranges tours of their plant in Warwick, Rhode Island. This is part of what kind of communications platform?
43) The computer _______________ consists of the manufacturers of computer memory chips, monitors, keyboards, coaxial cables, modems, software, storage systems (disks, hard drives, portable USB media), and those who install, repair, and maintain systems and software.
44) __________ marketing aims to build long-term, mutually satisfying relationships with key parties—customers, suppliers, distributors—in order to earn and retain their long-term preference and business.
45) Intel, one of the largest producers of integrated circuit chips, puts a great deal of effort into expanding production of chips to drive down cost and thus expand the market. This is most indicative of the __________ concept.
46) Marketing __________ is the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value.
47) Which of the following is an example of a transfer?
48) Communication of customer satisfaction results should be done internally (inside the company or organization) for which of the following reasons?
49) _____________ is the key ingredient in many marketing campaigns and consists of a diverse collection of incentive tools, mostly short term, designed to stimulate trial, or quicker or greater purchase, or particular products or services by consumers or trade.
50) Within the last couple years several cosmetics manufacturers have introduced non-clumping mascara. Revlon was one of these manufacturers. Revlon should use ________ advertising to increase selective demand for its non-clumping mascara.
1) Which of the following is NOT a step that might be used to improve the quality of a firm’s marketing intelligence? 2) Small companies can engage is marketing research in a number of creative and inexpensive ways, including _______________. mkt 571 final exam 3) Which of the following is an example of primary data that would be used by Topps card company to determine popularity of its new hologram baseball card series? mkt 571 final exam 4) All of the following are steps in the marketing research process EXCEPT: 5) The step in the marketing research process that includes determining who will be sampled is to _______________. 6) Rita Jenkins, president of the local Chamber of Commerce, had difficulty getting members to assist in running the organization. She felt it was because of lack of commitment to the Chamber. Her vice-president felt it was due to having too many meetings. The organization’s secretary felt it was because there were several other professional organizations to which the members also belonged. If Rita wants to do research to determine the real reason why members do not want to run for office, she should begin by ________________. mkt 571 final exam 7) Small companies can engage in marketing research in a number of creative and affordable ways, including using the Internet or taking advantage of local university students who need business projects. 8) Data published by the government and data purchased from outside suppliers can improve the quality of a company’s marketing intelligence efforts. mkt 571 final exam 9) Typically, companies budget about 11-12 percent of company sales for marketing research. 10) ______________ is the difference between a prospective customer’s evaluation of all the benefits and costs of an offering and the perceived alternatives. mkt 571 final exam 11) Lowe’s home improvement stores strive to have nicer, more knowledgeable salespeople, a better product selection, and to maintain an impeccable image. These are all part of improving the offer via _____________. 12) Which of the following is NOT a component part of total customer value? 13) _____________ are relatively homogeneous and enduring divisions in society, and may exhibit distinct product, brand, and media preferences. mkt 571 final exam 14) Within the United States, Southerners, Mormons, and Native Americans are examples of: 15) A(n) ________________ is likely to offer informal advice and information about a product or product category. 16) Organizational buying is ______________. mkt 571 final exam 17) The institutional market is best described as having _____________. 18) Business buyers ______________. mkt 571 final exam 19) Brands can play a number of specific roles within a company’s brand portfolio. For example, a __________ is positioned with respect to competitors’ brands so that more important and profitable brands retain their desired positioning. 20) When Apple introduced its popular iPod Nano model, it dropped its Mini iPod at the same time. The Mini was, at the time, the most popular mp3 player in the marketplace. This is an example of __________. 21) BMW, the maker of the Mini Cooper brand, is using what kind of brand strategy with its Mini products? 22) When SAP software added a Windows-style “back” button to its industrial invoice management software, the new product ___________. 23) ___________ are formal statements of expected product performance by the manufacturer. 24) Marketers plan their market offerings at five levels. What is the correct order of the levels, going from most fundamental to the level with the most benefits? 25) Characteristics a buyer can evaluate before purchase are called _______________. 26) Mr. Tse and his family took a vacation to Washington, D.C. While there, they bought souvenirs; t-shirts and hats to take home to family and friends who didn’t have the opportunity to go. The experience of the Tse’s is an example of which offering? 27) Which of the following best describes the category in which the offering’s service mix is distinguished? “People patronize restaurants for both food and service.” 28) When customers buy on the basis of a reference price or because the price conveys a particular quality image to them, they are being influenced by ____________. mkt 571 final exam 29) When introduced in the late 1970s, personal computers had large initial demand. People were interested in buying them to make writing and editing easier. The earliest simple PCs were initially priced around $2,500. The manufacturers of the first PCs were probably using a _________ pricing strategy. mkt 571 final exam 30) The introduction of a new product to the market using market-penetration pricing is most likely to be successful when _____________. mkt 571 final exam 31) Belk is a chain of stores found primarily in southern United States. Each store carries several product lines and each line is managed separately by a specialist buyer or merchandiser. McRae’s offers many types of customer service and its prices reflect that fact. Belk’s is an example of a ____________. 32) A concept in retailing that helps explain the emergence of new retailers is called the ___________ hypothesis. 33) Which of the following is NOT one of the four levels of retail services mentioned in the text? 34) Ayal and Zif argue that going into fewer countries is advisable when ___________. 35) Which is the last major decision in international marketing? mkt 571 final exam 36) McDonald’s franchisees get a small discount when they pay their bills for supplies within the first seven days (when the due date is 30 days after delivery). This is an example of ___________ within channel relations. 37) Zhao is advertising her import-export business and wants to find the most cost-effective way of delivering the desired number and types of message exposures to her target audience. Zhao is considering her ________________. 38) Abercrombie & Fitch could use __________ advertising to reduce the cognitive dissonance experienced by someone who recently purchased its brand of high-fashion, high-priced clothing and wonders if they got the value for their money. 39) Advertising for Advil pain reliever shows Advil is superior to Tylenol. This is an example of _________advertising. 40) __________________ are the means by which firms attempt to inform, persuade, and remind customers about the products and brands they sell. mkt 571 final exam 41) Which of the following is NOT a major mode of communications in the marketing communications mix? 42) Which of the following would NOT be considered part of a marketing communications program? 43) Which of the following is correct? 44) The computer _______________ consists of the manufacturers of computer memory chips, monitors, keyboards, coaxial cables, modems, software, storage systems (disks, hard drives, portable USB media), and those who install, repair, and maintain systems and software. 45) Intel, one of the largest producers of integrated circuit chips, puts a great deal of effort into expanding production of chips to drive down cost and thus expand the market. This is most indicative of the __________ concept. 46) Marketing __________ is the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value. 47) Communication of customer satisfaction results should be done internally (inside the company or organization) for which of the following reasons? 48) Which of the following is an example of a transfer? mkt 571 final exam 49) Within the last couple years several cosmetics manufacturers have introduced non-clumping mascara. Revlon was one of these manufacturers. Revlon should use ________ advertising to increase selective demand for its non-clumping mascara. 50) Hospitals are engaged in intense competition to fill maternity beds. What type of advertising would hospitals most likely use to advertise their new amenities like Jacuzzis in every room, filet mignon or lobster on the menu, and afternoon teas for the new mothers and their families? mkt 571 final exam 51) _____________ is the key ingredient in many marketing campaigns and consists of a diverse collection of incentive tools, mostly short term, designed to stimulate trial, or quicker or greater purchase, or particular products or services by consumers or trade.
1) Which of the following is NOT a step that might be used to improve the quality of a firm’s marketing intelligence?
2) Small companies can engage is marketing research in a number of creative and inexpensive ways, including _______________. mkt 571 final exam
3) Which of the following is an example of primary data that would be used by Topps card company to determine popularity of its new hologram baseball card series? mkt 571 final exam
4) All of the following are steps in the marketing research process EXCEPT:
5) The step in the marketing research process that includes determining who will be sampled is to _______________.
6) Rita Jenkins, president of the local Chamber of Commerce, had difficulty getting members to assist in running the organization. She felt it was because of lack of commitment to the Chamber. Her vice-president felt it was due to having too many meetings. The organization’s secretary felt it was because there were several other professional organizations to which the members also belonged. If Rita wants to do research to determine the real reason why members do not want to run for office, she should begin by ________________. mkt 571 final exam
7) Small companies can engage in marketing research in a number of creative and affordable ways, including using the Internet or taking advantage of local university students who need business projects.
8) Data published by the government and data purchased from outside suppliers can improve the quality of a company’s marketing intelligence efforts. mkt 571 final exam
9) Typically, companies budget about 11-12 percent of company sales for marketing research.
10) ______________ is the difference between a prospective customer’s evaluation of all the benefits and costs of an offering and the perceived alternatives. mkt 571 final exam
11) Lowe’s home improvement stores strive to have nicer, more knowledgeable salespeople, a better product selection, and to maintain an impeccable image. These are all part of improving the offer via _____________.
12) Which of the following is NOT a component part of total customer value?
13) _____________ are relatively homogeneous and enduring divisions in society, and may exhibit distinct product, brand, and media preferences. mkt 571 final exam
14) Within the United States, Southerners, Mormons, and Native Americans are examples of:
15) A(n) ________________ is likely to offer informal advice and information about a product or product category.
16) Organizational buying is ______________. mkt 571 final exam
17) The institutional market is best described as having _____________.
18) Business buyers ______________. mkt 571 final exam
19) Brands can play a number of specific roles within a company’s brand portfolio. For example, a __________ is positioned with respect to competitors’ brands so that more important and profitable brands retain their desired positioning.
20) When Apple introduced its popular iPod Nano model, it dropped its Mini iPod at the same time. The Mini was, at the time, the most popular mp3 player in the marketplace. This is an example of __________.
21) BMW, the maker of the Mini Cooper brand, is using what kind of brand strategy with its Mini products?
22) When SAP software added a Windows-style “back” button to its industrial invoice management software, the new product ___________.
24) Marketers plan their market offerings at five levels. What is the correct order of the levels, going from most fundamental to the level with the most benefits?
25) Characteristics a buyer can evaluate before purchase are called _______________.
26) Mr. Tse and his family took a vacation to Washington, D.C. While there, they bought souvenirs; t-shirts and hats to take home to family and friends who didn’t have the opportunity to go. The experience of the Tse’s is an example of which offering?
27) Which of the following best describes the category in which the offering’s service mix is distinguished? “People patronize restaurants for both food and service.”
29) When introduced in the late 1970s, personal computers had large initial demand. People were interested in buying them to make writing and editing easier. The earliest simple PCs were initially priced around $2,500. The manufacturers of the first PCs were probably using a _________ pricing strategy. mkt 571 final exam
30) The introduction of a new product to the market using market-penetration pricing is most likely to be successful when _____________. mkt 571 final exam
31) Belk is a chain of stores found primarily in southern United States. Each store carries several product lines and each line is managed separately by a specialist buyer or merchandiser. McRae’s offers many types of customer service and its prices reflect that fact. Belk’s is an example of a ____________.
32) A concept in retailing that helps explain the emergence of new retailers is called the ___________ hypothesis.
33) Which of the following is NOT one of the four levels of retail services mentioned in the text?
34) Ayal and Zif argue that going into fewer countries is advisable when ___________.
35) Which is the last major decision in international marketing? mkt 571 final exam
37) Zhao is advertising her import-export business and wants to find the most cost-effective way of delivering the desired number and types of message exposures to her target audience. Zhao is considering her ________________.
38) Abercrombie & Fitch could use __________ advertising to reduce the cognitive dissonance experienced by someone who recently purchased its brand of high-fashion, high-priced clothing and wonders if they got the value for their money.
39) Advertising for Advil pain reliever shows Advil is superior to Tylenol. This is an example of _________advertising.
40) __________________ are the means by which firms attempt to inform, persuade, and remind customers about the products and brands they sell. mkt 571 final exam
41) Which of the following is NOT a major mode of communications in the marketing communications mix?
42) Which of the following would NOT be considered part of a marketing communications program?
43) Which of the following is correct?
44) The computer _______________ consists of the manufacturers of computer memory chips, monitors, keyboards, coaxial cables, modems, software, storage systems (disks, hard drives, portable USB media), and those who install, repair, and maintain systems and software.
47) Communication of customer satisfaction results should be done internally (inside the company or organization) for which of the following reasons?
48) Which of the following is an example of a transfer? mkt 571 final exam
49) Within the last couple years several cosmetics manufacturers have introduced non-clumping mascara. Revlon was one of these manufacturers. Revlon should use ________ advertising to increase selective demand for its non-clumping mascara.
50) Hospitals are engaged in intense competition to fill maternity beds. What type of advertising would hospitals most likely use to advertise their new amenities like Jacuzzis in every room, filet mignon or lobster on the menu, and afternoon teas for the new mothers and their families? mkt 571 final exam
51) _____________ is the key ingredient in many marketing campaigns and consists of a diverse collection of incentive tools, mostly short term, designed to stimulate trial, or quicker or greater purchase, or particular products or services by consumers or trade.
1) When Molly's parents retired, they decided they wanted to travel. They found an ideal job that allows them to travel for free, but the only catch is they have to stay at Holiday Inns. During each stay, they test all the amenities offered by the motel and evaluate each. The evaluation forms are sent to the motel headquarters where it becomes part of the motel's __________ systems. mkt 571 final exam 2) Which of the following is NOT a step that might be used to improve the quality of a firm's marketing intelligence? 3) Small companies can engage is marketing research in a number of creative and inexpensive ways, including _______________. mkt 571 final exam 4) Rita Jenkins, president of the local Chamber of Commerce, had difficulty getting members to assist in running the organization. She felt it was because of lack of commitment to the Chamber. Her vice-president felt it was due to having too many meetings. The organization's secretary felt it was because there were several other professional organizations to which the members also belonged. If Rita wants to do research to determine the real reason why members do not want to run for office, she should begin by ________________. mkt 571 final exam 5) The second step in the marketing research process is ______________. 6) All of the following are steps in the marketing research process EXCEPT: 7) The last step in marketing research is developing the research plan. 8) Marketing information systems are developed from internal company records, marketing intelligence, and marketing research. mkt 571 final exam 9) The systematic collection, analysis, and reporting of data and findings relevant to specific marketing situations is called marketing research. mkt 571 final exam 10) ______________ is the difference between a prospective customer's evaluation of all the benefits and costs of an offering and the perceived alternatives. mkt 571 final exam 11) Lowe's home improvement stores strive to have nicer, more knowledgeable salespeople, a better product selection, and to maintain an impeccable image. These are all part of improving the offer via _____________. 12) Which of the following is NOT a component part of total customer value? 13) Lee is constantly begging his mother to buy him an iPod because the most popular kids at his school all have one. His mother contends that he'll just break it or lose the music player if she buys it for him. For Lee, the most popular kids in his school are examples of a _______________. mkt 571 final exam 14) Which factors have the broadest and deepest influence on consumer behavior? 15) Within the United States, Southerners, Mormons, and Native Americans are examples of: 16) The ____________ consists of all the organizations that acquire goods and services used in the production of other products or services that are sold, rented, or supplied to other customers. mkt 571 final exam 17) The institutional market is best described as having _____________. 18) Business buying behavior differs from consumer buying behavior in that _________. 19) A ___________ is when a parent brand is used on a new product targeting a new market segment within a category currently served by the parent. 20) BMW, the maker of the Mini Cooper brand, is using what kind of brand strategy with its Mini products? 21) When Apple introduced its popular iPod Nano model, it dropped its Mini iPod at the same time. The Mini was, at the time, the most popular mp3 player in the marketplace. This is an example of __________. 22) Painting and consulting are considered industrial goods because ______________. 23) ___________ are formal statements of expected product performance by the manufacturer. 24) Marketers plan their market offerings at five levels. What is the correct order of the levels, going from most fundamental to the level with the most benefits? 25) Mr. Tse and his family took a vacation to Washington, D.C. While there, they bought souvenirs; t-shirts and hats to take home to family and friends who didn't have the opportunity to go. The experience of the Tse's is an example of which offering? mkt 571 final exam 26) Which of the following best describes the category in which the offering's service mix is distinguished? “People patronize restaurants for both food and service.” 27) Characteristics a buyer can evaluate before purchase are called _______________. 28) When introduced in the late 1970s, personal computers had large initial demand. People were interested in buying them to make writing and editing easier. The earliest simple PCs were initially priced around $2,500. The manufacturers of the first PCs were probably using a _________ pricing strategy. 29) A common mistake in pricing is ____________________. 30) The introduction of a new product to the market using market-penetration pricing is most likely to be successful when _____________. 31) Belk is a chain of stores found primarily in southern United States. Each store carries several product lines and each line is managed separately by a specialist buyer or merchandiser. McRae's offers many types of customer service and its prices reflect that fact. Belk's is an example of a ____________. 32) A concept in retailing that helps explain the emergence of new retailers is called the ___________ hypothesis. 33) Which of the following is NOT one of the four levels of retail services mentioned in the text? 34) Ayal and Zif argue that going into fewer countries is advisable when ___________. 35) Because of Coca-Cola's size and power in the marketplace, they tend to dominate some members in the channel. This allows them to require strong cooperation from resellers who carry Coke products. This is an example of a(n) _____________. 36) McDonald's franchisees get a small discount when they pay their bills for supplies within the first seven days (when the due date is 30 days after delivery). This is an example of ___________ within channel relations. 37) Abercrombie & Fitch could use __________ advertising to reduce the cognitive dissonance experienced by someone who recently purchased its brand of high-fashion, high-priced clothing and wonders if they got the value for their money. 38) Assume you are advertising very expensive authentic Turkish carpets to upscale investors in Germany. Credibility and prestige are important. The best medium for your advertising message is _____________. 39) Zhao is advertising her import-export business and wants to find the most cost-effective way of delivering the desired number and types of message exposures to her target audience. Zhao is considering her ________________. 40) Which of the following would NOT be considered part of a marketing communications program? 41) __________________ are the means by which firms attempt to inform, persuade, and remind customers about the products and brands they sell. 42) Which of the following is NOT a major mode of communications in the marketing communications mix? 43) The computer _______________ consists of the manufacturers of computer memory chips, monitors, keyboards, coaxial cables, modems, software, storage systems (disks, hard drives, portable USB media), and those who install, repair, and maintain systems and software. 44) Intel, one of the largest producers of integrated circuit chips, puts a great deal of effort into expanding production of chips to drive down cost and thus expand the market. This is most indicative of the __________ concept. 45) __________ marketing aims to build long-term, mutually satisfying relationships with key parties—customers, suppliers, distributors—in order to earn and retain their long-term preference and business. 46) Which of the following is most closely associated with a proactive marketing orientation? 47) Marketing __________ is the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value. 48) Communication of customer satisfaction results should be done internally (inside the company or organization) for which of the following reasons? 49) Public policy makers have developed a substantial body of laws and regulations to govern advertising. For these reasons, an important step in developing an advertising campaign is _____________. 50) Within the last couple years several cosmetics manufacturers have introduced non-clumping mascara. Revlon was one of these manufacturers. Revlon should use ________ advertising to increase selective demand for its non-clumping mascara. 51) Hospitals are engaged in intense competition to fill maternity beds. What type of advertising would hospitals most likely use to advertise their new amenities like Jacuzzis in every room, filet mignon or lobster on the menu, and afternoon teas for the new mothers and their families?
1) When Molly's parents retired, they decided they wanted to travel. They found an ideal job that allows them to travel for free, but the only catch is they have to stay at Holiday Inns. During each stay, they test all the amenities offered by the motel and evaluate each. The evaluation forms are sent to the motel headquarters where it becomes part of the motel's __________ systems. mkt 571 final exam 2) Which of the following is NOT a step that might be used to improve the quality of a firm's marketing intelligence? 3) Small companies can engage is marketing research in a number of creative and inexpensive ways, including _______________. mkt 571 final exam 4) Rita Jenkins, president of the local Chamber of Commerce, had difficulty getting members to assist in running the organization. She felt it was because of lack of commitment to the Chamber. Her vice-president felt it was due to having too many meetings. The organization's secretary felt it was because there were several other professional organizations to which the members also belonged. If Rita wants to do research to determine the real reason why members do not want to run for office, she should begin by ________________. mkt 571 final exam 5) The second step in the marketing research process is ______________. 6) All of the following are steps in the marketing research process EXCEPT: 7) The last step in marketing research is developing the research plan. 8) Marketing information systems are developed from internal company records, marketing intelligence, and marketing research. mkt 571 final exam 9) The systematic collection, analysis, and reporting of data and findings relevant to specific marketing situations is called marketing research. mkt 571 final exam 10) ______________ is the difference between a prospective customer's evaluation of all the benefits and costs of an offering and the perceived alternatives. mkt 571 final exam 11) Lowe's home improvement stores strive to have nicer, more knowledgeable salespeople, a better product selection, and to maintain an impeccable image. These are all part of improving the offer via _____________. 12) Which of the following is NOT a component part of total customer value? 13) Lee is constantly begging his mother to buy him an iPod because the most popular kids at his school all have one. His mother contends that he'll just break it or lose the music player if she buys it for him. For Lee, the most popular kids in his school are examples of a _______________. mkt 571 final exam 14) Which factors have the broadest and deepest influence on consumer behavior? 15) Within the United States, Southerners, Mormons, and Native Americans are examples of: 16) The ____________ consists of all the organizations that acquire goods and services used in the production of other products or services that are sold, rented, or supplied to other customers. mkt 571 final exam 17) The institutional market is best described as having _____________.
1) Small companies can engage is marketing research in a number of creative and inexpensive ways, including _______________. mkt 571 final exam 2) A marketing information system (MIS) consists of ___________. 3) When Molly’s parents retired, they decided they wanted to travel.They found an ideal job that allows them to travel for free, but the only catch is they have to stay at Holiday Inns. During each stay, they test all the amenities offered by the motel and evaluate each. The evaluation forms are sent to the motel headquarters where it becomes part of the motel’s __________ systems. 4) All of the following are steps in the marketing research process EXCEPT: 5) The step in the marketing research process that includes determining who will be sampled is to _______________. mkt 571 final exam 6) The second step in the marketing research process is ______________. 7) Marketing information systems are developed from internal company records, marketing intelligence, and marketing research. mkt 571 final exam 8) The last step in marketing research is developing the research plan. 9) Typically, companies budget about 11-12 percent of company sales for marketing research 10) Lowe’s home improvement stores strive to have nicer, more knowledgeable salespeople, a better product selection, and to maintain an impeccable image. These are all part of improving the offer via _____________. 11) ______________ is the difference between a prospective customer’s evaluation of all the benefits and costs of an offering and the perceived alternatives. mkt 571 final exam 12) Which of the following is NOT a component part of total customer value? 13) A(n) ________________ is likely to offer informal advice and information about a product or product category. mkt 571 final exam 14) Each of the following is considered consumer behavior EXCEPT: 15) Within the United States, Southerners, Mormons, and Native Americans are examples of: 16) Business buying behavior differs from consumer buying behavior in that _________. 17) The institutional market is best described as having _____________. 18) Business buyers ______________. mkt 571 final exam 19) Which of the following is NOT an advantage of co-branding? 20) When Apple introduced its popular iPod Nano model, it dropped its Mini iPod at the same time. The Mini was, at the time, the most popular mp3 player in the marketplace. This is an example of __________. mkt 571 final exam 21) A ___________ is when a parent brand is used on a new product targeting a new market segment within a category currently served by the parent. 22) Painting and consulting are considered industrial goods because ______________. 23) In 2003, Toyota introduced its Scion brand with the aim of bringing younger buyers into the “family.” This was a classic example of _________________. 24) Marketers plan their market offerings at five levels. What is the correct order of the levels, going from most fundamental to the level with the most benefits? 25) Which of the following is the best example of pure service? 26) For $15 a day, Chlena will go to your home and feed, water, and play with your pet while you are on vacation. The service Chlena provides is an example of a _____________. 27) Which of the following best describes the category in which the offering’s service mix is distinguished? “People patronize restaurants for both food and service.” 28) When customers buy on the basis of a reference price or because the price conveys a particular quality image to them, they are being influenced by ____________. 29) The introduction of a new product to the market using market-penetration pricing is most likely to be successful when _____________. mkt 571 final exam 30) A common mistake in pricing is ____________________. 31) When Cyler goes to do his grocery shopping for the week he also likes to drop off his finished rolls of film and visit the bank at the same time. He would also like the idea of having a package mailing service to use while he is shopping. Cyler would enjoy doing his grocery shopping at a _______________. mkt 571 final exam 32) Best Buy stores carry a deep assortment of the latest electronics gadgets. They offer buyers a great deal of assistance and advice in making selections. Best Buy would be an example of a _____________. mkt 571 final exam 33) Convenience goods such as snack foods are sold through _________________. 34) McDonald’s franchisees get a small discount when they pay their bills for supplies within the first seven days (when the due date is 30 days after delivery). This is an example of ___________ within channel relations. 35) Because of Coca-Cola’s size and power in the marketplace, they tend to dominate some members in the channel. This allows them to require strong cooperation from resellers who carry Coke products. This is an example of a(n) _____________. 36) Which is the last major decision in international marketing? 37) Zhao is advertising her import-export business and wants to find the most cost-effective way of delivering the desired number and types of message exposures to her target audience. Zhao is considering her ________________. mkt 571 final exam 38) Advertising for Advil pain reliever shows Advil is superior to Tylenol. This is an example of _________advertising. 39) Assume you are advertising very expensive authentic Turkish carpets to upscale investors in Germany. Credibility and prestige are important. The best medium for your advertising message is _____________. mkt 571 final exam 40) Which of the following would NOT be considered part of a marketing communications program? 41) This is the use of mail, telephone, fax, email, or the Internet to communicate directly with or solicit a response or dialogue from specific customers or prospects. 42) Bradford Soap, the second largest soap maker in the world, occasionally arranges tours of their plant in Warwick, Rhode Island. This is part of what kind of communications platform? 43) The first computers originated for home use were only sold in kit form to technical enthusiasts who did their own assembly. Demand was high and so were prices. At the time, the firm offering these kits would likely have been using the __________ concept. 44) The computer _______________ consists of the manufacturers of computer memory chips, monitors, keyboards, coaxial cables, modems, software, storage systems (disks, hard drives, portable USB media), and those who install, repair, and maintain systems and software. 45) Which of the following is correct? 46) Marketing __________ is the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value. 47) Which of the following is most closely associated with a proactive marketing orientation? 48) __________________ is/are an organization function(s) and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its shareholders. 49) Which of the following is NOT one of the Ms in marketing? 50) Advertising for Advil pain reliever shows how Advil is superior to Tylenol. This is an example of _________advertising. 51) Hospitals are engaged in intense competition to fill maternity beds. What type of advertising would hospitals most likely use to advertise their new amenities like Jacuzzis in every room, filet mignon or lobster on the menu, and afternoon teas for the new mothers and their families?
1) Small companies can engage is marketing research in a number of creative and inexpensive ways, including _______________. mkt 571 final exam
2) A marketing information system (MIS) consists of ___________.
3) When Molly’s parents retired, they decided they wanted to travel.They found an ideal job that allows them to travel for free, but the only catch is they have to stay at Holiday Inns. During each stay, they test all the amenities offered by the motel and evaluate each. The evaluation forms are sent to the motel headquarters where it becomes part of the motel’s __________ systems.
5) The step in the marketing research process that includes determining who will be sampled is to _______________. mkt 571 final exam
7) Marketing information systems are developed from internal company records, marketing intelligence, and marketing research. mkt 571 final exam
8) The last step in marketing research is developing the research plan.
9) Typically, companies budget about 11-12 percent of company sales for marketing research
11) ______________ is the difference between a prospective customer’s evaluation of all the benefits and costs of an offering and the perceived alternatives. mkt 571 final exam
13) A(n) ________________ is likely to offer informal advice and information about a product or product category. mkt 571 final exam
15) Within the United States, Southerners, Mormons, and Native Americans are examples of:
16) Business buying behavior differs from consumer buying behavior in that _________.
19) Which of the following is NOT an advantage of co-branding?
20) When Apple introduced its popular iPod Nano model, it dropped its Mini iPod at the same time. The Mini was, at the time, the most popular mp3 player in the marketplace. This is an example of __________. mkt 571 final exam
21) A ___________ is when a parent brand is used on a new product targeting a new market segment within a category currently served by the parent.
22) Painting and consulting are considered industrial goods because ______________.
23) In 2003, Toyota introduced its Scion brand with the aim of bringing younger buyers into the “family.” This was a classic example of _________________.
25) Which of the following is the best example of pure service?
26) For $15 a day, Chlena will go to your home and feed, water, and play with your pet while you are on vacation. The service Chlena provides is an example of a _____________.
28) When customers buy on the basis of a reference price or because the price conveys a particular quality image to them, they are being influenced by ____________.
29) The introduction of a new product to the market using market-penetration pricing is most likely to be successful when _____________. mkt 571 final exam
30) A common mistake in pricing is ____________________.
31) When Cyler goes to do his grocery shopping for the week he also likes to drop off his finished rolls of film and visit the bank at the same time. He would also like the idea of having a package mailing service to use while he is shopping. Cyler would enjoy doing his grocery shopping at a _______________. mkt 571 final exam
32) Best Buy stores carry a deep assortment of the latest electronics gadgets. They offer buyers a great deal of assistance and advice in making selections. Best Buy would be an example of a _____________. mkt 571 final exam
33) Convenience goods such as snack foods are sold through _________________.
34) McDonald’s franchisees get a small discount when they pay their bills for supplies within the first seven days (when the due date is 30 days after delivery). This is an example of ___________ within channel relations.
36) Which is the last major decision in international marketing?
37) Zhao is advertising her import-export business and wants to find the most cost-effective way of delivering the desired number and types of message exposures to her target audience. Zhao is considering her ________________. mkt 571 final exam
38) Advertising for Advil pain reliever shows Advil is superior to Tylenol. This is an example of _________advertising.
39) Assume you are advertising very expensive authentic Turkish carpets to upscale investors in Germany. Credibility and prestige are important. The best medium for your advertising message is _____________. mkt 571 final exam
40) Which of the following would NOT be considered part of a marketing communications program?
41) This is the use of mail, telephone, fax, email, or the Internet to communicate directly with or solicit a response or dialogue from specific customers or prospects.
43) The first computers originated for home use were only sold in kit form to technical enthusiasts who did their own assembly. Demand was high and so were prices. At the time, the firm offering these kits would likely have been using the __________ concept.
45) Which of the following is correct?
47) Which of the following is most closely associated with a proactive marketing orientation?
48) __________________ is/are an organization function(s) and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its shareholders.
49) Which of the following is NOT one of the Ms in marketing?
50) Advertising for Advil pain reliever shows how Advil is superior to Tylenol. This is an example of _________advertising.
51) Hospitals are engaged in intense competition to fill maternity beds. What type of advertising would hospitals most likely use to advertise their new amenities like Jacuzzis in every room, filet mignon or lobster on the menu, and afternoon teas for the new mothers and their families?