Mkt 571 multiple choice questions use it as a guide only4
Mkt 571 multiple choice questions use it as a guide only4
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Date Created: 11/12/15
1 When Molly39s 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 motel39s systems A Experiential research data C Accountability information system AIS D Marketing research 2 Which of the following is NOT a step that might be used to improve the quality of a rm39s marketing intelligence A Collecting competitive intelligence by buying a competitor39s products B Motivating distributors to pass along important intelligence from the marketplace D Setting up a consumer panel 3 Small companies can engage is marketing research in a number of creative and inexpensive ways including A Buying information from database companies like AC Nielsen C Using its own internal marketing research department D Setting up their own web site 4 Rita Jenkins president of the local Chamber of Commerce had dif culty getting members to assist in running the organization She felt it was because of lack of commitment to the Chamber Her vicepresident felt it was due to having too many meetings The organization39s 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 of ce she should begin by B Holding focus groups of members of other similar organizations to determine whether the problems the Chamber is facing are universal or local C Developing the marketing research plan that she would employ D Evaluating the advantages the Chamber of cers over other similar organization 5 The second step in the marketing research process is A De ne the problem and research objectives B Collection of the available sources for information needed C Decision regarding the research tools and target group 6 All of the following are steps in the marketing research process EXCEPT A Collect the information B Present the ndings D De ne the problem and research objectives 7 The last step in marketing research is developing the research plan A True 8 Marketing information systems are developed from internal company records marketing intelligence and marketing research B False 9 The systematic collection analysis and reporting of data and ndings relevant to speci c marketing situations is called marketing research B False 10 is the difference between a prospective customer39s evaluation of all the bene ts and costs of an offering and the perceived alternatives B Customer relationship management C Customer delivered value D Total customer cost 11 Lowe39s 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 A Reducing the product39s monetary costs to the buyers B Increasing the service value C Reducing the buyer39s nonmonetary costs 12 Which of the following is NOT a component part of total customer value A Services value C Product value D lmage 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 he39ll 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 B Social class C Subculture D Demographic group 14 Which factors have the broadest and deepest in uence on consumer behavior A Social C Personal D Psychological 15 Within the United States Southerners Mormons and Native Americans are examples of B Psychologically de ned groups C Social classes D Cultures 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 A Institutional market B Consumer market D Government market 17 The institutional market is best described as having A Demand elasticity and geographically concentrated suppliers B Contract negotiations and uctuating demand D Derived demand geographically concentrated suppliers and budgetary constraints 18 Business buying behavior differs from consumer buying behavior in that A Fewer people typically participate in or in uence business buying decisions than in the consumer market B Answer TextBusinesses buy products to accomplish a single goal which varies by industry and business C The buyers for the business market are typically more geographically dispersed than those for the consumer market and the demand for products and services in the consumer market is unaffected by price uctuations 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 A Same company cobrand B Category extension D Jointventure cobrand 20 BMW the maker of the Mini Cooper brand is using what kind of brand strategy with its Mini products A Blanket family names B Separate family names C Corporate names D Individual names 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 B A brand shakeout C Product maturity D CEO Steve Job39s large ego 22 Painting and consulting are considered industrial goods because A They are considered quotcomponent materialsquot B Most rms do not seek them directly D They are specialty goods 23 are formal statements of expected product performance by the manufacturer A Promotional statements C General guarantees D Open pricing statements 24 Marketers plan their market offerings at ve levels What is the correct order of the levels going from most fundamental to the level with the most bene ts A Expectedpotentialbasicaugmentedcore B Corebasicexpectedaugmentedpotential C Potentialaugmentedexpectedcorebasic D Basicexpectedaugmentedcorepotential 25 Mr Tse and his family took a vacation to Washington DC While there they bought souvenirs tshirts and hats to take home to family and friends who didn39t have the opportunity to go The experience of the Tse39s is an example of which offering A A hybrid B A pure service D A tangible good with accompanying services 26 Which of the following best describes the category in which the offering39s service mix is distinguished quotPeople patronize restaurants for both food and servicequot A Tangible good with accompanying services B Pure tangible good C Pure service 27 Characteristics a buyer can evaluate before purchase are called A Experience qualities C Differentiation qualities D Credence qualities 28 When introduced in the late 19705 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 2500 The manufacturers of the rst PCs were probably using a pricing strategy B Costoriented C Marketpenetration D Valueoriented 29 A common mistake in pricing is A Considering price and price competition as a key problem in marketing B Revising prices too often D Ignoring costs when setting prices 30 The introduction of a new product to the market using marketpenetration pricing is most likely to be successful when A There must be no existing demand for the product B The unit costs of producing a small volume of the product are high C The high price communicates nothing to potential buyers 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 McRae39s offers many types of customer service and its prices re ect that fact Belk39s is an example of a A Superstore B Factory outlet D Combination store 32 A concept in retailing that helps explain the emergence of new retailers is called the hypothesis B Retail life cycle C Product lifecycle D Serviceassortment 33 Which of the following is NOT one of the four levels of retail services mentioned in the text A Selfservice C Limited service D Selfselection 34 Ayal and Zif argue that going into fewer countries is advisable when A Population income size and growth are low in the initial countries chosen B Population and income size are high and population growth is low in the initial countries chosen C Population income size and growth are high in the initial countries chosen 35 Because of CocaCola39s 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 an A Horizontal marketing system B Contractual vertical marketing system D Corporate vertical marketing system 36 McDonald39s franchisees get a small discount when they pay their bills for supplies within the rst seven days when the due date is 30 days after delivery This is an example of within channel relations B Territorial rights C Price policies D Sharing the risks 37 Abercrombie amp Fitch could use advertising to reduce the cognitive dissonance experienced by someone who recently purchased its brand of high fashion highpriced clothing and wonders if they got the value for their money A Comparative B Informative C Persuasive 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 A Newspapers B Direct mail C Television 39 Zhao is advertising her importexport business and wants to nd the most cost effective way of delivering the desired number and types of message exposures to her target audience Zhao is considering her A Creative development and execution B Media selection C Marketing plan D Plan of attack 40 Which of the following would NOT be considered part of a marketing communications program A A sales promotion B Personal selling D An event sponsorship 41 are the means by which rms attempt to inform persuade and remind customers about the products and brands they sell B Sales promotions C Mass communications D Brand images 42 Which of the following is NOT a major mode of communications in the marketing communications mix B Events and experiences C Advertising D Sales promotion 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 B Marketspace C Marketplace D Macromarket 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 A Product B Marketing D Customer 45 marketing aims to build longterm mutually satisfying relationships with key parties customers suppliers distributors in order to earn and retain their longterm preference and business A Transactionoriented C Businesstobusiness D Behavioral response 46 Which of the following is most closely associated with a proactive marketing orientation A It is about understanding and meeting customers39 expressed needs C It involves delivering superior value D It represents the quotmake and sellquotphiosophy 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 B integration C internally D segmentation 48 Communication of customer satisfaction results should be done internally inside the company or organization for which of the following reasons A You should not communicate satisfaction results internally for ethical reasons B To satisfy upper management that all is going well C Communicating satisfaction ndings externally would have little marketing value 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 A The creative development of the message C Preparing a copy strategy statement D Asking network censors what to cut out of the communication 50 Within the last couple years several cosmetics manufacturers have introduced nonclumping mascara Revlon was one of these manufacturers Revlon should use advertising to increase selective demand for its nonclumping mascara B Reminder C Informative D Descriptive 51 Hospitals are engaged in intense competition to ll maternity beds What type of advertising would hospitals most likely use to advertise their new amenities like Jacuzzis in every room let mignon or lobster on the menu and afternoon teas for the new mothers and their families A Persuasive B Reminder D Descriptive
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