Unformatted text preview: Question 1 2 out df2 points is the art and science of choosing target markets and getting keeping. and growing customers through creating. delivering and communicating superior customer value. SelededAnswer. a Marketing management CorrectAnswer: a Marketing management Question 2 2 out of2 points Which of thefollowing is considered as a "sin‘I in the marketing discipline? Selected Answer a usingtechnology in an inefficient manner CorrectAnswer. a usingtechnology in an inefficient manner Question 3 U out of2 pornts Julia is worried about the rising pollution levels in her city She doesnt mind paying extra for goods and services that use sustainable processes to help control pollution This is an example of for pollution SelectedAnswer' o latent demand CorrectAnswer' a negative demand Question 4 2 out on norms goods constitute the bulk of most countries‘ production and marketing efforts.
Selected Answer: a Physical CorrectAnswer: a Physical Question 5 2 out of2 points A(n) need is a need that the consumer explicitly verbalizes
Selected Answer: a stated CorrectAnswer: 5 stated Question 6 2 out df2 points A social definition of marketing says Selected Answer g marketing is the process by which individuals and groups obtain what they need and want through creating offenng and freely exchanging products and services of value with others CurreCtAnswer. 0 marketing is the process by which individuals and groups obtain what they need and want through creating offenng and freely exchanging products and services of value with others Question 7 2 out ofz pornts Each of the following is true about the Intemet's impact on the way business is conducted today EXCEPT one Identify the mception Selected Answer 0 It has facilitated mass marketing but not the sale of customized products. CurrectAnswer Q It has facilitated mass marketing but not the sale of customized products. Question 8 2 out orz norms Which of the four new Ps encompasses the old four Ps as well as a range of other marketing activities that might not fit well into the old view of marketing? SelectedAnswer 9 programs CorrectAnswer: 0 programs Question 9 2 out ui'Z points When companies measure the number of people who are willing and able to buy their products. they are measuring
Selected Answer a demand CorrectAnswer: Q demand Question 10 2 out df2 points Flick Johnson trains his company's sales forceto go after the consumer He repeatedly asks his team to bear in mind the essential fact that it is the sales teams responsibility to rouse the consumer‘s interest and make him
feel that he needs the product. Atrue salesman is one who can convert an indifferent consumerwalking into the store into a new customer Johnson believes in the concept. SelectedAnswer Q selling
CorrectAnswer: 9 selling quStIDn I I 2 out M2 points When one companylicenses anotherto produce its offerings ortwo companies jointly markettheir complementary offerings it is called a
Selected Answer 6 product or serVice alliance CurreciAnswer o productorserVice alliance Question 12 u out ur2 points Which orthe following is an example orintensive growth?
Selected Answer .3 a company enters a newmarket with current products CorrectAnswer: Q a company improving sales by integrating backward Question 1 a 2 out or2 points To keep their strategic alliances thriving. corporations have begun to develop organizational structures to supportthem and have come to Viewthe ability to form and manage strategic alliances as core skills. This is called
Selected Answer 0 partner relationship management CurreclAnswer o parlnerrelationship management Question 14 2 out an points Holistic marketers achieve proﬁtable growth by expanding customer share. . and capturing customer lifetime value
Selected Answer 9 building customerloyalty CurrecIAnswer. 0 building customerloyalty Question 15 2outur'2 points A companytnat seeks to increase its sales and proﬁts through backward forward. or horizontal integration Within the industry is said to be employing alnl strategy
Selected Answer 0 integrative growth CorrectAnswer: Q integrative growth Question 1 E u out ar2 points Ortne four organizational levels. the corporate level is likely to take which orthe followrng decisionsa
Selected Answer 9 strategic plan for indiwdual business units Correct Answer 0 entering a newmarket Question 1 7 2 out ur2 points has three characteristics [1)it is a source of competitive advantage in that it makes a signiﬁcant contribution to perceived customer beneﬁts. [2} it has applications in a Wide variety olmarkets. and [3) it is dilﬁcult for competitors to imitate.
Selected Answer 0 Core competency CurrectAnswer. a Core competency Question 13 2 out of2 poinls Mostlarge companies consist orfour organizational levels the corporate level the _the business unitlevel andthe product level
Selected Answer 6 divi5ion level CorrectAnswer. Q division level Question 1 a 2 out ar2 points The marketing plan.the central instrumentror directing and coordinatingtne marketing effort. operates at levels
Selected Answer 6 strategic and tactical CorrectAnswer' Q strategic ahdtactical Question 2|] 2 out M2 points
When a ﬁrm aims to underprice competitors and win market share. it is using ain} strategythat requires relatively less marketing skills as compared to other strategies SelectedAnswer o overallcostleadership
CorrectAnswer' o overallcostleadership Question 21 2 out 012 points Which orthe rollowmg would bethe bestillustration are secondary belierorvalue?
Selected Answer 0 beliefin getting married early CorrectAnswer: Q beiiefin getting married early Question 22 2 out ol2 points Whentne government orany country restricts the sale ora particularcommodityto certain groups-rorexample restricting sales oralcohol to indiVIduals above the age or21-the eligible consumers who have income interest access and qualiﬁcation
constitute the Selected Answer 0 qualiﬁed available market
CorrectAnswer' (5 qualiﬁed available market Question 23 2 out M2 points beliefs and values are passed from parents to children and reinforced by social institutions-schools. churches. businesses. and governments they are very dilﬁcullto change.
Selected Answer 6 Core Correct Answer. 0 Core Question 24 With an increase in marketing expenditure market demand
Selected Answer. c, increases ﬁrst at an increasing rate then at a decreasing rate CorrectAnswer' 0 increases ﬁrst at an increasing rate then ata decreasing rate Question 25 2 out M2 points 2 out MZ points Prestige LLC_ a small companythatmanufactures specialty cereals and energy barswants to launch a "green marketing" program in responseto heightened consumerawareness about environmental issues What shouldthe company do to maximize the program's chances ofbeing successml?
Selected Answer' 0 demonstrate thatthe products will beneﬁtboth customers and the sometyin the long-term CorrectAnswer: c, demonstrate thatthe products will beneﬁtboth customers and the societyin the long-term Question 25 Accordingto the 2000 Census.which ot'the t'ollovnng is the largestgroup in the United States?
Selected Answer. c, Whites Correct Answer 0 Whites Question 27 Which otthe following is the largest contributorto global warming contributing almosta quarter ofthe carbon dioxide in the environment?
Selected Answer' 0 electrical powerplants GorrectAnswer' 0 electrical powerplants Question 23 The sites which oﬁer positive or negative product or serVIce reviews and are built bythe retailers ofa particular product orserVIce are called
Selected Answer: Q distributor or sales agent feedback sites CorrectAnswer. 0 distributororsales agentteedbacksites Question 23 People vary in theirviews ofsociety and their consumption patterns oﬁen reﬁecttheir social attitudes usually live more frugally drive smaller cars and wear simpler clothing
Selected Answer' 0 Changers Correct Answer' 0 Ch angers Question all An unintended eﬁ'ectofbusiness legislation is
Selected Answer Q slowing economic growth CorrectAnswer o slowing economic growth Question 31 Why do ﬁrms employ more than one persona to gather information about the target consumers?
Selected Answer 0 The ﬁrms want to provide consumers With a greater number ofproduct choices. Correct Answer 0 Any target market may have a range of consumers who vary along a number ofkey dimensions Question 32 According to marketing consultant Pat LaPointe. the measurement pathway ofthe marketing dashboard reﬁects howprospects become consumers
Selected Answer 6 customermetrlcs Correct Answer 6 custo mer metrirs Question 33 Which ofthe following is considered to bethe last step in the marketing research process?
Selected Answer 0 arriving at a decision Correct Answer 6 arriving at a decision Question 34 prowde diagnostic Information about howand whvwe observe certain eﬁects in the marketplace and what that means to marketers
Selected Answer 0 Marketing insights CorrectAnswer 0 Marketing insights Question 35 Which ofthe following rules must be keptin mind while framing a questionnaire?
Selected Answer 0 Use broad and loosely deﬁned words inthe questions. Correct Answer 6 Allowt’orthe answer "other" in ﬁxederesponse questions 2 out M2 points 2 out MZ points 2 out M2 points 2 out M2 pman 2 out M2 points El out M2 points 2 out M2 points 2 out M2 points 2 out M2 points I} out M2 points QUEStion 36 2 out otZ points
The most scientiﬁcallvvalid research is research. Selected Answer' 0 experimental
CorrectAnswer. 0 experimental Question 37 2 out of2 points ﬂash an ad to a subjectwrth an exposure intervalthat mat,I range from less than one hundredth ofa second to several seconds.
Selected Answer' 0 Tachistoscopes Correct Answer. 0 Ta chistoscopes QUEStion 38 El out M2 points
approach uses concepts andtools from anthropology and other social science disciplines to provrde deep cultural understanding ofhowpeopie live and work. Selected Answer. 0 Archaeological research
CorrectAnswer' Q Ethnographicresearch Question 39 2 out on points
in interVIews researchers stop people ata shopping mall orbusy street cornerand request an interViewon the spot.
Selected Answer: 0 intercept
CorrectAnswer: o intercept Que stion 4-D 2 out ot'2 points Unistar lnc is an FMCG companvthatproduces awide range ofoﬁ'erings such as grocervitems and personal care products lfUnistarwants to estimate the demand for its newline ofbod‘,r moisturiZers which are all priced at $13 it should opttor
research Selected Answer' 0 descriptive Correct An swer. a de s cri ptive Question 4-1 2 out ot2 points Which ofthe followrng is a step In one-to-one marketing that can be adapted for CRM marketing?
Selected Answer. 6 Customize products services and messages to each customer CorrectAnswer' o Customize products. services and messages to each customer Auui or 4 Willis is based on the premise thatmarketers can no iongeruse "interruption marketing"via mass media campaigns.
Selected Answer' 0 Permission marketing CorrectAriswer. g Permission marketing Question 43 El out ofz points Which ofthe following is an example offocusing disproportionate effort on high-proﬁt customers?
Selected Answer. 0 2Wheels allows existing customers to upgradeto a newer model at less than the sticker price bytrading intheiroldermodel CorrectAnswer' o 2Wneels has a club forits regular customers organizrng cycling events and paniesforthem Question 44 2 out on points is the totality,r otfeatures and characteristics ofa product or service that bear on its abilityto satisfy stated orimplied needs.
Selected Answer' 0 Quality Correct Answer. 0 Cu alitv Question 45 2 out ofz points LifeTime Insurance screens its customers and triesto getunproﬁtable customers to buy services ﬁom competitors. This is an example of
Selected Answer. 0 terminating the relationship with lowprofit customers CorrectAnswer' Q terminatingtne relationship With low-proﬁt customers Question 43 2 out of2 DDiniS Which otthe following is true for customer-perceived value?
Selected AnswEi" g It isthe difference oetweentne prospective customer‘s evaluation ofallthe beneﬁts and all the costs ofan offering andthe perceived alternatives. CorreciAnswer. Q It isthe dilTerence betweenthe prospective customer‘s evaluation ofallthe beneﬁts and all the costs ofan oﬁering andthe perceived alternatives. Question 47 2 out ofz points is the practice ofsending messages onlvwhen consumers express a Willingness to become more involved with the brand.
Selected Answer. 9 Permission marketing CorrectAnst-rer' 0 Permission marketing Question 47 is the practice ofsending messages onlvwhen consumers express a Willingness to become more involved with the brand.
Selected answer. 6 Permission marketing CorrenlAnst-ver' 0 Permission marketing Question 43 Some customers inevitably become inactive or drop out The challenge for marketers is to reactivate them through strategies.
Selected Answer' 0 win-back Correct Answer: 0 Win-b ack Question 45 chustomers who register a complaint
Selected Answer: 0 customers whose complaints are satisfactorily resolved are more liker to provide publicitvthanthose who are dissatisﬁed CurreclAnswer. ‘5 some will do business with the company again iftheir complaint is resolved Question in Which ofthe following is true for customer satisfaction?
Selected Answafi 0 Greater customer satisfaction has also been linked to higher returns and lower risk in the stock market. CurreclAnswer. (5 Greatercustomer satisfaction has also been linkedto higher returns and lower risk in the stock market.
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