MKTG 396 Introduction to Marketing Midterm Examination Sample Multiple Choice (100 marks) Read each question carefully and decide which of the choices best answers the question or completes the statement. Each question is worth 2 marks. 1.Though often criticized, the selling concept is particularly appropriate and effective with which of the following types of products? a.convenienceb.shoppingc.specialtyd.unsoughte.demarketed2.A company has four choices when it comes to developing brands. Which of the following is notone of those choices? 3.Kimball Gardens is a company that operates as two distinct businesses: one that sells lawn and garden products and one that markets booklets. Each business is called a
4.iRobot, the makers of Roomba, have involved their customers in product development, marketing, and technical support in an effort to foster which of the following? 5.Marketers can take a(n) ________ by taking aggressive action to affect the publics and forces in their marketing environments. a.environmental stanceb.proactive stancec.natural perspectived.natural-management perspectivee.relationship-building perspective6.Most portfolio analysis methods evaluate SBUs on two dimensions, namely 7.In the ________ stage of new-product development, products undergo rigorous tests to make sure that they perform safely and effectively or that consumers will find value in them.
8.Refer to the scenario below to answer the question that follows. Jason West, owner of A-1 Cleaning, began his enterprise in 2001. Jason's primary focus had been on office cleaning for large corporations. But in recent months, Jason has seen a decline in demand for office cleaning. Surprisingly, the competitive environment appears relatively stable with no new competitors. However, Jason understands that office cleaning is a high-frequency service that is usually performed daily; therefore, competitors must be doing something to attract his customers. Building a competitive advantage seems to be the only option to offset competition. But as Jason pondered his dilemma, he realized that he needed to better understand how customers assess service quality and what they are looking for in a superior cleaning service, prior to building his competitive advantage. Jason developed a research plan. First, he gathered competitor information, primarily through pamphlets and websites but also from a few phone calls, to find out exactly what competitors offer in their cleaning packages. In addition, Jason obtained from the area Chamber of Commerce an updated list of local corporations to which he would send a short survey. Though the list of corporations contained 141 local company names, Jason chose to survey 75 of them. To better understand customer service expectations between both small and large corporations, Jason divided his surveys into two categories. The survey questions were designed to extract specific data from respondents with regard to service quality expectations in correlation to service frequency and price. Jason awaited the results. Though his primary focus had been on large corporations, he was flexible and would aim his efforts differently if needed. In this scenario, which of the following is an example of primary data?
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- Spring '15
- Marketing, new-product development, mature consumers