Test 1 MAR6805.pdf - Question 1 The drugstore chain CVS...

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Question 1 The drugstore chain CVS uses loyalty-card data to better understand what consumers purchase, the frequency of store visits, and other buying preferences, which is associated with which technology-enhanced company capability? Spring 2017 Correct Answer: Companies can collect fuller and richer information about markets, customers, prospects, and competitors. Q2 In response to threats from such companies as Amazon.com, E*TRADE, and dozens of others, established manufacturers and retailers became "brick-and- click" oriented by adding online services to their existing offerings. This is known as ________. Selected Answer: reintermediation Question 3 3 out of 3 points The "Malaysia, Truly Asia" ad campaign that showcased Malaysia's beautiful landscape and its multicultural society in order to attract tourists is an example of ________ marketing. Selected Answer: place Question 4 3 out of 3 points Companies are recognizing that much of their market value comes from ________, particularly their brands, customer base, employees, distributor and supplier relations, and intellectual capital. Selected Answer: intangible assets Question 5
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3 out of 3 points Holistic marketing incorporates ________ marketing, an understanding of broader concerns in the ethical, environmental, legal, and social context of marketing activities. Selected Answer: social responsibility Question 6 3 out of 3 points ________ marketing aims to build mutually satisfying long-term collaboration with key constituents, such as customers, employees, suppliers, distributors, and other marketing partners, in order to earn and retain their business. Selected Answer: Relationship Question 7 3 out of 3 points MasterCard and Visa may team up with university alumni associations to offer affinity credit cards that typically display an iconic image associated with the university on the card itself and may include an incremental donation program associated with purchases made using the card. The best description of this form of alliance would be a ________.
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