MKT530-mid

MKT530-mid - Name: CMKT530 Midterm Spring05 Status :...

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Name: CMKT530 Midterm Spring05 Status : Completed Score: 59 out of 60 points Time Elapsed: 0 hours, 33 minutes, and 41 seconds out of 1 hours and 15 minutes allowed. Instructions: Question 1 1 of 1 points This is not one of the stages of customer experience hierarchy. Selected Answer: Experiencing externalization Correct Answer: Experiencing externalization Question 2 1 of 1 points Because each customer is unique, marketers are MOST likely to be frustrated in their efforts to "perfect" the:
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Selected Answer: perception element. Correct Answer: perception element. Question 3 1 of 1 points This target market option arises when the online segment of customers is found to be smaller than the offline segment, perhaps representing a narrower band of tastes and preferences. Selected Answer: Beachhead Correct Answer: Beachhead Question 4 1 of 1 points A deep understanding of a product's perception in the minds of its target segment is required for effective: Selected Answer: Positioning Correct Answer: Positioning Question 5 1 of 1 points Successful marketing requires that activities of a business unit be ________________.
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Selected Answer: complementary to the firm's other organizational units. Correct Answer: complementary to the firm's other organizational units. Question 6 0 of 1 points In the evangelism stage, even if this is high, there is still a clear emotional connection and passion for the product relative to competitors' products. Selected Answer: Promotion Correct Answer: Price point Question 7 1 of 1 points The BEST way to evaluate customer experience with the firm is to:
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Selected Answer: ask customers to compare their experience with the firm with others or an "ideal" experience. Correct Answer: ask customers to compare their experience with the firm with others or an "ideal" experience. Question 8 1 of 1 points In positioning itself with this variable, Carpoint.com claims to have a very deep and broad inventory. Selected Answer: Selection Correct Answer: Selection Question 9 1 of 1 points Customization initiated or managed by the user is called Selected Answer: personalization. Correct Answer: personalization. Question 10 1 of 1 points
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In which of the following stages of customer experience is the customer MOST likely to defend the experience? Selected Answer: evangelism. Correct Answer: evangelism. Question 11 1 of 1 points After establishing its site, the firm should: Selected Answer: monitor the total experience in an effort to continually enhance customer satisfaction. Correct Answer: monitor the total experience in an effort to continually enhance customer satisfaction. Question 12 1 of 1 points CarsDirect.com uses this positioning strategy to promote itself as "America's No. 1 way to buy cars online." Selected Answer: Positioning on features/service Correct Answer: Positioning on features/service Question 1 of 1 points
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13 Emphasizing the building of brand awareness through advertising: Selected Answer: all of the above Correct Answer:
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This note was uploaded on 02/26/2010 for the course ITM LAW723 taught by Professor Avnerlevin during the Spring '06 term at Ryerson.

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MKT530-mid - Name: CMKT530 Midterm Spring05 Status :...

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