midterm exam marketing

midterm exam marketing - 1. [2.0 points] Repurchase often...

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1. [2.0 points] Repurchase often depends on whether or not a customer is satisfied. To fully understand satisfaction, the marketer must understand the relationship between the consumer's expectations and the product's ________. a) perceived performance b) brand personality c) recognition d) consumer market e) service quality 2. [2.0 points] Currently you find yourself involved in marketing research. The form you are using is flexible, allows explanation of difficult questions, and lends itself to showing products and advertisements. What is this form of research? a) personal interviewing b) online interviewing c) vision phone interviewing d) mall intercepts e) none of the above 3. [2.0 points] You have discovered that the segments you are targeting are conceptually distinguishable and respond differently to different marketing mix elements and programs. This segmenting requirement is called ________. a) accessible b) measurable c) reachable d) differentiable e) observable 4. [2.0 points]
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As the saying goes, it takes two to tango and this is true of marketing also, which is not carried on by sellers alone. ________ also carry on marketing. a) Suppliers b) Investors c) Web designers d) Buyers e) all of the above 5. [2.0 points] When consumers are highly involved with the purchase of an expensive self-expressive product, they most likely will undertake ________. a) habitual buying behavior b) complex buying behavior c) reflective buying behavior d) opinion leadership 6. [2.0 points] Empire Products has begun a process to find the best suppliers. Empire Products is actively engaged in ________. a) value analysis b) channel captaining c) supplier search d) supplier control e) supplier selection 7. [2.0 points] Many smaller companies pursue concentrated marketing because it offers the opportunity to compete by focusing their limited resources on serving niches that may be ________ or ________ larger companies. a) unimportant to; unwanted by
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unimportant to; overlooked by c) too small; undesirable to d) unknown by; unwanted by e) none of the above 8. [2.0 points] Highly successful companies know that if they take care of their customers, ________ will follow. a) frequent good word of mouth b) market share c) profits d) market share and profits e) increased competition 9. [2.0 points] Why did Dunkin' Donuts pay dozens of their faithful customers in Phoenix, Chicago, and Charlotte, $100 a week to buy coffee at Starbucks? a) They wanted them to see how bad Starbucks' coffee was. b) They wanted to see what they would say about Starbucks. c) They wanted them to test the competition. d) Retailers requested it. e) It created healthy competition. 10. [2.0 points] Which of the four Ps describes the goods-and-services combination the company offers to the target market? a)
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midterm exam marketing - 1. [2.0 points] Repurchase often...

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