A) fail to provide value-priced products for online customers B) track, share, and misuse browsing details of unknowing customers C) provide too many alternative products online which confuse customers D) rarely follow the marketing orientation when devising promotional offers online E) fail to reach their target customers through online marketing The marketing manager of Appeal Inc. has noticed a sharp decrease in sales over the last two months. The manager decides to conduct marketing research to identify potential causes for the drop in sales. Which of the following should the manager do first? A) develop a research plan B) determine a research approach C) define the problem and objectives D) select a research agency to collect data E) conduct exploratory and descriptive research
3 Final Exam Study Questions Vernon Inc. would like to set the best price for a new product. The firm conducts an experimental study by selling the new product at two different prices in two different locations keeping other factors constant to see if a lower price results in better sales. This is most likely an example of ________ research. A) exploratory B) descriptive C) causal D) focus group E) ethnographic A company that sells personal care products sends a trained observer to watch potential buyers in their natural environments. This is an example of ________ research. A) quantitative B) online C) ethnographic D) experimental E) archival Which of the following is a psychographic characteristic of a consumer? A) gender B) age C) lifestyle D) occupation E) economic status ________ is the degree to which an innovation fits the values and experiences of potential consumers. A) Relative advantage B) Divisibility C) Complexity D) Compatibility E) Communicability ________ is defined as a business strategy where business buyers prefer to buy a complete solution to a problem from a single seller rather than buying separate products and services from several suppliers. A) Modified rebuy B) Straight rebuy C) New task buying D) Systems selling E) Supplier development
4 Final Exam Study Questions Which of the following is the right order of the steps that companies generally follow in designing a customer-driven marketing strategy? A) market segmentation, differentiation, positioning, and market targeting B) positioning, market segmentation, mass marketing, and market targeting C) market segmentation, market targeting, differentiation, and positioning D) market alignment, market segmentation, differentiation, and market positioning E) market recognition, market preference, market targeting, and market insistence Argonaut Food Stores, a retail giant, hires better-skilled employees than its competitors by employing strategic recruitment practices. It also conducts highly specialized training programs for its employees. In this case, Argonaut has focused on gaining a strong competitive advantage through ________ differentiation.
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- Fall '11
- Marketing, exam study questions