This week only. Pastebin PRO Accounts Christmas Special! Don't miss out!Want more features on Pastebin? Sign Up, it's FREE!


By: Educator on Mar 14th, 2014  |  syntax: None  |  size: 5.82 KB  |  views: 151  |  expires: Never
download  |  raw  |  embed  |  report abuse  |  print
Text below is selected. Please press Ctrl+C to copy to your clipboard. (⌘+C on Mac)
  5. 1.  The marketing manager needs to know the cost of the research project before approving it. During which stage of the marketing research process would such a consideration most likely take place?
  6. Step 5 – drafting the report
  7. Step 4 – analyzing the information
  8. Step 1 – defining the problem
  9. Step 2 – developing the research plan
  11. 2. With ________ as a target market strategy, the firm concentrates on serving many needs of a particular customer group.
  12. selective specialization
  13. market specialization
  14. single-segment concentration
  15. product specialization
  17. 3.  What type of strategy consists of geographical pricing, price discounts and allowances, promotional pricing, and differentiated pricing?
  18. Price adaptation
  19. Regular prices
  20. Fixed pricing
  21. Altered pricing
  23. 4.  _______ is an approach that considers different ethnic and cultural segments require targeted marketing campaigns and tactics.
  24. Diversity marketing
  25. Specialized marketing
  26. Ethnic-based marketing
  27. Multicultural marketing
  29. 5. What type of control focuses on measuring a company’s products territories, customer groups, segments, trade channels, and order sizes to help expand or eliminate any products or marketing activities?
  30. Efficiency
  31. Activity
  32. Profitability
  33. Solvency
  35. 6. Prestige LLC, a small company that manufactures specialty cereals and energy bars, wants to launch a “green marketing” program in response to heightened consumer awareness about environmental issues. What should the company do to maximize the program’s chances of being successful?
  36. Emphasize benefits to the consumer rather than environmental benefits.
  37. Explain the rules and regulations laid out by governmental agencies to protect the environment.
  38. Demonstrate that the products will benefit both customers and the society in the long-term.
  39. Focus on the efforts and costs incurred by the company to bring these “green” products to consumers.
  41. 7. A firm must know where to position its product based on price and ________.
  42. region
  43. quality
  44. communication
  45. promotional efforts
  47. 8. BMW’s “The ultimate driving machine,” American Express’ “Don’t leave home without it,” New York Times’ “All the news that’s fit to print,” and AT&T’s “Reach out and touch someone” are all examples of ________.
  48. brand mission
  49. brand vision
  50. brand personalit
  51. brand slogan
  53. 9. The ability to meet humanity’s needs without harming future generations is now a top priority in most corporate agenda ________.
  54. ethics
  55. righteousness
  56. sustainability
  57. rules
  59. 10. ABC Technology is nearing completion on their product and market research has discovered a competitor is also close to launching a similar product. ABC has decided launch before their competition, this is called ________.
  60. early entry
  61. first entry
  62. late entry
  63. parallel entry
  65. 11.  Marketers need to identify the hierarchy of attributes that guide consumer decision making in order to understand different competitive forces and how these various sets get formed. This process of identifying the hierarchy is called ________.
  66. brand association
  67. market estimation
  68. market partitioning
  69. market valuation
  71. 12.  What is the perceived monetary value of the bundle of economic, functional, and psychological benefits customers expect from a given market offering because of the product, service, people, and image?
  72. Complete marketing benefit
  73. Ultimate service benefit
  74. Total customer benefit
  75. Total management benefit
  77. 13.  Which method identifies the effect sponsorship has on consumers brand knowledge?
  78. Demand-side method
  79. Supply-side method
  80. Positioning method
  81. Pricing method
  82. 14.  Another basis for decision-making is referred to as ________. (NOT SURE)
  83. correct ethics
  84. ethical practices
  85. ethical dilemmas
  86. situational ethics
  88. 15.  A music school in Boyles Height, LA, specializes in teaching the guitar and the violin. After a spurt in growth and a few successful years, the school is experiencing a slowdown in sales and stability in its profits due to an increase in competition. The school is in the ________ stage of its life cycle.
  89. growth
  90. decline
  91. maturity
  92. obsolescence
  93. 16. Which of the following can induce a firm to expand into the international arena?
  94. Cater to a domestic mass market
  95. A saturated foreign market
  96. A saturated domestic market
  97. High income level of domestic consumers
  99. 17.  2Wheels conducts exhaustive customer surveys to discover customer preferences and attitudes towards the brand. Sally uses cluster analysis to classify the data and help the company determine the trends in the information. Sally is using the technique of ________.
  100. data marketing
  101. data mining
  102. data accumulation
  103. data governance
  105. 18.  The effect of exposures on audience awareness depends on the following three factors:
  106. space, communication, and advertisements
  107. reach, frequency, and impact
  108. distance, timing, and focus
  109. height, length, and width
  111. 19.  Through its cutting-edge point-of-sale inventory, management technology, and highly efficient shipping practices, Wal-Mart is able to keep its inventory expenditure extremely low and to pass these savings on to consumers in the form of low prices. Wal-Mart’s strategy is best described as ________.
  112. differentiation
  113. overall cost leadership
  114. market development
  115. integrative growth
  117. 20.  Which component of a marketing audit includes major developments in income, prices, savings, and credit that affect the company?
  118. Technological
  119. Cultural
  120. Economic
  121. Political
  122. 21. The three guidelines for anticipating management reactions are (1) prior to the crisis during
  123. normal day-to day operations, (2) at the moment some event triggers the crisis, and (3) during the
  124. crisis situation that triggers the event. These guidelines are the stages for ________.
  125. crisis management
  126. decision making
  127. provoking solutions
  128. problem-solving
clone this paste RAW Paste Data