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- Download: http://solutionzip.com/downloads/25-mcq-an-________-need-is-one-that-motivates-the-consumer-but-that-the-consumer/
- 1) A(n) ________ need is one that motivates the consumer but that the consumer
- is reluctant or unwilling to explicitly verbalize.
- A) real
- B) delight
- C) unstated
- D) secret
- E) stated
- 2) The ________ is practiced most aggressively with unsought goods, goods that
- buyers normally do not think of buying, such as insurance, encyclopedias, and
- cemetery plots.
- A) production concept
- B) product concept
- C) selling concept
- D) marketing concept
- E) holistic marketing concept
- 3) The strength of the ________ depends on the mutually profi table business
- relationships built by the company and its supporting stakeholders.
- A) sales network
- B) supply chain network
- C) integrated network
- D) marketing network
- E) holistic union
- 4) ________ activities include those the company undertakes to make the product
- accessible and available to target customers.
- A) Consumer behavior
- B) New-product development
- C) Market segmentation
- D) Marketing research
- E) Channel
- 5) Julia hates smoking and is willing to pay an extra tax just to help eliminate
- smoking in her city. She is exhibiting ________ with respect to smoking.
- A) latent demand
- B) declining demand
- C) negative demand
- D) nonexistent demand
- E) unwholesome demand
- 6) When Volvo runs advertisements suggesting that it is the safest car money can
- buy, it is engaging in which of the following forms of marketing programming?
- A) Positioning
- B) Public relations
- C) Market segmentation
- D) Technological
- E) Service
- 7) The firm should estimate its competitors’ costs and performances as ________
- against which to compare its own costs and performance.
- A) challenges
- B) standards
- C) competition
- D) moveable standards
- E) benchmarks
- 8) We can say that a ________ has three characteristics: (1) It is a source of
- competitive advantage in that it makes a significant contribution to perceived
- customer benefits; (2) it has applications in a wide variety of markets; and (3)
- it is difficult for competitors to imitate.
- A) core technology
- B) winning strategy
- C) core competency
- D) business strategy
- E) strategic business unit
- 9) Most large companies consist of four organizational levels: the ________, the
- division level, the business unit level, and the product level.
- A) strategic level
- B) board of director level
- C) corporate level
- D) major stakeholder level
- E) management team level
- 10) Which of the following terms matches to the phrase “it is a single business
- or collection of related businesses that can be planned separately from the
- rest of the company”?
- A) growth business unit
- B) diverse business unit
- C) specialized business unit
- D) niche market unit
- E) strategic business unit
- 11) When a customer places an order at BookBox.com, the company processes
- the customer’s payment information, sends the order to the nearest ware
- house, and ships the order via FedEx. This is best described as the
- ________.
- A) new-offering realization process
- B) customer acquisition process
- C) customer relationship management process
- D) fulfillment management process
- E) market-sensing process
- 12) Through its cutting-edge point-of-sale inventory management technology and
- highly efficient shipping practices, Wal-Mart is able to keep its inventory and
- logistics costs extremely low and to pass these cost savings on to consumers
- in the form of low prices. Wal-Mart’s strategy is best described as ________.
- A) overall cost leadership
- B) integrative growth
- C) differentiation
- D) market development
- E) focus
- 13) According to the 2000 census, the U.S. population of 276.2 million was
- 72% white and ________ % African American. The remainder consisted of
- Hispanic Americans and other minorities.
- A) 11
- B) 13
- C) 15
- D) 18
- E) 20
- 14)Consumer expenditures are affected by ________.
- A) savings
- B) credit availability
- C) debt
- D) all of the above
- E) none of the above
- 15) Today, corporations need to make sure that they are good corporate citizens
- and that their consumer messages are honest in order to positively align themselves
- with consumers’ ________.
- A) views of the universe
- B) views of organizations
- C) views of themselves
- D) views of society
- E) views of others
- 16) Elance.com is a service provider that allows contractors to describe their level
- of satisfaction with subcontractors. This is an example of a(n) ________.
- A) customer complaint site
- B) combo site offering customer reviews and expert opinions
- C) public blog
- D) independent customer goods and service review forum
- E) distributor or sales agent feedback site
- 17) In response to the U.S. income distribution trend toward ________, Levi-
- Strauss introduced premium Levi’s Capital E line to upscale retailers and the
- less-expensive Levi Strauss Signature line to mass-market retailers.
- A) low and high incomes, with a shrinking middle income segment
- B) very low and very high incomes
- C) very low incomes
- D) mostly low incomes
- E) mostly medium incomes
- 18) William rose rapidly in his organization and was the youngest CEO in the
- company’s history. William would be characterized as a ________.
- A) reaper
- B) taker
- C) seeker
- D) maker
- E) preserver
- 19) If a marketing researcher wished to reach people who would not give personal
- interviews or whose responses might be biased or distorted by the interviewers,
- he or she should choose the ________ as the best way to reach people.
- A) focus group interview
- B) online interview
- C) mail questionnaire
- D) cell phone interview
- E) telephone interview
- 20)The ________ phase of marketing research is generally the most expensive and
- the most prone to error.
- A) data collection
- B) research objectives
- C) questionnaire design
- D) research planning
- E) interview design
- 21) According to marketing consultant Pat LaPointe, the ________ measurement
- pathway of the marketing dashboard reflects what marketers know about sales
- volumes, the marketing cost per unit sold, and where and how margin is optimized.
- A) customer metrics
- B) unit metrics
- C) productivity metrics
- D) cash-flow metrics
- E) brand metrics
- 22) There are several methods for assessing market potential. Which of these
- methods do business marketers prefer?
- A) Brand-development index method
- B) Purchase-profitability index
- C) Market-test index
- D) Multiple-factor index method
- E) Market-buildup method
- 23) As one marketing executive noted, ________ are “…the most cost-effective,
- quickest, dirtiest way to get information in rapid time on an idea.”
- A) scanners
- B) in-store interviews
- C) surveys
- D) tele-us machines
- E) focus groups
- 24) If a questionnaire says “Small college classes are better places to learn effectively: (choose) 1__ Strongly disagree, 2 __ Disagree, 3__ Neither agree nor
- disagree, 4__ Agree, 5__ Strongly agree,” the researcher would be using which
- of the following to discover data?
- A) Thematic Appreciation Test (TAT)
- B) Dichotomous question
- C) Semantic differential
- D) Likert scale
- E) Multiple choice
- 25) ________ is the difference between the prospective customer’s evaluation of
- all the benefits and all the costs of an offering and the perceived alternatives.
- A) Failure avoidance rate
- B) Perceived usefulness
- C) Customer-perceived value
- D) Report rating
- E) Competitors’ market share rat
- Download: http://solutionzip.com/downloads/25-mcq-an-________-need-is-one-that-motivates-the-consumer-but-that-the-consumer/
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