MKT 571 Final Exam 5

MKT 571 Final Exam 5 in $10 only

1) Which of the following is NOT a step that might be used to improve the quality of a firm’s marketing intelligence?

2) Small companies can engage is marketing research in a number of creative and inexpensive ways, including _______________.

3) Which of the following is an example of primary data that would be used by Topps card company to determine popularity of its new hologram baseball card series?

4) All of the following are steps in the marketing research process EXCEPT:

5) The step in the marketing research process that includes determining who will be sampled is to _______________.

6) Rita Jenkins, president of the local Chamber of Commerce, had difficulty getting members to assist in running the organization. She felt it was because of lack of commitment to the Chamber. Her vice-president felt it was due to having too many meetings. The organization’s secretary felt it was because there were several other professional organizations to which the members also belonged. If Rita wants to do research to determine the real reason why members do not want to run for office, she should begin by ________________.

7) Small companies can engage in marketing research in a number of creative and affordable ways, including using the Internet or taking advantage of local university students who need business projects.

8) Data published by the government and data purchased from outside suppliers can improve the quality of a company’s marketing intelligence efforts.

9) Typically, companies budget about 11-12 percent of company sales for marketing research.

10) ______________ is the difference between a prospective customer’s evaluation of all the benefits and costs of an offering and the perceived alternatives.

11) Lowe’s home improvement stores strive to have nicer, more knowledgeable salespeople, a better product selection, and to maintain an impeccable image. These are all part of improving the offer via _____________.

12) Which of the following is NOT a component part of total customer value?

13) _____________ are relatively homogeneous and enduring divisions in society, and may exhibit distinct product, brand, and media preferences.

14) Within the United States, Southerners, Mormons, and Native Americans are examples of:

15) A(n) ________________ is likely to offer informal advice and information about a product or product category.

16) Organizational buying is ______________.

17) The institutional market is best described as having _____________.

18) Business buyers ______________.

19) Brands can play a number of specific roles within a company’s brand portfolio. For example, a __________ is positioned with respect to competitors’ brands so that more important and profitable brands retain their desired positioning.

20) When Apple introduced its popular iPod Nano model, it dropped its Mini iPod at the same time. The Mini was, at the time, the most popular mp3 player in the marketplace. This is an example of __________.

21) BMW, the maker of the Mini Cooper brand, is using what kind of brand strategy with its Mini products?

22) When SAP software added a Windows-style “back” button to its industrial invoice management software, the new product ___________.

23) ___________ are formal statements of expected product performance by the manufacturer.

24) Marketers plan their market offerings at five levels. What is the correct order of the levels, going from most fundamental to the level with the most benefits?

25) Characteristics a buyer can evaluate before purchase are called _______________.

26) Mr. Tse and his family took a vacation to Washington, D.C. While there, they bought souvenirs; t-shirts and hats to take home to family and friends who didn’t have the opportunity to go. The experience of the Tse’s is an example of which offering?

27) Which of the following best describes the category in which the offering’s service mix is distinguished? “People patronize restaurants for both food and service.”

28) When customers buy on the basis of a reference price or because the price conveys a particular quality image to them, they are being influenced by ____________.

29) When introduced in the late 1970s, personal computers had large initial demand. People were interested in buying them to make writing and editing easier. The earliest simple PCs were initially priced around $2,500. The manufacturers of the first PCs were probably using a _________ pricing strategy.

30) The introduction of a new product to the market using market-penetration pricing is most likely to be successful when _____________.

31) Belk is a chain of stores found primarily in southern United States. Each store carries several product lines and each line is managed separately by a specialist buyer or merchandiser. McRae’s offers many types of customer service and its prices reflect that fact. Belk’s is an example of a ____________.

32) A concept in retailing that helps explain the emergence of new retailers is called the ___________ hypothesis.

33) Which of the following is NOT one of the four levels of retail services mentioned in the text?

34) Ayal and Zif argue that going into fewer countries is advisable when ___________.

35) Which is the last major decision in international marketing?

36) McDonald’s franchisees get a small discount when they pay their bills for supplies within the first seven days (when the due date is 30 days after delivery). This is an example of ___________ within channel relations.

37) Zhao is advertising her import-export business and wants to find the most cost-effective way of delivering the desired number and types of message exposures to her target audience. Zhao is considering her ________________.

38) Abercrombie & Fitch could use __________ advertising to reduce the cognitive dissonance experienced by someone who recently purchased its brand of high-fashion, high-priced clothing and wonders if they got the value for their money.

39) Advertising for Advil pain reliever shows Advil is superior to Tylenol. This is an example of _________advertising.

40) __________________ are the means by which firms attempt to inform, persuade, and remind customers about the products and brands they sell.

41) Which of the following is NOT a major mode of communications in the marketing communications mix?

42) Which of the following would NOT be considered part of a marketing communications program?

43) Which of the following is correct?

44) The computer _______________ consists of the manufacturers of computer memory chips, monitors, keyboards, coaxial cables, modems, software, storage systems (disks, hard drives, portable USB media), and those who install, repair, and maintain systems and software.

45) Intel, one of the largest producers of integrated circuit chips, puts a great deal of effort into expanding production of chips to drive down cost and thus expand the market. This is most indicative of the __________ concept.

46) Marketing __________ is the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value.

47) Communication of customer satisfaction results should be done internally (inside the company or organization) for which of the following reasons?

48) Which of the following is an example of a transfer?

49) Within the last couple years several cosmetics manufacturers have introduced non-clumping mascara. Revlon was one of these manufacturers. Revlon should use ________ advertising to increase selective demand for its non-clumping mascara.

50) Hospitals are engaged in intense competition to fill maternity beds. What type of advertising would hospitals most likely use to advertise their new amenities like Jacuzzis in every room, filet mignon or lobster on the menu, and afternoon teas for the new mothers and their families?

51) _____________ is the key ingredient in many marketing campaigns and consists of a diverse collection of incentive tools, mostly short term, designed to stimulate trial, or quicker or greater purchase, or particular products or services by consumers or trade.

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