'Exam Marketing Essay\r'

'Please put your crap and student public figure (both, in digits and by filling the boxes) on your serve surface sheet. by and by finishing the exam you al petty(a) for lot in your reaction sheet. Fill in the correct version code at the bottom right of the answer course by filling the correct box. recital 1 Warning against fraud: In the case of fraud the maximum penalisation is exclusion from all examinations for one year. Your expeditious phone should be switched off and should be put in your bag. Your bag should be closed and placed on the under footing to the left of your desk.\r\nDuring the examination you ar non allowed to go to the toilet unless the co- rdinating invigilator gives you permission to do so. Tools allowed: pencils, eraser, English-native language dictionary. (no books or notes. ) specific entropy on this examination: This exam consists of 60 Multiple Choice Questions with 4 alternatives each. require the one alternative that trump break with c ompletes the report or answers the question, and mark your answers on the answer form by filling the boxes. A computer will read your answers. The ensue of this examination will be produce deep down 18 wor world-beater years after the date of this examination.\r\nReviewing the examination: Specific information on procedure and prep will be posted on Blackboard. Good luck with the exam! treble CHOICE. Choose the one alternative that best completes the statement or answers the question. 1) Car term of a contract firms, hair dressers, and management consultants provide goods B) bugger offs C) events D) attend to 2) Julia is worried about the rising befoulment levels in her city. She doesn’t mind give extra for goods and service that use sustain qualified processes to help control A) declining demand B) extinct demand C) latent demand D) cast out demand 3) Marketers must see themselves as benefit providers.\r\nFor type, when a shopper purchases new shoes, he/she exp ects the shoes to cover his/her feet and allow him/ her to head unobstructed. This is an example of what level in the consumer-value power structure? A) pure tangible good B) elemental intersection point C) augmented point of intersection D) effectiveness product 4) Which aspect of holistic trade motivates employees and ensures that e realone in the organization embraces appropriate trade principles, e finickyly senior management?\r\nA) family merchandising B) integrated food merchandising C) ingrained food marketing D) performance marketing 5) The number of different persons or households exposed to a particular media chedule at least in one case during a specified time terminus is known as A) range B) contact C) reach D) frequency 6) A company that seeks to increase its sales and profits done backward, forward, or horizontal integration within the industry is say to be employing a(n) strategy.\r\nA) variegation growth B) intensive growth C) combinatorial grow th D) conglomerate growth 7) The is the conclusion section of the marketing plan and spells out the goals and budget for each month or quarter, so management commode revue each period’s results and kick in believe action as needed. A) situation psycho compend B) marketing strategy C) financial projections D) execution of instrument and controls 2 8) The infixed records system supplies results data, just now the marketing intelligence system supplies A) internal B) revenue C) thematic D) happenings data. ocial institutions”schools, churches, businesses, and governments; they ar very difficult to sort. A) Transient B) Secondary C) affectionateness D) Variable 10) A company cig atomic number 18tte take several steps to mitigate the quality of its marketing intelligence. If the company purchases belligerent products for study, attends open houses and trade shows, and reads competitors’ publi shake off reports and shareholder information, the company i s using ntelligence.\r\nA) sales-force surrogates B) intermediaries C) external networks D) consultative panels to improve the quality of its marketing 1 1) If the goal of marketing research is to shed light on the real disposition of a problem and to suggest executable solutions or new ideas, the research is said to be descriptive B) quantitative C) secondary coil D) exploratory approach uses concepts and tools from anthropology and other loving science disciplines to provide deep pagan understanding of how bulk live and work.\r\nA) cognitive research B) Archaeological research C) ethnographical research D) Deductive research llow respondents to answer in their own words and practically reveal more about how people think.\r\nA) Open-end questions B) Dichotomous questions C) Likert scale questions D) Multiple prime(prenominal) questions 14) The bundle of be guests expect to come in evaluating, obtaining, using, and disposing of the given market go is called the A) acti vity-based cost B) customer profitability analysis C) total customer cost D) product life-cycle cost 3 15) Field market wants to learn the strengths and weaknesses in customer service at all the Field food product stores. Which of the side by side(p) rules can it use for this?\r\nA) roup debaseers C) closed book shoppers D) buying agents 16) The aim of customer kind management is to produce high customer . A) integrity B) loyalty C) innovation D) liability 17) If a marketer decides to segment a market based on neighborhoods, the marketer will have chosen the A) demographic B) psychographic C) geographic D) cultural regularity of segmentation. 18) If a marketing manager employs such marketing techniques as online buzz, student ambassadors, cool events, and path teams to reach target markets, the manager is well-nigh likely appealing to the A) Generation X B) Generation Y C) Silent generation\r\nD) Baby boomers market. 19) General Motors, a leadership American multinatio nal automaker, sells railroad cars for every purpose, purse, and personality. This is an example of A) undifferentiated B) differentiated C) concentrated D) recess 20) check to the VALS segmentation system, marketing. are considered to be trendy and funloving people who are resource-constrained. They party favor stylish products that emulate the purchases of those with greater secular wealth. A) strivers B) survivors C) experiencers D) makers 21) Brand B) equity C) preference D) individuality is the added value endowed to products and services.\r\nA) loyalty 22) According to the crisscross asset valuator model, which of the components of stag equity measures how aware and familiar consumers are with the label? A) esteem 4 B) energized specialisation C) relevance 23) The introduction of diet nose candy by the Coca Cola political party is an example of A) line extension B) brand harmonization C) brand dilution D) co-branding 24) Which of the spare-time activity monetary v alue is most closely associated with the statement: â€Å"attributes or benefits consumers strongly associate with a brand, positively evaluate, and believe that they could not find to the equivalent extent with a competitive brand”?\r\nA) points-of-inflection B) points-of-difference C) points-of-parity D) points-of-value 25) are visual representations of consumer perceptions and preferences. A) Procedural maps B) ace maps C) Perceptual maps D) Procedural models 26) Singapore Airlines is well regarded in queen-size part because of the uprightness of its flight attendants. This is an example of differentiation. A) image B) services C) product D) employee 27) When Starbucks introduced its Tazo Tea line to supply in new customers who had never gone(a) to Starbucks because they dont drink coffee, Starbucks was employing a trategy.\r\nA) market-penetration B) new-market segment C) geographical-expansion D) quoin identification 28) An alternative to being a market follower i n a large market is to be a leader in a bitty market. This type of competitor is called a A) marketing king B) market nicher C) segment king D) guerilla marketer 29) is a deceleration in sales growth because the product has achieved acceptance by most potential buyers.\r\nA) Introduction B) Growth C) Decline D) maturity 5 30) The marketing concept holds that for its products B) customers who are coaxed into buying a product will most likely uy it again C) a new product will not be successful unless it is priced, distributed, and sold decently D) consumers and businesses, if left alone, won’t buy enough of the organization’s products 31) What types of goods are purchased frequently, immediately, and with minimum effort by the consumers? A) specialization goods B) shopping goods C) unsought goods D) convenience goods 32) We pay off packaging as all the activities of conception and producing the container for a product.\r\nThis includes up to three levels of real( a): primary share, secondary package, and B) design package C) shipping package D) consumer package . A) retailer package 33) Which of the avocation is an example of a hybrid service? A) teaching B) car C) restaurant meal D) soap 34) serve high in have characteristics that the buyers can evaluate before purchase. A) search qualities B) experience qualities C) credence qualities D) privacy qualities 35) Jake had an appointment at the desex’s, but couldn’t make it on time because he was caught in traffic.\r\nBy the time he reached the doctor’s office, the doctor had already begun with the by-line patient. This illustrates the A) variability B) heterogeneity C) perishability D) intangibility f services. 36) Companies who believe that a higher sales volume leads to lower unit be and higher long-run profits are attempting to A) maximize their market share B) pass over the market C) become a product-quality leader D) merely survive in the market 37) In which o f the following auctioneers does the auctioneer root announce a high price for a product and then soft decreases the price until a bidder accepts?\r\nA) an English auction with one seller and many buyers B) an wage hike bid auction C) a sealed-bid auction 6 38) A(n) is an extra payment designed to gain reseller participation in special rograms. A) seasonal synthesis B) allowance C) discount D) quantity discount 39) When is a gazump strategy appropriate? A) when there is low brand loyalty B) when consumers are able to perceive differences between brands C) when brand natural selection is made in the store D) when it is a low involvement purchase 40) Which of the following is an example of a zero-level railway line?\r\nA) A company takes online orders from customers and ships the products to them. B) A company sells its products through wholesalers and retailers. C) A company sells its products through manacles of supermarkets and other large sellers. D) A large company form s alliances with smaller companies to increase sales coverage. 41) A(n) includes the producer, wholesaler(s), and retailer(s) acting as a integrate system. A) parallel marketing channel B) erect marketing system C) internal marketing system D) conventional marketing channel 42) Which of the following types of retailing generally entails the highest costs?\r\nA) full-service B) self-service C) limited service D) self-selection 43) Which of the following is an example of a word-of-mouth marketing communication platform? A) chat board B) billboards C) factory tours D) incentive programs 4) Which of the following is reliable for franchisors? A) The franchisor has to pay the certifye to be part of the franchise system. B) The franchisor licenses the trade mark from the franchisee. C) The franchisor must change its operations to suit those of the franchisee’s. D) The franchisor collects royalty payments from the franchisee. 5) Which of the following is an advantage of using th e percentage-of-sales method to realise the marketing communication theory budget? A) The percentage-of-sales method encourages stability when competing firms spend approximately the identical portion of their sales on communication theory. B) The percentage-of-sales method views sales as the determiner of communications rather than as the result. C) The percentage-of-sales method leads to a budget set by market opportunities rather than the availability of funds. by find what each product and territory deserves. 46) Which of the following sequences accurately represents the hierarchy-of-effects model of marketing communications? A) attention-interest-desire-action B) awareness-interest-evaluation-trial-adoption C) awareness-knowledge-liking-preference-conviction-purchase D) exposure- reception-cognitive response-attitude-intention-behavior 47) A(n) ppeal is a creative strategy that elaborates on product or service attributes or benefits.\r\n'