14 Aug How does the market demand curve change (as a function of marketing expenditure)

How does the market demand curve change (as a function of
marketing expenditure) during recession?

Remains unaffected

Shifts downward

Shifts upward

Becomes vertical

2
Which of the following statements demonstrates behavioral
loyalty towards a brand?

I always buy Myfavorite Laundry detergent when purchasing
laundry detergent.

My friends agree Myfavorite Laundry detergent is the best.

Myfavorite Laundry detergent is so easy to use.

Myfavorite Laundry detergent smells good.

3
In the U.S., consumer expenditures on homes and other large
purchases tend to slow down during a recession because

of stringent credit policies adopted by the Fed before the
onset of recession

of steady supply of loanable funds in the economy during
recession

consumer borrowing increases during recession

the consumers have a high debt-to-income ratio

4
The Soccer World Cup is promoted aggressively to both
companies and fans. This is an example of marketing a(n)

place

service

event

idea

5
During the holidays, companies often provide gifts to
customers. The more a client spends, the larger the gift, usually. To segment
customers in this way, for what purpose is this data being mined?

To decide which customers should receive a new sales offer

To avoid serious customer mistakes

To beat the competition to a sale

To deepen customer loyalty

6
Which of the following industries is most likely to use
database marketing?

A school system

A supermarket chain

A physicians office

A local restaurant

7
Costco is able to keep its inventory expenditure relatively
low through its management technology and cutting-edge point-of-sale inventory
management technology. As a result, Costco is able to pass these savings on to
consumers in the form of low prices. This strategy is best described as

integrative growth

market development

overall cost leadership

differentiation

8
By 2015, projections indicate that the largest category of
households will be composed of

childless married couples and empty nesters

singles living with nonrelatives

single-parent families

married couples with children

9
Which market do customers who have purchased and are driving
Audi automobiles represent?

Target market

Penetrated market

Potential market

Available market

10
Wabash Bank would like to understand if there is a
relationship between the advertising or promotion it does and the number of new
customers the bank gets each quarter. What type of research is this an example
of?

Qualitative

Secondary

Exploratory

Causal

11
When Apple introduced iTunes, a new market was opened. Which
of the following describes this type of innovation?

Value chain

Operational excellence

Presence

Value capture

12
Marketing is considered both an art and a science. How do
the 4Ps, or marketing mix, help us bridge the gap between art and science?

Marketing is about advertising.

Marketing is involved with price as the major factor.

Marketing balances the need for data with that of
creativity.

Marketing focuses on sales as the primary goal.

13
Which of the following elements of sociocultural environment
can be associated with the growing demand for social surrogates like social
networking sites, television, and so on?

Views of others

Views of organizations

Views of nature

Views of ourselves

14
Which strategy does this exemplify? Kayak and Orbitz provide
their customers with a variety of travel options including flight reservations,
vacation packages, flight and hotel options with or without car rentals, and
cruise offerings.

Focus

Differentiation

Diversification

Promotional

15
Which of the following is about marketing management?

It occurs when at least one party to a potential exchange
thinks about the means of achieving desired responses from other parties.

It focuses mostly on monitoring the profitability of a
company’s products and services.

It is primarily concerned with the systematic gathering,
recording, and analysis of data about issues related to marketing products and
services.

It is defined as the field that deals with planning and
managing a business at the highest level of corporate organization.

16
What data analysis type is being used here? When Sam thought
about opening a foreign car repair shop in Phoenix, he researched all of the
firms in the area before deciding on a location. He also analyzed their
capabilities and found articles about many of them in terms of their
capabilities, strengths, and weaknesses.

Licensed information

Primary data

Tertiary information

Secondary data

17
One of the most critical steps in the defining process of
market research is

reading marketing research journals

defining the problem, the decision alternatives, and
research objectives

analyzing the internal environment

developing a research plan

18
A company’s sales potential would be equal to market
potential when which situations exists?

The company gets 100 percent share of the market.

The market is nonexpandable.

Industry marketing expenditures approach infinity for a
given marketing environment.

The marketing expenditure of the company is reduced to zero.How does the market demand curve change (as a function of
marketing expenditure) during recession? Remains unaffected Shifts downward Shifts upward Becomes vertical2Which of the following statements demonstrates behavioral
loyalty towards a brand? I always buy Myfavorite Laundry detergent when purchasing
laundry detergent. My friends agree Myfavorite Laundry detergent is the best. Myfavorite Laundry detergent is so easy to use. Myfavorite Laundry detergent smells good.3In the U.S., consumer expenditures on homes and other large
purchases tend to slow down during a recession because of stringent credit policies adopted by the Fed before the
onset of recession of steady supply of loanable funds in the economy during
recession consumer borrowing increases during recession the consumers have a high debt-to-income ratio4The Soccer World Cup is promoted aggressively to both
companies and fans. This is an example of marketing a(n) place service event idea5During the holidays, companies often provide gifts to
customers. The more a client spends, the larger the gift, usually. To segment
customers in this way, for what purpose is this data being mined? To decide which customers should receive a new sales offer To avoid serious customer mistakes To beat the competition to a sale To deepen customer loyalty6Which of the following industries is most likely to use
database marketing? A school system A supermarket chain A physicians office A local restaurant7Costco is able to keep its inventory expenditure relatively
low through its management technology and cutting-edge point-of-sale inventory
management technology. As a result, Costco is able to pass these savings on to
consumers in the form of low prices. This strategy is best described as integrative growth market development overall cost leadership differentiation8By 2015, projections indicate that the largest category of
households will be composed of childless married couples and empty nesters singles living with nonrelatives single-parent families married couples with children 9Which market do customers who have purchased and are driving
Audi automobiles represent? Target market Penetrated market Potential market Available market10Wabash Bank would like to understand if there is a
relationship between the advertising or promotion it does and the number of new
customers the bank gets each quarter. What type of research is this an example
of? Qualitative Secondary Exploratory Causal11When Apple introduced iTunes, a new market was opened. Which
of the following describes this type of innovation? Value chain Operational excellence Presence Value capture 12Marketing is considered both an art and a science. How do
the 4Ps, or marketing mix, help us bridge the gap between art and science? Marketing is about advertising. Marketing is involved with price as the major factor. Marketing balances the need for data with that of
creativity. Marketing focuses on sales as the primary goal.13Which of the following elements of sociocultural environment
can be associated with the growing demand for social surrogates like social
networking sites, television, and so on? Views of others Views of organizations Views of nature Views of ourselves14Which strategy does this exemplify? Kayak and Orbitz provide
their customers with a variety of travel options including flight reservations,
vacation packages, flight and hotel options with or without car rentals, and
cruise offerings. Focus Differentiation Diversification Promotional 15Which of the following is about marketing management? It occurs when at least one party to a potential exchange
thinks about the means of achieving desired responses from other parties. It focuses mostly on monitoring the profitability of a
company’s products and services. It is primarily concerned with the systematic gathering,
recording, and analysis of data about issues related to marketing products and
services. It is defined as the field that deals with planning and
managing a business at the highest level of corporate organization.16What data analysis type is being used here? When Sam thought
about opening a foreign car repair shop in Phoenix, he researched all of the
firms in the area before deciding on a location. He also analyzed their
capabilities and found articles about many of them in terms of their
capabilities, strengths, and weaknesses. Licensed information Primary data Tertiary information Secondary data17One of the most critical steps in the defining process of
market research is reading marketing research journals defining the problem, the decision alternatives, and
research objectives analyzing the internal environment developing a research plan18A company’s sales potential would be equal to market
potential when which situations exists? The company gets 100 percent share of the market. The market is nonexpandable. Industry marketing expenditures approach infinity for a
given marketing environment. The marketing expenditure of the company is reduced to zero.

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