14 Aug ?1. A __________ is a road map for the marketing activities of an organization

?1. A __________ is a road map for the
marketing activities of an organization for a specified future time period such
as one year or five years.
?marketing dashboard
?marketing plan
?operation plan
?mission statement
?2. What is meant by accelerating the
process?
?Increase advertising costs during product
launch
?Speed up new product time to market
?Identify major competitors early
?Create a new market space
?3. The product life cycle refers to __________.
?a concept that describes the stages a new
product goes through from product concept to commercialization
?the average life span of a product
?a concept that describes the stages a
product goes through in the marketplaceearly growth, accelerated development,
maturity, and decline
?a concept that describes the stages a
product goes through in the marketplaceintroduction, growth, maturity, and
decline
?4. Jay stops at the shopping mall to purchase a new pair of jeans from the
Diesel store. He is the ultimate consumer in a pipeline from the producer
through intermediaries including the clothing store. This pipeline is actually
a _______.
?marketing channel
?marketing tunnel
?consumer market
?distribution matrix
5. What is the marketing objective for the
growth stage of the product life cycle?
?maintain brand loyalty
?minimize promotion
?increase market share
?stress differentiation
?6. In the nonprofit world of the performing arts box office technology has
essentially remained the same since the 1980s. A company called Tessitura
is trying to change that. Tessitura is able to track every transaction
with its patrons in one database. The information collected includes
ticket purchases, fund-raising, volunteering, and gift shop purchases that will
help symphonies, operas, and theaters develop customer profiles in order to
tailor their sales messages to specific individuals. In other words,
Tessitura will allow arts groups to engage in:
?mainstream marketing
?societal marketing
?relationship marketing
?market aggregation
?7. Marketing refers to:
the production of products or services that
will generate the highest return on investment.
?the activity for creating, communicating,
delivering, and exchanging offerings that benefit its customers, the
organization, its stakeholders, and society at large.
?the activity involved in getting a product
or service from the manufacturer to ultimate consumers and organizational
buyers.
?the process of identifying target market
segments for a product or service.
?8. Variables such as location the North American Industry Classification
System (NAICS) code and type of buy are all examples of ways to:
?promote NAFTA.
?segment an organizational market.
?forecast sales to a consumer market.
?differentiate products.
9. While pricing objectives frequently reflect corporate goals pricing
constraints often relate to:?
?stockholder demands.
?conditions existing in the marketplace.
?an organizations code of ethics.
?the financial realities within the
organization itself.
?10. In personal branding the price
component of the marketing mix refers to:
?The number of hours you spend job searching
?The annual cost of maintaining online
profiles (such as LinkedIn)
?The expense associated with job-hunting
?The salary range and job benefits you hope
to receive
11. At Mattel Barbie is child-tested to be
sure the doll cannot be broken apart and accidentally choke a child. This
type of consumer or safety test occurs during the __________ stage of the
new-product process.
?new-product strategy development
?market testing
?development
?screening and evaluation
12. Customer value refers to:
?the cluster of benefits that an organization
promises customers to satisfy their needs.
?the need of a customer to receive the
highest quality product at the lowest possible price.
?a statement that, before product development
begins, identifies (1) a well-defined target market; (2) specific customers
needs, wants, and preferences; and (3) what the product will be and do to
satisfy consumers.
?the unique combination of benefits received
by targeted buyers that includes quality, convenience, on-time delivery, and
both before-sale and after-sale service at a specific price.
13. Developing a pool of concepts to
serve as candidates for new products is the __________ stage of the new-product
process.
?idea generation
?product development
?open innovation
?new-product strategy development
?14. The goal of a SWOT analysis is to:
?identify market research questions in order
to develop new products for new market segments.
?determine how raises, bonuses, and dividends
will be paid.
?identify the critical strategy-related
factors that can impact the firm.
?reorganize the firms marketing department.
?15. Marketing research refers to:
?the science of using observable human
behavior in order to identify and solve marketing problems.
?the process of defining a marketing problem
and opportunity, systematically collecting and analyzing information, and
recommending actions.
?the use of information technology to find
objective solutions to a marketing problem.
?the process of systematically collecting and
analyzing information in order to define a marketing problem.
16. There is no single generic marketing
plan that can apply to all organizations or all institutions. Rather, the
specific format for a marketing plan for an organization depends on the
following: the industry, the kind and complexity of the organization, and
________.?
?available resources
?the financial investment needed
?the competition
?the target audience and purpose
?17. Which of the following conditions are necessary for marketing to occur?
?a quality product, a fair price, a clever
method of promotion, and a place where a customer can buy the product
?two or more people, a product, a reasonable
price, and a place to make an exchange
?two or more people, a method of assessing
needs, a way to communicate, and an exchange
?two or more parties with unsatisfied needs,
a desire and an ability to satisfy them, a way to communicate, and something to
exchange
?18. Online retail purchases by consumers can
be the result of several very different approaches, which include: (1) paying
dues to become a member of an online discount service; (2) participating in an
online auction; (3) going directly to online malls; and (4) _______.
?participating in a buying cooperative
?becoming a secret shopper
?using a shopping bot to search for a
product at locations with the best price
?becoming a member of a research group that
evaluates new products
?19. Environmental scanning refers to:
?assessing any possible negative impact a
firms activities might have on the local ecology.
?setting up a regular schedule to assess the
performance of different divisions within a firm.
?continually acquiring information on events
occurring outside the organization to identify and interpret potential trends.
?initiating an internal talent search to
identify employees who can think outside the box to generate solutions to
marketing problems caused by changes in the marketing environment.
?20. Relationship selling refers to:
?the assignment of a single salesperson to a
single customer throughout the entire sales process.
?the practice of building ties to
customers based on a salespersons attention and commitment to customer needs
over time.
?when suppliers and sellers combine their
expertise and resources to create customized solutions; commit to joint
planning; and share customer, competitive, and company information for their
mutual benefit, and ultimately the customer.
?the practice of maintaining contact with a
customer on a regularly scheduled basis following the initial sale of a product
or service.
21. A global marketing strategy refers to:?
?the strategy currently used by most U.S.
domestic firms that when entering a new international market, these firms offer
only those products that require the least amount of product adaptation.
the global strategy of seeking out already
established firms in other nations and selling them the rights to manufacture
and distribute the firms products through a host nations local businesses.
?the strategy of transnational firms that
employ the practice of standardizing marketing activities when there are
cultural similarities and adapting them when cultures differ.
?the strategy used by multinational firms
that have as many different product variations, brand names, and advertising
programs as countries in which they do business.
22. Segmentation based on some
subjective mental or emotional attributes, aspirations, or needs of prospective
customers is referred to as:
?socioeconomic segmentation.
?psychosocial segmentation.
?affective segmentation.
?psychographic segmentation.
23. Computer-based networks that trigger
actions by sensing changes in the real or digital world are known as:
?global marketing platforms.
?convergent systems.
?intelligence technologies.
?smart systems.
?24. The study of similarities and differences among consumers in two or more
nations or societies is referred to as __________.
?transnational finance
?market synthesis
?cross-cultural analysis
?international sociographics
25. Advertising, personal selling, sales
promotion, public relations, and direct marketing are marketing communications
alternatives that make up a firms __________.
?marketing mix
?promotional mix
?communication source
?media strategy
26. Neuromarketing is becoming more important in marketing as experts realize
that traditional research methods such as focus groups and surveys may not be
enough to understand what drives consumer purchase behavior due to:?
?It is not possible to formulate questions
without bias
?Consumers cannot verbalize their emotional
responses
?The data obtained is not quantifiable
?The sample size is too small
27. Which of the following transactions
occurred in the marketspace?
?Connie sold Discovery Toys creative puzzles
at an in-home demonstration.
?Josh bought his mother a menorah through the
Source for Everything Jewish gift catalog by calling a toll-free telephone
number.
?Corey bought a double-dipped chocolate ice
cream cone from the ice cream person when his mobile ice cream truck came down
the street.
?Joan bought a brand new pair of Dansko shoes
through Zappos.com.
28. Four trends in the past decade have
significantly influenced the landscape of global marketing. One of them
is:
?a decrease in most countries GDPs and a
renewal of nationalism.
?the emergence of networked global
marketspace.
?a more aggressive attitude towards
initiating international tariffs and quota systems.
?an increase in most countries GDPs coupled
with an increased degree of consumer ethnocentrism.
?29. The term branding refers to __________.
?the licensing of a name, phrase, design,
symbol, or combination of these for a period of 17 years, at which time a firm
may renew its intellectual property rights to them
?an organizations use of a name, phrase,
design, symbol, or combination of these to identify its products and
distinguish them from those of competitors
?the establishment of a commercial, legal
name under which a company does business
?the identification of an organizations
products based upon individual SKUs
?1. A __________ is a road map for the
marketing activities of an organization for a specified future time period such
as one year or five years.?marketing dashboard?marketing plan?operation plan?mission statement?2. What is meant by accelerating the
process??Increase advertising costs during product
launch?Speed up new product time to market?Identify major competitors early?Create a new market space
?3. The product life cycle refers to __________.?a concept that describes the stages a new
product goes through from product concept to commercialization?the average life span of a product?a concept that describes the stages a
product goes through in the marketplaceearly growth, accelerated development,
maturity, and decline?a concept that describes the stages a
product goes through in the marketplaceintroduction, growth, maturity, and
decline
?4. Jay stops at the shopping mall to purchase a new pair of jeans from the
Diesel store. He is the ultimate consumer in a pipeline from the producer
through intermediaries including the clothing store. This pipeline is actually
a _______.?marketing channel?marketing tunnel?consumer market?distribution matrix5. What is the marketing objective for the
growth stage of the product life cycle??maintain brand loyalty?minimize promotion?increase market share?stress differentiation
?6. In the nonprofit world of the performing arts box office technology has
essentially remained the same since the 1980s. A company called Tessitura
is trying to change that. Tessitura is able to track every transaction
with its patrons in one database. The information collected includes
ticket purchases, fund-raising, volunteering, and gift shop purchases that will
help symphonies, operas, and theaters develop customer profiles in order to
tailor their sales messages to specific individuals. In other words,
Tessitura will allow arts groups to engage in:?mainstream marketing?societal marketing?relationship marketing?market aggregation
?7. Marketing refers to:the production of products or services that
will generate the highest return on investment.?the activity for creating, communicating,
delivering, and exchanging offerings that benefit its customers, the
organization, its stakeholders, and society at large.?the activity involved in getting a product
or service from the manufacturer to ultimate consumers and organizational
buyers.?the process of identifying target market
segments for a product or service.
?8. Variables such as location the North American Industry Classification
System (NAICS) code and type of buy are all examples of ways to:?promote NAFTA.?segment an organizational market.?forecast sales to a consumer market.?differentiate products.
9. While pricing objectives frequently reflect corporate goals pricing
constraints often relate to:??stockholder demands.?conditions existing in the marketplace.?an organizations code of ethics.?the financial realities within the
organization itself.?10. In personal branding the price
component of the marketing mix refers to:?The number of hours you spend job searching?The annual cost of maintaining online
profiles (such as LinkedIn)?The expense associated with job-hunting?The salary range and job benefits you hope
to receive11. At Mattel Barbie is child-tested to be
sure the doll cannot be broken apart and accidentally choke a child. This
type of consumer or safety test occurs during the __________ stage of the
new-product process.?new-product strategy development?market testing?development?screening and evaluation12. Customer value refers to:?the cluster of benefits that an organization
promises customers to satisfy their needs.?the need of a customer to receive the
highest quality product at the lowest possible price.?a statement that, before product development
begins, identifies (1) a well-defined target market; (2) specific customers
needs, wants, and preferences; and (3) what the product will be and do to
satisfy consumers.?the unique combination of benefits received
by targeted buyers that includes quality, convenience, on-time delivery, and
both before-sale and after-sale service at a specific price. 13. Developing a pool of concepts to
serve as candidates for new products is the __________ stage of the new-product
process.?idea generation?product development?open innovation?new-product strategy development ?14. The goal of a SWOT analysis is to:?identify market research questions in order
to develop new products for new market segments.?determine how raises, bonuses, and dividends
will be paid.?identify the critical strategy-related
factors that can impact the firm.?reorganize the firms marketing department.
?15. Marketing research refers to:?the science of using observable human
behavior in order to identify and solve marketing problems.?the process of defining a marketing problem
and opportunity, systematically collecting and analyzing information, and
recommending actions.?the use of information technology to find
objective solutions to a marketing problem.?the process of systematically collecting and
analyzing information in order to define a marketing problem.16. There is no single generic marketing
plan that can apply to all organizations or all institutions. Rather, the
specific format for a marketing plan for an organization depends on the
following: the industry, the kind and complexity of the organization, and
________.??available resources?the financial investment needed?the competition?the target audience and purpose
?17. Which of the following conditions are necessary for marketing to occur??a quality product, a fair price, a clever
method of promotion, and a place where a customer can buy the product?two or more people, a product, a reasonable
price, and a place to make an exchange?two or more people, a method of assessing
needs, a way to communicate, and an exchange?two or more parties with unsatisfied needs,
a desire and an ability to satisfy them, a way to communicate, and something to
exchange?18. Online retail purchases by consumers can
be the result of several very different approaches, which include: (1) paying
dues to become a member of an online discount service; (2) participating in an
online auction; (3) going directly to online malls; and (4) _______.?participating in a buying cooperative?becoming a secret shopper?using a shopping bot to search for a
product at locations with the best price?becoming a member of a research group that
evaluates new products?19. Environmental scanning refers to:?assessing any possible negative impact a
firms activities might have on the local ecology.?setting up a regular schedule to assess the
performance of different divisions within a firm.?continually acquiring information on events
occurring outside the organization to identify and interpret potential trends.?initiating an internal talent search to
identify employees who can think outside the box to generate solutions to
marketing problems caused by changes in the marketing environment.?20. Relationship selling refers to:?the assignment of a single salesperson to a
single customer throughout the entire sales process.?the practice of building ties to
customers based on a salespersons attention and commitment to customer needs
over time.?when suppliers and sellers combine their
expertise and resources to create customized solutions; commit to joint
planning; and share customer, competitive, and company information for their
mutual benefit, and ultimately the customer.?the practice of maintaining contact with a
customer on a regularly scheduled basis following the initial sale of a product
or service.21. A global marketing strategy refers to:??the strategy currently used by most U.S.
domestic firms that when entering a new international market, these firms offer
only those products that require the least amount of product adaptation.the global strategy of seeking out already
established firms in other nations and selling them the rights to manufacture
and distribute the firms products through a host nations local businesses.?the strategy of transnational firms that
employ the practice of standardizing marketing activities when there are
cultural similarities and adapting them when cultures differ.?the strategy used by multinational firms
that have as many different product variations, brand names, and advertising
programs as countries in which they do business. 22. Segmentation based on some
subjective mental or emotional attributes, aspirations, or needs of prospective
customers is referred to as:?socioeconomic segmentation.?psychosocial segmentation.?affective segmentation.?psychographic segmentation.23. Computer-based networks that trigger
actions by sensing changes in the real or digital world are known as:?global marketing platforms.?convergent systems.?intelligence technologies.?smart systems.
?24. The study of similarities and differences among consumers in two or more
nations or societies is referred to as __________.?transnational finance?market synthesis?cross-cultural analysis?international sociographics25. Advertising, personal selling, sales
promotion, public relations, and direct marketing are marketing communications
alternatives that make up a firms __________.?marketing mix?promotional mix?communication source?media strategy
26. Neuromarketing is becoming more important in marketing as experts realize
that traditional research methods such as focus groups and surveys may not be
enough to understand what drives consumer purchase behavior due to:??It is not possible to formulate questions
without bias?Consumers cannot verbalize their emotional
responses?The data obtained is not quantifiable?The sample size is too small27. Which of the following transactions
occurred in the marketspace??Connie sold Discovery Toys creative puzzles
at an in-home demonstration.?Josh bought his mother a menorah through the
Source for Everything Jewish gift catalog by calling a toll-free telephone
number.?Corey bought a double-dipped chocolate ice
cream cone from the ice cream person when his mobile ice cream truck came down
the street.?Joan bought a brand new pair of Dansko shoes
through Zappos.com.28. Four trends in the past decade have
significantly influenced the landscape of global marketing. One of them
is:?a decrease in most countries GDPs and a
renewal of nationalism.?the emergence of networked global
marketspace.?a more aggressive attitude towards
initiating international tariffs and quota systems.?an increase in most countries GDPs coupled
with an increased degree of consumer ethnocentrism.?29. The term branding refers to __________.?the licensing of a name, phrase, design,
symbol, or combination of these for a period of 17 years, at which time a firm
may renew its intellectual property rights to them?an organizations use of a name, phrase,
design, symbol, or combination of these to identify its products and
distinguish them from those of competitors?the establishment of a commercial, legal
name under which a company does business?the identification of an organizations
products based upon individual SKUs

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