University of Phoenix

MKT 571

Week 6 Final Exam

1)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?

2. The systematic design, collection, analysis, and reporting of data and findings relevant to a specific marketing situation facing the company is termed                                   .

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

                                     .

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

5. 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     .

6. The second step in the marketing research process is                                  .

7. Marketing information systems are developed from internal company records, marketing intelligence, and marketing research.

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

9. The last step in marketing research is developing the research plan.

10. 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 theoffer via                                                                                                                                                                                                              .

11. Which of the following is NOT a component part of total customer value?

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

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

14. Each of the following is considered consumer behavior EXCEPT:

15. Which factors have the broadest and deepest influence on consumer behavior?

16. The business market differs from the consumer market in that                                .

17. Organizational buying is                                    .

18. The    consists of all the organizations that acquire goods and services used in the production of other products or services that are sold, rented, or supplied to other customers.

19. Toyota, the maker of the Scion brand, using what kind of brand strategy with Scion products?

20. 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.

21. Which of the following is NOT an advantage of co-branding?

1. Helps position new products

2. Might contribute to overexposure of the brand

3. Generates additional sales from the existing target market

4. Provides more opportunities with new customers

22.                             are formal statements of expected product performance by the manufacturer.

23. Mazda’s Miata convertible originally drew the most interest from women between the ages of 35-55. In order to interest more potential customers in the roadster, Mazda beefed up the model with heavier shocks and a faster engine, and then emphasized performance in its advertising. This is an example of creating a new product by

                             .

24. For $15 a day, Chlena will go to your home and feed, water, and play with your pet while you are on vacation. The service Chlena provides is an example of a     .

25. 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.”

26. Best Buy will often try to sell the buyer of a high end television monitor an extended warranty. This is an example of     .

27. When customers buy on the basis of a reference price orbecause the price conveys a particular quality image to them, they are being influenced by              .

28. A common mistake in pricing is                                                _.

29. Scotty is in the process of opening Suburban Legends SK8S to sell boards, wheels, trucks, clothing, videos, and skateboarding related collectibles. The first thing Scotty should do when setting the store’s prices is to

                             .

30. When Cyler goes to do his grocery shopping for the week he also likes to drop off his finished rolls of film and visit the bank at the same time. He would also like the idea of having a package mailing

service to use while he is shopping. Cyler would enjoy doing his grocery shopping at a                                      .

31. Which of the following is NOT one of the four levels of retail services mentioned in the text?

32. 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                                                         .

33. Which is the last major decision in international marketing?

34. Because of Coca-Cola’s size and power in the marketplace, theyt end to dominate some members in the channel. This allows them to require strong cooperation from resellers who carry Coke products. This is an example of a(n)               .

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

36. Advertising for Advil pain reliever shows Advil is superior to Tylenol. This is an example of

                      advertising.

37. Assume you are advertising very expensive authentic Turkish carpets to upscale investors in Germany. Credibility and prestige are important. The best medium for your advertising message is  .

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

40. Which is correct about “noise” in the communication process?

41. Bradford Soap, the second largest soap maker in the world, occasionally arranges tours of their plant in Warwick, Rhode Island. This is part of what kind of communications platform?

42. 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.

43.          marketing aims to build long-term, mutually satisfying relationships with key parties—customers, suppliers, distributors—in order to earn and retain their long-term preference and business.