Florida International University

MAR 3023

Question1)_embraces the various ways the firm communicates with its customers—informing and persuading customers to purchase its products.

Question 2

According to the text, which of the following principles is about choosing a firm’s battles?

Question 3

According to the text, the best-known marketing manifestation of selectivity and concentration is

                          .

Question 4

Which of the following is the final stage of the six marketing imperatives? Determine and recommend which markets to address (moderate)

Question 5

All of the following are examples of internal orientations based on marketing as a philosophy EXCEPT:

Question 6

Which of the following is the first of the six marketing imperatives?

 Question 7

Which of the following marketing imperative states that the firm should design the market offer using the tools of the marketing mix: product, promotion, distribution (place), and, prices?

Question 8

In general, the                           embodies the major benefits the firm offers to satisfy customer needs.

Question 9

The principle that states the firm should offer customers something they want but cannot get elsewhere is     .

Question 10

                     indicates that marketing must monitor and control the firm’s actions and performance to keep it on track.

 Question 11

                       is critical for all marketing efforts and has 2 dimensions, at the customer and in the firm. The Principle of Selectivity and Concentration

Question 12

Which of the following principles states that to assure success, all elements in design and execution must be carefully integrated and coordinated?

Question 13

Which of the following statements is TRUE?

Question 14

The discount rate is typically provided by the firm’s                             .

Question 15

Customer lifetime value (CLV) depends on which of the following factors?

Question 16

Which of the following accurately describes the 20:80:20 rule?

Question 17

Most firms invest heavily in sophisticated accounting systems and data analysis tools to help managers answer questions that include all of the following EXCEPT:

Question 18

                                  is the level after which the firm’s communications create customer resentment. Communications black box

Question 19

                              is the ongoing process of identifying and creating new value with individual customers and sharing these benefits over a lifetime of association with them.

Question 20

Which of the following is NOT mentioned in the text as a major approach for acquiring customers? Independent marketing activities

Question 21

                         is the number of customers at the end of the year, divided by the number of customers at the start of the year.

 Question 22

Which of the following is the most common approach for acquiring customers? Independent marketing activities

Question 23

Which of the following “event-driven marketing” classifications do not require a customer decision but is often valuable for straight forward business processes?

Question 24

Which of the following accurately describes the 80:20:120 rule?

 Question 25

Which of the following statements is FALSE? Profit margins are greatest in early growth.

 Question 26

The stage of the life cycle described with slow growth or flat year to year sales is                            . maturity

Question 27

In developed countries, a recent trend is                            , which is a return to rural communities. inurban growth

Question 28

                                is the risk of defining a market too narrowly at the onset because of biases or insufficient data.

 Question 29

Which of the following is a NEW way in the changing view of marketing insight?

Question 30

A firm’s                              offer current customers similar benefits with similar products, technology, and/or business models.

Question 31

Detergents and kitchen appliances are examples of which of the following stages of the product life cycle?

Question 32

Which of the following is NOT a country that currently surpasses the U.S. in per-capita income? Qatar

Question 33

All of the following are examples of NEW ways in the changing view of marketing insight EXCEPT: Change is an opportunity.

Question 34

Economists use the term                          to describe concentrated markets.

Question 35

Several                           make up each product class (or category).

 Question 36

In many developed nations, annual population growth rates are                              .

Question 37

Which of the following best describes the type of family that includes the immediate group of father, mother, and children?

Question 38

According to the text, all of the following are examples of environmental influences that affect the consumer purchase-decision process EXCEPT:

Question 39

Which of the following self-orientations of the VALS framework is guided by abstract idealized criteria?

Question 40

According to the VALS Lifestyle Framework, successful, active, sophisticated, “take-charge” people with high self-esteem and abundant resources who seek to develop, explore, and express themselves in a variety of ways are known as                                                       .

Question 41

According to Maslow’s hierarchy of needs, all of the following are examples of physiological needs EXCEPT:

Question 42

Which of the following roles of the purchase process best describes a person who promotes the firm’s interests, based on positive experiences with the supplier and/or personal relationships?

 Question 43

                            concern on the financial aspects like price and credit terms.

Question 44

The self-orientation of the VALS framework that is guided by a desire for approval and opinions of others is called the                                         .

Question 45

                                are those a person would like to join for reasons like prestige. Primary reference groups

Question 46

                                include club and church members and professional organizations. Primary reference groups

Question 47

                            purchases are exemplified whenever a new supplier must be considered by the buyer or where a new material might replace a traditional choice, such as substitution of plastics for metal, or replacing traditional seeds with genetically altered varieties.

 Question 48

In which of the following purchase-decision categories do customers have well-defined purchase criteria, but one or more alternatives is novel and performance is uncertain?

Question 49

Which of the following best describes the purchase decision categories is novel and the alternative(s) and potential supplier(s) are often new to the customer?