Question 1

2 out of 2 points

 

Disintermediation via the Internet has resulted in ________.Answer

Selected Answer:    greater consumer buying power

Question 2

2 out of 2 points

 

Managers of ________ businesses concentrate on achieving high manufacturing efficiency, low costs, and mass distribution.Answer

Selected Answer:    production-oriented

Question 3

2 out of 2 points

 

The ________ process consists of analyzing marketing opportunities, selecting target markets, designing marketing strategies, developing marketing programs, and managing the marketing effort.Answer

Selected Answer:    marketing planning

Question 4

2 out of 2 points

 

Which of the following statements about marketing is true? Answer

Selected Answer:

   It can help create jobs in the economy by increasing demand for goods and services.

Question 5

2 out of 2 points

 

________ activities include those the company undertakes to make the product accessible and available to target customers. Answer

Selected Answer:    Channel

Question 6

2 out of 2 points

 

A(n) ________ need is a need that the consumer explicitly verbalizes. Answer

Selected Answer:    stated

Question 7

2 out of 2 points

 

Which of the following holds that consumers prefer products that are widely available and inexpensive?Answer

Selected Answer:    the production concept

Question 8

2 out of 2 points

 

Rising promotion costs and shrinking profit margins are the result of ________. Answer

Selected Answer:    heightened competition

Question 9

2 out of 2 points

  The ultimate outcome of relationship marketing is a unique company asset called the ________, consisting of the company and its supporting stakeholders.

Answer

Selected Answer:    marketing network

Question 10

2 out of 2 points

 

If a marketer uses warehouses, transportation companies, banks, and insurance companies to facilitate transactions with potential buyers, the marketer is using a ________. Answer

Selected Answer:    service channel

Question 11

0 out of 2 points

 

If you were the CEO of a company that was looking to implement strategies to fill a perceived strategic-planning gap, you would most likely explore ________ strategy first because it is easier to improve an existing business than to build a new one. Answer

Selected Answer:    market-development

Question 12

2 out of 2 points

 

To keep their strategic alliances thriving, corporations have begun to develop organizational structures to support them and have come to view the ability to form and manage strategic alliances as core skills. This is called ________.Answer

Selected Answer:    partner relationship management

Question 13

2 out of 2 points

  The ________ is the number of channel levels, from raw materials to final product and distribution, in which a company will participate.

Answer

Selected Answer:    vertical sphere

Question 14

2 out of 2 points

 

A characteristic of a ________ is that it can be a single business or collection of related businesses that can be planned separately from the rest of the company.Answer

Selected Answer:    strategic business unit

Question 15

2 out of 2 points

 

Which of the following can be considered a primary activity in the value chain process?Answer

Selected Answer:    inbound logistics

Question 16

2 out of 2 points

 

With respect to the core business processes, the ________ includes all the activities involved in developing, and launching high-quality products quickly and within budget. Answer

Selected Answer:    new-offering realization process

Question 17

2 out of 2 points

  Core competencies tend to refer to areas of special technical and production expertise, whereas ________ tend to describe excellence in broader business processes. Answer

Selected Answer:   

distinctive capabilities

Question 18

2 out of 2 points

 

The first step in the business unit strategic-planning process deals with which of the following? Answer

Selected Answer:    define business mission

Question 19

2 out of 2 points

 

Juan Garcia plans the daily promotional releases about his company's products and services. He can be described as a(n) ________ planner.Answer

Selected Answer:    tactical

Question 20

2 out of 2 points

 

Michael Porter's value chain would identify which of the following as a support activity?Answer

Selected Answer:    procurement

Question 21

0 out of 2 points

 

According to the 2000 Census, which of the following is the largest group in the United States?Answer

Selected Answer:    Chinese Americans

Question 22

2 out of 2 points

 

A ________ is a direction or sequence of events that has some momentum and durability; it reveals the shape of the future and can provide strategic direction.Answer

Selected Answer:    trend

Question 23

2 out of 2 points

 

Which of the following is likely to occur during economic downturns?Answer

Selected Answer:    The purchasing power of the people declines

Question 24

2 out of 2 points

 

A ________ is "unpredictable, short-lived, and without social, economic, and political significance." Answer

Selected Answer:    fad

Question 25

2 out of 2 points

 

A ________ is a set of procedures and sources managers use to obtain everyday information about developments in the marketing environment. Answer

Selected Answer:    marketing intelligence system

Question 26

2 out of 2 points

 

The company's marketing information system should be a mix of what managers think they need, what managers really need, and ________. Answer

Selected Answer:    what is economically feasible

Question 27

2 out of 2 points

 

________ measures the impact of a set of causal factors (such as income, marketing expenditures, and price) on the sales level.Answer

Selected Answer:    Statistical demand analysis

Question 28

2 out of 2 points

 

Which of the following is the second largest contributor to global warming, accounting for roughly a fifth of carbon emissions?Answer

Selected Answer:    transportation

Question 29

2 out of 2 points

 

An unintended effect of business legislation is ________. Answer

Selected Answer:    slowing economic growth

Question 30

2 out of 2 points

  As the manager of an organization that is attempting to build a Marketing Information System (MIS), you have been informed that a MIS is built upon three fundamental information sources. The sources are ________, marketing intelligence activities, and

marketing research. Answer

Selected Answer:    internal company records

Question 31

2 out of 2 points

 

A company would like to study the impact of advertising expenditure on sales and sales revenue. This is an example of ________ research.Answer

Selected Answer:    causal

Question 32

2 out of 2 points

 

Which of the following is true of qualitative research?Answer

Selected Answer:    It is indirect in nature, so consumers may be less guarded.

Question 33

2 out of 2 points

 

________ allow respondents to answer in their own words and often reveal more about how people think. Answer

Selected Answer:    Open-end questions

Question 34

2 out of 2 points

  The marketing research process begins by ________. Answer

Selected Answer:   

defining the problem, the decision alternatives, and research objectives

Question 35

2 out of 2 points

 

________ approach uses concepts and tools from anthropology and other social science disciplines to provide deep cultural understanding of how people live and work.Answer

Selected Answer:    Ethnographic research

Question 36

2 out of 2 points

 

If a marketing researcher wishes to reach those people who would not give personal interviews or whose responses might be biased or distorted by interviewers, he or she should use ________.Answer

Selected Answer:    mail questionnaires

Question 37

2 out of 2 points

 

Why do firms employ more than one persona to gather information about the target consumers?Answer

Selected Answer:

   Any target market may have a range of consumers who vary along a number of key dimensions.

Question 38

2 out of 2 points

  The goal of ethnographic research is to ________.Answer

Selected   

Answer: immerse the researcher into consumers' lives to uncover unarticulated desires that might not surface in any other form of research

Question 39

0 out of 2 points

 

When the marketers of a mobile phone manufacturing company want to determine the impact of individual media such as television and online display ads on sales as well as that of trade activities like every day low price, off-shelf display and so on, they usually use ________.Answer

Selected Answer:    marketing metrics

Question 40

2 out of 2 points

 

________ is designed to capture cause-and-effect relationships by eliminating competing explanations of the observed findings.Answer

Selected Answer:    Experimental research

Question 41

2 out of 2 points

 

A profitable customer ________.Answer

Selected Answer:    yields a revenue stream that exceeds the company's cost stream

Question 42

0 out of 2 points

  Club membership programs that are open to everyone who purchases a product or service ________.Answer

Selected Answer:

   are more powerful long-term loyalty builders than limited-membership clubs.

Question 43

2 out of 2 points

 

When two brands of the same basic product deliver their respective promised quality, they are delivering ________.Answer

Selected Answer:    conformance quality

Question 44

2 out of 2 points

 

Field Grocery wants to learn the strengths and weaknesses in customer service at all the Field Grocery stores. Which of the following methods can it use for this?Answer

Selected Answer:    mystery shoppers

Question 45

2 out of 2 points

 

The process of building, maintaining, and using customer databases and other databases for the purpose of contacting, transacting, and building customer relationships is called ________. Answer

Selected Answer:    database marketing

Question 46

2 out of 2 points

  Some customers inevitably become inactive or drop out. The challenge for marketers is to reactivate them through ________ strategies.Answer

Selected Answer:    win-back

Question 47

2 out of 2 points

 

A customer touch point for Abacus Airlines would be an item such as ________.Answer

Selected Answer:    the reservations desk

Question 48

2 out of 2 points

 

In the modern customer-oriented organizational chart, which of the following is considered to be at the top of the organizational pyramid? Answer

Selected Answer:    customers

Question 49

2 out of 2 points

 

Customer relationship management enables companies to provide excellent real-time customer service through the effective use of ________. Answer

Selected Answer:    individual account information

Question 50

2 out of 2 points

 

________ is based on the premise that marketers can no longer use "interruption marketing" via mass media campaigns.Answer

Selected Answer:    Permission marketing