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Exam Marketing Essay

Please put your name and student amount (both, in digits and by filling the boxes) on your own answer bed sheet. After concluding the exam you will hand in your answer piece.

Fill in the best version code at the bottom proper of the solution form by filling the proper box. Type 1 Warning against fraud: In the case of scam the maximum abuse is exemption from all examinations for just one year. The mobile phone needs to be switched off and really should be put in your bag. The bag needs to be closed and placed on the ground to the left of your desk. Throughout the examination you are not allowed to see a toilet unless of course the co- rdinating invigilator gives you agreement to do so.

Equipment allowed: pencils, eraser, English-native language dictionary. (no catalogs or paperwork. ) Certain information on this examination: This exam consists of 60 Mcq with some alternatives each. Choose the one alternative that best accomplishes the statement or answers the question, and mark the answers for the answer type by filling the boxes. A computer will read the answers. The consequence of this assessment will be printed within 18 working days after the date with this examination.

Critiquing the assessment: Specific information on procedure and planning will probably be posted on Blackboard. Good luck with the exam! MULTIPLE CHOICE. Choose the one option that greatest completes the statement or answers problem.

1) Car rental firms, locks dressers, and management consultants provide products B) experience C) incidents D) providers 2) Julia is concerned about the rising pollution levels in her city. The girl doesn’t brain paying extra for goods and services that use lasting processes to assist control A) declining demand B) non-existent demand C) latent require D) unfavorable demand 3) Marketers need to see themselves as advantage providers. For example , when a consumer purchases new shoes, he/she expects moccasins to cover his/her feet and enable him/ her to walk unobstructed. This really is an example of what level inside the consumer-value pecking order?

A) natural tangible good B) standard product C) augmented merchandise D) potential product 4) Which aspect of holistic marketing motivates employees and makes sure that everyone inside the organization embraces appropriate advertising principles, especially senior administration? A) romance marketing B) integrated marketing C) inside marketing D) performance advertising 5) The quantity of different individuals or homes exposed to a particular media chedule at least once during a specified period of time is known as A) range B) impact C) reach D) frequency 6) A company that seeks to boost its profits through backwards, forward, or horizontal incorporation within the sector is said to be using a(n) technique.

A) diversification growth B) intensive development C) integrative growth D) conglomerate development 7) The is the last section of the marketing prepare and spells out the goals and cover each month or quarter, therefore management may review every single period’s results and do something as needed. A) circumstance analysis B) marketing strategy C) financial projections D) rendering and controls 2 8) The internal records system items results info, but the advertising intelligence program supplies A) internal B) revenue C) thematic D) happenings info. ocial institutionsschools, churches, businesses, and government authorities; they are really hard to change.

A) Transient B) Secondary C) core D) Variable 10) A company usually takes several procedure for improve the top quality of its marketing brains. If the firm purchases competitive products for study, attends open homes and trade shows, and reads competitors’ printed reports and stockholder information, the company is usually using ntelligence.

A) sales-force surrogates B) intermediaries C) external networks D) advisory panels to further improve the quality of it is marketing one particular 1) In case the goal of marketing research is to shed light on the actual nature of any problem also to suggest likely solutions or new concepts, the research is said to be descriptive B) quantitative C) secondary D) exploratory procedure uses principles and tools from anthropology and other sociable science disciplines to provide deep cultural understanding of how people live and work. A) Cognitive research B) Archaeological research C) Ethnographic study D) Deductive research llow respondents to answer in their individual words and often reveal more about how people think.

A) Open-end questions B) Dichotomous questions C) Likert scale questions D) Multiple choice questions 14) The bundle of costs customers be ready to incur in evaluating, obtaining, using, and disposing of the given industry offering is named the A) activity-based expense B) client profitability research C) total customer cost D) merchandise life-cycle price 3 15) Field Food wants to find out strengths and weaknesses in customer service at the Field Food markets. Which with the following strategies can it employ for this? A) roup buyers C) unknown shoppers D) buying providers 16) The essence customer romantic relationship management is always to produce large customer.

A) integrity B) loyalty C) innovation D) liability 17) If a marketing expert decides to segment a market based on local communities, the marketing expert will have chosen the A) demographic B) psychographic C) geographic D) cultural way of segmentation. 18) If a advertising manager uses such advertising techniques because online hype, student ambassadors, cool situations, and road teams to achieve target market segments, the administrator is most likely appealing to the A) Generation Back button B) Technology Y C) Silent technology D) Middle-agers market. 19) General Power generators, a leading American multinational auto maker, sells vehicles for every purpose, purse, and personality.

This really is an example of A) undifferentiated B) differentiated C) concentrated D) niche 20) According to the VALS segmentation system, marketing. are thought to be trendy and funloving people who are resource-constrained. They favor stylish goods that copy the purchases of those with greater material wealth. A) strivers B) survivors C) experiencers D) makers 21) Brand B) equity C) preference D) identity is a added worth endowed to products and services.

A) loyalty 22) According to the brand asset valuator model, which usually of the components of brand collateral measures how aware and familiar people are with the company? A) confidence 4 B) energized difference C) relevance 23) The creation of diet coke by the Coca Cola Business is a good example of A) range extension B) brand harmonization C) manufacturer dilution D) co-branding 24) Which from the following conditions is most strongly associated with the assertion: attributes or perhaps benefits buyers strongly affiliate with a brand, positively examine, and believe that they cannot find for the same level with a competitive brand? A) points-of-inflection B) points-of-difference C) points-of-parity D) points-of-value 25) are aesthetic representations of consumer perceptions and tastes.

A) Procedural maps B) Brain maps C) Perceptual maps D) Procedural types 26) Singapore Airlines is definitely well regarded in large part because of the excellence of its flight family and friends. This is among the differentiation. A) image B) services C) product D) employee 27) When Starbucks introduced the Tazo Tea line for growing new customers who never attended Starbucks mainly because they dont drink coffee, Starbucks was employing a trategy.

A) market-penetration B) new-market segment C) geographical-expansion D) niche recognition 28) An alternative to being a marketplace follower within a large market is to be a leader in a small marketplace. This type of rival is called a A) marketing king B) market nicher C) segment king D) guerilla marketing expert 29) is actually a slowdown in sales development because the merchandise has achieved acceptance simply by most would-be.

A) Advantages B) Progress C) Decrease D) Maturity 5 30) The advertising concept contains that because of its products B) customers who have are coaxed into purchasing a product will likely uy it again C) a new item will not be successful unless it can be priced, distributed, and offered properly D) consumers and businesses, in the event left exclusively, won’t get enough with the organization’s products 31) What types of goods are purchased frequently, immediately, and with minimum hard work by the consumers? A) specialised goods B) shopping items C) unsought goods D) convenience items 32) We all define packaging as every one of the activities of designing and producing the container for any product.

This consists of up to 3 levels of materials: primary package deal, secondary deal, and B) design package deal C) shipping package D) consumer package. A) merchant package 33) Which of the following is an example of a hybrid support? A) educating B) car C) cafe meal D) soap 34) Services full of have qualities that the purchasers can examine before purchase. A) search qualities B) experience characteristics C) credence qualities D) privacy features 35) Jake had an session at the doctor’s, but couldn’t make it on time because he was found in targeted traffic. By the time he reached the doctor’s office, the doctor acquired already started with the up coming patient.

This kind of illustrates the A) variability B) heterogeneity C) perishability D) intangibility f solutions. 36) Corporations who believe a higher product sales volume leads to lower device costs and higher long-run profits making the effort to A) maximize their business B) skim the market C) become a product-quality leader D) merely survive in the market 37) In which in the following online auctions does the auctioneer first announce a high price to get a product and then slowly diminishes the price right up until a bidder accepts? A) an English public auction with one particular seller and a lot of buyers B) an ascending bid public sale C) a sealed-bid public sale 6 38) A(n) is an extra repayment designed to gain reseller contribution in particular rograms.

A) seasonal lower price B) allowance C) low cost D) variety discount 39) When is a pull strategy appropriate? A) when there may be low company loyalty B) when individuals are able to understand differences between brands C) when brand choice is made in the store D) when it is a low involvement order 40) Which in turn of the next is among the a zero-level channel? A) A company takes online instructions from customers and boats the products to them.

B) A company provides its products through wholesalers and retailers. C) A company offers its products through chains of supermarkets and other large vendors. D) A large company forms alliances with smaller corporations to increase revenue coverage.

41) A(n) involves the maker, wholesaler(s), and retailer(s) operating as a single system. A) parallel promoting channel B) vertical promoting system C) internal advertising system D) conventional advertising channel 42) Which in the following types of retailing generally entails the highest costs? A) full-service B) self-service C) limited service D) self-selection 43) Which of the following is usually an example of a word-of-mouth marketing communication system? A) forums B) billboards C) stock tours D) incentive courses 4) Which usually of the subsequent is true to get franchisors? A) The franchisor has to pay the franchisee to be section of the franchise system.

B) The franchisor permits the operate mark from the franchisee. C) The franchisor must transform its operations to suit those of the franchisee’s. D) The franchisor gathers royalty repayments from the franchisee. 5) Which of the subsequent is an edge of using the percentage-of-sales strategy to determine the marketing communications price range? A) The percentage-of-sales approach encourages stableness when competitive firms dedicate approximately the same portion of their sales in communications.

B) The percentage-of-sales method landscapes sales since the determiner of marketing communications rather than since the result. C) The percentage-of-sales method brings about a budget set by market opportunities rather than the availability of funds. by deciding what each product and territory warrants. 46) Which of the pursuing sequences effectively represents the hierarchy-of-effects model of marketing communications?

A) attention-interest-desire-action B) awareness-interest-evaluation-trial-adoption C) awareness-knowledge-liking-preference-conviction-purchase D) exposure- reception-cognitive response-attitude-intention-behavior 47) A(n) ppeal is a creative strategy that elaborates on product or service qualities or rewards.

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