1. All of the following are rules of thumb for questionnaire design EXCEPT ________. (Points : 5) making questions as simple as possible making the questions specific ensuring that fixed responses overlap avoiding hypothetical questions avoiding questions with a negative in them2. The last step in the value creation and delivery sequence is ________ the value where the sales force, sales promotion, advertising, and other communication tools announce and promote the product. (Points : 5) developing distributing communicating reversing researching3. A ________ is someone seeking a response (attention, a purchase, a vote, a donation) from another party, called the ________. (Points : 5) salesperson; customer fund-raiser; contributor politician; voter marketer; prospect celebrity; audience4. Today, corporations need to make sure that they are good corporate citizens and that their consumer messages are honest in order to positively align themselves with consumers’ ________. (Points : 5) views of others views of organizations views of themselves views of the universe views of society5. ________ are groups of individuals who are born during the same time period and travel through life together. (Points : 5) Cohorts Populations Demographics Societies Markets6. Procurement, technology development, human resource management, and firm infrastructure are handled in certain specialized departments and are called ________. (Points : 5) materials handling support activities inventory activities primary activities benchmark activities7. Business realignment may be necessary to maximize core competencies. Which of the following would be one of the steps in this realignment process? (Points : 5) reviewing all macro relationships reviewing global outreach projections redefining the business concept (the “big idea”) reviewing successes from e-commerce (if any) revamping the ethics statement8. According to the information found in the social-cultural environment, with respect to views of others, ________ are considered to be things that allow people who are alone to feel they are not (e.g., television, home video games, and Internet chat rooms). (Points : 5) social surrogates subliminal fantasies relationship avoidance primary products secondary products9. The firm should estimate its competitors’ costs and performances as ________ against which to compare its own costs and performance. (Points : 5) competition standards challenges benchmarks moveable standards10. In the famous case where Coca-Cola introduced New Coke after much research, the failure of New Coke was largely due to a marketing research barrier identified as ________. (Points : 5) a narrow conception of the research uneven caliber of researchers poor framing of the problem late and occasional erroneous findings personality and presentation differences11. Which of the following types of marketing research firms would best be described as being one that gathers consumer and trade information which they sell for a fee (e.g., Nielsen Media Research)? (Points : 5) Custom marketing research firms Syndicated-service research firms Specialty-line marketing research firms General-line marketing research firms Nonprofit marketing research firms12. Value reflects ________. (Points : 5) the price consumers are charged for a product the cost of manufacturing a product the degree to which consumer demand for the product is positive the sum of the perceived tangible and intangible benefits and costs to customers all of the above13. The value of an offering is described as ________. (Points : 5) the price consumers are charged for a product the cost of manufacturing a product the degree to which consumer demand for a product is positive the sum of the tangible and intangible benefits and costs to customers the intangible benefits gained from a product14. When a business gets to know market segments intimately and pursues either cost leadership or differentiation within the target segment, it is employing a ________. (Points : 5) defined strategy focused strategy value-added strategy competitive advantage strategy customer-focused strategy15. A social definition of marketing says ________. (Points : 5) effective marketing requires companies to remove intermediary parties to achieve a closer connection with direct consumers a company should focus exclusively on achieving high production efficiency, low costs, and mass distribution to facilitate the broadest possible access to the company’s products marketing is a societal process by which individuals and groups obtain what they need and want through creating, offering, and freely exchanging products and services of value with others marketing is the process of extracting maximal value from consumers to facilitate corporate growth marketing is the process of aggressive selling and promotion to encourage the purchase of products that might otherwise be unsought by the consumer16. The firm’s success depends both on how well each department performs its work, and on how well the various departmental activities are coordinated to conduct ________. (Points : 5) core strategies satellite businesses core values core business processes core technologies17. A company can take several steps to improve the quality of its marketing intelligence. If the company purchases competitive products for study, attends open houses and trade shows, and reads competitors’ published reports and stockholder information, the company is using ________ to improve the quality of its marketing intelligence. (Points : 5) sales-force surrogates intermediaries external networks advisory panels customer feedback systems18. Each society contains ________, groups with shared values emerging from their special life experiences or circumstances. (Points : 5) demographic segments cliques consumer bundles subcultures behavioral niches19. Time-series analysis, exponential smoothing, and statistical demand analysis are all forms of ________. (Points : 5) expert opinion market-test methods buyer intention surveys past-sales analysis none of the above20. Several scholars have found that companies who embrace the marketing concept achieve superior performance. This was first demonstrated for companies practicing a ________-understanding and meeting customers’ expressed needs. (Points : 5) reactive market orientation proactive marketing orientation total market orientation impulsive market orientation holistic market orientation
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