Marketing-Sample A

STR/581 Sample Final Examination




This Sample Examination represents the Final Examination that students complete in Week Six. As in the following Sample Examination, the Final Examination includes questions that assess the course objectives. Although the Sample Examination includes one question per objective, the Final Examination includes three questions per course objective.


Marketing Section



Marketing

Strategic marketing

Metrics and control mechanisms-CLV (Customer Lifetime Value)

Environmental scanning and marketing planning

Innovation

Buyer behavior

Consumer and business purchasing processes

Factors influencing consumer and business purchasing

Segmentation

Market research

Competitive intelligence

Problem formulation

Managerial decision making

Target segments and marketing mix

Specifying target markets

Pricing

Products/services (new product development, brand management, positioning)

Promotion (integrated marketing communication)

Channels and distribution/supply chain


1. ____________ is the totality of features and characteristics of a product or service that bear on its ability to satisfy stated or implied needs

a. 0 Performance

b. 0 Value

c. 0 Quality

d. 0 Customer retention

e. 0 Customer loyalty

2. Marketers need to be aware of threats and opportunities associated with four trends in the natural environment. All of the following are among those trends EXCEPT

a. 0 The shortage of raw materials

b. 0 The increased cost of energy

c. 0 Near 90 percent corporate support for green causes

d. 0 Increased pollution levels

e. 0 The changing role of governments

3. ________ is any good, service, or idea that is perceived by someone as new. The idea may have a long history, but it is new to the person who sees it as such.

a. 0 A product

b. 0 An innovation

c. 0 A new idea

d. 0 A creative product

e. 0 None of these

4. In market-penetration pricing, the company’s objective in pricing is to ________, believing that higher sales volume will lead to lower unit costs and higher long-run profits.

a. 0 block competitive launches

b. 0 maximize their market share

c. 0 minimize their market share

d. 0 maximize volume

e. 0 none of the above

5. Most companies will ________ their list price and give discounts and allowances for early payments, volume purchases, and off-season buying.

a. 0 list two prices

b. 0 increase

c. 0 reduce

d. 0 adjust

e. 0 none of these

6. If a marketer decides to segment a market based on neighborhoods, the marketer will have chosen the ________ method of segmentation.

a. 0 demographic

b. 0 psychographic

c. 0 geographic

d. 0 cultural

e. 0 social class

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

a. 0 Marketing intelligence

b. 0 MIS (marketing information system)

c. 0 Marketing research

d. 0 Demographics

e. 0 Marketing management

8. Companies undertake surveys to learn about people’s knowledge, ________, preferences, and satisfaction, and to measure these magnitudes in the general population.

a. 0 beliefs

b. 0 psyche

c. 0 inner id

d. 0 deepest secrets

e. 0 intelligence and literacy



9. Designing a research plan calls for decisions on all of the following EXCEPT

a. 0 drafting research objectives

b. 0 data sources

c. 0 research approaches

d. 0 research instruments

e. 0 sampling plans



10. Procter & Gamble has many soap brands. One reason for this is that soap users tend to group together in terms of preferences such as bleaching action, softness, stain-removal, and so on. Which of the following preferences pattern would most likely apply to P&G’s method of response to market needs?

a. 0 Homogeneous preferences

b. 0 Diffused preferences

c. 0 Clustered preferences

d. 0 Psychological preferences

e. 0 Cultural preferences



11. Companies price their products in a number of ways. Small companies’ prices are set by the boss; in larger companies, pricing is handled by division and product-line managers. In industries where price is a key factor, companies often establish a ________ department reporting to other internal departments.

a. 0 financial

b. 0 pricing

c. 0 sales

d. 0 marketing

e. 0 distribution



12. Most new-product activity is devoted to ________ existing products.

a. 0 improving

b. 0 coordinating

c. 0 distributing

d. 0 pricing

e. 0 marketing



13. Modern marketing calls for more than developing a good product, pricing it attractively, and making it accessible. Companies must also ________ present and potential stakeholders, and the general public.

a. 0 attract

b. 0 reach

c. 0 relate to

d. 0 advertise to

e. 0 communicate with



14. Intermediaries include retailers, ________, and logistical organizations.

a. 0 Internet companies

b. 0 wholesalers

c. 0 competitors

d. 0 box stores

e. 0 none of these