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MKT-3113 Missed Qs
Intro to Marketing (FA23) Missed Test Questions (Tests 1-3)
| Question | Answer |
|---|---|
| Post-purchase evaluation is ultimately linked primarily to which other step in the General Model of Customer Experience? | Purchase/choice |
| Gloria sells tacos for $1.29 e. Her customers tell her they are happy to buy since they are used to paying $1.99 at competing food stands. Gloria is now considering raising prices to $1.49 per. What is the customers' perceived value in monetary terms? | $1.29 |
| Which micro-environmental force would have the greatest likelihood of being leveraged by a marketer to yield a competitive advantage? | Suppliers |
| A critical skill that marketers must know in order to make good marketing decisions is | interpersonal skills |
| Measurements and controls would be meaningless without | explicit goals. |
| Branding is most important in the evaluation of alternatives under which circumstance? | When there is little specific information available on which to make a judgment |
| Patricia owns a residential roofing company. She has instructed each of her sales representatives to follow up with customers a few days after the jobs are completed. She has learned from consumer experiences that this is the best way to avoid | buyer's remorse stemming from cognitive dissonance. |
| Once a marketer has differentiated a product, a powerful way to communicate the value of the product to the customer is | the brand |
| Now that some grocery stores offer a space for dining in, such as Whole Foods, they've partially transitioned from ________ to ________ of restaurants. | suppliers; primary competitors |
| Which of the following best describes the concept of a market? | Buyers and sellers interested in making similar exchanges |
| Measuring the outcomes of specific activities against goals defines what? | Market research |
| Airbnb can be viewed as what type of competitor to hotels? | Unexpected competitor (same core benefit, different product) |
| Daniel was new to the B2B marketing area, and he was frustrated by the amount of time it took to go through the buying process. What is NOT one of those factors that lengthen the time it takes to go through the buying process? | B2B sales tend to rely more on negotiation. |
| What is one recommended change of focus for marketers selling to tourists versus selling to locals? | Showcasing products with signage and special offers |
| You're the CMO of Bombardier. One of your primary product lines is light rail systems for municipalities. In assessing the environment, you're aware of the development and diffusion of self-driving vehicles. They are which class of competitor? | Secondary competitor |
| With the outbreak of the COVID-19 pandemic, which implementation safeguard suddenly became critically important? | Assignment of action items having a succession plan |
| The process of testing, then measuring, then revising–sometimes repeatedly–is known as | market research |
| Carly discovered that getting customers to talk with each other about their impression of new products is invaluable. She tried individual responses, but they were one-sided and not interesting. Carly favors which qualitative marketing research technique? | Focus groups |
| Which of the following is a disadvantage of collecting primary data? | Length of time to collect information |
| Rebecca has evaluated the potential segments for her travel advisory service, and she has about 10 to 12 possible segments. What general advice would you offer as she considers the next steps? | Focus on a single segment, get it right, and move on from there. |
| What most accurately describes the research process? | The type of analysis required depends on the type of data collected. |
| What accurately describes the segmentation process? | Companies rely on market research to determine appropriate variables to use. |
| Which of the following took on the least amount of risk when creating a brand extension? | Oreo creating cookie dough Oreos |
| When marketing transportation offerings, marketers may use different price levels to address which characteristic of services? | Perishability |
| How many steps are there in closing a personal selling activity? | 6 |
| What is a key decision media planners must be able to make? | Match the demographics of the target market to various media |
| How many different groups of benefits are there to describe a product? | 5 |
| In virtually all cases, marketers advertise to build sales, though there are different avenues for doing so. Which of the following represents advertising whose intent is not to build sales? | Anonymous contributions to Public Service Announcements (PSAs). |
| Which of the following represents the primary difference between skimming and penetration strategies? | The market's initial response to the product's price and the long-term market developments |
| Which is a task you are likely to see in the commercialization phase? | Product development |
| What is the best synthesis of the diffusion of innovation curve and the product life cycle curve? | The patterns imply a corresponding need for changes in marketing strategy. |
| Blue Apron sending out a mailer for 10% off the first box if you sign up now using the mailer code could help the company do which of the follow? | Narrow the audience for better results |
| Which of the following best describes the difference between a push strategy and a pull strategy? | The need for additional cash outlay |
| Which of the following is a disadvantage of using catalogs as a direct marketing tool? | Lacks a relevant product assortment |
| Why is the new product development process important? | New product development failure risk is high. |
| With what does a properly planned and executed IMC strategy begin? | Overall marketing or brand strategy |
| Giovanni bought a UPS Store franchise for $250,000. He is confident in his investment because his brand is well recognized, and he and his staff will be well trained. This is an example of which type of vertical marketing system (VMS)? | Contractual VMS |
| Dawn's marketing director urged her to give special attention to several of the retailers buying her firm's product. He even suggested they might take some short-term losses if necessary. Why would the marketing director decide to do this? | He felt that if the retailers do well, it will benefit Dawn's firm in the long run. |
| When you are making a reasonably large purchase, you will probably go online to get some idea of the price. This is an example of which factor that influences a marketer's pricing? | Competition |
| What accurately describes sales promotions and competition? | While most promotional activities are easily copied by competitors, loyalty programs are a good investment. |
| Kathy is pleased with the launch & sales of her mobile printer, but she has noticed that intense competition = profits declining. Competitors are taking sales from her product. What tool is best to help Kathy to decide what changes need to be made? | Product life cycle |
Created by:
knrandles
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