BUSMKT 478

Type

Quiz

Book Title

A Preface to Marketing Management 14th Edition

ISBN 13

978-0077861063

October 29, 2015

As a determinant of service quality, reliability involves the:

A. consistency and dependability of the service performance.

B. physical evidence of the service.

C. levels of creativity of the services provided.

D. knowledge and competence of service providers and the ability to convey trust and

confidence.

Answer:

Which of the following is the last stage of the market segmentation process?

A. Delineating the firm's current situation

B. Designing the marketing mix strategy

C. Dividing markets on relevant dimensions

D. Developing product positioning

Answer:

In the final stage of the market segmentation process, the _____ is developed in

conjunction with target market selection.

A. growth profile

B. statement of purpose

C. mission statement

D. marketing mix

Answer:

Hannah, a computer engineer at Imagework Inc., observes that a few computers in her

office need an upgrade as they seem to have various performance-related issues. After

preliminary research, she thinks it is better to have the computers replaced rather than

upgrading them as that would be more cost-effective. She begins the purchasing process

by issuing a buying tender to her manager. In this scenario, Hannah plays the

purchasing role of a(n) _____.

A. initiator

B. decider

C. gatekeeper

D. influencer

Answer:

What is the function of the Nielsen PRIZM?

A. It is a system that enables firms to understand and improve the position of their

technology, brands, products, media, or channels.

B. It is a form of psychographic segmentation that classifies consumers according to

their lifestyles and predicted behavior.

C. It is a form of geodemographic segmentation that classifies every U.S. neighborhood

into one of 14 groups.

D. It is a type of mass marketing strategy based on the benefits that consumers want

from the products they purchase.

Answer:

In which of the following stores is a narrow but very deep product assortment found?

A. A hypermarket

B. A category killer

C. A mass merchandiser

D. A convenience store

Answer:

According to the VALSâ„¢ model, Experiencers are:

A. driven by the level of resources and innovation.

B. driven by knowledge and principles.

C. driven to demonstrate success.

D. driven by a desire for social or physical activity.

Answer:

Lystronia Inc. is a world-renowned manufacturer of culture media products. The

company produces and supplies prepared media to laboratories all over the world for

growing and testing microorganisms. Since Lystronia's customers are restricted to the

healthcare industry, Lystronia typically operates in a _____.

A. parallel market

B. vertical market

C. horizontal market

D. high-demand market

Answer:

_____ is an online 'pass-it-along' strategy that uses electronic media to generate brand

messages throughout a wide network of buyers.

A. Viral marketing

B. Crowdsourcing

C. Microblogging

D. Scope marketing

Answer:

Joe and his team are working to develop a new product. They have been given a fixed

budget and a rough estimate of the time left until the product must hit the market. The

team's key concern is that the product would be too costly and time-consuming to

produce. Which of the following kinds of risk is likely to be faced by Joe and his team?

A. Strategic risk

B. Market risk

C. Internal risk

D. Credit risk

Answer:

In which of the following stages of the market segmentation process would a firm need

to decide whether to use a post hoc or an a priori approach to segmenting a market?

A. Determining customer needs and wants

B. Delineating the firm's current situation

C. Dividing markets on relevant dimensions

D. Deciding a segmentation strategy

Answer:

For which of the following products is a seller most likely to use a going-rate pricing

strategy?

A. Sports cars

B. Wedding apparel

C. Whole milk

D. Designer furniture

Answer:

A _____ would most likely require joint decision making because of the many kinds of

expertise that are required to make the best decision.

A. straight rebuy

B. modified rebuy

C. new task purchase

D. straight task buy

Answer:

Which of the following sources of information regarding a purchase decision includes

factors such as advertising, salespeople, dealers, packaging, and displays?

A. Internal source

B. Group source

C. Marketing source

D. Public source

Answer:

Which of the following statements best pertains to model base management software

required by marketing information systems?

A. The software permits marketers to categorize and sort databases.

B. The software contains routines for manipulating data.

C. The software produces information to address decision-making needs.

D. The software helps in retrieving data from internal and external sources.

Answer:

_____ involves wholesalers purchasing channel members above them.

A. Backward integration

B. Contractual marketing

C. Parallel ownership

D. Franchising system

Answer:

At the end of the first stage of the marketing research process, managers and

researchers should agree on:

A. whether or not the company will undertake a test marketing exercise based on the

results.

B. who will be responsible for designing observational forms and questionnaires.

C. the specific question or questions the research is designed to investigate.

D. the type of quantitative research to be used in the current study.

Answer:

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