29 Jun The value of an offering is described as
Question
Question 1. 1.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 product
Question 2. 2.Which of the following terms matches to the phrase “it is a single business or collection of related businesses that can be planned separately from the rest of the company?” (Points : 5)
strategic business unit
diverse business unit
growth business unit
niche market unit
specialized business unit
Question 3. 3.According to Theodore Levitt, who drew contrasts between the selling and marketing concepts, ________ is preoccupied with the need to convert products into cash. (Points : 5)
marketing
selling
direct marketing
holistic marketing
service marketing
Question 4. 4.________ activities include those the company undertakes to make the product accessible and available to target customers. (Points : 5)
Consumer behavior
Market segmentation
Marketing research
Channel
New-product development
Question 5. 5.Marketing feedback and ________ processes are necessary to understand the efficiency and effectiveness of marketing activities and how both could be improved. (Points : 5)
control
analysis
measurement
retrospective
consumer behavior
Question 6. 6.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 consumer
Question 7. 7.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 technologies
Question 8. 8.A(n) ________ need is a need that the consumer explicitly verbalizes. (Points : 5)
stated
real
unstated
delight
secret
Question 9. 9.________ have been described as “large social, economic, political and technological changes [that] are slow to form, and once in place, they influence us for some time-between seven and ten years, or longer. (Points : 5)
Fads
Fashions
Trends
Megatrends
Styles
Question 10. 10.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 differences
Question 11. 11.The holistic marketing framework is designed to address three key management questions. Which of the following is one of those questions? (Points : 5)
Value claims-how does the company deal with value erosion?
Value proposition-how can value propositions be made profitable?
Value chain-are there weak links in the company’s value chain?
Value network-how can a company effectively network?
Value exploration-how can a company identify new value opportunities?
Question 12. 12.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; audience
Question 13. 13.More than any other group, the ________ cohort accepts cultural diversity and puts personal life ahead of work life. (Points : 5)
World War II
postwar
leading-edge baby boomer
trailing-edge baby boomer
Generation X
Question 14. 14.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 systems
Question 15. 15.A marketing manager, during an annual planning meeting, would like to have the department’s staff examine the set of consumers who have interest, income, and access to the company’s offers, known as the ________. (Points : 5)
potential market
available market
target market
penetrated market
repositioned market
Question 16. 16.Consumer expenditures are affected by ________. (Points : 5)
savings
debt
credit availability
all of the above
none of the above
Question 17. 17.If a marketing researcher asks subjects what kind of person they think of when the brand is mentioned in order to understand how consumers feel about a particular brand, the marketing researcher is using the ________ approach. (Points : 5)
word association
projective
visualization
brand personification
laddering
Question 18. 18.Which of the following would be the best illustration of a secondary belief or value? (Points : 5)
Belief in work
Belief in giving to charity
Belief in getting married
Belief in getting married early
Belief in being honest
Question 19. 19.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 society
Question 20. 20.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 above
Question 21. 21.Which is not one of the three forms of products? (Points : 5)
Capsule
Injection
Liquid
Spray
Question 22. 22.What are the objectives of Allround’s brand management team? (Points : 5)
Maintain long-term profitability
Maintain market share
Increase revenue
A and B only
A, B, and C
Question 23. 23.Product duration in PharmaSim may be: (Points : 5)
four hours.
twelve hours.
instant.
all of the above.
Question 24. 24.Allround has the highest awareness and brand trials of any brand. (Points : 5)
True
False
Question 25. 25.Merchandisers are an example of sales force personnel that focus on providing special support to retailers for their in-store activities such as shelf location, pricing, and compliance with special promotions. (Points : 5)
True
False
Question 26. 26.Which statement below is true? Within PharmaSim, you can: (Points : 5)
reformulate products.
create line extensions.
create new products.
discontinue a product.
All of the above are true.
Question 27. 27.What brand has the highest manufacturer’s suggested retail price? (Points : 5)
Allround
Believe
Besthelp
Coughcure
Defogg
Dripstop
Dryup
Effective
End
Extra
Question 28.28.What is not a basic symptom that cold remedies address? (Points : 5)
Fever
Nasal congestion
Chest congestion
Rejuvenation
Runny nose
Cough
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