Marketing intelligence: Final Exam Essay

1) Which of the avocation is NOT a step that might be used to break the quality of a firms marketing apprehension?A. Watching how the stock market reacts to fill rate changesB. Motivating distributors to pass along all-important(prenominal) intelligence from the marketplace.C. Collecting competitive intelligence by buying a competitors producesD. panorama up a consumer panel2) When Mollys p atomic number 18nts retired, they decided they wanted to travel. They found an ideal job that allows them to travel for free, but the only catch is they have to stay at Holiday Inns. During each stay, they running all the amenities offered by the motel and evaluate each. The evaluation forms are sent to the motel headquarters where it becomes pull up stakes of the motels __________ systems.A. Accountability information system (AIS)B. Marketing intelligenceC. Experiential research dataD. Marketing research3) Typically, companies budget about 11-12 percent of company sales for marketing res earch.A. TrueB. Fasle4) Which of the following is NOT a component part of total guest order? A. Psychic valueB. Image valueC. Product valueD. Services value5) Lee is forever and a day begging his m some opposite to buy him an iPod because the more or less favourite kids at his school all have one. His mother contends that hell just break it or drift off the music player if she buys it for him. For Lee, the most popular kids in his school are examples of a _______________.A. Social classB. Demographic groupC. SubcultureD. Reference group6) A(n) ________________ is credibly to offer informal advice and informationabout a reaping or product category.A. Opinion leaderB. Diversity marketing programC. Primary indite groupD. Aspirational reference group7) Which factors have the broadest and deepest determine on consumer behavior?A. CulturalB. PsychologicalC. PersonalD. Social8) Painting and consulting are considered industrial goods because ______________.A. about firms do not seek them directlyB. They are specialty goodsC. They facilitate developing and managing the finished productD. They are considered component materials9) When SAP software added a Windows-style back button to its industrial invoice management software, the new product ___________.A. Improved upon an existing productB. Used a new product nervous strainC. Used a marketing diversification strategyD. Added to an existing product line10) Ayal and Zif argue that going into fewer countries is advisable when ___________.A. Population is low, and income size and ontogeny are utmost in the initial countries chosen. B. Population and income size are high, and population growth is low in the initial countries chosen. C. Population, income size, and growth are high in the initial countries chosen. D. Population, income size and growth are low in the initial countries chosen.11) Which is the last major decision in international marketing?A. deciding on the marketing programB. Deciding which mar kets to enterC. Deciding how to enter the marketD. Deciding on the marketing organization12) Which of the following is NOT a step that might be used to improve the quality of a firms marketing intelligence? A. Watching how the stock market reacts to interest rate changes B. Motivating distributors to pass alongimportant intelligence from the marketplace. C. Collecting competitive intelligence by buying a competitors products D. Setting up a consumer panel13) Which is correct about noise in the communication process? A. It mostly happens during the decoding stageB. It interferes with intended communicationC. It is manageableD. It has only one source14) Marketing __________ is the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value.A. segmentationB. desegregationC. internallyD. management15) Public policy makers have developed a substantial body of laws and regulations to gover n advertising. For these reasons, an important step in developing anadvertising campaign is _____________.A. The societal responsibility reviewB. Asking network censors what to cut out of the communicationC. Preparing a copy strategy statementD. The creative development of the message16) Which of the following is an example of primary data that would be used by Topps card company to determine popularity of its new hologram baseball card series? A. gross sales records for baseball cards gathered by the industrys trade council. B. An article about the hologram cards in a recent leave of Sports Illustrated C. Data from sales records kept by exclusive dealers of Topps hologram series D. Input from focus groups that was put together specifically to discuss their comprehension of popularity of the hologram card series17) A marketing information system (MIS) consists of ___________. A. An organized collection of comprehensive data about individual customers, prospects, or suspects that is soon accessible for marketing purposes. B. The systematic design, collection, analysis, and reporting of data and findings relevant to a specific marketing situation. C. The people,equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers. D. A set of procedures and sources used by managers to obtain everyday information and relevant developments in the marketing environment.18) The step in the marketing research process thatincludes ascertain who will be sampled is to _______________.A. Collect the informationB. Develop the research planC. ascertain the problem and research objectivesD. Make the decision based on the pop the question outcomes19) All of the following are steps in the marketing research process EXCEPTA. Compare data to government sourcesB. Collect the informationC. Define the problem and research objectivesD. Present the findings20) The ____________ consists of all the or ganizations that acquire goods and services used in the production of other products or services that are sold, rented, or supplied to other customers.A. Consumer marketB. Institutional marketC. Government marketD. Business market21) Toyota, the maker of the Scion brand, using what kind of brand strategy with Scion products?A. Individual namesB. cover family namesC. Corporate namesD. Separate family names22) When SAP software added a Windows-style back button to its industrial invoice management software, the new product ___________.A. Improved upon an existing productB. Used a marketing diversification strategyC. Added to an existing product lineD. Used a new product line23) When customers buy on the basis of a reference price or because the price conveys a particular quality image to them, they are universe influenced by____________.A. The going rates of competitorsB. Value augmented by perceptionC. The psychology of pricingD. Value pricing24) A __________ pricing objective is fit for a company that has overcapacity, intense competition, and changing customer needs.A. Maximum current revenueB. Maximum sales growthC. SurvivalD. Maximum current addition25) A concept in retailing that helps explain the emergence of new retailers is called the ___________ hypothesis.A. Service-assortmentB. Product life-cycleC. Retail life cycleD. Wheel-of-retailing26) Which of the following would NOT be considered part of a marketing communications program?A. An event sponsorshipB. Personal sellingC. A sales promotionD. Brand contact27) McDonalds franchisees get a small discount when they pay their bills for supplies within the first seven days (when the due date is 30 days after delivery). This is an example of ___________ within transplant relations.A. Sharing the risksB. Territorial rightsC. Price policiesD. Conditions of sales28) __________________ are the means by which firms attempt to inform, persuade, and remind customers about the products and brands they sell. A. Marketing communicationsB. Sales promotionsC. Mass communicationsD. Brand images29) Which of the following is most closely associated with a proactive marketing orientation?A. It represents the make and sellphilosophy.B. The marketer focuses on the customers latent needs.C. It is about cause and meeting customers expressed needs. D. It involves delivering superior value30) Marketing __________ is the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value.A. segmentationB. integrationC. managementD. internally31) Which of the following is NOT a component part of total customer value? A.Product valueB.Services valueC.Psychic valueD.Image value32) somewhat a year ago, Echo began renting her movies from Netflix. She perceived Netflix to be a better source because of the enhanced selection, the responsive customer service emails she has received in answer to her online queries, bette r pricing, and less effort compared to renting from the store in her town. Netflix has offered Echo better _________ than the local competition.A.Total customer costB.Customer perceived valueC.Customer delivered valueD.Total customer value33) Lowes home improvement stores strive to have nicer, more knowledgeable salespeople, a better product selection, and to maintain an impeccable image. These are all part of improving the offer via _____________.A.Reducing the buyers nonmonetary costsB.Reducing the products monetary costs to the buyers.C.Increasing the service valueD.Increasing total customer value34) _____________ are relatively homogeneous and enduring divisions in society, and may exhibit distinct product, brand, and media preferences. A.SubculturesB.Social classesC.Demographic groupsD.Cultures35) Lee is constantly begging his mother to buy him an iPod because the most popular kids at his school all have one. His mother contends that hell just break it or lose the music player if she buys it for him. For Lee, the most popular kids in his school are examples of a _______________. A.Social classB.SubcultureC.Demographic groupD.Reference group36) Business buying behavior differs from consumer buying behavior in that _________. A.Answer TextBusinesses buy products to secure a single goal, which varies by industry and business. B.The buyers for the business market are typically more geographically dispersed than those for the consumer market and the demand for products and services in the consumer market is unaffected by price fluctuations. C.The demand for business goods and services is derived from consumers final demand. D.Fewer people typically participate in or influence business buying decisions than in the consumer market.37) The institutional market is best described as having _____________.A.Contract negotiations and fluctuating demandB.Low budgets and a captive clienteleC.Derived demand, geographically concentratedsuppliers, and budgetary constraint s. D.Demand elasticity and geographically concentrated suppliers38) The ____________ consists of all the organizations that acquire goods and services used in the production of other products or services that are sold, rented, or supplied to other customers.A.Consumer marketB.Business marketC.Government marketD.Institutional market39) Toyota, the maker of the Scion brand, using what kind of brand strategy with Scion products?A.Individual namesB.Separate family namesC.Corporate namesD.Blanket family names