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Title: MKT 571 Final Exam (Newest)

1
MKT 571 Final Exam (Newest)

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1)The stage in the new product process that
occurs first and has a pass ratio of 14 is the
________ stage.
test marketing
idea screening
product development
product soft launch
2)If Ming was interested in capturing
distribution metrics for her retail organization,
which of the following might she consider?
Customer complaints
Effective reach
Share of shelf
Trial rate

3)Creative strategies refer to the ________.
amount of creative content in a communications
message
degree of innovation involved in the marketing of
a product
way marketers translate their messages into a
specific communication
novelty of a marketing communication
4)Top Gear is an award-winning British television
series about motor vehicles, mainly cars. The
show is presented by hosts who test drive new
cars and provide reviews on the cars'
performance, prices, and other factors. Which of
the following personal communications channels is
Top Gear closest to in description?
Formal channel
Sponsored channel
Social channel
Expert channel
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Exam (Newest)

5)Mark feels that Shell delivers on its promises
to supply the best gasoline possible to the
public. His experiences with Shell have always
been good, resulting in positive brand contact.
Mark is most likely experiencing brand ________.
parity
alliance
bonding
Essence
6)Robert is the owner of an automobile
manufacturing company. He calls for a board
meeting and tells his directors that he wants to
build a car that lets drivers experience power
and exhilaration. He tells them that the car must
allow users to soar from 0 to 60 mph in about 4
seconds. He also says the price of the car must
be affordable enough for anybody making a good
salary. In accordance with the given scenario,
Robert is trying to segment the market on the
basis of ________
family size
occupation
nationality
benefits

7)ROC Engineering, a Chinese shipbuilding
company, agrees to build a fleet of submarines
for the Sri Lankan navy, for which it will be
paid in Sri Lankan currency. As per the
agreement, ROC must also spend a substantial
amount of the money it generates through this
deal within the country. In accordance with the
contract, ROC buys Sri Lankan tea at a reduced
rate. This is an example of which of the
following forms of countertrade?
barter
descending bid
offset
compensation deal
8)The ________ environment includes the actors
involved in producing, distributing, and
promoting an offering. The main actors are the
company, suppliers, distributors, dealers, and
the target customers.
economic
task
management
Strategic
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571

9)Apple hosts a large number of ________, which
become customers' primary source of product
information after warranties expire and are
organized by product lines and type of user
(consumer or professional).
niche networks
blogs
online communities
Micro blogs
10)With respect to powerful brand elements,
________ is an extremely efficient means to build
brand equity. This element functions as a useful
"hook" to help consumers grasp what the brand is
and what makes it special.
a product's shape
a slogan
a patent
the tangibility of a product

11)Which of the following best describes BR
Chicken's value proposition?
We sell chicken at most major malls.
We sell tender golden chicken at a moderate
price.
We undertake home delivery services.
We target quality-conscious consumers of chicken.
12)A ________ is a comprehensive, systematic,
independent, and periodic examination of a
company's or business unit's marketing
environment, objectives, strategies, and
activities, with a view to determining problem
areas and opportunities and recommending a plan
of action to improve the company's marketing
performance.
Market-based scorecard analysis
Marketing audit
Test market
Marketing plan
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Final Questions and Answers

13)During which of the following stages in new
product development decision-making do managers
analyze if they can find a good idea consumers
say they would try?
business analysis
concept development and testing
idea screening
idea generation
14)When the Modern Museum of Art separated its
consumers by whether they were culture-oriented
or outdoor-oriented for its new exhibit on art
that used natural materials, they were using
________ segmentation.
personality
behavioral occasions
Psychographic lifestyle
social class

15)Which of the following is the strongest
differentiator for brick-and-mortar stores who
want to emphasize their superiority over online
retailers?
pricing
product range
the shopping experience
product quality
16)In an attempt to improve their product, a
company that manufactures screwdrivers discusses
the modification of each attribute, such as
replacing the wooden handle with plastic,
providing torque power, adding different screw
heads, and so on. This creativity technique is
called ________.
attribute listing
morphological analysis
lateral analysis
mind mapping
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17)Josh separated people who wanted a high
quality lawn mower from people who wanted a low
priced lawn mower, then examined whether
different characteristics were associated with
each consumer-response segment. Josh was defining
segments using ________ considerations.
behavioral
demographic
descriptive
Psychographic
18)Joe is a computer service technician. People
in his neighborhood usually depend on his
suggestions for purchasing any computer accessory
or hardware, as they believe he has access to far
more information on computer technology than the
average consumer. The neighbors are also aware
that Joe has the required knowledge and
background for understanding the technical
properties of the products. Within this context,
Joe can be called a(n) ________.
transactional leader
gate keeper
role model
opinion leader

19)When a firm aims to underprice competitors and
win market share, it is using a(n) ________
strategy that requires relatively fewer marketing
skills as compared to other strategies.
overall cost leadership
product differentiation
focus
domestic customer relationship
20)________ analysis looks at specific products,
territories, and so forth that failed to produce
expected sales.
Expense-to-sales
Sales variance
Microsales
Full costing
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21)Sapphire Toys actually sells more than toys.
It also sells branded clothing, music CDs, and
books for children. This expansion of dealership
sales offerings is an attempt to increase the
value of the customer base by ________.
enhancing the growth potential of each customer
through cross-selling
making low-profit customers more profitable
increasing the longevity of the customer
relationship
reducing the rate of customer defection
22)Volkswagen concentrates on the small-car
market and Porsche on the sports car market.
These would be examples of what is called
________.
single-segment concentration
market specialization
product specialization
selective specialization

23)Companies provide rewards to customers who buy
often and in substantial amounts. These reward
schemes are referred to as ________ programs.
satisfaction
benefit
frequency
Profitability
24)Which of the following questions is answered
during the business analysis of ideas?
Can we find a cost-effective, affordable
marketing strategy?
Can this product meet sales expectations?
Will this product meet our profit goals?
Have we got a technically and commercially sound
product?
Complete Answers here MKT 571 Final Answer

25)You are the marketing research director of a
medium-sized manufacturing firm and you would
like to engage an outside marketing research firm
to conduct field interviews. Which of the
following categories of marketing research firms
should you use?
specialty-line marketing research firms
custom marketing research firms
global research management firms
syndicated-service research firms
26)Market-penetration, product-development, and
market-development strategies would all be
examples of ________ strategies.
Conglomerate
horizontal
concentric growth
intensive growth

27)________ gives products the appearance of
being more environmentally friendly without
living up to that promise.
Greenwashing
Astroturfing
Viral marketing
Ambush marketing
28)When a company introduces a product at a high
price and then gradually drops the price over
time, it is pursuing a ________ strategy.
switching cost
market-skimming pricing
market-penetration pricing
value-pricing
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29)It has been observed that most new products
have shorter product life cycles. What is the
reason for this?
New products do not get adequate management
support.
Most new products are not backed by a marketable
idea.
Social and governmental constraints lead to this
failure.
Rivals quickly copy products that are successful.
30)A group of products within a product class
that are closely related because they perform a
similar function, are sold to the same customer
groups, are marketed through the same outlets or
channels, or fall within given price ranges is
known as a ________.
product class
product variant
product line
product type

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in the class are as follows MKT 571 Week 6
Final Exam MKT 571 Week 1 Quiz MKT 571 Week 2
Quiz MKT 571 Week 3 Quiz MKT 571 Week 4 Quiz MKT
571 Week 5 Quiz MKT 571 Week 6 Quiz MKT 571
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