MKTG360 quiz 1

| August 14, 2017

Question 1(1 point)
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Market offerings can include products, services, information, or
experiences offered to a market to satisfy a need or want.
Question 1 options:

1) True

2)
False

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Question 2(1 point)
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________ is defined as a social and managerial process by which
individuals and organizations obtain what they need and want through creating
and exchanging value with others.
Question 2 options:

1)

Value
reengineering

2)

Human
resource management

3)

Financing

4)

Marketing

5)

Root
cause analysis

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Question 3(1 point)
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________ marketing is socially and environmentally responsible marketing
that meets the present needs of consumers and businesses while also preserving
or enhancing the ability of future generations to meet their needs.
Question 3 options:

1)

Customer-driven

2)

Mass

3)

Sustainable

4)

Customer-driving

5)

Differential

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Question 4(1 point)
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The BakeWay Bite is a popular cookie sandwich marketed by the Posco
Division of Home Foods. It is famous for its white cream-filled center. Home
Foods created a different version of these biscuits for consumers in Germany.
To appeal to German consumers, Home Food created dark chocolate filling for the
same cookie sandwiches. This is an example of ________.
Question 4 options:

1)

bulk
breaking

2)

cost
leadership

3)

diversification

4)

target
marketing

5)

vertical
integration

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Question 5(1 point)
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________ refers to the portion of the customer’s purchase that a company
gets in its product categories.
Question 5 options:

1)

Value
proposition

2)

Share
of customer

3)

Brand
equity

4)

Customer
ownership

5)

Customer
equity

Question 6(1 point)
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Which of the following is an example of consumer-generated marketing?
Question 6 options:

1)

Toyota’s
page on Facebook which provides information about its upcoming cars to its
customers

2)

Nike’s
Nike Plus Web site which helps its customers to customize their shoes

3)

BMW’s
use of brand-related videos posted on video-sharing Web sites by its
customers

4)

Neiman
Marcus’s InCircle Rewards program for its best customers

5)

the
Lexus Covenant aimed at creating customer delight

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Question 7(1 point)
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________ describes a longer channel, stretching from raw materials to
components to final products that are carried to final buyers.
Question 7 options:

1)

The
supply chain

2)

Direct
marketing

3)

Partnership
relationship marketing

4)

DSS

5)

CRM

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Question 8(1 point)
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Ryan attempts to deliver customer satisfaction every day in his
installation business, Audio Expressions. The key to achieving this goal is to
match the customer-perceived performance of his product with ________.
Question 8 options:

1)

company
projections

2)

customer
values

3)

customer
expectations

4)

customer
relationship levels

5)

company
expectations

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Question 9(1 point)
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The overall process of building and maintaining profitable customer
relationships by delivering superior customer value and satisfaction is called
________.
Question 9 options:

1)

customer
lifetime management

2)

societal
marketing

3)

customer
relationship management

4)

database
marketing

5)

sustainable
customer management

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Question 10(1 point)
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________ refers to the mistake of paying more attention to the specific
products a company offers than to the benefits and experiences produced by
these products.
Question 10 options:

1)

Buyer’s
remorse

2)

Out-of-home
advertising

3)

Caveat
emptor

4)

Marketing
myopia

5)

Winner’s
curse

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Question 11(1 point)
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With its marketing strategy chosen, the company constructs an integrated
marketing program consisting of a blend of marketing mix elements called the
________, that transforms the marketing strategy into real value for customers.
Question 11 options:

1)

three
stars

2)

customer
values

3)

four
Ps

4)

perceived
attributes

5)

five
domains

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Question 12(1 point)
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If marketers set consumer expectations too low, they may satisfy those
who buy but fail to attract enough buyers.
Question 12 options:

1) True

2)
False

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Question 13(1 point)
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________ are states of felt deprivation.
Question 13 options:

1)

Needs

2)

Desires

3)

Demands

4)

Values

5)

Exchanges

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Question 14(1 point)
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Wantsare the form human needs take as they are shaped by
culture and individual personality.
Question 14 options:

1) True

2)
False

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Question 15(1 point)
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The societal marketing concept seeks to establish a balance between
consumer short-run wants and consumer ________.
Question 15 options:

1)

short-run
costs

2)

short-run
benefits

3)

long-run
welfare

4)

long-run
costs

5)

long-run
reputation

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