At the heart of any marketing program is the firm's ________, its tangible offering to the market.

Question 1 2 out of 2 points

The ________ concept holds that consumers will favor offerings with the best

quality, performance, or innovative features.

Question 2 2 out of 2 points

At the heart of any marketing program is the firm's ________, its tangible offering

to the market.

Question 3 0 out of 2 points

Each of the following is true about the Internet's impact on the way business is

conducted today, EXCEPT one. Identify the exception.

Question 4 2 out of 2 points

The ultimate outcome of relationship marketing is a unique company asset called

the ________, consisting of the company and its supporting stakeholders.

Question 5 0 out of 2 points

Which of the following holds that consumers prefer products that are widely

available and inexpensive?

Question 6 0 out of 2 points

People in emerging countries today are becoming increasingly health conscious

and are seeking healthy food choices. As a result, demand for health foods is

rising steadily, creating an opportunity for marketers to exploit this ________

market.

Question 7 2 out of 2 points

Which of the following categories of goods and services is most likely to require an

aggressive use of the selling concept?

Question 8 2 out of 2 points

Rick Johnson trains his company's sales force to go after the consumer. He

repeatedly asks his team to bear in mind the essential fact that it is the sales

team's responsibility to rouse the consumer's interest and make him feel that he

needs the product. A true salesman is one who can convert an indifferent

consumer walking into the store into a new customer. Johnson believes in the

________ concept.

Question 9 0 out of 2 points

________ marketing aims to build mutually satisfying long-term collaboration with

key constituents, such as customers, employees, suppliers, distributors, and other

marketing partners, in order to earn and retain their business.

Question 10 2 out of 2 points

During market segmentation analysis, the marketer identifies which segments

present the greatest opportunity. These segments are called ________.

Question 11 2 out of 2 points

James Frank has been put in charge of gathering marketing intelligence,

disseminating it within his organization, and eventually directing action on the

information. Mr. Frank's task is best described as part of the ________.

Question 12 2 out of 2 points

Which of the following can be considered a primary activity in the value chain

process?

Question 13 2 out of 2 points

The most frequently cited shortcomings of current marketing plans, according to

marketing executives, are lack of realism, insufficient competitive analysis, and a

________ focus.

Question 14 2 out of 2 points

The task of any business is to ________.

Question 15 2 out of 2 points

The ________ is the number of channel levels, from raw materials to final product

and distribution, in which a company will participate.

Question 16 2 out of 2 points

The ________ in the value chain cover the sequence of bringing materials into the

business (inbound logistics), converting them into final products (operations),

shipping out final products (outbound logistics), marketing them (marketing and

sales), and servicing them (service).

Question 17 2 out of 2 points

Gerber primarily serves the baby food market. In choosing to focus on this market,

Gerber is defining its competitive sphere on the basis of ________.

Question 18 2 out of 2 points

Which of the following is best described as a market-oriented business definition?

Question 19 2 out of 2 points

After analyzing their company's strengths and weaknesses, top managers at Loan

Bright decided that they would serve individual loan officers who typically only

wanted to purchase small sets of homebuyer data, rather than bigger institutional

clients. To meet the needs of this segment, Loan Bright simplified its sales

contract, restructured its advertising efforts to focus on Google ads, and created a

separate customer-service department. Loan Bright's strategy is best described as

a(n) ________ strategy.

Question 20 2 out of 2 points

The ________ is the last section of the marketing plan and spells out the goals

and budget for each month or quarter, so management can review each period's

results and take action as needed.

Question 21 2 out of 2 points

________ is the maximum sales available to all firms in an industry during a given

period, under a given level of industry marketing effort and environmental

conditions.

Question 22 2 out of 2 points

In the U.S., consumer expenditures on homes and big ticket items tend to slacken

during recessions because ________.

Question 23 2 out of 2 points

________ is the company's estimated share of market demand at alternative levels

of company marketing effort in a given time period.

Question 24 2 out of 2 points

Which of the following elements of sociocultural environment can be associated

with the growing demand for "social surrogates" like social networking sites,

television, etc?

Question 25 2 out of 2 points

The base sales of an organization that takes place even without any demandstimulating

expenditures is called ________.

Question 26 0 out of 2 points

With an increase in marketing expenditure, market demand ________.

Question 27 2 out of 2 points

Each society contains ________, groups with shared values emerging from their

special life experiences or circumstances.

Question 28 2 out of 2 points

A company can take several steps to improve the quality of its marketing

intelligence. Which of the following best describes the practice used by McDonald's

when it sent pseudo customers to assess stores' internal speed standards?

Question 29 0 out of 2 points

A company can expect to expand its market share to a large extent when

________.

Question 30 2 out of 2 points

In response to the U.S. income distribution trend toward ________, Levi-Strauss

introduced premium Levi's Capital E line to upscale retailers and the economy Levi

Strauss Signature line to mass-market retailers.

Question 31 0 out of 2 points

In which of the following qualitative method are subjects asked to complete an

incomplete stimulus?

Question 32 2 out of 2 points

Because of its flexibility, ________ are the most common technique of collecting

primary data.

Question 33 2 out of 2 points

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 options categories of marketing research firms

should you use?

Question 34 2 out of 2 points

________ is the systematic design, collection, analysis, and reporting of data and

findings relevant to a specific marketing situation facing the company.

Question 35 2 out of 2 points

After collecting the relevant information, the next step in the marketing research

process is to ________.

Question 36 0 out of 2 points

Which of the following is an internal marketing metric that companies need to

monitor?

Question 37 2 out of 2 points

Which of the following types of marketing research firms gathers consumer and

trade information and then sells it for a fee (e.g., Nielsen Media Research)?

Question 38 2 out of 2 points

In which of the following types of tests is a picture presented and respondents are

asked to make up a story about what they think is happening or may happen in the

picture?

Question 39 2 out of 2 points

________ approach uses concepts and tools from anthropology and other social

science disciplines to provide deep cultural understanding of how people live and

work.

Question 40 2 out of 2 points

________ is designed to capture cause-and-effect relationships by eliminating

competing explanations of the observed findings.

Question 41 2 out of 2 points

In which of the following cases is building a database worthwhile for the company?

Question 42 0 out of 2 points

Which of the following is a policy a store can adopt to make low-profit customers

more profitable?

Question 43 2 out of 2 points

Which of the following is a step in one-to-one marketing that can be adapted for

CRM marketing?

Question 44 2 out of 2 points

________ is the difference between the prospective customer's evaluation of all

the benefits and all the costs of an offering and the perceived alternatives.

Question 45 2 out of 2 points

Customer profitability analysis (CPA) is best conducted with the tools of an

accounting technique called ________.

Question 46 2 out of 2 points

________ describes the net present value of the stream of future profits expected

over the customer's lifetime purchases.

Question 47 2 out of 2 points

A ________ is simply a set of names, addresses, and telephone numbers.

Question 48 2 out of 2 points

Rachel and Josh are on vacation in Hawaii. When they arrived at the hotel, they

were offered chilled juice. Their check-in formalities were handled by the staff.

When they entered their room, they saw that chocolates had been placed on the

pillows and a flower arrangement on the table. The hotel's actions are an example

of ________.

Question 49 0 out of 2 points

Which of the following is an example of focusing disproportionate effort on

high-profit customers?

Question 50 2 out of 2 points

Another term for high customer ________ is customer churn.