Exam Marketing Essay

Please put your name and student number (both, in digits and by filling the boxes) on your answer sheet. After finishing the exam you will hand in your answer sheet. Fill in the correct version code at the bottom right of the answer form by filling the correct box. Version 1 Warning against fraud: In the case of fraud the maximum punishment is exclusion from all examinations for one year. Your mobile phone should be switched off and should be put in your bag. Your bag should be closed and placed on the floor to the left of your desk. During the examination you are not allowed to go to the toilet unless the co- rdinating invigilator gives you permission to do so. Tools allowed: pencils, eraser, English-native language dictionary. (no books or notes. ) Specific information on this examination: This exam consists of 60 Multiple Choice Questions with 4 alternatives each. Choose the one alternative that best completes the statement or answers the question, and mark your answers on the answer form by filling the boxes. A computer will read your answers. The result of this examination will be published within 18 working days after the date of this examination. Reviewing the examination: Specific information on procedure and planning will be posted on Blackboard. Good luck with the exam! MULTIPLE CHOICE. Choose the one alternative that best completes the statement or answers the question. 1) Car rental firms, hair dressers, and management consultants provide goods B) experiences C) events D) services 2) Julia is worried about the rising pollution levels in her city. She doesn’t mind paying extra for goods and services that use sustainable processes to help control A) declining demand B) nonexistent demand C) latent demand D) negative demand 3) Marketers must see themselves as benefit providers. For example, when a shopper purchases new shoes, he/she expects the shoes to cover his/her feet and allow him/ her to walk unobstructed. This is an example of what level in the consumer-value hierarchy? A) pure tangible good B) basic product C) augmented product D) potential product 4) Which aspect of holistic marketing motivates employees and ensures that everyone in the organization embraces appropriate marketing principles, especially senior management? A) relationship marketing B) integrated marketing C) internal marketing D) performance marketing 5) The number of different persons or households exposed to a particular media chedule at least once during a specified time period is known as A) range B) impact C) reach D) frequency 6) A company that seeks to increase its sales and profits through backward, forward, or horizontal integration within the industry is said to be employing a(n) strategy. A) diversification growth B) intensive growth C) integrative growth D) conglomerate growth 7) 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. A) situation analysis B) marketing strategy C) financial projections D) implementation and controls 2 8) The internal records system supplies results data, but the marketing intelligence system supplies A) internal B) revenue C) thematic D) happenings data. ocial institutions†schools, churches, businesses, and governments; they are very difficult to change. A) Transient B) Secondary C) core D) Variable 10) 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 ntelligence. A) sales-force surrogates B) intermediaries C) external networks D) advisory panels to improve the quality of its marketing 1 1) If the goal of marketing research is to shed light on the real nature of a problem and to suggest possible solutions or new ideas, the research is said to be descriptive B) quantitative C) secondary D) exploratory approach uses concepts and tools from anthropology and other social science disciplines to provide deep cultural understanding of how people live and work. A) Cognitive research B) Archaeological research C) Ethnographic research D) Deductive research llow respondents to answer in their own words and often reveal more about how people think. A) Open-end questions B) Dichotomous questions C) Likert scale questions D) Multiple choice questions 14) The bundle of costs customers expect to incur in evaluating, obtaining, using, and disposing of the given market offering is called the A) activity-based cost B) customer profitability analysis C) total customer cost D) product life-cycle cost 3 15) Field Grocery wants to learn the strengths and weaknesses in customer service at all the Field Grocery stores. Which of the following methods can it use for this? A) roup buyers C) mystery shoppers D) buying agents 16) The aim of customer relationship management is to produce high customer . A) integrity B) loyalty C) innovation D) liability 17) If a marketer decides to segment a market based on neighborhoods, the marketer will have chosen the A) demographic B) psychographic C) geographic D) cultural method of segmentation. 18) If a marketing manager employs such marketing techniques as online buzz, student ambassadors, cool events, and street teams to reach target markets, the manager is most likely appealing to the A) Generation X B) Generation Y C) Silent generation D) Baby boomers market. 19) General Motors, a leading American multinational automaker, sells cars for every purpose, purse, and personality. This is an example of A) undifferentiated B) differentiated C) concentrated D) niche 20) According to the VALS segmentation system, marketing. are considered to be trendy and funloving people who are resource-constrained. They favor stylish products that emulate the purchases of those with greater material wealth. A) strivers B) survivors C) experiencers D) makers 21) Brand B) equity C) preference D) identity is the added value endowed to products and services. A) loyalty 22) According to the brand asset valuator model, which of the components of brand equity measures how aware and familiar consumers are with the brand? A) esteem 4 B) energized differentiation C) relevance 23) The introduction of diet coke by the Coca Cola Company is an example of A) line extension B) brand harmonization C) brand dilution D) co-branding 24) Which of the following terms is most closely associated with the statement: â€Å"attributes or benefits consumers strongly associate with a brand, positively evaluate, and believe that they could not find to the same extent with a competitive brand†? A) points-of-inflection B) points-of-difference C) points-of-parity D) points-of-value 25) are visual representations of consumer perceptions and preferences. A) Procedural maps B) Brain maps C) Perceptual maps D) Procedural models 26) Singapore Airlines is well regarded in large part because of the excellence of its flight attendants. This is an example of differentiation. A) image B) services C) product D) employee 27) When Starbucks introduced its Tazo Tea line to bring in new customers who had never gone to Starbucks because they dont drink coffee, Starbucks was employing a trategy. A) market-penetration B) new-market segment C) geographical-expansion D) niche identification 28) An alternative to being a market follower in a large market is to be a leader in a small market. This type of competitor is called a A) marketing king B) market nicher C) segment king D) guerilla marketer 29) is a slowdown in sales growth because the product has achieved acceptance by most potential buyers. A) Introduction B) Growth C) Decline D) Maturity 5 30) The marketing concept holds that for its products B) customers who are coaxed into buying a product will most likely uy it again C) a new product will not be successful unless it is priced, distributed, and sold properly D) consumers and businesses, if left alone, won’t buy enough of the organization’s products 31) What types of goods are purchased frequently, immediately, and with minimum effort by the consumers? A) specialty goods B) shopping goods C) unsought goods D) convenience goods 32) We define packaging as all the activities of designing and producing the container for a product. This includes up to three levels of material: primary package, secondary package, and B) design package C) shipping package D) consumer package . A) retailer package 33) Which of the following is an example of a hybrid service? A) teaching B) car C) restaurant meal D) soap 34) Services high in have characteristics that the buyers can evaluate before purchase. A) search qualities B) experience qualities C) credence qualities D) privacy qualities 35) Jake had an appointment at the doctor’s, but couldn’t make it on time because he was caught in traffic. By the time he reached the doctor’s office, the doctor had already begun with the next patient. This illustrates the A) variability B) heterogeneity C) perishability D) intangibility f services. 36) Companies who believe that a higher sales volume leads to lower unit costs and higher long-run profits are attempting to A) maximize their market share B) skim the market C) become a product-quality leader D) merely survive in the market 37) In which of the following auctions does the auctioneer first announce a high price for a product and then slowly decreases the price until a bidder accepts? A) an English auction with one seller and many buyers B) an ascending bid auction C) a sealed-bid auction 6 38) A(n) is an extra payment designed to gain reseller participation in special rograms. A) seasonal discount B) allowance C) discount D) quantity discount 39) When is a pull strategy appropriate? A) when there is low brand loyalty B) when consumers are able to perceive differences between brands C) when brand choice is made in the store D) when it is a low involvement purchase 40) Which of the following is an example of a zero-level channel? A) A company takes online orders from customers and ships the products to them. B) A company sells its products through wholesalers and retailers. C) A company sells its products through chains of supermarkets and other large sellers. D) A large company forms alliances with smaller companies to increase sales coverage. 41) A(n) includes the producer, wholesaler(s), and retailer(s) acting as a unified system. A) parallel marketing channel B) vertical marketing system C) internal marketing system D) conventional marketing channel 42) Which of the following types of retailing generally entails the highest costs? A) full-service B) self-service C) limited service D) self-selection 43) Which of the following is an example of a word-of-mouth marketing communication platform? A) chat rooms B) billboards C) factory tours D) incentive programs 4) Which of the following is true for franchisors? A) The franchisor has to pay the franchisee to be part of the franchise system. B) The franchisor licenses the trade mark from the franchisee. C) The franchisor must change its operations to suit those of the franchisee’s. D) The franchisor collects royalty payments from the franchisee. 5) Which of the following is an advantage of using the percentage-of-sales method to determine the marketing communications budget? A) The percentage-of-sales method encourages stability when competing firms spend approximately the same portion of their sales on communications. B) The percentage-of-sales method views sales as the determiner of communications rather than as the result. C) The percentage-of-sales method leads to a budget set by market opportunities rather than the availability of funds. by determining what each product and territory deserves. 46) Which of the following sequences accurately represents the hierarchy-of-effects model of marketing communications? A) attention-interest-desire-action B) awareness-interest-evaluation-trial-adoption C) awareness-knowledge-liking-preference-conviction-purchase D) exposure- reception-cognitive response-attitude-intention-behavior 47) A(n) ppeal is a creative strategy that elaborates on product or service attributes or benefits.