Question 1. 1.The value of an offering is described as ________. (Poin
Question 1. 1.The value of an offering is described as ________. (Points : 5) the price consumers are charged for a product the cost of manufacturing a product the degree to which consumer demand for a product is positive the sum of the tangible and intangible benefits and costs to customers the intangible benefits gained from a productQuestion 2. 2.Which of the following terms matches to the phrase it is a single business or collection of related businesses that can be planned separately from the rest of the company? (Points : 5) strategic business unit diverse business unit growth business unit niche market unit specialized business unitQuestion 3. 3.According to Theodore Levitt, who drew contrasts between the selling and marketing concepts, ________ is preoccupied with the need to convert products into cash. (Points : 5) marketing selling direct marketing holistic marketing service marketingQuestion 4. 4.________ activities include those the company undertakes to make the product accessible and available to target customers. (Points : 5) Consumer behavior Market segmentation Marketing research Channel New-product developmentQuestion 5. 5.Marketing feedback and ________ processes are necessary to understand the efficiency and effectiveness of marketing activities and how both could be improved. (Points : 5) control analysis measurement retrospective consumer behaviorQuestion 6. 6.A social definition of marketing says ________. (Points : 5) effective marketing requires companies to remove intermediary parties to achieve a closer connection with direct consumers a company should focus exclusively on achieving high production efficiency, low costs, and mass distribution to facilitate the broadest possible access to the company’s products marketing is a societal process by which individuals and groups obtain what they need and want through creating, offering, and freely exchanging products and services of value with others marketing is the process of extracting maximal value from consumers to facilitate corporate growth marketing is the process of aggressive selling and promotion to encourage the purchase of products that might otherwise be unsought by the consumerQuestion 7. 7.The firm’s success depends both on how well each department performs its work, and on how well the various departmental activities are coordinated to conduct ________. (Points : 5) core strategies satellite businesses core values core business processes core technologiesQuestion 8. 8.A(n) ________ need is a need that the consumer explicitly verbalizes. (Points : 5) stated real unstated delight secretQuestion 9. 9.________ have been described as large social, economic, political and technological changes [that] are slow to form, and once in place, they influence us for some time-between seven and ten years, or longer. (Points : 5) Fads Fashions Trends Megatrends StylesQuestion 10. 10.In the famous case where Coca-Cola introduced New Coke after much research, the failure of New Coke was largely due to a marketing research barrier identified as ________. (Points : 5) a narrow conception of the research uneven caliber of researchers poor framing of the problem late and occasional erroneous findings personality and presentation differencesQuestion 11. 11.The holistic marketing framework is designed to address three key management questions. Which of the following is one of those questions? (Points : 5) Value claims-how does the company deal with value erosion? Value proposition-how can value propositions be made profitable? Value chain-are there weak links in the company’s value chain? Value network-how can a company effectively network? Value exploration-how can a company identify new value opportunities?Question 12. 12.A ________ is someone seeking a response (attention, a purchase, a vote, a donation) from another party, called the ________. (Points : 5) salesperson; customer fund-raiser; contributor politician; voter marketer; prospect celebrity; audienceQuestion 13. 13.More than any other group, the ________ cohort accepts cultural diversity and puts personal life ahead of work life. (Points : 5) World War II postwar leading-edge baby boomer trailing-edge baby boomer Generation XQuestion 14. 14.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 ________ to improve the quality of its marketing intelligence. (Points : 5) sales-force surrogates intermediaries external networks advisory panels customer feedback systemsQuestion 15. 15.A marketing manager, during an annual planning meeting, would like to have the department’s staff examine the set of consumers who have interest, income, and access to the company’s offers, known as the ________. (Points : 5) potential market available market target market penetrated market repositioned marketQuestion 16. 16.Consumer expenditures are affected by ________. (Points : 5) savings debt credit availability all of the above none of the aboveQuestion 17. 17.If a marketing researcher asks subjects what kind of person they think of when the brand is mentioned in order to understand how consumers feel about a particular brand, the marketing researcher is using the ________ approach. (Points : 5) word association projective visualization brand personification ladderingQuestion 18. 18.Which of the following would be the best illustration of a secondary belief or value? (Points : 5) Belief in work Belief in giving to charity Belief in getting married Belief in getting married early Belief in being honestQuestion 19. 19.Today, corporations need to make sure that they are good corporate citizens and that their consumer messages are honest in order to positively align themselves with consumers’ ________. (Points : 5) views of others views of organizations views of themselves views of the universe views of societyQuestion 20. 20.Value reflects ________. (Points : 5) the price consumers are charged for a product the cost of manufacturing a product the degree to which consumer demand for the product is positive the sum of the perceived tangible and intangible benefits and costs to customers all of the aboveQuestion 21. 21.Which is not one of the three forms of products? (Points : 5) Capsule Injection Liquid SprayQuestion 22. 22.What are the objectives of Allrounds brand management team? (Points : 5) Maintain long-term profitability Maintain market share Increase revenue A and B only A, B, and CQuestion 23. 23.Product duration in PharmaSim may be: (Points : 5) four hours. twelve hours. instant. all of the above.Question 24. 24.Allround has the highest awareness and brand trials of any brand. (Points : 5) True False Question 25. 25.Merchandisers are an example of sales force personnel that focus on providing special support to retailers for their in-store activities such as shelf location, pricing, and compliance with special promotions. (Points : 5) True False Question 26. 26.Which statement below is true? Within PharmaSim, you can: (Points : 5) reformulate products. create line extensions. create new products. discontinue a product. All of the above are true. Question 27. 27.What brand has the highest manufacturers suggested retail price? (Points : 5) Allround Believe Besthelp Coughcure Defogg Dripstop Dryup Effective End ExtraQuestion 28.28.What is not a basic symptom that cold remedies address? (Points : 5) Fever Nasal congestion Chest congestion Rejuvenation Runny nose Cough