MKT 571 Marketing
FINAL EXAM
1.
Which of the following is most
closely associated with a proactive marketing orientation?
2.
Marketing __________ is the art
and science of choosing target markets and getting, keeping, and growing
customers through creating, delivering, and communicating superior customer
value.
3.
Business buyers ______________.
4.
Toyota, the maker of the Scion
brand, is using what kind of brand strategy with Scion products?
5.
BMW, the maker of the Mini Cooper
brand, is using what kind of brand strategy with its Mini products?
6.
Brands can play a number of
specific roles within a company’s brand portfolio. For example, a __________ is
positioned with respect to competitors’ brands so that more important and
profitable brands retain their desired positioning.
7.
When Apple introduced its popular
iPod Nano model, it dropped its Mini iPod at the same time. The Mini was, at
the time, the most popular MP3 player in the marketplace. This is an example of
__________.
8.
A ___________ is when a parent
brand is used on a new product targeting a new market segment within a category
currently served by the parent.
9.
___________ are formal statements
of expected product performance by the manufacturer.
10. Mazda’s
Miata convertible originally drew the most interest from women between the ages
of 35 and 55. In order to interest more potential customers in the roadster,
Mazda beefed up the model with heavier shocks and a faster engine, and then
emphasized performance in its advertising. This is an example of creating a new
product by ____________.
11. When
SAP software added a Windows-style “back” button to its industrial invoice
management software, the new product ___________.
12. In
2003, Toyota introduced its Scion brand with the aim of bringing younger buyers
into the “family.” This was a classic example of _________________.
13. Painting
and consulting are considered industrial goods because ______________.
14. Marketers
plan their market offerings at five levels. What is the correct order of the
levels, going from most fundamental to the level with the most benefits?
15. Characteristics
a buyer can evaluate before purchase are called _______________.
16. For
$15 a day, Chlena will go to your home and feed, water, and play with your pet
while you are on vacation. The service Chlena provides is an example of a
_____________.
17. Mr.
Tse and his family took a vacation to Washington, D.C. While there, they bought
souvenirs; t-shirts and hats to take home to family and friends who didn’t have
the opportunity to go. The experience of the Tse family is an example of which
offering?
18. Best
Buy will often try to sell the buyer of a high-end televisionmonitor an
extended warranty. This is an example of _______________.
19. The
introduction of a new product to the market using market-penetration pricing is
most likely to be successful when _____________.
20. A
__________ pricing objective is suitable for a company that has overcapacity,
intense competition, and changing customer needs.
21. Scotty
is in the process of opening Suburban Legends SK8S to sell boards, wheels,
trucks, clothing, videos, and skateboarding related collectibles. The first
thing Scotty should do when setting the store’s prices is to ____________.
22. A
common mistake in pricing is ____________________.
23. When
customers buy on the basis of a reference price or because the price conveys a
particular quality image to them, they are being influenced by ____________.
24. Which
of the following areas will a marketing manager standardize or adapt when
taking a new product global?
25. Which
of the following best describes integrated marketing communication (IMC)?
26. Which
of the following best describes the role of social responsibility in marketing?
27. Public
policy makers have developed a substantial body of laws and regulations to
govern advertising. For these reasons, an important step in developing an
advertising campaign is _____________.
28. Within
the last couple years several cosmetics manufacturers have introduced
non-clumping mascara. Revlon was one of these manufacturers. Revlon should use
________ advertising to increase selective demand for its non-clumping mascara.
29. Hospitals
are engaged in intense competition to fill maternity beds. What type of
advertising would hospitals most likely use to advertise their new amenities
like hot tubs in every room, filet mignon or lobster on the menu, and afternoon
teas for the new mothers and their families?
30. _____________
is the key ingredient in marketing campaigns and consists of a diverse
collection of short-term incentive tools designed to influence trial, purchase,
and interests of consumers and wholesalers.