Question 1

Which is not a factor in determining the attractiveness of a market segment?

Accepted Answer

A)  Measurability 
B)  Marketability 
C)  Accessibility 
D)  Substantiality 
E)  Congruency 
A)  Measurability 
B)  Marketability 
C)  Accessibility 
D)  Substantiality 
E)  Congruency

Question 2

Research indicates that consumers perceive products with prices ending in round numbers and $.00 to be of lower quality.

Accepted Answer

A) True 
 B)False

Question 3

A successful brand strategy would provide an emotional connection between a firm and its customers.

Accepted Answer

A) True 
 B)False

Question 4

Most U.S. companies in the export business are large corporations.

Accepted Answer

A) True 
 B)False

Question 5

Which is not one of the seven R's of the marketing mix?

Accepted Answer

A)  Resources 
B)  Reliability 
C)  Rate 
D)  Retailer 
E)  Repetitiveness 
A)  Resources 
B)  Reliability 
C)  Rate 
D)  Retailer 
E)  Repetitiveness

Question 6

Back-translation attempts to achieve conceptual equivalency between messages in two languages.

Accepted Answer

A) True 
 B)False

Question 7

Market analysis should include all of the following except:

Accepted Answer

A)  the consumer 
B)  the company 
C)  competitors 
D)  the legal environment 
E)  It should include all of the above. 
A)  the consumer 
B)  the company 
C)  competitors 
D)  the legal environment 
E)  It should include all of the above.

Question 8

Marketing strategy is a process that involves which of the following areas of strategy formulation and implementation?

Accepted Answer

A)  Brand strategy 
B)  Market analysis 
C)  Market segmentation 
D)  A and C 
E)  A, B, and C 
A)  Brand strategy 
B)  Market analysis 
C)  Market segmentation 
D)  A and C 
E)  A, B, and C

Question 9

Of the seven R's, which one is concerned with speed to market?

Accepted Answer

A)  Resources 
B)  Reliability 
C)  Rate 
D)  Retailer 
E)  Repetitiveness 
A)  Resources 
B)  Reliability 
C)  Rate 
D)  Retailer 
E)  Repetitiveness

Question 10

Which of the following would not strengthen customer loyalty?

Accepted Answer

A)  Instituting a total quality control policy 
B)  Building realistic expectations 
C)  Providing guarantees 
D)  Soliciting customer feedback 
E)  All of the above should strengthen customer loyalty. 
A)  Instituting a total quality control policy 
B)  Building realistic expectations 
C)  Providing guarantees 
D)  Soliciting customer feedback 
E)  All of the above should strengthen customer loyalty.

Question 11

____ involves the allocation of resources to develop and sell products or services that consumers will perceive to provide more value then competitive products or services.

Accepted Answer

A)  Market analysis 
B)  Market segmentation 
C)  Marketing strategy 
D)  Market diversification 
E)  Implementation 
A)  Market analysis 
B)  Market segmentation 
C)  Marketing strategy 
D)  Market diversification 
E)  Implementation

Which is not a factor in determining the attractiveness of a market segment?

Research indicates that consumers perceive products with prices ending in round numbers and $.00 to be of lower quality.

A successful brand strategy would provide an emotional connection between a firm and its customers.

Most U.S. companies in the export business are large corporations.

Which is not one of the seven R's of the marketing mix?

Back-translation attempts to achieve conceptual equivalency between messages in two languages.

Market analysis should include all of the following except:

Marketing strategy is a process that involves which of the following areas of strategy formulation and implementation?

Of the seven R's, which one is concerned with speed to market?

Which of the following would not strengthen customer loyalty?

____ involves the allocation of resources to develop and sell products or services that consumers will perceive to provide more value then competitive products or services.

Consumer Behavior and Consumer Research

The Consumer Decision Process

Pre-Purchase Processes: Need Recognition, Search, and Evaluation

Purchase

Post-Purchase Processes: Consumption and Post-Consumption Evaluations

Consumer Motivation

Consumer Beliefs, Feelings, Attitudes, and Intentions

Culture, Ethnicity, Social Class, Family and Household Influences

Group and Personal Influence

Making Contact

Shaping Consumers Opinions

Helping Consumers to Remember

Filters

Exam 2: Creating Marketing Strategies for Customer-Centric Organizations

Which is not a factor in determining the attractiveness of a market segment?

Research indicates that consumers perceive products with prices ending in round numbers and $.00 to be of lower quality.

A successful brand strategy would provide an emotional connection between a firm and its customers.

Most U.S. companies in the export business are large corporations.

Which is not one of the seven R's of the marketing mix?

Back-translation attempts to achieve conceptual equivalency between messages in two languages.

Market analysis should include all of the following except:

Marketing strategy is a process that involves which of the following areas of strategy formulation and implementation?

Of the seven R's, which one is concerned with speed to market?

Which of the following would not strengthen customer loyalty?

____ involves the allocation of resources to develop and sell products or services that consumers will perceive to provide more value then competitive products or services.

Consumer Behavior and Consumer Research

The Consumer Decision Process

Pre-Purchase Processes: Need Recognition, Search, and Evaluation

Purchase

Post-Purchase Processes: Consumption and Post-Consumption Evaluations

Consumer Motivation

Consumer Beliefs, Feelings, Attitudes, and Intentions

Culture, Ethnicity, Social Class, Family and Household Influences

Group and Personal Influence

Making Contact

Shaping Consumers Opinions

Helping Consumers to Remember

Filters