This solution has not been downloaded by you.Download now to rate and review the solution!
1) The cereal industry is dominated by four companies. These firms produce large volumes, promote heavily, and through slotting allowance payments control access to the supermarket shelves. Combined, these four firms have:
A. market segmentation sufficiency.
B. successful mission-goal statements.
C. value-based customer care.
D. sustainable competitive advantages.
E. strategic business acumen.
2) NCD company wants to expand into the Mexican market. They have financial resources, want to control business operations, and have had considerable success marketing to Hispanics in the United States. NCD will likely use ______________ to expand into the Mexican market.
A. direct investments.
B. export promotions.
C. joint ventures.
E. strategic alliances.
3) Marketing researchers use scales to measure consumers' attitudes, perceptions, loyalty and other responses. It is better to use an even number of responses on the scale if:
A. you want to reduce data collection costs.
B. you are running out of space on the answer form.
C. you don\'t want respondents to take a neutral view.
D. you are asking a lot of questions to reduce response fatigue.
E. you want to get better information.
4) A university targeting students based on the benefit of getting a degree quickly and without interfering with the rest of the students' lives would emphasize:
A. providing classes at convenient times and asynchronous distance learning courses.
B. discount pricing for students taking more than twelve credit hours.
C. the higher average salaries earned by college graduates.
D. the great variety of classes offered.
E. all of the above
5) In questionnaire design, a question such as "Do you like Wendy\'s hamburgers and fries?" suffers from the problem of a question:
A. that is complex and something respondents may be unfamiliar with.
B. that steers respondents to a particular response.
C. that is sensitive, that respondents are reluctant to answer.
D. that asks two questions at once.
E. respondents cannot easily or accurately answer.
6) Beverage companies often use television commercials with images of young people laughing and enjoying themselves on a beach or in a club. These images are designed to appeal to consumers' ________________, suggesting"be like me."
A. loyalty references
B. ideal sociological point
D. geographic choice
E. benefit perceptions
7) Diana's firm makes pumps and valves, and it has begun expanding internationally. A firm in Argentina responded to the company's website to inquire about becoming a distributor for the firm, and Diana is trying to analyze the opportunity. In her analysis, she'll look at the implications of Argentina's membership in:
E. All of the above.
8) Narbonne's, an upscale department store, instructs sales personnel that whenever a customer asks where something is, they should drop what they are doing and offer to escort the customer to what they are looking for. The company's reputation for excellent customer service has resulted in:
A. product design excellence.
B. a sustainable competitive advantage.
C. mission statement satisfaction.
D. sustainable price decreases.
E. producer excellence.
9) We often see advertisements touting a product as being made with natural ingredients, or long-lasting. Marketers using these types of promotions are positioning their products based on:
B. salient attributes.
D. against competition.
E. all of the above.
10) For many years, Southwest Airlines distinguished itself as the low-cost airline. Now, many other low-cost competitors have entered the market. Similarly, Southwest was one of the first airlines to offer online ticketing. Now, all airlines have online ticketing. These examples suggest:
A. no single strategy is likely to be sufficient to build a sustainable competitive advantage.
B. situation analysis is a continuous process.
C. marketing is a never-ending story.
D. product excellence is the best source of a sustainable competitive advantage.
E. all of the above