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BUS 360
Test 2 Chapters 7- Grade 98 out of 100 (49 of
Question 1 Marks: 2 Which of the following is the most logical example of complementary products? Choose one answer. a. Hot dogs and hamburgers b. VCRs and DVD players c. Hot dogs and hot dog rolls d. Honda cars and Toyota cars e. A brick and mortar university and an online university Correct Marks for this submission: 2/2. Question 2 Marks: 2 To be effective, market researchers must _____ collect, record, analyze, and interpret data. Choose one answer. a. intravenously b. randomly c. occasionally d. systematically
e. eventually Correct Marks for this submission: 2/2. Question 3 Marks: 2 Marketers spend billions of dollars annually attempting to build effective brands. The basic benefit of a brand is that it: Choose one answer. a. creates a basis for effective packaging. b. provides a way for a firm to differentiate its product offerings from those of its competitors. c. offers consumers promotional parity. d. allows manufacturers to ignore promotional expenditures. e. reduces the need for stock keeping units. Correct Marks for this submission: 2/2. Question 4 Marks: 2 The fact that some consumers want conditioning shampoo, while others want oil reducing, natural, or affordable shampoos creates an opportunity for shampoo manufacturers to: Choose one answer. a. engage in segmentation, targeting, and positioning. b. use undifferentiated segmentation marketing. c. avoid micromarketing mistakes.
d. that few scientists have practical ideas. e. the costs tend to be quite high. Incorrect Marks for this submission: 0/2. Question 7 Marks: 2 Firms spend millions of dollars annually to build brand equity, recognizing brand equity contributes to: Choose one answer. a. consumer category depth. b. corporate stakeholder relations. c. profitability. d. brand liability. e. perceived brand personality. Correct Marks for this submission: 2/2. Question 8 Marks: 2 One of the key characteristics of brainstorming sessions is that: Choose one answer. a. no idea is immediately accepted or rejected. b. everyone must come up with ideas. c. the first idea is almost always the best idea.
d. only the marketing team is included in these sessions. e. the center of attention should always be the consumer. Correct Marks for this submission: 2/2. Question 9 Marks: 2 Which of the following is NOT one of the four product life cycle stages? Choose one answer. a. Introduction b. Leveling c. Maturity d. Growth e. Decline Correct Marks for this submission: 2/2. Question 10 Marks: 2 A “no haggle” pricing policy is a type of _____ orientation pricing strategy. Choose one answer. a. maximizing profits b. target profit c. target return
d. geodemographic analysis. e. brainstorming. Correct Marks for this submission: 2/2. Question 13 Marks: 2 Even if they succeed, new-to-the-world products are: Choose one answer. a. always successful. b. not adopted by everyone at the same time. c. not always new-to-the-world. d. not subject first movers. e. not subject to diffusion of innovation. Correct Marks for this submission: 2/2. Question 14 Marks: 2 If values provide goals, and self-concept is the way we see ourselves, lifestyles are: Choose one answer. a. images of how we should live our lives. b. marketing manipulation of consumers’ fears. c. how we live our lives to achieve goals. d. motivations turned into perceptual maps.
e. geodemographic relational configurations. Correct Marks for this submission: 2/2. Question 15 Marks: 2 The fact that most last-minute customers do not expect the same level of service they would expect to receive if they had a reservation reflects differences in the potential _____ gap in services marketing. Choose one answer. a. seniority b. knowledge c. standards d. delivery e. communication Correct Marks for this submission: 2/2. Question 16 Marks: 2 The key to successful pricing is to match the product with: Choose one answer. a. the right color coordinated substitution goods. b. maximizing profits. c. the consumer’s value perceptions. d. gray market expectations.
e. pioneering. Correct Marks for this submission: 2/2. Question 19 Marks: 2 The complete set of all products offered by a firm is called its product assortment or: Choose one answer. a. product line. b. product categories. c. product mix. d. SKU e. product line depth. Correct Marks for this submission: 2/2. Question 20 Marks: 2 When the IDEO team uses further brainstorming and discussion with their client to narrow the number of possible alternatives for a new product, they are engaged in: Choose one answer. a. brainstorming. b. interviewing. c. refining. d. prototyping.
e. observation. Correct Marks for this submission: 2/2. Question 21 Marks: 2 A(n) _____ is a set of procedures and methods applied to the regular, planned collection, analysis, and presentation of information to be used in marketing decisions. Choose one answer. a. VALS b. syndicated, unstructured survey c. wholesaling warehouse system d. marketing information system e. primary data mine Correct Marks for this submission: 2/2. Question 22 Marks: 2 If you have ever ordered a personal computer from Dell, you know the online software allows you to adjust the components and accessories based on your needs and desires. Dell and companies like it are engaged in: Choose one answer. a. mass customization. b. concentrated segmentation. c. benefit segmentation.
e. frequent flyer programs. Correct Marks for this submission: 2/2. Question 25 Marks: 2 After observing a customer verbally abuse a waiter, the first thing a manager can do to ensure quality service is: Choose one answer. a. to throw the customer out of her restaurant. b. reward the waiter for their patience. c. provide emotional support to the waiter. d. to review the delivery support system. e. make sure services delivery expectations are consistent and coherent throughout the organization. Correct Marks for this submission: 2/2. Question 26 Marks: 2 Compared to innovators, early adopters: Choose one answer. a. are alpha testing enthusiasts. b. are much larger in number. c. are less likely to carefully review products before purchasing them.
d. prefer to wait until the market is saturated with alternatives. e. make their purchase when the product has achieved its full market potential. Correct Marks for this submission: 2/2. Question 27 Marks: 2 A _____package is the one a consumer uses while a _____ package is used by retailers to display and sell the product. Choose one answer. a. secondary; primary b. generic; private label c. primary; secondary d. corporate; manufacturers e. co branding; repositioning Correct Marks for this submission: 2/2. Question 28 Marks: 2 Market research provides a means to better understand consumers’ service: Choose one answer. a. zone of perishability. b. sense of program fairness. c. vision and sense of personal control.
d. status quo e. maximizing profits Correct Marks for this submission: 2/2. Question 31 Marks: 2 Within each _____, there are often multiple product categories. Choose one answer. a. product line b. primary packaging parts c. product breadth d. product assortment e. private label brands Correct Marks for this submission: 2/2. Question 32 Marks: 2 _____ provides a way for a firm to differentiate its product offerings from those of its competitors. Choose one answer. a. Product power b. Product line breadth c. Corporate loyalty extension
d. Branding e. Category depth control Correct Marks for this submission: 2/2. Question 33 Marks: 2 Which of the following would NOT be used in calculating the profitability of a segment? Choose one answer. a. Segment perceptions b. Segment size c. Segment adoption percentage d. Profit margin percentage e. Fixed costs Correct Marks for this submission: 2/2. Question 34 Marks: 2 Retail check out scanning systems create a tremendous amount of purchasing information usually stored in a company’s: Choose one answer. a. Web site. b. iPod system. c. data warehouse.
e. report writing. Correct Marks for this submission: 2/2. Question 37 Marks: 2 By providing good customer service, firms _____ their products or services. Choose one answer. a. create a communications gap for b. add value to c. reduce the zone of tolerance for d. reduce the empowerment cost associated with e. increase the perishability of Correct Marks for this submission: 2/2. Question 38 Marks: 2 Using _____, researchers ask questions, listen to and record responses and ask additional questions based on initial responses. Choose one answer. a. online surveys b. surveys c. in-depth interviews d. primary data mining
e. observation Correct Marks for this submission: 2/2. Question 39 Marks: 2 Barry customizes Harley-Davidson motorcycles. No two cycles are alike. He notices that very few customers even ask the price of his motorcycles before they decide to purchase them. Demand for his motorcycles is probably: Choose one answer. a. price sensitive. b. price elastic. c. price inelastic. d. income elastic. e. cross-price elastic. Correct Marks for this submission: 2/2. Question 40 Marks: 2 A(n) _____ is a set of procedures and methods applied to the regular, planned collection, analysis, and presentation of information to be used in marketing decisions. Choose one answer. a. VALS b. syndicated, unstructured survey c. wholesaling warehouse system
