Marketing 301 Final

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Title: Final exam 1

Started: December 15, 2010 9:22 PM

Submitted:

December 15, 2010 9:52 PM

Time spent:

00:30:00

Total score:

11/20 = 55% Total score adjusted by 0.0 Maximum possible score: 20

1. 15-122

As more women entered the workforce and were unavailable to Avon's traditional door-to-door system for selling cosmetics, Avon ventured into selling its cosmetics in JCPenney. Avon revised its channel strategy due to ________.

Student Response Value Correct Answer Feedback

A. presence of a gap between the traditional distribution system and costs/profit constraints forcing new distribution methods

B. presence of a gap between the traditional and the ideal system that would satisfy the target markets needs and desires

C. desire to open new markets

D. desire to lower costs

E. desire to increase profits

Score: 0/1

https://learning.umassonline.net/webct/urw/lc7099195109161.tp7099195130161/viewScoreStudent.dowebct

2. 11-120

When Starbucks introduced its Tazo Tea line to bring in new customers who had never gone to Starbucks because they don't drink coffee, Starbucks was employing a ________ strategy


A. market-penetration

B. new-market segment

100%

C. geographical-expansion

D. niche identification

E. blue-ocean

Score: 1/1

3. 13-120

Although I used to use the U.S. Postal Service because it offered better prices on package shipping, now I almost always use FedEx because I can ship from any FedEx*Kinkos location 24 hours per day. This is an example of which of the following factors leading to customer switching behavior?


A. Inconvenience

B. Pricing

C. Response to service failure

0%

D. Ethical problems

E. Involuntary switching

Score: 0/1

4. direct marketing

The distinctive qualities of direct marketing are ____________?


1. all of the above 100%

2. up-to-date

3. customized

4. non public

5. interactive

Score: 1/1

5. 07-125

The Tuxax Company has decided that handling price-oriented buyers can be profitable under certain conditions. Conditions that would make good sense for Tuxax Company would be all of the following EXCEPT ________.


A. limiting the quantity that can be purchased

B. no services

C. no adjustments

D. no refunds

E.

no packaging or crating

100%

Score: 1/1

6. 12-112

How a consumer shops for organic foods and how they use and dispose of the product is part of the consumers' ________ that is important for marketers to consider.


A. basic product system.

B. customer value system

C. potential system

D. consumption system 100%

E. none of these

Score: 1/1

7. 05-119

Buyers form expectations in all of the following ways EXCEPT ________.


A. from past buying experience

B. from friends' and associates' advice

C. from marketers' information

D. from competitors' information

E.

from inherited traits 100%

Score: 1/1

8. 16-118

Natural advantages of brick-and-mortar over e-commerce retailers include ________.


A. products that shoppers can actually see

B. real-life customer service

C. no delivery lag time for small or medium-sized purchases

0%

D. a shopping experience

E. all of these

Score: 0/1

9. 06-123

Many consumer products brands advertise their products inside supermarkets and retail stores to promote the process of ________ and stimulate purchase.


A. memory encoding 0%

B. memory retrieval

C. memory decoding

D. memory formation

E. memory augmentation

Score: 0/1

10. 03-116

Which of the following best describes the practice used by McDonald's when it hired mystery shoppers to assess stores' internal speed standards?


A. Training and motivating the sales force to spot and report new developments

B. Motivating intermediaries to pass along important intelligence

C. Networking externally

0%

D. Setting up an advisory panel

E. Taking advantage of government data sources

Score: 0/1

11. 16-126

________ encompass sales forecasting, production planning, and inbound materials transportation.


A. Market logistics

B. Containerization

C. Supply chain management

0%

D. Nonstore retailing

E. Wholesaling

Score: 0/1

12. 15-111

Your product enjoys high brand loyalty and high involvement in the category. It has perceived differences that consumers recognize between brands and is one of the few that its consumers choose before selecting the retail store/Web site to purchase the product. Which promotion strategy would hold the greatest opportunity for incremental sales for your product?


A. Branding

B. Pull 100%

C. Push

D. Hybrid

E. None of these

Score: 1/1

13. Globalization

Globalization is being driven by IT, the internet and the low cost of shipping goods?

Student Response Value Correct Answer

True 100% True

Score: 1/1

14. 12-123

A manufacturer of hiking boots looks at data that indicate that their subsegment of the market called "serious hiker" is declining and is predicted to decline into the future. The firm decides to enter the "low-price" segment with its new items. This is an example of a firm's ________ to reach a new market.


A. down-market stretch

100%

B. up-market stretch

C. two-way stretch

D. marketing research

E. capitalizing

Score: 1/1

15. 08-121

If a marketing manager employs such marketing techniques as online buzz, student ambassadors, cool events, and street teams to reach target markets, the manager is most likely appealing to the ________ market.


A. pre-school

B. Generation X

C. Generation Y 100%

D. Generation Z

E. latent baby boomers

Score: 1/1

16. 05-128

Carol is currently considering buying a Motorola cell phone offered by her service provider in conjunction with a two-year service contract. Carol is best characterized as a(n) ________ for Motorola.


A. first-time customer 0%

B. member

C. partner

D. advocate

E. prospect

Score: 0/1

17. 02-115

As Kodak addresses the digital revolution taking over the photographic industry, it wants customers to see it as a leader in digital photography and is moving away from its connection to print-only photography. This would be an example of which of the following value creation steps?


A. redefining the big idea

B. reshaping the business scope

C. repositioning the company's brand identity

D. redoing its corporate logo

E.

researching its competitors

0%

Score: 0/1

18. Segmentation

Segmentation is identifying and profiling distinct groups of buyers who differ in their needs and preferences.


False 0% True

Score: 0/1

19. 11-112

Greyhound and Amtrak have seen profitability threatened by the rise of air travel. These companies have experienced the threat of ________.


A. buyers' growing bargaining power

B. suppliers growing bargaining power

C. new entrants

D. substitute products 100%

E. intense segment rivalry

Score: 1/1

20. 17-111

Your marketing communications mix includes mail, telephone, fax, e-mail, or the Internet to communicate directly with specific customers and prospects. Which of the eight major modes of communication are you using?


A. sales promotions

B. advertising

C. direct marketing 100%

D. personal selling

E. events and experiences

Score: 1/1

View Attempt 1 of 1

Title: Final exam 1 Boumjahed

Started: December 16, 2010 4:12 PM

Submitted: December 16, 2010 4:45 PM

Time spent: 00:32:08

Total score:

19/20 = 95% Total score adjusted by 0.0 Maximum possible score: 20

1.

Buyers form expectations in all of the following ways EXCEPT ________.

Student Response

Value

Correct Answer

Feedback

A. from past buying experience

B. from friends' and associates' advice

C. from marketers' information

D. from competitors' information

E. from inherited traits

100%

Score: 1/1

2.

The Web offers the advantage of contextual placements. Marketers can buy ads from sites that are related to their offerings. An example of a contextual placement ad would be ________.

Student Response

Value

Correct Answer

Feedback

A. Johnson and Johnson ads that appear when a consumer types in

100%

the term baby

B. an ad for new cars when the user logs on to a Web site

C. Johnson and Johnson ads that appear on a new car dealer's Web site

D. new car ads that appear when the user types in the term baby

E. ads for expensive yachts when the term bankruptcy is typed

Score: 1/1

3.

________ encompass sales forecasting, production planning, and inbound materials transportation.

Student Response

Value

Correct Answer

Feedback

A. Market logistics 100%

B. Containerization

C. Supply chain

management

D. Nonstore retailing

E. Wholesaling

Score: 1/1

4.

Globalization is being driven by IT, the internet and the low cost of shipping goods?


True 100% True

Score: 1/1

5.

Segmentation is identifying and profiling distinct groups of buyers who differ in their needs and preferences.


True 100% True

Score: 1/1

6.

You have decided to use print media to advertise your product because the amount of information you wish to communicate is large. In designing a print campaign, you have been advised to write a headline for the ad that is strong. What is it about the headline that is so important in a print ad campaign?

Student Response

Value

Correct Answer

Feedback

A. The headline must reinforce the picture and lead the person

100%

to read the copy.

B. The headline must attract the reader's eyes.

C. The headline must appeal to the reader's sense of "wow."

D. The headline must spark curiosity from the reader.

E. The headline must offend the readers' sensibilities to attract them to read it.

Score: 1/1

7.

Your product enjoys high brand loyalty and high involvement in the category. It has perceived differences that consumers recognize between brands and is one of the few that its consumers choose before selecting the retail store/Web site to purchase the product. Which promotion strategy would hold the greatest opportunity for incremental sales for your product?

Student Response

Value

Correct Answer

Feedback

A. Branding

B. Pull 100%

C. Push

D. Hybrid

E. None of these

Score: 1/1

8.

Carol is currently considering buying a Motorola cell phone offered by her service provider in conjunction with a two-year service contract. Carol is best characterized as a(n) ________ for Motorola.

Student Response

Value

Correct Answer

Feedback

A. first-time customer

B. member

C. partner

D. advocate

E. prospect 100%

Score: 1/1

9.

As Kodak addresses the digital revolution taking over the photographic industry, it wants customers to see it as a leader in digital photography and is moving away from its connection to print-only photography. This would be an example of which of the following value creation steps?

Student Response

Value

Correct Answer

Feedback

A. redefining the big idea

B. reshaping the business

scope

C. repositioning the company's brand identity

100%

D. redoing its corporate logo

E. researching its competitors

Score: 1/1

10.

In a pull strategy the manufactures use advertising, promotion etc. to persuade customers to buy the product.


True 100% True

Score: 1/1

11.

Private label branding is the assignment of a retailer/seller’s name to a product.


True 100% True

Score: 1/1

12.

A value proposition is

Student Response

Value

Correct Answer

Feedback

1. c. the firm’s promise to the

customer

2. A focus on customer benefits rather than product categories and features

3. all of the above 100%

4. A strategic business tool that goes beyond product mix, pricing, and marketing communications to define the firm’s competitive advantage through offerings, people, processes, and technology.

5. Customer oriented rather than product oriented

Score: 1/1

13.

The most common methods of marketing communications are_________?

Student Response

Value

Correct Answer

Feedback

1. sales promotion

2. all of the above

100%

3. personal selling

4. advertising

5. direct marketing

6. public relations

Score: 1/1

14.

Jason is examining a recent breakdown of his company's West Coast market. The terms in the report are somewhat confusing because there was no attached vocabulary key to assist the uninformed reader. Jason is looking for the set of consumers who are currently buying his company's products. Which of the following terms will assist him in finding the right column for his data query?

Student Response

Value

Correct Answer

Feedback

A. Potential market

B. Bilateral market

C. Available market

D. Target market

E. Penetrated market

100%

Score: 1/1

15.

Your marketing communications mix includes mail, telephone, fax, e-mail, or the Internet to communicate directly with specific customers and prospects. Which of the eight major modes of communication are you using?

Student Response

Value

Correct Answer

Feedback

A. sales promotions

B. advertising

C. direct marketing

100%

D. personal selling

E. events and experiences

Score: 1/1

16.

According to information presented in the text, the ________ cultural market segment is the most fashion conscious of all the racial groups and tends to be motivated by quality and selection.

Student Response

Value

Correct Answer

Feedback

A. African American

100%

B. Hispanic American

C. Asian American

D. European American

E. Indian American

Score: 1/1

17.

What determines service quality to a customer ___________?

Student Response

Value

Correct Answer

Feedback

1. assurance

2. all of the above

3. reliability 0%

4. responsiveness

5. tangibles

Score: 0/1

18.

If we say that services cannot be seen before purchase, forcing customers to look for other clues to assess service quality, we mean that services are ________.

Student Response

Value

Correct Answer

Feedback

A. intangible 100%

B. inseparable

C. perishable

D. variable

E. none of these

Score: 1/1

19.

________ shows a spirit of entrepreneurship unmatched by any cohort.

Student Response

Value

Correct Answer

Feedback

A. Baby boomers

B. War babies

C. Generation Z

D. Generation X

100%

E. N Generation

Score: 1/1

20.

Many consumer products brands advertise their products inside supermarkets and retail stores to promote the process of ________ and stimulate purchase.

Student Response

Value

Correct Answer

Feedback

A. memory encoding

B. memory retrieval

100%

C. memory decoding

D. memory formation

E. memory augmentation

Score: 1/1

Documents

Marketing 301 Final