Degrees of brand loyalty
Bold the correct answer only (1hr 30mins from now)
1. A company can learn a great deal by analyzing the degrees of brand loyalty. For example, ________ can show the firm which brands are most competitive with its own.
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shiftingloyals
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switchers
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hard-core loyals
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splitloyals
2. Prestige LLC, a small company that manufactures specialty cereals and energy bars, wants to launch a “green marketing” program in response to heightened consumer awareness about environmental issues. What should the company do to maximize the program’s chances of being successful?
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Focus on the efforts and costs incurred by the company to bring these “green” products to consumers.
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Demonstrate that the products will benefit both customers and the society in the long-term.
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Emphasize benefits to the consumer rather than environmental benefits.
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Explain the rules and regulations laid out by governmental agencies to protect the environment.
3.The ability to meet humanity’s needs without harming future generations is now a top priority in most corporate agenda ________.
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rules
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righteousness
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ethics
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sustainability
4. What type of control focuses on measuring a company’s products territories, customer groups, segments, trade channels, and order sizes to help expand or eliminate any products or marketing activities?
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Solvency
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Activity
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Efficiency
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Profitability
5. Another basis for decision-making is referred to as ________.
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ethical dilemmas
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ethical practices
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situational ethics
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correct ethics
6. 2Wheels conducts exhaustive customer surveys to discover customer preferences and attitudes towards the brand. Sally uses cluster analysis to classify the data and help the company determine the trends in the information. Sally is using the technique of ________.
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data governance
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data mining
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data accumulation
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data marketing
7. What can enhance the value of Web-based shopping experiences to serve as personal shopping assistants or Web-site guides?
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E-mail
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Avatars
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Tablets
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Smartphones
8_______ is an approach that considers different ethnic and cultural segments require targeted marketing campaigns and tactics.
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Diversity marketing
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Ethnic-based marketing
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Specialized marketing
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Multicultural marketing
9 A music school in Boyles Height, LA, specializes in teaching the guitar and the violin. After a spurt in growth and a few successful years, the school is experiencing a slowdown in sales and stability in its profits due to an increase in competition. The school is in the ________ stage of its life cycle.
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obsolescence
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growth
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maturity
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decline
10 Which control should periodically reassess its approach to the marketplace with a good marketing audit?
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Marketing control
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Strategic control
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Ethical control
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Performance control
11New-to-the-world products are ________.
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new products that create an entirely new market
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existing products that are targeted to new geographical markets
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low-cost products designed to obtain an edge in highly competitive markets
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new product enhancements that supplement established products
12 Which method identifies the effect sponsorship has on consumers brand knowledge?
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Positioning method
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Pricing method
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Demand-side method
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Supply-side method
13 What are the four characteristics of a marketing audit?
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Simple, unique, randomly, and exclusive
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Comprehensive, systematic, independent, and periodic
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Dependent, non-comprehensive, quarterly, and unannounced
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Announced, semi-annually, dependent, and perpetual
14 What is the perceived monetary value of the bundle of economic, functional, and psychological benefits customers expect from a given market offering because of the product, service, people, and image?
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Total management benefit
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Complete marketing benefit
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Total customer benefit
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Ultimate service benefit
15 With ________ as a target market strategy, the firm concentrates on serving many needs of a particular customer group.
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market specialization
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single-segment concentration
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product specialization
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selective specialization
16 Which component of a marketing audit includes major developments in income, prices, savings, and credit that affect the company?
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Economic
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Political
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Technological
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Cultural
17 Which of the following can induce a firm to expand into the international arena?
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A saturated foreign market
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A saturated domestic market
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Cater to a domestic mass market
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High income level of domestic consumers
18 A social definition of marketing says ______.
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marketing is the process by which individuals and groups obtain what they need and want through creating, offering, and freely exchanging products and services of value with others
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marketing is the process of extracting maximum value from consumers to facilitate corporate growth
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a company should focus exclusively on achieving high production efficiency, low costs, and mass distribution to facilitate the broadest possible access to the company’s products
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effective marketing requires companies to remove intermediaries to achieve a closer connection with direct consumers
19 ABC Technology is nearing completion on their product and market research has discovered a competitor is also close to launching a similar product. ABC has decided launch before their competition, this is called ________.
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early entry
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late entry
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parallel entry
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first entry
20 Through its cutting-edge point-of-sale inventory, management technology, and highly efficient shipping practices, Wal-Mart is able to keep its inventory expenditure extremely low and to pass these savings on to consumers in the form of low prices. Wal-Mart’s strategy is best described as ________.
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overall cost leadership
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market development
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differentiation
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integrative growth
21 The marketing manager needs to know the cost of the research project before approving it. During which stage of the marketing research process would such a consideration most likely take place?
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Step 1 – defining the problem
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Step 4 – analyzing the information
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Step 2 – developing the research plan
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Step 5 – drafting the report
22 Which of the following is a strategy that uses the manufacturer’s sales force, trade promotion money, or other means to induce intermediaries to carry, promote, and sell the product to end users?
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Strategic plan
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Push strategy
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Pull strategy
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Lock strategy
23 The three guidelines for anticipating management reactions are (1) prior to the crisis during normal day-to day operations, (2) at the moment some event triggers the crisis, and (3) during the crisis situation that triggers the event. These guidelines are the stages for ________.
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provoking solutions
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decision making
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problem-solving
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crisis management
24 Marketers need to identify the hierarchy of attributes that guide consumer decision making in order to understand different competitive forces and how these various sets get formed. This process of identifying the hierarchy is called ________.
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market valuation
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market estimation
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brand association
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market partitioning
25 BMW’s “The ultimate driving machine,” American Express’ “Don’t leave home without it,” New York Times’ “All the news that’s fit to print,” and AT&T’s “Reach out and touch someone” are all examples of ________.
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brand mission
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brand slogan
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brand personality
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brand vision
26 Marketers must see themselves as benefit providers. For example, when a shopper purchases new shoes, he or she expects the shoes to cover his or her feet and allow him or her to walk unobstructed. This is an example of what level in the consumer-value hierarchy?
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Pure tangible product
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Augmented product
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Potential product
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Basic product
27 If the Ford GT is designed to accelerate to 50 miles per hour within 10 seconds, and every Ford GT coming off the assembly line does this, the model is said to have high ________.
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durability
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interoperability
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conformance quality
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compatibility
28 The effect of exposures on audience awareness depends on the following three factors:
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space, communication, and advertisements
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reach, frequency, and impact
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height, length, and width
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distance, timing, and focus
29 What type of strategy consists of geographical pricing, price discounts and allowances, promotional pricing, and differentiated pricing?
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Regular prices
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Altered pricing
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Price adaptation
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Fixed pricing
30 A firm must know where to position its product based on price and ________.
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quality
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communication
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region
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promotional efforts
………………………..Answer preview…………………………….
A company can learn a great deal by analyzing the degrees of brand loyalty. For example, ________ can show the firm which brands are most competitive with its own.
o shifting loyalsPrestige LLC, a small company that manufactures specialty cereals and energy bars, wants to launch a “green marketing” program in response to heightened consumer awareness about environmental issues. What should the company do to maximize the program’s chances of being successful?
o Demonstrate that the products will benefit both customers and the society ……………………………………..
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