GBA CBK quiz module 5 - May 2017

Asked by bizgrad
Dated: 17th May'17 07:48 PM
Bounty offered: $45.00

Question 1 (5 points)

The Really Tasteless Frozen Food Company has decided that, based on the financial projections, they are not going to be required to make any adjustments in their contribution margins. Identify the part of the marketing mix most closely identified with this activity.

Question 1 options:

 

Product

 

Promotion

 

Price

 

Process

 

People

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Question 2 (5 points)

 

The set of marketing tools a firm uses to implement its marketing strategy is called the ____________.

Question 2 options:

 

marketing effort

 

marketing mix

 

market offering

 

product mix

 

promotion mix

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Question 3 (5 points)

 

__________ is business demand that ultimately comes from the demand for consumer goods.

Question 3 options:

 

Derived demand

 

Consumer market

 

Business buyer behavior

 

Business buying process

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Question 4 (5 points)

 

John and Robin run a small, but trendy, craft beer and pizza restaurant in a part of town that has a number of nighttime and dining options. The couple are discussing raising their prices on their "pint and slice" after-work special; however, they are concerned that their customers may decide that the new price is too high and that sales will drop. What pricing concept is worrying John and Robin?

Question 4 options:

 

Elasticity

 

Cost-plus

 

Consumer constructivism

 

Psychological pricing

 

Skimming

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Question 5 (5 points)

 

A message showing a product's quality, economy, value, or performance is an example of a(n) __________ appeal.

Question 5 options:

 

standard

 

structural

 

moral

 

emotional

 

rational

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Question 6 (5 points)

 

Which of the following terms refers to a 30-minute television advertising program that markets a single product?

Question 6 options:

 

Social media

 

Telemarketing

 

Blog

 

Digital catalog

 

Infomercial

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Question 7 (5 points)

 

In which of the following would the buyer reorder a product without any modifications?

Question 7 options:

 

New task

 

Straight rebuy

 

Modified rebuy

 

Solution selling

 

Reverse auction

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Question 8 (5 points)

 

__________ involves sending an offer, announcement, reminder, or other item to a person at a particular address.

Question 8 options:

 

Online marketing

 

Telemarketing

 

Ambush marketing

 

Kiosk marketing

 

Direct-mail marketing

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Question 9 (5 points)

 

The marketing concept that starts with a well-defined market, focuses on customer needs, and integrates all the marketing activities that affect customers takes a(n) ____________.

Question 9 options:

 

inside-out perspective

 

consumer-generated marketing approach

 

telling-and-selling approach

 

outside-in perspective

 

product-centered make-and-sell philosophy

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Question 10 (5 points)

 

The firm that makes Betty Sue's Down Home Pork Rinds found that their best customers enjoy NASCAR, pro wrestling, family gatherings, and are politically conservative. These are considered to be the ____________ of the market segment

Question 10 options:

 

media choices

 

customer attributes

 

social planning elements

 

psychographics or lifestyle

 

demographics

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Question 11 (5 points)

 

In most cases, what is the most expensive promotion tool?

Question 11 options:

 

Publicity

 

Public relations

 

Advertising

 

Mass media

 

Personal selling

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Question 12 (5 points)

 

Which of the following refers to a set of benefits that a company promises to deliver to customers to satisfy their needs?

Question 12 options:

 

A cartel

 

Value proposition

 

Marketing mix

 

Customer lock-in

 

Market segmentation

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Question 13 (5 points)

 

A particular automobile company works to keep its customers happy after each sale, aiming to delight each one of them in order to increase their customer lifetime value. Which of the following steps of the buyer decision process does the company exemplify?

Question 13 options:

 

Postpurchase behavior

 

Need recognition

 

Information search

 

Evaluation of alternatives

 

Purchase decision

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Question 14 (5 points)

 

Physicians Sales and Service (PSS) is a large US commercial organization in the business of meeting the needs of doctors' offices and small clinics while maximizing profits for itself and its shareholders. Primary products resold by PSS include a broad range of equipment and supplies common to the office/clinic environment. PSS boasts physical branches and outside salespeople throughout the country serving clinicians in both rural and urban environments. The organization's domestic success relies heavily upon the close personal relationship developed and maintained between the PSS salesperson and his/her clients. Recently, PSS has leveraged its reputation and begun to serve the needs of overseas doctors and clinics through its e-commerce (e-business) website. A product bought by individuals and organizations for further processing or for use in conducting a business such as those sold by PSS is a:

Question 14 options:

 

social marketing.

 

consumer service.

 

industrial product.

 

consumer product.

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Question 15 (5 points)

 

Wholesalers routinely:

Question 15 options:

 

all the above.

 

transport.

 

bulk-break.

 

accumulate.

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Question 16 (5 points)

 

The selling concept is typically practiced ____________.

Question 16 options:

 

with products that offer the most in terms of quality, performance, and innovative features

 

by customer-driven companies

 

when the company focuses on building long-term customer relationships

 

to balance consumers' wants, the company's requirements, and the society's long-run interests

 

with goods that buyers normally do not think of buying

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Question 17 (5 points)

 

____________ calls for dividing the market into regions, states, counties, cities, or even neighborhoods.

Question 17 options:

 

Demographic segmentation

 

Psychographic segmentation

 

Geographic segmentation

 

Benefit segmentation

 

Occasion segmentation

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Question 18 (5 points)

 

George is buying his first house. He has spent a month looking at houses and comparing them on attributes such as price and location. He has contacted several real estate agents to look at different types of houses. George is most likely exhibiting __________.

Question 18 options:

 

marketing myopia

 

consumer capitalism

 

complex buying behavior

 

dissonance-reducing buying behavior

 

variety-seeking buying behavior

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Question 19 (5 points)

 

In a bid to attract more customers in a market that has several competitors, Barrymore's Bakery slashed the prices of all its products by 50%. Managers at the firm reasoned that lower prices would draw in even more customers, making up for the reduction in price several times over. Which of the following pricing strategies are they using?

Question 19 options:

 

Cash discount pricing

 

Captive-product pricing

 

Market-penetration pricing

 

Market-skimming pricing

 

By-product pricing

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Question 20 (5 points)

 

Keith, a clothing store owner, offers product suggestions to customers based on their current purchases. Which of the following is Keith targeting to increase?

Question 20 options:

 

Customer-generated marketing

 

Customer loyalty

 

Share of customer

 

Social responsibility

 

Shared value

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GBA CBK quiz module 5 - May 2017
Answered by bizgrad
Expert Rating: 2370 Ratings
Dated: 17th May'17 07:48 PM
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