Sez Canal Universi Final Exar fo the f rogram: Bachelor evel: 2% Grade Foculy of Commerce « English Section Semovigy feo acadornic year 2022-7023 | Lecturer: Or Rea Se Tagen 8 Deter SOT Reta otal Pains Opened ultiple Choice Questions; is a f Which of the followin 1 ing is one of the com "i s Company B) Price aed “ae ut D) Rivals hat type of analysis d Ma veate ese en atc 450 to evaluate the firm's various products and businesses and allocate < in products are pe eee expected tg be the most profitable for the firm in the future? 8) situation analysis ©) SWOT analysis D) portfolio analysis Arresearcher wants to study 2,000 consumers and needs information about a lat of personal end sensitive issuns. What would be the best way to gather this information? A) Mail survey B) Focus group C) Face-to-face interview D) Experiment 4. Marketers who design and offer new products and services to their existing customers are pursuing » growth strategy. A) product development ” Nas B) market penetration ef fe POH ©) diversification ~ aunt D) market development 5. The __ for natural skin care company Burt’s Bees Is to “create natural, Earth-friendly personal care products formulated to help you maximize your well-being and that of the world around you.” A) financial plan 8B) company description ©) mission statement ‘executive summary 6 wh ‘of the following sections of a marketing plan presents a short Byrne issues, objectives, strategy, ‘and actions incorporated in the plan and ‘their expected outcomes for quick r¢ A) Key issues B) Executive summary C) Objectives : wardrobe, She realized that she 7. i Pe go skiing over the weekend forced Donna to look at her aa o = * “Tequited @ warmer coat. Which of the following stages ‘ofthe buyer decision proces ‘Donna exemplify A) product evaluation B) situational analysis €) need recognition jtueles of consumers who pes guited for understanding the attitudes o Which of the following types of research would be bert ‘ ‘puy a particular brand of soft drink? A) internal research __ Os fem itive researdh> iD — a es earch sed with ic loment of marketing ee ; ad “roros, and kiosks are most closelY °° inte’) place es Se Pro price Ch procut ‘A) promotion ;ce MS SPS, the con, every consumer who purchases a pair of TO! SOmpany promises that a needy child will receive'a pair of shoes. TOMS shoes is actively engaging 9 ) overpricing of its products. 8 mental marketing. C) business ethics. D) Couse related Marketing 11. Carrie tends to purchase various brands of bath s0@P: Sh hes never been loyal to a specific brand; instead, she does a lot of brand switching. Carrie exhibits _. A) dissonance-reducing buying behavior 8) complex buying behavior C) habitual buying behavior ©) variety-seeking buying behavior 12. Which of the following is NOT an example of product-oriented mission statements? A) “We are an online library.” B) "We run theme parks.” ©) “We sell athietic shoes.” D) "We sell memorable experiences.” 13. For her current research project, Margaret Rogers wants to select a sample in which every member has a known and equal chance of selection. In ather words, Margaret is looking for @ __. A. simple random sample B. convenience sample C. stratified random sample D. judgment sample 14.A_____ growth strategy employs the axisting marketing offering to reach new matkat segments, A) market development 8) product development C) market penetration D) diversification 45. Sodexo is a corporation that manages school cafeterias, university dining halls, mess halls at military bases, concession stands at sports arenas, and ather large-scale food service facilities. f Sodexo were to begin to sell individual frozen meals in supermarkets, it would be pursuing growth strategy. A) diversification B) market development C) market penetration D) product development 16. Aki charged with assossing his company’s external environment as part of a SWOT analysis. Al will study her ‘company's A) product specifications B) strengths and weaknesses. ©) sales history.——_= OEE 1 Orion Ine. operates in many inckistries,Inctuding Bsr nt end storable Tecdfocan SS A) marketing plan 1B) businoss portfolio ©) marketing mix ) mission statement 20. When a sweatshirt manufacturer states, "We sail ir... in gray bacause that way we can buy plenty of gray tabei and non our plat fin" ts atrman rate ™ r that ware Popular inwhich wre Ste cae markating? : Homoriented — 8) market-oriented 6) yeonromics-oriented 0) salesorlented ‘Trve-end alse Questions: €21. Acompany's mission could opproprietely be stated ag *making more sales or profits «22. Amenagement information system assesses information needs, develops needed information, and helps decision makers use the information. << 23. A market segment consists of consumers who respoigd in different ways to a given set of marketing efforts 24. & marketing plan is a written document detailing the currant situation with respect to custemers, competitors, and the oxternal environment, 25. Aroom upgrade offered by a hatte! to @ guast who often stays In the hotel is an example af a frequency marketing program. 126. & sample is 9 segment of the population selected for marketing research te represent the population as a whole. By. After purchasing expensive golf clubs, you may question whether or not thesa clubs are really any better than the “less expensive clubs you could have purchased instead. This s an exemple of postpurchase cognitive dissonance. 28. Age and occupation are demographic descriptors that ere used to segment consumer markets. 29. Causal research involves sending observers to watch and interact with consumers in their natural enviconments. £30. Consumers seek an acceptable level of satisfection in high-involvement purchase decisions. 131. Cross-selfing is one of the best ways ta increase share of customer. “132. Customer equity is the total combined customer lifetime valuies of all a company's current and potential customers. (Customer-perceivad value is determined by a customer's personal assessment of the benefits and costs of a market offering relative to those of competing offers. Dissonance-reducing buying behavior typically occurs when a buyer sees little difference among brands but is highiy involved with the purchase. Firms are typically more successful when they focus on opportunities that build on thelr strengths relative to those of their competition. i Omar is buying his first house. He hos spent a month looking at houses and comparing attributes such es price and location. Omer is most likely exhibiting variety-3eeking buying behavior. - The merketing mix is the specific blend of promotion tools that the company uses to persuasively communicate customer value and build customer relationships. “2bitual buying behavior involves consumars searching éxtensively for information about brands and evahsating brand characteristics. (39. High-invelvement purchases involve goods or services that are psychologically important to the buyer. 7 40, Human needs are shaped by culture and individual personality. 4}. In descriptive research, the objective is to gather preliminary information that will help cefine the problem anc suggest hypotheses. £2. Lifetime customer value refers to the present value of a stream of revenue that can be produced by 9 customer over time. £ 43. Market offerings are limited ta physical products, ° 44. The consumer buying process begins when a consumer enters a store. 7 45, Mohamed now has the buying power to purchase the desktop computer that he has wanted for the last six * months. Mohamed's want now has become a demand. Neuromarketing involves measuring brain activity to learn how consumers feel and respond, @ ¢ als and food products, The company's gost a tine vont.” This reprosarite Orion's ogity Om ‘a Wet ak og “#rt i 47. NEXT,» sucessful brand of women's cating, rece si basis ah arte of market penetration. oe 448, Observation is best suited for exploratory reseer" 49. Once the marketing strategy is implemented, cont'© Must be in piace to be certain that the firm has actually * done what it has set out to do. “ 4°50. One benefit of having satisfied ieee that the may spread positive word of mouth. 451. Open-ended ions are especially us research, (Zaz. Personal ntertaws can be sined to callet large 2704 of formation sa lew coat yer respondent. 4'53. Positioning ultimately occurs in customers’ 454. Postpurchase evaluation depends on the person's @SPiration or expectation level. _ 55, Secondary data consist of information collected for the specific purpose at hand. ‘ 58. Wholesaling includes all the activities in selling goods or services directly to final meprana a rr 57: Setting high customer expectations is a good strategy that will help avoid customer (58. Survey research is the most widely used method for primary data collection. 739. The consumer buying process begins when a consumer recognizes an unsatisfied need. 60, Upgrading from base model of a Toyota Camry to one with leather seats and a rearview camera * up-sell £61. The four Ps of the marketing mix include product, promotion, 62. The goal of competitive marketing intelligence is to evaluate Se Tek eet "63. The hey tusinesses of Kimberley and Price consist of a cvision that produces and salt another that manufactures gardening tools. Each of these businesses is called 64, The most obvious advantages that Internet-based survey research offers aver mail and F © approaches are high soeed and low costs. FAS. The objective of causal research is to gather preliminary information that will help ’ 66. The key to building lasting customer relationships is to rosie SIRSriae SSE AOE ~( 67. The real value of marketing research lies in the customer insights that it provides. ¢ 68. The research plan does not include sampling plans. Se 49. The societal marketing concept seeks to establish a balance between customer ll 79, The term customer evangelists refers to customers whe make repeat purchases experiences with a product or service: 71: To increase its “share of customer” lifetime. 4 “\ 72. Too much marketing information can be as problematic as too little. © 73. Understanding the marketplace and 2 customer's needs and wants is fundamental 74. Unicorn Ltd. is indulging in cause-related marketing when it contributes 5 “1 Hornbill to rain forest preservation offorts. 75. Walter likes his morning coffee, and sausage biscuit, and he always ota |. to work. Walter is being influenced by the place element of the 76. When 2 customer feeis uneasy about losing out on the b experience cognitive dissonance. 77. Marketing myopia is focusing only on existing wants and losing 78. When the floor rusted through on her old car, laire knew she consumer decision process would be to purchase anew.car. 79. You are an assistant marketing director for a firm in a market with, relationship would be most profitable for you to develop 4 80: Oemarketing is marketing to reduce demand firm concentrates on retaining as many