St. Leo ACCOUNTING 560 Accounting Marketing Quiz

1. All of the following are rules of thumb for questionnaire design EXCEPT ________. (Points : 5)
        making questions as simple as possible
        making the questions specific
        ensuring that fixed responses overlap
        avoiding hypothetical questions
        avoiding questions with a negative in them

2. The last step in the value creation and delivery sequence is ________ the value where the sales force, sales promotion, advertising, and other communication tools announce and promote the product. (Points : 5)
        developing
        distributing
        communicating
        reversing
        researching

3. A ________ is someone seeking a response (attention, a purchase, a vote, a donation) from another party, called the ________. (Points : 5)
        salesperson; customer
        fund-raiser; contributor
        politician; voter
        marketer; prospect
        celebrity; audience

4. Today, corporations need to make sure that they are good corporate citizens and that their consumer messages are honest in order to positively align themselves with consumers' ________. (Points : 5)
        views of others
        views of organizations
        views of themselves
        views of the universe
        views of society

5. ________ are groups of individuals who are born during the same time period and travel through life together. (Points : 5)
        Cohorts
        Populations
        Demographics
        Societies
        Markets

6. Procurement, technology development, human resource management, and firm infrastructure are handled in certain specialized departments and are called ________. (Points : 5)
        materials handling
        support activities
        inventory activities
        primary activities
        benchmark activities

7. Business realignment may be necessary to maximize core competencies. Which of the following would be one of the steps in this realignment process? (Points : 5)
        reviewing all macro relationships
        reviewing global outreach projections
        redefining the business concept (the "big idea")
        reviewing successes from e-commerce (if any)
        revamping the ethics statement

8. According to the information found in the social-cultural environment, with respect to views of others, ________ are considered to be things that allow people who are alone to feel they are not (e.g., television, home video games, and Internet chat rooms). (Points : 5)
        social surrogates
        subliminal fantasies
        relationship avoidance
        primary products
        secondary products

9. The firm should estimate its competitors' costs and performances as ________ against which to compare its own costs and performance. (Points : 5)
        competition
        standards
        challenges
        benchmarks
        moveable standards

10. In the famous case where Coca-Cola introduced New Coke after much research, the failure of New Coke was largely due to a marketing research barrier identified as ________. (Points : 5)
        a narrow conception of the research
        uneven caliber of researchers
        poor framing of the problem
        late and occasional erroneous findings
        personality and presentation differences

11. Which of the following types of marketing research firms would best be described as being one that gathers consumer and trade information which they sell for a fee (e.g., Nielsen Media Research)? (Points : 5)
        Custom marketing research firms
        Syndicated-service research firms
        Specialty-line marketing research firms
        General-line marketing research firms
        Nonprofit marketing research firms

12. Value reflects ________. (Points : 5)
        the price consumers are charged for a product
        the cost of manufacturing a product
        the degree to which consumer demand for the product is positive
        the sum of the perceived tangible and intangible benefits and costs to customers
        all of the above

13. The value of an offering is described as ________. (Points : 5)
        the price consumers are charged for a product
        the cost of manufacturing a product
        the degree to which consumer demand for a product is positive
        the sum of the tangible and intangible benefits and costs to customers
        the intangible benefits gained from a product

14. When a business gets to know market segments intimately and pursues either cost leadership or differentiation within the target segment, it is employing a ________. (Points : 5)
        defined strategy
        focused strategy
        value-added strategy
        competitive advantage strategy
        customer-focused strategy

15. A social definition of marketing says ________. (Points : 5)
        effective marketing requires companies to remove intermediary parties to achieve a closer connection with direct consumers
        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
        marketing is a societal 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
        marketing is the process of extracting maximal value from consumers to facilitate corporate growth
        marketing is the process of aggressive selling and promotion to encourage the purchase of products that might otherwise be unsought by the consumer

16. The firm's success depends both on how well each department performs its work, and on how well the various departmental activities are coordinated to conduct ________. (Points : 5)
        core strategies
        satellite businesses
        core values
        core business processes
        core technologies

17. A company can take several steps to improve the quality of its marketing intelligence. If the company purchases competitive products for study, attends open houses and trade shows, and reads competitors' published reports and stockholder information, the company is using ________ to improve the quality of its marketing intelligence. (Points : 5)
        sales-force surrogates
        intermediaries
        external networks
        advisory panels
        customer feedback systems

18. Each society contains ________, groups with shared values emerging from their special life experiences or circumstances. (Points : 5)
        demographic segments
        cliques
        consumer bundles
        subcultures
        behavioral niches

19. Time-series analysis, exponential smoothing, and statistical demand analysis are all forms of ________. (Points : 5)
        expert opinion
        market-test methods
        buyer intention surveys
        past-sales analysis
        none of the above

20. Several scholars have found that companies who embrace the marketing concept achieve superior performance. This was first demonstrated for companies practicing a ________-understanding and meeting customers' expressed needs. (Points : 5)
        reactive market orientation
        proactive marketing orientation
        total market orientation
        impulsive market orientation
        holistic market orientation