STR 581 Week 6 Capstone Examination

1)Designing a research plan calls for decisions on all of the following EXCEPT ________.

A. research instruments

B. research approaches

C. drafting research objectives

D. sampling plans

E. data sources

2) One set of consumers, during a focus-group session, indicated that Dell computers reminded them of a surfer, Apple computers were equated to a mad scientist, and IBM computers to Scrooge from the Dickens’s tale. Which of the following qualitative research approaches matches to the approach described above?

A. Laddering

B. Brand personification

C. Projective techniques

D. Pyramiding

E. Visualization

3) The marketing manager needs to know the cost of the research project before approving it. During which of the following stages of the marketing research process would such a consideration most likely take place?

A. Step 2—develop the research plan

B. Step 1—drafting the research objectives

C. Step 1—defining the problem

D. Step 3—information collection

E. Step 1—creating decision alternatives

4) When a business gets to know market segments intimately and pursues either cost leadership or differentiation within the target segment, it is employing a ________.

A. competitive advantage strategy

B. value-added strategy

C. defined strategy

D. customer-focused strategy

E. focused strategy

5) In which of the following plans would we most likely find directions for implementing and addressing daily challenges and opportunities in product features, promotion, merchandising, pricing, sales channels, and service areas?

A. the product-launch plan

B. the deployment plan

C. the tactical marketing plan

D. the product-development plan

E. the target marketing plan

6) If a firm pursues a ________ strategy, it must be good at engineering, purchasing, manufacturing, and physical distribution.

A. domestic customer relationship

B. focus

C. differentiation

D. market share

E. overall cost leadership

====================================================

1)  What type of strategy consists of geographical pricing, price discounts and allowances, promotional pricing, and differentiated pricing?

•Altered pricing

•Regular prices

•Fixed pricing

•Price adaptation

2)  This is an important structural decision and resultant separate activities need to be coordinated and integrated back together as a whole so the business functions effectively.

•Preferencing

•Differentiation

•Broadening

•Diversification

3)  These social responsibilities are those that are voluntarily assumed by a business or organization. They include public relations activities, good citizenship, and full corporate social responsibility.

•Discretionary responsibility

•Employee responsibility

•Economic responsibility

•Legal responsibility

4)  When performing this analysis, it is good for strategic planners to consider similarities between the benefits the customers derive from the products and services that other firms offer.

•Customer analysis

•Company analysis

•Business analysis

•Competitive analysis

5)  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?

•Step 5 – drafting the report

•Step 4 – analyzing the information

•Step 2 – developing the research plan

•Step 1 – defining the problem

=================================================

1)  The ability to meet humanity’s needs without harming future generations is now a top priority in most corporate agenda

•sustainability

•rules

•righteousness

•ethics

2)  A set of ideas on organizational control based on the belief that the separation of the ownership from management creates the potential for the wishes of owners to be ignored refers to

•ethical responsibilities

•agency theory

•Adam’s theory

•the moral hazard problem

3)  How do functional tactics compare to business strategies?

•Functional tactics are more focused on the general direction of the firm than business strategies.

•Functional tactics are more long-term than business strategies.

•Functional tactics are more specific than business strategies.

•Functional tactics are more focused on a commitment to corporate strategy than business strategies.

4)  The strategic factor that involves the beliefs, values, attitudes, opinions, and lifestyles of persons in the firm’s external environment, as developed from cultural, ecological, demographic, religious, educational, and ethnic conditioning.

•Social factor

•Political factor

•Economic factor

•Stakeholder factor

5)  This is a historically popular technique through which managers create a quick overview of a company's strategic situation—it is based on achieving a sound fit between internal resources and the external situation.

•SWOT analysis

•External analysis

•Value chain analysis

•Internal analysis

6)  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 ________. 

A) brand slogan

B) brand personality

C) brand mission

D) brand architecture

E) brand vision

7) All marketing strategy is built on STPsegmentation, targeting, and ________. 

A) positioning 

B) product 

C) planning 

D) promotion 

E) performance

8) ________ is the act of designing the company's offering and image to occupy a distinctive place in the minds of the target market. 

A) Positioning 

B) Valuation

C) Pricing 

D) Commercialization

E) Launching

9) The result of positioning is the successful creation of ________, which provides a cogent reason why the target market should buy the product. 

A) an award-winning promotional campaign 

B) a customer-focused value proposition 

C) a demand channel 

D) everyday low pricing 

E) employee value proposition

10)Which of the following best describes a car company's value proposition? 

A) We charge a 20% premium on our cars. 

B) We target safety-conscious upscale families.

C) We sell the safest, most durable wagon. 

D) We are the market leader in the small car category.

E) We focus on expanding in faster-growing markets.