Marketing Management Finalizing Quiz - 20 questions

Question 6 (1 point)

Today, many people are opposed to blood transfusions due to concerns about diseases that can be transmitted in blood plasma. Yet, many people need transfusions to survive accidents and surgeries. After expensive research and development, Biopure Corporation has developed a product that is a safe and effective substitute for blood plasma. Biopure's product is already being used by veterinarians, but the U.S. government and the European Community have not given the product their approvals. This is an example of the _____ environment and the _____ working at cross-purposes.

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Question 24 (1 point)

At regular intervals, eBay.com, the largest Internet auction company, conducts intense all-day meetings with representative buyers and sellers. At these meetings, they discuss various aspects of the services eBay provides and what eBay could do to enhance those services. These meetings are part of eBay's _____ system.

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Question 33 (1 point)

The basis for segmentation that recognizes that not everyone who buys the product has the same needs or wants the same benefits from it.

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Question 34 (1 point)

A(n) _____ market is characterized by a fairly narrowly defined market with a complete and distinct set of needs, and a willingness to pay a premium to meet those needs.

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Question 37 (1 point)

Which of the following is an example of a behavioral segmentation variable?

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Question 38 (1 point)

A marketer who selected a _________ segmentation strategy would find this segmentation strategy has the greatest amount of risk associated with it despite firms typically having a strong knowledge of the segment's needs and operating economies.

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Question 42 (1 point)

The stage of the life cycle characterized by low sales, heavy promotion, low profit, and minimal competition is the _____ stage.

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Question 44 (1 point)

When Gillette introduced the MACH 3 shaving system, Gillette charged 35 percent more than was currently being charged by its nearest competitor to communicate a quality image for the product. Because Gillette had patents that prevented competitors from quickly imitating the shaving system, a high initial price was placed on the product. Gillette used a _____ pricing strategy.

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Question 45 (1 point)

When Rooms-to-Go furniture store offers customers "Nothing down, and no payments until 2008!" in order to entice customers to buy now, the furniture chain is using:

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Question 48 (1 point)

The first step in the development of effective communication is:

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Question 60 (1 point)

A ________ is a set of procedures and sources managers use to obtain everyday information about developments in the marketing environment.

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Question 61 (1 point)

________ is the systematic design, collection, analysis, and reporting of data and findings relevant to a specific marketing situation facing the company.

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Question 67 (1 point)

A customer touch point in the airline industry would include an item such as ________.

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Question 83 (1 point)

Which of the following is NOT one of the ways to convey a brand's category membership?

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Question 86 (1 point)

Today's companies try to adapt their offers and terms to different buyers. ________ accounting tries to identify the real costs associated with serving each customer. It allocates indirect costs to the activities that use them and are tagged back to each customer.

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Question 91 (1 point)

A ________ strategy involves the manufacturer using its sales force and trade promotion money to induce intermediaries to carry, promote, and sell the product to end users.

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Question 92 (1 point)

Generally speaking, the use of peripheral cues, such as a celebrity endorser, would best attract what kind of shopper?

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Question 97 (1 point)

What kind of creative strategy would attempt to stir up emotions to motivate purchase?

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Question 98 (1 point)

What aspect of designing the communication would be focused on deciding what celebrity to use in advertising?

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83

86

91

92

24

97

98

33

34

37

38

42

6

44

45

47

48

60

61

67