MBA 5130 Final Exam_ 60 Questions and Answers_ 100% Correct Latest 2026/2027.

MBA_5130_Final_Exam Question 1 (1 point) Saved Listen On a perceptual map, brands depicted as points in the map close together are those perceived as similar. Question 1 options: True False Question 2 (1 point) Saved Listen Product lines can be pruned or supplemented depending on market opportunities. Question 2 options: True False Question 3 (1 point) Saved Listen Operational excellence involves knowing your customers' needs and tailoring your product to meet those needs. Question 3 options: True False Question 4 (1 point)Saved Listen Hammer & Nails Co. is a large chain of home improvement stores on the East Coast. Evidence suggests that its television commercials are less effective in reaching its target audience than in past years. The marketing department believes this is because consumers record shows but skip through commercials. If the marketing executives still believe television advertising could be an effective way to reach their target market, the company should use product placement in television shows that are popular with its target market. Question 4 options: True False Question 5 (1 point) Saved Listen Cluster analysis is usually used for positioning. Question 5 options: True False Question 6 (1 point) Saved Listen Demand goes up as a function of a customer's desire. Question 6 options: True False Question 7 (1 point) Saved Listen As a product matures, its appeals are likely to be less image-based. Question 7 options:True False Question 8 (1 point) Saved Listen Brand names must have an inherent meaning. Question 8 options: True False Question 9 (1 point) Saved Listen Deciding whether promotion should be heavy or light lies is a segmentation decision. Question 9 options: True False Question 10 (1 point) Saved Listen In the real world, companies do not use a purely bottom-up or top-down marketing process. Question 10 options: True False Question 11 (1 point) Saved ListenDirect mail is relatively inexpensive to send and highly valued by its target audience. Question 11 options: True False Question 12 (1 point) Saved Listen Public relations (PR) is a means of providing information and building brand attributes. Question 12 options: True False Question 13 (1 point) Saved Listen Testimonials by regular people can convey credibility because they are like us, the target audience of regular people. Question 13 options: True False Question 14 (1 point) Saved Listen Goods and services are totally distinct from each other. Question 14 options: True False Question 15 (1 point)Saved Listen Search qualities are the attributes that are evaluated before purchase, while the customer learns about competitive offerings. Question 15 options: True False Question 16 (1 point) Saved Listen Both parties acting selfishly on their own accord always yields better results than mutual cooperation. Question 16 options: True False Question 17 (1 point) Saved Listen All associations between the product and its consumer are beyond the company's control. Question 17 options: True False Question 18 (1 point) Saved Listen Brands referred to as "dogs" should be moved "north" to become cash cows. Question 18 options: TrueFalse Question 19 (1 point) Saved Listen A positioning statement should express a brand's competitive advantage. Question 19 options: True False Question 20 (1 point) Saved Listen We target for the same reason we segment—to try to be all things to all people. Question 20 options: True False Question 21 (1 point) Saved Listen There are two approaches to creating a perceptual map: an attribute-based approach and a demographic approach. Question 21 options: True False Question 22 (1 point) Saved Listen Services are said to be less variable than products.Question 22 options: True False Question 23 (1 point) Saved Listen The identification of potential WOM generators is easy because centrality indices are easy to calculate, and most of the links are connected to a large number of actors (the 20/80 rule). Question 23 options: True False Question 24 (1 point) Saved Listen Learning is when associations of sights or sounds get stored in short-term memory after many repetitions. Question 24 options: True False Question 25 (1 point) Saved Listen Product-related issues are more complicated when our scope includes the company's full portfolio. Question 25 options: True False Question 26 (1 point)Saved Listen It is quicker and cheaper to get primary data compared to secondary data. Question 26 options: True False Question 27 (1 point) Saved Listen When we evaluate a product's price to determine whether we think the price being charged is "fair," we compare the price to some reference, either an externally available price or an internally (mentally) stored price. Question 27 options: True False Question 28 (1 point) Saved Listen The most expensive type of advertising media is online (websites). Question 28 options: True False Question 29 (1 point) Saved Listen Colors do not have any cultural meaning. Question 29 options: TrueFalse Question 30 (1 point) Saved Listen It is pretty simple to market for various ethnicities and countries because they have similar perspectives. Question 30 options: True False Question 31 (1 point) Saved Listen A two-sided ad is viewed as being more _______. Question 31 options: emotional humorous objective subjective Question 32 (1 point) Saved Listen A coupon is an example of a _______. Question 32 options: sponsorship sales promotion product placement brand advocate Question 33 (1 point)Saved Listen Your company segments customers by gender, age, education, and income. In your marketing plan, you should specify that your company bases its segmentation on which of the following types of factors? Question 33 options: Demographic Geographic Psychological Behavioral Question 34 (1 point) Saved Listen The question, "Will customers want what your company is prepared to produce?" best describes _____. Question 34 options: product segmentation place collaboration Question 35 (1 point) Saved Listen Positioning involves which of the marketing mix variables? Question 35 options: Price, promotion, product, place Price, promotion, product Price, place Promotion, product, place Question 36 (1 point)Saved Listen Which of the following media schedules has a fairly regular ad exposure? Question 36 options: Continuous Occasional Seasonal Annual Question 37 (1 point) Saved Listen All elements of the marketing mix are important, but which of the following is the most direct communication link? Question 37 options: Marketing Price Advertising Place Question 38 (1 point) Saved Listen Which of the following is the general term used to describe both goods and services? Question 38 options: Price Product Promotion Place Question 39 (1 point)Saved Listen Which approach is found frequently among companies with strong engineering orientations, pharmaceutical and biomedical firms, financial services, and many high-technology companies? Question 39 options: Bottom-up Top-down Upward Downward Question 40 (1 point) Saved Listen To write a positioning statement, you should answer all of the following questions EXCEPT: Question 40 options: Who are you trying to persuade? Who are you competing with? How are you better? What are your weaknesses? Question 41 (1 point) Saved Listen Suppose that you work for Taco Bell and you advertise during The Voice. Its rating is 19. This is equal to 21.3 million TVs. The Voice charges $700,000 for a 30-second ad. If a meal contribution at Taco Bell is $0.60, how many purchases are required to break even for the ad costs? Question 41 options: 1,454,598 700,000 420,000 1,166,667Question 42 (1 point) Saved Listen Automobiles are complicated and expensive and require the help of a salesperson for a customer to make a purchase decision. Therefore, they need to be distributed _______. Question 42 options: intensively selectively extensively upstream Question 43 (1 point) Saved Listen Which of the following are used to understand customer perceptions of brands? Question 43 options: Clusters Ads Positioning studies Strategic marketers Question 44 (1 point) Saved Listen To narrow the search for consumers, search engines used to measure the relevance of a website or an information page by counting the number of times the searched words appeared on that web page or document. Why don't they use this criterion anymore? Question 44 options: It was too difficult to calculate. It was illegal. It was easily manipulated. It discriminated unjustly.Question 45 (1 point) Saved Listen National Electronics makes hearing aids. It created one humorous ad and made another ad that explained how the device will make the user's life better. These two ads are an example of __________ across media and messages. Question 45 options: poor design marketing integration synergy Question 46 (1 point) Saved Listen What has consequences in the interaction between the service provider and the customer? Question 46 options: The inseparability of production and consumption The perishability of the item The age of the customer The elasticity of demand Question 47 (1 point) Saved Listen Which of the following factors are actions that go above and beyond customer expectations? Question 47 options: Motivating Hygiene Extra BonusQuestion 48 (1 point) Saved Listen Why did Philip Morris recently changed its name to Altria? Question 48 options: Because of a merger. To remove the negative association with its name. To restructure the company. In an effort to simplify the brand. Question 49 (1 point) Saved Listen ABC Products, Inc. wants to kick off an ethnographic study to learn more about how its customers use and interact with its best-selling product. Ethnographies involve ______. Question 49 options: focus groups trade-off evaluations a mix of observation and interviews impressions Question 50 (1 point) Saved Listen Something that is purchased without much thought before the purchase is known as a _____. Question 50 options: quick item specialty item convenience item shopping itemQuestion 51 (1 point) Saved Listen Based on this figure, if American charges $209 for a flight, and Delta charges $279, how much does Southwest charge? Question 51 options: $209 $279 $99 $309 Question 52 (1 point) Saved Listen Faisal and Joe are researching the value of top brands for their marketing class, and they find out that, according to BusinessWeek, the top U.S. brand in terms of brand worth is ______. Question 52 options: McDonald's Microsoft Apple Google Question 53 (1 point) Saved Listen Communicating a product's benefits clearly to the intended target customers occurs during which of the following? Question 53 options: Segmentation Promotion PositioningPricing Question 54 (1 point) Saved Listen A survey should contain questions that are ______. Question 54 options: complex actionable detailed shared with others Question 55 (1 point) Saved Listen Which of the following is a branding question a company needs to consider as part of its overall marketing strategy? Question 55 options: Should we offer multiple products under the same brand name, or roll them out with distinct brand names? How can we build our brand community? Should we change our current brand name? Should we form a brand conglomerate? Question 56 (1 point) Saved Listen Which is NOT one of the four classes of goals? Question 56 options: Focus on making money Pleasing customers Being a leaderRepositioning ourselves in the market space Question 57 (1 point) Saved Listen Which of the following types of attributes are those that require some trial or consumption before evaluation? Question 57 options: Search Product Credence Experience Question 58 (1 point) Saved Listen Company ABC is in the process of sizing the market for its new web-based service that allows consumers to be matched with local attorneys specializing in the area of law pertaining to the consumer's need. The marketing team is trying to estimate the purchase decision-making process with respect to how likely it is that visitors to the site will hire an attorney identified by Company ABC. In estimating the purchase decision-making process, the marketing team should consider the elements of ____________. Question 58 options: awareness and intention awareness, trial, and repeat segmentation and trial trial, intention, and repeat Question 59 (1 point) Saved Listen Carlos wants to know what will happen if he increases the price of his most popular brand. Which of the following options would you recommend to answer his question?Question 59 options: Cluster analysis Conjoint Causal method Perception mapping Question 60 (1 point) Saved Listen The outcome orientation perspective of ethics is called _____. Question 60 options: psychological philosophical deontological consequentialism