MKT 3050 Exam 2 Questions With
Complete Answers
Mr. C chooses the Samsung Galaxy offered by Verizon. Technically a great
product coupled with great service coverage. Verizon also offered
incentives...free phone with a two year contract. Following the purchase,
Verizon contacts Mr. C to determine his level of satisfaction and does so at
regular yet non-intrusive intervals. Given this scenario Mr. C is in what stage of
the decision making process?
a. Problem recognition
b. Evaluation of alternatives
c. Product choice
d. Post purchase evaluation
e. Sales orientation - ANSWER Post purchase evaluation
The HC Brill Company for years has attended major industry trade shows. One in
particular, The IDDBA draws potential customers from all over the world which
will view, and sample new and exciting product offerings while simultaneously
engaging with company representatives. This internal influence on potential
B2B buying decisions at this major trade show is best described by which of the
following?
a. Perception
b. Attention
c. Interpretation
d. Exposure
e. Observational learning - ANSWER Exposure
3. With business markets, products must do more than satisfy one individuals
needs/wants.
For example, when buying furniture for your apartment you are the only one
whose needs must be satisfied. However the buyer for ASU's classroom
requirements must satisfy the needs of many and therefore your marketing
strategy must be focused on those various needs.
a. True b. False - ANSWER True
4. As an aspiring graphic arts designer you know by now it would be naïve to
believe everyone's needs are the same. The notion that peoples diverse
backgrounds and interests divide them into numerous groups with distinct
needs/wants is to recognize that cultural/technological advances have created a
condition described as:
, a. Segmentation
b. Segmentation variables
c. Market fragmentation
d. Market segmentation
e. Generational variables - ANSWER Market fragmentation
5. ASU has presented you with an opportunity to present its buying group with a
new product...all in one copier, fax, scanner that will interface with all staff
notepads, and smartphones. This product is unique in its ability to allow
effective communication across all academic functional lines. This new
technology represents an opportunity for ASU but has its inherent risks and
uncertainties. These uncertainties represent an opportunity for you the B2B
marketer to minimize risk/uncertainty which is fundamental to a new task buy.
a. True b. False - ANSWER True
6. In addition to identifying and pre-qualifying potential B2B customers within
the three basic categories, marketers as well rely heavily on the NAICS system
to further and more "surgically" identify /pre-qualify new and existing
customers. This classification aides the marketer by reporting:
a. The number of firms in a given industry
b. Total amount of sales
c. Number of employees
d. Growth rates for select industries by geographic area
e. All of the above - ANSWER All of the above
7. As an event planner for the Appalachian State Summer Concert Series you
are tasked to coordinate a live concert to take place at The Turchin Center. Your
series features the Four Tops; you have established a web site that enables
concert goers to purchase tickets on-line or establish "pick-up" at the will call
window. The web-sites content provides a bio of the entertainers, location, time,
and a downloadable map with entrance and egress sites. In addition your staff
has coordinated/collaborated with the city of Boone to coordinate off-site event
staff activities (proper dress, courteous, "fitted" with communication devices,
security and how to manage traffic flow) with instructions in efficient parking
and traffic flow management.
Given this scenario you as the event planner have taken into account all four
(five) of the critical marketing utilities.
a. True b. False - ANSWER True
8. There are four steps involved in developing a successful One-To- One
marketing Strategy. If you are the marketing manager for the Gap stores
capturing information about each customer at each "touchpoint" (any point of
direct interface between company and customer) is critical to your market
sensing strategy. Therefore you would initiate which one of the following steps
in order to determine individual wants/needs enabling you to create a successful
strategy or adjust your strategies.
Complete Answers
Mr. C chooses the Samsung Galaxy offered by Verizon. Technically a great
product coupled with great service coverage. Verizon also offered
incentives...free phone with a two year contract. Following the purchase,
Verizon contacts Mr. C to determine his level of satisfaction and does so at
regular yet non-intrusive intervals. Given this scenario Mr. C is in what stage of
the decision making process?
a. Problem recognition
b. Evaluation of alternatives
c. Product choice
d. Post purchase evaluation
e. Sales orientation - ANSWER Post purchase evaluation
The HC Brill Company for years has attended major industry trade shows. One in
particular, The IDDBA draws potential customers from all over the world which
will view, and sample new and exciting product offerings while simultaneously
engaging with company representatives. This internal influence on potential
B2B buying decisions at this major trade show is best described by which of the
following?
a. Perception
b. Attention
c. Interpretation
d. Exposure
e. Observational learning - ANSWER Exposure
3. With business markets, products must do more than satisfy one individuals
needs/wants.
For example, when buying furniture for your apartment you are the only one
whose needs must be satisfied. However the buyer for ASU's classroom
requirements must satisfy the needs of many and therefore your marketing
strategy must be focused on those various needs.
a. True b. False - ANSWER True
4. As an aspiring graphic arts designer you know by now it would be naïve to
believe everyone's needs are the same. The notion that peoples diverse
backgrounds and interests divide them into numerous groups with distinct
needs/wants is to recognize that cultural/technological advances have created a
condition described as:
, a. Segmentation
b. Segmentation variables
c. Market fragmentation
d. Market segmentation
e. Generational variables - ANSWER Market fragmentation
5. ASU has presented you with an opportunity to present its buying group with a
new product...all in one copier, fax, scanner that will interface with all staff
notepads, and smartphones. This product is unique in its ability to allow
effective communication across all academic functional lines. This new
technology represents an opportunity for ASU but has its inherent risks and
uncertainties. These uncertainties represent an opportunity for you the B2B
marketer to minimize risk/uncertainty which is fundamental to a new task buy.
a. True b. False - ANSWER True
6. In addition to identifying and pre-qualifying potential B2B customers within
the three basic categories, marketers as well rely heavily on the NAICS system
to further and more "surgically" identify /pre-qualify new and existing
customers. This classification aides the marketer by reporting:
a. The number of firms in a given industry
b. Total amount of sales
c. Number of employees
d. Growth rates for select industries by geographic area
e. All of the above - ANSWER All of the above
7. As an event planner for the Appalachian State Summer Concert Series you
are tasked to coordinate a live concert to take place at The Turchin Center. Your
series features the Four Tops; you have established a web site that enables
concert goers to purchase tickets on-line or establish "pick-up" at the will call
window. The web-sites content provides a bio of the entertainers, location, time,
and a downloadable map with entrance and egress sites. In addition your staff
has coordinated/collaborated with the city of Boone to coordinate off-site event
staff activities (proper dress, courteous, "fitted" with communication devices,
security and how to manage traffic flow) with instructions in efficient parking
and traffic flow management.
Given this scenario you as the event planner have taken into account all four
(five) of the critical marketing utilities.
a. True b. False - ANSWER True
8. There are four steps involved in developing a successful One-To- One
marketing Strategy. If you are the marketing manager for the Gap stores
capturing information about each customer at each "touchpoint" (any point of
direct interface between company and customer) is critical to your market
sensing strategy. Therefore you would initiate which one of the following steps
in order to determine individual wants/needs enabling you to create a successful
strategy or adjust your strategies.
