MKT 300 - Final Exam Questions well answered
already passed
1. C Which of the following statements about customer value is true?
A. The sure way to achieve high customer value is to otter a lower
price.
B. None of these statements is true.
C. Customer value is the difference between the benefits a customer
sees from a market offering and the costs of obtaining those benefits.
D. The greater the competition, the less important customer value
is.
E. It is the manager's view of customer value that matters, not the
customer's.
2. C Which of the following criticisms focuses most directly on a macro view of
market- ing, rather than a micro view?
A. Prices for very similar products vary a lot from store to store.
B. Door-to-door salespeople are trained to be pushy.
C. Marketing exploits the poor and the uneducated.
D. Products often wear our right after the warranty expires.
E. Much TV advertising is annoying.
3. E The difference between target marketing and mass marketing is that
target mar- keting
A. aims at increased sales, while mass marketing focuses on
increased profits.
B. means focusing on a small market.
C. focuses on short-run objectives, while mass marketing
focuses on long-run objectives.
D. does not rely on e-commerce but mass marketing does.
E. focuses on specific customers, while mass marketing aims at an
entire market.
,MKT 300 - Final Exam Questions well answered
already passed
4. E When setting objectives for the whole firm, TOP MANAGEMENT should:
A. set objectives beyond what can actually be achieved-so
everyone will work harder.
B. all of these are useful when setting objectives.
,MKT 300 - Final Exam Questions well answered
already passed
C. stick to general objectives-in order to maintain flexibility.
D. set objectives that focus on the highest possible immediate profit
potential.
E. involve the marketing manager in the objective setting process.
5. C Quality Ceramic, Inc. (QCI) defined five submarkets within its broad
product-mar- ket. To obtain some economies of scale, QCI decided NOT
to otter each of the submarkets a ditterent marketing mix. Instead, it
selected two submarkets whose needs are fairly similar, and is counting
on promotion and minor product ditter- ences to make its one basic
marketing mix appeal to both submarkets. QCI is using the:
A. mass marketing approach.
B. multiple target market approach.
C. combined target market approach.
D. None of these is a good choice for quality ceramic.
E. single target market approach.
6. E Carmela Sanchez is planning to buy a pair of running shoes. Recently,
she has been noticing more Adidas advertising in magazines. This is an
example of:
A. need satisfaction.
B. a consumer expectation.
C. dissonance.
D. a physiological need.
E. selective exposure.
7. B The first thing a marketing manager should do if one of his firm's
products drops in sales volume is:
A. set research priorities.
, MKT 300 - Final Exam Questions well answered
already passed
B. define the problem.
C. interview representative customers.
already passed
1. C Which of the following statements about customer value is true?
A. The sure way to achieve high customer value is to otter a lower
price.
B. None of these statements is true.
C. Customer value is the difference between the benefits a customer
sees from a market offering and the costs of obtaining those benefits.
D. The greater the competition, the less important customer value
is.
E. It is the manager's view of customer value that matters, not the
customer's.
2. C Which of the following criticisms focuses most directly on a macro view of
market- ing, rather than a micro view?
A. Prices for very similar products vary a lot from store to store.
B. Door-to-door salespeople are trained to be pushy.
C. Marketing exploits the poor and the uneducated.
D. Products often wear our right after the warranty expires.
E. Much TV advertising is annoying.
3. E The difference between target marketing and mass marketing is that
target mar- keting
A. aims at increased sales, while mass marketing focuses on
increased profits.
B. means focusing on a small market.
C. focuses on short-run objectives, while mass marketing
focuses on long-run objectives.
D. does not rely on e-commerce but mass marketing does.
E. focuses on specific customers, while mass marketing aims at an
entire market.
,MKT 300 - Final Exam Questions well answered
already passed
4. E When setting objectives for the whole firm, TOP MANAGEMENT should:
A. set objectives beyond what can actually be achieved-so
everyone will work harder.
B. all of these are useful when setting objectives.
,MKT 300 - Final Exam Questions well answered
already passed
C. stick to general objectives-in order to maintain flexibility.
D. set objectives that focus on the highest possible immediate profit
potential.
E. involve the marketing manager in the objective setting process.
5. C Quality Ceramic, Inc. (QCI) defined five submarkets within its broad
product-mar- ket. To obtain some economies of scale, QCI decided NOT
to otter each of the submarkets a ditterent marketing mix. Instead, it
selected two submarkets whose needs are fairly similar, and is counting
on promotion and minor product ditter- ences to make its one basic
marketing mix appeal to both submarkets. QCI is using the:
A. mass marketing approach.
B. multiple target market approach.
C. combined target market approach.
D. None of these is a good choice for quality ceramic.
E. single target market approach.
6. E Carmela Sanchez is planning to buy a pair of running shoes. Recently,
she has been noticing more Adidas advertising in magazines. This is an
example of:
A. need satisfaction.
B. a consumer expectation.
C. dissonance.
D. a physiological need.
E. selective exposure.
7. B The first thing a marketing manager should do if one of his firm's
products drops in sales volume is:
A. set research priorities.
, MKT 300 - Final Exam Questions well answered
already passed
B. define the problem.
C. interview representative customers.
