MGT8803 Marketing Exam{questions with verified answers}

MGT8803 Marketing Exam{questions with
complete solutions}


A marketing strategy - answer-specifies a target market and a related marketing mix.
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X-Brand Bikes, a manufacturer of off-road bicycles, carefully developed a strategy for
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moving into
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South America. The strategy had poor results after interest rates and inflation rose
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rapidly in most of its
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South American markets, demonstrating the influence of the _____ on marketing
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strategy. - answer-economic environment
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Which of the following would be a variable in psychographic profiling (developing a
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customer persona). Check all answers that apply (may be more than one) - answer-
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Lifestyle
Values
Attitudes
Personality

The total stream of purchases that a customer can contribute to the firm over the length
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of the firm-customer relationship is referred to as? - answer-Customer Lifetime Value
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Controllable variables that the marketer has to create and harvest demand are referred
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to as the - answer-Marketing Mix
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Which ONE of the following is NOT a criteria for determining market segments? -
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answer-Members of the segment should be in the same socio-economic class
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Ford Motor Co. asks members of its target market to rate its cars and those of General
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Motors and Chrysler on a 7-point scale in terms of two dimensions (comfortable seats
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and engine power) so that it can establish a quadrant-grid map of these ratings. What
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type of analysis is Ford conducting? - answer-Positioning
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Yamaha North America is planning on launching a new line of jet skis called the Double
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Riders, for the two seats that will come standard with the water craft. The concept is
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similar to a bicycle made for two. The North America marketing manager is having his
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direct sales force call on retailers to explain the roll-out strategy (timing, advertising,
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promotion, marketing collateral) and to hype the product features to the firms most
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important resellers. This is an example of: - answer-A "Pushing" Product Strategy
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Which of the following is not part of the five levels of branding?
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, a. Brand Rejection
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b. Brand Recognition
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c. Brand Preference
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d. Brand Domination
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e. Brand Non-Recognition - answer-Brand Domination
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_______________ is (are) a person's distinguishing psychological characteristics that v v v v v v v v


lead to relatively consistent and lasting responses to her or his own environment -
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answer-Psychographics
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L'Oreal advertises its hair color with the popular tagline, "So it costs a bit more. But I'm
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worth it!" Here, L'Oreal's marketing effort focuses on satisfying what level in the
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hierarchy of needs? - answer-Personal Needs
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A person who purchases flowers will select different floral arrangements for a retirement
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party, a funeral, and a Valentine's Day date. This illustrates the impact of ___ _______
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_________ on purchase decisions. - answer-The Purchase Situtation
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In an organization (business), significant purchases are often controlled by a "Buying
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vCenter". In a Buying Center, the group of people whose expertise is needed when
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vbuying a product are know as the? - answer-The Influencers
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A target marketer who uses a single marketing mix strategy to appeal to both office
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tablet computer users and home tablet computer users is applying: - answer-The
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Combined Market Approach
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When a supermarket manager decides to set up an end-of-aisle display for 6-pack
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containers of Gatorade, this is a decision about: - answer-Promotion
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Consider both statements. Statement 1. Packaging can affect consumer decisions.
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Statement 2. Packaging can make a product easier to use. - answer-Both Statement are
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True
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The marketing manager for a producer of mattresses and box springs distributes its
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products through discount stores (like Costco), department stores, furniture stores, and
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specialty bedding stores. To avoid conflict with channel members, the manager: -
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answer-Develops different brands or product lines for different channels.
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In a video conference call we discussed a model of influences on customer behavior that
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vhighlighted 4 primary factors: economic needs, psychological variables, social influence,
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vand -------- --------- - answer-Purchase Situation
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A(n) _____ is a name, term, sign, symbol, or design, or a combination of these that
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identifies the maker or seller of a product or service. - answer-Brand
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