Mark 3336 Final KOCH Exam Study Guide
Market Targeting - ANSWER consists of evaluating each market segment's
attractiveness and selecting one or more market segments to enter
Positing Statement - ANSWER "To busy multitaskers who need help
remembering things, Evernote is the only digital content management
application that makes it easy to capture and remember moments and ideas
from your everyday life using your computer, phone, tablet, and the web." this is
an example of a(n)
which of the following is the first step in the marketing research process? -
ANSWER Defining the problem and objectives of the study
Competitive marketing intelligence - ANSWER The marketing department of a
reputed firm wants to improve strategic decision making, track the actions of
other players in the market, and provide early warning of the opportunities and
threat. Which of the following would help the firm achieve its objectives?
Straight Rebuy - ANSWER reorders 50 printers from a designated provider
without any modifications. This is an example of
Which of the following is the first step in the strategic planning - ANSWER
Defining the organizational mission
experimental research - ANSWER Kinger Burgers came out with a new
hamburger and before including it into its main menu, released it in two different
cities with two different prices. The marketers at Kinger Burger then analyzed
the different levels of purchase made at these two different places, planning to
use to info to help them set a nationwide price for the new offering. This is an
example of
Mission statement - ANSWER A ____________ documents an organizations
purpose—what it wants to accomplish in the larger environment.
Which of the following is true about business purchases? - ANSWER Business
purchases involve more professional purchasing effort than consumer
purchases.
Differentiation - ANSWER involves actually distinguishing the firms market
offering to create superior customer value.
, Packaging - ANSWER The 4 P's are central to marketing activity. Which of the
following is not one of them?
Social Marketing - ANSWER Advertising campaigns involving issues ranging
from health care, education, and environmental sustainability to human rights
and personal safety can be classified under _______?
convience products - ANSWER are consumer products and services that
customers usually buy frequently, immediately, and with minimal comparison
and buying effort.
Habitual buying behavior - ANSWER Which of the following consumer buying
behaviors is related to conditions of low-consumer involvement and little
significant brand difference?
Positioning - ANSWER consists of arranging for a market offering to occupy a
clear, distinctive, and desirable place relative to competing products in the
minds of target consumers.
Psychographics - ANSWER segmentation divides buyers into different segments
based on social class, lifestyle, or personality characteristics
Which of the following is an advantage of using an internal database? - ANSWER
Internal databases can be accessed more quickly and cheaply than other
information sources.
Geographic segmentation - ANSWER "Many companies today are localizing
their products, advertising, promotion, and sales efforts to fit the needs of
individual regions, cities, and neighborhoods". This is an example of
Exploratory - ANSWER In _____________ research, the objective is to gather
preliminary information that will help define the problem and suggest
hypotheses.
Demographic - ANSWER _____________ segmentation divides the market into
segments based on variables such as age, life-cycle stage, gender, income,
occupation, religion, ethnicity, and generation.
Which of the following is true about secondary data? - ANSWER It can be
obtained more quickly and at a lower cost than primary data
Gatekeeper - ANSWER A(n) _________________ controls the flow of information to
others in the buying center.
Market Targeting - ANSWER consists of evaluating each market segment's
attractiveness and selecting one or more market segments to enter
Positing Statement - ANSWER "To busy multitaskers who need help
remembering things, Evernote is the only digital content management
application that makes it easy to capture and remember moments and ideas
from your everyday life using your computer, phone, tablet, and the web." this is
an example of a(n)
which of the following is the first step in the marketing research process? -
ANSWER Defining the problem and objectives of the study
Competitive marketing intelligence - ANSWER The marketing department of a
reputed firm wants to improve strategic decision making, track the actions of
other players in the market, and provide early warning of the opportunities and
threat. Which of the following would help the firm achieve its objectives?
Straight Rebuy - ANSWER reorders 50 printers from a designated provider
without any modifications. This is an example of
Which of the following is the first step in the strategic planning - ANSWER
Defining the organizational mission
experimental research - ANSWER Kinger Burgers came out with a new
hamburger and before including it into its main menu, released it in two different
cities with two different prices. The marketers at Kinger Burger then analyzed
the different levels of purchase made at these two different places, planning to
use to info to help them set a nationwide price for the new offering. This is an
example of
Mission statement - ANSWER A ____________ documents an organizations
purpose—what it wants to accomplish in the larger environment.
Which of the following is true about business purchases? - ANSWER Business
purchases involve more professional purchasing effort than consumer
purchases.
Differentiation - ANSWER involves actually distinguishing the firms market
offering to create superior customer value.
, Packaging - ANSWER The 4 P's are central to marketing activity. Which of the
following is not one of them?
Social Marketing - ANSWER Advertising campaigns involving issues ranging
from health care, education, and environmental sustainability to human rights
and personal safety can be classified under _______?
convience products - ANSWER are consumer products and services that
customers usually buy frequently, immediately, and with minimal comparison
and buying effort.
Habitual buying behavior - ANSWER Which of the following consumer buying
behaviors is related to conditions of low-consumer involvement and little
significant brand difference?
Positioning - ANSWER consists of arranging for a market offering to occupy a
clear, distinctive, and desirable place relative to competing products in the
minds of target consumers.
Psychographics - ANSWER segmentation divides buyers into different segments
based on social class, lifestyle, or personality characteristics
Which of the following is an advantage of using an internal database? - ANSWER
Internal databases can be accessed more quickly and cheaply than other
information sources.
Geographic segmentation - ANSWER "Many companies today are localizing
their products, advertising, promotion, and sales efforts to fit the needs of
individual regions, cities, and neighborhoods". This is an example of
Exploratory - ANSWER In _____________ research, the objective is to gather
preliminary information that will help define the problem and suggest
hypotheses.
Demographic - ANSWER _____________ segmentation divides the market into
segments based on variables such as age, life-cycle stage, gender, income,
occupation, religion, ethnicity, and generation.
Which of the following is true about secondary data? - ANSWER It can be
obtained more quickly and at a lower cost than primary data
Gatekeeper - ANSWER A(n) _________________ controls the flow of information to
others in the buying center.
