MKTG 5310 TEST 1 QUESTIONS AND ANSWERS| FULLY
SOLVED
• Question 1
8 out of 8 points
Which aspect of holistic marketing motivates employees and ensures that
everyone in the organization embraces appropriate marketing principles,
especially senior management?
Selected
Answer:
internal marketing
Answers: integrated marketing
performance marketing
internal marketing
relationship marketing
network marketing
• Question 2
8 out of 8 points
Jason writes a weekly column in his school's newspaper about movies he has
seen, books he has read, and concerts he has attended. His column provides
information and opinions. Feedback from his fellow students is positive, and they
are appreciative of the advice that is given. Which of the following would be the
most apt description of the role played by Jason?
Selected
Answer:
opinion leader
Answers:
opinion leader
protector
protestor
adapter
silent majority
• Question 3
8 out of 8 points
The drugstore chain CVS uses loyalty-card data to better understand what
consumers purchase, the frequency of store visits, and other buying preferences,
which is associated with which technology-enhanced company capability?
Selected
Answer:
Companies can collect fuller and richer information about markets,
customers, prospects, and competitors.
Answers:
Companies can collect fuller and richer information about markets,
, customers, prospects, and competitors.
Companies can improve cost efficiency.
Companies can improve purchasing, recruiting, and internal and
external communications.
Companies can use the Internet as a powerful sales channel.
Companies can reach consumers quickly and efficiently via social
media and mobile marketing, sending targeted ads, coupons, and
information.
Which of the following is an advantage of personal interviews?
Answer:
Interviewers can record additional observation about the
respondent such as body language.
Answers: It facilitates anonymous responses.
Interviewers can record additional observation about the
respondent such as body language.
Participants can choose to respond at their own convenience.
It is a relatively inexpensive method of gathering information.
The possibility of interviewer bias is minimized.
• Question 5
8 out of 8 points
Ford Motors uses the ad caption "Magnify the Adventure" to promote its latest
SUV, the Ford Endeavour. The ad features the car traveling through an uneven,
rocky terrain. Within the context of Jennifer Aaker's brand personality analysis,
Ford Endeavour is most likely to be strong on which of the following traits?
Selected
Answer:
ruggedness
Answers: sophistication
intelligence
imagination
sincerity
ruggedness
• Question 6
8 out of 8 points
In the exact moment you run out of laundry detergent and realize you need to
pick some up at the store, you are in the stage of the buying decision
process.
, Selected
Answer:
problem recognition
Answers: postpurchase behavior
problem recognition
information search
purchase decision
evaluation of alternatives
• Question 7
8 out of 8 points
Anne is a frequent purchaser of Yoplait strawberry yogurt. For once, she decides
to try a different flavored yogurt. Instead of trying out the flavors offered by
competing brands, Anne selects a different flavor offered by Yoplait. Here, her
past experience with the brand prompts her to make the choice. Anne's behavior
can be best described as .
Selected
Answer:
generalization
Answers: fallacy of proposition
generalization
associative networking
self-actualization
heuristic thinking
• Question 8
8 out of 8 points
People in emerging countries today are becoming increasingly health conscious
and are seeking healthy food choices. As a result, demand for health foods is
rising steadily, creating an opportunity for marketers to exploit this
market.
Selected
Answer: need
Answers: geographic
business
need
demographic
service
SOLVED
• Question 1
8 out of 8 points
Which aspect of holistic marketing motivates employees and ensures that
everyone in the organization embraces appropriate marketing principles,
especially senior management?
Selected
Answer:
internal marketing
Answers: integrated marketing
performance marketing
internal marketing
relationship marketing
network marketing
• Question 2
8 out of 8 points
Jason writes a weekly column in his school's newspaper about movies he has
seen, books he has read, and concerts he has attended. His column provides
information and opinions. Feedback from his fellow students is positive, and they
are appreciative of the advice that is given. Which of the following would be the
most apt description of the role played by Jason?
Selected
Answer:
opinion leader
Answers:
opinion leader
protector
protestor
adapter
silent majority
• Question 3
8 out of 8 points
The drugstore chain CVS uses loyalty-card data to better understand what
consumers purchase, the frequency of store visits, and other buying preferences,
which is associated with which technology-enhanced company capability?
Selected
Answer:
Companies can collect fuller and richer information about markets,
customers, prospects, and competitors.
Answers:
Companies can collect fuller and richer information about markets,
, customers, prospects, and competitors.
Companies can improve cost efficiency.
Companies can improve purchasing, recruiting, and internal and
external communications.
Companies can use the Internet as a powerful sales channel.
Companies can reach consumers quickly and efficiently via social
media and mobile marketing, sending targeted ads, coupons, and
information.
Which of the following is an advantage of personal interviews?
Answer:
Interviewers can record additional observation about the
respondent such as body language.
Answers: It facilitates anonymous responses.
Interviewers can record additional observation about the
respondent such as body language.
Participants can choose to respond at their own convenience.
It is a relatively inexpensive method of gathering information.
The possibility of interviewer bias is minimized.
• Question 5
8 out of 8 points
Ford Motors uses the ad caption "Magnify the Adventure" to promote its latest
SUV, the Ford Endeavour. The ad features the car traveling through an uneven,
rocky terrain. Within the context of Jennifer Aaker's brand personality analysis,
Ford Endeavour is most likely to be strong on which of the following traits?
Selected
Answer:
ruggedness
Answers: sophistication
intelligence
imagination
sincerity
ruggedness
• Question 6
8 out of 8 points
In the exact moment you run out of laundry detergent and realize you need to
pick some up at the store, you are in the stage of the buying decision
process.
, Selected
Answer:
problem recognition
Answers: postpurchase behavior
problem recognition
information search
purchase decision
evaluation of alternatives
• Question 7
8 out of 8 points
Anne is a frequent purchaser of Yoplait strawberry yogurt. For once, she decides
to try a different flavored yogurt. Instead of trying out the flavors offered by
competing brands, Anne selects a different flavor offered by Yoplait. Here, her
past experience with the brand prompts her to make the choice. Anne's behavior
can be best described as .
Selected
Answer:
generalization
Answers: fallacy of proposition
generalization
associative networking
self-actualization
heuristic thinking
• Question 8
8 out of 8 points
People in emerging countries today are becoming increasingly health conscious
and are seeking healthy food choices. As a result, demand for health foods is
rising steadily, creating an opportunity for marketers to exploit this
market.
Selected
Answer: need
Answers: geographic
business
need
demographic
service
