MGT 8803 - Marketing Exam UPDATED
Exam Questions and CORRECT Answers
A marketing strategy - CORRECT ANSWER - specifies a target market and a related
marketing mix.
X-Brand Bikes, a manufacturer of off-road bicycles, carefully developed a strategy for moving
into
South America. The strategy had poor results after interest rates and inflation rose rapidly in
most of its
South American markets, demonstrating the influence of the _____ on marketing strategy. -
CORRECT ANSWER - economic environment
Which of the following would be a variable in psychographic profiling (developing a customer
persona). Check all answers that apply (may be more than one) - CORRECT ANSWER -
Lifestyle
Values
Attitudes
Personality
The total stream of purchases that a customer can contribute to the firm over the length of the
firm-customer relationship is referred to as? - CORRECT ANSWER - Customer Lifetime
Value
Controllable variables that the marketer has to create and harvest demand are referred to as the -
CORRECT ANSWER - Marketing Mix
Which ONE of the following is NOT a criteria for determining market segments? - CORRECT
ANSWER - Members of the segment should be in the same socio-economic class
, Ford Motor Co. asks members of its target market to rate its cars and those of General Motors
and Chrysler on a 7-point scale in terms of two dimensions (comfortable seats and engine power)
so that it can establish a quadrant-grid map of these ratings. What type of analysis is Ford
conducting? - CORRECT ANSWER - Positioning
Yamaha North America is planning on launching a new line of jet skis called the Double Riders,
for the two seats that will come standard with the water craft. The concept is similar to a bicycle
made for two. The North America marketing manager is having his direct sales force call on
retailers to explain the roll-out strategy (timing, advertising, promotion, marketing collateral) and
to hype the product features to the firms most important resellers. This is an example of: -
CORRECT ANSWER - A "Pushing" Product Strategy
Which of the following is not part of the five levels of branding?
a. Brand Rejection
b. Brand Recognition
c. Brand Preference
d. Brand Domination
e. Brand Non-Recognition - CORRECT ANSWER - Brand Domination
_______________ is (are) a person's distinguishing psychological characteristics that lead to
relatively consistent and lasting responses to her or his own environment - CORRECT
ANSWER - Psychographics
L'Oreal advertises its hair color with the popular tagline, "So it costs a bit more. But I'm worth
it!" Here, L'Oreal's marketing effort focuses on satisfying what level in the hierarchy of needs? -
CORRECT ANSWER - Personal Needs
A person who purchases flowers will select different floral arrangements for a retirement party, a
funeral, and a Valentine's Day date. This illustrates the impact of ___ _______ _________ on
purchase decisions. - CORRECT ANSWER - The Purchase Situtation
Exam Questions and CORRECT Answers
A marketing strategy - CORRECT ANSWER - specifies a target market and a related
marketing mix.
X-Brand Bikes, a manufacturer of off-road bicycles, carefully developed a strategy for moving
into
South America. The strategy had poor results after interest rates and inflation rose rapidly in
most of its
South American markets, demonstrating the influence of the _____ on marketing strategy. -
CORRECT ANSWER - economic environment
Which of the following would be a variable in psychographic profiling (developing a customer
persona). Check all answers that apply (may be more than one) - CORRECT ANSWER -
Lifestyle
Values
Attitudes
Personality
The total stream of purchases that a customer can contribute to the firm over the length of the
firm-customer relationship is referred to as? - CORRECT ANSWER - Customer Lifetime
Value
Controllable variables that the marketer has to create and harvest demand are referred to as the -
CORRECT ANSWER - Marketing Mix
Which ONE of the following is NOT a criteria for determining market segments? - CORRECT
ANSWER - Members of the segment should be in the same socio-economic class
, Ford Motor Co. asks members of its target market to rate its cars and those of General Motors
and Chrysler on a 7-point scale in terms of two dimensions (comfortable seats and engine power)
so that it can establish a quadrant-grid map of these ratings. What type of analysis is Ford
conducting? - CORRECT ANSWER - Positioning
Yamaha North America is planning on launching a new line of jet skis called the Double Riders,
for the two seats that will come standard with the water craft. The concept is similar to a bicycle
made for two. The North America marketing manager is having his direct sales force call on
retailers to explain the roll-out strategy (timing, advertising, promotion, marketing collateral) and
to hype the product features to the firms most important resellers. This is an example of: -
CORRECT ANSWER - A "Pushing" Product Strategy
Which of the following is not part of the five levels of branding?
a. Brand Rejection
b. Brand Recognition
c. Brand Preference
d. Brand Domination
e. Brand Non-Recognition - CORRECT ANSWER - Brand Domination
_______________ is (are) a person's distinguishing psychological characteristics that lead to
relatively consistent and lasting responses to her or his own environment - CORRECT
ANSWER - Psychographics
L'Oreal advertises its hair color with the popular tagline, "So it costs a bit more. But I'm worth
it!" Here, L'Oreal's marketing effort focuses on satisfying what level in the hierarchy of needs? -
CORRECT ANSWER - Personal Needs
A person who purchases flowers will select different floral arrangements for a retirement party, a
funeral, and a Valentine's Day date. This illustrates the impact of ___ _______ _________ on
purchase decisions. - CORRECT ANSWER - The Purchase Situtation
