FOR EACH QUESTION SELECT ALL ANSWERS THAT APPLY:

The promotional mix's main goal(s) is to:

-Inform

-Create value

-Remind

-Persuade

-Advertise

-Relate to the public

What is a way a customer could learn about a product/service?

-Asking others about the product

-Looking at the product's packaging

-Sampling the product

-Looking at the product's website

-Using the product

Which of these would be involved in B2B transactions?

-You pay your GVSU bill

-Grand rapids public schools

-Grand Rapids Municipality

-Ford

-Target

Suppose that GM is preparing an RFP for a hands-free phone addition for a new car. What information can the company omit from the RFP?

-A description of the required features for the device

-Instructions for preparing proposals

-Specifications for connecting the device to the car

-A time frame when the devices are needed

-An assessment of the vendor's performance

A researcher is ready to conduct _________ when she is ready to move to specific, informed questions

-Qualitative research

-Data warehousing

-Quantitative research

-Research design

-Syndicated marketing surveys

What statements apply to exchange rates?

-They are an important part of the political/legal environment

-A stronger Euro will make French goods less competitive here

-If we can buy a Canadian dollar for $1.50, the U.S dollar is weaker

-A weaker dollar will make U.S goods sold overseas more competitive

-They could be a strength or a weakness for a firm

Attitudes affect consumers:

-Behavior

-Beliefs

-Regional culture

-Feelings

-Generational cohort

Which consumer is relatively young an its income has risen nearly 50% in 15 years?

-Young and single

-Immigrants

-African Americans

-Generation Y

-None of the above

What was the main characteristic(s) of the sales era?

-It used persuasive techniques to overcome habits of the Great depression

-It finally focused on what was being sold

-It preceded on getting rid of excess product

-None of the above

Which of the statement(s) is true related to a relation orientation?

-It is necessary component of market and value-oriented firms

-It is cheaper to keep customers than acquire new ones

-CRM systems are an integral part of aligning distribution strategies with supply chain purposes

-It focuses on building loyalty with all customers

-B2C, B2B, and B2E relationships are all important

Which of the statements show(s) the proper order of steps?

-Need recognition, information search, evaluate information, evaluate alternatives, post purchase evaluation

-Define research needs, design the research, collect data, analyze data, implement action plan

-Segmentation, targeting, positioning

-Mission statement, objectives, SWOT analysis, marketing strategy

-Pick a target market, develop a marketing mix

I have two students that just got married. They would make a great target market for:

-Graduate school at GVSU

-Consumables like toothpaste an ketchup

-Baby products

-Vacations and motorcycles

-None of the above

What is the relationship between a market, target market, and segment?

-A segment has a general need/want and a willingness and ability to satisfy that need a want, plus some other shared characteristic that separates it from the market

-A separate marketing mix is designed for each segment targeted

-A targeted market is a market a firm decided to attempt to satisfy with a valuable marketing mix

-A segment is part of a market

-A target market is part of a market

Debbi Kiekover shared that Ranir will often ________ before in home use testing

-Collect secondary data

-Outsource research to gather quantitative feedback

-Conduct in home observations

-Hold focus groups

-Concept test all products

What do consumers do when they realize their present state doesn't match their desired state?

-They perform a SWOT analysis and then create objectives to accomplish

-They feel cognitive dissonance

-They experience pre an post purchase regret

-They search for information

-None of the above

Global Consumers insights uses _______ as primary research

-Survey data

-Focus groups

-Observation

-IRI and Nielson

-Point of sale data

When Bob receives the RFP issued by one of his customers, he sees that the firm has changed the specifications since it placed a previous order with him. His company's products do not meet the new specifications. In this situation: being the current vendor:

-Offsets a consensus buying center culture

-Will probably not be an advantage in getting the new order

-Will necessitate renegotiating price and delivery terms

-Allow for a straight rebuy

-Will allow Bob to get the order even though his products do not meet the specifications

Why should marketers bother with segmentation?

-It's the hottest new trend in marketing

-It allows them to better define needs/wants

-It's the only option

-It's not that expensive, and the benefits are great

-It leads to more effective utilization of resources

Other than the internet, what has the greatest effect on marketing?

-Cell phones

-Working woman

-Higher education

-Amazon

-Social media

If you decide to buy a car an picked the one that had the best rated gas mileage, no matter the brand, color, or price:

-You would likely experience some dimension of cognitive dissonance

-Your discretionary income is likely high enough to compensate for your desires

-You were most likely using a non-compensatory decision rule

-You are most likely from generation Y

-You are practicing conscious marketing