Question
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
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
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