BA 317 – Flashcard
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Political consultants have been using marketing research for decades to help their candidates understand who makes up the voting public and how to reach them. what ethical lapses they can get away with. which consumers spend the most money. how large their campaign signs should be. how to buy the votes they need.
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Through analysis of sales data, Price-Cutters retail store found that customers who bought peanut butter also tended to buy bananas. Price-Cutters was engaged in syndicated surveying. focus group analysis. behavioral analysis. data mining. structured sampling.
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D
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Assuming that a marketing research study will answer important questions and reduce uncertainty associated with the proposed project, a major question that needs to be addressed before starting the study is: How will the results be presented? Will observational research be considered intrusive? Is top management committed to the study? How will the questions be defined? Who will manage the research?
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C
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Victor's custom auctioneering service provides online auction selling assistance. Victor plans to conduct marketing research to determine which auction site is best for his customers. His next step is to identify the type of data he needs. determine the statistical software he will use. outline the presentation format he will use. collect data. define his privacy policy.
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A
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Caroline needs to find information about income and age distribution in Orange County, California. The best source of secondary research of use to Caroline is likely to be door-to-door surveys. focus-group interviews. syndicated data. sales invoices at public libraries. U.S. Census data.
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E
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When the marketing research problem is not clearly defined, a researcher will likely engage in __________ research. data mining qualitative survey quantitative experimental
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B
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Bianca's discount home-furnishings store is in a strip mall. She wants to know what other businesses in the strip mall her customers visit when they come to her store. To collect information for this objective, Bianca will most likely use door-to-door surveys. focus-group interviews. observation. sales invoices. census data.
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. When consumers are __________, observation becomes particularly useful in understanding consumers' preferences. unwilling to participate in research confused by questionnaires unable to articulate their experiences interviewed too frequently highly educated
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Using __________, researchers ask questions, listen to and record responses, and ask additional questions based on initial responses. questionnaires experiments in-depth interviews primary data mining observation
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Which of the following research methods would be best in helping a marketer understand how people feel about a product or service on an individual, detailed level? focus groups surveys social media monitoring primary data mining in-depth interviews
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In the infamous Coke/New Coke taste test, 54 percent of consumers, using a blind taste test, preferred the New Coke formula to the existing formulation. This is an example of a(n) __________ marketing research method. qualitative quantitative observational syndicated invalid
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B
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Supermarkets collect information about individual customers through their use of loyalty cards and then analyze the data to look for patterns in purchases. This is an example of data mining. data recovery. data entry. data analysis. data modeling.
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A
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Which of the following types of data would be the best choice for Wendy's fast-food restaurants if the headquarters office wants to know how many hamburgers versus chicken sandwiches it has sold in past years? internal secondary data external secondary data survey responses focus-group data primary data
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Which of the following provides the information needed to confirm insights and help managers pursue appropriate courses of action? quantitative research qualitative research observation research in-depth interviews social media monitoring
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A
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What is neuromarketing? The analysis of consumer comments on social media in order to understand consumers' thoughts and opinions. The use of psychological principles to design marketing research studies. The use of EEG scanners to measure consumers' brain waves. The use of neural networks to perform data mining and develop marketing insights. The use of in-depth interviews to map detailed networks of information storage in the brain.
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Which type of interview contains a small group of participants and a trained moderator that guides the conversation? panel syndicated observational focus group sentiment
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In what country have regulators demanded that Facebook stop collecting biometric data on its users? the United States Russia China Germany Mexico
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Digital billboards embedded with ________ software can identify passersby and then display ads targeted to them, based on their age, gender, and attention level. social media neuromarketing facial-recognition Internet-tracking data-mining
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A typical focus group has ________ members. 2-4 4-6 6-8 8-12 12-15
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J. D. Power and Associates, the National Purchase Diary Panel, and Nielsen are examples of companies that provide internal secondary data. primary data. online survey software. website analytics. syndicated data.
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It would be logical for bathing-suit marketers to use geographic segmentation. True False
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Positioning strategies generally focus either on how the product benefits the consumer or on how it is better than competitors' products. True False
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Adidas Group owns Reebok, Rockport, and TaylorMade brands. Adidas uses the different brands to pursue a(n) __________ strategy. concentrated targeting micromarketing benefit targeting differentiated targeting undifferentiated targeting
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A differentiated targeting strategy can allow a firm to obtain a bigger share of the overall market; this strategy is the cheapest option. requires the use of advanced advertising techniques. rarely works. is likely more costly than an undifferentiated strategy. is ineffective without multiple brand names.
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When Penguin Catering Services first opened, the owner decided to target only events at resorts in its geographic region. Penguin Catering was using a(n) __________ targeting strategy. concentrated micromarketing benefit-driven differentiated undifferentiated
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Psychographics is the segmentation method that delves into how consumers adjust to demographic changes. allocate scarce incomes to a variety of goods and services. describe themselves. value their livelihoods. believe other people see them.
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Paul is considering psychographics as a way to segment the market for his small travel agency. This approach to segmentation offers him an advantage because it is based on underlying reasons why people make choices. it is easier to use than demographics. the travel business doesn't respond well to other approaches to segmentation. psychographics is the preferred method for service businesses. psychographic segmentation is the least expensive method.
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A
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Beverage companies often use television commercials with images of young people laughing and enjoying themselves on a beach or in a club. These images are designed to appeal to consumers' __________, suggesting "be like me." geographic choices self-concepts loyalty references benefit perceptions demographics
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B
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Gloria is opening an upscale women's clothing store in a growing suburban residential area. Gloria knows her target market is upper-income women living within 20 miles of her store. She can't afford to purchase a PRIZM or Tapestry analysis, so she will most likely use __________ as a basis for targeting her market. voter registration lists the city phone book real estate values by subdivision public school enrollment data new construction data
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Geodemographic segmentation can be particularly useful for __________, because customers typically patronize stores close to their neighborhood. Internet marketers wholesalers retailers consumer goods manufacturers cable TV networks
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Airlines were among the first retailers to embrace loyalty segmentation when they created business-class seating. 30-day advance pricing. fuel surcharges. in-flight movies. frequent-flyer programs.
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Karen has identified four potential market segments for her Rent-A-Chef home meal-catering service. She will now evaluate whether or not each segment is attractive relative to all of the following except substantial. responsive. profitable. reachable. realistic.
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For a segmentation strategy to be successful, the customers in the segment must react similarly and positively to the firm's marketing mix. In other words, the market segment must be substantial. perceptive. identifiable. reachable. responsive.
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After assessing the market growth potential for his company's baby products in Mexico, Harmon wanted to evaluate market competitiveness. To do this, Harmon would consider mass marketing of distribution potential and logistical support. the current size of the market and the expected growth rate. ease of pricing control and number of promotional outlets. the number of competitors, entry barriers, and product substitutes. profitability and customer buying behavior.
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After assessing the market growth potential and market competitiveness for his company's baby products in Mexico, Harmon wanted to evaluate market access. To do this, Harmon would consider ease of accessing or developing distribution channels and brand familiarity. the current size of the market and the expected growth rate. ease of pricing control and number of promotional outlets. the number of competitors, entry barriers, and product substitutes. profitability and customer buying behavior.
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A
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Which of the following would not be used in calculating the profitability of a segment? segment perceptions segment size segment-adoption percentage profit-margin percentage fixed costs
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Jim wants to position his firm against his competitors. In doing so he should never select a competitor in the same neighborhood. avoid making the competitor's product look undesirable. avoid looking too much like the competitor so that he'd confuse the target segment. avoid discussing the strengths of his product so that competitors won't be aware of his product quality. avoid discussing the weaknesses of his competitors so they won't retaliate.
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A __________ is often used to illustrate the position of a firm's products or brands in consumers' minds. mass marketing analysis psychographic profile perceptual map loyalty timeline PRIZM analysis
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A home security company will advertise the need for home surveillance products to appeal to which level of Maslow's Hierarchy of Needs? safety love esteem self-actualization physiological
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Beverage firms sometimes hire attractive young people to sit at fashionable bars, sipping the company's latest product offering. The firms hope these "models" will serve as a(n) __________ and influence consumers. reference group risk avoider cultural determinant cognitive learning experiment evoked set
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For which of the following purchases would consumers most likely engage in limited problem solving? college courses a new car a home coffee to go, for a regular coffee drinker a location for a large wedding reception
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When mountain climbers purchase clothing for scaling Mount Everest, their purchases are primarily addressing __________ needs. functional prepurchase social psychological functional and psychological
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Upscale men's and women's clothing stores, like Nordstrom, Neiman Marcus, or Saks Fifth Avenue, are more likely to appeal to consumers' __________ needs. functional postpurchase safety psychological situational
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There is a saying "Never go to the grocery store hungry." This saying suggests that a consumer's __________ state may adversely affect purchasing decisions. shopping social theoretical external temporal
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Zappos.com constantly reminds customers of recently viewed items and informs them when stock is low in an effort to entice the customer to make a purchase. Zappos is trying to improve its conversion rate. collection ratio. consumer index. customer total. culture quotient.
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Zappos.com constantly reminds customers of recently viewed items and informs them when stock is low in an effort to entice the customer to make a purchase. Zappos is trying to improve its conversion rate. collection ratio. consumer index. customer total. culture quotient.
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An online retailer needs to be able to measure how well its website converts purchase intentions into actual purchases. This is known as the conversion rate. collection ratio. consumer index. customer total. buyer quotient.
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Postpurchase cognitive dissonance is especially likely for products that are cheap, poorly made, and made of plastic. personally valuable, antique, or foreign-made. simple, easily copied, and new. psychologically soothing, purchased impulsively, and part of a consumer's evoked set. expensive, infrequently purchased, and associated with high levels of risk.
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Successful firms focus their efforts on satisfying customer needs that are easiest to satisfy. provide minimal core value. are important to all generational cohorts. competitors have tried and failed to satisfy. match their core competencies.
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As director of a small art gallery, one of Frederica's major concerns is the preferences of the people who buy her artists' work. Frederica recognizes that the center of her marketing efforts is profits. her target customers. artistic social responsibility. competing art galleries. the arts movement.
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Country culture and regional culture are both part of a firm's demographics. macroenvironment. political/legal environment. economic environment. immediate environment.
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When marketers look at advertising media they often begin with viewer or listener profiles such as age, income, gender, and race. They then compare the media profile with their target audience. These marketers are using __________ to see if the media "fit" with their advertising agenda. country culture regional culture demographics micromarketing measures scenario planning
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________ is/are distinguished from the other generational cohorts in that the group's oldest members are now collecting Social Security. Baby Boomers Generation W Generation X Generation Y Generation Z
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Population estimates show that by the year 2050, nearly 30 percent of the population in the United States will come from which group? Hispanics Asians Pacific Islanders Native Americans Eastern Europeans
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he results of the 2010 census suggest what about the 42 million African American U.S. households? They are more affluent and suburban. They are younger and less affluent. They are less affluent, but more suburban. They are older and less affluent. They are older and more urban.
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Laws that prohibit the formation of monopolies or alliances that would damage a competitive marketplace benefit consumers through increased choices. higher prices. protection from false advertising. fair debt collection practices. AA fewer competitors.
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What is most likely to happen when inflation increases? Consumers buy more discretionary merchandise. Consumers buy fewer personal care and home entertainment products. Off-price and discount retailers suffer from lower sales. Consumers buy lower-priced foods. Consumers buy less food.
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The value of the euro has changed significantly since 2002 with the problems experienced by several European economies. This change in value is called interest destabilization. inflation. recession. foreign currency fluctuations. global financial impact.
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Judy knows it is important to approach business buyers at the right time, often during the first stage of their buying process, which is need recognition. the RFP process. proposal analysis. vendor negotiation and selection. product specification.
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After need recognition, a business develops __________ that suppliers might use to develop their proposals. vendor assessments initiator instructions determinant attributes product specifications focal alternatives
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Frieda has just received a major order from Northrop Corporation for her firm's hydraulic lift equipment. After reviewing the order information, Frieda will send an acknowledgment that the order has been received. rewrite her firm's proposal. submit a competitive bid. proceed to vendor analysis. evaluate performance.
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Kim is the sales representative for a major textbook publisher. When she calls on the business faculty at General University, she also tries to meet with several students to get their feedback on textbooks. She passes this feedback to her managers to guide the development of the publisher's future textbooks. The students are the __________ in the buying center. deciders initiators influencers users gatekeepers
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Many health insurance policies require patients to call and get preapproval for tests or procedures. The health insurance company acts as a(n) __________ for the purchase of these medical services. decider initiator influencer user gatekeeper
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The customer Carlotta is calling on today has a(n) __________ buying-center culture. This means that the decision process will involve reaching agreement among all members of the buying center. consensus autocratic consultative republican democratic
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Not knowing the roles of key players in the buying process could cause a sales representative to bid too high a quantity. fail the vendor analysis. respond to an RFP too quickly. waste time and alienate people. misdirect his or her product.
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The __________ situation usually involves more members of a buying center and involves more time to complete than the other buying situations. modified rebuy new buy adapted buy straight rebuy generic buy
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For B2B salespeople, usually the easiest sale is a(n) __________ situation. adapted buy new buy modified rebuy straight rebuy generic buy
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Bob Roberts founded Robertico, an equipment leasing company, three decades ago. Although he is now in his seventies, he still has a "hands on" management style. His employees have learned that there isn't much point in making purchase recommendations for new equipment, because Bob is going to choose whatever he thinks is best regardless of their views. Robertico has a(n) __________ buying-center culture. autocratic democratic consultative consensus bureaucratic
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When a T-shirt manufacturer states, "We sell it only in black because that way we can buy plenty of black fabric and run our plant efficiently," its statement reflects the views that were popular in which era of the evolution of marketing? production-oriented sales-oriented market-oriented value-based marketing economics-oriented
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Some discount stores put products in large bins and let consumers hunt and find bargains. The price these consumers pay includes only the actual price they pay at the register. the value of their time and energy. the excitement they experience in finding an item they desire. the savings to the store of not having to display the products neatly on shelves. the time the product was full price and didn't sell.
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B
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The importance of supply-chain management is often overlooked in the study of marketing because marketing has no responsibility for supply-chain management. supply-chain management doesn't add much value for customers. companies do not want customers to know anything about the supply-chain. many of the activities take place behind the scenes. supply-chain management is already transparent.
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Many universities provide physical or electronic bulletin boards to facilitate ride-sharing and exchange of used books among students. These bulletin boards increase __________ marketing. B2C C2B B2B C2C underground
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The idea that a good product will sell itself is associated with the __________ era of marketing. production-oriented sales-oriented market-oriented value-based marketing retailing-oriented
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A
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Henry Ford's statement, "Customers can have any color they want so long as it's black," typified the __________ era of marketing. production-oriented sales-oriented market-oriented value-based marketing retailing-oriented
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A
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In delivering value, marketing firms attempt to find the most desirable balance between the need for value and the perception of value. C explicit versus implicit value. the need to provide benefits to customers and keep down costs. the desire to satisfy customers and the desire to satisfy employees. the need for product improvement and the need for advertising.
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C
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What is the name of the process in which customers collaborate in product design, often providing additional value to the firm's customers? value cocreation product positioning B2C marketing supply-chain management value-based marketing
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A
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How a product or service will be conceived or designed, how much it should cost, where and how it will be promoted, and how it will get to the consumer are all elements of a marketing plan. a marketing exchange. supply-chain logistics. production management. delivery of the value proposition.
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A
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Which marketing activity is most directly served by the promotion element of the marketing mix? communicating value creating value capturing value delivering value producing value
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A
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Taking steps to encourage customer loyalty is the focus of developing the macro strategy of _______ excellence. operational locational customer product service
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C
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Which of the following is least likely to provide a sustainable competitive advantage? lowering prices having a well-known brand name achieving high levels of customer satisfaction using patented technology creating an efficient supply chain
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A
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Even when large discount retailers enter a market, a few small, local retailers survive and prosper. These small retailers have probably developed a(n) ________ that allows them to survive. advertising campaign plan to evaluate results sustainable competitive advantage set of performance metrics SWOT analysis
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C
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For U.S. businesses with strong export capabilities, expansion of U.S. trade agreements with other countries creates weaknesses. opportunities. strengths. threats. limitations.
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B
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After identifying various market segments that her company could pursue, Lisa evaluated each segment's attractiveness based on size, income, and accessibility. Lisa was involved in target marketing. situation analysis. diversification. positioning. market penetration estimation.
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A
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In most companies, portfolio management is typically done at the SBU or ___________ level of the firm. corporate product line customer care sales representative accounting
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B
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Using the BCG portfolio analysis, a "dog" should be phased out unless its marketing manager is a champion of the product. additional resources could increase its relative market share slightly. it complements or boosts the sales of another product. the market has a small chance of rebounding. none of these. Dogs should be phased out.
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Adrienne decides to add new sales representatives and increase advertising to increase sales in her existing market for her current line of security systems. Adrienne is pursuing a __________ growth strategy. segment development market development market-penetration diversification product development
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C
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One example of a customer loyalty program is a "frequent diner" card at a restaurant, offering a free appetizer for every $100 in food purchases. a quantity discount offered for large purchases at an office supply store. seasonal sales on top-selling items. an "everyday low price" policy on all products at a grocery store. an extensive customer-service training program for new employees at a hair salon.
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A
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3M involves its customers in the process of developing new products. In this way, it can benefit from current customers' insights and develop new products that will meet these customers' needs. 3M is pursuing a __________ growth strategy. diversification market-development market-penetration product-development product-penetration
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D
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New real estate disclosure regulations require sellers and their agents to tell prospective buyers about any existing problems with the property. Previously, they were expected only to answer buyers' questions. The new regulation addressed the marketing ethical problem of high-pressure sales techniques. deceptive pricing tactics. misrepresentation of company data. misleading advertising. withholding information.
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When making decisions, managers often have to decide between doing what is beneficial for them (and possibly the firm) in the short run, and doing what is right and beneficial for the firm and for society in the long run. To address this conflict, a firm must evaluate its quarterly profit statement from an ethics standpoint. must state its long-term goals in general terms, so as not to interfere with managers' short-term goals. must always put society's needs ahead of the firm's needs. must ensure that long-term goals of the firm are aligned with the short-term goals of each individual within the fi
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D
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Being socially responsible is generally considered a good thing to do only if a company is profitable. inappropriate for most firms in today's challenging markets. going above and beyond the norms of corporate ethical behavior. a necessary part of every firm's strategy. the responsibility of corporate-sponsored foundations that can effectively concentrate a firm's good deeds.
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C
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Garrett has just purchased a beer distributorship. He wants to increase the visibility of his firm in local markets, but he knows there are a number of regulations and socially accepted practices associated with promoting alcoholic beverages. According to the framework for ethical decision making, the first thing Garrett should do is to identify issues that need to be addressed. promote the firm's corporate social responsibility efforts. gather information and identify stakeholders. brainstorm alternatives. choose a course of action.
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A
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Hisaoki picks up the local newspaper and reads a stinging letter to the editor criticizing his beverage company for supporting a sporting event for children with disabilities. The letter writer is critical of a banner displayed at the event, with the logos of alcoholic beverages and Hisaoki's company name. Hisaoki never considered that this problem might arise. In the framework for ethical decision making, Hisaoki's company failed to identify issues. promote the firm's corporate social responsibility efforts. analyze the needs of the industry. brainstorm and evaluate alternatives. choose a course of action.
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A
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After a firm has identified the various stakeholders and their issues and gathered available data related to an ethical decision-making situation, __________ should engage in brainstorming and evaluating alternatives. the senior managers most involved key customers elected officials all parties relevant to the decision any individuals with competing interests
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D
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Darwin's company is facing a difficult ethical issue. The firm has identified the various stakeholders and their issues and gathered the available data. Everyone with an interest in the issue has engaged in brainstorming and evaluating alternatives. Management reviewed and refined the alternatives. It should now choose the course of action that maximizes profits. creates the least possible publicity. involves the fewest employees. minimizes costs. seems best after weighing the concerns of all stakeholders.
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E
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Every year, General Mills issues a report discussing how the firm has performed against its own standards of ethical conduct. This report is part of General Mills's __________ phase of its strategic marketing planning process. planning implementation control evolution marketing mix
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C
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How might a technology company like Apple most likely ensure that it behaves in a socially responsible way toward its employees? It can pay at least minimum wage when the law requires it. It can adhere to government-mandated safety standards in the workplace. It can ensure that pay practices are fair at all levels of the company. It can ensure that its packaging materials are recyclable. Social responsibility isn't relevant where employees are concerned; they are paid for their work and that's enough.
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C
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When integrating ethics into a marketing strategy, a key task is to ensure all potential ethical issues have been addressed and that all employees of the firm have acted ethically. This action would take place during which stage of the strategic marketing planning process? brainstorming phase planning phase implementation phase control phase revision phase
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B
