MarketingIQ-Advanced

Couldn't confirm presence of Flash 8 or higher because JavaScript was disabled.Get FlashI really do have Flash installed.ul{margin-top:0px;margin-bottom:0px;list-style-type:none;padding-left:20px;}1. In 1960, this author the wrote a classic Harvard Business Review article called "Marketing Myopia." In it, he argued that sustained growth for a company depends on how broadly that company defines its business. The author's name was ...

[ ] a. Andy Grove

[ ] b. Thomas Watson, Jr.

[ ] c. David Ogilvy

[ ] d. Theodore Levitt

[ ] e. Thomas Peters

2. During the business analysis stage of the new-product development process, research attempting to measure consumer attitudes and perceptions of the product idea prior to its actual development is called ...

[ ] product differentiation.

[ ] commercialization.

[ ] idea generation.

[ ] test marketing.

[ ] concept testing.

3. A consumer innovator is an individual who ...

[ ] is among the first to purchase a new product.

[ ] resists adoption of anything new.

[ ] finds a new use for an old product.

[ ] develops a new idea for a product.

[ ] produces a new consumer product.

4. With respect to consumer behavior, one's culture, friends and relatives are ...

[ ] institutional influences.

[ ] impersonal influences.

[ ] personal influences.

[ ] adjunctive influences.

[ ] interpersonal influences.

5. The type of segmentation that divides a population into groups that have similar psychological characteristics, values and lifestyles is ...

[ ] demographic.

[ ] metapositive.

[ ] ethnocentric.

[ ] psychographic.

[ ] polymorphic.

6. A major advantage of using secondary data is that ...

[ ] it has been prepared by widely recognized research organizations.

[ ] relatively little time and expense are usually involved in locating and accessing the data.

[ ] it has been collected in a short period of time so it is more useful.

[ ] data collection can be done in a short time by personal interviews.

[ ] it comes in a format that can be integrated into a company's analytical process.

7. The stage of the consumer decision-making process at which the individual has narrowed the number of alternatives down to one is ...

[ ] postpurchase evaluation.

[ ] initiation.

[ ] search.

[ ] evaluation of alternatives.

[ ] purchase decision and purchase act.

8. The trade industries consist of ...

[ ] transportation.

[ ] insurance and real estate.

[ ] wholesalers and retailers.

[ ] manufacturers.

[ ] farmers.

9. A consumer who is well aware of what he or she wants and who is willing to make a special effort to obtain it is interested in ...

[ ] impulse items.

[ ] point-of-purchase items.

[ ] specialty products.

[ ] convenience products.

[ ] shopping products.

10. Which of the following is NOT one of the objectives of packaging?

[ ] Protection against spoilage

[ ] Protection against damage

[ ] Cost effectiveness

[ ] Cost maximization

[ ] Assistance in marketing the product

11. If P&G were to choose to introduce a value-priced brand of laundry detergent, they should ...

[ ] use a product name similar to one of their other product lines.

[ ] demonstrate the prestige the consumer gets along with the product.

[ ] attempt to convince consumers that the lower-priced brand offers comparable quality to higher-priced products.

[ ] just emphasize the low price.

[ ] put less product in the customary package to offset the low profit margin.

12. Customer Lifetime Value is a formula that ...

[ ] helps marketers arrive at the dollar value associated with the long-term relationship with any given customer, revealing just how much a customer relationship is worth over a period of time.

[ ] provides a marketing manager data on the response rate of a given marketing campaign.

[ ] calculates the return on advertising spend as a percentage of the overall marketing budget.

[ ] is used by brand managers to calculate the cost per sale on an image-oriented TV campaign.

[ ] is a mathematical calculation that provides the raw cost-per-response as it relates to the overall marketing campaign.

13. When the price of Cheerios cereal is displayed at 14.7 cents per ounce, this is an example of ...

[ ] penetration pricing.

[ ] unit pricing.

[ ] odd pricing.

[ ] commodity pricing.

[ ] competitive pricing.

14. The AIDA model of consumer behavior states that consumers follow this path when making a purchase ...

[ ] Awareness, Inconsequence, Derangement, Action.

[ ] Ambivalence, Interest, Desire, Action.

[ ] Attention, Innovation, Decision, Arrangement.

[ ] Awareness, Interest, Desire, Action.

[ ] Announcement, Interest, Desire, Action.

15. Coca-Cola and PepsiCo may be famous for their marketing, but one of the key reasons they sell so many beverages is because of their ...

[ ] low-cost production facilities.

[ ] environmental consciousness.

[ ] print advertising.

[ ] connections to Hollywood.

[ ] distribution system.