Reference no: EM13796579

Question 1.Which of the following BEST describes an underlying trend towards an increasing number of farmers markets in the summer of 2011?
Changes in resource availability shift the balance of supply and demand.
Customer demand is rarely stable, necessitating demand forecasts.
When demand surges past supply, marketers can practice demarketing.
Changes in income affect consumer demand, which in turn affects suppliers' earnings.

Question 2.Which of the following is NOT a likely use of a marketing dashboard?
Providing campaign performance data to marketing managers.
Making the results of predictive modeling available to the company's sales staff.
Allowing senior executives to launch new marketing campaigns based on historical sales information.
Giving planners access to return on marketing investment (ROMI) data about a campaign.

Question 3.Which of the following was NOT described as an economic factor in the macro-environment that affects consumer purchasing power?
Changes in income
Demarketing
Deflation
Inflation

Question 4.Consider a typical consumer search for a new pair of casual slacks. Which answer best describes the degree of involvement required, based upon the purchase category?
Extended problem solving, typical of specialty products.
Limited problem solving, typical of convenience products.
Routine problem solving, typical of convenience products.
Limited problem solving, typical of shopping products.

Question 5.What is the first step in the segmentation process?
Group products into categories with similar prices.
Group buyers into potential target market segments.
Develop potential market actions based on brand image and market position.
Estimate potential return on investment.

Question 6.Which of the following factors was NOT described in Chapter 8 as important in the global business environment?
Level of economic development.
Lack of demographic data availability.
Value and volatility of the country's currency.
Political will to place value on environmental protection.

Question 7.What purpose was stated in Chapter 7 for the market research technique of "perceptual mapping"?
To identify potentially successful positioning strategies by comparing products, brands, or companies.
To evaluate potential products or brands that consumers might place in their consideration set.
To identify whether a product/service might be sold to both business and consumer markets.
To identify dimensions of competition that are important to potential consumers of a product
or brand.

Question 8.Which answer reflects the second of the four steps in the process by which consumers' emotions influence their purchase decisions?
Consumer feels motivation to satisfy a need.
Consumer becomes aware of a need.
Emotion awakens a consumer's need.
Consumer makes a purchase.

Question 9.Which of the following answers is the BEST example of trigger marketing?
Nathaniel bought a big-screen TV on April 30th. On June 15th, he receives an email offer for a 30% discount on home theater electronics.
Doug and Sally cancelled their cell phone contract. Their provider used their profile data to purge similar records from their prospect database.
Bernard searched for round-trip flight online. The travel website he used captured his email address for future marketing campaigns.
Meredith grouped prospects in her marketing database into segments based on their likelihood to use her department store's in-house financing.

Question 10.Which answer BEST conveys how technological and ecological concerns are related?
When federal regulations mandating recycling of technology wastes are passed, firms should look for ways to circumvent these policies.
As each new technology replaces an older technology, the solitary focus should be on driving greater sales.
A "cradle to cradle" technology design philosophy allows materials to be continually repurposed, reducing demands on nonrenewable resources.
The resource requirements of technology products throughout their lifecycle can affect the natural environment and vice versa.