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Full download Test Bank for Marketing: A Roadmap to Success Ajay K. Sirsi file pdf free all chapter
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Test Bank for Marketing: A Roadmap to
Success Ajay K. Sirsi
2. When the sales department drops prices to secure a contract, while the
marketing function is trying to build the brand and maintain price premiums,
the brand is
a. more competitive.
b. using a pull strategy.
c. using a push strategy.
d. devalued in the marketplace.
e. number one in the marketplace.
7. When Sony targeted the Walkman to joggers who would appreciate the
break from a tedious activity, the company was
a. conducting research.
b. narrowcasting.
c. repositioning the product.
d. creating a customer need.
e. trying out various sales strategies.
15. A caution you should heed when conducting secondary research is that
a. the research may be biased.
b. it is relevant to your marketing problem.
c. published sources are always reliable.
d. all research objectives are similar.
e. most research is current.
19. If Kodak wanted to test its customers’ reaction to a new digital camera
innovation, which research methodology would be best suited to this?
a. mall intercept surveys.
b. telephone surveys.
c. online questionnaires.
d. depth interviews.
e. focus groups.
23. A process where the researcher actively participates with the customer to
gain insights is referred to as
a. a focus group.
b. a depth interview.
c. a mall intercept survey.
d. secondary research.
e. participant observation.
Answer: e Difficulty: moderate Page: 35 Skill: recall
Learning objective: 2-4
25. When trying to understand why its customers might tattoo the brand name
on their bodies, Harley Davidson might turn to
a. focus groups.
b. ethnography.
c. depth interviews.
d. online surveys.
e. customer satisfaction surveys.
28. Unlike qualitative research methods, survey research is used to collect data
from
a. a small group of customers
b. a large sample of respondents
c. focus group participants
d. depth interview participants
e. researchers who become the customer
30. The main problem with using marketing research to understand customer
needs is that
a. the research may be biased.
b. the research may be outdated.
c. the research objectives may not match your objectives.
d. customers may not be able to articulate their needs.
e. the moderator may not follow the guide.
32. One problem that companies face is that by the time the research takes
place,
a. the marketing budget is spent.
b. competitors beat them to the marketplace.
c. the market opportunity may have passed.
d. the secondary research is outdated.
e. the focus group participants are no longer customers.
34. By allowing customers to customize their bear and meet an unlimited set
of needs, Build-A-Bear is
a. conducting market research.
b. segmenting their target audience.
c. maximizing resources.
d. communicating key messages to customers.
e. involving the customer in the innovation process.
36. Manufacturers often naively believe that their only competitors are
a. national brands.
b. heavily advertised brands.
c. in the same country.
d. in the same city.
e. in the same industry.
37. When FedEx, the overnight package delivery company, bought Kinko’s, the
document printing company, they became an example of a company that
a. acts first, then tweaks later.
b. co-creates customer value.
c. treats the whole world as a research firm.
d. looks across the chain of buyers.
e. looks at substitute industries.
38. Looking across complementary product and service offerings is one way a
company can
a. test new message strategies.
b. test new product concepts.
c. co-create customer value.
d. create new market space.
e. research the competition.
Answer: d Difficulty: challenging Page: 40 Skill: recall
Learning objective: 2-5
39. Most competitors look the same, offer the same value, and commoditize
the industry because they
a. offer complementary products.
b. focus on a common set of appeals.
c. focus on different types of buyers.
d. co-create value with the customer.
e. conduct similar research studies.
40. Starbucks was able to break free of the price-cutting and promotional
norms of the coffee industry by
a. commoditizing the industry.
b. focusing on a common set of appeals.
c. offering complementary products.
d. appealing to an emotional benefit.
e. appealing to price-sensitive customers.
41. By offering food services at movie theatre complexes so that patrons can
get a meal before the show, movie theatre companies are creating value by
a. considering substitute industries.
b. offering complementary services.
c. targeting multiple audience segments.
d. making an emotional connection with audiences.
e. creating partnerships.
42. When Arbol Industries’ sales professionals adopted the practice of visiting
their customers at their place of work, they
a. commoditized their products.
b. better understood their customers’ needs and uncovered opportunities.
c. offered complementary products and services.
d. targeted multiple audience segments.
e. developed a “push” strategy.
TRUE – FALSE
1. The really smart companies do not merely understand customer needs; they
create them.
En mer, 17 août.
22 août.
2 septembre.
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» Signé : Neptune. »
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