In which quadrant of the SWOT analysis tool does the following fit?

Delivers
ads to consumers based on previous websites the customer has visited.
Question
20
The
main difference between the “marketing department era” and the
“marketing company era” is:
Whether
the president of the firm has a background in marketing.
Whether
the whole company is customer-oriented.
More
emphasis on selling and advertising in the marketing department era.
More
emphasis on short-run planning in the marketing company era.
Question
21
Clearwater
Office Supply sells frequently purchased office supplies to businesses in a
metropolitan area. It is a well-established company with a large share of the
market. Its promotion should probably focus on:
Informing.
Reminding.
Innovators.
Stimulating
primary demand.
Question
22
In
the 1990s, DVDs replaced audiocassettes and floppy disks as the storage media
of choice for music and computers. At which stage of the product life cycle is
the DVD today?
Market
introduction
Market
extinction
Sales
decline
Market
immaturity
Question
23
The
three basic sales tasks are:
Order-taking,
order-managing, and order-getting.
Order-taking,
missionary selling, and order-getting.
Order-taking,
supporting, and order-getting.
Order-closing,
order-opening, and sales-promoting.
Question
24
Genetech
Corp. has invested heavily to develop a patented new product. Genetech wants to
achieve a rapid return on its investment. It probably should set a
______________ pricing objective.
Target
return
Status
quo
Sales-oriented
Profit
maximization
Question
25
In
which quadrant of the SWOT analysis tool does the following fit? A firm is in a
fast-growing industry.
Strengths
Opportunities
Weaknesses
Threats
Question
26
Blending
the firm’s promotion efforts to convey a complete and consistent message is the
goal of:
Sales
management communications.
Sales
promotion communications.
Integrated
marketing communications.
Integrated
promotional marketing.
Question
27
Tammi
Soloft has itchy eyes and a stuffy nose, and suddenly becomes aware of many TV
ads for allergy products that she never noticed before. This illustrates:
selective
perception.
reinforced
cognition.
selective
retention.
selective
exposure.
Question
28
According
to the concept of social responsibility, a firm has a duty to:
Place
customer satisfaction above all other considerations.
Conduct
business in a way that is good for society as a whole, both now and for the
future.
Communicate
regularly with the public.
Place
profit above all other considerations.
Question
29
Because
she frequently buys books at Amazon.com, Sophie Soleil set up an account and
password at the website. Now, when she logs on and searches for a specific
book, a note pops up at the center of her laptop screen saying: “Hello,
Sophie, we have recommendations for you,” and proceeds to list other
titles that Sophie might enjoy based on her previous purchases. Amazon can
remember Sophie (and her previous purchases) because the online retailer uses:
Banners.
Encoding.
Decoding.
Cookies.
Question
30
The
phrase “big data” refers to:
marketing
research data taken from Internet sources.
the
top five firms in the marketing research industry.
the
use of marketing research in big marketing decisions.
the
massive amount of data being collected and processed by today’s organizations.
Question
1Which
of the following is true of direct distribution?It
reduces a producer’s need for working capital.Most
firms selling consumer products rely on direct distribution.It
requires a significant investment in facilities.Direct
distribution always serves customer needs better and at a lower cost.Question
2Most
firms in the business world set their prices using:Cost-oriented
price setting.Supply
and demand analysis.Federal
price guidelines.Demand-oriented
price setting.Question
3The
sales analysis of a product revealed that profits were highest when it was
initially introduced into the market with a high selling price. However, the
price was gradually reduced as it started facing competition as substitutes
entered the market. This is an example of a(n) _____.Penetration
price policyIntroductory
price dealingSkimming
price policyTemporary
price cut policyQuestion
4When
a company provides its advertising agency with a statement about a new product
to use in designing an advertising campaign, and this statement includes a
description of the target market, the product type, the primary benefits of
using the product, and how this product is different from, and better than,
competitive products, what type of statement is this?DeterminingPositioningQualifyingClusteringQuestion
5Which
of the following is a common cause of new product failures?The
company delays putting the product on the market until it develops a complete
marketing plan.The
managers worry too much about the competition.The
company tries to follow an organized new-product development processrather
than using a faster and more spontaneous, “race-to-market” approach.The
product fails to offer the customer a unique benefit.Question
6Marketers
cannot assume that a product that meets consumer needs in one country will do
so in another. This is because:Family
life cycles may be different.Many
wants are culturally learned.The
purchase situations may be different.Economic
wants do not influence purchases in many regions of the world.Question
7Compared
with other approaches to business, the marketing concept is distinct in that
it:Focuses
on sales.Produces
new products and services.Focuses
on satisfying customers’ needs.Creates
a broad assortment of products.Question
8When
an advertiser pays a fixed amount (e.g. 70 cents) each time a Web surfer clicks
on the advertiser’s ad and links to the advertiser’s website, this process is
called a(n):pay-per-view.copy thrust.pay-per-click.pioneering
ad.Question
9A
producer might use a “pulling policy” rather than a “pushing
policy” if:It
has a very limited promotion budget.It
is offering a very “high-tech” product to a small product-market.Its
sales force has been very successful getting wholesalers and retailers to
handle its product.Intermediaries
are reluctant to handle a new product.Question
10More
than 600,000 loyal customers signed up in advance to purchase the iPhone4 in an
Apple store the first day it was available for sale in the U.S. What type of
response behavior were these Apple followers demonstrating?Routinized
responseDissonance
responseLimited
problem solvingLow-involvement
buyingQuestion
11In
the American Marketing Association’s Statement of Ethics, which ethical value
stresses a firm’s attempts to balance the needs of its buyers with the
interests of sellers?ResponsibilityFairnessHonestyCitizenshipQuestion
12The
primary purpose of branding is:To
identify a product.To
prevent competitors from stealing product ideas.To
enhance package design.To
boost customer satisfaction.Question
13The
advantages of working with an intermediary usually increase when there is:A
greater number of customers.Little
distance between customers.A
smaller number of competing products.Excellent
communication with customers.Question
14David
Oreck advertises Oreck vacuum cleaners via commercials that run on national
radio programs. He encourages consumers to “try my 8-pound Oreck vacuum
for free for 30 days,” and to return it if they aren’t satisfied. He then
provides an easy-to-remember toll-free telephone number that consumers can use
to place orders. Regarding the AIDA model, the free-trial period and
availability of a toll-free number are devices used mainly to:Hold
interest.Arouse
desire.Obtain
action.Get
attention.Question
15A
useful tool for organizing the competitor analysis is:The
oligopoly chart.A
competitor matrix.Rivals
chart.The
competitive summary.Question
16From
the perspective of macro-marketing, e-commerce specialists CarFax (which
provides vehicle history reports) and Cars.com (a website offering auto
comparison shopping) have emerged within the auto industry because:The
role of the automotive sales person is becoming obsolete.The
information they provide makes the exchange process between producers and
consumers more efficient and effective.The
market needs competitive rivals to auto dealerships.Auto
manufacturers need to sell direct to consumers.Question
17When
new product ideas are chosen based on ratings and comments from customers, this
process is called ______.Creative
resourcingReaction
engineeringIdea
engineeringCrowdsourcingQuestion
18The
main difference between a “marketing strategy” and a “marketing
plan” is that:A
marketing plan includes several marketing strategies.A
marketing strategy provides more detail.A
marketing strategy omits pricing plans.Time-related
details are included in a marketing plan.Question
19Behavioral
targeting:Tries
to place ads on websites that are designed to appeal to the firm’s target
market.Tries
to reach target customers who are actually interested in what the firm has to
communicate.Allows
advertisers to pay only when a customer clicks on the ad and links to the
advertiser’s website.Delivers
ads to consumers based on previous websites the customer has visited.Question
20The
main difference between the “marketing department era” and the
“marketing company era” is:Whether
the president of the firm has a background in marketing.Whether
the whole company is customer-oriented.More
emphasis on selling and advertising in the marketing department era.More
emphasis on short-run planning in the marketing company era.Question
21Clearwater
Office Supply sells frequently purchased office supplies to businesses in a
metropolitan area. It is a well-established company with a large share of the
market. Its promotion should probably focus on:Informing.Reminding.Innovators.Stimulating
primary demand.Question
22In
the 1990s, DVDs replaced audiocassettes and floppy disks as the storage media
of choice for music and computers. At which stage of the product life cycle is
the DVD today?Market
introductionMarket
extinctionSales
declineMarket
immaturityQuestion
23The
three basic sales tasks are:Order-taking,
order-managing, and order-getting.Order-taking,
missionary selling, and order-getting.Order-taking,
supporting, and order-getting.Order-closing,
order-opening, and sales-promoting.Question
24Genetech
Corp. has invested heavily to develop a patented new product. Genetech wants to
achieve a rapid return on its investment. It probably should set a
______________ pricing objective.Target
returnStatus
quoSales-orientedProfit
maximizationQuestion
25In
which quadrant of the SWOT analysis tool does the following fit? A firm is in a
fast-growing industry.StrengthsOpportunitiesWeaknessesThreatsQuestion
26Blending
the firm’s promotion efforts to convey a complete and consistent message is the
goal of:Sales
management communications.Sales
promotion communications.Integrated
marketing communications.Integrated
promotional marketing.Question
27Tammi
Soloft has itchy eyes and a stuffy nose, and suddenly becomes aware of many TV
ads for allergy products that she never noticed before. This illustrates:selective
perception.reinforced
cognition.

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