1.
Which
component of a marketing audit includes major developments in income, prices,
savings, and credit that affect the company?
- Technological
- Political
- Economic
- Cultural
2.
Marketers
must see themselves as benefit providers. For example, when a shopper purchases
new shoes, he or she expects the shoes to cover his or her feet and allow him
or her to walk unobstructed. This is an example of what level in the
consumer-value hierarchy?
- Core benefit
- Pure tangible product
- Basic product
- Potential benefit
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3.
What
type of strategy consists of geographical pricing, price discounts and
allowances, promotional pricing, and differentiated pricing?
- Regular prices
- Price adaptation
- Altered pricing
- Fixed pricing
4.
A
company can learn a great deal by analyzing the degrees of brand loyalty. For
example, ________ can show the firm which brands are most competitive with its
own.
- hard-core loyals
- split loyals
- shifting loyals
- switchers
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5.
Marketers
need to identify the hierarchy of attributes that guide consumer decision
making in order to understand different competitive forces and how these
various sets get formed. This process of identifying the hierarchy is called
________.
- market valuation
- market estimation
- brand association
- market partitioning
6.
Which
of the following is a strategy that uses the manufacturer’s sales force, trade
promotion money, or other means to induce intermediaries to carry, promote, and
sell the product to end users?
- Strategic plan
- Lock strategy
- Push strategy
- Pull strategy
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7.
What
are the four characteristics of a marketing audit?
- Simple, unique, randomly, and exclusive
- Announced, semi-annually, dependent, and perpetual
- Comprehensive, systematic, independent, and periodic
- Dependent, non-comprehensive, quarterly, and
unannounced
8.
ABC
Technology is nearing completion on their product and market research has
discovered a competitor is also close to launching a similar product. ABC has
decided launch before their competition, this is called ________.
- first entry
- parallel entry
- late entry
- early entry
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9.
What
can enhance the value of Web-based shopping experiences to serve as personal
shopping assistants or Web-site guides?
- E-mail
- Avatars
- Tablets
- Smartphone
10.
Through its cutting-edge point-of-sale
inventory, management technology, and highly efficient shipping practices,
Wal-Mart is able to keep its inventory expenditure extremely low and to pass
these savings on to consumers in the form of low prices. Wal-Mart’s strategy is
best described as ________.
- Overall cost leadership
- market development
- integrative growth
- differentiation
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11.
If the Ford GT is designed to accelerate to 50
miles per hour within 10 seconds, and every Ford GT coming off the assembly
line does this, the model is said to have high ________.
- compatibility
- durabilitybmw
- interoperability
- conformance quality
12.
Which control should periodically reassess its
approach to the marketplace with a good marketing audit?
- Marketing control
- Ethical control
- Performance control
- Strategic control
13.
What is the perceived monetary value of the
bundle of economic, functional, and psychological benefits customers expect
from a given market offering because of the product, service, people, and
image?
- Total management benefit
- Complete marketing benefit
- Total customer benefit
- Ultimate service benefit
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14.
With ________ as a target market strategy, the
firm concentrates on serving many needs of a particular customer group.
- market specialization
- product specialization
- selective specialization
- single-segment concentration
15.
Which of the following can induce a firm to
expand into the international arena?
- A saturated foreign market
- Cater to a domestic mass market
- High income level of domestic consumers
- A saturated domestic market
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16.
The effect of exposures on audience awareness
depends on the following three factors:
- space, communication, and advertisements
- reach, frequency, and impact
- distance, timing, and focus
- height, length, and width
17.
2Wheels conducts exhaustive customer surveys
to discover customer preferences and attitudes towards the brand. Sally uses
cluster analysis to classify the data and help the company determine the trends
in the information. Sally is using the technique of ________.
- data marketing
- data governance
- data accumulation
- data mining
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18.
A music school in Boyles Height, LA,
specializes in teaching the guitar and the violin. After a spurt in growth and
a few successful years, the school is experiencing a slowdown in sales and
stability in its profits due to an increase in competition. The school is in
the ________ stage of its life cycle.
- decline
- maturity
- obsolescence
- growth
19.
A firm must know where to position its product
based on price and ________.
- region
- quality
- promotional efforts
- communication
20.
The ability to meet humanity’s needs without
harming future generations is now a top priority in most corporate
agenda________.
- righteousness
- rules
- ethics
- sustainability
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21.
What type of control focuses on measuring a
company’s products territories, customer groups, segments, trade channels, and
order sizes to help expand or eliminate any products or marketing activities?
- Activity
- Profitability
- Solvency
- Efficiency
22.
Another basis for decision-making is referred
to as ________.
- ethical practices
- situational ethics
- ethical dilemmas
- correct ethics
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23.
BMW's "The ultimate driving
machine," American Express' "Don't leave home without it," New
York Times' "All the news that's fit to print," and AT&T's
"Reach out and touch someone" are all examples of ________.
- brand slogan
- brand personality
- brand vision
- brand mission
24.
Which method identifies the effect sponsorship
has on consumers brand knowledge?
- Demand-side method
- Pricing method
- Supply-side method
- Positioning method
25.
A social definition of marketing says ______.
- a company should focus exclusively on achieving high
production efficiency, low costs, and mass distribution to facilitate the
broadest possible access to the company’s products
- marketing is the process of extracting maximum value from
consumers to facilitate corporate growth
- marketing is the process by which individuals and
groups obtain what they need and want through creating, offering, and
freely exchanging products and services of value with others
- effective marketing requires companies to remove
intermediaries to achieve a closer connection with direct consumers
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26.
Prestige LLC, a small company that
manufactures specialty cereals and energy bars, wants to launch a "green
marketing" program in response to heightened consumer awareness about
environmental issues. What should the company do to maximize the program's
chances of being successful?
- Emphasize benefits to the consumer rather than
environmental benefits.
- Explain the rules and regulations laid out by
governmental agencies to protect the environment.
- Demonstrate that the products will benefit both
customers and the society in the long-term.
- Focus on the efforts and costs incurred by the company
to bring these "green" products to consumers.
27.
The marketing manager needs to know the cost
of the research project before approving it. During which stage of the
marketing research process would such a consideration most likely take place?
- Step 1 – defining the problem
- Step 2 – developing the research plan
- Step 4 – analyzing the information
- Step 5 – drafting the report
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28.
New-to-the-world products are ________.
- new product enhancements that supplement established
products
- existing products that are targeted to new geographical
markets
- new products that create an entirely new market
- low-cost products designed to obtain an edge in highly
competitive markets
29.
_______ is an approach that considers
different ethnic and cultural segments require targeted marketing campaigns and
tactics.
- Ethnic-based marketing
- Diversity marketing
- Multicultural marketing
- Specialized marketing
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30.
The three guidelines for anticipating
management reactions are (1) prior to the crisis during normal day-to day
operations, (2) at the moment some event triggers the crisis, and (3) during
the crisis situation that triggers the event. These guidelines are the stages
for ________.
- decision making
- provoking solutions
- crisis management
- problem-solving
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