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<strong>MKT</strong> <strong>571</strong> <strong>Final</strong> <strong>Exam</strong><br />
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<strong>MKT</strong> <strong>571</strong> <strong>Final</strong> <strong>Exam</strong> (Newest)<br />
1) The stage in the new product process th<strong>at</strong> occurs first and has a pass r<strong>at</strong>io<br />
of 1:4 is the ________ stage.<br />
test marketing<br />
idea screening<br />
product development<br />
product soft launch<br />
2) If Ming was interested in capturing distribution metrics for her retail<br />
organiz<strong>at</strong>ion, which of the following might she consider?<br />
Customer complaints<br />
Effective reach<br />
Share of shelf<br />
Trial r<strong>at</strong>e<br />
3) Cre<strong>at</strong>ive str<strong>at</strong>egies refer to the ________.<br />
amount of cre<strong>at</strong>ive content in a communic<strong>at</strong>ions message<br />
degree of innov<strong>at</strong>ion involved in the marketing of a product<br />
way marketers transl<strong>at</strong>e their messages into a specific communic<strong>at</strong>ion<br />
novelty of a marketing communic<strong>at</strong>ion
4) Top Gear is an award-winning British television series about motor<br />
vehicles, mainly cars. The show is presented by hosts who test drive new<br />
cars and provide reviews on the cars' performance, prices, and other<br />
factors. Which of the following personal communic<strong>at</strong>ions channels is Top<br />
Gear closest to in description?<br />
Formal channel<br />
Sponsored channel<br />
Social channel<br />
Expert channel<br />
5) Mark feels th<strong>at</strong> Shell delivers on its promises to supply the best gasoline<br />
possible to the public. His experiences with Shell have always been good,<br />
resulting in positive brand contact. Mark is most likely experiencing<br />
brand ________.<br />
parity<br />
alliance<br />
bonding<br />
essence<br />
6) Robert is the owner of an automobile manufacturing company. He calls<br />
for a board meeting and tells his directors th<strong>at</strong> he wants to build a car th<strong>at</strong><br />
lets drivers experience power and exhilar<strong>at</strong>ion. He tells them th<strong>at</strong> the car<br />
must allow users to soar from 0 to 60 mph in about 4 seconds. He also<br />
says the price of the car must be affordable enough for anybody making a<br />
good salary. In accordance with the given scenario, Robert is trying to<br />
segment the market on the basis of ________.<br />
family size<br />
occup<strong>at</strong>ion<br />
n<strong>at</strong>ionality<br />
benefits
7) ROC Engineering, a Chinese shipbuilding company, agrees to build a<br />
fleet of submarines for the Sri Lankan navy, for which it will be paid in<br />
Sri Lankan currency. As per the agreement, ROC must also spend a<br />
substantial amount of the money it gener<strong>at</strong>es through this deal within the<br />
country. In accordance with the contract, ROC buys Sri Lankan tea <strong>at</strong> a<br />
reduced r<strong>at</strong>e. This is an example of which of the following forms of<br />
countertrade?<br />
barter<br />
descending bid<br />
offset<br />
compens<strong>at</strong>ion deal<br />
8) The ________ environment includes the actors involved in producing,<br />
distributing, and promoting an offering. The main actors are the<br />
company, suppliers, distributors, dealers, and the target customers.<br />
economic<br />
task<br />
management<br />
str<strong>at</strong>egic<br />
9) Apple hosts a large number of ________, which become customers'<br />
primary source of product inform<strong>at</strong>ion after warranties expire and are<br />
organized by product lines and type of user (consumer or professional).<br />
niche networks<br />
blogs<br />
online communities<br />
microblogs<br />
10) With respect to powerful brand elements, ________ is an<br />
extremely efficient means to build brand equity. This element functions<br />
as a useful "hook" to help consumers grasp wh<strong>at</strong> the brand is and wh<strong>at</strong><br />
makes it special.
a product's shape<br />
a slogan<br />
a p<strong>at</strong>ent<br />
the tangibility of a product<br />
11) Which of the following best describes BR Chicken's value<br />
proposition?<br />
We sell chicken <strong>at</strong> most major malls.<br />
We sell tender golden chicken <strong>at</strong> a moder<strong>at</strong>e price.<br />
We undertake home delivery services.<br />
We target quality-conscious consumers of chicken.<br />
12) A ________ is a comprehensive, system<strong>at</strong>ic, independent, and<br />
periodic examin<strong>at</strong>ion of a company's or business unit's marketing<br />
environment, objectives, str<strong>at</strong>egies, and activities, with a view to<br />
determining problem areas and opportunities and recommending a plan of<br />
action to improve the company's marketing performance.<br />
Market-based scorecard analysis<br />
Marketing audit<br />
Test market<br />
Marketing plan<br />
13) During which of the following stages in new product development<br />
decision-making do managers analyze if they can find a good idea<br />
consumers say they would try?<br />
business analysis<br />
concept development and testing<br />
idea screening<br />
idea gener<strong>at</strong>ion
14) When the Modern Museum of Art separ<strong>at</strong>ed its consumers by<br />
whether they were culture-oriented or outdoor-oriented for its new exhibit<br />
on art th<strong>at</strong> used n<strong>at</strong>ural m<strong>at</strong>erials, they were using ________<br />
segment<strong>at</strong>ion.<br />
personality<br />
behavioral occasions<br />
Psychographic lifestyle<br />
social class<br />
15) Which of the following is the strongest differenti<strong>at</strong>or for brick-andmortar<br />
stores who want to emphasize their superiority over online<br />
retailers?<br />
pricing<br />
product range<br />
the shopping experience<br />
product quality<br />
16) In an <strong>at</strong>tempt to improve their product, a company th<strong>at</strong><br />
manufactures screwdrivers discusses the modific<strong>at</strong>ion of each <strong>at</strong>tribute,<br />
such as replacing the wooden handle with plastic, providing torque<br />
power, adding different screw heads, and so on. This cre<strong>at</strong>ivity technique<br />
is called ________.<br />
<strong>at</strong>tribute listing<br />
morphological analysis<br />
l<strong>at</strong>eral analysis<br />
mind mapping<br />
17) Josh separ<strong>at</strong>ed people who wanted a high quality lawn mower from<br />
people who wanted a low priced lawn mower, then examined whether<br />
different characteristics were associ<strong>at</strong>ed with each consumer-response<br />
segment. Josh was defining segments using ________ consider<strong>at</strong>ions.<br />
behavioral<br />
demographic
descriptive<br />
psychographic<br />
18) Joe is a computer service technician. People in his neighborhood<br />
usually depend on his suggestions for purchasing any computer accessory<br />
or hardware, as they believe he has access to far more inform<strong>at</strong>ion on<br />
computer technology than the average consumer. The neighbors are also<br />
aware th<strong>at</strong> Joe has the required knowledge and background for<br />
understanding the technical properties of the products. Within this<br />
context, Joe can be called a(n) ________.<br />
transactional leader<br />
g<strong>at</strong>e keeper<br />
role model<br />
opinion leader<br />
19) When a firm aims to underprice competitors and win market share,<br />
it is using a(n) ________ str<strong>at</strong>egy th<strong>at</strong> requires rel<strong>at</strong>ively fewer marketing<br />
skills as compared to other str<strong>at</strong>egies.<br />
overall cost leadership<br />
product differenti<strong>at</strong>ion<br />
focus<br />
domestic customer rel<strong>at</strong>ionship<br />
20) ________ analysis looks <strong>at</strong> specific products, territories, and so<br />
forth th<strong>at</strong> failed to produce expected sales.<br />
Expense-to-sales<br />
Sales variance<br />
Microsales<br />
Full costing
21) Sapphire Toys actually sells more than toys. It also sells branded<br />
clothing, music CDs, and books for children. This expansion of<br />
dealership sales offerings is an <strong>at</strong>tempt to increase the value of the<br />
customer base by ________.<br />
enhancing the growth potential of each customer through cross-selling<br />
making low-profit customers more profitable<br />
increasing the longevity of the customer rel<strong>at</strong>ionship<br />
reducing the r<strong>at</strong>e of customer defection<br />
22) Volkswagen concentr<strong>at</strong>es on the small-car market and Porsche on<br />
the sports car market. These would be examples of wh<strong>at</strong> is called<br />
________.<br />
single-segment concentr<strong>at</strong>ion<br />
market specializ<strong>at</strong>ion<br />
product specializ<strong>at</strong>ion<br />
selective specializ<strong>at</strong>ion<br />
23) Companies provide rewards to customers who buy often and in<br />
substantial amounts. These reward schemes are referred to as ________<br />
programs.<br />
s<strong>at</strong>isfaction<br />
benefit<br />
frequency<br />
profitability<br />
24) Which of the following questions is answered during the business<br />
analysis of ideas?<br />
Can we find a cost-effective, affordable marketing str<strong>at</strong>egy?<br />
Can this product meet sales expect<strong>at</strong>ions?<br />
Will this product meet our profit goals?<br />
Have we got a technically and commercially sound product?
25) You are the marketing research director of a medium-sized<br />
manufacturing firm and you would like to engage an outside marketing<br />
research firm to conduct field interviews. Which of the following<br />
c<strong>at</strong>egories of marketing research firms should you use?<br />
specialty-line marketing research firms<br />
custom marketing research firms<br />
global research management firms<br />
syndic<strong>at</strong>ed-service research firms<br />
26) Market-penetr<strong>at</strong>ion, product-development, and marketdevelopment<br />
str<strong>at</strong>egies would all be examples of ________ str<strong>at</strong>egies.<br />
conglomer<strong>at</strong>e<br />
horizontal<br />
concentric growth<br />
intensive growth<br />
27) ________ gives products the appearance of being more<br />
environmentally friendly without living up to th<strong>at</strong> promise.<br />
Greenwashing<br />
Astroturfing<br />
Viral marketing<br />
Ambush marketing<br />
28) When a company introduces a product <strong>at</strong> a high price and then<br />
gradually drops the price over time, it is pursuing a ________ str<strong>at</strong>egy.<br />
switching cost<br />
market-skimming pricing<br />
market-penetr<strong>at</strong>ion pricing<br />
value-pricing
29) It has been observed th<strong>at</strong> most new products have shorter product<br />
life cycles. Wh<strong>at</strong> is the reason for this?<br />
New products do not get adequ<strong>at</strong>e management support.<br />
Most new products are not backed by a marketable idea.<br />
Social and governmental constraints lead to this failure.<br />
Rivals quickly copy products th<strong>at</strong> are successful.<br />
30) A group of products within a product class th<strong>at</strong> are closely rel<strong>at</strong>ed<br />
because they perform a similar function, are sold to the same customer<br />
groups, are marketed through the same outlets or channels, or fall within<br />
given price ranges is known as a ________.<br />
product class<br />
product variant<br />
product line<br />
product type<br />
Read More ……….. <strong>MKT</strong> <strong>571</strong> Week 6 <strong>Final</strong> <strong>Exam</strong> | <strong>MKT</strong> <strong>571</strong> Week 1 Quiz |<br />
<strong>MKT</strong> <strong>571</strong> Week 2 Quiz | <strong>MKT</strong> <strong>571</strong> Week 3 Quiz | <strong>MKT</strong> <strong>571</strong> Week 4 Quiz |<br />
<strong>MKT</strong> <strong>571</strong> Week 5 Quiz | <strong>MKT</strong> <strong>571</strong> Week 6 Quiz
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