MKT202 QUIZ3

Q: Inception, a recent Hollywood blockbuster, had created a lot of interest among the viewers even before its release due to the credentials of its makers. The movie was discussed in social network pages and discussion forums. The discussions increased after its release and it helped the movie do good business. Which of the following most closely describes the type of marketing discussed in this example?
A: word of mouth marketing

Q: Which of the following is a risk that firms must consider prior to expanding abroad?
A: The foreign country's business culture may be too different from the domestic country.

Q: Which of the following is a sales promotion tool that is consumer franchise building in nature?
A: frequency awards

Q: What is a global firm?
A: A firm that operates in more than one country and captures R&D, production, logistical, marketing, and financial advantages not available to purely domestic competitors.

Q: ________ is another form of word of mouth that encourages consumers to pass along company-developed products and services or audio, video, or written information to others online.
A: Viral marketing

Q: Hotel chains such as Hyatt sell a variation of the licensing agreement called ________ to the owners of foreign hotels to manage these businesses for a fee.
A: management contracts

Q: Once a firm decides to enter the international market, what is the next step in the decision-making process?
A: deciding which markets to enter

Q: You are visiting FIFA's website to know the schedule of the football World cup. On the top of the Web page showing the schedule, a small picture displays the official mascot and the text "Buy tickets for the World Cup now". This static exhibit provides the link to the official ticket booking website. Identify the type of advertisement used here.
A: banner ad

Q: The original and oldest form of direct marketing are ________.
A: field sales calls

Q: While choosing countries to invest in, companies sometimes choose psychic proximity to their own country. Psychic proximity can best be defined as ________.
A: countries in which the company feels comfortable with the language, laws, and culture

Q: Companies typically start their international foray with ________, which involves working through independent intermediaries who sell their products abroad.
A: indirect exporting

Q: Which of the following benefits is offered by sales promotion tools?
A: Sales promotion tools incorporate some concession, inducement, or contribution that gives value to the consumer.

Q: ________ aims to create liking, preference, conviction, and purchase of a product or service.
A: Persuasive advertising

Q: Which of the following sequences accurately represents the hierarchy-of-effects model of marketing communications?
A: awareness-knowledge-liking-preference-conviction-purchase

Q: Which of the following is an advantage of using newspapers as an advertising medium?
A: good local market coverage

Q: Which of the following marketing communications tools is most effective at the later stages of the buying process?
A: personal selling

Q: Whirlpool took a 53% stake in the Dutch electronics group Phillips' home appliances business to leapfrog into the European market. This is an example of a ________.
A: joint venture

Q: Which of the following is generally acknowledged as the most powerful advertising medium and reaches a broad spectrum of consumers at low cost per exposure?
A: television

Q: Which of the following is an example of contextual ad placement?
A: advertisements that appear when a consumer types in the term "baby" in Google

Q: Which of the following is the marketing communications objective for a new-to-the-world product, such as electric cars?
A: establishing category need

MKT202 QUIZ2

Q: Many consumers are willing to pay $100 for a perfume that contains $10 worth of scent because the perfume is from a well-known brand. Compare and select what kind of a pricing is the company depending on?
A: image pricing

Q: Hewlett-Packard is a highly respected brand. Many retailers want to be associated with the brand because of this reputation. What kind of power does Hewlett-Packard obtain due to this reputation?
A: referent

Q: A company positioned in the "middle" market introduces a lower-priced product line. What type of line-stretching is this?
A: down-market stretch

Q: The three criteria that determine whether a brand association can truly function as a point-of-difference are ________.
A: desirability, deliverability, differentiability

Q: A ________ is anything that can be offered to a market to satisfy a want or need, including physical goods, services, experiences, events, persons, places, properties, organisations, information, and ideas.
A: product

Q: Singapore Airlines is well regarded in large part because of the excellence of its flight attendants. This is an example of ________ differentiation.
A: employee

Q: Which of the following types of differentiation refers to companies effectively designing their distribution medium's coverage, expertise, and performance to make buying the product easier and more enjoyable and rewarding?
A: channel differentiation

Q: Which of the following channels is associated with the lowest cost per transaction?
A: Internet

Q: ________ call(s) for the producer to establish a schedule of discounts and allowances that intermediaries see as equitable and sufficient.
A: Price policy

Q: Marketers must see themselves as benefit providers. For example, when a shopper purchases new shoes, he/she expects the shoes to cover his/her feet and allow him/her to walk unobstructed. This is an example of what level in the consumer-value hierarchy?
A: basic product

Q: ________ is a distribution strategy that can be effectively used during the growth stage of the product life cycle.
A: Building intensive distribution

Q: ________ pricing takes into account a host of inputs, such as the buyer's image of the product performance, the channel deliverables, the warranty quality, customer support, and attributes such as the supplier's reputation, trustworthiness, and esteem.
A: Perceived-value

Q: When hotels drop their rates on the weekends, then this form of price discrimination is known as ________.
A: time pricing

Q: Service quality depends on who provides them, when and where, and to whom. Thus, services are highly ________.
A: variable

Q: A dance school in Orchard Road teaches professional hip-hop and salsa) It is experiencing an increase in student admissions, which is leading to substantial improvement in profits. The school is going through the ________ phase of its life cycle.
A: growth

Q: A ________ is the set of all products and items a particular seller offers for sale.
A: product mix

Q: ________ are offered by a manufacturer to trade-channel members if they will perform certain functions, such as selling, storing, and record keeping.
A: Functional discounts

Q: BMW, Lexus, and Mercedes have been able to position themselves within their categories by combining quality, luxury, and premium prices with an intensely loyal customer base. These companies are employing a ________ strategy.
A: product-quality leadership

Q: One of the ways to change the course of a brand is to modify the product. Under product modification, ________ adds size, weight, materials, supplements, and accessories that expand the product's performance, versatility, safety, or convenience.
A: feature improvement

Q: Despite its weaknesses, markup pricing remains popular for which of the following reasons?
A: Many people feel that cost-plus pricing is fairer to both buyers and sellers.

RESULTS: 100/100 PERFECT!