Marketing MBA-565 quiz 3 Question # 00001129 Posted By: neil2103 Updated on: 09/15/2013 07:43 PM Due on: 09/18/2013 Subject Marketing Topic Marketing Tutorials: 1 See full Answer Question 1.In ________ marketing, the firm operates in several market segments and designs different products for each segment. (Points : 5) segmented undifferentiated differentiated geodemographic niche2.In evaluating different market segments, the firm must look at two factors: the segment's overall attractiveness and ________. (Points : 5) company's objectives and resources the product to be sold the purchasing process competition's strategies the global nature of the product3.In principle, business buyers seek to ________ in relation a market offering's costs. (Points : 5) spread risks obtain the highest benefit package maintain everyday low prices outsource as much as is possible eliminate partners' shares in profits as much as possible4.________ is composed of all parties who participate in the purchasing decision-making process and share common goals and risks associated with their decisions. (Points : 5) The buying center The marketing sales team Strategic management Engineering support The logistics center5.All of the following are methods of assessing customer value EXCEPT ________. (Points : 5) direct survey questions exit interviewing focus-group value assessment conjoint analysis benchmarks6.Webster cautions that ultimately, ________ make purchasing decisions. (Points : 5) only senior managers individuals, not organizations, organizations, not individuals, third parties systems contractors7.Johnson & Johnson broadened its target market for its baby shampoo to include adults through ________. (Points : 5) countersegmentation metamarketing undifferentiated marketing product specialization single-segment concentration8.If a market is segmented according to light, medium, and heavy product users, the marketer segmenting this market is using the ________ as the means to segment. (Points : 5) user status usage rate buyer-readiness stage occasion benefit9.When buyers cannot easily monitor supplier performance, the supplier might shirk or cheat and not deliver the expected value. ________ is "some form of cheating or undersupply relative to an implicit or explicit contract." (Points : 5) Institutional sale Opportunism Business buying Vertical integration Contractual transactionism10.Many business buyers prefer to buy a total solution to a problem from one seller. ________ is the correct term for this process. (Points : 5) Channel consolidation Systems buying Vertical buying Horizontal buying Supply buying11.The total demand for many business goods and services is ________ —that is, not much affected by price changes. (Points : 5) derived fluctuating accelerated multiple inelastic12.Business markets differ significantly consumer markets in that business markets possess all of the following characteristics EXCEPT ________. (Points : 5) fewer, larger buyers close supplier-customer relationship professional purchasing inverted demand multiple sales calls13.In the proposal solicitation process, ________ should be marketing documents that describe value and benefits in customer terms. (Points : 5) written proposals oral proposals e-proposals alliance proposals global proposals14.A company can be said to have used ________ if the company distinguished among customers buying on the basis of price, service, and quality. (Points : 5) macrosegmentation microsegmentation strategic segmentation global segmentation short-term segmentation15.________ is a key industrial marketing strategy in bidding to build large-scale industrial products (e.g., dams, pipelines, et cetera). (Points : 5) Systems contracting Systems buying Systems selling Solutions buying Turnkey logistics16.According to the ________ criterion for useful market segments, a segment should be the largest possible homogenous group worth going after with a tailored marketing program. (Points : 5) measurable substantial accessible differentiable actionable17.A marketer is interested in segmenting a business market based on technology and customer capabilities. Which of the following major segmentation variables would most likely be used by the marketer to assist with the task? (Points : 5) Demographic variables Purchasing approaches Situational factors Personal characteristics Operating variables18.The purchasing department buys office supplies on a routine basis. This type of purchase is classified as a ________. (Points : 5) straight rebuy modified rebuy new task secondary purchase preordained purchase19.If a marketing manager observes that his or her market shows no natural segments and consumers seem to have roughly the same preferences, the marketing manager will most likely be faced with a ________ preferences pattern. (Points : 5) homogeneous heterogeneous diffused clustered scattered20.Marketers usually identify niches by ________. (Points : 5) dividing a segment into subsegments conducting VALS tests allowing consumers to gravitate toward product brands examining the demographics section of The Handbook of Marketing producing products that can be used in a variety of ways Rating: 4.9/5
Solution: Marketing MBA-565 quiz 3