Strayer BUS402 week 6 quiz 5

Question 1

1. One-to-one marketing is a marketing strategy that:

   Answer

   		gathers data on individual customers and then tailors an appeal to their needs and tastes.
   		uses technology to make customers feel like they are being treated special.
   		focuses on the use of personal selling and consultative advising of customers.
   		relies heavily on geographic data but ignores demographic and psychographic data.

2 points

Question 2

1. A company's competitive edge is:

   Answer

   		dependent on the availability of its products.
   		largely a function of its pricing strategies.
   		the superiority of its market research.
   		based on customers' perception of its products and services.

2 points

Question 3

1. Numerous surveys have concluded that the most important element of service is:

   Answer

   		the personal touch.
   		convenient business hours.
   		speedy transactions.
   		innovative product design.

2 points

Question 4

1. When it comes to gathering market research on customers, most small companies tend to be:

   Answer

   		as good at it as large companies.
   		at a severe disadvantage in comparison to large companies.
   		data rich, lots of facts, but information poor, little in a useful form.
   		less effective at defining the research problem than larger companies.

2 points

Question 5

1. The Total Quality Management (TQM) concept:

   Answer

   		strives to achieve quality not just in the product or service itself, but in every aspect of the business and its relationship with the customer.
   		relies on quality inspections through an army of quality control inspectors.
   		focuses on reducing the time it takes to fulfill a customer's request for a product.
   		is built on market research.

2 points

Question 6

1. Small businesses are able to maintain a leadership role in innovation by:

   Answer

   		using their size, flexibility, and speed to their advantage.
   		spending much more money on R & D than large companies do.
   		foreseeing trends better and far enough in advance that they can spread innovation costs over several years.
   		making better use of technology than large companies.

2 points

Question 7

1. The primary opportunity for time compression management (TCM) lies in its application to:

   Answer

   		the purchasing process.
   		the production process.
   		the administrative process.
   		the marketing process.

2 points

Question 8

1. When it comes to innovation, the small business and entrepreneur:

   Answer

   		often can't afford to pursue it.
   		tend to lead the way in business.
   		do it through imitation of large companies.
   		make heavy use of market research instead.

2 points

Question 9

1. Small companies with limited financial resources can often use ________ as a way to differentiate themselves from larger competitors.

   Answer

   		innovation
   		lower prices with higher quality
   		high price and high quality
   		customer service

2 points

Question 10

1. Companies connect with their customers ________ by supporting causes that are important to their customer base, taking exceptional care of their customers, and making it fun and enjoyable to do business with them.

   Answer

   		emotionally
   		practically
   		with low prices
   		with unique products

2 points

Question 11

1. Market research:

   Answer

   		provides the information that is foundational to the marketing plan.
   		is the process used to set the goals and objectives of the marketing plan.
   		is prohibitively expensive for the small business owner.
   		is relatively unimportant to the small business owner if the owner is close to his/her customers.

2 points

Question 12

1. Small businesses can compete with larger rivals with bigger budgets by employing unconventional, low-cost creative techniques known as:

   Answer

   		market research.
   		astonishing customer service.
   		guerrilla marketing techniques.
   		psychographics.

2 points

Question 13

1. The marketing goal of a small business is to treat each customer as a(n):

   Answer

   		individual.
   		group
   		profit center.
   		cost center.

2 points

Question 14

1. The majority of customers who stop patronizing a particular store do so because:

   Answer

   		its prices are too high.
   		its quality is too low.
   		an indifferent employee treated them poorly.
   		it failed to advertise enough.

2 points

Question 15

1. The focus of the small company's marketing plan is:

   Answer

   		its product or service.
   		the customer.
   		attracting capital.
   		an evaluation of key competitors.

2 points

Question 16

1. In a(n) ________ advertising program, a group of similar businesses forms a "syndicate" to produce "generic" ads that allow the individual businesses to dub in local information.

   Answer

   		cooperative
   		shared
   		direct
   		integrated

2 points

Question 17

1. A successful direct mail ad is characterized by:

   Answer

   		text written as if it were being spoken.
   		thorough text descriptions of the benefit.
   		making statements rather than asking questions.
   		minimal use of pictures and color, to reduce costs.

2 points

Question 18

1. The bestcolorcombination for an outdoor ad is:

   Answer

   		blue on green.
   		red on black.
   		yellow on orange.
   		black on white.

2 points

Question 19

1. ________ is any sales presentation that is nonpersonal in nature and is paid for by an identified sponsor.

   Answer

   		Promotion
   		Advertising
   		Personal selling
   		Publicity

2 points

Question 20

1. Effective ads are built on:

   Answer

   		a clear picture of the competition's products.
   		a multimedia approach.
   		a unique selling proposition.
   		clearly defined features of the product.

2 points

Question 21

1. The ________ method is the most difficult and least used technique of establishing an advertising budget.

   Answer

   		percentage of sales
   		spending what competitors spend
   		objective-and-task
   		what is affordable

2 points

Question 22

1. A successful public relations technique used by local businesses to sponsor and promote fundraising activities of nonprofit groups is called:

   Answer

   		cooperative advertising.
   		shared advertising.
   		cause marketing.
   		integrated marketing.

2 points

Question 23

1. ________ is any sales presentation that is nonpersonal in nature and is paid for by an identified sponsor.

   Answer

   		Personal selling
   		Press Release
   		Advertising
   		Marketing

2 points

Question 24

1. Radio:

   Answer

   		is the one medium that customers spend the most time paying attention to.
   		can reach nearly any target market.
   		is very susceptible to "zapping."
   		is the most expensive advertising medium in terms ofrelative costs.

2 points

Question 25

1. Before making a sales call, the salesperson sets three objectives. Which one is not an objective?

   Answer

   		The primary objective
   		The visionary objective
   		The maximum objective
   		The minimum objective

2 points

Question 26

1. ________ is the personal contact between salespeople and potential customers that comes from sales efforts.

   Answer

   		Publicity
   		Personal selling
   		Specialty advertising
   		Advertising

2 points

Question 27

1. ________ forces the salesperson to be open-minded and to shoot for the top.

   Answer

   		The primary objective
   		The minimum objective
   		The visionary objective
   		The ultimate objective

2 points

Question 28

1. The ________ cost of an advertising medium compares the actual dollar cost of an ad with the number of potential customers it reaches.

   Answer

   		relative
   		continuous
   		absolute
   		comparative

2 points

Question 29

1. The most meaningful unique selling proposition:

   Answer

   		identifies as many product features as possible.
   		stresses price.
   		counters the strengths of the competition.
   		describes the primary benefit of the product.

2 points

Question 30

1. The choice of advertising medium is primarily determined by:

   Answer

   		what media the competition uses.
   		what media the industry focuses on.
   		the target audience and the message.
   		the unique selling proposition and budget.