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1. MKT 421 Final Exam NEW
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2. 1)Blending the firm's promotion efforts to convey a complete and consistent
message is the goal of:
2 )When an advertiser pays a fixed amount (e.g. 70 cents) each time a Web surfer
clicks on the advertiser's ad and links to the advertiser's website, this
process is called a(n):
3 )Marketers cannot assume that a product that meets consumer needs in one
country will do so in another. This is because:
4 ) Because she frequently buys books at Amazon.com, Sophie Soleil set up an
account and password at the website. Now, when she logs on and searches for a
specific book, a note pops up at the center of her laptop screen saying: Hello,
Sophie, we have recommendations for you, and proceeds to list other titles that
Sophie might enjoy based on her previous purchases. Amazon can remember Sophie
(and her previous purchases) because the online retailer uses:
3) Marketers cannot assume that a product that meets consumer needs in one
country will do so in another. This is because:
4) Because she frequently buys books at Amazon.com, Sophie Soleil set up an
account and password at the website. Now, when she logs on and searches for a
specific book, a note pops up at the center of her laptop screen saying: Hello,
Sophie, we have recommendations for you, and proceeds to list other titles that
Sophie might enjoy based on her previous purchases. Amazon can remember Sophie
(and her previous purchases) because the online retailer uses:
5 )In which quadrant of the SWOT analysis tool does the following fit? A firm is
in a fast-growing industry.
6) The phrase big data refers to:
7) Genetech Corp. has invested heavily to develop a patented new product.
Genetech wants to achieve a rapid return on its investment. It probably should
set a ______________ pricing objective.
8 )From the perspective of macro-marketing, e-commerce specialists CarFax (which
provides vehicle history reports) and Cars.com (a website offering auto
comparison shopping) have emerged within the auto industry because:
9 )According to the concept of social responsibility, a firm has a duty to:
10) The main difference between the marketing department era and the marketing
company era is:
11 )In the 1990s, DVDs replaced audiocassettes and floppy disks as the storage
media of choice for music and computers. At which stage of the product life
cycle is the DVD today?
12 )The three basic sales tasks are:
13 )Clearwater Office Supply sells frequently purchased office supplies to
businesses in a metropolitan area. It is a well-established company with a large
share of the market. Its promotion should probably focus on:
14 )A producer might use a pulling policy rather than a pushing policy if:
15 )The main difference between a marketing strategy and a marketing plan is
that:
16 )In the American Marketing Association's Statement of Ethics, which ethical
value stresses a firm's attempts to balance the needs of its buyers with the
interests of sellers?
17) A useful tool for organizing the competitor analysis is:
18 )Which of the following is true of direct distribution?
19) Compared with other approaches to business, the marketing concept is
distinct in that it:
20) David Oreck advertises Oreck vacuum cleaners via commercials that run on
national radio programs. He encourages consumers to try my 8-pound Oreck vacuum
for free for 30 days, and to return it if they aren't satisfied. He then
provides an easy-to-remember toll-free telephone number that consumers can use
to place orders. Regarding the AIDA model, the free-trial period and
availability of a toll-free number are devices used mainly to:
21) The sales analysis of a product revealed that profits were highest when it
was initially introduced into the market with a high selling price. However, the
price was gradually reduced as it started facing competition as substitutes
entered the market. This is an example of a(n) _____.
22) Which of the following is a common cause of new product failures?

3. 23) Behavioral targeting:
24) TammiSoloft has itchy eyes and a stuffy nose, and suddenly becomes aware of
many TV ads for allergy products that she never noticed before. This
illustrates:
25) When a company provides its advertising agency with a statement about a new
product to use in designing an advertising campaign, and this statement includes
a description of the target market, the product type, the primary benefits of
using the product, and how this product is different from, and better than,
competitive products, what type of statement is this?
26) The primary purpose of branding is:
27) When new product ideas are chosen based on ratings and comments from
customers, this process is called ______.
28) Most firms in the business world set their prices using:
29) More than 600,000 loyal customers signed up in advance to purchase the
iPhone4 in an Apple store the first day it was available for sale in the U.S.
What type of response behavior were these Apple followers demonstrating?
30) The advantages of working with an intermediary usually increase when there
is: