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1. MKT 571 FINAL EXAMS
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1) Small companies can engage is marketing research in a number of creative and inexpensive ways,
including _______________.
2) A marketing information system (MIS) consists of ___________.
3) When Molly’s parents retired, they decided they wanted to travel. They found an ideal job that allows
them to travel for free, but the only catch is they have to stay at Holiday Inns. During each stay, they test
all the amenities offered by the motel and evaluate each. The evaluation forms are sent to the motel
headquarters where it becomes part of the motel’s __________ systems.
4) All of the following are steps in the marketing research process EXCEPT:
5) The step in the marketing research process that includes determining who will be sampled is to
_______________.
6) The second step in the marketing research process is ______________.
7) Marketing information systems are developed from internal company records, marketing intelligence,
and marketing research.
8) The last step in marketing research is developing the research plan.
9) Typically, companies budget about 11-12 percent of company sales for marketing research
10) Lowe’s home improvement stores strive to have nicer, more knowledgeable salespeople, a better
product selection, and to maintain an impeccable image. These are all part of improving the offer via
_____________.
11) ______________ is the difference between a prospective customer’s evaluation of all the benefits
and costs of an offering and the perceived alternatives.
12) Which of the following is NOT a component part of total customer value?
13) A(n) ________________ is likely to offer informal advice and information about a product or product
category.
14) Each of the following is considered consumer behavior EXCEPT:
15) Within the United States, Southerners, Mormons, and Native Americans are examples of:
16) Business buying behavior differs from consumer buying behavior in that _________.
17) The institutional market is best described as having _____________.
18) Business buyers ______________.
19) Which of the following is NOT an advantage of co-branding?

2. 20) When Apple introduced its popular iPod Nano model, it dropped its Mini iPod at the same time. The
Mini was, at the time, the most popular mp3 player in the marketplace. This is an example of
__________.
21) A ___________ is when a parent brand is used on a new product targeting a new market segment
within a category currently served by the parent.
22) Painting and consulting are considered industrial goods because ______________.
23) In 2003, Toyota introduced its Scion brand with the aim of bringing younger buyers into the “family.”
This was a classic example of _________________.
24) Marketers plan their market offerings at five levels. What is the correct order of the levels, going
from most fundamental to the level with the most benefits?
25) Which of the following is the best example of pure service?
26) For $15 a day, Chlena will go to your home and feed, water, and play with your pet while you are on
vacation. The service Chlena provides is an example of a _____________.
27) Which of the following best describes the category in which the offering’s service mix is
distinguished? “People patronize restaurants for both food and service.”
28) When customers buy on the basis of a reference price or because the price conveys a particular
quality image to them, they are being influenced by ____________.
29) The introduction of a new product to the market using market-penetration pricing is most likely to
be successful when _____________.
30) A common mistake in pricing is ____________________.
31) When Cyler goes to do his grocery shopping for the week he also likes to drop off his finished rolls of
film and visit the bank at the same time. He would also like the idea of having a package mailing service
to use while he is shopping. Cyler would enjoy doing his grocery shopping at a _______________.
32) Best Buy stores carry a deep assortment of the latest electronics gadgets. They offer buyers a great
deal of assistance and advice in making selections. Best Buy would be an example of a _____________.
33) Convenience goods such as snack foods are sold through _________________.
34) McDonald’s franchisees get a small discount when they pay their bills for supplies within the first
seven days (when the due date is 30 days after delivery). This is an example of ___________ within
channel relations.
35) Because of Coca-Cola’s size and power in the marketplace, they tend to dominate some members in
the channel. This allows them to require strong cooperation from resellers who carry Coke products.
This is an example of a(n) _____________.

3. 36) Which is the last major decision in international marketing?
37) Zhao is advertising her import-export business and wants to find the most cost-effective way of
delivering the desired number and types of message exposures to her target audience. Zhao is
considering her ________________.
38) Advertising for Advil pain reliever shows Advil is superior to Tylenol. This is an example of
_________advertising.
39) Assume you are advertising very expensive authentic Turkish carpets to upscale investors in
Germany. Credibility and prestige are important. The best medium for your advertising message is
_____________.
40) Which of the following would NOT be considered part of a marketing communications program?
41) This is the use of mail, telephone, fax, email, or the Internet to communicate directly with or solicit a
response or dialogue from specific customers or prospects.
42) Bradford Soap, the second largest soap maker in the world, occasionally arranges tours of their plant
in Warwick, Rhode Island. This is part of what kind of communications platform?
43) The first computers originated for home use were only sold in kit form to technical enthusiasts who
did their own assembly. Demand was high and so were prices. At the time, the firm offering these kits
would likely have been using the __________ concept.
44) The computer _______________ consists of the manufacturers of computer memory chips,
monitors, keyboards, coaxial cables, modems, software, storage systems (disks, hard drives, portable
USB media), and those who install, repair, and maintain systems and software.
45) Which of the following is correct?
46) Marketing __________ is the art and science of choosing target markets and getting, keeping, and
growing customers through creating, delivering, and communicating superior customer value.
47) Which of the following is most closely associated with a proactive marketing orientation?
48) __________________ is/are an organization function(s) and a set of processes for creating,
communicating, and delivering value to customers and for managing customer relationships in ways that
benefit the organization and its shareholders.
49) Which of the following is NOT one of the Ms in marketing?
50) Advertising for Advil pain reliever shows how Advil is superior to Tylenol. This is an example of
_________advertising.

4. 51) Hospitals are engaged in intense competition to fill maternity beds. What type of advertising would
hospitals most likely use to advertise their new amenities like Jacuzzis in every room, filet mignon or
lobster on the menu, and afternoon teas for the new mothers and their families?