Posted on May 29, 2024May 31, 2024 by Nardos ErgeteMarketing Management model exam II -2016 139 123456789101112131415161718192021222324252627282930313233343536373839404142434445464748495051525354555657585960616263646566676869707172737475767778798081828384858687888990919293949596979899100 Marketing Management model exam II -2016 Choose the correct answer Name of StudentID NumberModality (egular, Extention or Weekend)Phone Number 1 / 100 Which of the following is an area of a behaviorally-related sales objective? To improve communication skills To increase product knowledge To improve selling skills All of the above 2 / 100 During the prospecting stage of the personal selling process, salespeople will deal with Leads, prospects and customers Leads, prospects and clients Leads, prospects and qualified prospects Leads, qualified prospects and competitors’ salespeople 3 / 100 How does the concept of sales forecasting impact sales management decisions? Sales forecasting has no impact on sales management decisions Sales forecasting involves predicting future sales trends and outcomes to inform strategic planning, resource allocation, and goal setting Sales forecasting focuses solely on tracking historical sales data without future projections Sales forecasting refers to setting prices for products to maximize profitability 4 / 100 What is the concept of sales force motivation in sales management? Sales force motivation involves implementing strategies to inspire and incentivize sales representatives to achieve their targets and drive performance Sales force motivation is not relevant in sales management Sales force motivation focuses solely on disciplinary actions for underperforming employees Sales force motivation refers to hiring new sales representatives to expand the team 5 / 100 What is the concept of co-branding in product and brand management? Co-branding is not relevant in product and brand management Co-branding involves partnering with another brand to create a new product or service that leverages the strengths and reputation of both brands, expanding reach and market opportunities Co-branding focuses solely on pricing strategies for products Co-branding refers to market research for pro 6 / 100 A major element of the promotion mix in today’s world. Most businesses have a corporate website, as well as pages on different social media sites Facebook Pinterest and Twitter Social media All of the above 7 / 100 What is the concept of motivation in consumer buying behavior? The internal drive that prompts a consumer to take action or make a purchase The influence of advertising and promotions on consumer behavior The process of comparing prices and features of different products before making a purchase decision The tendency of consumers to seek out information from friends and family before making a purchase 8 / 100 What is the difference between internal and external influences on consumer buying behavior? Internal influences are related to the product itself, while external influences are related to the price of the product Internal influences are personal factors that affect buying decisions, while external influences are environmental factors Internal influences are long-term factors, while external influences are short-term factors There is no difference; both types of influences impact consumer buying behavior equally 9 / 100 Parents buy toys or gifts for their children. This act is considered as _______ in the buying process. Buyer Decider Maintainer All of the above 10 / 100 One of the more specific groups of potential consumers toward which an organization directs its marketing program is referred to as a ______________. Mass market Market aggregation Target market Promotional market 11 / 100 How does the concept of brand extension impact product and brand management decisions? Brand extension has no impact on product and brand management decisions Brand extension focuses solely on advertising campaigns for products Brand extension involves leveraging the existing brand equity and reputation to introduce new products or enter new markets, reducing risks and costs Brand extension refers to the packaging design of a product 12 / 100 Sales promotions that require participants to submit some kind of entry form but are purely games of chance requiring no analytical or creative effort by the consumer are referred to as Premiums Rebates Contests Sweepstakes 13 / 100 How does the concept of target marketing influence business marketing strategies? Target marketing involves identifying and focusing on specific segments of the market that are most likely to purchase a product or service, guiding marketing efforts and messaging Target marketing has no impact on business marketing strategies Target marketing focuses solely on distribution channels for products Target marketing refers to employee training programs 14 / 100 Consumer decision process model represents… Steps consumers go through during a purchase Process that consumers go through in a store to make a final purchase decision Process that companies go through to convince customer to make a purchase Steps that consumer go through before, during, and after making purchases 15 / 100 Directing the promotional mix at ultimate consumers to encourage them to ask retailers for the product is referred to as a ___________. Push strategy Intense strategy Exclusivity strategy Pull strategy 16 / 100 How does the concept of market segmentation influence marketing research strategies? Market segmentation has no impact on marketing research strategies Market segmentation involves dividing a larger market into smaller, distinct segments based on demographic, psychographic, or behavioral characteristics for targeted marketing efforts Market segmentation only applies to product development, not marketing research Market segmentation refers to the process of analyzing competitors in the market for strategic planning 17 / 100 How does the concept of branding influence business marketing decisions? Branding has no impact on business marketing decisions Branding involves creating a unique identity and perception for a product or service that differentiates it from competitors and builds customer loyalty Branding focuses solely on cost-cutting measures for companies Branding refers to pricing strategies for products 18 / 100 _________ is the process that helps managers understand the nature of the industry, the way firms behave competitively within the industry, and how competition is generally undertaken. Market needs analysis Portfolio analysis Strategic market analysis Organizational analysis 19 / 100 What is the difference between a target market and a target audience? A target market refers to a specific group of consumers, while a target audience refers to the individuals who influence purchasing decisions A target market refers to the individuals who influence purchasing decisions, while a target audience refers to a specific group of consumers There is no difference; the terms are used interchangeably A target market refers to the individuals who purchase a product, while a target audience refers to the individuals who use the product 20 / 100 The personal gratification that consumers associate with a product or service fulfills: esteem needs functional needs safety needs psychological needs 21 / 100 What is the concept of market access in agricultural marketing? Market access is not relevant in agricultural marketing Market access focuses solely on crop production in agriculture Market access refers to government subsidies in agriculture Market access refers to the ability of farmers and agribusinesses to reach and sell their products in local, regional, or international markets, influencing distribution channels and trade relationships 22 / 100 What is the purpose of market positioning in marketing? To determine the pricing strategy for a product or service To develop advertising campaigns for products or services To differentiate a product or brand from competitors in the minds of consumers To analyze market trends and competition 23 / 100 What is the difference between primary and secondary data in marketing research? Primary data is collected directly from consumers, while secondary data is collected from external sources Primary data is collected from external sources, while secondary data is collected directly from consumers There is no difference; the terms are used interchangeably Primary data refers to qualitative information, while secondary data refers to quantitative information 24 / 100 What is the concept of customer relationship management (CRM) in strategic marketing? CRM is not relevant in strategic marketing CRM focuses solely on acquiring new customers through advertising campaigns CRM involves building and maintaining long-term relationships with customers through personalized communication, loyalty programs, and customer service initiatives CRM refers to managing internal relationships within a company’s sales and marketing teams 25 / 100 How does the concept of differentiation contribute to competitive advantage in strategic marketing? Differentiation involves creating unique features or attributes in products or services that set them apart from competitors and provide value to customers Differentiation is not a key factor in achieving competitive advantage Differentiation focuses solely on cost-cutting measures to reduce prices for customers Differentiation is only relevant for luxury brands, not mainstream products 26 / 100 How does the concept of market research impact business marketing strategies? Market research involves gathering, analyzing, and interpreting data about target markets, customers, competitors, and industry trends to make informed decisions and develop effective marketing strategies Market research has no impact on business marketing strategies Market research focuses solely on advertising campaigns for products Market research refers to pricing strategies for products 27 / 100 What is the concept of integrated marketing communications (IMC) in business marketing? Integrated marketing communications refers to the coordinated use of various promotional tools and channels to deliver a consistent and unified message to target audiences Integrated marketing communications is not relevant in business marketing Integrated marketing communications focuses solely on product features and benefits Integrated marketing communications refers to the distribution channels used for a product 28 / 100 What is the concept of channel conflict in marketing channel and logistics management? Channel conflict refers to disagreements or competition among channel members, such as manufacturers, wholesalers, and retailers, over distribution strategies and goals Channel conflict is not relevant in marketing channel and logistics management Channel conflict focuses solely on inventory management in logistics Channel conflict refers to government regulations in logistics 29 / 100 Which of the following statements is NOT true of the different types of needs as categorized by Abraham Maslow? Safety needs usually relate to the satisfaction of the inner desires of the people Esteem needs allow people to satisfy their inner desires. Self-actualization occurs when one feels completely satisfied with his/her life. Physiological needs are generally met for most people in developed countries. 30 / 100 Changing the place an offering occupies in consumers’ minds relative to competitive products is referred to as _____________. Product adaptation Perceptual mapping Product positioning Product repositioning 31 / 100 What is the role of hypothesis testing in marketing research? Hypothesis testing involves making predictions about consumer behavior based on existing theories and then collecting data to either support or refute those predictions Hypothesis testing is not commonly used in marketing research Hypothesis testing focuses on identifying correlations between variables without making predictions Hypothesis testing involves analyzing qualitative data collected from focus groups 32 / 100 Choosing a suitable international brand name is an important, but often difficult, part of the process that creates a strong and distinctive brand. Which of the following statements about choosing a name for a new soft drink is UNTRUE? The name should be memorable and easy to pronounce The name must be checked by experts to ensure it doesn’t infringe on another company’s brand name The name should have positive associations with the benefits and features of the product The brand name must be modern and contemporary 33 / 100 How does the concept of competitive analysis drive strategic decision-making in business marketing? Competitive analysis involves evaluating competitors’ strengths, weaknesses, opportunities, and threats to identify market gaps, threats, and opportunities for differentiation and growth Competitive analysis has no impact on strategic decision-making in business marketing Competitive analysis focuses solely on cost-cutting measures for companies Competitive analysis refers to employee training programs 34 / 100 The marketing strategist also needs to understand how to win the competitive battle except? Knowing the strength of each competitor’s position Knowing the strength of each competitor’s resources Understanding each competitor’s strategy Knowing the strength of each competitor’s tool 35 / 100 The three major tasks involved in the implementation stage of the sales management process are ___________. Sales force recruitment and selection, sales force training and sales force motivation and compensation Developing account management policies, implementing the account management policies, correcting the account management policies Setting sales objectives, organizing the sales force and developing account management policies Organizing the sales force, quantitative assessment and follow-up 36 / 100 To have value, a brand must offer which one of the following? A simple product range with a defined set of features A complex product range with a defined set of features Consistency, a reduced level of perceived risk for the buyer, and a range of functional and emotional attributes which are of value to buyers An identity through which the customer can trace the party responsible for supplying the product 37 / 100 A brand-based model reveals the following: Why customers buy the brands they buy? What are the underlying motives for their purchasing brands of their preference? Why companies keep their brands contemporary? All of the given options 38 / 100 What is the concept of competitive advantage in strategic marketing? The use of aggressive marketing tactics to gain market dominance The process of identifying and targeting niche markets for specialized products The ability of a company to outperform its competitors in terms of profitability, market share, or customer satisfaction The reliance on cost leadership strategies to drive down prices and attract customers 39 / 100 The description of a population according to selected characteristics such as age, gender, ethnicity, income, and occupation is referred to as ___________. Prospecting Behavioral analysis Statistical analysis Demographics 40 / 100 What is the purpose of a marketing plan? To assess customer satisfaction with a company’s products or services To outline the goals, strategies, and tactics for marketing a product or service To evaluate the financial performance of a company To analyze market trends and competition 41 / 100 How do psychological factors such as personality and self-concept influence consumer buying behavior? Personality traits and self-concept shape how consumers perceive themselves and their preferences for certain products Psychological factors have no impact on consumer buying behavior Psychological factors only impact impulse purchases, not planned purchases Psychological factors primarily influence price sensitivity in consumers 42 / 100 Mostly, the major source of power throughout the distribution channel is: The company The brand The distributor The customer 43 / 100 How does the concept of market penetration strategy impact strategic marketing decisions? Market penetration strategy has no impact on strategic marketing decisions Market penetration strategy involves increasing market share by selling more products to existing customers or entering new markets with existing products Market penetration strategy focuses solely on price promotions to attract new customers Market penetration strategy refers to diversification efforts into unrelated industries 44 / 100 If a company introducing a new brand under the source brand or endorsing brand strategy to gain the benefits of brand power, you again are in a position to charge a _________. Premium price Skimming price Market based price Retail price 45 / 100 What is the role of positioning in strategic marketing? Positioning is not important in strategic marketing Positioning involves creating a distinct image and identity for a product or brand in the minds of consumers relative to competitors Positioning refers to the physical location of a company’s headquarters or manufacturing facilities Positioning focuses on pricing strategies to attract different market segments 46 / 100 Dibora usually buys a Yirga caffe coffee and never considers buying any other type of coffee. She makes this decision without much thought or effort. Dibora is including in: habitual decision making an external search for information. impulse buying an internal search for information. 47 / 100 How does the concept of digital marketing influence strategic marketing planning? Digital marketing involves using online channels such as social media, search engines, and email to reach and engage with customers, driving strategic marketing decisions Digital marketing has no impact on strategic marketing planning Digital marketing focuses solely on traditional advertising methods such as print and television commercials Digital marketing refers to physical product placements in movies and TV shows 48 / 100 What is the concept of product lifecycle management in strategic marketing? Product lifecycle management is not relevant in strategic marketing Product lifecycle management focuses solely on product development processes Product lifecycle management refers to inventory management strategies for retailers Product lifecycle management involves managing a product from its introduction to the market through growth, maturity, and decline stages to maximize profitability and longevity 49 / 100 How does the concept of customer relationship management (CRM) software support sales management efforts? CRM software has no impact on sales management efforts CRM software focuses solely on marketing activities, not sales CRM software helps sales managers track customer interactions, manage leads, and analyze sales data to improve decision-making and performance CRM software refers to inventory management systems for retailers 50 / 100 The idea that an organization should strive to satisfy the needs of consumers while also trying to achieve the organization’s goals reflects the ____________. Concept of synergy Marketing concept Principle of consumerism Societal marketing concept 51 / 100 How does the concept of sampling error impact the reliability of marketing research findings? Sampling error refers to the discrepancy between sample results and population parameters, which can affect the generalizability of research findings Sampling error has no impact on the reliability of marketing research findings Sampling error only occurs in qualitative research studies, not quantitative studies Sampling error indicates the accuracy of research instruments used in data collection 52 / 100 What is the concept of brand equity in product and brand management? Brand equity refers to the financial value of a brand Brand equity has no impact on product and brand management Brand equity focuses solely on brand awareness Brand equity refers to the overall value and perception of a brand in the marketplace 53 / 100 The ratio of sales revenue of the firm to the total sales revenue of all firms in the industry, including the firm itself is referred to as ______________. Sales quality Market share Marginal revenue Industry potential 54 / 100 What is the concept of branding in marketing? The process of designing and manufacturing products The process of creating a unique name, logo, and image for a product or company The process of setting prices for products or services The process of promoting products through various channels 55 / 100 How does the concept of sales training and development contribute to effective sales management? Sales training and development involve providing ongoing education, coaching, and skill-building opportunities for sales representatives to enhance their performance and results Sales training and development have no impact on effective sales management Sales training and development focuses solely on product knowledge, not sales techniques Sales training and development refers to administrative tasks related to payroll and benefits 56 / 100 The marketing strategy of developing new products and selling them in new markets is referred to as _______________. Product penetration Market development Diversification Market penetration 57 / 100 What is the purpose of a SWOT analysis in marketing? To identify a company’s strengths, weaknesses, opportunities, and threats To assess the financial performance of a company To develop a marketing plan for a new product To evaluate customer satisfaction with a company’s products or services 58 / 100 What is the concept of sampling in marketing research? The process of selecting a representative group of individuals or entities from a larger population for data collection The analysis of sales data to identify trends and patterns in consumer behavior The use of focus groups to gather qualitative insights from consumers The comparison of different research methodologies to determine the most effective approach 59 / 100 Hampton Hotels is an organization that has a worldwide chain of hotels. Most of these hotels are not owned by Hampton Hotels, but are run by independent hotel owners. Hampton Hotels mainly takes care of the marketing and brand management of the chain of hotels; the rest of the operations are left in the hands of the independent owners. What is the name given to the cooperation between Hampton Hotels and the owners of the hotels? Joint venture Franchising Contract manufacturing Licensing 60 / 100 During the introduction stage of the product life cycle, a/an ________may be used. This pricing strategy charges a high price to recoup the costs of product development. Penetration pricing Cost-plus pricing Skimming pricing ROI pricing 61 / 100 Brand management came into being for which of the following reasons: Companies wanted to achieve scale economies It supplemented financial management practices It suited production and operations personnel Companies wanted to differentiate their products and highlight distinctions in a competitive environment. 62 / 100  ______is the practice of using team selling to focus on important customers so as to build mutually beneficial, long-term relationships. Relationship marketing Relationship selling Customer account management Key account management 63 / 100 _____________is displayed by a person while buying milk. Selective Buying Behavior Routinized buying behavior Extensive buying behavior Credence buying behavior 64 / 100 Benefits of having different brands include all of the following except: Quickly respond to retailers’ need Effectively compete in market Save the actual brand image Fill all the gaps in market 65 / 100 What is the concept of sales pipeline management in sales management? Sales pipeline management involves tracking and managing the progression of potential sales opportunities through various stages of the sales process to optimize conversion rates and forecasting accuracy Sales pipeline management is not relevant in sales management Sales pipeline management focuses solely on inventory control in retail settings Sales pipeline management refers to setting pricing strategies for products 66 / 100 If a brand has high brand equity, this typically reduces the time consumers spend on the …. phase in the consumer buying process: Awareness Need identification Information evaluation Transaction 67 / 100 Which of the following is NOT a motive for using penetration pricing when exporting? The exporter can make use of economies of scale Local customers have lower income levels There is intensive local competition The exporter aims at strengthening brand image 68 / 100 In the context of consumer buying decisions, which of the following is a need or want that is strong enough to cause a person to seek satisfaction? Perception Involvement Learning Motive 69 / 100 Another name for the analysis of consumer lifestyle is ________________. Demographics Psychographics Social statistics Psysiological needs 70 / 100 How does the concept of brand positioning influence product and brand management strategies? Brand positioning involves creating a unique and favorable perception of a brand in the minds of consumers, guiding marketing and communication efforts Brand positioning has no impact on product and brand management strategies Brand positioning focuses solely on product features and benefits Brand positioning refers to the distribution channels used for a product 71 / 100 Achieving the right brand identity means creating brand _________ with customers. Salience Resonance Awareness Loyalty 72 / 100 Marketers need to position their brands clearly in target customers’ minds. The strongest brands go beyond attributes or benefit positioning. They are positioned on the basis of which of the following? Desirable benefit Good packaging Strong beliefs and values Service inseparability 73 / 100 What is the concept of validity in marketing research? The statistical significance of research findings The extent to which a research study measures what it intends to measure The reliability of research instruments used in data collection The generalizability of research findings to a larger population 74 / 100 Which of the following needs pertain specifically to the performance of a product or service? Esteem needs Functional needs Safety needs Physiological needs 75 / 100 How does the concept of service innovation drive competitive advantage in service marketing? Service innovation involves developing new or improved services, processes, or technologies to differentiate a company from competitors and meet evolving customer needs Service innovation has no impact on competitive advantage in service marketing Service innovation focuses solely on cost-cutting measures for companies Service innovation refers to employee training programs 76 / 100 _________ advertising affords the marketer the ability to engage the consumer in a direct and personal way. Interactive Contextual Traditional Website 77 / 100 One of the main advantages of using a direct export mode over an indirect export mode is: Limited commitment and investment required. Minimal market and political risk Shared costs and risks of internationalization. More control over marketing mix. 78 / 100 How does the concept of reliability apply to marketing research? Reliability refers to the consistency and stability of research results over time and across different conditions Reliability refers to the credibility and trustworthiness of the researchers conducting the study Reliability indicates the accuracy of research findings Reliability is not relevant in marketing research 79 / 100 What is the concept of sales performance evaluation in sales management? Sales performance evaluation is not relevant in sales management Sales performance evaluation involves assessing the effectiveness and productivity of individual sales representatives or the sales team as a whole to identify areas for improvement and recognition Sales performance evaluation focuses solely on financial metrics, such as revenue and profit margins Sales performance evaluation refers to customer feedback surveys 80 / 100 How does the concept of brand identity contribute to successful product and brand management strategies? Brand identity involves defining and managing the unique set of associations, values, and personality traits that distinguish a brand from competitors, guiding marketing and communication efforts Brand identity has no impact on successful product and brand management strategies Brand identity focuses solely on pricing strategies for products Brand identity refers to the packaging design of a product 81 / 100 What is the concept of service quality in service marketing? Service quality is not relevant in service marketing Service quality refers to the level of excellence or satisfaction experienced by customers when consuming a service Service quality focuses solely on customer complaints about services Service quality refers to the quantity of services provided 82 / 100 Any word, device (design, sound, shape, or color), or a combination of these used to distinguish a seller’s goods or service is referred to as a _________. Copyright Trade name Brand mark Brand name 83 / 100 To keep your brand into recognition, it is important to _________ according to an effective through plan. Advertise Position Place Market 84 / 100 Any container in which a product is offered for sale and on which information is communicated is referred to as __________. Product display Merchandising Packaging A storage unit 85 / 100 Which of the following is NOT a component of the marketing mix? Product Price Promotion People 86 / 100 Which of the following is NOT a quantitative technique of sales forecasting? Sales-ratio method Market share projection Regression analysis Consumers survey 87 / 100 How does the concept of SWOT analysis inform strategic marketing decisions? SWOT analysis involves assessing a company’s strengths, weaknesses, opportunities, and threats to develop strategic plans and objectives SWOT analysis is not relevant in strategic marketing SWOT analysis focuses solely on internal factors affecting a company’s performance SWOT analysis is used primarily for operational decision-making, not strategic planning 88 / 100 What is the term used to refer to intangible activities or benefits that an organization provides to satisfy consumers’ needs in exchange for money or something else of value? Services Enhancements Marketing activities Customer facilitation 89 / 100 What is the concept of perception in consumer buying behavior? The process of comparing the features and benefits of different products before making a purchase decision The influence of cultural factors on a consumer’s buying decisions The tendency of consumers to make impulse purchases based on emotional factors The process by which consumers select, organize, and interpret information to form a meaningful picture of the world 90 / 100 Which of the following is NOT a sales manager’s task in the implementation stage of the sales management process? Salesforce organization Relationship selling Salesforce training Salesforce motivation 91 / 100 A differentiated product may be unique in the marketplace, but it will only be successful under which of the following circumstances? If it satisfies customers’ needs If the price differential is minimal If the brand can be classed as aspirational Differentiated products will always be successful 92 / 100 How does the concept of supply chain management impact agricultural marketing strategies? Supply chain management has no impact on agricultural marketing strategies Supply chain management involves coordinating and optimizing the flow of products, information, and finances from farm to consumer, improving efficiency and reducing costs in agricultural marketing Supply chain management focuses solely on crop yields in agriculture Supply chain management refers to environmental sustainability in agriculture 93 / 100 __________________is based on demand for the product and the cost of producing that product? Pricing strategy Product strategy Promotional strategy Place strategy 94 / 100 What is the concept of value proposition in business marketing? A value proposition is not relevant in business marketing A value proposition is a statement that communicates the unique benefits and value that a product or service offers to customers, distinguishing it from competitors and attracting target audiences A value proposition focuses solely on distribution channels for products A value proposition refers to inventory management for products 95 / 100 How does the concept of target market selection influence strategic marketing efforts? Target market selection involves identifying specific groups of customers with distinct needs and preferences to tailor marketing strategies and messages effectively Target market selection is not important in strategic marketing Target market selection focuses solely on expanding into new geographic regions Target market selection refers to the process of setting sales targets for a marketing campaign 96 / 100 What is the concept of cognitive dissonance in consumer buying behavior? The feeling of discomfort or anxiety that arises when a consumer’s beliefs and behaviors are inconsistent The process of comparing prices of similar products before making a purchase decision The tendency of consumers to seek out information that confirms their existing beliefs The influence of social factors on a consumer’s buying decisions 97 / 100 A company uses an indirect export channel when: A domestic company takes direct care of exporting activities. The producing company takes care of exporting activities. The manufacturing company takes care of physical delivery and pricing policies. None of them 98 / 100 At which stage in the personal selling process does a salesperson search for and qualify potential customers? Prospecting Preapproach Introduction Initial canvassing 99 / 100 How does the concept of service recovery impact customer retention in service marketing? Service recovery has no impact on customer retention in service marketing Service recovery focuses solely on acquiring new customers, not retaining existing ones Service recovery refers to inventory management for services Service recovery involves addressing and resolving customer complaints or issues effectively to restore customer satisfaction and loyalty 100 / 100 A favorable attitude toward and consistent purchase of a single brand over time is referred to as _____________. Brand bias Brand loyalty Behavioral loyalty Consumer allegiance Your score is 0%
