STR581 week 6 Capstone Exams

profileProfArgeol
 (Not rated)
 (Not rated)
Chat

 

 

STR581 week 6 Capstone Exams

1)         Designing a research plan calls for decisions on all of the following EXCEPT ________.

A. research instruments

B. research approaches

C. drafting research objectives

D. sampling plans

E. data sources

2) One set of consumers, during a focus-group session, indicated that Dell computers reminded them of a surfer, Apple computers were equated to a mad scientist, and IBM computers to Scrooge from the Dickens’s tale. Which of the following qualitative research approaches matches to the approach described above?

A. Laddering

B. Brand personification

C. Projective techniques

D. Pyramiding

E. Visualization

3) The marketing manager needs to know the cost of the research project before approving it. During which of the following stages of the marketing research process would such a consideration most likely take place?

A. Step 2—develop the research plan

B. Step 1—drafting the research objectives

C. Step 1—defining the problem

D. Step 3—information collection

E. Step 1—creating decision alternatives

4) When a business gets to know market segments intimately and pursues either cost leadership or differentiation within the target segment, it is employing a ________.

A. competitive advantage strategy

B. value-added strategy

C. defined strategy

D. customer-focused strategy

E. focused strategy

5) In which of the following plans would we most likely find directions for implementing and addressing daily challenges and opportunities in product features, promotion, merchandising, pricing, sales channels, and service areas?

A. the product-launch plan

B. the deployment plan

C. the tactical marketing plan

D. the product-development plan

E. the target marketing plan

6) If a firm pursues a ________ strategy, it must be good at engineering, purchasing, manufacturing, and physical distribution.

A. domestic customer relationship

B. focus

C. differentiation

D. market share

E. overall cost leadership

7)  What type of strategy consists of geographical pricing, price discounts and allowances, promotional pricing, and differentiated pricing?

•           Altered pricing

•           Regular prices

•           Fixed pricing

•           Price adaptation

 

 

8)  This is an important structural decision and resultant separate activities need to be coordinated and integrated back together as a whole so the business functions effectively.

•           Preferencing

•           Differentiation

•           Broadening

•           Diversification

9)  These social responsibilities are those that are voluntarily assumed by a business or organization. They include public relations activities, good citizenship, and full corporate social responsibility.

•           Discretionary responsibility

•           Employee responsibility

•           Economic responsibility

•           Legal responsibility

10)  When performing this analysis, it is good for strategic planners to consider similarities between the benefits the customers derive from the products and services that other firms offer.

•           Customer analysis

•           Company analysis

•           Business analysis

•           Competitive analysis

11)  The marketing manager needs to know the cost of the research project before approving it. During which stage of the marketing research process would such a consideration most likely take place?

•           Step 5 – drafting the report

•           Step 4 – analyzing the information

•           Step 2 – developing the research plan

•           Step 1 – defining the problem

 

12)  The ability to meet humanity’s needs without harming future generations is now a top priority in most corporate agenda

•           sustainability

•           rules

•           righteousness

•           ethics

13)  A set of ideas on organizational control based on the belief that the separation of the ownership from management creates the potential for the wishes of owners to be ignored refers to

•           ethical responsibilities

•           agency theory

•           Adam’s theory

•           the moral hazard problem

14)  How do functional tactics compare to business strategies?

•           Functional tactics are more focused on the general direction of the firm than business strategies.

•           Functional tactics are more long-term than business strategies.

•           Functional tactics are more specific than business strategies.

•           Functional tactics are more focused on a commitment to corporate strategy than business strategies.

15)  The strategic factor that involves the beliefs, values, attitudes, opinions, and lifestyles of persons in the firm’s external environment, as developed from cultural, ecological, demographic, religious, educational, and ethnic conditioning.

•           Social factor

•           Political factor

•           Economic factor

•           Stakeholder factor

 

 

16)  This is a historically popular technique through which managers create a quick overview of a company's strategic situation—it is based on achieving a sound fit between internal resources and the external situation.

•           SWOT analysis

•           External analysis

•           Value chain analysis

•           Internal analysis

17)  BMW's "The ultimate driving machine," American Express' "Don't leave home without it," New York Times' "All the news that's fit to print," and AT&T's "Reach out and touch someone" are all examples of ________.

A) brand slogan

B) brand personality

C) brand mission

D) brand architecture

E) brand vision

18) All marketing strategy is built on STPsegmentation, targeting, and ________.

A) positioning

B) product

C) planning

D) promotion

E) performance

19) ________ is the act of designing the company's offering and image to occupy a distinctive place in the minds of the target market.

A) Positioning

B) Valuation

C) Pricing

D) Commercialization

E) Launching

20) The result of positioning is the successful creation of ________, which provides a cogent reason why the target market should buy the product.

A) an award-winning promotional campaign

B) a customer-focused value proposition

C) a demand channel

D) everyday low pricing

E) employee value proposition

21)Which of the following best describes a car company's value proposition?

A) We charge a 20% premium on our cars.

B) We target safety-conscious upscale families.

C) We sell the safest, most durable wagon.

D) We are the market leader in the small car category.

E) We focus on expanding in faster-growing markets.

22)  A company can learn a great deal by analyzing the degrees of brand loyalty. For example, ________ can show the firm which brands are most competitive with its own.

          split loyals

          hard-core loyals

          switchers

          shifting loyals

23)  This is designed to check systematically and continuously whether the premises on which the strategy is based are still valid

          Special alert control

          Premise control

          Strategic surveillance

          Implementation control

24)  One of the ways to change the course of a brand is to modify the product. Under product modification, ________ adds size, weight, materials, supplements, and accessories that expand the product’s performance, versatility, safety, or convenience.

          style improvement

          quality improvement

          feature improvement

          technological improvement

25)  Which control should periodically reassess its approach to the marketplace with a good marketing audit?

          Performance control

          Strategic control

          Marketing control

          Ethical control

26)  What is the perceived monetary value of the bundle of economic, functional, and psychological benefits customers expect from a given market offering because of the product, service, people, and image?

          Complete marketing benefit

          Ultimate service benefit

          Total management benefit

          Total customer benefit

27) New-to-the-world products are ________.

          new products that create an entirely new market

          new product enhancements that supplement established products

          existing products that are targeted to new geographical markets

          low-cost products designed to obtain an edge in highly competitive markets

28)  A company that attempts to lead its industry in price and convenience by pursuing a focus on lean and efficient operations is pursuing what strategy?

          Customer intimacy

          Low-cost leadership

          Product leadership

          Operational excellence

29)  With ________ as a target market strategy, the firm concentrates on serving many needs of a particular customer group.

          selective specialization

          product specialization

          market specialization

          single-segment concentration

30)  When diversification involves additions of a business related to the firm in terms of technology, markets or products, it involves

          horizontal integration

          concentrated growth

          concentric diversification

          vertical diversification

31) Firms using this generic strategy attempt to build customer loyalty by stressing a specific product attribute above other product qualities.

          Cost leadership

          Concentrated growth

          Differentiation

          Focus

32)Prestige LLC, a small company that manufactures specialty cereals and energy bars, wants to launch a "green marketing" program in response to heightened consumer awareness about environmental issues. What should the company do to maximize the program's chances of being successful?

33) With ________ as a target market strategy, the firm concentrates on serving many needs of a particular customer group.

a.         single-segment concentration

b.         selective specialization

c.         product specialization

d.         market specialization

e.         full market coverage

34) Under which of the following conditions is the frequency the most important factor in media selection?

A) when introducing flanker brands

B) when launching infrequently purchased brands

C) when going into undefined target markets

D) when there is high consumer resistance to the product

E) when there is modest competition to the brand in the market

35) Which of the following is true for customer-perceived value?

A) It is the perceived monetary value of the bundle of economic, functional, and psychological benefits customers expect from a product.

B) It is the difference between the prospective customer's evaluation of all the benefits and all the costs of an offering and the perceived alternatives.

C) It is the perceived bundle of costs customers expect to incur in evaluating, obtaining, using, and disposing of the given market offering.

D) It is the net present value of the stream of future profits expected over the customer's lifetime purchases.

E) It is the process of investigating the hierarchy of attributes consumers examine in choosing a brand if they use phased decision strategies.

 

36) Which control should periodically reassess its approach to the marketplace with a good marketing audit?

          Ethical control

          Strategic control

          Performance control

          Marketing control

37) Large-scale, future-oriented plans, for interacting with the competitive environment to achieve company objectives refers to its

A. Strategy

B. Goals

C. Competitive analysis

D. Dynamic policies

38) Marketers need to identify the hierarchy of attributes that guide consumer decision making in order to understand different competitive forces and how these various sets get formed. This process of identifying the hierarchy is called ________.

A) market partitioning

B) brand association

C) market valuation

D) market estimation

 

E) market identification

    • 10 years ago
    100% Accurate Tutorial 38/38 correct

    Purchase the answer to view it

    blurred-text
    • attachment
      str581_week_6_capstone_examination.docx