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Marketing |201: |BYU |Exam | 2 |QUESTIONS |
WITH |ANSWERS
Spalding, |an |American |sporting |goods |store, |manufactures |sports | equipment |and |balls |for |a |variety |of |sports |such |as |baseball, | football, |basketball, |golf, |and |so |forth. |All |of |the |products |of | Spalding |can |be |referred |to |as |the |- |CORRECT |ANSWERS | ✔✔Product |Mix A |competitive |angle |does |which |of |the |following? It |sparks |a |personal |connection |with |the |consumer. It |solves |a |problem |for |the |consumer. It |satisfies |a |consumer's |want |or |need |with |the |consumer. It |is |unique. |It |has |an |element |of |differentness |with |the |consumer. a, |b, |and |c a, |b, |and |d a, |b, |c, |and |d |- |CORRECT |ANSWERS |✔✔a, |b, |and |d When |sharpening |the |angle, |which |dimension |is |particularly | important |for |B2B |sales? |- |CORRECT |ANSWERS |✔✔quantifiable | support
Which |is |the |correct |path |that |leads |to |brand |equity? brand |image, |brand |loyalty, |brand |awareness, |brand |equity brand |awareness, |brand |loyalty, |brand |image, |brand |equity brand |image, |brand |awareness, |brand |loyalty, |brand |equity brand |awareness, |brand |image, |brand |loyalty, |brand |equity |- | CORRECT |ANSWERS |✔✔brand |awareness, |brand |image, |brand | loyalty, |brand |equity You |realize |you |are |out |of |milk |after |you |pour |your |cereal. |You |run | to |the |store |to |get |a |couple |of |gallons. |Milk |is |an |example |of a |shopping |product. a |convenience |product. a |specialty |product. an |unsought |product. a |business/Industrial |product. |- |CORRECT |ANSWERS |✔✔a | convenience |product Rob |has |been |a |fan |of |Apple |products |since |he |purchased |a | MacBook |and |an |iPod. |When |Apple |came |out |with |the |iPad, |he |felt | better |about |purchasing |an |Apple |brand |tablet |versus |an |Amazon | brand |Kindle |Fire. |In |essence, |Rob's |loyalty |to |the |brand |was | transferred |to |new |products |because |of |which |of |the |following? brand |loyalty brand |awareness
Big |problems, |big |solutions, |lead |to |big distribution. companies. segments. headaches |to |marketers. |- |CORRECT |ANSWERS |✔✔companies A |goal |of |every |brand |is |to |________ |competition, |________ | customers, |and |________ |employees. differentiate |itself |from, |resonate |with, |motivate separate |itself |from, |disconnect |from, |stimulate characterize, |resonate |with, |discourage characterize, |disconnect |from, |stimulate separate |itself |from, |resonate |with, |discourage |- |CORRECT | ANSWERS |✔✔differentiate |itself |from, |resonate |with, |motivate Which |step |on |the |new-product |development |process |represents |the |first |test |with |consumers? idea |generation idea |screening test |marketing marketing |strategy
concept |testing commercialization business |analysis product |development |- |CORRECT |ANSWERS |✔✔concept |testing Del |Sol |souvenir |shops |demonstrate |and |sell |products |that |have | printed |images |which |change |color |when |exposed |to |the |UV |rays | of |the |sun. |These |products |are |different |from |other |souvenirs |and | gifts |because |they |are |distinctive, |memorable, |and |fun. |Which |of | the |five |questions |should |be |addressed |in |order |to |sharpen |the | competitive |angle |of |Del |Sol? unique |product |claim reason |to |believe need |to |believe dominate |situations quantifiable |support |- |CORRECT |ANSWERS |✔✔need |to |believe All |great |products |are... a |bundle |of |attributes. tangible. solutions |to |problems. intangible. used |frequently. |- |CORRECT |ANSWERS |✔✔solutions |to |problems.
decline growth cash |cow |- |CORRECT |ANSWERS |✔✔maturity For |the |HP |Deskjet | 1000 |printer, |which |of |the |following |would |be | considered |part |of |the |core |product? an |LCD |color |screen |and |built-in |wireless |printing the |ability |to |distribute |your |ideas |easily |and |professionally a |USB |printer |cable a | 60 |sheet |input |tray |and | 25 |sheet |output |tray a |3-year |office |protection |warranty |- |CORRECT |ANSWERS |✔✔the | ability |to |distribute |your |ideas |easily |and |professionally A |common |phrase |in |marketing |is |"if |you're |not |marketing |to |the | heart, |you're |not |marketing." |Which |product |level, |then, |is |most | important |in |marketing? the |core |product the |augmented |product actual |and |augmented |levels all |three |levels |of |the |product the |actual |product |- |CORRECT |ANSWERS |✔✔the |core |product
"Which |significant |pain |does |the |product |address |that |is |personally | relevant |to |your |target |audience?" |This |question |is |which |one |of | five |questions |to |ask |when |sharpening |a |competitive |angle? reason |to |believe quantifiable |support unique |product |claim need |to |believe qualitative |support |- |CORRECT |ANSWERS |✔✔need |to |believe Jim |is |retiring |after | 40 |years |of |work |as |an |accountant |and |never | dreamed |of |owning |an |expensive, |flashy |watch. |However, |he | received |a |big |final |bonus |check, |and |while |browsing |a |few |jewelry | and |watch |shops, |he |decided |to |buy |a |$15,000 |Rolex. |What |type |of | good |did |Jim |purchase? brand |loyal shopping specialty one |time unsought |- |CORRECT |ANSWERS |✔✔specialty "Del |Sol |products |are |problem |solvers |that |demonstrate | themselves! |Take |them |into |the |sun |and |their |graphics |delightfully | transform |into |a |palette |of |bright |and |vibrant |colors." |This |
early |adopters laggards |- |CORRECT |ANSWERS |✔✔early |majority Which |of |the |following |would |be |considered |a |"product |item"? an |HP |Laptop a |Betty |Crocker a | 2013 |Chevrolet |sports |car a |Häagen-Dazs |gelato a | 1 |oz. |bag |Doritos |Nacho |Cheese |chips |- |CORRECT |ANSWERS |✔✔a | 1 |oz. |bag |Doritos |Nacho |Cheese |chips Kinect |enables |users |to |interact |with |the |Xbox | 360 |without |a |game | controller. |Instead, |your |whole |body |is |the |controller; |for |example, | you |kick |when |your |avatar |on |the |screen |needs |to |kick. |Which |type | of |brand |is |Kinect? experiential image movement promotional functional |- |CORRECT |ANSWERS |✔✔experiential
Sundance |ski |resort |is |a(n) |________ |brand |while |Tide |laundry | detergent |is |a(n) |________ |brand |and |designer |jeans |like |True | Religion |jeans |are |a(n) |________ |brand. image, |practical, |appearance experiential, |practical, |image experiential, |functional, |image image, |functional, |wealthy |- |CORRECT |ANSWERS |✔✔experiential, | functional, |image Babies |R |Us |just |recently |created |a |new |baby |monitor |that |monitors |breathing |and |snoring |patterns |of |an |infant |and |will |notify | parents |of |potential |concerns |before |an |emergency |happens. | Because |this |type |of |technology |hasn't |previously |existed, |Babies |R | Us |wants |to |inform |the |public |of |this |new |product |to |create | awareness |in |the |market. |According |to |this |scenario, |the |baby | monitor |is |in |the |________ |phase |of |the |product |life |cycle. initiation maturity decline growth introduction |- |CORRECT |ANSWERS |✔✔introduction
core |product. ancillary |product. |- |CORRECT |ANSWERS |✔✔Actual |product What |three |things |must |services |prove |to |consumers? There |is |a |problem |needing |to |be |solved. They |make |the |intangible |tangible. They |are |the |person |to |solve |the |problem. The |solution |delivers |good |value |for |the |money. a, |b, |and |c a, |c, |and |d a, |b, |c, |and |d |- |CORRECT |ANSWERS |✔✔a,c, |and |d A |________ |is |a |service |provider |who |is |productive |but |has |little | passion |for |providing |a |high |level |of |service. servant's |heart fox tiger kitten |- |CORRECT |ANSWERS |✔✔fox A |theater |company |has |a |perishable |service |where |sometimes |a | show |is |left |with |empty |seats. |Which |of |the |following |is |a |good | solution |to |this |problem?
tangible |cues personal |training balancing |of |supply |and |demand care |and |quality |- |CORRECT |ANSWERS |✔✔balancing |of |supply |and | demand For |franchising |companies |such |as |McDonald's, |the |service |offered | can |vary |depending |on |who |provides |it, |what |time |it |is |provided, | and |where |it |is |provided. |Which |of |the |following |is |an |effective | marketing |solution |to |this |variability |difference? extra |personal |attention |with |care |and |quality training |and |standardization |of |service giving |easily |seen |clues |that |are |tangible |to |the |customer |that |this | is |the |service predicting |the |changes |in |demand |and |adjusting |the |supply |of |the | service |- |CORRECT |ANSWERS |✔✔training |and |standardization |of | service To |improve |service |quality, |KFC |trained |its |service |providers |to | return |phone |calls |and |emails |quickly |and |promptly. |KFC |is | focusing |on |improving |which |dimension |of |service |quality? reliability responsiveness assurance
fox servant's |heart tiger |- |CORRECT |ANSWERS |✔✔servant's |heart Symantec |is |focusing |on |improving |service |quality |by |improving | the |training |and |competency |of |their |service |providers |in |order |to | improve |credibility. |Symantec |is |focusing |on |enhancing |which | dimension |of |service |quality? responsiveness empathy reliability assurance |- |CORRECT |ANSWERS |✔✔assurance At |Olive |Garden, |customers |have |come |to |expect |a |certain |level |of | quality. |As |a |result, |the |restaurant |chain |trains |all |of |their |waiters | with |the |same |skills |to |ensure |that |they |can |deliver |consistent | service. |This |standard |training |program |combats |which |of |the | challenges |that |services |face? inseparability complexity perishability variability intangibility |- |CORRECT |ANSWERS |✔✔variability
Toyota |is |introducing |a |new |truck |into |the |market. |The |truck |is |set | at |a |high |price |and |the |company |hopes |to |earn |a |large |profit. |What |are |the |downfalls |to |this |pricing |technique? The |marketing |budget |will |be |low. There |are |no |downfalls; |pricing |is |easy. The |demand |will |be |limited. Pricing |incentives |will |need |to |be |applied. |- |CORRECT |ANSWERS | ✔✔the |demand |will |be |limited The |story |of |Wilson |Audio, |a |high |end |speaker |company |based |in | Provo, |Utah, |utilizes |which |pricing |strategy |when |the |company |sells | stereo |speakers |for |as |much |as |$125,000 |each? penetration |pricing promotional |pricing price |skimming golden |goose |pricing |- |CORRECT |ANSWERS |✔✔golden |goose |pricing Make-it-real |is |planning |on |releasing |a |new |3D |television |that | doesn't |require |the |use |of |3D |glasses |and |will |introduce |the |55" |TV | at |$9,000. |Their |financial |and |marketing |teams |decide |to |lower |the | price |$1,500 |each |year |until |their |next |TV |update. |This |is |an | example |of |which |of |the |following? price |skimming
competitive |pricing golden |goose |pricing |- |CORRECT |ANSWERS |✔✔competitive |pricing A |challenge |with |cost-plus |pricing |is: customers |don't |know |or |care |about |manufacturing |costs. difficulty |to |determine |actual |cost. customers |dislike |buying |cost-plus |items. customers |assume |that |inexpensive |means |poor |quality. cost-plus |pricing |has |a |high |threat |of |entry. |- |CORRECT |ANSWERS | ✔✔cost |plus |pricing Profit |equals total |revenue—total |cost (price |X |quantity)—(fixed |costs |+ |variable |cost |X |quantity) price |X |quantity—variable |costs a, |b, |and |c a |and |b |- |CORRECT |ANSWERS |✔✔a |and |b Coca-Cola |uses |________ |by |taking |their |price |from |branded |soda | drinks |that |offer |similar |value. cost-plus |pricing golden |goose |pricing
identical-cost |pricing competitive |pricing value |pricing |- |CORRECT |ANSWERS |✔✔competitive |pricing A |long-term |approach |to |win |in |the |market |is |to |win |over |a | customer |on |price. True False |- |CORRECT |ANSWERS |✔✔false Wallace |has |recently |opened |a |lemonade |stand. |He |charges |$3.00 | for |each |glass |of |fresh |squeezed |lemonade |made |right |on |the | spot. |Gromit, |another |lemonade |entrepreneur, |decides |to |open |a | stand |a |few |streets |down |and |only |charges |$0.50 |per |glass |for | lemonade |made |from |frozen |concentrate. |Wallace's |customers | decide |to |go |to |Gromit |because |he |offers |a |similar |product |for |less | money. |Which |pricing |strategy |was |Wallace |attempting |to |leverage? value |pricing promotional |pricing golden |goose |pricing competitive |pricing cost-plus |pricing |- |CORRECT |ANSWERS |✔✔golden |goose |pricing
