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Category > Marketing Posted 11 Sep 2019 My Price 12.00

MKT 100 Week 11 Final Exam Answers


• Question 1



Propose that you work for Nordstrom and you advertise during American Idol. Their rating is 19. This is equal to 21.3 million TV’s. American Idol charges $700,000 for a 30-second ad. If a merchandise contribution at Nordstrom is $20, how many purchases are required to break even for the ad costs?


• Question 2



National Electronics makes hearing aids. They created one humorous ad, and they made another ad that explained how the device will make the user’s life better. These 2 ads are an example of ____ across media and messages.


• Question 3



A fairly subtle approach to advertising is _____.


• Question 4



What is a coupon is an example of?


• Question 5



In marketing, GRP is an acronym for:


• Question 6



________ is defined as the trade-off of the quality of the purchase received compared with the price paid and other costs incurred.


• Question 7



Macy’s uses the RFM matrix to determine its most valuable customers. Recency is weighted at a 3, frequency is weighted at a 9, and monetary is valued at a 7. Customer A has a score of R=1, F=5, M=6. What is Customer A’s RFM score?

• Question 8



Susan visits the office of a local attorney to have a will drawn up.  She has never hired an attorney before, but thinks that this particular attorney is doing a good job based on his professional demeanor and fancy office.  Susan’s hiring of the attorney is best described as a ________ purchase.


• Question 9



For______ purchases like vehicles, the comparative evaluation process is typically quite deliberative and conscious.


• Question 10



_________ is an assessment of what the customer gets compared with what the customer gives up.


• Question 11



A price’s role as a cue is so strong that prices are known to contribute to the formation of ______ prior to a purchase.


• Question 12



If demand bounces around when prices change, it’s _______.


• Question 13



If a change in price barely effects demand, that means the demand is _______.


• Question 14



Profit maximization occurs when marginal revenue equals ______.


• Question 15



Some products like vehicles are complicated and expensive, and require the help of a salesperson for a customer to make a purchase decision. These product, therefore, need to be distributed ________.


• Question 16



Consumers are said to pull goods through the channel, whereas trading partners ___________ the goods from the manufacturer on down the food chain.


• Question 17



When the decisions seem overwhelming, we should simplify and remember that the key to marketing is to think about the ___________.


• Question 18



The downstream partners that help a company reach consumers comprise the ________.


• Question 19



___________ strategies are incentives a manufacturer offers to its distribution partners such as dealers, wholesalers, retailers, and the like to sell products to the end users.


• Question 20



Which of the following includes honesty, trust, and opportunities for two-way dialogue?


• Question 21



What does KPI stand for?


• Question 22



Word of mouth feels _______ to consumers.


• Question 23



Which of the following is NOT a good way for a company to optimize reach?


• Question 24



Which of the following is a piece of psychographic information?


• Question 25



Marketing plans are often viewed as ______.


• Question 26



Megan is writing a portion of the company Marketing Plan and is trying to communicate that the company has the benefits that the target market will value. She is working on which section of the marketing plan?


• Question 27



As we consider the 4Ps as they relate to our marketing plan, we should remember that _________ is the easiest one to change.


• Question 28



Marketing information should be gathered ______ so the company can be in the know and poised for action.


• Question 29



What does ROMI stand for?


• Question 30



Which is NOT one of the 3 steps in the marketing research process?


• Question 31



Conjoint studies are run to understand how consumers make __________.


• Question 32



SnowBlowers, Inc. is targeting consumers in the northern regions of the U.S., and focusing on giving consumer practical and function reasons to buy its snowblowers.  What type of ad is SnowBlowers, Inc. using?


• Question 33



If a company spends a considerable amount of money on an ad, and it wants to measure how well consumers remembered the ad, it should run what type of test?


• Question 34



In a(n) ______, the featured brand name is mentioned, as is the brand name of a competitor.


• Question 35



A company sometimes uses humor in its ads to communicate with its fun-loving consumers.  In this case, what type of ads does the company create?


• Question 36



Saffire Clothing’s ads claim that the brand is an exclusive, premium brand.  Saffire’s products need to be  _______, priced relatively high, and distributed relatively exclusively.


• Question 37



What is a company’s ultimate goal?


• Question 38



Karen is working on classifying all her company’s products in terms of whether they have strong or weak market share and whether this share is in a slow or growing market. What type of strategic framework is she using?


• Question 39



Looking for suppliers who are cheaper than our current ones but still high quality is an example of a way to ___________.


• Question 40



What are the two dimensions measured in the General Electric Model?



Status NEW Posted 11 Sep 2019 01:09 AM My Price 12.00

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