MKT 421 MKT421 FINAL EXAM Answers (Spring 2016 )

MKT 421 MKT421 FINAL EXAM Answers (Spring 2016 )


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MKT 421 FINAL EXAM (Spring 2016 )

  1. A __________ is a road map for the marketing activities of an organization for a specified future time period, such as one year or five years.
  2. What is meant by “accelerating the process?”
  3. The product life cycle refers to __________.
  4. Jay stops at the shopping mall to purchase a new pair of jeans from the Diesel store.  He is the ultimate consumer in a pipeline from the producer through intermediaries, including the clothing store. This pipeline is actually a _______.
  5. What is the marketing objective for the growth stage of the product life cycle?
  6. In the nonprofit world of the performing arts, box office technology has essentially remained the same since the 1980s.  A company called Tessitura is trying to change that.  Tessitura is able to track every transaction with its patrons in one database.  The information collected includes ticket purchases, fund-raising, volunteering, and gift shop purchases that will help symphonies, operas, and theaters develop customer profiles in order to tailor their sales messages to specific individuals.  In other words, Tessitura will allow arts groups to engage in:
  7. Marketing refers to:
  8. Variables such as location, the North American Industry Classification System (NAICS) code, and type of buy are all examples of ways to:
  9. While pricing objectives frequently reflect corporate goals, pricing constraints often relate to:
  10. In personal branding, the “price” component of the marketing mix refers to:
  11. At Mattel, Barbie is child-tested to be sure the doll cannot be broken apart and accidentally choke a child.  This type of consumer or safety test occurs during the __________ stage of the new-product process.
  12. Customer value refers to:
  13. Developing a pool of concepts to serve as candidates for new products is the __________ stage of the new-product process.
  14. The goal of a SWOT analysis is to:
  15. Marketing research refers to:
  16. There is no single “generic” marketing plan that can apply to all organizations or all institutions.  Rather, the specific format for a marketing plan for an organization depends on the following: the industry, the kind and complexity of the organization, and ________.
  17. Which of the following conditions are necessary for marketing to occur?
  18. Online retail purchases by consumers can be the result of several very different approaches, which include: (1) paying dues to become a member of an online discount service; (2) participating in an online auction; (3) going directly to online malls; and (4) _______.
  19. Environmental scanning refers to:
  20. Relationship selling refers to:
  21. A global marketing strategy refers to:
  22. Segmentation based on some subjective mental or emotional attributes, aspirations, or needs of prospective customers is referred to as:
  23. Computer-based networks that trigger actions by sensing changes in the real or digital world are known as:
  24. The study of similarities and differences among consumers in two or more nations or societies is referred to as __________.
  25. Advertising, personal selling, sales promotion, public relations, and direct marketing are marketing communications alternatives that make up a firm’s __________.
  26. Neuromarketing is becoming more important in marketing as experts realize that traditional research methods such as focus groups and surveys may not be enough to understand what drives consumer purchase behavior due to:
  27. Which of the following transactions occurred in the marketspace?
  28. Four trends in the past decade have significantly influenced the landscape of global marketing.  One of them is:
  29. The term branding refers to __________.
  30. The term branding refers to __________.
  31. The initial step in the strategic marketing process is to begin planning by conducting a _______.

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