ashworth college C16V Online Exam 1 latest 2015 october

Part 1 of 1 – 100.0
Points

Question 1 of 20
5.0 Points
The four Ps comprise the __________, which is the
controllable set of activities that the firm uses to respond to the wants of
its target markets.
A. elements of
practice
B. internal
operation focus
C. needs response
mechanism
D. marketing mix

Question 2 of 20
5.0 Points
The basic difference between a good and a service is a good:
A. provides
intangible benefits.
B. can be physically
touched.
C. is always less
expensive than a corresponding service.
D. generates greater
interest among consumers.

Question 3 of 20
5.0 Points
Delivering the value proposition is also known as:
A. endless chain
marketing.
B. situational
distribution efficiency.
C. wholesaling.
D. supply chain
management.

Question 4 of 20
5.0 Points
When referring to “exchange,” marketers are
focusing on:
A. location where
products and services are traded.
B. price charged
adjusted for currency exchange rates.
C. creating value.
D. the trading of
things of value.

Question 5 of 20
5.0 Points
Which of the following is a core aspect of marketing?
A. Satisfying the
firm’s wants and needs
B. Creating
universal coverage
C. Instilling
self-sufficiency
D. Making product,
place, promotion, and price decisions

Question 6 of 20
5.0 Points
__________ is communication by a marketer that informs,
persuades, and reminds potential customers.
A. Pricing
B. Promotion
C. Placement
D. Product value
creation

Question 7 of 20
5.0 Points
Every Christmas season, Anheuser-Busch runs television ads
featuring Clydesdale horses in a winter scene. These ads focus on the
promotional goal of __________ consumers about the company’s brand.
A. informing
B. persuading
C. reminding
D. entertaining

Question 8 of 20
5.0 Points
The traditional marketing channel through which consumers
find and purchase goods and services is known as:
A. B2B.
B. C2C.
C. D2C.
D. B2C.

Question 9 of 20
5.0 Points
UPS provides many services beyond package delivery including
insurance, supply chain management, e-commerce, and financing. In the process
UPS is building:
A. value chain
efficiency.
B. transactional
support.
C. exchange
efficiency.
D. strategic
alliances.

Question 10 of 20
5.0 Points
Customer excellence, which can be developed through a strong
brand, unique merchandise or superior customer service, results in:
A. savings in
promotion.
B. reduced
operational costs.
C. aggressive
competition.
D. loyal customers.

Question 11 of 20
5.0 Points
In value-based marketing, promotion communicates the:
A. targeted creative
solution.
B. operational
excellence.
C. value
proposition.
D. relative market
value.

Question 12 of 20
5.0 Points
Which of the following represents a way to build a
sustainable competitive advantage using product excellence?
A. Being the first
to offer customers desired features, even if competitors can match these
B. Positioning the
product using a clear, distinctive brand image
C. Having the most
features on each model
D. Focusing on being
cutting edge and continually eliminating older features though this may
alienate some customers

Question 13 of 20
5.0 Points
Product excellence occurs through:
A. customer loyalty.

B. strategic
acceptance.
C. branding and
positioning.
D. value-based
penetration.

Question 14 of 20
5.0 Points
When conducting a SWOT analysis, in what phase of the
strategic marketing process is an organization presently engaged?
A. Planning
B. Implementation
C. Control
D. Segmentation

Question 15 of 20
5.0 Points
Which of the following is LEAST likely to be a sustainable
competitive advantage?
A. Lowering prices
B. Brand name
C. Customer
satisfaction
D. Supply chain
efficiency

Question 16 of 20
5.0 Points
After developing a mission statement, a firm or organization
next must perform:
A. relative market
share division.
B. a situational
analysis.
C. a market
penetration strategy analysis.
D. a
mission-accomplished ceremony.

Question 17 of 20
5.0 Points
The first objective in the evaluate performance phase of the
marketing planning process is to:
A. determine whether
to raise or lower prices.
B. adjust
advertising allocations.
C. find ways to cut
costs.
D. assess why the
performance goals were or were not achieved.

Question 18 of 20
5.0 Points
Even when big-box discount retailers enter a market, some
small, local retailers survive and prosper. These retailers have developed a(n)
__________ generating long-term profitability.
A. value-based
customer avoidance
B. successful
mission-goal statements
C. sustainable
competitive advantage
D. market
segmentation sufficiency

Question 19 of 20
5.0 Points
E-books, in addition to being an alternative product form,
provide __________ value creation through access via the Internet.
A. product
B. place
C. promotion
D. price

Question 20 of 20
5.0 Points
Of the five steps to the strategic marketing planning
process, which step usually comes in the MIDDLE of the process?
A. Evaluate
performance
B. Define the
business mission
C. Situation
analysis
D. Identifying and
evaluating opportunities