BUS330 Week 4 Quiz

Question 1

Which of the following is a common reason why successful domestic brands fail in foreign markets: (8.5)

Ugly packaging

Flawed pricing strategy

Correct!

Lack of understanding of local culture

Product recalls

Lack of advertising agency talent

 

Question 2

Office Giant’s environmental scanning efforts would NOT include which of the following (8.1)?

Correct!

ROI evaluation of marketing efforts

Gathering competitive intelligence

Monitoring social media conversations

Identifying office technology trends

Interviewing its former customers

 

Question 3

The study of why consumers do what they do is known as? (7.1)

Ethnography

Psychoanalysis

Correct!

Consumer Behavior

Systems engineering

Segmentation

 

Question 4

Apple hires a researcher to monitor how students use iPads in the classroom over the course of an entire week. This is an example of what type of research (8.2):

Data mining

Focus group

Correct!

Ethnography

Eye tracking

Copy testing

 

Question 5

Which of the following is NOT a likely outcome of Spiffy Spiff Car Wash’s implementation of a CRM system? (7.4)

More targeted mailings

Enhanced sales reporting and predictive modeling

Trigger marketing tactics

Correct Answer

More mass marketing

New segmentation strategies

 

Question 6

Which of the following is NOT an accurate statement regarding Maslow’s Hierarchy of Needs? (7.2)

Our motivation is driven by our level of need

Different people are motivated by different needs

Lower level needs take precedence over higher level needs

Correct Answer

Our highest need is love

Physiological needs must be met before any other need

 

Question 7

Which of the following represents a MICRO-environment influence for Power to the People Gym? (8.1)?

The time of year

The economy

Federal subsidies for gym memberships

Rising awareness of exercise importance

Correct Answer

The CEO’s desire to see brand advertised on TV

 

Question 8

Which of the following is NOT a stage in the purchase decision process? (7.1)

Alternative evaluation

Need recognition

Postpurchase behavior

Correct!

Analysis of motivations

Information search

 

Question 9

Which of the following is NOT a characteristic of an attractive target segment? (7.3)

Sufficient scale

Good fit with brand image/position

Correct Answer

Well-served by competitors

Can be served profitably

Likely to grow

 

Question 10

Which of the following concepts does NOT relate to positioning? (7.3)

Unique selling proposition

Competitive differentiation

Perceptual maps

Market niches

Correct!

Cognitive dissonance