|
7. Hot and Cold Corp. makes disposable coffee and soft drink cups for use in fast-food restaurants, hospitals convenience stores, and the like. The company is working on a sturdy new product that will biodegrade within five years of being put in a landfill. According to the BCG matrix, this promising new product line would most likely be classified as a _____.
|
E.
|
question mark
|
|
8
|
. A _____ articulates an organization’s reason for existence and defines the unique purpose that sets it apart from competitors and identifies the scope of the company’s operations, products, and markets.
|
E.
|
value proposition
|
|
|
9
|
. Zenith Homebuilders used to purchase many building lots and erect spec homes (i.e., it gambled that the demand for new houses would be so high that they would sell easily). Since the real estate slowdown, it builds homes only when owners are under contract. In this case, the company is most likely pursuing a generic business strategy of _____.
|
E.
|
differentiation
|
|
1
|
0. According to the 2010 U.S. Census, Asian Americans are the high-income, fast-growing racial group in America. In the context of situation analysis, under which of the following macro-level external environmental factors will this be included?
|
B.
|
Legal and ethical issues
|
|
C.
|
Technological advancements
|
|
D.
|
Sociocultural/demographic factors
|
|
E.
|
.Firm structure and systems
|
|
11. The marketing manager for Ned’s Bar and Grill notices that his typical customer is a male college student. In the context of external information sources, he is using _____ to define his market.
|
E.
|
.Instincts
|
|
12._____ is defined as the methodical identification, collection, analysis, and distribution of data to discover and solve marketing problems or enhance good decision making.
|
C.
|
Market development strategy
|
13. Burger Bistro recently experienced a decline in hamburger sales after salmonella was discovered during a health inspection at one of the restaurants. The marketing manager was interested in how other restaurants had dealt with similar situations. Which of the following types of data would be the most appropriate way to find answers related to this marketing problem?
|
E.
|
. Quantitative
|
|
14. The marketing managers of Brand Z Shoes have clearly defined their research problem as “If we increase our promotions expenditures, by what percentage will it increase sales?” They have also decided that they need primary data to answer this question. To collect these data, they should most appropriately use _____ research.
|
E.
|
.case-based
|
|
15. In the context of sampling plan, a comprehensive record of each individual in the population of interest is known as a _____.
|
E.
|
Census
|
|
16.
|
Companies are including on-premise day care centers as part of their benefit packages. In addition, private centers continue to see significant growth. In the context of lifestyle trends in the United States, which of the following does this exemplify?
|
D.
|
Women in the workforce
|
|
E.
|
Alternative lifestyle families
|
|
17.
|
_____ is the force by which powerful unmet needs prompt someone to action.
|
E.
|
Segmentation
|
|
|
|
18.
|
Maslow’s hierarchy of needs theory suggests that humans have wants and needs that influence their behavior. People advance to the next level only if the lower needs are met. The order of the needs is _____.
|
A.
|
safety, physiological, love/social, self-esteem, self-actualization
|
|
B.
|
safety, love/social, physiological, self-esteem, self-actualization
|
|
C.
|
physiological, love/social, safety, self-esteem, self-actualization
|
|
D.
|
physiological, safety, love/social, self-esteem, self-actualization
|
|
E.
|
physiological, safety, self-esteem, love/social, self-actualization
|
|
|
|
|
|
|
19.Perception drives a person’s attitudes, beliefs, motivation, and, eventually, his or her _____.
|
E.
|
Attention
|
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