my-jou

2. A company suffering from marketing myopia is making which mistake? (1 pt)

A) Focusing too much on customer satisfaction rather than profit.

B) Paying more attention to the specific products offered than to the underlying benefits and experiences.

C) Targeting too many market segments simultaneously.

D) Underpricing products during economic downturns.

3. Which marketing management philosophy says organizational goals depend on understanding target-market needs and delivering satisfaction better than competitors? (1 pt)

A) Production Concept

B) Product Concept

C) Selling Concept

D) Marketing Concept

4. In the BCG Growth-Share Matrix, a high-growth, low-share business unit is classified as a: (1 pt)

A) Star

B) Cash Cow

C) Question Mark

D) Dog

5. According to Ansoff’s Product/Market Expansion Grid, selling existing products to new market segments is: (1 pt)

A) Market Penetration

B) Market Development

C) Product Development

D) Diversification

6. Data that already exists and was collected for another purpose is called: (1 pt)

A) Primary data

B) Secondary data

C) Observational data

D) Causal data

7. Which type of research is best suited to testing cause-and-effect relationships? (1 pt)

A) Exploratory research

B) Descriptive research

C) Experimental research

D) Observational research

8. Segmenting a market based on social class, lifestyle, or personality is called: (1 pt)

A) Geographic segmentation

B) Demographic segmentation

C) Psychographic segmentation

D) Behavioral segmentation

9. In business buyer behavior, demand that ultimately comes from demand for consumer goods is called: (1 pt)

A) Inelastic demand

B) Derived demand

C) Fluctuating demand

D) Joint demand

10. A business buying situation in which the buyer reorders without modifications is called a: (1 pt)

A) Straight rebuy

B) Modified rebuy

C) New task

D) Systems sale

11. At which Product Life Cycle stage do profits typically peak while sales grow rapidly? (1 pt)

A) Introduction stage

B) Growth stage

C) Maturity stage

D) Decline stage

12. Setting a high initial price to earn revenue from segments willing to pay more is called: (1 pt)

A) Market-penetration pricing

B) Market-skimming pricing

C) Value-based pricing

D) Target costing

13. A strategy using as many outlets as possible for maximum exposure, common for convenience goods, is: (1 pt)

A) Exclusive distribution

B) Selective distribution

C) Intensive distribution

D) Direct distribution

14. Which promotion mix strategy uses sales forces and trade promotion to move products through channels to final consumers? (1 pt)

A) Pull strategy

B) Push strategy

C) Direct strategy

D) Integrated strategy

15. Which Porter generic strategy aims for the lowest production and distribution costs so a firm can price below competitors? (1 pt)

A) Differentiation

B) Overall Cost Leadership

C) Focus

D) Niche leadership

16. Which service characteristic means services cannot be seen, tasted, felt, heard, or smelled before purchase? (1 pt)

A) Service Inseparability

B) Service Perishability

C) Service Intangibility

D) Service Variability

17. Which international market-entry mode involves the highest financial commitment, risk, and control? (1 pt)

A) Exporting

B) Licensing

C) Joint Venturing

D) Direct Investment

18. Define Customer Lifetime Value (CLV) and Customer Equity. Explain why a firm might prefer retaining existing customers over acquiring new ones. (2 pts)

19. Contrast the traditional seller-oriented 4 Ps with the buyer-oriented 4 As framework. (2 pts)

20. Explain the difference between personal and mass communication channels. Give two suitable sub-channels under each for marketing a high-performance sports bicycle. (2 pts)

21. Identify the four key characteristics of services. Explain the operational challenges of perishability and inseparability. (2 pts)

22. Case context: EcoDrive targets urban delivery fleets and eco-conscious local logistics firms with FleetVolt, a compact electric delivery van featuring a durable battery, modular cargo bays, and FleetPulse fleet telematics. It sells directly through corporate sales teams, offers 24/7 mobile battery swaps, positions the offer as a Zero-Downtime Clean Logistics Solution, and charges a premium vehicle price plus a subscription for battery-health guarantees and software updates. Contrast mass marketing and target marketing. Explain why EcoDrive chose target marketing. (2 pts)

23. Case context: EcoDrive targets urban delivery fleets and eco-conscious local logistics firms with FleetVolt, a compact electric delivery van featuring a durable battery, modular cargo bays, and FleetPulse fleet telematics. It sells directly through corporate sales teams, offers 24/7 mobile battery swaps, positions the offer as a Zero-Downtime Clean Logistics Solution, and charges a premium vehicle price plus a subscription for battery-health guarantees and software updates. Identify the major segmentation bases EcoDrive uses to target business buyers and justify each. (2 pts)

24. Case context: EcoDrive targets urban delivery fleets and eco-conscious local logistics firms with FleetVolt, a compact electric delivery van featuring a durable battery, modular cargo bays, and FleetPulse fleet telematics. It sells directly through corporate sales teams, offers 24/7 mobile battery swaps, positions the offer as a Zero-Downtime Clean Logistics Solution, and charges a premium vehicle price plus a subscription for battery-health guarantees and software updates. Explain Points-of-Parity (POP) and Points-of-Difference (POD). Identify one POP for commercial delivery vehicles and one specific POD for FleetVolt. (2 pts)

25. Case context: EcoDrive targets urban delivery fleets and eco-conscious local logistics firms with FleetVolt, a compact electric delivery van featuring a durable battery, modular cargo bays, and FleetPulse fleet telematics. It sells directly through corporate sales teams, offers 24/7 mobile battery swaps, positions the offer as a Zero-Downtime Clean Logistics Solution, and charges a premium vehicle price plus a subscription for battery-health guarantees and software updates. List three pricing objectives EcoDrive could consider and recommend one, with justification. (2 pts)

26. Case context: EcoDrive targets urban delivery fleets and eco-conscious local logistics firms with FleetVolt, a compact electric delivery van featuring a durable battery, modular cargo bays, and FleetPulse fleet telematics. It sells directly through corporate sales teams, offers 24/7 mobile battery swaps, positions the offer as a Zero-Downtime Clean Logistics Solution, and charges a premium vehicle price plus a subscription for battery-health guarantees and software updates. Describe three international market-entry modes and recommend one for EcoDrive’s expansion. (2 pts)

Marketing Exam Review