MKT 571 Final Exam 1. The stage in the new product process that occurs first and has a pass ratio of 1:4 is the ________ stage. test marketing idea screening product development product soft launch 2. If Ming was interested in capturing distribution metrics for her retail organization, which of the following might she consider? Customer complaints Effective reach Share of shelf Trial rate 3. Creative strategies refer to the ________. amount of creative content in a communications message degree of innovation involved in the marketing of a product way marketers translate their messages into a specific communication novelty of a marketing communication 4. Top Gear is an award-winning British television series about motor vehicles, mainly cars. The show is presented by hosts who test drive new cars and provide reviews on the cars’ performance, prices, and other factors. Which of the following personal communications channels is Top Gear closest to in description? Formal channel Sponsored channel Social channel Expert channel 5. Mark feels that Shell delivers on its promises to supply the best gasoline possible to the public. His experiences with Shell have always been good, resulting in positive brand contact. Mark is most likely experiencing brand ________. parity alliance bonding essence 6. Robert is the owner of an automobile manufacturing company. He calls for a board meeting and tells his directors that he wants to build a car that lets drivers experience power and exhilaration. He tells them that the car must allow users to soar from 0 to 60 mph in about 4 seconds. He also says the price of the car must be affordable enough for anybody making a good salary. In accordance with the given scenario, Robert is trying to segment the market on the basis of ________. family size occupation nationality benefits 7. ROC Engineering, a Chinese shipbuilding company, agrees to build a fleet of submarines for the Sri Lankan navy, for which it will be paid in Sri Lankan currency. As per the agreement, ROC must also spend a substantial amount of the money it generates through this deal within the country. In accordance with the contract, ROC buys Sri Lankan tea at a reduced rate. This is an example of which of the following forms of countertrade? barter descending bid offset compensation deal 8. The ________ environment includes the actors involved in producing, distributing, and promoting an offering. The main actors are the company, suppliers, distributors, dealers, and the target customers. economic task management strategic 9. Apple hosts a large number of ________, which become customers’ primary source of product information after warranties expire and are organized by product lines and type of user (consumer or professional). niche networks blogs online communities microblogs 10. With respect to powerful brand elements, ________ is an extremely efficient means to build brand equity. This element functions as a useful “hook” to help consumers grasp what the brand is and what makes it special. a product’s shape a slogan a patent the tangibility of a product 11. Which of the following best describes BR Chicken’s value proposition? We sell chicken at most major malls. We sell tender golden chicken at a moderate price. We undertake home delivery services. We target quality-conscious consumers of chicken. 12. A ________ is a comprehensive, systematic, independent, and periodic examination of a company’s or business unit’s marketing environment, objectives, strategies, and activities, with a view to determining problem areas and opportunities and recommending a plan of action to improve the company’s marketing performance. Market-based scorecard analysis Marketing audit Test market Marketing plan 13. During which of the following stages in new product development decision-making do managers analyze if they can find a good idea consumers say they would try
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