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Mid MCQ Mkt623 Ans

The document appears to be a multiple choice quiz on marketing concepts consisting of 30 questions. It provides the questions and possible answer choices for each question. The questions cover topics like the marketing mix, marketing communications tools, market segmentation, and consumer behavior. The goal of the quiz is to test the taker's understanding of fundamental marketing concepts.

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Neel Nayan
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0% found this document useful (0 votes)
97 views13 pages

Mid MCQ Mkt623 Ans

The document appears to be a multiple choice quiz on marketing concepts consisting of 30 questions. It provides the questions and possible answer choices for each question. The questions cover topics like the marketing mix, marketing communications tools, market segmentation, and consumer behavior. The goal of the quiz is to test the taker's understanding of fundamental marketing concepts.

Uploaded by

Neel Nayan
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
You are on page 1/ 13

11/13/21, 9:31 PM Mid_MCQ_MKT623

Mid_MCQ_MKT623 Total points 26/30

You must answer ALL 30 questions in 30 minutes.

25% marks will be deducted for late submission

_____________is the customer’s perception of all the benefits of a product1/1


or service weighed against all the costs of acquiring and consuming it. *

Need

IMC

Demand

Want

Value

____________means state of felt deprivation. * 1/1

Need

Demand

Want

IMC

Value

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Experiential benefit of a product means * 1/1

the performance of the product

what it feels like to use the product

feelings such as self-esteem

what it feels like to discuss with other people about the product experience

status that result from owning a particular brand

___________refers to channels of marketing communication that a 1/1


company controls, such as its websites, blogs, and mobile apps as well as
social media channels such as Facebook, Twitter, Instagram, and
YouTube. *

Owned media

Paid media

Social media

Earned media

Internet based media

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_________is exposure for a company or brand that it did not have to pay 1/1
for and is generated by outside entities such as the media or the general
public. *

Earned media

Internet based media

Owned media

Paid media

Social media

Which of the following is not considered as a tool of paid media? * 1/1

Blog

Print

Outdoor

Radio

TV

Which of the following is not considered as a tool of earned media? * 1/1

blogs

posts

word of mouth

online reviews

reposts

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Which of the following is not considered as a part of external analysis? * 1/1

Consumer behavior analysis

Market targeting

Market segmentation

Advertising agency evaluation

Market positioning

Which of the following is considered as a tool of owned media? * 1/1

Facebook

Print

Radio

Direct mail

TV

Which of the following is considered as a tool of behavioristic 1/1


segmentation variables? *

Sex

Product features

Product life cycles

Nations

buying responses to a product

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Which of the following is not considered as a tool of psychographic 1/1


segmentation variables? *

consumer life-cycles

consumer life-styles

consumer loyalties

consumer perception

consumer personality

Which of the following is is an example of undifferentiated marketing. * 1/1

Seagull hotel offers a variety of customer services for different travelers

STATA crop. offered only one product version

Coca-Cola offered different product versions across the world

Tesla has focused its automobile business exclusively on the high-income segment

Dell offered multiple product versions within a same market

Selecting a market involves determining the most attractive segment. S 1/1


firm must examine all of the following EXCEPT *

the opportunities for growth

the competition

its own ability to compete

the sales potential of the segment

its competitor's country of origin

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The basic task of marketing is combining the elements of marketing mix 1/1
into a marketing program to facilitate the potential for exchange with
consumers in the marketplace. *

True

False

Competitive advantage can also be achieved through advertising. * 1/1

False

True

Market opportunities are areas where the company believes customer 1/1
needs and opportunities are not being satisfied. *

False

True

The sender’s goal is to encode the message in such a way that it will be 1/1
understood by the media. *

True

False

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The Internet is an example of personal form of communication. * 0/1

True

False

Correct answer

False

Which of the following statements is wrong? * 0/1

The goal of push strategy is to push the product through the channels of distribution
by aggressively selling and promoting the item to the resellers, or trade.

Product symbolism refers to what a product or brand means to consumers and


what they experience in purchasing and using it.

The goal of a pull strategy is to create demand among consumers and encourage
them to request the product from the retailer.

Symbolic positioning relates to the buyer’s internally garneted need for self-
enhancement by experiencing a product’s real feel.

Cultural symbol means connect the brand to some cultural symbol that is recognized
and known by consumers.

Correct answer

Symbolic positioning relates to the buyer’s internally garneted need for self-
enhancement by experiencing a product’s real feel.

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Let us say, while a customer, due for an upgrade, walks in the mobile 1/1
store, to get their new smartphone and in their evoked set they have
Huawei and Samsung. Just before they make the purchase they see in
the store that the new Xperia is on promotion with a set of Sony
Bluetooth headphones worth over a hundred euros. However, they have
absolutely no opinion on Sony smartphones. Neither negative nor
positive and they have not had any previous experience with the brand.
In this case, this means that Sony Mobile is currently in_______. *

the unware set

the non-purchase list

the inert set

the inept set

the consideration set

"When a person thinks of computers, laptops come to mind, then weight, 1/1
then tablet and iPad."- This sentence reflects an example of_________. *

process of elimination

cognitive map

logical sequence of generic product to specific brand

attitude formation

consideration set

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________holds an Ms. Ruponti's actual purchase behavior. * 1/1

Affective component

Conative component

Cognitive component

Consumer affect referral

Consumer behavior

Which of the following sequence is wrong? * 0/1

Conative → Cognitive → Affective

Cognitive → Affective → Conative

action → knowledge → emotion

Affective → Conative → Cognitive

all options are correct

Correct answer

all options are correct

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___________includes systematic and organized efforts to encourage 1/1


people to speak favorably about a company, brand, organization, or issue
and often to recommend it to others in their social network *

Buzz marketing

Social media marketing

WOM marketing

Social networking

IMC

Arranging a recipe contest with help of television and social media is an 1/1
example of_______ *

IMC

Buzz marketing

WOM marketing

Social networking

Social media marketing

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involves identifying and choosing the initial group of consumers who will 1/1
be used to start the diffusion or spreading of a message. *

Seeding

WOM marketing

Social media marketing

Social network segmentation

Buzz marketing

________model shows the process by which advertising works; it 1/1


assumes a consumer passes through a series of steps in sequential order
from initial awareness of a product or service to actual purchase. *

Hierarchy of effects

AIDA

The innovation adoption model

The Cognitive Response Approach

The information processing model

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___________determines the types of responses evoked by an advertising 1/1


message and how these responses relate to attitudes toward the ad,
brand attitudes, and purchase intentions. *

AIDA

The information processing model

The Cognitive Response Approach

The innovation adoption model

Hierarchy of effects

Receivers who react favorably to the source generate favorable 1/1


thoughts, or ___________. *

support arguments

counterarguments

source derogations

source bolsters

actual purchase

Conative stage of a response hierarchy model is connected with a trial of 0/1


a product. *

False

True

Correct answer

True

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