Full Download Strategic Marketing International 1st Edition Mooradian Test Bank
Full Download Strategic Marketing International 1st Edition Mooradian Test Bank
Full Download Strategic Marketing International 1st Edition Mooradian Test Bank
https://testbankfan.com/download/strategic-marketing-international-1st-edition-moora
dian-test-bank/
Exam
Name___________________________________
MULTIPLE CHOICE. Choose the one alternative that best completes the statement or answers the question.
1) The quality a customer receives adjusted for the price a customer pays for a product is known as 1)
________.
A) dividend B) perception C) loyalty D) value
Answer: D
Explanation: A)
B)
C)
D)
2) A firm could most likely increase the perceived benefits of a product by ________. 2)
A) reducing the overall purchase price
B) reducing the operating costs associated with the product
C) adding a desirable new feature to the product without increasing the purchase price
D) adding maintenance costs associated with owning the product
Answer: C
Explanation: A)
B)
C)
D)
3) What is the first step in the strategic marketing and planning process? 3)
A) strategy formation B) market segmentation
C) situation assessment D) product promotion
Answer: C
Explanation: A)
B)
C)
D)
5) Research indicates that a firm with an effective marketing-oriented strategy is more likely to 5)
experience higher ________.
A) start-up costs B) long-term profits
C) short-term profits D) production costs
Answer: B
Explanation: A)
B)
C)
D)
7) According to Peter Drucker, which of the following is most essential to defining the purpose and 7)
strategy of a business?
A) production efficiencies B) customer needs
C) cross-cultural sales D) value added profits
Answer: B
Explanation: A)
B)
C)
D)
8) ________ is how a firm differentiates itself from competitors in a way that customers value. 8)
A) Singularity B) Development C) Segmentation D) Diversification
Answer: A
Explanation: A)
B)
C)
D)
9) Which of the following is constantly pushing the value frontier towards higher quality and/or 9)
lower prices?
A) innovation B) government spending
C) wage increases D) market expansion
Answer: A
Explanation: A)
B)
C)
D)
10) A ________ is a graphical representation of the ratio between a product's benefits and costs. 10)
A) fair value matrix B) value map
C) data mine D) customer data graph
Answer: B
Explanation: A)
B)
C)
D)
2
11) Which marketing strategy involves developing the lowest cost structure in order to earn higher 11)
margins?
A) cost leadership B) differentiation
C) segmentation D) competitive scope
Answer: A
Explanation: A)
B)
C)
D)
12) A firm with a marketing strategy of differentiation most likely sells a product with qualities that 12)
________.
A) competitors offer and that numerous customers demand
B) a wide range of consumers perceive as convenient
C) competitors do not offer and that specific customers value
D) a small segment of consumers demand at a low price
Answer: C
Explanation: A)
B)
C)
D)
13) A marketing strategy of competitive advantages is typically based on either ________ or ________. 13)
A) mass global appeal; cost leadership B) differentiation; reliability
C) cost leadership; differentiation D) segmentation; globalization
Answer: C
Explanation: A)
B)
C)
D)
14) According to marketing strategy expert Michael Porter, "Competitive strategy is about being 14)
________."
A) satisfactory B) superior C) efficient D) different
Answer: D
Explanation: A)
B)
C)
D)
15) Which of the following best describes a growth strategy of market development? 15)
A) selling new products to existing markets
B) selling new products to new markets
C) selling existing products to new markets
D) selling existing products to existing markets
Answer: C
Explanation: A)
B)
C)
D)
3
Another random document with
no related content on Scribd:
died in bed, knew what his progenitors had been spared. Even in the
soberly civilized eighteenth century there lingered a doubt as to the
relative value of battle-field, gallows and sick-chamber.
“True blue
And Mrs. Crewe”
and how shall we reach him save through the pages of history? It is
the foundation upon which are reared the superstructures of
sociology, psychology, philosophy and ethics. It is our clue to the
problems of the race. It is the gateway through which we glimpse the
noble and terrible things which have stirred the human soul.
A cultivated American poet has said that men of his craft “should
know history inside out, and take as much interest in the days of
Nebuchadnezzar as in the days of Pierpont Morgan.” This is a
spacious demand. The vast sweep of time is more than one man can
master, and the poet is absolved by the terms of his art from severe
study. He may know as much history as Matthew Arnold, or as little
as Herrick, who lived through great episodes, and did not seem to be
aware of them. But Mr. Benét is wise in recognizing the inspiration of
history, its emotional and imaginative appeal. New York and Pierpont
Morgan have their tale to tell; and so has the dark shadow of the
Babylonian conqueror, who was so feared that, while he lived, his
subjects dared not laugh; and when he died, and went to his
appointed place, the poor inmates of Hell trembled lest he had come
to rule over them in place of their master, Satan.
“The study of Plutarch and ancient historians,” says George
Trevelyan, “rekindled the breath of liberty and of civic virtue in
modern Europe.” The mental freedom of the Renaissance was the
gift of the long-ignored and reinstated classics, of a renewed and
generous belief in the vitality of human thought, the richness of
human experience. Apart from the intellectual precision which this
kind of knowledge confers, it is indirectly as useful as a knowledge of
mathematics or of chemistry. How shall one nation deal with another
in this heaving and turbulent world unless it knows something of
more importance than its neighbour’s numerical and financial
strength—namely, the type of men it breeds. This is what history
teaches, if it is studied carefully and candidly.
How did it happen that the Germans, so well informed on every
other point, wrought their own ruin because they failed to understand
the mental and moral make-up of Frenchmen, Englishmen and
Americans? What kind of histories did they have, and in what spirit
did they study them? The Scarborough raid proved them as ignorant
as children of England’s temper and reactions. The inhibitions
imposed upon the port of New York, and the semi-occasional ship