Dwnload Full Strategic Marketing International 1st Edition Mooradian Test Bank PDF
Dwnload Full Strategic Marketing International 1st Edition Mooradian Test Bank PDF
Dwnload Full Strategic Marketing International 1st Edition Mooradian Test Bank PDF
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
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