3357644
Descripción
Test por Jorge Zepeda, actualizado hace más de 1 año
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Creado por Jorge Zepeda
hace más de 9 años
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Pregunta 1
Pregunta
What is included in the "marketing mix" (4 P's)?
Respuesta
-
Promotion
-
People
-
Place
-
Production
-
Price
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Product/Service
Pregunta 2
Pregunta
Customers have ________ and ___________
Respuesta
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dreams, ideas
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wants, money
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no money, needs
-
wants and needs
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lots of wants, lots of money
Pregunta 3
Pregunta
Customers needs => functional => volume
Respuesta
- True
- False
Pregunta 4
Pregunta
Customers wants => psychological => margins
Respuesta
- True
- False
Pregunta 5
Pregunta
The exchange of product and services is effect by what?
Respuesta
-
Consumer disposable income
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Customers' wants and needs
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PESTE
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None of the above
Pregunta 6
Pregunta
What is the goal for the the exchange of product/services?
Respuesta
-
To maximize customer satisfaction for customer needs
-
To maximize customer satisfaction for customer wents
-
To maximize customer satisfaction for both wants and needs
-
None of the above
Pregunta 7
Pregunta
What should you always do first when entering a market?
Respuesta
-
Analysis customer wants and needs
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Market Segmentation
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PESTE analysis
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None of the above
Pregunta 8
Pregunta
What makes up "PESTE"?
Respuesta
-
People
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Excellence
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Political/legal factors
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Supply and Demand
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Time
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Techonology
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Process improvement
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Economic factors
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Social factors
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Environmental factors
Pregunta 9
Pregunta
What are the types of international marketing?
Respuesta
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Multi-domestic
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Glocal
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Regional
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Global
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All of the above?
Pregunta 10
Pregunta
What two things affect the type of market a firm is (as in Global, Multi-domestic, regional, glocal)?
Respuesta
-
Integration
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Process Capacity
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Firm's Vision
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Responsiveness
Pregunta 11
Pregunta
What where the issues in the Microsoft "works" case?
Respuesta
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Toggle Switch
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Picky Customers
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File Conversions
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Language
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Timing
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All of the above
Pregunta 12
Pregunta
SOHO stands for: Small Office-Home Office
Respuesta
- True
- False
Pregunta 13
Pregunta
Segmentation is what?
Respuesta
-
Grouping people who have similar relevant benefits together
-
Grouping people together who have different relevant benefits
-
Grouping people who have similar relevant benefits together who are willing and able to buy
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None of the above
Pregunta 14
Pregunta
What does "SAM" stand for? (in relation to segmentation)
Respuesta
-
Sustianable-Accessible-Measurabl
-
Sustainable-Accurate-Measurable
-
Substantial-Accessible-Marginal
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Substantial-Accessible-Measurable
-
None of the above
Pregunta 15
Pregunta
Differentiation is finding superiority over competitors on some benefits/attributes relevant to the cusomter
Respuesta
- True
- False
Pregunta 16
Pregunta
Segmentation + Differentiation = ?
Respuesta
-
Target Market
-
Product Attributes
-
Product Niche
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Positioning Strategy
Pregunta 17
Pregunta
What are the steps in positioing?
Respuesta
-
1) Pick a target market. 2) Identify relevant benefits.3) Create a positioning map
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1) Create a positioning map. 2) Pick a target market. 3) Identify relevant benefits
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1) Identify relevant benefits. 2) Pick a target market. 3) Create a positiong map
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None of the above
Pregunta 18
Pregunta
Price - Cost of Goods Sold = ?
Respuesta
-
Unit Contribution Margin
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Break-even Volume
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Net Income
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Gross Margin
Pregunta 19
Pregunta
Unit Price - Unit VC = Unit Contribution Margin
Respuesta
- True
- False
Pregunta 20
Pregunta
? = Fixed Cost / Unit Contribution Margin
Respuesta
-
Gross Margin
-
Break-even Time
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Break-even Volume
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Retailer Margin
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None of these
Pregunta 21
Pregunta
Time to Break-even = X / Y
Respuesta
-
x = breakeven volume, y = annual sales
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x = annual sales, y = breakeven volume
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x = fixed cost, y = unit contribution
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x = unit contribution, y = fixed cost
Pregunta 22
Pregunta
Unit contribution is called a "contribution" because it contributes back to the fixed cost then if you break-even, it goes towards your profit
Respuesta
- True
- False
Pregunta 23
Pregunta
When should "transfer prices" be low priced?
Respuesta
-
When duties and tariffs are higher
-
When making local subsidiaries more favorable/profitbal
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Tax rate in foreign markets are higher than the US
-
Inflation in foreign market is higher than the US
-
Currency depreciation is unstable in foreign markets
Pregunta 24
Pregunta
When should "transfer prices" be priced higher?
Respuesta
-
When duties and tariffs are high
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When its better to make local subsidiaries more favorable/profitable
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When tax rates in foreign markets are higher than the US
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When inflation in foreign markets is higher than the US
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When foreign markets currency depreciation in unstable
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If repatriation of profits is restrictedd
Pregunta 25
Pregunta
Segmentation is breaking a market into subgroups that behave the same way with respect to your product/service
Respuesta
- True
- False
Pregunta 26
Pregunta
What variables are used to "segment" a market?
Respuesta
-
Demographics
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Psychographics
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Attitudes
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Interest
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Opinions
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All of these
Pregunta 27
Pregunta
What has to exist for segmentation to work?
Respuesta
-
SAM (Substantial, Accessible, Measurable)
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Large market share
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A strong positioning strategy
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None of these
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