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BUS203 Principles of Marketing - Saylor Direct Credit Final Exam 2024
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BUS203: Principles of Marketing - SaylorDirect Credit Final Exam
Terri is a marketer who reviews leads to identify where resources should be allocated. Which of the following is she engaging in?
a.Lead scoring
b.Lead analysis
c.Lead exploration
d.Lead resourcer - Answer- a.Lead scoring
To understand if a product offering is financially feasible, companies often consider which of the following?
a.Customers' value segmentation
b.Customers' personal value equation
c.Customers' income and demographics (x)
d.Customers' potential interest in the product - Answer- b.Customers' personal value equation
Pricing is the most important decision made by business. Of the following, which three perspectives are considered when pricing?
a.Sales, customer, economic (x)
b.Sales, employee, executive
c.Customer, economic, societal
d.Customer, societal, sales (x) - Answer- c.
Customer, economic, societal What kind of business approach recognizes that consumers want value in both their products and services?
a.Market-oriented (x)
b.Product-oriented (x)
c.Customer-oriented
d.Service-oriented - Answer- c.Customer-oriented
Which of the following is designed to deliver one consistent promotional message to a potential buyer? a.Integrated marketing communication (x)
b.Advertising
c.Personal Selling (x)
d.Public Relation - Answer- What do companies use public relations to do?
a.Build brand awareness through free advertising
b.Create a favorable image for a brand
c.Ensure a controlled audience response
d.Attract investors and maintain a relationship with shareholders - Answer- b.Create a favorable image for a brand
Which of the following describes the process of designing and manufacturing a product, and then bringing it to the market?
a.Strategy
b.Exchange
c.Value chain
d.Commercialization - Answer- c.Value chain Which of the following describes the proper order of the elements of marketing plan development?
a.Research customer needs, create the right offerings, communicate value
b.Communicate value, create the right offerings, launch promotional plan
c.Research customer needs, develop corporate strategy, develop Mission Statement
d.Develop corporate strategy, develop Mission Statement, research customer needs - Answer- a.Research customer needs, create the right offerings, communicate value
What marketplace issues might best be considered with a SWOT analysis?
a.Media selections
b.Competitor offerings
c.Organization and training
d.Position among competitors - Answer- b.Competitor offerings
Which of the following is a benefit of segmenting and targeting markets?
a.Identify market expansion opportunities .x
b.Focus on profitable customers
c.Segmenting brands to provide customer benefits .x d.Target customers who cross shop a competitor - Answer- d.Target customers who cross shop a competitor
What categories might marketers segment a target audience into?
a.
Behavioral and realistic
b.
Intellectual and behavioral
c.
Interactive and demographic
d.
Demographic and geographic - Answer- d. Demographic and geographic
Why is segmentation of target audiences useful in marketing campaigns?
a.
A segmented audience strengthens competitors. x
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