QUESTION $1$

$\_\_\_\_\_\_\_\_$ management is the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value.

Knowledge

Marketing

Distribution

Strategic

Operations

$1$ points

QUESTION $2$

The task of any business is to $\_\_\_\_\_\_\_\_.$

communicate similar value as provided by competitors

deliver customer value at a profit

differentiate in terms of cost of production

create customer needs

reduce competition

$1$ points

QUESTION $3$

Which of the following elements of the marketing communications mix refers to any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor via print, broadcast, network, electronic, and display media?

personal selling

direct marketing

public relations

advertising

sales promotion

$1$ points

QUESTION $4$

A $\_\_\_\_\_\_\_\_$ is a comprehensive, systematic, independent, and periodic examination of a company's or business unit's marketing environment, objectives, strategies, and activities, with a view to determining problem areas and opportunities and recommending a plan of action to improve the company's marketing performance.

marketing metric

test market

market$-$based scorecard analysis

marketing plan

marketing audit

$1$ points

QUESTION $5$

$\_\_\_\_\_\_\_\_$ are a person's enduring favorable or unfavorable evaluations, emotional feelings, and action tendencies toward some object or idea.

Beliefs

Feelings

Attitudes

Discriminations

Values

$1$ points

QUESTION $6$

Creative strategies refer to the $\_\_\_\_\_\_\_\_.$

novelty of a marketing communication

way marketers translate their messages into a specific communication

amount of creative content in a communications message

type of medium used to deliver a marketing communication

degree of innovation involved in the marketing of a product

$1$ points

QUESTION $7$

Establishing and communicating the distinctive benefit$($s$)$ of the company's market offering for each target segment is called $\_\_\_\_\_\_\_\_.$

market research

market dominance

marketing effectiveness

market positioning

market segmentation

$1$ points

QUESTION $8$

A sales representative whose expertise is in unraveling customers' problem is called a$($n$)\_\_\_\_\_\_\_\_.$

order taker

technician

demand creator

solution vendor

missionary

$1$ points

QUESTION $9$

$\_\_\_\_\_\_\_\_$ refer to the marketing communications element that involves company$-$sponsored activities and programs designed to create daily or special brand$-$related interactions with consumers.

Publicity campaigns

Public relations

Events and experiences

Advertisements

Trade promotions

$1$ points

QUESTION $10$

When a consumer expresses thoughts, feelings, images, experiences, and beliefs associated with the brand, the consumer is expressing $\_\_\_\_\_\_\_\_.$

self$-$serving bias

brand identity

brand knowledge

cognitive dissonance

ethnocentric bias

$1$ points

QUESTION $11$

Using an established brand to introduce a new product is called brand $\_\_\_\_\_\_\_\_.$

extension

parity

valuation

harmonization

positioning

$1$ points

QUESTION $12$

If a marketer is seeking to segment a business market, which of the following variables is generally felt to be the most important?

demographic variables

personal characteristics

purchasing approaches

operating variables

situational factors

$1$ points

QUESTION $13$

The number of times within a specified time period that an average person or household is exposed to an advertising message is known as $\_\_\_\_\_\_\_\_.$

amplitude

impact

frequency

reach

depth

$1$ points

QUESTION $14$

$\_\_\_\_\_\_\_\_$ refers to the means by which firms attempt to inform, persuade, and remind consumers$$directly or indirectly$$about the products and brands they sell.

Operations management

Marketing communications

Planning

Financial management

Human resource development

$1$ points

QUESTION $15$

In a $\_\_\_\_\_\_\_\_$ marketing system, two or more unrelated companies put together resources or programs to exploit an emerging marketing opportunity.

reverse flow

lateral

horizontal

vertical

forward flow

$1$ points

QUESTION $16$

$\_\_\_\_\_\_\_\_$ is the process of carefully managing detailed information about individual customers and all customer "touch points" to maximize loyalty.

Customer satisfaction analysis

Customer relationship management

Customer profitability analysis

Customer$-$value delivery

Customer lifetime value

$1$ points

QUESTION $17$

Which of the following is considered to be the last step in the marketing research process?

drafting the report

controlling the environment

presenting findings

arriving at a decision

analyzing information

$1$ points

QUESTION $18$

The process of selecting one or more market segments to enter is called market $\_\_\_\_\_\_\_\_.$

segmentation

resea