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Str/581

  • Date Submitted: 01/16/2011 05:47 PM
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STR/581 Sample Final Exam

This Sample Final Exam is provided as a resource to help familiarize students with the content areas and types of questions that they may encounter when they complete the comprehensive STR/581 Final Exam in Week Six.

Marketing
Strategic marketing
Metrics and control mechanisms-CLV (Customer Lifetime Value)
Environmental scanning and marketing planning
Innovation
Buyer behavior
Consumer and business purchasing processes
Factors influencing consumer and business purchasing
Segmentation
Market research
Competitive intelligence
Problem formulation
Managerial decision making
Target segments and marketing mix
Specifying target markets
Pricing
Products/services (new product development, brand management, positioning)
Promotion (integrated marketing communication)
Channels and distribution/supply chain

1. ____________ is the totality of features and characteristics of a product or service that bear on its ability to satisfy stated or implied needs
a. 0 Performance
b. 0 Value
c. 1 Quality
d. 0 Customer retention
e. 0 Customer loyalty

2. Marketers need to be aware of threats and opportunities associated with four trends in the natural environment. All of the following are among those trends EXCEPT ________.
a. 0 The shortage of raw materials
b. 0 The increased cost of energy
c. 1 Near 90 percent corporate support for “green causes”
d. 0 Increased pollution levels
e. 0 The changing role of governments

3. A(n) ________ is any good, service, or idea that is perceived by someone as new. The idea may have a long history, but it is new to the person who sees it as such.
a. 0 Product
b. 1 Innovation
c. 0 New idea  
d. 0 Creative product
e. 0 None of these  

4. In market-penetration pricing, the company’s objective in pricing is to ________, believing that higher sales volume will lead to lower unit costs and higher long-run profits.
a. 0 Block competitive launches
b. 1...

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