Conceptual Assessment-2 MCQ Quiz Answers

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9/21/22, 7:22 PM Review Test Submission: Conceptual Assessment-2 MCQ Quiz ... https://bb.siue.edu/webapps/assessment/review/review.jsp?attempt_id=_19126420_1&course_id=_80705_1&content_id=_3170856_1&outcome_id=… 1/15 Review Test Submission: Conceptual Assessment-2 MCQ Quiz Submission Link Marktg An/App for Mgr Dec Makg-MKTG-525-50A-202235 Course Assessments ... Conceptual Assessment-2 Review Test Submission: Conceptual Assessment-2 MCQ Quiz Submission Link User Joseph Thomas Kimball Course Marktg An/App for Mgr Dec Makg-MKTG-525-50A-202235 Test Conceptual Assessment-2 MCQ Quiz Submission Link Started 9/16/22 3:35 PM Submitted 9/16/22 3:38 PM Due Date 9/18/22 11:59 PM Status Completed Attempt Score 9.75 out of 10 points Time Elapsed 2 minutes Results Displayed All Answers, Submitted Answers, Correct Answers, Incorrectly Answered Questions Question 1 Selected Answer: Answers: The process of identifying customers for whom the company will optimize its o±ering is called ________. a. targeting a. targeting b. dominance c. positioning d. segmentation e. research Question 2 ________ identi²es the ways in which the company can reach those customers it has deemed strategically important. mySIUE myServices Star²sh Sexual Violence Prevention Training Feedback 0.25 out of 0.25 points 0.25 out of 0.25 points Joseph Kimball

9/21/22, 7:22 PM Review Test Submission: Conceptual Assessment-2 MCQ Quiz ... https://bb.siue.edu/webapps/assessment/review/review.jsp?attempt_id=_19126420_1&course_id=_80705_1&content_id=_3170856_1&outcome_id=… 2/15 Selected Answer: Answers: a. Tactical targeting a. Tactical targeting b. The marketing mix c. Strategic targeting d. Product customization e. Mass customization Question 3 Selected Answer: Answers: Coca-Cola's original marketing strategy that o±ered a single drink Coca-Cola Classic in a single sized bottle with the advertising theme "Coke is it," is an example of ________ marketing. e. undi±erentiated a. concentrated b. niche c. differentiated d. micro e. undifferentiated Question 4 Selected Answer: Answers: A ________ has three characteristics: (1) It is a source of competitive advantage and makes a signi²cant contribution to perceived customer bene²ts, (2) it has applications in a wide variety of markets, and (3) it is di³cult for competitors to imitate. d. core competency a. strategic competency b. company strength c. benefit strength d. core competency e. tactical advantage Question 5 0.25 out of 0.25 points 0.25 out of 0.25 points 0.25 out of 0.25 points

9/21/22, 7:22 PM Review Test Submission: Conceptual Assessment-2 MCQ Quiz ... https://bb.siue.edu/webapps/assessment/review/review.jsp?attempt_id=_19126420_1&course_id=_80705_1&content_id=_3170856_1&outcome_id=… 3/15 Selected Answer: Answers: Target customers can create two kinds of value for a company: monetary and ________. c. strategic a. tactical b. financial c. strategic d. market share e. profitability Question 6 Selected Answer: Answers: Age, gender, income, occupation, level of education, religion, ethnicity, nationality, employment status, population density, social class, household size, and stage in the life cycle are all considered ________ factors. c. demographic a. personal b. behavioral c. demographic d. psychographic e. geographic Question 7 Selected Answer: Answers: If Walmart divides potential customers into those who prefer to shop online versus those who prefer to shop in person at a Walmart location, it is using a ________ factor to segment its customers. b. behavioral a. personal b. behavioral c. demographic d. psychographic e. geographic Question 8 0.25 out of 0.25 points 0.25 out of 0.25 points 0.25 out of 0.25 points

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9/21/22, 7:22 PM Review Test Submission: Conceptual Assessment-2 MCQ Quiz ... https://bb.siue.edu/webapps/assessment/review/review.jsp?attempt_id=_19126420_1&course_id=_80705_1&content_id=_3170856_1&outcome_id=… 4/15 Selected Answer: Answers: A ________ consists of a group of customers who share a similar set of needs and/or pro²le characteristics. d. market segment a. vertical marketing system b. market basket c. market share d. market segment e. market level Question 9 Selected Answer: Answers: The VALS framework is one of the oldest and best known ________ segmentation systems. a. psychographic a. psychographic b. demographic c. geographic d. economic e. behavioral Question 10 Selected Answer: Answers: Hilton Hotels customizes rooms and lobbies according to location. Northeastern hotels are sleeker and more cosmopolitan. Southwestern hotels are more rustic. This is an example of ________ segmentation. d. geographic a. demographic b. behavioral c. psychographic d. geographic e. cultural Question 11 0.25 out of 0.25 points 0.25 out of 0.25 points 0.25 out of 0.25 points

9/21/22, 7:22 PM Review Test Submission: Conceptual Assessment-2 MCQ Quiz ... https://bb.siue.edu/webapps/assessment/review/review.jsp?attempt_id=_19126420_1&course_id=_80705_1&content_id=_3170856_1&outcome_id=… 5/15 Selected Answer: Answers: If a heavy equipment manufacturer decided not to pursue customers who prefer leasing over buying, it would be using which segmentation variable? d. Purchasing approaches a. Economic stability b. Operating variables c. Demographic factors d. Purchasing approaches e. Situational factors Question 12 Selected Answer: Answers: The ________ is essentially the total customer bene²t minus the total customer cost. d. customer value proposition a. customer net value b. positioning c. core message d. customer value proposition e. customer economic value Question 13 Selected Answer: Answers: After a company discovers di±erent needs and groups of consumers in the marketplace, it targets those it can satisfy in a superior way and then develops a value proposition and ________ its o±erings so the target customers recognize the distinctive bene²ts of its o±erings. a. positions a. positions b. sells c. prices d. launches e. designs Question 14 0.25 out of 0.25 points 0.25 out of 0.25 points 0.25 out of 0.25 points

9/21/22, 7:22 PM Review Test Submission: Conceptual Assessment-2 MCQ Quiz ... https://bb.siue.edu/webapps/assessment/review/review.jsp?attempt_id=_19126420_1&course_id=_80705_1&content_id=_3170856_1&outcome_id=… 6/15 Selected Answer: Answers: Depending on the needs of customers, an o±ering can create value across three domains: ________, psychological, and monetary. a. functional a. functional b. financial c. emotional d. logical e. social Question 15 Selected Answer: Answers: Which element of customer value goes beyond functional value to create emotional bene²ts? c. Psychological a. Functional b. Financial c. Psychological d. Logical e. Social Question 16 Selected Answer: Answers: When Coca-Cola determines the bottled-water competitors for its Dasani brand by identifying the products or sets of products with which the brand competes and which function as close substitutes, it is determining Dasani's ________. b. points of parity a. customer-focused value proposition b. points of parity c. points of difference d. category membership e. brand statement Question 17 0.25 out of 0.25 points 0 out of 0.25 points 0.25 out of 0.25 points

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9/21/22, 7:22 PM Review Test Submission: Conceptual Assessment-2 MCQ Quiz ... https://bb.siue.edu/webapps/assessment/review/review.jsp?attempt_id=_19126420_1&course_id=_80705_1&content_id=_3170856_1&outcome_id=… 7/15 Selected Answer: Answers: How can a brand succeed if it has some perceived points of weakness in terms of competitive parity? c. If it can "break even" in those disadvantageous areas and achieve advantages in other areas a. If it can convince consumers those weaknesses don't matter b. If it can explain to consumers that they have misunderstood the product c. If it can "break even" in those disadvantageous areas and achieve advantages in other areas d. If it can show that competitors have weaknesses, too e. If it ignores those weakness to avoid bringing attention to them. Question 18 Selected Answer: Answers: Marketers can use ________ to reveal "holes" or "openings" that suggest unmet consumer needs and marketing opportunities, as visual representations of consumer perceptions and preferences. b. perceptual maps a. positioning b. perceptual maps c. brand maps d. gap analysis e. segmentation Question 19 Selected Answer: Answers: Subway restaurants are positioned as o±ering healthy, good-tasting sandwiches. When the competitive frame of reference is quick-serve restaurants like McDonald's, what is the point of di±erence (POD)? a. Health a. Health b. Taste c. Convenience d. Price 0.25 out of 0.25 points 0.25 out of 0.25 points

9/21/22, 7:22 PM Review Test Submission: Conceptual Assessment-2 MCQ Quiz ... https://bb.siue.edu/webapps/assessment/review/review.jsp?attempt_id=_19126420_1&course_id=_80705_1&content_id=_3170856_1&outcome_id=… 8/15 e. Brand Question 20 Selected Answer: Answers: When Dollar Shave Club stresses price as an advantage over competitors, which strategy is it using to create competitive advantage? b. Di±erentiating on an existing attribute a. Introducing a new attribute b. Differentiating on an existing attribute c. Building a strong brand d. Noting points of parity e. Downgrading the competition Question 21 Selected Answer: Answers: To build a strong brand and avoid the commodity trap, marketers must start with the belief that it is possible to di±erentiate an o±ering by creating ________. a. a sustainable competitive advantage a. a sustainable competitive advantage b. the lowest-cost product c. the highest-rated product d. the most talked-about product e. competitive parity at least Question 22 Selected Answer: Answers: Which element of a brand story framework relates to the way the narrative logic unfolds over time, including actions, desired experiences, de²ning events, and the moment of epiphany? e. Narrative arc a. Language b. Pitch c. Cast d. Setting 0.25 out of 0.25 points 0.25 out of 0.25 points 0.25 out of 0.25 points

9/21/22, 7:22 PM Review Test Submission: Conceptual Assessment-2 MCQ Quiz ... https://bb.siue.edu/webapps/assessment/review/review.jsp?attempt_id=_19126420_1&course_id=_80705_1&content_id=_3170856_1&outcome_id=… 9/15 e. Narrative arc Question 23 Selected Answer: Answers: A customer judges a product o±ering by three basic elements: product, service, and ________. d. brand a. performance b. utility c. tangibility d. brand e. availability Question 24 Selected Answer: Answers: Many products can be di±erentiated in terms of their ________, which are their size, shape, or physical structure. a. form a. form b. prototype c. architecture d. model e. blueprint Question 25 Selected Answer: Answers: The basic capability of any product is known as its ________. c. core functionality a. main operating mode b. prime function c. core functionality d. value proposition e. customer purpose 0.25 out of 0.25 points 0.25 out of 0.25 points 0.25 out of 0.25 points

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9/21/22, 7:22 PM Review Test Submission: Conceptual Assessment-2 MCQ Quiz ... https://bb.siue.edu/webapps/assessment/review/review.jsp?attempt_id=_19126420_1&course_id=_80705_1&content_id=_3170856_1&outcome_id… 10/15 Question 26 Selected Answer: Answers: If the sound quality of your new Bluetooth headphones is simply unacceptable to you, this represents a problem with the product's ________. c. performance quality a. conformance quality b. expected quality c. performance quality d. minimal quality e. guaranteed quality Question 27 Selected Answer: Answers: A commodity o±ering that can't be meaningfully di±erentiated based on the product itself or any associated services might still achieve di±erentiation through ________. a. branding a. branding b. sales channels c. financing d. reliability e. initial quality Question 28 Selected Answer: Answers: The extraordinary look of Jaguar automobiles relates to the ________ element of product design. b. style a. form b. style c. customization d. performance quality e. conformance quality 0.25 out of 0.25 points 0.25 out of 0.25 points 0.25 out of 0.25 points

9/21/22, 7:22 PM Review Test Submission: Conceptual Assessment-2 MCQ Quiz ... https://bb.siue.edu/webapps/assessment/review/review.jsp?attempt_id=_19126420_1&course_id=_80705_1&content_id=_3170856_1&outcome_id… 11/15 Question 29 Selected Answer: Answers: In the United States, the ________ requires processed-food producers to include nutritional labeling. c. Food and Drug Administration a. Consumer Products Safety Commission b. Department of Agriculture c. Food and Drug Administration d. Department of Education e. Bureau of Product Information Question 30 Selected Answer: Answers: We de²ne packaging as all the activities of designing and producing the container for a product. This includes up to three levels of material: primary package, secondary package, and ________ package. c. shipping a. retailer b. design c. shipping d. consumer e. supplier Question 31 Selected Answer: Answers: Whereas ________ are always provided free of charge and require no additional payment from customers, extended ________ are available to increase the coverage that comes with the product. a. guarantees; warranties a. guarantees; warranties b. warranties; guarantees c. guarantees; performance stipulations d. terms of service; warranties e. performance promises; warranties 0.25 out of 0.25 points 0.25 out of 0.25 points 0.25 out of 0.25 points

9/21/22, 7:22 PM Review Test Submission: Conceptual Assessment-2 MCQ Quiz ... https://bb.siue.edu/webapps/assessment/review/review.jsp?attempt_id=_19126420_1&course_id=_80705_1&content_id=_3170856_1&outcome_id… 12/15 Question 32 Selected Answer: Answers: E±ective product guarantees and warranties need to be relevant, easily understood, and ________. d. easy for the customer to invoke a. free b. expressed in less than one page c. available in multiple media formats d. easy for the customer to invoke e. on display in the store Question 33 Selected Answer: Answers: A ´ight with complementary drinks is an example of a ________. a. major service with accompanying minor goods and services a. major service with accompanying minor goods and services b. pure service c. pure tangible good d. tangible good with accompanying services e. hybrid Question 34 Selected Answer: Answers: The fact that services are typically produced and consumed simultaneously is known as the ________ aspect of services. d. inseparability a. perishability b. intangibility c. heterogeneity d. inseparability e. variability 0.25 out of 0.25 points 0.25 out of 0.25 points 0.25 out of 0.25 points

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9/21/22, 7:22 PM Review Test Submission: Conceptual Assessment-2 MCQ Quiz ... https://bb.siue.edu/webapps/assessment/review/review.jsp?attempt_id=_19126420_1&course_id=_80705_1&content_id=_3170856_1&outcome_id… 13/15 Question 35 Selected Answer: Answers: Unlike physical products, services cannot be seen, tasted, felt, heard, or smelled before they are bought. This is known as the ________ aspect of services. b. intangibility a. inseparability b. intangibility c. variability d. perishability e. heterogeneity Question 36 Selected Answer: Answers: Service quality depends on who provides them, when and where they are provided, and to whom they are provided. Thus, service quality is highly ________. c. variable a. inseparable b. tangible c. variable d. perishable e. intangible Question 37 Selected Answer: Answers: Which of the following steps will help service ²rms to increase their quality control? a. Standardizing the service-performance process a. Standardizing the service-performance process b. Providing complementary services to customers c. Giving personnel authority in handling situations d. Adopting differential pricing e. Cultivating nonpeak demand 0.25 out of 0.25 points 0.25 out of 0.25 points 0.25 out of 0.25 points

9/21/22, 7:22 PM Review Test Submission: Conceptual Assessment-2 MCQ Quiz ... https://bb.siue.edu/webapps/assessment/review/review.jsp?attempt_id=_19126420_1&course_id=_80705_1&content_id=_3170856_1&outcome_id… 14/15 Question 38 Selected Answer: Answers: To map out the service process, the points of customer contact, and the evidence of service from the customer's point of view, service ²rms should develop a ________. e. service blueprint a. marketing plan b. service floor plan c. gantt chart d. business plan e. service blueprint Question 39 Selected Answer: Answers: Which of these was NOT identi²ed in the chapter as one of the main opportunities for di±erentiating services? b. Sta± reputation a. Ease of ordering b. Staff reputation c. Installation, training, and consulting d. Speed and timing of delivery e. Maintenance and repair Question 40 Selected Answer: Answers: Gloria goes to the same bagel shop every morning because the workers there remember her name and remember her order. They always make her feel welcome. The employees of this bagel shop excel at which of the following determinants of service quality? d. Empathy a. Reliability b. Responsiveness c. Assurance d. Empathy e. Tangibles 0.25 out of 0.25 points 0.25 out of 0.25 points 0.25 out of 0.25 points

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Conceptual Assessment-2 MCQ Quiz Answers

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