Conceptual Assessment-1 Doc

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MKTG-525: Conceptual Assessment-1 Doc Fall-2022 Instructor: Dr. Nayyer (Nick) Naseem, Email: nnaseem@siue.edu Page 1 of 9 5MKTG-525: Marketing Analysis and Applications for Managerial Decision Making Conceptual Assessment-1 (15 Points) Deadline: Sunday, September 11, 2022, by 11:59 pm The Conceptual Assessment-1 has the two sections covering the introductory slides Ch-00: Creating Value Through Marketing, Chapters 1 through 5, and Ch-21 of the course textbook. Section-1 : This section has a total of 40 multiple choice questions (MCQ) and all questions are compulsory to answer. Each question carries a weight of 0.25-point totaling to 10 points. Some questions may have up to 5 alternatives, while others may have fewer alternatives, but there is only one correct answer. Consider all alternatives before selecting the best one in your opinion. You will have two attempts (highest score accounted for) to submit your responses through a submission link provided in the Conceptual Assessment-1 folder on the course NSU BB. It is advised that you first complete the quiz below at your convenience and time, select the responses and then attempt to submit the responses online. This quiz is due on Sunday, September 11, 2022, by 11:59 pm. Students get two attempts with the higher score accounted for. Late submissions will not be possible. Section-2: This section will require to answer two subjective questions, for 2.5-points each totaling to 5 points, from a given choice of 5 question options in about 300 words and submit it through a separate link provided in the Conceptual Assessment-1 folder. This assignment is due on Sunday, September 11, 2022, by 11:59 pm. Students get two attempts with the higher score accounted for. Late submissions will not be possible. SECTION-1: Multiple-Choice Question (MCQ) Quiz (40 Questions/10 Points) 1. The activity, set of institutions, and process for creating, capturing, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large is called? a. Marketing research b. Marketing c. Marketing Analytics d. Market Segmentation e. Market Positioning 2. Which marketing activity is most directly served by the promotion element of the marketing? a. Communicating Value b. Creating Value c. Capturing Value d. Delivering Value e. Producing Value

MKTG-525: Conceptual Assessment-1 Doc Fall-2022 Instructor: Dr. Nayyer (Nick) Naseem, Email: nnaseem@siue.edu Page 2 of 9 3. Raw materials, labor, and sources of funding represent which kind of market? a. Consumer b. Primary c. Secondary d. Resource e. Government 4. Any managerial process involves the following 5 key steps planning, _______, implementing, leading, and _________. a. marketing and researching b. selling and advertising c. positioning and segmenting d. utilizing and spending e. organizing and controlling 5. The four maj or market forces of the “new market realities” are the following, EXCEPT? a. Technology b. Globalization c. Physical Environment d. Gravity e. Social Responsibility 6. The concept of “Holistic Marketing” includes the following broad component(s) of marketing? a. Internal b. Integrated c. Relationship d. Performance e. All the above 7. Tracy's is a chain of hair dressing salons for women. They use television, magazines, radio, and newspapers to advertise their services. The owners ensure that all communication channels deliver a common message to prospective customers. Tracy's believes in ________ marketing. a. internal b. integrated c. socially responsible d. global e. relationship

MKTG-525: Conceptual Assessment-1 Doc Fall-2022 Instructor: Dr. Nayyer (Nick) Naseem, Email: nnaseem@siue.edu Page 3 of 9 8. Which of the following reflects the "people" component of the holistic marketing mix? a. The creativity, discipline, and structure brought to marketing management b. The development of new products by the marketers c. The firm's consumer-directed activities d. The right set of processes to guide activities and programs within the firm e. The internal marketing of the firm 9. The key drawback(s) of “Matrix Marketing Organization” is/are that ______ _____. a. It is costly b. It may create conflicts c. Lack of clear focus and accountability d. All the above e. None of above 10. Which of the following is not a characteristic of a “High Customer - Centric” organization? a. Customer focused b. Outcome oriented c. Making competitors irrelevant d. Hierarchical e. Value driven 11. The strategic planning process starts with corporate, business unit, and market offering planning in that order. a. True b. False 12. A strategic business unite (SBU) is a clear, concise, and enduring statement of the reasons of an organization’s exist ence. a. True b. False 13. Which level of the company has responsibility for deciding which businesses to start or eliminate? a. Strategic business units b. Corporate headquarters c. Divisional headquarters d. Product line departments e. Functional departments

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MKTG-525: Conceptual Assessment-1 Doc Fall-2022 Instructor: Dr. Nayyer (Nick) Naseem, Email: nnaseem@siue.edu Page 4 of 9 14. Which of the following is not a part of 5- C’s framework? a. Customers b. Company c. Cost d. Competitors e. Context 15. The new market realities have not only changed the consumer and company capabilities, but they have also dramatically changed the competition and competitive landscape. Some of the key changes in the competitive environment relate to the following, EXCEPT? a. Deregulation b. Levels of environmental pollution c. Retail transformation d. Mega brands e. Disintermediation 16. Optimal Value Proposition (OVP) lies at the intersection of the values for the following, EXCEPT? a. Customer b. Company c. Collaborator d. Competitors 17. Similar and analogous to the 4P’s, marketing manage rs have seven tactics (sometimes also referred as marketing mix) at their disposal to develop and offering that creates market value include the following, EXCEPT? a. Product and Service b. Price and Brand c. Packaging and Positioning d. Incentives and communication e. Distribution 18. Situational analysis starts in the planning phase for any firm to review its current market situation and where it wants to be in next few years. One of the tools for situational analysis is SWOT Analysis. What do the letters in acronym stand for? a. weaknesses b. strengths c. opportunities d. threats e. all the above

MKTG-525: Conceptual Assessment-1 Doc Fall-2022 Instructor: Dr. Nayyer (Nick) Naseem, Email: nnaseem@siue.edu Page 5 of 9 19. A marketing plan is a tangible outcome (written document) of a company’s strategic marketing planning process. It includes the following components, EXCEPT? a. Executive Summary b. Situation overview c. G-STIC Action Plan d. Exhibits e. Bill of Materials 20. Companies engage in prosocial activities as part of their corporate social responsibility (CSR) for a variety of reasons. These include the following, EXCEPT? a. As a key element of their corporate culture and value system b. Differentiate and appeal to customers who favor companies with civic virtues c. Insistence of their collaborators d. Forced by the weather conditions e. To create employee loyalty and investor goodwill 21. Companies engage in different types of community-based responsibility programs. These include the following, EXCEPT? a. CSR in workplace for fair and ethical treatment of employees b. Corporate philanthropy c. Serving high-income communities with social programs d. Support Sustainability e. Cause and Societal Marketing 22. Which of the following is/are an example(s) of cause marketing? a. Say no to drugs b. Exercise more, eat better c. Support breast cancer treatment d. All the above e. None of above 23. In addition to creating value for the company, its customers, and its collaborators, corporate social responsibility involves creating value for ________. a. the investors who funded other companies b. the community in which a company operates c. competitors and rivals 24. Research on consumer behavior explores, how individuals, groups, and organizations select, buy, use, and dispose of goods, services, ideas, or experiences to satisfy their needs and wants. a. True b. False

MKTG-525: Conceptual Assessment-1 Doc Fall-2022 Instructor: Dr. Nayyer (Nick) Naseem, Email: nnaseem@siue.edu Page 6 of 9 25. According to the holistic marketing orientation, the model of consumer behavior includes the following elements, EXCEPT? a. Market Context b. Corporate Mission c. Marketing Tactics d. Consumer Characteristics e. Buying Decision Process 26. A culture in which people tend to view themselves as independent agents and value personal autonomy would be characterized as ________. a. individualistic b. collectivistic c. independent d. self-actualized e. self-directed 27. The buying decision process involves the following steps, EXCEPT? a. Problem recognition b. Information search c. Controlling deviation d. Evaluation of alternatives e. Purchase decision 28. According to the Maslow’ s Hierarchy of Needs, the highest level of human need is _____________ need. a. Physiological b. Safety c. Self-Actualization d. Esteem e. Social 29. From the perspective of consumer behavior, when do needs become wants? a. When the consumer enters the five-step purchasing process b. When the consumer is exposed to product advertising c. When the need is reframed as an unmet desire d. When a need is directed toward specific objects that might satisfy the need e. When the consumer becomes conscious of the need

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MKTG-525: Conceptual Assessment-1 Doc Fall-2022 Instructor: Dr. Nayyer (Nick) Naseem, Email: nnaseem@siue.edu Page 7 of 9 30. An audiophile who has invested $60,000 in a McIntosh home audio system is so brand loyal that he refuses to believe a new equipment review article that says a competing brand's power amplifier is just as good as the McIntosh model he owns. What psychological phenomenon is this person demonstrating? a. Selective attention b. Brand loyalism c. Brand determinism d. Exclusive attention e. Selective distortion 31. Business markets consist of all the organizations that acquire goods and services used in the production of value-added goods or services that are sold, rented, supplied, or provided to others. a. True b. False 32. Some characteristics of business markets include the following, EXCEPT _________. a. Numerous small buyers b. Professional purchasing c. Derived demand d. Fluctuating demand e. Direct purchasing 33. The following types of buying decisions are involved in the purchases of business buyers, EXCEPT _________. a. Straight rebuy b. Modified rebuy c. Old buy d. New buy 34. Which among the following business to business (B2B) brands is also a major business to consumer (B2C) brand? a. Hub-Spot b. Lear Corporation c. Salesforce d. Dell Computers e. Cardinal Health 35. Marketing research is a function that links the consumer, customer, and public to the marketer through information that is used to do the following, EXCEPT? a. Identify ad define marketing opportunities and problems b. Generate, refine, and evaluate marketing actions c. Monitor marketing performance d. Address an employee ’s personal problem e. Improve understanding of marketing as a process

MKTG-525: Conceptual Assessment-1 Doc Fall-2022 Instructor: Dr. Nayyer (Nick) Naseem, Email: nnaseem@siue.edu Page 8 of 9 36. The marketing research process involves the following step(s). a. Develop the research plan b. Collect information c. Analyze information d. All the above e. None of above 37. Some of the qualitative marketing research measures include the following, EXCEPT? a. Structured Questionnaires b. Word association tests c. Projective techniques d. Brand personification e. Visualization measures 38. Some of the qualitative marketing research measures include the following, EXCEPT? a. Structured Questionnaires b. Word association tests c. Projective techniques d. Brand personification e. Visualization 39. The ________ phase of marketing research is generally the most expensive and the most prone to error. a. defining the problem b. research planning c. questionnaire design d. interview design e. data collection 40. Some of the popular survey software include the following, EXCEPT? a. Qualtrics b. Survey Monkey c. Google Forms d. Amazon MTurk e. WhatApp

MKTG-525: Conceptual Assessment-1 Doc Fall-2022 Instructor: Dr. Nayyer (Nick) Naseem, Email: nnaseem@siue.edu Page 9 of 9 SECTION-2: Conceptual Assessment-1 Subjective Assignment (2x2.5=5 Points) ANSWER ANY TWO SUBJECTIVE QUESTIONS , FOR 2.5-POINTS EACH TOTALING TO 5 POINTS, from a given choice of 5 question options in about 250 words and submit it through a separate link Conceptual Quiz-1 Written Assignment provided in the same folder. This assignment is due on Sunday, September 11, 2022, by 11:59 pm. Students get two attempts with the higher score accounted for. Late submissions will not be possible. 1. Define marketing? Explain how the new market realities are impacting the discipline? 2. What do you understand by the concept of value from the perspective of a business? Briefly explain the seven marketing tactics that define a specific way the company creates value in the market it competes. 3. What is corporate social responsibility? Explain the different ways a company engages in socially responsible marketing. 4. What is consumer behavior? Briefly explain the main differences between the consumer and business markets. 5. What is marketing research? Briefly explain the steps involved in marketing research process.

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