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Chris M.
Chris M., M.S.W. Social Work
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3) Total customer satisfaction is the general feeling of pleasure

Customer Question

3) Total customer satisfaction is the general feeling of pleasure or disappointment that results from comparing perceived performance to expectations. To achieve total customer satisfaction, organizations need to_____________.

A. Manage customer experiences

B. Develop marketing campaigns

C. Spend more money

D. Lower prices

E. Lower expectations


4) A(n) ________ is any good, service, or idea that is perceived by someone as new.

A. new idea

B. product

C. innovation

D. creative product


5) 3M, Hewlett-Packard, Lego, and other companies use the ________ to manage the innovation process.

A. new product “team”

B. stage-gate system

C. joint- venture system

D. skunk works

E. venture team


6) ________ consists of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers.

A. A marketing intelligence system

B. A marketing information system

C. A marketing research system

D. A marketing database

E. A promotional campaign


7) A ________ is a set of procedures and sources managers use to obtain everyday information about developments in the marketing environment.

A. product management system

B. marketing research system

C. marketing information system

D. vertical system

E. marketing intelligence system

8) A ________ consists of a group of customers who share a similar set of needs and wants.

A. market slice

B. market target

C. market group

D. market level

E. market segment


9) A firm has to consider many factors in setting its pricing policy. We list these as a six-step process. Which of the following is NOT one of these steps?

A. Researching reference prices in the target market.

B. Determining demand.

C. Selecting the pricing objective.

D. Selecting a pricing method.

E. Selecting the final price.


10) Marketers usually identify niches by ________.

A. allowing consumers to gravitate toward product brands

B. dividing a segment into subsegments

C. conducting VALS tests

D. producing products that can be used in a variety of ways

E. examining the demographics section of The Handbook of Marketing

11) ________ is the systematic design, collection, analysis, and reporting of data and findings relevant to a specific marketing situation facing the company.

A. Marketing research

B. Marketing intelligence

C. MIS (marketing information system)

D. Marketing management

E. Demographics


12) Which of the following types of marketing research firms would best be described as one that gathers consumer and trade information which they sell for a fee (e.g., Nielsen Media Research)?

A. Specialty-line marketing research firms

B. Non-profit marketing research firms

C. Custom marketing research firms

D. Syndicated-service research firms

E. General-line marketing research firms


13) A marketing manager needs to know the cost of the research project before approving it. During which step in the marketing research process would such a consideration most likely take place?

A. Step 1—drafting the research objectives.

B. Step 3—information collection

C. Step 1—defining the problem.

D. Step 1—creating decision alternatives.

E. Step 2—develop the research plan.

14) Marketing communications can contribute to brand equity by establishing the brand in memory and to________ (in)a brand image.

A. communicate

B. craft

C. create interest

D. create demand


15) New-to-the- world products are ________.

A. new products that supplement established product lines (package sizes, flavors, and so on)
B. existing products that are targeted to new markets or market segments

C. new products that create an entirely new market

D. new products that allow a company to enter an established market for the first time
E. new products that provide improved performance or greater perceived value and replace existing products

16) To reach Generation Y, rock band Foo Fighters created a digital street team that sends targeted e-mail messages to members who “get the latest news, exclusive audio/video sneak previews, tons of chances to win great Foo Fighters prizes, and become part of the Foo Fighters Family.” Which of the following techniques for reaching Generation Y are the Foo Fighters using?

A. Cool events

B. Online buzz

C. Student ambassadors

D. Unconventional sports

E. Computer games


17) Major retailer types include the following EXCEPT ________.

A. catalog showroom

B. superstore

C. specialty store

D. discount store

E. the Internet


18) A company can add new products through acquisition or development. The acquisition route can take three forms. The company can buy other companies, it can acquire patents from other companies, or it can buy a ______
Submitted: 5 years ago.
Category: Homework
Expert:  Chris M. replied 5 years ago.
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Expert:  Chris M. replied 5 years ago.

Sorry, there is a typo on #7, the correct answer is:

7) E. marketing intelligence system

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