midterm questions
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Marketing Concepts Review
ATENEO GRADUATE SCHOOL OF BUSINESS
Submitted by: Elainrose Faith Esberto
Date: June 04, 2012
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Question # 1: The following are ways to improve the quality of marketing intelligence except:
A. Train Sales force to scan for new developments
B. Motivate your competitors to share intelligence
C. Utilize customer advisory panelD. Utilize government data resourcesE. Collect Customer Feedback online
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Concept # 1: Improving the quality of marketing intelligence (Ch. 3)
Train Sales force to scan for new developments
Motivate channel members to share intelligence
Network externally Utilize customer advisory panel Utilize government data resources Purchase Information Collect Customer Feedback online
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A. GeographicB. TechnicalC. BehavioralD. PsychographicE. Demographic
Question # 2: The following can be used as a basis in segmenting customer market except:
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Concept # 2: 5 bases in segmenting the customer
market
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Public Blogs and Distributor feedback site
Your own company’s profile Industry Report Financial Statement Hired blogger’s site
Question # 3:Which of the following can be a source of Competitive Information
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Customer Goods & Service Review ForumDistributor Feedback SiteCombination sites offering review & expert
opinionCustomer complaint sitesPublic Blogs
Concept # 3: SOURCES OF COMPETITIVE INFORMATION
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A. VariabilityB. IntangibleC. InseparabilityD. PerishabilityE. Dependability
Question # 4: The following are categories of Services except
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Concept # 4: Categories of Service
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A. RestaurantB. Salon C. Baby Sitting ServiceD. SPAE. Computer Service Center
Question # 5: Which is an example of Hybrid Service Mix?
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Concept# 5: Categories of Service Mix
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Question # 6: Which of the following statements are True?
A. Only statement 1 is trueB. Only statement 2 is trueC. Both statements are trueD. Both statement are false
Statement 1: Hiring good talent and investing on their training is one way
to improve quality control.Statement 2: Investing in good
technologies can improve quality control
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Concept # 6: 3 steps in increasing Quality Control
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Question# 7: The 3 specific worries of a customer are the following except:
A. ReliabilityB. Out of Pocket CostC. DependabilityD. PricesE. None of the above
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Concept # 7: 3 specific worries of a customer
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MIDTERM QUESTIONS
Noel F. PaningbatanJune 4, 2012
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All are part of the 5m’s in advertising program development except:
A. MissionsB. MeasurementC. Mobility D. MessageE. Media
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Consider the 5 M’s when developing an advertising program
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Choose which one of these is one of the characteristics of services:
A. IntangibilityB. Irrationality C. Rationality D. VulnerabilityE. Willfully
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Characteristics of Services
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All are types of customer loyalty status except:
A. HardcoreB. Split Loyals C. Shifting Loyals D. SwitchersE. Shifters
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LOYALTY STATUS
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Midterm questions
Daiki “Derek” ShimizuAteneo Graduate School of Business
June 4, 2012
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We can target markets below except
A. NichesB. SegmentsC. Local areasD. GroupsE. Individuals
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Four levels of Micromarketing
Segment Niche Local Individual
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We can target markets below except
A. NichesB. SegmentsC. Local areasD. GroupsE. Individuals
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The major segmentation variable for consumer markets is
A. DemographicB. PsychographicC. GeographicD. BehavioralE. All of the above
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Segmenting Consumer Markets are
1. Geographic 2.Demographic 3.Psychographic 4.Behavioral
Segmentation
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The major segmentation variable for consumer markets is
A. DemographicB. PsychographicC. GeographicD. BehavioralE. All of the above
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Market segments must rate on key criteria below except
A. CombinableB. AccessibleC. DifferentiableD. SubstantialE. Actionable
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Market segments must rate on five key criteria:
1. Measurable 2. Substantial 3. Accessible
4. Differentiable 5. Actionable
U V
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Market segments must rate on key criteria below except
A. CombinableB. AccessibleC. DifferentiableD. SubstantialE. Actionable
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Services have four distinctive characteristics except
A. PerishabilityB. IntangibilityC. VariabilityD. AccessibilityE. Inseparability
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Services have four distinctive characteristics
Intangibility Inseparability Variability Perishability
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Services have four distinctive characteristics except
A. PerishabilityB. IntangibilityC. VariabilityD. AccessibilityE. Inseparability
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We can find the determinants of service quality based on
A. AssuranceB. TangiblesC. EmpathyD. ReliabilityE. All of above
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•Reliability •Responsiveness •Assurance
•Empathy •Tangibles
Provide service as promised
Service promptly
Customers feel safe
Individual attention
Modern equipment
Determinants of Service Quality
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We can find the determinants of service quality based on
A. AssuranceB. TangiblesC. EmpathyD. ReliabilityE. All of above