Final exam Marketing RFEI

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Questions final exam
1. Talking about the relationship of tactics and strategy, we can say that:
a) should dictate the tactics strategy;
b) the strategy should dictate the strategy;
c) strategy is a derivative strategy.
2. The principle of "offensive" marketing war is to:
a) constantly attack itself with new, fresh ideas;
b) to enter the occupied territory with the element of surprise;
c) find the opposite properties, and "play" it against the leader.
3. "New interesting to all. Best - Units ". These are the words:
a) Seneca;
b) Petrarch;
c) Jack Trout.
For differentiation using high prices, there are three basic rules. These rules are listed
below. Indicate which of them is formulated incorrectly:
a) the highest price you can not explain;
b) high-quality products should cost more;
c) costly products must guarantee the prestige.
5. When the company «Dell» tried to enter the market of televisions and music players, the fiasco is mainly because:
a) in the minds of people there is a place where it is written: «« Dell »- is a software for the office";
b) in people's minds it is associated exclusively with the company, which is engaged in direct sales of computers;
c) those market niches have long occupied.
Recommendations of sports stars:
a) are presently 100% effective way of advertising;
b) in any case can not be used in advertising;
c) have the reverse side of the coin.
7. The problem of linear expansion is that:
a) under the popular brand name the company releases a new product, which is often of lower quality;
b) with its "help" company breaks its difference from competitors;
c) it does not allow us to engage in differentiation.
8. If your company is №2 in some market category, in the conduct of the so-called marketing wars
you are most suitable War:
a) flank;
b) offensive;
c) defense.
9. The magic ingredient called «Trinitron» actively used at the time the company:
a) «Samsung»;
b) «Apple»;
in) «Sony».
10. According to Isaac Adizes, measure customer satisfaction using the most reasonable:
a) repeat sales;
b) ABC-analysis;
c) blitz questioning.

Additional information

Among the following statements select the right:
a) The first step in the process of positioning is a derivation;
b) The first step in the process of differentiation has positioning;
c) positioning process follows the process of differentiation.
12. Continue saying Jack Trout: "The most useless thing is that one can do in today's marketing, it is
a) to try to change human consciousness ";
b) to conduct market research ";
c) engage in advertising. "
13. According to the materials of the course, an unfortunate way of "Xerox" in the computer market is largely due to the fact that "Xerox":
a) trapped in linear expansion;
b) violated the basic principles of advertising;
c) did not provide a sufficiently high quality of their computers.
14. According to Harvard psychologist George Miller, the brain of the average person is not able to keep the same time more than:
a) three information "segments"
b) five information "segments"
c) seven Information "sections."
15. The company «Volkswagen» has been successful in the US market with his car «Beetle» («Beetle"), largely due to the fact that:
a) followed the principle: get the direction opposite to that in which all the others are moving,
b) the first released in the US market subcompact, fuel efficient car in terms of fuel crisis;
c) The customer has chosen as its novelty students.
If you run a small current organization or just going to open his own business, go out with her to the market and to gain a foothold in a certain category (thus neither leadership, nor even the second place in the existing category
until you explicitly do not shine), then the conduct of the so-called marketing wars you are most suitable War:
a) flank;
b) guerrilla;
c) offensive.
17. The main thing that should be done in the course of the marketing research is:
a) determine the composition of focus groups, which will have to assess your product and competitors' products;
b) figure out how to word or short expression buyers associate your competitors and their products;
c) conduct a complete positioning of your product.
18. The reticular formation does not pass into the consciousness of the fact that:
a) we consider valuable;
b) is a threat to us;
c) it seems trivial.
19. The three main options for further action, which could use the firm on the basis of differentiation does not apply:
a) become the second or third category, where there is only one firm;
b) to create a new subcategory of existing categories, and be there first;
c) to create a new category and be there first
20. Lost time - lost forever. It is usually the company «Pringle's» learned after:
a) trapped in linear expansion;
b) initially chose the wrong position for their product;
c) I tried to combine business and politics.
The advertising messages:
a) headings are not necessarily have to look good, the main thing - that they sounded good;
b) it is desirable to use a pretentious phrases and scientific terms as all this gives the text of solidity;
c) each image requires a very quick explanation.
22. It is believed that much more care about the quality:
a) family businesses;
b) closed joint stock companies;
c) open joint stock companies.
23. "We have the best quality cars in the city." Be the advertising message in terms of compliance with the rules of its preparation:
a) is an acceptable message;
b) the message is not acceptable because of the word "most";
c) the message is not acceptable because of the word "quality."
50. Test Marketing:
a) it is the most effective method of marketing research;
b) take full account of the factor of curiosity;
c) affected by various unforeseen factors.


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