MKT 571 Final Exam

Topics: Marketing, Advertising, Brand Pages: 2 (864 words) Published: October 30, 2014
MKT 571 Final Exam 1) Which of the following is most closely associated with a proactive marketing orientation 2) Marketing __________ is the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value. 3) Business buyers ______________. 4) Toyota, the maker of the Scion brand, is using what kind of brand strategy with Scion products 5) BMW, the maker of the Mini Cooper brand, is using what kind of brand strategy with its Mini products 6) Brands can play a number of specific roles within a companys brand portfolio. For example, a __________ is positioned with respect to competitors brands so that more important and profitable brands retain their desired positioning. 7) When Apple introduced its popular iPod Nano model, it dropped its Mini iPod at the same time. The Mini was, at the time, the most popular MP3 player in the marketplace. This is an example of __________. 8) A ___________ is when a parent brand is used on a new product targeting a new market segment within a category currently served by the parent. 9) ___________ are formal statements of expected product performance by the manufacturer. 10) Mazdas Miata convertible originally drew the most interest from women between the ages of 35 and 55. In order to interest more potential customers in the roadster, Mazda beefed up the model with heavier shocks and a faster engine, and then emphasized performance in its advertising. This is an example of creating a new product by ____________. 11) When SAP software added a Windows-style back button to its industrial invoice management software, the new product ___________. 12) In 2003, Toyota introduced its Scion brand with the aim of bringing younger buyers into the family. This was a classic example of _________________. 13) Painting and consulting are considered industrial goods because ______________. 14) Marketers plan their market offerings at five...
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