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MKT Exam 1 UTSA

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MKT Exam 1 UTSA When the Macbook Air first came out, Apple emphasized that it was the world's thinnest laptop. Even today, many consumers love this feature of the laptop. In the SWOT framework, this would be a - ✔✔Strength The VALS segmentation system uses which of the following segmentation bases? - ✔✔Psychographic segmentation ________ are human needs that are shaped by culture and individual personality. - ✔✔Wants Back when Amazon was first starting out, they had to identify their mission statement. Imagine that instead of their actual mission ("Our vision is to be Earth's most customer centric company; to build a place where people can come to find and discover anything they might want to buy online. ) they decided to say that they were in the business of selling books. What problem would this be? - ✔✔a) Marketing myopia b) Poor targeting c) Inadequate leveraging d) Unattractive organizational culture e) Weak valuation CORRECT ANSWER: (? not B) Maria is a fashion designer and has just opened a small fashion boutique in San Antonio. One day, Laura comes into her store and starts browsing the clothes. Laura loves many of the clothes, but she can't afford to buy them. A marketing exchange is not going to occur in this case because - ✔✔Laura has the desire but not the ability to satisfy it. Back in the early 2000's, the fashion brand Burberry was struggling. People thought the brand was unfashionable and boring, and some even associated it with gang wear. However, over the last few years, Burberry has become a successful brand and celebrities like Emma Watson and Kate Moss are brand endorsers. This transformation is an example of ____________. - ✔✔Repositioning. Dr. B is thinking about doing an experiment on whether the location of the exam has an effect on scores. She asks some students to take the exam in the classroom and the other students can pick where they want to take the exam. In this experiment, the location of the exam would be the __________. - ✔✔a) Independent variable b) Predictive variable c) Dependent variable d) Caused variable e) Key variable i) CORRECT ANSWER: (? not C) Imagine that you are working at a major apparel company. Based on some market research, your company has discovered that there is a need and demand for high quality, stylish, and affordable maternity wear. So your company invests considerable resources in developing a line of clothing for pregnant women that satisfies all these customer needs and wants. Then, you use an integrated marketing approach to promote the new line. Customers are very happy with the clothes and the company ends up making a sizable profit. Which approach/orientation are you relying on? - ✔✔a) Marketing b) Customer-focused c) Relationship d) Production e) Sales i) CORRECT ANSWER: (? not B) The world has been taken over by aliens. A year later, they make all humans take a survey that includes the question: How happy are you with this invasion? The response options range from Very unhappy (1) to Very happy (7). What type of response is this? - ✔✔Likert scale Which of the following is NOT an example of an observational research study? - ✔✔Stopping customers at the mall and asking them to complete a series of questions about their shopping experience on an iPad. Many CVS pharmacy stores are open 24 hours a d

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