Professional Documents
Culture Documents
5) James Frank has been put in charge of gathering marketing intelligence, disseminating it
within his organization, and eventually directing action on the information. Mr. Frank's task is
best described as part of the process.
A) market-sensing
B) new-offering realization
C) customer acquisition
D) customer relationship management
E) fulfillment management
Answer: A
Diff: 3
LO: 2.1: How does marketing affect customer value?
AACSB: Analytical thinking; Application of knowledge
6) When a customer places an order at BookBox.com, the company processes the customer's
payment information, sends the order to the nearest warehouse, and ships the order via FedEx.
This is best described as the process.
A) market-sensing
B) customer acquisition
C) customer relationship management
D) fulfillment management
E) new-offering realization
Answer: D
Diff: 2
LO: 2.1: How does marketing affect customer value?
AACSB: Analytical thinking; Application of knowledge
2
Copyright © 2016 Pearson Education, Inc.
7) Today, the "mass market" is actually splintering into numerous segments, each with its own
wants, perceptions, preferences, and buying criteria. This implies that .
A) the traditional marketing approach would be the best approach to follow
B) the producers must consider themselves as a part of the value-chain process
C) the producers should focus on niche markets
D) all market segments are equally profitable
E) target market strategies are no longer effective
Answer: B
Diff: 2
LO: 2.1: How does marketing affect customer value?
AACSB: Analytical thinking
8) The first phase of the value creation and delivery sequence is the value that
represents the "homework" marketing must do before any product exists.
A) choosing
B) providing
C) communicating
D) considering
E) acquiring
Answer: A
Diff: 1
LO: 2.1: How does marketing affect customer value?
AACSB: Reflective thinking
9) What is the second phase of the value creation and delivery sequence?
A) choosing the value
B) providing the value
C) communicating the value
D) calculating the value
E) calibrating the value
Answer: B
Diff: 2
LO: 2.1: How does marketing affect customer value?
AACSB: Reflective thinking
10) The last step in the value creation and delivery sequence is the value where the
sales force, sales promotion, advertising, and other communication tools announce and promote
the product.
A) developing
B) positioning
C) communicating
D) reversing
E) researching
Answer: C
Diff: 1
LO: 2.1: How does marketing affect customer value?
3
Copyright © 2016 Pearson Education, Inc.
11) Angelo made the decision to outsource the software components of his consulting company
so he could focus on the company's , which are sources of competitive advantage,
make a contribution to perceived customer benefits, have application in a wide variety of
markets, and are difficult to imitate.
A) core competencies
B) infrastructure
C) market-sensing processes
D) fulfillment management processes
E) outbound logistics
Answer: A
Diff: 1
LO: 2.1: How does marketing affect customer value?
AACSB: Application of knowledge
12) The in the value chain cover the sequence of bringing materials into the business
(inbound logistics), converting them into final products (operations), shipping out final products
(outbound logistics), marketing them (marketing and sales), and servicing them (service).
A) operations processes
B) manufacturing processes
C) primary activities
D) secondary activities
E) tertiary activities
Answer: C
Diff: 1
LO: 2.1: How does marketing affect customer value?
AACSB: Reflective thinking
13) Michael Porter's value chain would identify which of the following as a support activity?
A) shipping out final products
B) marketing products
C) procurement
D) servicing products
E) operations
Answer: C
Diff: 1
LO: 2.1: How does marketing affect customer value?
AACSB: Analytical thinking
4
Copyright © 2016 Pearson Education, Inc.
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The Project Gutenberg eBook of Taikaviitta
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and most other parts of the world at no cost and with almost no
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Title: Taikaviitta
Language: Finnish
Kirj.
Kálman Mikszáth
Suomentanut
Urho Kivimäki
1.
Terävin äly oli sentään herra Porossnokilla, sillä hän huomasi heti,
että kurutsipäällikkö tahtoi saada esimiehestä kaksisataa kultarahaa
ja että muulijuttu oli vain naljailua. Hän kalvoi esiin kukkaronsa,
tavanomaisen sukan, ja antoi kullan kulista. "Sata virheetöntä
kappaletta, ei kolikkoakaan enempää. Joko viemme kullan
mukanamme kotiin tai esimiehen. Riippuu teistä, urhon herra."
Isä Brunon ei tarvinnut olla koira, sillä se oli todellakin isä Litkei;
hänen jättiläishahmonsa voi jo kaukaa tuntea, — hänen
seuralaisensa eivät tosin olleet juhlakulkueväkeä, vaan turkkilaisia
sotilaita. Heitä johti Ali Mirze aga, se hirsipuujoudukas. "Hyvää
ehtoota, hyvää ehtoota", huusi hän ajaessaan matkalaistemme ohi,
"kuljetatteko hengenmiestä kotiin, te kelpo ihmiset? Niinpä mekin
omaamme."
Aga virnisteli, munkki Litkei toisteli Jeesuksen nimeä, isä Bruno
viittoili hänelle nenäliinallaan. "Sinutkin me kyllä lunastamme, rakas
poikani."
2.
"Hän on senaatissa."
"Hän tulee! Hän tulee!" Syntyi kauhea tungos. Jokainen tahtoi tulla
lähemmä.
"Ja jospa tietäisit, sisar Borcsa", selitti Matias Toth, "että hänellä
on kotona vielä kolmesataa kuusiseitsemättä vaimoa".
"En."
"Mutta mitä sanovat siihen isä Bruno, isä Litkei?" urahti ylituomari
puolin vihaisena puolin nauraen. "Hehän ovat teistä tehneet miltei
pyhimyksen."