e BM350 Online Exam

Part 1 of 1 – 90.0/
100.0 Points

Question 1 of 20
5.0/ 5.0 Points
As economies advance, a growing proportion of their
activities focuses on the production of:
A. products.
B. events.
C. experiences.
D. services.

Question 2 of 20
0.0/ 5.0 Points
Companies address needs by putting forth a __________, a set
of benefits that they offer to customers to satisfy their needs.
A. brand
B. value proposition

C. deal
D. marketing plan

Question 3 of 20
0.0/ 5.0 Points
__________ goods constitute the bulk of most countries’
production and marketing efforts.
A. Durable
B. Impulse
C. Physical
D. Luxury

Question 4 of 20
5.0/ 5.0 Points
If a marketer uses warehouses, transportation companies,
banks, and insurance companies to facilitate transactions with potential
buyers, the marketer is using a:
A. service channel.
B. distribution
C. communication
D. relationship

Question 5 of 20
5.0/ 5.0 Points
Michael Porter’s value chain would identify which of the
following as a support activity?
A. Shipping out
final products
B. Marketing
C. Procurement
D. Servicing

Question 6 of 20
5.0/ 5.0 Points
What are hollow corporations?
A. Companies that
market their products through franchisees
B. Companies that
have liabilities exceeding their assets
C. Companies that
outsource all production to suppliers
D. Companies that do
not have any physical presence and only operate online

Question 7 of 20
5.0/ 5.0 Points
The success of online purchasing resulted in __________ in
the delivery of products and services by intervening in the traditional flow of
goods through distribution channels.
A. disintermediation

B. diversification
C. reduced
D. deregulation

Question 8 of 20
5.0/ 5.0 Points
When companies measure the number of people who are willing
and able to buy their products, they are measuring:
A. demand.
B. price elasticity.

C. real needs.
D. standard of

Question 9 of 20
5.0/ 5.0 Points
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
B. manufacturing
C. primary
D. secondary

Question 10 of 20
5.0/ 5.0 Points
__________ has three characteristics: (1) it is a source of
competitive advantage in that it makes a significant contribution to perceived
customer benefits; (2) it has applications in a wide variety of markets; and
(3) it is difficult for competitors to imitate.
A. Core competency
B. Market sensing
C. Corporate social
D. Strategic
business unit

Question 11 of 20
5.0/ 5.0 Points
A(n) __________ is when a company might seek new businesses
that have no
relationship to its current technology, products, or
A. concentric
B. diversification
C. horizontal
D. intensive growth

Question 12 of 20
5.0/ 5.0 Points
The “Malaysia, Truly Asia” ad campaign that
showcased Malaysia’s beautiful landscape and its multicultural society in order
to attract tourists is an example of __________ marketing.
A. event
B. property
C. service
D. place

Question 13 of 20
5.0/ 5.0 Points
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

Question 14 of 20
5.0/ 5.0 Points
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:
A. market-sensing
B. new-offering
realization process.
C. customer
acquisition process.
D. customer
relationship management process.

Question 15 of 20
5.0/ 5.0 Points
Juan Garcia plans the daily promotional releases about his
company’s products and services. He can be described as a __________ planner.
A. strategic
B. selective
C. tactical
D. niche

Question 16 of 20
5.0/ 5.0 Points
Value delivery process can be divided into three phases, out
of which “choosing the value” implies __________, which is the
essence of strategic marketing.
A. segmentation,
developing, and delivering
B. targeting,
positioning, and communicating
C. targeting,
positioning, and delivering
D. segmentation,
targeting, and positioning

Question 17 of 20
5.0/ 5.0 Points
A characteristic of a __________ is that it can be a single
business or collection of related businesses that can be planned separately
from the rest of the company.
A. strategic
business unit
B. subsidiary unit
C. merged unit
D. niche market unit

Question 18 of 20
5.0/ 5.0 Points
The __________ includes the actors involved in producing,
distributing, and promoting an offering. The main actors are the company,
suppliers, distributors, dealers, and the target customers.
A. economic
B. management
C. strategic
D. task environment

Question 19 of 20
5.0/ 5.0 Points
A __________ is a cluster of complementary products and
services that are closely related in the minds of consumers but are spread
across a diverse set of industries.
A. metamarket
B. vertically
integrated market
C. horizontally
integrated market
D. marketspace

Question 20 of 20
5.0/ 5.0 Points
Which of the following holds that consumers prefer products
that are widely available and inexpensive?
A. The product
B. The production
C. The selling
D. The marketing

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