Marketing an der TU München

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4. Market demand can be 1. Irregular, meaning that customers ask for certain offerings depending on time (e.g. season) 2. Negative, meaning that pessimistic customers have a lower willingness-to-pay that optimistic customers 3. Unwholesome, meaning that customers are attracted to offerings that have undesirable social consequences 4. Latent, meaning that a need cannot be satisfied by an existing offering 5. Overfull, meaning that demand cannot be met, because there are not enough offerings a. 1,3, 4 are correct only b. 1, 3, 5 are correct only c. 1,4,5 are correct only d. 1,3,4,5 are correct only (cause the explanation of 2 is wrong!) e. All are correct

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5. In a SWOT analysis, external factors include a. Strengths and weaknesses b. Weaknesses and opportunities c. Opportunities and threats d. Threats and strengths e. Strength and opportunities

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12. Which of the following variables is not part of the balanced scorecard’s 4 perspectives on marketing metrics and marketing-mix modelling? a. Financial perspective b. Internal business processes c. Learning and growth d. Customers e. Advertising

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6. Which of the following statements about the marketing mix instruments is not true?

a. Price is an instrument that strongly influences the revenues made b. Product and services form bundles that form an offering c. Place brings the offering to the customers (or vice versa) d. Promotion indicates that communication between firms and customers (and customers among themselves, when communicate about the organization) e. Physical evidence relates to the packaging of an offering

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7. Which statement about Ansoff’s product-market expansion grid is not correct? a. Market penetration means acting on a current market with an existing product b. Diversification means serving a new market with a new product c. Companies that follow the product development strategy should have great knowledge about their target groups d. Market development means increasing market share on existing markets via marketing activities e. Companies that follow the market development strategy serve new markets with an existing product (going abroad)

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8. Which statement concerning the customer satisfaction is wrong? a. Satisfied customers tend to buy more as the company introduces new market offerings and upgrades existing ones b. The loyalty of satisfied (vs unsatisfied) customers is generally higher and the pay less attention to competing brands c. The expectations of satisfied customers are generally higher and therefore they are not willing to pay higher prices d. Satisfied customers promote the company by word-of-mouth e. The cost of serving satisfied customers are lower than attracting new ones

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9. The BCG’s market growth-market share matrix has the following implications 1. Question marks are built up to become stars if a firm can catch up with a competitor (in terms of gaining market share) 2. Cash cows finance stars and question marks 3. Dogs are eliminated when they are unprofitable 4. Stars are promoted so that future profits increase 5. Turtles are aging business units whose lifetime should be extended a. 1,2,3 correct only b. 2,3,4,5 correct only c. 1,3,4,5 correct only d. 1,2,3,4 correct only e. All correct

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13. Why do customers become loyal? 1. Psychological factors 2. Situational factors 3. Contractual factors 4. Technical and functional factors 5. Economic factors a. 1,2,3,4 correct only b. 1,3,4,5 correct only c. 1,2,4,5 correct only d. 2,3,4,5 correct only e. All correct

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14. Which of the following statements about (quasi) experiments in market research is NOT correct? a. Experiments study cause-effect relationships b. In quasi exp participants are not randomly assigned to experimental conditions c. In experiments, researchers manipulate the dependent variable → IV d. Experiments can be conducted both in the laboratory and in field environments e. Experiments are an example of explicative market research design

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15. Which on the following strategies is not a customer-relationship management strategy? a. Reduce the rate of customer defection b. Increase the longevity of customer RS c. Serve all customers of a market so that no target group is missed out d. Pay additional attention to highly valuable customers e. Cease to serve unprofitable customers if there are no negative side effects

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16. Which one of the following statements regarding the consumer decision-making process is wrong? a. The need recognition describes the identified difference between the current state and the ideal state b. Consumer information search and evaluation of alternatives is often truncated by arousal-driven impulse choices

c. Marketing aims to enhance the cognitive dissonance of consumers d. Consumers form attitudes according to the ABC model e. Risks and social norms can affect the attitude-intention-buying behavior relationship

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17. Which one of the following statements about routine purchase behavior of consumers is wrong? a. the products bought are typically cheap b. Consumer involvement is low c. Consumers are usually highly familiar with the product category based on learning processes d. The decision time until a product is bought is long e. Consumer experience little emotions when making the purchase

Beispielhafte Karteikarten für Marketing an der TU München auf StudySmarter:

Marketing

4. Market demand can be 1. Irregular, meaning that customers ask for certain offerings depending on time (e.g. season) 2. Negative, meaning that pessimistic customers have a lower willingness-to-pay that optimistic customers 3. Unwholesome, meaning that customers are attracted to offerings that have undesirable social consequences 4. Latent, meaning that a need cannot be satisfied by an existing offering 5. Overfull, meaning that demand cannot be met, because there are not enough offerings a. 1,3, 4 are correct only b. 1, 3, 5 are correct only c. 1,4,5 are correct only d. 1,3,4,5 are correct only (cause the explanation of 2 is wrong!) e. All are correct

d. 1,3,4,5 are correct only (cause the explanation of 2 is wrong!)

Marketing

5. In a SWOT analysis, external factors include a. Strengths and weaknesses b. Weaknesses and opportunities c. Opportunities and threats d. Threats and strengths e. Strength and opportunities

c. Opportunities and threats

Marketing

12. Which of the following variables is not part of the balanced scorecard’s 4 perspectives on marketing metrics and marketing-mix modelling? a. Financial perspective b. Internal business processes c. Learning and growth d. Customers e. Advertising

e

Marketing

6. Which of the following statements about the marketing mix instruments is not true?

a. Price is an instrument that strongly influences the revenues made b. Product and services form bundles that form an offering c. Place brings the offering to the customers (or vice versa) d. Promotion indicates that communication between firms and customers (and customers among themselves, when communicate about the organization) e. Physical evidence relates to the packaging of an offering

e. Physical evidence relates to the packaging of an offering

Marketing

7. Which statement about Ansoff’s product-market expansion grid is not correct? a. Market penetration means acting on a current market with an existing product b. Diversification means serving a new market with a new product c. Companies that follow the product development strategy should have great knowledge about their target groups d. Market development means increasing market share on existing markets via marketing activities e. Companies that follow the market development strategy serve new markets with an existing product (going abroad)

d. Market development means increasing market share on existing markets via
marketing activities

Marketing

8. Which statement concerning the customer satisfaction is wrong? a. Satisfied customers tend to buy more as the company introduces new market offerings and upgrades existing ones b. The loyalty of satisfied (vs unsatisfied) customers is generally higher and the pay less attention to competing brands c. The expectations of satisfied customers are generally higher and therefore they are not willing to pay higher prices d. Satisfied customers promote the company by word-of-mouth e. The cost of serving satisfied customers are lower than attracting new ones

c

Marketing

9. The BCG’s market growth-market share matrix has the following implications 1. Question marks are built up to become stars if a firm can catch up with a competitor (in terms of gaining market share) 2. Cash cows finance stars and question marks 3. Dogs are eliminated when they are unprofitable 4. Stars are promoted so that future profits increase 5. Turtles are aging business units whose lifetime should be extended a. 1,2,3 correct only b. 2,3,4,5 correct only c. 1,3,4,5 correct only d. 1,2,3,4 correct only e. All correct

d

Marketing

13. Why do customers become loyal? 1. Psychological factors 2. Situational factors 3. Contractual factors 4. Technical and functional factors 5. Economic factors a. 1,2,3,4 correct only b. 1,3,4,5 correct only c. 1,2,4,5 correct only d. 2,3,4,5 correct only e. All correct

e

Marketing

14. Which of the following statements about (quasi) experiments in market research is NOT correct? a. Experiments study cause-effect relationships b. In quasi exp participants are not randomly assigned to experimental conditions c. In experiments, researchers manipulate the dependent variable → IV d. Experiments can be conducted both in the laboratory and in field environments e. Experiments are an example of explicative market research design

c

Marketing

15. Which on the following strategies is not a customer-relationship management strategy? a. Reduce the rate of customer defection b. Increase the longevity of customer RS c. Serve all customers of a market so that no target group is missed out d. Pay additional attention to highly valuable customers e. Cease to serve unprofitable customers if there are no negative side effects

c

Marketing

16. Which one of the following statements regarding the consumer decision-making process is wrong? a. The need recognition describes the identified difference between the current state and the ideal state b. Consumer information search and evaluation of alternatives is often truncated by arousal-driven impulse choices

c. Marketing aims to enhance the cognitive dissonance of consumers d. Consumers form attitudes according to the ABC model e. Risks and social norms can affect the attitude-intention-buying behavior relationship

c

Marketing

17. Which one of the following statements about routine purchase behavior of consumers is wrong? a. the products bought are typically cheap b. Consumer involvement is low c. Consumers are usually highly familiar with the product category based on learning processes d. The decision time until a product is bought is long e. Consumer experience little emotions when making the purchase

d

Gradient

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