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Exam 1: Professional Certified Marketer

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Question 41

Multiple Choice

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Empowerment of employees helps to address the delivery gap because:

A) employees directly involved with the customer can respond effectively at the moment the problem occurs.
B) customers appreciate it when everyone in the delivery chain has the same level of authority.
C) management then doesn't need to devote time and energy to resolving service delivery problems.
D) employees spend less time resolving problems than managers would.
E) the major decisions in running a business are taken by lower-level employees and not the senior management.

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Question 42

Multiple Choice

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An inventory-management system in which the supplier determines the amount of product a retailer needs and automatically delivers the appropriate items is referred to as _____.

A) retailer-managed inventory
B) supply chain inventory
C) logistics-managed inventory
D) just-in-time inventory management
E) vendor-managed inventory

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Question 43

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Fly Air, provides exclusive services such as guaranteed tickets, upgrades and dedicated customer lines to customers who use the airline more than 20 times a year. The company believes that not all customers are created equally. In this scenario, Fly Air is using _____ segmentation.

_____ occurs when the brand extension adversely affects consumer perceptions about the attributes the core brand is believed to hold.

Which of the following enables aligning personal goals along corporate goals?

The psychographic variable that includes people's psychographic makeup, are the way they live is _____.

FEL Pharmaceuticals, a new company, decides to incorporate features of the AMA's statement of ethics into its mission statements. The company hires Bernardo, an industry expert, to help them understand the ethical norms of the industry. FEL Pharmaceuticals is most likely in the _____ stage of the strategic marketing planning process.

In the hierarchy of needs water, food, rest, and shelter would be considered _____ needs.

Moul, a diaper manufacturer, is developing a media plan that involves trying to expose its target audience to its new advertisement about ten times. Moul is trying to increase its advertisement's _____.

_____ refers to customers' perceptions of how well a service meets or exceeds their expectations and is often difficult for customers to evaluate.

Procedural fairness refers to:

Hermit, a fashion apparels retailer, recently slashed prices on its premium fashion label, Lau, by 40%. This resulted in a sharp rise in sales of Lau by 30%. This also directly impacted the sales of its lower-priced brand, Infinity, which saw sales reduced by 15%. What is the cross-price elasticity of demand between Lau and Infinity?

CL Corp. buys stationery supplies from Sharpe Inc. on a large scale and sells smaller quantities to several stationery stores around the country. In this scenario, CL Corp. is an example of a _____.

Novel Electronics sold 400 Technova smartphones in the first week of October 2013 at a price of $250 per unit. The following week, it reduced the price to $230 per unit and it saw sales increase by 20%. What is the price elasticity of demand of Technova smartphones?

The profit earned by a product is at its lowest during the _____ stage of the product life cycle.

Zippy manufacturers pens in the U.S. Zero Point, Zippy's latest ball point pen, is three months old and yet to grab a significant market share. Since the demand for ball point pens is high, Zippy believes that Zero Point will benefit from increased advertisement and promotions. Zippy's marketing strategies are aimed at increasing the market share of Zero Point, significantly, during the current quarter. In this scenario, Zero Point is a _____.

Hugo, impressed by a popular NFL star's frohawk hairstyle, visits Angelo's Hair Salon to get the same hairstyle. The stylist at Angelo's is very good and gives Hugo the exact style that he wants. Having received good service, Hugo visits Angelo's three months later to get a mohawk hairstyle. This time, Hugo is not satisfied with the end result and decides not to come back to Angelo's again. Which of following aspects of a service is illustrated in this scenario?

The second step in the marketing research project involves

Sophia, a market researcher at Contell Foods, is tasked with assessing the particular food tastes of the Hispanic population in the United States. Previously conducted surveys reveal that the company has failed to tap into the market for processed foods with respect to Hispanic Americans. As a part of Sophia's task, she is required to stay with 50 Hispanic American families and white American families over a period of 6 months and understand the difference in the food tastes, the cooking methods used, and the family culture prevalent in these families. Sophia is conducting _____ research.

Which of the following is true of Millenials?