BMKT 310 - Exam 3 (Ch. 4, 16, 18) Pearson Questions

Nielsen gathers data on millions of people to help marketers gain __________ to use to create strategic marketing decisions.

Customer insights

Which of Porter's competitive strategies does Umpqua Bank follow?

Differentiation

Which competitive strategy does Umpqua Bank utilize?

Market follower

In 1995, when Umpqua Bank opened in new markets, which type of marketing effort did it utilize?

Formulated marketing

The specific data that Nielsen provides to its clients for a specific purpose that has not been completed before, is most likely which type of data?

Primary

First Flavor would best be described as assisting companies in which of the marketing mix elements?

Sales promotion

A marketer who wishes to gain insight into the demographics and attitudes of consumers who buy their product would likely ask Nielsen to perform which type of research?

Descriptive research

Nielsen gathers consumer insights through a variety of ways, including consumer tracking and panels. Which type of research is Nielsen engaged in during these examples?

Online marketing research

When First Flavor promotes its products to other organizations as a marketing tool, the company may wish to showcase its product to numerous potential customers at once. Which promotional tool would you recommend to First Flavor?

Trade shows

Which of the following would best describe the marketing objective of a company utilizing First Flavor samples?

Urging short-term customer buying

Which of Treacy & Wiersema's competitive marketing strategies does Umpqua Bank follow?

Customer intimacy

It is likely that salespeople at First Flavor try to identify potential business customers to utilize the Peel-n-Taste product in their marketing campaigns. Which of the following best describes this step of personal selling process?

Prospecting

First Flavor does not use online, mobile, or social media to engage customers, indicating that First Flavor is not engaged in which of the following?

Social selling

Nielsen is engaged in the collection and analysis of information about consumers, competitors, and developments in the marketplace. This systematic monitoring is known as

competitive marketing intelligence

Umpqua's vision is "to become the world's greatest bank." The company sees its competitors as other financial institutions that preform banking services. This is taking a _________ of its competition.

industry point of view