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Microsoft's marketing and technical skiIIs and continuing investment in improving its Windows operating system give it a/an ________in making...

1. Microsoft's marketing and technical skiIIs and continuing investment in improving its Windows operating system give it a/an ________in making computers easier to use:a. strategic window.b. market requirement.c. market opportunity.d. competitive advantage.2. Dell Computer collects information about competitive, economic, political, legal and regulatory, technological, and sociocuItural forces that may affect its marketlng activities. This process is called:a. environmental scanning.b. survey of environment.c. marketing.d. information processing.3. Which one of the following statements characterizes a marketing information system (MIS)?a. An MIS is an orderly gathering of information that is not supplied through routine reporting systems such as sales reports and accounting data.b. An MIS provides a continuous flow of information about such things as distribution costs, prices, sales, and adverti sing expenses.c. An MIS is conducted on a special-project basis when needed.d. An MIS involves internal information collection about employees and customers.4. Business buying differs from consumer buying in that business buying consists of purchasing products for production, resale, or day-to-day operations rather than for consumer use. Which one of the followin characteristics is typicaly of business transactions?a. Orders placed by business buyers tend to be smaller than those placed by consumers.b. Business buyers are better informed about the products they purchase.c. Business purchases usually require only a short negotiating period.d. Most business purchases are made by one person.5. Regarding key aspects of product differentiation, product quality:a. refers to how a product is conceived, planned, and produced. b. refers to the overall characteristics of a product that allow it to perform as expected in satisfying customer needs.c. is concerned with creating and maintaining a certain concept of a product in the customer's mind.d. is not concerned with the degree to which a product is the same over time.6. Which one of the following statements is FALSE?a. Service companies recognize that they must set realistic expectations about the service they can provide.b. Service expectations can be set through advertising and communication.c. It has been estimated that customers tell four times as many people about bad service as they do about good service.d. There is little need for a service company to focus effort on maintaining good internal communication.7. The wheel-of-retailing hypothesis suggests that:a. the cost of operating a department store wiII be reduced over time as the store's management learns more about retail operations.b. retailers tend to provide increasingly limited services to customers as the busines ages.c. new retailers enter the marketplace with low prices, low profit margins, and low status but eventually emerge at the high end of the price/cost/service scale.d. as retaiI firms' profits increase, the services they provide to customers increase, but the cost of doing business decreases.8. Scott Burtello, a salesperson for Xerox, develops a list of potential customers and evaluates them on the basis of their abiIity, wiIIingness, and authority to purchase copy machines. This process is called:a. customer search.b. preapproach.c. approaching the customer.d. prospecting.9. A _________ customer is likely to say, “People notice when you buy the most expensive brand of a product.”a. price-conscious.b. quality-conscious.c. prestige-sensitive.d. value-conscious.10. By 2009, the North American Free Trade Agreement will create a free trade area between the United States, Mexico, and _____:a. Japan.b. Brazil.c. Panama.d. Canada.

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