IMANET IMANET Certifications IMANET-CMA Questions & Answers

• Question 1061:

  Positioning the market offering most likely require

  A. Establishing the offering in the minds of customers

  B. Entering a target market

  C. Anticipating or countering a competitor's move in a market

  D. Providing value to costumers

  Correct Answer: A

  Positioning is the process of designing the offering so that it will have a distinct and favorable place in the minds of customers, Thus, the firm's value proposition (the combination of benefits offered) should give customers in the target market good reason to purchase the offering.

• Question 1062:

  Marketing is involved in all phases of the business-process approach to approach to value creation and delivery. In the tactical marketing phase, the firm

  A. Defines market segments

  B. Selects target markets

  C. Dvelops the offering

  D. Uses an integrated marketing process to communicate value

  Correct Answer: D

  The firm delivers and communicates value in the tactical marketing stage. Communication of value is done through an integrated marketing communication process. Instead of an emphasis on one method (e.g., advertising or the sales force), modem marketers combine promotional methods so that a consistent and favorable image will be communicated to customers whenever they have contact with the brand.

• Question 1063:

  The scope of marketing extends to

  A. Synchromarketing to reverse declining demand

  B. Demarketing to reverse negative demand

  C. Mnagemnet of demand

  D. Making consumers aware of existing products that satisfy latent demand

  Correct Answer: C

  The scope of marketing may be broadly defined as demand management. It extends to marketing not only goods and services but also experiences, people, events, entities, places, information, properties and ideas. These tasks vary with the nature, volume, components, and timing of demand for what is marketed.

• Question 1064:

  The elements of the marketing mix from the seller's perspective are known as the 4 Ps. Each class of marketing tools corresponds to one of the following 4 Cs, the classes of customer benefits. Which of the following is a correspondence between a customer's 4 Cs and a seller's 4Ps?

  A. Customer solution - Price

  B. Convenience – Place

  C. Customer cost – Perception

  D. Communication – Process

  Correct Answer: B

  The categories of controllable elements in a marketing program reflect the decisions to be made about the marketing mix (the combination of marketing tools). From the seller's perspective, the categories of marketing tools are product, price ,place , and promotion (sometimes called the "4 PCs" of marketing). The seller chooses tools from these categories to develop a marketing mix for achieving its objectives in the target market. From the buyer's perspective, each class of marketing tools corresponds to a customer benefit: customer solution (product), customer cost (price), convenience (place), and communication (promotion). Thus , a firm will succeed by using the 4 Ps to deliver the 4 Cs of marketing. For example, decisions about place (distribution channels, delivery options, locations, etc.) should provide the optimal feasible convenience for customers.

• Question 1065:

  Which of the following is an example of the market-oriented definition of a business?

  A. We make air conditioners and furnaces

  B. We supply energy

  C. We produce movies

  D. We sell men's shirts and pants

  Correct Answer: B

  Businesses should be defined in market terms, that is, in terms of needs and customer groups. Moreover , a distinction should be made between a target market definition and a strategic market definition. For example, a target market for a railroad might be freight hauling, but a strategic market might be transportation of any goods and people. Accordingly, starting that a business supplies energy is market-oriented definition as opposed to the product-oriented definition.

• Question 1066:

  What strategy induces intermediaries to promote and sell the firm's products?

  A. Pull

  B. Push

  C. Focus

  D. Differentiation

  Correct Answer:

  One issue in distribution channel design is the degree of emphasis on a push strategy versus a pull strategy. A push strategy uses the firm's sales force and sales promotion resources to persuade channel intermediaries to stock, promote, and sell the firm's products. It is indicated Vivien customers have little brand loyal, impulse buying is common, and the benefits of me product are well known.

• Question 1067:

  Unrelated firms mat share resources to exploit a marketing opportunity constitute a

  A. Mufti channel marketing system.

  B. Administered channel.

  C. Conventional channel.

  D. Horizontal marketing system.

  Correct Answer: D

  A horizontal marketing system consists of two or more unrelated firms that share resources to - exploit a marketing opportunity The arrangement may be temporally or permanent or in the form of a joint venture firm 1created for the purpose. An example is a fast-food corn pans agreement to set up stores in a Wal-Mart.

• Question 1068:

  Independent harms that agree to integrate their operations to achieve bring and selling power are most likely to operate in which type of vertical marketing system (VMS)?

  A. Contractual.

  B. Administered.

  C. Corporate.

  D. Conventional channel.

  Correct Answer: A

  A contractual VMS is one in which independent firms on separate production and distribution levels have combined on a contractual basis to achieve bring and selling power Examples include wholesaler sponsored chains, retail cooperatives, and franchise operations.

• Question 1069:

  The practice of determining the best way to supply products to the intermediary sellers or the final market is

  A. Distribution logistics

  B. Product adaptation.

  C. Distribution through an administered channel

  D. Distribution through a contractual channel.

  Correct Answer: A

  Distribution logistics is the problem of determining the best way to supp products to the 7 intermediary sellers or the final market. The firm tries to balance considerations of high service to customers with the consideration of holding down costs

• Question 1070:

  An organized network of intermediates that perform all the functions required to hnk producers with end customers is a

  A. Mufti-level direct marketing channel.

  B. Marketing path.

  C. Marketing channel

  D. Distribution logistics system.

  Correct Answer: C

  A distribution channel (marketing channel) is an organized network of agencies and institutions (intermediaries) that in combination perform all the functions required to link producers with end customers to accomplish the marketing task. It may be a sales1 delivery, or service channel.