IMANET IMANET Certifications IMANET-CMA Questions & Answers

• Question 1161:

  Which of the following is a type of research approach used to gather primary information?

  A. Surveying of attitudes, awareness, and customer satisfaction levels.

  B. Using Internet search engines.

  C. Researching government publications.

  D. Subscribing to commercial services.

  Correct Answer: A

  The following are the types of research approaches used to gather primary information:

  observations, e.g., of competitors' customers, or employees; focus group discussions guided by a

  moderator and recorded for later analysis; surveys of attitudes, awareness, customer satisfaction levels,

  and other matters that provide descriptive information; customer behavior; and experimentation to

  determine the cause of some observed result by oting the effects of a variable.

• Question 1162:

  A data warehouse

  I. Contains data that may be read and rewritten.

  II. Maintains data on multiple platforms Ill. Contains historical data.

  IV . Contains current operating data.]

  A.

  I and Ill only.

  B.

  lll, andl Vonly.

  C.

  Ill and IV only.

  D.

  II and Ill only.

  Correct Answer: C

  A data warehouse contains not only current operating data but also historical inforrnabon from throughout The organization. Thus, data from all operational systems are integrated, consolidated, and standardized into an organization-wide database into which data are copied periodically. These data are maintained on one platform and can be read but not changed. Graphics and queer' software and inimical tools assist users, accordingly. data mining is facilitated by a data warehouse.

• Question 1163:

  Online analytical processing allows a user to A. Discover hidden relationships in data.

  B. Have multiple perspectives of the same data.

  C. Access the data across the Internet.

  D. Discover sequences of events in the data.

  Correct Answer: B

  A firm with a decision-support system (DSS) may exploit advanced database technology to analyze vast amounts of data. One approach is online analytical processing, or multidimensional data analysis. It allows a user to have multiple perspectives of the same data. Another approach is data mining. It allows a user to discover hidden relationships in the data, such as associations (links to a given event), sequences of events, classifications (descriptions of the group to which an item belongs, or clusters (new groupings not previously known). Consequently, a 1firm might detect trends or underserved customer market segments.

• Question 1164:

  Which of the following are primary phases of any firm's overall marketing process?

  I. Choosing target markets.

  II. Planning the marketing program and mix. Ill. Selecting a sales force.

  IV.

  Designing an inbound logistics process

  A.

  I, II, and Ill only.

  B.

  II and Ill only.

  C.

  land II only.

  D.

  I, II, and IV only.

  Correct Answer: C

• Question 1165:

  If firm' salute proposition has too many benefits. the result is most likely to be

  A. Confused positioning.

  B. Over positioning.

  C. Under positioning.

  D. Doubtful positioning.

  Correct Answer: A

  The brand image may be confused in customers' perceptions because the value proposition has too many benefits or the positioning has been changed.

• Question 1166:

  Market targeting is the process of evaluating and selecting market segments. A firm that elects full market coverage

  A. Reduces its costs by differentiated marketing.

  B. Ordinarily bases its approach on product specialization.

  C. Targets a super segment.

  D. May adopt an undifferentiated marketing approach based on a single offering.

  Correct Answer: D

  Full market coverage provides all the products wanted by all customer groups. This approach is possible only for a very large firm. Undifferentiated marketing covers the market by mass distribution and advertising of one offering. Costs of RandD, production, transportation, inventory, marketing research, and product management are minimized, and a lower price can be charged to attract price sensitive buyers.

• Question 1167:

  The lye of consumer segmentation based on lifestyle or core values is

  A. Geographic.

  B. Demographic.

  C. Psychographic.

  D. Behavioral.

  Correct Answer: C

  Psychographic segmentation is by personality traits, lifestyle (attitudes, activities, and interests), or core values. Thus, marketers may attempt to build a brand personality, design offerings targeted to time-constrained or money-constrained individuals, or appeal to beliefs at a deeper level than attitudes and behaviors.

• Question 1168:

  Which form of micromarketing is based on a specialized strategy directed toward a sub segment of a market segment?

  A. Sector marketing.

  B. Local marketing.

  C. Flexible marketing offerings.

  D. Niche marketing.

  Correct Answer: D

  Niche marketing is a specialized strategy based on devoting all marketing efforts toward a sub segment of a market segment. Niche marketing lypically appeals to smaller firms with limited resources, but larger firms also engage in niche marketing. It is attractive to these firms due to its cost effectiveness, the result of focusing marketing funds on a targeted group. Diverse types of niche marketing include end-user strategy, which is based on serving only one type of end-user customer; vertical-level strategy, which calls for specialization in one level of the production and distribution cycle and offering a unique product or service that is not available from another firm; and geographic strategy1 which involves selling in one specific geographic area.

• Question 1169:

  Mass marketing relies on

  A. Economies of scope.

  B. Economies of scale.

  C. Share of the customer.

  D. Customer retention.

  Correct Answer: B

  Mass marketing groups people into large categories based solely on their demographic traits, e.g.. age, income, gender, or education level. It assumes most people in the same category will react similarly to one marketing message. Mass marketers primarily use mass media (television and print) to reach their targets in large numbers. Moreover, mass marketing relies on economies of scale and a large share of the largest possible market to reduce costs and thereby to lower prices or raise unit profit margins.

• Question 1170:

  A structured form of marketing that makes use of demographic information obtained from studying patterns in databases of current and potential customers is known as:

  A. Micromarketing.

  B. Product positioning.

  C. Mass marketing.

  D. Relationship marketing.

  Correct Answer: A

  Micromarketing is a structured form of marketing that makes use of demographic information obtained from studying patterns in databases of current and potential customers.