이제는 너무나도 유명해진 대화형 인공지능 서비스 ChatGPT에게 미국의 한 마케팅 자격증 시험 문제를 풀어보라고 시켜보았습니다.
먼저, 이미 그 자격증 시험의 기반이 되는 교재를 모두 학습했을 가능성이 있어서, 그에 대해 제가 ChatGPT에게 물어 보았습니다.
[나] OOO과 OOO의 <Marketing OOOOOO>라는 책의 내용을 알고 있나요?
[ChatGPT] 위 책은 저의 학습 데이터에 포함되어 있지 않습니다. 그러나 저는 일반적인 마케팅 관리에 대한 지식과 기본 개념에 대해 도움을 드릴 수 있습니다. 마케팅 전략, 소비자 행동, 시장 조사, 마케팅 커뮤니케이션 등에 관련된 일반적인 질문이 있다면 도움을 줄 수 있습니다. 어떤 질문이든지 저에게 알려주세요.
오, 자신감을 보이고 있네요!!
비록 그 책은 안 봤지만 일반적인 마케팅 지식으로 승부를 보겠다 이거군요!!!
자 문제를 10문제씩 묶어서 ChatGPT에 입력시켜 보았습니다.
ChatGPT가 푼 150문제 모두를 공개합니다. [★]가 ChatGPT가 선택한 답입니다.
1. A manufacturer of food products is looking at entering several new markets in developing countries. Before it does this, the company wants to collect data on item and flavor preferences in these markets. It sends out a survey that has been accurately translated into the local language, but it still receives inconsistent results. In talking with a consulting firm, the manufacturer is informed that several of these countries have extremely high illiteracy rates and the survey answers may be only random guesses by the respondents. Which of the following problems associated with collecting primary data in global markets does this scenario exemplify?
A) unwillingness to respond
B) limited access
C) unreliable sampling procedures
D) inadequate demographic information
E) insufficient comprehension
E) insufficient comprehension [★]
[ChatGPT 정답]
2. Generation Y, people born between 1978 and 1994, tend to be pragmatic, optimistic, good team players, savvy consumers, and edgy in nature.
A) True [★]
B) False
[ChatGPT 오답 / 정답은 B]
3. Agent intermediaries buy goods outright(=completely) and take title product.
A) True
B) False [★]
[ChatGPT 정답]
4. A potential pitfall in marketing dashboards is that a company becomes too focused on tactical measures that may overshadow measures of ________.
A) immediacy
B) tenacity
C) locus of control
D) strategic insight [★]
E) financial performance
[ChatGPT 정답]
5. According to the BCG matrix, a business that is classified as a star has high growth and low market share.
A) True
B) False [★]
[ChatGPT 정답]
6. Name the six external forces that affect marketing decisions.
A) Demographics, economy, technology, natural world, political/legal, competition [★]
B) Target audience, economy, technology, political/legal, sustainability, competition
C) Demographics, natural world, substitutions, customer needs, technology, geography
D) Target audience, substitutions, customer needs, economy, sustainability, strategy
E) Competition, political/legal, natural world, customer needs, technology, strategy
[ChatGPT 정답]
7. Fluctuating demand is related to ________ of services.
A) durability
B) variability
C) perishability [★]
D) flexibility
E) tangibility
[ChatGPT 오답 / 정답은 B]
8. The goal of ________ is to share resources, especially knowledge-based resources, to effect optimally profitable relationships between two channel members.
A) pull strategies
B) push strategies
C) materials requirement planning (MRP)
D) enterprise resource planning (ERP)
E) partner relationship management (PRM) strategies [★]
[ChatGPT 정답]
9. ________ is a central tenet of marketing in which a person gives up something of value to them for something else they desire to have.
A) Power
B) Sustainability
C) Sales orientation
D) Customization
E) Exchange [★]
[ChatGPT 정답]
10. Any website feature that can be used on a computer can also be used on a smartphone with the same results.
A) True
B) False [★]
[ChatGPT 정답]
11. A company choosing to limit its product line to minimize inventory and service costs and designing products to use common components to take advantage of simplified sourcing and quantity discounts is engaging in _________
A) market leadership
B) efficiency leadership
C) cost leadership [★]
D) inventory leadership
E) competitive leadership
[ChatGPT 정답]
12. When a supplier creates a restrictive agreement that prohibits intermediaries that handle its product from selling competing firms' products, ________ has occurred.
A) just-in-time (JIT) inventory control JIT
B) materials requirement planning (MRP)
C) exclusive dealing [★]
D) exclusive territory
E) tying contract
[ChatGPT 정답]
13. ________ is an analytic method that predicts a customer's preferences for products or services based on the observed preferences of customers who are perceived to be similar.
A) Collaborative filtering [★]
B) Attribution
C) Targeting
D) Content filtering
E) Content segmenting
[ChatGPT 정답]
14. Well-established distributors in a marketing channel often have relationships with competitors.
In the context of market channels, which of the following channel strategies corresponds to this issue?
A) capital
B) coverage
C) character
D) continuity [★]
E) control
[ChatGPT 오답 / 정답은 C]
15. The five major roles of members of the buying center: users, initiators, influencers, gatekeepers, and deciders.
A) True [★]
B) False
[ChatGPT 정답]
16. In the 1930s, companies and consumers began to realize that utilizing resources efficiently and effectively was good for society and beneficial to business. This grew into the ________ movement.
A) direct investment
B) profitability
C) consumer-orientation
D) green [★]
E) active citizen
[ChatGPT 정답]
17. For many marketing managers, segmentation by benefit sought is the best place to start the process of market segmentation.
A) True [★]
B) False
[ChatGPT 정답]
18. Franchisees have a great deal of control in how they manage their businesses.
A) True
B) False [★]
[ChatGPT 오답 / 정답은 A]
19. Services tend to exhibit high experience and credence attributes.
A) True [★]
B) False
[ChatGPT 정답]
20. ________ are those who are responsible for managing large accounts and are skilled in developing complex solutions to a particular customer problem.
A) Technical sellers
B) Key account salespeople [★]
C) Missionary salespeople
D) Trade servicers
E) Telemarketers
[ChatGPT 정답]
21. The four characteristics of services are that they are ________.
A) inseparable, perishable, intangible, and variable [★]
B) tangible, quantifiable, reliable, and durable
C) variable, dependable, repairable, and customized
D) customized, standardized, formalized, and categorized
E) specialized, tangible, standardized, and perishable
[ChatGPT 정답]
22. An approach using _______analytics utilizes to explore the relationships between different marketing-relevant factors that influence the organization's performance either directly or indirectly.
A) descriptive
B) predictive
C) prescriptive
D) diagnostic [★]
E) determinant
[ChatGPT 정답]
23. Sometimes old products discontinued in one market can be reintroduced in a new market, a process known as _______ invention.
A) downwards
B) upwards
C) backwards [★]
D) forwards
E) sideways
[ChatGPT 정답]
24. Delxen Inc., a multinational company, uses the same prices for all its products globally. This type of pricing is called ________.
A) going-rate price
B) one world price [★]
C) local market condition price
D) transfer price
E) cost-based price
[ChatGPT 정답]
25. Which of the following is not an element of internal service quality?
A) Workplace selection
B) Employee selection
C) Profitability [★]
D) Recognition approaches
E) Job design
[ChatGPT 정답]
26. What are the two goals of the marketing dashboard?
A) relevant news platform and diagnostic insight
B) predictive foresight and segmentation
C) divide information and relevant news platform
D) demographics and positioning
E) diagnostic insight and predictive foresight [★]
[ChatGPT 정답]
27. Internal sources of generating product ideas include ________.
A) existing customers [★]
B) distributers
C) company salespeople
D) retailers
E) wholesalers
[ChatGPT 정답]
28. Berta maintains a blog on cooking on which she shares recipes, product recommendations, and shopping tips. She has 300,000 followers and she regularly answers questions from them about cooking and where to find her favorite kitchen tools. Berta would be considered a market maven.
A) True [★]
B) False
[ChatGPT 정답]
29. Fred has a sales meeting coming up and he needs to know sales figures by product and by region as quickly as possible so he can direct his managers on their presentations. Fred needs the ________ characteristic of Big Data.
A) volume
B) velocity [★]
C) variety
D) veracity
E) value
[ChatGPT 정답]
30. Americans value hard work and achievement while Japanese citizens value harmony and hierarchy. This shows a difference in ________ factors.
A) cultural [★]
B) social
C) internal
D) psychological
E) situational
[ChatGPT 정답]
31. ________ refers to companies handing over most or all of their supply chain activities to third-party organizations that are experts in those areas.
A) Creating assortments
B) Outsourcing [★]
C) Channel integration
D) Disintermediation
E) Breaking bulk
[ChatGPT 정답]
32. Companies that promote sustainability practices like Starbucks, which has a stringent recycling program, or General Electric, which makes environmentally sensitive products, are practicing ________ marketing.
A) green [★]
B) predictive
C) affiliate
D) shotgun
E) one-to-one
[ChatGPT 정답]
33. When a channel member is respected, admired, or revered based on one or more attributes, that member enjoys ________ power within the channel.
A) coercive
B) reward
C) expert
D) referent [★]
E) legitimate
[ChatGPT 정답]
34. In the context of the marketing mix, ________ today is largely regarded in relationship to the concept of value.
A) product
B) price [★]
C) promotion
D) place
E) policy
[ChatGPT 정답]
35. Which of the following action elements is required for successful Marketing (Big M)?
A) Aligning all internal organizational processes and systems around the product
B) Ensuring that everyone in an organization understands the concept of customer orientation [★]
C) Find somebody at the lower level of the firm to consistently champion this Marketing (Big M) business philosophy
D) Remembering the fact that the marketing department is where Marketing (Big M) takes place
E) Creating market-driven, not market-driving, strategies
[ChatGPT 정답]
36. Chen wants to opt for an advertising medium that is flexible and can create the feel of one-to-one marketing.
Which of the following advertising media is she likely to choose?
A) direct mail [★]
B) newspapers
C) outdoor
D) magazines
E) radio
[ChatGPT 정답]
37. Maslow's hierarchy of needs theory suggests that individuals are interested in luxuries even if their basic needs have not been met.
A) True
B) False [★]
[ChatGPT 정답]
38. One of five principal goals for a sales presentation is to ________.
A) fulfill the customer's need for affiliation
B) enable evaluation of product alternatives
C) build impersonal relationships with customers
D) build product interest [★]
E) agree on a price
[ChatGPT 정답]
39. Which customer sales promotion refers to an instant price reduction at the point of sale, available in print media, online, or in-store, that encourages customers to "buy now?“
A) loyalty program
B) rebate
C) contest or sweepstake
D) premium
E) coupon [★]
[ChatGPT 정답]
40. Which advertising media offers the advantage of interactive capabilities?
A) online and social media [★]
B) radio
C) direct mail
D) newspaper
E) television
[ChatGPT 정답]
41. The internal processes at Southwest Airlines are highly efficient, giving it a competitive advantage over other airlines. Southwest has a very efficient maintenance process and also has a very simple process of booking passengers. Because of these efficiencies, the company is able to offer customers an appealing mileage-driven pricing structure while also increasing the airline's profit margin. In this scenario, Southwest's competitive advantage is based on ________.
A) price perception
B) cost leadership [★]
C) value ratio
D) service
E) quality
[ChatGPT 정답]
42. Starbucks ran a new ad during the Super Bowl. It wanted to know the percentage of people who watched the ad during the event. Starbucks was measuring the ________ of the ad.
A) reach [★]
B) frequency
C) relevancy
D) impact
E) noise
[ChatGPT 정답]
43. ________ advertising is common during the maturity stage of the product life cycle, but you should avoid this if your brand is the leader.
A) Pioneering
B) Comparative
C) Competitive [★]
D) Institutional
E) Covert
[ChatGPT 정답]
44. Research indicates that investing in indifferent customers to improve their satisfaction truly maximizes their profitability to a brand.
A) True
B) False [★]
[ChatGPT 정답]
45. Marriott has branded its entire family of accommodations based on different value propositions, supported by clearly delineated pricing strategies. Its offerings include Ritz-Carlton and JW Marriott for the most discriminating patron, Marriott and Renaissance at the next level of full service, and an array of differentially positioned brands such Courtyard and Residence Inn. This is an example where ________ can occur at a level much broader in scope than individual products.
A) captive pricing
B) auction pricing
C) price lining [★]
D) reference pricing
E) variable pricing
[ChatGPT 정답]
46. The goal of ________ advertising is to promote an industry, company, family of brands, or some other issues broader than a specific product.
A) product
B) pioneering
C) competitive
D) comparative
E) institutional [★]
[ChatGPT 정답]
47. The most significant difference between international and global marketing organizations is management philosophy and corporate planning.
A) True [★]
B) False
[ChatGPT 정답]
48. Men and women vary in the products they require, but not in the marketing communications they are receptive to.
A) True
B) False [★]
[ChatGPT 정답]
49. The concept of sustainability includes all business practices that seek to balance business success and societal success over the long term.
A) True [★]
B) False
[ChatGPT 정답]
50. Clothes, furniture, and major appliances such as refrigerators and dishwashers are examples of ________ goods.
A) convenience
B) specialty
C) unsought
D) capital
E) shopping [★]
[ChatGPT 정답]
51. Techel Electronics, a multinational company, manufactures its products in its home market, but treats the world as a single market with many segments in it.
It sold televisions worth $47 million in 2017 in international markets, which was more than half of its total revenue.
In the context of stages of global experience learning curve, the company is engaged in ________.
A) global marketing [★]
B) no direct foreign marketing
C) global partnerships
D) foreign marketing
E) international marketing
[ChatGPT 정답]
52. Combining all the products offered by a company is called the product ________.
A) line
B) mix [★]
C) profile
D) standardization
E) function
[ChatGPT 정답]
53. Business market segmentation is less straightforward than segmentation of consumer markets.
A) True [★]
B) False
[ChatGPT 정답]
54. Customer relationship management (CRM) is designed primarily to ________.
A) assess the personality characteristics of target customers
B) identify profitable customers in new markets
C) position products to serve very specific customer groups
D) clearly distinguish a firm's products from those of competitors in the minds of customers
E) facilitate higher levels of customer satisfaction [★]
[ChatGPT 정답]
55. ________ is the application of marketing concepts and strategies inside an organization.
A) Direct marketing
B) Personal selling
C) Internal marketing [★]
D) Prosocial marketing
E) Publicity
[ChatGPT 정답]
56. In evaluating internal and external information sources, companies need to consider not only what information is important but also the source of the data.
A) True [★]
B) False
[ChatGPT 정답]
57. The sales engineer from General Electric who calls on Boeing to sell the GE90 jet engine to be used in Boeing aircraft is an example of a ________.
A) technical seller [★]
B) solutions servicer
C) missionary salesperson
D) trade servicer
E) telemarketer
[ChatGPT 정답]
58. Segmenting markets means that a company is ________.
A) dividing the market into meaningful smaller markets based upon common characteristics [★]
B) selecting the markets to attack in the marketplace
C) selecting a corporate position to communicate to potential customers
D) identifying and calculating the churn rate in different markets
E) identifying the customers who have frequently purchased competitor's products or services
[ChatGPT 정답]
59. _____________ is a consumer sales promotions options where there is an incentives to buy more of the brand at a special price.
A) Multiple-purchase offers [★]
B) Product sampling
C) Premiums
D) Product placement
E) Loyalty programs
[ChatGPT 정답]
60. In a service blueprint, activities are divided between those above and those below the line of ________ to a customer.
A) motivation
B) demarcation
C) visibility [★]
D) distinction
E) threshold
[ChatGPT 정답]
61. HP sells an inexpensive printer for an entry-level user, but the printer cartridges that need continual replacement are fairly expensive. This demonstrates the concept of ________.
A) product line pricing
B) captive pricing [★]
C) price bundling
D) reference pricing
E) prestige pricing
[ChatGPT 정답]
62. Six key sources of Big Data that capture data on both potential and current customers to yield actionable insights are business systems, social media platforms, Internet-connected devices, mobile apps, commercial entities, and government entities.
A) True [★]
B) False
[ChatGPT 정답]
63. In addition to the company's primary website, many companies create smaller, more focused sites that deal with specific topics such as new product introductions or targeted products within a large product portfolio known as ________.
A) blogs
B) microsites [★]
C) social networking sites
D) profiles
E) micro blog sites
[ChatGPT 정답]
64. Trade servicers take orders from customers directly and persuade customers to buy their firm’s products from distributors or other suppliers.
A) True
B) False [★]
[ChatGPT 정답]
65. In the action stage of the AIDA model, salespeople and customized direct and interactive marketing first enter the promotion mix.
A) True
B) False [★]
[ChatGPT 정답]
66. ________, one of the seven dimensions used by researchers to define a website interface, is a site's ability to enable transactions.
A) Connections
B) Community
C) Commerce [★]
D) Communication
E) Content
[ChatGPT 정답]
67. A plan for initiating a viral marketing campaign to specific customers is called a(n) ________.
A) seeding strategy [★]
B) dark web
C) viral marketing strategy
D) diffusion process
E) PR campaign
[ChatGPT 정답]
68. ________ is a technology-driven relationship between companies and customers.
A) Interactive marketing [★]
B) Personal selling
C) Public relations
D) Advertising
E) Sales promotion
[ChatGPT 정답]
69. Ammon works at Max's Pizza shop. He is a single father and makes only minimum wages. However, by utilizing the new financial terms available, he recently leased a BMW automobile; this is an example of a(n) ________ purchase.
A) demographic
B) organizational
C) aspirational [★]
D) concentrated
E) objective
[ChatGPT 정답]
70. Push strategies usually are supported by heavy allowance payments to intermediaries for helping accomplish the manufacturer's goals.
A) True
B) False [★]
[ChatGPT 정답]
71. Companies spend too much time ensuring they have current and frequent postings on social media sites; they aren't that important.
A) True
B) False [★]
[ChatGPT 정답]
72. Viral marketing is a trend that encourages customers to share a marketing message with other potential customers.
A) True [★]
B) False
[ChatGPT 정답]
73. A marketing manager using VALS is interested in ________ segmentation.
A) geographic
B) psychographic [★]
C) geodemographic
D) occupational
E) educational
[ChatGPT 정답]
74. The AIDA acronym stands for attitude, interest, desire, and activity.
A) True
B) False [★]
[ChatGPT 정답]
75. An example of a push strategy is ________.
A) organizing couponing campaigns [★]
B) utilizing newspaper advertising
C) using television advertising
D) employing direct marketing
E) paying a shelf fee
[ChatGPT 오답 / 정답은 E]
76. The ________ race and ethnicity market segment is about 12 percent of the U.S. population and is not growing rapidly.
A) African-American
B) Hispanic [★]
C) Asian-American
D) Caucasian
E) Indian-American
[ChatGPT 오답 / 정답은 A]
77. ________ power results from contracts such as franchise agreements or other formal agreements.
A) Coercive
B) Reward
C) Expert
D) Referent
E) Legitimate [★]
[ChatGPT 정답]
78. ________ power is NOT a source of channel power.
A) Reward
B) Referent
C) Legitimate
D) Consumer [★]
E) Expert
[ChatGPT 정답]
79. Graduating from college, getting married, and having a child all transform an individual's buying habits and are referred to as the ________.
A) lifecycle buying stages
B) family life cycle [★]
C) life stage cycle
D) lifestyle cycle
E) family life stages
[ChatGPT 정답]
80. The task of handling crises and giving the company's perspective to news organizations belongs in the ________ element of marketing communications.
A) advertising
B) personal selling
C) sales promotion
D) public relations [★]
E) direct marketing
[ChatGPT 정답]
81. Making a change in any one of the marketing mix elements will ________.
A) leave the other elements unchanged
B) have a negative effect on a similar element
C) have a domino effect on the other elements [★]
D) require the firm to introduce new products
E) require an increase in promotion
[ChatGPT 정답]
82. ________ power involves an explicit or implicit threat that a channel captain will invoke negative consequences on a channel member if it does not comply with the leader's request or expectations.
A) Coercive [★]
B) Reward
C) Expert
D) Referent
E) Legitimate
[ChatGPT 정답]
83. After staying in a boutique hotel in Chicago, Marissa posted a picture on her Facebook feed and described how fabulous it was.
This kind of information is considered ________ data.
A) unsecured
B) abstract
C) structured
D) unstructured [★]
E) soft
[ChatGPT 정답]
84. The marketing director of Bank Y decides to conduct a survey of 5,000 current customers to gather information to answer the research problem of what the bank can do to improve its services and customer satisfaction. She starts with a database of 50,000 current customers and randomly picks a name on the list to start. She then selects every tenth person as she goes down the list to receive a survey. She is using a ________ sampling method to select the participants for the study.
A) probability [★]
B) quota
C) convenience
D) observational
E) judgment
[ChatGPT 정답]
85. Generation X is often referred to as the ________.
A) spoiled generation
B) nonconsumption generation
C) millennial generation
D) baby bust generation [★]
E) optimistic generation
[ChatGPT 정답]
86. The owner of Sorios Lawn Service is looking to buy a new lawn tractor, a major purchase and significant financial investment. The owner decides to purchase a Dixie Chopper because of its reputation for dependability and excellent customer service which made him feel more secure and less anxious about choosing this product. Which customer brand role does this scenario exemplify?
A) providing competitors with a benchmark against which to compete
B) helping reassure the customer in the purchase decision [★]
C) offering an effective and efficient methodology for categorizing products
D) offering legal protection for a product through a trademark
E) enabling competitors to build products targeted specifically at the market leader
[ChatGPT 정답]
87. Customer loyalty is defined as ________.
A) retention of satisfied and loyal profitable customers and channels
B) the degree to which an individual will resist switching from one offering to another [★]
C) the total number of customers who purchase a product
D) increased individual customer margins, while offering the right products at the right time
E) the likelihood that a customer becomes a buzz marketer
[ChatGPT 정답]
88. Local Farmers of Tampa Bay sell their produce in the market every day. They band together to gain cost and operating economies of scale in the market for selling their produce. This is an example of a ________.
A) retailer cooperative [★]
B) disintermediation
C) pull strategy
D) vertical integration
E) customer community
[ChatGPT 정답]
89. Financing, market research, risk-taking, and other services are considered to be ________ functions.
A) physical distribution
B) transaction and communication
C) transportation and storage
D) facilitating [★]
E) e-commerce
[ChatGPT 정답]
90. What type of ads are boxes embedded into a website that can contain graphics, text, or video elements as well as an embedded hyperlink to take the viewer to a webpage intended to facilitate subsequent interactions between the viewer and the advertiser?
A) Display ads
B) Banner ads
C) Interstitials [★]
D) Search ads
E) Native ads
[ChatGPT 오답 / 정답은 B]
91. A(n) ________ contains one or more intermediary levels.
A) channel community
B) network organization
C) virtual organization
D) direct channel
E) indirect channel [★]
[ChatGPT 정답]
92. Logistics is a function of channel intermediaries.
A) True [★]
B) False
[ChatGPT 정답]
93. In the past, ________ allowed manufacturers to establish artificially high prices by limiting the ability of wholesalers and retailers to offer reduced or discounted prices.
A) fair trade laws
B) minimum markup laws [★]
C) the Robinson-Patman Act
D) the Consumer Goods Pricing Act
E) price discrimination
[ChatGPT 오답 / 정답은 A]
94. Outbound logistics refers to the distribution of products.
A) True [★]
B) False
[ChatGPT 정답]
95. When shipping prices are dependent on geographic areas based on the distance from the shipping location, it is considered ________ pricing.
A) free on board (FOB)
B) uniform delivered
C) zone [★]
D) target return
E) psychological
[ChatGPT 정답]
96. The four Vs of Big Data are volume, velocity, variety, and visibility.
A) True [★]
B) False
[ChatGPT 오답 / 정답은 B]
97. One of the most straightforward and popular methods of segmentation is demographic.
A) True
B) False
[ChatGPT 정답]
98. You should be careful when using ________ pricing, as it is always possible that the quantity demanded will not match the marketing manager's forecast.
A) cost-plus [★]
B) psychological
C) value
D) average-cost
E) prestige
[ChatGPT 오답 / 정답은 D]
99. Among the marketing mix variables, price is the easiest and quickest to alter, so sometimes firms overuse price changes to stimulate additional sales or gain market share.
A) True [★]
B) False
[ChatGPT 정답]
100. A variable pricing strategy makes planning and forecasting much easier than a one-price strategy.
A) True
B) False [★]
[ChatGPT 정답]
101. Captive pricing entails gaining a commitment from a customer to a basic product or system that requires continual purchase of peripherals to operate.
A) True [★]
B) False
[ChatGPT 정답]
102. Goals and objectives should be set ________.
A) at the beginning of marketing planning [★]
B) at the end of the situation analysis
C) after marketing strategies are fixed
D) after completion of market research, situation analysis, and competitor analysis
E) during SWOT analysis while identifying external opportunities and threats
[ChatGPT 오답 / 정답은 D]
103. Which of the following is NOT a distinct characteristic of services that is different from physical goods?
A) variability
B) perishability
C) reliability [★]
D) intangibility
E) inseparability
[ChatGPT 정답]
104. The basis of the Gap model of Service Quality is the ________.
A) examination of the differences between the objectives of management and employees
B) elimination of gap between an organization’s and its employees’ perceptions of the customer experience
C) recognition of suitable techniques for resource management to achieve better service quality
D) identification and measurement of differences in five key areas of the service delivery process [★]
E) improvisation of the face-to-face time between customer and service provider, often called the moment of truth
[ChatGPT 정답]
105. Once a customer begins to have a positive experience with a service provider and builds a relationship with the firm, customer loyalty ________.
____________
A) tends to be lesser for services than for goods
B) tends to be greater for services than for goods [★]
C) is the same for services and goods
D) develops, but only for a temporary period in all cases
E) develops and increases regardless of future service experiences
[ChatGPT 정답]
106. In most retail environments, a package has very little time to connect with the customer at the point of purchase.
A) True [★]
B) False
[ChatGPT 정답]
107. Shari's manager asked her to identify, track, evaluate, and provide key benchmarks for improvement in her marketing department. To do this, Shari used ________.
A) marketing metrics [★]
B) market research
C) the marketing mix
D) market creation
E) strategic marketing
[ChatGPT 정답]
108. In which of the following gaps of the Gap Model of Service Quality can a lack of the right customer data wreak havoc on service delivery?
A) Gap 1: management’s perceptions of customer service expectations versus actual customer expectations of service
B) Gap 2: management's perceptions of customer service expectations versus the actual service quality specifications developed
C) Gap 3: actual service quality specifications versus actual service delivery [★]
D) Gap 4: actual service delivery versus what the firm communicates it delivers
E) Gap 5: perceived service by customers versus actual customer expectations of service
[ChatGPT 오답 / 정답은 A]
109. The assessment of which of the following attributes would require customers to have expertise not generally shared by the public?
A) search
B) credence [★]
C) experience
D) observable
E) tangible
[ChatGPT 정답]
110. When a firm's objective is to gain as much market share as possible, a likely pricing strategy is ________, sometimes also referred to as pricing for maximum marketing share.
A) penetration pricing [★]
B) price skimming
C) target ROI
D) competitor-based pricing
E) value pricing
[ChatGPT 정답]
111. Priceline.com is a firm that serves as a clearinghouse for extra capacity from airlines, hotels, and cruise lines. It is an example of a firm that uses a(n) ________ strategy.
A) cost-plus pricing
B) price war
C) reverse auction [★]
D) average-cost pricing
E) target return pricing
[ChatGPT 정답]
112. A ________ eliminates many in-house business functions and activities in favor of focusing only on those aspects for which it is best equipped to add value.
A) value network
B) mechanistic distribution system
C) virtual organization [★]
D) physical distribution system
E) tall organization
[ChatGPT 정답]
113. As a characteristic of services, intangibility refers to the fact that a service ________.
A) cannot be seen, heard, tasted, or felt by a customer [★]
B) is produced and consumed at the same time
C) can be experienced through the physical senses
D) can be experienced by a customer before utilization
E) quality can only be as good as that of the provider himself or herself
[ChatGPT 정답]
114. Services are produced and consumed at the same time and cannot be detached from their provider. This characteristic of service is called ________.
A) intangibility
B) perishability
C) variability
D) inseparability [★]
E) reliability
[ChatGPT 정답]
115. ________ can be defined as anything that delivers value to satisfy a need or want and includes physical merchandise, services, events, people, places, organizations, information, even ideas.
A) Utility
B) Strategy
C) Exchange
D) Product [★]
E) Market
[ChatGPT 정답]
116. Organizations communicate one or more sources of value to customers in a way that the customer can easily make the connection between his or her needs and wants and what the product has to offer. Execution of this approach is referred to as a firm's ________ strategy.
A) segmentation
B) positioning [★]
C) production
D) sales
E) distribution
[ChatGPT 정답]
117. Paedro's Pasta has developed a strong brand name in the dry pasta marketplace based on its texture and taste. Through its strong brand, Paedro’s Pasta was able to introduce a successful line of sauces under the same brand name. Which of the following dimensions of brand equity does this example illustrate?
A) perceived quality [★]
B) brand strategy
C) brand connections
D) perceived bonuses
E) brand loyalty
[ChatGPT 정답]
118. Many firms are reluctant to invest in great service, largely because ________.
A) it is difficult to change employees’ actions
B) consumers usually are not aware that they are receiving great service
C) a service's quality can only be as good as that of the provider himself or herself
D) it takes time and patience before a return on the investment is noticeable [★]
E) of the inseparability and perish ability of services
[ChatGPT 정답]
119. ________ encompasses a societal and professional standard of right and fair practices that are expected of marketing managers in their oversight of strategy formulation, implementation, and control.
A) Marketing ethics [★]
B) Price fixing
C) Social responsibility
D) Accreditation
E) Personal selling
[ChatGPT 정답]
120. A shoe manufacturing company is interested in selling its products in a new country.
Before entering the marketplace, the company wishes to gather information about how the country’s citizens set priorities and make buying decisions.
For this purpose, the company is most likely to analyze the country's ________.
A) political environment
B) economic conditions [★]
C) technological transformations
D) natural world
E) geographic changes
[ChatGPT 정답]
121. In a service blueprint, "moments of truth" occur below the line of visibility.
A) True
B) False [★]
[ChatGPT 정답]
122. Services possess several distinct characteristics that are different from those of physical goods, including intangibility, inseparability, variability, and perishability.
A) True [★]
B) False
[ChatGPT 정답]
123. Mercedes-Benz offers a lifetime roadside assistance warranty on all of its vehicles, which shows that Mercedes is committed to customer service. This is an example of the ability of a warranty to ________.
A) provide a cost to customers
B) provide a service to customers
C) convey a message to customers [★]
D) build brand awareness
E) build brand identity
[ChatGPT 정답]
124. When Dominoes promises delivery within 30 minutes, but it actually takes 45 minutes, Dominoes is demonstrating gap 1: management's perceptions of customer service expectations versus actual customer expectations of service.
A) True
B) False [★]
[ChatGPT 정답]
125. The first step in moving into global markets is to evaluate the market opportunities.
A) True [★]
B) False
[ChatGPT 정답]
126. While developing a segmentation approach, Walter, the brand manager of a soft drinks manufacturing company says that a segment has sufficient size. He means that the market ________.
A) has a large enough television audience to be worth considering
B) is reachable
C) can provide a positive return on investment [★]
D) has many customers in it
E) is homogeneous
[ChatGPT 오답 / 정답은 D]
127. Customers can quickly and easily become bored with any given advertising campaign, a concept referred to as advertising wearout.
A) True [★]
B) False
[ChatGPT 정답]
128. Advantages to licensing as a market entry strategy include all of the following EXCEPT________.
A) limited financial risk in the short run
B) easy availability of raw materials [★]
C) services such as local distribution
D) decrease in operational costs
E) complete control of the patent
[ChatGPT 오답 / 정답은 E]
129. Primary data are collected specifically for the research question at hand.
A) True [★]
B) False
[ChatGPT 정답]
130. In evaluating a website, one of the key measures is its "stickiness," which refers to the amount of time visitors remain and explore a site.
A) True [★]
B) False
[ChatGPT 정답]
131. The marketing manager for DRNK Spirits decided that all of the products his company produced would carry the same brand name of Nightlife. As a result, there is Nightlife Ale, Nightlife Lager, Nightlife Vodka, Nightlife Tequila, and Nightlife Whiskey. This is an example of ________ branding.
A) family [★]
B) store
C) stand-alone
D) cooperative
E) national
[ChatGPT 정답]
132. With a push strategy, much of the intensive promotional activities take place from the manufacturer downward through the channel of distribution.
A) True [★]
B) False
[ChatGPT 정답]
133. José has been to Farm Fresh Ice Cream Shops several times. 호세는 F매장에 종종 들른다. Being a loyal customer, he has developed certain emotional and psychological connections with the brand. For instance, he links the brand with higher levels of customer service. Which dimension of brand equity does this example illustrate?
A) brand assets
B) brand association [★]
C) brand awareness
D) brand strategy
E) perceived quality
[ChatGPT 정답]
134. A key advantage of a brand sponsor is that loyalty is transferred from the well-known sponsor brand to the less-known brand.
A) True [★]
B) False
[ChatGPT 오답 / 정답은 B]
135. Gatekeepers are important in the B2B buying process because ________.
A) they provide the organization with relevant expertise in particular purchase decisions
B) they engineer costly capital equipment purchases by employing a wide range of financial tools
C) they act as a buffer between the buying center members and consumers in the buying process
D) they limit the number of vendors in a given buying process [★]
E) they act as initiators in certain scenarios of the purchase decision process
[ChatGPT 정답]
136. Which of the following criteria for market segmentation is least likely to enable successful segmentation?
A) It should be measurable.
B) It should be of sufficient size.
C) It should be readily identifiable.
D) It should be undifferentiated. [★]
E) It should be reachable in terms of communication.
[ChatGPT 정답]
137. The manufacturer of Fast Peddle Bikes offers a warranty that states that the gear-shifting mechanism for its product will work consistently and be free of mechanical defects for five years. This is an example of a(n) ________ warranty.
A) specific [★]
B) additional
C) extended
D) general
E) basic
[ChatGPT 정답]
138. The owners of NK Medical Equipment have been developing the brand equity of their MRI and CAT scan equipment. Now, on the mention of NK’s machines, radiologists and hospital purchasing agents usually say that they have heard of NK’s offerings and are interested in learning more about them. This response signals a familiarity and potential commitment to the brand. In this case, which dimension of brand equity has been achieved by NKMedical Equipment?
A) brand assets
B) brand association
C) brand awareness [★]
D) brand loyalty
E) perceived quality
[ChatGPT 정답]
139. When a company tries to make the product or service significantly easier to obtain than the competition, it is trying to achieve ________ leadership as a source of differentiation.
A) service
B) image
C) price
D) personnel
E) convenience [★]
[ChatGPT 정답]
140. The nature of B2B markets requires ________.
A) impersonal communication at regular intervals through mediums such as direct mail
B) investment of more resources primarily on service sectors
C) organizations to invest more on consumers than suppliers to maintain their business
D) a more personal relationship between the buyer and seller than in B2C markets [★]
E) companies to focus primarily on selling products that end up as components for finished goods
[ChatGPT 정답]
141. The sales manager at a company wants to keep informed, so he collects, analyzes, and stores data from the macro environment on a continuous basis. This illustrates the concept of ________.
A) portfolio analysis
B) exploratory research
C) marketing intelligence [★]
D) probability sampling
E) mechanical observation
[ChatGPT 정답]
142. Sellers offer _______ to elicit quicker payment of invoices.
A) trade discounts
B) cash discounts [★]
C) quantity discounts
D) functional discounts
E) all of the above
[ChatGPT 정답]
143. It may be more accurate to think of a service as being ________ rather than produced.
A) designed
B) modified
C) performed [★]
D) created
E) developed
[ChatGPT 정답]
144. ______ is a consumer sales promotion options where a price reduction for the purchase of a specific product is given during a designated period.
A) Contests and sweepstakes
B) Coupons
C) Rebates [★]
D) Multiple-purchase offers
E) Product placement
[ChatGPT 정답]
145. In analyzing the attractiveness of market segments, which of the following is NOT one of the most important variables?
A) segment size
B) growth potential
C) strategic fit with the firm's goals
D) location of the segment [★]
E) competitive forces related to the segment
[ChatGPT 정답]
146. Push strategies usually are supported by heavy allowance payments to intermediaries for helping accomplish the manufacturer's goals.
A) True [★]
B) False
[ChatGPT 정답]
147. Differentiated target marketing is referred to as simply differentiation which means developing different value offerings for different targeted segments.
A) True [★]
B) False
[ChatGPT 정답]
148. Two primary goals of any dashboard are diagnostic insight and ________.
A) intuitive insight
B) intuitive focus
C) predictive foresight [★]
D) assuming results
E) dictating goals
[ChatGPT 정답]
149. When products like cell phones are promoted as a safety device for working women and moms, this demonstrates that one way to find "new" markets is to ________.
A) develop product penetration strategies
B) sell added benefits to the existing customers
C) reposition the existing products targeting different customer segments [★]
D) alter the cost so more people can afford the product
E) create advertisements targeting working women and moms
[ChatGPT 정답]
150. Among the five groups of adopters, laggards are people who ________.
A) enjoy being the first to try and master a new product
B) put off purchasing until there is no other option [★]
C) are price-sensitive and look for simplified products
D) seek out new products consistent with their personal self-image
E) are willing to pay the premium price for a product
[ChatGPT 정답]
결론은 ChatGPT가 150문제 중 135문제를 맞추어 90%의 정답률로 합격했습니다. (80% 이상 즉 120문제를 맞추면 합격인 자격증입니다) 교재도 안읽었는데 마케팅 기본 지식으로 합격을 하다니, ChatGPT라는 이름이 결코 허전(虛傳)된 것이 아니네요!!
ChatGPT야 축하해.
PS.
여러분들도 한 번 풀어보세요. 그리고 어려운 문제는 댓글로 물어봐 주세요. 제가 답변 드리겠습니다.
마린이진화님 외 11명이 좋아합니다.
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