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STR 581, STR/581, Capstone - Week 6 Exam Solutions Latest - 29/30 correct

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1
Which component of a marketing audit includes major developments in income, prices, savings, and
credit that affect the company?
Political
Cultural
Economic
Technological
2
How do functional tactics compare to business strategies?
Functional tactics are more focused on a commitment to corporate strategy than business
strategies.
Functional tactics are more focused on the general direction of the firm than business strategies.

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Functional tactics are more long-term than business strategies.
Functional tactics are more specific than business strategies.
3
What is the perceived monetary value of the bundle of economic, functional, and psychological benefits
customers expect from a given market offering because of the product, service, people, and image?
Total customer benefit
Total management benefit
Complete marketing benefit
Ultimate service benefit
4
A firm must know where to position its product based on price and
promotional efforts

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quality
communication
region
5
BMW's "The ultimate driving machine," American Express' "Don't leave home without it," New York Times'
"All the news that's fit to print," and AT&T's "Reach out and touch someone" are all examples of
________.
brand vision
brand slogan
brand personality
brand mission
6

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