Predicting what types of bicycles different customers will want and deciding which of these customers business will try to satisfy are activities a firm should do as part of
A. A command economy.
B. Making goods or p
...
Predicting what types of bicycles different customers will want and deciding which of these customers business will try to satisfy are activities a firm should do as part of
A. A command economy.
B. Making goods or performing services.
C. Marketing.
D. Production.
2) For Tesla, a new firm that makes an electric sports car, estimating how many competitors will make electric vehicles and what kinds they will make, is:
A. A production activity.
B. A part of marketing.
C. An example of micro-macro dilemma.
D. One of universal functions of innovation.
3) According to text, marketing means:
A. Selling.
B. Advertising.
C. Producing and selling.
D. Much more than selling and advertising.
4) To compete more successfully with its many competitors offering packaged cookies, Famous Amos added its own line of extra chunky premium cookies. This seems to be an effort at:
A. Market penetration.
B. Product development.
C. Combination.
D. Market development.
5) Professional Dental Supply has been successfully selling dental instruments to dentists for past 20 years, and has developed strong customer relations. When looking for new marketing opportunities, Professional Dental Supply will most likely look first at
A. Diversification.
B. Product development.
C. Market penetration.
D. Market development.
6) Which of following statements regarding marketing strategies is FALSE?
A. These strategies must meet needs of target customers, and a firm is likely to get a competitive advantage if it just meets needs in same way as some other firm.
B. These strategies require decisions about specific customers firm will target and marketing mix firm will develop to appeal to that target market.
C. It is useful to think of marketing strategy planning process as a narrowing-down process.
D. Developing successful marketing strategies does not need to be a hit-or-miss proposition.
7) marketing mix
A. Includes target market
B. Includes four variables—advertising, personal selling, customer service, and sales promotion.
C. Includes four variables—People, Place, Promotion, and Price.
D. Helps to organize marketing strategy decision areas.
8) A firm's marketing mix decision areas would NOT include:
A. People
B. Product
C. Promotion
D. Price
9) Product is NOT concerned with:
A. Branding.
B. Packaging.
C. Quality level.
D. Wholesale price.
10) When one considers strategy decisions organized by four Ps, branding is related to packaging as:
A. Production is to marketing.
B. Personal selling is to mass selling.
C. Branding is to pricing.
D. Store location is to sales force selection.
11) Dell, Inc. wants to offer customers televisions in addition to computers. This is a change in their _____________________
A. promotional.
B. product.
C. pricing.
D. personnel.
12) Big Fizz Co., a manufacturer of cola-flavored drinks, wants to add packaged fruit juices to its existing product line. Big Fizz must make some decisions regarding packaging and branding of fruit juices. These decisions would fall under which variable of marketing mix?
A. Place
B. Promotion
C. Price
D. Product
13) A marketing plan is:
A. A marketing strategy.
B. A marketing strategy—plus time-related details for carrying it out.
C. A target market and a related marketing mix.
D. A marketing program.
14) main difference between a marketing strategy and a marketing plan is that:
A. A marketing plan includes several marketing strategies.
B. A marketing strategy provides more detail.
C. A marketing strategy omits pricing plans.
D. Time-related details are included in a marketing plan.
15) Which of following would probably NOT be in a proposed marketing plan?
A. A statement of how frequently design of website will be changed.
B. Expected sales and profit results.
C. A description of target market and marketing mix.
D. A list of what company resources (costs) would be required.
16) Marketing strategy planners should recognize that:
A. Mass marketing is often very effective and desirable.
B. Large firms like General Electric, Target, and Procter & Gamble are too large to aim at clearly defined markets.
C. Target marketing is not limited to small market segments.
D. Target markets should not be large and spread out.
17) Good marketing strategy planners know that:
A. Target marketing does not limit one to small market segments.
B. Mass marketing is often very desirable and effective
C. terms mass marketing and mass marketer mean basically same thing.
D. Firms like Nabisco and WalMart are too large to aim at clearly defined target markets.
18) Target marketing, in contrast to mass marketing,
A. Assumes that all customers are basically same.
B. Ignores markets that are large and spread out.
C. Focuses on fairly homogeneous market segments.
D. Is limited to small market segments.
19) Clustering techniques applied to segmenting markets
A. Usually require computers to group people based on data from market research.
B. Remove need for managerial judgment.
C. Eliminate need for marketing managers to specify in advance what dimensions might be relevant for grouping consumers.
D. All of above are true.
20) process of naming broad product-markets and then segmenting them in order to select target markets and develop suitable marketing mixes is called:
A. Market segmentation.
B. Market development.
C. Market research.
D. Market penetration.
21) ______________ is process of naming broad product-markets and then segmenting these broad product-markets in order to select target markets and develop suitable marketing mixes.
A. Market segmentation
B. Mass marketing
C. Diversification
D. Market positioning
22) A ______________ is an organized way of continually gathering and analyzing data to get information to help marketing managers make ongoing decisions.
A. Marketing model
B. Marketing information system
C. Marketing research department
D. Marketing research project
23) ________________ ________________ utilizes qualitative and quantitative analysis procedures to help marketing managers make more informed decisions.
A. Marketing processing.
B. Marketing planning.
C. Marketing research.
D. Marketing structure.
24) Procedures that develop and analyze new information to help marketing managers make decisions are called:
A. Operational planning.
B. Strategy planning.
C. Marketing research.
D. Analytical research.
25) part of relevant population that is surveyed by a researcher is called the:
A. Focal group.
B. Representative group.
C. Sample.
D. Target population.
26) One of major disadvantages of focus group interview approach is that
A. It is difficult to measure results objectively.
B. Ideas generated by group cannot be tested later with other research.
C. There is no interviewer, so research questions may not be answered.
D. It is difficult to get in-depth information about research topic.
27) When focus group interviews are used in marketing,
A. typical group size is 15 to 20 typical consumers whether online or off-line.
B. Each person in group answers same questionnaire, to focus discussion.
C. research conclusions will vary depending on who watches interview whether online or off-line.
D. It is primarily as a follow-up to more quantitative research.
28) marketing manager at Massimino & McCarthy, a chain of retail stores that sells men's clothing, is reviewing marketing research data to try to determine if changes in marketing strategy are needed. Which of following sources of data would be a secondary data source?
A. Reviewing videotapes of a recent focus group.
B. Looking through company's marketing information system to see past sales trends.
C. Spending time in stores observing customers' behavior.
D. Making phone calls to some of best customers to learn their interest in a new line of clothing.
29) A small manufacturing firm has just experienced a rapid drop in sales. marketing manager thinks that he knows what problem is and has been carefully analyzing secondary data to check his thinking. His next step should be to:
A. Develop a formal research project to gather primary data.
B. Conduct an experiment.
C. Develop a hypothesis and predict future behavior of sales.
D. Conduct informal discussion with outsiders, including intermediaries, to see if he has correctly defined problem.
30) observing method in marketing research:
A. May require customers to change their normal shopping behavior.
B. Is not suitable for obtaining primary data.
C. Uses personal interviews.
D. Is used to gather data without consumers being influenced by process.
31) Market segmentation:
A. Assumes that most submarkets can be satisfied by same marketing mix.
B. Tries to identify homogeneous submarkets within a product-market.
C. Means same thing as marketing strategy planning.
D. Is same thing as positioning.
32) Which is first step in market segmentation?
A. Clustering people with similar needs into a market segment.
B. Evaluating market segments to determine if they are large enough.
C. Finding one or two demographic characteristics to divide up whole mass market.
D. Naming a broad product-market of interest to firm.
33) first step in market segmentation should be:
A. Evaluating what segment(s) you currently serve.
B. Defining some broad product-markets where you may be able to operate profitably.
C. Deciding what new product you could develop.
D. Finding a demographic group likely to use your products.
34) Which of following is NOT one of text's product life cycle stages?
A. Market penetration
B. Market growth
C. Market maturity
D. Market introduction
35) Which of following is a DEMOGRAPHIC segmenting dimension?
A. Brand familiarity.
B. Family life cycle.
C. Rate of use.
D. Type of problem solving.
36) product life cycle has four stages. Which of following is NOT one of these?
A. Market growth
B. Economic competition
C. Market introduction
D. Market maturity
37) Regarding product life cycles, which of following is NOT true?
A. level of promotion usually decreases in market maturity because there is less revenue to cover cost.
B. It is usually expensive for a new firm to enter in market maturity stage.
C. Industry profits are likely to level off or decline before sales level off.
D. Many close substitutes are usually competing in market maturity stage.
38) During MARKET INTRODUCTION stage of product life cycle:
A. Price and promotion are more important than Place and Product.
B. Money is invested—in hope of FUTURE profits.
C. Large profits are typical—until competition arrives.
D. Much money is spent on Promotion, while spending on Place is left until later.
39) An industry's sales have leveled off and profits are declining in oligopolistic competition. Consumers see competing products as homogeneous. Several firms have dropped out of industry, but a new one entered recently. Firms in industry are trying to avoid price-cutting by spending on persuasive advertising. These firms are competing in which stage of product life cycle?
A. Market maturity
B. Market introduction
C. Market growth
D. Market development
40) Noise (in traditional communication process) refers to:
A. Radio advertising interference only.
B. Efforts by a firm's competitors to block its message channel.
C. Any distractions that reduce effectiveness of communication process.
D. Messages which are too loud or bold.
41) SGCA is having a sales contest to encourage retailers to quickly reduce inventory of SuperGamer computers. Retailers with highest sales during next month win an expense paid trip to a special dealer meeting at a resort in Hawaii. This is A. An example of cooperative advertising.
B. An example of a producer using sales promotion in channel.
C. Probably illegal because it might encourage price competition among retailers.
D. type of promotion that continues to impact sales even after promotion is over.
42) Price reductions given to channel members to encourage them to advertise or otherwise promote a firm's products locally are:
A. Brokerage allowances.
B. Advertising allowances.
C. Quantity discounts.
D. Push money allowances.
43) Canyonlands Corporation is introducing a new product next month. To prepare for introduction, marketing manager is having his sales force call on distributors to explain unique features of new product, how distributors can best promote it, and what sales volume and profit margins they can reasonably expect. In addition, Canyonlands is budgeting 2% of its estimated sales for magazine advertising. This is an example of:
A. A pulling policy.
B. A pushing policy.
C. Selective distribution.
D. Exclusive distribution.
44) American Tourister, Inc.—a producer of luggage—is planning to introduce a new product line. marketing manager is having her sales force call on retailers to explain American Tourister's consumer advertising plans, unique features of new luggage, how distributors can best promote it, and what sales volume and profit margins they can reasonably expect. This is an example of:
A. Intensive distribution.
B. A pushing policy.
C. A pulling policy.
D. Selective distribution.
45) A producer using very aggressive promotion to get final consumers to ask intermediaries for a new product has:
A. A target marketing policy.
B. A pushing policy.
C. A pulling policy
D. A selective distribution policy.
46) Which of following statements about positioning is NOT TRUE?
A. It refers to how customers think about proposed or present brands in a market.
B. It helps marketing managers know how customers view firm's offering.
C. It often makes use of techniques such as perceptual mapping.
D. Positioning issues are especially important when competitors in a market are very dissimilar.
47) Positioning analysis
A. Is not a product-oriented approach.
B. Is a visual aid to understanding a product-market.
C. Shows that managers and customers usually view present brands similarly.
D. Helps managers understand actual characteristics of their products.
48) Quality Ceramic, Inc. (QCI) defined five submarkets within its broad product-market. To obtain some economies of scale, QCI decided NOT to offer each of submarkets a different marketing mix. Instead, it selected two submarkets whose needs are fairly similar, and is counting on promotion and minor product differences to make its one basic marketing mix appeal to both submarkets. QCI is using
A. Single target market approach
B. Multiple target market approach.
C. Mass marketing approach.
D. Combined target market approach.
49) Which of following is NOT a trend affecting marketing strategy planning in area of international marketing?
A. More attention to exporting by small companies.
B. Global communication over Internet.
C. Decreasing role of airfreight.
D. Tensions between have and have-not cultures.
50) When a company grows globally, this is an example of:
A. Product development.
B. Diversification.
C. Market penetration.
D. Market development
51) A _____ is a market with very similar needs and sellers offering various close substitute ways of satisfying those needs.
A. Standard market
B. Target market
C. Product-market
D. Generic market
52) Which of following is a key trend affecting marketing strategy planning?
A. Slower new-product development.
B. Less use of technology in personal selling.
C. Growth of marketing information systems.
D. Senior and ethnic submarkets are getting smaller.
53) Which of following statements DOES NOT indicate that a marketing manager is about to make a serious mistake?
A. "International competition is just a fad. We can ignore it."
B. "I leave marketing applications of technology to information technology staff. There's no need for me to learn about them."
C. "I try to place myself in position of consumer and do unto others as I would have them do unto me."
D. "When it comes to my marketing strategy, if it ain't broke, don't fix it."
54) Identify incorrect statement about sales promotions.
A. Sales promotions can be used as tools to overcome consumer price resistance.
. Changes in technology have made sales promotions more efficient.
. availability of more ad agencies and specialists has spurred growth in sales romotions.
D. Sales promotions have increased because of competition in emergin markets.
55) Many Internet sites, such as Autobytel.com and Edmunds.com, have xtensive information about prices of new and used vehicles that anyone can use fr free. In light of availability of this information, what is responsibility of consumers to use it? A. Consumers have a responsibility to use information and be smarter cusomers.
B. Cnsumers should not use it because it gives them an unfair advantage over car dealrs.
C. Consumers should not trust any information they receive from any source except government.
D. Consumers can use it, but should not feel a responsibility to do so.
56) Which of following statements about ethical behavior in business is true?
A. legal environment sets maximum standards of ethical behavior.
B. legal environment sets highest standards of ethical behavior.
C. legal environment sets normative standards of ethical behavior.
D. legal environment sets minimum standards of ethical behavior
57) future poses many challenges for marketing managers because:
A. marketing concept has become obsolete.
B. New technologies are making it easier to abuse consumers' rights to privacy.
C. Social responsibility applies only to firms—not to consumers.
D. It is marketing managers who have full responsibility to preserve our macro-marketing system
10) introduction of a new product to market using market-penetration pricing is most likely to be successful when _____________.
A. high price communicates nothing to potential buyers
B. There must be no existing demand for product
C. market is highly price sensitive
D. unit costs of producing a small volume of product are high
11) Which of following best describes category in which offering's service mix is distinguished? "People patronize restaurants for both food and service."
. Pure service
. Tangible good with accompanying services
. Hybrid
. Pure tangible good
2) ________ are formal statements of expected product performance by manufacturer.
. Open pricing statements
. General guarantees
C. Warranties
. Promotional statements
13) Business buying behavior differs from consumer buying behavior in that _________.
. buyers for business market are typically more geographically dispersed than those for consumer arket and demand for products and services in consumer market is unaffected by price luctuations.
. demand for business goods and services is derived from consumer's final demand.
C. Businesses buy products to accomplish a single goal, which varies by industry and business.
. Fewer people typically participate in or influence business buying decisions than in consumer arket.
14) A(n) ________________ is likely to offer informal advice and information about a product r product category.
. Primary reference group
. Aspirational reference group
. Diversity marketing program
. Opinion leader
15) _________ is difference between a prospective customer'sevaluation of all benefits and costs of an offering and perceived alternatives.A. Total customer cost
B. Customer perceived valueC. Customer relationship management
D. Customer delivered value
16) systematic collection,analysis, and reporting of data and findings relevant to specific marketing situatons is called marketing research.
A. TrueB. False
7) When SAP software added a Windows-style "back" button to its industrial invoice anagement software, new product ___________.
. Used a marketing diversification strategy
. Added to an existing product line
. Improved upon an existing product
. Used a new product line
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