Name: Date:
Prof. Michael Kipness Introduction to Marketing MKT 2200
michael-kipness@berkeleycollege.edu
This is an individual assignment/exam. The textbook and other outside sources may be used to answer the
questions. Collaboration between students is not permitted.
MKT 2200 MIDTERM
True/False
Indicate whether the statement is true or false.
___True_ 1. The last step in the marketing research process is to prepare and present the report.
__False__ 2. Supply Chain Management only is concerned with Sales.
__False__ 3. A warranty does not confirm the quality or performance of a good or service.
__True__ 4. The six criteria important in selecting a transportation mode are relative cost, transit time, reliability, capability,
accessibility, and traceability.
__True__ 5. Both air transportation costs and traceability are high when compared with any other transportation mode.
__True__ 6. Black & Mild FT are the only cigars on the market made with “a skillful blend of premium pipe tobaccos and a
filter tip for extra smoothness.” This feature creates a competitive advantage for the product.
___False_ 7. Informative promotion is used to keep the product and brand name in the public’s mind.
__True__ 8. Sales promotion consists of all marketing activities other than personal selling, advertising, and public relations that
stimulate consumer buying and dealer effectiveness.
__True__ 9. All promotion, especially advertising, is reduced as a product enters the decline stage. However, personal selling
and sales promotion efforts might be maintained, especially at the retail level.
__False__ 10. Sales promotion is a marketing plan task.
Multiple Choice
Identify the choice that best completes the statement or answers the question.
_E___ 1. A true marketing decision support system possesses all of the following characteristics EXCEPT:
a.
Flexible
b.
discovery oriented
c.
Interactive
d.
Accessible
e.
Synergistic
__C__ 2. The publisher of a Canadian business magazine wanted to make several major changes in the magazine’s content
and format. To determine what changes would be supported by its subscribers and what changes would not be welcomed, the publisher
should engage in:
a.
Advertising
b.
database marketing
c.
marketing research
d.
a data retrieval system
e.
secondary data
__C__ 3. Low response rate is a problem commonly associated with:
a.
exit interviews.
b.
executive interviews.
c.
mail surveys.
d.
mall intercept interviews.
e.
in-home interviews.
_D___ 4. A _____ sample is any sample in which little or no attempt is made to obtain a representative cross section of the
population.
a.
Frame
b.
Random
c.
Probability
d.
Nonprobability
e.
Representational
__E__ 5. A _____ specializes in interviewing respondents on a subcontracted basis. It may also provide focus group facilities,
mall intercept locations, test product storage, and kitchen facilities to prepare test food products.
a.
research diagnostic firm
b.
single-source researcher
c.
marketing research aggregator
d.
decision support company
e.
field service firm
University Research Study
A regional state university is experiencing declining enrollments. The administration is concerned with this situation and has asked a
marketing research class to conduct a research study and make recommendations. One thing the administration is interested in learning is
the feasibility of offering all of their degrees online as well as through the traditional on-campus degree program. They do not know what
the market potential would be for online degrees and potential students’ attitudes and intentions toward getting an online degree from this
university.
__B__ 6. Refer to University Research Study. If the students analyze census data to determine demographic trends in the
primary market area for the university, they are using _____ data.
a.
primary
b.
secondary
c.
proprietary
d.
single-source
e.
representational
Callaway Golf Co.
Callaway Golf Co. has long been a leader in women’s golf equipment, but it wanted to expand its lead in this growing sector of the
market. While Callaway’s technical people knew what could be done with design, they did not know exactly what women wanted in
their clubs. Callaway management decided what it needed to do was to bring the technicians and women golfers together. Beginning
about three years ago, Callaway sent a team of researchers, designers, and golf pros out to visit with 40 women golfers of various
abilities in locations from California to Florida. In selecting the golfers to study, Callaway decided to focus on women who were just
beginning to play, as well as, experienced, competitive golfers who wanted to own the latest equipment. Callaway management felt that
these two extreme groups of golfers had been overlooked by golf club manufacturers. Further, Callaway felt that if enough could be
learned about these two groups, then the company would also learn enough to serve the rest of the women golfer market. Basically, the
research team observed the women playing golf and listened to their comments and concerns. The information gathered by this research
team was built into every aspect of the design of a new golf club, including the feel of the club, the length of the club shaft and size of the
club head, and the weight of the club. When prototypes of the new clubs were completed, they were sent to the women golfers to get
their feedback. That feedback was then used to refine the club design. This process went on until the women said the new clubs greatly
enhanced their game. The entire process from original prototype to final product took a little less than one year.
_C___ 7. Refer to Callaway Golf Co. The type of research gathered by the Callaway Golf research team would be called:
a.
secondary
b.
developmental
c.
descriptive
d.
subjective
e.
focus group
__D__ 8. Product mix width may be defined as:
a.
the number of different product categories found within an industry
b.
the average number of products within each product line in the company
c.
the average number of products offered by the company
d.
the number of different product lines an organization offers for sale
e.
the extensiveness of the coverage of the line from high end (expensive) to low end
(inexpensive)
_C___ 9. When Honda automobiles first entered the U.S. market, they were small and not very durable. However, over the
years, Honda has modified its automobiles to be one of the most dependable cars on the market. This change in dependability and
durability is representative of which type of product modification?
a.
Style
b.
Planned obsolescence
c.
Functional
d.
Quality extension
e.
Quality
__D__ 10. Cover Girl and Revlon are both recognized as leading manufacturers of cosmetics. Both companies have recently
introduced cosmetics for the over-50 woman who does not have the same concerns as a 20-year-old. The introductions of these cosmetics
are examples of the implementation of a _____ strategy.
a.
portfolio breadth expansion
b.
product portfolio width adjustment
c.
product item contraction
d.
product line extension
e.
repositioned marketing mix
__D__ 11. Green is a sign of danger in some countries, so a U.S. firm that sells its goods in those countries would probably
want to avoid using green on its packaging. Which aspect of packaging is addressed by this issue?
a.
convenience
b.
safety
c.
descriptive labeling
d.
aesthetics
e.
informational labeling
_C___ 12. For true supplier integration to occur, all of the following must occur EXCEPT:
a.
firms must choose their suppliers carefully
b.
supply chain partners must interact in ways that minimize waste and redundancy
c.
management
d.
firms must monitor each supplier’s strategic goals and operational capabilities
e.
both firms must have a stake in the outcomes of their interactions
a.
railroads
b.
motor carriers (trucks)
c.
airplanes
d.
water transportation
e.
pipelines
a.
outsourcing.
b.
mediation.
c.
intermediary distribution.
d.
benchmarking.
e.
disintermediaton.
