BUSMT 62083

subject Type Homework Help
subject Pages 13
subject Words 2877
subject Authors E. Jerome Mccarthy, Joseph Cannon, William Perreault Jr.

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page-pf1
Logs, fish, cotton, and strawberries can all be:
A. supplies.
B. raw materials.
C. component parts.
D. capital items.
E. accessories.
Answer:
Which of the following is true of competitive advertising?
A. It informs potential customers about the new product and turns them into adopters.
B. It means making specific brand comparisons using actual product names.
C. It tries to develop selective demand for a specific brand.
D. It tries to keep the product's name before the public.
E. It is usually done in the early stages of the product life cycle.
Answer:
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Which of the following is NOT a trend affecting marketing strategy planning in the area
of Channels and Logistics?
A. growth of Internet selling
B. more logistics outsourcing
C. less attention to distribution service
D. more vertical marketing systems
E. growth of mass-merchandising
Answer:
The scientific method in marketing research
A. forces an orderly research process.
B. is an informal approach to define problems.
C. is not a valid decision-making approach.
D. is based on hunches rather than evidence.
E. makes guesses about what will happen in the future.
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Answer:
________ ads are small rectangular boxes that usually include text, graphics, and
sometimes video to create interest.
A. Pop-up
B. Banner
C. Pop-under
D. Hover
E. Virtual
Answer:
The "universal functions of marketing":
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A. must be performed in all MACRO-marketing systems.
B. are performed the same way in all economies.
C. are performed by the same parties in all economies.
D. are needed to help foster various separations and discrepancies.
Answer:
Identify the INCORRECT statement about marketing research.
A. Most small companies have a separate marketing research department.
B. People in marketing research departments often rely on outside specialists.
C. Some nonprofit organizations have begun to use marketing research.
D. Marketing managers should be involved in design of marketing information system.
E. Marketing research may involve use of questionnaires, interviews with customers,
experiments, etc.
Answer:
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Integrated direct-response promotion:
A. got its start when the introduction of TV made it possible for firms to use broadcast
advertising to reach mass markets.
B. is an alternative to integrated marketing communications, which are used when
direct-response is not required.
C. takes many forms, but it always involves the use of mail advertising.
D. is usually part of a pushing effort rather than part of a pulling approach.
E. none of these alternatives is true for integrated direct-response promotion.
Answer:
Regarding the future of wholesalers, which of the following statements is TRUE?
A. Most high-cost wholesalers will disappear in the near future.
B. Modern wholesalers are seeing that vertical integration with producers provides their
only assurance of long-run survival.
C. Some small high-cost wholesalers will probably survive due to the specialized
services they offer some market segments.
D. Net profit margins in wholesaling have been increasing in recent years.
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E. All of these statements are TRUE.
Answer:
________ are the firms that are considered to be the organization's closest challengers.
A. Aggressive rivals
B. Competitive rivals
C. Direct rivals
D. Indirect rivals
E. Passive rivals
Answer:
In the _____ stage of the product life cycle, organizations focus on building primary
demand.
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A. market decline
B. market maturity
C. sales decline
D. market growth
E. market introduction
Answer:
Jeanne Bowman is an active, healthy, 80-year-old widow and mother of five grown
children who range in age from 42 to 60 years old. She is well-informed and very
conservative in her social and political views. Like many people in her age group, she is
cautious when it comes to high-technology products, but in the last three years, she has
purchased a cell phone and learned to use e-mail, mainly due to the urging of her
children and friends. She has just decided to purchase a DVD player because she
watched a DVD movie at her daughter's home and really liked the quality of the picture.
As was the case with her other high-tech purchases, a family member will accompany
her when she buys the DVD player. Regarding Jeanne's adoption of DVD technology,
she seems to be in the ________________ group.
A. Innovator
B. Early adopter
C. Early majority
D. Late majority
E. Laggard
page-pf8
Answer:
Which of the following statements accurately compares marketing to final consumers
with marketing to organizational customers?
A. Marketing to organizations is just like marketing to final consumers.
B. Business-to-business marketing includes marketing to final consumers.
C. Purchasing decisions by organizational buyers are usually more economic and less
emotional as compared to consumers.
D. Firms may choose to serve either organizational buyers or final consumers, but not
both.
E. Consumers are more likely to utilize purchasing specifications as compared to B2B
buyers.
Answer:
______ is the expected earnings stream of a firm's current and prospective customers
over some period of time.
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A. Profit
B. Earnings
C. Operating profit
D. Customer equity
E. Net value
Answer:
A S.W.O.T. analysis includes:
A. strengths.
B. weaknesses.
C. opportunities.
D. threats.
E. All of these are included in a S.W.O.T analysis.
Answer:
page-pfa
Which of the following statements BEST reflects the point of view of the text with
respect to marketing research?
A. "We don't use computers, surveys and the like because marketing's information
needs are usually not that precise anyway."
B. "When we work with outside marketing research specialists, we expect them to take
the time to really understand the problem we are trying to solve."
C. "As marketing manager, I feel that the marketing researchers should be left alone to
do their research-since they often come up with interesting suggestions."
D. "As marketing research director, I should know the marketing manager's position in
advance, so we can prove it is correct if possible."
E. "Our company is very small, but we should have our own marketing research
department anyway-to get the information we need to make good decisions."
Answer:
_____ is a manager who helps directs the activities of a whole channel and tries to
avoid or solve channel conflicts.
A. A channel executive
B. A channel captain
page-pfb
C. A distribution manager
D. Channel coordinator
E. Distribution leader
Answer:
Which of the following is NOT one of the degrees of market exposure?
A. Selective distribution
B. Multichannel distribution
C. Intensive distribution
D. Exclusive distribution
E. None of these, i.e. all are degrees of market exposure
Answer:
page-pfc
According to the text, the most sensible method for budgeting for promotion expenses
is to:
A. allocate some fixed percentage of net sales.
B. allocate all available funds.
C. allocate money for direct-response promotion first and then use money that's left for
integrated marketing communications.
D. match expenditures with competitors.
E. use the "task method."
Answer:
Regarding the five stages in marketing evolution,
A. in the marketing department era, firms do both short-run and long-run planning.
B. the first era to evolve was the sales era.
C. in the marketing company era, firms do short-run planning only.
D. most firms operate in the production era.
E. None of these responses is true.
Answer:
page-pfd
A wholesaler-sponsored retail chain is called a:
A. consumer cooperative.
B. corporate chain.
C. franchise chain.
D. voluntary chain.
E. cooperative chain.
Answer:
"Scrambled merchandising" refers to:
A. retailers shifting from one product-market to another (e.g., a food retailer shifting to
clothing).
B. limited-line retailers carrying wide assortments.
C. retailers carrying any product lines they can sell profitably.
D. displays of impulse products in supermarkets.
page-pfe
E. incompatible price and promotion policies.
Answer:
Convenience (food) stores offer:
A. wide assortments.
B. low prices.
C. more customer service than supermarkets.
D. a limited assortment of "fill-in" items.
E. None of these are offered by convenience (food) stores.
Answer:
Which of the following is not a business product classification?
page-pff
A. Installations
B. Accessories
C. Professional services
D. Specialty
E. Supplies
Answer:
Which of the 4Ps in the marketing mix is most directly related to deciding who pays for
the shipment of purchased products in a B2B transaction?
A. Product
B. Place
C. Promotion
D. Price
Answer:
Use this information for question that refer to the Centerville Retailers and Wholesalers
case.
Carol Lamb has lived in Centerville all her life. She owns a retail store that sells hobby
and craft supplies. She bought the store after working there for 7 years. Carol has just
been asked to head up the Retailers and Wholesaler Group of the Centerville Chamber
of Commerce. The most active chamber members in her group are described below:
Walden's Leather is part of a regional chain of stores that sells leather goods-mostly
men's and women's clothing-with the upscale Walden's brand name. Walden's primarily
relies on its own stores where knowledgeable salespeople offer great service. Walden
products are also sold, on a limited basis, in some fine department stores.
Publisher's Helper is a small business started by Audrey Yang that provides and stocks
display racks for paperback books and magazines. Most retailers welcome the service
Audrey provides, in part because she does her own research to determine which
paperback books and magazines sell best in Centerville.
Cuzco's is Centerville's alternative to Walmart. The store sells a wide variety of
merchandise. The company used to concentrate its product mix on small appliances-but
now Cuzco's carries any product that it can sell profitably. Its low prices stimulate faster
turnovers and higher sales volumes.
Games Unlimited sells video games. Jamie Carraway, who owns the local store, signed
a contract with Games Unlimited and follows strict rules covering her store's operations
and the Games Unlimited marketing strategy. She pays that company a fee for
promotion it provides as well as commissions on her sales.
Johnson's Health and Beauty Supplies sells cosmetics and other health and beauty
products to retailers and salons throughout the greater Centerville area. It owns the
goods it sells to these retailer customers, and it provides all the wholesaling functions
they need.
Valu Grocer is an independent grocery store that belongs to an organization sponsored
by a large food wholesaler. The fifty stores grocery stores that share the Valu Grocer
name are linked by contracts that include basic operating procedures, storefront designs,
and joint promotion efforts.
Reddy and Sons sells equipment for several different manufacturers of plastic molding
in the Centerville area. It earns a commission from each manufacturer on the products it
sells for that manufacturer, but it does not take ownership of the equipment it sells nor
does it install the equipment.
Katrina's Salon started out as a low-status, low-price, low-margin hair salon 15 years
ago. After some success, the company moved into a nicer storefront, raised prices, and
now operates in the middle of the market.
Which of these businesses best fits the definition of a limited-function merchant
wholesaler?
A. Games Unlimited
B. Publisher's Helper
C. Reddy and Sons
D. Valu Grocer
page-pf11
E. Cuzco's
Answer:
When a company includes 'stories" and/or videos on its website of how it has helped
individual customers solve an important problem, this is an example of a:
A. branded service.
B. blog.
C. Facebook page.
D. case study.
E. microblog.
Answer:
page-pf12
Throughout the world, Sony sells its televisions through retailers. Which of the
following is probably a reason for using this indirect distribution strategy?
A. Sony's customers prefer to buy direct from Sony.
B. Sony's customers do not know which intermediaries sell its televisions.
C. Sony has limited financial resources.
D. Sony could more effectively serve customers by selling to them through its website.
E. Sony believes that some intermediaries can serve customer needs better than Sony
and at lower cost.
Answer:
Allstate Insurance promotes its auto and home insurance by telling consumers, "You're
in good hands with Allstate." Which of the following types of needs is Allstate trying to
satisfy?
A. Personal needs.
B. Social needs.
C. Physiological needs.
D. Safety needs.
E. Behavioral needs.
Answer:
page-pf13
Ukrop's Supermarkets places the Ukrop's brand on a wide variety of products that are
only available in Ukrop's stores. The Ukrop's brand is referred to as a(n):
A. Global brand.
B. Manufacturer brand.
C. National brand.
D. Private brand.
E. Producer brand.
Answer:

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