Which of the following does NOT contribute to total inventory cost?
A. Costs of damage to products while in inventory.
B. Costs of risks such as theft and fire.
C. Costs of inventory becoming obsolete.
D. Increase in the value of goods.
E. Handling costs.
Which of the following is NOT part of the five-step marketing research process
discussed in the text?
A. Interpreting the data.
B. Developing the marketing information system (MIS).
C. Analyzing the situation.
D. Defining the problem.
E. Solving the problem.
Midway, Inc. has seen most of its competitors drop out of its product-market due to
declining industry sales and profits. But Midway still has much demand for its product
from a small group of loyal customers. This product-market is in which product life
cycle stage?
A. Market introduction
B. Market maturity
C. Market development
D. Market growth
E. Sales decline
_____ are concerned with making the best use of a consumer’s time and moneyas the
consumer judges it.
A. Economic needs
B. Psychological needs
C. Social influences
D. Behavioral influences
E. Perceptual needs
The big cost of poor quality is the cost of
A. replacing defective parts.
B. lost customers.
C. recalling defective goods.
D. rework and training.
E. induction training.
According to the text, which of the following is NOT a product?
A. space in Playboy Magazine sold to an advertiser
B. a Sony PlayStation III
C. a Broadway musical play
D. the San Diego Zoo
E. All of these choices are products.
______________ is a marketing management aid which refers to how customers think
about proposed and/or present brands in a market.
A. Brand familiarity
B. Positioning
C. Market scanning
D. Market segmentation
E. Customer relationship management (CRM)
For a long time Jessica felt disappointment over a new pair of jeans that never fit quite
right. Jessica experienced
A. high involvement purchase.
B. dissonance.
C. post-purchase regret.
D. confirmation.
E. selective feedback.
A _________ aims at a carefully defined target market by offering a unique product
assortment, knowledgeable salesclerks, and better service.
A. general store
B. mass-merchandising shop
C. specialty shop
D. department store
E. convenience store
Which of the following statements about promotional expenses is true?
A. People correctly think that promotion money gets spent primarily on advertising.
B. The many ads that people see on the Web, in magazines and newspapers, and on TV
are impressive and inexpensive.
C. All the special sales promotions add up to less money than advertisements.
D. Firms spend more money on advertising than on sales promotion.
E. Firms spend less money on advertising than on personal selling.
Advertising spending as a percent of sales dollars is lowest for:
A. malt beverages.
B. cars.
C. cable TV.
D. computers.
E. games.
A large food retailer acquiring a cheese factory is an example of:
A. dual distribution.
B. vertical integration.
C. a tying contract.
D. horizontal integration.
E. internal expansion.
A local symphony group that has adopted the marketing concept would be most likely
to
A. lower ticket prices until all its concerts sell out.
B. advertise so consumers know about the quality of the musicians who play in its
concerts.
C. find out what kind of music local residents want to hear.
D. use only its best musicians to handle solo performances.
Big data does not comes from which of the following sources?
A. spreadsheets
B. social media sites
C. clickstreams
D. digital sensors on industrial equipment
E. big data comes from all of these sources
Setting relatively high prices to suggest high-quality or high-status is:
A. odd-even pricing.
B. price lining.
C. leader pricing.
D. psychological pricing.
E. prestige pricing.
Pioneer has developed a really new consumer electronics itema heterogeneous shopping
product with unique patented features. It probably should use a marketing mix of:
A. exclusive distribution, price cutting, reminder advertising, and a “push” policy.
B. exclusive distribution, penetration pricing, informative and persuasive advertising,
and a “pull” policy.
C. selective distribution, skimming pricing, pioneering advertising, and a “push” policy.
D. selective distribution, penetration pricing, persuasive advertising, and a “pull” policy.
E. intensive distribution, persuasive advertising, price dealing, and a “push” policy.
The shape, length, and current stage of a product life cycle may vary depending:
A. on how the market is defined.
B. on the nature of the competition.
C. on the nature of the products involved.
D. All of these alternatives are correct.
One of the strategic policies of camera maker, Zoom Cameras, states: “We will
communicate the key benefits and value of our camera’s unique zoom lenses and
demonstrate how they meet customer needs.” This policy best fits which marketing mix
decision area?
A. Product
B. Place
C. Promotion
D. Price
E. People
A producer’s order taker
A. usually has little opportunity to increase sales in a territory.
B. is expected to help customers when something goes wrong with the marketing mix.
C. doesn’t have to make sales presentationsorder getters do this task.
D. doesn’t have to keep customers informed about new developmentsorder getters do
this task.
E. None of these alternatives is correct.
“Intensive distribution” means selling through:
A. only one channel of distribution.
B. all responsible and suitable retailers or wholesalers.
C. only one intermediary in a particular geographic area.
D. only those intermediaries who give the product special attention.
E. all retail outlets.
A full-service wholesaler in Madrid takes title to the “oriental foods” she sells to
supermarkets, gourmet shops, and restaurants. This wholesaler is a:
A. manufacturers’ agent.
B. specialty wholesaler.
C. selling agent.
D. single-line wholesaler.
E. general merchandise wholesaler.
If American firm Boeing sets up a factory in China, then the GDP figure for China
_____ include those profits and the GNI _____.
A. would; would as well
B. would; would not
C. would not; also would not
D. would not; would
E. would; would only measure actual sales
The Nutrition Labeling and Education Act of 1990 requires food manufacturers to:
A. list the nutritional value of the food product.
B. use a uniform format in the Nutrition Facts panel.
C. list the fat content of the food product.
D. list ingredients that trigger common food allergies.
E. All of these are part of the Nutrition Labeling and Education Act.
Which of the following would NOT be a marketing strength for a local coffee shop?
A. A well-recognized brand.
B. A patented coffee blend.
C. Established relations with local businesses.
D. Access to large amounts of capital from a long-term relationship with a local bank.
E. Counter staff that knows and understands customer preferences.
Better performance of our market-directed MACRO-marketing system may require:
A. newer and tougher lawsbecause the present laws don’t do enough to protect
competing firms from each other.
B. more consumer responsibility.
C. less emphasis on consumer privacy.
D. less business responsibility because consumers already determine whether a firm
will succeed or fail.
E. None of these alternatives is correct.
Which of the following sales force payment methods is best for SIMPLICITY?
A. Salary plus bonus plan
B. Value plan
C. Combination plan
D. Straight salary
E. None of these, i.e., all are equal.
Which of the following statements about learning is NOT correct?
A. Satisfaction with a product purchase is reinforcement.
B. Repeated reinforcement is likely to lead to routine buying.
C. A marketing manager can use a package as a “cue.”
D. Reinforcement in the learning process weakens the relationship between a cue and a
response.
E. Almost all consumer behavior is learned.
When a salesperson is expected to sell a certain number of units of a product line each
month, this represents what type of incentive to this salesperson?
A. Straight commission
B. Combination plan
C. Straight salary
D. Selling formula plan
E. Sales quota
The message “Get your daily dose of vitamin C with orange juice” is an example of
which type of advertising?
A. Pioneering
B. Competitive
C. Indirect action
D. Reminder
E. Direct action
A major purpose of marketing cost analysis is to:
A. determine which costs are fixed and which are variable.
B. avoid the pitfalls of the full-cost approach to allocating costs.
C. divide costs into natural accounts.
D. show the marketing manager where costs occur in relation to serving particular
customers.
E. avoid the pitfalls of the contribution-margin approach to allocating costs.
In the example for the seven-step approach to market segmentation (used in the text),
which of the following is a determining need?
A. safety
B. a clean bathroom
C. security
D. a good bed
E. None of these.