Book Title
A Preface to Marketing Management 14th Edition

BUSMT 854 Quiz 1

October 29, 2015
Which of the following provides quantitative standards against which the performance
of individual sales representatives or other marketing units can be measured?
A. Sales strategies
B. Sales calls
C. Sales quotas
D. Sales forecasts
In the early 1990s, Dean & Summers Inc. marketed three brands of car fresheners,
Coral, White Springs, and Autumn Breeze. The car freshener industry is typically
described as a low-growth industry. In 1993, Dean & Summers spent $5.1 million to
advertise Coral and was rewarded with sales of over $112 million. In the same year, it
spent nearly $5 million marketing White Springs, but the car freshener had
disappointing sales of less than $23 million. Autumn Breeze, with hardly any promotion
at all, had $1.2 million in sales. According to the BCG Portfolio Model, which of the
following statements about these three products best describes them?
A. Coral is a star, White Springs is a cash cow, and Autumn Breeze is a dog.
B. Coral is a cash cow while White Springs and Autumn Breeze are both question
C. Coral and White Springs are cash cows and Autumn Breeze is a dog.
D. Coral is a cash cow while White Springs and Autumn Breeze are both dogs.
The BCG is based on the assumption that profitability and cash flow will be closely
related to sales volume. Strategic business units (SBUs) functioning in a low-growth
market are either cash cows or dogs. Coral is a cash cow since it has a high share of the
market while White Springs and Autumn Breeze are dogs since they have a low share
of the market.
According to the VALSâ„¢ framework, consumers who are driven by a desire for social
or physical activity, variety, and risk taking, and are motivated primarily by
self-expression can be best classified as _____.
A. Believers
B. Makers
C. Thinkers
D. Strivers
A(n) _____ is an estimate of how much of a company's output, either in dollars or in
units, can be sold during a specified future period under a proposed marketing plan and
under an assumed set of economic conditions.
A. sales forecast
B. returns estimate
C. leverage ratio
D. output assumption
When using a cost leadership strategy, a firm is most likely to offer:
A. a standard, no-frills product.
B. a highly-differentiated product.
C. a prestige product.
D. an expensive product of superior design and quality.
Exclusivez, a leading jeweler, offers a pair of diamond earrings for only $2000, a price
that is 40 percent lower than that of its competitors. Exclusivez aims to use this strategy
to drive its competitors out of business and become the market leader in diamond
jewelry. This is an example of _____.
A. price discrimination
B. price fixing
C. predatory pricing
D. deceptive pricing
Elaine decided to sign up for a particular instructor's violin class based on his reputation
of being an excellent teacher, who guaranteed that his students would learn to play the
violin in the three-month course he offered. Which of the following service qualities are
represented in this scenario?
A. Assurance
B. Intangibility
C. Sympathy
D. Empathy
Cogniti Inc. manufactures high-end designer sports shoes. The company increased the
price of its most popular brand of shoes, Sportsy, by 10 percent, and the demand for
these shoes went up by 50%. Estimate the price elasticity for Sportsy.
A. 5
B. 10
C. 500
D. 50
The country of Arcadia has clusters of associated businesses and suppliers which
include individual dye and textile manufacturing firms, chemical plants, and leather
manufacturing companies, most of which are well-reputed and internationally
competitive. This has made Arcadia a major force in the global economic market.
Which of the following factors of Michael Porter's diamond model is responsible for
giving Arcadia an edge over its competitors?
A. Related and supporting industries
B. Demand conditions
C. Company strategy, structure and rivalry
D. Factor conditions
Patches Inc. is a retail unit that sells office supplies and stationery to both industrial and
commercial establishments. It purchases the supplies and stationery at cheaper,
subsidized rates from local manufacturers. This implies that Patches is an example of
a(n) _____.
A. marketing intermediary
B. organizational producer
C. government subsidy
D. independent buyer
Charging different prices during different times or days in order to stimulate demand
during slow periods is called _____.
A. upscale pricing
B. off-peak pricing
C. every-day-low pricing
D. odd pricing
Among the distribution costs, storage-space charges are generally considered:
A. packaging costs
B. costs of lost business
C. order processing costs
D. inventory carrying costs
Which of the following is a reason why new products have failed once they reach the
A. Anticipated reactions from competitors
B. Competitive point of difference
C. Improper channels of distribution selected
D. Extensive use of advertisements to position brand differences
Which of the following is an example of a client relationship?
A. Leasor-leasee
B. Telecaller-consumer
C. Salesperson-customer
D. Broker-investor
A product that is viewed in terms of the essential benefits that a buyer expects to
receive from it is called a(n) _____.
A. tangible product
B. generic product
C. intangible product
D. meta product
Hilton Brews is a company producing instant mixes for all kinds of beverages. It
notices that the market for tea has risen due to its potential health benefits. Therefore,
Hilton Brews introduces a new line of organically grown and processed teas like green
tea or tea with various herb extracts and additional antioxidants. Which of the following
organizational growth strategies has been used by Hilton Brews?
A. Product development
B. Diversification
C. Market penetration
D. Market development
Which of the following is true of the rate-of-return approach to pricing?
A. Rate-of-return pricing is commonly used by manufacturers.
B. Rate-of-return pricing is a psychological pricing strategy.
C. Rate-of-return pricing does not involve circular reasoning.
D. Rate-of-return pricing places maximum emphasis on estimating sales volume.
Service firms often fail to recognize the need for change due to the fact that they:
A. always discount innovation.
B. face strong competition.
C. are highly innovative.
D. are often not faced with obsolescence.
Which of the following is a difference between convenience goods and shopping
A. Shopping goods generally require broadcast promotion, while convenience goods
generally require more targeted promotion.
B. Convenience goods are used to run a business, while shopping goods are used to
produce other products.
C. Convenience goods are purchased frequently with minimum effort, while shopping
goods are purchased after spending a considerable amount of time and energy.
D. Shopping goods generally require longer channels of distribution than convenience
For which of the following purchases would a consumer most likely engage in
extensive decision making?
A. Purchase of a pair of pantyhose at a hotel gift shop
B. Purchase of a cup of coffee from Starbucks
C. Purchase of a pack of cat food
D. Purchase of a new car
A fad can be best described as a(n):
A. accepted and popular product that goes through repetitive cycles of popularity.
B. product that has a lengthy period of popularity which gives competitors the chance to
capitalize on the product.
C. product that experiences an intense but brief period of popularity.
D. specialty product that has retained its popularity for a long time.
Leverage Inc. and its competitor, Allen Motors Co., were charged for conspiring to keep
the end-user price for hatchback cars artificially high. In other words, the two
automobile manufacturing companies were charged for:
A. price discrimination.
B. price fixing.
C. predatory pricing.
D. deceptive pricing.
Which of the following is true of service products?
A. They come into existence at the same time they are bought and consumed.
B. They generally do not involve customer participation in a significant way.
C. They are composed of tangible elements that are separable.
D. They tend to have different titles and ownership transfers.

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