CE 278 Quiz 3

Type

Quiz

Book Title

A Preface to Marketing Management 14th Edition

ISBN 13

978-0077861063

October 29, 2015

Which of the following marketing research data collection methods allows respondents

to answer surveys at their convenience and facilitate the evaluation of visual stimuli?

A. Telephone surveys

B. Internet surveys

C. Face-to-face surveys

D. Mall intercepts

Answer:

Joshua is an electrician who is known for solving complex electrical issues consistently

in households, automobiles, small commercial centers, and so on. He is punctual and

customers can always reach him anytime of the day. Based on these characteristics, we

can assume that Joshua's service quality is _____.

A. apathetic

B. tangible

C. reliable

D. palpable

Answer:

An advertisement for a Fast Rationale Emergency Dialer states, "In a life-threatening

emergency, 73 percent of people misdial 911." In terms of Maslow's hierarchy, this

advertisement was designed to appeal to a consumer's _____.

A. social needs

B. esteem needs

C. safety needs

D. self-actualization needs

Answer:

Qualitative research involves researchers:

A. observing how much time consumers spend browsing different sections of a store

and using their data to determine the market demand for products.

B. changing the price of a product to see its impact on the purchase of other similar

products and determining whether changes in price should be made.

C. taking traffic counts at various intersections to help determine the best locations for

retail stores and then deciding how many new retail stores to open.

D. interviewing a candidate about how a specific product has improved the quality of

his life and then deciding whether the product needs changes or not.

Answer:

_____ constitute a group of organizational buyers who buy goods and services in order

to create other goods and services for sale.

A. Intermediaries

B. Producers

C. Government agencies

D. Other institutions

Answer:

Offering a product at a discounted price for a limited period of time in an attempt to

induce customers to purchase the product is an example of _____.

A. advertising

B. sales promotion

C. personal selling

D. direct marketing

Answer:

A new magazine, Valence, was introduced to the market as a raw and bold

"underground nightlife magazine." The magazine was not received well by the audience

and sales hit an all-time low. Since sales were low, the publisher of the magazine

relaunched it as a fashion and lifestyle magazine for 20-something males. In which of

the following new product categories would this product fall?

A. Cross-functional strategizing

B. Product modifications

C. Product improvements

D. Product repositionings

Answer:

IGM Technologies sells a new calibrated filtering system used to virtually eliminate all

types of hazardous gas emissions in chemical plants. The filtering system involves

complex technology that customers may not understand easily. The company sends its

sales personnel for a two-day training course on the appropriate use and maintenance of

the filtering system so that they can educate prospective customers on its application.

Which of the following elements of the promotion mix would most likely be used to

sell this filtering system?

A. Advertising

B. Public relations

C. Mass marketing

D. Personal selling

Answer:

Identify the form of publicity used for providing support for and associating an

organization's name with events, programs, or even people such as amateur athletes or

teams.

A. Sponsorship

B. Mentorship

C. Public service announcements

D. News conference

Answer:

Southern Elegance, a catering company, is planning to advertise its services to

businesses in the area. It wants to use an advertising medium which is low in cost,

geographically flexible, widely used, and has audience selectivity. Which of the

following media is Southern Elegance most likely to use?

A. Direct mail

B. Outdoor

C. Television

D. Radio

Answer:

In the context of government regulations, which of the following is the primary device

used to outlaw horizontal price fixing?

A. The Clayton Act

B. The Robinson-Patman Act

C. The Sherman Antitrust Act

D. The Taft-Hartley Act

Answer:

Which of the following statements is true of government agencies as a group of

organizational buyers?

A. Governmental agencies operating at state and local levels are not authorized to make

any type of purchases except straight rebuys.

B. The federal government of the United States is considered to be the world's biggest

consumer as it spends vast amounts on machinery, equipment, facilities, supplies, and

services.

C. Marketing to government agencies is relatively simple compared to the other types

of organizational buyers as purchasing policies and regulations are relaxed once a

supplier becomes familiar.

D. Governmental agencies typically do not go through all the four stages of the

organizational buying process.

Answer:

Which of the following is a nonstore method of retailing?

A. Warehousing

B. Mass merchandising

C. Electronic exchanges

D. Category killers

Answer:

Which of the following should be specified by the policy-making criteria on new

products?

A. A maximum level of profits that can be expected

B. The exact market share of a new product

C. The exact level of expected profits

D. The availability and cost of capital to develop a new product

Answer:

Among the various types of incentives, which of the following is most likely to result in

a reduction in customer turnover?

A. Profit sharing

B. Company-wide recognition

C. Stock options

D. Bonus

Answer:

_____ occurs when a company produces the product outside the final destination and

ships it there for sale.

A. Licensing

B. Exporting

C. Importing

D. Franchising

Answer:

Daffy Inc. is an international gaming corporation. Each of its overseas subsidiaries is

autonomous, and the manager in each unit is given the authority to make necessary

decisions and is held accountable for the results. From this information, we can

conclude that Daffy Inc. is a:

A. global corporation.

B. multidomestic corporation.

C. national corporation.

D. state-owned corporation.

Answer:

Primary reference groups include:

A. college fraternity members.

B. members of one's professional association.

C. family and close friends.

D. public figures.

Answer:

Which of the following conditions will render continual prospecting unnecessary?

A. The customer switches to other suppliers.

B. The customer moves out of the organization's market area.

C. The customer goes out of business because of bankruptcy.

D. The customer has a recurring need for the product.

Answer:

Which of the following strategies refers to creating new products to replace existing

ones?

A. Market penetration

B. Product development

C. Market development

D. Product repositioning

Answer:

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