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"Discrepancies of quantity" occur because
A. producers seek economies of scale.
B. most intermediaries specialize in selected product lines and buy in large enough
quantities to get a good price.
C. adding intermediaries in a channel of distribution increases the cost of getting
products to consumers.
D. consumers want the convenience of buying many different types of products at one
time.
E. All of these reasons are correct.
Bank of Omaha is an example of what type of organizational customer?
A. Government
B. Nonprofit
C. Producer
D. Intermediary
E. Resident buyer
Virtual corporations
A. may not make anything at all.
B. look for capable suppliers to produce the actual products.
C. act primarily as coordinators.
D. try to come up with good marketing plans.
E. All of these.
When screening for the best market opportunity for a firm, marketers should always
avoid options that would combine:
A. high industry attractiveness and the firm's strengths.
B. medium industry attractiveness and the firm's strengths.
C. low industry attractiveness and the firm's weaknesses.
D. high industry attractiveness and the firm's weaknesses.
E. medium industry attractiveness and the firm's medium strengths.
Consumerism has encouraged
A. nutritional labeling.
B. truth-in-lending.
C. unit pricing.
D. plain-language contracts and warranties.
E. all of these alternatives are correct.
Which of the following is NOT one of the basic sales tasks?
A. Order-taking
B. Supporting
C. Sales-promoting
D. Order-getting
E. None of these, i.e. all are basic sales tasks.
Managers should make operational decisions
A. within the guidelines set down during strategy planning.
B. with great care as these decisions are the same as strategic decisions.
C. for the long-run to help formulate strategic plans.
D. keeping in mind that these decisions should always lead to changes in the basic
strategy.
E. on a month-to-month basis and never daily or weekly.
Which of the following observations concerning beliefs is FALSE?
A. Beliefs don't necessarily involve any liking or disliking.
B. A belief is a person's opinion about something.
C. Beliefs may help shape a consumer's attitudes.
D. Beliefs are more action-oriented than attitudes.
E. None of these observations is FALSE.
A $50 consumer product which is purchased infrequently is:
A. an unsought product.
B. a convenience product.
C. a specialty product.
D. a shopping product.
E. It might be any of these choices.
Cash discount terms of 2/10, net 30 on an invoice wouldin effectamount to borrowing at
an annual interest rate of about ________ percent if the buyer did not pay the invoice
for 30 days.
A. 10
B. 30
C. 18
D. 12
E. 36
Which of the following could be considered part of a retailer's "Product"?
A. Selection of brands.
B. Width and depth of product assortment.
C. Reputation for fairness.
D. Helpfulness of salespeople.
E. All of these are parts of a retailer's "Product."
In the U.S., which population groups will fuel new opportunities in tourism, healthcare
and financial services?
A. Baby boomers and seniors
B. Generation X and Generation Y
C. Singles and newly divorced.
D. Generation Y and Generation Z
E. Baby boomers and baby busters
When moving into the market maturity stage of the product life cycle, a firm might be
able to obtain a competitive advantage:
A. with lower production costs.
B. by being more successful at promotion.
C. by having a slightly better product than competitors.
D. All of these alternatives are correct.
A marketing manager who wants to analyze the firm's sales should be aware that:
A. sales invoice files contain little useful information.
B. the best way to analyze sales data is according to geographic regions.
C. sales analysis involves a detailed breakdown of a company's sales forecasts.
D. sales analysis may not be possible unless the manager has made arrangements for the
company to capture identifying information about each sale.
E. a manager can never have too much data.
All of the following publicity tools are examples of one-way communication from a
company to consumers or business customers EXCEPT:
A. videos.
B. MySpace.
C. podcasts.
D. case studies.
E. commercial white papers.
When the economy is sluggish, final consumers have less money to buy their favorite
computer gadgets, and this causes touch-screen manufacturers to sell less product to
computer makers like Apple. This illustrates the concept of:
A. "Product" as potential customer satisfaction.
B. derived demand.
C. brand non-recognition.
D. brand rejection.
E. unsought products.
Which of the following is NOT favorable to successful branding?
A. Consistent quality can be maintained.
B. Access to favorable shelf locations is very limited.
C. Economies of scale should be possible.
D. The product is easy to identify by brand or trademark.
E. Dependable and widespread availability should be possible.
Kelly Stich, marketing manager for Yummy Ice Cream Products, is thinking about some
of her products and her promotion plans for the coming year.
Yummy Ice Cream Products is introducing a new ice cream treat called PlanetSavers.
This treat uses ice cream produced with environmentally friendly processes that save
energy and protect the ozone. Yummy plans to send articles to magazines, local
newspapers, and environmental groups that explain the environmentally safer treat. The
product also has a unique texture and different flavor.
Stich wants to use counter cards and in-store signs to let people know about Cherry
Walrus, the company's new flavor. She is also developing sales training materials that
will teach ice cream scoopers in Yummy's ice cream stores to promote the product.
Right after Cherry Walrus is introduced each store will also hand out coupons that are
good for one day only.
Yummy Mondaes is a product that has been around for 25 years. It is Yummy's take on
the classic ice cream sundae, but white-brownie and coffee-flavored crumbles are added
to make it extra special. The company sells this product in one and two quart containers
through major grocery store chains. It relies on personal selling and price discounts to
retailers to move more of the product. The company does very little consumer
promotion for this product.
Yummy Fudge on a Stick is a new product of fudge-flavored ice cream on a stick.
Yummy plans to sell it through retail grocery stores also and is launching an aggressive
advertising program that will use television, radio, newspaper, magazines, and the
Internet. Most of its promotion will be directed at consumers.
Two years ago the company introduced Yummy Fruit on a Stick, an all-natural frozen
fruit product on a stick. The product category has been popular, continues to grow, and
is in the market growth stage of the product life cycle.
Based on where the product category is in the product life cycle, promotion for Yummy
Fruit on a Stick should:
A. emphasize ways that Yummy Fruit on a Stick is best.
B. be cut back or dropped so that money can be used on products that contribute to
customer equity.
C. use reminder advertising.
D. build primary demand.
_____ means using normal promotion effort to help sell the whole marketing mix to
possible channel members.
A. Pushing
B. Pulling
C. Encoding
D. Decoding
E. Controlling
Which of the following is NOT an economic need of consumers?
A. Convenience.
B. Dependability in use.
C. Economy of purchase.
D. Efficiency.
E. Hunger.
Which of the following is NOT a key dimension of buyer-seller relationships in
business markets?
A. legal bonds
B. new-task sharing
C. cooperation
D. operational linkages
E. information sharing
A sales manager is trying to determine why the company's sales are down compared to
a year ago. He starts with sales data summaries but quickly decides to break down sales
further by territory, then salesperson, then store, and finally product. His actions suggest
the:
A. Contribution-margin approach.
B. Marketing audit.
C. Gross profit approach.
D. Iceberg principle.
E. Full-cost approach.
The basic objective of a firm should be to:
A. engage in some specific business activity that will perform a socially and
economically useful function.
B. develop an organization to carry on the business and implement its strategies.
C. earn enough profit to survive.
D. All of these are basic objectives of a firm.
Products that require a high frequency of scheduled shipments would be least suited to
travel by
A. truck.
B. rail.
C. air.
D. water.
E. pipeline.
Which of the following is a key trend affecting marketing strategy planning?
A. Senior and ethnic submarkets are getting smaller.
B. Slower new-product development.
C. Less use of technology in personal selling.
D. Less international market development.
E. Growth of marketing information systems.
Good marketing strategy planners know that:
A. transporting costs may limit a marketing manager's possible target markets.
B. the transporting costs for some bulky or low-value products may be greater than their
manufacturing costs.
C. transporting is vital for mass distribution and modern urban life.
D. the cost of shipping some "high-value" products to users is less than 5 percent of
their selling prices.
E. All of these alternatives are correct.
Vendor analysis
A. emphasizes the emotional factors in a purchase decision.
B. is a formal procedure used by a vendor's salespeople to be certain that all members
of a buying center have been contacted.
C. is used less now that multiple buying influence is more common.
D. is likely to favor a vendor that offers the customer the lowest total cost associated
with the purchase.
E. None of these alternatives about vendor analysis is true.
The "contribution margin approach" to marketing cost analysis:
A. allocates all costs to products or customers.
B. should always be used instead of the full-cost approachso that fixed costs are fully
considered.
C. focuses management's attention on variable costs rather than total costs.
D. assumes that all costs must be allocated.
E. None of these are correct.
Offering a marketing mix that is like what is available from competitors usually
A. doesn't provide superior value.
B. reveals where customers are located.
C. amounts to a feasible strategy.
D. offers a competitive advantage.
E. provides differentiation for the seller.
A salesperson who seeks possible buyers with a well-organized sales presentation
designed to get new business is:
A. a technical specialist.
B. a supporting salesperson.
C. an order getter.
D. a missionary salesperson.
E. an order taker.
