Unlock document.
This document is partially blurred.
Unlock all pages and 1 million more documents.
Get Access
Regarding U.S. business and organizational customers,
A. more goods and services are purchased by business and organizational customers
than by final consumers.
B. there are more business and organizational customers than final consumers.
C. there are more manufacturers than all other types of business and organizational
customers combined.
D. more goods and services are purchased by government buyers than by all other
business and organizational customers.
E. None of these alternatives is correct.
A _____ explains what the seller promises about its product.
A. copyright
B. trademark
C. brand
D. service mark
E. warranty
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.
If Yummy wanted to target opinion leaders, which of the following groups is most
likely to include them?
A. innovators
B. early adopters
C. laggards
D. late majority
E. early majority
If a firm offers a written warranty, it
A. must be labeled either "full" or "limited."
B. must be available to buyers before the sale.
C. shouldn't be "deceptive" or "unfair" per FTC guidelines.
D. may help create a new strategy.
E. All of these alternatives are correct.
When using __________, researchers compare the responses of two or more groups that
are similar except on the characteristic being tested.
A. response rates
B. consumer panels
C. experimental method
D. personal interview surveys
E. opinion leader analysis
Industry profits are largest in which of the following product life cycle stages?
A. Market introduction.
B. Market growth.
C. Market maturity.
D. Sales decline.
E. None of these is a good answer.
"Copy thrust" refers to:
A. competitors who make similar claims in their ads.
B. an FTC challenge to the claims made by an advertiser.
C. all the advertising copy prepared for a particular brand.
D. what is to be communicated by the words and illustrations.
E. how much the audience believes what the advertiser says.
A "marketing program":
A. blends all of a firm's marketing plans into one big plan.
B. is a description of a firm's marketing mix.
C. is a detailed plan of how to implement a strategy.
D. is a marketing strategy plus the time-related details.
E. None of these apply to a marketing program.
The first step in the seven-step approach for segmenting product-markets is to
A. select the broad product-market.
B. identify potential customers' needs.
C. form homogeneous submarkets.
D. identify the determining dimensions.
E. estimate the size of each product-market segment.
When a purchasing agent from Ford Motor Co. is trying to find information about a
new type of component that might be used in the production of a new Ford SUV, the
most common message channel for him to search is:
A. television.
B. newspapers.
C. radio.
D. the Internet.
E. trade magazines.
Because she frequently buys books at Amazon.com, Sophie Soleil set up an account and
password at the website. Now, when she logs on and searches for a specific book, a note
pops up at the center of her laptop screen saying: "Hello, Sophie, we have
recommendations for you," and proceeds to list other titles that Sophie might enjoy
based on her previous purchases. Amazon can remember Sophie (and her previous
purchases) because the online retailer uses:
A. encoding.
B. banners.
C. decoding.
D. cookies.
E. surveys.
Multiple buying influence should be expected in:
A. vendor buying.
B. straight rebuy buying.
C. modified rebuy buying.
D. new-task buying.
E. None of these alternatives is correct.
Intensive distribution at the retail level would probably be most appropriate for:
A. Sports coats.
B. Batteries.
C. 10 speed bicycles.
D. Tennis rackets.
E. 35mm cameras.
With the ___________ method of payment, some salary and some commission are
included.
A. Commission
B. Bonus
C. Combination
D. Straight salary
E. Stock
_____ is a social influence that affects a person's buying behavior.
A. Perception
B. Family
C. Motivation
D. Learning
E. Attitude
The process of market segmentation involves:
A. identifying small target markets and expanding them into broad product markets.
B. identifying broad product markets and segmenting then into narrower target markets.
C. identifying target groups with the fewest potential customers.
D. selecting a marketing mix to reach everyone.
E. identifying target markets based on consumers' gender alone.
Point-of-purchase materials, coupons, trade shows, calendars, merchandising aids, and
sales training materials are all examples of:
A. publicity.
B. advertising.
C. mass selling.
D. sales promotion.
E. personal selling.
Price discrimination:
A. by firms selling to final consumers is illegal, but it is usually legal in selling to
intermediaries.
B. is not covered by Federal laws, but in some states it is illegal.
C. is always illegal.
D. may be legal if the firm can prove that different prices were set based on different
costs.
E. None of these alternatives is correct.
Which of the following is(are) TRUE?
A. "Service mark" refers to all means of product identification.
B. A "trademark" must be attached to a product to be legally protected.
C. "Branding" refers to the use of symbols to identify a productbut does not include
brand names.
D. "Brand name" is a word, letter, or group of words or letters.
E. All of these alternatives are TRUE.
The BEP, in units, can be found by dividing
A. total fixed costs by the fixed cost contribution per unit.
B. total variable costs by the variable cost contribution per unit.
C. total variable costs by the fixed cost contribution per unit.
D. the assumed selling price per unit by the variable cost per unit.
E. total variable costs by total fixed costs.
Which of the following statements about 'segmenting" and "combining" is true?
A. Combiners usually have more sales potential than segmenters.
B. A combiner tries to meet the demand in several segments.
C. Segmenters try to develop a marketing mix that will have general appeal for several
market segmentsto obtain economies of scale.
D. A segmenter assumes that a broad product-market consists of a fairly homogeneous
group of customers.
E. Both segmenters and combiners try to satisfy some people very well rather than a lot
of people fairly well.
The MOST COMMON method of setting the marketing budget is to
A. let internal politics decide.
B. estimate what competitors are spending.
C. determine the cost of the tasks to be accomplished.
D. use all uncommitted revenue.
E. use some predetermined percentage of past or forecast sales.
Segmenting in international markets can be more challenging than segmenting in
domestic markets because:
A. There is less diversity in the key segmenting dimensions.
B. There is often more data available about key segmenting dimensions.
C. Critical data is often less available and less dependable.
D. None of these is a good choice.
Which of the following is NOT true concerning adoption curve groups?
A. The early adopter group tends to have the greatest contact with salespeople.
B. Early adopters are often unusual people who are not seen as opinion leaders.
C. Innovators rely more on impersonal sources of information than on salespeople.
D. Business firms in the innovator group are usually rather specialized and willing to
take risks.
E. The early majority group have a lot of contact with mass media, salespeople, and
opinion leaders.
U.S. Census data show that:
A. less than 15 percent of all retailers have annual sales over $1 million.
B. very large retailers account for a small percentage of total retail sales.
C. manufacturers and wholesalers are more numerous than retailers in the United
States.
D. only about 15 percent of all retailers have annual sales over $5 million.
E. None of these alternatives is correct.
Worldwide Drilling, Inc. of Fort Worth, Texas, operates an oil well in Russia for its
owners. Worldwide is involved in:
A. management contracting.
B. exporting.
C. a direct investment.
D. a joint venture.
E. licensing.
Marketing can be viewed as:
A. a set of activities performed by individual organizations.
B. relevant to for-profit organizations only.
C. just selling and advertising.
D. beginning with the production process.
Gina Williams wanted to start a decorating business. She identified several possible
target markets, but decided to serve a market composed of recently married couples that
owned their first home. Gina appears to be following:
A. A multiple target market approach.
B. A single target market approach.
C. A combined target market approach.
D. A mass marketing approach.
E. None of these approaches is correct.
The best way to ship computer parts from St. Louis, Missouri, to Columbus, Ohio,
when the parts need to be at a factory in Columbus within three days is to use:
A. Pipeline
B. Rail
C. Truck
D. Air
E. Water
Which of the following is NOT an advantage of mail surveys as a method of
quantitative research?
A. Ability to do extensive questioning.
B. Ability of the respondent to complete the survey at his/her convenience.
C. Greater willingness of the respondent to provide personal information.
D. High response rates.
E. Low cost relative to personal interview surveys.
