CE 625 Quiz 2

Type

Quiz

Book Title

A Preface to Marketing Management 14th Edition

ISBN 13

978-0077861063

October 29, 2015

Which of the following methods of determining the advertising budget views

advertising as a function of sales, rather than sales as a function of advertising?

A. The per-unit expenditure approach

B. The research approach

C. The competitive parity approach

D. The task approach

Answer:

Identify the stage of new product development process where emphasis is given to

following up on elements that include bugs in design, production costs, quality control,

and inventory requirements.

A. Commercialization

B. Test marketing

C. Personal selling

D. Direct marketing

Answer:

Spending significant amounts of money to familiarize customers with new brands is a

disadvantage primarily associated with _____.

A. franchise extension

B. multibranding

C. dual branding

D. line extension

Answer:

Processing research data includes:

A. preparing observational forms for data collection.

B. obtaining and recording the maximal amount of useful information.

C. collecting data by means of a questionnaire, either by mail or phone.

D. editing, structuring, and coding data for statistical analysis.

Answer:

Which of the following statements is true of a global strategy?

A. The integration of markets is forcing companies that wish to remain successful to

apply a domestic strategy.

B. At present, companies have the option of remaining domestic or going multinational

due to the separation of markets.

C. Integration of markets is forcing companies that wish to remain successful not only

to become multinationals but also to take a global perspective.

D. A multidomestic strategy, as a competitive strategy, is inherently more vulnerable to

risk than a domestic strategy or a global strategy.

Answer:

Which of the following distribution costs is categorized as an inventory carrying cost?

A. Cost of lost business

B. Insurance

C. Packaging

D. Materials handling

Answer:

Which of the following will most likely result in a well-designed new product that is

also economical?

A. Allowing top management to create the design for the new product

B. Using a cross-functional team in the development process

C. Using a skunkworks toward the end of the development process

D. Assigning the task of designing the product solely to marketers

Answer:

_____ is a variation of cost-oriented pricing and is closely related to markup pricing.

A. Cost-plus pricing

B. Odd-even pricing

C. Prestige pricing

D. Bundle pricing

Answer:

In which of the following steps of the research process does a researcher locate data or

prepare observational forms or questionnaires, if the research involves collecting

primary data?

A. Performance of the research

B. Processing of the research

C. Planning of the research

D. Preparation of the research report

Answer:

Using existing contacts and knowledge to generate new prospects is known as _____.

A. random lead generation

B. selected-lead generation

C. promotional lead generation

D. canvassing

Answer:

Altron Herbals is trying to market a new sunscreen lotion. In order to identify their

target market segment, they have prepared a questionnaire that asks potential consumers

about their lifestyles, especially their activities, interests, and opinions. Based on their

answers, the consumers will be grouped into separate categories. Which of the

following market segmentation approaches has Altron used in this scenario?

A. A priori segmentation

B. Psychographic segmentation

C. Social segmentation

D. Geographic segmentation

Answer:

Identify the category of organizational buyers that includes hospitals, museums,

universities, nursing homes, and churches.

A. Producers

B. Government agencies

C. Resellers

D. Institutions

Answer:

Which of the following is true about import quotas and tariffs?

A. They promote global business across different continents.

B. They can be a huge roadblock for a multinational firm.

C. They help companies in nations with political uncertainties to go overseas.

D. They do not promote self-sufficiency.

Answer:

Since consumers receive so much information from marketers and screen out a good

deal of it, it is important for marketers to devise communications that:

A. manipulate consumer perceptions in order to make them buy the products.

B. offer diverse messages about their products.

C. minimize the amount of information they circulate about their products or brands.

D. utilize appropriate media through which the consumers in the target market are

reached.

Since consumers receive so much information from marketers and screen out a good

deal of it, it is important for marketers to devise communications that are placed in

media that consumers in the target market are likely to use.

Answer:

Judgment and insight are needed to draw appropriate inferences and conclusions from

research results because marketing research studies:

A. imply significant relationships among variables.

B. do not use econometric or statistical techniques.

C. seldom obtain findings that are unambiguous.

D. always use extremely large secondary data sets.

Answer:

Which of the following is true of global marketing?

A. A marketing manager has different controllable decision variables in domestic and

nondomestic markets.

B. Marketing globally is not similar to marketing at home.

C. Environmental differences do not affect the development of marketing programs in

both domestic and nondomestic markets.

D. Firms invest in foreign countries for the same basic reasons they invest in their own

country.

Answer:

Why do nonprofit organizations purchase products and services?

A. To resell products and services at a profit

B. To maintain their operations and serve their clientele

C. To use them to produce goods and services for sale through retail chains

D. To primarily maintain their market share and widen their customer base

Answer:

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