82. Which of the following is the most likely basis on which a market for boats can be segmented?
a. The end use of the product
b. The size of the product
c. The product’s proximity to a retail outlet
d. Religion
e. The color of the product
83. Bic ballpoint pens appeal to price-conscious consumers because of their affordability. Bic has segmented its market
on a basis.
a. behavioristic
b. geographic
c. brand-related
d. psychographic
e. demographic
84. The Terminator Home Security Company markets its infrared alarm system to urban residents who are more likely
to experience a theft than their rural counterparts. This is an example of segmentation.
a. demographic
b. brand-related
c. psychographic
d. geographic
e. behavioristic
85. The product Centrum Silver is positioned as a vitamin supplement for older adults. The makers of Centrum Silver
have segmented the vitamin market on a basis.
a. behavioristic
b. demographic
c. psychographic
d. brand-related
e. geographic
86. Ikea furniture store promotes its furniture to its target market based on its customers’ personality attributes and
lifestyles. Therefore, it is segmenting the furniture market on which type of basis?
a. Demographic
b. Behavioristic
c. Psychographic
d. Geographic
e. Social class
87. When Pepsi decides to develop a new product, it creates the product itself, determines the price the new product
will sell for, decides how to distribute the product to consumers, and develops a promotion campaign to inform the
market of the new product. Pepsi has created a(n)
a. marketing strategy.
b. consumer market.
c. undifferentiated approach.
d. market segmentation.
e. marketing mix.
88. The elements of the marketing mix are combined to
a. demonstrate the expertise of the marketing staff.
b. meet product display requirements.
c. encourage in-house support for marketing.
d. fulfill trade show and other promotional commitments.
e. satisfy the target market.
89. The elements of the marketing mix are
a. product, price, merchandising, and promotion.
b. markets, goods, pricing, and transportation.
c. product, buyers, sellers, and price.
d. product, price, distribution, and promotion.
e. product, markets, buyers, and sellers.
90. Which of the following is not a major marketing mix element?
a. Price
b. Distribution
c. Promotion
d. Packaging
e. Product
91. When KFC Corporation decides on brand names, package designs, sizes of orders, and flavors of sauces and
recipes, it is controlling which element of marketing mix?
a. Price
b. Distribution
c. Product
d. Promotion
e. Chicken
92. The ingredient of the marketing mix concerned with both base prices and various kinds of discounts is
a. quality.
b. promotion.
c. pricing.
d. product.
e. distribution.
93. Fern Motors is offering a rebate on cars purchased this month. This activity involves the
marketing mix.
a. distribution
b. promotion
c. pricing
d. timing
e. product
ingredient of the
94. When Target decides the number and locations of warehouses it needs to build and operate, it is addressing the
element of the marketing mix.
a. price
b. distribution
c. promotion
d. storage
e. product
95. Furs Unlimited is using a combination of advertising and personal selling to increase the sales of its fur coats. This
activity involves the ingredient of the marketing mix.
a. distribution
b. promotion
c. pricing
d. timing
e. product
96. The forces that make up the external marketing environment of a firm
a. have little effect on internal operations.
b. can be controlled to the firm’s advantage.
c. result from the operations of the firm.
d. are generally beyond the firm’s control.
e. include price, promotion, distribution, and product.
97. Due to a recession in the United States and abroad, ski resorts have suffered from a lack of guests during the peak
season. These ski resorts have felt a direct impact from forces.
a. competitive
b. technological
c. sociocultural
d. economic
e. legal and regulatory
98. The effects of economic conditions on consumers‘ ability and willingness to buy would best be called forces.
a. technological
b. sociocultural
c. competitive
d. economic
e. legal and regulatory
99. In determining whether to manufacture and market a line of luxury automobiles, Ford Motor Company studies the
effects of economic conditions on consumers‘ ability and willingness to buy. The company is assessing
forces.
a. sociocultural
b. economic
c. legal and regulatory
d. competitive
e. technological
100. Joseph Kuhn was trained as an engineer, but recently he has been assigned the marketing responsibility for his
company. In his role as a marketer, he wants to know what marketing can and cannot control. You indicate that
marketing cannot control
a. the price of the product.
b. consumers‘ social values.
c. the color of the product.
d. sales promotion for the product.
e. the distribution of the product.
101. Influences on the external marketing environment that stem from actions of elected and appointed officials are
called forces.
a. government regulatory
b. legal
c. external cultural
d. social
e. political
102. After reviewing a report showing that one of the company’s competitors recently increased its market share by 10
percent, the president called a meeting and asked the marketers, “Is there anything we can do about this?” The
marketers responded, “We can modify our marketing mix, but we cannot
a. introduce new products for our market.”
b. lower our prices.”
c. sell door to door.”
d. control the marketing strategies of our competitors.”
e. create better ads.”
103. A law requiring nutritional information on the outside packaging of food products is what type of force in the
external marketing environment?
a. Consumer goods
b. Regulatory and legal
c. Economic
d. Sociocultural
e. Competitive
104. Companies that manufacture typewriters found themselves in trouble quickly when personal computers and word
processors became popular. These companies were most impacted by forces.
a. technological
b. economic
c. competitive
d. political
e. sociocultural
105. The effects of changes that can cause a product to become obsolete almost overnight would best be called
forces.
a. competitive
b. political
c. technological
d. sociocultural
e. economic
106. Leslie, the marketing manager of RLS Manufacturing, is evaluating factors that could affect sales of its line of golf
bags over the next year. She can get all of the following from the marketing plan except
a. resource allocation plans.
b. marketing objectives.
c. production goals.
d. marketing strategy.
e. implementation and control efforts.
107. Chrysler Corporation is designing a new sports car but is unsure of future demand for the product. Since it will take
at least four years to bring the car to market, Chrysler requires
estimates to determine future marketing requirements.
a. medium–range; long-range
b. short-range; medium-range
c. short-range; long-range
d. medium-range; short-range
e. long-range; medium-range
sales estimates at introduction and sales
108. The amount of a product an organization expects to sell during a certain period of time, based on a specified level of
marketing effort, is called a
a. marketing information system.
b. marketing mix.
c. sales forecast.
d. product mix.
e. market share.
109. Levi Strauss is unsure of what sales forecasting method to use in determining future demand for its 501 blue jeans.
When choosing the specific forecasting method, Levi Strauss should consider all of the following except
a. the costs involved.
b. capital investment projects.
c. time span of the forecast.
d. market characteristics.
e. experience of forecasters.
110. Which of the following is least likely to be a factor in developing a sales forecast?
a. Geographic area in which the product is sold
b. Last year’s sales
c. Entire product line
d. Number of salespeople employed by the firm’s major competitors
e. Expected level of marketing effort
111. Hershey Chocolate Company is making an estimate of the amount of candy it expects to sell during the Christmas
season based on a specified level of marketing effort. The method Hershey uses for forecasting sales includes all
of the following except
a. executive judgments.
b. surveys of buyers or sales personnel.
c. time-series analyses.
d. correlation analyses.
e. financial ratios.
112. JCPenney combines the inputs of buyer surveys, time-series analyses, correlation analyses, executive judgments,
and market tests to develop a tool for predicting sales for the Christmas season. This tool would be termed a
a. market analysis.
b. sales forecast.
c. market outlook.
d. budget analysis.
e. purchase plan.
113. A computer-based system for continually gathering internal and external information is called
a. marketing research.
b. a marketing information system.
c. market segmentation.
d. market targeting.
e. market programming.
114. Internal and external data should be collected for a marketing information system
a. periodically.
b. continually.
c. when needed.
d. infrequently.
e. at the end of each month.
115. General Foods Corporation uses data such as sales figures, product and marketing costs, inventory levels, and
activities of its sales force to make marketing decisions. The firm is using data.
a. internal
b. external
c. continual
d. government
e. economic
116. Greer, Inc. is developing a marketing information system to try to improve its marketing efforts. Internal sources of
marketing data the company could incorporate in the MIS include all of the following except
a. sales forecasts.
b. economic conditions.
c. inventory levels.
d. purchase requests.
e. prices of products.
117. In creating a marketing information system, management would collect data from internal sources such as
a. its suppliers.
b. its customers.
c. competitors’ marketing activities.
d. its sales figures.
e. economic conditions.
118. In a marketing information system, data from internal sources include all of the following except
a. economic conditions.
b. product and marketing costs.
c. sales figures.
d. inventory levels.
e. sales force activities.
119. When a company collects external marketing data, it looks at information about
a. its own sales figures.
b. activities of its sales force.
c. its customers.
d. its product and marketing costs.
e. its inventory levels.
120. General Mills is setting up a marketing information system to keep track of marketing trends. External sources of
marketing data include all of the following except
a. raw material suppliers.
b. forecasts about general economic conditions.
c. the company’s historical sales data.
d. customers.
e. competitors’ activities.
121. In a marketing information system, data from external sources include all the following except
a. economic conditions.
b. the firm‘s suppliers.
c. the firm’s customers.
d. competitors‘ marketing activities.
e. sales force activities.