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A firm which makes special batteries that boat and motorcycle manufacturers buy and
install directly in their new boats and cycles is selling:
A. supplies.
B. component parts.
C. component materials.
D. installations.
E. accessory equipment.
A large U.S. firm produces potato chips, shortening, dishwasher detergent, laundry
detergent, shampoo, disposable diapers, and facial tissues. These are the firm's
A. product classes.
B. product assortment.
C. individual products.
D. marketing mix.
E. product line.
Strategy decisions pertaining to product features, packaging, product line assortment,
and branding will be most affected by which target market dimension?
A. Geographic location.
B. Urgency to get need satisfied.
C. Behavioral needs and attitudes of consumers.
D. Demographic characteristics of potential customers.
E. Geodemographic characteristics of potential customers.
Suppliers to business markets often
A. provide information about industry trends.
B. must manage inventory and delivery carefullyto provide customers with just-in-time
delivery.
C. serve as technical consultants to their customers.
D. may have to agree to contracts that allow for changes in the purchase arrangements.
E. All of these choices are correct.
Why should pricing objectives be explicitly stated?
A. They have a direct effect on pricing policies and the methods used to set the price.
B. It provides direction for company-level objectives.
C. Explicitly stating objectives provides legal protection for the firm.
D. Most state laws require explicitly stating legal objectives.
E. Firms should always choose profit-oriented pricing objectives.
With the "unification of Europe":
A. many of the taxes and rules that have limited trade among member countries of the
European Union were eliminated.
B. the need to adjust strategies to reach submarkets of European consumers
disappeared.
C. firms operating in Europe have harder access to large markets.
D. consumer prices rose.
A computer software company sent three computer magazines some information about
the latest release of its popular software program. One of the magazines printed a story
about the new version. This is an example of:
A. personal selling.
B. advertising.
C. publicity.
D. sales promotion.
E. None of these is a good answer.
In the idea evaluation stage
A. an actual product is developed.
B. companies cannot estimate likely costs.
C. concept testing is used for getting reactions from customers.
D. there is some engineering to design and develop the physical part of a product.
E. the final ROI is estimated.
At least ________ percent of all freight shipped in the United States moves by trucksat
least part of the wayfrom producer to user.
A. 20
B. 75
C. 15
D. 5
E. 10
Costco is a warehouse store that sells groceries, household items, and business
products. Purchase quantities tend to be larger than in traditional stores that serve final
consumers. For example, soft drinks are only sold in 24-can cases, not in 6-packs.
Coffee is sold in 3-pound cans instead of one-pound foil packs. Which regrouping
activity is Costco shifting to the consumer?
A. Accumulating.
B. Adjusting discrepancies.
C. Assorting.
D. Bulk-breaking.
E. Sorting.
Personal selling:
A. Is indirect written communication between buyers and sellers.
B. Is indirect spoken communication between buyers and sellers.
C. Is not usually combined with other aspects of promotion in the total marketing mix.
D. Gets immediate feedback from consumers.
E. Is one of the least expensive components of the communications program.
Which of the following statements about physical distribution is False?
A. Marketers should always try to maximize the customer service level provided
regardless of cost.
B. Physical distribution activities are invisible to most consumersunless something goes
wrong.
C. There are trade-offs between costs, the customer service level desired, and sales.
D. Information technology can help marketers improve service and cut costs.
E. In countries with inefficient distribution systems, consumers can face shortages of
products they need.
Firms most likely to attract consumers by making an appeal to social needs are:
A. tire companies.
B. online dating sites.
C. tax preparation services.
D. banks.
E. electric companies.
The Sherman Act and the Clayton Act:
A. were intended to protect small producers.
B. were aimed at efforts to restrain trade or lessen competition.
C. were passed before the Depression of the 1930s.
D. All of these are correct.
When 3M sent samples of Breathe Right Nasal Strips to the NFL trainers, this was an
example of a ___________________ strategy.
A. price
B. promotion
C. personnel
D. product
E. place
An appropriate marketing mix should be determined PRIMARILY by
A. what has worked for the company in the past.
B. the needs of a target market.
C. the budget available to spend.
D. the past experiences of the marketing manager.
E. what product the firm can produce with economies of scale.
Mark Johnson's business card says he is a "Customer Service Representative" for
OceanView Metal Industriesa wholesaler of standardized steel components used in
construction. Mark answers customer questions about the firm's products and arranges
for routine orders to be sent to the customer's construction site. It appears that Mark is
primarily:
A. a missionary salesperson.
B. a technical specialist.
C. an order taker.
D. an order getter.
E. None of these is a good answer.
HP's customers often need help installing its mini computer systems, so HP should
support the efforts of its order getters with:
A. sales promotion specialists.
B. selling aids.
C. missionary salespeople.
D. technical specialists.
E. order takers.
To take advantage of increased customer demand, a hair salon may use all the following
strategies except:
A. keep salon open longer hours.
B. hire more specialists.
C. create larger stores with more capacity.
D. open additional stores.
E. store inventories of salon services in warehouses.
Creative Electronics has an idea for a new MP3 accessory. Now it is looking for a
supplier to design and manufacture the product. It will most likely use ______________
buying.
A. description
B. negotiated contract
C. inspection
"Stockturn rate" means:
A. the number of days required to sell a given output of products.
B. the amount of time needed to sell every item in a retailer's inventory.
C. the number of times the average inventory is sold in a year.
D. the rate at which products enter and leave an intermediary's establishment.
E. None of these is a good definition of 'stockturn rate."
Which of the following is NOT an economic need?
A. Dependability in use
B. Hunger
C. Economy of use
D. Convenience
E. Efficiency in use
Which of the following wholesalers do NOT carry stocks for their customers?
A. Specialty wholesalers
B. Drop-shippers
C. Cash-and-carry wholesalers
D. Single-line wholesalers
E. Catalog wholesalers
When involved in the control process, the marketing manager should view company
profit
A. as a gross index of performance that should be further broken down into smaller
components.
B. as a guide to future operations.
C. as the test of whether or not the marketing mix is successful.
D. All of these are true.
If a firm's involvement in international marketing is limited to managing others'
production facilities, it is using:
A. exporting.
B. licensing.
C. direct investment.
D. joint venturing.
E. management contracting.
Regarding international marketing research:
A. If a firm is well established internationally, there is nothing to be gained from
working with local market research firms in the countries of interest.
B. It is impossible to coordinate similar marketing research efforts under way in several
countries due to language and cultural differences.
C. Accurate data (both primary and secondary data) may be hard to find in international
markets.
D. It is impossible to standardize the elements of an international marketing information
system.
E. None of these alternatives is true.
A marketing plan will:
A. explain what marketing mix the firm will use for its target market.
B. include time-related details for the marketing strategy.
C. change with the marketing strategy as the product moves through its life cycle.
D. All of these alternatives are correct.
The retail life cycle of which type of retailer began before the 1900s?
A. Variety stores
B. Single-line mass-merchandisers
C. Department stores
D. Internet merchants
E. Supercenters
The problems of matching supply and demand occur less frequently when a marketing
plan calls for:
A. rapid penetration into many different types of channels.
B. the staged distribution of a new product.
C. quick expansion into many different market areas at once.
D. a national roll out instead of a regional roll out.
____ is a way for a supplier to document its quality procedures according to
internationally recognized standards.
A. ISO 2000
B. ISO 9000
C. QSO 3000
D. ISO 8000
E. QSO 3001
Direct-response promotion may include:
A. interactive video.
B. mail.
C. website.
D. broadcast.
E. All of these could be included in direct-response promotion.
Every morning, Sycamore Dairy picks up milk which farmers have "milked" that
morning. The dairy processes the milk and separates the cream from the milk. Some of
the cream is made into butter and packaged in various sizes. The milk and remaining
cream are blended into various products, sealed in pint, quart and half-gallon
containers, and delivered to supermarkets in the quantities and assortments they want.
The dairy is providing what regrouping activity?
A. Assorting
B. Accumulating
C. Sorting
D. Bulk-breaking
E. All of these regrouping activities are being provided by Sycamore Dairy.
Which of the following is an ethical problem in marketing research?
A. A researcher does not disclose problems that occurred during consumer interviews.
B. A company calls consumers under the guise of doing research when the phone calls
are really sales pitches for the company's products.
C. A manager informs a researcher that the only acceptable results are ones that confirm
the manager's existing viewpoints.
D. A researcher deliberately withholds details about how a research study was
conducted.
E. All of these statements illustrate ethical problems in marketing research.
