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Which of the following is NOT an organizational buyer?
A. The Red Cross buying office supplies.
B. A sporting goods retailer buying skis.
C. A law office buying a background music service.
D. A country club buying tennis balls for a tournament.
E. All of these are organizational buyers.
Which of the following is NOT a good example of the observation method of marketing
research?
A. The manager of a supermarket occasionally walks through the store to see what
customers are doing.
B. A drugstore installs optical scanners at its checkout counters.
C. The owner of a shopping center puts a counting device at the entrance to count how
many cars come in.
D. A store manager studies videotapes of consumers shopping in the store.
E. All of these are good examples of observation research.
____________________ is the extent to which a firm fulfills a customer's needs,
desires, and expectations.
A. Customer forecast
B. Customer satisfaction
C. Customer service
D. Customer support
All of the following are product-based advertising except
A. institutional advertising.
B. cooperative advertising.
C. pioneering advertising.
D. comparative advertising.
E. competitive advertising.
In the PSSP Hierarchy of Needs model, which level is illustrated by a Fidelity campaign
on TV that proclaims its IRA is a sound investment for the future?
A. Personal needs
B. Physiological needs
C. Social needs
D. Safety needs
Regarding a "chain of supply":
A. All of the firms in the chain of supply should work together to meet the needs of the
customer at the end of the chain.
B. Logistics functions are not shifted or shared among the firms in the chain of supply.
C. Firms never outsource the whole job of planning and implementing their logistics
systems.
D. It always includes at least two channels of distribution.
E. None of these alternatives about "chain of supply" is correct.
Information technology helps physical distribution in what ways?
A. It improves service levels, but doesn't coordinate activities.
B. While it cannot cut costs, it can coordinate activities.
C. It can cut costs and improve service levels.
D. It is overrated and generally fails to improve service levels and coordinate activities.
E. It improves service levels while raising costs.
Opinion leaders
A. for one subject are also usually opinion leaders for other subjects too.
B. are usually wealthier than their followers.
C. can really help a marketing mix by providing favorable word-of-mouth publicity.
D. are usually better educated than their followers.
E. None of these alternatives is correct.
Advertising is:
A. the designing and distribution of novelties, point-of-purchase materials, store signs,
contests, catalogs, and circulars.
B. direct communication between sellers and potential customers.
C. any paid form of nonpersonal presentation of ideas, goods, or services by an
identified sponsor.
D. the main form of publicity.
E. All of these are included in Advertising.
A retailer who advertises a low price on an itemwith no intent to sell that itembut only
to attract customers to try to sell more expensive products is using:
A. full-line pricing.
B. leader pricing.
C. odd-even pricing.
D. psychological pricing.
E. bait pricing.
Manufacturer, service provider, government agency, wholesaler, etc. are designations
used to segment business and organizational markets according to _______________.
A. kind of relationship
B. type of customer
C. demographics
D. product use
E. buying situation
This frequently used approach for analyzing and interpreting marketing research data
shows the relationship of answers to two different questions.
A. Observation
B. Focus group interviews
C. Online response rates analysis
D. Experimental approach
E. Cross-tabulation
Deciding whether a group of customers should be included in a target market is the
purpose of _____ dimensions.
A. behavioral
B. demographic
C. determining
D. qualifying
E. geographic
Concerning the "universal functions of marketing," which of the following statements is
false?
A. These functions can be performed by producers, intermediaries, collaborators, or
consumers.
B. Responsibility for performing these functions can be shared and shifted.
C. From a micro viewpoint, not every company must perform every function.
D. From a macro viewpoint, all these functions must be performed by someone.
E. None of these statements is false.
Which of the following is NOT part of the five-step marketing research process
discussed in the text?
A. Writing the proposal
B. Analyzing the situation
C. Solving the problem
D. Interpreting the data
E. Defining the problem
Which of the following gives the correct order of the steps in the new-product
development process?
A. Screening, idea generation, idea evaluation, development, commercialization
B. Idea generation, screening, idea evaluation, development, commercialization
C. Idea generation, idea evaluation, development, screening, commercialization
D. Development, idea generation, screening, commercialization, idea evaluation
E. Commercialization, idea generation, idea evaluation, screening, development
Which of the following is a NOT a key trend affecting marketing strategy planning?
A. Aging of the baby boomer population.
B. More selling via the Internet.
C. Less use of integrated marketing communications.
D. More electronic bid pricing and auctions.
E. More attention to quality.
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.
The plan for PlanetSavers emphasizes which element of the promotion blend?
A. Advertising
B. Publicity
C. Personal selling
D. Sales promotion
E. Direct-response promotion
The "physical distribution concept" is probably being used in a firm if:
A. inventories are set based on just-in-time delivery policies.
B. the total cost of distribution is as low as possible.
C. storing costs have been minimized.
D. transporting, storing, and product-handling are seen as interrelated parts of one PD
system.
E. transporting costs have been minimized.
Wilson Alvaro graduated with a marketing degree almost a year ago. Like many of his
friends, he took a job in sales and really enjoys it. A description of Wilson's job and
those of some of his friends are noted below.
Wilson Alvaro loves biking and has his dream job. He works for a wholesale company
that sells mountain bikes for a manufacturer. He works with a small group of people
who call on the buying offices for two large retail chains, Wal-Mart and Toys R Us. The
group includes a finance person and a production person, and they all work together to
meet the specific needs of these two big accounts; for example, sometimes they
recommend a model of bike that will be available from only that retailer's stores.
However, Wilson's main job focuses on building relationships and solving customer
problems. Only occasionally is he expected to try to persuade the retailers to buy more
bikes.
Amy Bowden sells life insurance. She calls on new parents and persuades them to buy
insurance products. It is difficult for a manager to control Amy's work, but she has
incentive to work hard because her job security and income depend on getting sales.
She is a confident self-starter, so she likes it that way.
Ben Peterson works for a fashionable men's clothing store. He enjoys spending time
with customers who come in, learning about their fashion needs, and helping them pick
clothes that really work for them. While the store manager can easily observe and direct
Ben's activities, the manager wants Ben to have the incentive to increase customer
purchases and satisfaction.
Emily Winters handles inside sales for a major industrial distributor. She deals with a
regular set of established customers, most of whom know what they want. Emily talks
to them on the phone and answers questions about products, delivery time, and pricing.
She sometimes works with outside sales reps who visit customers and help introduce
new products. Emily is the first person her customers call when there's a problem with a
purchase, so she spends a lot of time dealing with customer problems. As an inside
salesperson, Emily's work is easily supervised by a sales manager-and she has little
influence on how much her customers buy.
Melissa Tran works for a company that sells paper products (like napkins, paper towels,
and paper plates) primarily through small independent grocers. Most of the grocers are
regular customers, but sometimes she makes cold calls to new grocery stores. Melissa's
job is to develop goodwill and try to increase sales. For example, she often sets up
special promotional displays in stores. Her compensation plan gives her income
security, but she also can receive a bonus for sales growth in her territory.
Charlie Riggs is a telemarketer for an Internet service provider. He calls people on a list
provided by his firm and tries to sign them up for Internet service. Charlie relies heavily
on a presentation he learned during his training. Charlie is very good at what he does
and loves that the more success he has the more he earns.
Which salesperson has a job where compensation is likely to be straight salary?
A. Ben Peterson
B. Amy Bowden
C. Melissa Tran
D. Emily Winters
E. Charlie Riggs
Which of the following observations concerning promotional methods is false?
A. Each promotion method has its own strengths and weaknesses.
B. Promotion methods should complement each other when used in combination.
C. Each promotion method involves its own distinct activities.
D. All promotion methods require a similar type of expertise.
E. None of these observations is false.
Information about five sales reps and their territories is presented below. If the firm has
total sales of $1 million, which sales rep has the highest performance index?
A. Aayak
B. Bellio
C. Cadams
D. Dooty
E. Eayma
Marketing could NOT take place without:
A. intermediaries.
B. collaborators.
C. two or more parties who are willing to exchange something for something else.
D. a high standard of living.
The largest and fastest growing ethnic minority group in the United States is composed
of:
A. African Americans.
B. Asian Americans.
C. Native Americans.
D. Polish Americans.
E. Hispanics.
Which of the following groups is likely to be the first to adopt a new product?
A. early majority
B. innovators
C. late majority
D. early adopters
E. laggards
Joy Rinaldo has agreed to participate in marketing research in which she will provide
information about her purchases on an ongoing basis. She is probably part of a:
A. confidence interval.
B. statistical package.
C. contributor group.
D. consumer panel.
E. focus group.
Gross domestic product (GDP) is the:
A. total market value of goods and services provided in an economy in a year by both
residents and nonresidents of that country.
B. manufacturers' selling price of goods (but not services) produced in a year.
C. total market value of goods (but not services) produced in an economy in a year.
D. total market value of goods and services consumed in a year.
E. None of these definitions of GDP is correct.
Faced with a decline in red meat consumption, the American Beef Association is
sponsoring an advertising campaign to increase consumption of beef by stressing new
research results about beef's nutritional benefits. This is an example of:
A. competitive advertising.
B. reminder advertising.
C. comparative advertising.
D. indirect action advertising.
E. pioneering advertising.
Current consumer research suggests that the family's purchasing agent is now:
A. the husband.
B. the children.
C. the wife.
D. it varies, depending on the product and the family.
Whenever John shops for groceries, he gives an ID card to the clerk, who scans the
number. Then the scanner records every purchaseincluding brands, sizes, prices, and
any coupons used. John is most probably a
A. licensed purchaser.
B. consumer panel member.
C. market researcher.
D. focus group leader.
E. opinion leader.
A popular television show, The Unexpected, achieved skyrocketing ratings after
moralist Tom Bowman attempted to have it removed from the air. This is an example of
mass selling through
A. advertising.
B. publicity.
C. unethical means.
D. personal selling.
E. media hype.
Marketing strategy planning is difficult for marketing managers because:
A. they rarely know enough about the needs and attitudes of their target markets.
B. other dimensions of the market environment may force changes in possible
marketing mixes.
C. proposed plans for each of the "four Ps" have to be blended together.
D. competitors are usually trying to satisfy the same or similar needs.
E. All of these alternatives are correct.
