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Which of the following advertising headlines is MOST oriented toward stimulating
PRIMARY demand?
A. "See your Hewlett Packard dealer to learn how an affordable portable printer can
make business travel easier."
B. "Panasonic is the value leader."
C. "IBM printers set the quality standard."
D. "Buy Quality. Buy from an authorized Epson dealer."
E. "Canon portable computers are lighter to carry than any other brand."
Answer:
Which of the following are sales promotion activities aimed at the company's own sales
force?
A. Aisle displays
B. Bonuses
C. Point-of-purchase materials
D. Trade shows
E. Frequent buyer programs
Answer:
Use the following information to answer the following question that refer to the Sure
Foot case.
Sure Foot, Ltd. produces high-quality shoes and boots for serious hikers.
Sure Foot's shoes have suggested retail prices ranging from just under $40 to about
$150. Usually, the retailer buys the shoes for about 50 percent less than the list price,
and the retailer pays the freight charges from Sure Foot's plant in Maine. Sure Foot's
credit terms are 2/10, net 30. Although Sure Foot's brand appears on every shoe-the
firm does very little mass selling, except for a limited program of cooperative
advertising and some sales promotion at walking events.
Sure Foot's shoes are carried by "better" sporting goods stores all across the
nation-although usually in fairly small quantities. Its main showroom is in Boston,
where two salaried salespeople handle most of the firm's large accounts. Sure Foot's
products are also sold by seven independent "field reps" who are paid a 5 percent
commission on all sales. Each of these field reps is responsible for a several state
territory-emphasizing mostly the small stores in or near major cities. The field reps
carry Sure Foot's products as a minor line-but none of their lines are competitive with
each other.
The walking shoe market is supplied by 7 large firms and 50 or more smaller firms.
While these firms are competitive, they do vary their materials, styles, prices, and
promotion. The "high-quality" market is supplied by only 5 firms-Sure Foot being the
largest. While these firms are also competitive, they generally offer a more limited
assortment of materials, styles, and prices because the "high-quality" part of the market
is not as large-and does not appear to be growing any more.
Sure Foot's geographic terms are probably:
A. F.O.B. freight allowed.
B. F.O.B. buyer's factory.
C. F.O.B. shipping point.
D. F.O.B. delivered.
E. None of these-Sure Foot uses zone pricing.
Answer:
Which of the following statements about single- and limited-line stores is TRUE?
A. Many are small, with high expenses relative to sales.
B. They usually believe in a "buy low and sell high" philosophy.
C. Such stores face the costly problem of having to stock some slow-moving items in
order to satisfy their target markets.
D. Most conventional retailers are single- or limited-line stores.
E. All of these statements about single- and limited-line stores are TRUE.
Answer:
Which of the following business products are usually treated as expense items?
A. component parts and materials
B. raw materials
C. professional services
D. supplies
E. all of these products are expense items
Answer:
Pioneering ads for a product work best in which stage of the adoption process?
A. Awareness
B. Interest
C. Evaluation and trial
D. Decision
E. Confirmation
Answer:
A young working couple earned $55,000 last year. They paid $16,000 in taxes and
$20,000 in rent, food, insurance and other necessities. What was their discretionary
income for the year?
A. $39,000.
B. $55,000.
C. $30,000.
D. $35,000.
E. $19,000.
Answer:
In the United States, the basic objective of the market-directed economic system has
been:
A. Providing everyday low prices.
B. Immediate delivery of products.
C. Offering easy financing.
D. Consumer satisfaction.
E. Making advertising memorable.
Answer:
A carpet cleaning firm runs a newspaper ad stating: "Special this month only! Three
rooms of carpet cleaned for $39.95!" In each of the next ten months, the firm runs the
same ad. A consumer advocacy group files suit against the carpet cleaning firm,
contending that the ad is deceptive. The suit charges that the ad makes it seem as though
the $39.95 price is a special price that will increase at the end of the month, when in
reality, the price never changes. The U.S. federal law governing this type of situation is
the:
A. Robinson-Patman Act.
B. Clayton Act.
C. Sherman Act.
D. Magnuson-Moss Act.
E. Wheeler-Lea Amendment.
Answer:
Which of the following is NOT likely to be included in a research proposal?
A. How long the research will take.
B. Preliminary recommendations on how to solve the problem.
C. Information about what the research will cost.
D. A description of what data will be collected.
E. A description of how data will be collected.
Answer:
The stage of the new-product development process in which marketers evaluate the
firm's strengths, weaknesses, and objectives is:
A. idea generation.
B. screening.
C. idea evaluation.
D. development.
E. commercialization.
Answer:
Use the following information to answer the following question that refer to the Sure
Foot case.
Sure Foot, Ltd. produces high-quality shoes and boots for serious hikers.
Sure Foot's shoes have suggested retail prices ranging from just under $40 to about
$150. Usually, the retailer buys the shoes for about 50 percent less than the list price,
and the retailer pays the freight charges from Sure Foot's plant in Maine. Sure Foot's
credit terms are 2/10, net 30. Although Sure Foot's brand appears on every shoe-the
firm does very little mass selling, except for a limited program of cooperative
advertising and some sales promotion at walking events.
Sure Foot's shoes are carried by "better" sporting goods stores all across the
nation-although usually in fairly small quantities. Its main showroom is in Boston,
where two salaried salespeople handle most of the firm's large accounts. Sure Foot's
products are also sold by seven independent "field reps" who are paid a 5 percent
commission on all sales. Each of these field reps is responsible for a several state
territory-emphasizing mostly the small stores in or near major cities. The field reps
carry Sure Foot's products as a minor line-but none of their lines are competitive with
each other.
The walking shoe market is supplied by 7 large firms and 50 or more smaller firms.
While these firms are competitive, they do vary their materials, styles, prices, and
promotion. The "high-quality" market is supplied by only 5 firms-Sure Foot being the
largest. While these firms are also competitive, they generally offer a more limited
assortment of materials, styles, and prices because the "high-quality" part of the market
is not as large-and does not appear to be growing any more.
Sure Foot is probably in what stage of the product life cycle in the "high quality"
market?
A. Market maturity
B. Market growth
C. Market introduction
D. Sales decline
Answer:
Clustering techniques applied to segmenting markets
A. usually require computers to group people based on data from market research.
B. remove the need for managerial judgment.
C. eliminate the need for marketing managers to specify in advance what dimensions
might be relevant for grouping consumers.
D. All of these alternatives about clustering techniques are true.
Answer:
Which of the following products would have the lowest transporting costs as a
percentage of the selling price?
A. Electronic equipment
B. Chemicals and plastics
C. Pharmaceuticals
D. Sand and gravel
E. Manufactured food
Answer:
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
Answer:
While planning a vacation, Betty Jo visited the website of a package tour provider and
closed a pop-up ad without even noticing what it was for. This is an example of
A. selective retention.
B. selective exposure.
C. selective perception.
D. selective learning.
E. selective action.
Answer:
A vertical marketing system owned and operated by a single firm is called a _____
channel system.
A. traditional
B. administered
C. contractual
D. corporate
E. nonprofit
Answer:
Which of the following are large, self-service stores with many departments that
emphasize 'soft goods" and staples but still follow the discount house's emphasis on
lower margins to get faster turnover?
A. Supermarkets
B. Discount houses
C. Supercenters
D. Mass-merchandisers
E. Direct-mail retailers
Answer:
Marketing:
A. creates materialistic values which did not exist before.
B. turns consumers into puppets.
C. reflects existing social values in the short run-while reinforcing these values in the
long run.
D. focuses on "learned wants" rather than "genuine needs."
E. None of these alternatives is correct.
Answer:
Identify the true statement pertaining to publicity.
A. It is any paid form of nonpersonal presentation of ideas, goods, or services by a
sponsor.
B. It is the main form of mass selling which includes only the use of traditional media.
C. If a firm has a really new message, publicity may be less useful than advertising.
D. Posting videos on YouTube and writing blogs are both ways a company can use
publicity to its advantage.
E. It tries to attract attention to the firm and its offerings by paying substantial media
costs.
Answer:
Which of the following is 'something of value" that might be offered to FINAL
CONSUMERS as part of the "price equation"?
A. Sufficient margin to allow for profit
B. Push money
C. Competitive advantage
D. Branded merchandise
E. None of these is a good answer.
Answer:
Until recently, Emil Flores wouldn't buy any coffee except "Blue Mountain"-a relatively
expensive type that few stores sell. He used to have to drive about 10 miles out of his
way to buy it at a small shop. Then he was at a friend's home and tried an inexpensive
brand of coffee sold by the local supermarket chain. Now he won't buy anything except
that brand. For him, the supermarket coffee is
A. an emergency product.
B. a specialty product.
C. a staple product.
D. an unsought product.
E. a heterogeneous shopping product.
Answer:
How might an organization ensure that marketing objectives are compatible and aligned
with top-level company objectives?
A. Involve marketing managers in setting company objectives
B. See how plans worked out at the end of the year
C. Maintain effective e-mail communication
D. Require every individual to set personal objectives
E. Require the marketing department to set objectives
Answer:
A marketing information system (MIS) includes all of the following except:
A. Data warehouses.
B. Decision support systems.
C. Internet support systems.
D. Marketing models.
E. Information technology specialists.
Answer:
Differentiation
A. helps a firm get a competitive advantage if it just meets needs in the same way as
other firms.
B. means that the marketing mix is similar to what is available from a competitor.
C. often requires that the firm fine-tune all of the elements of its marketing mix to the
specific needs of a distinctive target market.
D. is less obvious to target customers when there is a consistent theme integrated across
the four Ps decision areas.
E. can only be based on one important element of the marketing mix.
Answer:
By 2013, advertising spending in the United States was more than:
A. $100 billion.
B. $220 billion.
C. $5 billion.
D. $35 billion.
E. $150 billion.
Answer:
AT&T reacted to the popularity of the cellular phone by adding several cellular models
to its line of regular phones. Availability and popularity of cellular phones is most likely
due to changes in the ____________ environments.
A. political and cultural
B. technological and legal
C. legal and economic
D. social and technological
Answer:
A mail-order marketer of flower bulbs to gardening hobbyists decides to sell the bulbs
in grocery stores-to reach nonhobbyists who might be interested in pretty flowers. This
is an example of:
A. market development.
B. diversification.
C. market penetration.
D. product development.
Answer:
Which of the following statements concerning reinforcement is FALSE?
A. Reinforcement of the learning process occurs when the response is followed by
satisfaction.
B. Reinforcement strengthens the relationship between the cue and the response.
C. Reinforcement leads to satisfaction and an increase in the drive.
D. Repeated reinforcement leads to development of a habit.
E. If an experience is satisfactory, positive reinforcement occurs.
Answer:
Which of the following statements about agent wholesalers is FALSE?
A. Agent wholesalers do not own the products they sell.
B. Their main purpose is to help in buying and selling.
C. They normally specialize by customer type and by product or product line.
D. They are more common in international trade than in domestic trade.
E. They usually provide a larger number of functions than limited-function wholesalers.
Answer:
