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Trucks
A. are best at moving large quantities of goods for longer distances.
B. are the most expensive of any of the modes.
C. are very slow compared to railroads, and this makes it hard to compete effectively.
D. compete aggressively with other modes for high-value shipments.
E. None of these alternatives is correct.
Answer:
Coorgs Coffee, Inc. has substantial market share in South America but seeks growth. Its
managers want to expand into North America and target cities with populations of
50,000-99,999. Identify the segmenting dimension most probably being used by Coorgs
Coffee.
A. Geographic
B. Behavioral
C. Urgency to get need satisfied
D. Demographic
E. Attitudes of consumers
Answer:
A good place for a marketing analyst to START looking for published statistical data is
the:
A. Encyclopedia of Associations.
B. Congressional Record.
C. Wall Street Journal.
D. Statistical Abstract of the United States.
E. New York Times research files.
Answer:
Which of the following is NOT one of the text's business product classes?
A. Raw materials
B. Component parts and materials
C. Specialty products
D. Professional services
E. Installations
Answer:
The order of the steps in the learning process is:
A. drive, cue, response, reinforcement.
B. cue, response, drive, reinforcement.
C. cue, response, reinforcement, drive.
D. drive, response, reinforcement, cue.
E. reinforcement, drive, cue, response.
Answer:
Use this information for question that refer to the Centerville Retailers and Wholesalers
case.
Carol Lamb has lived in Centerville all her life. She owns a retail store that sells hobby
and craft supplies. She bought the store after working there for 7 years. Carol has just
been asked to head up the Retailers and Wholesaler Group of the Centerville Chamber
of Commerce. The most active chamber members in her group are described below:
Walden's Leather is part of a regional chain of stores that sells leather goods-mostly
men's and women's clothing-with the upscale Walden's brand name. Walden's primarily
relies on its own stores where knowledgeable salespeople offer great service. Walden
products are also sold, on a limited basis, in some fine department stores.
Publisher's Helper is a small business started by Audrey Yang that provides and stocks
display racks for paperback books and magazines. Most retailers welcome the service
Audrey provides, in part because she does her own research to determine which
paperback books and magazines sell best in Centerville.
Cuzco's is Centerville's alternative to Walmart. The store sells a wide variety of
merchandise. The company used to concentrate its product mix on small appliances-but
now Cuzco's carries any product that it can sell profitably. Its low prices stimulate faster
turnovers and higher sales volumes.
Games Unlimited sells video games. Jamie Carraway, who owns the local store, signed
a contract with Games Unlimited and follows strict rules covering her store's operations
and the Games Unlimited marketing strategy. She pays that company a fee for
promotion it provides as well as commissions on her sales.
Johnson's Health and Beauty Supplies sells cosmetics and other health and beauty
products to retailers and salons throughout the greater Centerville area. It owns the
goods it sells to these retailer customers, and it provides all the wholesaling functions
they need.
Valu Grocer is an independent grocery store that belongs to an organization sponsored
by a large food wholesaler. The fifty stores grocery stores that share the Valu Grocer
name are linked by contracts that include basic operating procedures, storefront designs,
and joint promotion efforts.
Reddy and Sons sells equipment for several different manufacturers of plastic molding
in the Centerville area. It earns a commission from each manufacturer on the products it
sells for that manufacturer, but it does not take ownership of the equipment it sells nor
does it install the equipment.
Katrina's Salon started out as a low-status, low-price, low-margin hair salon 15 years
ago. After some success, the company moved into a nicer storefront, raised prices, and
now operates in the middle of the market.
Which of these businesses relies on the mass-merchandising concept?
A. Publisher's Helper
B. Cuzco's
C. Walden's Leather
D. Reddy and Sons
Answer:
Strategy "Place" decisions would NOT include:
A. type of physical distribution facilities.
B. type of channel of distribution.
C. degree of market exposure desired.
D. distribution customer service level.
E. how to train wholesalers' salespeople.
Answer:
A prepared sales presentation:
A. is the best approach for most selling situations-since the company can control what
the sales rep says.
B. usually involves many questions, to be sure each customer's needs are fully
understood.
C. is common with high value items-to be sure the customer learns about all of the
technical details.
D. is best when a lot of time is available for a sales presentation.
E. None of these alternatives is correct.
Answer:
According to the text:
A. macro-marketing costs too much in the United States-given the current objective.
B. marketing never costs too much.
C. micro-marketing often does cost too much.
D. micro-marketing always costs too much.
E. all macro-marketing systems cost too much.
Answer:
Many consumers mentally block out marketing messages that do not interest them. This
phenomenon is part of a person's ____.
A. motivation
B. needs
C. perception
D. attitudes
E. learning
Answer:
In a command economy
A. producers generally have little choice about what goods and services to produce.
B. the individual decisions of the many producers and consumers come together to
make the macro-level decisions.
C. consumers make a society's production decisions.
D. consumers decide what is to be produced and by whom through their dollar "votes."
E. the market adjusts itself.
Answer:
_____ means a product's ability to satisfy a customer's needs or requirements.
A. Quality
B. Service
C. Trademark
D. Derived demand
E. Assortment
Answer:
Use this information for question that refer to the Super Gaming Company and
Accessories (SGCA) case.
Kayla Jurgenson, marketing manager for Super Gaming Computers and Accessories
(SGCA), is reviewing her company's plans for the coming year.
SGCA sells its products through retail computer dealers and some specialty gaming
stores. Currently, SGCA is carried in 25 percent of all retail computer stores nationwide,
but in California is carried in only 10 percent of stores. So, Kayla has set an objective of
being in 25% of all retail computer stores in California within one year.
SGCA plans to introduce a new SuperDuperGamer model with special features that fits
its target market of teen and young adult gamers. The SuperDuperGamer uses a new
technology and is expected to be a breakthrough product, but it will be important to
build awareness for it to succeed. So, the advertising objective is for 40% of SGCA's
target market to be aware of the new SuperDuperGamer model within 3 months. SGCA
also wants to help its retailers reduce their current stock of SuperGamer computers
before the new model comes out in a month. The SuperGamer has been on the market
for two years and has been a top seller in the category. SGCA's advertising objective for
the SuperGamer computer is to reduce current dealer stock by 80% within the next
month.
SGCA is also introducing a SuperEnhancer sound card, which is designed to
significantly enhance the game-playing experience with older computers. Research with
gamers show that it is very well received, so the advertising objective for the
SuperEnhancer sound card is to gain 40% market share among all gaming-specific
sound cards in the next year. To help achieve that objective, Jurgenson is planning to
use an ad that shows the sound card and a game player being knocked off his chair by
the sound. The headline on the ad reads, "9 Out of 10 Gamers Say that the
SuperEnhancer Sound Beats All Others!"
Given the advertising objective for the old SuperGamer model, which of the following
types of advertising would be most appropriate?
A. ads with price deal offers
B. a teaser campaign
C. informative descriptive ads
D. pioneering ads
E. institutional ads
Answer:
What is the objective of a target return strategy?
A. A specific share of the market.
B. A specific level of profit.
C. A specific sales volume.
D. A specific share of competitors' sales.
E. A specific mindshare of consumers.
Answer:
Relative to other promotion methods, _____ can usually be implemented quickly and
get results sooner.
A. mass selling
B. advertising
C. publicity
D. personal selling
E. sales promotion
Answer:
When purchasing consumer electronics or other high-technology products, most
consumers are aware that within a year after making a purchase, it is likely that a new
model-or an entirely new product idea-will offer more features for the same amount of
money. This phenomenon is a good example of the fact that:
A. Product life cycles are getting longer.
B. Product life cycles are getting shorter.
C. The product life cycle rarely changes in length.
Answer:
The _____ dimension of the GE grid helps managers answer the question: Does this
product-market plan look like a good idea?
A. business strengths
B. quantitative criteria
C. industry attractiveness
D. relative positioning
E. qualitative criteria
Answer:
Which of the following would be relevant in the marketing company era?
A. Bringing all marketing activities together under the control of one department.
B. Planning for five or more years ahead.
C. Reselling goods to consumers and intermediaries.
D. Focusing on production.
Answer:
Customers are likely to be less price sensitive
A. the greater the total expenditure.
B. the greater their share of the cost.
C. the greater the significance of the end benefit.
D. the easier it is to compare prices.
E. None of these alternatives is correct.
Answer:
A salesperson on a(n) ________ earns the same amount regardless of how he or she
spends time.
A. bonus plan
B. commission pay
C. straight salary
D. combination plan
E. incentive plan
Answer:
A marketing plan should be developed for a:
A. five-year period.
B. year.
C. quarter.
D. month.
E. Any of these-depending on the situation.
Answer:
The U.S. government would NOT publish NAICS data that gives:
A. the total sales volume of the four steel manufacturers in a geographic area.
B. the number of employees for similar two-digit industry groups.
C. the total sales volume of the only textile equipment manufacturer in a state.
D. the sales volumes of similar two-digit industry groups.
E. the number of establishments for various industry groups.
Answer:
Which of the following is NOT one of the organizational buying processes discussed in
the text?
A. Straight rebuy buying
B. Modified rebuy buying
C. Important task buying
D. New-task buying
E. None of these, i.e., all are buying processes.
Answer:
Marketing strategies
A. enable marketing managers to be satisfied just planning present activities.
B. ensure that every opportunity is good for every company.
C. do not specify target markets and related marketing mixes.
D. provide a limited picture of what a firm will do in some market.
E. are not whole-company plans.
Answer:
When seeking problem-specific data through qualitative research, the researcher:
A. attempts to get yes or no answers from subjects.
B. creates strict guidelines to direct responses to questions.
C. tries to prevent the subject from giving open-ended responses.
D. seeks for subjects to share their honest thoughts on a topic without interference.
E. desires to obtain broad generalities from subjects.
Answer:
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.
Answer:
______________ segmenting dimensions are those which actually affect a person's
purchase of a specific product type or brand in a product-market.
A. Operational
B. Qualifying
C. Customer-related
D. Determining
E. Situation-related
Answer:
Meg O'Brien is just starting as a rack jobber. She will:
A. do what a lot of grocery store managers don't want to do.
B. need a lot of money to get started, since all her customers will expect 30 days to pay
their bills.
C. not have to know very much about the preferences of the consumers who buy the
products she handles.
D. never actually handle or deliver the products in her line.
E. probably get tired of visiting farmers' markets.
Answer:
Use this information for question that refer to the Yummy Ice Cream case.
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 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 Yummy Fudge on a Stick promotion plan relies on:
A. direct-response promotion
B. integrated marketing communications
C. pushing
D. pulling
E. noise in the communication process
Answer:
A generic market description should NOT include any:
A. customer needs.
B. geographic area.
C. product type.
D. customer types.
E. all of these should be included in a generic market description.
Answer:
