MET 50715

subject Type Homework Help
subject Pages 17
subject Words 3791
subject Authors E. Jerome Mccarthy, Joseph Cannon, William Perreault Jr.

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page-pf1
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.
Answer:
A producer of frozen pasta dinners finds that its current target customers select among
its frozen pasta dinners, going to a pizza restaurant, or staying home and eating an
Italian sub sandwich. So the company set up a chain of pizza restaurants that also serve
Italian sub sandwiches. This seems to be an effort at:
A. market development.
B. diversification.
C. market penetration.
D. product development.
Answer:
page-pf2
Regarding marketing managers and the development of market research:
A. Marketing managers may only be consumers of research.
B. Marketing managers do not need to be able to explain what they want from
research-specialists know.
C. Marketing managers do not have to use the language of marketing research
specialists.
D. Marketing managers do not need to know the basic research process.
E. All of these are true.
Answer:
A producer might use a "pulling policy" rather than a "pushing policy" if:
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A. intermediaries are reluctant to handle a new product.
B. it is offering a very "high-tech" product to a small product-market.
C. its sales force has been very successful getting wholesalers and retailers to handle its
product.
D. it has a very limited promotion budget.
E. All of these alternatives are correct.
Answer:
Charles Brothers Bakery's sales efforts to local schools emphasizes personal selling
without any e-commerce support. If Charles Brothers Bakery is doing things right, we
would expect that the situation of selling to schools requires:
A. High relationship building and a low degree of standardized information exchange
B. Low relationship building and low degree of consumer product awareness
C. Low relationship building and high degree of standardized information exchange
D. High relationship building and high consumer technology understanding
E. Low relationship building and low degree of standardized information exchange
Answer:
page-pf4
Secondary data
A. may provide some background, but never provides the answer.
B. is information that has been collected already.
C. is rarely available and is expensive.
D. is specifically collected to solve a current problem.
E. can be in the form of online surveys or observations.
Answer:
A study revealed that when consumers are dissatisfied with a product or an individual
business
A. most of their complaints are fully resolved-if they are just reported.
B. a majority of their complaints are never reported.
C. a marketing manager should just ignore most complaints because they are the result
of dealing with consumers.
D. All of these alternatives are correct.
page-pf5
Answer:
Regarding advertising media selection, which of the following is the best advice?
A. "There is no such thing as a must buy."
B. "Be sure the media match your target market."
C. "Avoid the local media."
D. "Make sure your first media choice reaches the whole target market."
E. "Set very general promotion objectives to stay flexible."
Answer:
Which of the following is most likely to be the order of roles that a sales person might
hold as he or she continues to work for a company?
A. Customer service rep, sales clerk
B. Missionary salesperson, order getter
page-pf6
C. Technical specialist, order taker
D. Missionary salesperson, technical specialist
E. Order getter, missionary salesperson
Answer:
The _____ bans "unfair or deceptive acts in commerce."
A. Wheeler-Lea Amendment
B. Trade Name Amendment
C. Excessive Bail Act
D. Excessive Punishment Act
E. Emblems Act
Answer:
page-pf7
A wholesaler that carries only health foods instead of a full line of groceries is a
A. general merchandise wholesaler.
B. limited-function wholesaler.
C. general-line wholesaler.
D. cash-and-carry wholesaler.
E. specialty wholesaler.
Answer:
A marketing manager made a speech in which he described his organization as having
"really embraced the marketing concept over ten years ago." A critic in the audience
argued that the manager didn't understand the 'socially conscious" view of the
marketing concept. Given the critic's argument, the marketing manager may work for:
A. a fruit processor.
B. the public library.
C. a firm that recycles aluminum cans.
D. a soap producer.
E. a motorcycle producer.
Answer:
page-pf8
Test-marketing is an example of a(n):
A. mail survey.
B. focus group.
C. situation analysis.
D. telephone survey.
E. experiment.
Answer:
"Noise" (in the traditional communication process) refers to:
A. any distractions that reduce the effectiveness of the communication process.
B. radio advertising interference only.
C. messages which are too loud or bold.
page-pf9
D. efforts by a firm's competitors to block its message channel.
E. the encoded message before it is decoded.
Answer:
In spite of high cost, high value, low-weight goods like high-fashion clothing and parts
for the electronic industry are often shipped long distances by ____
A. rail.
B. water.
C. air.
D. pipeline.
E. truck.
Answer:
page-pfa
The "battle of the brands" refers to competition between:
A. manufacturers and intermediaries.
B. retailers and wholesalers.
C. retailers and other retailers.
D. wholesalers and other wholesalers.
E. manufacturers and other manufacturers.
Answer:
A marketing researcher wants to get sensitive information about family spending
patterns as part of a survey. He is most likely to get the needed information
A. with a mail, e-mail, or online survey.
B. with a focus group.
C. with personal interviews.
D. with telephone interviews.
E. Any of these choices is about equally effective for getting sensitive information.
Answer:
page-pfb
If you go into a restaurant in Vienna, Austria, and ask for a Diet Coke, the waiter may
have no idea what you are ordering. This is an example of which part of the external
market environment?
A. Political
B. Cultural and social
C. Legal
D. Economic
E. Competitive
Answer:
Capitol Periodical Distributors is a wholesaler providing assistance to retailers that want
to carry books and magazines. A retailer provides Capitol with a certain amount of floor
space, and Capitol uses the space to install display racks. Capitol fills the racks with
magazines and books that would be suitable for the retailer's target market. Every week
a representative from Capitol comes in to remove any outdated publications and refill
the racks. This practice helps the retailer serve its customers better than if the retailer
tried to manage the books and magazines itself. Capitol Periodical Distributors is a:
A. specialty wholesaler.
B. drop-shipper.
page-pfc
C. catalog wholesaler.
D. rack jobber.
E. cash-and-carry wholesaler.
Answer:
The purpose of the five-step marketing research process is to:
A. define and solve a problem.
B. design, implement, and control marketing plans and activities.
C. narrow down a broad generic market into useful target markets.
D. identify the main steps in the consumer decision process.
E. help marketers choose between consumer markets or B2B markets.
Answer:
page-pfd
Another term for a dealer brand is a(n):
A. family brand.
B. individual brand.
C. franchise brand.
D. private label brand.
E. generic brand.
Answer:
______________ is a marketing management aid that refers to how customers think
about proposed and/or present brands in a market.
A. Brand familiarity
B. Positioning
C. Market scanning
D. Market segmentation
E. Customer relationship management (CRM)
Answer:
page-pfe
Use this information for question that refer to the United Tools case.
Terry Harter is marketing manager for United Tools and Mike O'Reilly is the firm's
logistics manager. They work together to make decisions about how to get United's
hand and power tools to its customers-a mix of manufacturing plants and final
consumers (who buy United tools at a hardware store). United Tools does not own its
own transport facilities and it works with wholesalers to reach its business customers.
Together, Harter and O'Reilly try to coordinate transporting, storing, and product
handling activities to minimize cost while still achieving the customer service level
their customers and intermediaries want. This usually requires that United keep an
inventory of most of its products on hand, but demand for its products is fairly
consistent over time so inventory is easy to manage.
Harter has identified four options for physical distribution systems she could use to
reach two of her key wholesalers, Ralston Supply and Ricotta Tool Co. The total cost
for each option-and the distribution service levels that can be achieved-are as follows:
Ralston Supply expects a very high level (90 percent) of distribution customer service.
Ricotta Tool Co. is willing to settle for a 70 percent customer service level, even if that
means some products will occasionally be out of stock, if it gets products at a lower
price.
For its large retail hardware customers (like Home Depot), United regularly ships
smaller orders directly to individual stores or in some cases to the retail chain's
warehouses. Cross-country shipments usually go by rail while regional shipments
usually go by truck.
Which physical distribution system is best suited for Ralston Supply?
A. Airfreight
B. Inland waterways
C. Truck
D. Rail and warehouse
page-pff
E. Cannot be determined without more information
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 brand manager who puts together a promotion blend for Yummy Mondaes should:
page-pf10
A. realize that the right blend depends more on what customers expect than what the
firm wants to accomplish.
B. determine who the firm is trying to influence.
C. determine the one right promotion blend and then implement it.
D. be primarily concerned with informing rather than persuading.
Answer:
Because she frequently buys books at Amazon.com, Sophie Soleil set up an account and
password at the website. Now, when she logs on and searches for a specific book, a note
pops up at the center of her laptop screen saying: "Hello, Sophie, we have
recommendations for you," and proceeds to list other titles that Sophie might enjoy
based on her previous purchases. Amazon can remember Sophie (and her previous
purchases) because the online retailer uses:
A. encoding.
B. banners.
C. decoding.
D. cookies.
E. surveys.
page-pf11
Answer:
If you are seeking new product ideas for your business, a good source is:
A. Intermediaries
B. Customers
C. Your production people
D. Your salespeople
E. All of these would be good sources for new product ideas.
Answer:
The marketing mix
A. includes four variables-People, Place, Promotion, and Price.
B. includes the target market.
C. helps to organize the marketing strategy decision areas.
page-pf12
D. includes four variables-advertising, personal selling, customer service, and sales
promotion.
E. does not focus on target customers.
Answer:
"Qualifying dimensions," in contrast to "determining dimensions,"
A. are the only kind of dimensions useful for marketing strategy planning.
B. indicate whether a person might be a potential customer but do not show which
product or brand that person might buy.
C. are the customer-related dimensions in a product-market.
D. affect the product or brand a person is likely to purchase.
E. None of these alternatives is correct.
Answer:
page-pf13
Which of the following statements about the combined target market approach is True?
A. Combiners feel that two or more segments are similar enough that-together-they can
be treated as one large target market.
B. Combiners try to extend their basic offering to satisfy customers from multiple
segments with a single marketing mix.
C. Combiners may fall victim to an innovative segmenter that offers a more attractive
marketing mix to a segment of the combined target market.
D. All of these statements about the combined target market approach are true.
Answer:
Which of the 4Ps in the marketing mix is most directly related to the recruiting of
wholesalers and retailers for a new product introduction?
A. Product
B. Place
C. Promotion
D. Price
Answer:
page-pf14
Marketing manager Carl Hammer looked through his marketing information system
where he learned who was buying his product and where. He was looking at:
A. raw data.
B. information.
C. a marketing model.
D. big insights.
E. a knowledge network.
Answer:
A new product idea is more likely to move quickly through the early stages of the
product life cycle when:
page-pf15
A. the product is easy to use.
B. the product is compatible with the values and experiences of target customers.
C. the product can be given a trial.
D. the product's advantages are easy to communicate.
E. All of these alternatives are correct.
Answer:
If a producer wants title to pass to a buyer immediately-but still wants to pay the freight
bill-the invoice should read:
A. F.O.B. buyer's factory.
B. F.O.B. shipping point.
C. F.O.B. delivered.
D. F.O.B. seller's factory-freight prepaid.
E. F.O.B. mill.
Answer:
page-pf16
Business firms in the late majority group
A. are willing to take the risk of doing something new.
B. tend to be older and less well educated.
C. are the smallest businesses with the least specialization.
D. tend to be highly specialized.
E. tend to be conservative, smaller-sized firms with little specialization.
Answer:
In the promotion blend during the market maturity stage of the product life cycle:
A. The total amount spent on promotion usually decreases.
B. The total amount spent on promotion may rise as competition increases.
C. The basic promotion objective is informing.
D. The promotion emphasis starts to shift from building primary demand to building
page-pf17
selective demand.
E. None of these is a good answer.
Answer:

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