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As of 2011, which one of the following countries does not have more than 80% of its
population using the Internet?
A. Norway
B. Germany
C. United States
D. Finland
E. All of these countries have more than 80% of its population using the Internet
Answer:
The Cleveland Water Department promotes its safe water with a catchy tagline, "The
label says Fiji because it's not bottled in Cleveland." Here, the Cleveland Water
Department's marketing effort focuses on satisfying what level in the hierarchy of
needs?
A. Physiological
B. Social
C. Safety
D. Personal
Answer:
Searching the Internet, reviewing secondary data, and monitoring "chatter" on the web
are inexpensive and informal ways for marketers to:
A. use a decision support system.
B. perform a situation analysis.
C. perform a focus group interview.
D. join a market research online community (MROC).
E. interpret data.
Answer:
Coca-Cola's carbonated soft drinks are available in millions of locations worldwide.
This is an example of ____________ distribution.
A. administered
B. intensive
C. horizontal
D. selective
E. exclusive
Answer:
Of the many people involved in making an organizational purchase, the one with the
most power is usually the:
A. user.
B. influencer.
C. gatekeeper.
D. decider.
E. salesperson.
Answer:
A national grocery store chain has decided to sell an assortment of hobby, gardening,
and cook books. Buyers in the chain's main office are not certain what to stock because
they think that consumers in different areas of the country will probably be interested in
different books. The store managers have said they don't know what to order either. The
chain should probably get help from a
A. broker.
B. cash-and-carry wholesaler.
C. specialty wholesaler.
D. rack jobber.
E. manufacturers' agent.
Answer:
When Chase Bank mails a 30-day offer for a new pre-approved credit card with a
$2,000 limit to a college student, this is an example of:
A. direct-response promotion.
B. integration.
C. publicity.
D. indirect-response promotion.
E. mass selling.
Answer:
Which of the following statements about doing a situation analysis is correct?
A. There is very little government data on business and commercial markets.
B. Doing a good situation analysis is usually much less expensive than collecting
primary data.
C. There is little value to having a marketing researcher involved because a good
marketing manager is able to do what is required.
D. Doing a good situation analysis usually takes much longer than gathering primary
data.
E. None of these statements about doing a situation analysis is true.
Answer:
Anita Seagroves visits the local Healthy Glow spa, but dislikes the dirty dressing area
and refuses to go back. This is an example of
A. homogeneous shopping.
B. trademarking.
C. brand rejection.
D. heterogeneous shopping.
E. brand nonrecognition.
Answer:
Regarding sales force payment methods:
A. it is common to sacrifice some simplicity to gain more flexibility, incentive, or
control.
B. combination plans offer some degree of security, incentive, and control.
C. straight commission offers the most incentive.
D. straight salary provides the most security and control.
E. All of these alternatives are correct.
Answer:
Which of the following statements about advertising objectives is FALSE?
A. They should be as specific as possible.
B. They should be more specific than personal selling objectives.
C. They should be left to creative ad agencies, not the marketing manager.
D. They should flow from the overall marketing strategy.
E. They should set the framework for an advertising campaign.
Answer:
Which of the 4Ps in the marketing mix is most directly related to the selection and
training of salespeople for a B2B product?
A. Product
B. Place
C. Promotion
D. Price
Answer:
The three basic ideas in the "marketing concept" are:
A. customer satisfaction, resource efficiency, sales maximization.
B. customer satisfaction, total company effort, sales growth.
C. resource efficiency, sales growth, profit maximization.
D. customer satisfaction, marketing manager as chief executive, profit.
E. customer satisfaction, total company effort, profit.
Answer:
Regarding supermarkets, which of the following is NOT true?
A. They introduced self-service to reduce their costs.
B. After-tax profits are very good-averaging 10 to 15 percent of sales.
C. The newer ones carry 47,000 product items.
D. They average about $17 million a year in sales.
E. They got their start as an experiment during the Depression.
Answer:
Identify a weakness of the average-cost approach.
A. It ignores competitors' costs and prices.
B. It does not consider historical values.
C. It does not add a reasonable markup to the average cost of a product.
D. It is not commonly used.
E. It is a complex method.
Answer:
Coupons, samples, and point-of-purchase materials are examples of
A. advertising.
B. publicity.
C. specialty service.
D. personal selling.
E. sales promotion.
Answer:
Which of the following NAICS codes would be used by a marketing manager who
wanted data that was the MOST SPECIFIC to a particular type of firm within an
industry?
A. 31
B. 31522
C. 315
D. 3152
E. There is no way to tell from the information provided.
Answer:
In the U.S., producers of sporting and athletic goods spend about _____ percent of their
sales dollars on advertising.
A. 1
B. 3
C. 6
D. 9
E. 14
Answer:
____ 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
Answer:
A retailer's "Product" may include:
A. a particular assortment of goods and services.
B. special orders.
C. advice from salesclerks.
D. quality.
E. all of these are included in a retailer's "Product."
Answer:
Which of the following would be treated as an expense item for a children's clothing
manufacturer?
A. Cloth.
B. Sewing needles.
C. Buttons.
D. Zippers.
E. All of these would be treated as expense items.
Answer:
When an online intermediary like Hulu scans thousands of hours of programming each
week and groups these programs into categories of digital programs (e.g. sports, crime,
etc.), this is an example of:
A. Vertical integration
B. Sorting
C. Bulk-breaking
D. Assorting
E. Licensing
Answer:
"Installation" products:
A. are hardly ever leased because of the tax disadvantages.
B. do not include buildings and land rights.
C. justify multiple buying influence for custom-made equipment but not for standard
equipment.
D. such as custom-made equipment generally require special negotiations for each sale.
E. All of these alternatives are correct.
Answer:
Maria Lopez runs an errand service from her home. For a fee, she will pick up dry
cleaning, buy groceries, plan small parties, and do errands for her customers. The
demand for this type of service has increased because of changes in the
A. cultural and social environment.
B. legal environment.
C. technological environment.
D. political environment.
E. none of these environments is relevant.
Answer:
The aim of marketing is to
A. help create a pure subsistence economy.
B. eliminate the need for exchanges.
C. persuade customers to buy the firm's product.
D. identify customers' needs and meet those needs so well that the product almost 'sells
itself."
E. facilitate a single transaction.
Answer:
Which of the following sales promotion activities is aimed primarily at final users of a
product?
A. Sales contests
B. Meetings
C. Coupons
D. Merchandising aids
E. Training materials
Answer:
Uniform delivered pricing:
A. usually results in higher delivered prices for everyone.
B. results in all buyers paying less than the actual transportation costs.
C. is most often used when transportation costs are relatively low.
D. is just an extension of F.O.B. pricing.
E. None of these alternatives is correct.
Answer:
Of the following objectives, the LAST objective(s) that a firm should specify is its
______________ objective(s).
A. marketing
B. sales promotion
C. price
D. company
E. promotion
Answer:
A qualifying dimension for people who consider purchasing a pill for pain relief:
A. the region of the country in which they live.
B. income level.
C. physiological need.
D. ethnicity.
E. occupation.
Answer:
When evaluating macro-marketing:
A. the evaluation is necessarily subjective.
B. the best approach is to consider the profit generated by individual firms within the
overall system.
C. one must determine how efficiently the society's resources are used.
D. one must consider each individual firm's role in the marketing system.
E. All of these alternatives are correct.
Answer:
Use this information for question that refer to the Wire Products Inc. (WPI) case.
Rob Rose sat back to review the portfolio of products his company, Wire Products Inc.
(WPI), has in its product line. The company specializes in making various products for
consumer and industrial uses from hard laminated wire-coated with special paints.
1) WPI's "Wire Closet" products have been on the market for 10 years. Consumers
install the wire shelves and closet rods themselves. The market leader, Closetmaid, has
been selling similar products for more than 20 years, but so far the sales volume and
profits for the market continue to grow. Recently, several new competitors have come
into the market.
2) Three months ago, WPI entered the lawn and garden market with folding fences
made with laminated wire and branded as "Wire Fold-Fence." Previously, WPI had
never made fences or been a player in the lawn and garden market-although other
companies have been making products in this market for years. However, Rob Rose has
discovered that recent sales of wire garden fencing have leveled off and profits are
declining overall. Still, WPI thinks it has some cost advantages and can grow its own
sales and profits in this market.
3) WPI has just developed "Oil Wire," a new concept for the environmental cleanup
market. Oil Wire is coated with a special material that cleans up oil spills. There has
never been a product like this and WPI wants to quickly get the word out about its
benefits. The product is now being rolled out in selective markets.
4) Another business product is "Wire Locker" used for secure storage by gymnasiums
or companies. This style of locker has now gone out of fashion and most customers are
finding better materials to use for lockers. Aggressive selling has helped Wire Locker's
sales stay flat, but the total market for wire style lockers is only half of what it was 10
years ago.
5) WPI's "Wire Window" product is used as a security product to protect glass
windows. It sells to homeowners and retailers looking for additional safety. WPI's sales
of this product have dropped in recent years because competitors have introduced
maintenance-free products. However, the overall market for this type of product
continues to show good growth.
6) WPI is running concept tests of a new wire car-top carrier called "Wire Car Top."
There are other car-top carrier products on the market, but WPI plans to include options
in its carrier that will make it easier to load bikes, skis, and suitcases. "Wire Car Top" is
also very easy to put on and take off of the car because of its light weight and
ease-of-use features. The concept tests are helping WPI analysts develop rough
estimates of costs, sales, and profits.
7) Another new product idea, tentatively called "Wire Tent," is being considered. It
would use laminated wires to create a portable tent frame. This product is currently
being evaluated to determine its fit with the company's objectives and external market
trends.
Rob is thinking about the product life cycle, where each product fits, and what he
should be doing as part of his marketing plan for each of these products.
In which stage of the product life cycle is "Wire Fold-Fence"?
A. Sales decline
B. Market introduction
C. Market maturity
D. Market growth
E. Market development
Answer:
Offering a CUMULATIVE quantity discount seeks to:
A. reduce the seller's shipping costs.
B. eliminate some marketing function.
C. shift some of the storing function to the buyer.
D. encourage the buyer to make additional purchases.
E. All of these alternatives are correct.
Answer:
According to the US Federal Trade Commission (FTC), a firm can call its product
"new" for _____ months.
A. 1
B. 3
C. 6
D. 9
E. 12
Answer:
