Online focus groups are more expensive than tradition sit down groups.
a. True
b. False
One way an advertising agency assists a firm is by taking care of all the grunt work in
order to give its clients time to do the creative work on the campaign.
a. True
b. False
The Boston Consulting Group’s matrix is based on the:
a. idea that a firm’s market share and market attractiveness are the important factors for
a marketing strategy.
b. assumption that a firm’s actions have a profitable impact on marketing strategy.
c. business position and market attractiveness of the firm.
d. philosophy that a product’s market growth rate and its market share are important
determinants of its marketing strategy.
e. idea that a product’s market growth rate and market attractiveness determine the
marketing strategy.
Stores that buy manufacturers’ seconds, overruns, returns, and off-season production
runs at below wholesale prices and resell this merchandise to consumers at deep
discounts are known as_________.
a. category killers
b. off-price retailers
c. specialty retailers
d. hypermarkets
e. discount retailers
A set of approaches used to integrate the functions of operations management, logistics
management, and marketing channel management so products are produced and
distributed in the right quantities, to the right locations, and at the right time is known
as:
a. supply-chain management.
b. vertical channel integration.
c. industrial management.
d. industrial distribution.
e. marketing management.
The purpose of market segmentation is to:
a. differentiate products.
b. divide a total market to enable a marketer to develop a more precise marketing mix.
c. reduce the overall cost of marketing activities.
d. identify a single marketing mix that will be satisfactory for the general market.
e. meet the needs of homogeneous markets.
The four categories of consumer markets are producer, reseller, government, and
institutional.
a. True
b. False
Technology is:
a. the formulation of scientific concepts.
b. the application of knowledge and tools to solve problems and perform tasks more
efficiently. c. a theoretical science.
d. one of the weakest marketing environment forces.
e. the result of research performed primarily by universities.
DailyDiet wants to collect data about employee satisfaction within its organization. It
decides to survey a sample of 00 employees by having a computer program
automatically pick which employees will be in the sample. If it uses the payroll
database as the list of names to choose from, which type of sampling method is Daily
Diet using?
a. Random sampling
b. Sampling populations
c. Stratified sampling
d. Nonprobability sampling
e. Quota sampling
Outback Steakhouse, a restaurant chain, wants to expand its range of dishes on its
menu. The restaurant managers conduct surveys on customers to determine the dishes
that would appeal to the customers. Outback is currently in the___________phase of
the new-product development process.
a. business analysis
b. product development
c. test marketing
d. screening
e. idea generation
A brand manager in a multiproduct firm would be responsible for:
a. performance of a specific brand.
b. marketing of all brands within a product line.
c. advertising of several distinct products that make up an interrelated group. d.
functioning of all products in a brand line.
e. promotion of all brands manufactured by the firm.
Small firms generally depend on local newspapers and radio stations for assistance with
advertising efforts.
a. True
b. False