Unlock document.
This document is partially blurred.
Unlock all pages and 1 million more documents.
Get Access
A marketing manager might offer a cash discount to channel members to:
A. increase sales during a slow period.
B. encourage buyers to pay their bills quickly.
C. reduce shipping or selling costs.
D. encourage them to buy in larger quantities.
E. All of these alternatives are correct.
Sales promotion:
A. lets the salesperson adapt the firm's marketing mix to each potential customer.
B. is the main form of advertising.
C. tries to help the personal selling and mass selling people.
D. is free.
E. consists of both advertising and personal selling.
Effective implementation of a marketing plan:
A. Matters least in markets that are mature and highly competitive.
B. Usually does not make the difference between winning and losing a customer.
C. Can involve decisions related to both internal (invisible to the consumer) and
external (visible to the consumer) matters.
D. Is unrelated to the overall objectives of the marketing strategy.
E. None of these are true.
Which of the following statements does not accurately characterize place decisions?
A. Place decisions involve stocking the right quantities of products.
B. Place decisions involve identifying appropriate locations for products.
C. Place decisions must analyze when customers will want or need products.
D. Place decisions typically involve channel partners.
E. Place decisions are easier to change compared to price, promotion, and product
decisions.
Vendor analysis:
A. Has the sole objective of getting the lowest possible price on a particular product or
service from the supplier.
B. Does not take into account the behavioral needs of purchasing managers and others
involved in the buying decision.
C. Is a formal rating of suppliers on all relevant areas of performance.
D. None of these alternatives about vendor analysis is correct.
When an Apple customer tells a friend how much she likes her new iPad, what type of
consumer communication is this?
A. Must buy
B. Reminder
C. Pass-along
D. Pioneering
E. Persuading
Service firms are finding ways to reduce the cost of some of their production work with
_____, using telecommunications to move service operations to places where there are
pools of skilled workers.
A. skill transfer
B. task transfer
C. knowledge transfer
D. turnkey projects
E. mobile environments
Publicity efforts:
A. Attempt to attract attention to the firm without having to pay media costs.
B. Can be more effective than advertising if a firm has a really new message.
C. Can be more useful than advertising in helping a customer solve a problem.
D. All of these alternatives are true.
For six months Kim Wu has been working for Sunny Day Foods (SDF), a fast-growing
manufacturer of organic foods. After graduating college, she worked for four years as a
sales rep for a nationally known food company. But, she jumped at the chance when
SDF contacted her about becoming marketing manager for its breakfast foods division,
which sells dry cereals and a pancake mix.
Kim spent the first few months on the job trying to better understand SDF, its product
line, and marketing strategy. She reviewed the company's past marketing research,
commissioned new research, and talked to both consumers and retailers. Now, the CEO
of the company wants her thoughts on what the company's marketing strategy should be
for the next few years.
Her research indicates that among cereal customers there are at least five segments of
customers who use SDF products.
a) One segment, the loyalists, has a strong preference for one or two of the SDF cereals.
These customers often go out of their way to visit a store with their favorite SDF cereal
and buy only that product at the store.
b) Another segment, the regulars, buys SDF cereals without much thought. For them it
is just part of their routine and, if you ask them why they pick the cereal, they'd say it's
just a habit.
c) A third segment, the deal prone, sees SDF cereals as just another organic cereal. They
view all organic cereals as pretty much the same and buy whichever brand seems to
offer the best deal that week.
d) A fourth segment, the politicos, consists of former buyers of SDF cereals. A few
years ago the company took a strong stand in a presidential race-and these customers
resented it. Now, they boycott all SDF foods because of that incident.
e) A fifth segment, SDF who?, is made up of consumers who buy organic cereals but
who don't have much awareness of particular organic brand names.
In reviewing how SDF currently brands its products, Kim sees that it is using several
different approaches. The Sunny Day Foods brand is used on most products the
company sells. But a few years ago the company brought out an instant organic oatmeal
with the Hot n Healthy name. SDF also makes cereal sold by a health food chain; the
package for that chain uses the store's own name, Nature's Foods, as the brand name for
the cereal.
For which market segment would in-store demonstrations of SDF cereals be most
effective?
A. Loyalists
B. Regulars
C. Deal prone
D. Politicos
E. SDF Who?
Which of the following is NOT a FUNCTIONAL cost account?
A. Packaging
B. Selling
C. Order entry
D. Rent
E. Billing
A S.W.O.T. analysis can help a marketing manager:
A. develop a competitive advantage.
B. define what business and markets the firm wants to compete in.
C. narrow down to a specific target market and marketing mix from the many
alternatives available.
D. see the pros and cons of different possible strategies.
E. All of these alternatives are correct.
Needs such as accomplishment and relaxation, which are unrelated to what others think
or do, are known as:
A. physiological needs.
B. safety needs.
C. social needs.
D. personal needs.
E. biological needs.
Bart Thunderheart has an annual income of $75,000 a year. He pays $25,000 in taxes,
and spends another $15,000 on his home, car, food, and other "necessities." Last year,
he decided to really enjoy his annual vacation, so he spent $5,000 to go skiing in
Austria. What was Bart's discretionary income last year?
A. $20,000
B. $5,000
C. $35,000
D. $30,000
E. $50,000
Stay-at-home moms who write blogs about child-rearing and have many followers are:
A. sales promotion reps.
B. opinion leaders.
C. direct marketers.
D. laggards.
E. late adopters.
While shopping in a local supermarket, Jolene Partin came upon an aisle display of
cookies and had to have someimmediately. By the time she got to the checkout counter
with the rest of her selections, all the cookies were gone. In this case, the cookies were:
A. an impulse product.
B. a staple product.
C. an unsought product.
D. very nutritious.
E. a consumption product.
Sales analysis is a:
A. well-accepted trend analysis method.
B. necessity for making all important marketing decisions.
C. way of assuring that future sales will be profitable.
D. detailed report of likely profitability.
E. detailed breakdown of a company's sales records.
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
When a previous visitor to Amazon.com returns to the site, the online retailer will
instantly know whether that visitor made a previous purchase based on the
___________ it placed on the visitor's computer during the first visit.
A. institution
B. reminder
C. cooperative
D. cookie
E. allowance
Macro-marketing:
A. Emphasizes how the whole marketing system works.
B. Considers how marketing affects society, but not how society affects marketing.
C. Matches homogeneous supply and demand.
D. Is mainly concerned with the activities of individual organizations.
Identify a disadvantage of break-even analysis.
A. It cannot be used to determine the break-even point in dollars.
B. It is not helpful for evaluating what might happen to profits in different market
environments.
C. It does not consider the effect of price on the quantity that consumers will want.
D. It is not helpful for evaluating alternatives.
E. It is an extremely complicated method.
Which of the following is not a key variable that marketers need to consider when
developing marketing mixes for manufacturers?
A. Size of manufacturers
B. CEOs of manufacturers
C. Geographic location of manufacturers
D. Buying procedures of manufacturers
E. Classifications of manufacturers
Target customers choosing a particular brand over other brands, because of habit or
favorable past experience have a brand familiarity level of
A. brand preference.
B. brand knowledge.
C. brand insistence.
D. brand recognition.
E. brand positioning.
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.
Which of the following statements about ISO 9000 is FALSE?
A. ISO 9000 is a way for government suppliers to document their quality procedures,
but it does not apply to other organizational suppliers.
B. A supplier that has met the ISO 9000 standard is always better than one that has not.
C. ISO 9000 applies to international suppliers only.
D. All of these statements are FALSE.
Archer Daniels Midland (ADM) is a producer of food ingredients, sweeteners, cocoa,
flours, vegetable oils, and protein products that are used in the manufacture of
processed foods. ADM does not make products that are typically sold to final
consumers; it makes business-to-business products. However, ADM is a major
advertiser on news and public affairs programs that appear on national television
networks. The main objective of ADM's television commercials is to build goodwill for
the company and to improve relations with current and prospective shareholders. ADM
is engaged in:
A. Product advertising.
B. Institutional advertising.
C. Pioneering advertising.
D. Competitive advertising.
E. Reminder advertising.
According to the text, marketing means:
A. Distribution.
B. Making good products.
C. More than selling and advertising.
D. Promotion.
E. Performing services.
If the promotion objective is to develop a desired positioning, which type of publicity
would work best?
A. Branded services
B. Direct-to-consumer press releases
C. Customer reviews
D. Case studies
E. Facebook
A firm with a product in the market maturity stage of the product life cycle is likely to
focus on which basic promotion objective?
A. pioneering
B. publicizing
C. informing
D. lagging
E. persuading
Total advertising expenditures by 2010:
A. were about 15 percent of all firms' sales.
B. were larger in Europe than in the U.S.
C. were larger in Asia than in the U.S.
D. were more than $200 billion.
E. were under $25 billion.
Gross domestic product:
A. is the total market value of goods, but not services, produced in a year.
B. is an excellent basis for comparing consumer well-being across different cultures and
economies.
C. is a widely used measure of income for different countries.
D. is the total market value of services, but not goods, produced in a year.
E. All of these alternatives are true.
