MET AD 78259

subject Type Homework Help
subject Pages 26
subject Words 4348
subject Authors E. Jerome Mccarthy, Joseph Cannon, William Perreault Jr.

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page-pf1
A firm that adopts the "marketing concept" will aim all its efforts at satisfying
customers, while trying to make a profit.
Answer:
Sales promotion problems are likely to be greater when an advertising or sales manager,
instead of a sales promotion manager, has responsibility for sales promotion.
Answer:
Product warranties are regulated by the Magnuson-Moss Act.
Answer:
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Furniture stores spend a higher percentage of their sales on advertising than do grocery
stores.
Answer:
Dependability of supply is usually much less important than price for most business
customers.
Answer:
A marketing plan and a marketing strategy mean the same thing.
page-pf3
Answer:
Cost considerations usually favor more aggregating and larger market segments, but
smaller segments may be required to satisfy needs more exactly.
Answer:
When a firm's advertising says "our motorcycles will outperform any other brand," it is
using competitive advertising to develop selective demand.
Answer:
page-pf4
The pushing approach recognizes the value of cooperation among firms in a distribution
channel.
Answer:
Branding is more likely to be successful if the product is the best value for the price,
and quality can be consistently maintained.
Answer:
Food, liquid, sex, and rest are examples of physiological needs.
Answer:
page-pf5
Technological advances like the World Wide Web and the Internet are leading to big
advances in business.
Answer:
Many companies look to the developing world for breakthrough new products that meet
global consumer needs at low cost.
Answer:
page-pf6
Because publicity is "free," it is usually far less effective than advertising if the firm has
a new message.
Answer:
A channel of distribution is part of a broader network of relationships called a supply
chain.
Answer:
The best vendor is one that helps the customer reduce costs of excess inventory,
retooling of equipment, or defective parts.
Answer:
page-pf7
Many U.S. automakers have failed because they were not marketing oriented.
Answer:
Firms can manipulate consumers to buy anything the company chooses to produce.
Answer:
page-pf8
A hardware wholesaler that buys nails from a manufacturer and then sells them to retail
hardware stores is a merchant wholesaler.
Answer:
A perfume ad that suggests that people who use the product have more appeal to the
opposite sex is an example of a positive cue.
Answer:
Switching costs refer to costs that a customer faces when buying a product that is
different from what has been purchased or used in the past.
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Answer:
The prepared sales presentation involves developing a good understanding of the
individual customer's needs before trying to close the sale.
Answer:
Producers of consumer-packaged goods typically stop using sales promotion when their
product-markets mature.
Answer:
page-pfa
According to the text, markup (percent) means percentage of cost unless otherwise
stated.
Answer:
The physical distribution concept seeks to minimize the cost of distribution for a given
customer service level.
Answer:
Unfair trade practice acts put a higher limit on prices, especially at the wholesale and
retail levels.
page-pfb
Answer:
Category killers is another name for single-line mass-merchandisers.
Answer:
To be called "new" according to the FTC, a product must be entirely new or changed in
a functionally significant or substantial respect.
Answer:
page-pfc
Storing allows producers and intermediaries to keep stocks at convenient locations,
ready to meet customers' needs.
Answer:
The U.S. government reports data on the number of firms, sales volume, and number of
employees by NAICS code.
Answer:
Which of the following is not an element of the external market environment?
A. Technological environment
B. Company environment
page-pfd
C. Legal environment
D. Economic environment
E. Cultural and social environment
Answer:
The largest producer of "fuzz-busters" (radar detectors) sees that many states are
increasing the penalty for using them. Clearly, this firm's marketing strategy may have
to adapt to these changes in the
A. economic and technological environments.
B. resources and objectives of the firm.
C. competitive environment.
D. political and legal environments.
E. cultural and social environments.
Answer:
page-pfe
Which one of the following are TRUE with respect to greener packaging?
A. Sustainable packaging usually lowers producer costs.
B. Greener packaging is required by the Federal Fair Packaging and Labeling Act.
C. Consumers are caring less about making greener choices.
D. All of these alternatives are TRUE.
Answer:
Quality Ceramic, Inc. (QCI) defined five submarkets within its broad product-market.
To obtain some economies of scale, QCI decided NOT to offer each of the submarkets a
different marketing mix. Instead, it selected two submarkets whose needs are fairly
similar, and is counting on promotion and minor product differences to make its one
basic marketing mix appeal to both submarkets. QCI is using the
A. combined target market approach.
B. single target market approach.
C. multiple target market approach.
D. mass marketing approach.
E. None of these is a good choice for Quality Ceramic.
Answer:
page-pff
______________ would be LEAST LIKELY to use supporting salespeople.
A. Supermarkets
B. Producers of prescription drugs
C. Producers of business accessories
D. Producers of consumer staples
E. Merchant wholesalers of installations
Answer:
______ research accounts for about 40 percent of marketing research spending.
A. Experimental method
B. Observation method
page-pf10
C. Syndicated
D. Cross-tabulation
E. Online survey
Answer:
Jason Everson represents producers of several noncompeting industrial product lines.
When he visits his clients, he carries a catalog from each one of the producers he
represents. He goes through the catalogs with his clients and then places orders on their
behalf with the producers, who pay Jason a commission based on what he sells. Jason is
a(n):
A. Auctioneer.
B. Broker.
C. Selling agent.
D. Rack jobber.
E. Manufacturer's agent.
Answer:
page-pf11
Secondary data from federal government sources
A. is readily available, but there is usually not much information at state and local
levels.
B. focuses mostly on agriculture.
C. is often very helpful for estimating the size of a market.
D. is only available from the Commerce Department in Washington.
E. None of these alternatives is correct.
Answer:
Limited problem solving probably would NOT be required in the purchase of:
A. running shoes.
B. an encyclopedia.
C. new suit.
D. coffee maker.
E. fast-food restaurant meal.
page-pf12
Answer:
When a company is trying to decide which type of smartphone to purchase for its sales
staff and has never had to make that specific type of purchase before, this buying
situation is called a(n):
A. straight rebuy.
B. new-task buy.
C. JIT buy.
D. modified rebuy.
E. ISO 9000 buy.
Answer:
Transporting by air:
A. works well for heavy, bulky items.
B. is slower than transporting by truck.
page-pf13
C. may reduce the total cost of physical distribution.
D. has had no effect on international trade.
E. None of these alternatives is correct for transporting by air.
Answer:
By law, a firm may call a new product "new" for only six months. This regulation, and
many similar product regulations, are established by the:
A. Environmental Protection Agency (EPA)
B. Federal Trade Commission (FTC)
C. Consumer Product Safety Commission (CPSC)
D. Food and Drug Administration (FDA)
E. U.S. Department of Justice (DOJ)
Answer:
page-pf14
In the 1990s, DVDs replaced audiocassettes and floppy disks as the storage media of
choice for music and computers. At which stage of the product life cycle is the DVD
today?
A. Market introduction
B. Market growth
C. Market immaturity
D. Sales decline
E. Market extinction
Answer:
Which of the following is NOT primarily an example of the influence of technology on
the external market environment?
A. A camera producer finds a way to enable a camera to store digital pictures-without
film.
B. Machines are developed to assemble defect-free electronic components.
C. Robots on a production line make it possible to lower cost.
D. A manufacturer of frozen food is finding that consumers prefer containers that can
page-pf15
go from the freezer direct to a microwave oven.
E. The government passes a law that prohibits use of cell phones while driving a
vehicle.
Answer:
The whole set of beliefs, attitudes, and ways of doing things of a reasonably
homogeneous set of people is called a(n):
A. personal environment.
B. culture.
C. motivation.
D. learned set.
E. opinion set.
Answer:
page-pf16
Airfreight
A. has rates one third the rates of trucks.
B. efficiently delivers all types of goods.
C. serves many more locations than trucks.
D. can reduce the cost of preparing goods for distribution.
E. can help reduce inventory costs.
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.
page-pf17
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!"
SGCA is having a sales contest to encourage retailers to quickly reduce the inventory of
SuperGamer computers. Retailers with the highest sales during the next month win an
expense paid trip to a special dealer meeting at a resort in Hawaii. This is
A. probably illegal, since it might encourage price competition among retailers.
B. an example of cooperative advertising.
C. promotion aimed at employees.
D. the type of promotion that continues to impact sales even after the promotion is over.
E. an example of a producer using sales promotion in the channel.
Answer:
American teenagers
A. are not interested in expensive clothes.
B. are not involved in shopping.
C. currently spend $200 billion a year.
page-pf18
D. develop recreation and education needs that are easy on the family budget.
E. do not influence family purchases.
Answer:
Monitoring the web and using big data analytics from Facebook, Twitter, blogs, and
discussion forums helps companies:
A. reduce their customer equity.
B. replace existing customers with new customers.
C. build a positive reputation.
D. avoid taking a proactive approach to customer service.
E. generate customer complaints.
Answer:
page-pf19
Faced with many "me-too" competitors, Sonic Burgers, Inc. has set its price level to
"meet competition"-while emphasizing nonprice competition. Sonic Burgers' pricing
objective seems to be a ______________ objective.
A. status quo
B. sales-oriented
C. profit-oriented
D. satisfactory profits
E. maintaining market share
Answer:
The sum of those changing expenses which are closely related to output is called:
A. total fixed cost.
B. total cost.
C. total overhead cost.
D. total variable cost.
E. None of these is a good answer.
page-pf1a
Answer:
In the U.S., grocery store retailers spend about ______ percent of their sales dollars on
advertising.
A. 1
B. 4
C. 7
D. 10
E. 13
Answer:
Decoding
A. is the process of the receiver translating the message.
B. is the process of the source deciding what it wants to say.
C. is the process of the source translating the message into words.
page-pf1b
D. is any distraction that reduces the effectiveness of the communication process.
E. is the process of transferring information from the subordinate to the superior.
Answer:
Regarding Internet advertising:
A. Most ads are seeking a direct response.
B. Both banner ads and pop-up ads encourage viewers to visit the advertiser's website
for more information.
C. Some websites are better than others for reaching target customers.
D. At some websites, ads are free if they don't get results.
E. All of these alternatives are correct.
Answer:
page-pf1c
The largest and fastest growing ethnic minority group in the United States is composed
of:
A. African Americans.
B. Asian Americans.
C. Native Americans.
D. Polish Americans.
E. Hispanics.
Answer:
Quantity discounts are discounts offered to encourage
A. customers to buy in larger amounts.
B. buyers to pay their bills quickly.
C. buyers to buy later than present demand requires.
D. excellent customer service.
E. customers to buy sooner.
page-pf1d
Answer:
Wilson sells a basketball to a wholesaler for $16, and the wholesaler applies a 20
percent markup. A retailer then applies a 33.3 percent markup. The final selling price is:
A. $24.53.
B. $30.00.
C. $25.59.
D. $28.00.
E. Cannot be determined from the information given.
Answer:
Most purchasing managers:
A. reject "vendor analysis" as too subjective.
B. want to be 'sold" by persuasive salespeople.
page-pf1e
C. spend most of their time on new-task buying.
D. stress dependability as well as lower cost and higher quality.
E. dislike the higher risk that is involved in buying from a supplier that meets the ISO
9000 standard.
Answer:
Since IKEA is known for fashionable modern-style home furnishings, the company
would be likely to screen out business opportunities in:
A. kitchenwares.
B. antique furniture reproductions.
C. bed and bath.
D. rugs.
E. interior lighting.
Answer:
page-pf1f
After buying an expensive new mobile phone, Kevin experiences ____ when he has
second thoughts and wonders if he made the right choice.
A. attitude adjustment
B. variance
C. conflict
D. dissonance
E. evaluation
Answer:
A document archiving company develops its promotional budget based on detailed
plans from the tasks to be accomplished by its marketing campaign. The company is
most likely to be using which of the following methods of promotional budget
planning?
A. Percentage method
B. Task method
C. Historical patterns method
D. Ratio method
E. Discount method
Answer:

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