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Firms must _________ new-product ideas from the list of ideas that are generated by
the idea generation stage.
A. Rank order
B. Screen and evaluate as quickly as possible
C. Develop a business plan for
D. Develop a scale model for
E. All of these
The affective step(s) of AIDA is(are) ___.
A. Attention
B. Interest
C. Desire
D. Both attention and interest
E. Both interest and desire
In the section of a marketing plan devoted to firm resources, one expects to find an
examination of a firm's functional/operational level of resources and capabilities and
how they impact the firm's ability to develop and execute market-driven strategies.
These capabilities would include all but ________.
A. Information systems
B. Marketing
C. Financial
D. Transportation systems across the country
E. Human capabilities
To compete in today's market, firms must focus on marketing planning so that managers
and executives have the core information about progress toward relevant goals and
metrics at their fingertips ____________.
A. At least each week
B. At least each month
C. At least once a month
D. At all times
E. At decision-making times
Recently, Mercedes-Benz quietly reduced its warranty coverage by eliminating some
free scheduled maintenance because the expense for the firm was too high. At the same
time, Hyundai and others have expanded their warranties to build consumer confidence
in their cars. They realize that extending the period of warranty coverage demonstrates
they are making better cars in a very tangible way. These are examples of firms
considering the ______ of the product warranty.
A. Competitive advantage
B. Costs and benefits
C. Message
D. Product differentiation
E. Persuasiveness
Segmenting means _________.
A. Identifying the market into meaningful smaller markets based upon common
characteristics
B. Selecting the markets to attack in the marketplace
C. Selecting a corporate position to communicate to potential customers
D. Identifying and calculating the churn rate in different markets
E. None of these
_____________ is any business activity that creates value in the delivery of goods and
services to consumers for their personal, nonbusiness consumption and is an essential
component of the supply chain.
A. Customer touchpoint
B. Retailing
C. Breadth of merchandise
D. Depth of merchandise
E. Variety
_____________ are incurred over time, regardless of volume, whereas _______
fluctuate with volume.
A. Fixed costs; variable costs
B. Variable costs; fixed costs
C. Total costs; variable costs
D. Variable costs; total costs
E. Marginal costs; total costs
Colgate Palmolive reported fake Colgate toothpaste being shipped in phony packages in
the United States. It was not clear where the fake toothpaste originated, but Colgate and
other packaged goods companies took a number of steps to reduce counterfeit
packaging. Document Security Systems works with manufacturers to make their
packaging more secure. This is part of the _____ objective of packaging.
A. Harmony
B. Aesthetic
C. Communication
D. Protection
E. Usage promotion
Mary's firm has delayed making a decision on acquiring a new product line. Her staff
has analyzed and tweaked numbers for three months. Most likely, the staff needs to be
reminded of which concept?
A. Stay flexible.
B. Utilize input, but don't become paralyzed by information and analysis.
C. Don't underestimate the implementation part of the plan.
D. Stay strategic, but also stay on top of the tactical.
E. Give yourself and your people room to fail and try again.
Peter Drucker, the father of modern management, believed that marketing
_____________.
A. Should be a separate function within the business
B. Is the business as seen from an internal point of view
C. Is the business as seen from the customer's point of view
D. Is so basic that it is a central dimension of the entire business
E. Should improve the quality of life for society
__________________ is a marketing phenomenon that facilitates and encourages
people to pass along a marketing message.
A. Geo-location marketing
B. Online communities
C. Online advertising
D. Buzz marketing
E. Viral marketing
Southwest Airlines was the only airline in the United States that did not lose money in
the year following the 9/11 terrorist attacks in 2001. This decision most likely reflects
the company's _____________.
A. Advertising budget
B. Marketing (Big M)
C. Marketing (little m)
D. Relationship orientation
E. Sales orientation
The marketing manager for Brand A Razors, a strong national brand, believes he knows
how customers will react to a new product offering, but he conducts market research to
provide justification for this new product. This violates the _________ aspect of the
definition of market research.
A. Systematic
B. Validity
C. Impartial and objective
D. Scientific
E. Reliability
Gatekeepers are important to the buying process because they _________.
A. Control the e-mail in the buying center
B. Control the final decision
C. Control access to key participants in the buying center
D. Control access to the building site of the buying center
E. All of these
According to the 2010 U.S. Census, Asian Americans are the highest-income,
fastest-growing racial group in America. Most likely an examination of this issue would
be in the ________ section of the marketing plan.
A. Natural factors
B. Legal issues
C. Economic trends
D. Sociocultural/demographic
E. Threat of new entrants
On a box of Procter & Gamble's Bounce fabric softener sheets, the brand name
"Bounce" is approximately 50 percent of the space on the front panel and the rest of the
space is a bright color (orange) with clean fresh images of a sun rising and a green field.
This is an example of the _____ requirements of labeling.
A. Legislative
B. Marketing
C. Legal
D. Industry
E. Consumer
