The text suggests that a “channel captain” should be:
A. a strong wholesaler.
B. a market-oriented producer.
C. a large retailer.
D. Any of thesei.e. whoever can provide leadership.
“Push money” is most likely to be offered to:
A. cosmetics salespeople at a department store.
B. salesclerks at a grocery store.
C. component materials’ sales reps.
D. industrial supplies’ sales reps.
E. Each of these is equally likely to receive “push money.”
Which era of marketing is characterized by families who sold their surpluses to local
distributors?
A. The simple trade era
B. The production era
C. The sales era
D. The marketing department era
E. The marketing company era
Kelly Stich, marketing manager for Yummy Ice Cream Products, is thinking about some
of her products and her promotion plans for the coming year.
Yummy Ice Cream Products is introducing a new ice cream treat called PlanetSavers.
This treat uses ice cream produced with environmentally friendly processes that save
energy and protect the ozone. Yummy plans to send articles to magazines, local
newspapers, and environmental groups that explain the environmentally safer treat. The
product also has a unique texture and different flavor.
Stich wants to use counter cards and in-store signs to let people know about Cherry
Walrus, the company’s new flavor. She is also developing sales training materials that
will teach ice cream scoopers in Yummy’s ice cream stores to promote the product.
Right after Cherry Walrus is introduced each store will also hand out coupons that are
good for one day only.
Yummy Mondaes is a product that has been around for 25 years. It is Yummy’s take on
the classic ice cream sundae, but white-brownie and coffee-flavored crumbles are added
to make it extra special. The company sells this product in one and two quart containers
through major grocery store chains. It relies on personal selling and price discounts to
retailers to move more of the product. The company does very little consumer
promotion for this product.
Yummy Fudge on a Stick is a new product of fudge-flavored ice cream on a stick.
Yummy plans to sell it through retail grocery stores also and is launching an aggressive
advertising program that will use television, radio, newspaper, magazines, and the
Internet. Most of its promotion will be directed at consumers.
Two years ago the company introduced Yummy Fruit on a Stick, an all-natural frozen
fruit product on a stick. The product category has been popular, continues to grow, and
is in the market growth stage of the product life cycle.
To get the most out of its promotion spending, Yummy should probably develop its
budget by:
A. allocating some fixed percentage of net sales.
B. matching expenditures with competitors.
C. allocating money to the needs of new products first, then use any leftover money for
other products.
D. using the “task method.”
E. spending all available funds.
This promotional approach emphasizes the importance of securing the wholehearted
cooperation of channel members to promote the product in the channel and to the final
user.
A. Pulling
B. Pushing
C. Encoding
D. Decoding
E. Franchising
“Place” is NOT concerned with:
A. storing.
B. intermediaries.
C. transporting.
D. channels of distribution.
E. sales reps.
These salespeople are often science or engineering graduates with the know-how to
understand the customer’s applications and explain the advantages of the company’s
product.
A. Customer service reps
B. Order takers
C. Technical specialists
D. Missionary salespeople
E. Systems engineer
Which of the following is not a product?
A. An automobile
B. A movie
C. A visit to the dentist
D. An iPad
E. Microsoft
The customer type component of the product-market should include:
A. the buyer of the product
B. the type of good and service
C. the user of the product
D. the geographic area where customers live
E. All of these alternatives should be in the customer type.
_____ is a person’s point of view towards a product, an advertisement, a salesperson, a
firm, or an idea.
A. An attitude
B. A belief
C. A preference
D. An impression
E. A cue
Sales-oriented pricing objectives:
A. may include market share targets as well as dollar or unit sales targets.
B. might be achieved and still result in losses.
C. are especially risky during times when a firm’s costs are rising rapidly.
D. can be used by nonprofit organizations as well as for-profit ones.
E. All of these alternatives are correct.
Multiple-buying influence would be most likely for:
A. Repair items.
B. Accessories.
C. Professional services.
D. Installations.
E. It would be equally likely for all of these products.
If a producer agrees to enter into a management contracting arrangement with a zinc
mining operation in Chile,
A. the company should be prepared to invest large amounts in mining facilities.
B. the company should be prepared to send people to Chile.
C. success will depend on how well the Chilean managers know what needs to be done.
D. the company must assume no political problems will arise, otherwise the risk is very
high.
E. None of these alternatives is true.
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.
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!”
A competitor of SGCA has a magazine ad with a headline that claims “Our new sound
card makes SGCA’s SuperEnhancer old news.” The Federal Trade Commission
A. discourages ads such as thissince it is unfair to use another firm’s name in a way that
is not favorable to the firm.
B. might require the competitor to provide evidence to support this copy thrust.
C. might criticize this ad as wasteful because it is institutional advertising and not
product advertising.
D. would permit this ad in a trade magazine but not in a magazine read by final
consumers.
E. would view this as comparative advertising, which is illegal in the U.S.
Dow Chemical hires science and engineering graduates to explain the advantages of its
productsand how to dispose of them in an environmentally friendly mannerto
prospective customers. What type of salesperson is this?
A. Order getter
B. New-account salesperson
C. Order taker
D. Consultative salesperson
E. Technical specialist
Which of the following statements about trademarks is TRUE?
A. Trademarks must always be registered in their home country only.
B. In the U.S., common law does not protect the rights of owners of brand names and
trademarks.
C. The Lanham Act requires that all trademarks be registered.
D. Registering under the Lanham Act is often a first step to protecting a trademark to be
used in foreign markets.
E. None of these statements about trademarks is TRUE.
Consumers go through six steps when deciding to accept or reject a new idea. In this
adoption process:
A. the confirmation step follows the decision step.
B. the evaluation step follows the trial step.
C. the awareness step follows the interest step.
D. the trial step follows the awareness step.
E. None of these is correct for the steps in the adoption process.
Channels of distribution:
A. that include intermediaries result in higher distribution costs than channels without
intermediaries.
B. should be designed to increase discrepancies of quantity between producers and
consumers.
C. usually do not involve conflicts as long as each channel member has profit as a goal.
D. usually require longer-term planning than other market mix elements because
channel decisions are more difficult to change quickly.
E. are always characterized by conflict among channel members.
Marketing research:
A. should be planned by research specialists who understand research techniques better
than marketing managers.
B. is only needed by producers who use long channels of distribution.
C. is not needed by nonprofits because they determine success differently from
for-profits.
D. is not needed by business marketers because their needs are different from consumer
marketers.
E. can get changing information that is not available in the MIS.
Competitors that begin to see the success of a new product or product category
typically:
A. invest heavily in R&D to pioneer a new innovative product of their own.
B. quickly enter the market with a replica of the most successful good or service.
C. sue the firm for creating the product innovation.
D. invest in that company’s stock.
E. launch negative publicity campaigns to harm the innovation’s chances of success.
A decision-making approach that focuses on being objective and orderly in testing ideas
before accepting them is the:
A. MIS method.
B. scientific method.
C. statistical method.
D. DSS method.
E. marketing models method.
A customer service rep’s job could include:
A. understanding a customer’s complaints.
B. finding a remedy when something goes wrong with a firm’s marketing mix after a
purchase.
C. resolving a billing problem.
D. handling an exchange of a defective product.
E. All of these tasks could be included.
The need for reverse channels may arise in all of the following situations EXCEPT
A. a consumer buys something in error and wants to return it.
B. a firm makes an error in completing an order.
C. a product is recalled for safety reasons.
D. a consumer changes her mind after purchasing a product.
E. All of these create a need for reverse channels.
Regarding “marketing research” and “marketing information systems”:
A. marketing information systems gather, access, and analyze data from intracompany
sources, while marketing research handles all external sources.
B. both tend to focus on nonrecurring information needs.
C. marketing information systems tend to increase the quantity of information available
for decision making, but with some decrease in quality.
D. neither involves the use of big data.
E. None of these alternatives is true.
Industrial Plastics Corporation has decided to manufacture and sell electric motors for
fishing boats. The firm appears to be pursuing a ______________ opportunity.
A. combiner
B. product development
C. market development
D. market penetration
E. diversification
Which sales presentation would be “best” for convenience (food) store clerks?
A. Selling formula approach
B. Prepared sales presentation
C. Target market presentation
D. Consultative selling approach
E. None of these is a good 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.
Identify the characteristics of vending machines and door-to-door retailing.
A. Expanded assortment, reduced margins, and more information.
B. Added convenience and higher than conventional margins, usually reduced
assortment.
C. Expanded assortment and/or reduced margins and service.
D. Expanded assortment and service.
E. Expanded assortment and service, and more information.
Which method of quantitative research would probably produce the best results when
the questions are simple and require only quick “yes” or “no” answers?
A. Telephone interviews.
B. Focus group interviews.
C. Mail questionnaires.
D. Personal interviews.
E. Observation.
As a firm moves from the sales era to the marketing department era it is likely to:
A. have marketing people who develop long range planssometimes 5 or more years
ahead.
B. begin to integrate all the firm’s marketing activities.
C. place less emphasis on earning a profit and more emphasis on what customers will
buy.
D. adopt a more narrow view of marketing.
E. be more concerned with its ability to produce enough to meet demand.