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Fun-Spot Fun Park began as a small amusement park in 1985. With nothing more than a
merry-go-round, a slide, pony rides, and an ice cream stand, Fun-Spot grew into a
popular family attraction with 20 rides, a restaurant, and an outdoor performing arts
theater.
"My wife, Gail, and I didn't know what we were getting into," commented Ron Hart,
the owner. "We just knew that weekenders coming to the lakes in our rural area
represented an untapped market."
Today, thousands of visitors flock to Fun-Spot: families, children of all ages, and even
senior citizens who enjoy strolling through the gardens and the arbors.
"There's something here for everyone," Gail Hart said with a smile. "Dozens of
companies hold annual company picnics here. We have welcomed class field trips. And
we even had one wedding here at the park!"
"Here's the funny thing," Ron chimed in. "We really don't know why we've been so
successful. There is nothing else like Fun-Spot Fun Park in the area. We were just
lucky."
"I think it's the ambience of the park that has brought so many visitors," Gail added.
"We provide a 'total package' of entertainment. Plus, we try to change our rides and
various attractions from time to time for variety."
Ron and Gail Hart admitted that making every visitor happy is a priority. "That has
always been our philosophy," they said. "Like the park's motto at the entrance reads,
'We're here to make you happy!' And we've always been able to deliver on that because
we've never allowed ourselves to grow too big too quickly."
Which of the following would be classified as an opportunity in a SWOT analysis of
Fun-Spot?
A) A rival amusement park announces plans to open three new rides next season.
B) A new luxury hotel is being constructed in the area, with the aim of attracting more
high-spending families on vacation.
C) Ron and Gail have paid off the mortgage on Fun-Spot, significantly reducing their
monthly expenses.
D) Fun-Spot employees tend to be enthusiastic and young, projecting an image of fun
and vitality.
E) Fun-Spot plans to further diversify its offerings by beginning a two-week summer
camp for elementary school students.
Which of the following terms refers to a specific mix of human traits that may be
attributed to a particular brand?
A) brand perception
B) brand identity
C) brand personality
D) brand concept
E) brand equity
In the ________, separate sales forces are set up for different industries.
A) territorial sales force structure
B) digital marketing system
C) product sales force structure
D) geographical operations system
E) customer sales force structure
________ are the largest group of wholesalers. They include two broad types:
full-service wholesalers and limited-service wholesalers.
A) Brokers
B) Manufacturer sellers
C) Manufacturers' agents
D) Merchant wholesalers
E) Selling agents
One look at a PEDIGREE ad or a visit to the pedigree.com Web site confirms that the
people behind the PEDIGREE Brand really do believe the "We're for dogs" mission.
Associates are even encouraged to take their dogs to work. To further fulfill the "We're
for dogs" brand promise, the company created the PEDIGREE Foundation, which along
with the PEDIGREE Adoption Drive campaign, has raised millions of dollars for
helping 'shelter dogs" find good homes. This information indicates that PEDIGREE is
practicing ________.
A) consumerism
B) environmental sustainability
C) a sustainability vision
D) innovative marketing
E) sense-of-mission marketing
Which stage in the PLC normally lasts longest and poses strong challenges to marketing
managers?
A) growth
B) decline
C) maturity
D) introduction
E) adoption
Which of the following promotion categories is most likely to include the use of
displays, discounts, coupons, and demonstrations?
A) sales promotion
B) direct marketing
C) horizontal diversification
D) public relations
E) advertising
Richard, a saleperson, works for Wellington Steelworks. After researching a qualified
lead, Richard is preparing opening lines for meeting the customer for the first time.
Which step of the selling process is he about to enter?
A) follow-up
B) handling objections
C) approach
D) presentation
E) preapproach
Which of the following is true with regard to a SWOT analysis?
A) It classifies SBUs into four distinct categories.
B) It measures customer response to a new product.
C) It evaluates the company's overall strengths.
D) It evaluates the growth potential of a market segment.
E) It ignores the threats faced by a company while assessing its situation in the market.
According to the Boston Consulting Group approach, ________ provides a measure of
market attractiveness.
A) product attribute
B) product design
C) market penetration
D) market growth rate
E) market segmentation
In intermodal transportation, which of the following describes the use of both water and
trucks for transportation?
A) fishyback
B) drawbar
C) trainship
D) piggyback
E) airtruck
Which of the following sales management tools helps a salesperson know which
customers to visit and which activities to carry out during a week?
A) t-test
B) z-test
C) call plan
D) analysis of variance (ANOVA)
E) risk register
________ logistics starts with the marketplace and works backward to the factory or
even to sources of supply.
A) Outbound
B) Customer-centered
C) Upstream
D) Reverse
E) Inbound
