Choosing an indirect channel probably will be better than a direct channel if a producer
wants to:
A. provide special technical service.
B. make it easier to do marketing research.
C. be more sensitive to coming changes in customer needs and attitudes.
D. obtain a very aggressive selling effort.
E. adjust large discrepancies of quantity and assortment.
Logistics costs
A. are important to both firms and consumers.
B. don’t vary from firm to firm.
C. are very similar across different countries.
D. total less than 10 percent of the cost of groceries.
E. have little impact on a macro marketing system.
Chrysler manufactures cars in Detroit and loads them on truck trailers at the factory.
Burlington Northern Santa Fe (BNSF) picks up the truck trailers, loads them on
specially designed rail flatcars, and ships them to St. Louis. There they are delivered by
truck to local dealers. This transportation process is:
A. Containerization
B. Multilevel
C. Layered
D. Piggyback
E. Disjointed
Which of the following is a “product”?
A. a used car
B. a bus ride
C. a haircut
D. a dental exam
E. All of these choices are products.
Since marketers can’t collect information from everyone, they collect information from
a small number of people taken from the larger group they are analyzing-a sample. This
technique is effective when:
A. the sample group is representative of the larger population.
B. the sample group is different from the larger population.
C. the sample group provides identical responses.
D. the sample group is questioned using online surveys.
E. the sample group is questioned using personal interviews.
______ refers to processes that screen out or modify ideas, messages, and information
that conflict with previously learned attitudes and beliefs.
A. Selective exposure
B. Selective learning
C. Selective retention
D. Selective attention
E. Selective perception
A young working couple earned $35,000 last year, and paid $10,000 in taxes. They
spent $13,000 on rent, food, insurance, and other “necessities.” What is their
discretionary income?
A. $12,000
B. $35,000
C. $22,000
D. $25,000
A cleaning service that provides a description of its services via its website is most
likely accomplishing which of the following promotion objectives?
A. Persuading
B. Informing
C. Prioritizing
D. Strategizing
E. Reminding
A firm that is unable to obtain financing to manufacture new products is likely
encountering negative pressures from:
A. the competitive environment.
B. the technological environment.
C. the economic environment.
D. the political/legal environment.
E. the cultural/social environment.
In psychographics AIO analysis, all of the following are examples of “activities”
EXCEPT:
A. age.
B. entertainment.
C. club membership.
D. shopping.
E. hobbies.
A specialist within a company who is responsible for all of the company’s major
purchases is called all of the following EXCEPT:
A. supply manager.
B. procurement officer.
C. buyer.
D. salesperson.
E. purchasing agent.
A marketing researcher wants to get sensitive information about family spending
patterns as part of a survey. He is most likely to get the needed information
A. with a mail, e-mail, or online survey.
B. with a focus group.
C. with personal interviews.
D. with telephone interviews.
E. Any of these choices is about equally effective for getting sensitive information.
____ conflict occurs between firms at different levels in the channel of distribution.
A. Vertical
B. Diagonal
C. Horizontal
D. Parallel
E. Cyclical
Target market dimensions should influence all the following strategy decisions except:
A. what product features and assortments will be offered.
B. what prices should be set.
C. where products will be available for purchase.
D. which types of advertising and promotion to be utilized.
E. which industry a firm should choose.
Which of the following is one of the three basic ideas in the “marketing concept?”
A. Resource efficiency.
B. Total company effort.
C. Obtain economies of scale.
D. Maximize sales.
E. The president has a marketing background.
Of the following headlines from a business magazine, which is most likely to be about a
macro-marketing topic?
A. “Chinese Women Demand More Luxury Goods.”
B. “Girl Scouts Organize Nationwide Cookie Sale.”
C. “L’eggs Sells Direct in Brazil and Argentina.”
D. “Frito-Lay Offers New Low-Fat Products.”
E. “Coke Losing Beverage Sales in India to local brands.”
In nonprofit organizations, the marketing concept
A. is not relevant.
B. has different measures of success.
C. is usually easy to adopt because of how nonprofits organize for marketing.
D. can be implemented by ignoring customer needs.
Clustering techniques applied to segmenting markets
A. usually require computers to group people based on data from market research.
B. remove the need for managerial judgment.
C. eliminate the need for marketing managers to specify in advance what dimensions
might be relevant for grouping consumers.
D. All of these alternatives about clustering techniques are true.
Happy Feet shoe company’s strategic policy states “Carry as limited a line of colors,
styles, and sizes as will satisfy the target market.” This policy best relates to which
decision area of the marketing mix?
A. People
B. Place
C. Promotion
D. Price
E. Product
With focus group interviews,
A. consumers talk as a group for about 10 minutes, and then meet individually with an
interviewer.
B. it is typical for the researcher to develop quantitative summaries of the results.
C. marketing managers can estimate the size of the market for a new product.
D. the objective is to get the group to interact, so that many ideas are generated.
E. researchers try to select a large sample so they can extend the results to the whole
population.
According to the text,
A. price has only a single dimension.
B. managers rarely have a choice in pricing.
C. managers should administer their prices.
D. managers should simply mark up their costs to determine pricing.
E. managers should follow a price leader’s strategy.
Which of the following statements about the technological environment is NOT TRUE?
A. The Internet changes how firms communicate with customers.
B. The transfer of technology from one part of the world to another is automatic.
C. A focus on technology may cause firms to develop a production orientation.
D. New technologies create new product-markets.
E. Technology is the application of science to convert an economy’s resources to output.
Herbal Essences tries to sell its hair shampoos and conditioners to adult women, ages
18-24. These women represent Herbal Essences’ primary:
A. marketing strategy.
B. 4Ps.
C. target market.
D. marketing mix.
E. channel of distribution.
Which of the following is NOT a reason for you to study marketing?
A. Marketing affects almost every aspect of daily life.
B. Marketing will be important to your job.
C. Marketing involves actually making the goods that people need.
D. Marketing affects innovation and consumers’ standard of living.
E. Marketing plays a big part in economic growth and development.
Branding:
A. is especially helpful with a low quality product.
B. is handled by manufacturers, but not intermediaries.
C. helps consumers, but it is bad for the firm because it increases expenses.
D. is more likely to be successful if demand for the general product class is strong
enough to allow a profitable price.
E. None of these alternatives is correct.
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.
Which product class best describes how loyalists view SDF cereals?
A. Impulse product
B. Shopping product
C. Specialty product
D. Regularly unsought product
Intermediaries are needed MOST when the desired degree of market exposure is:
A. selective.
B. intensive.
C. exclusive.
D. administered.
E. None of these is a good answer.
A sales representative for Xerox always begins her sales presentation by conducting an
interview with the potential customer. She asks several multiple-choice questions that
are designed to pinpoint the needs of the customer for various features of a new copying
machine. At the end of the interview, the salesperson takes a moment to summarize the
results in a profile of the customer and his/her needs. She then matches the needs to a
specific model in the Xerox line of copiers, and shows how the Xerox model compares
to other competing models. This sales representative is engaged in:
A. A consultative selling approach.
B. A prepared sales presentation.
C. A selling formula approach.
D. A telemarketing approach.
E. A prospecting approach.
“Promotion” includes:
A. personal selling, mass selling, and sales promotion.
B. mass selling and sales promotion.
C. sales promotion and personal selling.
D. None of these choices is correct.
Regarding product life cycles, good marketing managers know that:
A. all new brands start off in the market introduction stage.
B. product life cycles can be extended through product modifications.
C. a product must pass through all the product life cycle stages.
D. no strategy planning is needed during the sales decline stage.
E. a firm should use penetration pricing during market introduction, especially if the
cycle is expected to move slowly.
When evaluating the effectiveness of the macro-marketing systems of different
countries:
A. the evaluation should be limited to basic economic objectives which are common
across countries.
B. the best approach is to see if firms are making a profit.
C. it doesn’t make sense to try to compare the effectiveness of systems for different
nations that have different objectives.
D. the evaluation should be based on how well each system satisfies consumers’ needs
as theythe consumerssee them.
E. None of these alternatives is correct.
Focusing a company’s advertising on its name and prestige is called ______________
advertising.
A. reminder
B. primary
C. institutional
D. competitive
E. pioneering
Products that are meant for use in producing other products are products.
A. convenience
B. shopping
C. specialty
D. unsought
E. business