Unlock document.
This document is partially blurred.
Unlock all pages and 1 million more documents.
Get Access
Physical distribution decisions interact with which other marketing mix decisions?
A. Price decisions
B. Promotion decisions
C. Product decisions
D. All of these marketing mix decisions interact with physical distribution decisions
Answer:
Which of the following statements about advertising agencies is FALSE?
A. Advertising agencies are specialists in planning and handling mass selling details.
B. Most advertising agencies are small-with 10 or fewer employees.
C. The largest advertising agencies account for most of the billings.
D. Advertising agencies are independent of the advertiser and have an outside view.
E. None of these statements about advertising agencies is FALSE.
Answer:
Which of the following is NOT likely to be a part of the segmenting step in market
segmentation?
A. Looking for similarities rather than basic differences in needs.
B. Naming a broad product-market of interest to the firm.
C. Clustering people with similar needs into a "market segment."
D. Determining an appropriate number of segments.
E. Aggregating individual customers into market segments.
Answer:
3-D-T has developed a printer that will "print" t-shirts and other simple articles of
clothing on demand. In order to let customers know about this product, an advertising
campaign should emphasize:
A. pioneering advertising.
B. institutional advertising.
C. comparative advertising.
D. reminder advertising.
E. price-deal advertising.
Answer:
From a marketing perspective, a high quality copy machine is one that:
A. does a good job satisfying a customer's requirements or needs.
B. offers the most features.
C. is produced with the best materials.
D. has the longest warranty.
E. is designed and manufactured to last the longest.
Answer:
______________ are reductions from list price that are given by a seller to a buyer who
either gives up some marketing function or provides the function himself.
A. PMs
B. Phony prices
C. Spiffs
D. Markups
E. Discounts
Answer:
Roberto Vasquez has never owned a Samsung TV, but his parents owned one and were
not at all satisfied. As a result, Roberto won't even consider buying a Samsung. As far
as Roberto is concerned, Samsung has achieved brand ______________.
A. preference
B. recognition
C. nonrecognition
D. rejection
E. insistence
Answer:
The sequence of markups firms use at different levels in a channel is referred to as a
A. market sequence.
B. markup chain.
C. markup margin.
D. standard markup.
E. markup channel.
Answer:
Which is the first step in market segmentation?
A. Finding one or two demographic characteristics to divide up the whole mass market.
B. Clustering people with similar needs into a market segment.
C. Naming a broad product-market of interest to the firm.
D. Evaluating market segments to determine if they are large enough.
E. None of these alternatives is the first step in market segmentation.
Answer:
Michael Soles-owner of Soles Shoe Store-recently discovered that shoe stores in his
trading area have an average markup of 40 percent. Upon investigation, Michael found
that his average markup is $15 on shoes that he sells for $45. This suggests that:
A. Michael has higher-than-average costs.
B. Michael is pricing his products higher than his competitors.
C. Michael is taking a smaller average markup than his competitors.
D. Michael has a relatively high stockturn rate.
E. Michael's markups in dollar amounts are about the same as his competitors.
Answer:
The situation that provides the greatest opportunity for suppliers that don't currently
serve a customer to develop inroads with a customer is the:
A. straight rebuy.
B. modified rebuy.
C. new-task buying.
D. virtual trade show.
E. competitive bid process.
Answer:
Services
A. are intangible.
B. often have to be produced in the presence of the customer.
C. are not easy to store.
D. are perishable.
E. all of these choices are correct.
Answer:
The Bijou Classic Movie House changes ticket prices as demand for a movie increases
or decreases. Prices can change every hour as ticket sales go up or down for particular
shows. Bijou Classic Movie House appears to be using:
A. penetration pricing.
B. dynamic pricing.
C. cumulative discounting.
D. seasonal discounts.
E. status quo objectives.
Answer:
Regarding the adoption process:
A. "Interest" is the first stage in the process.
B. "Confirmation" is the last stage in the process.
C. "Trial" precedes "evaluation" in the process.
D. "Evaluation" precedes "interest" in the process.
E. None of these is correct.
Answer:
A trade discount is also called a _____.
A. cumulative quantity discount
B. noncumulative quantity discount
C. seasonal discount
D. stock discount
E. functional discount
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.
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!"
Given the advertising objective for the SuperDuperGamer, which of the following types
of advertising would be most appropriate?
A. informative "why" ads
B. point-of-purchase advertising
C. viral advertising
D. reminder ads
E. none of these would be appropriate
Answer:
Which of the following is the LEAST appropriate advertising objective?
A. To increase sales by 20 percent this year.
B. To improve consumer goodwill and help sell the product.
C. To increase target customers' brand awareness by 50 percent this year.
D. To increase a brand's market share by 10 percent.
E. To obtain 20 new accounts in the Oakland Bay area.
Answer:
In the idea generation stage of the new-product development process
A. many new ideas in business markets come from competitors.
B. customers are given new products to test.
C. a S.W.O.T. analysis helps evaluate new product ideas.
D. a firm decides which ideas to pursue based on return on investment screening.
E. final ROI estimates are done.
Answer:
In the U.S., which population groups will fuel new opportunities in tourism, healthcare
and financial services?
A. Baby boomers and seniors
B. Generation X and Generation Y
C. Singles and newly divorced
D. Generation Y and Generation Z
E. Baby boomers and baby busters
Answer:
Regarding the idea generation stage of the new-product development process, which of
the following is true?
A. Business firms often get new product ideas from competitors.
B. It is best to focus on only a few good ideas at this stage.
C. Studying customers' ideas is not very helpful, since they tend to focus on minor
technical changes in existing products.
D. Most companies don't need a special procedure for seeking new product ideas
because so many ideas are coming from so many different sources.
E. None of these alternatives is true.
Answer:
Marci Bello is status-oriented. When she buys clothing she only considers items with
well-known "labels" that her friends will notice. This behavior illustrates
A. satisfying a need.
B. satisfying a want.
C. satisfying a belief.
D. the "economic buyer" model of buyer behavior.
E. All of these are equally good answers.
Answer:
"Selective distribution" means selling through:
A. retailers but not wholesalers.
B. multichannel distribution.
C. all responsible and suitable wholesalers.
D. only those wholesalers and retailers who give the product special attention.
E. only one wholesaler or retailer in each geographic area.
Answer:
The _____ makes individual executives responsible for their company's financial
disclosures.
A. Sarbanes-Oxley Act
B. Walsh Healey Act
C. States Commemorative Coin Program Act
D. Bank Secrecy Act
E. National Capital Act
Answer:
___________ are basically manufacturers' agents who specialize in international trade.
A. Selling agents
B. Auction companies
C. Brokers
D. Export or import agents
E. Drop-shippers
Answer:
In which element of the S.W.O.T. analysis tool does the following fit? A firm is falling
behind in research and development.
A. Strengths
B. Weaknesses
C. Opportunities
D. Threats
Answer:
A firm's "marketing mix" decision areas would NOT include:
A. Promotion.
B. People.
C. Price.
D. Product.
E. Place.
Answer:
Vision Co. manufactures and sells tea, coffee, desserts, shoes, and sporting goods-all
under the Vision brand name. These products are
A. the firm's product line.
B. dealer brands.
C. sold with a family brand.
D. specialty products.
E. generic products.
Answer:
Regarding business supplies, which of the following is NOT true?
A. Maintenance items are to business buyers as convenience products are to final
consumers.
B. Supplies do not become part of a final product, but they are expense items.
C. Buyers of important operating supplies are likely to be particularly concerned about
dependability.
D. Operating supplies are frequently called "accessories."
E. A seller of repair supplies is likely to face fewer competitors than a seller of
operating supplies.
Answer:
Which of the following is least likely a result of shifts in the cultural and social
environment?
A. Domino's Pizza finds that demand for pizza delivered at home has expanded as more
consumers are willing to pay for more convenience.
B. A toy manufacturer recalls a playpen with a defective latch and Toys R' Us stores
remove them from the shelf.
C. Haagen-Dazs introduces a nonfat yogurt that is also "low cal."
D. Sony recruits more women graduates for sales management positions.
E. BMW builds its new plant in South Carolina because of the willingness of "Sun
Belt" workers to put in a "full day's work."
Answer:
Which of the following is not relevant for international marketers who seek to
understand consumer behavior?
A. The pitfalls of stereotyping
B. Culture
C. Ethnicity
D. Social classes
E. Domestic trends
Answer:
Cheese manufacturer, Ashe Mountain Corp., started a new chain of movie theaters
called Ashe Mountain's Movie World. The theaters have been a major success and
significantly increased the revenues of Ashe Mountain Corp. This is an example of:
A. Diversification
B. Market development
C. Product penetration
D. Differentiation
E. Market penetration
Answer:
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.
Answer:
Compared to installations, accessory equipment
A. is usually less standardized.
B. involves more multiple-buying influence.
C. is an expense item instead of a capital item.
D. is sold to more target markets.
E. becomes part of the buyer's final product.
Answer:
Wants
A. are an effort to satisfy a drive.
B. are more basic than needs.
C. are strong stimuli that encourage action to reduce a need.
D. are needs that are learned during a person's life.
E. remain the same during a person's life.
Answer:
