Archives: Quiz

Which of the following is most consistent with the marketing research process discussed in the text? A. “We know that time is always short, so as soon as we define the problem we get on with our data collection.” B. […]

When an online intermediary like Hulu scans thousands of hours of programming each week and groups these programs into categories of digital programs (e.g. sports, crime, etc.), this is an example of: A. Vertical integration. B. Sorting. C. Bulk-breaking. D. […]

GE’s planning grid approach A. doesn’t work because different managers usually come to different conclusions given the subjective evaluations involved. B. is really the same thing as the total profit approach. C. overemphasizes short term profitability. D. is superficial because […]

________ offer “hard goods” at substantial price cuts to customers. A. Supermarkets B. Discount houses C. Supercenters D. Mass-merchandisers E. Convenience stores When a supermarket manager decides to set up an end-of-aisle display for 12-pack containers of Coke Zero, this […]

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. Terry Harter is marketing manager for United Tools […]

Limited problem-solving probably would NOT be required in the purchase of: A. running shoes. B. an encyclopedia. C. new suit. D. coffee maker. E. fast-food restaurant meal. The primary purpose of branding is: A. to prevent competitors from stealing product […]

When consumers use a problem-solving process to make purchase decisions, what is the next step after they become aware of a problem? A. Evaluating alternative solutions. B. Gathering information about possible solutions. C. Deciding on the appropriate solution. D. Evaluating […]

Differentiation of a firm’s marketing mix: A. Means the firm’s marketing mix is hard to distinguish from a competitor. B. May provide the firm with a competitive advantage in the marketplace. C. Makes it harder for consumers to notice if […]

The research proposal may include information about all of the following except A. what the costs will be. B. who will analyze the data. C. what data will be collected. D. how long the process will take. E. what the […]

In __________, print ads must be identified so they are not confused with editorial matter. A. USA B. Canada C. New Zealand D. Japan E. Switzerland The appeal that has the most relevance to an economic buyer is: A. “I’m […]

Which of the following observations concerning the full-cost approach is NOT TRUE? A. All costs are not allocated in all situations. B. It requires that difficult-to-allocate costs be split on some basis. C. Fixed costs are also allocated in some […]

Which of the following objectives of a business is the most important? A. To engage in some specific business activity which will perform a socially and economically useful function. B. To develop an organization to carry on the business and […]

Target marketing, in contrast to mass marketing: A. Assumes all customers have the same needs. B. Assumes everyone is a potential customer. C. Focuses only on small market segments. D. Tailors a marketing mix to fit some specific group of […]

An economic system in which government officials determine production levels is known as: A. pure subsistence. B. macro-marketing. C. market-directed. D. production-oriented. E. command. Which of the following BEST describes what is necessary for a country’s MACRO-marketing system to be […]

A large producer who offers no discounts and the same prices to all customers in the U.S.: A. does not have pricing objectives. B. ignores the benefits of administered pricing. C. probably ignores nonprice competition too. D. may be “playing […]

Advertising A. always results in higher prices for products. B. is a waste of resources. C. costs so much that it reduces the chance to achieve economies of scale in production. D. guarantees a product’s success. E. None of these […]

At the Comfort Inn Web site, a customer can create an account with his preferences for a smoking or non-smoking room, the type of pillows he likes, early or late check-in and check-out, and his room location. The hotel keeps […]

The order of the steps in the learning process is: A. drive, cue, response, reinforcement. B. cue, response, drive, reinforcement. C. cue, response, reinforcement, drive. D. drive, response, reinforcement, cue. E. reinforcement, drive, cue, response. According to the text: A. […]

Another term for direct marketing is: A. integration. B. mass communication. C. publicity. D. direct-response promotion. E. sales promotion. Manufacturer brands are also called ___________. A. dealer brands B. global brands C. national brands D. private brands E. store brands […]

The Sherman Act sought to: A. prevent monopolies or conspiracies in restraint of trade. B. establish the Federal Consumer Protection Agency. C. eliminate price differences among different competing suppliers. D. prevent fraud on the Internet. E. restrict importing into the […]

The product line of a limited line retailer would best be described as: A. including a wide assortment. B. reflecting a narrow price range. C. carrying inventory that comes from European sources. D. popular products at low prices to get […]

A company with a large product assortment might A. have many product lines with little selection in each. B. have a single product line. C. have many individual products. D. All of these choices are correct. Planning marketing strategies for […]

As output increases, average cost decreases continually because A. average variable cost per unit is increasing. B. average fixed cost per unit is decreasing. C. total variable cost is increasing. D. total variable cost is decreasing. E. total fixed cost […]

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 […]

In the _____ step of the adoption process, a consumer begins to give the product a mental trial by applying it to his or her personal situation. A. interest B. confirmation C. trial D. decision E. evaluation A target marketer […]

“Discrepancies of quantity” occur because A. producers seek economies of scale. B. most intermediaries specialize in selected product lines and buy in large enough quantities to get a good price. C. adding intermediaries in a channel of distribution increases the […]

Ford Motor Co. asks members of its target market to rate its cars and those of General Motors and Chrysler on a 7-point scale in terms of two dimensions (comfortable seats and engine power) so that it can establish a […]

Data that has already been collected or published is: A. useful data. B. secondary data. C. primary data. D. free data. E. rarelyif everuseful for marketing decision making. Coca-Cola runs an advertising campaign on morning radio shows encouraging current customers […]

A producer is likely to focus its promotion effort on stimulating primary demand at what stage in the product life cycle? A. Market introduction B. Market growth C. Market maturity D. Sales decline E. When selective demand is over. Which […]

Which of the following does NOT contribute to total inventory cost? A. Costs of damage to products while in inventory. B. Costs of risks such as theft and fire. C. Costs of inventory becoming obsolete. D. Increase in the value […]

Which of the following is most consistent with the scientific method approach to marketing research discussed in the text? A. “We continually survey our customers because the results give us good ideas for hypotheses.” B. “Once we interpret the data, […]

A prepared sales presentation: A. is the best approach for most selling situationssince the company can control what the sales rep says. B. usually involves many questions, to be sure each customer’s needs are fully understood. C. is common with […]

The owner of the new Sharp Scissors hair salon gave coupons to potential customers walking by her store to stimulate interest and trial of her new hair salon. The coupons are an example of A. advertising. B. publicity. C. sales […]

Convenience (food) stores offer: A. wide assortments. B. low prices. C. more customer service than supermarkets. D. a limited assortment of “fill-in” items. E. None of these are offered by convenience (food) stores. Transporting by air: A. Works well for […]

If a firm has excess production capacity, it A. can serve as a safety net if demand suddenly picks up. B. may be a sign that there’s too much competition. C. may make sense for the marketing manager to try […]

Worldwide Applicance Co. put together data to measure sales performance by region of the United States. The Western region included 30% of the U.S. population and was expected to deliver a similar share of Worldwide’s sales. This region ended up […]

What is the objective of a target return strategy? A. A specific share of the market. B. A specific level of profit. C. A specific sales volume. D. A specific share of competitors’ sales. E. A specific mindshare of consumers. […]

Rob Rose sat back to review the portfolio of products his company, Wire Products Inc. (WPI), has in its product line. The company specializes in making various products for consumer and industrial uses from hard laminated wirecoated with special paints. […]

In general, marketers that seek greater control over their marketing mixes in the international environment will: A. hire more marketing managers. B. invest more financial resources and take greater risks. C. use intensive distribution. D. choose to export or license. […]

Which of the following statements about customer value is True? A. Building relationships with customers means providing customer value before, but not after the purchase of a product or service. B. Retaining current customers is usually less costly than taking […]

Operational linkages are A. direct ties between the internal operations of buyer and seller firms. B. changes in a firm’s product or procedures that are unique to its relationship partner. C. connections that outline contractual obligations. D. services that link […]

All of the following should be determined by the marketing department of a firm EXCEPT: A. storing the product. B. actually making the product. C. advertising the product. D. designing the packaging for the product. E. setting the price of […]

Retailers selling a new product that is in hot demandlike the latest DVD release or a best selling bookwould be unlikely to incur higher costs for faster delivery. Organizational buyers are also referred to as industrial or intermediate buyers. Answer: […]

Trying to maximize short-run return on investment may not be compatible with a company’s other objectives. The marketing strategies for the two shoe retailers Payless and Zappos are very different, and Zappos’ strategy is successful while Payless’ strategy is not. […]

As marketing managers do more promotion and selling over the Internet, it is critical that information technology systems be robust from a security standpoint. “Mass marketers” like Target usually try to aim at clearly defined target markets. Answer: TRUE Unlike […]

By differentiating the marketing mix to do a better job meeting customers’ needs, the firm builds a competitive advantage. A consumer’s total cost of shopping on the Internet includes delivery costs in addition to purchase price. Answer: TRUE Many online […]

A patent owner has a 20-year monopoly to develop and use its new product, process, or material. If an individual is injured by a defective or unsafely designed product, the seller’s legal obligation to pay damages is called product liability. […]

Raw materials are unprocessed expense items such as farm products and natural products. The American economy and most other Western economies are completely market-directed. Answer: FALSE The American economy and most other Western economies are mainly market-directed, but not completely. […]

In a recent Nielsen online survey of over 25,000 Internet consumers from 50 countries, only 25 percent of respondents said they trusted online consumer opinions as an information source. Procurement sites operate for the benefit of buyers by directing suppliers […]

More money (in the U.S.) is spent on advertising than on sales promotion. Fad products are characterized by popular styles and they appeal to the mass market. Answer: FALSE A fad is an idea that is fashionable only to certain […]