1.
Compared with other approaches to business, the marketing concept is distinct
in that it:
- Produces
new products and services.
- Focuses
on satisfying customers' needs.
- Focuses
on sales.
- Creates
a broad assortment of products.
2.
The sales analysis of a product revealed that profits were highest when it was
initially introduced into the market with a high selling price. However, the
price was gradually reduced as it started facing competition as substitutes
entered the market. This is an example of a (n) _____.
- Skimming
price policy
- Introductory
price dealing
- Penetration
price policy
- Temporary
price cut policy
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3.
Behavioral targeting:
- Delivers
ads to consumers based on previous websites the customer has visited.
- Tries
to reach target customers who are actually interested in what the firm has
to communicate.
- Tries
to place ads on websites that are designed to appeal to the firm's target
market.
- Allows
advertisers to pay only when a customer clicks on the ad and links to the
advertiser's website.
4.
Which of the following is true of direct distribution?
- It
requires a significant investment in facilities.
- Direct
distribution always serves customer needs better and at a lower cost.
- Most
firms selling consumer products rely on direct distribution.
- It
reduces a producer's need for working capital.
5.
The three basic sales tasks are:
- Order-closing,
order-opening, and sales-promoting.
- Order-taking,
missionary selling, and order-getting.
- Order-taking,
supporting, and order-getting.
- Order-taking,
order-managing, and order-getting.
6.
A useful tool for organizing the competitor analysis is:
- The
oligopoly chart.
- The
competitive summary.
- A
competitor matrix.
- Rivals
chart.
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7.
Marketers cannot assume that a product that meets consumer needs in one country
will do so in another. This is because:
- The
purchase situations may be different.
- Family
life cycles may be different.
- Many
wants are culturally learned.
- Economic
wants do not influence purchases in many regions of the world.
8.
The main difference between the "marketing department era" and the
"marketing company era" is:
- More
emphasis on short-run planning in the marketing company era.
- More
emphasis on selling and advertising in the marketing department era.
- Whether
the president of the firm has a background in marketing.
- Whether
the whole company is customer-oriented.
9.
David Oreck advertises Oreck vacuum cleaners via commercials that run on
national radio programs. He encourages consumers to "…try my 8-pound Oreck
vacuum for free for 30 days," and to return it if they aren't satisfied.
He then provides an easy-to-remember toll-free telephone number that consumers
can use to place orders. Regarding the AIDA model, the free-trial period and
availability of a toll-free number are devices used mainly to:
- Obtain
action.
- Hold
interest.
- Arouse
desire.
- Get
attention.
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10.
More than 600,000 loyal customers signed up in advance to purchase the iPhone4
in an Apple store the first day it was available for sale in the U.S. What type
of response behavior were these Apple followers demonstrating?
- Routinized
response
- Low-involvement
buying
- Limited
problem solving
- Dissonance
response
11.
Because she frequently buys books at Amazon.com, Sophie Soleil set up an
account and password at the website. Now, when she logs on and searches for a
specific book, a note pops up at the center of her laptop screen saying:
"Hello, Sophie, we have recommendations for you," and proceeds to
list other titles that Sophie might enjoy based on her previous purchases.
Amazon can remember Sophie (and her previous purchases) because the online
retailer uses:
- Banners.
- Cookies.
- Encoding.
- Decoding.
12.
When an advertiser pays a fixed amount (e.g. 70 cents) each time a Web surfer
clicks on the advertiser's ad and links to the advertiser's website, this
process is called a(n):
- pay-per-click.
- copy
thrust.
- pay-per-view.
- pioneering
ad.
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13.
According to the concept of social responsibility, a firm has a duty to:
- Conduct
business in a way that is good for society as a whole, both now and for
the future.
- Communicate
regularly with the public.
- Place
profit above all other considerations.
- Place
customer satisfaction above all other considerations.
14.
Which of the following is a common cause of new product failures?
- The
company delays putting the product on the market until it develops a
complete marketing plan.
- The
company tries to follow an organized new-product development
process—rather than using a faster and more spontaneous,
"race-to-market" approach.
- The
product fails to offer the customer a unique benefit.
- The
managers worry too much about the competition.
15.
Tammi Soloft has itchy eyes and a stuffy nose, and suddenly becomes aware of
many TV ads for allergy products that she never noticed before. This
illustrates:
- reinforced
cognition.
- selective
perception.
- selective
exposure.
- selective
retention.
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16.
Genetech Corp. has invested heavily to develop a patented new product. Genetech
wants to achieve a rapid return on its investment. It probably should set a
______________ pricing objective.
- Profit
maximization
- Sales-oriented
- Status
quo
- Target
return
17.
When a company provides its advertising agency with a statement about a new
product to use in designing an advertising campaign, and this statement
includes a description of the target market, the product type, the primary
benefits of using the product, and how this product is different from, and
better than, competitive products, what type of statement is this?
- Qualifying
- Positioning
- Clustering
- Determining
18.
The advantages of working with an intermediary usually increase when there is:
- A
greater number of customers.
- Little
distance between customers.
- A
smaller number of competing products.
- Excellent
communication with customers.
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19.
When new product ideas are chosen based on ratings and comments from customers,
this process is called ______.
- Reaction
engineering
- Creative
resourcing
- Crowdsourcing
- Idea
engineering
20.
In the 1990s, DVDs replaced audiocassettes and floppy disks as the storage
media of choice for music and computers. At which stage of the product life
cycle is the DVD today?
- Sales
decline
- Market
introduction
- Market
extinction
- Market
immaturity
21.
The primary purpose of branding is:
- To
prevent competitors from stealing product ideas.
- To
identify a product.
- To
boost customer satisfaction.
- To
enhance package design.
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22.
Clearwater Office Supply sells frequently purchased office supplies to
businesses in a metropolitan area. It is a well-established company with a
large share of the market. Its promotion should probably focus on:
- Reminding.
- Informing.
- Stimulating
primary demand.
- Innovators.
23.
The main difference between a "marketing strategy" and a "marketing
plan" is that:
- A
marketing strategy provides more detail.
- Time-related
details are included in a marketing plan.
- A
marketing plan includes several marketing strategies.
- A
marketing strategy omits pricing plans.
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24.
From the perspective of macro-marketing, e-commerce specialists CarFax (which
provides vehicle history reports) and Cars.com (a website offering auto
comparison shopping) have emerged within the auto industry because:
- The
information they provide makes the exchange process between producers and
consumers more efficient and effective.
- The
role of the automotive sales person is becoming obsolete.
- Auto
manufacturers need to sell direct to consumers.
- The
market needs competitive rivals to auto dealerships.
25.
In the American Marketing Association's Statement of Ethics, which ethical
value stresses a firm's attempts to balance the needs of its buyers with the
interests of sellers?
- Citizenship
- Responsibility
- Honesty
- Fairness
26.
Most firms in the business world set their prices using:
- Demand-oriented
price setting.
- Federal
price guidelines.
- Supply
and demand analysis.
- Cost-oriented
price setting.
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27.
A producer might use a "pulling policy" rather than a "pushing
policy" if:
- Intermediaries
are reluctant to handle a new product.
- Its
sales force has been very successful getting wholesalers and retailers to
handle its product.
- It
is offering a very "high-tech" product to a small
product-market.
- It
has a very limited promotion budget.
28.
The phrase "big data" refers to:
- the
top five firms in the marketing research industry.
- the
use of marketing research in big marketing decisions.
- the
massive amount of data being collected and processed by today's organizations.
- marketing
research data taken from Internet sources.
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29.
In which quadrant of the SWOT analysis tool does the following fit? A firm is
in a fast-growing industry.
- Weaknesses
- Opportunities
- Strengths
- Threats
30.
Blending the firm's promotion efforts to convey a complete and consistent
message is the goal of:
- Sales
promotion communications.
- Integrated
marketing communications.
- Integrated
promotional marketing.
- Sales
management communications.
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