Multiple choice questions
1.A company can take several steps to improve the quality of its marketing intelligence. If the company purchases competitive products for study, attends open houses and trade shows, and reads competitors' published reports and stockholder information, the company is using ________ to improve the quality of its marketing intelligence.
sales-force surrogates
intermediaries
external networks
advisory panels
customer feedback systems
2. When the marketers of a mobile phone manufacturing company want to determine the impact of individual media such as television and online display ads on sales as well as that of trade activities like every day low price, off-shelf display and so on, they usually use ________.
marketing metrics
market segmentation strategies
market capitalization techniques
market basket analysis
marketing-mix models
3. For each target market, the firm develops a ________. The offering is then positioned in the minds of the target buyers as delivering some central benefit(s).
value offering
niche offering
market offering
segment offering
social offering
4. A low market-penetration index indicates ________.
substantial growth potential for all firms
substantial growth opportunities for few firms
it will be very expensive to attract more prospects
price competition is increasing
profit margins are falling
5. Procurement, technology development, human resource management, and firm infrastructure are handled in certain specialized departments and are called ________.
materials handling
support activities
inventory activities
primary activities
benchmark activities
6. Consumer expenditures are affected by ________.
savings
debt
credit availability
all of the above
none of the above
7. When a business gets to know market segments intimately and pursues either cost leadership or differentiation within the target segment, it is employing a ________.
defined strategy
focused strategy
value-added strategy
competitive advantage strategy
customer-focused strategy
8. One traditional depiction of marketing activities is in terms of the marketing mix or four Ps. The four Ps are characterized as being ________.
product, positioning, place, and price
product, production, price, and place
promotion, place, positioning, and price
place, promotion, production, and positioning
product, price, promotion, and place
9. If a marketing researcher asks subjects what kind of person they think of when the brand is mentioned in order to understand how consumers feel about a particular brand, the marketing researcher is using the ________ approach.
word association
projective
visualization
brand personification
laddering
10. A company with a ________ may be held back by low brand awareness, low brand availability, benefit deficiencies, and high price.
high market-penetration index
high share-penetration index
low market-penetration index
low share-penetration index
none of the above
11. Marketing feedback and ________ processes are necessary to understand the efficiency and effectiveness of marketing activities and how both could be improved.
control
analysis
measurement
retrospective
consumer behavior
12. The ________ concept holds that consumers and businesses, if left alone, will ordinarily not buy enough of the organization's products.
production
selling
marketing
product
holistic marketing
13. The holistic marketing framework is designed to address three key management questions. Which of the following is one of those questions?
Value claims-how does the company deal with value erosion?
Value proposition-how can value propositions be made profitable?
Value chain-are there weak links in the company's value chain?
Value network-how can a company effectively network?
Value exploration-how can a company identify new value opportunities?
14. Which of the following types of marketing research firms would best be described as being one that gathers consumer and trade information which they sell for a fee (e.g., Nielsen Media Research)?
Custom marketing research firms
Syndicated-service research firms
Specialty-line marketing research firms
General-line marketing research firms
Nonprofit marketing research firms
15. More than any other group, the ________ cohort accepts cultural diversity and puts personal life ahead of work life.
World War II
postwar
leading-edge baby boomer
trailing-edge baby boomer
Generation X
16. All of the following are rules of thumb for questionnaire design EXCEPT ________.
making questions as simple as possible
making the questions specific
ensuring that fixed responses overlap
avoiding hypothetical questions
avoiding questions with a negative in them
17. Much of a brand's strength in consumer markets depends on ________.
developing a superior product
creating superior packaging
ensuring the product's availability
backing the product with engaging communications and reliable service
all of the above
18. Traditionally, most businesses focused on stockholders. Today, the focus is on what are called ________.
stakeholders
partners
regulators
consumer triads
supply chain relationships
19. Time-series analysis, exponential smoothing, and statistical demand analysis are all forms of ________.
expert opinion
market-test methods
buyer intention surveys
past-sales analysis
none of the above
20. Which of the following terms matches to the phrase "it is a single business or collection of related businesses that can be planned separately from the rest of the company?"
strategic business unit
diverse business unit
growth business unit
niche market unit
specialized business unit
21. Allstar currently offers three different brands on the market.
True
False
22. The volume discount for wholesalers must be the same as for 2500 units due to standard industry practices.
True
False
23. You may develop any product you want in PharmaSim at any time.
True
False
24. What is the maximum allowable analgesic in a four-hour dose of medication based on FDA regulations?
60 mg
30 mg
1000 mg
There are no restrictions on analgesics
25. Which statement below is true? Within PharmaSim, you can:
reformulate products.
create line extensions.
create new products.
discontinue a product.
All of the above are true.
26. Any team member can purchase research.
True
False
27. Manufacturer volume discounts to retailers are typically within what range?
5% to 30%
10% to 35%
15% to 40%
20% to 45%
30% to 55%
28. Which company has the highest sales level?
Allstar
B&B
Curall
Driscol
Ethik