Question 1. Which one of the following statements by a company president best reflects the marketing concepts?
a. We have organized our business to make certain that customers get what they want.
b. We believe that the marketing department must organize to sell what we produce
c. Our company has organized an aggressive sales force to promote our products
d. We try to produce only high-quality, technically efficient products.
Question 2. Alamo Rent-A-Car defines its as leisure travelers, whereas its major competitors focus on business travelers.
a. target market
b. marketing mix
c. market variable
d. marketing objective group
Question 3. Which one of the following employees is ultimately responsible for setting the ethical tone for the entire marketing organization?
a. Lower-level marketing managers
b. Lower-level marketing employees
c. The product manager
d. The chief executive officer
Question 4. Why would a company use an undifferentiated targeting strategy?
a. The needs of individual consumers are similar, and distinctive marketing mixes are required to satisfy them.
b. The undifferentiated strategy requires less time and fewer resources.
c. The needs of individual consumers in the target market for a specific product are similar, so the organization can satisfy most customers with a single marketing mix.
d. The undifferentiated strategy is expensive to implement but tends to produce the most sales.
Question 5. Gerber Singles were a gourmet food for adults packaged in baby food jars. The product failed mainly because:
a. of poor timing
b. of technical or design problems
c. of overestimation of market size
d. it did not convey the right message or image
Question 6. Kleenex boutique is a brand of tissues made by the Kimberly-Clark Corporation.
a. mark
b. identification
c. name
d. guarantee
Question 7. All members of the supply chain should determine their position in the chain, identify their partners and their roles, and establish partnerships that focus on:
a. maximizing costs
b. maximizing technology implementation
c. cooperation with competitors
d. customer relationships
Question 8. Morgan's decided to put a much larger share of its promotion budget into because of the heavy reliance it will be placing on coupons in the second quarter.
a. advertising
b. sales promotion
c. public relations
d. personal selling
Question 9. are offers of cash to customers who purchase a specific product, and are offers of cash to customers who purchase a specific quantity of a specific product.
a. Rebates; refunds
b. Cents-off; refunds
c. Rebates; premiums
d. Rebates; money refunds
Question 10. If a product has in inelastic demand, and the manufacturer raises its price:
a. total revenue will increase
b. quantity demanded will decrease
c. the demand will become more inelastic
d. total revenue will decrease