Question 1. John is a marketing manager of a medical supply company. He needs to obtain secondary information. Which of the following best describes a major source of secondary information on market segments?
Primary data
Behavioral data
Syndicated data
Focus group data
Question 2. Which is a correct statement about organizational marketing?
Industrial products are normally less complex than consumer products.
Industrial companies are more likely to be customer focused rather than product focused.
Organizational marketing is also known as B-to-B marketing.
Most of the industrial marketers advertise on television.
Question 3. Conni is a marketing manager for a paper manufacturer. Many customers are identified as a straight rebuy. Which of the following is an example of a straight rebuy?
Frequently purchased routine purchases such as printer toner
Upgrading the local intranet with new technologies
Purchasing the first local intranet for a small business
Routine purchases that have changed in some way such as air travel
Question 4. With reference to the chasm model, what does the term visionaries refer to?
Innovators
Early majority
Early adopters
Late majority
Question 5. What does the term "conservatives" refer to concerning the chasm model?
Innovators
Early majority
Late majority
Laggards
Question 6. Which of the following best describes upgrading the existing copier to take advantage of new technology?
Straight rebuy situation
Modified rebuy situation
New-task situation
Repetition purchase
Question 7. A company is not happy with the present document-copying capabilities so it decides to outsource its copying to a service firm. How would this action be referred to?
A straight rebuy
A modified rebuy
A repetition purchase
A new-task situation
Question 8. What orientation do most advertisements of industrial products in trade magazines have?
Feature
Status
Price
Service
Question 9. Which individual in an organization has the ultimate purchase decision authority?
The initiator
The influencer
The decider
The purchaser
Question 10. Cathy is a marketing manager for a computer organization. She is working on a new magazine ad and assessing the features of a new product. Which of the following best describes different specific combinations of features within each product type?
Channel types
Product variants and brands
Industry mix
Product categories
Question 11. Which of the following refers to one particular product segment of a particular industry?
A product brand
A product variant
A product type
A product class
Question 12. Which of the following types of competition is based on products that have similar features and provide the same basic function?
Product class competition
Product form competition
Generic classification
Budget competition
Question 13. Which of the following types of competition can be defined as products or services that the customer views as fulfilling the same need?
Product class competition
Product category competition
Generic competition
Budget competition
Question 14. What type of competition can destroy entire product categories when a major innovation occurs, so it requires attention, especially for long-run planning?
Product form
Product category
Generic
Budget
Question 15. What is the percentage change in one product's sales due to a percentage change in a marketing variable (such as price) for another product?
Reverse-elasticity
Demand-elasticity
Cross-elasticity
Supply-elasticity
Question 16. What is the bottom line of a competitor analysis?
Assessing current marketing strategies of the competitors
Identifying strengths and weaknesses of your own organization
Assessing strengths and weaknesses of the competitors
Forecasting likely future strategies of the competitors
Question 17. The value proposition offered by the competitors and the marketing mix used by them will most likely fall under which of the following parts of the competitor analysis?
Determination of the competitors' major objectives
Assessment of the competitors' current marketing strategies
Assessment of the competitors' strengths and weaknesses
Internal analysis of your firm's strengths and weaknesses relative to the competitors
Question 18. A SWOT analysis focuses on which of the following?
On your business only
On both your business and your competitors
On your competitors' businesses only
On the customers only
Question 19. What is a typical marketing planning horizon?
One month
Six months
One year
Five years
Question 20. In a SWOT analysis, what does the letter 'T' in the word SWOT stand for?
Time
Threats
Trends
Tactics
Question 21.21. Which of the following primary sources is excellent in determining competitor sales pitches, pricing, and other aspects of their activity?
Employees
Sales force and customers
Suppliers
Internet newsgroup
Question 22. Which of the following best describes a sophisticated, long-term version of the simulation process?
Conjoint analysis
Scenario planning
Multidimensional scaling
Regression analysis
Question 23. What does a market structure analysis help the marker understand? :
The competition
The customers
The employees
The social environment
Question 24. Market segmentation breaks mass markets into segments that have different buying habits?
True
False
Question 25. The concept of segmentation is important because it implies an understanding that customers are homogeneous?
True
False
Question 26. Organizational marketing normally targets an individual?
True
False
Question 27. When a firm markets a product or service to another organization, it is called organization marketing?
True
False
Question 28. Industrial products are normally less complex than consumer products.
True
False
Question 29. An analysis in which the marketing manager seeks to better understand strengths and weaknesses of his own organization is known as market structure analysis..
True
False
Question 30. An analysis in which the strengths and weaknesses of competitors and their current and likely future strategies are examined is known as competitor analysis.
True
False