Multiple choice questions:
Part-1
1) Which of the following is an example of primary data that would be used by Topps card company to determine popularity of its new hologram baseball card series?
A. Data from sales records kept by exclusive dealers of Topp's hologram series
B. Sales records for baseball cards gathered by the industry's trade council.
C. Input from focus groups that was put together specifically to discuss their perception of popularity of the hologram card series.
D. An article about the hologram cards in a recent issue of Sports Illustrated
2) The systematic design, collection, analysis, and reporting of data and findings relevant to a specific marketing situation facing the company is termed _______________.
A. Marketing research
B. Top management
C. Marketing intelligence
D. The sales reporting system
3) Small companies can engage is marketing research in a number of creative and inexpensive ways, including _______________.
A. Buying information from database companies like A.C. Nielsen
B. Using an online information service such as the internet
C. Using its own internal marketing research department
D. Setting up their own web site
4) The step in the marketing research process that includes determining who will be sampled is to _______________.
A. Develop the research plan
B. Make the decision based on the project outcomes
C. Collect the information
D. Define the problem and research objectives
5) Rita Jenkins, president of the local Chamber of Commerce, had difficulty getting members to assist in running the organization. She felt it was because of lack of commitment to the Chamber. Her vice-president felt it was due to having too many meetings. The organization's secretary felt it was because there were several other professional organizations to which the members also belonged. If Rita wants to do research to determine the real reason why members do not want to run for office, she should begin by ________________.
A. Defining the problem
B. Holding focus groups of members of other similar organizations to determine whether the problems the Chamber is facing are universal or local.
C. Developing the marketing research plan that she would employ
D. Evaluating the advantages the Chamber officers over other similar organization.
6) The second step in the marketing research process is ______________.
A. Define the problem and research objectives
B. Collection of the available sources for information needed
C. Decision regarding the research tools and target group
D. Development of the research plan
7) Marketing information systems are developed from internal company records, marketing intelligence, and marketing research.
A. True
B. False
8) Data published by the government and data purchased from outside suppliers can improve the quality of a company's marketing intelligence efforts.
A. True
B. False
9) The last step in marketing research is developing the research plan.
A. True
B. False
10) Lowe's home improvement stores strive to have nicer, more knowledgeable salespeople, a better product selection, and to maintain an impeccable image. These are all part of improving the offer via _____________.
A. Increasing total customer value
B. Increasing the service value
C. Reducing the product's monetary costs to the buyers.
D. Reducing the buyer's nonmonetary costs
11) Which of the following is NOT a component part of total customer value?
A. Image value
B. Psychic value
C. Services value
D. Product value
12) ______________ is the difference between a prospective customer's evaluation of all the benefits and costs of an offering and the perceived alternatives.
A. Customer relationship management
B. Customer delivered value
C. Customer perceived value
D. Total customer cost
13) _____________ are relatively homogeneous and enduring divisions in society, and may exhibit distinct product, brand, and media preferences.
A. Cultures
B. Demographic groups
C. Social classes
D. Subcultures
14) Each of the following is considered consumer behavior EXCEPT:
A. Acceptance of a political idea
B. Use of public transit
C. Production of a concert
D. Selection of a product
15) Which factors have the broadest and deepest influence on consumer behavior?
A. Psychological
B. Cultural
C. Social
D. Personal
16) The business market differs from the consumer market in that _____________.
A. It is a much smaller market in dollar volume than the consumer market
B. It is a much larger market with many more buyers than the consumer market
C. More product customization takes place in the consumer market
D. It acquires goods and services in order to use them for another purpose as opposed to acquiring goods or services for personal consumption
17) Organizational buying is ______________.
A. A way a company can produce a greater variety of high-quality products at lower cost, in less time, with less labor.
B. A process by which organizations recognize their needs for goods and services
C. The decision-making process by which organizations establish and satisfy their needs for goods and services.
D. The practice of establishing strategic partnerships between manufacturers and their suppliers.
18) The ____________ consists of all the organizations that acquire goods and services used in the production of other products or services that are sold, rented, or supplied to other customers.
A. Institutional market
B. Business market
C. Consumer market
D. Government market
19) Toyota, the maker of the Scion brand, using what kind of brand strategy with Scion products?
A. Blanket family names
B. Separate family names
C. Individual names
D. Corporate names
20) Brands can play a number of specific roles within a company's brand portfolio. For example, a __________ is positioned with respect to competitors' brands so that more important and profitable brands retain their desired positioning.
A. Low-end, entry level brand
B. Cash cow
C. High-end, prestige brand
D. Flanker
21) Which of the following is NOT an advantage of co-branding?
A. Helps position new products
B. Might contribute to overexposure of the brand
C. Generates additional sales from the existing target market
D. Provides more opportunities with new customers
22) In 2003, Toyota introduced its Scion brand with the aim of bringing younger buyers into the "family." This was a classic example of _________________.
A. Line cannibalization
B. Line featuring
C. Line padding
D. Line stretching
23) ___________ are formal statements of expected product performance by the manufacturer.
A. General guarantees
B. Open pricing statements
C. Warranties
D. Promotional statements
24) Mazda's Miata convertible originally drew the most interest from women between the ages of 35-55. In order to interest more potential customers in the roadster, Mazda beefed up the model with heavier shocks and a faster engine, and then emphasized performance in its advertising. This is an example of creating a new product by ____________.
A. Product development strategy
B. Repositioning
C. Market diversification strategy
D. The development of a new product line
25) For $15 a day, Chlena will go to your home and feed, water, and play with your pet while you are on vacation. The service Chlena provides is an example of a _____________.
A. Major service with accompanying minor goods and services
B. Tangible good with accompanying service
C. Pure service
D. Hybrid
26) Which of the following best describes the category in which the offering's service mix is distinguished? "People patronize restaurants for both food and service."
A. Pure service
B. Pure tangible good
C. Hybrid
D. Tangible good with accompanying services
27) Best Buy will often try to sell the buyer of a high end television monitor an extended warranty. This is an example of _______________.
A. Pure tangible good
B. Tangible good with accompanying services
C. Hybrid
D. Pure service
28) When customers buy on the basis of a reference price or because the price conveys a particular quality image to them, they are being influenced by ____________.
A. Value augmented by perception
B. Value pricing
C. The going rates of competitors
D. The psychology of pricing
29) A common mistake in pricing is ____________________.
A. Setting prices independently of the rest of the market mix
B. Revising prices too often
C. Ignoring costs when setting prices
D. Considering price and price competition as a key problem in marketing
30) Scotty is in the process of opening Suburban Legends SK8S to sell boards, wheels, trucks, clothing, videos, and skateboarding related collectibles. The first thing Scotty should do when setting the store's prices is to ____________.
A. Determine her target market
B. Estimate costs
C. Select a pricing method
D. Select a pricing objective
31) When Cyler goes to do his grocery shopping for the week he also likes to drop off his finished rolls of film and visit the bank at the same time. He would also like the idea of having a package mailing service to use while he is shopping. Cyler would enjoy doing his grocery shopping at a _______________.
A. Category killer
B. Combination store
C. Superstore
D. Hypermarket
32) Which of the following is NOT one of the four levels of retail services mentioned in the text?
A. Self-service
B. Staffed service
C. Self-selection
D. Limited service
33) Belk is a chain of stores found primarily in southern United States. Each store carries several product lines and each line is managed separately by a specialist buyer or merchandiser. McRae's offers many types of customer service and its prices reflect that fact. Belk's is an example of a ____________.
A. Superstore
B. Factory outlet
C. Combination store
D. Department store
34) Which is the last major decision in international marketing?
A. Deciding on the marketing organization
B. Deciding how to enter the market
C. Deciding on the marketing program
D. Deciding which markets to enter
35) Because of Coca-Cola's size and power in the marketplace, they tend to dominate some members in the channel. This allows them to require strong cooperation from resellers who carry Coke products. This is an example of a(n) _____________.
A. Horizontal marketing system
B. Administered vertical marketing system
C. Corporate vertical marketing system
D. Contractual vertical marketing system
36) McDonald's franchisees get a small discount when they pay their bills for supplies within the first seven days (when the due date is 30 days after delivery). This is an example of ___________ within channel relations.
A. Territorial rights
B. Price policies
C. Sharing the risks
D. Conditions of sale
37) Advertising for Advil pain reliever shows Advil is superior to Tylenol. This is an example of _________advertising.
A. Informative
B. Descriptive
C. Reminder
D. Persuasive
38) Assume you are advertising very expensive authentic Turkish carpets to upscale investors in Germany. Credibility and prestige are important. The best medium for your advertising message is _____________.
A. Direct mail
B. Television
C. Magazine
D. Newspapers
39) Abercrombie & Fitch could use __________ advertising to reduce the cognitive dissonance experienced by someone who recently purchased its brand of high-fashion, high-priced clothing and wonders if they got the value for their money.
A. Informative
B. Persuasive
C. Reinforcement
D. Comparative
40) Which of the following is NOT a major mode of communications in the marketing communications mix?
A. Events and experiences
B. Advertising
C. Sales promotion
D. Satellite radio
41) Which is correct about "noise" in the communication process?
A. It has only one source
B. It is controllable
C. It mostly happens during the decoding stage
D. It interferes with intended communication
42) Bradford Soap, the second largest soap maker in the world, occasionally arranges tours of their plant in Warwick, Rhode Island. This is part of what kind of communications platform?
A. Experiences
B. Public Relations
C. Personal selling
D. Sales promotion
43) The computer _______________ consists of the manufacturers of computer memory chips, monitors, keyboards, coaxial cables, modems, software, storage systems (disks, hard drives, portable USB media), and those who install, repair, and maintain systems and software.
A. Metamarket
B. Marketplace
C. Macromarket
D. Marketspace
44) __________ marketing aims to build long-term, mutually satisfying relationships with key parties-customers, suppliers, distributors-in order to earn and retain their long-term preference and business.
A. Transaction-oriented
B. Business-to-business
C. Behavioral response
D. Relationship
45) Intel, one of the largest producers of integrated circuit chips, puts a great deal of effort into expanding production of chips to drive down cost and thus expand the market. This is most indicative of the __________ concept.
A. Product
B. Production
C. Customer
D. Marketing
46) Marketing __________ is the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value.
A. integration
B. internally
C. management
D. segmentation
47) Which of the following is an example of a transfer?
A. Anne donates money to the American Cancer Society.
B. Ms. Kelly gives Bonnie a dozen cookies for walking her dog.
C. Ofeera buys a sweater at a flea market
D. Andi places the winning bid on a vase at an auction.
48) Communication of customer satisfaction results should be done internally (inside the company or organization) for which of the following reasons?
A. To satisfy upper management that all is going well.
B. Communicating satisfaction findings externally would have little marketing value.
C. You should not communicate satisfaction results internally for ethical reasons.
D. To highlight good news and act on bad news.
49) _____________ is the key ingredient in many marketing campaigns and consists of a diverse collection of incentive tools, mostly short term, designed to stimulate trial, or quicker or greater purchase, or particular products or services by consumers or trade.
A. Personal selling
B. Advertising
C. Public relations
D. Sales promotion
50) Within the last couple years several cosmetics manufacturers have introduced non-clumping mascara. Revlon was one of these manufacturers. Revlon should use ________ advertising to increase selective demand for its non-clumping mascara.
A. Persuasive
B. Descriptive
C. Informative
D. Reminder
51) Public policy makers have developed a substantial body of laws and regulations to govern advertising. For these reasons, an important step in developing an advertising campaign is _____________.
A. The creative development of the message
B. Asking network censors what to cut out of the communication
C. Preparing a copy strategy statement
D. The social responsibility review
Part-2
1) Which of the following is NOT a step that might be used to improve the quality of a firm's marketing intelligence?
A. Watching how the stock market reacts to interest rate changes
B. Motivating distributors to pass along important intelligence from the marketplace.
C. Setting up a consumer panel
D. Collecting competitive intelligence by buying a competitor's products
2) Small companies can engage is marketing research in a number of creative and inexpensive ways, including _______________.
A. Using its own internal marketing research department
B. Using an online information service such as the internet
C. Setting up their own web site
D. Buying information from database companies like A.C. Nielsen
3) Which of the following is an example of primary data that would be used by Topps card company to determine popularity of its new hologram baseball card series?
A. Sales records for baseball cards gathered by the industry's trade council.
B. Data from sales records kept by exclusive dealers of Topp's hologram series
C. Input from focus groups that was put together specifically to discuss their perception of popularity of the hologram card series.
D. An article about the hologram cards in a recent issue of Sports Illustrated
4) All of the following are steps in the marketing research process EXCEPT:
A. Compare data to government sources
B. Present the findings
C. Define the problem and research objectives
D. Collect the information
5) The step in the marketing research process that includes determining who will be sampled is to _______________.
A. Collect the information
B. Make the decision based on the project outcomes
C. Define the problem and research objectives
D. Develop the research plan
6) Rita Jenkins, president of the local Chamber of Commerce, had difficulty getting members to assist in running the organization. She felt it was because of lack of commitment to the Chamber. Her vice-president felt it was due to having too many meetings. The organization's secretary felt it was because there were several other professional organizations to which the members also belonged. If Rita wants to do research to determine the real reason why members do not want to run for office, she should begin by ________________.
A. Evaluating the advantages the Chamber officers over other similar organization.
B. Developing the marketing research plan that she would employ
C. Defining the problem
D. Holding focus groups of members of other similar organizations to determine whether the problems the Chamber is facing are universal or local.
7) Small companies can engage in marketing research in a number of creative and affordable ways, including using the Internet or taking advantage of local university students who need business projects.
A. True
B. False
8) Data published by the government and data purchased from outside suppliers can improve the quality of a company's marketing intelligence efforts.
A. True
B. False
9) Typically, companies budget about 11-12 percent of company sales for marketing research.
A. True
B. False
10) ______________ is the difference between a prospective customer's evaluation of all the benefits and costs of an offering and the perceived alternatives.
A. Total customer cost
B. Customer delivered value
C. Customer perceived value
D. Customer relationship management
11) Lowe's home improvement stores strive to have nicer, more knowledgeable salespeople, a better product selection, and to maintain an impeccable image. These are all part of improving the offer via _____________.
A. Reducing the buyer's nonmonetary costs
B. Increasing the service value
C. Reducing the product's monetary costs to the buyers.
D. Increasing total customer value
12) Which of the following is NOT a component part of total customer value?
A. Product value
B. Psychic value
C. Services value
D. Image value
13) _____________ are relatively homogeneous and enduring divisions in society, and may exhibit distinct product, brand, and media preferences.
A. Subcultures
B. Demographic groups
C. Social classes
D. Cultures
14) Within the United States, Southerners, Mormons, and Native Americans are examples of:
A. Social classes
B. Psychologically defined groups
C. Subcultures
D. Cultures
15) A(n) ________________ is likely to offer informal advice and information about a product or product category.
A. Primary reference group
B. Opinion leader
C. Aspirational reference group
D. Diversity marketing program
16) Organizational buying is ______________.
A. The decision-making process by which organizations establish and satisfy their needs for goods and services.
B. The practice of establishing strategic partnerships between manufacturers and their suppliers.
C. A way a company can produce a greater variety of high-quality products at lower cost, in less time, with less labor.
D. A process by which organizations recognize their needs for goods and services
17) The institutional market is best described as having _____________.
A. Contract negotiations and fluctuating demand
B. Derived demand, geographically concentrated suppliers, and budgetary constraints.
C. Demand elasticity and geographically concentrated suppliers
D. Low budgets and a captive clientele
18) Business buyers ______________.
A. Are largely concentrated in the southwestern United States
B. Use geographical dispersion to keep shipping costs low
C. Tend to be geographically concentrated with over half of them in seven states
D. Are geographically as diverse as consumers
19) Brands can play a number of specific roles within a company's brand portfolio. For example, a __________ is positioned with respect to competitors' brands so that more important and profitable brands retain their desired positioning.
A. High-end, prestige brand
B. Flanker
C. Low-end, entry level brand
D. Cash cow
20) When Apple introduced its popular iPod Nano model, it dropped its Mini iPod at the same time. The Mini was, at the time, the most popular mp3 player in the marketplace. This is an example of __________.
A. A brand shake-out
B. Product maturity
C. Preemptive cannibalization
D. CEO Steve Job's large ego
21) BMW, the maker of the Mini Cooper brand, is using what kind of brand strategy with its Mini products?
A. Separate family names
B. Corporate names
C. Blanket family names
D. Individual names
22) When SAP software added a Windows-style "back" button to its industrial invoice management software, the new product ___________.
A. Improved upon an existing product
B. Used a marketing diversification strategy
C. Added to an existing product line
D. Used a new product line
23) ___________ are formal statements of expected product performance by the manufacturer.
A. Warranties
B. General guarantees
C. Promotional statements
D. Open pricing statements
24) Marketers plan their market offerings at five levels. What is the correct order of the levels, going from most fundamental to the level with the most benefits?
A. Basic-expected-augmented-core-potential
B. Core-basic-expected-augmented-potential
C. Potential-augmented-expected-core-basic
D. Expected-potential-basic-augmented-core
25) Characteristics a buyer can evaluate before purchase are called _______________.
A. Search qualities
B. Credence qualities
C. Differentiation qualities
D. Experience qualities
26) Mr. Tse and his family took a vacation to Washington, D.C. While there, they bought souvenirs; t-shirts and hats to take home to family and friends who didn't have the opportunity to go. The experience of the Tse's is an example of which offering?
A. A tangible good with accompanying services
B. A pure service
C. A major service with accompanying minor goods and services
D. A hybrid
27) Which of the following best describes the category in which the offering's service mix is distinguished? "People patronize restaurants for both food and service."
A. Pure tangible good
B. Hybrid
C. Pure service
D. Tangible good with accompanying services
28) When customers buy on the basis of a reference price or because the price conveys a particular quality image to them, they are being influenced by ____________.
A. Value pricing
B. The going rates of competitors
C. Value augmented by perception
D. The psychology of pricing
29) When introduced in the late 1970s, personal computers had large initial demand. People were interested in buying them to make writing and editing easier. The earliest simple PCs were initially priced around $2,500. The manufacturers of the first PCs were probably using a _________ pricing strategy.
A. Cost-oriented
B. Value-oriented
C. Market-penetration
D. Market-skimming
30) The introduction of a new product to the market using market-penetration pricing is most likely to be successful when _____________.
A. The unit costs of producing a small volume of the product are high
B. The market is highly price sensitive
C. The high price communicates nothing to potential buyers
D. There must be no existing demand for the product
31) Belk is a chain of stores found primarily in southern United States. Each store carries several product lines and each line is managed separately by a specialist buyer or merchandiser. McRae's offers many types of customer service and its prices reflect that fact. Belk's is an example of a ____________.
A. Factory outlet
B. Combination store
C. Department store
D. Superstore
32) A concept in retailing that helps explain the emergence of new retailers is called the ___________ hypothesis.
A. Service-assortment
B. Product life-cycle
C. Wheel-of-retailing
D. Retail life cycle
33) Which of the following is NOT one of the four levels of retail services mentioned in the text?
A. Self-selection
B. Limited service
C. Self-service
D. Staffed service
34) Ayal and Zif argue that going into fewer countries is advisable when ___________.
A. Population is low, and income size and growth are high in the initial countries chosen.
B. Population and income size are high, and population growth is low in the initial countries chosen.
C. Population, income size and growth are low in the initial countries chosen.
D. Population, income size, and growth are high in the initial countries chosen.
35) Which is the last major decision in international marketing?
A. Deciding on the marketing program
B. Deciding which markets to enter
C. Deciding on the marketing organization
D. Deciding how to enter the market
36) McDonald's franchisees get a small discount when they pay their bills for supplies within the first seven days (when the due date is 30 days after delivery). This is an example of ___________ within channel relations.
A. Sharing the risks
B. Territorial rights
C. Conditions of sale
D. Price policies
37) Zhao is advertising her import-export business and wants to find the most cost-effective way of delivering the desired number and types of message exposures to her target audience. Zhao is considering her ________________.
A. Plan of attack
B. Media selection
C. Creative development and execution
D. Marketing plan
38) Abercrombie & Fitch could use __________ advertising to reduce the cognitive dissonance experienced by someone who recently purchased its brand of high-fashion, high-priced clothing and wonders if they got the value for their money.
A. Reinforcement
B. Informative
C. Comparative
D. Persuasive
39) Advertising for Advil pain reliever shows Advil is superior to Tylenol. This is an example of _________advertising.
A. Persuasive
B. Reminder
C. Informative
D. Descriptive
40) __________________ are the means by which firms attempt to inform, persuade, and remind customers about the products and brands they sell.
A. Marketing communications
B. Sales promotions
C. Mass communications
D. Brand images
41) Which of the following is NOT a major mode of communications in the marketing communications mix?
A. Satellite radio
B. Sales promotion
C. Events and experiences
D. Advertising
42) Which of the following would NOT be considered part of a marketing communications program?
A. A sales promotion
B. An event sponsorship
C. Personal selling
D. Brand contact
43) Which of the following is correct?
A. A metamarket is a huge store
B. A marketspace is a digital shopping "area."
C. A megamarket includes only suppliers
D. A metamediary is a physical marketplace.
44) The computer _______________ consists of the manufacturers of computer memory chips, monitors, keyboards, coaxial cables, modems, software, storage systems (disks, hard drives, portable USB media), and those who install, repair, and maintain systems and software.
A. Metamarket
B. Macromarket
C. Marketspace
D. Marketplace
45) Intel, one of the largest producers of integrated circuit chips, puts a great deal of effort into expanding production of chips to drive down cost and thus expand the market. This is most indicative of the __________ concept.
A. Product
B. Customer
C. Marketing
D. Production
46) Marketing __________ is the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value.
A. management
B. segmentation
C. integration
D. internally
47) Communication of customer satisfaction results should be done internally (inside the company or organization) for which of the following reasons?
A. You should not communicate satisfaction results internally for ethical reasons.
B. To highlight good news and act on bad news.
C. To satisfy upper management that all is going well.
D. Communicating satisfaction findings externally would have little marketing value.
48) Which of the following is an example of a transfer?
A. Anne donates money to the American Cancer Society.
B. Ms. Kelly gives Bonnie a dozen cookies for walking her dog.
C. Andi places the winning bid on a vase at an auction.
D. Ofeera buys a sweater at a flea market
49) Within the last couple years several cosmetics manufacturers have introduced non-clumping mascara. Revlon was one of these manufacturers. Revlon should use ________ advertising to increase selective demand for its non-clumping mascara.
A. Informative
B. Descriptive
C. Reminder
D. Persuasive
50) Hospitals are engaged in intense competition to fill maternity beds. What type of advertising would hospitals most likely use to advertise their new amenities like Jacuzzis in every room, filet mignon or lobster on the menu, and afternoon teas for the new mothers and their families?
A. Informative
B. Descriptive
C. Reminder
D. Persuasive
51) _____________ is the key ingredient in many marketing campaigns and consists of a diverse collection of incentive tools, mostly short term, designed to stimulate trial, or quicker or greater purchase, or particular products or services by consumers or trade.
A. Personal selling
B. Advertising
?. Sales promotion
D. Public relations
Part-3
1) Small companies can engage is marketing research in a number of creative and inexpensive ways, including _______________.
A.
Using its own internal marketing research department
B.
Buying information from database companies like A.C. Nielsen
C.
Setting up their own web site
D.
Using an online information service such as the internet
2) A marketing information system (MIS) consists of ___________.
A.
An organized collection of comprehensive data about individual customers, prospects, or suspects that is currently accessible for marketing purposes.
B.
The systematic design, collection, analysis, and reporting of data and findings relevant to a specific marketing situation.
C.
A set of procedures and sources used by managers to obtain everyday information and relevant developments in the marketing environment.
D.
The people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers.
3) When Molly's parents retired, they decided they wanted to travel. They found an ideal job that allows them to travel for free, but the only catch is they have to stay at Holiday Inns. During each stay, they test all the amenities offered by the motel and evaluate each. The evaluation forms are sent to the motel headquarters where it becomes part of the motel's __________ systems.
A.
Accountability information system (AIS)
B.
Experiential research data
C.
Marketing research
D.
Marketing intelligence
4) All of the following are steps in the marketing research process EXCEPT:
A.
Compare data to government sources
B.
Collect the information
C.
Define the problem and research objectives
D.
Present the findings
5) The step in the marketing research process that includes determining who will be sampled is to _______________.
A.
Collect the information
B.
Develop the research plan
C.
Define the problem and research objectives
D.
Make the decision based on the project outcomes
6) The second step in the marketing research process is ______________.
A.
Decision regarding the research tools and target group
B.
Define the problem and research objectives
C.
Development of the research plan
D.
Collection of the available sources for information needed
7) Marketing information systems are developed from internal company records, marketing intelligence, and marketing research.
A.
True
B.
False
8) The last step in marketing research is developing the research plan.
A.
True
B.
False
9) Typically, companies budget about 11-12 percent of company sales for marketing research.
A.
True
B.
Fasle
10) Lowe's home improvement stores strive to have nicer, more knowledgeable salespeople, a better product selection, and to maintain an impeccable image. These are all part of improving the offer via _____________.
A.
Increasing the service value
B.
Reducing the product's monetary costs to the buyers.
C.
Reducing the buyer's nonmonetary costs
D.
Increasing total customer value
11) ______________ is the difference between a prospective customer's evaluation of all the benefits and costs of an offering and the perceived alternatives.
A.
Customer delivered value
B.
Customer perceived value
C.
Total customer cost
D.
Customer relationship management
12) Which of the following is NOT a component part of total customer value?
A.
Psychic value
B.
Services value
C.
Product value
D.
Image value
13) A(n) ________________ is likely to offer informal advice and information about a product or product category.
A.
Opinion leader
B.
Aspirational reference group
C.
Primary reference group
D.
Diversity marketing program
14) Each of the following is considered consumer behavior EXCEPT:
A.
Acceptance of a political idea
B.
Use of public transit
C.
Selection of a product
D.
Production of a concert
15) Within the United States, Southerners, Mormons, and Native Americans are examples of:
A.
Cultures
B.
Psychologically defined groups
C.
Social classes
D.
Subcultures
16) Business buying behavior differs from consumer buying behavior in that _________.
A.
The demand for business goods and services is derived from consumer's final demand.
B.
[Answer Text]Businesses buy products to accomplish a single goal, which varies by industry and business.
C.
The buyers for the business market are typically more geographically dispersed than those for the consumer market and the demand for products and services in the consumer market is unaffected by price fluctuations.
D.
Fewer people typically participate in or influence business buying decisions than in the consumer market.
17) The institutional market is best described as having _____________.
A.
Derived demand, geographically concentrated suppliers, and budgetary constraints.
B.
Contract negotiations and fluctuating demand
C.
Low budgets and a captive clientele
D.
Demand elasticity and geographically concentrated suppliers
18) Business buyers ______________.
A.
Use geographical dispersion to keep shipping costs low
B.
Are largely concentrated in the southwestern United States
C.
Are geographically as diverse as consumers
D.
Tend to be geographically concentrated with over half of them in seven states
19) Which of the following is NOT an advantage of co-branding?
A.
Provides more opportunities with new customers
B.
Generates additional sales from the existing target market
C.
Might contribute to overexposure of the brand
D.
Helps position new products
20) When Apple introduced its popular iPod Nano model, it dropped its Mini iPod at the same time. The Mini was, at the time, the most popular mp3 player in the marketplace. This is an example of __________.
A.
Product maturity
B.
A brand shake-out
C.
CEO Steve Job's large ego
D.
Preemptive cannibalization
21) A ___________ is when a parent brand is used on a new product targeting a new market segment within a category currently served by the parent.
A.
Line extension
B.
Category extension
C.
Joint-venture co-brand
D.
Same company co-brand
22) Painting and consulting are considered industrial goods because ______________.
A.
They facilitate developing and managing the finished product
B.
Most firms do not seek them directly
C.
They are specialty goods
D.
They are considered "component materials"
23) In 2003, Toyota introduced its Scion brand with the aim of bringing younger buyers into the "family." This was a classic example of _________________.
A.
Line stretching
B.
Line padding
C.
Line featuring
D.
Line cannibalization
24) Marketers plan their market offerings at five levels. What is the correct order of the levels, going from most fundamental to the level with the most benefits?
A.
Potential-augmented-expected-core-basic
B.
Core-basic-expected-augmented-potential
C.
Basic-expected-augmented-core-potential
D.
Expected-potential-basic-augmented-core
25) Which of the following is the best example of pure service?
A.
A car repair shop
B.
A lawn mowing service
C.
A weight loss clinic that provides the consumer with its own brand of food
D.
A movie theater
26) For $15 a day, Chlena will go to your home and feed, water, and play with your pet while you are on vacation. The service Chlena provides is an example of a _____________.
A.
Hybrid
B.
Tangible good with accompanying service
C.
Pure service
D.
Major service with accompanying minor goods and services
27) Which of the following best describes the category in which the offering's service mix is distinguished? "People patronize restaurants for both food and service."
A.
Tangible good with accompanying services
B.
Pure tangible good
C.
Hybrid
D.
Pure service
28) When customers buy on the basis of a reference price or because the price conveys a particular quality image to them, they are being influenced by ____________.
A.
The psychology of pricing
B.
Value pricing
C.
The going rates of competitors
D.
Value augmented by perception
29) The introduction of a new product to the market using market-penetration pricing is most likely to be successful when _____________.
A.
There must be no existing demand for the product
B.
The unit costs of producing a small volume of the product are high
C.
The market is highly price sensitive
D.
The high price communicates nothing to potential buyers
30) A common mistake in pricing is ____________________.
A.
Considering price and price competition as a key problem in marketing
B.
Revising prices too often
C.
Ignoring costs when setting prices
D.
Setting prices independently of the rest of the market mix
31) When Cyler goes to do his grocery shopping for the week he also likes to drop off his finished rolls of film and visit the bank at the same time. He would also like the idea of having a package mailing service to use while he is shopping. Cyler would enjoy doing his grocery shopping at a _______________.
A.
Category killer
B.
Combination store
C.
Superstore
D.
Hypermarket
32) Best Buy stores carry a deep assortment of the latest electronics gadgets. They offer buyers a great deal of assistance and advice in making selections. Best Buy would be an example of a _____________.
A.
Factory outlet
B.
Specialty store
C.
Department store
D.
Superstore
33) Convenience goods such as snack foods are sold through _________________.
A.
Limited service
B.
Self-selection
C.
Full-service
D.
Self-service
34) McDonald's franchisees get a small discount when they pay their bills for supplies within the first seven days (when the due date is 30 days after delivery). This is an example of ___________ within channel relations.
A.
Conditions of sale
B.
Price policies
C.
Sharing the risks
D.
Territorial rights
35) Because of Coca-Cola's size and power in the marketplace, they tend to dominate some members in the channel. This allows them to require strong cooperation from resellers who carry Coke products. This is an example of a(n) _____________.
A.
Horizontal marketing system
B.
Administered vertical marketing system
C.
Corporate vertical marketing system
D.
Contractual vertical marketing system
36) Which is the last major decision in international marketing?
A.
Deciding on the marketing organization
B.
Deciding how to enter the market
C.
Deciding on the marketing program
D.
Deciding which markets to enter
37) Zhao is advertising her import-export business and wants to find the most cost-effective way of delivering the desired number and types of message exposures to her target audience. Zhao is considering her ________________.
A.
Media selection
B.
Creative development and execution
C.
Plan of attack
D.
Marketing plan
38) Advertising for Advil pain reliever shows Advil is superior to Tylenol. This is an example of _________advertising.
A.
Informative
B.
Persuasive
C.
Reminder
D.
Descriptive
39) Assume you are advertising very expensive authentic Turkish carpets to upscale investors in Germany. Credibility and prestige are important. The best medium for your advertising message is _____________.
A.
Direct mail
B.
Newspapers
C.
Magazine
D.
Television
40) Which of the following would NOT be considered part of a marketing communications program?
A.
Personal selling
B.
A sales promotion
C.
An event sponsorship
D.
Brand contact
41) This is the use of mail, telephone, fax, email, or the Internet to communicate directly with or solicit a response or dialogue from specific customers or prospects.
A.
Direct marketing
B.
Viral marketing
C.
Brand building
D.
Personal selling
42) Bradford Soap, the second largest soap maker in the world, occasionally arranges tours of their plant in Warwick, Rhode Island. This is part of what kind of communications platform?
A.
Sales promotion
B.
Experiences
C.
Personal selling
D.
Events
43) The first computers originated for home use were only sold in kit form to technical enthusiasts who did their own assembly. Demand was high and so were prices. At the time, the firm offering these kits would likely have been using the __________ concept.
A.
Production
B.
Market
C.
Technological
D.
Product
44) The computer _______________ consists of the manufacturers of computer memory chips, monitors, keyboards, coaxial cables, modems, software, storage systems (disks, hard drives, portable USB media), and those who install, repair, and maintain systems and software.
A.
Marketspace
B.
Metamarket
C.
Macromarket
D.
Marketplace
45) Which of the following is correct?
A.
A megamarket includes only suppliers
B.
A metamarket is a huge store
C.
A marketspace is a digital shopping "area."
D.
A metamediary is a physical marketplace.
46) Marketing __________ is the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value.
A.
internally
B.
integration
C.
segmentation
D.
management
47) Which of the following is most closely associated with a proactive marketing orientation?
A.
It involves delivering superior value.
B.
The marketer focuses on the customers' latent needs.
C.
It represents the "make and sell"philosophy.
D.
It is about understanding and meeting customers' expressed needs.
48) __________________ is/are an organization function(s) and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its shareholders.
A.
Marketing
B.
Ethics
C.
Strategic planning
D.
Management
49) Which of the following is NOT one of the Ms in marketing?
A.
Management
B.
Measurement
C.
Money
D.
Mission
50) Advertising for Advil pain reliever shows how Advil is superior to Tylenol. This is an example of _________advertising.
A.
Persuasive
B.
Instructive
C.
Informative
D.
Reminder
51) Hospitals are engaged in intense competition to fill maternity beds. What type of advertising would hospitals most likely use to advertise their new amenities like Jacuzzis in every room, filet mignon or lobster on the menu, and afternoon teas for the new mothers and their families?
A.
Descriptive
B.
Informative
C.
Reminder
D.
Persuasive
Part-4
1) When Molly's parents retired, they decided they wanted to travel. They found an ideal job that allows them to travel for free, but the only catch is they have to stay at Holiday Inns. During each stay, they test all the amenities offered by the motel and evaluate each. The evaluation forms are sent to the motel headquarters where it becomes part of the motel's __________ systems.
A. Experiential research data
B. Marketing intelligence
C. Accountability information system (AIS)
D. Marketing research
2) Which of the following is NOT a step that might be used to improve the quality of a firm's marketing intelligence?
A. Collecting competitive intelligence by buying a competitor's products
B. Motivating distributors to pass along important intelligence from the marketplace.
C. Watching how the stock market reacts to interest rate changes
D. Setting up a consumer panel
3) Small companies can engage is marketing research in a number of creative and inexpensive ways, including _______________.
A. Buying information from database companies like A.C. Nielsen
B. Using an online information service such as the internet
C. Using its own internal marketing research department
D. Setting up their own web site
4) Rita Jenkins, president of the local Chamber of Commerce, had difficulty getting members to assist in running the organization. She felt it was because of lack of commitment to the Chamber. Her vice-president felt it was due to having too many meetings. The organization's secretary felt it was because there were several other professional organizations to which the members also belonged. If Rita wants to do research to determine the real reason why members do not want to run for office, she should begin by ________________.
A. Defining the problem
B. Holding focus groups of members of other similar organizations to determine whether the problems the Chamber is facing are universal or local.
C. Developing the marketing research plan that she would employ
D. Evaluating the advantages the Chamber officers over other similar organization.
5) The second step in the marketing research process is ______________.
A. Define the problem and research objectives
B. Collection of the available sources for information needed
C. Decision regarding the research tools and target group
D. Development of the research plan
6) All of the following are steps in the marketing research process EXCEPT:
A. Collect the information
B. Present the findings
C. Compare data to government sources
D. Define the problem and research objectives
7) The last step in marketing research is developing the research plan.
A. True
B. False
8) Marketing information systems are developed from internal company records, marketing intelligence, and marketing research.
A. True
B. False
9) The systematic collection, analysis, and reporting of data and findings relevant to specific marketing situations is called marketing research.
A. True
B. False
10) ______________ is the difference between a prospective customer's evaluation of all the benefits and costs of an offering and the perceived alternatives.
A. Customer perceived value
B. Customer relationship management
C. Customer delivered value
D. Total customer cost
11) Lowe's home improvement stores strive to have nicer, more knowledgeable salespeople, a better product selection, and to maintain an impeccable image. These are all part of improving the offer via _____________.
A. Reducing the product's monetary costs to the buyers.
B. Increasing the service value
C. Reducing the buyer's nonmonetary costs
D. Increasing total customer value
12) Which of the following is NOT a component part of total customer value?
A. Services value
B. Psychic value
C. Product value
D. Image value
13) Lee is constantly begging his mother to buy him an iPod because the most popular kids at his school all have one. His mother contends that he'll just break it or lose the music player if she buys it for him. For Lee, the most popular kids in his school are examples of a _______________.
A. Reference group
B. Social class
C. Subculture
D. Demographic group
14) Which factors have the broadest and deepest influence on consumer behavior?
A. Social
B. Cultural
C. Personal
D. Psychological
15) Within the United States, Southerners, Mormons, and Native Americans are examples of:
A. Subcultures
B. Psychologically defined groups
C. Social classes
D. Cultures
16) The ____________ consists of all the organizations that acquire goods and services used in the production of other products or services that are sold, rented, or supplied to other customers.
A. Institutional market
B. Consumer market
C. Business market
D. Government market
17) The institutional market is best described as having _____________.
A. Demand elasticity and geographically concentrated suppliers
B. Contract negotiations and fluctuating demand
C. Low budgets and a captive clientele
D. Derived demand, geographically concentrated suppliers, and budgetary constraints.
18) Business buying behavior differs from consumer buying behavior in that _________.
A. Fewer people typically participate in or influence business buying decisions than in the consumer market.
B. [Answer Text]Businesses buy products to accomplish a single goal, which varies by industry and business.
C. The buyers for the business market are typically more geographically dispersed than those for the consumer market and the demand for products and services in the consumer market is unaffected by price fluctuations.
D. The demand for business goods and services is derived from consumer's final demand.
19) A ___________ is when a parent brand is used on a new product targeting a new market segment within a category currently served by the parent.
A. Same company co-brand
B. Category extension
C. Line extension
D. Joint-venture co-brand
20) BMW, the maker of the Mini Cooper brand, is using what kind of brand strategy with its Mini products?
A. Blanket family names
B. Separate family names
C. Corporate names
D. Individual names
21) When Apple introduced its popular iPod Nano model, it dropped its Mini iPod at the same time. The Mini was, at the time, the most popular mp3 player in the marketplace. This is an example of __________.
A. Preemptive cannibalization
B. A brand shake-out
C. Product maturity
D. CEO Steve Job's large ego
22) Painting and consulting are considered industrial goods because ______________.
A. They are considered "component materials"
B. Most firms do not seek them directly
C. They facilitate developing and managing the finished product
D. They are specialty goods
23) ___________ are formal statements of expected product performance by the manufacturer.
A. Promotional statements
B. Warranties
C. General guarantees
D. Open pricing statements
24) Marketers plan their market offerings at five levels. What is the correct order of the levels, going from most fundamental to the level with the most benefits?
A. Expected-potential-basic-augmented-core
B. Core-basic-expected-augmented-potential
C. Potential-augmented-expected-core-basic
D. Basic-expected-augmented-core-potential
25) Mr. Tse and his family took a vacation to Washington, D.C. While there, they bought souvenirs; t-shirts and hats to take home to family and friends who didn't have the opportunity to go. The experience of the Tse's is an example of which offering?
A. A hybrid
B. A pure service
C. A major service with accompanying minor goods and services
D. A tangible good with accompanying services
26) Which of the following best describes the category in which the offering's service mix is distinguished? "People patronize restaurants for both food and service."
A. Tangible good with accompanying services
B. Pure tangible good
C. Pure service
D. Hybrid
27) Characteristics a buyer can evaluate before purchase are called _______________.
A. Experience qualities
B. Search qualities
C. Differentiation qualities
D. Credence qualities
28) When introduced in the late 1970s, personal computers had large initial demand. People were interested in buying them to make writing and editing easier. The earliest simple PCs were initially priced around $2,500. The manufacturers of the first PCs were probably using a _________ pricing strategy.
A. Market-skimming
B. Cost-oriented
C. Market-penetration
D. Value-oriented
29) A common mistake in pricing is ____________________.
A. Considering price and price competition as a key problem in marketing
B. Revising prices too often
C. Setting prices independently of the rest of the market mix
D. Ignoring costs when setting prices
30) The introduction of a new product to the market using market-penetration pricing is most likely to be successful when _____________.
A. There must be no existing demand for the product
B. The unit costs of producing a small volume of the product are high
C. The high price communicates nothing to potential buyers
D. The market is highly price sensitive
31) Belk is a chain of stores found primarily in southern United States. Each store carries several product lines and each line is managed separately by a specialist buyer or merchandiser. McRae's offers many types of customer service and its prices reflect that fact. Belk's is an example of a ____________.
A. Superstore
B. Factory outlet
C. Department store
D. Combination store
32) A concept in retailing that helps explain the emergence of new retailers is called the ___________ hypothesis.
A. Wheel-of-retailing
B. Retail life cycle
C. Product life-cycle
D. Service-assortment
33) Which of the following is NOT one of the four levels of retail services mentioned in the text?
A. Self-service
B. Staffed service
C. Limited service
D. Self-selection
34) Ayal and Zif argue that going into fewer countries is advisable when ___________.
A. Population, income size and growth are low in the initial countries chosen.
B. Population and income size are high, and population growth is low in the initial countries chosen.
C. Population, income size, and growth are high in the initial countries chosen.
D. Population is low, and income size and growth are high in the initial countries chosen.
35) Because of Coca-Cola's size and power in the marketplace, they tend to dominate some members in the channel. This allows them to require strong cooperation from resellers who carry Coke products. This is an example of a(n) _____________.
A. Horizontal marketing system
B. Contractual vertical marketing system
C. Administered vertical marketing system
D. Corporate vertical marketing system
36) McDonald's franchisees get a small discount when they pay their bills for supplies within the first seven days (when the due date is 30 days after delivery). This is an example of ___________ within channel relations.
A. Conditions of sale
B. Territorial rights
C. Price policies
D. Sharing the risks
37) Abercrombie & Fitch could use __________ advertising to reduce the cognitive dissonance experienced by someone who recently purchased its brand of high-fashion, high-priced clothing and wonders if they got the value for their money.
A. Comparative
B. Informative
C. Persuasive
D. Reinforcement
38) Assume you are advertising very expensive authentic Turkish carpets to upscale investors in Germany. Credibility and prestige are important. The best medium for your advertising message is _____________.
A. Newspapers
B. Direct mail
C. Television
D. Magazine
39) Zhao is advertising her import-export business and wants to find the most cost-effective way of delivering the desired number and types of message exposures to her target audience. Zhao is considering her ________________.
A. Creative development and execution
B. Media selection
C. Marketing plan
D. Plan of attack
40) Which of the following would NOT be considered part of a marketing communications program?
A. A sales promotion
B. Personal selling
C. Brand contact
D. An event sponsorship
41) __________________ are the means by which firms attempt to inform, persuade, and remind customers about the products and brands they sell.
A. Marketing communications
B. Sales promotions
C. Mass communications
D. Brand images
42) Which of the following is NOT a major mode of communications in the marketing communications mix?
A. Satellite radio
B. Events and experiences
C. Advertising
D. Sales promotion
43) The computer _______________ consists of the manufacturers of computer memory chips, monitors, keyboards, coaxial cables, modems, software, storage systems (disks, hard drives, portable USB media), and those who install, repair, and maintain systems and software.
A. Metamarket
B. Marketspace
C. Marketplace
D. Macromarket
44) Intel, one of the largest producers of integrated circuit chips, puts a great deal of effort into expanding production of chips to drive down cost and thus expand the market. This is most indicative of the __________ concept.
A. Product
B. Marketing
C. Production
D. Customer
45) __________ marketing aims to build long-term, mutually satisfying relationships with key parties-customers, suppliers, distributors-in order to earn and retain their long-term preference and business.
A. Transaction-oriented
B. Relationship
C. Business-to-business
D. Behavioral response
46) Which of the following is most closely associated with a proactive marketing orientation?
A. It is about understanding and meeting customers' expressed needs.
B. The marketer focuses on the customers' latent needs.
C. It involves delivering superior value.
D. It represents the "make and sell"philosophy.
47) Marketing __________ is the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value.
A. management
B. integration
C. internally
D. segmentation
48) Communication of customer satisfaction results should be done internally (inside the company or organization) for which of the following reasons?
A. You should not communicate satisfaction results internally for ethical reasons.
B. To satisfy upper management that all is going well.
C. Communicating satisfaction findings externally would have little marketing value.
D. To highlight good news and act on bad news.
49) Public policy makers have developed a substantial body of laws and regulations to govern advertising. For these reasons, an important step in developing an advertising campaign is _____________.
A. The creative development of the message
B. The social responsibility review
C. Preparing a copy strategy statement
D. Asking network censors what to cut out of the communication
50) Within the last couple years several cosmetics manufacturers have introduced non-clumping mascara. Revlon was one of these manufacturers. Revlon should use ________ advertising to increase selective demand for its non-clumping mascara.
A. Persuasive
B. Reminder
C. Informative
D. Descriptive
51) Hospitals are engaged in intense competition to fill maternity beds. What type of advertising would hospitals most likely use to advertise their new amenities like Jacuzzis in every room, filet mignon or lobster on the menu, and afternoon teas for the new mothers and their families?
A. Persuasive
B. Reminder
C. Informative
D. Descriptive