Multiple choice questions:
1. Three commonly used methods of evaluating marketing programs are marketing metrics, marketing dashboards, and marginal analysis.
marketing audits.
marketing ROI.
marginal analysis.
marketing control boards.
Question 2. Marketing plans must enable results to be compared with planned targets, which allows _____, the flexibility to update original plans.
replanning
contingency planning
downsizing
dynamic planning
proactive change
Question 3 Which marketing strategy focuses on a single market segment but adds additional product lines?
Full coverage
Market specialization
Product specialization
Selective specialization
Market-product concentration
Question 4
Based on relative competitive scope (broad target to narrow target) and source of competitive advantage (lower cost to differentiation), Porter's four generic business strategies are differentiation, cost focus, cost leadership, and
exclusivity.
electronic-focus.
quality focus.
differentiation focus.
service leadership.
Question 5 Which of the following pieces of information is used in the implementation phase of the strategic marketing process?
Corporate return on investment
Organizational charts and job descriptions
Revenues associated with each point of market share
Trends in past and current revenues for industry and competitors in total and by segment
Possible cannibalization effects on other products in the line
Question 6 Which of the following pieces of information is used in a SWOT analysis, the first step of the planning phase of the strategic marketing process?
Corporate return on investment
Market share for the product
Revenues associated with each point of market share
Trends in past and current revenues for industry and competitors
Possible cannibalization effects on other products in the line
Question 7 All of the following steps are part of the planning process used to develop an organization's advertising program, except
identify the target audience.
specify the advertising objectives.
write the advertising copy.
pretest the advertising.
schedule the advertising program.
Question 8 The proper blend of elements in the promotional mix depends on the type of product. The three specific characteristics to be considered are _____, risk, and ancillary services.
complexity
size
durability
accessibility
acceptability
Question 9 At which stage in the product life cycle would your promotional objective be to persuade the consumer to buy the product rather than substitutes?
Introduction
Growth
Incubation
Decline
Maturity
Question 10 The _____ includes advertising, personal selling, sales promotion, public relations, and direct marketing.
promotion channel
communication chain
marketing matrix
promotional mix
media mix
Question 11.Which of the following statements about the terms used for marketing intermediaries is true?
The most precise terms used to describe marketing intermediaries are dealer and distributor.
A retailer sells to consumers.
An agent has no legal authority to act on behalf of a manufacturer.
A wholesaler is an intermediary who sells to consumers.
Broker is a synonym for a dealer.
Question 12.Conspiracy between firms to set prices for a product is called
price discrimination.
price fixing.
predatory pricing.
tying arrangements.
exclusive dealing.
Question 13. _____ involve(s) specifying the role of price in an organization's marketing and strategic plans.
A business mission
Pricing constraints
Pricing objectives
A pricing plan
The list or quoted price
Question 14.The ratio of _____ to price is called value.
perceived benefits
prestige value
value-added pricing
perceived revenue
perceived costs
Question 15.Market segmentation involves aggregating prospective buyers into groups that have common needs and will
pay attention to marketing messages.
respond similarly to a marketing action.
be responsive to marketing research.
use the same payment methods.
go shopping on a regular basis.
Question 16.The process of continually acquiring information on events occurring outside the organization to identify and interpret potential trends is called
environmental trending.
organizational scanning.
environmental scanning.
a SWOT analysis.
acquisition scanning.
Question 17.The marketing department helps keep the organization focused on creating value both for it and for customers. This is accomplished by
listening to customers.
developing offerings.
producing offerings.
implementing marketing program activities.
All of the above
Question 18.Which of the following statements about relationship marketing is most true?
Relationship marketing has a short-term focus on increasing profits.
Relationship marketing is easy to implement.
Relationship marketing is more effective when there is a personal, ongoing relationship between individuals in the selling and buying organizations.
Very few companies today are engaged in relationship marketing.
The Internet is an ideal forum for relationship marketing.
Question 19.Your neighbor is tired of conventional soft drinks and wants something different. Coincidentally, Cadbury Beverages Inc. has begun distributing Country Time lemonade through the supermarket at a price comparable to that of soft drinks. Which of the conditions needed for marketing to occur is described in this situation?
The creation of unrealized needs
Two parties with unsatisfied needs
One-way communication
A physical location for an exchange to take place
Time and place utility
Question 20.Which of the following is the BEST description of the target market for the latest Disney animated movie?
Everyone who can afford to buy a movie ticket
Everyone who likes movies
Professionals who are parents of children between the ages of 6 and 12
People who collect movie memorabilia
People who live near a movie theater
Question 21.Which element of the marketing mix is demonstrated when the Mars Company has a sale on M&M's® brand candies?
Product
Price
Promotion
Place
Production
Question 22.The Lemon Tree is a high-fashion boutique selling top-of-the-line women's clothing and accessories. The keys to its success include knowing the customers' changing tastes and providing something different from other retailers. In addition, because of the high value of the merchandise, The Lemon Tree's management is exploring the use of computerized inventory controls and sales order processing. From this description, one can infer that the environmental category of least importance to The Lemon Tree is
economic.
regulatory.
technological.
social.
competitive.
Question 23.In 1998, F. Hoffman-LaRoche Ltd. and BASF AG, two international pharmaceutical companies, were ordered to pay $725 million in fines for plotting to raise and fix prices of vitamins used in virtually every home in the United States. This is an example of how _____ forces affect the marketing environment.
economic
ecological
technological
social
regulatory
Question 24.Graham-Field Health Products makes hospital beds and wheelchairs from component parts and materials it buys. It sells its products to hospitals, nursing homes, and retailers of healthcare products. Graham-Field Health Products operates in a(n) _____ market.
consumer
government
industrial
reseller
demographic
Question 25.The Book Promoters Association of Canada's members recently questioned what could be done to rejuvenate the Canadian book publishing industry. Some members claimed the problem was that Canadian retailers had been replaced by Walmarts. Others said the problem was with stodgy promotions. Still others said the problem was caused by too little money being budgeted to fund marketing programs. It was time that Canadian book publishers used _____ to save the industry.
advertising
sales promotion
publicity
marketing research
tactical support
Question 26.When Marine Midland Bank sent market researchers with surveys door-to-door in the neighborhoods of its branch banks to ask people with savings accounts why they did not also have checking accounts and credit cards with Marine Midland, the researchers were gathering _____ data.
questionnaire
secondary
intercept
observational
nonprobability
Question 27.Sara Burns is the owner of a company called Spice and was looking for a new product to go with her company's line of food condiments when a friend suggested combining spices with tea. In the _____ stage of the new-product process, the spices and tea mixtures were exposed to prospective consumers under realistic purchase conditions.
idea generation
screening and evaluation
business analysis
market testing
commercialization
Question 28.A few years ago, Who Wants to Be a Millionaire premiered as the first nighttime game show in a couple of decades. Once the show became a hit and televised several nights a week, other networks quickly created their own version of what they hoped to be a successful game show format. Greed and Twenty-One are the names of but two of the new shows that were created to compete with Who Wants to Be a Millionaire. At this point in time, the nighttime televised game show genre entered which stage of its product life cycle?
Growth stage
Decline stage
Commercialization stage
Maturity stage
Introduction stage
Question 29.In an episode of the Andy Griffith television series, two local farmers were selling the produce they grew on their farms from the backs of their pickup trucks to local people who drove by on the road. The farmers selling their products without wholesalers or retailers were an example of a
roadside channel of distribution.
traveling channel of distribution.
intermediate channel of distribution.
informal channel of distribution.
direct channel of distribution.
Question 30.Disney is using an integrated marketing communications program (IMC) to promote group travel to its theme parks, because
its strategy includes using all types of promotional activities that deliver a consistent message.
it does not want to reach any member of its target audience more than once.
IMC is less expensive than other forms of promotion, such as public service announcements.
if it didn't, Disney would have to use indirect personal selling.
it is more concerned about frequency than reach.
Question 31.When a news story covers a terrible disaster and viewers are asked to send donations to the American Red Cross, the American Red Cross is receiving
publicity.
advertising.
direct marketing.
personal selling.
a public service announcement.
Question 32.Recently American Express, Visa, and MasterCard have been pushing hard into the small-ticket end of the credit card market. The purchase of items such as fast food meals, movie popcorn, and candy have been targeted as growth areas for credit card usage. This is an example of a _____ strategy on the part of the credit card companies.
market penetration
market development
product development
diversification
product dissemination
Question 33.Imagine that you are creating a marketing plan for a company that will sell bikes. As you consider the marketing program, what types of strategy should you consider including in the plan? Propose one specific example of each type of strategy that you are considering, and present your rationale (reasoning) for your strategy selections.
Question 34.Imagine that you are the marketing manager responsible for developing marketing strategy for a bicycle company. Propose the strategic marketing process you will use, being sure the name the stages, the activities included in the stages, and stage-specific examples related to marketing bicycles.
Question 35.You are the product manager responsible for a horrible product failure, but in your wisdom, you are evaluating why the product failed. What factors would you consider in your evaluation? What actions could you have taken to prevent the failure? Does product innovation need a willingness to accept failure?