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1. |
Regulations that arise to ensure that firms take
responsibility for the social costs of their products or production processes
stem from which reason for government legislation of business?
(a) To protect companies from each other
(b) To protect consumers from unfair business practices
(c) To protect the interests of society
(d) To protect businesses from unfair consumer demands
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 : C |
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2. |
A "three-day cooling off period" in which buyers can
cancel a contract after re-thinking it is to protect the consumer from:
(a) creative selling (b) high pressure selling (c) detail selling (d) hard core selling
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| : B |
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3. |
One of the most promising developments in multivariable
segmentation is called _____ where a host of demographic and socioeconomic
factors are used
(a) terragraphic segmentation (b) fermagraphic segmentation
(c) geothermy segmentation (d) geodemographic segmentation
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| : D |
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4. |
One of the most common problems with using internal
database information is that:
(a) since it was probably collected for some other
purpose, it may be incomplete or wrong.
(b) it is usually expensive to retrieve.
(c) top executives are usually unwilling to relinquish data, therefore, the data
has limits.
(d) the data is almost always unsecured and therefore, suspect as to
reliability
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| : A |
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5. |
The last stage in the selling process is the _____ stage.
(a) approach (b) handling objections
(c) closing (d) follow-up
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| : D |
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6. |
When Coca-Cola and Nestle formed a joint venture to market
a ready-to-drink coffee and tea worldwide, the type of marketing system that was
formed would best be described as being a(n):
(a) vertical marketing system (b) parallel marketing system
(c) diversified marketing system (d) horizontal marketing
system
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| : D |
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7. |
The major advantage of survey research is its:
(a) simplicity (b) structure
(c) organization (d) flexibility
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| : D |
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8. |
The _____ holds that consumers will favor products that
are available and highly affordable (therefore, work on improving production and
distribution efficiency)
(a) product concept (b) production concept
(c) production cost expansion concept
(d) marketing concept
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| : B |
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9. |
A ____ is any activity or benefit offered for sale that is
essentially intangible and does not result in the ownership of anything
(a) demand (b) basic staple
(c) product (d) service
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| : D |
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10. |
_____ is a person's distinguishing psychological
characteristics that lead to relatively consistent and lasting responses to his
or her own environment
(a) Psychographics (b) Personality (c) Demographics (d) Lifestyle
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| : B |
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11. |
The place in the business buying behavior model where
interpersonal and individual influence might interact is called the
(a) environment (b) response
(c) stimuli (d) buying center
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| : D |
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12. |
The course of a product's sales and profits over its
lifetime is called
(a) the sales chart (b) the dynamic growth curve
(c) the adoption cycle (d) the product life cycle
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| : D |
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13. |
When companies make marketing decisions by considering
consumer's wants and the long-run interests of the company, consumer, and the
general population, they are practicing which of the following principles?
(a) Innovative marketing (b) Consumer-oriented marketing
(c) Value marketing (d) Societal marketing
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| : D |
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14. |
All of the following are thought to be sources if new
product ideas EXCEPT.
(a) internal sources (b) customers
(c) competitors (d) the local library
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| : D |
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15. |
If Honda uses its company name to cover such different
products as its automobiles, lawn mowers, and motorcycles, it is practicing
which of the following strategies?
(a) new brand strategy (b) line extension strategy
(c) multibrand strategy (d) brand extension strategy
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| : D |
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16. |
If a company (considering its options on the
product/market expansion grid) chooses to move into different unrelated fields
(from what it has ever done before) with new products as a means to stimulate
growth, the company would be following which of the following general
strategies?
(a) market penetration (b) market development
(c) product development (d) diversification
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| : D |
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17. |
When a marketing research organization chooses a segment
of the population that represents the population as a whole, they have chosen a
_____
(a) group (b) bi-variant population
(c) sample (d) market target
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| : C |
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18. |
Joining with foreign companies to produce or market
products and services is called
(a) direct exporting (b) indirect exporting
(c) licensing (d) joint venturing
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| : D |
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19. |
If advertising constantly sends out messages about
materialism, sex, power, and status, which of the following categories of social
criticism most closely matches this problem?
(a) Too much advertising (b) Too few social goods
(c) Cultural pollution (d) Too much political power
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| : C |
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20. |
A(n) ____ is a name, term, sign, symbol, or design, or a
combination of these that identifies the marker or seller of a product or
service.
(a) product feature (b) sponsorship
(c) brand (d) logo
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| : C |
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21. |
If an advertiser wants flexibility, timeliness, good local
market coverage, broad acceptability and high believability, the advertiser will
probably choose which of the following mass media types?
(a) Newspapers (b) Television
(c) Direct Mail (d) Radio
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| : A |
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22. |
When producers, wholesalers, and retailers as a unified
system, they comprise a
(a) conventional marketing system (b) power-based marketing system
(c) horizontal marketing system (d) vertical marketing
system
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| : D |
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23. |
The type of trade-promotion discount in which manufacturers
agree to reduce the price to the retailer in exchange for the retailer's
agreement to feature the manufacture's products in some way is called
(a) discount (b) allowance (c) premium (d) rebate
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| : B |
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24. |
The study of human populations in terms of size, density,
location, age, gender, race, occupation, and other statistics is called:
(a) Geothermy (b) Demography (c) Ethnography (d) Hemos-popography
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| : B |
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25. |
Today, advertising captures about ___ percent of total
promotion spending
(a) 15 (b) 23 (c) 29 (d) 33
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| : B |
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26. |
The process that turns marketing strategies and plans into
marketing actions in order to accomplish strategic marketing objectives is
called:
(a) Marketing strategy (b) Marketing control
(c) Marketing analysis (d) Marketing implementation
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| : D |
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27. |
The goal of the marketing logistics system should be to
provide:
(a) a targeted level of promotional support.
(b) a targeted level of customer service at the least
cost.
(c) a targeted level of transportation expense ratio.
(d) a targeted level of field support.
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| : B |
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28. |
The practice of going after a large share of a smaller
market or subsets of a few markets is called:
(a) undifferentiated marketing (b) differentiated marketing
(c) concentrated marketing (d) turbo marketing
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| : C |
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29. |
The shrinking of distances due to technological advance
such as computer and fax connections by telephone, are one characteristic of
what new challenge to marketing?
(a) Rapid globalization
(b) The changing world
economy
(c) The call for more socially responsible marketing
(d) The micro-chip revolution
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| : A |
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30. |
If Mark Mars pays Hershey Foods Corporation for the right
to use their name on his line of T-shirts, then Mr. Mars is using which type of
branding?
(a) Licensed brand (b) Manufacturer's brand
(c) Private brand (d) Co-brand
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| : A |
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31. |
If your company were to make light bulbs to be used in
photocopies, you would most likely be selling to a ______ market.
(a) reseller (b) business (c) government (d) service
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| : B |
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32. |
_____ has the advantage of being high in selectivity; low
cost, immediacy, and interactive capabilities
(a) Direct Mail (b) Outdoor
(c) Online (d) Radio
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| : C |
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33. |
If your company were to make a product such as a suit of
clothes and sold that product to a retailer, your company would have sold to the
_______market.
(a) reseller (b) business
(c) government (d) service
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| : A |
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34. |
In 1985, the Coca-Cola Company made a classic marketing
blunder with its deletion of its popular Coca-Cola product and introduction of
what it called New Coke. Analysts now believe that most of the company's
problems resulted from poor marketing research. As the public demanded their
"old Coke" back, the company relented and reintroduced Coca-Cola Classic (which
has regained and surpassed its former position) while New Coke owns only
0.1 percent of the market. Which of the following marketing research mistakes
did coca-Cola make?
(a) They did not investigate pricing correctly and priced the product too high.
(b) They defined not investigate dealer reaction and had inadequate
distribution.
(c) They defined their marketing research problem too
narrowly
(d) They failed to account for the Pepsi challenge taste test in their marketing
efforts
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| : C |
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35. |
Marketers are sometimes accused of deceptive practices
that lead consumers to believe they will get get more value than they actually do. ____ includes practices such as
falsely advertising "factory" or "wholesale" prices or a large price reduction
from a phony high retail price.
(a) Deceptive promotion (b) Deceptive packaging
(c) Deceptive pricing (d) Deceptive cost structure
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| : C |
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36. |
The advantages of audience selectivity, no ad competition
and personalization apply to which type of media?
(a) Newspapers (b) Television
(c) Direct Mail (d) Radio
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| : C |
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37. |
The first modern environmental movement in the United
States began in the:
(a) 1940s (b) 1950s
(c) 1960s and 1970s (d) mid 1980s
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| : C |
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38. |
Costs that do not vary with production or sales levels are
called:
(a) fixed costs (b) variable costs
(c) standard costs (d) independent costs
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| : A |
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39. |
Each salesperson is assigned to an exclusive area in which
to sell the company's full line of products or services in which type of
sales force structure?
(a) Territorial sales force (b) Product sales force
(c) Customer sales force (d) Hybrid sales force
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| : A |
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40. |
Techonological advances, shifts in consumer tastes, and
increased competition, all of which reduce demand for a product are typical of
which stage in the PLC?
(a) decline stage (b) introduction stage
(c) growth stage (d) maturity stage
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| : A |
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41. |
Setting the promotion budget so as to match the budgets of
the competition is characteristic of which of the following budget methods?
(a) Affordable method (b) Percentage-of-Sales method
(c) Competitive-and-parity method (d) Objective
-and-task method
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| : C |
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42. |
____ is screening new-product ideas in order to spot
good ideas and drop poor ones as soon as possible.
(a) Idea generation (b) Concept development and testing
(c) Idea screening (d) Brainstorming
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| : C |
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43. |
The type of sales force structure in which the sales force
sells along product lines is called a
(a) territorial sales force (b) product sales force
(c) customer sales force (d) retail sales force
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| : B |
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44. |
A company is in the _____ stage of the new product
development process when the company develops the product concept into a
physical product in order to assure that the product idea can be turned into a
workable product.
(a) product development (b) commercialization
(c) marketing strategy (d) business analysis
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| : A |
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45. |
When personal interviewing involves inviting six to ten
people to gather for a few hours with a trained interviewer to talk about a
product, service, or organization, the method is called:
(a) selective sponsorship (b) probing
(c) focus group interviewing (d) the Delphi method
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| : C |
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46. |
All of the following factors can affect the attractiveness
of a market segment
EXCEPT:
(a) the presence of many strong and aggressive competitors
(b) the likelihood of government monitoring
(c) actual or potential substitute products
(d) the power of buyers in the segment
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| : B |
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47. |
If a government uses barriers to foreign products such as
biases against a foreign company's bids, or product standards that go against a
foreign company's product features, the government is using
(a) protectionism (b) exchange controls
(c) exchange facilitators (d) non-tariff trade barriers
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| : D |
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48. |
The choice between high markups and high volume is part of
which of the following retailer marketing decisions?
(a) Target market decisions
(b) Product assortment and services decisions
(c) Pricing decisions
(d) Promotion decisions
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| : C |
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49. |
One common misuse of marketing research findings in
contemporary business is the tendency for marketing research to:
(a) become a vehicle for pitching the sponsor's products
(b) become a vehicle for discriminating in the marketplace
(c) become a means for raising prices
(d) become a means for unfair competition
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| : A |
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50. |
The most logical budget setting method is found in the list
below. Which is it?
(a) Affordable method (b) Percentage-of-Sales method
(c) Competitive-parity method (d) Objective-and-task
method
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| : D |
