Reference no: EM13181387
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.
2.The more a marketing plan is based on _____ rather than guesses, the less uncertainty and fewer risks are associated with executing it.
industry forecasts and sales predictions
intuitions and forecasts
past historical data
facts and valid assumptions
contingencie
3 Which marketing strategy focuses its efforts on a single product line and market segment?
Full coverage
Market specialization
Product specialization
Selective specialization
Market-product concentration
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, differentiation focus, and
exclusivity.
electronic-focus.
quality focus.
cost leadership.
service leadership.
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
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
7. When developing the advertising program, which step helps advertisers with other choices in the process, such as selecting media and evaluating a campaign?
Identify the target audience
Specify the advertising objectives
Design the advertising
Pretest the advertising
Schedule the advertising program
8. The proper blend of elements in the promotional mix depends on the type of product. The three specific characteristics to be considered are complexity, risk, and _____.
ancillary services.
size
durability
accessibility
acceptability
9. 9. The promotional objective of the decline stage of the product life cycle is to
inform.
persuade.
compare.
remind.
None of the above
10.The _____ includes advertising, personal selling, sales promotion, public relations, and direct marketing.
promotion channel
communication chain
marketing matrix
promotional mix
media mix
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 business markets.
An agent has no legal authority to act on behalf of a manufacturer.
A wholesaler is an intermediary who sells to other intermediaries.
Broker is a synonym for a dealer.
12. Conspiracy between firms to set prices for a product is called
price discrimination.
price fixing.
predatory pricing.
tying arrangements.
exclusive dealing.
13. Which of the following is NOT one of the six major pricing objectives?
Profit
Unit volume
Breakeven
Survival
Market share
14. The ratio of perceived benefits to _____ is called value.
price
prestige value
value-added pricing
value analysis
perceived costs
15. Market segmentation involves aggregating prospective buyers into groups that will respond similarly to a marketing action and
will pay attention to marketing messages.
have common needs.
be responsive to marketing research.
use the same payment methods.
go shopping on a regular basis.
16. Which of the following statements about environmental scanning is true?
Environmental scanning changes the marketing environment.
Environmental scanning identifies and interprets potential trends.
Environmental scanning is an annual event.
Environmental scanning focuses primarily on geographical factors.
All of the above
17. At the strategic business unit level, the marketing department provides leadership activities in
talent management.
fiscal restraint.
looking outward, keeping the organization focused on creating value both for it and for customers.
creating the corporate culture.
sustaining the means-end chain.
18.Which of the following acts as a barrier to the development of relationship marketing?
The large number of one-to-one relationships that customers are asked to sustain
The large number of products on the market
The increasing number of retail stores that are closing
The changing regulatory environment
Diluted cultural diversity
19.The Daniels College of Business at the University of Denver offers an outstanding business school education. Cali pays the tuition to attend Daniels and earns her MBA with a concentration in supply chain management. Upon graduating, she is offered a high-paying, fulfilling position. Was this a marketing exchange?
No, because the university is a private one
Yes, because the university is profitable
Yes, because paying tuition was exchanged for knowledge that directly led to Cali's fulfilling, new job
No, because money was exchanged
No, because the school did not provide Cali with a product
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
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
22. More magazine is a publication designed to appeal to women over the age of 40. Demand for such magazines is an example of how _____ forces impact the marketing environment.
economic
competitive
technology
social
regulatory
23. A car collector, Mr. F. Hansen, who said his 1975 Chevrolet Corvette was certified as the last Corvette convertible to be produced, sued General Motors to stop it from manufacturing any more of the convertible sports cars. The suit also requested $1.5 million in damages. Hansen claimed he bought the car for its collector's value. It came with a letter from GM dated August 25, 1975, that said the car was "the last Corvette convertible that General Motors Corp. would ever manufacture." Hansen said the value of his car has been decreasing ever since GM resumed manufacturing Corvette convertibles in 1985. If the court ruled in favor of Mr. Hansen, what general type of regulation would such a ruling represent?
Protecting companies from one another
Protecting consumers from unfair trade practices
Protecting the future interests of society from dangerous business practices
Protecting consumers from one another
Protecting businesses from unfair consumer practices
24. Archer Daniels Midland (ADM) Co. is the world's largest cocoa bean processor. It buys cocoa beans and converts the beans into cocoa powder and cocoa butter, which it sells to companies that manufacture consumer products that contain chocolate. The cocoa bean processor is operating in a(n) _____ market.
reseller
government
psychographic
product-intensive
industrial
25. Several years ago, SwissAir made some unwise investments to pay for a planned expansion. As a result, the company had to make some cost-cutting moves that alienated its customers. Eventually the company declared bankruptcy, regrouped, and found itself able to resume business. Its board of directors recently announced that the company would resume flying if it could prove that the airlines could regain at least 75% of its lost customers. It decided to allot $50,000 to determine the probability that its former customers would fly on the airline again and what methods requiring little or no money could be used to increase that probability. This description represents which stage in the marketing research approach?
Define the problem.
Develop the research plan.
Collect relevant information.
Develop findings.
Take marketing actions.
26. DirectProtect is an insurance provider that uses telemarketers rather than insurance agents to sell its insurance and to deal with claims. It wants to introduce its product into new markets, but before it does so, it wants to have a prediction of how successful its sales efforts will be. One of the first things researchers did was to invite a group of eight people with insurance to talk about home and auto insurance with a moderator. One of the purposes of this exploratory research was to gather information about the group members' attitudes toward insurance and their awareness of DirectProtect. Although additional research still needs to be done, the marketing researchers were able to use a focus group to gather _____ data.
hypothetical
generative
questionnaire
evaluative
experiential
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
28. In the 1960s, television westerns were extremely popular. The shows were adventure shows with settings and costumes that were very unlike what really existed. There were Bonanza, Wagon Train, The Virginian, Laramie, and so on. When viewers gradually stopped watching this category of programs, production companies found that the networks no longer wanted to televise such shows. The television western as a product category entered the _____ stage.
decay
diversification
decline
maturity
harvesting
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.
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.
31. A small film company is releasing a documentary based on the efforts of a group dedicated to saving endangered species. The company believes the credibility of its film is critical to its financial success. Which promotional element should it employ?
Invite members of the group to speak to local schoolchildren.
Use publicity.
Give away free posters to all movie attendees.
Use direct sales.
Send postcards to all people within a 25-mile radius of a theater showing the movie.
32. For several years, advertisements for Arm & Hammer Baking Soda have prompted consumers to place an opened box of the product in the refrigerator to lessen food odor and to replace that box monthly. The same ads advise customers to pour the used box down their kitchen sinks to freshen drains. Arm & Hammer employed a _____ strategy in its attempt to sell more baking soda.
market penetration
market development
product development
diversification
product penetration