29 Jun Which of the following are measures used by marketing
Question
.(TCO 4) Which of the following are measures used by marketing executives? (Points : 5)
Market share
Cost per lead
Retention rate
Cost per click
All of the above
Question 2.2.(TCO 1) Ideally in effective marketing planning, goals should be _____ in terms of what is to be accomplished and when. (Points : 5)
loose and vague
as general as possible
flexible or elastic
quantified and measurable
None of the above
Question 3.3.(TCO 3) Which marketing strategy focuses on a single market segment but adds additional product lines? (Points : 5)
Full coverage
Market specialization
Product specialization
Selective specialization
Market-product concentration
Question 4.4.(TCO 1) 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 (Points : 5)
exclusivity.
electronic-focus.
quality focus.
differentiation focus.
service leadership.
Question 5.5.(TCO 1) Step 3 in the planning phase of the strategic marketing process is (Points : 5)
the situation analysis.
the market-product focus and goal setting.
the marketing program.
implementation.
obtaining resources.
Question 6.6.(TCO 1) The consumer products industry is one with several large competitors, soaring raw materials prices, and strong demands from powerful retailers for lower prices. As a result, Colgate-Palmolive Co. and Unilever Group, the makers of products such as Colgate toothpaste and Ben & Jerry’s ice cream, both reduced their earnings forecasts. Yet Procter & Gamble, another consumer products company, did not. At P & G, innovation is a key attribute, allowing the company to update all 200 of its brands and to invent products, such as Crest Whitestrips, that consumers crave. P & G has also used its marketing know-how to develop unique product placements on television shows that highlight its brands. A SWOT analysis of this information for P & G would indicate that the overall industry situation is a _____, whereas the invention taking place at P & G is a _____. (Points : 5)
strength; weakness
weakness; threat
threat; strength
opportunity; threat
opportunity; strength
Question 7.7.(TCO 3) All of the following steps are part of the planning process used to develop an organization’s advertising program, except (Points : 5)
identify the target audience.
specify the advertising objectives.
write the advertising copy.
calculate the marketing ROI.
schedule the advertising program.
Question 8.8.(TCO 2) 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. (Points : 5)
complexity
size
durability
accessibility
acceptability
Question 9.9.(TCO 4) Reminding buyers of the product’s existence is the promotional objective during which stage of the product life cycle? (Points : 5)
Introduction
Growth
Maturity
Decline
All of the above
Question 10.10.(TCO 2) The _____ includes advertising, personal selling, sales promotion, public relations, and direct marketing. (Points : 5)
promotion channel
communication chain
marketing matrix
promotional mix
media mix
Question 11.11.(TCO 7) Which of the following statements about the terms used for marketing intermediaries is true? (Points : 5)
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 12.12.(TCO 7) Which of the following statements about the legal and regulatory aspect of pricing is true? (Points : 5)
The Robinson-Patman Act deals with predatory pricing.
The Consumer Goods Pricing Act is the only federal legislation that deals directly with pricing issues.
The Sherman Act deals only with vertical price fixing.
The Federal Trade Commission Act deals with predatory pricing, deceptive pricing, and geographical pricing issues.
The Consumer Goods Pricing Act and the Robinson-Patman Act deal with price discrimination.
Question 13.13.(TCO 2) Which of the following is not one of the six major pricing objectives? (Points : 5)
Profit
Unit volume
Monopoly
Survival
Market share
Question 14.14.(TCO 3) The ratio of perceived benefits to price is called (Points : 5)
the price-quality relationship.
prestige pricing.
value-added pricing.
value.
value analysis.
Question 15.15.(TCO 6) Market segmentation involves aggregating prospective buyers into groups that will respond similarly to a marketing action and (Points : 5)
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.
Question 16.16.(TCO 5) Which of the following statements about environmental scanning is true? (Points : 5)
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
Question 17.17.(TCO 1) The marketing department helps keep the organization focused on creating value both for it and for customers. This is accomplished by (Points : 5)
listening to customers.
developing offerings.
producing offerings.
implementing marketing program activities.
All of the above
Question 18.18.(TCO 1) Which of the following acts as a barrier to the development of relationship marketing? (Points : 5)
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
Question 19.19.(TCO 1) 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? (Points : 5)
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 20.20.(TCO 6) Kraft produces Lunchables, a prepackaged meal usually consisting of several crackers, small slices of meat, and small slices of cheese. Some versions contain Capri Sun drinks. Others are called Cracker Stackers and Fun Fuel. The box is bright yellow and the quantity of food contained within is small. The target market for Kraft Lunchables is most likely (Points : 5)
moms of school-aged children.
businesspeople looking for a quick snack.
business travelers.
teenagers.
seniors.
Question 21.21.(TCO 3) The owners of Old School Brand Authentic Antique Foods researched Civil War records to come up with recipes for the old-fashioned products it markets. Concern about the _____ element of the marketing mix would make it eager to be featured in an upcoming edition of Taste of Home magazine. (Points : 5)
product
price
promotion
place
production
Question 22.22.(TCO 5) Google’s myspace.com is a social network that is targeted primarily to people under the age of 25. Increasing use of myspace.com as a networking tool for this target market is an example of how _____ forces impact the marketing environment. (Points : 5)
economic
competitive
social
regulatory
ecological
Question 23.23.(TCO 7) 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? (Points : 5)
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
Question 24.24.(TCO 6) Mile High Frozen Foods is a distributor for McDonald’s. It also bakes the buns used by McDonald’s in several states. Mile High purchases flour, yeast, and sesame seeds, manufactures the buns, and then distributes them to the retail stores. Mile High Frozen Foods is operating in a(n) _____ market. (Points : 5)
reseller
government
institutional
psychographic
industrial
Question 25.25.(TCO 1) 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. (Points : 5)
advertising
sales promotion
publicity
marketing research
tactical support
Question 26.26.(TCO 3) 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. (Points : 5)
questionnaire
secondary
intercept
observational
nonprobability
Question 27.27.(TCO 4) 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. (Points : 5)
idea generation
screening and evaluation
business analysis
market testing
commercialization
Question 28.28.(TCO 4) A few years ago, American Idol premiered as the first nighttime talent show in several decades. The marketing for the show was intent on making television viewers aware of its existence and excited enough about the show that they would watch the first episode. Based on this description, in which stage of the product life cycle would this show be? (Points : 5)
Introduction
Growth
Maturity
Decline
Harves
Question 29.29.(TCO 7) When an Avon representative sells cosmetics door-to-door, it is an example of which type of marketing channel? (Points : 5)
Direct channel
Indirect channel
Strategic channel alliances
Marketing channel
Dual distributive channel
Question 30.30.(TCO 2) Disney is using an integrated marketing communications program (IMC) to promote group travel to its theme parks, because (Points : 5)
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 31.31.(TCO 2) 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 (Points : 5)
publicity.
advertising.
direct marketing.
personal selling.
a public service announcement.
Question 32.32.(TCO 7) Assume that McDonald’s is engaging in a market penetration strategy. Which of the following actions best illustrates a market penetration strategy? (Points : 5)
Opening the first McDonald’s in China
Developing a line of McDonald’s toys to be sold through Toys”R”Us stores
Adding a line of new deli sandwiches to the menu of existing McDonald’s stores
Running a promotion based on the Monopoly game, whereby customers have a chance to win prizes with each purchase
Removing slow-moving products from its menus
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