posted a question
1) Which of the following statements best describes the modern view of marketing?
A.

Marketing should take over production, accounting, and financial services within a firm.
B.

The job of marketing is to get rid of whatever the company is producing.
C.

Marketing is concerned with generating a single exchange between a firm and a customer.
D.

Marketing begins with anticipating potential customer needs.


2) According to the text, marketing means:
A.

Selling.
B.

Much more than selling and advertising.
C.

Producing and selling.
D.

Advertising.


3) For Tesla, a new firm that makes an electric sports car, estimating how many competitors will make electric vehicles and what kinds they will make, is:
A.

A production activity.
B.

One of the universal functions of innovation.
C.

An example of the micro-macro dilemma.
D.

A part of marketing.


4) Which of the following statements regarding marketing strategies is FALSE?
A.

These strategies must meet the needs of target customers, and a firm is likely to get a competitive advantage if it just meets needs in the same way as some other firm.
B.

It is useful to think of the marketing strategy planning process as a narrowing-down process.
C.

Developing successful marketing strategies does not need to be a hit-or-miss proposition.
D.

These strategies require decisions about the specific customers the firm will target and the marketing mix the firm will develop to appeal to that target market.


5) To compete more successfully with its many competitors offering packaged cookies, Famous Amos added its own line of extra chunky premium cookies. This seems to be an effort at:
A.

Market penetration.
B.

Combination.
C.

Market development.
D.

Product development.


6) Professional Dental Supply has been successfully selling dental instruments to dentists for the past 20 years, and has developed strong customer relations. When looking for new marketing opportunities, Professional Dental Supply will most likely look first at
A.

Diversification.
B.

Market penetration.
C.

Market development.
D.

Product development.


7) The four Ps of a marketing mix are:
A.

Promotion, Production, Price, and People
B.

Product, Place, Promotion, and Price
C.

Product, Price, Promotion, and Profit
D.

Production, Personnel, Price, and Physical Distribution


8) Product is NOT concerned with:
A.

Branding.
B.

Packaging.
C.

Wholesale price.
D.

Quality level.


9) The marketing mix
A.

Includes the target market
B.

Includes four variables—advertising, personal selling, customer service, and sales promotion.
C.

Helps to organize the marketing strategy decision areas.
D.

Includes four variables—People, Place, Promotion, and Price.


10) Hewlett-Packard sells personal computers through specialty computer stores, electronics superstores, and its own Internet site. The marketing mix variable that is being considered here is:
A.

Promotional.
B.

Placement.
C.

Product.
D.

Pricing.


11) Dell, Inc. wants to offer customers televisions in addition to computers. This is a change in their _____________________
A.

promotional.
B.

product.
C.

personnel.
D.

pricing.


12) A firm's decisions regarding channel type, market exposure, and kinds of intermediaries would fall under the marketing mix variable of
A.

Place.
B.

Price.
C.

Promotion.
D.

Product.


13) A marketing plan is:
A.

A marketing strategy.
B.

A target market and a related marketing mix.
C.

A marketing strategy—plus the time-related details for carrying it out.
D.

A marketing program.


14) The main difference between a marketing strategy and a marketing plan is that:
A.

A marketing plan includes several marketing strategies.
B.

A marketing strategy omits pricing plans.
C.

A marketing strategy provides more detail.
D.

Time-related details are included in a marketing plan.


15) Which of the following is part of a complete marketing plan?
A.

Competitors' marketing strategies.
B.

What company resources (costs) are required and at what rate.
C.

How different marketing mixes (for different target markets) relate to each other.
D.

All of these.


16) Marketing strategy planners should recognize that:
A.

Mass marketing is often very effective and desirable.
B.

Large firms like General Electric, Target, and Procter & Gamble are too large to aim at clearly defined markets.
C.

Target marketing is not limited to small market segments.
D.

Target markets should not be large and spread out.


17) Target marketing, in contrast to mass marketing,
A.

Assumes that all customers are basically the same.
B.

Ignores markets that are large and spread out.
C.

Focuses on fairly homogeneous market segments.
D.

Is limited to small market segments.


18) Good marketing strategy planners know that:
A.

Target marketing does not limit one to small market segments.
B.

Mass marketing is often very desirable and effective.
C.

The terms mass marketing and mass marketer mean basically the same thing.
D.

Firms like Nabisco and WalMart are too large to aim at clearly defined target markets.

19) Clustering techniques applied to segmenting markets
A.

Usually require computers to group people based on data from market research.
B.

Remove the need for managerial judgment.
C.

Eliminate the need for marketing managers to specify in advance what dimensions might be relevant for grouping consumers.
D.

All of the above are true.


20) The process of naming broad product-markets and then segmenting them in order to select target markets and develop suitable marketing mixes is called:
A.

Market segmentation.
B.

Market development.
C.

Market research.
D.

Market penetration.


21) ______________ is the process of naming broad product-markets and then segmenting these broad product-markets in order to select target markets and develop suitable marketing mixes.
A.

Market segmentation
B.

Mass marketing
C.

Diversification
D.

Market positioning


22) A ______________ is an organized way of continually gathering and analyzing data to get information to help marketing managers make ongoing decisions.
A.

Marketing model
B.

Marketing research project
C.

Marketing research department
D.

Marketing information system


23) ________________ ________________ utilizes qualitative and quantitative analysis procedures to help marketing managers make more informed decisions.
A.

Marketing processing.
B.

Marketing structure.
C.

Marketing research.
D.

Marketing planning.


24) Procedures that develop and analyze new information to help marketing managers make decisions are called:
A.

Operational planning.
B.

Analytical research.
C.

Marketing research.
D.

Strategy planning.


25) When focus group interviews are used in marketing,
A.

The typical group size is 15 to 20 typical consumers whether online or off-line.
B.

It is primarily as a follow-up to more quantitative research.
C.

Each person in the group answers the same questionnaire, to focus the discussion.
D.

The research conclusions will vary depending on who watches the interview whether online or off-line.


26) A consumer products manufacturer wants consumer reaction to its existing products. Interaction is considered important to stimulate thinking. The firm should use:
A.

Focus group interviews.
B.

The GSR (galvanic skin response) method.
C.

The observation method.
D.

Quantitative interviews.


27) One of the major disadvantages of the focus group interview approach is that
A.

It is difficult to measure the results objectively.
B.

It is difficult to get in-depth information about the research topic.
C.

Ideas generated by the group cannot be tested later with other research.
D.

There is no interviewer, so the research questions may not be answered.


28) The observing method in marketing research:
A.

May require customers to change their normal shopping behavior.
B.

Is used to gather data without consumers being influenced by the process.
C.

Uses personal interviews.
D.

Is not suitable for obtaining primary data.


29) The attitudes and behavior patterns of people are part of the
A.

Social and cultural environment.
B.

Competitive environment.
C.

Political environment.
D.

Firm's resources and objectives.


30) Which of the following statements about consumer products is true?
A.

Shopping products are those products for which customers usually want to use routinized buying behavior.
B.

Specialty products are those that customers usually are least willing to search for.
C.

Convenience products are those that customers want to buy at the lowest possible price.
D.

Unsought products are not shopped for at all.

31) ______________ is the process of naming broad product-markets and then segmenting these broad product-markets in order to select target markets and develop suitable marketing mixes.
A.

Strategic planning
B.

Mass marketing
C.

Market segmentation
D.

Market positioning


32) The first step in market segmentation should be:
A.

Evaluating what segment(s) you currently serve.
B.

Deciding what new product you could develop.
C.

Finding a demographic group likely to use your products.
D.

Defining some broad product-markets where you may be able to operate profitably.


33) Which is the first step in market segmentation?
A.

Clustering people with similar needs into a market segment.
B.

Finding one or two demographic characteristics to divide up the whole mass market.
C.

Naming a broad product-market of interest to the firm.
D.

Evaluating market segments to determine if they are large enough.


34) Which of the following is NOT one of the text's product life cycle stages?
A.

Market penetration
B.

Market maturity
C.

Market introduction
D.

Market growth


35) Which of the following is a DEMOGRAPHIC segmenting dimension?
A.

Brand familiarity.
B.

Rate of use.
C.

Type of problem solving.
D.

Family life cycle.


36) The product life cycle:
A.

Has five major stages.
B.

Describes the stages a new product idea goes through from beginning to end.
C.

Applies more to individual brands than to categories or types of products.
D.

Shows that sales and profits tend to move together over time.


37) Cargill, Inc. is finally earning a profit on the unique product it introduced 6 months ago. Cargill's advertising is both informative and persuasive. Much money is being spent on Place development. There is little price competition, although several competitors have come out with reasonable imitations. Total industry sales and profits are both rising. In which stage of the product life cycle is Cargill operating?
A.

Market introduction
B.

Market growth
C.

Sales decline
D.

Market maturity


38) During the market introduction stage of the product life cycle:
A.

Products usually show large profits if marketers have successfully carved out new markets.
B.

Considerable money is spent on promotion while place development is left until later stages.
C.

Most potential customers are quite anxious to try out the new-product concept.
D.

Funds are being invested in marketing with the expectation of future profits.


39) During the MARKET INTRODUCTION stage of the product life cycle:
A.

Price and promotion are more important than Place and Product.
B.

Large profits are typical—until competition arrives.
C.

Much money is spent on Promotion, while spending on Place is left until later.
D.

Money is invested—in the hope of FUTURE profits.

40) Typically the _____ is responsible for building good distribution channels and implementing place policies.
A.

Sales manager
B.

Public relations manager
C.

Advertising manager
D.

Human resources manager


41) Price reductions given to channel members to encourage them to advertise or otherwise promote a firm's products locally are:
A.

Brokerage allowances.
B.

Advertising allowances.
C.

Push money allowances.
D.

Quantity discounts.


42) Advertising allowances
A.

Involve intermediaries and producers sharing in the cost of ads.
B.

Set the allowance amount as a percent of the retailer's actual purchases.
C.

Allow for coordination and integration of ad messages in the channel.
D.

Are price reductions to firms further along in the channel to encourage them to advertise or otherwise promote the firm's products locally.


43) American Tourister, Inc.—a producer of luggage—is planning to introduce a new product line. The marketing manager is having her sales force call on retailers to explain American Tourister's consumer advertising plans, the unique features of the new luggage, how the distributors can best promote it, and what sales volume and profit margins they can reasonably expect. This is an example of:
A.

Intensive distribution.
B.

A pushing policy.
C.

Selective distribution.
D.

A pulling policy.


44) A producer using very aggressive promotion to get final consumers to ask intermediaries for a new product has:
A.

A target marketing policy.
B.

A pushing policy.
C.

A selective distribution policy.
D.

A pulling policy


45) The Canyonlands Corporation is introducing a new product next month. To prepare for the introduction, the marketing manager is having his sales force call on distributors to explain the unique features of the new product, how the distributors can best promote it, and what sales volume and profit margins they can reasonably expect. In addition, Canyonlands is budgeting 2% of its estimated sales for magazine advertising. This is an example of:
A.

A pulling policy.
B.

A pushing policy.
C.

Exclusive distribution.
D.

Selective distribution.


46) Positioning analysis
A.

Is not a product-oriented approach.
B.

Shows that managers and customers usually view present brands similarly.
C.

Is a visual aid to understanding a product-market.
D.

Helps managers understand the actual characteristics of their products.


47) Which of the following statements about positioning is NOT TRUE?
A.

It refers to how customers think about proposed or present brands in a market.
B.

It helps marketing managers know how customers view the firm's offering.
C.

Positioning issues are especially important when competitors in a market are very dissimilar.
D.

It often makes use of techniques such as perceptual mapping.


48) Quality Ceramic, Inc. (QCI) defined five submarkets within its broad product-market. To obtain some economies of scale, QCI decided NOT to offer each of the submarkets a different marketing mix. Instead, it selected two submarkets whose needs are fairly similar, and is counting on promotion and minor product differences to make its one basic marketing mix appeal to both submarkets. QCI is using the
A.

Single target market approach
B.

Mass marketing approach.
C.

Multiple target market approach.
D.

Combined target market approach.

49) When a company grows globally, this is an example of:
A.

Product development.
B.

Diversification.
C.

Market penetration.
D.

Market development


50) Which of the following is NOT a trend affecting marketing strategy planning in the area of international marketing?
A.

More attention to exporting by small companies.
B.

Global communication over the Internet.
C.

Decreasing role of airfreight.
D.

Tensions between have and have-not cultures.


51) A _____ is a market with very similar needs and sellers offering various close substitute ways of satisfying those needs.
A.

Standard market
B.

Target market
C.

Product-market
D.

Generic market


52) Identify the incorrect statement about sales promotions.
A.

Sales promotions can be used as tools to overcome consumer price resistance.
B.

Changes in technology have made sales promotions more efficient.
C.

The availability of more ad agencies and specialists has spurred growth in sales promotions.
D.

Sales promotions have increased because of competition in emerging markets.


53) Which of the following is a key trend affecting marketing strategy planning?
A.

Slower new-product development.
B.

Less use of technology in personal selling.
C.

Growth of marketing information systems.
D.

Senior and ethnic submarkets are getting smaller.


54) It is usually the _________ job, perhaps with help from specialists in technology, to decide what types of sales technology tools are needed and how they will be used.
A.

Procurement manager's
B.

Marketing executive's
C.

Purchasing manager's
D.

Sales manager's


55) Many Internet sites, such as Autobytel.com and Edmunds.com, have extensive information about the prices of new and used vehicles that anyone can use for free. In light of the availability of this information, what is the responsibility of consumers to use it?
A.

Consumers have a responsibility to use the information and be smarter customers.
B.

Consumers can use it, but should not feel a responsibility to do so.
C.

Consumers should not trust any information they receive from any source except the government.
D.

Consumers should not use it because it gives them an unfair advantage over car dealers.


56) The future poses many challenges for marketing managers because:
A.

The marketing concept has become obsolete.
B.

It is marketing managers who have full responsibility to preserve our macro-marketing system.
C.

Social responsibility applies only to firms—not to consumers.
D.

New technologies are making it easier to abuse consumers' rights to privacy.


57) Which of the following statements about ethical behavior in business is true?
A.

The legal environment sets the maximum standards of ethical behavior.
B.

The legal environment sets the minimum standards of ethical behavior
C.

The legal environment sets the highest standards of ethical behavior.
D.

The legal environment sets the normative standards of ethical behavior.