You've reached the end of your free preview.
Want to read all 3317 pages?
Unformatted text preview: 1. Lecture Question #4 We have eight video guest lecturers for the class. One of these is Don Kosec, with Time Warner. Whi
the following best describes his organization?
A. Family Entrepreneur--Product
B. Business to Business (B2B) -- Service
C. Business to Business--Product
D. Not for Profit Foundation--Service
E. Retail Franchise--Product
Score: 2. 0/2 Question #127 Marketing concept refers to
Student Response A. the activity for creating, communicating, delivering and exchanging offerings that benefi
organization, its shareholders, and customers. B. the belief that an organization should focus its efforts on 1) continuously collecting information a
customers' needs, 2) sharing this information across departments, and 3) using it to create cust
value. C. the orientation of creating, communicating, delivering a product or service to a specific segme
the market, providing the greatest customer value at the highest possible price. D. directing a firm's activities towards advertising, promotion, and sales in order to reach the gre
number of potential customers. E. the idea that an organization should (1) strive to satisfy the needs of consumers (2) while also tr
to achieve the organization's goals.
Score: 3. Question #50 2/2 Showstoppers refer to
A. creative or innovative members of a marketing team.
B. unexpected alternative uses for a product that result in a sudden increase in sales.
C. factors that might doom a product.
D. a sudden loss of financial backing even though the item is in production.
E. a situation when a competitor's product suddenly beats a firm's new product to the marketplace.
Score: 4. 0/2 Lecture Question 28 In the example given in class for the BCG Model, at one time Jay-Z was Def Jam's:
A. Cash Cow
C. Problem Child
D. Question Mark
Score: 5. 0/2 Question #193 Diversification analysis refers to
Student Response A. a tool that helps a firm search for growth opportunities from among current and new markets as
as current and new products.
B. a tool that helps identify the degree to which a firm or organization is in compliance
government regulations regarding the hiring of minorities. Student Response
C. a formula used to award government contracts based upon a firm or organization complicity
federal hiring guidelines.
D. a tool used to determine the appeal of each SBU or offering and then determine the amount of
if any, each should receive.
E. a tool used to determine which products within a company's product line should be dropped to
loss of market share in the industry.
Score: 6. 2/2 Question #258 The difference between the projection of the path to reach a new goal and the projection of the path o
results of a plan already in place is referred to as
A. the contribution margin.
B. the marginal space.
C. the breakeven point.
D. the planning gap.
E. differential location.
Score: 7. 0/2 Lecture Question #5 2 Some laser printer ink cartridges cannot be refilled (very easily). Instead, consumers need to purchase a
cartridge. Some people criticize businesses for this type of practice. Which of the following typ
problematic business practices does this represent?
A. Planned obsolescence.
B. Deceptive pricing.
C. Deceptive packaging. Student Response
D. Unsafe product.
E. High-pressure sales.
Score: 8. 0/2 In class, we learned In class, we learned that Nike has been accused of engaging in unethical practices. Which of the follo
did we note they were accused of?
A. Insider Trading
B. Inflated Accounting Reports
C. Providing bribes in foreign markets
D. Management engaging in conflicts of interest
E. Using sweatshops and child labor to make their goods
Score: 9. 2/2 Question #240 2 Social audit refers to
Student Response A. a systematic assessment of a firm's compliance to fair hiring practices and commitment to divers B. a company-wide assessment of employees at all levels to determine the current climate of pers
attitudes towards their job and their workplace. C. an annual assessment of how closely individual employs, departments, divisions, and the firm
whole have been able to adhere to company policies regarding social responsibility. D. a systematic assessment of a firm's objectives, strategies, and performance in terms of s
responsibility. E. a measurement device used by firms to select employees from a hiring pool based upon the pote
hire's ability to work with a diverse group of people and adapt to different social settings. Score: 2/2 10. Question #255 2 According to founder Howard Schultz, Starbucks has built a company that balances profitability with
A. market share.
B. a social conscience.
C. standards of excellence.
D. measureable annual growth.
E. sustainable development.
Score: 2/2 11. Question #166 2 Transparency International is an organization that is responsible for
A. monitoring how developed nations deal with developing nations.
B. setting down procedures for ethical international business based on Napoleonic Code.
C. monitoring and ranking nations worldwide according to their perceived use of bribery.
D. creating an acceptable international code of ethics. E. making sure federal, state, and local governments in the United States abide by the Consumer B
Score: 2/2 12. Lecture Question #3 2 In class, we talked about a situation in which you pick up some new kumquat flavored Ding-dongs,
them and found they were REALLY GOOD! The next time you are in the store, you decide to get more. What type of learning model seems to best explain this behavior?
A. Classical Conditioning
B. Operant Conditioning
C. Social Learning
D. Cognitive Learning
E. Marketing Manipulations
Score: 2/2 13. Lecture Question #9 2 In lecture, we saw a commercial for the Lincoln MKS . This car is a special edition which allows YO
be the BEST YOU CAN BE! Which form of motivation is the marketer attempting to stimulate?
A. Physiological needs
B. Safety needs
C. Social needs
D. Personal needs
E. Self-actualization needs
Score: 0/2 14. Question #231 3 The set of values, ideas, and attitudes that are learned and shared among the members of a group is ref
to as ____________.
A. national character
B. culture Student Response
C. social class
D. cultural code of ethics
E. ethnic ideology
Score: 2/2 15. Question #71 4 Figure 5-3
In Figure 5-3 above, column "A" represents which of the following?
A. Simulated selection
B. Routine response behavior
C. Limited problem solving
D. Extended problem solving
E. Integrated problem solving
Score: 2/2 16. Question #138 4 Those behaviors that result from 1) repeated experience and 2) reasoning, is referred to as
A. psychosocial perception.
C. attitudinal identification.
D. dynamic growth. Student Response
Score: 2/2 17. Lecture Question # 26 According to lecture, which of Porter's Factors would cause us to ask if we can be COMPETITIVE i
A. Factor Conditions
B. Demand Conditions
C. Related and Supporting Industries
D. Company Strategy, Structure, and Rivalry
Score: 2/2 18. Lecture Question # 15 According to the lecture, when consider the U.S. balance of trade, marketers should
A. be worried about the negative balance of trade.
B. be happy about the postive balance of trade.
C. realize that as long as there is exporting and importing, there are business opportunities
D. realize that they can do little to affect the level of exporting.
E. realize that they can do little to affect the level of importing.
Score: 2/2 19. Question #212 When it comes to electronic commerce over the Internet, organizational buying
Student Response A. is not nearly as prevalent as consumer electronic commerce when measured by the total dollar v
of all Internet transactions. B. is at least four times greater than consumer electronic commerce when measured by the total d
value of all Internet transactions.
C. has dramatically decreased since face-to-face time is so important.
D. is impossible to estimate since companies will not share information.
E. has decreased since timely information is unavailable.
Score: 0/2 20. Question #130 2 Several people often participate in the organizational buying process. Called __________, these p
share common goals, risks, and knowledge important to a purchase decision.
A. a buying center
B. a buying cohort
C. a purchasing committee
D. a feasibility study group
E. corporate obstructionists
Score: 2/2 21. Lecture Question #16 2 2 Based on the lecture, which of the following is a good example of collecting primary data using per
A. Syndicated services, like ProductScan Student Response
B. Online databases, like LexisNexis
C. Devices like TIVO that record what television shows people watch. D. Going into the consumers' home and seeing how they live and use your product, like
ethnographic research done by MTV
E. Getting people into small interview groups to discuss the product in Focus Group research
Score: 2/2 22. Question #286 2 2 A test market for a new Kellogg's cereal is an example of
A. hypothesis generation.
B. an experiment.
C. modular research.
D. virtual modeling.
E. probability sampling.
Score: 2/2 23. Question #33 2 2 Personally or socially preferable modes of conduct or states of existence that tend to persist over tim
referred to as _____.
E. beliefs Score: 2/2 24. Lecture Question #27 2 2 2 In class, we noted that the Gap, Inc. operates several brands in order to make it easy for people to ex
their personal style. Their brands include the Gap, Banana Republic, Old Navy, and Piperlime.
approach to segmentation is the Gap, Inc. using?
A. Concentrated marketing
B. Single-segment marketing
C. Multiple-segment marketing
D. Mass marketing
E. Fashion pricing line strategy
Score: 2/2 25. Question #13 3 2 A survey of buyer intentions forecast involves
Student Response A. starting with the last known value of the item being forecast, listing the factors that could affec
forecast, assessing whether they have a positive or negative impact, and making the final forecas
B. making decisions without any intervening steps. C. asking prospective customers if they are likely to buy the product during some future time period
D. asking the firm's salespeople to estimate sales during a coming period. E. always selecting the forecasting alternative that would allow a firm to survive financially even i
forecasts were totally incorrect.
Score: 2/2 26. Question #158 3 2 Market-product grid refers to
A. a visual representation of all products offered within a specific product class. B. a framework used to compare one firm's product offerings with another firm's offering
relationship to their relative market share. C. a framework used to demonstrate the growth or decline of specific market segments withi
organization. D. a framework to relate the market segments of potential buyers to products offered or pote
marketing actions by an organization.
E. a product differentiation table that allows a firm to identify specific product features and
corresponding market share.
Score: 2/2 27. Lecture Question #7 -- Service dimensions In class, we discussed the fact that service providers need to focus on the service dimensions valued by
customers. Which of the following dimensions is NOT a dimension valued by consumers in the c
A. They want their casual dining restaurants to stand for something unique
B. They want lower prices
C. They want better food
D. They want a slower paced, relaxed dining experience
E. They want better looking stores
Score: 2/2 28. Lecture Question #15 -- Casual Dining In class, we considered the case of Casual Dining as a service. We thought about what consumers r
want from their casual dining experience. One thing some consumers want is a "unique" service experi Based on lecture, what unique element does the Cheesecake Factory offer?
B. High quality Steak
C. Large Portions
E. Improved Service
Score: 0/2 29. Question #7 2 3 The classifications of innovator, early adopters, early majority, and laggards are all based upon
A. when they begin using a new product.
B. how frequently a consumer uses a product.
C. shopping styles and purchase preferences.
D. how much time it takes to educate a consumer in the use of a new technology.
E. how quickly specific groups respond to an advertising message or campaign.
Score: 2/2 30. Question #254 3 Kroger required that Birdseye pay $15,000 to get its new frozen stir-fry vegetable mix placed in the fre
of Kroger supermarkets. This payment is an example of a
A. retail goodwill fee.
C. product support fee. Student Response
D. slotting fee.
E. product development fee.
Score: 0/2 31. Question #225 2 3 The emergency room staff in Houston's largest hospital is surprised and pleased when a four-day Fou
July weekend brings fewer accident victims in for treatment. They know from experience that such p
holidays usually have high rates of accidents. For the hospital business office, the lower demand fo
emergency room services means
A. a break in the service continuum.
B. its services are no longer tangible.
C. its services can be separated from the staff.
D. the hospital has idle production capacity.
E. an opportunity for gap analysis.
Score: 0/2 32. Question #283 3 Figure 11-1
The stage in the product life cycle labeled "A" in Figure 11-1 above is referred to as
C. growth Student Response
Score: 2/2 33. Lecture Question #25 2 3 In class we noted that a firm might price lower than the market demands in order to "manage for lon
profits." How would this work?
A. Lower prices draw more consumers, who may learn to be loyal to our brand.
B. It allows us to earn a good profit in the current quarter to satisfy market analysts.
C. It helps us to earn a target return on our objectives.
D. It supports that effort to manufacture off-shore.
E. It lets us recover our costs quickly.
Score: 2/2 34. Lecture Question #22 2 3 In class, we noted that in order to set price for our product, it would be helpful to understand the P
Equation. What IS that equation?
A. Profit = Average Revenue - Total Cost
B. Profit = Marginal Revenue - Total Cost
C. Profit = Total Revenue - Total Cost
D. Profit = Unit Price - Fixed Costs
E. Profit = Quantity Sold - Variable Cost
Score: 2/2 35. Question #11 3 3 The use of "special fees" and "surcharges" is driven by consumers' zeal for __________ and the ea
making price comparisons on the Internet.
A. high prices
B. low prices
C. extra accessories
D. service contracts
Score: 2/2 36. Question #165 3 3 Which of the following statements about the factors that influence demand is true?
A. As the availability of close substitutes increases, the demand for a product increases.
B. As real consumer income increases, demand for a product increases.
C. As the price of close substitutes increases, demand for a product declines.
D. Changing consumer tastes have little impact on demand for a product.
E. As real consumer income decreases, demand for a product increases.
Score: 2/2 37. Lecture Price Question #7 In which pricing approach do we find a situation where consumers may “buy up” to a higher priced,
feature-rich model which is ALSO more profitable for the marketer?
A. Price Lining Student Response
B. Target Pricing
C. Odd-even Pricing
D. Bundle pricing
E. Yield Management Pricing
Score: 0/2 38. Lecture Price Question #12 In class, we considered several factors which influence the "list" or "quoted" price. These included:
A. Client Effects, Customer Effects, and Consumer EfFects
B. Company Effects, Mangement Effects, and Finance Effects
C. Environmental Effects, Competitive Effects, and Consumption Effects
D. Company Effects, Customer Effects, and Competitive Effects
E. Client Effects, Company Effects, and Enviornmental Effects
Score: 0/2 39. Question #170 6 If the trade discount is listed 20/10/5, the number 5 represents
A. 5 percent of the manufacturer's suggested price paid by the retailer.
B. 5 percent of the manufacturer's suggested price paid by the wholesaler.
C. 5 percent of the manufacturer's suggested price paid by the jobber.
D. 5 percent of the retailer's price paid by the wholesaler.
E. 5 percent of the jobber's cost or manufacturer's sale price.
Score: 0/2 40. Question #88 4 A critical assumption when using target profit pricing is that
A. a higher average price will not cause the demand to fall.
B. a higher average price will usually cause the demand to fall.
C. a higher average price will always cause the demand to fall.
D. profit is relative to the current value of the dollar so this form of pricing is extremely risky. E. if you increase your average price, all of your competitors will do the same, so being first wi
Score: 0/2 41. Question #72 4 Rather than billing clients by the hour, some lawyers and their clients agree on a fixed fee oriente
expected costs plus a profit for the law firm. Which pricing method are they using?
A. Target pricing
B. Cost-plus pricing
C. Customary pricing
D. Experience curve pricing
E. Bundle pricing
Score: 2/2 42. Lecture Question #14 5 According to the lecture, New Pig is a firm that manufactures industrial clean up materials. Their
product was an oil absorbent product in a "sausage-like" container. Base on their marketing, this
presented as a good example of: Student Response
A. an indirect channel of distribution
B. a consumer marketing channel of distribution
C. an inefficient channel of distribution
D. a direct channel of distribution
E. a failed pork barrel channel of distribution
Score: 2/2 43. Question #122 2 4 When Dell Computer sells made-to-order PCs via its Web site, it is an example of which type of mark
A. Direct channel
B. Indirect channel
C. Strategic channel alliances
D. Marketing channel
E. Dual distributive channel
Score: 2/2 44. Question #90 2 4 Figure 15-1 A variety of terms are used for marketing intermediaries. They vary in specificity and use in consumer
business markets. According to Figure 15-1 above, the term that would be used to describe the interme
in Cell "C," would be __________.
A. retailer Student Response
E. agent or broker
Score: 2/2 45. Coke Superbowl ad In class, we viewed an ad that Coke released for the 2008 Superbowl. It showed a big parade ballo
Coke getting away from the handlers, and then being chased into the sky by several cartoon char
balloons. The goal of this ad was:
D. dissonance reduction
Score: 2/2 46. Question #145 3 3 Piggyback is another name for __________.
A. intermodal transportation
B. an efficient materials handling system
D. trailer on flatcar
E. motor carriers Score: 2/2 47. Question #330 3 Growth in the direct-selling industry is the result of two trends, (1) there is a growing number of comp
that are using direct selling to reach consumers who prefer one-on-one customer service and a s
shopping experience rather than online shipping or big discount stores, and (2)
A. increased gas prices and traffic congestion are causing people to want the store to come to them. B. the pendulum is beginning to swing back to more mothers (and fathers) staying home during the
with children, making dir...
View Full Document
- Fall '13
- Marketing, Correct Answer