sample11 - Sample questions and answers Chapters...

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Unformatted text preview: Sample questions and answers Chapters 5,8,10,12,13 MULTIPLE CHOICE. Choose the one alternative that best completes the statement or answers the question. 1) The opening vignette on Washingt on Mutual indicates that, as the Washingt on Mutual experienc e shows, successful marketers are the ones that fully ________ . 1) _______ A) diversify their product line B) understand promotional strategy C) satisfy their customers D) divorce themselves from a production mentality E) understand the sales concept 2) In ________ marketing , the seller engages in the mass productio n, mass distributi on, and mass promotio n of one product for all buyers. 2) ______ _ A ) m a ss group D) differentiated E) segmented 3) If your marketing departme nt establishe d a priority in reaching solution- oriented customers (e.g., those that want value through more benefits and advice), ________ would be the best means for connectin g with these customers . 3) ______ _ A ) t r a n s a cti on se lli ng consultative selling D) dual selling E) enterprise selling 4) All marketing strategy is built on STP seg mentation , targeting, and ________ . 4) ______ _ A ) p l a nn in g performance D) product E) positioning 5) The main advantage of co- branding is that a product may be convincin gly positione d by virtue of the ________ involved. Co- branding can generate greater sales from the existing target market as well as open additional opportuni ties with new consumer s and channels. 5) ______ _ A ) i n c r e a s e d a dv ert isi ng do lla rs branding synergy D) multiple brands E) none of the above 6) In today's rapidly changing product markets, moderniz ation of the product line is continuou s. Companie s plan improvem ents to encourage customer migration to ________ . 6) ______ _ A ) h i g h e r m ar gi n ite m s lower- price, lower- value D) higher markup products E) none of the above 7) A ________ is defined as a distinct unit within a brand or product line distinguis hable by size, price, appearanc e, or some other attribute. 7) ______ _ A ) U P C ( u n i f or m pr od uc t co de ) stock keeping unit (SKU) D) product type E) none of the above 8) Manufact...
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sample11 - Sample questions and answers Chapters...

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