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(TCO 1) The Book Promoters Association of Canada members recently questioned what could be done to rejuvenate the Canadian book publishing industry....


1. (TCO 1) The Book Promoters Association of Canada members recently questioned what could be done to rejuvenate the Canadian book publishing industry. Some members claimed the problem was Canadian retailers had been replaced by Wal-Marts. 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 : 3)
advertising
sales promotion
publicity
marketing research
tactical support

2. (TCO 1) A conscious choice made from among two or more alternatives is called a (Points : 3)
dilemma
quandary
decision
paradox
predicament



3. (TCO 1) What is the marketing research term for the specific, measurable goals the decision-maker seeks to achieve in conducting the marketing research? (Points : 3)
research risks
research objectives
research uncertainties
research decisions
research definitions



4. (TCO 1) An interview is an example of which type of marketing research? (Points : 3)
descriptive
explanatory
exploratory
causal
concrete



5. (TCO 1) Which of the following statements represents a possible measure of success in the define the problem stage of the marketing research process? (Points : 3)
You have three weeks and $10,000 to determine if it is going to be profitable to serve breakfast on weekdays or not.
If three year olds like this, then it stands to reason four-year olds will like it even more.
If observations show that children like Toy A more than Toy B in terms of hours spent playing with it, then we will move ahead with making Toy A.
Let's identify the most cost effective method of advertising.
Use mail questionnaires, not focus groups.



6. (TCO 3) A picture or verbal description of a product or service a firm might offer for sale is known as a(n) (Points : 3)
hypothesis
proposition
new-product concept.
alternative
opportunity

7. (TCO 1) Secondary data are the (Points : 3)
facts and figures that are newly collected for the project at hand.
facts and figures obtained by watching people mechanically rather than in person.
facts and figures obtained by asking people questions.
facts and figures that have already been recorded before the project.
conclusions developed from information obtained from a representative sample of a population.



8. (TCO 3) The process of segmenting a market and selecting specific segments as targets is the link between __________ and the organization's marketing program. (Points : 3)
self-regulatory industry standards
government regulations
top-level management
market needs
controllable environmental factors



9. (TCO 3) Lands End will custom fit the Marinac jacket and make it with additional features such as thumb loops, underarm ventilation slits, and a key clip when you order from LandsEnd.com. This is an example of (Points : 3)
mass customization.
synergy
target marketing.
how the 80/20 rule is implemented.
repositioning



10. (TCO 6) There are five steps involved in segmenting and targeting a market. What should a marketer do once he or she has selected a target market? (Points : 3)
create product groupings
develop a market-product grid
estimate size of market
take marketing actions to reach that target market
form prospective buyers into market segments



11. (TCO 6) Which of the following is NOT a criterion used in forming segments? (Points : 3)
potential for increased profit
similarity of needs of potential buyers within a segment
competitive position
potential of marketing action to reach a segment
simplicity and cost of assigning potential buyers to segments



12. (TCO 3, 5 & 6) A market-product grid is a framework to relate the __________ to products offered or potential marketing actions by an organization. (Points : 3)
estimated expenses for products sold
total anticipated revenue
total anticipated profit
market share compared to closest competitor
market segments of potential buyers


13. (TCO 6) Which of the following is a criterion used for selecting a target segment? (Points : 3)
potential for increased profit
similarity of needs of potential buyers within a segment
difference of needs of buyers among segments
potential of a marketing action to reach a segment
cost of reaching the segment


14. (TCO 3, 5 & 6) What does the term product positioning refer to? (Points : 3)
a careful analysis of cross tabulations
shelf locations in major chain, grocery, and department stores
geographic segmentation, often within major metropolitan areas
the place a product offering occupies in consumers' minds on important attributes
an old and outdated concept no longer worthy of consideration in marketing planning



15. (TCO 3, 5 & 6) Which of the following data are collected from consumers to develop a perceptual map for a particular product? (Points : 3)
a listing of all prospective brands and products
managerial judgments about how consumers perceive products
judgments of existing products or brands with respect to important attributes
rank order of the ratings of an existing brand's preference relative to its competitors
All of the above data are collected from consumers.



16. (TCO 1, 3, 5 & 6) A __________ is a group of products that are closely related because they satisfy a class of needs, are used together, are sold to the same customer group, are distributed through the same types of outlets, or fall within a given price range. (Points : 3)
product class
product mix
product line
marketing category
product category



17. (TCO 1, 3, 5 & 6) Which of the following is NOT an attribute of a new product? (Points : 3)
The product is less than 6 months old.
The product requires a significant degree of new learning by consumers.
The product is new in legal terms.
The product is new from a competitor's perspective.
The product is new from the organization's perspective.



18. (TCO 1, 3, 5 & 6) A young musician goes on tour to promote his newest songs. The concerts are a huge success, but due to technical problems, the musician's songs are not posted to iTunes until six weeks after the tour. Why did song s sales fall far short of plans? (Points : 3)
poor product quality
insignificant point of difference
too little market attractiveness
poor execution of the marketing mix
no economical access to buyers

19. (TCO 1, 3, 5 & 6) The stages a firm goes through to identify business opportunities and convert them into salable goods or services are called the (Points : 3)
situation analysis.
new-product process.
strategic management process.
SWOT analysis.
idea generation process.



20. (TCO 3 & 6) When audiences are allowed to preview actual movies such as Pretty Woman and National Treasure: Book of Secrets before they are released to the general public, it is a part of the __________ stage of the new-product process. (Points : 3)
market testing
business analysis
commercialization
screening and evaluation
concept testing



21. (TCO 1, 3, 5 & 6) A product in the introduction stage of the product life cycle should have which of the following marketing objectives? (Points : 3)
gain awareness and stimulate trial
stress differentiation
maintain brand loyalty
gain as much distribution as possible
reveal a marketing niche



22. (TCO 1, 3, 5 & 6) When the National Cattlemen’s Beef Association advertises Beef, It’s What’s for Dinner it is trying to stimulate __________ demand. (Points : 3)
selective
primary
derived
generic
secondary



23.
(TCO 1, 3, 5 & 6) The stage in the product life cycle labeled "C" in the above Figure is called: (Points : 3)
introduction
maturity
growth
diversification
decline



24. (TCO 1, 3, 5 & 6) At which stage in the product life cycle do industry profits usually peak? (Points : 3)
introduction
growth
maturity
decline
commercialization



25. (TCO 1, 3, 5 & 6) The swoosh that appears on every Nike product is an example of a (Points : 3)
copyright
trade name
service mark
brand name
generic brand
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This question was asked on Nov 20, 2011.

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