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 Some members claimed the problem was Canadian retailers had been replaced by Wal-Marts.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)
2. (TCO 1) A conscious choice made from among two or more alternatives is called a (Points: 3)
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)
4. (TCO 1) An interview is an example of which type of marketing research? (Points: 3)
5. (TCO 1) When Home Depot entered the Quebec market, two percent of the population was aware of the retail chain. To determine how effective its advertising was in the first 18 months of its presence in the Canadian province, it conducted awareness research for a second time. Prior to conducting the research, it was decided that if at least 50 percent of the population were aware of the Home Depot brand that it would continue its present advertising program. This is an example of a(n) (Points: 3)
measure of success.
barrier to entry
6. (TCO 3) In the world of marketing, __________ are ideas about products or services. (Points: 3)
7. (TCO 1) Facts and figures that are newly collected for a project at hand are called (Points: 3)
internal secondary data.
external secondary data.
8. (TCO 3) Market segmentation stresses __________ and relating needs and benefits to specific marketing actions. (Points: 3)
grouping people randomly in a market
grouping people according to similar needs
splitting people randomly between markets
product based market development
9. (TCO 3) MyTwinn makes dolls that look like young girls. For $119 they will make a doll that looks just like a photograph. So, if you send in the money and a photo of your young niece, she could have a doll that is her twin! This is an example of (Points: 3)
how the 80/20 rule is implemented.
10. (TCO 6) The five key steps in segmenting and targeting markets (Points: 3)
help identify market needs.
provide guidance to reposition products.
help create ideas for new products.
link market needs of customers to the organization s marketing program.
are required by law.
11. (TCO 6) Potential buyers within a segment should be (Points: 3)
difficult to reach to prevent competitors from reaching them first.
similar to buyers among different segments.
similar in terms of a marketing action.
high cost to assign to segments.
interested in direct mail services.
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
14. (TCO 3, 5 & 6) The place an offering occupies in consumers' minds on important attributes relative to competitive products is called (Points: 3)
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
ratings of an ideal product s or brand s 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)
17. (TCO 1, 3, 5 & 6) The terms continuous innovation, dynamically continuous innovation, and discontinuous innovation, are classifications based on (Points: 3)
degree of learning required by the consumer.
channels of distribution.
18. (TCO 1, 3, 5 & 6) Suppose that you are a marketing consultant hired to analyze why a new disposable mop did not sell, despite the fact that there are several very successful disposable mops on the market. Which of the following would most likely be the reason for the mop s failure? (Points: 3)
poor product quality
insignificant point of difference compared to other disposable mops
poor execution of the marketing mix
any of the above
19. (TCO 1, 3, 5 & 6) The first stage in the new-product process is (Points: 3)
screening and evaluation.
new-product strategy development.
20. (TCO 3 & 6) Breyer's introduced a new line of ice cream flavors for sale in elegant black containers. This was done on a limited scale to determine consumer reactions before national distribution of the product. Breyer's new product was in the __________ stage of the new-product process. (Points: 3)
screening and evaluation
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
maintain brand loyalty
gain as much distribution as possible
reveal a marketing niche
22. (TCO 1, 3, 5 & 6) When the Floral Council advertises giving flowers as a thoughtful and appreciated gift for any occasion it is trying to stimulate __________ demand. (Points: 3)
(TCO 1, 3, 5 & 6) The stage in the product life cycle labeled "C" in the above Figure is called: (Points: 3)
24. (TCO 1, 3, 5 & 6) Which of the following is a characteristic of the growth stage of the product life cycle? (Points: 3)
advertising emphasis switches to selective demand
growing proportion of initial purchasers to repeat purchasers
product features remain unchanged
profit margins increase as sales increase
All of the above are characteristics of the growth stage of the product life cycle.
25. (TCO 1, 3, 5 & 6) The stylized blue and white waves in an oval shape that appear on every package of Ocean Spray brand products is an example of a (Points: 3)
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