Demographic and cultural trends
12027 Q ACC
Which of the following is NOT one of marketing’s “four
P’s”?
a. Product
b. Price
c. Performance
d. Place
e. Promotion
2. The _____
is the central instrument for directing and coordinating the marketing effort.
a. Marketing
plan
b. Strategic
marketing plan
c. Tactical
marketing plan
d. Mission
statement
e. Growth
matrix
3. According
to the text Basic Marketing, Marketing means:
a. Distribution
b. Making
good products
c. More
than selling and advertising
d. Promotion
e. Performing
services
4. A
producer with a marketing orientation is MOST likely to:
a. Distribute
the product according to the needs customers have for product availability
b. Distribute
the product in as many retail outlets as possible
c. Provide
overnight express shipping
d. Use
e-commerce as a key element in distribution
e. Distribute
directly from the producer to the consumer
5. Which of
the following organizations should apply the marketing concept?
a. National
Park Service
b. National
Federation of the Blind
c. Christian
Children’s Fund
d. All of
the above
e. None of
the above
6. A target
market and a related marketing mix make up a:
a. Marketing
plan
b. Marketing
strategy
c. Marketing
program
d. Marketing
analysis
e. Marketing
proposal
7. Target
marketing, in contrast to mass marketing
a. Assumes
all customers have the same needs
b. Assumes
everyone is a potential customer
c. Focuses
only on small market segments
d. Tailors a
marketing mix to fit some specific target customers
e. Makes it
more likely that a firm will face direct competition
8. Which of
the following is NOT a Product-area decision?
a. Quality
level
b. Market
exposure
c. Instructions
d. Packaging
e. Branding
9. 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. Price
b. Promotion
c. Personnel
d. Product
e. Place
10. The Price
area of the marketing mix:
a. Requires
consideration of the cost of the marketing mix and the competition facing the
firm when setting prices
b. Does not
involve estimating consumer reaction to possible prices
c. Requires
an understanding of discounts and allowances
d. Does not
include the consideration of geographic terms in price setting
e. Both A
and C
11. A S.W.O.T.
analysis considers a firm’s:
a. Strengths,
Weaknesses, Objectives, and Time
b. Source,
Wealth, Options, and Targets
c. Structure,
Workings Operations, and Tendencies
d. Strengths,
Weaknesses, Opportunities, and Threats
12. A S.W.O.T.
analysis is not necessary if the firm is considering entering an established
market that is already served by competitors.
a. True
b. False
13. _____ is
information that already exists somewhere, having been collected for some other
purpose.
a. primary
data
b. secondary
data
c. internet
data
d. marketing
intelligence
14. Which of
the following is not a research approach for gathering primary data?
a. Google
search
b. Observation
c. Surveys
d. Experiments
15. Focus
groups typically have 11-20 people meet together to discuss a product, service,
or organization.
a. True
b. false
16. The
process of defining a marketing problem and opportunity, systematically
collecting and analyzing information, and recommending actions to improve an
organization’s marketing activities is called:
a. Market
decision analysis
b. Statistical
analysis
c. Marketing
research
d. SWOT
analysis
e. Concept
testing
17. AIO
dimensions of a person’s lifestyle include _____, _____, and _____.
a. Attitudes,
involvement, opinions
b. Activities,
interests, opinions
c. Age,
income, occupation
d. Achievement,
involvement, orientation
18. Which of
the following is not one of the need levels in Maslow’s Hierarchy of Needs?
a. Physiological
b. Psychological
c. Social
d. Esteem
19. Which of
the following is not one of the stages in the buyer decision process?
a. Need
recognition
b. Information
search
c. Purchase
decision
d. Cognitive
dissonance
20. Business
buyer behavior is exactly like consumer behavior because both involve people
who make purchase decisions to satisfy needs.
a. True
b. False
21. The
process of dividing a market into distinct groups with distinct needs,
characteristics, or behavior, who might require separate marketing mixes, is
called _____.
a. Target
marketing
b. Market
positioning
c. Market
segmentation
d. Market
research
22. _____ is
arranging for a product to occupy a clear, distinctive, and desirable place
relative to competing products in the minds of target consumers.
a. market
positioning
b. market
segmentation
c. target
marketing
d. competitive
advantage
23. Variables
such as social class, lifestyle, and personality are components of the _____
segmentation base.
a. Geographic
b. Demographic
c. Psychographic
d. Behavioral
24. Perceptual
positioning maps show consumer perceptions of their brands versus competing
products on important buying dimensions.
a. True
b. False
25. A
“product” is best described as:
a. A purely
physical entity
b. An image
in the mind of the consumer
c. A
need-satisfying offering of a firm
d. An
intangible service
e. All of
the technical aspects of production
26. Mrs.
Moreau was planning to have several guests at her home for a traditional
Thanksgiving dinner. She had cooked Shady Brook Farms fresh turkeys in the past
and had enjoyed them very much. When she went to her usual grocery store, she
discovered that the store no longer carried the Shady Brook Farms brand. She
called several other grocery stores and was finally able to locate Shady Brook
Farms fresh turkeys at a small specialty grocery store approximately 10 miles
away. She drove to the store and bought a 20-pound Shady Brook Farms turkey,
even though the price per pound was higher than what she normally paid at her
usual grocery store. For Mrs. Moreau, the Shady Brook Farms turkey was a:
a. Homogeneous
shopping product
b. Specialty
product
c. Heterogeneous
shopping product
d. Convenience
product
e. Unsought
product
27. Good
packaging can provide a product with an important competitive advantage.
a. True
b. False
28. Which is
the first step in market segmentation?
a. Finding
one or two demographic characteristics to divide up the whole mass market
b. Clustering
people with similar needs into a market segment
c. Breaking
apart all possible needs into some generic markets and broad product markets in
which the firm may profitably operate
d. Evaluating
market segments to determine if they are large enough
e. None of
the above
29. Saying
that a market segment is “substantial” means that it is the largest
market segment the firm could profitably serve.
a. True
b. False
30. Differentiating
the marketing mix is important because:
a. it can
help the firm build a competitive advantage with a group of target customers
b. it can
help target customers to view the firm’s position in the market as uniquely
suited to their preferences and needs
c. It can
clarify the position the firm wants to achieve with customers
d. It can
contribute to better blending of marketing mix decisions to achieve desired
objectives
e. All of
the above
31. The
product life cycle:
a. Describes
the stages a new product idea goes through from beginning to end
b. Has five
major steps
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
e. All of
the above
32. Which
product life cycle stage features an emphasis on informative promotion,
development of distribution channels, and low sales?
a. Market
establishment
b. Market
introduction
c. Market
growth
d. Market
maturity
e. Sales
decline
33. Acme
Corporation is currently experiencing rising sales for a new product idea it
pioneered several months ago. Profits are also increasing, so other competitors
are now entering the market with similar products. The competitive situation is
changing from monopoly to monopolistic competition. In which stage of the
product life cycle is Acme Corporation operating?
a. Market establishment
b. Market
introduction
c. Market
growth
d. Market
maturity
e. Sales
decline
34. When
thinking about the product life cycle, a good manager knows that:
a. sales and
profits for individual brands always follow the same life cycle pattern as industry
sales and profits
b. the only
stage in which products are introduced is the market introduction stage
c. all
products will eventually earn a profit
d. a product
that is mature in one market may be in the growth stage in another market
e. all of
the above
35. A
manufacturer spends a large amount of money on research and development leading
to the introduction of a product that is likely to present the firm with a
breakthrough opportunity. The manufacturer prices the product with the goal of
achieving a 20 percent return on its investment. Which of the following types
of pricing objectives is the company using?
a. Target
return
b. Profit
maximization
c. Nonprice
competition
d. Meeting
competition
e. Dollar or
unit sales growth
36. Sales-oriented
pricing objectives include:
a. Dollar or
unit sales growth
b. Meeting
competition
c. Growth
in market share
d. Profit
maximization
e. Both A
& C
37. A channel
of distribution is a series of firms or individuals participating in the flow of
products from the producer to the consumer.
a. True
b. False
38. A producer
using a direct-to-customer channel for its product:
a. May gain
a greater degree of control over the entire marketing effort for the product
b. Will be
unable to use an Internet-based direct channel
c. Will
have less contact with final consumers than if it used an indirect channel
d. Will have
more difficulty adjusting its marketing mix in response to changes in the
market
e. None of
the above
39. Logistics,
or physical distribution (PD), provides:
a. Possession
utility
b. Time and
place utility
c. Form
utility
d. Task
utility
e. Possession
and time utility
40. Publicity
efforts:
a. Attempt
to attract attention to the firm without having to pay media costs
b. Can be
more effective than advertising if a firm has a really new message
c. Can be
risky because the media do not always say or show what the firm intends
d. All of
the above
e. None of
the above
41. Which of
the following would NOT be an example of sales promotion?
a. A flyer
placed on a homeowner’s door announcing a new lawn service
b. A coupon
offering a “buy one, get one free” deal at a pizza restaurant
c. A free
sample of a new breakfast cereal mailed to consumers
d. A special
display of snack chips placed in a grocery store’s main aisle
e. A contest
in which a fast-food chain distributes “scratch-off” game pieces to
promote a new movie
42. While
watching a television program, Liza gets a phone call just as a commercial is
starting. She presses the “mute” button on the television’s remote
control and takes the call, so she pays no attention to the commercial. In
terms of the communication process, the telephone call is an example of:
a. Encoding
b. Noise
c. Decoding
d. Feedback
e. The
message channel
43. A producer
of disposable diapers is planning to introduce a new brand of diapers that is
specially designed for large babies who are hard to fit with regular diapers.
The company mails coupons for the new brand to all the consumers in its
database of disposable diaper users. The coupons offer consumers a $2 discount
off the regular price of a pack of diapers. The company sends an accompanying
letter advising consumers to bring the coupons to their favorite store and use
them. If the brand is not in stock, the letter encourages consumers to ask the
store manager to stock the new brand. This promotion effort by the company is
an example of:
a. Pushing
b. Pulling
c. Internal
marketing
d. Buyer-initiated
communication
e. None of
the above
44. Which of
the following is NOT an advertising decision?
a. Who the
target audience is
b. What kind
of advertising to use
c. Who will
do the work
d. What the
copy thrust is
e. What
types of coupons will be used
45. Which of
the following is the WORST example of an advertising objective?
a. We want
to increase awareness among the members of the target audience by 10 percent
within three months after the start f our advertising campaign
b. We want
50 percent of the television audience for the Super Bowl to recall having seen
a commercial for our product during the game
c. We want
our advertising to create favorable word-of-mouth promotion for our product
d. We want
our banner ad on the Yahoo! Home page to generate 50,000 page views (hits) on
our corporate website within the first week that it appears on the World Wide
Web
e. We want
our infomercial running on cable television stations to generate 10,000 orders
for the advertised product within one month after it starts.
46. Archer
Daniels Midland (ADM) is a producer of food ingredients, sweeteners, cocoa,
flours, vegetable oils, and protein products that are used in the manufacture
of processed foods. ADM does not make products that are typically sold to final
consumers; it makes business-to-business products. However, ADM is a major
advertiser on news and public affairs programs that appear on national
television networks. The main objective of ADM’s television commercials is to
build goodwill for the company and to improve relations with current and
prospective shareholders. ADM is engaged in:
a. Product
advertising
b. Institutional
advertising
c. Pioneering
advertising
d. Competitive
advertising
e. Reminder
advertising
47. When
personal computers were in the market introduction stage of their product life
cycle, advertising had to help consumers understand why they needed to own a
computer and what a computer could do. Now that personal computers are mature
products and have wide acceptance among business and home users, the
advertising is focused more on trying to get consumers to purchase a particular
brand of computer. So, personal computer advertising used to be __________
advertising in market introduction, but is now ____________ advertising in
market maturity.
a. Comparative;
pioneering
b. Pioneering;
institutional
c. Competitive;
pioneering
d. Pioneering;
competitive
e. Comparative;
reminder
48. Which of
the following advertising media would be best for achieving the widest reach?
a. Newspaper
b. Direct
mail
c. Television
d. Outdoor
e. Magazines
49. Trade
shows are a sales promotion device usually aimed at promoting products or
services to:
a. Final
consumers
b. Business/industrial
customers
c. A firm’s
own employees
d. All of
the above
e. None of
the above
50. Demographic
and cultural trends comprise two major elements of the:
a. A social
environment
b. Technological
environment
c. Political/legal
environment
d. Economic
environment
e. Institutional
environment
