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Question;QUESTION 1;Of the following choices, which would be the easiest brand;name to legally protect?;a. Western County;Distributors;b. Tarzink Yogurt;c. Scout Camping Supplies;d. Sullivan Water Filtering Systems;e. Learn and Grow Daycare;2 points;QUESTION 2;A product mix is best described as;a. all products offered by a firm.;b. many products sold by one firm.;c. a group of closely related products that are considered;a unit because of market, technical, or end-use considerations.;d. product, distribution, promotion, and price.;e. all products of a particular type.;2 points;QUESTION 3;To make intangible products more tangible or real to the;consumer, marketers often;a. use external reference prices.;b. use symbols or cues to help symbolize product benefits.;c. use multiple channels of distribution.;d. offer more support services with such products.;e. use low prices on intangible goods.;2 points;QUESTION 4;The Anderson Advertising Agency was developing a name for;their client?s new paper towel product. They finally settled on the name;?Soaker.? Regarding the factors that marketers consider when selecting a brand;name, which one does this best fulfill?;a. Keeping the brand name easy to remember;b. Flexibility to be used in various types of media;c. Indicating the product's major benefits;d. Using fabricated names that cannot be duplicated;e. Compatibility with other products in the line;2 points;QUESTION 5;Sales usually start to decline during the ____ stage of the;product life cycle.;a. beginning of the decline;b. end of the growth;c. beginning of the growth;d. beginning of the termination;e. end of the maturity;2 points;QUESTION 6;Which of the following statements about nonprice;competition is false?;a. A firm using nonprice competition can build loyalty to;both its company and its products.;b. When using nonprice competition, a company should;promote the distinguishing characteristics of its brand.;c. Companies that use nonprice competition do not need to;keep track of their competitor's prices.;d. A company must be able to distinguish its brand through;some unique feature in order to successfully engage in nonprice competition.;e. Buyers must view the distinguishing characteristics of a;product offered through nonprice competition as being important.;2 points;QUESTION 7;Price is considered to be the variable in the marketing mix;that is;a. First to be decided.;b. Least flexible.;c. Most difficult.;d. Last to be decided.;e. Most flexible.;2 points;QUESTION 8;One advantage of nonprice competition is that;a. a firm can build customer loyalty.;b. pricing is no longer a factor.;c. market share becomes less important.;d. a firm can react quickly to competitive efforts.;e. marketing efforts are completely eliminated.;2 points;QUESTION 9;Sony management decided to use skimming as a pricing;strategy for its newest line of high-definition television (HDTV) sets. It;should be aware that this strategy does not;a. provide flexibility in the introductory base price.;b. reduce the stress that may be placed on the firm's;production capabilities.;c. generate capital to cover research and development;costs.;d. protect the firm from covering costs if prices are set;too low.;e. discourage competitors from entering the market.;2 points;QUESTION 10;When a company that produces computer printers prices them;somewhat low, but the ink required to operate the printer is priced higher per;relative usage, it is using;a. penetration pricing.;b. captive pricing.;c. a price leader.;d. bait pricing.;e. price lining.;2 points;QUESTION 11;Paid personal communication that seeks to inform customers;and persuade them to purchase products in an exchange situation is;a. personal selling.;b. advertising.;c. public relations.;d. individual promotion.;e. personal promotion.;2 points;QUESTION 12;Latisha works for a promotional consultant who develops;sweepstakes, games, coupons, and rebate plans for various marketers. Latisha is;developing which of the following?;a. publicity examples.;b. direct marketing techniques.;c. advertising techniques.;d. personal selling techniques.;e. sales promotion techniques.;2 points;QUESTION 13;Chris sees a television commercial for Arby's promoting its;roast beef sandwiches at 5 for $5.95. Later that day he goes to the nearest;Arby's for a roast beef feast, but is told that the special offer is not;available at that location. Arby's seems to lack;a. channel capacity.;b. promotional efforts.;c. integrated marketing communications.;d. coordinated awareness.;e. communication.;2 points;QUESTION 14;The Sharper Image likes to use nonpersonal communication in;news story form such as press releases for its new and improved products. This;is an example of;a. sales promotion.;b. publicity.;c. personal selling.;d. direct marketing.;e. social media.;2 points;QUESTION 15;A major benefit of using event sponsorship is that it;a. is cost-free.;b. neutralizes the effects of unfavorable public relations.;c. enhances personal selling efforts.;d. can provide large amounts of free media coverage.;e. provides excellent support for advertisements.;2 points;QUESTION 16;Children often achieve ____ by observing parents and older;siblings in purchase situations and then through their own purchase;experiences.;a. consumer socialization;b. social class;c. personality;d. attitude formation;e. role identification;2 points;QUESTION 17;A major determining factor in deciding which type of;problem-solving process should be used depends on the individual's intensity of;interest in a product and the importance of the product for that person. This;is known as an individual's;a. level of involvement.;b. routinized response behavior.;c. motivational structure.;d. evaluative criteria.;e. cognitive dissonance.;2 points;QUESTION 18;The three major categories of influences on the consumer;buying decision process are;a. social influences, situational influences, and;marketer-dominated influences.;b. situational influences, social influences, and;psychological influences.;c. situational influences, demographic influences, and;psychological influences.;d. marketer-dominated influences, psychological influences;and person-specific influences.;e. demographic influences, situational influences, and;marketer-dominated influences.;2 points;QUESTION 19;In a period of economic recovery, the best marketing;strategy for FedEx would be characterized by which of the following features?;a. Austerity;b. Boldness;c. Flexibility;d. Aggressiveness;e. Retrenchment;2 points;QUESTION 20;Many aspects of consumer buying decisions are affected by;the individual's level of involvement. Level of involvement is;a. the amount of external search that an individual puts;into the decision-making process.;b. the importance and intensity of interest in a product in;a particular situation.;c. a combination of an individual's demographic factors.;d. the particular circumstance or environment in which;consumers find themselves.;e. the buyer's perception, motives, and abilities.;2 points;QUESTION 21;If Hefty Bags expresses concern that its products are;having too great an impact on the pollution of ground water under landfills;this concern is directly related to the firm?s;social responsibility.;marketing concept.;profitability.;ethics.;distribution system.;2 points;QUESTION 22;In testing her firm?s new TV ads for Pok?mon action;figures, Beth discovers the ads make children think many of the action figures;can actually fly. Beth now faces an ethical decision regarding which element of;the marketing mix?;Product;Price;Distribution;Promotion;Strategy;2 points;QUESTION 23;Sometimes business must find a balance between society?s;demand for social responsibility and investors? desires for profits. This is an;example of a(n) ___________ responsibility.;ethical;legal;cost;philanthropic;economic;2 points;QUESTION 24;Cameron Inc. is a very profitable automobile repair shop.;The company is well known for its great service and involvement in the;community, but it fails to properly dispose of its used oil as outlined in;environmental regulations. Cameron is failing in its ______ responsibilities.;legal;ethical;economic;philanthropic;strategic;2 points;QUESTION 25;The Browardton Quilters? Guild has contacted all the major;networks to try to warn people about the poor performance of miniature;hand-held sewing machines. These quilters are engaging in;publicity stunts.;the right to safety.;consumerism.;lobbying.;political action.;2 points;QUESTION 26;The undifferentiated targeting strategy for finding a;target market will likely not be successful if;a. people within the market have heterogeneous needs.;b. the firm is capable of developing a single marketing mix;that satisfies all people's needs.;c. product positioning is needed.;d. the firm defines the total market as its target market.;e. people within the market have homogeneous needs.;2 points;QUESTION 27;A business advantage of the concentrated targeting strategy;for any company is that it;a. requires less market research and information.;b. allows a firm to utilize all of its production capacity.;c. requires less intensive analysis of customers;characteristics and needs.;d. maintains the firm's flexibility in moving into other;market segments.;e. allows a firm to develop a special marketing mix for a;single market segment.;2 points;QUESTION 28;A targeting strategy in which an organization directs its;marketing efforts at several segments is called a(n) ____ targeting strategy.;a. total market;b. undifferentiated;c. concentrated;d. integrated;e. differentiated;2 points;QUESTION 29;Segmentation variables are usually grouped into four;categories;a. attitudes, lifestyles, behaviors, and gender.;b. demographic, geographic, psychographic, and;behavioristic.;c. demographic, geographic, religion, and income.;d. geographic, demographic, psychographic, and attitudes.;e. geopolitical, income, behavioristic, and psychographic.;2 points;QUESTION 30;The ProMark Company manufactures a pencil that is about;five inches long and has no eraser. It sells the product primarily to golf;courses and universities. What type of targeting strategy is the ProMark;Company using?;a. Extensive;b. Intensive;c. Differentiated;d. Concentrated;e. Undifferentiated;2 points;QUESTION 31;The forces of the marketing environment primarily affect;marketers in three ways: They influence customers by affecting their lifestyles;and preferences for products, they determine whether or how a marketing manager;can perform certain marketing activities, and they;a. dictate that changes be made to the existing marketing;mix despite any negative reactions from customers.;b. affect a marketing manager's decisions and actions by;influencing buyers' reactions to the firm's marketing mix.;c. change a customer's decisions about the appropriate;marketing mix for the company and its various products.;d. cause most advertising to be ineffective at;communicating product benefits due to rapidly changing environmental forces.;e. make most new products obsolete very quickly so that;research and development must continually develop new products.;2 points;QUESTION 32;The equation a buyer applies to assess a product's value is;a. value = monetary price - customer benefits.;b. value = customer costs - customer benefits.;c. value = customer benefits - customer costs.;d. value = customer benefits - time and effort.;e. value = customer benefits - monetary price.;2 points;QUESTION 33;The focal point of all marketing activities is;a. profits.;b. the marketing mix.;c. products.;d. sales.;e. customers.;2 points;QUESTION 34;Marketing is the process of;a. promoting products through personal selling and;advertising to develop and maintain favorable relationships with customers and;stakeholders.;b. focusing on customers' needs.;c. creating, distributing, promoting, and pricing products;to facilitate satisfying exchange relationships with customers and to develop;and maintain favorable relationships with stakeholders in a dynamic;environment.;d. delivering a standard of living to a society.;e. creating, distributing, promoting, and pricing goods;services, and ideas to facilitate the achievement of the firm's objectives.;2 points;QUESTION 35;Making modifications to packaging or brand names involves;the ____ component of the marketing mix.;a. product;b. promotion;c. market;d. price;e. distribution;2 points;QUESTION 36;Consumers buying products online have dramatically affected;the ____ variable of the marketing mix.;a. distribution;b. product;c. research;d. price;e. promotion;2 points;QUESTION 37;Which of the following is most likely to be an idea;marketer?;a. Car salesperson;b. Attorney;c. Airline pilot;d. Orthodontist;e. Abuse counselor;2 points;QUESTION 38;Boca Burger's website features information about products;recipes, and nutritional values, but customers cannot actually purchase;products from the website. This website is most likely used primarily as a;marketing tool.;a. production;b. pricing;c. promotional;d. targeting;e. distributional;2 points;QUESTION 39;The definition of marketing implies that ____ should;receive benefits from exchange relationships.;a. only businesses;b. company management;c. only customers;d. only the most important customers;e. both customers and businesses;2 points;QUESTION 40;When Ikea showcases rooms of furniture on its website, it;lists each item in the room. However, if customers like all of the items, they;can purchase them as a bundle. Which of the following aspects of the marketing;mix is Ikea likely altering?;a. Promotion;b. Distribution;c. Product;d. Target market;e. Price;2 points;QUESTION 41;In managing customer relationships, the three primary ways;profits can be obtained are by;a. enhancing the profitability of existing customers;eliminating customers who provide smaller profits, and finding new customers.;b. enhancing the profitability of existing customers;extending the duration of relationships with customers, and obtaining new;customers.;c. eliminating long-term customers who have decreased;purchases, finding new customers, and increasing sales to existing customers.;d. extending the length of relationships with customers;cutting organizational costs, and enhancing the profitability of new customers.;e. acquiring new customers, enhancing the profitability of;new customers, and shortening the duration of relationships with existing;customers.;2 points;QUESTION 42;Marketing managers strive to develop a marketing mix that;a. generates the highest level sales.;b. matches the needs of the target market.;c. matches what competitors are offering.;d. minimizes marketing costs.;e. best matches the abilities of the firm.;2 points;QUESTION 43;The application of mechanical and human efforts to either;people or objects to provide intangible benefits to customers is known as a(n);a. issue.;b. experience.;c. service.;d. good.;e. idea.;2 points;QUESTION 44;The three basic forms that a product can take are;a. brands, services, and tangibles.;b. markets, products, and images.;c. services, ideas, and goods.;d. goods, ideas, and intangibles.;e. ideas, services, and things.;2 points;QUESTION 45;Which of the following scenarios involves the distribution;element of the marketing mix?;a. Determining whether an advertising message would be more;effective on television or in magazines;b. Developing a new warranty policy for an existing product;c. Deciding whether or not a certain product should;continue to be sold;d. Deciding whether or not to have retail outlets in;addition to a website;e. Choosing between a company jet or the airlines for;executive travel;2 points;QUESTION 46;The advertising campaign for Crest toothpaste lets;consumers know about its newest flavor, and also mentions its history as an;established brand. The ad also mentions Crest?s advantages and benefits.;Crest?s advertising would be classified as;a. repetitive.;b. pioneer.;c. competitive.;d. reinforcement.;e. reminder.;2 points;QUESTION 47;Soft drink companies advertise that their products beat the;competition in national "taste tests," and they refer to the rival;brands by name. This type of advertising is best described as;a. comparative.;b. pioneer.;c. competitive.;d. defensive.;e. selective.;2 points;QUESTION 48;The two major types of product advertising are;a. informative and comparative.;b. competitive and comparative.;c. advocacy and competitive.;d. institutional and advocacy.;e. pioneer and competitive.;2 points;QUESTION 49;The cost per thousand (CPM) indicator shows;a. the cost to expose 1,000 people to a television;commercial.;b. how one media source compares to a different source for;reaching target markets.;c. the cost to expose a million people to any type of;advertisement.;d. the cost to expose 1,000 people to a one-page magazine;advertisement.;e. the return on investment marketers get for their;advertising dollar.;2 points;QUESTION 50;Toyota's sponsorship of a major Professional Golf;Association tournament would be an example of a(n) ____ tool.;a. personal selling;b. advertising;c. sales promotion;d. publicity;e. public relations


Paper#46484 | Written in 18-Jul-2015

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