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WKU MKT220 exam 3




Question;QUESTION 1;1. In the United States, toothpaste is sold in tubes and ketchup is sold in;plastic bottles. However, in other parts of the world, ketchup and tomato;paste are also sold in tubes. If Heinz were to introduce ketchup in tubes;in the United States, consumers might have a more difficult time recognizing;the ketchup product due to the change in the _____.;a.;Selective packaging.;b.;Category-consistent packaging.;c.;Category-specific packaging.;d.;Innovative packaging.;e.;Multiple-category packaging.;2 points;QUESTION 2;1. At one time, generic brands represented about 10 percent of all retail;grocery sales. Today they account for;a.;considerably less.;b.;about 35 percent.;c.;approximately 25 percent.;d.;up to 20 percent.;e.;about the same.;2 points;QUESTION 3;1. If the company who produces Garnier Fructis shampoo and conditioner were;to introduce Garnier Fructis dryer sheets with the same scent, this would be;called ____ branding.;a.;family;b.;licensed;c.;individual;d.;brand-extension;e.;new-product;2 points;QUESTION 4;1. All Healthy Choice products come in green boxes with the same Healthy;Choice logo. This is an example of the use of;a.;multiple packaging.;b.;family branding.;c.;category-consistent packaging.;d.;group labeling.;e.;family packaging.;2 points;QUESTION 5;1. Arm & Hammer would probably not want to use;multiple packaging for its baking soda because;a.;the product has a short shelf life.;b.;storage would be more difficult.;c.;shelf space could not be maximized.;d.;the product is used infrequently.;e.;shipping costs would increase.;2 points;QUESTION 6;1. A secondary-use package is defined as one that;a.;can be used as a promotional tool.;b.;facilitates transportation, storage, and handling;for middlemen.;c.;is recyclable and environmentally safe.;d.;promotes an overall company image.;e.;can be reused for purposes other than its initial;use.;2 points;QUESTION 7;1. The three levels of brand loyalty from strongest to weakest are;a.;recognition, preference, insistence.;b.;insistence, preference, recognition.;c.;insistence, preference, indifference.;d.;insistence, recognition, preference.;e.;preference, insistence, recognition.;2 points;QUESTION 8;1. A package of aluminum foil at Kroger supermarket has only a white;package with black letters stating ?aluminum foil.? This product is an example;of a ____ brand.;a.;generic;b.;private distributor's;c.;manufacturer's;d.;no-frills;e.;no-name;2 points;QUESTION 9;1. Planters is concerned that acquiring a taste for its new product;honey-roasted macadamia nuts, takes time. Planters should use ____ packaging;for its new product.;a.;transparent;b.;family;c.;tamper-resistant;d.;multiple;e.;unlabeled;2 points;QUESTION 10;1. Packaging that is designed to flow through the distribution channel;easily is called ____ packaging.;a.;category-consistent;b.;multiple;c.;handling-improved;d.;logistic;e.;innovative;2 points;QUESTION 11;1. Kellogg's Rice Krispies, a ____ brand, is likely to be found next to;Crispy Rice, a ____ brand that has very similar coloring and styling for its;package.;a.;producer, house;b.;generic, store;c.;distributor, store;d.;manufacturer, private;e.;dealer, private distributor;2 points;QUESTION 12;1. A ____ brand type is considered the least protectable;under existing trademark regulations.;a.;generic;b.;descriptive;c.;fanciful;d.;suggestive;e.;symbolic;2 points;QUESTION 13;1. What is the most protectable brand type as determined by a series of;court decisions?;a.;Arbitrary;b.;Descriptive;c.;Generic;d.;Fanciful;e.;Suggestive;2 points;QUESTION 14;1. McDonald's golden arches are a classic example of a;a.;brand name.;b.;brand symbol.;c.;brand mark.;d.;trademark.;e.;brand.;2 points;QUESTION 15;1. Many brand names have become so common that they are now generic terms;for a particular product category. Which of the following is the best example;of this?;a.;Bic;b.;Mrs. Butterworths;c.;Charmin;d.;Kleenex;e.;Crispix;2 points;QUESTION 16;1. Packaging is most important, as a strategic tool, for;a.;consumer specialty products.;b.;services.;c.;industrial products.;d.;consumer shopping products.;e.;consumer convenience products.;2 points;QUESTION 17;1. Recently Jose went to a neighborhood grocery store to pick up a few;items. When he looked for Old Spice Ultra deodorant, it was unavailable.;Although there were a number of deodorant brands available, he did not buy any;deodorant. Jose's behavior indicates that he most likely has;what level of brand loyalty toward Old Spice Ultra deodorant?;a.;Recognition;b.;Resistance;c.;Preference;d.;Insistence;e.;No brand loyalty;2 points;QUESTION 18;1. Compared with other types of retailers, department stores compete mainly;on the basis of;customer services.;low prices.;a very deep assortment of a few specific;products.;high sales volume.;catalog sales.;2 points;QUESTION 19;1. Kevin Willis is talking with Pete Anderson about purchasing a Wendy?s;franchise. Pete tells Kevin that one of the major advantages of franchising for;him to consider is the;higher start-up costs.;greater freedom it provides.;individuality it offers.;higher success rate for franchises.;gross margin it provides.;2 points;QUESTION 20;1. Nora operates an upscale shop that does both pet grooming as well as;human manicures and pedicures. She is reaching a market segment with people who;place great value on their dogs and are concerned with their own appearance;yet pressed for time. No other businesses meet the needs of these consumers.;Which strategic issue in retailing does Nora appear to have addressed?;Store image;Location;The wheel of retailing;Retail positioning;Scrambled merchandising;2 points;QUESTION 21;1. Category killers compete primarily on the basis of;enormous product selection and sales expertise.;low prices and enormous product availability.;convenient locations and customer services.;rock-bottom prices and moderate selections.;one-stop shopping and product availability.;2 points;QUESTION 22;1. A general merchandise retailer offers;a single product line that is stocked in depth.;few product lines with deep assortments of these;lines.;few choices of a large variety of product lines.;products through the Internet and catalogs only.;a variety of product lines that are stocked in;depth.;2 points;QUESTION 23;1. What is the most expensive form of retailing?;Specialty retailing;Direct marketing;Telemarketing;Direct selling;Online retailing;2 points;QUESTION 24;1. Exterior and interior characteristics such as layout, displays, color;and lighting are all elements of a store?s;services.;atmospherics.;location.;environment.;image.;2 points;QUESTION 25;1. Retailing is bestcharacterized as;large organizations that carry wide and deep;product mixes.;transactions in which the buyer intends to;consume the product through personal, family, or household use.;arrangements whereby a supplier grants a dealer;the right to sell its products.;transactions in which the purchaser intends to;use the product for resale or for business operations.;exchanges that take place only in a store or;service establishment.;2 points;QUESTION 26;1. Brianna owns and operates a gift and interior store called The;Gingerbread House. She works hard to put together beautiful arrangements and;displays throughout the store and always features a burning scented candle and;light music. She hopes these efforts will encourage her customers to buy more.;Brianna is focusing on;atmospherics.;retail positioning.;location.;scrambled merchandising.;value-pricing.;2 points;QUESTION 27;1. What is the primary distinction between superstores and hypermarkets?;Superstores offer a wider variety of products;than hypermarkets.;Superstores offer low prices while hypermarkets;have moderate to high prices.;Hypermarkets have fewer departments but deeper;product lines than superstores.;Hypermarkets are larger and have more types of;products than superstores.;These two types of retailers carry very different;types of products.;2 points;QUESTION 28;1. Victor knows that if he decides to buy a franchise, he will most;likely have to supply;management know-how and labor.;buildings and daily operations.;marketing assistance and management know-how.;a percentage of total sales and expertise.;labor and daily operations.;2 points;QUESTION 29;1. Which of the following is notan advantage of;franchising for the franchisee?;The franchisee can capitalize on the business;experience of others.;When problems arise, the franchisee can obtain;guidance and advice from the franchiser.;Franchised outlets are usually more successful;than independently owned businesses with respect to long-term survival.;The franchisee can participate in national;promotional campaigns sponsored by the franchiser.;The franchisee gives up a certain amount of;control when participating in a franchise agreement.;2 points;QUESTION 30;1. With respect to retailing, what is the ?party plan??;A sales representative has a party at her home to;demonstrate products to a group of friends and associates.;A party is set up that demonstrates a product and;provides free samples of the product to all in attendance.;An individual is asked to tell two friends about;a product, who are in turn each asked to tell two friends, etc. until a;sufficient number of people are reached.;A store has a special sale that resembles a;party, and those who come are asked to buy the featured products.;A consumer acts as a host and invites friends to;view merchandise in a group setting, where a salesperson demonstrates the;products.;2 points;QUESTION 31;1. A retailer engaged in direct marketing would probably select television;home shopping over online retailing to sell a new kitchen device because of;lower costs of selling.;easier financial transactions.;superior ability to demonstrate the product.;superior ability to offer the product at a lower;price.;decreased cycle time.;2 points;QUESTION 32;1. An arrangement in which a supplier grants a dealer the right to sell;products in exchange for some type of consideration is;selling products on consignment.;retailing.;wholesaling.;licensing.;franchising.;2 points;QUESTION 33;1. When off-price retailers obtain too much in-season, high-quality;merchandise, tension between them and ________ builds.;discount stores;category killers;specialty retailers;warehouse clubs;department stores;2 points;QUESTION 34;1. The three major types of nonstore retailing are;direct marketing, direct selling, and automatic;vending.;direct selling, automatic vending, and catalog;retailing.;direct marketing, direct selling, and mail-order.;automatic vending, direct selling, and;telemarketing.;telemarketing, door-to-door, and mail-order.;2 points;QUESTION 35;1. Which of the following is similar for both for-profit and nonprofit;marketing?;a.;Emphasis on profit as a motive;b.;Complexity of the typical distribution channels;c.;Concern for the entry of competitors into the;field;d.;Definition of target markets;e.;Ability to use effective marketing activities;2 points;QUESTION 36;1. The fact the services cannot be inventoried and then sold at a later;date is called;a.;inseparability.;b.;heterogeneity.;c.;perishability.;d.;intangibility.;e.;nonstorability.;2 points;QUESTION 37;1. A small private college in Tennessee paid a large sum of money to a;marketing firm to study the college's current marketing strategy and help;develop new strategies for attracting students. The college is having a;difficult time evaluating the effectiveness of the marketing firm's work;because this type of service has many;a.;search qualities.;b.;experience qualities.;c.;credence qualities.;d.;unknown results.;e.;undefined parameters.;2 points;QUESTION 38;1. In service marketing, the most important link to the;customer is;a.;well-trained contact employees.;b.;good word-of-mouth communication.;c.;exceptional service quality.;d.;the tangible aspects of the service.;e.;effective advertising.;2 points;QUESTION 39;1. In general, differences between goods and services are determined by the;a.;degree of labor intensiveness.;b.;degree of tangibility.;c.;degree of consumer contact.;d.;type of provider.;e.;type of target market.;2 points;QUESTION 40;1. Using appointments or reservations for scheduling delivery of services;is an attempt to address the ____ characteristic of services.;a.;heterogeneity;b.;inseparability;c.;homogeneity;d.;perishability;e.;intangibility;2 points;QUESTION 41;1. In an attempt to attract customers, service marketers often promise;great results and satisfaction to customers, but marketers should be careful;not to;a.;make the appearance of their facilities;consistent with their promises to customers.;b.;promise too much and cause customer expectations;beyond what they can deliver.;c.;deliver on these promises and risk financial;losses and the success of the company.;d.;promise less than they can actually deliver and;keep customers away.;e.;make the quality of their services too tangible;in the eyes of the customer.;2 points;QUESTION 42;1. Surveys, focus groups, and customer comment cards are all methods used;by service companies to;a.;control service intangibility.;b.;establish guidelines for employee performance.;c.;understand customer needs and expectations.;d.;manage service expectations.;e.;set service quality specifications.;2 points;QUESTION 43;1. Compared to goods marketers, services providers are more likely to;promote performance documentation, availability, guarantees, and;a.;tangible elements.;b.;price.;c.;customer expectations.;d.;management expectations.;e.;distribution.;2 points;QUESTION 44;1. Personal trainers cannot complete their work without their clients;present because of the ____ feature of services.;a.;inseparability;b.;intangibility;c.;perishability;d.;heterogeneity;e.;tangibility;2 points;QUESTION 45;1. Services have six basic characteristics: intangibility, inseparability;of production and consumption, perishability, client-based relationships;customer contact, and;a.;labor-intensiveness.;b.;specialization.;c.;heterogeneity.;d.;orientation toward value.;e.;homogeneity.;2 points;QUESTION 46;1. Jason Robinson, a dentist, finds that he is not bringing in enough;revenue to cover his expenses. He would like to schedule more patients, but he;finds that in almost every time slot, he is seeing an existing patient. Jason's;difficulty in expanding his practice involves the aspect of service called;a.;perishability.;b.;credence.;c.;inseparability.;d.;slotting.;e.;heterogeneity.;2 points;QUESTION 47;1. The intangibility aspect of a service means that;a.;unused capacity cannot be stockpiled or;inventoried for later use.;b.;there is a lack of perceived quality compared to;a tangible good.;c.;services are not labor-intensive.;d.;consumers may have a problem evaluating service;offerings.;e.;services are not produced at the same time they;are consumed.;2 points;QUESTION 48;1. A first class airline ticket offers a ____ service of transportation as;well as ____ services of drink and food service, special boarding rights, and;extra customer service.;a.;bundled, extra;b.;major, minor;c.;complementary, main;d.;primary, secondary;e.;core, supplementary;2 points;QUESTION 49;1. An important difference between for-profit and nonprofit marketing is;that;a.;there is no exchange in nonprofit marketing;because the nonprofit organization receives something of value but does not;give anything of value.;b.;there is no price in the marketing mix of the;nonprofit organization.;c.;marketing exists only in the for-profit;organization.;d.;the goals of the nonprofit organization differ;from the goals of the for-profit organization.;e.;a target market need not be determined in the;nonprofit marketing scheme.;2 points;QUESTION 50;1. A university's student body would be considered its ____ public, and;parents, alumni, and trustees would be included as its ____ public.;a.;target, market;b.;general, client;c.;client, general;d.;specialized, general;e.;target, simple


Paper#46667 | Written in 18-Jul-2015

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