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Johnston MKT120 final exam




Question;Question 1Family brands may cut promotion costs because the goodwill attached to one or two products may help the others.AnswerTrueFalse2 points Question 2Use this information for questions that refer to the Sunny Day Foods (SDF) Case.For six months Kim Wu has been working for Sunny Day Foods (SDF), a fast-growing manufacturer of organic foods. After graduating college, she worked for four years as a sales rep for a nationally known food company. But, she jumped at the chance when SDF contacted her about becoming marketing manager for its breakfast foods division, which sells dry cereals and a pancake mix.Kim spent the first few months on the job trying to better understand SDF, its product line, and marketing strategy. She reviewed the company's past marketing research, commissioned new research, and talked to both consumers and retailers. Now, the CEO of the company wants her thoughts on what the company's marketing strategy should be for the next few years.Her research indicates that among cereal customers there are at least five segments of customers who use SDF products.a) One segment,the loyalists, has a strong preference for one or two of the SDF cereals. These customers often go out of their way to visit a store with their favorite SDF cereal and buy only that product at the store.b) Another segment,the regulars, buys SDF cereals without much thought. For them it is just part of their routine and, if you ask them why they pick the cereal, they'd say it's just a habit.c) A third segment,the deal prone, sees SDF cereals as just another organic cereal. They view all organic cereals as pretty much the same and buy whichever brand seems to offer the best deal that week.d) A fourth segment, thepoliticos, consists of former buyers of SDF cereals. A few years ago the company took a strong stand in a presidential race - and these customers resented it. Now, they boycott all SDF foods because of that incident.e) A fifth segment,SDF who?, is made up of consumers who buy organic cereals but who don't have much awareness of particular organic brand names.In reviewing how SDF currently brands its products, Kim sees that it is using several different approaches. The Sunny Day Foods brand is used on most products the company sells. But a few years ago the company brought out an instant organic oatmeal with the Hot ?n Healthy name. SDF also makes cereal sold by a health food chain, the package for that chain uses the store's own name, Nature's Foods, as the brand name for the cereal.For which market segment would widespread distribution NOT be as important?AnswerPoliticosSDF who?LoyalistsDeal proneRegulars2 points Question 3Which of the following orderings suggests the amount of effort (from little to much) that consumers are willing to spend in searching for the "right" product?AnswerHeterogeneous shopping products, specialty products, unsought productsConvenience products, homogeneous shopping products, specialty productsUnsought products, homogeneous shopping products, convenience productsStaples, heterogeneous shopping products, unsought productsHomogeneous shopping products, heterogeneous shopping products, staples2 points Question 4While shopping in a local supermarket, Jolene Partin came upon an aisle display of cookies and had to have some--immediately. By the time she got to the checkout counter with the rest of her selections, all the cookies were gone. In this case, the cookies were:Answeran impulse product.a staple unsought product.very nutritious.a consumption product.2 points Question 5Regarding marketing control:AnswerToday's marketing managers have access to more information about the effectiveness of their strategies than in previous years.Fast feedback from the marketplace can be a source of competitive advantage.The marketing manager needs information that is captured as soon as it comes in.Fast feedback is not possible unless the necessary data can be quickly sorted and analyzed.All of the above.2 points Question 6A marketing audit should help determine if:Answercurrent marketing strategies are good ones.the company's marketing objectives are reasonable.implementation of a marketing program was effective.All of the above.None of the above.2 points Question 7A "marketing audit" should:Answerbe done by someone inside the finance conducted whenever a crisis conducted by the person most familiar with each of the firm's marketing plans.evaluate a company's whole marketing program on a regular basis.All of the above.2 points Question 8Whistler's Camping Supplies wants to identify its most frequent customers and offer them quantity discounts to increase their purchases and loyalty. Which of the following implementation approaches might address that problem?AnswerPut a toll-free telephone number and Web site address on the product label.Use bar code scanners, RFID tags, EDI, and inventory reorder software.Create a "favored customer" club with an ID card.Set different prices in similar markets and track sales, including sales of competing products.Set up a televideo conference.2 points Question 9Reverse auctions foster competition among buyers.AnswerTrueFalse2 points Question 10This act, passed by the U.S. Congress in 1977, prohibits U.S. firms from paying bribes to foreign officials.AnswerCorporate Responsibility for the New Millenium ActRacketeer Influenced and Corrupt Organization ActEthics in Business ActAnti-Bribery ActForeign Corrupt Practices Act2 points Question 11Which of the following buying situations gives a seller the most chance for promotion impact?AnswerSelective task buyingModified rebuy buyingNew-task buyingStraight rebuy buyingAll of the above are equal.2 points Question 12Organizational buying based on a written (or electronic) description of a product is called buying by ______________.Answerpurchasing specificationsinspectionnegotiated contract2 points Question 13Statistical packages are easy-to-use computer programs that analyze data.AnswerTrueFalse2 points Question 14The first thing a marketing manager should do if one of his firm's products drops in sales volume is:Answerconduct a survey to see what is wrong.define the problem.set research a situation analysis.interview representative customers.2 points Question 15Use of the scientific method in marketing research forces researchers to use an inflexible process.AnswerTrueFalse2 points Question 16An intranet is useful for numeric data but not for text documents.AnswerTrueFalse2 points Question 17The market maturity stage of the product life cycle rarely lasts more than one or two months.AnswerTrueFalse2 points Question 18If the prospects in some product-market are poor, a firm may need a "phase out" strategy.AnswerTrueFalse2 points Question 19Which of the following is LESS LIKELY to happen as a product moves through the later stages of the product life cycle?AnswerPlace - move toward selective distribution.Promotion - build selective demand.Price - meet competition.Competitive situation - Heading toward pure competition.Product - Some drop out.2 points Question 20Variations on an existing product idea can make a product new.AnswerTrueFalse2 points Question 21Segmenting international markets (as contrasted with domestic markets):Answeris more complicated because qualifying dimensions are not helpful.may be more difficult because critical data may not be available or dependable.usually involves less risk because more potential target markets are available.usually involves fewer segmenting dimensions.All of the above are true.2 points Question 22Segmenting in international markets can be more challenging than segmenting in domestic markets because:AnswerThere is less diversity in the key segmenting dimensions.There is often more data available about key segmenting dimensions.Critical data is often less available and less dependable.All of the above.None of the above.2 points Question 23"Qualifying dimensions," in contrast to "determining dimensions,"Answerare the only kind of dimensions useful for marketing strategy planning.indicate whether a person might be a potential customer but do not show which product or brand that person might buy.are the customer-related dimensions in a product-market.affect the product or brand a person is likely to purchase.None of the above is true.2 points Question 24A generic market definition includesAnswercustomer (user) needs, customer types, geographic area, and product type.customer (user) needs, customer types, and geographic area.customer (user) needs, customer types, product design, and product type.customer types, product design, and product type.customer types, product design, product type, and customer needs.2 points Question 25___________ stores are usually strong in customer services, including credit, merchandise return, delivery, and sales help.AnswerGeneralLimited-lineDepartmentSpecialtyLuxury2 points Question 26A _____ is a type of conventional limited-line store that is usually small and has a distinct "personality."Answergeneral storemass-merchandising shopspecialty shopdepartment storehypermarket2 points Question 27Which of the following is NOT relevant regarding why some consumers prefer one retailer over another?AnswerConvenience.Shopping atmosphere.Assortment carried.Service.All of the above can be relevant.2 points Question 28Less than 8 percent of all retail sales are made by smaller stores--those with sales of less than $1 million a year.AnswerTrueFalse2 points Question 29A grocery store sprays an aerosol scent that smells like fresh baked bread near its packaged bakery items. This isAnswera case of a manager developing a need.likely to have no effect because selective retention will eliminate any effect of the smell.a case of linking a response with a example of trying to link a cue with a marketing mix.a violation of the selective processes.2 points Question 30Psychographics or life-style analysis analyzes an individual's:Answeropinions.demographics.activities.interests.All of the above.2 points Question 31In the Jockey underwear ads using young people on the beach and the slogan, "Let 'em know you're Jockey", the company is hoping to use __________ groups to influence consumer behavior.Answerculturalfamilyopinionreferencesocial2 points Question 32______ needs are concerned with things that involve a person's interaction with others.AnswerPhysiologicalSafetyBiologicalPersonalSocial2 points Question 33A marketing strategy specifies a target market and a related marketing mix.AnswerTrueFalse2 points Question 34Marketing opportunities that involve moving into totally different lines of business are "diversification" opportunities.AnswerTrueFalse2 points Question 35A mail-order marketer of flower bulbs to gardening hobbyists decides to sell the bulbs in grocery stores--to reach nonhobbyists who might be interested in pretty flowers. This is an example of:Answermarket penetration.product development.None of the above.2 points Question 36One way to increase customer equity is to find cost-effective ways to serve current customers so they buy more.AnswerTrueFalse2 points Question 37A marketing program should lower customer equity.AnswerTrueFalse2 points Question 38A major limitation of the customer value idea is that:AnswerIt can't be applied in competitive situations.It considers price but not other elements of the marketing mix.It applies to goods but not services.Its emphasis on what the customer sees as the positive things about a marketing mix means that the negatives are likely to be ignored.None of the above is a limitation.2 points Question 39Marketing functions are performed by producers, consumers, and a variety of marketing specialists.AnswerTrueFalse2 points Question 40Which of the following is LEAST LIKELY to be found in a production-oriented firm?AnswerDisagreements among departments about how to improve the company's product.Making products that are easy to produce.Producing goods that exactly meet the customer's needs.A mass marketing approach.None of the above.2 points Question 41Which of the following statements about nonprofits is false?AnswerMarketing is being more widely accepted by nonprofit organizations.The marketing concept is as important for nonprofit organizations as it is for business firms.In nonprofit organizations as in business firms, support comes from satisfied customers.A nonprofit organization does not measure profit in the same way as a firm.The marketing concept provides focus in both business firms and nonprofit organizations.2 points Question 42The "marketing concept" says that a business firm should aim all of its efforts at:Answerdoing more advertising and selling than competitors.selling what the company produces.satisfying customers--regardless of profitability.satisfying its customers--at a profit.producing those products which it can make at lowest cost.2 points Question 43Strong sentiments of nationalism facilitate growth in importing and exporting.AnswerTrueFalse2 points Question 44If you go into a restaurant in Vienna, Austria, and ask for a Diet Coke, the waiter may have no idea what you are ordering. This is an example of which part of the external market environment?AnswerPoliticalCultural and socialLegalEconomicCompetitive2 points Question 45Which of the following statements about the competitive environment is FALSE?AnswerCompetition-free environments are rare.Marketing managers should choose strategies that avoid head-on competition.A firm that has a marketing mix that its target market sees as better than its competitors' has a competitive advantage.Over the long run, most product-markets tend toward monopolistic competition.In a competitor analysis, the firm's first step should be to identify all potential competitors.2 points Question 46Maria Lopez runs an errand service from her home. For a fee, she will pick up dry cleaning, buy groceries, plan small parties, and do errands for her customers. The demand for this type of service has increased because of changes in theAnswercultural/social environment.technological environment.political environment.none of the above.2 points Question 47When considering a potential product-market, a marketer should decide:Answerwhere it is.what its relevant segmenting dimensions big it is.All of the above.2 points Question 48Which of the following statements about U.S. consumer households is true?AnswerMore than 80 percent of all households in the U.S. are made up of married couples with no children under 18 years of age.The divorce rate is about 50 percent, and the majority of divorced people stay single.Americans are marrying younger, but delaying child bearing.Single-adult households account for over one-fourth of all households.All of the above are true.2 points Question 49The amount of income a family has left after paying taxes and paying for necessities is called its _____________ income.Answerpersonaldiscretionarymarginalfamilyadjusted2 points Question 50Information on demographic dimensionsAnswereven if "partly true," is good enough to make marketing strategy decisions.of consumer markets around the world is not chargeable?if available?because it is collected by private organizations.makes valid data available to managers.helps managers make decisions based on guesses.


Paper#47164 | Written in 18-Jul-2015

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