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Question;1) Big Fizz Co., a manufacturer of;cola-flavored drinks, wants to add packaged fruit juices to its existing;product line. Big Fizz must make some decisions regarding packaging and;branding the fruit juices. These decisions would fall under which variable of;the marketing mix?;A. Product;B. Place;C. Promotion;D. Price;2) Hewlett-Packard sells personal;computers through specialty computer stores, electronics superstores, and its;own Internet site. What is the marketing mix variable that is being considered;here?;A. Price;B. Promotion;C. Product;D. Place;3) Marketing strategy planners should;recognize that;A. target markets should not be large;and spread out;B. mass marketing is often very;effective and desirable;C. large firms like General Electric;Target, and Procter & Gamble are too large to aim at clearly defined;markets;D. target marketing is not limited to;small market segments;4) Target marketing, in contrast to mass;marketing;A. is limited to small market;segments;B. assumes that all customers are;basically the same;C. ignores markets that are large and;spread out;D. focuses on fairly homogeneous market;segments;5) The process of naming broad;product-markets and then dividing them in order to select target markets and;develop suitable;A. market penetration;B. market segmentation;C. market development;D. market research;6) ______________ is the process of;naming broad product-markets and then segmenting these broad product-markets in;order to select target markets and develop suitable marketing mixes.;A. Market positioning;B. Market segmentation;C. Mass marketing;D. Diversification;7) Marketing research which seeks;structured responses that can be summarized is called;A. focus group research;B. quantitative research;C. qualitative research;D. situation analysis research;8) One of the major disadvantages;of the focus group interview approach is that;A. ideas generated by the group cannot;be tested later with other research;B. it is difficult to measure the;results objectively;C. it is difficult to get in-depth;information about the research topic;D. there is no interviewer, so the;research questions may not be answered;9) When focus group interviews are;used in marketing;A. each person in the group answers the;same questionnaire, to focus the discussion;B. the typical group size is 15 to 20;typical consumers whether online or off-line;C. it is primarily as a follow-up to;more quantitative research;D. the research conclusions will vary;depending on who watches the interview whether online or off-line;10) Focus groups;A. are usually composed of 10 to 15;people as participants;B. yield results that are largely;dependent on the viewpoint of the researcher;C. always do a good job of representing;the broader target market;D. have a low cost per participant;11) A small manufacturing firm has;just experienced a rapid drop in sales. The marketing manager thinks that he;knows what the problem is and has been carefully analyzing secondary data to;check his thinking. His next step should be to;A. conduct an experiment;B. develop a formal research project to;gather primary data;C. conduct informal discussion with;outsiders, including intermediaries, to see if he has correctly defined the;problem;D. develop a hypothesis and predict the;future behavior of sales;12) The marketing manager at;Massimino & McCarthy, a chain of retail stores that sells men?s clothing;is reviewing marketing research data to try to determine if changes in;marketing strategy are needed. Which of the following sources of data would be;a secondary data source?;A. Looking through the company?s;marketing information system to see past sales trends;B. Reviewing videotapes of a recent;focus group;C. Making phone calls to some of the;best customers to learn their interest in a new line of clothing;D. Spending time in stores observing;customers? behavior;13) Which of the following;statements about consumer products is true?;A. Convenience products are those that;customers want to buy at the lowest possible price.;B. Shopping products are those products;for which customers usually want to use routinized buying behavior.;C. Specialty products are those that;customers usually are least willing to search for.;D. Unsought products are not shopped for;at all.;14) The attitudes and behavior;patterns of consumers making a purchasing decision are part of the;A. political environment;B. social and cultural environment;C. competitive environment;D. firm?s resources and objectives;15) The observing method in;marketing research;A. uses personal interviews;B. may require customers to change their;normal shopping behavior;C. is used to gather data without;consumers being influenced by the process;D. is not suitable for obtaining primary;data;16) The first step in market;segmentation should be;A. deciding what new product you could;develop;B. evaluating what segments you;currently serve;C. finding a demographic group likely to;use your products;D. defining some broad product-markets;where you may be able to operate profitably;17) The product life cycle;A. describes the stages a new product;idea goes through from beginning to end;B. has three major stages;C. applies to categories or types of;products as opposed to brands;D. shows that sales and profits tend to;move together over time;18) Which of the following is one;of the product life cycle stages?;A. Market analysis;B. Market growth;C. Market feedback;D. Market research;19) 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 what?;A. Encoding;B. Noise;C. Decoding;D. Feedback;20) Which of the following;functions are performed by wholesalers in the channel of distribution?;A. Providing information to retailers;B. Placing radio advertisements for;retailers;C. Placing newspaper advertisements for;retailers;D. Providing goals for retailers;21) Typically the;and the marketing manager are responsible for building good distribution;channels and implementing place policies.;A. public relations manager;B. sales manager;C. advertising manager;D. human resources manager;22) SGCA is having a sales contest;to encourage retailers to quickly reduce the inventory of SuperGamer computers.;Retailers with the highest sales during the next month win an expense paid trip;to a special dealer meeting at a resort in Hawaii. This is;A. probably illegal because it might;encourage price competition among retailers;B. an example of cooperative advertising;C. the type of promotion that continues;to impact sales even after the promotion is over;D. an example of a manufacturer using;trade sales promotion in the channel;23) Advertising allowances;A. are incentive monies given to firms;further along in the channel to encourage them to advertise or otherwise;promote the firm?s products;B. involve intermediaries and producers;sharing in the cost of ads;C. allow for coordination and;integration of ad messages in the channel;D. set the allowance amount as a percent;of the retailer?s actual purchases;24) Price reductions given to channel;members to encourage them to promote or otherwise promote a firm?s products;locally are;A. quantity discounts;B. brokerage allowances;C. push money allowances;D. advertising allowances;25) A producer using very;aggressive promotion to get final consumers to ask intermediaries for a new;product has;A. a pulling policy;B. a target marketing policy;C. a selective distribution policy;D. a pushing policy;26) Nantucket Hammocks, Inc., uses;dealer incentives, discounts, and sales contests in order to encourage;retailers to give special attention to selling its products. Nantucket Hammocks;is using;A. exclusive distribution;B. a corporate channel system;C. dual distribution;D. pushing;27) Quality Ceramic, Inc., (QCI);defined five submarkets within its broad product-market. To obtain some;economies of scale, QCI decided NOT to offer each of the submarkets a different;marketing mix. Instead, it selected two submarkets whose needs are fairly;similar, and is counting on promotion and minor product differences to make its;one basic marketing mix appeal to both submarkets. QCI is using the;A. combined target market approach;B. single target market approach;C. multiple target market approach;D. mass marketing approach;28) When segmenting broad MKT 421;Final Exam product-markets, cost considerations tend;A. to encourage managers to disregard;the criterion that a product-market segment should be substantial;B. to lead to more aggregating;C. to be unimportant as long as the;segmenting dimensions are operational;D. to lead to a large number of small;but very homogeneous, product-market segments;29) ______________ focuses on;introducing new products to existing markets.;A. Market development;B. Product development;C. Diversification;D. Market penetration;30) When a company grows globally;by introducing existing product lines to new markets, this is an example of;what?;A. Market development;B. Product development;C. Diversification;D. Market penetration


Paper#47440 | Written in 18-Jul-2015

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