uestion 1
1.
The biggest disadvantage of observation research is that it:
tends to be extremely expensive.
yields little or no insight into the motivation behind the
observed behavior.
generates secondary data rather than primary data.
focuses on what people say rather than what they actually
do.
4 points
1.
Question 2
A well-chosen target market embodies the following characteristics:
size, profitability, accessibility, and limited
competition.
size, limited profitability, accessibility, and
competition.
limited size, profitability, accessibility, and intense
competition.
size, profitability, limited accessibility, and intense
competition.
4 points
1.
Question 3
All of the following are outcomes associated with changes in digital
technology and the rise of the Internet EXCEPT:
mass customization.
cognitive dissonance.
new types of promotional tools and
methods.
a shift in power from producers to
customers.
4 points
Question 4
1.
The relevant concept of value in marketing is based on the:
objective measure of quality exclusively.
customer’s belief that a product has a better relationship than its
competitors between the cost and the benefits.
ability to buy the product at the lowest possible cost irrespective of the
decrease in quality.
form utility of the product.
4 points
1.
Question 5
Jesse is the marketing manager for a large Midwest-based producer of
food products. He is in the process of developing the __________, which takes
into consideration the marketing strategies for product, price, promotion, and
place.
competitive mix
value chain
marketing
environment
marketing mix
4 points
Question 6
1.
When Suzanne was shopping for school supplies in the mall, she was
approached by a woman with a clipboard, asking questions about her
preference for jeans. Therefore, Suzanne is part of __________ research.
secondar
y
unobtrus
ive
survey
observati
on
4 points
Question 7
1.
A key to successful customer relationship management is to:
develop marketing strategies that are universal.
collect, manage, and apply the right data at the right time to the right
customer.
help customers identify new needs-even if they are met by other firms.
focus most marketing resources on the pricing and distribution functions
of the marketing mix.
4 points
Question 8
1.
Rapid improvements in digital technology and the rise in Internet
usage over the past 20 years have:
shifted the balance of power away from customers and toward
producers.
decreased the costs of marketing new products and services.
increased the costs of distributing new products and services.
contributed to a movement away from mass customization and toward
demographic marketing exclusively.
4 points
Question 9
1.
Which of the following scenarios exemplifies green marketing?
Janet sells home-made pickles and
jams.
Claire sells solar-powered jackets.
Sam volunteers at a local self-help
group.
Christine gives money to a nonprofit
organization.
4 points
1.
Question 10
Psychographic segmentation is the:
category that includes the benefits that consumers seek from products
and how consumers use the product.
vital starting point for most efforts to segment B2B markets but is
seldom used in B2C market.
division of the market based on consumer characteristics such as age,
ethnicity, and gender.
category used to complement other types of market segmentation in
B2C markets.
4 points
1.
Question 11
In its broadest sense, __________ refers to an organization’s ongoing
efforts to create positive relationships with its consumers, employees,
suppliers, the community, the general public, and the government.
publicity
advertising
sales
promotion
public
relations
4 points
Question 12
1.
In which of the following stages of a product’s life cycle would heavy
advertising reinforce the brand positioning strategy?
Growth
Maturity
Decline
Introducti
on
4 points
1.
Question 13
__________ involves purchasing the right to use another company’s
brand name or symbol.
Diffusio
n
Exporti
ng
Brandin
g
Licensi
ng
4 points
Question 14
1.
__________ refers to marketing activities designed to stimulate
wholesalers and retailers to push specific products more aggressively over
the short term.
Brand equity
A pull
strategy
Publicity
Trade
promotion
4 points
1.
Question 15
__________ are brands that a producer owns and markets.
National
brands
Private
labels
Store
brands
Retailer
brands
4 points
1.
Question 16
Successful product differentiation requires that the:
difference be real rather than merely perceived.
marketers put most of their efforts into developing an
appropriate brand name.
product not only be different from those of competitors but
also be better.
products have both higher quality and higher cost than those
of the competition.
4 points
Question 17
1.
A product has three product layers. They are the:
implied benefit, explicit benefit, and
combined benefit.
physical form, intangible form, and
perceived form.
core benefit, actual product, and
augmented product.
external layer, internal layer, and
environmental layer.
4 points
1.
Question 18
Companies like McDonald’s, who place their stores in as many
locations as possible, are using a strategy called __________ distribution.
intensi
ve
selecti
ve
exclusi
ve
direct
4 points
1.
Question 19
What do Mary Kay Cosmetics, The Pampered Chef, and Tupperware
have in common?
They are intensive distribution, nonstore retailers.
They are multilevel marketers.
They earn the majority of their revenue from direct
response marketing.
They are a part of the wheel of retailing.
4 points
Question 20
1.
__________ are marketing intermediaries that sell directly to final
consumers.
Wholesaler
s
Brokers
Truck
jobbers
Retailers
4 points
1.
Question 21
A firm’s distribution strategy is concerned with two key elements:
shipping and warehousing.
the channel of distribution and physical
distribution.
pricing strategy and credit standards.
facility location and value stream mapping for
product flow.
4 points
1.
Question 22
A(n) __________ takes legal possession of the goods being distributed.
broker
agent
merchant
wholesaler
store retailer
4 points
Question 23
1.
The goal of distribution strategy is to:
minimize the number of distributors in the channel of
distribution.
allocate goods from producers to consumers in the fairest
possible way.
reconcile conflicts between pricing strategies and
promotion strategies.
get the right product to the right person at the right place
at the right time.
4 points
1.
Question 24
When comparing the advantages of trucks and rail as modes of
transportation, a key advantage of trucks is that they __________, while an
advantage of railroads is that they __________.
are less costly; offer the greatest flexibility in handling
offer faster and more frequent shipments; offer lower shipping costs
offer more flexibility in handling; offer greater dependability
are the fastest mode of transportation; are the most readily available
mode of transportation
4 points
1.
Question 25
Many insurance companies utilize __________, while __________ often
handle real estate and seasonal products.
merchant wholesalers; retailers
agents; brokers
retailers; distributors
full-service merchants; limited-service
merchants
4 points
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