CODE 215

Q1: Which of the following statements about customer value is true?

A. The greater the competition, the less important customer value is.
B. Customer value is the difference between the benefits a customer sees from a
market offerin; and the costs of obtaining those benefits.
C. It is the manager's view of customer value that matters, not the customer's.
D. The sure way to achieve high customer value is to offer a lower price.
Q2: A marketing analyst for a chicken processor reports that a rising percentage of
people are eating chicken because it has less fat than beef. This firm's opportunities
may improve with this change in the
A. Cultural and social environment.
B. Economic environment.
C. Technological environment.
D. Political and legal environment.
Q3: The most important variable in a firm's marketing mix is:
A. Product.
B. Price.
C. Place.
D. None of these since all contribute to one whole.
Q4. Both market penetration strategies and market development strategies primarily
involve
A. modifying the company's product line
B. selling a company's current products
C. selling in new as well as existing markets
D. developing a new product
Q5: "Good" market segments are those that are..
A. homogeneous between.
B. operational and substantial.
C. heterogeneous within.
D. international in nature.
Q6: The present state of our knowiedge about consumer behavior is such that:
A. Relevant market dimensions can be easily identified and measured using
"psychographics".
B. Marketing research can't tell us much more about specific aspects of consumer
behavior.
C. The behavioral sciences provide the marketing manager with a complete
explanation of the
"whys" of consumer behavior.
D. A marketing manager usually must blend intuition and judgment with findings
from the behavioral sciences to explain and predict consumer behavior.
Q7. The first step in market segmentation should be:
А. Defining some broad product-markets where you may be able to operate
profitably.
B. Evaluating what segment(s) you currently serve.
C. Deciding what new product you could develop.
D. Finding a demographie group likely to use your products.
Q8. A "Marketing program":
A. Is primarily concerned with all of the details of implementing a marketing plan.
B. Consists of a target market and the marketing mix.
C. Is another name for a particular marketing mix.
D. Blends several different marketing plans.
Q9. means that services cannot be seen, tasted, felt, heard, or smelled before they are
bought.
A. Service inseparability
B. Service variability
C. Service perishability
D. Service intangibility
Q10: A marketing strategy consists of two interrelated parts. These are:
A. Selection of a target market and development of a marketing mix.
B. Selection of a target market and implementing the plan.
C. Selection and development of aymarketing mix.
D. Finding attractive opportunities and developing a marketing mix.
Q11: As we know, the macro-markeling
А. Is not concerned with the flow of goods and services from producers to
consumers
B. Focuses on the objectives of society
C. Refers to a sel of activities performed by boti profit and nonprofit organizations
D. Secks to match homogenous supply capabilitien with homogeneous demands for
goods and services
Q12. The marketing mix
A. Includes four variables - advertising, personal selling, customer service, and sales
promotion
B. Helps to organize the marketing strategy decision areas
C. Includes the target market
D. Includes four variables -- People, Place, Promotion, and Price
Q13: Which of the following objectives of a business is the most important?
A. All three of the above are equally important, because a failure in any one could
lead to a total failure of the business.
B. To ear enough profit to survive.
C. To engage in some specific business activity which will perform a socially and
economically useful function.
D. To develop an organization to carry on the business and implement its strategies.
Q14: The aim of marketing is to:
A. Help create a pure subsistence economy.
B. Identify customers' needs and meet those needs so well that the product almost
"sells itself."
C. Persuade customers to buy the firm's product.
D. Eliminate the need for exchanges.
Q15: A firm with a marketing orientation is most likely to:
A. View advertising as an unnecessary expense.
B. Advertise how a product meets customers' needs.
C. Recognize that effective advertising is the key to sales.
D. Focus advertising on product features.
Q16: Which of the following is NOT part of a product-market definition?
А. information about which specific retailers will sell the product
B. a description of the type of product?
C. information about consumer needs
D. information about the final customer (or user) of the product
Q17: The difference between "Production Orientation and "Marketing orientation" is
best
explained as follows:
A. In a marketing oriented firm, every department's activities are guided by what
customers need and what the firm can deliver at a profit.
B. There are no separate functional departments in a marketing-oriented hirm
C. Production-onented firms usually do norhave a marketing manager.
D. In a marketing-oriented firm, the total system's effort is guided by what
indiviquar departments would like to do.
Q18: A S.W.O.T. analysis
А. Focuses on what a firm plans to do to "Satisfy Wishes of a Target" customer.
B. Identifies a firm's strengths, weaknesses, opportunities, and threats".
C. Summarizes a firm's "strategy, wishes (of its customers), outlook, and tactics".
D. Helps defend against potential competitors by developing a set of competitive
"safeguards, weapons, offensives, and tactics".
Q19: When a firm tries to increase sales by offering new or improved products to its
present
markets, this is called:
A. Diversification.
B. Market development.
C. Market penetration.
D. Product development.
Q20: ToyBox is a toy manufacturer based in the United Kingdom. Which of the
following indicates that the company is following a market penetration strategy?
A. It introduces a line of children's clothing in the United Kingdom.
B. It enters the U.S. market with a line of children's clothing.
C. It introduces its toys in the Indian and South-East Asian markets.
D. It acquires toy rights for a popular cartoon character to boost its sales.
Q21: Customer relationship management (CRM) helps consumer marketers:
A. treat all submarkets as a single huge market.
B. deliver different marketing mix to different customer segments.
C. reduce their focus on local customers.
D. ignore the differences in the needs and preferences of target customers.
Q22: Having segmented its market, the Martinez Corp. Has decided to treat each of
two submarkets as a separate target market requiring a different marketing mix.
Apparently, Stuart is following the
target market approach.
A. Separate
B. Multiple
C. Combined
D. Single
Q23: Micro-marketing:
A. Begins with the production process.
B. Tries to accomplish a company's objectives by anticipating customers needs and
trying to satisfy them
C. Involves persuading customers to buy your product.
D. Is a social process involving all producers, intermediaries, and consumers
Q24. Which of the following is true?
A. The product "P" in the marketing mix stands B. The product "P" in the marketing
mix for only physical goods.
B. for only tangible merchandise.
C. The product "P" in the marketing mix stands D. The product "P" in the marketing
mix for both physical goods and services.
D. stands for both physical goods and tangible merchandise
Q25: In the marketing mix, the customer is:
A. The "person" in the four Ps of the marketing mix
B. The "place" in the four Ps of the marketing mix
C. The target market for the marketing mix
D. One of the four components of the marketing mix
Q26: Gina Williams wanted to start a decorating business. She identified several
possible. target markets, but decided to serve a market composed of recently married
couples that owned their first home. Gina appears to be following:
A. A multiple target market approach.
B. A combined target market approach
C. A single target market approach.
D. A mass marketing approach.
Q27: The marketing management process:
A. Is mainly concerned with obtaining continuous customer feedback.
B. Includes the on-going job of planning marketing activities.
C. Involves finding opportunities and planning marketing strategies, but does not
include the management tasks of implementing and control.
D. Is called "strategic planning"
Q28: To improve its profits, Delta Tool Corp. Has redesigned its entire line of
rechargeable power Drills adding several new or improved features and
three new models. Apparently, Delta adding several new or improved features and
three new models. Apparently, Delta Tool is pursuing a opportunity.
A. Market penctration
B. Market development
C. Product development
D. Diversification
Q29: Saying that a "good" product-market segment should be substantial means
A. It should be large enough to be profitable.
B. That people should have substantially different reactions to marketing mix
vantables
C. That the company does not have to worry about substantial competition for a long
time
D. That people in different market segments should be as different as possible.
Q30: An attitude is
A. person's point of view toward something.
B. Easily change
C. The same as opinion and belief.
D. A reliable indication of intention to buy.
Q31: Which of the following types of advertising is most appropriate for the
awareness stage of an advertising campaign?
A. Competitive ad
B. Direct-action retail ads
C. Jingles
D. Price deal offers
Q32: In which stage of the product life cycle will promotional expenditures be
significantly high in an attempt to create consumer awareness of a product and its
features?
A. Product development
B. Maturity
C. Introduction
D. Growth
Q33: Which of the following would be a type of advertising used in the awareness
stage of the adoption process?
A. Flash ads
B. Point-of-purchase ads
C. Teaser campaigns
D. Testimonials
Q34: Strategy "Place" decisions would NOT include:
A. type of channel of distribution.
B. geographic pricing policy.
C. type of physical distribution facilities.
D. degree of market exposure desired.
Q35: Regarding promotion methods, which of the following statements is TRUE?
A. Advertising is usually more tailored to the individual needs and attitudes of target
customers than personal selling.
B. Personal selling can provide immediate feedback.
C. Publicity is "free," but usually is ineffective for really new products.
D. All of these statements about promotion methods are TRUE.
Q36: Merchandising aids and promotional allowances are sales promotion activities
aimed at
A. final consumers.
B. intermediaries (wholesalers and retailer).
C. final users.
D. company's own sales force.
Q37: If a company seeks to maximize brand exposure, which of the following
distribution alternatives would be the correct choice
A. Selective distribution.
B. Open distribution
C. Exclusive distribution,
D Intensive distribution.
Q38: _products are consumer products and services that customers usually buy
frequently, immediately, and with minirnal comparison and buying effort.
A. Convenience
B. Specialty
C. Shopping
D. Unsought
Q39: Promotions are part of the:
A. Target market.
B. Company environnient
C. Marketing mix.
D. Strategic processes.
Q40 Heterogeneous shopping products:
A. need enough exposure to aid price comparison.
B. need widespread distribution near probable points of sale.
C. need adequate representation in major shopping areas near similar products.
D. need widespread distribution at low cost.
Q41: Which of the following major promotional tools use press release, product
publicity, corporate communications, lobbying, and public service to communicate
information?
A. Advertising
B. Public relations.
C. Direct Marketing
D. Sales promotion
Q42: Regarding business products, which of the following is NOT true?
A. Quality of service may be more important than low price to a buyer of
professional services.
B. A broad product assortment may be more important than low price to a buyer of
supply items.
C. All of these alternatives are true.
D. Meeting specifications may be more important than low price to a buyer of
component parts.
Q43: The personal presentation by the firm's sales force for the purpose of making
sales and building customer relationships is called:
A. Direct Marketing.
B. Personal selling.
C. Public Relations.
D. Sales promotion.
Q44: Which one of the following statements about packaging is TRUE?
A. The number of package sizes for similar products from different manufacturers is
increasing dramatically, because most firms realize that this makes direct
comparisons among brands harder.
B. There is very little government regulation of packaging, except for drug products.
C. Better packaging almost always raises total distribution costs.
D. A good package can sometimes provide more promotional impact than
advertising.
Q45: Traditional channels of distribution
A. are usually preferred to other distribution arrangements.
C. are usually controlled through strong legal contracts.
B. are easier to control than corporate channel systems.
D. may involve little or no cooperation among channel members.
Q46: A major difference between reminder advertising and pioneering advertising is
that:
A. reminder advertising is emphasized in the early stages of the product life cycle.
B. reminder advertising focuses on selective demand, while pioneering advertising
tries to develop primary demand.
C. None of these alternatives is true.
D. pioneering advertising is emphasized in the later stages of the product life cycle.
Q47: With respect to a channel of distribution, the number of intermediary levels
within the channel indicates the of a channel.
A. Depth
B. Similarity
C. Length
D. Width
Q48: Companies usually develop rather than single products.
A. Product families.
B. Product grouping.
C. Product brands.
D. Product lines.
Q49: These firms help companies to stock and move goods from their points of
origin to their destinations.
A. Marketing service firms.
B. Financial intermediaries.
C. Resellers
D. Physical distribution firms.
Q.50: A Hewlett-Packard sales rep is making a presentation about a new printer
product to a group of purchasing agents when one of the agents withdraws to read a
text message. In the traditional communication model, the text-reading is the:
A. Encoding
B. Noise
C. Decoding
D. Channel
Q51: Sales promotion activities;
A. Focus more on getting attention than on stimulating action by consumers.
C. Are aimed at final consumers, but not business customers.
B. May be aimed at a firm's own employees.
D. Usually take longer to achieve sales results than does advertising.
Q52: "Noise" (in the traditional communication process) refers to:
A. messages which are too loud or bold.
Bany distractions that reduce the effectiveness of the communication process.
C. efforts by a firm's competitors to block its message channel.
D. the encoded message before it is decoded.
Q53: Bonafide Electric produces electric motors that power refrigerators, air
condition units, washing machines, and many other electric appliances produced by
various manufacturers Bonafide Electric is selling
A component part.
B. component parts.
C. accessory equipment.
D. MRO items.
Q54: Advertising, sales promotion, personal selling, public relations, and direct
marketing are all
A. Promotional tools used for push strategies but not pull strategies.
B. Communications channels that should be integrated under the concept of
integrated marketing communications.
C. Promotional tools adapted for use in mass - marketing.
D. Communications channels focused more on narrowcasting than broadcasting.
Q55: The AIDA model:
A. focuses on what happens after the adoption process is complete.
B. suggests that mass media can get consumers' attention only if that is what
consumers desire.
C. consists of four basic promotion jobs.
D. All of these alternatives about the AIDA model are true.
Q56: Which of the following is true about the relation between promotion blends and
the promotion target?
B. All of these alternatives are true.
A. Pushing in the channel means using normal promotion to intermediaries.
C. Pushing within the firm involves promotion to employees, especially salespeople.
Promotion to intermediaries emphasizes personal selling.
Q57: The slogan from the GEICO ads, "15 minutes could save you 15 percent or
more on your car insurance" is an example of which of the following elements of the
communication process?
A. Encode
B. Message
C. Decode
D. Feedback
Q58: If a company's objective were to reach masses of buyers that were
geographically dispersed at a low cost per exposure, the company would likely
choose which of the following promotion forms?
A. Advertising.
B. Personal selling.
C. Public relations.
D. Mass selling.
Q59: To encourage potential buyers to take its new Model 3 sedan for a test drive,
BMW posts a video on its website of the Model 3 speeding down a winding
mountain road. This is an example of:
A. advertising.
B. personal selling.
C. publicity.
D. sales promotion
Q60: A set of interdependent organizations involved in the process of making a
product or service available for use or consumption by the consumer or business user
is called a:
A. Distribution channel
B. Wholesaler
C. Logistics function
D. Retailer