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Mega Quiz File (MKT501)

by

Shahzad Sadiq ([email protected])

Special Thanks

to

Attock VU Group VU Study Masti

&

www.vuzs.net

(*Please correct, if your find any mistake*)

Which of the following aggressive strategy is without direction?

Reactor

Analyzer

Defender

Prospector

mailto:[email protected]

http://www.vuzs.net/

F&M Company is a manufacturer of bread. After analysis we concluded that its

business has low market share and low growth. Which of the following option best

reflects this condition?

Question marks

Cash cows

Dogs Stars

Which of the following is the task of selecting an overall company strategy for long-

run survival and growth?

Mid-term planning

Short-term planning

Annual market planning

Strategic market planning

Philo Taylor Farnsworth debuts the first electronic television system in:

1927 1900

1950

1850

Which of the following involves designing and manufacturing the container or

wrapper for a product?

Labeling

Packaging Branding

Product line

Cinematograph invented by Auguste and Louis Lumiere in

1890 1860

1895

1899

Cash cows are SBU's that typically generate:

Paper losses in the long run

Large awareness levels but few sales

A lot of competition

Large amounts of cash

Identify the sales promotion technique in which price of a product is temporally

reduces to increase sales.

Contests

Coupons

Loss leader Free samples

Which of the following is a type of price discrimination in which price varies

according to quantity sold?

First degree discrimination

Second degree discrimination Third degree discrimination

Fourth degree discrimination

Which of the following is a controllable factor for marketers?

Competition

Technology

Corporate culture

Economy

Relationship marketing is also known as:

Brand marketing

Value marketing

Loyalty marketing Experiential marketing

The loyalty marketing focuses on establishing long term relationship between:

Company and retailer

Retailer and customer

Retailer and consumer

Company and customer

Which of the following is NOT an objective of discounts?

Reward valuable customers

Reward competitors Move out-of-date stock

Increase short-term sales

Market price is also known as:

Effective price List price

Retail price

Wholesaler price

Which of the following best describes 3/10 net 40 ROG?

The buyer must pay within 10 days of receipt of goods but will receive 3% discount if

paid in 10 days


paid in 40 days


paid in 40 days

The buyer must pay within 40 days of receipt of goods but will receive 3% discount

if paid in 10 days

Which of the following is also known as accumulation discounts?

Trade discount

Non-cumulative quantity discount

Cumulative quantity discount Quantity discount

A company is providing warehousing facility to its channel members. The company

is using which of the following?

Seasonal discount

Trade discount Quantity discount

Cash discount

Which of the following firms emphasizes on product‘s benefits to the customers

rather product attributes?

Product oriented

Market oriented Sales oriented

Production oriented

Which of the following is NOT a technique of measuring customer satisfaction and

monitoring customer‘s complaint?

Customer complaints database

Web and telephone information hotlines

Exit interviews

Business analysis

The phenomenon, when a customer dislikes a product and talks against the product,

is termed as:

Propaganda

Unfavorable environment

Bad mouth Bad impression

Products that are usually purchased due to adversity and high promotional back up

rather than desire are called:

Sought goods

Unique goods

Unsought goods

Preferred goods

A customer requirement about any product in which he/ she needs to avail core

features in that product, is called:

Real need

Stated need Unstated need

Delighted need

Which of the following is NOT an aggressiveness strategy?

Harvesting

Building

Intensification

Holding

Which of the following is NOT a type of innovation strategy?

Pioneers

Challengers

Close followers

Late followers

Customer‘s viewpoint on a firm‘s products and services can be improved through:

experiential world of customers

Experiential innovation Customer interface

Building experiential platform

Which of the following is not a component of a marketing plan?

Marketing advantages Environmental analysis

Executive summary

Marketing implementation

The _____ is the central instrument for directing and coordinating the marketing

effort.

Business plan

Production plan

Market plan Selling plan

Which of the following is NOT an example of variable cost?

Rent of factory Raw material

Power

Transport

Warehousing facility to channel members is an example of:

Seasonal discount

Trade discount

Quantity discount

Cash discount

Which of the following are the people who purchase new products almost as soon as

the products reach the market?

Innovators Late majority

Early majority

Late adopters

Which of the following is NOT one of the stages that customers go through in the

process of adopting a new product?

Desire Awareness

Evaluation

Interest

Which product is MOST likely to be purchased through routine decision making?

Television set

Soft drink

Shirt

Car

Which of the following part of a marketing plan defines the plan‘s financial and

marketing goals in terms of sales volume, market share and profit?

Marketing strategy Action programs

Issue analysis

Objectives

Which of the following has a quick response towards a new product?

Opinion leaders

Late majority

Early majority

Early adopters

Which of the following is about managing strategically the customer‘s entire

experience with the product and company?

Customer experience management Customer retention management

Customer life-time value management

Customer relationship management

Identify the other name for global market.

Consumer market

Import market

Export market

Government market

A seller wants payment from buyer within 10 days of sales (whereas customer can

made payment within 30 days) and offers 4% discount if payment is made within 10

days. What type of cash discount will be suitable?

4/10 net 30

10/4 net 30

10/30 net 4

4/30 net 10

Which of the following price is quoted to a potential buyer, usually in written form?

Wholesale price

Market price

List price Retail price

Which of the following is the first step in writing a marketing plan?

Situation analysis

Opportunity and threat analysis

Executive summary

Market analysis

Process engineering skills are required for the successful implementation of which

of the following strategy?

Market segmentation strategy

Market dominance strategy

Differentiation strategy

Cost leadership strategy

Any tangible thing that can be offered to a market for attention, acquisition, use, or

consumption that might satisfy a want or need is called:

Service

Product

Demand

Idea

Luxury products, such as Rolex watches, are also known as:

Shopping product

Convenience product

Emergency product

Specialty product

Which of the following is NOT a decision required in commercialization?

Why to launch the product?

How to launch the product?

Where to launch the product?

When to launch the product?

Which of the following is the spread of idea from the source of invention to the

ultimate user or consumers?

Innovation adoption process

Innovation diffusion process Adoption process

New product recognition

Personal selling tries to achieve three general goals: finding prospects, convincing

prospects to buy, and ___________.

Monitoring new products being developed

Being aware of competitors' sales activities

Avoiding repeat sales.

Keeping customers satisfied

Mr. Kafeel, a sales person from Xerox, develops a list of potential customers and

evaluates them on the basis of their ability, willingness, and authority to purchase

copy machines. This process is called __________.

Customer search

Sales preparation

Approaching the customer

Prospecting

Imran tells his wife, Saima, that his last sales call of the day at McDonald was a

disaster. He explains that he never really figured out what the purchasing agent was

looking for. Saima, a sales trainer for another firm, hands Imran a book on

__________.

Improving listening skills

Overcoming objections

Product demonstrations

Closing the sales encounter

Musharaf, a trained engineer, is a salesperson for a chemical manufacturer. He

provides current customers with advice about a product's characteristics and

applications. He is a

Missionary salesperson

Trade salesperson

Inside order taker

Technical salesperson

A sales representative for Coca-Cola travels to various shops and restaurants to

determine how much bottles the customer needs for the coming period. The sales

representative would be classified as which one of the following types of sales

Order getter

Inside order taker

Field order taker Trade salesperson

A ___________ audit is used to assess a company's image among the organization‘s

publics or to evaluate the effect of a specific program.

Communications

Social

Environmental

Public Relations

In many instances the MOST appropriate way to cope with a negative event that

may lead to negative publicity is to __________.

Discourage news coverage of the event

Deny that the event occurred

Facilitate news coverage Hire a public relations firm

A marketer uses pioneer advertising to __________.

Promote established brands

Compare brand names

Promote a product in the introductory stage of the life cycle Introduce a competitive version of the product

Which of the following is the most important consideration when choosing an event

to sponsor?

Consistency in the association between the event and the company's product The length of the event

When the event occurs

The specific name of the event

__________ is a broad set of communication activities used to create and maintain

favorable relations between the organization and its publics.

Advertising

A press strategy

Public relations

Publicity

The basic role of promotion is _____.

Information

Manipulation

Communication Interpretation

If the aim of the promotion to introduce a new consumer product is to achieve high

awareness levels, the firm will most likely make heavy use of _______ in the

promotional mix.

Advertising Sales promotion

Personal selling

Publicity

A consumer contest is an example of _____.

Personal selling

Sales promotion Advertising

Indirect selling

A television advertisement showing the safety features of the Volvo 240 DL would be

best classified as which of the following?

Product advertising Pioneer advertising

Defensive advertising

Societal marketing

Brands that are promoted through comparative advertising are MOST likely to be

_____.

Market leaders

Brands that are attempting to compete with market leaders Primarily services rather than tangible goods

Attempting to compete on a non-price basis

Advertising appropriations are largest for which type of product?

Industrial products

Convenience goods

High-priced products

Specialty goods

If Wrigley sets its pricing objective as attaining 38 percent of the chewing gum

market, what else would be needed to make this a true pricing objective?

A statement of demand elasticity

An identification of cost structure

A breakeven analysis

Identification of a time period for accomplishment

If a product has an inelastic demand and the manufacturer raises its price, _____

Total revenue will increase

Quantity demanded will increase

The demand schedule will shift

The demand will become more inelastic

When marginal cost is equal to marginal revenue, the firm should _____.

Produce more to increase profits

Produce less to decrease total costs

Stop producing additional units to maximize profits Provide discounts to encourage purchases

Which one of the following pricing policies may result in losing money on the

product?

Price leader Psychological discounting

Penetration pricing

Special-event pricing

In the ABSENCE of __________, pricing remains a flexible and convenient way

to adjust the marketing mix.

Experience-curve effects

Strong price competition

Weak price competition

Government price control

Which one of the following statements by a company chairman best reflects the

marketing concept?

We have organized our business to make certain that we satisfy customer needs.

We believe that the marketing department must organize to sell what we produce.

We try to produce only high quality, technically efficient products.

We try to encourage company growth.

The two components of a marketing strategy are _______.

Marketing objectives and promotion

Marketing mix and marketing objectives

Target market and marketing mix Target markets and promotions

The marketing concept is a philosophy that states that an organization should try

to satisfy customers' needs and at the same time ______.

Increase market share.

Increase sales.

Achieve the organization‘s goals. Always produce high

When a company adjusts price levels so that it can increase sales volume to

levels that match the organization‘s expenses, it is said to employ a _____pricing

objective.

Market share

Cash flow

Return on investment

Survival

If Planters is concerned that acquiring a taste for its new product, honey-roasted

macadamia nuts, takes time, it should use __________ packaging.

Family

Multiple

Tamper-resistant

Unlabeled

A carton of orange juice has no brand name on the package, only the name of the

product 'orange juice'. This is an example of

A manufacturer's brand.

An own label brand

A no-frills brand

A generic brand.

One distinguishing factor between a brand name and a brand mark is that a brand

name is _______

Creates customer loyalty.

Consists of words.

Identifies only one item in the product mix.

Implies an organization's name.

A firm may decide that all packages are to be similar or include one major element

of the design. This approach to promote an overall company image is called ______

Family extension.

Family packaging. Overall packaging.

Package extension.

The _____ stage of the product life cycle generates most sales revenue for the

firm.

Introduction

Growth

Maturity Decline

The market consists of all the organization that acquire goods and services used in

the production of other products or services that are sold, rented, or supplied to

other is called _______.

Consumer market

Business market

Niche market

Global market

The relationship is built with a customer over a long period of time and for a long

time is called ____

Customer experience management

Consumer life time value

Customer life time value Consumer experience management

The firm that allow the wants and needs of customers and potential customers to

drive all the firm‘s strategic decision is known as _________

Marketing oriented firm Customer oriented firm

Consumer oriented firm

All of above

_______________a form of marketing that puts particular emphasis on building a

longer- term, more intimate bond between an organization and its individual

customers.

Integrated marketing

Relationship marketing

Global marketing

Consumer marketing

__________ is the part of the product in the form of additional consumer services

and benefits built around the core product and actual product

Consumer product or service

Tangible product or service

Augmented product or service All of above

The ____________includes the immediate actors involved in producing,

distributing, and promoting the offering.

Task environment Broad environment

Marketing environment

Customer environment

____________ is the set of marketing tools that the firm uses to pursue its marketing

objectives in the target market.

Consumer mix

Product mix

Customer mix

Marketing mix

The ___________ concept holds that the organization‘s task is to determine the

needs, wants, and interests of target markets and to deliver the desired satisfactions

more effectively and efficiently than competitors in a way that preserves or

enhances the consumer‘s and the society‘s well-being.



Societal marketing Global marketing

The production of different varieties of the same product, or different products at

the same level of processing within a single firm. This may, but need not; take place

in subsidiaries in different countries is known as __________

Innovation Strategies

Horizontal integration Vertical integration

Market dominance strategies

__________ is a strategic planning method that some organization uses to make

flexible long-term plans.

Scenario Planning Market planning

Customer planning

Consumer planning


Competition

Technology

Corporate culture

Economy


Brand marketing

Value marketing

Loyalty marketing

Experiential marketing








Reward competitors

Move out-of-date stock



Effective price

List price

Retail price

Wholesaler price



paid in 10 days


paid in 40 days


paid in 40 days


if paid in 10 days


Trade discount


Cumulative quantity discount

Quantity discount



Seasonal discount

Trade discount

Quantity discount

Cash discount

.



Product oriented

Market oriented

Sales oriented

Production oriented.





Exit interviews

Business analysis


is termed as:

Propaganda


Bad mouth

Bad impression



Sought goods

Unique goods

Unsought goods

Preferred goods



Real need

Stated need

Unstated need

Delighted need


Harvesting

Building

Intensification

Holding


Pioneers

Challengers

Close followers

Late followers



Experiential innovation

Customer interface



Marketing advantages

Environmental analysis

Executive summary



effort.

Business plan

Production plan

Market plan

Selling plan


Rent of factory

Raw material

Power

Transport


Seasonal discount

Trade discount

Quantity discount

Cash discount



Innovators Late majority

Early majority

Late adopters



Desire

Awareness

Evaluation

Interest


Television set

Soft drink

Shirt

Car



Marketing strategy

Action programs

Issue analysis

Objectives

Which of the following has a quick response towards a new product?

Opinion leaders

Late majority

Early majority

Early adopters




Customer retention management




Consumer market

Import market

Export market

Government market




4/10 net 30

10/4 net 30

10/30 net 4

4/30 net 10

Which of the following price is quoted to a potential buyer, usually in written form?

Wholesale price

Market price

List price

Retail price


Situation analysis


Executive summary









Service

Product

Demand

Idea


Shopping product

Convenience product

Emergency product

Specialty product









Innovation diffusion process

Adoption process


Company‘s or brand‘s reliability, competitive prices, quality and reliability, and an

effective sales force are required to deal with _______________market.

Consumer

Business Global

Governmental

A small retailer lies under the _______________ environment.

Task Broad

Weak

Competitive

Core Competency:

provides potential access to a wide variety of markets

increases perceived customer benefits

both of the given options none of the given options

The JEO Films‘ investment in film ―Khuda Ke Liye‖ is an example of:

Product concept

Production concept

Marketing concept All of the given options

The phrase ―marketing decisions must be carefully monitored as a whole‖ is

concerned with _______________ part of the broad environment.

Monitoring

Flexibility

Research & Development

None of the given options

When the customer asks a specific product from the retailer, it can be an impact of

_______________.

Demand Pull Strategy

Cost Pull Strategy

Demand Push Strategy

Product Line Strategy

Which one of the followings is not a part of the Marketing Plan?

Executive summary

Implementation

Salutation

Appendix

A position, in which a company is in a strong but not foremost position, that is

satisfied to live at this level and enjoys its market shares, is called _______________.

Market leader

Market follower Market challenger

Market nicher

When a company upgrade its brand with more signs and appearance under the

same price for capturing more target costumers, is best under the:



Promotional strategy

Scenario planning

Warranty and installations are the parts of:

Specialty Goods

Core product

Tangible Product

Augmented Product

A fundamental part of the distribution function is to get the product:

To the right place at the right time Launched into new markets

To intermediaries

To market to avoid channel conflict

Which of the following is most likely to stimulate customer loyalty?

Coupons

Sweepstakes

Frequent-user incentives Samples

In many instances the most appropriate way to cope with a negative event that may

lead to negative public relations is to:



Facilitate news coverage Hire a public relations firm

Relationships among channel members, i.e. producers, wholesalers and retailers, are

usually:

Short-term commitments

Long-term commitments Expensive resource commitments

Only minor commitments


prospects to buy and __________.


Depending on one-sale customers

Avoiding repeat sales


It is important to actively listen the other party to:

Select, refine and craft an agreement

Explore their underlying needs Set your tone

All of the given options

Slow feedback, high costs, and difficulty in measuring effects on sales are

disadvantages of which promotion mix ingredient?

Advertising Public relations

Sales management

Sales promotion

What source of information is usually effective for moving consumers to the

evaluation stage of the product adoption process?

Salespersons

Mass communication

Personal sources Consumer advocates

A person, group, or organization that has a meaning it intends and attempts to

share with a receiver or an audience is a:

Medium of transmission

Source Relay channel

Decoder

The limitations in using publicity-based public relations tools stem primarily from

the fact that:

Publicity is never properly managed by media personnel.

Media personnel consider only unfavorable messages as newsworthy.

It is time-consuming and costly to convince media personnel that the information is

newsworthy.

Media personnel control the content and the timing of the communication.

The _________ is the central instrument for directing and coordinating the

marketing effort

Marketing plan Strategic marketing plan

Tactical marketing plan

Mission statement

_____ refers to how well the product or service is brought to the customer.

Service differentiation

Design

Delivery Performance quality

Some products that require the use of other products are called _____ products.

Coordinated

Complementary

Required

Captive

An SBU refers to _________.

Strategic bidirectional unit

Strategic business unit Statistical business unit

Strategic bipartisan union

SWOT analysis refers to an analysis of a company's _________.

Strategic units; workers; opportunities; technology

Strengths; weaknesses; opportunities; threats Strengths; weaknesses; opportunities; technology

Systems; weaknesses; operations; threats

The holistic marketing framework is designed to address which three key

management questions?

Segmentation; targeting; positioning

Value exploration; value creation; value delivery Customer; cost; competition

Participation; stability; freedom



Design

Delivery Performance quality


Coordinated

Complementary

Required

Captive

The _____ identifies the product or brand.

Container

Label Advertisement

Warranty

A(n) _____ product exceeds customer expectations.

Strategic

Superior

Augmented Anticipated

_________ comprises of the whole group of benefits the company promises to

deliver.

Marketing promise

Creative offering

Value proposition Competitive advantage

The 20-80 rule tells marketers about_______________.

The top 80 percent of customers generate 20 percent of the company's profits


The bottom 20 percent of customers generate 80 percent of the company's profits

20-80 percent of profits are generated by 20-80 percent of the customers

Process to carefully manage detailed information about individual customers and all

"touch points" to enhance customer loyalty is ___________.

Customer relationship management Data mining

Prospecting

Customer Information management

Customer churn is called __________.

Customer loyalty

Customer defection

Customer relationship

Customer mix

An organized collection of comprehensive information about individual customers

or prospects is called ________________.

Customer database Marketing database

Business database

Data mine

One problem that can hinder a firm from using CRM effectively is _________.

The assumptions behind CRM may not always be true

Building customer databases can be expensive

Getting everyone in the company to be customer oriented

All of the above

An organization that aims to highlight high quality will offer customers more than

__________ enforced by the courts.

Performance levels

Quality levels

Implied warranties Prices

The inability of the selling company to match up its offering to the needs of

customer causes the primary reason for new product _____________.

Diversification

Failure Success

Development

Products that are inventions are known as ______________.

New category entry

An addition to product line

New-to-the-world products A product improvement

A growth direction through the increase in market share for present product

markets denotes which of the following?

Market penetration

Marketing mix

Market development

Product development

Which of the following is an advantage of sales promotion?

Increase sales in long run

Decreases consumer traffic

Create awareness about product

Increase sales in short term

A company manufactures bags. The company incurred costs i.e. Rs.500, 000 for rent

of the factory, Rs.20000 for transportation cost, Rs. 100, 000 for electricity bill and

Rs. 600, 000 for raw material consumed. The variable cost for the company is:

500000

600000

700000

720000

When a firm attempts to increase sales during the maturity stage of the PLC by

changing one or more marketing mix elements, it is _____.

Improving advertising

Changing promotion

Modifying the marketing mix

Increasing promotion budget

Which of the following consists of short-term incentives to encourage the purchase

or sale of a product or service?

Publicity

Sales promotion

Advertising

Direct marketing

All of the following are the examples of controllable factors EXCEPT:

Line of business

Corporate culture

Overall objectives of organizations

Competition in the market

Which of the following represent the companies which prefer to follow rather than

challenge?

Market challenger

Market follower

Market nicher

Market leader

In term of marketing mix, a television show like Tariq Aziz show is an example of:

Product

Price

Place

Promotion

Which of the following includes displays, discounts, coupons, and demonstrations?

Public relations

Advertising

Direct marketing

Sales promotion

Identify which of the following is an aggressive strategy.

Intensification

Diversification

Harvesting

Vertical integration

During which stage of new product development does the firm consider

profitability?

Idea generation

Business analysis

Market testing

Product development

The growth stage of a product life cycle is associated with:

Rapidly rising sales

Low sales

Declining sales

Low profit

Which of the following element of marketing mix customer analyzes at the last,

taking a decision of buying a particular product?

Promotion

Place

Price

Product

Which of the following is the first step in the new product development process?

Idea generation

Idea development

Idea screening

Idea testing

Identify the revenue which is added by the sales of an additional item.

Basic revenue

Marginal revenue

Average revenue

Total revenue

Which of the following is also called an Export market?

Consumer market

Business market

Global market

Government market

In which of the following company specifically creates a brand to counter a

competitive threat?

Fighting brand

Co-brand

Family brand

Individual brand

The decisions regarding bundling of a product are related to:

Select correct option:

Product

Price

Distribution

Promotion



Mid-term planning

Short-term planning



Which of the following is a strategy of using a successful brand name to launch a

new or modified product in a new category?

Line extension

Co- branding

Brand extension

Multibranding

The purchase of which of the following items is least likely to be affected by

demographic factors?

Car

Furniture

Computer

Sugar

Which of the following tells about the details of the plan?

Title page

Market analysis

Marketing strategy

Executive summary

A brand which is created and owned by a reseller of a product or service is known

as:

Co-brand

Private brand

Manufacturer's brand

Licensed brand

Which stage in the PLC normally lasts longer and poses strong challenges to the

marketing managers?

Introduction

Growth

Maturity

Decline

Core competency guides a firm recombining its abilities in response to demands

from the:

Retailer

Wholesaler

Environment

Supplier

Need becomes ________ when they are directed towards a specific object.

Actual need

Want

Satisfaction

Demand

Which of the following BEST describes the consumer‘s preference for products that

are widely available to them?

Production concept

Marketing concept

Selling concept

Product concept

Buying and selling of mass consumer goods and services comes under which of the

following markets?

Business markets

Global markets

Consumer markets

Government markets

Which of the following is used to test the customer preference about the new

product design?

Concept testing

Conjoint analysis

Beta testing

Business Analysis

Which of the following is an activity of attracting public attention to a product or

business, as by paid announcements in the print, broadcast, or electronic media?

Sales promotion

Publicity

Advertising

Personal selling

Which of the following is used to segment and analyze consumer‘s buying behavior?

Promotional mix

Integrated marketing communication

Marketing communication

Customer database

Which of the following is the price which company receives after accounting for

discounts, allowances, promotions, and other incentives?

Premium

Cooperative

Effective

Efficient

A brand which is created and owned by a reseller of a product or service is known

as:

Co-brand

Private brand

Manufacturer's brand

Licensed brand

Which of the following is NOT a production decision?

Delivery of goods

Planning process

Scheduling

Contracting

An incentive given to induce a retailer to purchase and display a product is:

Rebate

Push money

Trade allowance

Dealer loader

Which of the following is not a typical supply chain member?

Competitor

Customer

Reseller

Intermediary

The simplest level of distribution channel, that of direct contact with no

intermediaries involved, is known as the _______ channel.

Three-level

Two-level

One-level

Zero-level

Which one of the following tend to market high end goods and services and are able

to use a premium pricing strategy in a specific market segment.

Followers

Challengers

Leaders

Nichers

Which of the following channel membership will be best for distribution of

toothpastes?

Selective distribution

Corporate distribution

Intensive distribution

Exclusive distribution.

Media for commercial advertising can include all of the following EXCEPT:

Bus stop benches

Billboards

Wall paintings

Word of mouth

Modes of selling include all except:

Public relations

Direct sales

Multi-level marketing Industrial sales

All are the performance measure for tracking the productivity of sales person

EXCEPT:

Margin by product category

Revenue per territory

Margin and revenue per product

Revenue per sales person

Which of the following has the potential to gain market share and become a star?

Dog

Questions mark Cash cow

Star

Which of the following is a step of negotiation process?

Preparing and planning

Selecting, refining, and crafting an agreement

Reviewing the negotiation


Which of the following is NOT the function performed by wholesalers?

Off-price retailing Market information

Risk bearing

Financing

All are the examples of complex sales EXCEPT:

Commercial goods sales Mining equipment sales

Large fleet vehicle sales

Real estate development

In which of the following companies reduce price for bulk purchases?

Seasonal discount Trade discount

Quantity discount

Cash discount

Which of the following sets floor for the price that company can charge for its

product?

Product

Premium

Promotion

Cost


competitive threat?

Fighting brand Co-brand

Family brand

Individual brand

Which of the following is the combination of institutions through which a seller,

markets products to the user?

Supply chain management

Distribution channel Marketing logistics

Inventory management

Which of the following marketing channel will be best for selling High Tec

products?

Retailer

Mail order

Selling direct

Wholesaler

The price of which of the following is lower than the cost and is used to drag

customers into a store.

Premium product

Discounted product

On-sale item

Loss leader

In which of the following channel elements of distribution are integrated?

Vertical marketing system Single transaction system

Internal marketing system

Horizontal marketing system

The consumer‘s estimate of the product‘s overall capacity to satisfy his or her needs

is called:

Product Cost

Product Value Product need

Product Satisfaction



Production concept Marketing concept

Selling concept

Product concept

In the _____, the firm faces a trade-off between high market share and high current

profit.

Introduction stage

Growth stage Maturity stage

Decline stage



Forth degree price discrimination

Third degree price discrimination

Second degree price discrimination First degree price discrimination

Which of the following is an example of agency based sales?

Web selling

B2 B selling

Advertising

Real estate

All of the following are reasons, people will buy a premium priced product,

EXCEPT:

Self-interest Flawless performance

Sign of self-worth Indication of good quality

Why companies are moving towards marketing public relations?

To support production, promotion and image

To promote and support product promotion

To support corporate image and product To support product promotion and selling

Which of the following is an example of indirect selling?

B2B selling

Door-to-door selling

Face-to-face selling

Telemarketing

A price set by the retailer and often attached to a product with a sticker is known

as:

Market price

List price

Retail price Wholesaler price

Which of the following is NOT an example of fix cost?

Depreciation of building

Maintenance of equipment

Rent of factory

Power


effort.

Business plan

Production plan

Market plan Selling plan

Which of the following are called value maximizers?

Sellers

Customers Marketers

Manufacturers

What is the mutual activity of negotiation and decision making?

Compromise seeking Common objective

Conflict between parties

Presence of influence

In the product adoption process, the consumer is stimulated to seek information

about the innovation at which of the following stage?

Interest Trial

Awareness

Evaluation

Which of the following channel is used for standardized items?

Selling direct

Mail order

Retailer

Wholesaler


product design?

Concept testing

Conjoint analysis Beta testing

Business Analysis

Many companies prefer to follow rather than challenge the:

Market challenger

Market follower

Market nicher

Market leader

The most flexible element of marketing mix which can be changed quickly is:

Promotion

Price

Place

Product

Which of the following mode of selling is best for Encyclopedia?

Electronic sales

Complex sales Direct sales

Indirect sales

Which of the following occurs when a company sells a product or service at two or

more prices that do not reflect the promotional difference in cost?

Variation pricing

Price discrimination

Differentiation price Promotional pricing

Sales decline in the decline stage of the PLC because of technological advances,

increased competition, and _____.

Shifts in unemployment

Shifts in the economy

Shifts in consumer tastes and preferences Foreign imports

A company is producing 1000 units at cost of Rs. 500000. Variable cost for the

production of 1000 units is Rs. 350000. What will be fix cost?

Rs. 350000

Rs. 150000 Rs. 300000

Rs. 200000

The consumer products and services with unique characteristics or brand

identification for which a significant group of buyers is willing to make a special

purchase effort are called:

Industrial products

Specialty products Unsought products

Shopping products



Car

Furniture

Computer

Sugar

The label on a soft drink can read "cool and refreshing." For what reason are these

words used?

To encourage multiple purchases

To provide information

To promote the product

To satisfy legal requirements

GSCF is an abbreviation of which of the following?

Global Supply Chain Federation

Global Supply Chain Forum Greater Salina Community Foundation

Global Supply Chain Finance

In which of the following distribution only specially selected resellers are allowed to

sell?

Intensive distribution

Selective distribution

Corporate distribution

Exclusive distribution

Which of the following are the costs that do not vary with production or sales level?

Fixed cost

Variable cost

Target cost

Total cost


changing one or more marketing mix elements, it is _____.


Changing promotion

Modifying the marketing mix Increasing promotion budget

Which of the following is the sale of consumer products or services in a face to face

manner away from a fixed retail location?

Industrial selling

Indirect selling

Direct selling Business to business selling

For which of the following product intensive distribution channel is used?

Shampoo

Machines

Automobiles

Appliances

Which of the following is a very large store that carries not only food, but all goods

and services that consumers purchase routinely?

Department store

Convenience store

Supermarket Superstore

Advertising slogans are often proved to be the most effective means of

_____________ to one or more aspects of a product or products.

Drawing attention


Publicity

Sales promotion

Which of the following is known as a set of marketing tools used by the firms to

pursue its marketing objectives in the target market?

Marketing mix

Promotion mix

Offering mix

Product mix

Which of the following type of price discrimination can be seen in any market where

excess capacity needs to be eliminated?


Second degree discrimination

Third degree discrimination

Forth degree discrimination

If it costs a firm Rs. 600 to produce 4 units and Rs. 670 to produce 5 units. Rs. 70

will be:

Fix cost

Marginal cost

Total cost

Average cost

Which of the following takes place at retailer‘s end?

Promotion

Placing

Pricing

Exchange


Line of business

Corporate culture



Billboards are example of which of the following advertising media?

Television

Radio

Newspaper

Outdoor

All of the following are the forms of sales promotion EXCEPT:

Seller promotions

Trade promotions

Business promotions

Consumer promotions

Financial summary of a marketing plan includes all EXCEPT:

Pro-forma income statement

Month-by-month agenda

Breakeven analysis

Assumptions

A company designs the product with little or no input from customers, the company

is practicing which of the following concept?

Product concept

Marketing concept

Selling concept

Production concept

Lipton yellow label has advertised, "get 20% extra tea for the same price". Identify

the type of consumer sales promotion technique used by Lipton yellow label.

Cents-off deal

Price-pack deal

Price deal

Loyalty rewards program

Which of the following mode of selling is best for Encyclopedia?

Electronic sales

Complex sales

Direct sales

Indirect sales

Which of the following is NOT an objective of sales promotion?

Attracts consumer attention

Offers strong incentives to buy

Invites and rewards quick consumer response

Personal interaction between two or more people

The marketing plan should open with a brief summary of the main goals and

recommendations. This is called:

Business analysis

Situation analysis

Executive summary

Mission statement

In which stage of the product life cycle does a product reach its peak sales?

Introduction

Growth

Maturity

Decline


Sellers

Customers

Marketers

Manufacturers

An incentive given to induce a retailer to purchase and display a product is:

Rebate

Push money

Trade allowance

Dealer loader

Need becomes ________ when they are directed towards a specific object.

Actual need

Want

Satisfaction

Demand

Need becomes Want, when they are directed towards a specific object.

What does RFP stands for?

Response for promotion

Request for product

Response for price

Request for proposal

Which of the following is included in task environment?

Economy

Technology

Media

Promotion

Which of the following is an example of agency based sales?

Web selling

B2 B selling

Advertising

Real estate

Which of the following is NOT a type of vertical integration?

Unbalanced vertical integration

Balanced vertical integration

Forward vertical integration

Backward vertical integration

3/10 net 30 is an example of:

Seasonal discount

Trade discount

Quantity discount

Cash discount

Which of the following 4Ps of marketing mix involves decisions regarding channels

coverage, assortments, locations, inventories or transports?

Product

Price

Place

Promotion

Which of the following type of price discrimination can be seen in any market where

excess capacity needs to be eliminated?








Rent of factory

Power

Which of the following is an example of ancillary service?

warranty

Promotion

Labeling

Packaging

Which of the following is NOT included in product decisions?

Styling

Brand name

Warehousing

Packaging

Which of the following is the basic role of promotion?

Interpretation

Communication

Manipulation

Information



Publicity

Sales promotion

Advertising

Direct marketing

Which of the following is considered as dead end of distribution?

Promotion

Warehousing

Wholesaling

Retailing

Which of the following is the best example of a product that is suitable for

sampling?

Shampoo

Ceiling fan

Leather briefcase

Lawn furniture

Idea-reducing stage of new product development process is called:

Concept development

Product concept

Idea screening

Idea generation

Which of the following is NOT a part of marketing communication mix?

Telemarketing

Public relations

Sales promotion

Advertising

Insurance service would BEST be described as which kind of a product?

Convenience

Unsought

Specialty

Durable

Which of the following is NOT a part of broad environment?

Economy

Demographics

Technology

Corporate culture

Which of the following is NOT a purpose of a marketing plan?

It specifies how resources are to be allocated

It co-ordinates marketing and production activities

It assigns responsibilities, tasks and timing

It assists in management control

Identify the strategy that deals with the rate of new product development.


Horizontal integration

Innovation strategy

Aggressiveness strategy

Which pricing strategy involves a company fixing a low price that high-cost

competitors cannot match?

Skimming

Psychological

Cost-orientated

Penetration



Mid-term planning

Short-term planning



A price set by the retailer and often attached to a product with a sticker is known

as:

Market price

List price

Retail price Wholesaler price

A firm is producing standardized products and enjoying the economies of scale by

producing more. The firm is following which of the following strategy?


Cost leadership strategy Market dominance strategy


Which of the following is an effective short-hand summary of the situation analysis?

Competition analysis

SBU analysis

SWOT analysis BCG analysis

A company is producing 1000 units at cost of Rs. 500000. Variable cost for the

production of 1000 units is Rs. 350000. What will be fix cost?

Rs. 350000

Rs. 150000 Rs. 300000

Rs. 200000



Business analysis

Situation analysis

Executive summary Mission statement


B2B selling Door-to-door selling


Telemarketing

Cost that vary directly with the level of production are referred to as _____.

Fixed cost

Unit cost

Total cost

Variable cost


Convenience

Unsought Specialty

Durable

Which of the following is NOT an external source of idea generation?

Top management Competitors

Suppliers

Customers

Critical path analysis is useful at which stage of the product development Process?

Commercialization Concept development

Beta testing

Business Analysis



Mid-term planning

Short-term planning



Identify the commercialization decision which involves decisions regarding launch

of product in single or multiple localities?





Which of the following offers an incentive to buy a product?

Direct mail

Public relations

Sales promotion Advertising



Industrial selling

Indirect selling

Direct selling Business to business selling



Cents-off deal

Price-pack deal Price deal


Which of the following are products and services bought by final consumers for

personal consumption? These include convenience products, shopping products,

specialty products, and unsought products.

Material and parts

Consumer products Industrial products

Capital items

In BCG matrix, products with high market share and high market growth are

referred to as:

Dogs

Question marks

Cash cows

Stars

Which of the following is NOT a part of broad environment?

Economy

Demographics

Technology

Corporate culture

Which of the following markets involve decisions such as: what country to enter in,

how to enter, how to adopt their product and services, and how to price?

Consumer markets

Business markets

Global markets Government markets

Pictures and specification of product are added in which of the following part of the

marketing plan?

Financial summary

Executive summary

Situation analysis

Appendix

Which of the following is known as a set of marketing tools used by the firm to

pursue its marketing objectives in the target market?

Marketing mix Promotion mix

Product mix

Offering mix

Needs become _________, when they are directed towards a specific object

Actual needs

Wants Satisfactions

Demands

Market –oriented firms focus on:

Customers Distributors

Retailers

Wholesalers

Which of the following is a supportive service?

Packaging

Labeling

Promotion

Delivery



Production concept Marketing concept

Selling concept

Product concept

When a company designs the product with little or no input from customer, the

company is practicing:

Production concept

Product concept

Selling concept Marketing concept

All are the example of unsought goods EXCEPT:

Insurance policy

Course books Encyclopedia

Funeral plots

Retailers are considered under the _____________________ environment.

Broad

Weak

Task

Competitive


Economy

Technology

Competition

Corporate culture


Economy

Technology

Media

Promotion


Product

Price Distribution

Promotion

Decisions regarding covering area of a product are included in which of the

following marketing strategy of a market plan?

Product

Pricing

Promotion

Place

Which of the following is NOT a component of a marketing plan?


Marketing advantages Executive summary

Implementation







Assumptions

Breakeven analysis

Month-by-month agenda Pro-forma income statement

In which of the following marketing strategy companies develop the brand name,

brand image and product portfolio analysis?

Product Pricing

Promotion

Distribution

Which of the following market dominance strategy involves less risk of competitive

attacks?

Leaders

Challengers

Followers Nichers

IMC stands for what?

Internal marketing communication

Integrated marketing communication Integrated managing company

Internal marketing community

The first television commercial aired in:

1951

1941 1931

1921

Which of the following is not a use of secondary packaging?

it is recyclable and environmentally safe

it facilitates transportation, storage and handling for middlemen

it can not be reused for the purpose other than its initial use it can be used as promotional tool

Using external sources, the company can find new ideas through formal research

and development.

(False)

Generating new product ideas by watching and listening to customers is an example

of an external idea source.

(True)

The systematic search for new-product ideas is called idea screening.

(False)

Major sources of new-product ideas include internal sources and external sources.

(True)

New product development begins with idea generation.

(True)

Some companies believe that no idea is too far-fetched or impractical on the first

day.

(True)

A firm can obtain new products in two ways: acquisition or new product

development.

(True)

Companies must rely heavily on consumer input when developing new products.

(False)

New products fail due to several reasons. Although an idea may be good, the market

size may have been overestimated.

(True)

The search for new-product ideas should be systematic rather than haphazard.

(True)

An idea management system directs the flow of new ideas to a central point where

they can be collected, reviewed, and evaluated.

(True)

The idea manager approach helps create an innovation-oriented company culture.

(True)

The purpose of idea screening is to create a large number of ideas.

(False)

An attractive idea must be developed into a marketing strategy.

(False)

Testing new-product concepts with a group of target consumers to find out if the

concepts have strong consumer appeal is called concept testing.

(True)

Some marketers are using virtual reality to test product concepts.

(True)

Marketing strategy development entails designing an initial marketing strategy for a

new product based on the product concept.

(True)

Marketing strategy statement consists of three parts. The second part describes the

target market; the planned product positioning; and the sales, market share, and

profit goals for the first few years.

(False)

Business analysis involves a review of the sales, costs, and profit projections for a

new product to find out if they satisfy the company's objectives.

(True)

The product concept exists as a prototype of the actual product.

(False)

The product concept exists as a word description, a drawing, or a crude mock-up.

(True)

Developing the product concept into a physical product in order to ensure that the

product idea can be turned into a workable product is called product development.

(True)

The stage of new product development, in which the product and marketing

program are tested in more realistic market settings, is called test marketing.

(True)

When the costs of developing and introducing the product are low, the company

may do little or no test marketing.

(True)

Test marketing costs are usually low.

(False)

Test marketing by consumer packaged-goods firms has been increasing in recent

years.

(False)

Companies often test market simple line extensions or copies of successful

competitor products.

(False)

When introducing a new product requires a big investment, a company may do

little or no test marketing.

(False)

Introducing a new product into the market is called product development.

(False)

A company launching a new product into the market must first decide on where to

launch the product.

(False)


changing one or more marketing mix elements, it is ___.


Changing promotion

modifying the marketing mix

Increasing promotion budget




Innovation strategy


A secondary-use package can best be defined as which of the following?

Can be used as a promotional tool

Can be reused for purposes other than its initial use

Facilitates transportation, storage, and handling for middlemen

Is recyclable and environmentally safe


marketing managers?

Introduction

Growth

Maturity

Decline

A firm is producing standardized products and enjoying the economies of scale by

producing more. The firm is following which of the following strategy?





Which one of the following BEST describes the human need?

Food

French-fries

Burger

Pizza

Which of the following firms emphasis on product‘s benefits to the customers rather

than on product attributes.

Product oriented

Market oriented

Sales oriented

Production oriented




Exit interviews


Business Analysis

Idea-reducing stage of new product development process is called:

Concept development

Product concept

Idea screening

Idea generation

All of the following are the examples of unsought goods EXCEPT:

Course books

Encyclopedia

Funeral plots

Insurance policy

While considering the place for a product which of the following is important for

customer.

Communication

Convenience

Cost

Solution


Retailers

Distributors

Customers

Wholesalers






Price is the only element in the marketing mix that produces:

Fixed cost

Expense

Variable cost

Revenue

Product is showing rapidly rising sales and profits are also high. Identify the

product is at:

Introduction stage

Growth stage

Maturity

Decline



Interest

Trial

Awareness

Evaluation

Which of the following occurs when a company sells a product or service at two or

more prices that do not reflect the promotional difference in cost?

Variation pricing


Differentiation price

Promotional pricing

Which of the following is showing normal profit for the company?

MR ? MC

MR = MC

MR < MC

MR > MC

A company is charging different prices to the customers based on the location. It is

known as:





Identify the products that the customer usually buys frequently and with a

minimum of comparison and buying effort.


Specialty

Convenience

Unsought

Augmented










Second degree price discrimination

First degree price discrimination


Styling

Brand name

Warehousing

Packaging

Which of the following is also called as prestige price?

Skimming price

Penetration price

Psychological price

Premium price


product design?

Concept testing

conjoint analysis

Beta testing

Business Analysis

Which of the following takes place at retailer‘s end?

Promotion

Placing

Pricing

Exchange

Identify the type of packaging for ice creams :

Primary packaging

Secondary packaging

Transport packaging

Decorative packaging

Additional cost is associated with which of the following strategy?






Product

Price

Distribution

Promotion

Aggressive selling is a characteristic of which of the following concept of marketing?

Production concept

Marketing concept

Selling concept

Product concept

Which of the following is NOT included in business analysis?

Management analysis

Cost analysis

Sales forecast

Profit analysis

Penetration price is used by the companies in the market where the demand of the

product is:

Less elastic

Inelastic

Elastic

More elastic


Brand marketing

Value marketing

Loyalty marketing



from the:

Retailer

Wholesaler

Environment

Supplier


Consumer market

Business market

Global market

Government market

Which of the following is a name, term, sign, symbol, design, or a combination of

these, that identifies that maker or seller of a product or service?

Label

Co-brand

Brand

Product

Rs.10 per unit for less than 100 units and Rs.9 per unit for 100 or more units is an

example of:

Functional discount

Seasonal discount

Quantity discount

Cash discount

Which of the following is the period when sales fall off and profits drop?

Introduction

Growth

Maturity

Decline

At which of the following stage of consumer adoption process the consumer decides

whether to use the product or not?

Awareness

Interest

Trial

Evaluation



Business analysis

Situation analysis

Executive Summary

Mission statement


Seasonal discount

Trade discount Quantity discount

Cash discount

Penetration price is used by the companies in the market where the demand of the

product is:

Less elastic

Inelastic

Elastic

More elastic

In which of the following marketing strategy companies develop the brand name,

brand image and product portfolio analysis?

Product

Pricing

Promotion

Distribution

Which of the following can be used by the companies for early payment?

Functional discount

Seasonal discount

Quantity discount

Cash discount


is called:

Product Cost

Product Value

Product need



Product

Price

Distribution

Promotion

Which of the following is NOT a part of financial summary?

Financial requirements Pro-forma income statement

Margin analysis

Break-even analysis

Which of the following is a major determinant of demand for the product in the

market?

Planning

Promotion

Price Place

At which of the following stage of consumer adoption process the consumer decides

whether to use the product or not?

Awareness

Interest

Trial

Evaluation


Management analysis

Cost analysis

Sales forecast

Profit analysis

When a firm‘s average total cost equals price at the profit-maximizing output, it is

known as:

Abnormal profit

Average profit

Normal profit

Economic profit

Which of the following gives the exact position of a company‘s product with respect

to market?

Market analysis

Consumer analysis

Macro analysis

Micro analysis


is called:

Product Cost

Product Value Product need




Business analysis

Situation analysis

Executive summary

Mission statement




Innovation strategy


The traditional view of marketing is that the firm makes something and then sells it.

True

The traditional view of marketing begins with a first step called strategic marketing.

False

The formula, segmentation, targeting, and positioning (STP) is the essence of

strategic marketing.

True

The Japanese have extended the value delivery process by adding the concept of

zero promotions after five years.

False

The customer relationship management process is all the activities involved in

receiving and approving orders, shipping the goods on time, and collecting payment.

False

A principle of the value chain is that every firm is a synthesis of activities performed

to design, produce, market, deliver, and support its product.

True

Another name for a company‘s value delivery network is ―the intermediary team.‖

False

A core competency is usually common among competitors in a given industry.

False

Holistic marketing focuses on the integration of value exploration, value creation,

and value delivery as a means to build long-term relationships with consumers.

True

If a manager asks ―How can my company identify new value opportunities?,‖ he or

she is examining a management question identified as being value creation.

False

According to McKinsey research, a recommendation to managers and CEOs who

are concerned about marketing performance was that marketers must test and

develop programs more quickly as they enhance planning processes and research

approaches.

True

The marketing plan is the central instrument for directing and coordinating the

marketing effort.

True

A mission statement has as its primary focus the product and how to make it.

False

One of the characteristics of a good mission statement is that it has an expansive

number of goals for doing business.

False

A good illustration of a market definition of the business a company is in would be

―We sell gasoline.‖

False

If a company sought to expand the number of existing products sold to its current

markets, it would use an integrative growth strategy labeled as ―market-penetration

strategy.‖

True

If a company sought to grow via a strategy that required the company to seek new

businesses that have no relationship to its current technology, products, or markets,

the company would be using a diversification strategy called a conglomerate

strategy.

True

Scenario analysis can be used to assist companies in appraising how well their

corporate culture might match (or not match) potential business partners or

acquisitions.

True

Once an organization has established a business mission in its business unit

strategic-planning process, it may proceed to the second step of the planning process

called goal formulation.

False

Good illustrations of microenvironment actors in the strategic planning process

would be demographics, technology, and the social-cultural arena.

False

To evaluate opportunities, companies can use Market Opportunity Analysis (MOA)

to determine the attractiveness and probability of success.

True

An environmental threat is a challenge posed by an unfavorable trend or

development that would lead, in the absence of defensive marketing action, to lower

sales or profit.

True

Once a SWOT analysis has been completed, the strategic planner is ready to

proceed to the goal formulation stage of the strategic planning process model.

True

In applying MBO (management by objectives) all objectives are treated as being

equally important—objective discrimination is not allowed.

False

For an MBO (management by objectives) system to work, one of the four criteria

that the unit‘s objectives must meet is that objectives must be stated quantitatively

whenever possible.

True

A strategy is a game plan for achieving what the business unit wants to achieve.

True

Firms choosing a generic strategy centering on focus must be good at engineering,

purchasing, manufacturing, and physical distribution.

False

One of the four major categories of strategic alliance involves sharing personnel

(e.g., human resource alliance) to staff alliance member marketing departments.

False

Partner Relationship Management (PRM) can be thought of as a corporation‘s

development of structures that support strategic alliances and treats the formation

and management of partnerships as a core skill.

True

Companies normally measure their profit performance using ROI; however, this

approach suffers because profits are arbitrarily measured and subject to

manipulation.

True

A marketing vision statement is a written document that summarizes what the

marketer has learned about the marketplace and indicates how the firm plans to

reach its marketing objectives.

False

Marketing plans are becoming more production-oriented because of the high costs

of doing business in today‘s economy.

False

The marketing plan should open with a situation analysis.

False

When a manager reaches the marketing strategy section of a marketing plan, he or

she will define the mission and marketing and financial objectives.

True

One of the key questions to ask in evaluating a marketing plan is whether the plan is

simple or not.

True

Such areas as sales forecasts, expense forecasts, and breakeven analysis are usually

found in the financial projections section of the marketing plan.

True

Return on investment (ROI) shows how many units must be sold

monthly to offset the monthly fixed costs and average per-unit variable costs.

False

Most marketing plans conclude with a section that indicates how the plan will be

implemented.

True

During the marketing strategy section of the marketing plan, goals and budgets are

spelled out for each month or quarter so management can review each period‘s

results and take corrective action as needed.

False

A good illustration of a marketing objective would to ―decrease customer

acquisition costs by 1.5 percent per quarter.‖

True

If a manager were following the traditional view of marketing wherein the firm

makes something and then sells it, all of the following would part of the ―sell the

product‖ process sequence EXCEPT ________.

price

advertise/promote

design product

distribute

service

As indicated in the text, critics of Nike and its shoe products often complain that

________.

Nike has too many professional athletes endorsing their products

Nike has an unfair advantage in product design

Nike has unfair leverage with distributors

Nike shoes cost almost nothing to make yet cost the consumer so much

Nike does not support ecological causes

According to the Japanese view of the value delivery process, the company should

receive the required parts and supplies continuously through just-in-time

arrangements with suppliers. This concept would be most appropriately called

________.

zero customer feedback time

zero product improvement time

zero purchasing time

zero setup time

zero defect

Apex Corporation is known in its industry being ―best of class‖ in terms of costs and

performance. Many companies will probably use Apex Corporation as a ________.

target

benchmark

competitor to beat

future supplier

sounding board for ideas

James Franks has been put in charge of gathering marketing intelligence,

disseminating it within his organization, and eventually directing action on the

information. Which of the following core business processes most closely matches

with the task that Mr. Franks has been given?

The market sensing process.

The new offering realization process.

The customer acquisition process.

The customer relationship management process.

The fulfillment management process.

Netflix, the pioneer online DVD rental service, has what is called ________ because

they are excellent in broad business processes.

core competency

distinctive capabilities

market savvy

business touch

intuitive synergy

George Day sees ________ organizations as excelling in three distinctive capabilities:

market sensing, customer linking, and channel bonding.

production-driven

globally-driven

human resource-driven

engineering-driven

market-driven

Holistic marketers achieve profitable growth by expanding ________, building

customer loyalty, and capturing customer lifetime value.

design skills

customer share

promotion venues

database resources

competitive space share

In the past Kodak was not necessarily known for embracing technology that did not

come from Kodak engineers and designers. However, as Kodak addresses the digital

revolution taking over the photographic industry, it wants customers to see it as a

leader in digital photography and is moving away from its connection to print-only

photography. This would be an example of which of the following value-creation

steps?

Redefining the big idea.

Reshaping the business scope.

Repositioning the company‘s brand identity.

Redoing its corporate logo.

Researching its competitors.

According to a McKinsey report, CEOs need and expect all areas of their

organizations to be more efficient. Which of the following statements would be the

best illustration of this need and expectation?

Doing more with more.

Doing less with less.

Doing less with more.

Doing more with less.

Doing about the same with more.

According to a recent McKinsey report regarding characteristics that help to

position marketers as business development leaders, ________ illustrates one of

those characteristics.

―never bite off

more than you can chew‖

―if it ain’t broke, don’t fix it‖

―always pursue Internet opportunities‖

―strike while the iron is hot‖

―identify profitable unmet needs before brainstorming creative solutions‖

According to Collins and Porras‘ Built to Last, ________ is characterized as a

visionary company—acknowledged as the industry leader and widely admired

because they set ambitious goals, communicated them to their employees, and

embraced a high purpose beyond making money.

General Electric

Delta Airlines

Farmer’s Insurance

Wells

Fargo

McDonald’s

Juan Garcia is seen as a ________ planner because he plans the daily promotional

releases about his company‘s products and services.

strategic

selective

tactical

niche

organizational

Sony‘s former president, Akio Morita, wanted everyone to have access to ―personal

portable sound,‖ so his company created the Walkman and portable CD player.

Which of the following planning aids most likely assisted Mr. Morita with his

vision?

The mission statement.

A SWOT analysis.

Knowledge of customers.

A database.

An executive summary to a formal marketing plan.

Which of the followingmost closely matches a correct market-oriented definition of

a business?

Missouri-Pacific Railroad—we run a railroad.

Xerox—we make copying equipment.

Standard Oil—we sell gasoline.

Encyclopedia Britannica—we distribute information.

Columbia Pictures—we make movies.

If you were the CEO of a company that was looking to implement strategies to fill a

perceived strategic-planning gap, you would most likely explore ________ growth

first because it would be easier to improve an existing business rather than building

a new one.

intensive

integrative

diversification

conglomerate

concentric

If you were the marketing manager of an organization that had chosen growth via

current products sold to new markets, your organization would have chosen a

________ strategy.

market-penetration

market-development

product-development

diversification

concentric

________ describes the way people in an organization are dressed, how they talk to

one another, and the way they greet their customers.

Strategic orientation

Competitive positioning

Distinctive advantage

HR training strategy

Corporate culture

Once an organization establishes its business mission, conducts a SWOT analysis,

and goes through a goal formulation process, it is ready to go through a step called

________ to continue with a strategic-planning process.

program formulation

strategy formulation

implementation

functional analysis

feedback and control

McDonald‘s has often teamed up with Disney to offer products related to current

Disney films as part of its meals for children. The best description of this form of

alliance would a ________ alliance.

product alliance

logistics alliance

pricing collaboration

service

promotional

A key ingredient of the marketing management process is insightful, ________

marketing strategies and plans that can guide marketing activities.

creative

measurable

macro

micro

niche

According to a chapter story about H&M clothing stores, H&M is able to put

products out quickly and inexpensively by all of the following EXCEPT ________.

having few middlemen and owning no factories

buying large volumes

having extensive experience in the clothing industry

having a great knowledge of which goods should be bought from which markets

having total control of its distribution channel from the time the goods are produced

until the time they are sold

The task of any business is to deliver ________ at a profit.

customer needs

products

customer value

products and services

improved quality

In a hypercompetitive economy such as ours, a company can win only by fine-tuning

the value delivery process and choosing, providing, and ________ superior value.

communicating

selecting target markets with

composing

developing

researching

The traditional view of marketing is that the firm makes something and then

________ it.

markets

sells

distributes

prices

services

Today, the ―mass-market‖ is actually splintering into numerous ________, each

with its own wants, perceptions, preferences, and buying criteria.

micromarkets

market targets

macromarkets

customer cliques

demographic units

The first phase of the value creation and delivery sequence is ________ that

represents the ―homework‖ marketing must do before any product exists.

choosing the value

market research

target marketing

service consideration

projective thinking

The last step in the value creation and delivery sequence is ________ the value

where the sales force, sales promotion, advertising, and other communication tools

announce and promote the product.

developing

distributing

communicating

reversing

researching

The Japanese have refined the value delivery process to include a component that

emphasizes ________.

zero servicing

zero customer feedback time

zero promotion

zero dependency on intermediaries

zero marketing costs

The ________ is a tool for identifying ways to createmore customer value.

value chain

customer survey

brand loyalty index

promotion channel

supplier database

The ________ identifies nine strategically relevant activities that create value and

cost in a specific business.

value proposition

value chain

mission statement

annual report

manager’s log

The ________ in the value chain cover the sequence of bringing materials into the

business (inbound logistics), converting them into final products (operations),

shipping out final products (outbound logistics), marketing them (marketing and

sales), and servicing them (service).

operations process

manufacturing process

primary activities

secondary activities

tertiary activities

Procurement, technology development, human resource management, and firm

infrastructure are handled in certain specialized departments and are called

________.

materials handling

support activities

inventory activities

primary activities

benchmark activities

The firm should estimate its competitors‘ costs and performances as ________

against which to compare its own costs and performance.

competition

standards

challenges

benchmarks

moveable standards

The firm‘s success depends not only on how well each department performs its

work, but also on how well the various departmental activities are coordinated to

conduct ________.

core strategies

satellite businesses

core values

core business processes

core technologies

With respect to core business processes, all the activities involved in gathering

market intelligence, disseminating it within the organization, and acting on the

information is referred to as the ________.

market sensing process

market research process

target marketing process

market pulse process

deployment process

With respect to the core business processes, all the activities involved in researching,

developing, and launching new high-quality offerings quickly and within budget are

referred to as the ________.

new product process

new offering realization process

product development process

product launch process

return on investment process

With respect to the core business processes, the ________ is considered to be all the

activities involved in defining target markets and prospecting for new customers.

customer acquisition process

customer relationship management process

fulfillment management process

customer prospecting process

customer equity process

A good way to describe the ________ would be discuss all the activities involved in

building deeper understanding, relationships, and offerings to individual customers.

customer acquisition process

customer relationship management process

customer prospecting process

customer fulfillment management process

customer equity process

Another way to describe a value delivery network (partnering with specific

suppliers and distributors) is to call it a ________.

teamwork group

cabal

domestic power center

link to relationships

supply chain

The key to utilizing organizational core competencies is to ________ that make up

the essence of the business.

make the competencies pay for themselves

own all intermediaries who come in contact with your goods and services

own and nurture the resources and competencies

emphasize global promotions

segment workforces

We can say that a ________ has three characteristics: (1) It is a source of

competitive advantage in that it makes a significant contribution to perceived

customer benefits, it has applications in a wide variety of markets, and (3) it is

difficult for competitors to imitate.

core competency

business strategy

core technology

strategic business unit

winning strategy

Core competencies tend to refer to areas of special technical and production

expertise, where ________ tend to describe excellence in broader business processes.

process benchmarks

distinctive capabilities

core business values

value statements

mission statements

George Day sees market-driven organizations as excelling in three distinctive

capabilities: ________, customer linking, and channel bonding.

target marketing

market research

fulfilling customer needs

market sensing

customer service relationships

Competitors find it hard to imitate companies such as Southwest Airlines, Dell, or

IKEA because they are unable to copy their ________.

product innovations

distribution strategy

pricing policies

activity systems

logistics system

One conception of holistic marketing views it as ―integrating the value exploration,

________, and value delivery activities with the purpose of building long-term,

mutually satisfying relationships and co-prosperity among key stakeholders.‖

value creation

value proposition

value management

value research

value chain

Holistic marketers achieve profitable growth by expanding customer share,

________, and capturing customer lifetime value.

undermining competitive competencies

building customer loyalty

milking the market for product desires

renewing a customer base

inspecting all market share data

The holistic marketing framework is designed to address three key management

questions. Which of the following is one of those questions?

Value claims—how does the company deal with value erosion?

Value proposition—how can value propositions be made profitable?

Value chain—are there weak links in the company’s value chain

Value network—how can a company effectively network?

Value exploration—how can a company identify new value opportunities?

The customer‘s ________ reflects existing and latent needs and includes dimensions

such as the need for participation, stability, freedom, and change.

competence space

resource space

emotional space

relationship space

cognitive space

The company‘s ________ can be described in terms of breadth—broad versus

focused scope of business; and depth—physical versus knowledge-based

capabilities.

business mission

core strategy

cognitive space

competency space

resource space

The collaborator‘s ________ involves horizontal partnerships, where companies

choose partners based on their ability to exploit related market opportunities, and

vertical partnerships, where companies choose partners based on their ability to

serve their value creation.

resource space

competency space

cognitive space

rational space

service space

Business realignment may be necessary to maximize core competencies. Which of

the following would be one of the steps in this realignment process?

Reviewing all macro relationships.

Reviewing global outreach projections.

Redefining the business concept (the ―big idea‖).

Reviewing successes from e-commerce (if any).

Revamping the ethics statement.

________ allows the company to discover who its customers are, how they behave,

and what they need or want. It also enables the company to respond appropriately,

coherently, and quickly to different customer opportunities.

Network management

Strategic management

Marketing management


Total quality management

To respond effectively and provide value delivery, the company requires ________

to integrate major business processes (e.g., order processing, general ledger, payroll,

and production) within a single family of software modules.

human resource management

internal auditing management

internal resource management

strategic management

marketing management

With respect to value delivery, ________ allows the company to handle complex

relationships with its trading partners to source, process, and deliver products.

a value matrix

a global distribution policy

a business development strategy

business partnership management

total quality management

Successful marketing requires having capabilities such as understanding ________,

creating customer value, delivering customer value, capturing customer value, and

sustaining customer value.

customer loyalty

customer perks

customer retention

customer value

customer benefits

According to a McKinsey research study, which of the following is one of the main

challenges that marketing must face in the twenty-first century?

The threat of ethics-based lawsuits.

Doing more with less.

Hostile takeover attempts.

Increasing control by big government.

Being independent of the distribution process.

Strategic planning in the twenty-first century calls for action in three key areas.

Which of these key areas deals specifically with devising a long-term game plan for

achieving long-run objectives?

Creating a viable business opportunity.

Producing a strategic fit.

Developing an investment portfolio.

Expanding core competencies.

Establishing a strategy.

Most large companies consist of four organizational levels: the ________, the

division level, the business unit level, and the product level.

board of director level

major stakeholder level

management team level

corporate level

strategic level

The ________ is the central instrument for directing and coordinating the

marketing effort.

strategic plan

marketing plan

tactical plan

customer value statement

corporate mission

The ________ lays out the target markets and the value proposition that will be

offered, based on an analysis of the best market opportunities.

organizational plan

strategic marketing plan

corporate tactical plan

corporate mission

customer value statement

In which of the following plans would wemost likely find directions for

implementing and addressing daily challenges and opportunities in product

features, promotion, merchandising, pricing, sales channels, and service areas.

The tactical marketing plan.

The target marketing plan.

The deployment plan.

The product launch plan.

The product development plan.

If you wanted to find out more about target markets and the organization‘s value

proposition, which of the following types of plans would most likely contain

information that might be useful to you in your quest?

The marketing plan.

The organizational plan.

The strategic marketing plan.

The tactical marketing plan.

The marketing mix plan.

The ________ process consists of corporate, division, business, and product

planning.

implementing

controlling

innovation

planning

competitive

All corporate headquarters undertake four planning activities, the first of which is

________.

defining the corporate mission

establishing strategic business units and assigning resources (SBUs)

assigning resources to each SBU

assessing growth opportunities

understanding target markets

A clear, thoughtful mission statement provides employees with a shared sense of

purpose, direction, and ________.

profitability

target market feasibility

opportunity

continuous improvement

quality products

Mission statements are at their best when they reflect a ________.

market

strength

competency

vision

value

Which of the following terms matches to the phrase ―it is a single business or

collection of related businesses that can be planned separately from the rest of the

company‖?

Strategic business unit.

Diverse business unit.

Growth business unit.

Niche market unit.

Specialized business unit.

Market-penetration, product-development, and market-development strategies

would all be examples of ________ strategies.

concentric

conglomerate

horizontal

intensive growth

integrative growth

A(n) ________ is when a company might seek new businesses that have no

relationship to its current technology, products, or markets.

concentric strategy

conglomerate strategy

horizontal strategy

intensive growth strategy

integrative strategy

Which of the following terms most closely matches to ―the shared experiences,

stories, beliefs, and norms that characterize an organization‖?

Organizational dynamics.

A business mission.

An ethical/value statement.

Customer relationships.

Corporate culture.

The first step in the business unit strategic-planning process deals with which of the

following?

Goal formulation.

Business mission.

Strategy formulation.

Program formulation.

SWOT analysis.

When a business gets to know market segments intimately and pursues either cost

leadership or differentiation within the target segment it is referred to as a

________.

defined strategy

focused strategy

value-added strategy

competitive advantage strategy

customer-focused strategy

If a firm pursues a ________ strategy, it must be good at engineering, purchasing,

manufacturing, and physical distribution.

differentiation

overall cost leadership

focus

domestic customer relationship

market share

To keep their strategic alliances thriving, corporations have begun to develop

organizational structures to support them and have come to view the ability to form

and manage partnerships as core skills. This is called ________.

value managed partnership

synergistic partnership

centralized partnership

partner relationship management

win-win relationship management

Traditionally, most businesses focused on stockholders. Today, the focus is on what

are called ________.

stakeholders

partners

regulators

consumer triads

supply-chain relationships

A ________ is a written document that summarizes what the marketer has learned

about the marketplace and indicates how the firm plans to reach its marketing

objectives.

strategic plan

marketing plan

sales plan

target market plan

competitive analysis plan

Which of the following permits senior management to grasp the marketing plan‘s

major thrust?

The situation analysis.

The marketing strategy.

The executive summary and table of contents.

Financial projections.

Implementation and controls.

Most marketing plans cover ________.

one year

two years

three years

four years

five years

The most frequently cited shortcomings of current marketing plans, according to

marketing executives, are lack of realism, insufficient competitive analysis, and a

________ focus.

long-term

profit

short-run

product

price



Competition

Technology

Corpore culture

Economy

A firm is developing a new product and has placed the advertisement of the

product. The firm is at which stage of the new product development process?

Commercialization

Concept development

Beta testing

Business Analysis


Brand marketing

Value marketing

Loyalty marketing










Reward competitors



3/10 net 30 is an example of which of the following?

Seasonal discount

Trade discount

Quantity discount

Cash discount


Effective price

List price

Retail price

Wholesaler price



paid in 10 days


paid in 40 days


paid in 40 days


if paid in 10 days


Trade discount



Quantity discount



Seasonal discount

Trade discount

Quantity discount

Cash discount



Product oriented

Market oriented

Sales oriented

Production oriented





Exit interviews

Business analysis


is termed as:

Propaganda


Bad mouth

Bad impression



Sought goods

Unique goods

Unsought goods

Preferred goods



Real need

Stated need

Unstated need

Delighted need


Harvesting

Building

Intensification

Holding


Pioneers

Challengers

Close followers

Late followers


Experiential world of customers


Customer interface

Which of the following is Not a component of a marketing plan?



Executive summary



effort.


Business plan

Production plan

Market plan

Selling plan


Rent of factory

Raw material

Power

Transport


Seasonal discount

Trade discount

Quantity discount

Cash discount


Economy

Technology

Media

Promotion

Which of the following is NOT a part of consumer adoption process?

Convenience

Trail

Evaluation

Interest


to market?

Market analysis

Consumer analysis

Macro analysis

Micro analysis


Styling

Brand name

Warehousing

Packaging



Publicity

Sales promotion

Advertising

Direct marketing

Which of the following is a part of the media that is specially designed to reach a

very large or the whole population of a country?

Internet

Electronic media

Mass media

Publicity


product?

Product

Premium

Promotion

Cost


Retailers

Distributors

Customers

Wholesalers

Product planners need to think about products and services on three levels. Each

level adds more customer value. The most basic level is the _____, which addresses

the question, ―What is the buyer really buying?‖

Augmented product

Actual product

Core benefit

Specialty product

Which of the following is a strategic planning method that some organizations use to

make flexible long-term plans?

Monitoring

Forecasting

Scenario planning

Guerrilla marketing

Which of the following is a reduced price marked on the label or package by

producer?

Coupon

Price-pack deal

Sample

Cents-off deal



Food

French-fries

Burger

Pizza



Real need

Stated need

Unstated need

Delighted need

Which of the following is NOT a sales promotion technique?

Coupons

Telephone surveys

Samples

Contests

Which of the following is NOT an advantage of penetration pricing?

It creates high stock turnover

It encourages the entry of competitors

It creates valuable word of mouth

It creates goodwill




Rent of factory

Power




Augmented product

Actual product

Core benefit

Specialty product

Which of the following is a strategic planning method that some organizations use to

make flexible long-term plans?

Monitoring

Forecasting

Scenario planning

Guerrilla marketing


producer?

Coupon

Price-pack deal

Sample

Cents-off deal


Fixed cost

Unit cost

Total cost

Variable cost


product design?

Concept testing

Conjoint analysis

Beta testing

Business Analysis



Distribution

Promotion

Pricing

Product

Identify the type of price discrimination that is common in industrial customers.






Market challenger

Market follower

Market nicher

Market leader

Which of the following is NOT a force in the macro environment?

Cultural

Political

Economic

Supplier

Advertising is used by which of the following?

Business firms

Nonprofit organizations

Professionals



Course books

Encyclopedia

Funeral plots

Insurance policy




Material and parts

Consumer products

Industrial products

Capital items



Cents-off deal

Price-pack deal

Price deal


Non-commercial billboards are used by which of the following?

Service providing organizations

Non-profit groups and government

Capital goods producing organizations

Consumer goods producing organizations

Which of the following BEST describes the definition of marketing mix?

The way business distribute the products in the market

The way product are arranged in the stores

The way product is priced

The way business elements are combined to meet the needs of customers


Management analysis

Cost analysis

Sales forecast

Profit analysis


Competition

Technology

Corporate culture

Economy


Dog

Questions mark

Cash cow

Star

A product is showing rapidly rising sales and profits are also high. Identify the

product is at:

Introduction stage

Growth stage

Maturity stage

Decline stage






Which of the following is NOT a media of advertising?

Direct selling

Newspaper

Radio

Television



Product

Price

Place

Promotion


Seller promotions

Trade promotions

Business promotions

Consumer promotions


Pro-forma income statement

Month-by-month agenda

Breakeven analysis

Assumptions


Convenience

Trail

Evaluation

Interest





Shifts in consumer tastes and preferences

Foreign imports


from the:

Retailer

Wholesaler

Environment

Supplier



Mid-term planning

Short-term planning




Convenience

Unsought

Specialty

Durable

When any customer does not fully likes the product or talks in favor of the product,

it is known as:

Bad – mouth

Word of mouth

Bad impression

Unfavorable products

Which of the following is usually the target of a market challenger?

Market nicher

Market leader

Market follower

Market segment


Consumer market

Business market

Global market

Government market


marketing managers?

Introduction

Growth

Maturity

Decline

Which of the following is an advantage that enables business to survive against its

competition over a long period of time.

Marketing advantage

Sustainable competitive advantage

Core competency

Competitive advantage


marketing plan?

Financial summary

Executive summary

Situation analysis

Appendix

In which stage of the product life cycle does a product reach its peak sales?

Introduction

Growth

Maturity

Decline


Styling

Brand name

Warehousing

Packaging


Line of business

Corporate culture



Which of the following is the period when sales become very low and profits drop?

Introduction

Growth

Maturity

Decline

Which of the following tells about the details of the plan?

Title page

Market analysis

Marketing strategy

Executive summary

During which stage of new product development does the firm consider

profitability?

Idea generation

Business analysis

Market testing

Product deveolpment

A brand which cost more than other products is called:

Premium brand

Economy brand

Co-brand

Family brand

Which of the following is the period when sales become very low and profits drop?

Introduction

Growth

Maturity

Decline

Which of the following can be used to improve the customer‘s viewpoint about

firm‘s products and services?


Customer interface



In the ABSENCE of __________, pricing remains a flexible and convenient way to

adjust the marketing mix.






marketing concept?








Target market and marketing mix

Target markets and promotions

The marketing concept is a philosophy that states that an organization should try to

satisfy customers' needs and at the same time ______.


Increase sales.

Achieve the organization‘s goals.

Always produce high

When a company adjusts price levels so that it can increase sales volume to levels

that match the organization‘s expenses, it is said to employ a _____pricing

objective.

Market share

Cash flow


Survival



Family

Multiple

Tamper-resistant

Unlabeled




An own label brand

A no-frills brand

A generic brand.


name is _______


Consists of words.





Family extension.

Family packaging.

Overall packaging.

Package extension.

The _____ stage of the product life cycle generates most sales revenue for the firm.

Introduction

Growth

Maturity

Decline


Information

Manipulation

Communication

Interpretation



promotional mix.

Advertising

Sales promotion

Personal selling

Publicity


Personal selling

Sales promotion

Advertising

Indirect selling



Product advertising

Pioneer advertising


Societal marketing


_____.

Market leaders

Brands that are attempting to compete with market leaders

Primarily services rather than tangible goods



Industrial products

Convenience goods


Specialty goods















Stop producing additional units to maximize profits

Provide discounts to encourage purchases


product?

Price leader

Psychological discounting

Penetration pricing











Customer search

Sales preparation


Prospecting


disaster. He explains that he never really figured out what the purchasing agent

was looking for. Saima, a sales trainer for another firm, hands Imran a book on

__________.







applications. He is a _______.


Trade salesperson

Inside order taker





Order getter

Inside order taker

Field order taker

Trade salesperson



Communications

Social

Environmental

Public Relations

Publicity





Facilitate news coverage

Hire a public relations firm



Compare brand names

Promote a product in the introductory stage of the life cycle

Introduce a competitive version of the product


to sponsor?

Consistency in the association between the event and the company's product

The length of the event





Advertising

A press strategy

Public relations

Publicity


Strategic

Superior

Augmented

Anticipated


deliver.

Marketing promise

Creative offering

Value proposition


The 20-80 rules tell marketers about_______________.








Data mining

Prospecting



Customer loyalty

Customer defection


Customer mix



Customer database

Marketing database

Business database

Data mine





All of the above



Performance levels

Quality levels

Implied warranties

Prices



Diversification

Failure

Success

Development


New category entry


New-to-the-world products

A product improvement



Market penetration

Marketing mix

Market development

Product development



Mass media

Print media

Electronic media

Internet

Which of the following is NOT the purpose of mass media?

Advocacy

Journalism

Broadcasting

Entertainment

Which type of media has an advantage of ―mass coverage‖ for promotions?

Newspaper

Radio

Television

Outdoor advertising

Which of the following is NOT used for commercial advertising?

Wall paintings

Billboards

Bus stop benches

Word of mouth

For what purpose advertising slogans are used?

Drawing attention


Sales promotion

Publicity

In which type of commercial, information is conveyed through television?

Broadcasting

Information

Telecasting

Billboard

Which of the following is a NOT type of sales?

Direct sales

Aggressive sales

Consultative sales

Complex sales

Who is much more knowledgeable about their product or service than the prospect?

Sales person

Manager

Customer

Whole seller

Which of the following is NOT the tactics of negotiation?

Presenting demands

Setting pre-conditions

Declining to speak first

Presenting product

What is the other term used for negotiation?

Loss-win

Win-win

Win-loss

Loss-loss

How marketing manager can develop strategies for each product using information

from sales force management system?

Using communication mix variables

Using marketing mix variables

Using product mix variables

Using promotion mix variables

How an increased productivity create competitive advantage?

It reduces cost

It increases retailers

It increases competitors

It reduces growth

What is an outcome of communication and co-operation between sales personnel?

More productivity

Successful selling

More market growth

Successful team selling

Identify the type of promotion in which companies use celebrities for promotion.

Personal selling

Sales promotion

Publicity

Public relation

Companies are using public relation to support the sales:

In short run only

In long run only

In short and long run


Which of the following is the combination of institutions through which a seller


Retailer

Distribution channel

Wholesaler

Logistics organization

Which of the following is readymade business transferred from one place to other?

Whole selling

Retailing

Franchising

Direct selling

What will be the length of distribution channel for perishable goods?

Short

Long

Medium


What is the intention of vertical marketing for retailers and wholesalers?

Reduce cost

Reduce channels

Reduce control

Increase control

A vertical marketing system in which independent firms at different levels of

production and distribution join together through contracts to obtain more

economies or sales impact than they could achieve alone is referred as:

Corporate VMS

Conventional VMS

Administered VMS

Contractual VMS

All of the following are accurate descriptions of modern marketing today, except

which one?

Marketing is creation of value for customers.

Marketing is customer satisfaction at a profit.

Selling and advertising are synonymous with marketing.

Marketing involves building and managing profitable customer relationships.

None of the above statements is true.

_____ is defined as a social and managerial process by which individuals and

organizations obtain what they need and want through value creation.

Selling

Advertising

Barter

Marketing

None of the above is correct.

_____ refers to sellers being preoccupied with their own products and losing sight of

underlying consumer needs.

Selling myopia

Marketing

Selling

Marketing myopia

Share of customer

When backed by buying power, wants become _____.

Social needs

Demands

Physical needs

Self-esteem needs

Exchanges

_____ are key building blocks for developing and managing customer relationships.

Consumer expectations and customer satisfaction

Customer choices and product offers

Product performance and customer value

Customer value and customer satisfaction

Strategic plans

All of the following phrases reflect the marketing concept, except which one?

We don’t have a Marketing Department, we have a Customer Department.

We make it happen for you.

We stay close to customers.

Putting profits ahead of customer needs is critical to the health of the firm.

Customers are important.

An example of a(n) _____ is when a customer pays Circuit City $250 and receives a

television set in return.

Exchange

Transaction

Market

Segment

Scam

_____ is the set of actual and potential buyers of a product.

A market

An audience

A group

A segment

An exchange

Society and culture shape the basic form of human needs called _____.

Needs

Wants

Demands

Value

An exchange

Central to any definition of marketing is _____.

Demand management

Transactions

Customer relationships

Making a sale

Making a profit



Consumer

Business

Global

Governmental


Task

Broad

Weak

Competitive

Core Competency:



both of the given options

none of the given options


Product concept

Production concept

Marketing concept




Monitoring

Flexibility




_______________.


Cost Pull Strategy




Executive summary

Implementation

Salutation

Appendix



Market leader

Market follower

Market challenger

Market nicher






Scenario planning


Specialty Goods

Core product

Tangible Product

Augmented Product

The market consists of all the organization that acquire goods and services used in

the production of other products or services that are sold, rented, or supplied to

other is called _______.

Consumer market

Business market

Niche market

Global market


time is called ____



Customer life time value

Consumer experience management

The firm that allow the wants and needs of customers and potential customers to

drive all the firm‘s strategic decision is known as _________

Marketing oriented firm

Customer oriented firm


All of above



customers.



Global marketing

Consumer marketing





Augmented product or service

All of above

The ____________includes the immediate actors involved in producing,

distributing, and promoting the offering.

Task environment

Broad environment



____________ is the set of marketing tools that the firm uses to pursue its

marketing objectives in the target market.

Consumer mix

Product mix

Customer mix

Marketing mix

The ___________ concept holds that the organization‘s task is to determine the

needs, wants, and interests of target markets and to deliver the desired satisfactions

more effectively and efficiently than competitors in a way that preserves or

enhances the consumer‘s and the society‘s well-being.



Societal marketing

Global marketing


the same level of processing, within a single firm. This may, but need not; take

place in subsidiaries in different countries is known as __________







Scenario Planning

Market planning

Customer planning

Consumer planning



Consumer

Business

Global

Governmental


Task

Broad

Weak

Competitive

Core Competency:






Product concept

Production concept

Marketing concept




Monitoring

Flexibility




_______________.


Cost Pull Strategy




Executive summary

Implementation

Salutation

Appendix



Market leader

Market follower

Market challenger

Market nicher






Scenario planning


Specialty Goods

Core product

Tangible Product

Augmented Product

A fundamental part of the distribution function is to get the product:

To the right place at the right time

Launched into new markets

To intermediaries

To market to avoid channel conflict

Which of the following is most likely to stimulate customer loyalty?

Coupons

Sweepstakes

Frequent-user incentives

Samples

In many instances the most appropriate way to cope with a negative event that may

lead to negative public relations is to:





Relationships among channel members, i.e. producers, wholesalers and retailers, are

usually:

Short-term commitments

Long-term commitments

Expensive resource commitments

Only minor commitments


prospects to buy and __________.


Depending on one-sale customers

Avoiding repeat sales


It is important to actively listen the other party to:

Select, refine and craft an agreement

Explore their underlying needs

Set your tone


Slow feedback, high costs, and difficulty in measuring effects on sales are

disadvantages of which promotion mix ingredient?

Advertising

Public relations

Sales management

Sales promotion

What source of information is usually effective for moving consumers to the

evaluation stage of the product adoption process?

Salespersons

Mass communication

Personal sources

Consumer advocates

A person, group, or organization that has a meaning it intends and attempts to

share with a receiver or an audience is a:

Medium of transmission

Source

Relay channel

Decoder

The limitations in using publicity-based public relations tools stem primarily from

the fact that:

Publicity is never properly managed by media personnel.

Media personnel consider only unfavorable messages as newsworthy.

It is time-consuming and costly to convince media personnel that the information is

newsworthy.

Media personnel control the content and the timing of the communication.

The _________ is the central instrument for directing and coordinating the

marketing effort

Marketing plan

Strategic marketing plan

Tactical marketing plan

Mission statement



Design

Delivery

Performance quality


Coordinated

Complementary

Required

Captive

An SBU refers to _________.

Strategic bidirectional unit

Strategic business unit

Statistical business unit

Strategic bipartisan union

SWOT analysis refers to an analysis of a company's _________.

Strategic units; workers; opportunities; technology

Strengths; weaknesses; opportunities; threats

Strengths; weaknesses; opportunities; technology

Systems; weaknesses; operations; threats

The holistic marketing framework is designed to address which three key

management questions?

Segmentation; targeting; positioning

Value exploration; value creation; value delivery

Customer; cost; competition

Participation; stability; freedom



Design

Delivery

Performance quality


Coordinated

Complementary

Required

Captive

The _____ identifies the product or brand.

Container

Label

Advertisement

Warranty


Strategic

Superior

Augmented

Anticipated


deliver.

Marketing promise

Creative offering

Value proposition


The 20-80 rule tells marketers about_______________.








Data mining

Prospecting



Customer loyalty

Customer defection


Customer mix



Customer database

Marketing database

Business database

Data mine





All of the above



Performance levels

Quality levels

Implied warranties

Prices



Diversification

Failure

Success

Development


New category entry






Market penetration

Marketing mix

Market development

Product development


Competition

Technology

Corporate culture

Economy


Brand marketing

Value marketing

Loyalty marketing









Reward competitors




Effective price

List price

Retail price

Wholesaler price



paid in 10 days


paid in 40 days


paid in 40 days


if paid in 10 days


Trade discount



Quantity discount



Seasonal discount

Trade discount

Quantity discount

Cash discount

.



Product oriented

Market oriented

Sales oriented

Production oriented.





Exit interviews

Business analysis


is termed as:

Propaganda


Bad mouth

Bad impression



Sought goods

Unique goods

Unsought goods

Preferred goods



Real need

Stated need

Unstated need

Delighted need


Harvesting

Building

Intensification

Holding


Pioneers

Challengers

Close followers

Late followers




Customer interface





Executive summary



effort.

Business plan

Production plan

Market plan

Selling plan


Rent of factory

Raw material

Power

Transport


Seasonal discount

Trade discount

Quantity discount

Cash discount



Innovators

Late majority

Early majority

Late adopters



Desire

Awareness

Evaluation

Interest


Television set

Soft drink

Shirt

Car



Marketing strategy

Action programs

Issue analysis

Objectives




Customer retention management




Consumer market

Import market

Export market

Government market




4/10 net 30

10/4 net 30

10/30 net 4

4/30 net 10


Situation analysis


Executive summary









Service

Product

Demand

Idea


Shopping product

Convenience product

Emergency product

Specialty product









Innovation diffusion process

Adoption process


Personal selling tries to achieve three general goals: finding prospects,

convincing prospects to buy, and ___________.





Mr. Kafeel, a sales person from Xerox, develops a list of potential customers

and evaluates them on the basis of their ability, willingness, and authority to

purchase copymachines. This process is called __________.

Customer search

Sales preparation


Prospecting




__________.









Trade salesperson

Inside order taker





Order getter

Inside order taker

Field order taker

Trade salesperson

A ___________ audit is used to assess a company's image among the

organization‘s publics or to evaluate the effect of a specific program.

Communications

Social

Environmental

Public Relations

Publicity









Compare brand names




to sponsor?





__________ is a broad set of communication activities used to create

and maintain favorable relations between the organization and its publics.

Advertising

A press strategy

Public relations

Publicity


Information

Manipulation

Communication

Interpretation

If the aim of the promotion to introduce a new consumer product is to achieve

high awareness levels, the firm will most likely make heavy use of _______ in the

promotional mix.

Advertising

Sales promotion

Personal selling

Publicity


Personal selling

Sales promotion

Advertising

Indirect selling



Product advertising

Pioneer advertising


Societal marketing


_____.

Market leaders





Industrial products

Convenience goods


Specialty goods


















product?

Price leader


Penetration pricing








Which one of the following statements by a company chairman best reflects

the marketing concept?













Increase sales.


Always produce high


that match the organization‘s expenses, it is said to employ a _____pricing objective.

Market share

Cash flow


Survival

If Planters is concerned that acquiring a taste for its new product, honey

roasted macadamia nuts, takes time, it should use __________ packaging.

Family

Multiple

Tamper-resistant

Unlabeled

A carton of orange juice has no brand name on the package, only the name of

the product 'orange juice'. This is an example of


An own label brand

A no-frills brand

A generic brand

One distinguishing factor between a brand name and a brand mark is that a

brand name is _______


Consists of words.





Family extension.

Family packaging.

Overall packaging.

Package extension.


Introduction

Growth

Maturity

Decline

The market consists of all the organization that acquire goods and services used

in the production of other products or services that are sold, rented, or supplied

to other is called _______.

Consumer market

Business market

Niche market

Global market


time is called ____





The firm that allow the wants and needs of customers and potential customers

to drive all the firm‘s strategic decision is known as _________




All of above



customers.



Global marketing

Consumer marketing






All of above

The ____________includes the immediate actors involved in

producing, distributing, and promoting the offering.

Task environment

Broad environment





Consumer mix

Product mix

Customer mix

Marketing mix

The ___________ concept holds that the organization‘s task is to determine

the needs, wants, and interests of target markets and to deliver the

desired satisfactions more effectively and efficiently than competitors in a way

that preserves or enhances the consumer‘s and the society‘s well-being.



Societal marketing

Global marketing


the same level of processing, within a single firm. This may, but need not; take place

in subsidiaries in different countries is known as __________







Scenario Planning

Market planning

Customer planning

Consumer planning

All of the following are accurate descriptions of modern marketing today, except

which one?

Marketing is creation of value for customers.

Marketing is customer satisfaction at a profit.

Selling and advertising are synonymous with marketing.

Marketing involves building and managing profitable customer relationships.

None of the above statements is true.

_____ is defined as a social and managerial process by which individuals and

organizations obtain what they need and want through value creation.

Selling

Advertising

Barter

Marketing

None of the above is correct.

_____ refers to sellers being preoccupied with their own products and losing sight of

underlying consumer needs.

Selling myopia

Marketing

Selling

Marketing myopia

Share of customer

When backed by buying power, wants become _____.

Social needs

Demands

Physical needs

Self-esteem needs

Exchanges

_____ are key building blocks for developing and managing customer relationships.

Consumer expectations and customer satisfaction

Customer choices and product offers

Product performance and customer value

Customer value and customer satisfaction

Strategic plans

All of the following phrases reflect the marketing concept, except which one?

We don’t have a Marketing Department, we have a Customer Department.

We make it happen for you.

We stay close to customers.

Putting profits ahead of customer needs is critical to the health of the firm.

Customers are important.

An example of a(n) _____ is when a customer pays Circuit City $250 and receives a

television set in return.

Exchange

Transaction

Market

Segment

Scam

_____ is the set of actual and potential buyers of a product.

A market

An audience

A group

A segment

An exchange

Society and culture shape the basic form of human needs called _____.

Needs

Wants

Demands

Value

An exchange

Central to any definition of marketing is _____.

Demand management

Transactions

Customer relationships

Making a sale

Making a profit



Consumer

Business

Global

Governmental


Task

Broad

Weak

Competitive

Core Competency:






Product concept

Production concept

Marketing concept




Monitoring

Flexibility




_______________.


Cost Pull Strategy




Executive summary

Implementation

Salutation

Appendix



Market leader

Market follower

Market challenger

Market nicher






Scenario planning


Specialty Goods

Core product

Tangible Product

Augmented Product

The market consists of all the organization that acquire goods and services used

in the production of other products or services that are sold, rented, or supplied

to other is called _______.

Consumer market

Business market

Niche market

Global market


time is called ____





The firm that allow the wants and needs of customers and potential customers

to drive all the firm‘s strategic decision is known as _________




All of above



customers.



Global marketing

Consumer marketing






All of above

The ____________includes the immediate actors involved in

producing, distributing, and promoting the offering.

Task environment

Broad environment





Consumer mix

Product mix

Customer mix

Marketing mix

The ___________ concept holds that the organization‘s task is to determine

the needs, wants, and interests of target markets and to deliver the

desired satisfactions more effectively and efficiently than competitors in a way

that preserves or enhances the consumer‘s and the society‘s well-being.



Societal marketing

Global marketing


the same level of processing, within a single firm. This may, but need not; take place

insubsidiaries in different countries is known as __________







Scenario Planning

Market planning

Customer planning

Consumer planning








marketing concept?













Increase sales.


Always produce high


that match the organization‘s expenses, it is said to employ a _____pricing objective.

Market share

Cash flow


Survival



Family

Multiple

Tamper-resistant

Unlabeled




An own label brand

A no-frills brand

A generic brand.


name is _______


Consists of words.





Family extension.

Family packaging.

Overall packaging.

Package extension.


Introduction

Growth

Maturity

Decline


Information

Manipulation

Communication

Interpretation



promotional mix.

Advertising

Sales promotion

Personal selling

Publicity


Personal selling

Sales promotion

Advertising

Indirect selling



Product advertising

Pioneer advertising


Societal marketing


_____.

Market leaders





Industrial products

Convenience goods


Specialty goods


















product?

Price leader


Penetration pricing











Customer search

Sales preparation


Prospecting




__________.









Trade salesperson

Inside order taker





Order getter

Inside order taker

Field order taker

Trade salesperson



Communications

Social

Environmental

Public Relations

Publicity









Compare brand names




to sponsor?







Advertising

A press strategy

Public relations

Publicity


deliver.

Marketing promise

Creative offering

Value proposition


The 20-80 rules tell marketers about_______________.








Data mining

Prospecting



Customer loyalty

Customer defection


Customer mix



Customer database

Marketing database

Business database

Data mine





All of the above



Performance levels

Quality levels

Implied warranties

Prices



Diversification

Failure

Success

Development


New category entry






Market penetration

Marketing mix

Market development

Product development



Mass media

Print media

Electronic media

Internet

Which of the following is NOT the purpose of mass media?

Advocacy

Journalism

Broadcasting

Entertainment


Newspaper

Radio

Television

Outdoor advertising

Which of the following is NOT used for commercial advertising?

Wall paintings

Billboards

Bus stop benches

Word of mouth

For what purpose advertising slogans are used?

Drawing attention


Sales promotion

Publicity

In which type of commercial, information is conveyed through television?

Broadcasting

Information

Telecasting

Billboard

Which of the following is a NOT type of sales?

Direct sales

Aggressive sales

Consultative sales

Complex sales

Who is much more knowledgeable about their product or service than the prospect?

Sales person

Manager

Customer

Whole seller

Which of the following is NOT the tactics of negotiation?

Presenting demands

Setting pre-conditions

Declining to speak first

Presenting product

What is the other term used for negotiation?

Loss-win

Win-win

Win-loss

Loss-loss

How marketing manager can develop strategies for each product using information

from sales force management system?

Using communication mix variables

Using marketing mix variables

Using product mix variables

Using promotion mix variables

How an increased productivity create competitive advantage?

It reduces cost

It increases retailers

It increases competitors

It reduces growth


More productivity

Successful selling

More market growth


Identify the type of promotion in which companies use celebrities for promotion.

Personal selling

Sales promotion

Publicity

Public relation

Companies are using public relation to support the sales:

In short run only

In long run only

In short and long run


Which of the following is the combination of institutions through which a seller


Retailer

Distribution channel

Wholesaler

Logistics organization

Which of the following is readymade business transferred from one place to other?

Whole selling

Retailing

Franchising

Direct selling

What will be the length of distribution channel for perishable goods?

Short

Long

Medium


What is the intention of vertical marketing for retailers and wholesalers?

Reduce cost

Reduce channels

Reduce control

Increase control

A vertical marketing system in which independent firms at different levels of

production and distribution join together through contracts to obtain more

economies or sales impact than they could achieve alone is referred as:

Corporate VMS

Conventional VMS

Administered VMS

Contractual VMS

Personal interviews conducted in shopping malls are known as:

Mall interviews

Mall intercept interviews Brief interviews


WATS lines provided by long distance telephone service at fixed rates. In this

regard, WATS is the abbreviation of:

West Africa Theological Seminary

Washtenaw Area Transportation Study

Wide Area Telecommunications Service

World Air Transport Statistics

A list of questions which is handed over to the respondent, who reads the questions

and records the answers himself is known as the:

Interview schedule

Questionnaire Interview guide


One of the most critical stages in the survey research process is:

Research design

Questionnaire design

Interview design

Survey design

Question that consists of two or more questions joined together is called

Double barreled question General question

Accurate question

Confusing question

The number of questionnaires returned or completed divided by the total number of

eligible people who were contacted or asked to participate in the survey is called the:

Response rate Participation rate

Inflation rate


To obtain the freest opinion of the respondent, when we ask general question before

a specific question then this procedure is called as the:

Research technique

Qualitative technique

Funnel technique Quantitative technique

A small scale trial run of a particular component is known as:

Pilot testing

Pre-testing

Lab experiments

Both A & B

Field testing of the questionnaire shows that:

Respondents are willing to co-operate Respondents are not willing to co-operate

Respondents do not like any participation


Service evaluation of hotels and restaurants can be done by the:

Self-administered questionnaires Office assistant

Manager


Persil is the best selling laundry detergent in the UK. When Lever Bros. used the

Persil brand name for its washing up liquid it was adopting ------ policy.

an individual branding

an overall family branding

a line family branding

a brand extension branding

Firms that use ----- are less likely to damage their reputations if a new product fails.

individual branding

overall family branding

line family branding

brand extension branding

Which of the following is NOT a desirable feature for a brand name?

it can facilitate the introduction of new products

it can become used as the generic name for all products in the category

it can make it possible for the firm to engage in non price competition

it can help develop brand loyalty amongst buyers

Which of the following is an example of a manufacturers brand?

Sainsbury wines

Matsui televisions

Yessica dresses

Flymo lawnmowers

Andrex toilet tissue is a __________ for Kimberly-Scott Corporation.

trade name

trade mark

brand name

brand mark

The Nike swoosh that is prominent on all of the firm's packaging, products, and

advertising is a:

trade name

trade mark

brand name

brand mark

Own label brands are initiated and owned by

manufacturers only.

manufacturers and retailers.

wholesalers only.

manufacturers and wholesalers.

wholesalers or retailers.

The major characteristic of own label brands is that

only retailers initiate and own the brand.

manufacturers are not identified on the product.

producers become involved with the marketing mix.

producers are identified on the product.

At one time, generic brands represented about 10 percent of all retail grocery sales.

Today they account for

considerably less.

considerably more

about the same.

Dakotah, a South Dakota-based producer and marketer of fine home furnishings,

authorized Dan River Mills to produce and market a line of sheets under

the Dakotahname. This arrangement is an example of

brand extension.

brand licensing.

family branding

individual branding.


of the design. This approach to promote an overall company image is called

family extension.

family packaging.

overall packaging.

package extension.

Marketers should view packaging as a major strategic tool, especially for

consumer convenience products.

consumer shopping products.

industrial products.

specialty products.

The spray bottle for Windowlene glass cleaner could be considered a secondary-use

package because

its shape is ideal for multiple-unit packaging.

glass cleaner works on chrome as well as glass.

customers can reuse it for other purposes.

it has a shape similar to other glass cleaner bottles.

__________ packaging means that the product is packaged in line with the

packaging practices associated with a particular product category.

Category-consistent

Category-specific

Innovative

Multiple-category

Selective

Multiple packaging is

likely to increase demand.

the same as family packaging.

the most effective type of packaging.

the most expensive type of packaging.

Homepride Foods would probably not want to use multiple packaging for its Royal

baking powder because

the product is used infrequently.

storage would be more difficult.

shelf space could not be maximized.

transport costs would increase.

The package design of a bag of flour would most likely be criticised for being

unsafe to the environment.

unsafe to the user.

deceptive.

functionally deficient.

well suited for multiple-unit packaging.

The label on a soft drink can reads "cool and refreshing." For what reason are these

words used?





Which of the following statements about labeling frozen vegetables is FALSE?

The label can be used to facilitate the identification of a product.

Labels do not have to disclose nutritional information.

Labeling has a descriptive function.

The label can play a promotional function.

The warning label on a pack of Silk Cut cigarettes is included most directly to

satisfy legal requirements.

promote the product.

encourage the proper use of the product.

position the product as being socially responsible.

Which of the following is also known as problem child?

Dogs

Questions marks

Cash cows

Stars

Advertising slogans are often proved to be the most effective means of

_____________ to one or more aspects of a product or products.

Drawing attention


Publicity

Sales promotion

Which stage in the PLC normally lasts longer and poses strong challenges to

themarketing managers?

Introduction

Growth

Maturity

Decline


to market?

Market analysis

Consumer analysis

Macro analysis

Micro analysis


Direct selling

Newspaper

Radio

Television


customer.

Communication

Convenience

cost

Which of the following is NOT an external source of idea generation?

Top management

Competitors

Suppliers

Customers

Which of the following is NOT a part of marketing communication mix?

Telemarketing

Public relations

Sales promotion

Advertising


Sellers

Customers

Marketers

Manufacturers

Which of the following explains the description of the product?

Brand

Container

Labeling

Packaging

A company is charging different prices to the customers based on the location. It is

known as:





Charging more for a soft drink in a vending machine than in a supermarket is

known as:

Cost-oriented pricing

Price differentiation

Penetration pricing


Which of the following stage in the PLC is characterized by rapid market

acceptance, increasing sales, and increasing profits?

Introduction

Growth

Maturity

Decline

The consumer products and services with unique characteristics or brand

identification for which a significant group of buyers is willing to make a special

purchase effort are called:

Industrial products

Specialty products

Unsought products

Shopping products



Mid-term planning

Short-term planning





Car

Furniture

Computer

Sugar

In BCG matrix, products with low market share and low market growth are

referred to as:

Dogs

Question marks

Cash cows

Stars

Which of the following is NOT a function performed by a public relations

department?

Public regulations

Public affairs

Lobbying

Product publicity

Which of the following is TRUE statement?

Selling and marketing are interchangeable

Marketing is a narrow concept

Selling is a part of marketing

Marketing is a part of selling

Manufacturers of shampoos often send out free samples of their products with the

magazines. This illustrate the use of which of the following element of promotional

mix?

Personal selling

Sales promotion

Direct mail

Advertising






The price of an executive is:

Premium

Cost

Salary

Wage


Business firms


Professionals



marketing plan?

Financial summary

Executive summary

Situation analysis

Appendix




Executive summary






Second degree price discrimination

First degree price discrimination

career in sales may offers:

Opportunity for advancement

High earnings

Personal satisfaction


Which of the following marketing channel will be best for selling High Tec

products?

Retailer

Mail order

Selling direct

Wholesaler

Which of the following emphasizes on profit margins rather than revenue?

Market leader

Market challenger

Market nicher

Market follower






In BCG matrix, products with high market share and high market growth are

referred to as:

Dogs

Question marks

Cash cows

Stars

Which of the following statement is TRUE about publicity?

Publicity is a tool of direct selling

Publicity is a tool of public relations

Publicity is a tool of sales promotion

Publicity is a tool of advertising


Styling

Brand name

Warehousing

Packaging


Successful selling


More market growth

More productivity


Rent of factory

Raw material

Power

Transport

In the _____, the firm faces a trade-off between high market share and high current

profit.

Introduction stage

Growth stage

Maturity stage

Decline stage

For which of the following price wars are good in the short run?

Retailers

Competitors

Customers

Companies

Why companies are moving towards marketing public relations?

To support production, promotion and image

To promote and support product promotion

To support corporate image and product

To support product promotion and selling

Cash cows are SBU's that typically generate:

Large amounts of cash

A lot of competition

Large awareness levels but few sales


Fixed cost

Unit cost

Total cost

Variable cost

Which of the following involves designing and manufacturing the container or

wrapper for a product?

Labeling

Branding

Product line

Packaging


from the:

Retailer

Wholesaler

Environment

Supplier


customer.

Communication

Convenience

Cost

Solution







Course books

Encyclopedia

Funeral plots

Insurance policy

BATNA stands for what?

The best available to a new agreement

The best available to a negotiated agreement

The best alternating to a new agreement

The best alternative to a negotiated agreement

Which of the following relating to price is considered as a key element in the

marketing mix?

The size of the sales force

The speed of an exchange

Quality and cost controls

The generation of total revenue


Cultural

Political

Economic

Supplier



Industrial selling

Indirect selling

Direct selling

Business to business selling


Television

Radio

Newspaper

Direct mail

Price is the only element in the marketing mix that produces:

Fixed cost

Expense

Variable cost

Revenue

Which of the following is the basic role of promotion?

Interpretation

Communication

Manipulation

Information






All of the following are the advantages of IMC EXCEPT:

Company will have a success factor

Money will be less spent

Results will be achieved easily

Lack of consistency in the message of company

The highest degree of share of mind is known as:

Mind response

Mind awareness

Top of mind

Mind share


product?

Product

Premium

Promotion

Cost

Identify the type of packaging for ice creams.

Primary packaging

Secondary packaging

Transport packaging

Decorative packaging



Interest

Trial

Awareness

Evaluation


B2B selling

Door-to-door selling


Telemarketing

An event designed to attract the public's attention to the promoters is known as:

Press release

Public relation

Publicity stunt

Publicity

In which of the following the manager attempts to maintain the same margin

regardless of changes in cost?

Stabilization of margin

Increasing the margin

Decreasing the cost

Increasing the cost




Augmented product

Actual product

Core benefit

Specialty product

Which of the following can be used to build up long-term image for a product?

Free samples

Advertising

Coupons

Price packs


Competition

Technology

Corporate culture

Economy





Shifts in consumer tastes and preferences

Foreign imports

Which of the following is a major determinant of demand for the product in the

market?

Planning

Promotion

Price

Place

What is the mutual activity of negotiation and decision making?

Compromise seeking

Common objective

Conflict between parties

Presence of influence


Consumer market

Business market

Global market

Government market

Which pricing strategy involves a company fixing a low price that high-cost

competitors cannot match?

Skimming

Psychological

Cost-orientated

Penetration


effort.

Business plan

Production plan

Market plan

Selling plan




Innovation strategy


Which of the following aggressive strategy is without direction?

Reactor

Analyzer

Defender

Prospector


Convenience

Trail

Evaluation

Interest

Which of the following offers an incentive to buy a product?

Direct mail

Public relations

Sales promotion

Advertising

ABC Company has introduced a new beverage in the market. The company must

inform customers about the availability and the benefits of the beverage. Identify

the activitiy of marketing mix involved.

Place

Price

Promotion

Product

Which of the following is a strategy of using a successful brand name to launch a

new or modified product in a new category?

Line extension

Co- branding

Brand extension

Multibranding

How TV commercials can catch the attention of customers?

Catchy jingles

Humor

Catch-phrases



competitive threat?

Fighting brand

Co-brand

Family brand

Individual brand

Identify which one of the following is a cash cow.

A product with high growth and high market share

A product with low growth and high market share

A product with low growth and low market share

A product with high growth and low market share



Internet

Electronic media

Mass media

Publicity

A shopkeeper is offering 5% discount to senior citizens. The shopkeeper is using

which of the following:






producer?

Coupon

Price-pack deal

Sample

Cents-off deal

Manufacturers of shampoos often send out free samples of their products with the

magazines. This illustrate the use of which of the following element of promotional

mix?

Personal selling

Sales promotion

Direct mail

Advertising

Identify the commercialization decision which involves decisions regarding launch

of product in single or multiple localities?





Which of the following channel is used for standardized items?

Selling direct

Mail order

Retailer

Wholesaler

The price of which of the following is lower than the cost and is used to drag

customers into a store.

Premium product

Discounted product

On-sale item

Loss leader

Which of the following is considered as dead end of distribution?

Promotion

Warehousing

Wholesaling

Retailing

What will be the average cost per unit if a firm produces 600 units at cost of Rs.120,

000?

50

100

150

200

Buying and selling of mass consumer goods and services comes under which of the

following markets?

Business markets

Global markets

Consumer markets

Government markets



Competition

Technology

Corpore culture

Economy

A firm is developing a new product and has placed the advertisement of the

product. The firm is at which stage of the new product development process?

Commercialization

Concept development

Beta testing

Business Analysis


Brand marketing

Value marketing

Loyalty marketing









Reward competitors



3/10 net 30 is an example of which of the following?

Seasonal discount

Trade discount

Quantity discount

Cash discount


Effective price

List price

Retail price

Wholesaler price



paid in 10 days


paid in 40 days


paid in 40 days


if paid in 10 days


Trade discount



Quantity discount



Seasonal discount

Trade discount

Quantity discount

Cash discount


Product oriented

Market oriented

Sales oriented

Production oriented





Exit interviews

Business analysis


is termed as:

Propaganda


Bad mouth

Bad impression



Sought goods

Unique goods

Unsought goods

Preferred goods



Real need

Stated need

Unstated need

Delighted need


Harvesting

Building

Intensification

Holding


Pioneers

Challengers

Close followers

Late followers




Customer interface





Executive summary



effort.

Business plan

Production plan

Market plan

Selling plan


Rent of factory

Raw material

Power

Transport


Seasonal discount

Trade discount

Quantity discount

Cash discount



Publicity

Sales promotion

Advertising

Direct marketing



Internet

Electronic media

Mass media

Publicity


product?

Product

Premium

Promotion

Cost




Augmented product

Actual product

Core benefit

Specialty product


producer?

Coupon

Price-pack deal

Sample

Cents-off deal


Food

French-fries

Burger

Pizza



Real need

Stated need

Unstated need

Delighted need

Which of the following is NOT a sales promotion technique?

Coupons

Telephone surveys

Samples

Contests

Which of the following is NOT an advantage of penetration pricing?

It creates high stock turnover

It encourages the entry of competitors

It creates valuable word of mouth

It creates goodwill




Rent of factory

Power




Augmented product

Actual product

Core benefit

Specialty product


producer?

Coupon

Price-pack deal

Sample

Cents-off deal


Fixed cost

Unit cost

Total cost

Variable cost


product design?

Concept testing

Conjoint analysis

Beta testing

Business Analysis



Distribution

Promotion

Pricing

Product

Identify the type of price discrimination that is common in industrial customers.






Market challenger

Market follower

Market nicher

Market leader


Cultural

Political

Economic

Supplier


Business firms


Professionals





Material and parts

Consumer products

Industrial products

Capital items



Cents-off deal

Price-pack deal

Price deal


Non-commercial billboards are used by which of the following?

Service providing organizations

Non-profit groups and government

Capital goods producing organizations

Consumer goods producing organizations







Management analysis

Cost analysis

Sales forecast

Profit analysis


Competition

Technology

Corporate culture

Economy


Dog

Questions mark

Cash cow

Star

A product is showing rapidly rising sales and profits are also high. Identify the

product is at:

Introduction stage

Growth stage

Maturity stage

Decline stage







Direct selling

Newspaper

Radio

Television



Product

Price

Place

Promotion


Seller promotions

Trade promotions

Business promotions

Consumer promotions

Aggressive pricing is associated with which of the following stage of product life

cycle?

Introduction

Growth

Maturity

Decline

All are the performance measure for tracking the productivity of sales person

EXCEPT:

Margin by product category

Revenue per territory

Margin and revenue per product

Revenue per sales person

Which of the following can be used to improve the customer‘s viewpoint about

firm‘s products and services?


Customer interface



The label on a soft drink can read "cool and refreshing." For what reason are these

words used?






Economy

Technology

Media

Promotion


Convenience

Trail

Evaluation

Interest


to market?

Market analysis

Consumer analysis

Macro analysis

Micro analysis

A brand is BEST defined as a

registered design or symbol that is displayed on the product.

related group of words that describe the product.

name, symbol, design, or combination of these that identifies a seller's products.

copyrighted word(s) that give the manufacturer exclusive ownership

name of the manufacturer of the product.

Houghton Mifflin Company is the __________ of the publisher of your marketing

textbook.

trade name

brand mark

trade label

brand


name

creates customer loyalty.

consists of words.

identifies only one item in the product mix.

implies an organization's name.

__________ brands usually require a producer to become involved in distribution,

promotion, and pricing decisions.

Retailer

Manufacturer

Own label

Wholesaler

St. Michael, the brand of Marks and Spencer, is an example of __________ brand.

a manufacturer

a generic

a wholesaler

an own label

Gallagher market several brands of cigarettes, including Berkeley, Silk Cut and

Bensen & Hedges this is an example of which type of branding policy?

Individual branding

Overall family branding

Line family branding

Brand-extension branding

When a firm uses one of its existing brand names as part of a brand name for an

improved or new product, the branding is called __________.

Individual branding

Overall family branding

Line family branding

Brand-extension branding



a manufacturer's brand.

an own label brand

a no-frills brand

a generic brand.

When __________ branding is used, all of a firm's products are branded with the

same name or at least part of the name.

individual

trademark

family

selective

extension

Ajax is one of the brand names of Colgate-Palmolive. Ajax bathroom cleaner,

kitchen cleaner and window cleaner exemplify

wholesaler branding.

product brand marks.

line family branding.

individual branding.

The four levels of brands are the tangible product, the basic brand, the potential

brand and the ------- brand.

targeted

augmented

aggregated

positioned

A secondary-use package can best be defined as one that

can be used as a promotional tool.

can be reused for purposes other than its initial use.

facilitates transportation, storage, and handling for middlemen.

is recyclable and environmentally safe.

In packaging a new line of fabric conditioner, Proctor and Gamble would be wise to

avoid the use of which color?

Black

Yellow

Pink

Green

Blue

Some of the major packaging considerations that marketers take into account

include cost, consumer safety, size, shape, color, texture, graphics, consistency in

package designs, environmental responsibilities, and

type of branding supplier.

competitor's packaging.

level of demand.

needs of middlemen.

stimulated demand.

Which one of the following is NOT a benefit of multiple packaging?

Facilitates special price offers

Increases demand

Increases consumer acceptance of the product

Makes handling or storage easier

Provides an overall image of the firm



family

multiple

tamper-resistant

unlabeled

transparent

Labeling is important for three reasons, including promotional and legal reasons.

What is the third reason?

Marketing

Branding

Strategic

Informational

Labeling is important for informational, legal and ----- reasons.

marketing

branding

strategic

promotional

The label on a pack of frozen peas says, 'packed within an hour of picking'. These

words are used to:

to encourage multiple puchases

to provide information

to satisfy legal requirements

for promotional reasons

The UPC is also known as the

price label

product code

bar code

product label

What is a product?

Anything that can be offered to a market for attention, acquisition, use, or

consumption that might satisfy a need or want.

Material items

Items purchased by consumers

Items in the business market

Acquisitions

How do consumers see products?

As complex bundles of benefits that satisfy their needs As bundles of benefits

As complex products

As tangible goods

Traditional goods

Identify the two broad classes that products and services fall into based on the types

of consumers that use them.

Needs and wants

First level and second level items

Consumer products and industrial products Augmented products and actual products

Specialty products and convenience products

Identify the three groups of industrial products and services.

Materials and parts, capital items, and supplies and services Unsought products, shopping products, and convenience products

Business products, materials and parts, and unsought products

Raw items, industrial products, and unsought products

Shopping products, unsought products, and manufactured products

What is corporate image advertising?

A tool used to advertise corporations on television

A major tool used to maintain products

A minor tool used by large businesses to advertise new products

A major tool companies use to market themselves to various publics Marketing activities

What does organization marketing consist of?

Activities and personal interviews

Activities undertaken to create, maintain, or change the attitudes and behavior of

target consumers toward an organization Targeting new consumer markets

Identifying organizations, persons, places, and ideas

Developing new product designs

What is total quality management (TQM)?

An approach used to market new products

An approach developed by Kotler

An approach in which all the company's supervisors are involved in constantly improving

the quality of products, services, and business processes

An approach in which all the company's people are involved in constantly

improving the quality of products, services, and business processes An approach used by marketers to identify new market involvements

What is the most distinctive skill of marketers?

Their ability to build and manage their brands Their ability to design new products for specific markets

The ability to identify new clients

The ability of marketers to develop branding techniques

The ability to develop market segments

What is the purpose of the Fair Packaging and Labeling Act of 1966?

To protect companies from lawsuits

To require companies to adhere to federal and state laws regulating labeling To control unit pricing

To identify labels for new products

To identify open dating for labels

What are the four dimensions of a company's product mix?

Width, length, depth and consistency Width, consistency, product line stretching, and length

Width, length, mix dimensions and product mix

Brand equity, width, length, and product mix

Product length, brand equity, differential effect, and width

Product quality is not one of the marketer's major positioning tools.

True

False

Brand names help consumers identify products that might benefit them.

True False

Product safety is not a major packaging concern.

True

False

The Fair Packaging and Label Act was established in 1986.

True

False

There are several reasons for product line filling.

True False

A powerful brand has high brand equity.

True False

Private brands can be hard to establish.

True False

Co-branding does not offer many advantages.

True

False

Line extensions involve some risks.

True False

Companies don't have to worry about managing their brands.

True

False

Market__________focus on narrow segment.

Leader

Challenger

Nichers

None of above

giving away Nokia phone with a Mercedes car is

Premiums

cross promotion

patronage award

all the above

charging different prices for different customers at different markets and at

different times is called

promotional pricing

discriminatory pricing

product mix pricing

geographical pricing

tooth paste tube is an example of

secondary package

primary package

line extension

brand building tool

Mercedes is an expensive, well-built and prestigious car, which also offers the driver

High performance, and safety. From this sentence identify the different levels of

meaning:

Attributes & Benefits

Attributes & Values

Benefits & Values

Culture & Benefits

Al Massa Cinema‘s price for a movie ticket is Dhs 25/- but if a student produces

his/her Identity Card they are given a discount. What type of Pricing Method has Al

Massa Cinema adopted here:

Perceived Value pricing

Psychological Pricing

Promotional Pricing

Discriminatory Pricing

A period of slowdown in sales growth because the product has achieved acceptance

is known as __________

decline

maturity

introduction

growth

_______________ virtually depicts the consumer‘s perception about different

brands & their perceived attributes.

direct marketing

branding

perceptual mapping

none of the above

___________ price is based on competitor‘s price

Percieved value pricing

value pricing

going rate pricing

all the above

___________ includes all the activities that help increasing the awareness of the

product in the minds of consumers

place

price

promotion

product

____________ estimates initial sales ,replacement sales ,repeat sales ,calculates

various costs ,overheads etc & profits.

market testing

product development

business analysis

all of the above

A person‘s __________ consists of all the groups that have a direct (face-to-face) or

indirect influence on the person‘s attitudes or behaviour.

focus group

reference group

memebership group

business group

consumer group

Mixing several tools to deliver a consistent brand image to customers at every brand

contact is known as __________.

customization

customer relationships marketing

customer database

integrated marketing communications

_______ has the aim of building mutually satisfying long term relationships with

key parties – customers, suppliers , distributors – in order to earn and retain their

business.

marketing network

business information system

relationship marketing

direct marketing

The collection of information about external environment

Environmental scanning

sampling

research

All of the above

_____ deals with implementing the marketing strategy for target markets and

marketing mix

Marketing plan

communications

sampling

none of the above

Raw materials, major equipment, component parts and process materials are

example of-

Consumer goods

Industrial goods

Process goods

None of the above

Launching a new product at low price and low level of promotion is –

Slow penetration

Slow skimming

Rapid penetration

Rapid skimming

None of the above

An advertising strategy that a company would use for a product in its maturity

stage –

Reduce in level needed to retain hardcore loyals

Build product awareness among early adopters

Build product awareness and interest in mass market

Stress on brand differences and benefits

None of the above

At Boeing, the all digital development of the 777 aircraft made use of a computer-

generated ―human‖ who would climb inside the 3 dimensional design on-screen to

show how difficult maintenance access would be for a live mechanic. This allowed

the engineers to spot errors that would have remained undiscovered. What stage of

the new product development is Boeing in –

Concept development

Concept screening

Concept testing

Product development

None of the above

Nabisco Foods Company introduced chocolate, cinnamon, and honey versions of

breakfast cereal. However, the consumers didn‘t like the taste so the modified it

again and produced it on a mass scale with the result being worse than before.

Where did this food company go wrong

Their product is in the decline stage

They didn’t advertise properly

They didn’t promote the product

They skipped the testing phase of the product

None of the above

Many consumer packaged-goods companies blame _____ for decreasing product

loyalty, increasing consumer price-sensitivity, brand-quality-image dilution, and a

focus on short-run marketing planning.

reminder advertising

infomercials

persuasive advertising

public relations

sales promotions

Maytag has long built high-quality washing machines and priced them higher than

competitors‘. It now tries to emphasize on innovative features. It new ads points that

the washers are custodians of high priced garments. Which type of pricing is

Maytag using –

Market skimming pricing

Market penetration pricing

Social pricing

Cost recovery pricing

None of the above

In order to select a pricing for a product, after estimating all your costs what would

be the next logical step to take –

Selecting a pricing objective

Analysis of competitors price, costs and offers

Selecting a pricing method

Estimate indirect cost

None of the above

Which one of the below doesn‘t refer to a pricing method –

Geographical pricing

Promotional pricing

Price discounts and allowances

Discriminatory pricing

None of the above

The part of a brand that is pronounceable is called the:

Brand

Brand name

Brand mark

Trademark

The golden arch of McDonald‘s is an example of:

Brand marks

Trade promotions

Brand names

Products

The introduction of diet coke is an example of a:

Brand extension strategy

Repositioning strategy

Product deletion decision

Product distribution strategy

When Disney uses toys in McDonalds kid‘s meals to advertise its latest movie,

Disney is using:

tie-in promotions

prize promotions

point-of-purchase promotions

cross-promotions

When compared to the consumer market, the demand for goods and services in the

business market is:

far more elastic

significantly more constant

derived

more likely to be affected by changes in price

all of the above

Interest rates, demand for products, technological change, social responsibility

concerns, and consumer buying patterns are all examples of _____ influences on

business buyers.

environmental

interpersonal

organizational

entrepreneurial

individual

Forecasting is done always on a continuous basis

true

false

A finance company that offers prospects a toll-free number to call and promises it

can tell them within fifteen minutes if they are eligible for a loan is using ____ as its

services

differentiation strategy

customer training

ordering ease

installation

delivery

distribution

Profits improve substantially during the _____ stage of the product life.

introduction

repositioning

growth

maturity

decline

The stage of the life cycle characterized by low sales, heavy promotion, low profit,

and minimal competition is the _____ stage.

introduction

growth

repositioning

maturity

decline

A firm that wants to attract new triers, reward loyal customers, or increase the

repurchase rate of occasional users would be best served by:

personal selling

direct marketing

advertising

sales promotion

The necessary interaction between service provider and customer that allows a

service to be delivered is called

service exchange

customer contact

Degree of labor intensiveness.

Customer interactivity.

a separate product line or profit center competing with defined sets of competition is

called a strategic business unit

true

false

It took three and a half years of research, and 500 formulas, to develop individually

wrapped peanut butter slices. The difficulty was in finding a formula that

preserved the flavor and texture of peanut butter, but had the "releasability"

required for easy separation from a plastic wrapper. This describes the _____ stage

of new-product development.

idea screening

product development

concept testing

market testing

When Procter & Gamble developed Crest Whitestrips (a teeth whitening system), it

was

not sure that consumers would be willing to pay $44 for the system. So its product

manager offered the strips exclusively online. In eight months, it sold 144,000

whitening kits to a heterogeneous market. P&G used _____ testing to determine if

the teeth whitening system would sell.

market

functional

alpha

rank-order

concept

Which of the following is the BEST example of durable goods?

living room furniture

aluminum cookware

breakfast cereals

computer monitors

all except (c)

Brand equity:

is tied closely to specific product lines

is closely related to the number of customers who are devoted to the brand

reduces the amount of product management effort a company needs to expend

may actually hinder the launching of brand extensions

will be destroyed when the product’s manufacturer launches a premium pricing strategy

Thuraya services of Etisalat shows business communications for every corner of the

earth . This advertisement is based on which appeal

rational

practical

reciprocal

emotional

provocative

The business market differs from the consumer market in that:

businesses acquire goods or services in order to use them for another purpose, while consumers acquire goods or services for personal consumption

businesses acquire all the goods or services for personal consumption, while the

consumer market acquires goods and services solely for other purposes

it is a much smaller market in dollar volume than the consumer market

more product customization takes place in the consumer market

The zoo buys much of the fresh food it needs to feed its animals from a local farm.

As a part of the contract between the two parties, the farm buys all the manure the

zoo can produce for its organic vegetables. This is an example of:indirect

purchasing relationship

marketing

leasing

systems selling

reciprocity

none of the above

The most routine purchase decision process undertaken by business buyers is called

a:

straight rebuy

modified rebuy

new task buy

routine rebuy

direct purchase

The Knoll Textile Manufacturing Company is evaluating potential suppliers of

zippers to be used in a line of children‘s outerwear. The company is concerned

about the delivery reliability, price, and supplier reputation. Knoll is in the _____

phase of the business buying process.

supplier selection

proposal solicitation

product specification

performance review

order-routine specification

which is not a basis of market forecasting

product scale

time scale

space scale

pricing scale

According to the concept of the product life cycle:

products have a limited life

products spend a predetermined amount of time in each stage of the life cycle; this time

span is determined by the product category

most products require the same level of marketing throughout their life cycle

a product’s profits are fixed throughout its life cycle

Several existing products on the market tend to hinder new-product development.

These hindrances include:

fragmented markets

shorter product life cycles

shortage of ways to improve or modify certain products

faster required developmental time

all of the above

___________is a buying situation in which the purchasing department reorders on a

routine situation?

Modified Rebuy

Straight Rebuy

Direct Purchasing

New Task

HSBC bank adopts marketing concept, which of the philosophies is appropriate

from the following

Customer is always right

Profit is our sole motto

Selling goods at any cost

All the above

_______are people who decide on product requirement or on suppliers in the

business buying process?

Initiators

Deciders

Approvers

Gatekeepers

____________is the management process responsible for identifying, anticipating

and satisfying customer‘s requirements profitably?

Marketing Strategy

Marketing Information

Marketing

Marketing Research

__________ decides the various goals and plans that the organization will follow?

International Marketing

Marketing Strategy

Marketing Communication

Marketing Research

Five Ms of advertising are mission, money, media, measurement, and?

Message

Market Testing

Material

Manage

Physical concrete product that you can touch is called as

Core Product

Augmented Product

Tangible Product

Potential Product

Programs aimed at promoting or protecting a company‘s image in the minds of its

publics are collectively called _________

Trade Promotion

Public Advertising

Sales Promotion

Public Relations

Tools Inc. buys hammers, bolts and other hardware items and sells them to

hardware shops at a price that includes a profit. Tools Inc. would be part of what

kind of market?

Reseller

Producer

Institutional

Government

The marketing environment is best described as

Dynamic and changing

Composed of controlled variables

Composed of dependent variables

None of the above

Inelastic demand in industrial markets refers to a situation where

Demand for a given product fluctuates very little over time.

Price increase or decrease will not significantly alter demand for a given product.

Demand for a given product fluctuates wildly over time.

The demand for one product depends heavily on the demand for another product.

Supply for a given product cannot keep up with the demand for it.

The fact that organisational customers purchase raw materials or intermediate

products to be used directly or indirectly in the production of goods and services to

satisfy customers' needs means that it is a _______________demand

Joint

Economically stable

Derived

Inelastic

Which is not one of the '4Ps' in the marketing mix?

Product.

Price.

Place.

Promotion.

Placement.

Levis manufactures jeans for women, men and children. They are adopting which

method of segmenting

psychographic

geographic

use based

demographic

Marketing is practiced by:

Only sales firms.

All organizations to some degree.

Only public firms.

Only profit-oriented firms.

Parents Against Drunk Drivers is a group that organizes meetings and discussions

to change attitudes and laws about driving under the influence of alcohol. This

group primarily markets

goods

ideas

services

political messages

When Campbell's introduced its line of low-sodium soups in response to consumer

demand, it was following which one of the following philosophies?

Selling concept

Production concept

Customer concept

Marketing concept

If Nissan finds that it can engineer its Micra to go faster, regardless of whether or

not customers are interested in more speed, decides to make this faster model,

Nissan has characteristics associated with the ___________ concept.

production

sales

marketing

social

Which action best illustrates a firm‘s commitment to the marketing concept?

The monitoring of consumer satisfaction levels

The firm is having a large advertising budget

The existence of a large sales force

The firm is having a high market share in a niche market

Evaluating marketing performance by comparing it to established standards is part

of:

marketing planning

organising marketing activities

coordinating marketing activities

marketing control

A marketing manager for a small computer manufacturer is analysing the potential

effects of political, legal, social, and economic forces on the firm's operations. The

marketing manager is examining the __________that influence(s) the firm's

strategy.

operating situation

marketing environment

trends

economic conditions

Emirates charges different prices for Business Class, First Class and Economy class.

This type of pricing is called


Perceived value pricing

Place pricing

None of the above

In what stage of the consumer‘s decision process does a consumer compares with

the competitors‘ product.

Information search

Problem awareness

Evaluation of alternatives

Decision making

.

In a specific strategic market plan, a profit centre that is self-supporting in terms of

sales, markets, production, and other resources is known as:

profit unit.

strategic business unit.

marketing unit.

small business unit.

Eppco. is preparing a written document specifying the framework and actions for

implementing and controlling marketing activities. This document is called the

profit centre.

Profit centre

marketing programme.

strategic business plan.

marketing plan.

Corporate strategy planners are concerned with many different issues as they

attempt to match the organisation's __________ with the opportunities and risks in

the environment.

strengths

mission statement

strategic business units

resources

in seeking to identify new demographic groups who can be encouraged to buy Levi

Strauss products for the first time, the company is pursuing which growth strategy?

Market penetration

Market development

Product development

Diversification

A _______________ consists of consumers who respond in a similar way to a given

set of marketing stimuli.

market segment

market niche

market target

market positioning

The arranging for a product to occupy a clear, distinctive, and desirable place

relative to competing products in the minds of target consumers is called:

market segmentation

market targeting

market positioning

market positioning

Selecting a pricing method depends on which considerations

Costs

Competitors

Price of substitutes

All the above

______________ are runner-up companies that aggressively attack competitors to

get more market share.

Market leaders

Market challengers

Market followers

Market nichers

A major tool of marketing controls is a comprehensive, systematic, independent,

and periodic review of the company's environment, objectives, strategies, and

activities to determine problem areas and opportunities called the:

marketing plan

strategic plan

marketing audit

profitability plan

Costs that vary directly with level of production ________________ are called

Product costs

Total costs

Variable Costs

Fixed costs

Adding a standard markup to the cost of the product is _________________

Value pricing

Value-based pricing

Cost-plus pricing

Breakeven pricing

High product quality & Low price means_________________

Premium strategy

Rip off strategy

Super value strategy

Economy strategy

Low product quality & Low price means_________________

False economy strategy

Rip off strategy

Super value strategy

Economy strategy

Which of the following is NOT a type of discount on price?

Seasonal

Quantity

Trade

Quality

A ________ pricing objective results in prices being set to recover cash as quickly as

possible.

market share

product quality

return on investment

cash flow

For what type of product would you expect demand to increase in greater

proportion than the price fall?

Products with inelastic demand

Products with elastic demand

Products with perfectly elastic demand

Products with unitary demand

_____________ consumers are concerned about brand image of the product

Price-conscious.

Value-conscious.

Prestige-sensitive.

Cost-sensitive.

The steps involved in the process of establishing a price include all of the following

EXCEPT

selecting a pricing strategy.

setting the demand.

developing pricing objectives.

determining competitors' prices.

Charging more for Snickers chocolate bar in a vending machine than in a

supermarket is an example of

value based pricing

differential pricing.

cost-based pricing.

competition-based pricing.

Hertz prices its rental cars to match precisely the prices set by Avis. Hertz is using

competition-based pricing.

cost-based pricing.

demand-based pricing.

reference pricing.

____________is defined as all activities of designing and producing the container for

a product

branding

packaging

labeling

advertising

________________helps in Informing and persuading customers to purchase

products through an interactive relationship in an exchange situation

Personal selling

direct marketing

targeting

segmenting

____________ is a paid form of non-personal representation of goods, ideas or

services

sales promotion

direct marketing

advertising

exhibitions

Which of the following is not an objective of advertising

inform

remind

reinforce

none of the above

The purpose of sales promotion

varies in their specific objectives

it is the same for all type of products

is to reduce manufacturing coast

is to raise the price

an example of psychological pricing would be

20%

300.00

225

299

Channels of Direct Marketing are :

Face to Face Selling.

Direct Mail.

Telemarketing.

All of the above.

If the new product satisfies the market, it will enter a(an) _____, in which sales will

start climbing quickly.

introduction stage

growth stage

maturity stage

decline stage

At some point, a product's sales growth will slow down, and the product will enter

the _____.

introduction stage

growth stage

maturity stage

decline stage

All of the following are characteristics of the growth stage of the product life cycle,

except which one?

The slowdown in sales growth results in many producers with many products to sell.

The early adopters will continue to buy, and later buyers will start following their lead,

especially with favorable word of mouth.

Attracted by opportunities for profit, new competitors will enter the market.

Prices remain where they are or fall only slightly.

Profits increase during the _____ as promotion costs are spread over a large volume

and as unit manufacturing costs fall.

introduction stage

decline stage

maturity stage

growth stage

In the ____, the firm faces a trade-off between high market share and high current

profit.

growth stage

decline stage

maturity stage

introduction stage

Mattel's Barbie is an example of age-defying products. Barbie, both timeless and

trendy, is in the _____ of the PLC.

introduction stage

growth stage

maturity stage

decline stage

Over the past 100 years or so, Binney and Smith's Crayola crayons have become a

household staple in more than 80 countries around the world. Crayola crayons is in

the _____ of the PLC.

introduction stage

maturity stage

growth stage

decline stage

Johnson and Johnson targeted the adult market with its baby powder and shampoo.

In _____, Johnson and Johnson increased the consumption of the current product.

modifying the product

modifying the market

modifying the pricing strategy

modifying the distribution

Mattel's Barbie and Binney and Smith's Crayola crayons are two examples of

products that might have been only _____, but instead were turned into long-term

market winners with plenty of staying power.

fashion products

fads

style products

all of the above

"Pet rocks" are a classic example of a _____.

fashion product

style product

fad

none of the above

When Heinz introduced EZ Squirt packaging and new colors such as Blastin' Green

and Awesome Orange to revitalize consumer buying, the company was _____.


modifying the pricing strategy

modifying the distribution


The WD-40 Company's knack for finding new uses has made this popular substance

one of the truly essential survival items in most homes. WD-40 is in the _____ of the

PLC.

introduction stage

growth stage

maturity stage

decline stage

All of the following are accurate descriptions of different ways companies extend the

maturity stage of the PLC, except which one?



modifying the marketing mix

pruning the product offerings

The product life-cycle stage, in which sales plunge to zero or drop to a low level at

which they continue for many years, is the _____.

introduction stage

growth stage

maturity stage

decline stage

Product sales decline for many reasons, including which of the following?

recent technological advances

shifts in consumer tastes

increased competition

all of the above

Management must decide whether to maintain, harvest, or drop aging products in

the _____ of the PLC.

introduction stage

growth stage

maturity stage

decline stage

All of the following are characteristics of the decline stage of the PLC, except which

one?

As sales and profits decline, some firms withdraw from the market.

Some firms prune their product offerings.

Some firms drop smaller market segments and marginal trade channels.

Some firms modify the market.

All of the following are stages in the PLC, except which one?

introduction

adoption

growth

decline

Soft drink makers, such as Coca-Cola and Pepsi Cola, know very well that their

flagship brands are in the _____ of the PLC. Greater competition, price

markdowns, increase in advertising and sales promotion and, higher R&D budgets,

are characteristics of this stage.

product development

introduction

growth

maturity

Profits begin to slowly decline even before sales begin to drop significantly. This

indicates a product is in the _____ of the PLC.

introduction stage

growth stage

maturity stage

decline stage

All of the following are accurate descriptions of practical problems faced by

marketers using the PLC concept, except which one?

The PLC concept can be used as framework to describe how products and markets

work.

The PLC concept can be used to forecast product performance.

The PLC concept can be used to develop marketing strategies.

The PLC concept can be used to determine the factors that affect the product's movement

through the stages.

In the _____ of the PLC, marketers use increased sales promotion to encourage

brand switching.

introduction stage

product development stage

growth stage

maturity stage

In the _____ of the PLC, marketers price to penetrate the market.

introduction stage

growth stage

maturity stage


In the _____ of the PLC, marketers build product awareness among early adopters

and dealers.

growth stage

introduction

maturity stage

decline

The best example of a product(s) towards the end of the maturity stage and/or early

decline stages of the product life cycle is _____.

cellular telephones

high definition television (HDTV)

3.5 inch floppy disks

electric cars

According to the text, all of the following are accurate descriptions of Microsoft,

except which one?

Microsoft has long been regarded as a product innovator.

Microsoft has long been regarded as "a big fat copycat."

Microsoft used its brute force to muscle into dominance of the operating system world.

Microsoft is now innovating at a breakneck pace.

After idea generation and screening, consumers may then be asked to react to the

_____ by answering a few questions.

marketing strategy

product concept

business analysis

product development

Some marketers are finding innovative ways to make _____ more real to consumer

subjects. For example, some are using virtual-reality programs to simulate reality.

ideas

product concepts

business analysis

marketing strategy

Test marketing is not needed normally under the following conditions, except which

one?

When simple line extensions are introduced.

When copies of successful competitor products are marketed.

When management is already confident about the new product.

When introducing a new product requires a big investment.

Introducing a new product into the market requires a lot of investment in time and

money. The company may have to build or rent a manufacturing facility. And it

may have to spend, in the case of consumer packaged goods, between $10 million

and $200 million for advertising, sales promotion and other marketing efforts. The

company is getting ready to go ahead with _____.

idea screening

product development

concept development and testing

commercialization

According to the text, in the _____ of the PLC, there are many _____. A weak

product may take up too much of management's time. It often requires frequent

price and inventory adjustments.

introduction stage; costs

growth stage; hidden costs

maturity stage; hidden costs

decline stage; hidden costs

All of the following are examples of hidden costs in the decline stage of the PLC,

except which one?

A weak product may take up too much of management's time.

Carrying a weak product requires frequent price and inventory adjustments.

Carrying a weak product requires advertising and sales force attention that might be

better used to make "healthy" products more profitable.

Carrying a weak product is not necessarily bad for a firm's future.

Procter and Gamble has sold off a number of lesser or declining brands such as

Oxydol detergent and Jif peanut butter. In these examples, management decided to

_____ the products.

maintain

harvest

drop

none of the above

Often in the decline stage of the PLC, management decides to reduce costs (plant

and equipment, R&D, advertising) and hopes sales hold up. This is an example of

_____ the product.

harvesting

maintaining

dropping

ignoring

Often management may decide to sell a product to another firm or simply liquidate

it at salvage value in the _____ of the PLC.

growth stage

maturity stage


decline stage

_____ is the development of original products, product improvements, product

modifications, and new brands through the firm‘s own R&D efforts.

Idea generation

Concept testing

Test marketing

New product development

All of the following are different ways a firm can obtain new products, except which

one?

By acquiring a whole new company

A firm can obtain a new product through patents

A firm can obtain a new product by licensing someone else's new product

A firm can obtain a new product by using the R&D department of other firms in the

same industry.

All of the following are accurate descriptions of reasons why new products fail,

except which one?

Although the market size was correctly estimated, the product idea itself was not

good.

The actual product was not designed as well as it should have been.

The new product was priced too high.

The new product was advertised poorly.

All of the following are accurate descriptions of ways companies are anxious to

learn how to improve the odds of new-product success, except which one?

Find out what successful new products have in common.

To learn lessons from new product failures.

Companies have to learn to understand their own consumers.

Do not overly rely on product innovation when you can succeed by copying others.

New-product development starts with _____.

idea screening

idea generation


marketing strategy development

_____ is the systematic search for new-product ideas.

Idea generation

Idea screening

Concept development and testing

Marketing strategy development

All of the following are major internal sources of new-product ideas, except which

one?

Picking the brains of company executives, scientists, engineers and salespeople is a good

way to generate ideas.

Intrapreneurial programs that encourage employees to think and develop new-product

ideas is a good way to generate ideas.

Some companies employ creative approaches, including both "method and madness" in

helping them to generate new product ideas.

Good ideas come from watching and listening to customers.

Major sources of new product ideas include _____.

internal sources, using company R&D

creative approaches, using both "method and madness" approaches

watching and listening to customers

all of the above are sources of new product ideas

All of the following are major external sources of new-product ideas, except which

one?

Companies can conduct surveys or focus groups to learn about consumer needs and

wants.

Competitors are a good source of new-product ideas.

Some companies employ creative approaches, including both "method and madness" in

helping them to generate new product ideas.

Good ideas come from watching and listening to customers.

All of the following are accurate descriptions of new product ideas, except which

one?

New product development starts with idea generation.

Some companies use brainstorming exercises that expand people's minds and generate

new ideas around the client's problem.

At the beginning of the process, carefully scrutinize each idea and throw far-fetched

and impractical ones out the window.

Customers must be careful not to rely too heavily on customer input when developing

new products.

Some companies have installed a(n) _____ that directs the flow of new ideas to a

central point where they can be collected, reviewed, and evaluated.

new-product development team

idea management system

computer system

satellite system

In order to install an idea management system, whereby all ideas are directed to a

central point, a company can do any or all of the following:

Appoint a respected senior person to be the firm's idea manager.

Create a cross-functional idea management committee comprising of people form R&D,

finance, engineering and operations to meet and evaluate new product ideas.

Reward employees through formal recognition programs.

All of the above are legitimate ways to systematically collect ideas.

The purpose of _____ is to generate a large number of ideas.

idea screening

idea generation



The first idea reducing stage is _____ , which helps spot good ideas and drop poor

ones as soon as possible.

idea generation

idea screening



A _____ is a detailed version of the idea stated in meaningful consumer terms.

product idea

product concept

product image

test market

A _____ is the way consumers perceive an actual or potential product.

product idea

product concept

product image

test market

An attractive idea must be developed into a _____.

product idea

product concept

product image

test market

All of the following are accurate descriptions of activities performed in the idea

screening stage of new product development, except which one?

Idea screening helps spot good ideas and drop poor ones as soon as possible.

Companies want to go ahead only with the product ideas that will turn into profitable

products.

Many companies require their executives to write up new product ideas on a standard

form that can be reviewed by a new-product committee.

Setting up a toll-free number or Web site for anyone who wants to send a new idea

to the idea manager.

_____ calls for testing new-product concepts with groups of target consumers.

Concept development

Concept testing

Idea generation

Idea screening

_____ entails testing new-product concepts with a target group of consumers to find

out if the concepts have strong consumer appeal.

Concept development

Concept testing

Idea generation

Idea screening

Product concepts are presented to consumers during concept testing in any of the

following ways, except which one?

A word or picture description is presented to consumers.

A concrete and physical presentation of the concept will increase the reliability of the

concept test.

Some companies are using virtual reality to test product concepts.

Companies are reluctant to use the Web to test product concepts.

Designing an initial marketing strategy for a new product based on the _____ is

called marketing strategy development.

new product idea

product concept

test market results

product prototype

The marketing strategy statement in new product development consists of three

parts: _____, _____, and _____.

idea generation; idea screening; concept development

idea generation; concept development; concept testing

idea generation; idea screening; idea management

target market description; planned product positioning; sales, market share, and

profit goals for the first few years.

_____ involves a review of the sales, costs, and profit projections for a new product

to find out whether they satisfy the company's objectives.

Idea generation

Idea screening

Business analysis

Concept development and testing

If a product concept passes the _____, it moves into _____.

business analysis test; product development

concept development stage; product development

concept testing stage; product development

idea generation stage; product development

Once management has decided on a product concept and marketing strategy, it can

next evaluate the _____ of the proposal.

product idea portion

product development part

business attractiveness

commercial viability

In the product concept stage of new-product development, the product is merely a

_____.

word description

crude mock-up

drawing

all of the above

In the _____ of new-product development, often products undergo rigorous tests to

make sure that they perform safely and effectively or that consumers will find value

in them.

business analysis stage

idea generation

concept development and testing stage

product development phase

_____ is the stage of new-product development in which the product and marketing

program are tested in more realistic market settings.

Business analysis

Idea generation

Test marketing

Marketing strategy development

All of the following are accurate descriptions of test marketing, except which one?

Test marketing is the stage at which the product and marketing program are introduced

into realistic market settings.

Test marketing by consumer-packaged goods firms has been increasing in recent

years.

Test marketing costs can be high, and it takes time that may allow competitors to gain

advantages.

Companies often do not test market simple line extensions.

Introducing a new product into the market is called _____.

test marketing

new product development

experimenting

commercialization

A company getting ready to launch a new product must make several decisions.

However, the company must first decide on _____.

whether to launch the product in a single location

whether to launch the product in a region

whether to launch the product into full national or international distribution

timing of the new product introduction

_____ is a new-product development approach in which one company department

works to complete its stage of the process before passing the new product along to

the next department and stage.

Team-based product development

Simultaneous product development

Sequential product development

Product life-cycle analysis

In order to get their new products to market more quickly, many companies are

adopting a faster, team-oriented approach called _____.

sequential product development

simultaneous product development

commercialization

introduction timing

All of the following statements are accurate descriptions of the simultaneous

product development approach to new product development, except which one?

The simultaneous product development approach is also known as collaborative product

development.

Company departments work closely together through cross-functional teams.

Companies assemble a team of people from various departments that stay with the new

product from start to finish.

Companies often pass the new product from department to department in each

stage of the process.

All of the following are accurate descriptions of new-product development

approaches used by companies in the commercialization phase of the process, except

which one?

New-product development teams in the simultaneous approach tend to stay with the new

product from start to finish.

In the simultaneous approach, top management gives the product development team

general strategic direction but no clear-cut product idea or work plan.

In order to get their new products to market more quickly, many companies are

adopting a faster approach called sequential product development.

The simultaneous team-based approach can be riskier and more costly than the slower,

more orderly sequential approach.

All of the following are limitations of the simultaneous team-based approach to new-

product development, except which one?

Superfast product development can be riskier and more costly than the slower, more

orderly sequential approach.

This approach often creates increased organizational tension and confusion.

The objective of this approach is to ensure that rushing a product to market doesn't

adversely affect its quality.

Top management gives the product development team a clear-cut product idea or

work plan.

All of the following statements accurately reflect the requisites of new-product

success, except which one?

Thinking of a few good ideas, turning them into products, and finding customers for

them.

A systematic approach for finding new ways to create value for target consumers, from

generating and screening new-product ideas to creating and rolling out want-satisfying

products to customers.

New-product success requires a total-company commitment.

At firms known for their new-product success, their culture does not encourage,

support, and reward innovation.

_____ begins when the company finds and develops a new-product idea. During

product development, sales are zero and the company's investment costs mount.

Introduction

Growth

Maturity

Product development

_____ is a period of slow sales growth as the product is introduced into the market.

Profits are non-existent in this stage because of the heavy expenses of product

introduction.

Growth

Product development

Maturity

Introduction

_____ is a period of market acceptance and increasing profits.

Product development

Maturity

Growth

Introduction

_____ is the course of a product's sales and profits over its lifetime, involving five

distinct stages: product development, introduction, growth, maturity, and decline.

Product life cycle

Maturity

Growth

Decline

_____ is the period when sales fall off and profits drop.

Introduction

Growth

Maturity

Decline

All of the following are accurate descriptions of the product life cycle concept,

except which one?

The PLC concept can describe a product class.

The PLC concept can describe a product form.

The PLC concept can describe a brand.

Product forms tend to have the longest life cycles.

All of the following are accurate descriptions of the application of the product life

cycle concept, except which one?

The PLC concept can be applied to styles.

The PLC concept can be applied to fashions.

The PLC concept can be applied to fads.

The PLC concept can be applied to all of the above.

All of the following are accurate descriptions of the life cycle of a style product,

except which one?

Style products appear in homes, clothing, and art.

Once a style is invented, it may last for generations.

A style has a cycle showing several periods of renewed interest.

Styles last only a short time and tend to attract only a limited following.

_____ are fashions that enter quickly, are adopted with great zeal, peak early, and

decline very quickly.

Fashion

Fads

Styles

Mature products

The product life-cycle stage in which the new product is first distributed and made

available for purchase is called the _____.

maturity stage

growth stage

introduction stage

decline stage

All of the following are characteristics of the introduction stage of the PLC, except

which one?

Profits are usually negative or low because of low sales.

Profits are usually negative or low because of high distribution and promotion expenses.

Lots of money is needed to attract distributors and build inventories.

Educating the market remains a goal, but now the company must also meet the

competition.

All of the following are accurate descriptions of product launch strategies that are

recommended of market pioneers, except which one?

The product launch strategy must be consistent with the intended product positioning.

The initial strategy is just the first step in a grander marketing plan for the product's entire

life cycle.

Pioneers must avoid sacrificing long-run revenue for the sake of short-run gain.

Pioneers have the best chance of building and retaining market share if they decide

to take risks from the start.

With the ________ heuristic, the consumer sets a minimum acceptable cutoff level

for each attribute and chooses the first alternative that meets the minimum

standard for all attributes.

conjunctive

lexicographic

elimination-by-aspects

primary

secondary

Even if consumers form brand evaluations, two general factors can intervene

between the purchase intention and the purchase decision. One of these is

unanticipated situational factors. What is the second factor?

Amount of purchasing power.

Attitudes of others.

Short-term memory capabilities.

Ability to return merchandise.

The self-concept.

________ risk occurs if the product fails to perform up to expectations.

Physical

Financial

Social

Psychological

Functional

If performance meets consumer expectations, the consumer is ________.

delighted

satisfied

disappointed

surprised

overwhelmed

A key driver of sales frequency is the ________ rate.

product consumption

disposal

refusal

utility

option

The level of engagement and active processing undertaken by the consumer in

responding to a marketing stimulus is called ________.

elaboration likelihood

consumer disengagement

consumer involvement

variety-seeking

low-involvement

If a consumer is persuaded to buy a product by a message that requires little

thought and is based on an association with a brand‘s positive consumption

experiences from the past, the consumer used a ________ to arrive at this purchase

decision.

central route

peripheral route

behavioral route

subjective route

objective route

With the ________, predictions of usage are based on quickness and

ease of use.

availability heuristic

representative heuristic

anchoring heuristic

adjustment heuristic

semantic heuristic

Ben always reaches for the bright blue and yellow box of Ritz crackers when he

visits the snack food aisle in the grocery store. He rarely even reads the box or

checks the price. Which of the following heuristics is most likely being used by Ben?

Availability

Representative

Anchoring

Adjustment

Semantic

________ refers to the manner by which consumers code, categorize, and evaluate

financial outcomes of choices.

Cost accounting

Financial accounting

Behavioral accounting

Mental accounting

Factual accounting

Social class is the fundamental determinant of a person‘s wants and behavior.

False

An example of a subculture would be a person‘s geographic region.

True

According to facts about American consumers‘ habits, Saturday is the most popular

day of the week to eat out.

True

One of the characteristics of social classes is that those within each class tend to

behave more alike than persons from two different social classes.

True

One of the demographic trends that will impact consumers in the future is ―America

the spacious‖ meaning that America‘s growth potential seems to have no

boundaries.

False

Secondary groups require continuous interaction to be effective and

meaningful.

False

When Mark went to college he had a burning desire to join a social fraternity; for

Mark, this would be an example of an aspirational group.

True

The family of procreation includes one‘s parents and siblings.

False

Asian Americans tend to be more brand conscious than other minority groups, but

yet are the least loyal to particular brands.

True

A role consists of the activities a person is expected to perform.

True

A good illustration of a critical life event or transition that might impact a

consumer‘s behavior is a divorce.

True

One of the five traits of a product‘s brand personality is thought to be its shape.

False

A brand personality is the specific mix of human traits that may be attributed to a

particular brand.

True

A person‘s personality portrays the ―whole person‖ interacting with his or her

environment.

False

Psychogenic needs arise from physiological states of tension such as hunger or

discomfort.

False

Abraham Maslow assumed that the psychological forces shaping people‘s behavior

are largely unconscious, and that a person cannot fully understand his or her own

motivations.

False

According to Maslow‘s hierarchy of needs model, recognition, self-esteem, and

status would be among a person‘s social needs.

False

According to Herzberg‘s two-factor theory, satisfiers will make the major difference

as to which brand the customer buys.

True

Perception depends only on the physical stimuli experienced by the person.

False

People are more likely to notice stimuli whose deviations are large in relation to the

normal size of the stimuli.

True

Selective attention is the tendency to interpret information in a way that will fit our

preconceptions.

False

Because of selective retention, we are likely to forget about the good points of

competing products.

True

Drives are minor stimuli that determine when, where, and how a person responds.

False

Consistent with the elaboration memory model, consumer brand knowledge in

memory can be conceptualized as consisting of a brand node in memory with a

variety of linked associations.

False

Repeated exposures to information provide greater opportunity for processing and

thus the potential for stronger associations.

True

All consumers pass through all five of the stages of buying process model when in a

buying situation.

False

The buying process starts when the buyer decides to or actually enters a store or

service provider‘s facility.

False

We can distinguish between two levels of arousal—heightened attention and

heightened stimulation sensation.

False

A belief is a person‘s enduring favorable or unfavorable evaluation, emotional

feeling, and action tendencies toward some object or idea.

False

The expectancy-value model of attitude formation posits that consumers evaluate

products and services by combining their brand beliefs—the positives and

negatives—according to importance.

True

If a company finds that a consumer has chosen a competitive product over their

company‘s offering, one way to get the consumer back could be by developing a

strategy wherein the company ―shifts the buyer‘s ideals‖ on one or more levels.

True

With noncompensatory models of consumer choice, positive and negative attribute

considerations usually net out.

False

Volvo has the reputation for being one of the most ―safe‖ cars on the road. For those

that value safety, Volvo would be the logical choice. The preceding is an example of

the lexicographic heuristic of consumer choice.

True

If a product poses a threat to the physical well being of a consumer, this is called

psychological risk.

False

A key driver of sales frequency is the adoption rate.

False

With respect to a consumer-buying situation that involves variety-seeking behavior,

the market leader can encourage variety seeking by offering lower prices or deals.

False

Many products are bought under conditions of low involvement. This means that

the consumer does not touch them except from a distance.

False

A rule of thumb is called a heuristic.

True

In the anchoring heuristic, the consumer bases his or her predictions on the

quickness and ease with which a particular example of an outcome comes to mind.

False

Prospect theory maintains that consumers frame decision alternatives in terms of

gains and losses according to a value function.

True

Successful marketing requires that companies fully connect with their customers.

Adopting a ________ marketing orientation means understanding consumers—

gaining a 0-degree view of both their daily lives and the changes that occur during

their lifetimes.

holistic

customer

segmented

focused

niched

Americans love their leisure time. The average number of times an adult goes out to

a movie annually is ________.

50

15

9

7

5

Social classes differ in media preferences, with upper-class consumers often

preferring ________ and books and lower-class consumers often preferring

television.

movies

radio

video or computer games

magazines

music downloads

American Demographics predicts three trends that will impact business and

marketing in the next 25 years. Which of the following is one of those predicted

trends?

More international travel.

An increasingly diverse America with a shrinking white majority.

The majority of all retail purchases being done online.

Less need for a college education and more emphasis on learning a trade.

Social class warfare that may even become violent.

Jason writes a weekly column in his school‘s newspaper about movies he has seen,

books he has read, and concerts he has attended. His column provides information

and opinions. Feedback from his fellow students is positive and appreciative of the

advice that is given. Which of the following would be the most apt description of the

role played by Jason?

Silent majority

Protestor

Protector

Muckraker

Opinion leader

According to information presented in the text, the ________ cultural market

segment is the most fashion conscious of all the racial groups, tend to be motivated

by quality and selection, and shop more at neighborhood stores.

African American

Hispanic American

Asian American

European American

Indian American

According to recent research, which of the following market segments is

characterized as valuing connections and relationships with family and friends with

respect to marketing messages received?

Men

Women

Seniors

Young adults

Single parents

After being considered an unprofitable stepchild of the Disney empire, the Disney

Channel has become the company‘s cash cow solely from its ability to reach the

underserved ―________ market‖ and leverage its success through Disney‘s other

divisions.

teen

post teen

tween

young adult

toddler

Bank of America is using ―event-based triggers‖ to help its premier customers.

Which of the following would be the best example of an ―event-based trigger‖ that

might catch the attention of Bank of America managers?

A large deposit that deviates from a customer‘s normal behavior.

A championship season at a local high school.

A child that turns 21 years of age.

The arrival of a family member from a foreign country.

Moving an elderly parent into one’s home.

The brand personality of a new product is characterized as having the trait of

________ if promotional messages consistently portray the product as being reliable,

imaginative, and successful.

sincerity

excitement

competence

sophistication

ruggedness

Consumers often choose and use brands that have a brand personality that is

matched to the consumer‘s ________ (how one would like to view oneself).

actual self-concept

others’ self-concept

ideal self-concept

dual self-concept

perceptual self-concept

Consumers who worry about the environment, want products to be produced in a

sustainable way, and spend money to advance their personal development and

potential have been named ________.

―Green‖

―Tree Huggers‖

―LOHAS‖

―Socialists‖

―Mamas‖

The two factors that are most important in understanding Herzberg‘s theory are

________.

supply and demand

price and quantity

quality and performance

satisfiers and dissatisfiers

promotion and communication

________ can work to the advantage of marketers with strong brands when

consumers change neutral or ambiguous brand information to make it more

positive.

Selective attention

Selective distortion

Selective retention

Selective choice

Selective embellishment

Maria sees her best friend driving around in her new car and decides that she needs

a new car also. Which of the following forms of stimulus has activated Maria‘s

problem recognition process?

External stimuli

Internal stimuli

Peer stimuli

Secondary stimuli

Marketing induced stimuli

If a consumer uses Google to find comparative reports on new automobiles in

preparation for deciding on whether to purchase one or not, the consumer is using

which of the following information sources for assistance?

Personal

Public

Experiential

Commercial

Under-the-radar

When a consumer makes the final decision on which brand to buy, he or she selects

a brand from the ________ set.

total

awareness

consideration

choice

belief

When a marketer attempts to alter a consumer‘s beliefs about the company‘s brand

as a means of getting the consumer to re-think his or her purchase decision, the

marketer is using ________ to accomplish this task.

psychological repositioning

competitive depositioning

positioning

repositioning

biased positioning

A consumer tells another consumer, ―Every time I eat at Big Bill‘s Steakhouse I get

poor service.‖ Whether this is true or not, it is the consumer‘s perception. This is an

example of consumers basing future predictions on the quickness and ease with

which a particular example of an outcome comes to mind. This scenario would be an

illustration of the ________ heuristic.

discrimination

differentiation

availability

screening

representativeness

When marketers interview a small number of recent purchasers, asking them to

recall the events leading to their purchase, the marketers are using the ________

method to learn more about the consumer buying process

introspective

retrospective

prospective

prescriptive

descriptive

A philosophy approach in which, consumers will prefer products that are widely

available and are inexpensive is called:

Product concept

Production concept

Marketing concept

Societal concept

The skimming, penetration, bargaining and bundling are decided in the

______________ of the Marketing Mix strategy.

Price Decisions

Place Decisions

Product Decisions

Promotion Decisions

In the current situation of marketing plan, where we must analyze about area size,

segmentation, industry structure, strategic groupings and competition are covered

under the:

Market analysis

Consumer analysis

Macro environment analysis

Internal environment analysis

The entire product class that can satisfy a core need with reasonable effectiveness in

the product hierarchy, is known as:

Brand

Product class

Product family

Product variant

Which one of the following factors is not a cause of delay in new product

development process?

Capital shortage

Fragmented market

Lack of sales force

Faster development time

Advertisement, publicity, distribution, delivery modes, networking of systems

and all other ingredients of marketing are decided under:

How to launch the product

When to launch the product

Where to launch the product

Why to launch the product

_____ can bring large benefits to consumers and profits to producers.

Self-service

Brand image

Consumer affluence

Innovative packaging

Under the brand equity measurement, when most of the customers would not resist

to buy some of the specific brands, is known as:

Brand loyalty

Brand acceptability

Brand acceptability

Brand leveraging

The ‗Call Centers‘ are the best in _______________.

Right Product

Right Price

Right Place

Right Promotion

A marketing oriented firm typically showes the limited product lines.

True

False

In the marketing environment, trends must be watched and mechanism should be

built to have information well in advance.

True

False

The market segmentation strategy is also called a focus strategy or niche strategy.

True

False

We incorporate the most preferred features into a new product or advertisement

during the conjoint analysis process

True

False

Market__________focus on narrow segment.

Leader

Challenger

Nichers

None of above

giving away Nokia phone with a Mercedes car is

Premiums

cross promotion

patronage award

all the above

charging different prices for different customers at different markets and at

different times is called

promotional pricing

discriminatory pricing

product mix pricing

geographical pricing

tooth paste tube is an example of

secondary package

primary package

line extension

brand building tool

Mercedes is an expensive, well-built and prestigious car, which also offers the driver

High performance, and safety. From this sentence identify the different levels of

meaning:

Attributes & Benefits

Attributes & Values

Benefits & Values

Culture & Benefits

Al Massa Cinema‘s price for a movie ticket is Dhs 25/- but if a student produces

his/her Identity Card they are given a discount. What type of Pricing Method has Al

Massa Cinema adopted here:

Perceived Value pricing

Psychological Pricing

Promotional Pricing

Discriminatory Pricing

A period of slowdown in sales growth because the product has achieved acceptance

is known as __________

decline

maturity

introduction

growth

_______________ virtually depicts the consumer‘s perception about different

brands & their perceived attributes.

direct marketing

branding

perceptual mapping

none of the above

___________ price is based on competitor‘s price

Percieved value pricing

value pricing

going rate pricing

all the above

___________ includes all the activities that help increasing the awareness of the

product in the minds of consumers

place

price

promotion

product

____________ estimates initial sales ,replacement sales ,repeat sales ,calculates

various costs ,overheads etc & profits.

market testing

product development

business analysis

all of the above

A person‘s __________ consists of all the groups that have a direct (face-to-face) or

indirect influence on the person‘s attitudes or behaviour.

focus group

reference group

memebership group

business group

consumer group

Mixing several tools to deliver a consistent brand image to customers at every brand

contact is known as __________.

customization

customer relationships marketing

customer database

integrated marketing communications

_______ has the aim of building mutually satisfying long term relationships with

key parties – customers, suppliers , distributors – in order to earn and retain their

business.

marketing network

business information system

relationship marketing

direct marketing

The collection of information about external environment

Environmental scanning

sampling

research

All of the above

_____ deals with implementing the marketing strategy for target markets and

marketing mix

Marketing plan

communications

sampling

none of the above

Raw materials, major equipment, component parts and process materials are

example of-

Consumer goods

Industrial goods

Process goods

None of the above

Launching a new product at low price and low level of promotion is –

Slow penetration

Slow skimming

Rapid penetration

Rapid skimming

None of the above

An advertising strategy that a company would use for a product in its maturity

stage –

Reduce in level needed to retain hardcore loyals

Build product awareness among early adopters

Build product awareness and interest in mass market

Stress on brand differences and benefits

None of the above

At Boeing, the all digital development of the 777 aircraft made use of a computer-

generated ―human‖ who would climb inside the 3 dimensional design on-screen to

show how difficult maintenance access would be for a live mechanic. This allowed

the engineers to spot errors that would have remained undiscovered. What stage of

the new product development is Boeing in –

Concept development

Concept screening

Concept testing

Product development

None of the above

Nabisco Foods Company introduced chocolate, cinnamon, and honey versions of

breakfast cereal. However, the consumers didn‘t like the taste so the modified it

again and produced it on a mass scale with the result being worse than before.

Where did this food company go wrong

Their product is in the decline stage

They didn’t advertise properly

They didn’t promote the product

They skipped the testing phase of the product

None of the above

Many consumer packaged-goods companies blame _____ for decreasing product loyalty,

increasing consumer price-sensitivity, brand-quality-image dilution, and a focus on short-

run marketing planning.

reminder advertising

infomercials

persuasive advertising

public relations

sales promotions

Maytag has long built high-quality washing machines and priced them higher than

competitors‘. It now tries to emphasize on innovative features. It new ads points that

the washers are custodians of high priced garments. Which type of pricing is

Maytag using –

Market skimming pricing

Market penetration pricing

Social pricing

Cost recovery pricing

None of the above

In order to select a pricing for a product, after estimating all your costs what would

be the next logical step to take –

Selecting a pricing objective

Analysis of competitors price, costs and offers

Selecting a pricing method

Estimate indirect cost

None of the above

Which one of the below doesn‘t refer to a pricing method –

Geographical pricing

Promotional pricing

Price discounts and allowances


None of the above

The part of a brand that is pronounceable is called the:

Brand

Brand name

Brand mark

Trademark

The golden arch of McDonald‘s is an example of:

Brand marks

Trade promotions

Brand names

Products

The introduction of diet coke is an example of a:

Brand extension strategy

Repositioning strategy

Product deletion decision

Product distribution strategy

When Disney uses toys in McDonalds kid‘s meals to advertise its latest movie,

Disney is using:

tie-in promotions

prize promotions

point-of-purchase promotions

cross-promotions

When compared to the consumer market, the demand for goods and services in the

business market is:

far more elastic

significantly more constant

derived

more likely to be affected by changes in price

all of the above

Interest rates, demand for products, technological change, social responsibility

concerns, and consumer buying patterns are all examples of _____ influences on

business buyers.

environmental

interpersonal

organizational

entrepreneurial

individual

Forecasting is done always on a continuous basis

true

false

A finance company that offers prospects a toll-free number to call and promises it

can tell them within fifteen minutes if they are eligible for a loan is using ____ as its

services differentiation strategy

customer training

ordering ease

installation

delivery

distribution

Profits improve substantially during the _____ stage of the product life.

introduction

repositioning

growth

maturity

decline

The stage of the life cycle characterized by low sales, heavy promotion, low profit,

and minimal competition is the _____ stage.

introduction

growth

repositioning

maturity

decline

A firm that wants to attract new triers, reward loyal customers, or increase the

repurchase rate of occasional users would be best served by:

personal selling

direct marketing

advertising

sales promotion

The necessary interaction between service provider and customer that allows a

service to be delivered is called

service exchange

customer contact

Degree of labor intensiveness.

Customer interactivity.

a separate product line or profit center competing with defined sets of competition is

called a strategic business unit

true

false

It took three and a half years of research, and 500 formulas, to develop individually

wrapped peanut butter slices. The difficulty was in finding a formula that

preserved the flavor and texture of peanut butter, but had the "releasability"

required for easy separation from a plastic wrapper. This describes the _____ stage

of new-product development.

idea screening

product development

concept testing

market testing

When Procter & Gamble developed Crest Whitestrips (a teeth whitening system), it

was not sure that consumers would be willing to pay $44 for the system. So its

product manager offered the strips exclusively online. In eight months, it sold

144,000 whitening kits to a heterogeneous market. P&G used _____ testing to

determine if the teeth whitening system would sell.

market

functional

alpha

rank-order

concept

Which of the following is the BEST example of durable goods?

living room furniture

aluminum cookware

breakfast cereals

computer monitors

all except C

Brand equity:

is tied closely to specific product lines

is closely related to the number of customers who are devoted to the brand

reduces the amount of product management effort a company needs to expend

may actually hinder the launching of brand extensions

will be destroyed when the product’s manufacturer launches a premium pricing strategy

Thuraya services of Etisalat shows business communications for every corner of the

earth.This advertisement is based on which appeal

rational

practical

reciprocal

emotional

provocative

The business market differs from the consumer market in that:

businesses acquire goods or services in order to use them for another purpose, while consumers acquire goods or services for personal consumption

businesses acquire all the goods or services for personal consumption, while the

consumer market acquires goods and services solely for other purposes

it is a much smaller market in dollar volume than the consumer market

more product customization takes place in the consumer market

The zoo buys much of the fresh food it needs to feed its animals from a local farm.

As a part of the contract between the two parties, the farm buys all the manure the

zoo can produce for its organic vegetables. This is an example of:indirect

purchasing relationship marketing

leasing

systems selling

reciprocity

none of the above

The most routine purchase decision process undertaken by business buyers is called

a:

straight rebuy

modified rebuy

new task buy

routine rebuy

direct purchase

The Knoll Textile Manufacturing Company is evaluating potential suppliers of

zippers to be used in a line of children‘s outerwear. The company is concerned

about the delivery reliability, price, and supplier reputation. Knoll is in the _____

phase of the business buying process.

supplier selection

proposal solicitation

product specification

performance review

order-routine specification

which is not a basis of market forecasting

product scale

time scale

space scale

pricing scale

According to the concept of the product life cycle:

products have a limited life

products spend a predetermined amount of time in each stage of the life cycle; this time

span is determined by the product category

most products require the same level of marketing throughout their life cycle

a product’s profits are fixed throughout its life cycle

Several existing products on the market tend to hinder new-product development.

These hindrances include:

fragmented markets

shorter product life cycles

shortage of ways to improve or modify certain products

faster required developmental time

all of the above

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