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

24) Price reductions given to channel
members to encourage them to promote or otherwise promote a firms products
locally are
A. quantity discounts
B. brokerage allowances
C. push money allowances
D. advertising allowances
25) A producer using very
aggressive promotion to get final consumers to ask intermediaries for a new
product has
A. a pulling policy
B. a target marketing policy
C. a selective distribution policy
D. a pushing policy
26) Nantucket Hammocks, Inc., uses
dealer incentives, discounts, and sales contests in order to encourage
retailers to give special attention to selling its products. Nantucket Hammocks
is using
A. exclusive distribution
B. a corporate channel system
C. dual distribution
D. pushing
27) Quality Ceramic, Inc., (QCI)
defined five submarkets within its broad product-market. To obtain some
economies of scale, QCI decided NOT to offer each of the submarkets a different
marketing mix. Instead, it selected two submarkets whose needs are fairly
similar, and is counting on promotion and minor product differences to make its
one basic marketing mix appeal to both submarkets. QCI is using the
A. combined target market approach
B. single target market approach
C. multiple target market approach
D. mass marketing approach
28) When segmenting broad MKT 421
Final Exam product-markets, cost considerations tend
A. to encourage managers to disregard
the criterion that a product-market segment should be substantial
B. to lead to more aggregating
C. to be unimportant as long as the
segmenting dimensions are operational
D. to lead to a large number of small,
but very homogeneous, product-market segments
29) ______________ focuses on
introducing new products to existing markets.
A. Market development
B. Product development
C. Diversification
D. Market penetration
30) When a company grows globally
by introducing existing product lines to new markets, this is an example of
A. Market development
B. Product development
C. Diversification
D. Market penetration

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