MKT 575 Final Exam (Newest)

MKT 575 Final Exam (Newest)
1. In the _____ step of the new-product development process, a marketing manager evaluates how
well the idea fits with the company's objectives.
commercialization
development
screening
idea generation
2. When Chase Bank mails a 30-day offer for a new pre-approved credit card with a $2,000 limit to a
college student, this is an example of__________.
mass selling
indirect-response promotion
direct-response promotion
integration
3. A firm with a marketing orientation is MOST likely to__________.
view advertising as an unnecessary expense
recognize that effective advertising is the key to sales

not use any advertising
advertise how a product meets customers' needs
4. Which of the following observations concerning sales analysis is NOT correct?
There is no one best way to break down sales data.
It is a detailed breakdown of a company's sales records.
Data can easily be obtained from basic billing and accounts receivable procedures.
Product category is the best way to analyze sales data.
It is easy to do, and usually it's inexpensive.
5. Managers should make operational decisions___________.
on a month-to-month basis and never daily or weekly
within the guidelines set down during strategy planning
with great care as these decisions are the same as strategic decisions
for the long-run to help formulate strategic plans
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6. When Fresh Produce Wholesaler Inc. buys fruit and vegetables from a variety of different farmers
and takes large bushels and breaks them into smaller package sizes. Fresh Produce is
addressing__________.
discrepancies of assortment
discrepancies of quantity
discrepancies of need
discrepancies of time
7. A(n) _______ is a marketing mix that customers see as better than a competitor's mix and cannot
be quickly or easily copied.
competitor analysis plan
sustainable competitive advantage
resource combination
competitor matrix
8. Studies have shown that customers who weren't satisfied with response to their
complaints__________.
on average told ten people about their experience
spoke about their experience only when prodded by researchers
on average told one person about their experience
usually never spoke about it

9. Strategy decisions pertaining to product features, packaging, product line assortment, and
branding will be most affected by which target market dimension?
Geographic location
Behavioral needs and attitudes of consumers
Urgency to get need satisfied
Demographic characteristics of potential customers
10. The Bijou Classic Movie House changes ticket prices as demand for a movie increases or
decreases. Prices can change every hour as ticket sales go up or down for particular shows. Bijou
Classic Movie House appears to be using___________.
cumulative discounting
seasonal discounts
status quo objectives
dynamic pricing
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11. All of the following are supply chain risks except:
supplier viability
stock market volatility
availability of raw materials
fluctuating transportation costs
12. Alpine Auto Repair keeps a record of customer oil changes and sends a reminder postcard to its
customers when it's time for the next oil change. This is an example of a ______ system.
customer relationship management
qualifying dimensions
geographic targeting
clustering
13. New products that are minor variations on existing products, and which require no change to
consumer behavior, are called __________.
second movers
continuous innovations
new products
discontinuous innovation

14. Whitewater Corp. is looking for a new vendor for basic plastics because the present vendor has
been inconsistent about meeting delivery schedules. Which of the following buying processes is
the firm's purchasing agent MOST LIKELY to use?
Selective buying
Modified rebuy buying
Straight rebuy buying
Intensive buying
15. When planning a marketing strategy, managers have control over__________.
their response to forces in the external market environment
the political and legal environment
consumers
the economic environment
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16. At Home Depot, a customer can purchase a gallon of one-coat paint that contains the ingredients
for both a primer and a color. What is the primary economic need being satisfied by this type of
paint?
Improvement of earnings
Convenience
Dependability in use
Economy of purchase
17. In general, marketers that seek greater control over their marketing mixes in the international
environment will__________.
invest more financial resources and take greater risks
set up traditional global channels
hire more marketing managers
use intensive distribution
18. A marketing manager wants to know why her sales are down. She talks with several sales reps
and finds that a competitor has introduced a successful new product. This "research" seems to be
part of___________.
the situation analysis
the data interpretation stage
the problem solution stage
obtaining problem-specific data
19. Clairol Corp. is introducing a new brand of shampoo in a highly competitive market. Wholesalers
might be willing to handle the new product, except that retailers are already complaining about

overcrowded shelf space. Therefore, Clairol has decided to spend $10 million on TV advertising
and send free samples to 3,000,000 households to convince consumers of the new product's
superiority — and to get them to ask for it at their retail store. Clairol is using__________.
a "pushing" policy
direct marketing
a "pulling" policy
dual distribution
20. Brand recognition, brand preference, and brand insistence are various levels of __________.
brand marks
branding
brand familiarity
brand equity
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21. Firms develop _____ to promote fair and honest dealings with all stakeholders inside and outside
of the organization.
intermediaries
codes of ethics
marketing departments
a marketing orientation
marketing plans
22. The process of market segmentation involves__________.
identifying broad product markets and segmenting then into narrower target markets
identifying small target markets and expanding them into broad product markets
selecting a marketing mix to reach everyone
identifying target groups with the fewest potential customers
23. The main difference between a "marketing strategy" and a "marketing plan" is that___________.
a marketing plan does not include a target market
a marketing strategy provides more detail
time-related details are included in a marketing plan
a marketing plan includes several marketing strategies
24. Which of the following is the most comprehensive goal of marketing contingency planning?
understanding the changing internal and external environments
preparing for any possible natural disasters
remaining relevant in the eyes of customers and stakeholders

meeting competitive challenges
25. Which of the following advertising approaches delivers ads to consumers based on the
interactions they exhibit in media such as Facebook, Pinterest, and Twitter?
Behavioral targeting
Click fraud
Digital targeting
Social targeting
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26. A marketer will likely need to reposition a product if__________.
marketers see the product as very similar to other products in the market
marketers see the product as distinct from other products in the market
customers see the product as distinct from other products in the market
customers see the product as very similar to other products in the market
27. Vision Co. manufactures and sells tea, coffee, desserts, shoes, and sporting goods — all under the
Vision brand name. These products are__________.
sold with a family brand
dealer brands
the firm's product line
generic products
28. Which of the following is a key trend affecting marketing strategy planning?
Less international market development
Growth of marketing information systems
Slower new-product development
Senior and ethnic submarkets are getting smaller.
29. A marketing auditor for a firm will most likely__________.
develop marketing plans for the firm based on the current plans being implemented
interview employees of the firm to determine the level of job satisfaction
set company-wide objectives and targets in line with the marketing plan
evaluate the marketing plans being implemented by the firm to see if they are still the best
plans the firm can offer
30. Which of the following would be relevant in the marketing company era?
bringing all marketing activities together under the control of one department
planning for five or more years ahead

focusing on production
reselling goods to consumers and intermediaries
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