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1. In the _____ step of the new-product development process, a marketing manager evalu<strong>at</strong>es how well<br />
the idea fits with the company's objectives.<br />
commercializ<strong>at</strong>ion<br />
development<br />
screening<br />
idea gener<strong>at</strong>ion<br />
2. When Chase Bank mails a 30-day offer for a new pre-approved credit card with a $2,000 limit to a<br />
college student, this is an example of__________.<br />
mass selling<br />
indirect-response promotion<br />
direct-response promotion<br />
Integr<strong>at</strong>ion<br />
3. A firm with a marketing orient<strong>at</strong>ion is MOST likely to__________.<br />
view advertising as an unnecessary expense<br />
recognize th<strong>at</strong> effective advertising is the key to sales<br />
not use any advertising<br />
advertise how a product meets customers' needs<br />
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4. Which of the following observ<strong>at</strong>ions concerning sales analysis is NOT correct?<br />
There is no one best way to break down sales d<strong>at</strong>a.<br />
It is a detailed breakdown of a company's sales records.<br />
D<strong>at</strong>a can easily be obtained from basic billing and accounts receivable procedures.<br />
Product c<strong>at</strong>egory is the best way to analyze sales d<strong>at</strong>a.<br />
It is easy to do, and usually it's inexpensive.<br />
5. Managers should make oper<strong>at</strong>ional decisions___________.<br />
on a month-to-month basis and never daily or weekly<br />
within the guidelines set down during str<strong>at</strong>egy planning<br />
with gre<strong>at</strong> care as these decisions are the same as str<strong>at</strong>egic decisions<br />
for the long-run to help formul<strong>at</strong>e str<strong>at</strong>egic plans
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6. When Fresh Produce Wholesaler Inc. buys fruit and vegetables from a variety of different farmers and takes large<br />
bushels and breaks them into smaller package sizes. Fresh Produce is addressing__________.<br />
discrepancies of assortment<br />
discrepancies of quantity<br />
discrepancies of need<br />
discrepancies of time<br />
7. A(n) _______ is a marketing mix th<strong>at</strong> customers see as better than a competitor's mix and cannot be quickly or easily<br />
copied.<br />
competitor analysis plan<br />
sustainable competitive advantage<br />
resource combin<strong>at</strong>ion<br />
competitor m<strong>at</strong>rix<br />
8. Studies have shown th<strong>at</strong> customers who weren't s<strong>at</strong>isfied with response to their complaints__________.<br />
on average told ten people about their experience<br />
spoke about their experience only when prodded by researchers<br />
on average told one person about their experience<br />
usually never spoke about it
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9. Str<strong>at</strong>egy decisions pertaining to product fe<strong>at</strong>ures, packaging, product line assortment, and<br />
branding will be most affected by which target market dimension?<br />
Geographic loc<strong>at</strong>ion<br />
Behavioral needs and <strong>at</strong>titudes of consumers<br />
Urgency to get need s<strong>at</strong>isfied<br />
Demographic characteristics of potential customers<br />
10. The Bijou Classic Movie House changes ticket prices as demand for a movie increases or<br />
decreases. Prices can change every hour as ticket sales go up or down for particular shows. Bijou<br />
Classic Movie House appears to be using___________.<br />
cumul<strong>at</strong>ive discounting<br />
seasonal discounts<br />
st<strong>at</strong>us quo objectives<br />
dynamic pricing<br />
11. All of the following are supply chain risks except:<br />
supplier viability<br />
stock market vol<strong>at</strong>ility<br />
availability of raw m<strong>at</strong>erials<br />
fluctu<strong>at</strong>ing transport<strong>at</strong>ion costs
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12. Alpine Auto Repair keeps a record of customer oil changes and sends a reminder postcard to its customers when<br />
it's time for the next oil change. This is an example of a ______ system.<br />
customer rel<strong>at</strong>ionship management<br />
qualifying dimensions<br />
geographic targeting<br />
clustering<br />
13. New products th<strong>at</strong> are minor vari<strong>at</strong>ions on existing products, and which require no change to consumer behavior,<br />
are called __________.<br />
second movers<br />
continuous innov<strong>at</strong>ions<br />
new products<br />
discontinuous innov<strong>at</strong>ion<br />
14. Whitew<strong>at</strong>er Corp. is looking for a new vendor for basic plastics because the present vendor has been inconsistent<br />
about meeting delivery schedules. Which of the following buying processes is the firm's purchasing agent MOST LIKELY<br />
to use?<br />
Selective buying<br />
Modified rebuy buying<br />
Straight rebuy buying<br />
Intensive buying
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15. When planning a marketing str<strong>at</strong>egy, managers have control over__________.<br />
their response to forces in the external market environment<br />
the political and legal environment<br />
consumers<br />
the economic environment<br />
16. At Home Depot, a customer can purchase a gallon of one-co<strong>at</strong> paint th<strong>at</strong> contains the ingredients for both a<br />
primer and a color. Wh<strong>at</strong> is the primary economic need being s<strong>at</strong>isfied by this type of paint?<br />
Improvement of earnings<br />
Convenience<br />
Dependability in use<br />
Economy of purchase<br />
17. In general, marketers th<strong>at</strong> seek gre<strong>at</strong>er control over their marketing mixes in the intern<strong>at</strong>ional environment<br />
will__________.<br />
invest more financial resources and take gre<strong>at</strong>er risks<br />
set up traditional global channels<br />
hire more marketing managers<br />
use intensive distribution
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18. A marketing manager wants to know why her sales are down. She talks with several sales reps and<br />
finds th<strong>at</strong> a competitor has introduced a successful new product. This "research" seems to be part<br />
of___________.<br />
the situ<strong>at</strong>ion analysis<br />
the d<strong>at</strong>a interpret<strong>at</strong>ion stage<br />
the problem solution stage<br />
obtaining problem-specific d<strong>at</strong>a<br />
19. Clairol Corp. is introducing a new brand of shampoo in a highly competitive market. Wholesalers might<br />
be willing to handle the new product, except th<strong>at</strong> retailers are already complaining about overcrowded<br />
shelf space. Therefore, Clairol has decided to spend $10 million on TV advertising and send free samples to<br />
3,000,000 households to convince consumers of the new product's superiority — and to get them to ask for<br />
it <strong>at</strong> their retail store. Clairol is using__________.<br />
a "pushing" policy<br />
direct marketing<br />
a "pulling" policy<br />
dual distribution
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20. Brand recognition, brand preference, and brand insistence are various levels of __________.<br />
brand marks<br />
branding<br />
brand familiarity<br />
brand equity<br />
21. Firms develop _____ to promote fair and honest dealings with all stakeholders inside and outside of the<br />
organiz<strong>at</strong>ion.<br />
intermediaries<br />
codes of ethics<br />
marketing departments<br />
a marketing orient<strong>at</strong>ion<br />
marketing plans<br />
22. The process of market segment<strong>at</strong>ion involves__________.<br />
identifying broad product markets and segmenting then into narrower target markets<br />
identifying small target markets and expanding them into broad product markets<br />
selecting a marketing mix to reach everyone<br />
identifying target groups with the fewest potential customers
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23. The main difference between a "marketing str<strong>at</strong>egy" and a "marketing plan" is<br />
th<strong>at</strong>___________.<br />
a marketing plan does not include a target market<br />
a marketing str<strong>at</strong>egy provides more detail<br />
time-rel<strong>at</strong>ed details are included in a marketing plan<br />
a marketing plan includes several marketing str<strong>at</strong>egies<br />
24. Which of the following is the most comprehensive goal of marketing contingency<br />
planning?<br />
understanding the changing internal and external environments<br />
preparing for any possible n<strong>at</strong>ural disasters<br />
remaining relevant in the eyes of customers and stakeholders<br />
meeting competitive challenges<br />
25. Which of the following advertising approaches delivers ads to consumers based on the<br />
interactions they exhibit in media such as Facebook, Pinterest, and Twitter?<br />
Behavioral targeting<br />
Click fraud<br />
Digital targeting<br />
Social targeting
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26. A marketer will likely need to reposition a product if__________.<br />
marketers see the product as very similar to other products in the market<br />
marketers see the product as distinct from other products in the market<br />
customers see the product as distinct from other products in the market<br />
customers see the product as very similar to other products in the market<br />
27. Vision Co. manufactures and sells tea, coffee, desserts, shoes, and sporting goods — all under<br />
the Vision brand name. These products are__________.<br />
sold with a family brand<br />
dealer brands<br />
the firm's product line<br />
generic products
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28. Which of the following is a key trend affecting marketing str<strong>at</strong>egy planning?<br />
Less intern<strong>at</strong>ional market development<br />
Growth of marketing inform<strong>at</strong>ion systems<br />
Slower new-product development<br />
Senior and ethnic submarkets are getting smaller.<br />
29. A marketing auditor for a firm will most likely__________.<br />
develop marketing plans for the firm based on the current plans being implemented<br />
interview employees of the firm to determine the level of job s<strong>at</strong>isfaction<br />
set company-wide objectives and targets in line with the marketing plan<br />
evalu<strong>at</strong>e the marketing plans being implemented by the firm to see if they are still the best plans the firm<br />
can offer<br />
30. Which of the following would be relevant in the marketing company era?<br />
bringing all marketing activities together under the control of one department<br />
planning for five or more years ahead<br />
focusing on production<br />
reselling goods to consumers and intermediaries
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