1. The choice between high markups and high volume is part of which of the following retailer marketing decisions?
(a) Target market decisions
(b) Product assortment and services decisions
(c) Pricing decisions
(d) Promotion decisions
(a) Target market decisions
(b) Product assortment and services decisions
(c) Pricing decisions
(d) Promotion decisions
2. All of the following factors can affect the attractiveness of a market segment EXCEPT?
(a) the presence of many strong and aggressive competitors
(b) the likelihood of government monitoring
(c) actual or potential substitute products
(d) the power of buyers in the segment
(a) the presence of many strong and aggressive competitors
(b) the likelihood of government monitoring
(c) actual or potential substitute products
(d) the power of buyers in the segment
3. The type of sales force structure in which the sales force sells along product lines is called a ______?
(a) territorial sales force
(b) product sales force
(c) customer sales force
(d) retail sales force
(a) territorial sales force
(b) product sales force
(c) customer sales force
(d) retail sales force
4. Technological advances, shifts in consumer tastes, and increased competition, all of which reduce demand for a product are typical of which stage in the PLC?
(a) decline stage
(b) introduction stage
(c) growth stage
(d) maturity stage
5. Costs that do not vary with production or sales levels are called _____?
(a) fixed costs
(b) variable costs
(c) standard costs
(d) independent costs
(a) decline stage
(b) introduction stage
(c) growth stage
(d) maturity stage
5. Costs that do not vary with production or sales levels are called _____?
(a) fixed costs
(b) variable costs
(c) standard costs
(d) independent costs
6. The advantages of audience selectivity, no ad competition and personalization apply to which type of media?
(a) Newspapers
(b) Television
(c) Direct Mail
(d) Radio
(a) Newspapers
(b) Television
(c) Direct Mail
(d) Radio
7. If your company were to make a product such as a suit of clothes and sold that product to a retailer, your company would have sold to the _______market?
(a) reseller
(b) business
(c) government
(d) service
(a) reseller
(b) business
(c) government
(d) service
8. The shrinking of distances due to technological advance such as computer and fax connections by telephone, are one characteristic of what new challenge to marketing?
(a) Rapid globalization
(b) The changing world economy
(c) The call for more socially responsible marketing
(d) The micro-chip revolution
9. The goal of the marketing logistics system should be to provide ______?
(a) a targeted level of promotional support.
(b) a targeted level of customer service at the least cost.
(c) a targeted level of transportation expense ratio.
(d) a targeted level of field support.
10. The practice of going after a large share of a smaller market or subsets of a few markets is called _____?
(a) undifferentiated marketing
(b) differentiated marketing
(c) concentrated marketing
(d) turbo marketing
(a) Rapid globalization
(b) The changing world economy
(c) The call for more socially responsible marketing
(d) The micro-chip revolution
9. The goal of the marketing logistics system should be to provide ______?
(a) a targeted level of promotional support.
(b) a targeted level of customer service at the least cost.
(c) a targeted level of transportation expense ratio.
(d) a targeted level of field support.
10. The practice of going after a large share of a smaller market or subsets of a few markets is called _____?
(a) undifferentiated marketing
(b) differentiated marketing
(c) concentrated marketing
(d) turbo marketing
11. _____ has the advantage of being high in selectivity; low cost, immediacy, and interactive capabilities?
(a) Direct Mail
(b) Outdoor
(c) Online
(d) Radio
(a) Direct Mail
(b) Outdoor
(c) Online
(d) Radio
12. Marketers are sometimes accused of deceptive practices that lead consumers to believe they will get get more value than they actually do. ____ includes practices such as falsely advertising “factory” or “wholesale” prices or a large price reduction from a phony high retail price?
(a) Deceptive promotion
(b) Deceptive packaging
(c) Deceptive pricing
(d) Deceptive cost structure
(a) Deceptive promotion
(b) Deceptive packaging
(c) Deceptive pricing
(d) Deceptive cost structure
13. Each salesperson is assigned to an exclusive area in which to sell the company’s full line of products or services in which type of sales force structure?
(a) Territorial sales force
(b) Product sales force
(c) Customer sales force
(d) Hybrid sales force
(a) Territorial sales force
(b) Product sales force
(c) Customer sales force
(d) Hybrid sales force
14. Setting the promotion budget so as to match the budgets of the competition is characteristic of which of the following budget methods?
(a) Affordable method
(b) Percentage-of-Sales method
(c) Competitive-and-parity method
(d) Objective -and-task method
(a) Affordable method
(b) Percentage-of-Sales method
(c) Competitive-and-parity method
(d) Objective -and-task method
15. ____ is screening new-product ideas in order to spot good ideas and drop poor ones as soon as possible.
(a) Idea generation
(b) Concept development and testing
(c) Idea screening
(d) Brainstorming
(a) Idea generation
(b) Concept development and testing
(c) Idea screening
(d) Brainstorming
16. A company is in the _____ stage of the new product development process when the company develops the product concept into a physical product in order to assure that the product idea can be turned into a workable product?
(a) product development
(b) commercialization
(c) marketing strategy
(d) business analysis
(a) product development
(b) commercialization
(c) marketing strategy
(d) business analysis
17. If a government uses barriers to foreign products such as biases against a foreign company’s bids, or product standards that go against a foreign company’s product features, the government is using ____?
(a) protectionism
(b) exchange controls
(c) exchange facilitators
(d) non-tariff trade barriers
(a) protectionism
(b) exchange controls
(c) exchange facilitators
(d) non-tariff trade barriers
18. When personal interviewing involves inviting six to ten people to gather for a few hours with a trained interviewer to talk about a product, service, or organization, the method is called ______?
(a) selective sponsorship
(b) probing
(c) focus group interviewing
(d) the Delphi method
(a) selective sponsorship
(b) probing
(c) focus group interviewing
(d) the Delphi method
19. The most logical budget setting method is found in the list below. Which is it?
(a) Affordable method
(b) Percentage-of-Sales method
(c) Competitive-parity method
(d) Objective-and-task method
(a) Affordable method
(b) Percentage-of-Sales method
(c) Competitive-parity method
(d) Objective-and-task method
20.One common misuse of marketing research findings in contemporary business is the tendency for marketing research to _______?
(a) become a vehicle for pitching the sponsor’s products
(b) become a vehicle for discriminating in the marketplace
(c) become a means for raising prices
(d) become a means for unfair competition
(a) become a vehicle for pitching the sponsor’s products
(b) become a vehicle for discriminating in the marketplace
(c) become a means for raising prices
(d) become a means for unfair competition
0 comments:
Post a Comment