1. (p. 15) Until recently, good PC software for
producing digital videos was not available, but was much in demand by
businesses. The first companies to produce a specific type of program had good
sales even though they did little promotion and their programs were not
"user-friendly." It seems that many of these "innovators"
operated as if they were in the:
production
era.
2. (p. 7) The aim of marketing is to
identify
customers' needs and meet those needs so well that the product almost
"sells itself."
3. (p. 17) Which of the following is LEAST LIKELY to
be found in a production-oriented firm?
Producing goods that exactly meet the customer's needs.
4. (p. 10-11) Concerning the "universal functions
of marketing," which of the following statements is
FALSE?
None of the above is false.
5. (p. 10-11) The universal functions of marketing
not every firm must perform all of the marketing functions.
6. (p. 13) In a market-directed economy:
the individual decisions of the many producers and consumers make the macro-level decisions for the whole economy.
7. (p. 16) The _________________ era is a time when a
company emphasizes selling because of the increased competition in the external
environment
Sales
8. (p. 10) Which of the following is NOT true about
intermediaries?
They always increase total expenses for a product.
9. (p. 43) A marketing program blends all of the
firm's marketing plans into one "big" plan and is the responsibility
of the whole company.
TRUE
10. (p. 50) Differentiation refers to the
______________ of the firm's marketing mix to meet the needs of the target
market.
uniqueness
11. (p. 39) An appropriate marketing mix should be
determined _______ by the needs of a target market.
PRIMARILY
12. (p. 38) The Price area of the marketing mix:
?
13. (p. 47) Which of the following best illustrates a
"breakthrough opportunity?"
A drug
company develops a patented pill that people can take once a year and safely
avoid catching a cold.
14. (p. 38) In general, no single element of the
"four Ps" is more important than the others.
TRUE
15. (p. 80-81) When evaluating the potential of possible
opportunities (product-market strategies), a marketing manager should:
evaluate
each opportunity over the life of the project, since short-term losses may hide
long-term profitability
16. (p. 61) Earning a profit probably should be one of
the objectives of a firm, but it should not be the only one.
TRUE
17. (p. 75) The Sherman Act is primarily designed
to:
prevent monopolies or conspiracies in restraint of trade.
18. (p. 72) Strong sentiments of nationalism
facilitate growth in importing and exporting.
FALSE
19. (p. 77-78) More women working outside the home and
greater interest in leisure are examples of changes in the ______________
environment.
cultural and social.
20. (p. 96) Marketing-oriented managers see segmenting
as a process of aggregating people with similar needs into a group.
TRUE
21. (p. 108) The seven-step approach to market
segmentation begins to consider whether a particular group can be profitable to
the firm in Step 1—and that is a major consideration throughout all seven
steps.
FALSE
22. (p. 93) A product-market definition should
include:
All of the above.
23. (p. 104-105) The first step in segmenting international
markets is to group countries that are close to each other into "common
markets."
FALSE
24. (p. 106-107) In the seven-step approach, qualifying
dimensions are identified in Step 3 but determining dimensions are not
identified until Step 4.
TRUE
25. (p. 92) A firm's "relevant market for finding
opportunities" should:
be bigger than the firm's present product-market—but not so big that the firm couldn't be an important competitor.
26. (p. 105) The seven-step approach is a "best
practice" approach to the ideas discussed in Exhibit 2-10.
TRUE
27. (p. 139) The traditional family flow, according to
the family life cycle, does not include people who are
middle-aged divorced without dependent children.
28. (p. 129-130) Regarding changing population
patterns areas
with rapid population growth may offer
the most attractive marketing opportunities.
29. (p. 165) What is the level of involvement in a
purchase decision for a small kitchen appliance?
Limited
30. (p. 154) _____ is a change in a person's thought
processes caused by prior experience.
Learning
31. (p. 148) Which of the following would be most
helpful for predicting why a final consumer selects one of several similar
brands?
behavioral science theories
32. (p. 166) Dissonance is:
tension
caused by uncertainty about the rightness of a decision
33. (p. 154-155) Which of the following is an example of
using a cue to attract consumers?
All of the above are examples.
34. (p. 165) Which of the following products probably
would result in the lowest involvement purchase for most consumers?
Paper
towels
35. (p. 178) In a buying center, which of the following
are likely to be influencers?
People
who supply information for evaluating alternatives.
36. (p. 179) Vendor analysis:
Is
a formal rating of suppliers on all relevant areas of performance.
37. (p. 182) Regarding new-task organizational buying,
which of the following persons is LEAST likely to be involved?
a
competitor's purchasing manager
38. (p. 182) A vendor is MOST likely to make a sale if
the buyer has bought from the vendor before and is doing:
straight
rebuy buying.
39. (p. 182) Which of the following buying situations
gives a seller the most chance for promotion impact?
New-task
buying
40. (p. 195) Regarding the government market,
government is the largest customer group in the
United States
spending
about 30 percent of GDP.
41. (p. 190-191) Regarding the size of manufacturing
concerns, large firms (with more than 250 employees)
are
few in number but their employees account for nearly half of all employed
people.
42. (p. 189) Which of the following situations would
involve negotiated contract buying?
design
and manufacture a new computer accessory
43. (p. 209) _____ is an informal study of what
information is already available in the problem area.
Situation analysis
44. (p. 208) Which of the following is NOT part of the
five-step marketing research process discussed in the text?
Developing
the marketing information system (MIS).
45. (p. 202-203) Regarding marketing research,
a good researcher will understand the marketing problem as well as the technical
details of marketing research.
46. (p. 215) Mail surveys:
All
of the above are true
47. (p. 207) The scientific method in marketing
research
forces
an orderly research process.
48. (p. 207) A decision-making approach that focuses on
being objective and orderly in testing ideas before accepting them is
the:
scientific method.
49. (p. 213) A consumer products manufacturer wants
consumer reaction to its existing products. Interaction is considered important
to stimulate thinking. The firm should use:
focus
group interviews.
50. (p. 202-203) Which of the following statements BEST
reflects the point of view of the text with respect to marketing
research?
"When
we work with outside marketing research specialists, we expect them to take the
time to really understand the problem we are trying to solve."
51. (p. 213) An interview with 6 to 10 people in an
informal group setting is called a(an):
focus
group interview.
52. (p. 224-225) Regarding international marketing
research:
Companies
with operations in several countries often try to centralize some marketing
research functions to reduce costs.
53. (p. 214) Marketing research which seeks structured
responses that can be summarized is called:
quantitative
research.
54. (p. 248) ___________ shopping products are products
that the customer sees as basically the same and wants at the lowest
price.
Homogeneous
55. (p. 241) Products which have no brand other than
the identification of their contents are called
generic
products.
56. (p. 244) A "universal product code"
(UPC):
identifies
a product with a mark which can be "read" by electronic scanners.
57. (p. 249) Which of the following statements about
consumer products is true?
Unsought
products are not shopped for at all.
58. (p. 249-250) Consumer products which consumers do not
yet want or know they can buy - and probably would not buy without special
promotion even if they saw them - are called:
unsought
products.
59. (p. 274) From a "social responsibility"
viewpoint, marketers should try to design and sell:
desirable
products.
60. (p. 264) The shape, length, and current stage of a
product life cycle may vary depending:
All
of the above.
61. (p. 304-305) "Ideal market exposure" should
make a product widely enough available to satisfy target customers' needs, but
not exceed them.
TRUE
62. (p. 310) Of the six basic kinds of involvement in
international marketing, exporting is the least permanent.
TRUE
63. (p. 310) Exporters usually work with specialists
who can handle international problems such as customs, taxes, exchange rates,
and shipping.
TRUE
64. (p. 331) Efforts to reduce the environmental
efforts of transporting usually increase the firm's distribution costs.
TRUE
65. (p. 319) According to the "physical
distribution concept":
all
transporting, storing, and product-handling activities of a business and a
whole channel system should be coordinated as part of one system.
66. (p. 322-323) Every firm should try to use the
just-in-time approach to physical distribution.
FALSE
67. (p. 325) Which of the following statements about
electronic data interchange is FALSE?
EDI
has not yet spread to international markets.
68. (p. 327-329) Regarding alternative transporting modes,
which of the following statements is TRUE?
All
of the above are true
69. (p. 344) _________ specialize in certain lines of related products rather than a wide assortment.
Limited-line
stores
70. (p. 359) Which of the following is not a type of
service wholesaler?
Cash-and-carry
71. (p. 345) Which of the following retailers was the
first to adopt the mass-merchandising concept?
supermarkets.
72. (p. 345) Department stores:
All of the above are true.
73. (p. 359) Regarding merchant wholesalers, which of
the following statements is TRUE?
All
of the above are true.
74. (p. 352) The idea that new types of retailers begin
as low-status, low-margin, low-price operators and then—if successful—evolve
into more conventional retailers offering more services is called the:
wheel
of retailing theory.
75. (p. 349) Telephone and direct-mail retailing:
profit
margins have been falling because of increased competition.
76. (p. 345) The "mass-merchandising"
concept:
focuses
on increasing sales and speeding turnover by lowering prices
77. (p. 328) At least ________ percent of all freight
shipped in the United States moves by trucks—at least part of the way—from
producer to user.
75
78. (p. 323) A supply chain:
includes
all the activities involved in procuring materials, transforming them into
products, and distributing them to customers.
79. (p. 331) Storing:
is
necessary when production does not match consumption.
80. (p. 360) Drop-shippers:
do
not stock the products they sell
81. (p. 347) A "supercenter":
is concerned with providing all of the customer's routine needs at a low price.
82. (p. 345) Supermarkets:
Are
designed to maximize efficiency.
83. (p. 347) Supercenters are also known as
hypermarkets
84. (p. 347) A "supercenter":
tries to provide all of a customer's routine needs—at a low price
85. (p. 410) Which of the following is a good example
of a sales technology?
all of the above
86. (p. 412) According to the text, to recruit,
motivate, and keep good salespeople, a firm has to
develop
an effective compensation plan.
87. (p. 413) All of the following are payment methods
for personal selling except
tax
deductions.
88. (p. 413) A merchant wholesaler who wants to provide
the most INCENTIVE in his sales force payment plan should use:
straight
commission.
89. (p. 446-447) Which of the following is a possible
outcome of a sales promotion?
All
of the above.
90. (p. 444) Research to evaluate advertising
effectiveness:
includes
experiments conducted using split runs on cable TV systems.
91. (p. 430) Institutional advertising:
tries
to develop goodwill for a company or even an industry.
92. (p. 463) Which of the following statements about a
flexible- price policy is True?
Flexible
pricing often involves price negotiation between the buyer and seller.
93. (p. 470) A marketing manager might offer a cash
discount to channel members to:
encourage
buyers to pay their bills quickly.
94. (p. 502) Customers are likely to be less price
sensitive when:
the
greater the significance of the end benefit.
95. (p. 501) In marginal analysis, the profit
maximizing point is the point at which:
The
difference between total revenue and total cost is maximized.
96. (p. 523-524) The best way to break down and analyze
sales data is
any
of the above, depending on the situation.
97. (p. 526) Performance analysis:
may
be based on several different performance indexes.
98. (p. 524) Sales analysis:
All
of the above are true.
99. What kind of promotion is PSI using when it publishes catalogs
and exhibits in trade shows?
Sales
promotion
100. (p. 580-585) Improving both micro-marketing and
macro-marketing may require:
