1) Which of the following is an example of primary data that would be used by To

pps card company to determine popularity of its new hologram baseball card serie
s?
A. Data from sales records kept by exclusive dealers of Topp s hologram series
B. Sales records for baseball cards gathered by the industry s trade council.
*C. Input from focus groups that was put together specifically to discuss their
perception of popularity of the hologram card series.
D. An article about the hologram cards in a recent issue of Sports Illustrated
2) The systematic design, collection, analysis, and reporting of data and findin
gs relevant to a specific marketing situation facing the company is termed _____
__________.
*A. Marketing research
B. Top management
C. Marketing intelligence
D. The sales reporting system
3) Small companies can engage is marketing research in a number of creative and
inexpensive ways, including _______________.
A. Buying information from database companies like A.C. Nielsen
B. Using an online information service such as the internet
C. Using its own internal marketing research department
D. Setting up their own web site
4) The step in the marketing research process that includes determining who will
be sampled is to _______________.
A. Develop the research plan
B. Make the decision based on the project outcomes
C. Collect the information
D. Define the problem and research objectives
5) Rita Jenkins, president of the local Chamber of Commerce, had difficulty gett
ing members to assist in running the organization.
She felt it was because of lack of commitment to the Chamber. Her vice-presid
ent felt it was due to having too many meetings.
The organization s secretary felt it was because there were several other profe
ssional organizations to which the members also belonged.
If Rita wants to do research to determine the real reason why members do not
want to run for office, she should begin by ________________.
A. Defining the problem
B. Holding focus groups of members of other similar organizations to determine w
hether the problems the Chamber is facing are universal or local.
C. Developing the marketing research plan that she would employ
D. Evaluating the advantages the Chamber officers over other similar organizatio
n.
6) The second step in the marketing research process is ______________.
A. Define the problem and research objectives
B. Collection of the available sources for information needed
C. Decision regarding the research tools and target group
D. Development of the research plan
7) Marketing information systems are developed from internal company records, ma
rketing intelligence, and marketing research.
A. True
B. False
8) Data published by the government and data purchased from outside suppliers ca
n improve the quality of a company s marketing intelligence efforts.
A. True
B. False
9) The last step in marketing research is developing the research plan.
A. True
B. False
10) Lowe s home improvement stores strive to have nicer, more knowledgeable salesp
eople, a better product selection, and to maintain an impeccable image.
These are all part of improving the offer via _____________.
A. Increasing total customer value
B. Increasing the service value
C. Reducing the product s monetary costs to the buyers.
D. Reducing the buyer s nonmonetary costs
11) Which of the following is NOT a component part of total customer value?
A. Image value
B. Psychic value
C. Services value
D. Product value
12) ______________ is the difference between a prospective customer s evaluation o
f all the benefits and costs of an offering and the perceived alternatives.
A. Customer relationship management
B. Customer delivered value
C. Customer perceived value
D. Total customer cost
13) _____________ are relatively homogeneous and enduring divisions in society,
and may exhibit distinct product, brand, and media preferences.
A. Cultures
B. Demographic groups
C. Social classes
D. Subcultures
14) Each of the following is considered consumer behavior EXCEPT:
A. Acceptance of a political idea
B. Use of public transit
C. Production of a concert
D. Selection of a product
15) Which factors have the broadest and deepest influence on consumer behavior?
A. Psychological
B. Cultural
C. Social
D. Personal
16) The business market differs from the consumer market in that _____________.
A. It is a much smaller market in dollar volume than the consumer market
B. It is a much larger market with many more buyers than the consumer market
C. More product customization takes place in the consumer market
D. It acquires goods and services in order to use them for another purpose as op
posed to acquiring goods or services for personal consumption
17) Organizational buying is ______________.
A. A way a company can produce a greater variety of high-quality products at low
er cost, in less time, with less labor.
B. A process by which organizations recognize their needs for goods and services
C. The decision-making process by which organizations establish and satisfy thei
r needs for goods and services.
D. The practice of establishing strategic partnerships between manufacturers and
their suppliers.
18) The ____________ consists of all the organizations that acquire goods and se
rvices used in the production of other products or services that are sold, rente
d, or supplied to other customers.
A. Institutional market
B. Business market
C. Consumer market
D. Government market
19) Toyota, the maker of the Scion brand, using what kind of brand strategy with
Scion products?
A. Blanket family names
B. Separate family names
C. Individual names
D. Corporate names
20) Brands can play a number of specific roles within a company s brand portfolio.
For example, a __________ is positioned with respect to competitors brands so tha
t more important and profitable brands retain their desired positioning.
A. Low-end, entry level brand
B. Cash cow
C. High-end, prestige brand
D. Flanker
21) Which of the following is NOT an advantage of co-branding?
A. Helps position new products
B. Might contribute to overexposure of the brand
C. Generates additional sales from the existing target market
D. Provides more opportunities with new customers
22) In 2003, Toyota introduced its Scion brand with the aim of bringing younger
buyers into the family.
This was a classic example of _________________.
A. Line cannibalization
B. Line featuring
C. Line padding
D. Line stretching
23) ___________ are formal statements of expected product performance by the man
ufacturer.
A. General guarantees
B. Open pricing statements
C. Warranties
D. Promotional statements
24) Mazda s Miata convertible originally drew the most interest from women between
the ages of 35-55.
In order to interest more potential customers in the roadster, Mazda beefed up t
he model with heavier shocks and a faster engine, and then emphasized performanc
e in its advertising.
This is an example of creating a new product by ____________.
A. Product development strategy
B. Repositioning
C. Market diversification strategy
D. The development of a new product line
25) For $15 a day, Chlena will go to your home and feed, water, and play with yo
ur pet while you are on vacation. The service Chlena provides is an example of a
_____________.
A. Major service with accompanying minor goods and services
B. Tangible good with accompanying service
C. Pure service
D. Hybrid
26) Which of the following best describes the category in which the offering s ser
vice mix is distinguished? People patronize restaurants for both food and service
.
A. Pure service
B. Pure tangible good
C. Hybrid
D. Tangible good with accompanying services
27) Best Buy will often try to sell the buyer of a high end television monitor a
n extended warranty. This is an example of _______________.
A. Pure tangible good
B. Tangible good with accompanying services
C. Hybrid
D. Pure service
28) When customers buy on the basis of a reference price or because the price co
nveys a particular quality image to them, they are being influenced by _________
___.
A. Value augmented by perception
B. Value pricing
C. The going rates of competitors
D. The psychology of pricing
29) A common mistake in pricing is ____________________.
A. Setting prices independently of the rest of the market mix
B. Revising prices too often
C. Ignoring costs when setting prices
D. Considering price and price competition as a key problem in marketing
30) Scotty is in the process of opening Suburban Legends SK8S to sell boards, wh
eels, trucks, clothing, videos, and skateboarding related collectibles.
The first thing Scotty should do when setting the store s prices is to ___________
_.
A. Determine her target market
B. Estimate costs
C. Select a pricing method
D. Select a pricing objective
31) When Cyler goes to do his grocery shopping for the week he also likes to dro
p off his finished rolls of film and visit the bank at the same time.
He would also like the idea of having a package mailing service to use while he
is shopping. Cyler would enjoy doing his grocery shopping at a _______________.
A. Category killer
B. Combination store
C. Superstore
D. Hypermarket
32) Which of the following is NOT one of the four levels of retail services ment
ioned in the text?
A. Self-service
B. Staffed service
C. Self-selection
D. Limited service
33) Belk is a chain of stores found primarily in southern United States.
Each store carries several product lines and each line is managed separately by
a specialist buyer or merchandiser.
McRae s offers many types of customer service and its prices reflect that fact. Be
lk s is an example of a ____________.
A. Superstore
B. Factory outlet
C. Combination store
D. Department store
34) Which is the last major decision in international marketing?
A. Deciding on the marketing organization
B. Deciding how to enter the market
C. Deciding on the marketing program
D. Deciding which markets to enter
35) Because of Coca-Cola s size and power in the marketplace, they tend to dominat
e some members in the channel.
This allows them to require strong cooperation from resellers who carry Coke pro
ducts.
This is an example of a(n) _____________.
A. Horizontal marketing system
B. Administered vertical marketing system
C. Corporate vertical marketing system
D. Contractual vertical marketing system
36) McDonald s franchisees get a small discount when they pay their bills for supp
lies within the first seven days (when the due date is 30 days after delivery).
This is an example of ___________ within channel relations.
A. Territorial rights
B. Price policies
C. Sharing the risks
D. Conditions of sale
37) Advertising for Advil pain reliever shows Advil is superior to Tylenol. This
is an example of _________advertising.
A. Informative
B. Descriptive
C. Reminder
D. Persuasive
38) Assume you are advertising very expensive authentic Turkish carpets to upsca
le investors in Germany.
Credibility and prestige are important. The best medium for your advertising mes
sage is _____________.
A. Direct mail
B. Television
C. Magazine
D. Newspapers
39) Abercrombie & Fitch could use __________ advertising to reduce the cognitive
dissonance experienced by someone who recently purchased its brand of high-fash
ion,
high-priced clothing and wonders if they got the value for their money.
A. Informative
B. Persuasive
C. Reinforcement
D. Comparative
40) Which of the following is NOT a major mode of communications in the marketin
g communications mix?
A. Events and experiences
B. Advertising
C. Sales promotion
D. Satellite radio
41) Which is correct about noise in the communication process?
A. It has only one source
B. It is controllable
C. It mostly happens during the decoding stage
D. It interferes with intended communication
42) Bradford Soap, the second largest soap maker in the world, occasionally arra
nges tours of their plant in Warwick, Rhode Island.
This is part of what kind of communications platform?
A. Experiences
B. Public Relations
C. Personal selling
D. Sales promotion
43) The computer _______________ consists of the manufacturers of computer memor
y chips, monitors, keyboards, coaxial cables, modems, software, storage systems
(disks, hard drives, portable USB media), and those who install, repair, and mai
ntain systems and software.
A. Metamarket
B. Marketplace
C. Macromarket
D. Marketspace
44) __________ marketing aims to build long-term, mutually satisfying relationsh
ips with key parties customers, suppliers,
distributors in order to earn and retain their long-term preference and business.
A. Transaction-oriented
B. Business-to-business
C. Behavioral response
D. Relationship
45) Intel, one of the largest producers of integrated circuit chips, puts a grea
t deal of effort into expanding production of chips to drive down cost and thus
expand the market.
This is most indicative of the __________ concept.
A. Product
B. Production
C. Customer
D. Marketing
46) Marketing __________ is the art and science of choosing target markets and g
etting, keeping, and growing customers through creating, delivering, and communi
cating superior customer value.
A. integration
B. internally
C. management
D. segmentation
47) Which of the following is an example of a transfer?
A. Anne donates money to the American Cancer Society.
B. Ms. Kelly gives Bonnie a dozen cookies for walking her dog.
C. Ofeera buys a sweater at a flea market
D. Andi places the winning bid on a vase at an auction.
48) Communication of customer satisfaction results should be done internally (in
side the company or organization) for which of the following reasons?
A. To satisfy upper management that all is going well.
B. Communicating satisfaction findings externally would have little marketing va
lue.
C. You should not communicate satisfaction results internally for ethical reason
s.
D. To highlight good news and act on bad news.
49) _____________ is the key ingredient in many marketing campaigns and consists
of a diverse collection of incentive tools, mostly short term, designed to stim
ulate trial,
or quicker or greater purchase, or particular products or services by consumers
or trade.
A. Personal selling
B. Advertising
C. Public relations
D. Sales promotion
50) Within the last couple years several cosmetics manufacturers have introduced
non-clumping mascara. Revlon was one of these manufacturers.
Revlon should use ________ advertising to increase selective demand for its non-
clumping mascara.
A. Persuasive
B. Descriptive
C. Informative
D. Reminder
51) Public policy makers have developed a substantial body of laws and regulatio
ns to govern advertising.
For these reasons, an important step in developing an advertising campaign is __
___________.
A. The creative development of the message
B. Asking network censors what to cut out of the communication
C. Preparing a copy strategy statement
D. The social responsibility review
1) A marketing information system (MIS) consists of ___________.
A. A set of procedures and sources used by managers to obtain everyday informati
on and relevant developments in the marketing environment.
B. The systematic design, collection, analysis, and reporting of data and findin
gs relevant to a specific marketing situation.
C. An organized collection of comprehensive data about individual customers, pro
spects, or suspects that is currently accessible for marketing purposes.
D. The people, equipment, and procedures to gather, sort, analyze, evaluate, and
distribute needed, timely, and accurate information to marketing decision maker
s.
2) When Molly s parents retired, they decided they wanted to travel. They found an
ideal job that allows them to travel for free, but the only catch is they have
to stay at Holiday Inns. During each stay, they test all the amenities offered b
y the motel and evaluate each. The evaluation forms are sent to the motel headqu
arters where it becomes part of the motel s __________ systems.
A. Marketing research
B. Experiential research data
C. Accountability information system (AIS)
D. Marketing intelligence
2) Which of the following is NOT a step that might be used to improve the qualit
y of a firm's marketing intelligence?
A. Collecting competitive intelligence by buying a competitor's products
B. Motivating distributors to pass along important intelligence from the marketp
lace.
C. Watching how the stock market reacts to interest rate changes
D. Setting up a consumer panel

6) All of the following are steps in the marketing research process EXCEPT:
A. Collect the information
B. Present the findings
C. Compare data to government sources
D. Define the problem and research objectives
7) The last step in marketing research is developing the research plan.
A. True
B. False
8) Marketing information systems are developed from internal company records, ma
rketing intelligence, and marketing research.
A. True
B. False
9) The systematic collection, analysis, and reporting of data and findings relev
ant to specific marketing situations is called marketing research.
A. True
B. False
10) ______________ is the difference between a prospective customer's evaluation
of all the benefits and costs of an offering and the perceived alternatives.
A. Customer perceived value
B. Customer relationship management
C. Customer delivered value
D. Total customer cost
11) Lowe's home improvement stores strive to have nicer, more knowledgeable sale
speople, a better product selection, and to maintain an impeccable image. These
are all part of improving the offer via _____________.
A. Reducing the product's monetary costs to the buyers.
B. Increasing the service value
C. Reducing the buyer's nonmonetary costs
D. Increasing total customer value
12) Which of the following is NOT a component part of total customer value?
A. Services value
B. Psychic value
C. Product value
D. Image value
13) Lee is constantly begging his mother to buy him an iPod because the most pop
ular kids at his school all have one. His mother contends that he'll just break
it or lose the music player if she buys it for him. For Lee, the most popular ki
ds in his school are examples of a _______________.
A. Reference group
B. Social class
C. Subculture
D. Demographic group
14) Which factors have the broadest and deepest influence on consumer behavior?
A. Social
B. Cultural
C. Personal
D. Psychological
15) Within the United States, Southerners, Mormons, and Native Americans are exa
mples of:
A. Subcultures
B. Psychologically defined groups
C. Social classes
D. Cultures
16) The ____________ consists of all the organizations that acquire goods and se
rvices used in the production of other products or services that are sold, rente
d, or supplied to other customers.
A. Institutional market
B. Consumer market
C. Business market
D. Government market
17) The institutional market is best described as having _____________.
A. Demand elasticity and geographically concentrated suppliers
B. Contract negotiations and fluctuating demand
C. Low budgets and a captive clientele
D. Derived demand, geographically concentrated suppliers, and budgetary constrai
nts.
18) Business buying behavior differs from consumer buying behavior in that _____
____.
A. Fewer people typically participate in or influence business buying decisions
than in the consumer market.
B. [Answer Text]Businesses buy products to accomplish a single goal, which varie
s by industry and business.
C. The buyers for the business market are typically more geographically disperse
d than those for the consumer market and the demand for products and services in
the consumer market is unaffected by price fluctuations.
D. The demand for business goods and services is derived from consumer's final d
emand.
19) A ___________ is when a parent brand is used on a new product targeting a ne
w market segment within a category currently served by the parent.
A. Same company co-brand
B. Category extension
C. Line extension
D. Joint-venture co-brand
20) BMW, the maker of the Mini Cooper brand, is using what kind of brand strateg
y with its Mini products?
A. Blanket family names
B. Separate family names
C. Corporate names
D. Individual names
21) When Apple introduced its popular iPod Nano model, it dropped its Mini iPod
at the same time. The Mini was, at the time, the most popular mp3 player in the
marketplace. This is an example of __________.
A. Preemptive cannibalization
B. A brand shake-out
C. Product maturity
D. CEO Steve Job's large ego
22) Painting and consulting are considered industrial goods because ____________
__.
A. They are considered component materials"
B. Most firms do not seek them directly
C. They facilitate developing and managing the finished product
D. They are specialty goods
23) ___________ are formal statements of expected product performance by the man
ufacturer.
A. Promotional statements
B. Warranties
C. General guarantees
D. Open pricing statements
24) Marketers plan their market offerings at five levels. What is the correct or
der of the levels, going from most fundamental to the level with the most benefi
ts?
A. Expected-potential-basic-augmented-core
B. Core-basic-expected-augmented-potential
C. Potential-augmented-expected-core-basic
D. Basic-expected-augmented-core-potential
25) Mr. Tse and his family took a vacation to Washington, D.C. While there, they
bought souvenirs; t-shirts and hats to take home to family and friends who didn
't have the opportunity to go. The experience of the Tse's is an example of whic
h offering?
A. A hybrid
B. A pure service
C. A major service with accompanying minor goods and services
D. A tangible good with accompanying services
26) Which of the following best describes the category in which the offering's s
ervice mix is distinguished? People patronize restaurants for both food and servi
ce.
A. Tangible good with accompanying services
B. Pure tangible good
C. Pure service
D. Hybrid
27) Characteristics a buyer can evaluate before purchase are called ____________
___.
A. Experience qualities
B. Search qualities
C. Differentiation qualities
D. Credence qualities
28) When introduced in the late 1970s, personal computers had large initial dema
nd. People were interested in buying them to make writing and editing easier. Th
e earliest simple PCs were initially priced around $2,500. The manufacturers of
the first PCs were probably using a _________ pricing strategy.
A. Market-skimming
B. Cost-oriented
C. Market-penetration
D. Value-oriented
29) A common mistake in pricing is ____________________.
A. Considering price and price competition as a key problem in marketing
B. Revising prices too often
C. Setting prices independently of the rest of the market mix
D. Ignoring costs when setting prices
30) The introduction of a new product to the market using market-penetration pri
cing is most likely to be successful when _____________.
A. There must be no existing demand for the product
B. The unit costs of producing a small volume of the product are high
C. The high price communicates nothing to potential buyers
D. The market is highly price sensitive
31) Belk is a chain of stores found primarily in southern United States. Each st
ore carries several product lines and each line is managed separately by a speci
alist buyer or merchandiser. McRae's offers many types of customer service and i
ts prices reflect that fact. Belk's is an example of a ____________.
A. Superstore
B. Factory outlet
C. Department store
D. Combination store
32) A concept in retailing that helps explain the emergence of new retailers is
called the ___________ hypothesis.
A. Wheel-of-retailing
B. Retail life cycle
C. Product life-cycle
D. Service-assortment
33) Which of the following is NOT one of the four levels of retail services ment
ioned in the text?
A. Self-service
B. Staffed service
C. Limited service
D. Self-selection
34) Ayal and Zif argue that going into fewer countries is advisable when _______
____.
A. Population, income size and growth are low in the initial countries chosen.
B. Population and income size are high, and population growth is low in the init
ial countries chosen.
C. Population, income size, and growth are high in the initial countries chosen.
D. Population is low, and income size and growth are high in the initial countri
es chosen.
35) Because of Coca-Cola's size and power in the marketplace, they tend to domin
ate some members in the channel. This allows them to require strong cooperation
from resellers who carry Coke products. This is an example of a(n) _____________
.
A. Horizontal marketing system
B. Contractual vertical marketing system
C. Administered vertical marketing system
D. Corporate vertical marketing system
36) McDonald's franchisees get a small discount when they pay their bills for su
pplies within the first seven days (when the due date is 30 days after delivery)
. This is an example of ___________ within channel relations.
A. Conditions of sale
B. Territorial rights
C. Price policies
D. Sharing the risks
37) Abercrombie & Fitch could use __________ advertising to reduce the cognitive
dissonance experienced by someone who recently purchased its brand of high-fash
ion, high-priced clothing and wonders if they got the value for their money.
A. Comparative
B. Informative
C. Persuasive
D. Reinforcement
38) Assume you are advertising very expensive authentic Turkish carpets to upsca
le investors in Germany. Credibility and prestige are important. The best medium
for your advertising message is _____________.
A. Newspapers
B. Direct mail
C. Television
D. Magazine
39) Zhao is advertising her import-export business and wants to find the most co
st-effective way of delivering the desired number and types of message exposures
to her target audience. Zhao is considering her ________________.
A. Creative development and execution
B. Media selection
C. Marketing plan
D. Plan of attack
40) Which of the following would NOT be considered part of a marketing communica
tions program?
A. A sales promotion
B. Personal selling
C. Brand contact
D. An event sponsorship
41) __________________ are the means by which firms attempt to inform, persuade,
and remind customers about the products and brands they sell.
A. Marketing communications
B. Sales promotions
C. Mass communications
D. Brand images
42) Which of the following is NOT a major mode of communications in the marketin
g communications mix?
A. Satellite radio
B. Events and experiences
C. Advertising
D. Sales promotion
43) The computer _______________ consists of the manufacturers of computer memor
y chips, monitors, keyboards, coaxial cables, modems, software, storage systems
(disks, hard drives, portable USB media), and those who install, repair, and mai
ntain systems and software.
A. Metamarket
B. Marketspace
C. Marketplace
D. Macromarket
44) Intel, one of the largest producers of integrated circuit chips, puts a grea
t deal of effort into expanding production of chips to drive down cost and thus
expand the market. This is most indicative of the __________ concept.
A. Product
B. Marketing
C. Production
D. Customer
45) __________ marketing aims to build long-term, mutually satisfying relationsh
ips with key parties customers, suppliers, distributors in order to earn and retain
their long-term preference and business.
A. Transaction-oriented
B. Relationship
C. Business-to-business
D. Behavioral response
46) Which of the following is most closely associated with a proactive marketing
orientation?
A. It is about understanding and meeting customers' expressed needs.
B. The marketer focuses on the customers' latent needs.
C. It involves delivering superior value.
D. It represents the make and sell philosophy.
47) Marketing __________ is the art and science of choosing target markets and g
etting, keeping, and growing customers through creating, delivering, and communi
cating superior customer value.
A. management
B. integration
C. internally
D. segmentation
48) Communication of customer satisfaction results should be done internally (in
side the company or organization) for which of the following reasons?
A. You should not communicate satisfaction results internally for ethical reason
s.
B. To satisfy upper management that all is going well.
C. Communicating satisfaction findings externally would have little marketing va
lue.
D. To highlight good news and act on bad news.
49) Public policy makers have developed a substantial body of laws and regulatio
ns to govern advertising. For these reasons, an important step in developing an
advertising campaign is _____________.
A. The creative development of the message
B. The social responsibility review
C. Preparing a copy strategy statement
D. Asking network censors what to cut out of the communication
50) Within the last couple years several cosmetics manufacturers have introduced
non-clumping mascara. Revlon was one of these manufacturers. Revlon should use
________ advertising to increase selective demand for its non-clumping mascara.
A. Persuasive
B. Reminder
C. Informative
D. Descriptive
51) Hospitals are engaged in intense competition to fill maternity beds. What ty
pe of advertising would hospitals most likely use to advertise their new ameniti
es like Jacuzzis in every room, filet mignon or lobster on the menu, and afterno
on teas for the new mothers and their families?
A. Persuasive
B. Reminder
C. Informative
D. Descriptive
52) Brands can play a number of specific roles within a company s brand portfolio.
For example, a __________ is positioned with respect to competitors brands so th
at more important and profitable brands retain their desired positioning.
A. Cash cow
B. Flanker
C. High-end, prestige brand
D. Low-end, entry level brand
53) Which of the following is NOT an advantage of co-branding?
A. Might contribute to overexposure of the brand
B. Provides more opportunities with new customers
C. Generates additional sales from the existing target market
D. Helps position new products
54) Data published by the government and data purchased from outside suppliers c
an improve the quality of a company's marketing intelligence efforts
A. True
B. False
55) Which of the following best describes the unexpected level of company sales
based on a chosen marketing plan and an assumed marketing environment
A. Company sales forecast
B. Sales quota
C. Company demand
D. Market potential
56) For $15 a day, Chlena will go to your home and feed, water, and play with yo
ur pet while you are on vacation. The service Chlena provides is an example of a
_____________.
A. Tangible good with accompanying service
B. Hybrid
C. Major service with accompanying minor goods and services
D. Pure service
57) In 2003, Toyota introduced its Scion brand with the aim of bringing younger
buyers into the family. This was a classic example of _________________.
A. Line featuring
B. Line cannibalization
C. Line stretching
D. Line padding
58) Which of the following is NOT a step that might be used to improve the quali
ty of a firm s marketing intelligence
A. Watching how the stock market reacts to interest rate changes
B. Motivating distributors to pass along important intelligence from the marketp
lace
C. Collecting competitive intelligence by buying a competitor s products
D. Setting up a consumer panel
59) Typically, companies budget about 11-12 percent of company sales for marketi
ng research
A. TRUE
B. FALSE
60. A(n) ________________ is likely to offer informal advice and information abo
ut a product or product category
A. Opinion leader
B. Diversity marketing program
C. Primary reference group
D. Aspirational reference group
61) When SAP software added a Windows-style back button to its industrial invoice
management software, the new product ___________.
A. Improved upon an existing product
B. Used a new product line
C. Used a marketing diversification strategy
D. Added to an existing product line
62) Which is the last major decision in international marketing?
A. Deciding on the marketing program
B. Deciding which markets to enter
C. Deciding how to enter the market
D. Deciding on the marketing organization
63) Which is correct about noise in the communication process
A. It mostly happens during the decoding stage
B. It interferes with intended communication
C. It is controllable
D. It has only one source
64) Which of the following is an example of primary data that would be used by T
opps card company to determine popularity of its new hologram baseball card seri
es?
A. Sales records for baseball cards gathered by the industry s trade council
B. An article about the hologram cards in a recent issue of Sports Illustrated
C. Data from sales records kept by exclusive dealers of Topp s hologram series
D. Input from focus groups that was put together specifically to discuss their p
erception of popularity of the hologram card series
65) A marketing information system (MIS) consists of ___________.
A. An organized collection of comprehensive data about individual customers, pro
spects, or suspects that is currently accessible for marketing purposes
B. The systematic design, collection, analysis, and reporting of data and findin
gs relevant to a specific marketing situation
C. The people, equipment, and procedures to gather, sort, analyze, evaluate, and
distribute needed, timely, and accurate information to marketing decision maker
s
D. A set of procedures and sources used by managers to obtain everyday informati
on and relevant developments in the marketing environment
66) The step in the marketing research process that includes determining who wil
l be sampled is to
A. Collect the information
B. Develop the research plan
C. Define the problem and research objectives
D. Make the decision based on the project outcomes
67) Toyota, the maker of the Scion brand, using what kind of brand strategy with
Scion products
A. Individual names
B. Blanket family names
C. Separate family names
D. Corporate names
68) When customers buy on the basis of a reference price or because the price co
nveys a particular quality image to them, they are being influenced by
A. The going rates of competitors
B. Value augmented by perception
C. The psychology of pricing
D. Value pricing
69) A __________ pricing objective is suitable for a company that has overcapaci
ty, intense competition, and changing customer needs.
A. Maximum current revenue
B. Maximum sales growth
C. Survival
D. Maximum current profit
70) McDonald s franchisees get a small discount when they pay their bills for supp
lies within the first seven days (when the due date is 30 days after delivery).
This is an example of ___________ within channel relations.
A. Sharing the risks
B. Territorial rights
C. Price policies
D. Conditions of sales
71) About a year ago, Echo began renting her movies from Netflix. She perceived
Netflix to be a better source because of the enhanced selection, the responsive
customer service emails she has received in answer to her online queries, better
pricing, and less effort compared to renting from the store in her town. Netfli
x has offered Echo better _________ than the local competition
A. Total customer cost
B. Total customer value
C. Customer delivered value
D. Customer perceived value
72) Lowe s home improvement stores strive to have nicer, more knowledgeable salesp
eople, a better product selection, and to maintain an impeccable image. These ar
e all part of improving the offer via _____________.
A. Reducing the buyer s nonmonetary costs
B. Increasing total customer value
C. Increasing the service value
D. Reducing the product s monetary costs to the buyers
73) _____________ are relatively homogeneous and enduring divisions in society,
and may exhibit distinct product, brand, and media preferences.
A. Subcultures
B. Social classes
C. Demographic groups
D. Cultures
74) ______________ is the difference between a prospective customer s evaluation o
f all the benefits and costs of an offering and the perceived alternatives.
A. Customer delivered value
B. Customer perceived value
C. Total customer cost
D. Customer relationship management
75) Business buyers ______
A. Tend to be geographically concentrated with over half of them in seven states
B. Are geographically as diverse as consumers
C. Are largely concentrated in the southwestern United States
D. Use geographical dispersion to keep shipping costs low
76) Which of the following is the best example of pure service
A. A movie theater
B. A weight loss clinic that provides the consumer with its own brand of food
C. A lawn mowing service
D. A car repair shop
77) When Cyler goes to do his grocery shopping for the week he also likes to dro
p off his finished rolls of film and visit the bank at the same time. He would a
lso like the idea of having a package mailing service to use while he is shoppin
g. Cyler would enjoy doing his grocery shopping at a _______________.
A. Category killer
B. Combination store
C. Superstore
D. Hypermarket
78) Best Buy stores carry a deep assortment of the latest electronics gadgets. T
hey offer buyers a great deal of assistance and advice in making selections. Bes
t Buy would be an example of a
A. Factory outlet
B. Specialty store
C. Department store
D. Superstore
79) Convenience goods such as snack foods are sold through
A. Self-service
B. Full-service
C. Self-selection
D. Limited service
80) Because of Coca-Cola s size and power in the marketplace, they tend to dominat
e some members in the channel. This allows them to require strong cooperation fr
om resellers who carry Coke products. This is an example of a(n) _____________.
A. Horizontal marketing system
B. Administered vertical marketing system
C. Corporate vertical marketing system
D. Contractual vertical marketing system
81) Advertising for Advil pain reliever shows Advil is superior to Tylenol. This
is an example of _________advertising.
A. Reminder
B. Persuasive
C. Descriptive
D. Informative
82) Assume you are advertising very expensive authentic Turkish carpets to upsca
le investors in Germany. Credibility and prestige are important. The best medium
for your advertising message is
A. Direct mail
B. Newspapers
C. Magazine
D. Television
83) This is the use of mail, telephone, fax, email, or the Internet to communica
te directly with or solicit a response or dialogue from specific customers or pr
ospects.
A. Direct marketing
B. Viral marketing
C. Brand building
D. Personal selling
84) Bradford Soap, the second largest soap maker in the world, occasionally arra
nges tours of their plant in Warwick, Rhode Island. This is part of what kind of
communications platform
A. Sales promotion
B. Experiences
C. Personal selling
D. Events
85) The first computers originated for home use were only sold in kit form to te
chnical enthusiasts who did their own assembly. Demand was high and so were pric
es. At the time, the firm offering these kits would likely have been using the _
_________ concept
A. Production
B. Market
C. Technological
D. Product
86) The computer _______________ consists of the manufacturers of computer memor
y chips, monitors, keyboards, coaxial cables, modems, software, storage systems
(disks, hard drives, portable USB media), and those who install, repair, and mai
ntain systems and software
A. Marketspace
B. Metamarket
C. Macromarket
D. Marketplace
87) Which of the following is correct
A. A megamarket includes only suppliers
B. A metamarket is a huge store
C. A marketspace is a digital shopping area.
D. A metamediary is a physical marketplace
88) __________________ is/are an organization function(s) and a set of processes
for creating, communicating, and delivering value to customers and for managing
customer relationships in ways that benefit the organization and its shareholde
rs
A. Marketing
B. Ethics
C. Strategic planning
D. Management
89) Which of the following is NOT one of the Ms in marketing
A. Management
B. Measurement
C. Money
D. Mission
90) Hospitals are engaged in intense competition to fill maternity beds. What ty
pe of advertising would hospitals most likely use to advertise their new ameniti
es like Jacuzzis in every room, filet mignon or lobster on the menu, and afterno
on teas for the new mothers and their families?
A. Descriptive
B. Informative
C. Reminder
D. Persuasive
91) The number of different persons exposed to a particular media schedule at le
ast once during some specified time is the ___________ of an advertisement
A. Reach
B. Frequency
C. Iteration
D. Impact
92) The business market differs from the consumer market in that _____________.
A. It is a much smaller market in dollar volume than the consumer market
B. It is a much larger market with many more buyers than the consumer market
C. More product customization takes place in the consumer market
D. It acquires goods and services in order to use them for another purpose as op
posed to acquiring goods or services for personal consumption
93) Organizational buying is ______________.
A. A way a company can produce a greater variety of high-quality products at low
er cost, in less time, with less labor.
B. A process by which organizations recognize their needs for goods and services
C. The decision-making process by which organizations establish and satisfy thei
r needs for goods and services.
D. The practice of establishing strategic partnerships between manufacturers and
their suppliers
94) Mazda s Miata convertible originally drew the most interest from women between
the ages of 35-55. In order to interest more potential customers in the roadste
r, Mazda beefed up the model with heavier shocks and a faster engine, and then e
mphasized performance in its advertising. This is an example of creating a new p
roduct by ____________.
A. Product development strategy
B. Repositioning
C. Market diversification strategy
D. The development of a new product line
95) Which of the following best describes the category in which the offering s ser
vice mix is distinguished? People patronize restaurants for both food and service
.
A. Pure service
B. Pure tangible good
C. Hybrid
D. Tangible good with accompanying services
96) Best Buy will often try to sell the buyer of a high end television monitor a
n extended warranty. This is an example of _______________.
A. Pure tangible good
B. Tangible good with accompanying services
C. Hybrid
D. Pure service
97) Scotty is in the process of opening Suburban Legends SK8S to sell boards, wh
eels, trucks, clothing, videos, and skateboarding related collectibles. The firs
t thing Scotty should do when setting the store s prices is to ____________.
A. Determine her target market
B. Estimate costs
C. Select a pricing method
D. Select a pricing objective
98) __________ marketing aims to build long-term, mutually satisfying relationsh
ips with key parties customers, suppliers, distributors in order to earn and retain
their long-term preference and business.
A. Transaction-oriented
B. Business-to-business
C. Behavioral response
D. Relationship
99) _____________ is the key ingredient in many marketing campaigns and consists
of a diverse collection of incentive tools, mostly short term, designed to stim
ulate trial, or quicker or greater purchase, or particular products or services
by consumers or trade.
A. Personal selling
B. Advertising
C. Public relations
D. Sales promotion
100) Which of the following best describes the unexpected level of company sales
based on a chosen marketing plan and an assumed marketing environment?
A. Company sales forecast
B. Sales quota
C. Company demand
D. Market potential
101) Which of the following is NOT true about the selling concept?
A. It assumes that consumers must be coaxed into buying.
B. The selling concept is practiced most aggressively with unsought goods.
C. Firms tend to practice this selling concept when they have overcapacity
D. It always takes into account the greater societal good.
102) Which of the following is an example of a transfer?
A. Ms. Kelly gives Bonnie a dozen cookies for walking her dog.
B. Anne donates money to the American Cancer Society.
C. Andi places the winning bid on a vase at an auction.
D. Ofeera buys a sweater at a flea market
103) Small companies can engage in marketing research in a number of creative an
d affordable ways, including using the Internet or taking advantage of local uni
versity students who need business projects.
A. True
B. False
104) The systematic design, collection, analysis, and reporting of data and find
ings relevant to a specific marketing situation facing the company is termed ___
____________.
A. Top management
B. Marketing intelligence
C. Marketing research
D. The sales reporting system
105) According to the text, marketing means
A. Selling
B. Much more than selling and advertising
C. Producing and selling
D. Advertising
106) Which of the following statements best describes the modern view of marketi
ng
A. Marketing is concerned with generating a single exchange between a firm and a
customer
B. Marketing begins with anticipating potential customer needs
C. The job of marketing is to get rid of whatever the company is producing
D. Marketing should take over production, accounting, and financial services wit
hin a firm
107) ____________has been defined as a deeply held commitment to re-buy or re-pa
tronize a preferred product or service in the future despite situational influen
ces and marketing efforts having the potential to cause switching behavior
A. Loyalty
B. Satisfaction
C. Value-Delivery
D. Deep-Satisfaction
108) The___________ includes all the experiences the customer will have on the w
ay to obtaining and using the marketing offering.
A. Value proposition
B. Value-delivery system
C. Psychic cost
D. Rational buying process
109) Buyers of Harley-Davidson motorcycles are promised more than just a vehicle
they also are assured that the motorcycles will work well, and maintain good re
-sale value. Additionally, the Harley-Davidson brand represents freedom to many cu
stomers and potential customers. This latter idea is related to Harley s _______?
A. Warranty
B. Brand promise
C. Core positioning
D. Guarantee of complete satisfaction
110) Which of the following is true?
A. If marketers raise expectations too high, it won t attract enough customers
B. If the company sets expectations too low; the buyer is likely to be disappoin
ted
C. If the company sets expectations too low, exceeding buyer expectations become
s difficult
D. If marketers raise expectations too high, the buyer is likely to be disappoin
ted
111) A ________ is a person, household, or company that overtime yields a revenu
e stream that exceeds by an acceptable amount the marketers cost stream of attra
cting, selling and servicing that person, household, or company.
A. Good customer
B. Sales customer
C. Profitable customer
D. Strong customer
112) Which is true of competitive advantage?
A. Companies that hope to endure must continually invent new advantages
B. Benjamin Franklin first talked about by it
C. A customer advantage can be a customer advantage, even if customers do not va
lue it
D. It is the ability to copy the best practices of other companies
113) _________ is the process of managing detailed information about individual
customers and carefully managing all customer touch points to maximize customer lo
yalty
A. Customer relationship management
B. Prospect identification
C. Growing value equity
D. Add-on selling
114) Which of the following is not part of either of the two main ways to streng
then customer retention?
A. make switching involve high search costs
B. deliver high customer satisfaction
C. make leavers forfeit all future customer opportunities
D. make leavers lose their loyal-customer discounts or other privileges
115) Which is not one of the five levels of investment in customer relationship
building?
A. basic marketing
B. retroactive marketing
C. Accountable marketing
D. proactive marketing
116) Which is typically the most expensive step of marketing research process
A. problem definition
B. developing the research plan
C. information collection
D. information analysis
117) The last step in the marketing research process is to
A. create a database using the research results
B. determine the best solution to the problem
C. present the findings
D. analyze the information
118) The _______________ is the set of consumers who have a sufficient level of
interest in a market offer
A. market
B. target market
C. potential market
D. available market
119) A _______________ is the set goal for a product line, company division, or
sales representative
A. sales quota
B. sales budget
C. sales potential
D. sales forecast
120) A(n) _______________ is a gathering of 6 to 10 people who spend a few hours
with a skilled moderator to discuss a product, service, or other marketing enti
ty
A. focus group
B. intermediary team
C. agent group
D. consolidated group