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Marketing Final
Test Questions
144
Marketing
12/14/2011

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Term
The steps of the consumer decision-making process in order are:
Definition
e. Need recognition, information search, evaluation of alternatives, purchase, and post-purchase evaluation
Term
The debate over gay marriages is causing a great deal of furor, but it has done little to deplete the importance of the affluent gay market to businesses. Georgia Pacific and Mitchell Gold, a furniture manufacturer, are two companies that have implemented and maintained marketing mixes designed to meet the needs of lesbians and gays. To these companies and others, lesbians and gays are a desirable:
Definition
Target Market
Term
Stan's job is to walk the streets of Japan and locate fads. According to Stan, "japan is advanced. What will happen 10 years from now is already happening in Japan." What kind of research is Stan conducting?
Definition
Observation
Term
4. After a need or want is recognized, a consumer may be motivated to clarify the options available and generate an evoked set of brands. This occurs during which part of the consumer decision-making process?
Definition
Information Search
Term
5. Clorox saw sales of its bleach products suffer when it introduced laundry detergents with bleach as an added ingredient. This is an example of:
Definition
Cannibalization
Term
Another name for evoked set is:
Definition
Consideration Set
Term
_________ is the development of a specific marketing mix to influence potential customers' overall perception of a brand, product line, or organization in general, and is related to the place a product occupies in consumer's minds relative to competing offerings
Definition
Positioning
Term
8. If a researcher wanted to look at responses to vacation home ownership questions as they relate to age and occupation of the respondent, the analysis approach he or she would use is:
Definition
Cross Tabulation
Term
________ is a company-wide business strategy designed to optimize profitability, revenue, and customer satisfaction by focusing on highly defined and precise customer segments
Definition
d. Customer relationship management (CRM)
Term
10. When the Sara Lee Bakery Group introduced Iron Kids Crustless bread (to save mothers the time and effort of slicing the crusts off sandwiches), it was using:
Definition
Product Differentiation
Term
11. Data previously collected for purposes other than the one at hand are an important source of information as the researcher defines the problem. These data are called _________data.
Definition
Secondary Data
Term
12. All of the following are characteristics of culture EXCEPT:
Definition
Culture is an inherent trait
Term
13. An individualized marketing method that utilizes customer information to build long-term, personalized, and profitable relationships with each customer is referred to as:
Definition
One-to-One Marketing
Term
14. A value or attitude deemed acceptable by a group is called a(n):
Definition
norm
Term
15. Telephone interviews offer:
Definition
a. Speed in gathering data
Term
16. The process that creates changes in behavior is called:
Definition
learning
Term
17. _________ is the process of dividing a market into meaningful groups that are relatively similar and identifiable
Definition
Market Segmentation
Term
18. All of the following are types of probability examples EXCEPT:
Definition
Quota Sample
Term
19. The difference between traditional marketing and customer relationship marketing can be compared to the difference between:
Definition
d. Shooting a rifle and a shotgun
Term
20. Changing customer's perceptions of a brand in relation to competing brands is known as:
Definition
Repositioning
Term
A bowling alley operator could use ________ to determine why customers do not seem to like his bowling alley's new location.
Definition
Marketing Research
Term
22. A company that has a(n) ___________ customizes its product offerings based on data generated through interaction between the customer and the company.
Definition
Customer-Centric Focus
Term
When a firm serves two or more well-defined market segments with a distinct marketing mix for each, it is using a(n) ____________ targeting strategy.
Definition
Multisegment
Term
24. Which of the following is the BEST example of an internal stimulus that would create need recognition?
Definition
A headache
Term
25. Suppose the American Red Cross sent out a questionnaire that included the question "Why are so many people reluctant to donate blood?" This would be an example of a(n):
Definition
Open-Ended Question
Term
26. Dennis Haysbert in Allstate ads reminding consumers that they could be in a car crash or another event requiring insurance. Hence the slogan "You are in Good Hands with All State." These ads focus on which of Maslow's needs?
Definition
Safety Needs
Term
27. According to the criterion of ___________ a selected segment must be large enough to warrant developing and maintaining a special marketing mix. Serving the specific needs of this segment must be commercially viable, even if the number of potential customers is small.
Definition
Sustainability
Term
28. _________ is the process by which learned information from customers is centralized an shared in order to enhance the relationship between customers and the organization
Definition
Knowledge Management
Term
29. Income, ethnic background, gender, and age are all examples of ________ segmentation bases.
Definition
Demographic
Term
Andrea just purchased a trip to Jamaica as a present to her husband for their tenth wedding anniversary. Andrea is anxious about the trip, afraid Bill will not like her choice of location and worried she spent too much money. Andrea is experiencing:
Definition
Cognitive Dissonance
Term
Magazines like Martha Stewart Living, Better Homes & Gardens, and other magazines targeted to people who are interested in improving their personal spaces rely on ____________ segmentation.
Definition
Psychographic
Term
32. Which of the following is an example of a channel through which customer data are traditionally gathered?
Definition
All of These
Term
33. Families of police officers often alter information they hear about officers who die in the line of duty. __________ allows them to live and function without constant anxiety while their loved one is engaged in a potentially dangerous job.
Definition
Selective Distortion
Term
34. Military Spouses is the only publication in the world that targets readers who "are married to the military." Its content reflects the unique set of challenges, hardships, and rewards to those whose spouses are in the military. The marital status that has been used to distinguish the market for this magazine is an example of a(n):
Definition
Segmentation Base
Term
35. A ____________ is a central repository for data from various functional areas of the organization stored and inventoried on a centralized computer system so that information can be shared across all functional departments of the business.
Definition
Data Warehouse
Term
36. When Wilson, a manufacturer of tennis racquets, sent a team of researchers, designers, and tennis pros out to visit with 40 women tennis players of various abilities in locations from California to Florida to find out that women players want in a racquet, what kind of research were they conducting?
Definition
Primary
Term
37. Which of the following activities is most likely to be an example of routine response behavior?
Definition
Purchase of Toilet Paper
Term
38. Which of the following is a means of displaying or graphing, in two or more dimensions and location of products, brands, or groups of products in customers' minds?
Definition
Perceptual Mapping
Term
39. The market research problem:
Definition
Is information oriented
Term
40. When a consumer is purchasing an unfamiliar or expensive product, the consumer often uses the __________ process
Definition
Extensive Decision Making
Term
41. A furniture manufacturer wants to test how consumers will respond to furniture upholstered in fabric made from recycled plastic by having consumers feel and respond to the fabric. Which form of survey would allow it to do this?
Definition
Mall intercept
Term
42. Which type of list includes names and addresses of individuals who have responded to an offer of some kind?
Definition
Response List
Term
43. All of the following are individual factors influencing customer buying decisions EXCEPT:
Definition
Family
Term
44. Private Ears are earphones that a person with limited hearing can use to hear the television without turning the volume up full blast. That way, other family members with normal hearing can watch the television at the appropriate volume for them. Private Ears is using __________ segmentation
Definition
Benefit
Term
45. Leah wants to develop a mailing list of people who have participated in bicycle rides for charities. She has offered to purchase a list of last year's Alabama-based Ride for Life, which was held to raise funds for cancer research. Leah is building a(n) __________ list.
Definition
Compiled
Term
46. Reference groups can be categorized very broadly as either:

Definition
Direct or indirect
Term
_________ is the process of finding hidden patterns and relationships in the cutomer data stored in the data warehouse
Definition
Data mining
Term
he Detroit Tigers, a Major League Baseball team, used customer satisfaction surveys of season ticket holders to determine why the number of season ticket holders was declining. This survey was an example of a(n):
Definition
Touch Point
Term
49. In Miami, several radio stations broadcast in Spanish and play Latin music for the Hispanic people living in South Florida. The radio stations are using ___________ segmentation
Definition
Ethnic
Term
50. An individual's ___________ is a composite of psychological makeup and environmental forces. It provides consistency to an individual's reaction to situations
Definition
Personality
Term
1. Amy stopped by the grocery store to pick up a gallon of milk. As she was waiting to check out she noticed that Soap Opera Digest had an interesting story about one of her favorite characters. As Amy is a huge fan of the long running soap, she had to buy a copy. In this example, the Soap Opera Digest is an example of a(n) _________ product.
Definition
Convenience
Term
A 16-ounce bottle of Prairie Herb vinegar sells for $4.95, and a 16-ounce bottle of Heinz vinegar costs $1.05. Prairie Herb Vinegar is new to the market, perceived to be of higher quality, and provides a unique flavor to foods even though it is used in the same way as Heinz vinegar. Prairie Herb benegar is most likely using a __________ policy
Definition
Price-Skimming
Term
3. The two types of package labeling in common usage today are:
Definition
Informational and Persuasive
Term
4. A characteristic that customers may have difficulty assessing even after purchase because they do not have the necessary knowledge or experience is referred to as _________ quality.
Definition
Credence
Term
5. Sherrie is seven years old and wants to open a lemonade stand in her neighborhood. She is having a tough time deciding whether to base her pricing objectives on market share, dollar sales, or unit sales. Regardless of which she chooses, her pricing objective can be categorized as:
Definition
Sales Oriented
Term
6. Lands' End, a catalog retailer, offers a written satisfaction guarantee on all merchandise it sells. In other words, Lands' End gives its customers a(n) __________warranty
Definition
Express
Term
7. Pharmacies are new addition to Sam's Clubs. They could exert a greater influence on the marketplace for prescription drugs than their newness indicates. Sam's has a stated philosophy of marking up merchandise a maximum of 14 percent. When that philosophy is applied to prescription drugs, especially generics, warehouse club prices can be dramatically lower than those of conventional drug stores, supermarkets, or discount store pharmacies. Sam's is using a ______ strategy to convince consumers to use its pharmacies rather than its competitors.
Definition
Penetration Pricing
Term
8. Wal-Mart sells many heath and beauty aid products under the name, Equate. This brand can only be purchased in Wal-Mart stores and is an example of a(n) _______- brand.
Definition
Private
Term
9. The quantity of a product that will be sold at various prices for a specified period is called:
Definition
Demand
Term
10. Janet will only purchase Williams and Sonoma products for her kitchen. The products are expensive but Janet feels they have the highest quality and will last a very long time. These products represent _________ products.
Definition
Specialty
Term
11. Which of the following statements about pricing strategies throughout the product life cycle is FALSE?
Definition
a. With inelastic demand, price will be set low in the introduction stage
Term
12. A long-run drop in sales signals the beginning of which stage in the product life cycle?
Definition
Decline Stage
Term
13. A(n) ________ is the result of applying human or mechanical efforts to people or objects
Definition
Service
Term
14. In the mature and highly competitive furniture industry, you would expect furniture manufacturers to engage in:
Definition
A price war
Term
15. A ___________ is a legal term indicating the owner's exclusive right to use a brand name or other identifying mark
Definition
Trade Mark
Term
16. Profit maximization occurs when:
Definition
marginal revenue = marginal cost
Term
17. Along with it's Macintosh computer line, Apple markets it's iPod, iPhone, and AppleTV products. This is an abbreviated listing of the company's:
Definition
product mix
Term
18. The manager of a souvenir shop in Florida graphed the demand per week for fresh orange juice. The graph indicates a demand schedule that slopes downward and to the right. The graph indicates that the quantity demand increases as:
Definition
Price Decreases
Term
19. Maureen purchased a package of Bounce fabric sheets with Febreeze citrus scent. Since both brands were prominently listed on the package, this would be an example of:
Definition
Cobranding
Term
20. The typical break-even model assumes a given fixed cost and a:
Definition
constant average variable cost
Term
21. A(n) __________ is a consumer who was sufficiently satisfied with his or her trial experience with a product to proceed with some further usage.
Definition
Adopter
Term
22. While the sales of the Apple iPhone have been great from the beginning, when apple released its iPhone 3G cut the price of the iPhone for $399 to $199 sales exploded with one million iPhones sold the first weekend. Demand for the iPhone appears to be:
Definition
elastic
Term
23. During the ______ stage of the new-product development process, production starts, inventories are built up, with the product is shipped to distribution points, the sales force is trained, and advertising and promotion begin.
Definition
Commercialization
Term
24. The most popular method used by wholesalers and retailers is establishing a sales price is _________ pricing
Definition
Markup
Term
Which type of consumer product requires comparison shopping because it is usually ore expensive than a convenience
Definition
Shopping Product
Term
26. "Girls Just Wanna Have Funds" is a Washington, D.C. support group that consist of mostly young women that offers tips on budgeting and debt relief. Since you cannot evaluate the quality of the financial advice until after you have received it this is an example of the ________ characteristic of service
Definition
Experience Quality
Term
27. Which of the following statements describes and advantage of status quo pricing?
Definition
status quo pricing requires little planning
Term
28. The final stage in the new-product development process is:
Definition
Commercialization
Term
30. The degree in which a product can be used on a limited basis represents which product characteristic influenceing the rate of adoption?
Definition
Trialability
Term
31. A(n) ________ is a characteristic that can be easily assessed prior to purchase, such as the softness of a mattress or the color of curtains
Definition
Search Quality
Term
32. Consumers' responsiveness to sensitivity to changes in prices is known as
Definition
Elasticity of Demand
Term
33. The ________ is an element of a brand that cannot be spoken,
Definition
Brand mark
Term
34. State laws that put a lower limit on wholesale and retail prices are called _______. In states that have these laws, selling below cost is illegal.
Definition
Unfair trade practice acts
Term
35. The stages of the product life cycle in order, are:
Definition
b. Introduction, growth, maturity, decline
Term
36. A management consulting business stays in touch with its business customer with phone calls and greeting cards. It periodically sends out needs-assessment questionnaires and designs new services to meet the needs revealed in these surveys, This is an example of relationship marketing based on:
Definition
social bonds
Term
An organization is using ___________ when it sets its prices so that the total revenue is as large as possible relative to total costs.
Definition
profit maximization
Term
38. B.F. Goodrich has been manufacturing and marketing automotive tires for over one hundred years. It spends much of its marketing budget on short-term promotions aimed at stealing market share from Goodyear, Dunlap, and other tire manufacturers. From this information, you should know tires are in the ________ stage of their product life cycle
Definition
maturity
Term
39. The owner of a neighborhood hardware store has decided to sell a set of three padlocks for $5. He hopes the below-cost price for the locks will attract current and new customers who will also buy regularly priced items. The owner is encouraging store patronage through:
Definition
leader pricing
Term
40. _________- embrace products relatively early in the product life cycle, are likely to be community oriented and often are opinion leaders themselves
Definition
early adopters
Term
41. The two types of costs a marketer needs to consider when setting prices are:
Definition
variable and fixed
Term
42. After Mattel evaluated many new products to add to its Barbie product line and before any prototype was created, the toy manufacturer instructed the committee to select three of the ideas to present to a group of consumers. The consumer group was asked to evaluate the three product ideas in terms of their marketability. This stage of new-product development is called
Definition
concept testing
Term
43. __________ tries to get customers into the store with misleading advertising and then uses high -pressure selling to persuade the customer to buy something else more expensive
Definition
bait pricing
Term
44. Relationship marketing programs that are based on________ bonds have the strongest potential for sustaining long-term relationships with customers
Definition
financial, social, and structural
Term
Revenue:
Definition
e. Equals price of goods times quantity sold
Term
46. The _________ is the starting point in creating a marketing mix
Definition
product
Term
47. The Comcast Triple Play package includes cable television, internet, and telephone service for a significantly lower that the cost of the three services sold separately. This is an example of ________.
Definition
price bundling
Term
48. Mitch purchased a 32-inch high -definition tv right after they were introduced in the marketplace and paid over $8,000 for it. He has a masters degree in business and is well-informed about electronic products. He is venturesome and is always looking for new products to try. Mitch is best described as a(n):
Definition
Innovator
Term
49. Central Bark is a dog resort where pets are pampered. Which of the following is the BEST example of on eof the fixed cost?
Definition
a. Payment of the building used by Central Bark
Term
50. The first stage of the new-product development process is:
Definition
b. Establishing the new product strategy
Term
1. All of the following statements describe and advantage of personal selling over other forms of promotion EXCEPT
Definition
a. Personal selling is less expensive on a per contact basis
Term
The supply chain team does all of the following EXCEPT
Definition
d. Provides financing for distributors
Term
3. The two major categories of communications are:
Definition
d. Mass and interpersonal
Term
4. ___________ is distribution almost aimed at maximum market coverage. It is used for many convenience goods and supplies that need to be available in every outlet where the po9tential customer might want to buy them
Definition
c. Intensive distribution
Term
5. Marketers use public relations to:
Definition
d. Do all of these things
Term
6. For which of the following products would its producer be more likely to choose personal selling rather than advertising or sales promotion to market it?
Definition
b. High definition television
Term
7. Jones soda is positioned as the anti-coke in the early years, few mainstream retailers sold jones soda. Fans had to get their jones fix in surf shops tattoo parlors, and bookstores, adding to the brands' mystique. Jones soda used its _______ to create a competitive advantage
Definition
b. Distribution channel
Term
________ is marketing communication activities in which a short ter incentive is offered to induce the purchase of a particular good or service
Definition
b. Sales promotion
Term
9. To get more retailers to stock its products, Rust-=Oleum paint developed a strong advertising campaign aimed at customers. The ads show creative ways to use paint to make homes more attractive and emphasize that the paint doesn't chip, peel, or fade. Rust-Oleum is using a ________ promotional Strategy.
Definition
pull
Term
10. Krafts marketing efforts for its Macaroni and cheese include television commercial and magazine inserts. These activities are all activities associated with:
Definition
advertising
Term
11. Dell's fall back-to-school program allows students who buy a new laptop computer for college to get a free printer, The printer giveaway is a:
Definition
sales promotion
Term
12. A discrepancy of ________ is the difference between the amount of product produced and the amount an end user wants to buy.
Definition
quantity
Term
General Mills
Definition
consumer education
Term
14. The three basic functions of channel intermediaries perform are:
Definition
Transactional, logistical, and facilitating
Term
15. The goal of any effective materials-handling system is to:
Definition
d. Move items quickly with minimal handling
Term
16. A channel of communication is:
Definition
e. Any communication medium
Term
17. Rolex is an expensive brand of watches. The company has a policy that only having one or two dealers within a given large geographic area. Buyers of Rolex watches will travel to acquire just the right watch. This is an illustration of which level of distribution intensity?
Definition
Exclusive
Term
18. _______ are promotional exhibits set up at the retailers location to build traffic, advertise the product, or induce impulse buying. They are targeted to consumers
Definition
a. Point-of-purchase displays
Term
19. Certified Grocers Midwest
Definition
c. Discrepancy of assortment
Term
20. The growers of Vidalia onions
Definition
b. Motor carriers (trucks)
Term
21. Public info about a company, good, or service appears in the mass media as a news item is:
Definition
publicity
Term
22. All of the following statements characterize the traditional personal selling approach EXCEPT:
Definition
a. Traditional personal selling takes a team approach to the account
Term
Which of the following assists supply chain member in achieving measurement integration by assessing the cost associated with each supply chain activity?
Definition
a. Activity based costing
Term
24. Which public relations tools involves a company spending money to support an issue, cause, or event that is consistent with corporate objectives?
Definition
a. Sponsorship
Term
25. Long Island Lefty
Definition
b. Merchant wholesaler
Term
26. The standards set by measuring the best , quickest, and most efficient work practices are called
Definition
a. Benchmarks
Term
27. The capacity of a particular marketing channel member is control or influence the behavior of other channel member is known as:
Definition
a. Channel power
Term
____ is used by public relations specialists to handle the effects of unfavorable publicity
Definition
a. Crisis management
Term
29. Timely and geographically flexible
Definition
b. Newspaper
Term
31. Retailers and merchant wholesalers are example s of intermediaries that:
Definition
a. Take title to a product
Term
32. Peachtree Windows
Definition
a. Supply chain management
Term
33. Ads on shopping carts
Definition
b. Alternative media
Term
35. Informative promotion is generally used
Definition
b. During the early stages of the product life cycle
Term
37. Trade magazine targeted to vegetarians
Definition
e. Push
Term
38. Replenishment of raw materials, supplies and components
Definition
Materials requirement planning
Term
39. Performed by promotion
Definition
d. Persuading
Term
40. Edible arrangements
Definition
a. Pioneering
Term
41. Rick purchased a Xerox color printer
Definition
d. Rebate
Term
43. Patronize that firm rather than competitors is called:
Definition
Competitive advantage
Term
44. Darrell purchased a five pound bag of 9 lives cat food
Definition
d. Premium
Term
45. Television is example of advertising:
Definition
a. Medium
Term
46. Prospecting is
Definition
Lead generation
Term
47. Salespeople ensure the delivery schedules are met: final step in selling process
Definition
d. Follow up
Term
48. Mod of transportation that provides the most accessibility is
Definition
c. Truck freight
Term
49. Encoding is
Definition
a. Conversion of the senders ideas and thoughts into a message