14 Aug MKT 421 Final Exam 1) Big Fizz Co., a manufacturer of cola-flavored drinks, wan

MKT 421 Final Exam

1) Big Fizz Co., a manufacturer of
cola-flavored drinks, wants to add packaged fruit juices to its existing
product line. Big Fizz must make some decisions regarding packaging and
branding the fruit juices. These decisions would fall under which variable of
the marketing mix?
A. Product
B. Place
C. Promotion
D. Price

2) Hewlett-Packard sells personal
computers through specialty computer stores, electronics superstores, and its
own Internet site. What is the marketing mix variable that is being considered
here?
A. Price
B. Promotion
C. Product
D. Place

3) Marketing strategy planners
should recognize that:
A. target markets should not be large and spread out
B. mass marketing is often very effective and desirable
C. large firms like General Electric, Target, and Procter & Gamble are too large
to aim at clearly defined markets
D. target marketing is not limited to small market segments

4) Target marketing, in contrast to
mass marketing,
A. is limited to small market
segments
B. assumes that all customers are basically the same
C. ignores markets that are large and spread out
D. focuses on fairly homogeneous market segments

5) The process of naming broad
product-markets and then dividing them in order to select target markets and
develop suitable marketing mixes is called:
A. market penetration
B. market segmentation
C. market development
D. market research

6) ______________ is the process of
naming broad product-markets and then segmenting these broad product-markets in
order to select target markets and develop suitable marketing mixes.
A. Market positioning
B. Market segmentation
C. Mass marketing
D. Diversification

7) Marketing research which seeks
structured responses that can be summarized is called
A. focus group research
B. quantitative research
C. qualitative research
D. situation analysis research

8) One of the major disadvantages of the focus group interview approach is that
A. ideas generated by the group
cannot be tested later with other research
B. it is difficult to measure the results objectively
C. it is difficult to get in-depth information about the research topic
D. there is no interviewer, so the research questions may not be answered

9) When focus group interviews are used in marketing,
A. each person in the group answers
the same questionnaire, to focus the discussion
B. the typical group size is 15 to 20 typical consumers whether online or off-line

C. it is primarily as a follow-up to more quantitative research
D. the research conclusions will vary depending on who watches the interview whether
online or off-line

10) Focus groups
A. are usually composed of 10 to 15
people as participants
B. yield results that are largely dependent on the viewpoint of the researcher
C. always do a good job of representing the broader target market
D. have a low cost per participant

11) A small manufacturing firm has
just experienced a rapid drop in sales. The marketing manager thinks that he
knows what the problem is and has been carefully analyzing secondary data to
check his thinking. His next step should be to
A. conduct an experiment
B. develop a formal research
project to gather primary data
C. conduct informal discussion with
outsiders, including intermediaries, to see if he has correctly defined the
problem
D. develop a hypothesis and predict
the future behavior of sales

12) The marketing manager at
Massimino & McCarthy, a chain of retail stores that sells men’s clothing,
is reviewing marketing research data to try to determine if changes in marketing
strategy are needed. Which of the following sources of data would be a
secondary data source?
A. Looking through the company’s
marketing information system to
see past sales trends
B. Reviewing videotapes of a recent
focus group
C. Making phone calls to some of
the best customers to learn
their interest in a new line of clothing
D. Spending time in stores
observing customers’ behavior

13) Which of the following
statements about consumer products is true?
A. Convenience products are those
that customers want to buy at the lowest possible price.
B. Shopping products are those
products for which customers usually want to use routinized buying behavior.
C. Specialty products are those
that customers usually are least willing to search for.
D. Unsought products are not
shopped for at all.

14) The attitudes and behavior
patterns of consumers making a purchasing decision are part of the
A. political environment
B. social and cultural environment
C. competitive environment
D. firm’s resources and objectives

15) The observing method in
marketing research
A. uses personal interviews
B. may require customers to change
their normal shopping behavior
C. is used to gather data without
consumers being influenced by the process
D. is not suitable for obtaining
primary data

16) The first step in market
segmentation should be
A. deciding what new product you
could develop
B. evaluating what segments you
currently serve
C. finding a demographic group
likely to use your products
D. defining some broad
product-markets where you may be able to operate profitably

17) The product life cycle
A. describes the stages a new
product idea goes through from beginning to end
B. has three major stages
C. applies to categories or types
of products as opposed to brands
D. shows that sales and profits
tend to move together over time

18) Which of the following is one
of the product life cycle stages?
A. Market analysis
B. Market growth
C. Market feedback
D. Market research

19) While watching a television
program, Liza gets a phone call just as a commercial is starting. She presses
the mute button on the television’s remote control and takes the call, so she
pays no attention to the commercial. In terms of the communication process, the
telephone call is an example of what?
A. Encoding
B. Noise
C. Decoding
D. Feedback

20) Which of the following
functions are performed by wholesalers in the channel of distribution?
A. Providing information to
retailers
B. Placing radio advertisements for
retailers
C. Placing newspaper advertisements
for retailers
D. Providing goals for retailers

21) Typically the ______________
and the marketing manager are responsible for building good distribution
channels and implementing place policies.
A. public relations manager
B. sales manager
C. advertising manager
D. human resources manager

22) SGCA is having a sales contest
to encourage retailers to quickly reduce the inventory of Super Gamer
computers. Retailers with the highest sales during the next month win an
expense paid trip to a special dealer meeting at a resort in Hawaii. This is
A. probably illegal because it
might encourage price competition among retailers
B. an example of cooperative
advertising
C. the type of promotion that
continues to impact sales even after the promotion is over
D. an example of a manufacturer
using trade sales promotion in the channel

23) Advertising allowances
A. are incentive monies given to
firms further along in the channel to encourage them to advertise or otherwise
promote the firm’s products
B. involve intermediaries and
producers sharing in the cost of ads
C. allow for coordination and
integration of ad messages in the channel
D. set the allowance amount as a
percent of the retailer’s actual purchases

24) Price reductions given to
channel members to encourage them to promote or otherwise promote a firm’s
products locally are
A. quantity discounts
B. brokerage allowances
C. push money allowances
D. advertising allowances

25) A producer using very
aggressive promotion to get final consumers to ask intermediaries for a new
product has
A. a pulling policy
B. a target marketing policy
C. a selective distribution policy
D. a pushing policy

26) Nantucket Hammocks, Inc., uses
dealer incentives, discounts, and sales contests in order to encourage
retailers to give special attention to selling its products. Nantucket Hammocks
is using
A. exclusive distribution
B. a corporate channel system
C. dual distribution
D. pushing
27) Quality Ceramic, Inc., (QCI)
defined five submarkets within its broad product-market. To obtain some economies
of scale, QCI decided NOT to offer each of the submarkets a different marketing
mix. Instead, it selected two submarkets whose needs are fairly similar, and is
counting on promotion and minor product differences to make its one basic
marketing mix appeal to both submarkets. QCI is using the
A. combined target market approach
B. single target market approach
C. multiple target market approach
D. mass marketing approach

28) When segmenting broad
product-markets, cost considerations tend
A. to encourage managers to
disregard the criterion that a product-market segment should be substantial
B. to lead to more aggregating
C. to be unimportant as long as the
segmenting dimensions are operational
D. to lead to a large number of
small, but very homogeneous, product-market segments

29) ______________ focuses on
introducing new products to existing markets.
A. Market development
B. Product development
C. Diversification
D. Market penetration

30) When a company grows globally
by introducing existing product lines to new markets, this is an example of
what?
A. Market development
B. Product development
C. Diversification
D. Market penetrationMKT 421 Final Exam1) Big Fizz Co., a manufacturer of
cola-flavored drinks, wants to add packaged fruit juices to its existing
product line. Big Fizz must make some decisions regarding packaging and
branding the fruit juices. These decisions would fall under which variable of
the marketing mix?A. Product
B. Place
C. Promotion
D. Price2) Hewlett-Packard sells personal
computers through specialty computer stores, electronics superstores, and its
own Internet site. What is the marketing mix variable that is being considered
here?A. Price
B. Promotion
C. Product
D. Place3) Marketing strategy planners
should recognize that:
A. target markets should not be large and spread out
B. mass marketing is often very effective and desirable
C. large firms like General Electric, Target, and Procter & Gamble are too large
to aim at clearly defined markets
D. target marketing is not limited to small market segments4) Target marketing, in contrast to
mass marketing,A. is limited to small market
segments
B. assumes that all customers are basically the same
C. ignores markets that are large and spread out
D. focuses on fairly homogeneous market segments5) The process of naming broad
product-markets and then dividing them in order to select target markets and
develop suitable marketing mixes is called:A. market penetration
B. market segmentation
C. market developmentD. market research6) ______________ is the process of
naming broad product-markets and then segmenting these broad product-markets in
order to select target markets and develop suitable marketing mixes.
A. Market positioning
B. Market segmentation
C. Mass marketing
D. Diversification7) Marketing research which seeks
structured responses that can be summarized is calledA. focus group research
B. quantitative research
C. qualitative research
D. situation analysis research

8) One of the major disadvantages of the focus group interview approach is thatA. ideas generated by the group
cannot be tested later with other research
B. it is difficult to measure the results objectively
C. it is difficult to get in-depth information about the research topic
D. there is no interviewer, so the research questions may not be answered

9) When focus group interviews are used in marketing,A. each person in the group answers
the same questionnaire, to focus the discussion
B. the typical group size is 15 to 20 typical consumers whether online or off-line

C. it is primarily as a follow-up to more quantitative research
D. the research conclusions will vary depending on who watches the interview whether
online or off-line

10) Focus groupsA. are usually composed of 10 to 15
people as participants
B. yield results that are largely dependent on the viewpoint of the researcher
C. always do a good job of representing the broader target market
D. have a low cost per participant11) A small manufacturing firm has
just experienced a rapid drop in sales. The marketing manager thinks that he
knows what the problem is and has been carefully analyzing secondary data to
check his thinking. His next step should be toA. conduct an experimentB. develop a formal research
project to gather primary dataC. conduct informal discussion with
outsiders, including intermediaries, to see if he has correctly defined the
problemD. develop a hypothesis and predict
the future behavior of sales12) The marketing manager at
Massimino & McCarthy, a chain of retail stores that sells men’s clothing,
is reviewing marketing research data to try to determine if changes in marketing
strategy are needed. Which of the following sources of data would be a
secondary data source?A. Looking through the company’s
marketing information system to
see past sales trendsB. Reviewing videotapes of a recent
focus groupC. Making phone calls to some of
the best customers to learn
their interest in a new line of clothingD. Spending time in stores
observing customers’ behavior13) Which of the following
statements about consumer products is true?A. Convenience products are those
that customers want to buy at the lowest possible price.B. Shopping products are those
products for which customers usually want to use routinized buying behavior.C. Specialty products are those
that customers usually are least willing to search for.D. Unsought products are not
shopped for at all.14) The attitudes and behavior
patterns of consumers making a purchasing decision are part of theA. political environmentB. social and cultural environmentC. competitive environmentD. firm’s resources and objectives15) The observing method in
marketing researchA. uses personal interviewsB. may require customers to change
their normal shopping behaviorC. is used to gather data without
consumers being influenced by the processD. is not suitable for obtaining
primary data16) The first step in market
segmentation should beA. deciding what new product you
could developB. evaluating what segments you
currently serveC. finding a demographic group
likely to use your productsD. defining some broad
product-markets where you may be able to operate profitably17) The product life cycleA. describes the stages a new
product idea goes through from beginning to endB. has three major stagesC. applies to categories or types
of products as opposed to brandsD. shows that sales and profits
tend to move together over time18) Which of the following is one
of the product life cycle stages?A. Market analysisB. Market growthC. Market feedbackD. Market research19) While watching a television
program, Liza gets a phone call just as a commercial is starting. She presses
the mute button on the television’s remote control and takes the call, so she
pays no attention to the commercial. In terms of the communication process, the
telephone call is an example of what?A. EncodingB. NoiseC. DecodingD. Feedback20) Which of the following
functions are performed by wholesalers in the channel of distribution?A. Providing information to
retailersB. Placing radio advertisements for
retailersC. Placing newspaper advertisements
for retailersD. Providing goals for retailers21) Typically the ______________
and the marketing manager are responsible for building good distribution
channels and implementing place policies.A. public relations managerB. sales managerC. advertising managerD. human resources manager22) SGCA is having a sales contest
to encourage retailers to quickly reduce the inventory of Super Gamer
computers. Retailers with the highest sales during the next month win an
expense paid trip to a special dealer meeting at a resort in Hawaii. This isA. probably illegal because it
might encourage price competition among retailersB. an example of cooperative
advertisingC. the type of promotion that
continues to impact sales even after the promotion is overD. an example of a manufacturer
using trade sales promotion in the channel23) Advertising allowancesA. are incentive monies given to
firms further along in the channel to encourage them to advertise or otherwise
promote the firm’s productsB. involve intermediaries and
producers sharing in the cost of adsC. allow for coordination and
integration of ad messages in the channelD. set the allowance amount as a
percent of the retailer’s actual purchases24) Price reductions given to
channel members to encourage them to promote or otherwise promote a firm’s
products locally areA. quantity discountsB. brokerage allowancesC. push money allowancesD. advertising allowances25) A producer using very
aggressive promotion to get final consumers to ask intermediaries for a new
product hasA. a pulling policyB. a target marketing policyC. a selective distribution policyD. a pushing policy26) Nantucket Hammocks, Inc., uses
dealer incentives, discounts, and sales contests in order to encourage
retailers to give special attention to selling its products. Nantucket Hammocks
is usingA. exclusive distributionB. a corporate channel systemC. dual distributionD. pushing27) Quality Ceramic, Inc., (QCI)
defined five submarkets within its broad product-market. To obtain some economies
of scale, QCI decided NOT to offer each of the submarkets a different marketing
mix. Instead, it selected two submarkets whose needs are fairly similar, and is
counting on promotion and minor product differences to make its one basic
marketing mix appeal to both submarkets. QCI is using theA. combined target market approachB. single target market approachC. multiple target market approachD. mass marketing approach28) When segmenting broad
product-markets, cost considerations tendA. to encourage managers to
disregard the criterion that a product-market segment should be substantialB. to lead to more aggregatingC. to be unimportant as long as the
segmenting dimensions are operationalD. to lead to a large number of
small, but very homogeneous, product-market segments29) ______________ focuses on
introducing new products to existing markets.A. Market developmentB. Product developmentC. DiversificationD. Market penetration30) When a company grows globally
by introducing existing product lines to new markets, this is an example of
what?A. Market developmentB. Product developmentC. DiversificationD. Market penetration

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