14 Aug Question 1. A producer might use a “pulling policy” rather than a “pushing polic

Question
1. A producer might use a
“pulling policy” rather than a “pushing policy” if:
Intermediaries are reluctant to
handle a new product.
Its sales force has been very
successful getting wholesalers and retailers to handle its product.
It has a very limited promotion
budget.
It is offering a very
“high-tech” product to a small product-market.
2. When new product ideas are chosen
based on ratings and comments from customers, this process is called ______.
Creative resourcing
Idea engineering
Reaction engineering
Crowdsourcing
3. The primary purpose of branding
is:
To prevent competitors from stealing
product ideas.
To boost customer satisfaction.
To identify a product.
To enhance package design.
4.Which of the
following is a common cause of new product failures?
The company tries to follow an
organized new-product development processrather than using a faster and more
spontaneous, “race-to-market” approach.
The managers worry too much about
the competition.
The product fails to offer the
customer a unique benefit.
The company delays putting the
product on the market until it develops a complete marketing plan.
5. Genetech Corp. has invested heavily
to develop a patented new product. Genetech wants to achieve a rapid return on
its investment. It probably should set a ______________ pricing objective.
Status quo
Target return
Profit maximization
Sales-oriented
6. In the American Marketing Association’s
Statement of Ethics, which ethical value stresses a firm’s attempts to balance
the needs of its buyers with the interests of sellers?
Responsibility
Citizenship
Fairness
Honesty
7. David Oreck advertises Oreck
vacuum cleaners via commercials that run on national radio programs. He
encourages consumers to “try my 8-pound Oreck vacuum for free for 30
days,” and to return it if they aren’t satisfied. He then provides an
easy-to-remember toll-free telephone number that consumers can use to place orders.
Regarding the AIDA model, the free-trial period and availability of a toll-free
number are devices used mainly to:
Get attention.
Arouse desire.
Obtain action.
Hold interest.
8. Most firms in the business world
set their prices using:
Supply and demand analysis.
Federal price guidelines.
Cost-oriented price setting.
Demand-oriented price setting.
9. Compared with other approaches to
business, the marketing concept is distinct in that it:
Focuses on sales.
Focuses on satisfying customers’
needs.
Produces new products and services.
Creates a broad assortment of
products.
10. More than 600,000 loyal
customers signed up in advance to purchase the iPhone4 in an Apple store the
first day it was available for sale in the U.S. What type of response behavior were
these Apple followers demonstrating?
Dissonance response
Low-involvement buying
Routinized response
Limited problem solving
11. In which quadrant of the SWOT
analysis tool does the following fit? A firm is in a fast-growing industry.
Weaknesses
Strengths
Opportunities
Threats
12. A useful tool for organizing the
competitor analysis is:
Rivals chart.
The competitive summary.
The oligopoly chart.
A competitor matrix.
13. From the perspective of
macro-marketing, e-commerce specialists CarFax (which provides vehicle history
reports) and Cars.com (a website offering auto comparison shopping) have
emerged within the auto industry because:
The role of the automotive sales
person is becoming obsolete.
The market needs competitive rivals
to auto dealerships.
The information they provide makes
the exchange process between producers and consumers more efficient and
effective.
Auto manufacturers need to sell
direct to consumers.
14. Which of the following is true
of direct distribution?
Direct distribution always serves
customer needs better and at a lower cost.
It requires a significant investment
in facilities.
Most firms selling consumer products
rely on direct distribution.
It reduces a producer’s need for
working capital.
15. Behavioral targeting:
Tries to reach target customers who
are actually interested in what the firm has to communicate.
Allows advertisers to pay only when
a customer clicks on the ad and links to the advertiser’s website.
Tries to place ads on websites that
are designed to appeal to the firm’s target market.
Delivers ads to consumers based on
previous websites the customer has visited.
16 . The main difference between a
“marketing strategy” and a “marketing plan” is that:
A marketing strategy omits pricing
plans.
A marketing strategy provides more
detail.
A marketing plan includes several
marketing strategies.
Time-related details are included in
a marketing plan.
17. When a company provides its
advertising agency with a statement about a new product to use in designing an
advertising campaign, and this statement includes a description of the target
market, the product type, the primary benefits of using the product, and how
this product is different from, and better than, competitive products, what
type of statement is this?
Determining
Qualifying
Clustering
Positioning
18. Blending the firm’s promotion
efforts to convey a complete and consistent message is the goal of:
Sales management communications.
Integrated marketing communications.
Sales promotion communications.
Integrated promotional marketing
19. In the 1990s, DVDs replaced
audiocassettes and floppy disks as the storage media of choice for music and
computers. At which stage of the product life cycle is the DVD today?
Market introduction
Sales decline
Market extinction
Market immaturity
20. According to the concept of
social responsibility, a firm has a duty to:
Place customer satisfaction above
all other considerations.
Place profit above all other
considerations.
Communicate regularly with the
public.
Conduct business in a way that is
good for society as a whole, both now and for the future.
21. The advantages of working with
an intermediary usually increase when there is:
A smaller number of competing
products.
Little distance between customers.
Excellent communication with customers.
A greater number of customers.
22. Clearwater Office Supply sells
frequently purchased office supplies to businesses in a metropolitan area. It
is a well-established company with a large share of the market. Its promotion
should probably focus on:
Stimulating primary demand.
Reminding.
Innovators.
Informing.
23. The phrase “big data”
refers to:
the use of marketing research in big
marketing decisions.
the massive amount of data being
collected and processed by today’s organizations.
the top five firms in the marketing
research industry.
marketing research data taken from
Internet sources.
24. When an advertiser pays a fixed
amount (e.g. 70 cents) each time a Web surfer clicks on the advertiser’s ad and
links to the advertiser’s website, this process is called a(n):
pay-per-click.
pay-per-view.
pioneering
ad.
copy
thrust.
25. The sales analysis of a product
revealed that profits were highest when it was initially introduced into the
market with a high selling price. However, the price was gradually reduced as
it started facing competition as substitutes entered the market. This is an
example of a(n) _____.
Penetration price policy
Skimming price policy
Introductory price dealing
Temporary price cut policy
26. Tammi Soloft has itchy eyes and
a stuffy nose, and suddenly becomes aware of many TV ads for allergy products
that she never noticed before. This illustrates:
reinforced cognition.
selective perception.
selective retention.
selective exposure.
27. The main difference between the
“marketing department era” and the “marketing company era”
is:
More emphasis on selling and advertising
in the marketing department era.
More emphasis on short-run planning
in the marketing company era.
Whether the whole company is
customer-oriented.
Whether the president of the firm
has a background in marketing.
28. The three basic sales tasks are:
Order-taking, order-managing, and
order-getting.
Order-taking, supporting, and
order-getting.
Order-closing, order-opening, and
sales-promoting.
Order-taking, missionary selling,
and order-getting.
29. Marketers cannot assume that a
product that meets consumer needs in one country will do so in another. This is
because:
The purchase situations may be
different.
Economic wants do not influence
purchases in many regions of the world.
Family life cycles may be different.
Many wants are culturally learned.
30. Because she frequently buys
books at Amazon.com, Sophie Soleil set up an account and password at the
website. Now, when she logs on and searches for a specific book, a note pops up
at the center of her laptop screen saying: “Hello, Sophie, we have recommendations
for you,” and proceeds to list other titles that Sophie might enjoy based
on her previous purchases. Amazon can remember Sophie (and her previous
purchases) because the online retailer uses:
Encoding.
Banners.
Cookies.
Decoding.
Question1. A producer might use a
“pulling policy” rather than a “pushing policy” if:Intermediaries are reluctant to
handle a new product.Its sales force has been very
successful getting wholesalers and retailers to handle its product.It has a very limited promotion
budget.It is offering a very
“high-tech” product to a small product-market.2. When new product ideas are chosen
based on ratings and comments from customers, this process is called ______.Creative resourcingIdea engineeringReaction engineeringCrowdsourcing3. The primary purpose of branding
is:To prevent competitors from stealing
product ideas.To boost customer satisfaction.To identify a product.To enhance package design.4.Which of the
following is a common cause of new product failures?The company tries to follow an
organized new-product development processrather than using a faster and more
spontaneous, “race-to-market” approach.The managers worry too much about
the competition.The product fails to offer the
customer a unique benefit.The company delays putting the
product on the market until it develops a complete marketing plan.5. Genetech Corp. has invested heavily
to develop a patented new product. Genetech wants to achieve a rapid return on
its investment. It probably should set a ______________ pricing objective.Status quoTarget returnProfit maximizationSales-oriented6. In the American Marketing Association’s
Statement of Ethics, which ethical value stresses a firm’s attempts to balance
the needs of its buyers with the interests of sellers?ResponsibilityCitizenshipFairnessHonesty7. David Oreck advertises Oreck
vacuum cleaners via commercials that run on national radio programs. He
encourages consumers to “try my 8-pound Oreck vacuum for free for 30
days,” and to return it if they aren’t satisfied. He then provides an
easy-to-remember toll-free telephone number that consumers can use to place orders.
Regarding the AIDA model, the free-trial period and availability of a toll-free
number are devices used mainly to:Get attention.Arouse desire.Obtain action.Hold interest.8. Most firms in the business world
set their prices using:Supply and demand analysis.Federal price guidelines.Cost-oriented price setting.Demand-oriented price setting.9. Compared with other approaches to
business, the marketing concept is distinct in that it:Focuses on sales.Focuses on satisfying customers’
needs.Produces new products and services.Creates a broad assortment of
products.10. More than 600,000 loyal
customers signed up in advance to purchase the iPhone4 in an Apple store the
first day it was available for sale in the U.S. What type of response behavior were
these Apple followers demonstrating?Dissonance responseLow-involvement buyingRoutinized responseLimited problem solving11. In which quadrant of the SWOT
analysis tool does the following fit? A firm is in a fast-growing industry.WeaknessesStrengthsOpportunitiesThreats12. A useful tool for organizing the
competitor analysis is:Rivals chart.The competitive summary.The oligopoly chart.A competitor matrix.13. From the perspective of
macro-marketing, e-commerce specialists CarFax (which provides vehicle history
reports) and Cars.com (a website offering auto comparison shopping) have
emerged within the auto industry because:The role of the automotive sales
person is becoming obsolete.The market needs competitive rivals
to auto dealerships.The information they provide makes
the exchange process between producers and consumers more efficient and
effective.Auto manufacturers need to sell
direct to consumers.14. Which of the following is true
of direct distribution?Direct distribution always serves
customer needs better and at a lower cost.It requires a significant investment
in facilities.Most firms selling consumer products
rely on direct distribution.It reduces a producer’s need for
working capital.15. Behavioral targeting:Tries to reach target customers who
are actually interested in what the firm has to communicate.Allows advertisers to pay only when
a customer clicks on the ad and links to the advertiser’s website.Tries to place ads on websites that
are designed to appeal to the firm’s target market.Delivers ads to consumers based on
previous websites the customer has visited.16 . The main difference between a
“marketing strategy” and a “marketing plan” is that:A marketing strategy omits pricing
plans.A marketing strategy provides more
detail.A marketing plan includes several
marketing strategies.Time-related details are included in
a marketing plan.17. When a company provides its
advertising agency with a statement about a new product to use in designing an
advertising campaign, and this statement includes a description of the target
market, the product type, the primary benefits of using the product, and how
this product is different from, and better than, competitive products, what
type of statement is this?DeterminingQualifyingClusteringPositioning18. Blending the firm’s promotion
efforts to convey a complete and consistent message is the goal of:Sales management communications.Integrated marketing communications.Sales promotion communications.Integrated promotional marketing19. In the 1990s, DVDs replaced
audiocassettes and floppy disks as the storage media of choice for music and
computers. At which stage of the product life cycle is the DVD today?Market introductionSales declineMarket extinctionMarket immaturity20. According to the concept of
social responsibility, a firm has a duty to:Place customer satisfaction above
all other considerations.Place profit above all other
considerations.Communicate regularly with the
public.Conduct business in a way that is
good for society as a whole, both now and for the future.21. The advantages of working with
an intermediary usually increase when there is:A smaller number of competing
products.Little distance between customers.Excellent communication with customers.A greater number of customers.22. Clearwater Office Supply sells
frequently purchased office supplies to businesses in a metropolitan area. It
is a well-established company with a large share of the market. Its promotion
should probably focus on:Stimulating primary demand.Reminding.Innovators.Informing.23. The phrase “big data”
refers to:the use of marketing research in big
marketing decisions.the massive amount of data being
collected and processed by today’s organizations.the top five firms in the marketing
research industry.marketing research data taken from
Internet sources.24. When an advertiser pays a fixed
amount (e.g. 70 cents) each time a Web surfer clicks on the advertiser’s ad and
links to the advertiser’s website, this process is called a(n):pay-per-click.pay-per-view.pioneering
ad.copy
thrust.25. The sales analysis of a product
revealed that profits were highest when it was initially introduced into the
market with a high selling price. However, the price was gradually reduced as
it started facing competition as substitutes entered the market. This is an
example of a(n) _____.Penetration price policySkimming price policyIntroductory price dealingTemporary price cut policy26. Tammi Soloft has itchy eyes and
a stuffy nose, and suddenly becomes aware of many TV ads for allergy products
that she never noticed before. This illustrates:reinforced cognition.selective perception.selective retention.selective exposure.27. The main difference between the
“marketing department era” and the “marketing company era”
is:More emphasis on selling and advertising
in the marketing department era.More emphasis on short-run planning
in the marketing company era.Whether the whole company is
customer-oriented.Whether the president of the firm
has a background in marketing.28. The three basic sales tasks are:Order-taking, order-managing, and
order-getting.Order-taking, supporting, and
order-getting.Order-closing, order-opening, and
sales-promoting.Order-taking, missionary selling,
and order-getting.29. Marketers cannot assume that a
product that meets consumer needs in one country will do so in another. This is
because:The purchase situations may be
different.Economic wants do not influence
purchases in many regions of the world.Family life cycles may be different.Many wants are culturally learned.30. Because she frequently buys
books at Amazon.com, Sophie Soleil set up an account and password at the
website. Now, when she logs on and searches for a specific book, a note pops up
at the center of her laptop screen saying: “Hello, Sophie, we have recommendations
for you,” and proceeds to list other titles that Sophie might enjoy based
on her previous purchases. Amazon can remember Sophie (and her previous
purchases) because the online retailer uses:Encoding.Banners.Cookies.Decoding.

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