MKT 304 - Marketing Management » Fall 2022 » Test 1
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Question #1
Which of the following statements best describes the modern view of Marketing?
A.
Marketing begins with anticipating potential customer needs.
B.
Marketing should take over production, accounting, and financial services within a firm.
C.
Production, not Marketing, should determine what goods and services are to be developed.
D.
Marketing is concerned with generating a single exchange between a firm and a customer.
E.
The job of Marketing is to get rid of whatever the company is producing.
Question #2
______________ directs an economy's flow of goods and services from producers to consumers in a way that effectively matches supply and demand and accomplishes the society's objectives.
A.
Micro-Marketing
B.
Macro-Marketing
C.
Social quant. analysis
D.
The transporting function
E.
Standardization and grading
Question #3
American supermarket chain, FoodMart, purchases cheese from five different manufacturers from around the world to assure its customers can choose among different types of cheeses at different prices. FoodMart facilitates the macro-marketing system by helping to address:
A.
All of these are correct.
B.
Spatial separation
C.
Discrepancies of assortment
D.
Separation of values
Question #4
Since individual firms cannot perform all Marketing functions, _____________ often play a role in the exchange process.
A.
Intermediaries
B.
Consumer action groups
C.
Government analysts
D.
Marketing managers
Question #5
Which of the following types of firms are collaborators?
A.
All of these are collaborators
B.
Marketing research firms
C.
Advertising agencies
D.
Overnight delivery firms
E.
Product-testing labs
Question #6
In a command economy:
A.
Prices usually fluctuate according to supply and demand.
B.
Producers have a lot of choice about what and how much to produce.
C.
Marketing activities such as advertising, branding, and market research are encouraged.
D.
Economies have little variety, so consumers have few choices.
Question #7
__________ in the marketplace are a rough measure of how society values particular goods and services.
A.
Prices
B.
Discrepancies of quantity
C.
The number of producers
D.
Cost of labor and materials
E.
Inventories
Question #8
From the Industrial Revolution until the 1920s, most companies were in the ________________ era.
A.
Marketing Department
B.
Simple Trade
C.
Production
D.
Marketing Company
Question #9
The textbook considers five "eras" of Marketing evolution. These five eras in their logical order are:
A.
Simple trade, production, sales, marketing department, international trading
B.
Subsistence, production, sales, entrepreneurial, marketing company
C.
Simple trade, production, sales, marketing department, marketing company
D.
Simple trade, production, sales, entrepreneurial, marketing company
E.
Simple trade, production, sales, marketing company, marketing department
Question #10
The main difference between the "Marketing Department era" and the "Marketing Company era" is:
A.
There is no difference.
B.
Whether the whole company is customer-oriented.
C.
More emphasis on selling and advertising in the marketing department era.
D.
More emphasis on short-run planning in the marketing company era.
E.
Whether the president of the firm has a background in marketing.
Question #11
The three basic ideas in the "Marketing Concept" are:
A.
Customer satisfaction, resource efficiency, sales unit maximization.
B.
Customer satisfaction, total company effort, profit.
C.
Customer satisfaction, marketing manager as chief executive, profit.
D.
Customer satisfaction, total company effort, sales unit growth.
E.
Resource efficiency, sales growth, profit maximization.
Question #12
The marketing management process is the process of:
A.
All of these.
B.
Planning marketing activities.
C.
Implementing marketing plans.
D.
Controlling marketing plans.
Question #13
The managerial process of developing and maintaining a match between the resources of an organization and its market opportunities is called:
A.
Inventory planning
B.
Management by objective
C.
Marketing upfront planning
D.
Strategic (management) planning
E.
Marketing programming
Question #14
A marketing strategy specifies:
A.
A target market
B.
The resources needed to implement a marketing quant.
C.
A marketing mix
D.
A target market and a related marketing mix
Question #15
Herbal Essences Hair Care Company tries to sell its hair shampoos and conditioners to adult women, ages 18-24. These women represent Herbal Essences' primary:
A.
Marketing mix
B.
Target market
C.
4Ps
D.
Marketing requirements
E.
Channel of distribution
Question #16
"Target marketing," in contrast to "mass marketing," …
A.
focuses on fairly homogeneous market segments
B.
ignores markets that are large and spread out
C.
is limited to small market segments
D.
assumes that all customers are basically the same
Question #17
The "four Ps" of a marketing mix are:
A.
Promotion, Production, Price, People
B.
Potential customers, Product, Price, and Personal Selling
C.
Production, Personnel, Price, and Physical Distribution
D.
Product, Place, Promotion, and Price
E.
Product, Price, Promotion, and Profit
Question #18
Which of the following is NOT considered a product?
A.
A haircut
B.
Tax advice from a financial consultant
C.
A chair
D.
All of these are considered products
E.
A computer
Question #19
Hewlett-Packard sells personal computers through specialty computer stores, electronics superstores, and its own Internet site. The marketing mix variable that is being considered here is:
A.
Personnel
B.
Promotion
C.
Place
D.
Product
E.
Price
Question #20
"Promotion" includes:
A.
Publicity
B.
Advertising
C.
Sales Promotion
D.
All of these may be included in Promotion
E.
Personal selling
Question #21
Advertising is:
A.
The designing and distribution of novelties, point-of-purchase materials, store signs, contests, catalogs and circulars.
B.
Any paid form of nonpersonal presentation of ideas, goods, or services by an identified sponsor.
C.
The main form of publicity
D.
Direct communication between sellers and potential customers.
E.
All of these are included in Advertising
Question #22
When Herbal Essences Hair Care Company offers "dollar-off coupons" to adult women to motivate them to try its shampoos and conditioners, this is an example of:
A.
Distribution
B.
Product development
C.
Sales Promotion
D.
Market penetration
E.
Publicity
Question #23
A "Marketing Plan" is:
A.
Similar to a public relations strategy
B.
A target market and a generic marketing mix
C.
A marketing strategy - plus the time-related details for carrying it out
D.
Similar to a marketing sales promotion
E.
A plan focused on the necessary operational decisions
Question #24
A "S.W.O.T." analysis:
A.
Summarizes a firm's "strategy, wishes (of its customers), outlook and tactics."
B.
Helps defend against potential competitors by developing a set of competitive "Safeguards, weapons, offensives, and tactics."
C.
Identifies a firm's "strengths, weaknesses, opportunities, and threats."
D.
Focuses on what a firm plans to do to "Satisfy Wishes of a Target" customer.
E.
Seeks to reduce the risk of competitive surprises by scanning the market for "signals, warnings, omens, and tips."
Question #25
When Colgate (personal care products company) encourages its current customers to brush their teeth more often by taking their toothbrush and toothpaste to work with them, which market opportunity is Colgate pursuing?
A.
Market penetration
B.
Product development
C.
Market development
D.
Diversification
Question #26
Which of the following is not an element of the external market environment?
A.
Cultural and social environment
B.
Company environment
C.
Economic environment
D.
Technological environment
E.
Legal environment
Question #27
A mission statement has the following purposes except:
A.
To communicate the firm's basic reason for being.
B.
To help firms decide what opportunities to avoid.
C.
To keep managers working towards a common purpose.
D.
To provide detailed goals and plans.
E.
To help firms decide what opportunities to pursue.
Question #28
Overall, company objectives should:
A.
Be realistic and achievable.
B.
Focus on returning some profit to the business.
C.
Be specific
D.
All of these are correct.
E.
Be compatible with one another.
Question #29
Typically, firms need a hierarchy of objectives. Which of the following best represents a correct hierarchy of a firm's objectives?
A.
Marketing objectives, promotion objectives,sales promotion objectives, company objectives.
B.
Company objectives, sales promotion objectives, marketing objectives, promotion objectives.
C.
Marketing objectives, company objectives, promotion objectives, sales promotion objectives.
D.
Company objectives, marketing objectives, promotion objectives, sales promotion objectives.
Question #30
A(n) ___________ is a marketing mix that customers see as better than a competitor's mix and cannot be quickly or easily copied.
A.
Competitor analysis plan
B.
Sustainable competitive advantage
C.
Resource combination
D.
Objective-centered approach
E.
Competitor matrix
Question #31
Which of the following statements about the competitive environment is FALSE?
A.
In a competitor analysis, the firm's first step should be to identify all potential competitors.
B.
Over the long run, most product-markets tend toward monopolistic competition.
C.
Competition-free environments are rare.
D.
A firm that has a marketing mix that its target market sees as better than its competitors' has a competitive advantage.
E.
Marketing managers should choose strategies that avoid head-on competition
Question #32
The Sherman Act sought to:
A.
Restrict importing into the United States.
B.
Eliminate price differences among different competing suppliers.
C.
Prevent monopolies or consperacies in restraint of trade.
D.
Prevent fraud on the Internet.
E.
Establish the Calif. State University Protection Agency.
Question #33
How is "Segmenting" different from "Combining"?
A.
None of these are correct.
B.
A segmenter assumes that a broad product market consists of a homogeneous group of customers.
C.
A combiner tries to meet the demand in several segments.
D.
Combiners usually have more sales potential than segmenters.
Question #34
A complete product-market definition includes a four-part description comprising all of the following except:
A.
Product types
B.
Customer needs
C.
Geographic area
D.
Marketing mix
E.
Customer types
Question #35
A marketing analyst for a chicken processor reports that a rising percentage of people are eating chicken because it has less fat than beef. Clearly, this firm's opportunities may improve with this change in the:
A.
Economic environment
B.
Cultural and social environment
C.
Competitive environment
D.
Technological environment
E.
Political and legal environment
Question #36
Which of the following would help prevent marketing mistakes in evaluating international market opportunities?
A.
Do not "think locally."
B.
Include local citizens in the evaluation process.
C.
Assume that all cultures around the world are the same.
D.
Use machine translators.
E.
Save money by cutting research into foreign markets.
Question #37
The process of marketing strategy planning is about:
A.
Narrowing down possible market opportunities to the most attractive ones.
B.
Figuring out how to offer products at the lowest possible price.
C.
Creating products that managers like.
D.
Identifying as many market opportunities as can be imagined.
Question #38
Which of the following is LEAST LIKELY to compete in the same generic market with the others?
A.
A tomato
B.
A greeting card
C.
Long-stem roses
D.
Champagne
Question #39
When you are "in the market" for a new car, and are considering different brands to purchase, what type of market is involved?
A.
Determining market
B.
Product-market
C.
Generic market
D.
Qualifying market
Question #40
The process of market segmentation is a two-step process that involves:
A.
Identifying target groups with the fewest potential customers and making subsets of these.
B.
Identifying broad product markets and segmenting them into narrower target markets.
C.
Selecting a marketing mix to reach everyone and then going to lunch at Chipotle Mexican Grill.
D.
Identifying small target markets and expanding them into broad product markets.
Question #41
According to the textbook, segmenting should be viewed as a(n) ______________ process.
A.
assorting
B.
"breaking apart" or disaggregatingg
C.
mechanical, nonjudgmental
D.
"clustering" or aggregating
Question #42
When deciding how far to carry the segmentation process …
A.
Profit should be the balancing point - determining how unique a marketing mix the firm can offer to some target market.
B.
All of these alternatives are true.
C.
It is easier to develop effective marketing mixes for larger, more heterogeneous segments.
D.
The threat of potential competitors suggests more aggregating.
Question #43
Which of the following is a BEHAVIORAL segmenting dimension?
A.
Region of the world or country
B.
Income
C.
Needs
D.
Education
Question #44
Which of the following is a consumer market demographic dimension?
A.
Education
B.
Occupation
C.
Sex
D.
Age
E.
All of these are examples of a consumer market demographic dimension
Question #45
Which of the following best describes the use of real-time data to continuously update a customer's placement in a market segment?
A.
Positioning
B.
Dynamic behavioral segmentation.
C.
Random Clustering
D.
None of these
E.
AIC analysis
Question #46
A.
CRM database
B.
Aggregating approach
C.
Generic market
D.
Clustering approach
Question #47
Positioning Maps are based on:
A.
The potential places where a product may be sold and purchased.
B.
The opinions of the marketing managers.
C.
The actual objective characteristics of products.
D.
Customers' perceptions of products
Question #48
An economic buyer is a person who:
A.
Will not pay extra for convenience.
B.
Makes buying decisions based only on price.
C.
Logically compares choices to get the greatest satisfaction from spending time and money.
D.
Is averse to spending time and money.
Question #49
Discretionary income is defined as:
A.
Income available after taxes and necessities.
B.
Income available after taxes.
C.
Total market value of goods and services produced.
D.
Income available before taxes.
E.
Gross domestic product per capita.
Question #50
The "economic-buyer" model:
A.
Is seen as too simplistic by most marketing managers to explain consumer behavior..
B.
None of these is true of the economic-buyer model.
C.
Suggests that men and women behave differently as buyers.
D.
Assumes that buyers don't have enough information to make logical choices - and as a result buy products that are not a good value.
Question #51
Which of the following is NOT a psychological variable?
A.
Perception
B.
Learning
C.
Attitudes
D.
Age
E.
Motivation
Question #52
Marci Bello is status-oriented. When she buys clothing she only considers items with well-known "labels" that her friends will notice. This behavior illustrates:
A.
Satisfying a want
B.
Satisfying a need
C.
The "economic-buyer" model of buyer behavior
D.
All of these are equally good answers
Question #53
Ranked from lowest (most basic) level to highest level, the "hierarchy of needs" model includes:
A.
Personal, social, safety, and physiological needs.
B.
safety, personal, social, and physiological needs.
C.
Physiological, safety, social, and personal needs.
D.
Social, personal, safety, and physiological needs.
Question #54
________ refers to processes that screen out or modify ideas, messages, and information that conflict with previously learned attitudes and beliefs.
A.
Selective exposure
B.
Focal socialization
C.
Selective learning
D.
Selective perception
Question #55
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:
A.
Reinforced cognition
B.
Selective calculation
C.
Selective exposure
D.
Selective organization
Question #56
The order of the steps in the learning process is:
A.
Cue, response, drive, reinforcement
B.
Drive, cue, response, reinforcement
C.
reinforcement, drive, cue, response
D.
None of these alternatives is correct
Question #57
Attitudes are:
A.
reasonably enduring points of view about something
B.
more action-oriented than beliefs
C.
usually thought of as involving liking or disliking
D.
All of these alternatives are correct.
E.
Things we believe strongly enough to be willing to take some action
Question #58
Which of the following would be the most difficult task facing a marketing manager?
A.
Strengthen existing positive attitudes.
B.
Discover the attitudes of the firm's target market.
C.
Change existing negative attitudes.
D.
Create new attitudes toward his or her brand.
Question #59
Psychographics may also be called:
A.
Social group dynamics
B.
Personality analytics
C.
Opinion insight
D.
Lifestyle analysis
Question #60
Which of the following social influences will likely have the greatest impact on a teenager's purchase of a high-profile (visibility) item like a skateboard?
A.
Reference group
B.
Family
C.
CSUN instructor
D.
Grandparents
Question #61
Marketers increasingly hire celebrities and even full-time bloggers to engage consumers in social media discussions about new products. A person who is able to influence followers to try products is:
A.
A source
B.
A channel captain
C.
An opinion leader
D.
A consumer advocate
Question #62
The whole set of beliefs, attitudes and ways of doing things of a reasonably homogeneous group of people is called a(n):
A.
Personal environment
B.
Opinion set
C.
Culture
D.
Motivation
E.
Learned set
Question #63
Which of the following statements accurately compares marketing to final consumers with marketing to organizational customers?
A.
Business-to-business marketing includes marketing to final consumers.
B.
Marketing to organizations is just like marketing to final consumers.
C.
Firms may choose to serve either organizational buyers or final consumers, but not both.
D.
Purchasing decisions by organizational buyers are usually more economic and less emotional as compared to consumers.
Question #64
After conducting a vendor analysis on potential suppliers, purchasing managers are likely to choose the vendor that:
A.
Offers lowest price.
B.
Offers AEG certification.
C.
Enables the firm to operate more efficiently with the least risks.
D.
Offers widest assortment
Question #65
Suppliers to businesses often:
A.
Provide J.I.T. delivery
B.
Serve as technical consultants to their customers.
C.
All of these answers are correct
D.
Provide info. about industry trends
Question #66
If a firm targets business and organizational markets, ....
A.
each customer may need to be treated as a different segment.
B.
All of these alternatives are correct.
C.
the geographic location of the customer is likely to be less important than in segmenting consumer markets.
D.
NAICS codes may help in segmenting manufacturers but not producers of services.
Question #67
A purchasing manager:
A.
Is basically a clerk who fills out paperwork to place orders.
B.
May specialize by product area if he/she works for a large organization.
C.
Is only interested in finding the lowest possible price for a product.
D.
Is the only person a business-to-business salesperson ever needs to see in order to make a sale to a buying organization.
Question #68
A sales representative calls on a prospective business customer only to find that the customer has an established relationship with another supplier that seems to be working well. The customer is not interested in considering other suppliers. The customer is currently in a __________________ situation.
A.
New-task
B.
Straight rebuy
C.
Modified rebuy
D.
Extensive problem-solving
Question #69
__________ refers to a producer (i.e. Nestle) reliably getting products delivered exactly before the customer (i.e. Walmart) needs them.
A.
Just-in-time delivery
B.
Assured outsourcing
C.
Total quality shipping
D.
Effective gatekeeping
Question #70
________________ utilizes qualitative and quantitative analysis procedures to help marketing managers make more informed decisions.
A.
Marketing processing
B.
Marketing Research
C.
Marketing structure
D.
Marketing planning
Question #71
________________ is an organized way of continually gathering and analyzing data to get information to help marketing managers make ongoing decisions.
A.
Marketing information system
B.
Marketing model
C.
Marketing status project
D.
Marketing processing dept.
E.
Marketing logistics system
Question #72
________________ are educated guesses about the relationships between things or about what will happen in the future.
A.
Marketing Z modeling
B.
Progressions
C.
Situation analyses
D.
Hypotheses
E.
Data quants
Question #73
Identify the correct sequence in the marketing research process.
A.
Getting problem-specific data, interpreting the data, defining the problem, analyzing the situation.
B.
Defining the problem, analyzing the situation, getting problem-specific data, interpreting the data, solving the problem.
C.
Analyzing the situation, getting problem-specific data, interpreting the data, defining the problem, solving the problem.
D.
Analyzing the situation, defining the problem, getting problem-specific data, interpreting the data, solving the problem.
Question #74
When a marketing manager has phone conversations with key wholesalers of the firm's products to try to obtain information about why the firm's product sales are down, this is an example of a(n):
A.
Situation analysis
B.
Intranet
C.
Hypothesis testing
D.
Experiment
E.
Data warehouse
Question #75
Data (Information) that has already been collected or published is:
A.
Secondary data
B.
Recycle data
C.
Eisner data
D.
Primary data
Question #76
Secondary data:
A.
Is often all that is needed to solve a problem.
B.
All of these alternatives are correct.
C.
May not be specific enough to answer the question under consideration.
D.
Should be considered before primary data is collected.
Question #77
Which of the following would be a source of Primary data?
A.
Historical company records on sales, costs, and advertising for the past ten years.
B.
U.S. Census Bureau reports
C.
Company implemented specific market research tests to gather new data.
D.
None of these is a good choice
E.
A Google search
Question #78
Qualitative research, compared to Quantitative research:
A.
Relies on open-ended questioning
B.
Asks yes or no type questions
C.
Provides more representative samples of consumers
D.
Asks closed-ended questions
Question #79
Marketing research which seeks structured responses that can be summarized is called:
A.
Quantitative research
B.
Open-ended reserach
C.
Situation analysis reserach
D.
Focus group research
Question #80
Information is obtained on a continuing basis from the same respondents using a:
A.
Consumer panel
B.
Responder group
C.
Contributor group
D.
Statistical package
E.
Consumer experiment
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