MKT 304 - Marketing Management » Fall 2022 » Test 2
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Question #1
"Product" means:
A.
A physical good or service which offers potential customer satisfaction.
B.
The entire physical output of a firm.
C.
Something that has been produced, packaged, branded, and given a warranty.
D.
All of the elements in a firm's marketing mix.
E.
A physical good with all its related features.
Question #2
Services:
A.
Often have to be produced in the presence of the customer.
B.
Are not easy to store.
C.
Are perishable.
D.
All of these choices are correct.
E.
Are intangible.
Question #3
A large U.S. firm produces potato chips, shortening, dishwasher detergent, laundry detergent, shampoo, disposable diapers, and facial tissues. These are the firm's:
A.
Product assortment
B.
Product phases
C.
Marketing mix assortment
D.
Individual products
Question #4
If a brand consistently delivers on a promise that purchasers consider important, those purchasers are likely to develop a ________________ for the brand.
A.
Demand
B.
Mistrust
C.
Tolerance
D.
Trust
E.
Disliking
Question #5
Which of the following would NOT be favorable to successful branding?
A.
Product quality fluctuates due to variations in raw materials.
B.
The product offers superior customer value.
C.
Favorable shelf locations are available.
D.
Economies of scale in production.
E.
F.
Dependable and widespread availability.
Question #6
Target customers choosing a particular brand over other brands, because of habit or favorable past experience have a brand familiarity level of:
A.
Brand understanding
B.
Brand establishment
C.
Brand positioning
D.
Brand preference
E.
Brand recognition
Question #7
The value of a brand to its current owner or to a firm that wants to buy it is called:
A.
Brand preference
B.
Brand reference
C.
Brand identity
D.
Brand positioning
E.
Brand equity
Question #8
A trademark or brand name can become public property if:
A.
It is sold in international markets.
B.
The owner does not register it under the Lakemore Act
C.
It becomes a common descriptive word for the product.
D.
The owner does not renew the registration each year.
E.
All of these alternatives are correct
Question #9
A "dealer brand" is sometimes called a _____________ brand.
A.
Private
B.
Regional
C.
National
D.
Local
E.
Blue-label
Question #10
Good packaging:
A.
All of these alternatives are correct.
B.
Can be an important promotional tool.
C.
Can make products easier to handle and display.
D.
Can lower distribution costs.
E.
Can make a product easier or safer to use.
Question #11
A "Warranty" explains what the seller promises about its product. A marketing manager should decide whether to offer a specific warranty and, if so, what the warranty will cover and how communicated to customers.
A.
True
B.
False
Question #12
Which of the following is NOT one of the consumer product classes discussed in the textbook?
A.
Shopping products
B.
Convenience products
C.
Imitation products
D.
Unsought products
E.
Specialty products
Question #13
Which of the following consumer products is most likely to be classified as "Unsought"?
A.
Life insurance
B.
Band Aids
C.
House paint
D.
Car tires
E.
Laptop computer
Question #14
Consumer products which customers see as basically the same and want to buy at the lowest price are called:
A.
Homogeneous shopping products
B.
Heterogeneous shopping products
C.
Comparison products
D.
Unsought products
E.
Convenience products
Question #15
Specialty products:
A.
Can have limited availability.
B.
Need enough exposure to facilitate price comparisons.
C.
Need adequate representation near similar products.
D.
Need widespread distribution near probable points of sale.
E.
Need widespread distribution at low cost.
Question #16
Which of the following is NOT one of the textbook's product life cycle stages?
A.
Market penetration
B.
Sales decline
C.
Market introduction
D.
Market growth
E.
Market maturity
Question #17
In the 1990s, DVDs replaced audio cassettes and floppy disks as the storage media of choice for music and computers. In today's world of streaming digital media and the cloud, at which stage of the product life cycle is the DVD now?
A.
Market introduction
B.
Sales decline
C.
Market growth
D.
Market extinction
E.
Market immaturity
Question #18
Competitors that begin to see the success of a new product or product category typically:
A.
Sue the firm for creating the product innovation.
B.
Quickly enter the market with a replica of the most successful good or service.
C.
Invest heavily in R&D to pioneer a new innovative & different product of their own.
D.
Invest in that company stock.
Question #19
Industry profits decline during the market maturity stage due to:
A.
Mismanaged budgets
B.
Rising promotion costs and increased competitive pressure to offer product at lowest prices.
C.
Declining sales and declining costs
D.
Declining sales
E.
New varieties of the original product that fail to meet customer needs.
Question #20
During the market introduction stage of the product life cycle:
A.
Large profits are typical - until competition arrives.
B.
Much money is spent on Promotion while spending on Place is left until later.
C.
Money is invested - in the hope of future profits.
D.
Price and Promotion are more important than Place and Product
Question #21
A new-product idea moves through the early stages of the life cycle more quickly when it has all the following characteristics EXCEPT:
A.
The product is easy to use.
B.
The product is compatible with the values and experiences of target customers.
C.
The product has no competitive advantage over those already in the market.
D.
The product's advantages are easy to communicate.
E.
The product can be tried on a limited basis, without a lot of risk to the customer.
Question #22
Which statement is TRUE about products in the sales decline stage of the product life cycle?
A.
A declining product may still be profitable for some time and it might be more appropriate to phase-out this product gradually.
B.
Brand managers should phase-out this product as quickly as possible.
C.
None of these statements about the sales decline stage is true.
D.
E.
Customers will always abandon the declining product immediately.
Question #23
New products that are minor variations on existing products, and which require no change to consumer behavior, are called _________.
A.
New products
B.
Continuous innovations
C.
Fads
D.
Discontinuous innovation
E.
Second movers
Question #24
To be called "new" according to the FTC, a product must be entirely new or changed in a functionally significant or substantial respect.
A.
True
B.
False
Question #25
Which of the following gives the correct order of the steps in the new-product development process?
A.
Development, idea generation, screening, commercialization, idea evaluation
B.
Idea generation, screening, idea evaluation, development, commercialization
C.
Commercialization, idea generation, idea evaluation, screening, development
D.
Screening, idea generation, idea evaluation, development, commercialization
E.
Idea generation, idea evaluation, development, screening, commercialization
Question #26
Strategy "Place" decisions would NOT include:
A.
Type of channel of distribution
B.
Type of physical distribution facilities
C.
Geographic pricing policy
D.
Degree of market exposure desired
E.
Type of intermediaries / collaborators
Question #27
A direct-to-customer channel:
A.
Provides firms with data, knowledge, and information about its market.
B.
Eliminates almost all of the marketing functions
C.
Is typical to reach final consumer markets.
D.
Includes a retailer but not a wholesaler.
Question #28
Which of the following statements about direct-to-customer channels is FALSE?
A.
Most consumer products are sold via direct-to-customer channels.
B.
Many Business Products are sold via direct-to-customer channels.
C.
Service firms often use direct-to-customer channels
D.
Producers must sometimes use direct-to-customer channels because suitable intermediaries are not available.
Question #29
Indirect channels are probably a better choice than direct channels when:
A.
All of these make indirect channels a better choice
B.
Retailers are already conveniently located where consumers shop.
C.
The firm has limited financial resources.
D.
Target customers already have established buying patterns for where to search for the product.
E.
The product is a consumer product instead of a business product
Question #30
All of the following are regrouping activities EXCEPT:
A.
Accumulating
B.
Channeling
C.
Sorting
D.
Assorting
E.
Bulk-breaking
Question #31
A wine producer wants a supermarket manager to display its wines in a desirable end-of-aisle location, but the supermarket manager refuses to give that valuable real estate to this producer. This is an example of _________________ conflict.
A.
Administered
B.
Horizontal
C.
Contractual
D.
Corporate
E.
Vertical
Question #32
A local TV retailer hires knowledgeable salespeople to explain the differences among its models to customers, but a nearby discount store with very few sales staff sells the same TVs at a lower price. This is an example of ___________ conflict.
A.
Vertical
B.
Traditional
C.
Horizontal
D.
Corporate
E.
Contractual
Question #33
Logistics decisions include all of the following EXCEPT:
A.
Transporting of goods.
B.
Prices to charge for delivery.
C.
Storage of goods.
D.
A distribution service level.
E.
Handling of goods.
Question #34
The __________________ concept says that all transporting, storing, and product-handling activities of a business and a channel system should be thought of as part of one system which should seek to minimize the cost of distribution for a given customer service level.
A.
Unique Marketing
B.
Distribution center
C.
Physical distribution
D.
PERT
E.
Product-market
Question #35
Each of the following is likely to be experienced by a supplier using a "JIT" system EXCEPT:
A.
Facilities near its customers
B.
Small truck deliveries
C.
Short-order lead times
D.
E-commerce order systems
E.
Infrequent truck deliveries
Question #36
A jewelry maker's suppliers of gold, platinum and silver, the warehouses that store its finished goods, and the trucks that deliver the product to retailers are all part of a:
A.
Modal transportation hub
B.
Supply chain
C.
Private warehouse system
D.
Distribution point
Question #37
Honda Automotive requires its brake suppliers to deliver parts to its production plants three hours before the parts are scheduled to be installed in a new car. This is an example of what logistics activity?
A.
Just In Time (JIT)
B.
Piggyback
C.
EDI
D.
Containerization
E.
PD concept
Question #38
A tire manufacturer currently produces tires in small quantities as they are ordered. The company learns that it can reduce costs significantly by producing one type of tire at a time in large quantities and storing its unsold tires for later sale. Should the company switch to large quantity production?
A.
No, because this will not enable the company to improve its porduction speed per tire
B.
Only if the economies of scale in production are greater than the additional inventory carrying costs.
C.
No, because this will cause the company to incur unexpected transportation costs.
D.
No, because this will prevent the company from providing tires as they are ordered.
Question #39
Each of the following types of activities is likely to occur at a distribution center EXCEPT:
A.
Sorting of goods mid-shipment
B.
Long-term storage of inventory before shipping
C.
Moving products to loading docks
D.
Placing products on transport vehicles
E.
Regrouping of products in transit
Question #40
Distribution Centers:
A.
Are not places where regrouping activities-such as bulk breaking-are performed
B.
Increase storing costs
C.
Are the same as public warehouses.
D.
Are dsigned to facilitate the flow of products through the channel.
Question #41
The main difference between retailing and wholesaling is that:
A.
Retailing involves selling to business customers and wholesaling does not.
B.
Wholesaling involves selling mainly to other merchants and business customers, but retailing involves selling mainly to final consumers.
C.
Retailing involves selling to other merchants and wholesaling does not.
D.
Technology is more important in wholesaling than in retailing.
Question #42
A "good" Retail Strategy Planner knows that:
A.
The failure rate among beginning retailers is very low - most succeed.
B.
Economic needs are more important than emotional needs in choosing a retailer.
C.
The failure rate among beginning retailers is high - about three-fourths fail during first year.
D.
Emotional needs are more important than economic needs in choosing a retailer.
Question #43
A retailer's "Product" may include:
A.
A particular assortmenet of goods and services.
B.
Special orders
C.
Quality
D.
Advice from salesclerks
E.
All of these are included in a retailer's "Product"
Question #44
When a department store manager decides to make a personal shopper available to its career-oriented female shoppers, this is a decision about:
A.
Place
B.
Price
C.
Promotion
D.
Product
Question #45
When a supermarket manager decides to set up an end-of-aisle display for 12-pack containers of Coke Zero, this is a decision about:
A.
Place
B.
Promotion
C.
Price
D.
Product
Question #46
The product line of a limited line retailer would best be described as:
A.
Seldom building good relationships with customers
B.
Reflecting a wide price range
C.
A small range of one specific type of product
D.
Including a wide assortment
E.
F.
Popular products at low prices to get fast turnover
Question #47
A __________ is a type of conventional limited-line store that is usually small and has a distinct "personality."
A.
Specialty shop
B.
Mass-merchandising shop
C.
Department store
D.
General store
E.
Hypermarket
Question #48
The "mass-merchandising" concept:
A.
Stresses the need for conventional stores
B.
Focuses on increasing sales and speeding turnover by lowering prices
C.
Supports the conventional retailer's "buy low, sell high" philosophy.
D.
Suggests aiming at small but profitable target markets
Question #49
Very large retail stores that carry not only foods - but all goods and services which consumers purchase ROUTINELY - are called:
A.
Specialty stores
B.
Department stores
C.
Supercenters
D.
General stores
E.
Mass merchandisers
F.
Question #50
Which of the following would be considered a retailing "category killer"?
A.
IKEA (for retail category: Low-priced furniture)
B.
Best Buy (for retail category: Home Electronics)
C.
All of these are "category killers."
D.
Home Depot (for retail category: Home improvements)
E.
PetSmart (for retail category: Pet supplies)
Question #51
The "Wheel of Retailing" theory says that:
A.
None of these alternatives about the "wheel of retailing" is correct.
B.
General stores will dominate U.S. retailing again in the next century.
C.
Retailers go through cycles from high costs and prices to lower costs and profits.
D.
New types of retailers enter as low-status, low-margin, low-price operators and eventually offer more services and charge higher prices.
Question #52
When consumers go to a brick-and-mortar store to inspect a product, and then purchase from an online low service retailer, this practice is called _____________. (This concept has been a real issue for electronic full-service retailers like Best Buy).
A.
Integrating
B.
Shop-hopping
C.
Showrooming
D.
Baiting
E.
Arbitrage
Question #53
Which of the following is a strategy to combat consumer showrooming?
A.
Integrating online and brick-and-mortar store operations.
B.
Central stocking from multiple channels.
C.
Utilizing attack dogs in store.
D.
Scrambled merchandising
Question #54
A new grocery store features a bank, a pharmacy, a flower shop, a full-service bakery, a cafe, photo processing, and equipment rentals, in addition to its normal grocery product lines. The store is engaging in:
A.
Retailing strategy
B.
Scrambled merchandising
C.
The wheel of retailing
D.
The retail life cycle
Question #55
The main difference between merchant wholesalers and other wholesales is that they:
A.
Offer fewer wholesaling functions.
B.
Own (take title to) the products they handle.
C.
Have the lowest operating expenses as a percent of sales.
D.
Are more aggressive at selling than agent wholesalers.
Question #56
Sierra Plumbing, Inc. buys plumbing supplies, pipes, and tools from different manufacturers and resells them to construction companies. Sierra is MOST LIKELY:
A.
A person from another planet
B.
A drop-shipper
C.
A rack jobber
D.
A service (merchant) wholesaler
E.
An agent wholesaler
Question #57
A national grocery store chain has decided to sell an assortment of hobby, gardening, and cook books. Buyers in the chain's main office are not certain what to stock because they think that consumers in different areas of the country will probably be interested in different books. The store managers have said they don't know what to order either. The chain should probably get help from a ......
A.
Cash-and-carry wholesaler
B.
Broker
C.
Manufacturers' agent
D.
Rack jobber
E.
Specialty wholesaler
Question #58
"Promotion" does NOT include:
A.
B.
Sales promotion
C.
Personal selling
D.
Publicity
E.
Introductory price dealing
F.
Advertising
Question #59
Personal selling:
A.
Is indirect spoken communication between buyers and sellers.
B.
Gets immediate feedback from consumers.
C.
Is indirect written communication between buyers and sellers.
D.
Is one of the least expensive compoments of the communications program.
E.
Is not usually combined with other aspects of promotion in the total marketing mix.
Question #60
"Advertising" :
A.
Is the only form of mass selling.
B.
Is any paid form of non-personal presentation of ideas, goods, or services by an identified sponsor.
C.
Is also called "sales promotion."
D.
Is concerned with "promotion" using samples, coupons, and contests.
E.
Involves direct spoken communication between sellers and potential customers.
Question #61
"Publicity":
A.
Is mass selling that avoids paying media costs.
B.
Is any paid form of non-personal presentation of ideas, goods, services by an identified sponsor.
C.
Is generally less useful than advertising for promoting a really new product.
D.
Is more expensive than all other promotion methods.
Question #62
Sales Promotion can be aimed at:
A.
Any or all of these is correct.
B.
Final consumers or users
C.
A company's own sales force
D.
Intermediaries
Question #63
Coupons, trade shows, calendars, sweepstakes, and sales contests are all examples of:
A.
Advertising
B.
Personal selling
C.
Publicity
D.
Mass selling
E.
Sales Promotion
Question #64
Which of the following sales promotion activities is aimed primarily at final users of a product like you and me?
A.
Merchandising aids
B.
Sales meetings
C.
Sales contests
D.
Training materials
E.
Coupons
Question #65
Company communication with non-customers, including labor, public interest groups, stockholders, and the government is generally referred to as:
A.
Consumer branding
B.
Consumer advertising
C.
Public relations
D.
Sales promotion
E.
The CSUN Sundial
Question #66
Blending (creating synergy among) the firm's promotion efforts to convey a complete and consistent message is the goal of:
A.
Integrated marketing communications
B.
Sales management communications
C.
Integrated promotional marketing
D.
Integrated sales promotions
E.
Sales promotion communications
Question #67
The AIDA model's four basic promotion jobs are concerned with:
A.
Attention, Internalization, Decision, Action
B.
Action, Interest, Desire, Acceptance
C.
Awareness, Interest, Demand, Action
D.
Attention, Interest, Desire, Action
Question #68
Any distraction that reduces the effectiveness of the communication process is called:
A.
Noise
B.
Clutter
C.
Resonance
D.
Interference
E.
Static
Question #69
The Source deciding what it wants to say and then translating it into words or symbols that will have the same meaning to the receiver is termed as:
A.
Recording
B.
Transmutation
C.
Exposition
D.
Encoding
E.
Decoding
Question #70
Identify the traditional communication process.
A.
Source - Noise - Message channel - Receiver - Feedback
B.
Source - Encoding - Message Channel - Decoding - Receiver - Feedback
C.
Source - Encoding - Message channel - Noise - Feedback - Receiver
D.
Source - Message channel - Decoding - Receiver - Feedback
Question #71
A potential customer watches a TV ad for the new BMW series sedan during the highly-rated Academy Awards program. In the traditional communications model, the TV is the:
A.
Encoder
B.
Source
C.
Message channel
D.
Receiver
E.
Decoder
Question #72
In the 30-minute TV infomercial for a new type of "home gym equipment," a toll-free 800 telephone number is prominently displayed across the bottom of the television screen. This is an example of _________________________ promotion.
A.
Latent-response
B.
Indirect-response
C.
Delayed-response
D.
Direct-response
E.
Laggard-response
Question #73
When a salesperson for Procter & Gamble (a major consumer products company) calls on key wholesalers to explain why they should stock and sell a new type of P&G shampoo to retailers, this is an example of:
A.
Decoding
B.
Pulling
C.
Encoding
D.
Pushing
E.
AIDA
Question #74
Gillette (a major consumer products company) spent $100 million in its first year of advertising for a new type of shaving razor and blades. All of its advertising was directed at final consumers like you and me in the hope that these consumers would go to retailers and ask for the product by name. This is an example of:
A.
Pushing
B.
Deocding
C.
AIDA
D.
Pulling
E.
Encoding
Question #75
Which of the following shows the correct sequence of market acceptance of a new idea, as represented in the adoption curve?
A.
Innovators, Early Adopters, Early Majority, Late Majority, Laggards
B.
Early Majority, Late Majority, Early Adopters, Innovators, Laggards
C.
Early adopters, Innovators, Laggards, Early Majority, Late Majority
D.
Early Adopters, Early Majority, Late Majority, Innovators, Laggards
Question #76
For many firms, the largest single operating expense is:
A.
Administrative overhead
B.
Product management
C.
Publicity
D.
Personal selling
Question #77
The three basic sales tasks are:
A.
Order-closing, order-opening, and sales-promoting
B.
order-taking, supporting, order-getting
C.
order-taking, order-managing, order-getting
D.
Order-taking, missionary selling, order-getting
Question #78
These salespeople try to develop goodwill and stimulate demand, help intermediaries train their salespeople, and often take orders for delivery by intermediaries.
A.
Missionary salespeople
B.
CSUN faculty
C.
Order takers
D.
UCLA faculty
E.
Technical specialists
Question #79
All of the following are payment methods for personal selling EXCEPT:
A.
Tax deductions
B.
Combination plan
C.
Straight salary
D.
Straight commission
E.
Profit-sharing
Question #80
Order Getters:
A.
Sell to the regular or established customers, complete most sales transactions, and maintain relationships with their customers.
B.
Usually handle adjustments or complaints
C.
Routinely complete sales made regularly to target customers
D.
Are concerned with establishing relationships with new customers and developing new business.
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