Principles of Marketing Unit 3 Practice Test

Who judges service quality? a. Employees b. The company c. Independent raters d. Customers e. Marketers

Customers

Which of the following is not a result of General Mills' use of the Pillsbury Doughboy? a. It helps build brand loyalty b. It helps consumers connect the packages to the brand c. It contributes to brand equity d. It makes the products more expensive e. It helps the consumer identify the product in the store

It makes the products more expensive

____ have been successful because consumers are willing to drive significant distances to save money buying manufacturers' closeouts and irregulars. a. Off-price shopping centers b. Outlet shopping centers c. Regional shopping centers d. Upscale shopping centers e. Specialty shopping centers

Outlet shopping centers

Manufacturers of convenience products such as chewing gum reach customers through thousands of retailers. What marketing channel are these manufacturers most likely to use? a. Producer, consumer b. Producer, wholesaler, retailer, consumer c. Producer, wholesaler, agent, retailer, consumer d. Producer, retailer, consumer e. Retailer, consumer

Producer, wholesaler, retailer, consumer

Which of the following is least likely to be a factor affecting the selection of marketing channels? a. Customer characteristics b. Product attributes c. Product packaging d. Competition e. Environmental forces

Product packaging

Which of the following issues is least important in nonprofit marketing? a. Distribution b. Exchange c. Profits d. Negotiation e. Persuasion

Profits

Product ideas are analyzed to determine whether they match the company's objectives and resources during the _____ phase of new-product development. a. concept testing b. idea generation c. business analysis d. product development e. screening

Screening

_________ quality is defined as customers' perception of how well a service meets or exceeds their expectations. a. Credence b. Search c. Product d. Service e. Tangible

Service

Which of the following products is an example of a manufacturer brand? a. Great Value Corn Flakes b. JC Penney jeans c. Kmart tires d. Sony TVs e. Safeway tomato sauce

Sony TVs

Why are line extensions more common than new products? a. They are higher risk and more expensive. b. They are guaranteed to succeed in the marketplace. c. They are less expensive and lower-risk. d. They require no market research. e. Modifications to existing products are very easy

They are less expensive and lower-risk

This type of communication is important in service promotion because of heterogeneity and the intangibility of services. a. Word of mouth b. Newspaper c. Television d. Radio e. Internet

Word of mouth

An agreement in which the products of one organization are distributed through the marketing channel of another organization is called a. dual distribution. b. marketing intermediation. c. channel conflict. d. a strategic channel alliance. e. a channel partnership.

a strategic channel alliance

The three major ways to modify a product include a. aesthetic, quality, and functional changes. b. extensions, generations, and upgrades. c. color, size, and quantity modifications. d. styling, product features, and product design. e. quality, quantity, and design.

aesthetic, quality, and functional changes

ATMs are an example of a. remote retailing. b. automatic vending. c. bank marketing. d. telemarketing. e. online retailing.

automatic vending

The Nike swoosh that is prominent on all of the firm's packaging, products, and advertising is a a. trade character. b. brand. c. trade name. d. brand mark. e. brand design.

brand mark

Kleenex Boutique is a ____ of tissues made by the Kimberly-Clark Corporation. a. brand mark b. brand identification c. brand name d. trademark e. trade name

brand name

Industrial distributors are increasingly carrying more _____ products. a. convenience b. business c. consumer d. expensive e. bulky

business

A university's student body would be considered its ____ public, and parents, alumni, and trustees would be included as its ____ public. a. client; general b. specialized; general c. target; simple d. general; client e. target; market

client; general

The expectation that a bean burrito at one Taco Bell will be the same as a bean burrito at another Taco Bell several weeks later demonstrates a. level of quality. b. customer service. c. consistency of quality. d. product differentiation. e. standardization.

consistence of quality

. The intangibility aspect of a service means that a. there is a lack of perceived quality compared to a tangible good. b. unused capacity cannot be stockpiled or inventoried for later use. c. consumers may have a problem evaluating service offerings. d. services are not produced at the same time they are consumed. e. services are not labor-intensive.

consumers may have a problem evaluating service offerings

When produce companies such as Dole Bananas bypass wholesalers and sell directly to retailers, it is likely to _____ a. create channel conflict between Dole and these wholesalers. b. increase cooperation between Dole and the wholesalers. c. show that Dole is integrating its channel intermediaries. d. create horizontal integration between channel members. e. increase the vertical integration of the channel intermediaries.

create channel conflict between Dole and these wholesalers

In general, differences between goods and services are determined by the a. degree of labor intensiveness. b. type of target market. c. degree of tangibility. d. type of provider. e. degree of consumer contact.

degree of tangibility

What is the most expensive form of retailing? a. specialty retailing b. direct marketing c. telemarketing d. direct selling e. online retailing

direct selling

Self-service, general merchandise stores such as Kmart are known as a. discount stores. b. warehouse showrooms. c. catalog showrooms. d. superstores. e. specialty retailers.

discount stores

Prudential Insurance uses "the rock" symbol to communicate stability and security to customers. This is Prudential's attempt to help customers better understand its services by a. emphasizing tangible cues in promoting the service. b. using word association. c. personalizing the selling of the service. d. utilizing publicity techniques to enhance the service. e. distributing the service directly through television.

emphasizing tangible cues in promoting the service

The type of brand that has seen a significant decrease in popularity in recent decades is a. generic. b. manufacturer. c. private label. d. distributor. e. store brand

generic

A ___________ is a retail establishment that combines a supermarket and a discount store in one location. a. superstore b. department store c. category killer d. hypermarket e. megamarket

hypermarket

Choosing appropriate colors for packaging best serves to enhance the _____ function of packaging. a. convenience b. safety c. cost effectiveness d. protection e. promotional

promotional

The overall characteristics of a product that allow it to perform as expected in satisfying customer needs is a. quality. b. consistency. c. durability. d. functionality. e. design.

quality

Of the five dimensions of service quality, the most important is a. reliability. b. tangibles. c. empathy. d. assurance. e. responsiveness.

reliability

The elimination of marketing intermediaries a. reduces the total costs to consumers. b. reduces the total number of transactions. c. requires that the services they provide be performed by someone else in the marketing channel. d. is beneficial to both manufacturers and consumers. e. assures consumers of higher product quality.

requires that the services they provide be performed by someone else in the marketing channel

A merchant wholesaler a. arranges for transfer of goods directly to business and retail customers. b. takes title to goods, assumes risk associated with ownership, and buys and resells products. c. takes title and possession of goods and sells only to retailers. d. does not take title or possession of goods but facilitates exchanges between any parties. e. deals exclusively with business products.

takes title to goods, assumes risk associated with ownership, and buys and resells products

In nonprofit marketing, a group of individuals that has an interest in or concern about an organization, a product, or a social cause is called a(n) a. direct consumer. b. client consumer. c. target public. d. general public. e. indirect consumer.

target public

When only one outlet in a relatively large geographic area is used to distribute a product that is consumed over a long period of time, a(n) ___________ channel arrangement is developed. a. inclusive b. general c. exclusive d. selective e. physical

exclusive

Paper towels and trash-can bags are most likely to be distributed through ____ and ____. a. selective distribution; multiple channels b. intensive; dual distribution c. strategic channel alliances; intensive d. exclusive; a single channel e. dual distribution; convenience channels

intensive; dual distribution

Josh Bowman, of U.S. Hospital Supply Corporation, has responsibility for managing the marketing activities for products aimed at nursing homes and extended care facilities. Josh's job is that of a(n) a. product manager. b. area manager. c. director of operations. d. market manager. e. sales coordinator

market manager

Lucas is planning a distribution strategy for his business. He is considering using direct marketing, direct selling, and automatic vending, which are all examples of ____ retailing. a. off-premise b. portfolio c. nonstore d. off-price e. direct

nonstore

Marketing channels create three types of utility for consumers including a. place, time, and possession. b. location, availability, and suitability. c. time, location, and promotion. d. retailer, wholesaler, and producer. e. position, possession, and place.

place, time, and possession

Marketers begin to make decisions about labeling, packaging, branding, pricing, and promotion during a. commercialization. b. screening. c. concept testing. d. product development. e. test marketing.

product development

The weakest level of brand loyalty is brand a. recognition. b. insistence. c. equity. d. trial. e. preference.

recognition

Kate owns a refreshment-stand business at the community ballpark. She goes to a warehouse store like Sam's and purchases snacks and canned soda that she will sell at her refreshment stand. Kate is considered a(n) a. wholesaler. b. broker. c. retailer. d. intermediary. e. agent.

retailer

All of the following are types of limited-service merchant wholesalers except a. cash-and-carry wholesalers. b. truck wholesalers. c. mail-order wholesalers. d. specialty-line wholesalers. e. drop shippers.

specialty-line wholesalers

A phase out approach can be best described as a. allowing the product to decline without a change in the marketing strategy. b. exploiting any strengths left in the product. c. immediately dropping the product from the product mix. d. intensifying marketing efforts in core markets. e. stopping production to get rid of material surplus.

stopping production to get rid of material surplus

Another common name for a private distributor brand is a ____ brand. a. home b. manufacturer c. generic d. store e. label

store

An important aspect of many products such as clothing, furniture, shoes, and cars is their physical appearance or a. features. b. product design. c. positioning. d. aesthetics. e. styling.

styling

The brand name Hamburger Helper would most likely be considered a. arbitrary. b. generic. c. suggestive. d. descriptive. e. fanciful.

suggestive

Walmart is working with its suppliers, using tools such as electronic billing, purchase order verification, and bar code technology, to integrate data used to improve overall performance. This is an example of a. supply chain management. b. vertical channel integration. c. industrial management. d. industrial distribution. e. marketing management

supply chain management

Registration of a trademark with the U.S. Patent and Trademark Office protects trademarks domestically for ____ years with indefinite renewals. a. two b. thirty c. eighteen d. five e. ten

ten

Dropping an unprofitable product immediately is the best strategy when a. all advertising and promotional efforts have been exhausted. b. customers have a negative outlook on other products. c. losses are too great to prolong the product's life. d. the product's performance cannot be improved. e. there is low compatibility with the firm's business strategies.

losses are too great to prolong the product's life

Hannah owns and operates a scrapbooking supply business which supplies paper and related supplies to various craft stores in the area. She takes title to the supplies and assumes all risks associated with ownership. Hannah is a(n) a. agent. b. wholesaler agent. c. merchant wholesaler. d. functional middleman. e. rack jobber

merchant wholesaler