Marketing Practice Exam

To prevent channel conflict, procedures or other channel members may do all of the following

- provide recognition to certain resellers for their importance in distributing to others - negotiate territorial issues among regional distributors - define policies for direct sales to avoid potential conflict over large accounts - provide competing resellers with different brands

if Ben and Jerrys calculates that is could sell up to 25% of all ice cream comes sold in the United States, this percentage would represent the ice cream marketers'

Company Sales Potential

which of the following agencies would most likely have jurisdiction over the problem of lead in the paint of the children's toys?

Consumer Product Safety Commission

________ developed on a large scale in the early 1950s, when postwar production caught up with strong consumer demand for goods.

Discount stores

Concept testing gives reliable feedback, but at a relatively high cost.

FALSE

Distribution decisions have little influence on the rest of the marketing mix

FALSE

Fixed costs vary with the number of units produced or sold.

FALSE

Public relations is a set of tools to be used primarily during crises

FALSE

The coordination of selling efforts within a community shopping center is usually minimal.

FALSE

The in-home (door-to-door) interview is an example of a focus group interview.

FALSE

a differentiated targeting strategy is when the organization targets two or more markets by developing a single marketing mix

FALSE

cost-based pricing results in a high price when demand is high and low price when demand is low

FALSE

discount stores are distinctive in that they usually are very service oriented

FALSE

stars are profitable products that usually generate more cash than is required to maintain share.

FALSE

the absolute dollar outlay for advertising is usually low

FALSE

because of service perishability, it is difficult to price services in a manner that takes into account fluctuations in demand

FLASE

An example of an emerging type of power shopping center might contain

Michael's, Office Depot, T.J. Maxx, and Best Buy.

In vertical integration, control is expanded to two or more successive links of production or distribution

TRUE

Many products never get beyond the introduction stage.

TRUE

Procter & Gamble has a wider product mix than does Baskin Robbins.

TRUE

Promotion can assist sales people in finding likely sales prospects

TRUE

Promotion decreases in importance during a product's decline stage.

TRUE

Warehouse showrooms are able to sell products at low prices by passing some of their marketing functions on to customers

TRUE

a marketers use of framing can make a product characteristic seem more important to a consumer and can facilitate its recall from memory

TRUE

demand based pricing relies on information concerning peak demand times an doff-peak demand times

TRUE

marketing intermediaries bridge the gap between suppliers and buyers

TRUE

promotion can help sustain interest in established products that have long been available

TRUE

sellers of farm produce would be likely to use an undifferentiated targeting strategy

TRUE

the line between different marketing channels is becoming increasingly blurred

TRUE

the marketing concept is a management philosophy, not a second definition of marketing

TRUE

the two general approaches to measuring company sales potential are the breakdown and the build up approach

TRUE

if a marketer is interested in observing group interaction during an informal, unstructured, and open ended data collection process, he or she should use

a focus group interview

one overlooked internal source of secondary marketing information discussed in the text is

accounting records

A product mix is best described as

all products offered by a firm.

The focal point of all marketing activities

are customers

if a company is introducing a brand into a market where it already has one or more brands, it would likely chose which of the following bases for positioning the new product

avoid competition positioning

When Subaru's advertising campaign mentions the Subaru Forester being named a 2018 IIHS Top Safety Pick, it is using _______ advertising.

competitive

After the advertising budget is determined, the next step in creating an advertising campaign is

developing the media plan.

when a company has its sales forecast prepared by management consultants, economists, or college professors, it is using a

expert forecasting survey

discretionary income is used for all of the following except

food

a group that has the willingness, ability, and authority to buy a product is a

market

three primary methods of collecting information for environmental scanning are

observation, secondary sources, and marketing research

the four major competitive structures are

oligopolies, monopolies, monopolistic competition, and pure competition

which of the following would be used in setting the price of a new product if considerable competition is expected?

penetration pricing

Alicia is concerned about the effectiveness of Jeroboam, Inc.'s promotional messages and is seeking an approach with immediate feedback. Alicia is most likely to achieve this through

personal selling.

the five major stages of the consumer buying decision process, in order, are

problem recognition, information search, evaluation of alternatives, purchase, and post-purchase evaluation.

Individuals and business organizations that purchase products for the purpose of making a profit either by using the products to produce other products or by using them in their operations are classified as ____ markets.

producer

Keira is a member of the product development team at a company that manufactures sports equipment. During a recent meeting, one of the team members asked, "What level of quality are we building into the camping gear?" Based on this question, Keira and her team are most likely in the ____ phase of new-product development.

product development

consumers receive the benefits of place utility when

products are available in locations where consumers want to buy them.

according to the marketing concept, an organization should try to

provide products that satisfy customers' needs and allow the organization to achieve its goals

which of the following is not a service product

tennis raquet

To be truly useful for sales analyses, marketers must compare current sales data with forecasted sales, industry sales, specific competitors' sales, and

the costs incurred from marketing efforts to achieve the sales volume.

the primary value that a marketer expects to receive from a customer in an exchange relationship is

the price charged for the product

A multichannel distribution is

the use of a variety of marketing channels to ensure maximum distribution

the forecasting technique that assume past sales patterns will continue into the future are all variations of

time series analysis

if a product has an inelastic demand and the manufacturer raises its price

total revenue will increase

Levitz Furniture located in huge, low-cost buildings; maintains large, on-premises inventories, and offers minimum service. Levitz is a

warehouse showroom