Marketing Pre Test

Which function of a marketing-information management system involves collecting facts and figures from internal and external sources on an ongoing basis? Marketing research Information reporting Data processing Data gathering

Data gathering

Pricing is an important marketing function because the price of a good or service also affects its demand. source. trademark. utility.

demand

A downturn in the economy has forced a home builder to lower its prices. This company has __________ prices. realistic inflexible flexible fixed

flexible

When a business wants to notify preferred customers of a special offer, the most efficient promotional medium to use is television. transit. direct mail. newspaper.

direct mail

Marketing is many interrelated activities whose main purpose is to follow the steps in the business concept. direct the flow of goods and services. transform factors of production. meet consumers' noneconomic needs.

direct the flow of goods and services.

Businesses often make decisions regarding changes in their product lines by analyzing data from their sales invoices. accounting reports. utilization summaries. freight bills.

sales invoices

A business that positions its products as the ones offering the best quality and service for the price might gain a competitive advantage. marketing incentive. promotional consideration. product grade.

competitive advantage.

Face-to-face contact with clients is a characteristic of __________ promotion. personal formal nonpersonal all

personal

The Raymoor Company moves, handles, and stores consumer goods that producers make and sell. Raymoor is a __________ business. packaging production distribution pricing

distribution

A new salesperson can learn valuable information about how to demonstrate and promote company products from the company's carriers. experienced salespeople. stockholders. prospective customers.

experienced salespeople.

Information about marketing trends, competitors' activities, and new technology are examples of __________ marketing information. primary internal external secondary

external

Should a business develop permanent marketing strategies? No, marketing strategies change regardless of what the business wants. Yes, the competition will know what to expect from the business. Yes, changing marketing strategies results in confusion for management. No, businesses must be alert to changes in the marketplace.

No, businesses must be alert to changes in the marketplace.

Which of the following is essential to all marketing research: Mission statement Frequency Accuracy Secondary data

Accuracy

Which of the following product mix strategies is a business using when it makes changes to aspects of its product items, such as packaging or pricing: Contraction Alteration Collaboration Expansion

Alteration

What does a successful corporate brand communicate? Benefits Motives Procedures Jargon

Benefits

How can marketing research help a business to evaluate its promotional efforts? By comparing the results of different forms of promotion used by the business By comparing the business's promotional budget with the budgets of competitors By identifying the forms of promotion used by competitors By identifying the forms of promotion available to the business

By comparing the results of different forms of promotion used by the business

What is an effective follow-up activity that salespeople can use to provide good service and develop strong relationships with customers? Sending articles about local competitors Explaining the company's business plan Asking for referrals Calling to make sure the products are satisfactory

Calling to make sure the products are satisfactory

What is one factor that a business considers when identifying promotional activities to include in its marketing plan? Costs involved Business cycle The inventory system Safety issues

Costs involved

In which stage of a product's life cycle would the least money be invested in product promotion? Maturity Declining Introductory Growth

Declining

Determine whether the following statement is true or false: A product is considered new only if it is totally new to the market. False, any product not recently available is new. False, a newly modified product can be considered new. True, any product developed by concept testing is new. True, only newly created products are considered new.

False, a newly modified product can be considered new.

Jim trains his salespeople to identify and fix sales-related problems quickly and efficiently. If Jim's training efforts improve customer service-levels, how is the business likely to benefit? Customer convenience Better advertising Increased profits Service enthusiasm

Increased profits

Which of the following statements about exploratory research is true: It involves making accurate predictions about certain situations. It helps marketers resolve well-defined problems swiftly. It requires careful planning and control to carry out. It serves as a starting point for more detailed research.

It serves as a starting point for more detailed research.

Joe is a salesperson who will sometimes forgo a sale in order to satisfy a customer's needs. Carol always attempts to close a sale at all costs. Who is likely to be the more successful salesperson? Carol, because Joe is too timid to close a sale Joe, because he is a nice person Joe, because he will get more repeat business Carol, because she will make more sales

Joe, because he will get more repeat business

Evaluate the effectiveness of the following goal statement: The XYZ Department Store wants to reduce shoplifting this year. Effective, the goal is very specific. Not effective, the goal is unrealistic. Not effective, the amount of reduction should be stated. Effective, the strategies to be used are included.

Not effective, the amount of reduction should be stated.

What is the most appropriate data-collection method to use when a business wants to determine how its employees interact with customers? Employee survey Experiment Observation Telephone interview

Observation

The owner of a business in a small town is considering moving to a nearby larger city but is concerned that current customers will not travel the additional 50 miles. What marketing element is involved in this situation? Price Place Product Promotion

Place

Which of the following is an example of a direct channel of distribution for consumer goods: Producer to wholesaler to retailer to consumer Producer to retailer to consumer Producer to agent to retailer to consumer Producer to consumer

Producer to consumer

Beth's Orchard sells fruit to Aaron's Fruit Warehouse, which then sells the fruit to a variety of local stores that sell to the final consumer. In this example, the fruit is following which channel of distribution? Producer to retailer to consumer Producer to agent to consumer Producer to agent to wholesaler to consumer Producer to wholesaler to retailer to consumer

Producer to wholesaler to retailer to consumer

Identify the marketing function illustrated in the following situation: Martha wants a winter coat and sees a style she likes in a magazine advertisement. Selling Purchasing Promotion Product/Service management

Promotion

Jack has been the owner/operator of a suburban business for 20 years. Many of his customers have done business with Jack since the beginning. This fact indicates that Jack has been successful in building a clientele. promoting his business. offering good service. selecting marketing strategies.

building a clientele.

Which of the following is an example of a limited warranty: If the seller experiences any problems with this product, it will be fixed or replaced. The seller promises that each customer will be satisfied with the product it sells. The business will refund the customer's money if s/he is not happy with product performance. The manufacturer will replace defective parts for six months upon purchase of the product.

The manufacturer will replace defective parts for six months upon purchase of the product.

Successful product/service management often helps a company to reduce its research time. operating capital. business risk. market share.

business risk

What is the central role of brand identity elements? They mislead consumers. They work together to represent the brand. They dictate business strategy. They are displayed on employees' clothing.

They work together to represent the brand.

Which of the following is a way that grades and standards can be used: To develop product brands To indicate which media will be used for promotion To determine how products can be used To identify employee benefits

To determine how products can be used

What is one way that businesses use marketing information? To prepare sales invoices To determine credit scores To develop new products To change economic trends

To develop new products

Which of the following is an example of an internal source of secondary marketing data: Census reports Warranty agreements Business directories Consumer blogs

Warranty agreements

What are regulatory factors that often affect businesses and their sales policies? Competitors' credit limit Research requirements Credit guidelines Antitrust laws

antitrust laws

Jason sees a gaming system advertised in a newspaper for an unbelievably inexpensive price. When he arrives at the store to buy the product, the salesperson tells Jason that the product is out of stock and pressures him to buy a much more expensive item. This illegal retail sales practice is known as full-line forcing. prestige pricing. repositioning. bait and switch.

bait and switch

A business is most likely to set sales-oriented pricing objectives when its focus is to earn a return on investment. be more competitive in the marketplace. survive during short-term financial problems. improve its cash flow.

be more competitive in the marketplace.

A business might reduce a product's price during the growth phase of the product's life cycle because it can lower advertising costs since the product has a loyal customer base. the product tends to attract early adopters during this phase of the life cycle. the business wants to recover its research and development costs. competitors have introduced similar products to the marketplace.

competitors have introduced similar products to the marketplace.

Businesses conduct qualitative research when they want to obtain information about inventory levels. consumers' opinions. population statistics. percentage amounts.

consumers' opinions

Businesses hope that innovators will buy new products when they are in the introductory stage because this helps to persuade competitors to enter the market. reduce the costs of product development. create demand for the products. get the products in the hands of older buyers.

create demand for the products.

One of the main goals of promotion is to locate factors of production. develop a message. monitor feedback. create desire.

create desire

Applying the customer-orientation element of the marketing concept benefits a business by enabling it to persuade customers to analyze its products. coordinate its marketing activities. provide more products than consumers need. offer products that consumers want to buy.

offer products that consumers want to buy.

Making both buyers and sellers feel they are getting good value is part of the __________ function of marketing. promotion financing pricing purchasing

pricing

Arm & Hammer used to be known as plain baking soda. Now it has been introduced as an odor absorber for refrigerators. This is an example of corporate branding. segmenting. repositioning. positioning.

repositioning

Market researchers often place mystery shoppers in public places to observe and record consumer buying behavior. Some people find this practice unethical because most data collected from these activities are usually unreliable. observers overlook other factors that are important to the overall research. researchers are involving consumers without obtaining their consent. businesses do not pay consumers for their ideas and information.

researchers are involving consumers without obtaining their consent.

When a retailer places a new product on the market, each element of the promotional mix should be designed to remind customers about the benefits of the product. inform consumers about the existence of the product. reinforce the retailer's image. point out differences among competing products.

inform consumers about the existence of the product.

The PQR Company has experienced a drop in sales for three consecutive quarters. This is an example of defining the marketing-research strategy. problem. goal. risk.

problem

Obtaining business and personal information about potential clients is part of the __________ phase of the selling process. approach closure follow-up prospecting

prospecting