MKTG 3832 Marketing Management Final Exam Practice

Persuasive advertising is most likely to be used during which stage(s) of the product lifecycle? a.) decline b.) growth, early part of maturity c.) latter part of maturity, decline d.) introductory

b

This type of advertising works to increase demand for an existing good, service, organization, person, place, idea, or cause. a.) informative b.) reminder c.) personal d.) persuasive

d

This type of management is responsible for a single brand. a.) category management b.) marketing management c.) customer relationship management d.) brand management

d

A marketer must simultaneously address a need to develop informational advertising for a product and a problem with financial losses related to that product. In what stage of the product lifecycle is this marketer's offering? a.) introductory b.) maturity c.) growth d.) decline

a

A vertical marketing system in which a single owner operate the entire marketing channel. a.) corporate marketing system b.) partnership marketing system c.) administered marketing system d.) information marketing system

a

At Level 3 of relationship marketing, relationships are transformed: a.) structurally b.) financially c.) socially d.) analytically

a

Horizontal conflict causes problem between different types of marketing intermediaries that handle similar products. a.) True b.) False

a

KitchenAid has established an electronic storefront so that its customers can purchase mixers and accessories from its website. This establishment of electronic storefront is likely to result in a __________ conflict between KitchenAid and its retailers. a.) vertical b.) horizontal c.) exclusive d.) tangential

a

Lands' End products are sold through catalogs, the Internet, and Sears retail stores. The Lands' End brand practices dual distribution. a.) True b.) False

a

Oreo has come out with different versions of its original item. This is referred to as a: a.) line extension b.) product line c.) consultative selling d.) sales tasks

a

Personal selling takes place in all of the following forms except: a.) cable TV ads b.) door-to-door c.) by telephone d.) over the counter in retail stores

a

Persuasive advertising is typically used during what stage in the produce lifecycle? a.) growth b.) introduction c.) maturity d.) decline

a

Persuasive advertising seeks to increase demand for a(n) ______ good, service, organization, person, place, idea, or cause. a.) existing b.) integrated c.) unpopular d.) innovative

a

Railroads provide the most efficient transportation for: a.) moving bulky commodities over long distances b.) moving bulky commodities over short distances c.) delivering goods to places not served by trucks d.) delivering small packages

a

Service sectors play a crucial role in ____________. a.) international competitiveness b.) protecting the US economy c.) product development d.) marketing channels

a

Sherwin-Williams sells the paint it manufactures through its company-owned retail paint stores. The company operates its entire marketing channel. The marketing system used by Sherwin-Williams is a(n) __________ marketing system. a.) corporate b.) community c.) administered d.) contractual

a

The Griffins love potatoes, so they are always replenishing the kitchen with them. In this case, the potatoes are a _________ to the Griffin family. a.) staple b.) MRO item c.) product line d.) service

a

The correct order of the communication process is: a.) encoding, medium of transmission, decoding, feedback b.) encoding, decoding, medium of transmission, feedback c.) feedback, medium of transmission, encoding, decoding d.) None of the Above

a

This type of advertising is often used to reach local audiences while they drive. a.) radio b.) billboard c.) tv d.) informative

a

Visual components that contribute to the overall look of a brand is referred to as: a.) trade dress b.) grassroots c.) differentiation d.) product appearance

a

What does the national accounts organization do? a.) assigns senior sales personnel to large customers b.) selects members of the sales department to the accounting department c.) protects salesmen in the right to receive incentives d.) assigns the highest trained salmon to an executive position

a

What is a product? a.) bundle of physical, service, and symbolic attributes designed to satisfy a customers needs and wants b.) tangible item that customers can see, hear, smell, taste, or touch c.) what a firm is selling d.) All the Above

a

What is the fourth role in marketing channels? a.) Facilitating searches by both buyers & sellers b.) Facilitating the exchange process by reducing the number of marketplace contacts necessary to make a sale c.) Adjusting for discrepancies in the market's assortment of good/services via sorting d.) Standardizing exchange transaction by setting expectations for products

a

When firms conduct surveys to measure customer satisfaction, this is referred to as a: a.) ongoing measurement b.) sample survey c.) line extension d.) staple

a

When marketers focus on the price of there product to form customer relationships, this is what level in relationship marketing? a.) level 1 b.) level 2 c.) level 3 d.) level 4

a

When millennials in the advertising industry create a television commercial directed to baby boomers, the young professionals pretest the ad to make sure its idioms and references are familiar to people much older than they are. In terms of the communication process, they are taking steps to avoid issues with: a.) decoding by receiver b.) response c.) encoding by sender d.) feedback

a

When the firm works to stimulate demand for the new-market entry this is what stage of the product life cycle? a.) introduction b.) maturity c.) decline d.) growth

a

Which of the following products is most likely to have a short distribution channel? a.) custom-made machinery b.) bars of soap c.) Lifesaver's hard candies d.) laundry detergent

a

A cruise ship offering big discounts to customers who book early for its New Year's Eve departure is using relationship marketing at which level? a.) Four b.) One c.) Two d.) Three

b

A network that moves products to a firm's target market through more than one marketing channel. a.) contact carriers b.) duel distribution c.) operations management d.) supply chain management

b

A sales manager follows a five-step process in creating her motivational program. She sets goals, makes the work valuable, makes the work achievable, provides specific feedback, and offers appropriate rewards. In other words, this sales manager is applying _______. a.) customer-focused sales organization b.) the expectancy theory of motivation c.) the concept of span of control d.) the five-step theory of motivation

b

Coca-Cola has a distinctive look to there bottle. This "look" is an example of what? a.) differentiation b.) trade dress c.) copyright d.) trademark

b

Distributors adjust for discrepancies in the market's assortment of goods and services through a process known as ___________. a.) benchmarking b.) sorting c.) diffusing d.) social referencing

b

EarthSaver brand of organic flower seeds and potting soil is currently sold exclusively by high-end home and garden retailers. If EarthSaver decides to sell the products on its own website, this could result in a(n) ______ conflict between EarthSaver and the home and garden stores. a.) distributor b.) vertical c.) exclusive dealer d.) horizontal

b

Finding out what customers need, want, and expect is what step in setting up a system to measure customer satisfaction? a.) an optional step b.) the first step c.) the only step d.) the last step

b

Goods are ___________ products, while services are ___________ products. a.) intangible; tangible b.) tangible; intangible c.) flexible; inflexible d.) inflexible; flexible

b

Having social interactions with customers, suppliers, or employees is what level in relationship marketing? a.) Level 1 b.) Level 2 c.) Level 3 d.) None

b

If a firm is using TV ads and social media to inform the market about a product and explain its features, the product is most likely in the _______ stage of its lifecycle. a.) communication b.) introductory c.) maturity d.) promotion

b

Meeting customer needs by listening to them, understanding their problems, paying attention to details, and following through after the sale is what type of selling? a.) personal b.) consultative c.) creative d.) relationship

b

Relationship marketing is best defined as: a.) combination of strategies and tools that drives relationship programs b.) development, growth, and maintenance of long-term & cost-effective relationships with individual customers, suppliers, employees c.) product management in which the manager oversees a product line d.) a firms unique relationship with specific customers

b

The interpersonal influence process involving a seller's promotional presentation conducted on a person-to-person basis with the buyer. a.) advertising b.) personal selling c.) consultative selling d.) service selling

b

The most important feature of specialty products is the ______ that cause consumers to prize those particular brands. a.) effective advertising b.) unique characteristics c.) high price d.) substitutability

b

The order of the Product Life Cycle is: 1. Introduction 2. Maturity 3. Decline 4. Growth a.) 1, 2, 3, 4 b.) 1, 4, 2, 3 c.) 3, 1, 4, 2 d.) 1, 4, 3, 2

b

This type of marketing uses non-mainstream channels to connect directly with existing and potential customers. a.) quick-response b.) grassroots c.) relationship d.) personal

b

Transporters that do not offer their services to the general public, but agree upon a long-term contract with a shipper. a.) contact carriers b.) contract carriers c.) common carriers d.) private carriers

b

What does MRO items stand for? a.) marketing relationship & operations b.) maintenance, repair, operations c.) material raw overdue d.) making related occupations

b

What is differentiation in terms of Brand equity? a.) the difference in brand logos b.) a brand's unique meaning with motion and direction c.) a firm's updated product diversification d.) None of the above

b

When a firm realizes substantial profits from its investment, this is what stage of the product life cycle? a.) maturity b.) growth c.) decline d.) introduction

b

Which of the following modes of transportation is the costliest? a.) Railroads b.) Air freight c.) Water freight d.) Pipelines

b

A freight airline gives customers access to its website so they can track the status of their deliveries all over the world. This airline is using which level of relationship marketing? a.) One b.) Two c.) Three d.) None -- this is not a relationship marketing program.

c

A vertical marketing system that achieves channel coordination when a dominant channel member exercises its power. a.) corporate marketing system b.) partnership marketing system c.) administered marketing system d.) information marketing system

c

All of the following marketing efforts would make sense for a convenience product except: a.) finding a highly visible location b.) staying open late hours c.) running ads in a few highbrow magazines d.) running ads in as many magazines as possible

c

Any paid, non personal communication through various media about a business firm, not-for-profit, product, or idea by a sponsor identified in a message intended to inform, persuade, or remind members of a particular audience. a.) personal selling b.) consultative selling c.) advertising d.) communication

c

As a step in the sales process, prospecting takes place: a.) before qualifying, but after planning an approach b.) after all other steps c.) before all other steps d.) after planning an approach, but before a presentatio

c

Category managers are primarily responsible for ______ of a product line. a.) qualitative review b.) stock value c.) profitability d.) quantitative forecasts

c

Closing the sale is: a.) rarely difficult b.) synonymous with a "hard sell" c.) frequently difficult d.) the end of the seller-buyer relationship

c

Compared to short-term customers, long-term customers are unlikely to: a.) refer more customers b.) cost less to serve c.) provide less feedback d.) buy more

c

Dr. Scholl's foot care products are carried by two major discount drug chains, Walgreens and CVS. If the two channels come into conflict, that conflict would be: a.) cross-channel b.) vertical c.) horizontal d.) distributor

c

Hair Cafe has a series of different shampoos they use for certain hair. These shampoos are a: a.) product mix b.) product extension c.) product line d.) product segmentation

c

If Apple decided to develop lawnmowers, this would be an example of what? a.) market development strategy b.) personal selling c.) product diversification strategy d.) market penetration strategy

c

In a buyer partnership, firms do which of the following? a.) create subsidiaries in underserved markets b.) create strategic alliances with other firms c.) purchase goods and services from one or more providers d.) set up long-term exchanges of goods and services in return for some consideration

c

Problem that results from disagreements among channel members at the same level. a.) channel conflict b.) diagonal conflict c.) horizontal conflict d.) vertical conflict

c

This strategy reduces time a retailer must hold merchandise in inventory, resulting in substantial cost savings. a.) strategic alliance b.) line extension c.) quick-response merchandising d.) duel distribution

c

This type of management, oversees a firms product line. a.) brand management b.) product management c.) category management d.) service management

c

To understand customer needs, firms must understand what customers not only need and want, but __________. a.) benefit from b.) need and want constantly c.) expect d.) how satisfying that need and want is

c

When the industry sales level out, this is what part of the product life cycle? a.) decline b.) growth c.) maturity d.) introduction

c

Which of the following is not among the things sales managers should do to foster an ethical environment? a.) Lead by example. b.) Help employees understand what is expected of them. c.) Reassure employees that a single breach of ethics will not damage their careers. d.) Facilitate open communication

c

A company at the second level of relationship marketing would aim to engage in ______ interaction with customers. a.) competitive b.) integrated c.) short-term d.) social

d

A partnership in which 2 or more companies combine resources and capital to create competitive advantages in a new market. a.) corporation b.) supplier relationship c.) duel distribution d.) strategic alliance

d

A software startup has a limited marketing budget but lots of imagination, energy, and determination to build individual customer relationships. The staff is committed to achieving their goals by using flexible strategies that are unconventional and nontraditional. This startup is probably using: a.) affinity marketing b.) viral marketing c.) buzz marketing d.) grassroots marketing

d

According to the Young and Rubicam BrandAsset Valuator model, differentiation is a dimension of brand personality that refers to: a.) a brand's perceived quality b.) how many consumers feel a need for the brand c.) a brand's appropriateness to a big consumer segment d.) a brand's ability to stand apart from competitors

d

An ice cream manufacturer uses its own refrigerated trucks to deliver its products to supermarkets. This manufacturer has chosen to transport its goods via _____ carriers. a.)specialty b.) contract c.) common d.) private

d

As companies fine-tune the design of a product and spend money to make the public aware of its merits, the firm may experience technical problems and financial losses. This scenario best fits which stage of the product lifecycle? a.) decline b.) growth c.) maturity d.) introductory

d

Complaints & compliments given to a firm to overcome problems and demonstrate commitment to service. a.) customer management b.) quick-response marketing c.) ongoing measurement d.) customer feedback

d

During the growth stage of the product lifecycle, which of the following is most likely to occur? a.) The firm develops promotions that stress information about the product's features. b.) There are major innovations or shifts in consumer preferences. c.) The firm must deal with many competitors. d.) The firm starts to realize substantial profits from its investment.

d

Order processing involves: a.) identifying customer needs b.) pointing out the need to the customer c.) completing the order d.) All the above

d

Problem that results from disagreements among channel members on consecutive levels. a.) channel conflict b.) diagonal conflict c.) horizontal conflict d.) vertical conflict

d

Sales managers are responsible for the organization of the field sales force based on all of the following except? a.) geography b.) products c.) types of customers d.) costs

d

Service sectors take up about ________ of the US economy. a.) 10% b.) 30% c.) 50% d.) 80%

d

The development of individual offerings the appeal to different market segments while remaining closely related to the existing product line. a.) extended product lifecycle b.) product development c.) product design d.) line extension

d

The level of relationship marketing that prioritizes dependence between buyer and seller also: a.) creates business partnerships b.) is the highest level of relationship marketing c.) transforms relationships into structural changes d.) All the Above

d

There are dozens of law firms near your office, but you are determined to get business advice from an attorney who is widely recognized as the best in the city. Which of the following characteristics of services explains your choice? a.) People often need to travel far to obtain quality services. b.) Services cannot be standardized. c.) Services cannot be inventoried by service providers. d.) Services are inseparable from service providers.

d

What is the second role of marketing channels? a.) facilitating the exchange process by reducing the number of marketplace contacts necessary to make a sale b.) Standardizing exchange transaction by setting expectations for products c.) Facilitating searches by both buyers & sellers d.) adjusting for discrepancies in the market's assortment of good/services via sorting

d

When a major distributor of beauty supplies went out of business, you were able to acquire large amounts of combs, brushes, hairpins, and other accessories that you sell in your small chain of four stores. You will be restocking your stores with this merchandise for the next nine months. What kind of warehouse facility will you use for your inventory? a.) cold-storage warehouse b.) distribution warehouse c.) automated warehouse d.) storage warehouse e.) consolidation warehouse

d

Which basic rate do freight carriers use? a.) class b.) commodity rates c.) special rate d.) All the Above e.) Both B & C

d

Which of the following is NOT a way to extend the product lifecycle? a.) increase frequency of use b.) increase the number of users c.) finding new uses d.) change to a different product e.) changing package sizes or labels

d

Which of the following is considered unethical in sales? a.) using company car for a family trip b.) giving a personal gift to a customer c.) selling a product that they know is not right for the customer d.) All the Above

d

Which of the following is true of contract carriers? a.) They provide transportation services as for-hire carriers to the general public. b.) They operate under much stricter regulations than common carriers. c.) They provide transportation services solely for internally generated freight and are privately owned. d.) They establish agreements with individual customers and operate exclusively for particular industries.

d

In a corporate culture that encourages ethical behavior, salespeople are likely to: a.) focus on making quick sales b.) have the authority to discount bulk sales c.) understand what behaviors are expected of them d.) have open communications with their supervisors e.) Both C & D

e

Which of the following is an advantage of customer relationship marketing? a.) simplifies complex business products b.) make sense out of huge amounts of data c.) focuses on finding the right price d.) All the Above e.) Both A & B

e