marketing stuff

Consumer protection legislation deals with all of the following legal concerns except a. monopolistic practices. b. information disclosure. c. sale of hazardous products. d. health claims on food packages. e. consumer safety.

a

The Decca Electric Corporation produces light bulbs that are used in refrigerator manufacturing. Currently, only three other companies produce bulbs used in the production of refrigerators, with Decca as the leader in market share. In this case, Decca Electric Corporation would be considered a. an oligopoly. b. involved in monopolistic competition. c. involved in a perfect oligopoly. d. involved in perfect competition. e. a monopoly.

a

What is the primary factor contributing to the increasing difficulty associated with gathering primary data through surveys? a. Fewer people are willing to participate in surveys. b. Most companies do not have any funding for survey research. c. Very little useful information is ever gathered from survey results. d. Unreliable methods of distributing surveys make them difficult to conduct. e. Laws significantly limit firms' ability to conduct surveys.

a

Through marketing newsprint to newspaper publishers and glass manufacturers that use it in packing, International Paper segments its market based on a. use of product. b. demographics. c. customer size. d. geographic location. e. psychographics.

aa

According to the textbook, a manager's duties in an environmental analysis include a. observation and assessment. b. checking information for accuracy, resolving inconsistencies, and assigning significance to the findings. c. conducting research, assessment, and reporting. d. checking the company database, conducting research, and reporting. e. observation, market research, and fact finding.

b

The forces of the marketing environment primarily affect marketers in three ways: They influence customers by affecting their lifestyles and preferences for products; they determine whether or how a marketing manager can perform certain marketing activities; and they a. ​ dictate that changes be made to the existing marketing mix despite any negative reactions from customers. b. ​ affect a marketing manager's decisions and actions by influencing buyers' reactions to the firm's marketing mix. c. ​ change a customer's decisions about the appropriate marketing mix for the company and its various products. d. ​ cause most advertising to be ineffective at communicating product benefits due to rapidly changing environmental forces. e. ​ make most new products obsolete very quickly so that research and development must continually develop new products.

b

From the company's perspective, there is a trade-off between increasing _______ for the customer and maximizing ________ from the transaction.​​ a. ​ knowledge; revenue b. ​ satisfaction; value​ c. ​ value; profit​ d. ​ satisfaction; relationships​ e. ​ relationships; utility​

c

The first step in the breakdown approach is developing a general economic forecast for a specific time period. Which of the following is the second step? a. ​Determining the cost estimates involved b. ​Analyzing historical sales data for trends c. Estimating market potential based on this forecast​ d. ​Conducting a competitive assessment based on this forecast e. ​Estimating how much of a product a potential buyer in a specific geographic area will purchase

c

The major disadvantage of a mail survey versus a telephone or personal survey is a. the lack of open-ended questions. b. the cost. c. the failure of respondents to return the questionnaire. d. having to offer premiums. e. the elimination of interview bias.

c

What national self-regulatory organization screens ads? a. Federal Advertising Review Division b. Better Business Bureau c. National Advertising Review Board d. Federal Communications Commission e. Consumer Federation of America

c

When a business has a relatively small number of customers, a preferred method of forecasting is a. trend analysis. b. the Delphi technique. c. a customer forecasting survey. d. a market test. e. regression analysis.

c

ntuition and expediency are primary characteristics of which of the following sales forecasting methods? a. Cycle analysis b. Market tests c. Executive judgment d. Industry indicators e. Surveys

c

In today's market environment, you might pay $16 for a physical CD by your favorite musical artist. Approximately how much of that price goes to activities related to marketing (promotion, distribution, profit margins)?​ a. ​ $4.00 b. ​ $5.10 c. ​ $12.75 d. ​ $8.00 e. ​ $10.25

d

Which of the following scenarios involves the distribution element of the marketing mix?​ a. ​ Determining whether an advertising message would be more effective on television or in magazines b. ​ Deciding whether or not to have retail outlets in addition to a website c. ​ Choosing between a company jet or the airlines for executive travel d. ​ Deciding whether or not a certain product should continue to be sold e. ​ Developing a new warranty policy for an existing product

d

Which one of the following best characterizes a marketing information system (MIS)? a. An MIS involves internal information collection about employees and customers. b. An MIS requires adjustments to its techniques to adapt to environmental circumstances and is in reality part of the accounting system. c. An MIS is an orderly gathering of information that is not supplied through routine reporting systems such as sales reports and accounting data. d. An MIS provides a continuous flow of information about such things as distribution costs, prices, sales, and advertising expenses. e. An MIS is conducted on a special-project basis when needed.

d

Which one of the following statements about marketing information technology is true? a. ​The Internet is a good source for qualitative data but not quantitative data. b. ​Social media is one type of a decision support system. c. ​"Big data" refers to financial data that includes large dollar amounts. d. ​Marketing information systems typically include databases. e. ​"Big data" refers to the large numerical figures that can be stored in a database.

d

Wonder introduced a new bread made with light whole wheat and packaged in smaller loaves as a response to the number of health-conscious customers who live alone. In this case, Wonder was most likely following the ________.​ a. ​ production concept b. ​ selling concept c. ​ retailing concept d. ​ marketing concept e. ​ customer concept

d

Data that are observed or collected directly from respondents are called a. secondary data. b. direct samples. c. stratified data. d. firsthand information. e. primary data.

e

The amount of money received through wages, rents, investments, pensions, and subsidies is called a. wealth. b. discretionary income. c. prosperity. d. credit. e. income.

e

____ describe the similarities among potential customers within a market segment and explain the differences among people in different market segments. a. Market segmentation variables b. Segmentation grids c. Market concentrations d. Market differentiation indexes e. Market segment profiles

e