Princ of Marketing Exam 3, Prin of Marketing: Getting to know you (project 1), Prin. of Marketing: Cell Phones Test, Prin of Marketing: Get the word out, Prin of Marketing: Project 4, Prin of Marketing: Project 5

Which of the following is a primary factor that affects a company's choice of promotional mix elements:

Characteristics of the company's product

Which of the following would be the marketing information most likely to be gathered and analyzed by a marketing-information management system:

Consumer trends

Which of the following is a type of external marketing information that helps businesses make decisions:

Demographic trends

Why should businesses cultivate their touch points?

Each touch point is an opportunity to reinforce the brand with customers.

If a manufacturer has chosen to advertise on national radio and in magazines, which of the following factors has influenced the promotional mix:

Geographical location of the market

Which of the following is an example of specialty advertising:

Giving customers pens with the business's name

Which of the following controls such new-product considerations as warranties and safety standards:

Government regulations

Which of the following is the correct sequence of steps in the development of new products:

Idea generation, product screening, concept testing, test marketing, commercialization

Why are the individuals in a business considered the "drivers" of brands?

Ideally, they demonstrate brand values to customers in everything they do.

What function of a marketing-information management system involves the distribution of marketing information to those who make marketing decisions?

Information reporting

Which of the following is an example of marketing information that a business could gather by surveying its customers:

Location of the company's market

Which of the following statements is true about marketing functions:

Marketing functions work together to get products from producers to consumers.

What marketing function helps marketers decide to whom to sell?

Marketing-information management

Costs and available resources are especially important factors for product/service managers to examine during which phase of product/service management?

New-product development

Useful marketing information often helps businesses to

Solve problems

Which of the following is a reason that marketers gather information:

The marketing environment is constantly changing.

How do companies make brand promises to their customers?

They meet or exceed customer expectations on a consistent basis.

Why do some new companies set their selling prices as low as they can?

To get market share as fast as possible

Which of the following is the most important reason for creating a written plan for a marketing-research project:

To keep the project on track

What is the purpose of brand cues?

To remind customers of a brand's values and qualities

One way that some businesses obtain new products to add to their product line is by

acquisition.

Producers who eliminate all middlemen in the channel are said to be using __________ distribution

direct

Which of the following types of media may include catalogs:

direct mail

Which of the following is an external factor that affects selling price:

economic conditions

A salon recently added nail services to its product mix. This strategy is called

expansion

What research approach do businesses often use to test new product ideas?

experimental

would be most effective for the company to use?

free samples

One basic requirement of a marketing-information management system is that it should be able to

gather, access, and evaluate data.

Consumers tend to buy brands they feel good about because such purchases

give them a sense of comfort.

One of the reasons for using promotion is to __________ goods and services.

help sell

When companies increase the quality of materials used in the production of their products, their prices will tend to be

higher

Which of the following is an example of a sales promotion activity:

holding a contest

Marketers determine distribution intensity so they can achieve

ideal market exposure.

Businesses often use promotional campaigns to create or improve their

image

What is one way that promotional activities benefit consumers?

increase awareness

Some people who drink Pepsi or Coke will not drink any other kind of soda. This stage of brand loyalty is known as brand

insistence

Indirect channels of distribution are the only channels that involve

intermediaries

Orson, a researcher, is asking a customer a series of questions during a scheduled meeting. Orson is using the __________ method to collect marketing data.

interview

An advantage of profit-oriented pricing is that the business

is more likely to achieve its profit goals

Consumers may be hesitant to believe information in ads for a good or service because advertising

is necessarily biased.

By offering mail-order services, telephone-order services, and delivery services, marketers are

making buying convenient.

Because of customer requests, a business decides to reorder a product that it had stopped selling. The business is using the

marketing concept

In order to increase its chances of success, a small, specialized business should stress its

merchandise depth over breadth.

A local car company just expanded and needs to develop a primary product promotion for its cars. Which line of cars would benefit the most from this type of promotion?

new line of cars

A print medium that is low in cost, has a short lead time, and usually covers an entire metropolitan area is

newspapers.

An essential characteristic of marketing research is that it must be

objective

Which of the following is the most appropriate research approach to use when a business wants to determine how its employees interact with customers:

observation

Consumers often look for familiar brands to buy because of the brands

predictable quality.

Which function of marketing determines how much gross profit a business will make on a good or service

pricing

The promotion of baseball-nut ice cream during baseball season would be classified as __________ promotion.

product

A salesperson who explains to a customer the features and benefits of several types of 35mm cameras in stock is demonstrating good

product knowledge

A business that sends discount coupons to potential customers is using the __________ function of marketing.

promotion

An advantage of promotional activities is that they contribute to economic growth through increased

purchases and jobs

What type of research is intended to obtain detailed information about customers' opinions and experiences?

qualitative

When a business emphasizes a product's degree of excellence, it is positioning the product by its

quality

A wholesaler breaks down a large shipment of a product and sells portions of it to several retailers. The wholesaler is reducing a discrepancy of

quantity.

A cost-effective way for a business to monitor its competitors' activities is to

read their promotional literature.

Robney Corporation, a candy manufacturer, is using advertising and coupons to introduce the "Wacky Bar," a new candy bar. The company is trying to create brand

recognition

A benefit to the business of branding is that a successful brand

reinforces a positive company image.

Wal-Mart, Domino's Pizza, and Avis Rent-a-Car are examples of

retailers

Cookie's Palace, a new boutique for children, wanted to attract more customers. The manager planned a puppet show, a new window display, and bought balloons to give to children. This is an example of

sales promotion

Trade-association web sites and online libraries are Internet sources from which marketing researchers obtain

secondary information

Without marketing, people would need to be

self sufficient

A mid-priced automobile company provides customers with free transportation while their cars are being repaired. What attribute is the company using to gain the competitive advantage?

service

The costs of promoting products are often

shared by channel members.

A university is considering changes to its business administration degree. To obtain feedback on the idea from students, the university selects a sample of business majors who are seniors. What type of sampling did the university use?

simple

To develop a better understanding of a problem's complexity, marketing researchers often gather background information about the issue via a __________ analysis.

situation

Newspapers and magazines are sometimes referred to as __________ media.

space

One of the ways in which marketing benefits people is by improving their

standard of living.

Selling that meets customers'/clients' needs contributes to the

success of the business.

The way in which the promotional message is communicated should be

suited to the product.

The strawberry crop was severely damaged by a late frost this year. The selling price of a quart of strawberries has been set 50¢ higher this year than last. Which of the following factors affected the price of strawberries:

supply and demand

A business has extended its inexpensive product line to include larger, more expensive models. This is an example of the product-mix strategy known as

trading up

Which of the following costs do businesses usually include in the price of their products:

transportation

Products that are sold to the individual(s) who will make personal use of them are being sold for

ultimate consumption.

A marketing researcher is determining whether to collect data about individual consumers, households, or geographic areas. The researcher is choosing the

unit of analysis

A producer feels that a retailer is not marketing its product to final consumers aggressively enough. This is an example of

vertical conflict.

A short channel of distribution will probably be used by a producer that

wants channel control

Where does a channel of distribution begin?

with the producer

Which of the following is a way a business can set up a product line:

customer group

A long-range benefit that a business may derive from promoting its company image is

customer loyalty

Which of the following is an example of a product's being sold without the use of an intermediary:

A Mary Kay cosmetics party

Which of the following is an example of a product's being sold to an organization for use in producing other goods:

A retailer sells a sewing machine to a professional seamstress.

Which of the following situations is an example of a marketing researcher obtaining secondary data:

Ben reads a trade magazine.

Which of the following is an example of a product line:

Notebooks, scratch pads, and stationery

What elements of the marketing mix are being used when a business positions a product by using high price as a sign of quality?

Price and Product

What type of information is often included in a salesperson's lost-business reports that a business might use to change its marketing strategy?

Why customers no longer buy

Can prices be set too low?

Yes; customers may feel quality is too low.

A well-known company developed the first tissues that were enhanced with lotion. What strategy was most likely used to initially position the product in the marketplace?

benefits

Which of the following is an advantage of newspaper advertising:

broad coverage

One way that product/service management benefits marketing is by helping to decrease

business risk

In which of the following businesses would a separate department most likely be responsible for establishing prices:

chain store

When marketers sampled 100 15-year-old girls, they found that they all were 5 feet 2 inches tall. What type of sampling error contributed to this finding?

chance

Promotion is thought of as being at the heart of marketing because it allows sellers to

communicate the benefits of products to buyers

A characteristic of effective prices is that they must be

competitive

If the XOB Company wants to emphasize the advantages of its product in comparison to similar products in the marketplace, it should position its product in relation to

competitors

Channels of distribution are necessary for the sale of goods and services to ultimate

consumers

Corporate brands are built on all the associations and experiences

consumers have toward a business or product.

To improve a business's effectiveness in providing customer satisfaction, the business's marketing activities and its other business functions should be

coordinated.

A company's sponsorship of a free cholesterol test for the community is an example of __________ promotion.

corporate