MKT 100 final 2

Question 1 Multiple Choice out of 1 points

Keeping consumers thinking about the product is the objective for which type of

advertising?

Given Answer: c. reminder advertising

Correct Answer: c. reminder advertising

Question 2 Multiple Choice out of 1 points

Which of the following would be considered to be one of the major faults of break-

even analysis and target profit pricing?

Given Answer: a. They do not take into account the price-demand relationship.

Correct Answer: a. They do not take into account the price-demand relationship.

Question 3 Multiple Choice out of 1 points

The rapid move toward globalization means that all companies will have to answer

some basic questions. All of the following would potentially be among those

questions EXCEPT: (Pick the LEAST LIKELY from among the choices.)

Given Answer: d. how many international directors should we have on our board?

Correct Answer: d. how many international directors should we have on our board?

Question 4 Multiple Choice out of 1 points

Building selective demand is the objective of which type of advertising?

Given Answer: b. persuasive advertising

Correct Answer: b. persuasive advertising

Question 5 True/False out of 1 points

Building primary demand is one of the possible objectives of persuasive advertising.

Given Answer: False

Correct Answer: False

Question 6 Multiple Choice out of 1 points

"Greed is good" and "Shop 'till you drop" are slogans that might characterize which

of the following social criticisms leveled at marketing?

Given Answer: a. false wants and too much materialism

Correct Answer: a. false wants and too much materialism

Question 7 True/False out of 1 points

"2/10, net 30" is a typical example of quantity discount.

Given Answer: False

Correct Answer: False

Question 8 Multiple Choice out of 1 points

If a company sells its product directly to the consumer without using any

intermediaries, it is using a(n):

Given Answer: a. direct marketing channel.

Correct Answer: a. direct marketing channel.

Question 9 Multiple Choice out of 1 points

The strategy used during maturity to attempt to increase the consumption of the

current product is called:

Given Answer: b. market modification.

Correct Answer: b. market modification.

Question 10 Multiple Choice out of 1 points

_____________ is the sum of the values that consumers exchange for the benefits of

having or using the product or service.

Given Answer: a. Price

Correct Answer: a. Price

Question 11 Multiple Choice out of 1 points

The element of the compensation mix that repays salespeople for undertaking job-

related selling efforts is the:

Given Answer: b. variable amount.

Correct Answer: c. expense allowance.

Question 12 Multiple Choice out of 1 points

Advertising reaches almost all facets of business in the United States. It has been

estimated that advertising runs an annual bill of ________________ in the United

States alone.

Given Answer: b. $244 billion

Correct Answer: b. $244 billion

Question 13 Multiple Choice out of 1 points

One of the benefits of the most recent round of GATT talks (concluding in 1993) was

that the agreement extended GATT to cover:

Given Answer: b. agriculture.

Correct Answer: b. agriculture.

Question 14 Multiple Choice out of 1 points

Working through independent international marketing intermediaries is called:

Given Answer: b. indirect exporting.

Correct Answer: b. indirect exporting.

Question 15 True/False out of 1 points

One of the chief limitations of the Internet with respect to communication is format

and quality constraints.

Given Answer: True

Correct Answer: True

Question 16 Multiple Choice out of 1 points

The integrated direct marketing campaign begins with a(n):

Given Answer: a. paid ad with a response channel.

Correct Answer: a. paid ad with a response channel.

Question 17 Multiple Choice out of 1 points

All of the following have contributed to a growing problem of complaints about

product safety EXCEPT:

Given Answer: a. a desire to produce abroad.

Correct Answer: a. a desire to produce abroad.

Question 18 Multiple Choice out of 1 points

The fastest-growing sales force technology tool is:

Given Answer: d. the Internet.

Correct Answer: d. the Internet.

Question 19 True/False out of 1 points

The American marketing system has been accused of adding to several "evils" in

American society at large. One of these charges against the marketing system is that it

creates false wants and too much materialism.

Given Answer: True

Correct Answer: True

Question 20 True/False out of 1 points

B2B marketers tend to use a push strategy (push more), putting more funds into

personal selling, followed by sales promotion, advertising, and public relations.

Given Answer: True

Correct Answer: True

Question 21 Multiple Choice out of 1 points

A retailer's ______________ is the key to its ability to attract customers.

Given Answer: a. location

Correct Answer: a. location

Question 22 True/False out of 1 points

Most critics charge that the American marketing system causes prices to be higher

than they would be under a more sensible system.

Given Answer: True

Correct Answer: True

Question 23 Multiple Choice out of 1 points

_____________ is defined as the analysis, planning, implementation, and control of

sales force activities.

Given Answer: a. Sales force management

Correct Answer: a. Sales force management

Question 24 Multiple Choice out of 1 points

If a retailer were to offer the consumer a "two for one" deal in purchasing

merchandise, which of the following sales promotional techniques would have been

used?

Given Answer: d. price packs

Correct Answer: d. price packs

Question 25 True/False out of 1 points

Price is the only element of the marketing mix that produces revenue.

Given Answer: True

Correct Answer: True

Question 26 Multiple Choice out of 1 points

When an importing country sets limits on the amount of goods it will accept in

certain product categories it is called a(n):

Given Answer: a. quota.

Correct Answer: a. quota.

Question 27 Multiple Choice out of 1 points

Personal selling is an expensive form of promotion. For example, research shows that

personal selling costs companies _______ per sales call.

Given Answer: a. $170

Correct Answer: a. $170

Question 28 Multiple Choice out of 1 points

A men's custom-shirt store would be a good example of which of the following?

Given Answer: a. superspecialty store

Correct Answer: a. superspecialty store

Question 29 Multiple Choice out of 1 points

Integrated marketing communications involves identifying the target audience and

shaping a well-coordinated promotional program to elicit the desired audience

response. Too often, however: (Select the MOST CORRECT statement.)

Given Answer: c. marketing communications focus on overcoming immediate

awareness, image, or preference problems.

Correct Answer: c. marketing communications focus on overcoming immediate

awareness, image, or preference problems.

Question 30 Multiple Choice out of 1 points

Conflicts between different levels of the same channel of distribution are referred to

as:

Given Answer: b. vertical conflicts.

Correct Answer: b. vertical conflicts.

Question 31 Multiple Choice out of 1 points

Despite its potential strengths, public relations is often described as a(n):

Given Answer: b. marketing stepchild.

Correct Answer: b. marketing stepchild.

Question 32 Multiple Choice out of 1 points

Current trends in communications and promotions indicate that companies are doing

less:

Given Answer: b. broadcasting and more narrowcasting.

Correct Answer: b. broadcasting and more narrowcasting.

Question 33 True/False out of 1 points

A hypermarket is characterized as being a huge store (sometimes as large as six

football fields) that carries a large assortment of routinely purchased items.

Given Answer: True

Correct Answer: True

Question 34 Multiple Choice out of 1 points

The stage of the PLC characterized by overcapacity, greater competition, and the

eventual elimination of weaker competitors is called the:

Given Answer: d. maturity stage.

Correct Answer: d. maturity stage.

Question 35 Multiple Choice out of 1 points

A(n) _________________ is a channel that contains one or more intermediary levels.

Given Answer: b. indirect marketing channel

Correct Answer: b. indirect marketing channel

Question 36 Multiple Choice out of 1 points

Nonregulated monopolies are free to price at what the market will bear. However,

they do not always charge the full price for a number of reasons. One of those reasons

is the:

Given Answer: b. desire to penetrate the market faster with a low price.

Correct Answer: b. desire to penetrate the market faster with a low price.

Question 37 Multiple Choice out of 1 points

One of the arguments that supports the competitive-parity method for budgeting

promotions is that:

Given Answer: c. competitor's budgets represent the collective wisdom of the

industry.

Correct Answer: c. competitor's budgets represent the collective wisdom of the

industry.

Question 38 Multiple Choice out of 1 points

When different versions of a product are priced differently but not in accordance to

differences in their value, it is a form of:

Given Answer: b. product-form pricing.

Correct Answer: b. product-form pricing.

Question 39 True/False out of 1 points

Snowboarding using a Burton Snow Board could be a theme incorporated into a

lifestyle commercial.

Given Answer: True

Correct Answer: True

Question 40 Multiple Choice out of 1 points

One of the hardest stages for the salesperson to handle well is the ______________

stage.

Given Answer: c. closing

Correct Answer: c. closing

Question 41 True/False out of 1 points

Companies selling in global industries have no choice but to internationalize their

operations.

Given Answer: True

Correct Answer: True

Question 42 True/False out of 1 points

If a company chose to harvest from its product life cycle, this would most likely

occur in the growth phase of the product life cycle.

Given Answer: False

Correct Answer: False

Question 43 Multiple Choice out of 1 points

There is an increasing amount of commerce being done via the Internet. With respect

to the promotional mix, which of the following categories would be most directly

concerned with Internet commerce?

Given Answer: c. direct marketing

Correct Answer: c. direct marketing

Question 44 True/False out of 1 points

Retailing is defined as being all activities involved in selling goods and services to

those buying for resale or business use.

Given Answer: False

Correct Answer: False

Question 45 Multiple Choice out of 1 points

The type of industrial structure characterized by one or more rich sources of natural

resources but poor in other ways is called:

Given Answer: a. raw-material exporting economies.

Correct Answer: a. raw-material exporting economies.

Question 46 True/False out of 1 points

Most companies see their intermediaries as first-line customers.

Given Answer: False

Correct Answer: True

Question 47 Multiple Choice out of 1 points

Determining the promotion budget on the basis of financial availability of capital is

characteristic of which of the following budget methods?

Given Answer: a. affordable method

Correct Answer: a. affordable method

Question 48 Multiple Choice out of 1 points

A _________________ is a giant specialty store that carries a very deep assortment

of a particular line and is staffed by knowledgeable employees.

Given Answer: c. category killer

Correct Answer: c. category killer

Question 49 Multiple Choice out of 1 points

From the societal perspective, bad-tasting and ineffective medicine would be

considered to be a part of which type of product category?

Given Answer: d. deficient products

Correct Answer: d. deficient products

Question 50 Multiple Choice out of 1 points

The course of a product's sales and profits over its lifetime is called:

Given Answer: d. the product life cycle.

Correct Answer: d. the product life cycle.

Question 51 True/False out of 1 points

If you want to get a mass audience, newspaper is where you have to be.

Given Answer: False

Correct Answer: False

Question 52 Multiple Choice out of 1 points

A(n) ________________ is a price reduction to buyers who pay their bills promptly.

Given Answer: c. cash discount

Correct Answer: c. cash discount

Question 53 Multiple Choice out of 1 points

Which of the following statements is MOST TRUE about the growth of non-store

retailing?

Given Answer: b. More non-store retailing is conducted by "click-and-brick"

retailers than by click-only" retailers.

Correct Answer: b. More non-store retailing is conducted by "click-and-brick"

retailers than by click-only" retailers.

Question 54 True/False out of 1 points

Product adaptation involves changing the product to meet local conditions or wants.

Given Answer: True

Correct Answer: True

Question 55 True/False out of 1 points

An indirect marketing channel has no intermediary levels.

Given Answer: False

Correct Answer: False

Question 56 Multiple Choice out of 1 points

____________ like to sit or stand very close to each other when they talk

businessÄÄin fact, almost nose-to-nose. This may be offensive to foreigners.

Given Answer: b. South Americans

Correct Answer: b. South Americans

Question 57 Multiple Choice out of 1 points

Prices that buyers carry in their minds and refer to when they look at a given product

are called:

Given Answer: b. reference prices.

Correct Answer: b. reference prices.

Question 58 Multiple Choice out of 1 points

Every store has a physical layout that makes moving around in it either hard or easy.

This "feel" is called:

Given Answer: c. store atmosphere.

Correct Answer: c. store atmosphere.

Question 59 Multiple Choice out of 1 points

In the maturity phase of the PLC, a marketing manager should consider:

Given Answer: b. modifying the market, product, and marketing mix.

Correct Answer: b. modifying the market, product, and marketing mix.

Question 60 Multiple Choice out of 1 points

Rolls Royce uses which of the following distribution formats?

Given Answer: b. exclusive distribution

Correct Answer: b. exclusive distribution

Question 61 Multiple Choice out of 1 points

The strategy whereby a company stocks its products in as many outlets as possible is

called:

Given Answer: a. intensive distribution.

Correct Answer: a. intensive distribution.

Question 62 Multiple Choice out of 1 points

All of the following are benefits to society that can result from company acquisition

of other companies EXCEPT:

Given Answer: d. the acquisition may reduce competition.

Correct Answer: d. the acquisition may reduce competition.

Question 63 Multiple Choice out of 1 points

Through supervision, a company:

Given Answer: c. directs and motivates the sales force to do a better job.

Correct Answer: c. directs and motivates the sales force to do a better job.

Question 64 Multiple Choice out of 1 points

In the ___________, a firm faces a trade-off between high market share and high

current profit.

Given Answer: c. growth stage

Correct Answer: c. growth stage

Question 65 Multiple Choice out of 1 points

After idea generation has occurred in the new-product development process, the next

stage is most likely to be:

Given Answer: b. idea screening.

Correct Answer: b. idea screening.

Question 66 Multiple Choice out of 1 points

The element of the compensation mix for salespeople that refers to commissions or

bonuses is the:

Given Answer: b. variable amount.

Correct Answer: b. variable amount.

Question 67 Multiple Choice out of 1 points

The first step in developing an advertising program should be to:

Given Answer: a. set advertising objectives.

Correct Answer: a. set advertising objectives.

Question 68 Multiple Choice out of 1 points

Many products that appear to be American are in fact produced or owned by foreign

companies. All of the following are foreign produced or owned EXCEPT:

Given Answer: a. Gillette razor blades.

Correct Answer: a. Gillette razor blades.

Question 69 Multiple Choice out of 1 points

_____________ is all the activities involved in selling goods or services directly to

final consumers for their personal, nonbusiness use.

Given Answer: d. Retailing

Correct Answer: d. Retailing

Question 70 Multiple Choice out of 1 points

Marketers are sometimes accused of deceptive practices that lead consumers to

believe they will get more value than they actually do. ______________ includes

practices such as falsely advertising "factory" or "wholesale" prices or a large price

reduction from a phony high retail price.

Given Answer: c. Deceptive pricing

Correct Answer: c. Deceptive pricing

Question 71 Multiple Choice out of 1 points

When one or more independent producers, wholesalers, and retailers operating as

separate businesses make up the channel of distribution, it comprises which type of

distribution channel?

Given Answer: d. conventional

Correct Answer: d. conventional

Question 72 Multiple Choice out of 1 points

________________ occurs when products become out-of-date before they actually

should need replacement.

Given Answer: d. Planned obsolescence

Correct Answer: d. Planned obsolescence

Question 73 True/False out of 1 points

A straight product extension occurs when a company creates a new product or service

for a foreign market.

Given Answer: False

Correct Answer: False

Question 74 True/False out of 1 points

Reach is a measure of how many times the average person in the target market is

exposed to the message.

Given Answer: False

Correct Answer: False

Question 75 Multiple Choice out of 1 points

As mentioned in the text, there are six distinct major steps in sales force

management. Which of the following is the first step in that process?

Given Answer: c. designing sales force strategy and structure

Correct Answer: c. designing sales force strategy and structure

Question 76 Multiple Choice out of 1 points

IBM, Kellogg cereals, and Heineken beer are all examples of companies that have

been able to sell their products around the world successfully using which of the

following international product/promotion strategies?

Given Answer: a. straight product extension

Correct Answer: a. straight product extension

Question 77 Multiple Choice out of 1 points

The use of more than one, but fewer than all, of the intermediaries who are willing to

carry the company's products is characteristic of which of the following distribution

formats?

Given Answer: c. selective distribution

Correct Answer: c. selective distribution

Question 78 True/False out of 1 points

Integrated direct marketing is a direct-marketing campaign that uses multiple

vehicles and multiple stages to improve response rates and profits.

Given Answer: True

Correct Answer: True

Question 79 Multiple Choice out of 1 points

All of the following are examples of nonstore retailing EXCEPT:

Given Answer: b. selling jewelry in a clothing store.

Correct Answer: b. selling jewelry in a clothing store.

Question 80 Multiple Choice out of 1 points

If a salesperson's position demands creative selling (such as in selling an airplane or

insurance), their position is classified as being one of a(n):

Given Answer: a. order getter.

Correct Answer: a. order getter.

Question 81 Multiple Choice out of 1 points

The typical method of retail operation used by supermarkets and nationally branded

fast-moving shopping goods is called:

Given Answer: a. self-service retailing.

Correct Answer: a. self-service retailing.

Question 82 Multiple Choice out of 1 points

The criticism of marketing for packaging decisions that add "only" psychological

value to products rather than functional value relates to which social criticism of

marketing?

Given Answer: b. high advertising and promotion costs

Correct Answer: b. high advertising and promotion costs

Question 83 True/False out of 1 points

Market fragmentation has also resulted in profit fragmentation.

Given Answer: False

Correct Answer: False

Question 84 Multiple Choice out of 1 points

________________ includes practices such as overstating the product's features or

performance, luring the customer to the store for a bargain that is out of stock, or

running rigged contests.

Given Answer: d. Deceptive cost structure

Correct Answer: a. Deceptive promotion

Question 85 Multiple Choice out of 1 points

A ____________________ is a wholesaler who does not take title to goods and

whose function is to bring buyers and sellers together and assist in negotiation.

Given Answer: b. broker

Correct Answer: b. broker

Question 86 Multiple Choice out of 1 points

Which of the following consumer-promotion tools is the most effective, but most

expensive, way to introduce a new product?

Given Answer: d. samples

Correct Answer: d. samples

Question 87 Multiple Choice out of 1 points

A company is in the ______________ stage of the new-product development process

when the company develops the product concept into a physical product in order to

assure that the product idea can be turned into a workable product.

Given Answer: a. product development

Correct Answer: a. product development

Question 88 Multiple Choice out of 1 points

The communications process should start with:

Given Answer: b. an audit of all the potential contacts target customers have with

the company and its brands.

Correct Answer: b. an audit of all the potential contacts target customers have with

the company and its brands.

Question 89 True/False out of 1 points

In product-line pricing, management must decide on the price steps to set between

the various products in the line.

Given Answer: True

Correct Answer: True

Question 90 Multiple Choice out of 1 points

The stage in the product life cycle where the strategic focus is on maximizing profit

while defending market share and pricing to match or beat the competition is called

the:

Given Answer: d. maturity stage.

Correct Answer: d. maturity stage.

Question 91 True/False out of 1 points

One of the differences between a merchant wholesaler and an agent is that the agent

takes title to the goods that are processed.

Given Answer: False

Correct Answer: False

Question 92 Multiple Choice out of 1 points

According to "Mr. Failure's Lessons for Sweet Success," all of the following would

help to prevent failure on the part of new products EXCEPT:

Given Answer: d. always be the lowest priced.

Correct Answer: d. always be the lowest priced.

Question 93 Multiple Choice out of 1 points

Traditional buyer's rights include all of the following EXCEPT:

Given Answer: a. the right to return the product within a 30-day period.

Correct Answer: a. the right to return the product within a 30-day period.

Question 94 Multiple Choice out of 1 points

When Dell Computer runs an advertisement that boosts "Superior Quality, Superior

Service, and Unbelievable Price," they are most likely using which of the following

new product pricing strategies?

Given Answer: a. market-penetration pricing

Correct Answer: a. market-penetration pricing

Question 95 Multiple Choice out of 1 points

Setting call objectives is done during which of the following stages of the selling

process?

Given Answer: b. preapproach

Correct Answer: b. preapproach

Question 96 Multiple Choice out of 1 points

If a retailer were looking for a specialized wholesaler to set up and maintain a counter

of toys, paperbacks, or health and beauty aids (retaining title to the goods until they

were sold), they would seek out a:

Given Answer: c. rack jobber.

Correct Answer: c. rack jobber.

Question 97 True/False out of 1 points

According to Mr. Failure's Lessons for Sweet Success, cherish thy brand is a secret to

success.

Given Answer: True

Correct Answer: True

Question 98 Multiple Choice out of 1 points

Introducing the new product into the market takes place in which stage of the new

product development process?

Given Answer: a. commercialization

Correct Answer: a. commercialization

Question 99 True/False out of 1 points

According to research, the best salespeople have among their characteristics the

ability to close a sale.

Given Answer: True

Correct Answer: True

Question 100 True/False out of 1 points

Public relations is often described as a marketing stepchild because of its limited and

scattered use.

Given Answer: True

Correct Answer: True