Marketing Management Discussion Quiz

Marketing Management Discussion Quiz

Final Quiz – 100 Questions

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One of Wal-Mart’s advertising campaigns featured a round smiling yellow decimal point that looked like a happy face. This ad concentrated on showing that the large retailer offered its customers the lowest possible prices. Wal-Mart is pursuing a(n) _____ strategy).

Question 1 options:

overall cost leadership

mass marketing

niche marketing

focus

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Question 2 (1 point)

Question 2 Unsaved

The program formulation step in the business strategic planning process immediately follows:

Question 2 options:

goal formulation

SWOT analysis

strategy formulation

assignment of resources

development of the business mission

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Question 3 (1 point)

Question 3 Unsaved

The business strategic planning process requires a feedback and control step because:

Question 3 options:

the firm’s strategic fit with its environment will change

clear strategies and solid supporting programs are worthless without the support of top management

the firm’s mission statement is too broad to be treated as a corporate directive

internal stakeholders accept and expect evaluation

time horizons for strategies tend to be very short

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Question 4 (1 point)

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In 2002, the Hispanic community’s buying power in the state of Georgia grew to $4.7 billion as more Hispanics migrated to the state. This is an example of how changes in the _____ environment impact the _____ environment.

Question 4 options:

social-cultural; natural

demographic; economic

economic; social-cultural

political-legal; economic

natural; political-legal

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Question 5 (1 point)

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The U.S. is experiencing increasing ethnic diversity:

Question 5 options:

but the population growth has kept the size of the immigrant population at below three percent of the entire population

with a corresponding diversity of wants and buying habits

but a growing uniformity in buying habits

but with a declining representation of Latinos and Asians

with Asians soon to become the largest minority group

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Question 6 (1 point)

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Today, many people are opposed to blood transfusions due to concerns about diseases that can be transmitted in blood plasma. Yet, many people need transfusions to survive accidents and surgeries. After expensive research and development, Biopure Corporation has developed a product that is a safe and effective substitute for blood plasma. Biopure’s product is already being used by veterinarians, but the U.S. government and the European Community have not given the product their approvals. This is an example of the _____ environment and the _____ working at cross-purposes.

Question 6 options:

technological; increased regulation of technological change

economic; technological

economic; political-legal

technological; social-cultural

political-legal; economic

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Question 7 (1 point)

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Ideas for new products can come from:

Question 7 options:

customers and channel members

scientists and engineers

examining competitors

top management

all of the above

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Question 8 (1 point)

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A potential marketer of new shower enclosures coated with Teflon asks consumers, “Do you understand how the addition of Teflon will benefit you?” and “Would this type of shower enclosure solve a cleaning problem for you?” This marketer is in the _____ stage of new-product development.

Question 8 options:

concept development and testing

business analysis

product development

idea generation

market testing

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Question 9 (1 point)

Question 9 Unsaved

A new-product department is excited about a new product idea for a suntan lotion that goes on blue, but fades away as the ability of the lotion to protect skin disappears. Projected sales, growth, and profit looked very promising. The idea has been passed to R&D to determine if the product could be feasibly made. At this point, the new-product department’s idea is in the _____ stage.

Question 9 options:

marketing-strategy development

market testing

product-development

concept development

business analysis

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Question 10 (1 point)

Question 10 Unsaved

Which kind of consumer-goods market testing involve consumers who initially try the product at no cost then who are reoffered the product, or a competitor’s product, at a slightly reduced price.

Question 10 options:

Sales-Wave Research

Simulated Test Marketing

Controlled Test Marketing

Test Markets

Alpha Testing

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Question 11 (1 point)

Question 11 Unsaved

Which of the following is the most expensive step of the new product development process?

Question 11 options:

concept testing

business analysis

product development

commercialization

idea generation

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Question 12 (1 point)

Question 12 Unsaved

A zero-level channel:

Question 12 options:

may also be called a backward channel

is the same as a direct marketing channel

has only one intermediary between producer and consumer

has three members

refers to intensive distribution channels where there are an indeterminate number of channel members

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Question 13 (1 point)

Question 13 Unsaved

A dog food that is only available at veterinarians’ offices is an example of a product that is sold using _____ distribution.

Question 13 options:

geographic

intensive

restrictive

exclusive

invasive

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Question 14 (1 point)

Question 14 Unsaved

A highly respected manufacturer of a sought after perfume has retailers willing to carry the manufacturer’s complete cosmetic product line. This is an example of _____ power.

Question 14 options:

legitimate

reward

referent

coercive

expert

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Question 15 (1 point)

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Channels need to be reviewed for possible modification when:

Question 15 options:

consumer buying patterns change

new competition enters the market

the product changes stages in the product life cycle (PLC)

the distribution system is not working as planned

any of the above occur

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Question 16 (1 point)

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Albert and Tania produce and sell vanilla, chocolate, lemon, peppermint, and strawberry flavor extracts for baking. They are debating over a description of the potential customers for their product. Albert and Tania are trying to define:

Question 16 options:

customer value

customer satisfaction

their target market

what constitutes an exchange

relationship marketing

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Question 17 (1 point)

Question 17 Unsaved

If a marketer seeks to retain customers’ long-term preference and business through a win-win business style, the marketer is engaged in _____ marketing.

Question 17 options:

relationship

transaction

transfer

reciprocal

give-and-take

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Question 18 (1 point)

Question 18 Unsaved

Texas Instruments, one of the first producers of handheld calculators, put a great deal of effort into expanding production of calculators to drive down the cost and thus, expand the market. This is most indicative of the _____ concept.

Question 18 options:

production

product

customer

marketing

societal

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Question 19 (1 point)

Question 19 Unsaved

The marketing concept assumes:

Question 19 options:

consumers will favor products that offer quality, performance, and innovation

a company has a social responsibility for the effects of its products

if left alone, consumers will ordinarily not buy enough of the organization’s products

consumers do not have to be compelled by promotions to buy what a company is selling

the key to achieving organizational goals is the company being more effective than the competition at creating, delivering, and communicating to its target market

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Question 20 (1 point)

Question 20 Unsaved

Which of the following is NOT an example of a primary activity as described in Porter’s value chain?

Question 20 options:

procurement

marketing and sales

operations

outbound logistics

service

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Question 21 (1 point)

Question 21 Unsaved

An intensive growth strategy of _________ would be when a firm develops or acquires new products for the current markets.

Question 21 options:

market-development

market-penetration

integrative growth

product-development

diversification

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Question 22 (1 point)

Question 22 Unsaved

One view of holistic marketing is that firms take a traditional view of the value-delivery process in which product design is primary and that marketing takes place only after the product is produced.

Question 22 options:

True

False

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Question 23 (1 point)

Question 23 Unsaved

Which of the following is NOT one of the Marketing Management Tasks associated with a holistic marketing firm?

Question 23 options:

Creating Value

Delivering Value

Communicating Value

Value Mining

Connecting with Customers

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Question 24 (1 point)

Question 24 Unsaved

At regular intervals, eBay.com, the largest Internet auction company, conducts intense all-day meetings with representative buyers and sellers. At these meetings, they discuss various aspects of the services eBay provides and what eBay could do to enhance those services. These meetings are part of eBay’s _____ system.

Question 24 options:

sales reporting

marketing research

experiential research data

accountability information system (AIS)

marketing intelligence

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Question 25 (1 point)

Question 25 Unsaved

The first step in the marketing research process is the:

Question 25 options:

development of the research plan

survey of stakeholders to determine if problems exist

decision regarding the research tools and target group

collection of the available sources for needed information

definition of the problem and research objectives

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Question 26 (1 point)

Question 26 Unsaved

The manufacturer of Brother sewing machines wants to know the effect rebates have on sales. It plans on dividing its retailers into three regions. One group will offer consumers who buy a Brother sewing machine a $25 cash rebate. One will offer buyers of the machine $50 worth of “free” machine accessory parts. A third region will offer buyers a $40 store credit. The results of this market research will provide Brother with _____ data.

Question 26 options:

observational

survey

secondary

experimental

descriptive

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