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1 | |
Demographic, lifestyle and purchase characteristics are all items that may be used to better target: |
| | A) | The organization market |
| | B) | The consumer market |
| | C) | The export market |
| | D) | None of the above |
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2 | |
The "Marketing Concept" best refers to: |
| | A) | A philosophy that involves staying close to the consumer |
| | B) | Product, price, place and promotion |
| | C) | Designing an advertising campaign that can reach a broad market |
| | D) | Carefully selecting an appropriate distribution route for a product |
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3 | |
Marketing programs may fail to meet the needs of a target market if: |
| | A) | The program is tailored to each specific market segment |
| | B) | The market is defined too broadly |
| | C) | The characteristics of the market are researched and clearly defined |
| | D) | All of the above |
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4 | |
A market that encompasses companies, institutions or individuals that purchase product to assist in the manufacturing of other products is called: |
| | A) | The organization market |
| | B) | The consumer market |
| | C) | The export market |
| | D) | None of the above |
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5 | |
Regulatory issues rarely affect entrepreneurs who export their products abroad. |
| | A) | True |
| | B) | False |
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6 | |
Anna Smith is hoping to export her new cosmetics line to consumers in the U.S. In order to be successful she should: |
| | A) | Form a strategic alliance with a well-known U.S. cosmetics company |
| | B) | Locate a sales and service office in the U.S. |
| | C) | Attempt to price her products as high-end luxury items |
| | D) | All of the above |
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7 | |
In order to monitor the state of the economy, an entrepreneur might regularly observe: |
| | A) | Laws affecting his/her business |
| | B) | New technological trends |
| | C) | Inflation rate and unemployment levels |
| | D) | Competitor's use of new technology |
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8 | |
Stagnant sales, heavy competition and levelling off of profits are indicative of what stage of the product life cycle? |
| | A) | Introduction |
| | B) | Maturity |
| | C) | Growth |
| | D) | Decline |
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9 | |
________ are purchased only after the consumer compares the prospective buy with similar products. |
| | A) | Convenience products |
| | B) | Shopping products |
| | C) | Specialty products |
| | D) | Comparison products |
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10 | |
Andrea Ohlson is opening a luxury furniture imports store and is concerned about selecting an appropriate store location. Considering her product, she should: |
| | A) | Rent a location that is close to her consumers |
| | B) | Locate close to other furniture outlets |
| | C) | Not be concerned, as the customers will find her |
| | D) | None of the above |
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11 | |
A distribution channel is: |
| | A) | The path the product follows from producer to consumer |
| | B) | Provides the product to the consumer at the right time and place |
| | C) | A and B |
| | D) | None of the above |
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12 | |
Place the following essential steps in carrying out a promotional campaign in the correct order.I. Set the budget, implement the program and evaluate its effectiveness
II. Set objectives and determine the target of the promotion
III. Select the theme, the media to be used and an appropriate message
IV. Understand the target's needs and perceptions of the product |
| | A) | II, IV, III, I |
| | B) | III, IV, II, I |
| | C) | IV, III, II, I |
| | D) | II, III, I, IV |
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13 | |
Consumer sensitivity to price is used to determine the final price level in this pricing strategy. |
| | A) | Competition-based pricing |
| | B) | Demand-based pricing |
| | C) | Retail-based pricing |
| | D) | Cost-based pricing |
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14 | |
In this distribution channel, the manufacturer assumes less risk but has less control over distribution. |
| | A) | Manufacturer to consumer |
| | B) | Manufacturer to retailer to consumer |
| | C) | A and B |
| | D) | None of the above |
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15 | |
In order to speed up adoption, one might increase the divisibility of a product. |
| | A) | True |
| | B) | False |
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2003 McGraw-Hill Higher Education