 |
| 1 | |
Which of the following represents a prospective customer in the
marketing process? |
| | A) | Alan, a bachelor who wants to buy a new computer |
| | B) | Michelle, a homemaker and mother of three shopping for groceries |
| | C) | IBM, which purchases office supplies |
| | D) | Kroger Foods, which works with many vendors to stock the shelves of their stores |
| | E) | all of the above |
|
|
|
| 2 | |
The history of Post-it® Notes includes: |
| | A) | "restickable" adhesive technology. |
| | B) | a way to mark hymns to sing with the inventor's church choir. |
| | C) | 3M inventor Art Fry. |
| | D) | mailing samples to secretaries of the chief executive officers of the 500 largest corporations in the U.S.. |
| | E) | all of the above are part of the history of Post-it® Notes. |
|
|
|
| 3 | |
Which of the following statements about marketing activities is true? |
| | A) | Marketing is affected by society and in return affects society as a whole. |
| | B) | The marketing department works closely with other departments and employees to implement marketing activities. |
| | C) | Marketing activities provide the customer-satisfying products required for the organization to survive and prosper. |
| | D) | Environmental factors affect marketing activities. |
| | E) | All of the above statements about marketing activities are true. |
|
|
|
| 4 | |
Which of the following is true of Rollerblade today? |
| | A) | Rollerblade is using more technology in skate design than ever before. |
| | B) | Rollerblade technology is not covered by patents. |
| | C) | Rollerblade does a tremendous amount of television advertising. |
| | D) | Rollerblade has substantially lowered the price on all of their skates. |
| | E) | Rollerblade has reduced the number of styles of skates it produces. |
|
|
|
| 5 | |
A television advertisement shows several teenagers searching through the refrigerator for something to quench their thirst. The refrigerator offers the youngsters many alternatives—soft drinks, fruit drinks, sport drinks and bottles of Sunny Delight drink. The ad, which shows the teens happily selecting Sunny Delight over all the other product offerings, appeals to the consumers' __________ for liquid and attempts to shape consumers' __________ for the advertised product. |
| | A) | wants; needs |
| | B) | wants; preferences |
| | C) | preferences; needs |
| | D) | needs; wants |
| | E) | needs; preferences |
|
|
|
| 6 | |
A marketing manager's controllable factors--product, price, promotion, and place--are the company's: |
| | A) | environmental factors. |
| | B) | marketing program. |
| | C) | marketing mix factors. |
| | D) | marketing concept. |
| | E) | four utilities. |
|
|
|
| 7 | |
Fans of Los Angeles' professional basketball and hockey teams can buy team merchandise through a new catalog retailer called Team LA. The catalog carries everything a fan might want from lapel pins priced at $5 to leather jackets priced at $4,8The catalog was mailed to males between the ages of 23 and 44 who live in Southern California. These males describe the catalog's: |
| | A) | marketing mix. |
| | B) | market aggregation strategy. |
| | C) | marketing program. |
| | D) | service-orientation. |
| | E) | target market. |
|
|
|
| 8 | |
By matching various Rollerblade products to each of four key segments, Rollerblade is building a: |
| | A) | marketing strategy. |
| | B) | marketing program. |
| | C) | macromarketing program. |
| | D) | micromarketing program. |
| | E) | marketing concept. |
|
|
|
| 9 | |
3M innovators developed Scotchbrite Never Rust Wool Soap Pads from recycled plastic bottles. These soap pads are more expensive than competitors (S.O.S. and Brillo) but also superior to them because Scotchbrite Never Rust Wool Soap Pads don't rust or scratch. This solution: |
| | A) | is environmentally friendly, socially responsible, and competitive. |
| | B) | offsets the cost of improving environmental impact. |
| | C) | increases consumer value. |
| | D) | is ethical and socially responsible. |
| | E) | is accurately described by all of the above. |
|
|
|
| 10 | |
Which of the following statements about environmental factors is true? |
| | A) | Environmental factors may restrict an organization's opportunities. |
| | B) | Environmental factors may enhance an organization's opportunities. |
| | C) | Environmental factors are also called uncontrollable factors. |
| | D) | Environmental factors include social, economic, technological, competitive, and regulatory forces. |
| | E) | All of the above statements about environmental factors are true. |
|
|
|
| 11 | |
The idea that an organization attempts to satisfy consumer needs while achieving organizational goals is called the __________ era. |
| | A) | sales |
| | B) | production |
| | C) | marketing concept |
| | D) | societal marketing concept |
| | E) | consumerism |
|
|
|
| 12 | |
Which of the following businesses is LEAST likely to be able to engage in relationship marketing? |
| | A) | a beach shop that sells tourist mementos |
| | B) | a local restaurant that specializes in home-cooking |
| | C) | a convenience store |
| | D) | a movie theater |
| | E) | a veterinarian |
|
|
|
| 13 | |
Marketing programs are most closely related to: |
| | A) | customer relationship management. |
| | B) | the ease with which relationship management can be implemented. |
| | C) | the four utilities. |
| | D) | the marketing mix. |
| | E) | mass marketing strategy. |
|
|
|
| 14 | |
Which skating segments does Rollerblade, Inc. currently choose to target? |
| | A) | Street/vert, workout/wellness, junior, race segments, |
| | B) | Ice hockey players, aggressive, fitness, recreational segments |
| | C) | Quad skaters, fitness, recreational, children segments |
| | D) | Ice hockey players, quad skaters, fitness, recreational segments |
| | E) | Quad skaters, fitness, recreational, children segments |
|
|
|
| 15 | |
As organizations have changed their orientation, society's expectations of marketers have also changed. Today, the emphasis of marketing practice has shifted from __________ to consumers' interests. |
| | A) | social responsibilities |
| | B) | government regulation |
| | C) | producers' interests |
| | D) | suppliers' interests |
| | E) | competitive activity |
|
|
|
| 16 | |
Which of the following describes a market? |
| | A) | people who are aware of their unmet needs |
| | B) | people who are aware of their unmet needs and have the desire to buy the product |
| | C) | people who have the authority to buy |
| | D) | people with the desire and ability to buy the product |
| | E) | people with the time to buy the product |
|
|
|
| 17 | |
Which of the following is the best example of an organizational buyer? |
| | A) | a mother buying milk for her young son |
| | B) | a computer programmer buying the latest game for his Playstation |
| | C) | a store owner buying hand-painted slate signs to sell in her store |
| | D) | a botanist buying a rose bush for his home garden |
| | E) | a baseball player buying a t-ball set for his daughter |
|
|
|
| 18 | |
The paper manufacturer sells rolls of paper to the newspaper publishing company so that the newspaper can publish a daily paper, which is purchased from newspaper boxes by people who are interested in reading about news, entertainment, sports, etc. The people who buy the newspapers to read are examples of what types of markets? |
| | A) | ultimate consumers |
| | B) | institutional markets |
| | C) | organizational buyers |
| | D) | government markets |
| | E) | resellers |
|
|
|
| 19 | |
The creation of pottery from a mound of wet clay is an example of __________ utility. |
| | A) | time |
| | B) | place |
| | C) | process |
| | D) | production |
| | E) | form |
|
|
|
| 20 | |
Nita is a big fan of the Los Angeles Clippers. She lives in Buffalo, New York, and was unable to buy team merchandise unless she traveled to Los Angeles. She recently learned that the NBA team had a catalog from which she could purchase team-related merchandise. For Nita, the catalog for Los Angeles Clippers merchandise created __________ utility. |
| | A) | form |
| | B) | place |
| | C) | possession |
| | D) | price |
| | E) | promotion |
|
|
.