1) According to the text, marketing means:
A. Selling. B. Much more than selling and advertising. C. Producing and selling. D. Advertising.
2) Predicting what types of bicycles different customers will want and deciding which of these customers the business will try to satisfy are activities a firm should do as part of
A. A command economy. B. Production. C. Marketing. D. Making goods or performing services.
3) Which of the following statements best describes the modern view of marketing? A. Marketing should take over production, accounting, and financial services within a firm. B. The job of marketing is to get rid of whatever the company is producing. C. Marketing is concerned with generating a single exchange between a firm and a customer. D. Marketing begins with anticipating potential customer needs.
4) Which of the following statements regarding marketing strategies is FALSE?
A. These strategies must meet the needs of target customers, and a firm is likely to get a competitive advantage if it just meets needs in the same way as some other firm. B. It is useful to think of the marketing strategy planning process as a narrowing-down process. C. Developing successful marketing strategies does not need to be a hit-or-miss proposition. D. These strategies require decisions about the specific customers the firm will target and the marketing mix the firm will develop to appeal to that target market.
5) To compete more successfully with its many competitors offering packaged cookies, Famous Amos added its own line of extra chunky premium cookies. This seems to be an effort at:
A. Market penetration. B. Combination. C. Market development. D. Product development.
6) Professional Dental Supply has been successfully selling dental instruments to dentists for the past 20 years, and has developed strong customer relations. When looking for new marketing opportunities, Professional Dental Supply will most likely look first at
A. Diversification. B. Market penetration. C. Market development. D. Product development.
7) Which of the following is true?
A. The product P in the marketing mix stands for both physical goods and tangible B. The product P in the marketing mix stands for only tangible merchandise. C. The product P in the marketing mix stands for only physical goods. D. The product P in the marketing mix stands for both physical goods and services.
8) The marketing mix A. Includes four variables-advertising, personal selling, customer service, and sales promotion. B. Helps to organize the marketing strategy decision areas. C. Includes four variables-People, Place, Promotion, and Price. D. Includes the target market
9) The four Ps of a marketing mix are: A. Product, Place, Promotion, and Price B. Product, Price, Promotion, and Profit C. Production, Personnel, Price, and Physical Distribution D. Promotion, Production, Price, and People
10) Hewlett-Packard sells personal computers through specialty computer stores, electronics superstores, and its own Internet site. The marketing mix variable that is being considered here is: A. Placement. B. Product. C. Pricing. D. Promotional.
11) When one considers the strategy decisions organized by the four Ps, branding is related to packaging as: A. Personal selling is to mass selling. B. Store location is to sales force selection. C. Branding is to pricing. D. Production is to marketing.
12) Big Fizz Co., a manufacturer of cola-flavored drinks, wants to add packaged fruit juices to its existing product line. Big Fizz must make some decisions regarding packaging and branding of the fruit juices. These decisions would fall under which variable of the marketing mix? A. Price B. Promotion C. Product D. Place
13) The main difference between a marketing strategy and a marketing plan is that: A. A marketing strategy omits pricing plans. B. A marketing strategy provides more detail. C. Time-related details are included in a marketing plan. D. A marketing plan includes several marketing strategies.
14) A marketing plan is: A. A target market and a related marketing mix. B. A marketing strategy-plus the time-related details for carrying it out. C. A marketing program. D. A marketing strategy.
15) Which of the following is part of a complete marketing plan? A. Competitors' marketing strategies. B. What company resources (costs) are required and at what rate. C. How different marketing mixes (for different target markets) relate to each other. D. All of these.
16) Good marketing strategy planners know that: A. The terms mass marketing and mass marketer mean basically the same thing. B. Mass marketing is often very desirable and effective. C. Firms like Nabisco and Wal-Mart are too large to aim at clearly defined target markets. D. Target marketing does not limit one to small market segments.
17) Marketing strategy planners should recognize that: A. Target marketing is not limited to small market segments. B. Large firms like General Electric, Target, and Procter & Gamble are too large to aim at clearly defined markets. C. Target markets should not be large and spread out. D. Mass marketing is often very effective and desirable.
18) Target marketing, in contrast to mass marketing, A. Focuses on fairly homogeneous market segments. B. Ignores markets that are large and spread out. C. Is limited to small market segments. D. Assumes that all customers are basically the same.
19) ______________ is the process of naming broad product-markets and then segmenting these broad product-markets in order to select target markets and develop suitable marketing mixes. A. Diversification B. Mass marketing C. Market positioning D. Market segmentation
20) The process of naming broad product-markets and then segmenting them in order to select target markets and develop suitable marketing mixes is called: A. Market segmentation. B. Market penetration. C. Market development. D. Market research.
21) Clustering techniques applied to segmenting markets A. Usually require computers to group people based on data from market research. B. Remove the need for managerial judgment. C. Eliminate the need for marketing managers to specify in advance what dimensions might be relevant for grouping consumers. D. All of the above are true.
22) A ______________ is an organized way of continually gathering and analyzing data to get information to help marketing managers make ongoing decisions. A. Marketing model B. Marketing information system C. Marketing research project D. Marketing research department
23) ________________ ________________ utilizes qualitative and quantitative analysis procedures to help marketing managers make more informed decisions. A. Marketing processing. B. Marketing planning. C. Marketing structure. D. Marketing research.
24) Procedures that develop and analyze new information to help marketing managers make decisions are called: A. Operational planning. B. Strategy planning. C. Analytical research. D. Marketing research.
25) Focus groups: A. Yield results that are largely dependent on the viewpoint of the researcher. B. Are usually composed of 10 to 15 people as participants. C. Always do a good job of representing the broader target market. D. Are expensive compared to other marketing research methods.
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