SAMPLE MULTIPLE-CHOICE QUESTIONS – MARKETING IN A GLOBAL ECONOMY (From previous edition of Armstrong & Kotler) 1.

Which of the following information forms available to the marketing manager can usually be accessed more quickly and cheaply than other information sources? a. Marketing intelligence b. Marketing research c. Customer profiles d. Internal databases All of the following are considered to be drawbacks of local marketing EXCEPT: a. it can drive up manufacturing and marketing costs by reducing economies of scale. b. it can create logistical problems when the company tries to meet varied requirements. c. it can attract unwanted competition. d. it can dilute the brand's overall image. Cognitive dissonance occurs in which stage of the buyer decision process model? a. Need recognition b. Information search c. Evaluation of alternatives d. Postpurchase behavior That the company that overlooks new and better ways to do things will eventually lose customers to another company that has found a better way of serving customer needs is a major tenet of: a. innovative marketing. b. consumer-oriented marketing. c. value marketing. d. sense-of-mission marketing. The biggest or greatest amount of involvement in a foreign market comes through which of the following? a. Exporting b. Joint venturing c. Licensing d. Direct investment A ______________ is a good offered either free or at low cost as an incentive to buy a product. a. patronage reward b. spiff c. price pack d. premium Setting call objectives is done during which of the following stages of the selling process? a. Prospecting b. Preapproach c. Approach d. Handling objections Pricing to cover variable costs and some fixed costs, as in the case of some automobile distributorships that sell below total costs, is typical of which of the following pricing objectives? a. Current profit maximization b. Product quality leadership c. Market share leadership d. Survival In determining salesforce size, when a company groups accounts into different size classes and then determines the number of salespeople needed to call on them the desired number of times, it is called the: a. key-size approach. b. work-load approach. c. product-need approach. d. call-service approach. ____________________ are products bought by individuals and organizations for further processing or for use in conducting a business. a. Consumer products b. Services c. Industrial products d. Specialty products

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Too much political power. b. Personality symbol A child in the United States is normally exposed to all of the following values EXCEPT: a. Rack jobbers c. licensing. long-term customer satisfaction. . achievement and success. ________________ have contractual authority to sell a manufacturer's entire output. Deceptive packaging c. Northwestern University d. Deceptive cost structure 12. c. a family seated at the dinner table enjoying the advertised product would be an example of which of the following types of advertising? a. 14. 18. exerts influence on others. c. contract manufacturing. Purchasing agents Sellers that handle their own exports are engaged in: a. Manufacturer's agents d. a. 16. lifestyle. retention rates. d. c. Modeling b. Learning Concerns that the manufacturers of harmful products such as tobacco have influence on lawmakers to the detriment of the public interest is used as evidence of which criticism of marketing? a. 20. Perception d. Deceptive promotion b. Deceptive pricing d. a. Slice of life b. Selling agents b. c. referent actor c. social role player _______________ describes changes in an individual's behavior arising from experience. Cultural pollution. 19. luring the customer to the store for a bargain that is out of stock. the Commerce Department b. 17. the Defense Department In terms of execution styles. competitive predatory pricing performance. activity and involvement. personality. a. because of special skills. social class. full customer service. All of the following would be ways to segment within the category of psychographic segmentation EXCEPT: a.11. 21. b. Motivation c. Too few social goods. a. c. a. d. d. d. Mood or imagery d. the Massachusetts Institute of Technology (MIT) c. knowledge. b. d. material comfort. The Internet evolved from a network created by _________________ during the 1960s. or other characteristics. collectivism. direct exporting. ________________ includes practices such as overstating the product's features or performance. or running rigged contests. The __________________ is a person within a reference group who. indirect exporting. facilitator b. More and more salespeople are being evaluated and compensated based on different measures than in the past. occupation. 15. All of the following are illustrations of those measures EXCEPT: a. Lifestyle c. personality. 13. Too much advertising. opinion leader d. b. b.

c. marketing research reports c. Successful service companies focus their attention on both their customers and their employees. The orange juice manufacturers know that orange juice is most often consumed in the mornings. consistency The use of price points for reference to different levels of quality for a company's related products is typical of which product-mix pricing strategy? a. Which form of segmentation would they need to work with and establish strategy reflective of their desires? a.22. Henry Ford Anything that can be offered to a market for attention. self-service retailing. service-merchandiser. width b. 27. length d. c. Arthur Miller d. d. service differentiation __________________ is quoted as saying that "everyone lives by selling something. b. 31. 23. acquisition. or package sizes) is called a(n): a. 24. use. Personal selling c. forms. Optional-product pricing b. 26. service-profit chains c. age and life-cycle segmentation The typical method of retail operation used by supermarkets and catalog showrooms is called: a. added ingredients. limited-service retailing. 28. benefit segmentation c. idea. . 25. colors. Bill Gates b. c. Captive-product pricing c. b. Sales promotion Using a successful brand name to introduce additional items in a given product category under the same brand name (such as new flavors. occasion segmentation d. d. they would like to change this and make the drink acceptable during other time periods during the day. 29. product. service. full-service retailing. They understand ___________________. gender segmentation b. or consumption that might satisfy a want or need is called a(n): a. demand. Product line pricing If a company's objective were to reach masses of buyers that were geographically dispersed at a low cost per exposure. a." a. a. Public relations d. multibranding. which links service firm profits with employee and customer satisfaction. d. By-product pricing d. b. Advertising b. depth c. A(n) __________________ are computerized collections of information obtained from data sources within the company. internal databases The total number of items that the company carries within its product lines refers to the ___________ of the product mix. However. internal marketing b. the company would likely choose which of the following promotion forms? a. a. retrieval systems b. line extension. 30. interactive marketing d. Robert Louis Stevenson c. new brands. brand extension. flow diagrams and PERT charts d.

pop-up windows. it will likely follow which of the following brand strategies? a. a. a _____________ is a basic and distinctive mode of expression. Computer commerce d. . warehouse club. d. 41. Innovative marketing b. 36. ______________ is the general term for a buying and selling process that is supported by electronic means. Market targeting d. organizational structure. a. d. c. a." a. fashion d. Yahoo. 34. Market segmentation c. genre b. Online ads c. canned approach. Web commerce c. including banners. marketing analysis d. 37. New brands ________________ consists of dividing a market into distinct groups of buyers on the basis of needs. Product differentiation b. critical-thinking approach. Market positioning _________________ are ads that appear while subscribers are surfing online services or Web sites.32." and "roadblocks. Product extensions b. c. Infoseek. b. marketing strategy b. 38. marketing implementation Wal-Mart owned Sam's club is an example of a retail form called a(n): a. 35. Consumer-oriented marketing c. formula approach. Value marketing d. Online broadcasts d. The type of sales presentation approach that requires good listening and problem-solving skills is the: a. characteristics. Online bullets In terms of special product life cycles. software. Webcasters. style c. b. b. search engines. Brand extensions d. "tickers. fad _________________ is a principle of enlightened marketing that requires that a company seek real product and marketing improvements. Line extensions c. and company culture into a cohesive program that supports its strategies. d. super specialty store. browsers. Sense-of-mission marketing 33. seconds store. 39. 40. or behavior who might require separate products or marketing mixes. a. and Excite are all called: a. factory outlet. a. marketing control c. Successful ________________ depends on how well a company blends its people. need-satisfaction approach. Electronic commerce When a company enters a new product category for which its current brand names are not appropriate. Internet commerce b. decision and reward systems. Online infomercials b. c.

Geographic b. Intangibility b. co-brand When Michael Jordan and Tiger Woods use marketing to promote their careers and improve their impact and incomes. maturity stage. join into cartels at home. lower prices. substantial c. like-value exchange. idea marketing. b. Behavioral A manufacturer has four sponsorship options. buy-back. Therefore. 44.S. government. increase promotion both at home and abroad. and consumed at the same time refers to which of the following service characteristics? a. introduction stage. A better way for companies to compete is to expand into foreign markets and: a. The "green movement. When an international seller sells a plant. Market targeting d. Governmental regulation. growth stage. private brand d." c. . c. 51. they are using: a. barter. d. b. 3M runs a Pollution Prevention Pays program that has led to a substantial reduction in pollution and costs. Perishability _______________ factors are the most popular bases for segmenting customer groups. d. Many U. 43. Inseparability c. Market segmentation c. decline stage. b.42. The stage is the product life cycle that focuses on expanding market and creating product awareness and trial is the: a. measurable The fact that services are sold. a. c. firms have sought relief from foreign competition by demanding protectionism policies by the U. b. 46. c. person marketing. it is called: a. manufacturer's brand c. produced. differentiable d. however. __________________ is the process of evaluating each market segment's attractiveness and selecting one or more segments to enter.S. licensed brand b. 48. most marketers do not attempt to appeal to or design products for this group because there is little in the way of census data about this group. or technology to another country and agrees to take payment in the resulting products. this group fails in one of the requirements for effective segmentation. Demographic c. d. Variability d. 45. Psychographic d. continuously improve their products at home. Which of the following is most likely to apply in this case? a. counterpurchase. nonprofit marketing. d. c. actionable b. Mass marketing b. This would be an example of responding to which of the following? a. Market positioning It is a fact that there are 24 million left-handed people in the United States. Nader's raiders. A _________________ is a brand created and owned by a reseller of a product or service. 49. a. 47. cause-related marketing. equipment. International competition. d. b. a. 50.

Primary d. Objective-and-task method If the field salesforce has been supplied with new leads (via the telephone) that have been qualified. the percentage spent on other categories increases. embargo. b. Optional-product pricing b. competitive advertising of objective product benefits. Product line pricing d. telemarketers. 60. barrier. b. technical support persons. c. or heavy equipment to a buyer. 57. ______________ beliefs and values are open to some degree of change. master salespersons. Captive-product pricing c. The Wheeler-Lea Act gives the Federal Trade Commission the power to regulate: a. they have probably been assisted by: a. remembered. Affordable method b. wholesaler. Exclusive distribution c. In evaluating messages for advertising. and competitors' prices. Competitive-parity method d. b. . 58. marketing ethics. distinctive. owns. the percentage spent on food rises. b. By-product pricing Rolls Royce uses which of the following distribution formats? a. retailer. b. Percentage-of-Sales method c. d. lumber. distribution channel. c. Crucial b. quota. Maintains. meaningful. c. tariff. interstate commerce. sales assistants. b. the percentage spent on savings remains constant. d. Secondary According to Engel's law. c. c. customer evaluations of different features. d. d. a. Stocks the bread rack in a grocery store.52. and stocks a CD display in a grocery store. Open distribution Drop shippers perform which of the following functions? a. 55. 59. 54. c. d. Core c. 61. unfair and deceptive acts or practices. as income rises: a. Sells jewelry out of a catalog. ________________ is setting the price steps between various products in a product line based on cost differences between the products. When an importing country sets limits on the amount of goods it will accept in certain product categories it is called a(n): a. Selective distribution d. believable. the percentage spent on housing increases. Assumes title and ships coal. 53. Intensive distribution b. logistics. 56. a. b. telling how the product is better than the competing brands aims at making the ad: a. A set of interdependent organizations involved in the process of making a product or service available for use or consumption by the consumer or business user is called a(n): a. c. Which of the following promotional budget methods wrongly views sales as the cause of promotion rather than as the result? a. d. 62. d.

information search d. requirement If a firm were to bid to do a "turnkey" operation where they would choose a building site. Good-value strategy. Systems selling 64. a. a. the firm would be using which of the following? a. hire construction crews. According to the price/quality strategy matrix. 67. Overcharging strategy. Even though buying roles in the family change constantly. and turn over the finished factory ready to operate to the owners. pull strategy c. Reciprocal selling d. motive b. when a company overprices its product in relation to its quality it is considered to be using which type of strategy? a. husband c. a. the ___________ has traditionally been the main purchasing agent for the family. d. blocking strategy d. overcome losses. custom products. b. d. c. Consumerism d. ___________________ is the practice of adopting policies and developing strategies that both sustain the environment and produce profits for the company. Core process products selling b. shopping products. demand d. Consumer accountability A ________________ is a promotion strategy that calls for using the sales force and trade promotion to move the product through channels. Which of the following is NOT one of the five stages of the buyer decision process? a. department store The purpose of strategic planning is to find ways in which the company can best: a.63. Environmental sustainability c. teenage children d. 70. Environmentalism b. 71. brand identification c. shopping goods store b. use its strengths to take advantage of attractive opportunities in the environment. wife b. 66. Design products selling c. 72. 65. avoid paying taxes. assemble materials and equipment to run the new factory. Premium strategy. a. b. specialty products. grandparent A(n) _______________________ is a retail store that carries a narrow product line with a deep assortment within that line. convenience products. a. d. . 69. specialty store d. convenience store c. avoid the expense of costly research and development while still getting the benefits. c. need recognition b. c. 68. want c. designing a cement factory to build the plant. b. integrated strategy Consumer goods with unique characteristics or brand identification often requiring a special purchase effort are called: a. Snob strategy. purchase decision A _____________ is a need that is sufficiently pressing to direct the person to seek satisfaction. push strategy b.

S. IBM b. The marketing concept. straight rebuy d. _________________ is the step in the selling process in which the salesperson learns as much as possible about a prospective customer before making a sales call. indirect rebuy All of the following are ways that marketing plays a key role in the company's strategic planning EXCEPT: a. b. c. 75. new task buying c. within individual business units. Universal Studios In an example discussed in your text. Concept development and testing b. c. The societal marketing concept. a statement of religion. marketing designs strategies for reaching the unit's objectives. For example. 76. a. company)? a. marketing provides a guiding philosophy. Business analysis d. high pressure situations and competitive reaction. demographic c. the compensation plan should reward: a. natural b. seasonal discount. quantity discount. Prospecting b. c. Which of the following is foreign owned (even though it is traditionally thought of as a U. if the overall strategy is to grow rapidly and gain market share. Preapproach c. According to the text. The selling concept. market oriented. Traditionally. cash discount. technological The "in" suppliers are most likely to get nervous and feel pressure to put their best foot forward in which of the following types of buying situations? a. 82. Xerox c. 78. a. b. . c. spot selling and old product rejuvenation. d. companies have defined their businesses in product terms or in technological terms. d. b. b. 80. However. A price reduction to buyers who buy in large volumes is called a(n): a. modified rebuy b. marketing is the only discipline that can provide a formal structure for the planning effort. Kodak d. trade discount. economic d. 81. based on distinctive competencies. b. The product concept. Johnson & Johnson's recall of their Tylenol product following the discovery that several bottles of Tylenol had been laced with cyanide is consistent with which business philosophy? a. d. the most dramatic of the environments that affect marketing and appears to be now shaping our world is the ________________ environment. d. marketing provides inputs to strategic planners by helping to identify attractive market opportunities. loyalty and perseverance. motivating. c. Handling objections A company's compensation plan should reflect its overall marketing strategy. Approach d.73. d. Product development 74. mission statements should be all of the following EXCEPT: a. Marketing strategy c. R&D and engineering first produce the product concept into a physical product during which of the following stages of the new product development process? a. 79. 77. high sales performance and encourage capturing new accounts.

the affordable method. a. . parallel conflicts. the car is ideal for running errands and visiting friends. they can please top management. a. intangibility. they can generate more advertising. c. 89. the LIFO method. All of the following are commonly recognized promotion budget formats EXCEPT: a. Conflicts between different levels of the same channel of distribution are referred to as: a. 84. costs. d. b. they can gain tax advantages." then this descriptor is a: a. Business analysis." then the company has just stated a potential new product in terms of a(n): a. c. niche marketing c. 92. Marketing strategy development. c. a. product concept d. b. b. Duobranding b. 86. b. 88. belief. c. Fundamental marketing d. perishability. d. the percentage-of-sales method. harming consumers through deceptive practices. d. cue. and profit projections for a new product to find out whether these factors satisfy the company's objectives. vertical conflicts. c. b. 91. If Toyota describes one of its cars of the future as being "a moderately priced subcompact designed as a second family car to be used around town. rule. ________________ is a philosophy holding that a company's marketing should support the best long-run performance of the marketing system. Commercialization. attitude. 93. d. b. harming consumers through high prices. 85. harming consumers through too many product choices. d.83. segment marketing If a consumer describes a car as being the "most economical car on the market. mass marketing d. the objective-and-task method. Myopic marketing c. inseparability. When a company reviews sales. b. Multibranding The fact that services cannot be stored for later use or sale is evidence of their: a. c. 90. Enlightened marketing b. product feature The primary reason that many companies work to become the "low-cost producers" in their industry is because: a. they can set lower prices that result in greater sales and profits. micromarketing b. _______________ is a strategy of using a successful brand name to launch a new or modified product in a new category. All of the following are criticisms leveled against marketing by critics EXCEPT: a. Brand extension d. layer-based conflicts. harming consumers through high-pressure selling. Line extension c. product image c. variability. c. horizontal conflicts. Conceptual marketing A company is practicing ________________ if it focuses on subsegments with distinctive traits that may seek a special combination of benefits. d. they are in which of the following new process development stages? a. product idea b. 87. Concept development and testing. d.

b. deciding how to enter markets. A ____________________ is the way consumers perceive an actual or potential product.S. which of the following ethnic groups would be a best bet to double during the next half century and become one of the U. discount. All of the following are ethics suggested in the area of distribution EXCEPT: a. business c. 100. 98. territorial sales force structure. The type of trade-promotion discount in which manufacturers agree to reduce the price to the retailer in exchange for the retailer's agreement to feature the manufacturer's products in some way is called a(n): a. c. The most logical budget setting method is found in the list below. Competitive-parity method d. Objective-and-task method 95. allowance. 102. a. government d. b. deciding whether to go international. 103.S. b. product image c. a. product feature The American Marketing Association suggests a list of code of ethics. c. reseller b. b. product idea b. 75 d. market. Percentage-of-Sales method c. c. Integrated demand characteristics Catalog marketing is big business in the United States. c. 104. 50 c. rebate. product sales force structure. d. d. the dynamic growth curve. . consistent. product concept d. a. If your company were to make a product such as a suit of clothes and sold that product to a retailer. 99. 97. The first of these decisions is often: a. Affordable method b. b. not manipulating the availability of a product for purpose of exploitation. and compelling message about the organization and its products. d. African Americans c. Integrated international affairs c. _________________ is the concept under which a company carefully integrates and coordinates its many communications channels to deliver a clear. 96. 101. a. Integrated marketing communications d. not using coercion in the marketing channel. d. premium. using gray marketers whenever possible to save the consumer money. Hispanics and Asians b. The promotion mix b. market's most viable segments? a. the adoption cycle. The average household receives ______________ catalogs per year. c. Which is it? a. Western Europeans d. customer sales force structure. Middle Eastern All of the following are methods by which a company can divide up its sales responsibilities EXCEPT: a. pychographic trait sales force structure.94. 25 b. service The course of a product's sales and profits over its lifetime is called: a. Given recent information about growth trends and growth potential of ethnic populations within the U. your company would have sold to the ___________ market. the sales chart. not exerting undue influence over the reseller's choice to handle a product. 100 A company faces several major decisions in international marketing. the product life cycle. looking at the global marketing environment. deciding which markets to enter. d.

sign. Online d. or product standards that go against a foreign company's product features. power-based marketing system. conventional marketing system. and interactive capabilities. symbol. vertical marketing system. become a means for unfair competition. Lifestyle ________________ has the advantage of being high in selectivity. the advertiser will probably choose which of the following mass media types? a. ______________ is a person's distinguishing psychological characteristics that lead to relatively consistent and lasting responses to his or her own environment. Radio The choice between high markups and high volume is part of which of the following retailer marketing decisions? a. Product assortment and services decisions c. become a vehicle for discriminating in the marketplace. become a vehicle for pitching the sponsor's products. Radio If your company were to make light bulbs to be used in photocopiers. Television c. c.105. service If a government uses barriers to foreign products such as biases against a foreign company's bids. Psychographics b. you would most likely be selling to a ________________ market. immediacy. the government is using: a. sponsorship c. and retailers act as a unified system. business c. b. Outdoor c. b. c. When producers. timeliness. d. d. reseller b. a. d. Newspapers b. buying center. the likelihood of government monitoring. b. d. exchange facilitators. Direct Mail b. or design. c. environment. a. 114. exchange controls. Promotion decisions If an advertiser wants flexibility. 111. 115. good local market coverage. and high believability. or a combination of these that identifies the maker or seller of a product or service. One common misuse of marketing research findings in contemporary business is the tendency for marketing research to: a. they comprise a: a. Target market decisions b. 110. government d. d. c. Personality c. term. Demographics d. c. the presence of many strong and aggressive competitors. low cost. broad acceptability. 109. 113. A(n) _______________ is a name. . a. actual or potential substitute products. 107. 108. Direct Mail d. wholesalers. b. logo All of the following factors can affect the attractiveness of a market segment EXCEPT: a. Pricing decisions d. 112. product feature b. 106. the power of buyers in the segment. horizontal marketing system. response. protectionism. The place in the business buying behavior model where interpersonal and individual influences might interact is called the: a. stimuli. a. b. brand d. nontariff trade barriers. become a means for raising prices.

118. sex. c. business analysis The shrinking of distances due to technological advances such as computer and fax connections by telephone. 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. production concept c. c. indirect exporting. b. Joining with foreign companies to produce or market products and services is called: a. commercialization c. demand b. 123. Manufacturer's brand c. d. 119. retail salesforce. The type of salesforce structure in which the salesforce sells along product lines is called a: a. are one characteristic of what new challenge to marketing? a. simplicity. The changing world economy. service. Mars is using which type of branding? a. b. which of the following categories of social criticism most closely matches this problem? a. product salesforce. Licensed brand b. A _______________ is any activity or benefit offered for sale that is essentially intangible and does not result in the ownership of anything. focus group interviewing. and status. selective sponsorship. product d. 125. c. 120. Co-brand When personal interviewing involves inviting six to ten people to gather for a few hours with a trained interviewer to talk about a product. marketing concept If advertising constantly sends out messages about materialism. or organization. 122. d. joint venturing. direct exporting. 121. .116. b. service If Mark Mars pays Hershey Foods Corporation for the right to use their name on his line of T-shirts. d. a. b. Private brand d. The call for more socially responsible marketing. Too much political power. 124. flexibility. the Delphi method. The micro-chip revolution. d. b. c. b. the method is called: a. Too much advertising. licensing. 117. structure. c. d. d. The _______________ holds that consumers will favor products that are available and highly affordable (therefore. basic staple c. territorial salesforce. power. organization. Too few social goods. product concept b. a. Cultural pollution. Rapid globalization. product development b. production cost expansion concept d. then Mr. a. marketing strategy d. probing. customer salesforce. work on improving production and distribution efficiency). c. The major advantage of survey research is its: a.

b. Setting the promotion budget so as to match the budgets of the competition is characteristic of which of the following budget methods? a. it is practicing which of the following strategies? a. creative selling b. 132. market target The goal of the marketing logistics system should be to provide: a. brand extension strategy 127. concentrated marketing. decline stage b. growth stage d. lawn mowers. a targeted level of transportation expense ratio. shifts in consumer tastes. Affordable method b. a targeted level of field support. a targeted level of customer service at the least cost. Objective-and-task method If a company (considering its options on the product/market expansion grid) chooses to move into different unrelated fields (from what it has ever done before) with new products as a means to stimulate growth. c. d. a. line extension strategy c. 133. c. and increased competition. detail selling d. bi-variant population c. 134. Percentage-of-Sales method c. all of which reduce demand for a product are typical of which stage in the PLC? a. group b. the company would be following which of the following general strategies? a. parallel marketing system c. turbo marketing. product development d. multibrand strategy d. high pressure selling c. sample d. b. market penetration b. new brand strategy b. undifferentiated marketing. Concept development and testing c. . Idea screening d. and motorcycles. 130. market development c. Competitive-parity method d. vertical marketing system b. 128. they have chosen a _______________. A "three-day cooling off period" in which buyers can cancel a contract after re-thinking it is to protect the consumer from: a. 131. differentiated marketing. horizontal marketing system ________________ is screening new-product ideas in order to spot good ideas and drop poor ones as soon as possible. Brainstorming When a marketing research organization chooses a segment of the population that represents the population as a whole. When Coca-Cola and Nestle formed a joint venture to market a ready-to-drink coffee and tea worldwide. diversification Technological advances. maturity stage If Honda uses its company name to cover such different products as its automobiles. 135. a targeted level of promotional support. a. d. introduction stage c. diversified marketing system d. the type of marketing system that was formed would best be described as being a(n): a. hard core selling The practice of going after a large share of a smaller market or subsets of a few markets is called: a. 129. Idea generation b.126.

b. variable costs. c. 144. competitors. advertising captures about ____ percent of total promotion spending.136. customers. Marketing analysis. 140. As the public demanded their "old Coke" back. closing d. d. b. handling objections c. To protect companies from each other. b.1 percent of the market. c. Today. therefore. Marketing strategy. the data is almost always unsecured and. it is usually expensive to retrieve. it may be incomplete or wrong. . mid-1980s. Analysts now believe that most of the company's problems resulted from poor marketing research. a. 145. d. b. 23 c. Product sales force. They failed to account for the Pepsi Challenge taste test in their marketing efforts. To protect the interests of society. approach b. 1960s and 1970s. a. 15 b. Costs that do not vary with production or sales levels are called: a. To protect consumers from unfair business practices. the Coca-Cola Company made a classic marketing blunder with its deletion of its popular Coca-Cola product and introduction of what it called New Coke. Each salesperson is assigned to an exclusive area in which to sell the company's full line of products or services in which type of salesforce structure? a. The last stage in the selling process is the ________________ stage. To protect businesses from unfair consumer demands. the company relented and reintroduced Coca-Cola Classic (which has regained and surpassed its former position) while New Coke owns only 0. since it was probably collected for some other purpose. c. Marketing control. They did not investigate dealer reaction and had inadequate distribution. follow-up In 1985. 143. They defined their marketing research problem too narrowly. c. d. standard costs. Hybrid sales force. 1940s. They did not investigate pricing correctly and priced the product too high. b. The process that turns marketing strategies and plans into marketing actions in order to accomplish strategic marketing objectives is called: a. d. 137. therefore. d. Which of the following marketing research mistakes did Coca-Cola make? a. c. independent costs. d. 138. c. b. 1950s. 33 The first modern environmental movement in the United States began in the: a. b. internal sources. Customer sales force. 139. fixed costs. the data has limits. Regulations that arise to ensure that firms take responsibility for the social costs of their products or production processes stem from which reason for government legislation of business? a. Territorial sales force. 29 d. top executives are usually unwilling to relinquish data. the local library. c. One of the most common problems with using internal database information is that: a. d. c. 141. b. Marketing implementation. suspect as to reliability. d. 142. All of the following are thought to be sources of new product ideas EXCEPT: a.

Ethnography. c. Value marketing d. 149. The advantages of audience selectivity. Innovative marketing b. Deceptive packaging c. a. Societal marketing The study of human populations in terms of size.146. d. terragraphic segmentation b. density. occupation. they are practicing which of the following principles? a. Newspapers b. and other statistics is called: a. Hemos-popography. Geothermy. geothermy segmentation d. 148. Deceptive promotion b. and the general population. fermagraphic segmentation c. Demography. age. 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. a. geodemographic segmentation When companies make marketing decisions by considering consumers' wants and the long-run interests of the company. b. Radio One of the most promising developments in multivariable segmentation is called _________________ where a host of demographic and socioeconomic factors are used. consumer. no ad competition and personalization apply to which type of media? a. race. Deceptive cost structure 147. . Direct Mail d. location. Deceptive pricing d. 150. Television c. Consumer-oriented marketing c. gender.

a 22. a 17. 53. c 32. d 37. d 16. d 38. d 27. b 10. a 20. d 49. d 35. 60. b 39. d 9. c 43. b 51. d 14. 54. 59. b 30. c 23. c 26. b 50. 68. d 25. b 12. d 45.Answer Key – Marketing Sample Questions 1. a 28. d 18. a 5. 67. c 44. d 2. a 19. 55. b 21. c 3. d 7. c 11. d 6. b 41. c 13. a 29. b 46. 64. b b d c b a c d c c b a c b a b a c . 65. a 24. 61. d 15. c 33. d 4. b 31. 66. d 36. 58. b 47. 52. a 42. c 48. 63. 57. 56. b 8. b 40. 62. c 34.

d 103. a 75. b 98. c 95. a 102. d 83. a 100. c 80. c 115. a 118. a 108.Answer Key 69. a 112. b 116. b 97. a 88. a 123. c 131. d 106. d 137. b 91. d 73. a . b 76. c 90. b 71. d 84. b 120. b 126. c 111. d 129. c 92. b 132. b 104. d 86. b 70. c 121. c 110. b 79. b 109. d 77. c 128. d 124. c 119. c 99. b 101. d 94. d 105. b 87. a 122. b 89. d 74. b 113. c 85. a 72. d 78. d 136. a 82. b 81. c 133. c 93. a 135. d 134. d 114. b 127. d 107. c 130. d 117. d 125. b 96.

d 149. b 143. d 148. d 142. c 146. d 139. a 141.Answer Key 138. c 140. b 150. c 147. c 144. a 145. c .

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