Multiple choice questions for “MARKETING” Developed form the book of “PHILIP KOTLER”

In supervision of: SIR ABDUS SHAKOOR Submitted by: Mujeeb Alam
MS- 2nd (A) Federal Urdu University of Arts Science and Technology

MULTIPLE-CHOICE QUESTIONS – MARKETING

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

2.

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.

3.

Cognitive dissonance occurs in which stage of the buyer decision process model? a. Need recognition b. Information search c. Evaluation of alternatives d. Post purchase behavior

4.

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.

5.

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

6.

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

7.

Setting call objectives is done during which of the following stages of the selling process? a. Prospecting b. Pre approach c. Approach d. Handling objections

8.

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

9.

In determining sales force 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.

10.

____________________ is 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

11.

All of the following would be ways to segment within the category of psychographic segmentation EXCEPT: a. social class. b. occupation. c. lifestyle. d. personality.

12.

The __________________ is a person within a reference group who, because of special skills, knowledge, personality, or other characteristics, exerts influence on others. a. facilitator b. referent actor c. opinion leader d. social role player

13.

_______________ describes changes in an individual's behavior arising from experience.

a family seated at the dinner table enjoying the advertised product would be an example of which of the following types of advertising? a. the Defense Department 16. A child in the United States is normally exposed to all of the following values EXCEPT: a. Lifestyle c. a. Learning 14. material comfort. c. Motivation c. Too much political power. Mood or imagery d. 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. Too much advertising. Too few social goods. Northwestern University d. 15. the Commerce Department b. achievement and success. b. the Massachusetts Institute of Technology (MIT) c. Perception d. activity and involvement. . Modeling b. b.a. The Internet evolved from a network created by _________________ during the 1960s. Cultural pollution. Slice of life b. In terms of execution styles. c. d. Personality symbol 17.

d. luring the customer to the store for a bargain that is out of stock. contract manufacturing. 18. More and more salespeople are being evaluated and compensated based on different measures than in the past. c. a. licensing. d. c. Deceptive packaging c. Selling agents b. long-term customer satisfaction. collectivism. full customer service. Manufacturer's agents d. Deceptive pricing d. they would like to change this and make the drink acceptable . or running rigged contests. ________________ includes practices such as overstating the product's features or performance. However. 21. Sellers that handle their own exports are engaged in: a. indirect exporting. d. Rack jobbers c. All of the following are illustrations of those measures EXCEPT: a. Purchasing agents 19. Deceptive cost structure 22. competitive predatory pricing performance. 20. The orange juice manufacturers know that orange juice is most often consumed in the mornings. a. ________________ has contractual authority to sell a manufacturer's entire output. retention rates. direct exporting. Deceptive promotion b. b. b.

The total number of items that the company carries within its product lines refers to the ___________ of the product mix. Optional-product pricing . retrieval systems b. service-merchandiser. c.during other time periods during the day. self-service retailing. A(n) __________________ are computerized collections of information obtained from data sources within the company. depth c. occasion segmentation d. consistency 26. width b. d. length d. b. Which form of segmentation would they need to work with and establish strategy reflective of their desires? a. a. full-service retailing. 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. flow diagrams and PERT charts d. a. 24. benefit segmentation c. limited-service retailing. marketing research reports c. The typical method of retail operation used by supermarkets and catalog showrooms is called: a. gender segmentation b. internal databases 25. age and life-cycle segmentation 23.

If a company's objective were to reach masses of buyers that were geographically dispersed at a low cost per exposure. line extension. c. new brands. b. Product line pricing 27. multi branding. colors. which links service firm profits with employee and customer satisfaction. d. Captive-product pricing c. Successful service companies focus their attention on both their customers and their employees. Bill Gates b.b. Advertising b. Sales promotion 28. or package sizes) is called a(n): a. Public relations d. Personal selling c." a. __________________ is quoted as saying that "everyone lives by selling something. forms. added ingredients. internal marketing b. 29. brand extension. Robert Louis Stevenson . By-product pricing d. They understand ___________________. Using a successful brand name to introduce additional items in a given product category under the same brand name (such as new flavors. service-profit chains c. interactive marketing d. a. service differentiation 30. the company would likely choose which of the following promotion forms? a.

Successful ________________ depends on how well a company blends its people. formula approach. Info seek. and Excite are all called: a. demand. product. c. 34. marketing control c. b. or consumption that might satisfy a want or need is called a(n): a. d. 33. and company culture into a cohesive program that supports its strategies. critical-thinking approach.c. need-satisfaction approach. c. acquisition. software. b. d. a. marketing strategy b. c. Yahoo. service. organizational structure. Henry Ford 31. Webcasters. idea. Arthur Miller d. use. 32. decision and reward systems. browsers. Anything that can be offered to a market for attention. b. d. search engines. marketing analysis . The type of sales presentation approach that requires good listening and problemsolving skills is the: a. canned approach.

Product extensions b. 36. b. Product differentiation b. warehouse club. marketing implementation 35. ______________ is the general term for a buying and selling process that is supported by electronic means. Web commerce c. characteristics. seconds store. Market targeting d. New brands 38. Market segmentation c. factory outlet. c. Electronic commerce 37. a. it will likely follow which of the following brand strategies? a. Brand extensions d. When a company enters a new product category for which its current brand names are not appropriate. Computer commerce d. Wal-Mart owned Sam's club is an example of a retail form called a(n): a. or behavior who might require separate products or marketing mixes. Internet commerce b. a. d. ________________ consists of dividing a market into distinct groups of buyers on the basis of needs. Market positioning . Line extensions c. super specialty store.d.

.S. a _____________ is a basic and distinctive mode of expression. Consumer-oriented marketing c. Many U. Online infomercials b. Online ads c. government. A better way for companies to compete is to expand into foreign markets and: a." and "roadblocks. pop-up windows.S. increase promotion both at home and abroad. including banners. Online bullets 40. continuously improve their products at home. fashion d. 43. Online broadcasts d. "tickers. Innovative marketing b. fad 41. join into cartels at home." a. lower prices. In terms of special product life cycles. a. style c. d. Value marketing d. Sense-of-mission marketing 42. __________________ is the process of evaluating each market segment's attractiveness and selecting one or more segments to enter. _________________ are ads that appear while subscribers are surfing online services or Web sites. firms have sought relief from foreign competition by demanding protectionism policies by the U. c. _________________ is a principle of enlightened marketing that requires that a company seek real product and marketing improvements. b.39. genre b. a.

substantial c. Which of the following is most likely to apply in this case? a. a. _______________ factors are the most popular bases for segmenting customer groups.a. Market positioning 44. Intangibility b. Geographic b. Demographic c. however. Perishability 46. differentiable d. It is a fact that there are 24 million left-handed people in the United States. 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. Mass marketing b. a. produced. licensed brand . Psychographic d. Inseparability c. The fact that services are sold. Market targeting d. measurable 45. A manufacturer has four sponsorship options. this group fails in one of the requirements for effective segmentation. and consumed at the same time refers to which of the following service characteristics? a. Variability d. Therefore. Behavioral 47. actionable b. A _________________ is a brand created and owned by a reseller of a product or service. Market segmentation c.

The stage is the product life cycle that focuses on expanding market and creating product awareness and trial is the: a. like-value exchange. When an international seller sells a plant. counter purchase. equipment. co-brand 48. 49. This would be an example of responding to which of the following? a. 3M runs a Pollution Prevention Pays program that has led to a substantial reduction in pollution and costs. b. it is called: a. nonprofit marketing. Governmental regulation. c. decline stage. b. idea marketing. International competition. d. barter. private brand d. introduction stage. c. 51. person marketing. buy-back. they are using: a.b. d. 50. When Michael Jordan and Tiger Woods use marketing to promote their careers and improve their impact and incomes. growth stage. ." c. or technology to another country and agrees to take payment in the resulting products. b. The "green movement. d. b. manufacturer's brand c. c. Nader's raiders. cause-related marketing.

master salespersons. Optional-product pricing b. 54. c. Rolls Royce uses which of the following distribution formats? a. Intensive distribution b. Product line pricing d. Captive-product pricing c. a. ________________ is setting the price steps between various products in a product line based on cost differences between the products. Open distribution . telemarketers. technical support persons. Which of the following promotional budget methods wrongly views sales as the cause of promotion rather than as the result? a. Exclusive distribution c. If the field sales force has been supplied with new leads (via the telephone) that have been qualified. Competitive-parity method d.d. Percentage-of-Sales method c. they have probably been assisted by: a. d. customer evaluations of different features. maturity stage. and competitors' prices. Affordable method b. Objective-and-task method 53. 52. sales assistants. By-product pricing 55. Selective distribution d. b.

or heavy equipment to a buyer. c. The Wheeler-Lea Act gives the Federal Trade Commission the power to regulate: a. d. Assumes title and ships coal. the percentage spent on other categories increases. wholesaler. b. c. 57. c. the percentage spent on savings remains constant. a. Core c. the percentage spent on food rises. Drop shippers perform which of the following functions? a.56. Crucial b. the percentage spent on housing increases. d. logistics. 60. as income rises: a. owns. lumber. Maintains. ______________ beliefs and values are open to some degree of change. . Sells jewelry out of a catalog. Secondary 59. and stocks a CD display in a grocery store. According to Engel's law. b. interstate commerce. d. Primary d. b. 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. distribution channel. retailer. 58. Stocks the bread rack in a grocery store.

Environmentalism b. d. distinctive. Overcharging strategy. quota. c. Consumerism . In evaluating messages for advertising. embargo. competitive advertising of objective product benefits. 64. ___________________ is the practice of adopting policies and developing strategies that both sustain the environment and produce profits for the company. c. Premium strategy. Good-value strategy. When an importing country sets limits on the amount of goods it will accept in certain product categories it is called a(n): a. meaningful. b. unfair and deceptive acts or practices. b. Environmental sustainability c. believable.b. b. d. tariff. barrier. Snob strategy. a. 61. marketing ethics. when a company overprices its product in relation to its quality it is considered to be using which type of strategy? a. 63. According to the price/quality strategy matrix. c. remembered. d. d. c. 62. telling how the product is better than the competing brands aims at making the ad: a.

push strategy b. b. convenience products. integrated strategy 66. a. wife b. A ________________ is a promotion strategy that calls for using the sales force and trade promotion to move the product through channels. A(n) _______________________ is a retail store that carries a narrow product line with a deep assortment within that line. a. convenience store c. blocking strategy d. Consumer accountability 65. specialty store d. 67. Consumer goods with unique characteristics or brand identification often requiring a special purchase effort are called: a. department store . shopping goods store b. d. Even though buying roles in the family change constantly. shopping products. the ___________ has traditionally been the main purchasing agent for the family. custom products. pull strategy c. specialty products.d. teenage children d. husband c. c. a. grandparent 68.

a. the most dramatic of the environments that affect marketing and .69. purchase decision 71. A _____________ is a need that is sufficiently pressing to direct the person to seek satisfaction. motive b. information search d. and turn over the finished factory ready to operate to the owners. Which of the following is NOT one of the five stages of the buyer decision process? a. brand identification c. Systems selling 73. hire construction crews. d. use its strengths to take advantage of attractive opportunities in the environment. overcome losses. b. avoid the expense of costly research and development while still getting the benefits. c. Design products selling c. The purpose of strategic planning is to find ways in which the company can best: a. 70. avoid paying taxes. assemble materials and equipment to run the new factory. demand d. the firm would be using which of the following? a. designing a cement factory to build the plant. Reciprocal selling d. Core process products selling b. want c. need recognition b. According to the text. If a firm were to bid to do a "turnkey" operation where they would choose a building site. requirement 72.

marketing provides inputs to strategic planners by helping to identify attractive market opportunities. a. modified rebuy b. All of the following are ways that marketing plays a key role in the company's strategic planning EXCEPT: a. Universal Studios 77. 76. demographic c.S. marketing is the only discipline that can provide a formal structure for the planning effort. IBM b. c. straight rebuy d. Kodak d. new task buying c. Johnson & Johnson's recall of their Tylenol . marketing designs strategies for reaching the unit's objectives. within individual business units. 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. Which of the following is foreign owned (even though it is traditionally thought of as a U. In an example discussed in your text. economic d. company)? a. marketing provides a guiding philosophy.appears to be now shaping our world is the ________________ environment. d. Xerox c. natural b. b. indirect rebuy 75. technological 74.

spot selling and old product rejuvenation. _________________ 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. motivating. if the overall strategy is to grow rapidly and gain market share. The marketing concept. For example. based on distinctive competencies. loyalty and perseverance. Pre approach c. b. c. However. c. Approach d.product following the discovery that several bottles of Tylenol had been laced with cyanide is consistent with which business philosophy? a. companies have defined their businesses in product terms or in technological terms. market oriented. Prospecting b. mission statements should be all of the following EXCEPT: a. high pressure situations and competitive reaction. c. b. the compensation plan should reward: a. 80. 81. d. The societal marketing concept. a statement of religion. high sales performance and encourage capturing new accounts. Traditionally. d. b. Handling objections 79. A price reduction to buyers who buy in large volumes is called a(n): . 78. The product concept. d. a. The selling concept. A company's compensation plan should reflect its overall marketing strategy.

d. 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. Marketing strategy c. quantity discount. Business analysis d. the car is ideal for running errands and visiting friends. harming consumers through deceptive practices. product image c. . b. Product development 83. c. d. The primary reason that many companies work to become the "low-cost producers" in their industry is because: a.a. seasonal discount. b. 84. cash discount. c. trade discount. product concept d. harming consumers through high-pressure selling. Concept development and testing b. they can generate more advertising." then the company has just stated a potential new product in terms of a(n): a. harming consumers through too many product choices. 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. All of the following are criticisms leveled against marketing by critics EXCEPT: a. 82. b. product idea b. they can please top management. product feature 85. harming consumers through high prices.

mass marketing d. A company is practicing ________________ if it focuses on subsegments with distinctive traits that may seek a special combination of benefits. cue. If a consumer describes a car as being the "most economical car on the market. 87. b. attitude. c. they can set lower prices that result in greater sales and profits. ________________ is a philosophy holding that a company's marketing should support the best long-run performance of the marketing system. d. Myopic marketing c. d. rule. they can gain tax advantages. Conceptual marketing 88. Conflicts between different levels of the same channel of distribution are referred to as: a. micromarketing b. niche marketing c. d.c. a. . belief. parallel conflicts. c. segment marketing 89. layer-based conflicts. vertical conflicts. b. a. Fundamental marketing d." then this descriptor is a: a. horizontal conflicts. Enlightened marketing b. 86.

_______________ is a strategy of using a successful brand name to launch a new or modified product in a new category. Marketing strategy development. the LIFO method. and profit projections for a new product to find out whether these factors satisfy the company's objectives. a. All of the following are commonly recognized promotion budget formats EXCEPT: a. Concept development and testing. Integrated international affairs . perishability. consistent. a. d. When a company reviews sales. The fact that services cannot be stored for later use or sale is evidence of their: a. d. _________________ is the concept under which a company carefully integrates and coordinates its many communications channels to deliver a clear. c.90. c. Line extension c. the affordable method. 91. The promotion mix b. Business analysis. the percentage-of-sales method. variability. Duo branding b. the objective-and-task method. 92. c. they are in which of the following new process development stages? a. inseparability. b. b. costs. Brand extension d. d. b. intangibility. and compelling message about the organization and its products. Commercialization. Multi branding 93. 94.

deciding which markets to enter. a. not exerting undue influence over the reseller's choice to handle a product. d. 100 96. using gray marketers whenever possible to save the consumer money. The first of these decisions is often: a. product concept d. deciding whether to go international. b. 50 c. a. 25 b. 75 d. All of the following are ethics suggested in the area of distribution EXCEPT: a. looking at the global marketing environment. b. 97.c. product image c. not manipulating the availability of a product for purpose of exploitation. c. c. product feature 98. Integrated demand characteristics 95. deciding how to enter markets. A company faces several major decisions in international marketing. d. product idea b. Catalog marketing is big business in the United States. The average household receives ______________ catalogs per year. . The American Marketing Association suggests a list of code of ethics. Integrated marketing communications d. A ____________________ is the way consumers perceive an actual or potential product. not using coercion in the marketing channel.

Western Europeans d. If your company were to make a product such as a suit of clothes and sold that product to a retailer. your company would have sold to the ___________ market. the sales chart. the product life cycle. b. Given recent information about growth trends and growth potential of ethnic populations within the U. product sales force structure. 103. c. Hispanics and Asians b.99. pychographic trait sales force structure. business c. reseller b. Middle Eastern 100. a. territorial sales force structure. market's most viable segments? a. which of the following ethnic groups would be a best bet to double during the next half century and become one of the U. b. customer sales force structure. government d. 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 .S. 101. the adoption cycle. d. market.S. c. service 102. All of the following are methods by which a company can divide up its sales responsibilities EXCEPT: a. The course of a product's sales and profits over its lifetime is called: a. d. the dynamic growth curve. African Americans c.

Which is it? a. c. response. Competitive-parity method d. rebate. b. The place in the business buying behavior model where interpersonal and individual influences might interact is called the: a. and retailers act as a unified system. 104. c. buying center. 106. Objective-and-task method 105. horizontal marketing system. premium.products in some way is called a(n): a. Affordable method b. Percentage-of-Sales method c. vertical marketing system. d. environment. become a vehicle for pitching the sponsor's products. c. The most logical budget setting method is found in the list below. One common misuse of marketing research findings in contemporary business is the tendency for marketing research to: a. b. . power-based marketing system. When producers. d. discount. d. stimuli. allowance. they comprise a: a. c. conventional marketing system. become a means for raising prices. wholesalers. b. become a vehicle for discriminating in the marketplace. 107. b.

Promotion decisions 111. The choice between high markups and high volume is part of which of the following retailer marketing decisions? a. timeliness. Radio . Television c. Direct Mail b. and high believability. Direct Mail d. broad acceptability. Newspapers b. Demographics d. low cost. Pricing decisions d. the advertiser will probably choose which of the following mass media types? a. Personality c. immediacy. a. become a means for unfair competition. 108. If an advertiser wants flexibility. Online d. Lifestyle 109. and interactive capabilities.d. ________________ has the advantage of being high in selectivity. ______________ is a person's distinguishing psychological characteristics that lead to relatively consistent and lasting responses to his or her own environment. Psychographics b. a. Radio 110. good local market coverage. Outdoor c. Product assortment and services decisions c. Target market decisions b.

reseller b. a. you would most likely be selling to a ________________ market. d. product feature b. government d. d. b. a. or design. A _______________ is any activity or benefit offered for sale that is essentially intangible and does not result in the ownership of anything. nontariff trade barriers. exchange facilitators. the presence of many strong and aggressive competitors. symbol. All of the following factors can affect the attractiveness of a market segment EXCEPT: a. exchange controls. sign. or a combination of these that identifies the maker or seller of a product or service. 114. a. brand d. b. the power of buyers in the segment. service 113.112. If a government uses barriers to foreign products such as biases against a foreign company's bids. 116. sponsorship c. or product standards that go against a foreign company's product features. actual or potential substitute products. If your company were to make light bulbs to be used in photocopiers. c. A(n) _______________ is a name. c. business c. logo 115. the likelihood of government monitoring. term. the government is using: a. protectionism. demand .

If advertising constantly sends out messages about materialism. the method is called: a. Licensed brand b. or organization. Too few social goods. basic staple c. sex. the Delphi method. and status. product concept b. The _______________ holds that consumers will favor products that are available and highly affordable (therefore. production concept c. probing. When personal interviewing involves inviting six to ten people to gather for a few hours with a trained interviewer to talk about a product. . power. then Mr. Mars is using which type of branding? a. selective sponsorship. b. a. Manufacturer's brand c. product d. c. 119. Private brand d. which of the following categories of social criticism most closely matches this problem? a. Too much advertising.b. If Mark Mars pays Hershey Foods Corporation for the right to use their name on his line of T-shirts. b. work on improving production and distribution efficiency). production cost expansion concept d. service 117. marketing concept 120. d. Co-brand 118. service. focus group interviewing.

b. b. simplicity. c. The shrinking of distances due to technological advances such as computer and fax connections by telephone. The micro-chip revolution. product development b. . The call for more socially responsible marketing. Too much political power. d. joint venturing. licensing. The changing world economy. direct exporting. d. Rapid globalization. are one characteristic of what new challenge to marketing? a. Joining with foreign companies to produce or market products and services is called: a. b.c. Cultural pollution. 124. d. c. flexibility. business analysis 122. indirect exporting. organization. marketing strategy d. commercialization c. c. structure. 123. d. The major advantage of survey research is its: a. a. 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. 121.

parallel marketing system c.125. The type of salesforce structure in which the salesforce sells along product lines is called a: a. creative selling b. retail salesforce. b. 126. undifferentiated marketing. high pressure selling c. c. detail selling d. 128. hard core selling 127. differentiated marketing. c. horizontal marketing system . vertical marketing system b. the type of marketing system that was formed would best be described as being a(n): a. d. When Coca-Cola and Nestle formed a joint venture to market a ready-to-drink coffee and tea worldwide. d. customer salesforce. A "three-day cooling off period" in which buyers can cancel a contract after re-thinking it is to protect the consumer from: a. product salesforce. turbo marketing. territorial salesforce. concentrated marketing. diversified marketing system d. The practice of going after a large share of a smaller market or subsets of a few markets is called: a. b.

a targeted level of transportation expense ratio. Idea screening d. sample d. Affordable method b. group b. c. a. Objective-and-task method 133. Brainstorming 130. Competitive-parity method d. a targeted level of promotional support. they have chosen a _______________. a targeted level of customer service at the least cost. The goal of the marketing logistics system should be to provide: a.129. When a marketing research organization chooses a segment of the population that represents the population as a whole. market target 131. Idea generation b. ________________ is screening new-product ideas in order to spot good ideas and drop poor ones as soon as possible. a. Setting the promotion budget so as to match the budgets of the competition is characteristic of which of the following budget methods? a. d. 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. Percentage-of-Sales method c. the company would be following which of the . a targeted level of field support. Concept development and testing c. bi-variant population c. b. 132.

line extension strategy c. and increased competition. Marketing implementation. 137. decline stage b. introduction stage c. brand extension strategy 136. it is practicing which of the following strategies? a. diversification 134. d. and motorcycles. The process that turns marketing strategies and plans into marketing actions in order to accomplish strategic marketing objectives is called: a. b. growth stage d. shifts in consumer tastes. Marketing analysis. If Honda uses its company name to cover such different products as its automobiles. Marketing strategy. c. all of which reduce demand for a product are typical of which stage in the PLC? a. Technological advances. product development d. multibrand strategy d. market development c. new brand strategy b. market penetration b.following general strategies? a. 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? . maturity stage 135. lawn mowers. Marketing control.

c. 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. follow-up 139. Territorial sales force. variable costs. independent costs. Which of the following marketing research mistakes did Coca-Cola make? a. They did not investigate pricing correctly and priced the product too high. In 1985. Customer sales force. They failed to account for the Pepsi Challenge taste test in their marketing efforts. closing d. All of the following are thought to be sources of new product ideas EXCEPT: a. 141. b. d. d. c. Product sales force.a. Analysts now believe that most of the company's problems resulted from poor marketing research. a. 140. 138. . They did not investigate dealer reaction and had inadequate distribution. fixed costs. handling objections c. c. d. As the public demanded their "old Coke" back.1 percent of the market. They defined their marketing research problem too narrowly. the company relented and reintroduced Coca-Cola Classic (which has regained and surpassed its former position) while New Coke owns only 0. approach b. internal sources. b. The last stage in the selling process is the ________________ stage. standard costs. Hybrid sales force. b. Costs that do not vary with production or sales levels are called: a.

the data has limits. since it was probably collected for some other purpose. the data is almost always unsecured and. 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. c. 142. therefore. therefore. c. Today. 29 d. customers. One of the most common problems with using internal database information is that: a. 23 c. it may be incomplete or wrong. 1940s. top executives are usually unwilling to relinquish data. To protect companies from each other. c. . d. 1950s. it is usually expensive to retrieve. suspect as to reliability. 1960s and 1970s. advertising captures about ____ percent of total promotion spending. To protect the interests of society. d. The first modern environmental movement in the United States began in the: a. b. competitors. a. mid-1980s. 144. 33 143. 145. d. b. the local library. b.b. 15 b. c. To protect consumers from unfair business practices.

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

Deceptive packaging c. a. ______________ includes practices such as falsely advertising "factory" or "wholesale" prices or a large price reduction from a phony high retail price. Deceptive pricing d. Marketers are sometimes accused of deceptive practices that lead consumers to believe they will get more value than they actually do. Deceptive cost structure .150. Deceptive promotion b.

4. 17. 2. 5. 14. 12. 21. 23. 19. 13. 7. 8. 18. 16. 3. 15. 27. 10. 20. 11. 6. 24. 26. 28. 25. 22. d c d a d d b d b c b c d d d a d a a b a c a d c d a a .Answer Key – Marketing Sample Questions 1. 9.

32. 30. 54. 46. 56. 39. 55. 43. 36. 53. 52. 47. 40. b b c c c d d d d b b b a c c d b b c d b b b b d c b a c . 31.29. 48. 41. 37. 57. 51. 33. 34. 45. 42. 35. 38. 44. 49. 50.

66. 67. 69. 77. 73. 74. 68. 78. 70. 85. 64. 71. 80. 72. 81.58. 83. 82. 60. 79. 75. 63. 76. 61. 62. d c c b a c b a b a c b b a d d a b d d b c b a d d c d b . 84. 59. 86. 65.

a 108. 98. 92. 89. c 111. b 101. 91. c 115. d 103. a 112. d 114. b 109.87. 99. 93. b . a 102. d 107. 88. b 113. 96. c 110. b 104. 90. d 106. d 105. 95. a b c b c c d c b b b c a 100. 94. 97.

a 118. a 138. c 119.116. c 130. b 127. a 123. d 136. d 134. d 124. b 126. d 137. c 131. b 120. a 135. d 125. c 144. c 128. d 142. b 143. d 129. a 122. a 141. c 140. b 132. d 117. a . d 139. c 121. c 133.

145. d 148. c 147. d 149. b 150. c 146. c .

Master your semester with Scribd & The New York Times

Special offer for students: Only $4.99/month.

Master your semester with Scribd & The New York Times

Cancel anytime.