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Which of the following is a part of the marketing concept?
A. a consumer orientation
B. avoidance of risk
C. financial return orientation
D. emphasis on efficient production
___________ is a process used to test consumer reactions about a product among potential users.
1. Which of the following describes a word, letter, or group of words or letters that differentiate the goods and services of a seller from those of competitors?
A. brand name
B. product designation
C. prototype name
D. generic name
The last step in the marketing process often includes:
A. collecting the cash from sales to consumers.
B. developing a written report to summarize the results of the period's marketing activities.
C. deciding the best way to distribute the product.
D. building relationships with customers.
1. Which of the following is part of the marketing process?
A. developing an understanding of company finances available for new products
B. determining an appropriate brand name for a new product
C. designing the most efficient method of production of a new product
D. contacting suppliers after a purchase to ensure producer satisfaction
1. Which of the following terms involves the analysis of markets to identify opportunities and challenges?
A. market analysis
B. marketing research
C. opportunity identification
D. market prospecting
1. The first step in the marketing research process is to:
A. define the problem and determine the present situation.
B. collect relevant data from primary and secondary sources.
C. analyze the research data.
D. decide upon the best ethical solution.
1. Mucho Tacos Restaurants, Inc. is a chain of restaurants featuring authentic Mexican cuisine in seven states. The company is looking into opening restaurants in additional markets and also wants to expand and to improve its menu. Which of the following is an example of secondary data the owners of Mucho Tacos might find useful?
A. information published by the U.S. Bureau of the Census that identifies which regions of the United States are experiencing the most rapid growth in Mexican-American population
B. a telephone survey by the marketing department of Mucho Tacos asking for opinions about the quality of the food at the restaurants
C. a focus group of teenagers who like Mexican food who are asked about their reactions to new food dishes the restaurant may offer
D. e-mail responses the chain receives to a series of customer satisfaction questions posted on its website
1. The most important technological change likely to affect the marketing success of many firms is the:
A. growth of consumer databases, blogs, and social networking.
B. speed of service from faster check-outs.
C. level of computer literacy of the target market.
D. number of computers in use in the home.
1. One of the social trends that marketers must monitor to maintain their close relationship with customers is the:
A. increase in the number of competitors servicing the target market.
B. amount of unemployment in the target market.
C. number of people who can use computers with proficiency.
D. increase in the number of older Americans.
1. The two major types of markets are the:
A. primary market and the secondary market.
B. B2B market and the C2C market.
C. consumer market and the business-to-business market.
D. target market and the niche market.
1. Which of the following refers to the process of dividing the total market into several groups with similar characteristics?
A. Market segmentation
B. Market differentiation
C. Market determinants
D. Market partitioning
1. __________ marketing is the marketing of products to groups of customers a firm decides it can serve profitably.
1. A firm that uses __________ segmentation divides a market into groups based on values, attitudes, or interests.
1. A firm that uses ___________ segmentation divides a market into groups based on life stage, race, or profession.
1. Which of the following refers to a marketing strategy in which the focus is on small but profitable market segments?
A. micro targeting
B. narrowcast marketing
C. focused marketing
D. niche marketing
1. A consumer's decision-making process is influenced by his/her __________, consisting of those people who help shape the consumer's beliefs, attitudes, values or behavior.
A. reference group
B. focus group
C. target audience
D. social class
1. Which of the following correctly identifies the motivation of firms using a market segmentation strategy?
A. Firms can avoid the government's anti-trust laws by selecting a small slice of a larger market.
B. This strategy enables a firm to identify common traits in different consumer groups.
C. With limited resources, firms can better satisfy the wants and needs of a smaller target market.
D. Government regulations require firms to maintain accurate records to show that the firm has not discriminated against a market segment.
1. Nature's Sun, a company that designs and manufactures clothing for active people, focuses their marketing efforts on people who participate in strenuous outdoor activities such as running and mountain climbing. For example, the firm advertises heavily in magazines for runners. Nature's Sun is using _________ factors to segment its market.
1. Which of the following is the best example of a product line?
A. General Motors offers passenger cars, small trucks, and tractor trailers.
B. Sony offers DVD players, compact disk players, and video games.
C. Kellogg offers Special K, Raisin Bran, Corn Flakes, and a variety of other cold ready-to-eat cereals.
D. Hewlett Packard offers scanners, printers and personal computers.
1. According to the Thinking Green box, Trident Seafood Company practices ______________. The company processes every part of the fish it catches, producing fish oil, fish meal, and other by-products.
B. product recovery
1. Donavan spent the day talking with a packaging company in Guam, a lighting specialist in Japan, a touchpad expert in the U.S., a prototype design firm in Malaysia, as well as a shipping firm in China. Each of these firms provided expertise in the development of his company’s latest product, a back-lighted eReader. The strategy that Donavan’s firm used to develop its latest product is:
A. Singular source product development.
B. Distributed product development.
C. Multiple source product development.
D. Multitasking product development.
1. The purpose of __________ is to create real or perceived product differences.
A. niche marketing
B. product differentiation
C. product mixing
D. target marketing
Products that are used in the production of other goods and services are called ________ goods.
1. __________ consists of major capital equipment such as new factories and heavy machinery.
A. Accessory goods
B. Specialty goods
D. Shopping goods
1. Successful product differentiation:
A. of consumer goods is determined exclusively by price.
B. can be based on either real or perceived differences in products.
C. is prohibited if it restricts price competition and market access.
D. is less important due to the growth of the Internet.
1. Which of the following products would normally be classified as a shopping good or service?
A. laptop computers
C. fur coats
D. chewing gum
1. _________ is an important part of the total product offer for a product.
A. Consumer income
B. Management style
C. Employee personality
1. Attracting attention, describing contents, explaining benefits and identifying the uses of a product are all functions of:
A. target marketing.
B. Universal Product Codes.
D. market segmentation.
1. From the buyer's perspective, which of the following is a benefit of a product with a well known brand name?
A. quality assurance
B. helps in promotional efforts
C. adds to repeat purchases
D. differentiates products so that prices can be set higher
1. Which of the following is a benefit of a brand name for a seller?
A. quality assurance
B. reduction in search time
C. increased repeat purchases
D. additional prestige
1. Non-branded products that sell below the price of national brands, have very basic packaging, and are backed with little or no advertising are called:
A. universal goods.
B. distributor brands.
C. house brands.
D. generic goods.
1. Brand __________ refers to the loyalty, perceived quality, and emotions people associate with a given brand name.
1. The degree to which customers are satisfied and are committed to future purchases of a desired brand is called:
A. brand awareness.
B. brand relations.
C. brand loyalty.
D. brand intensity.
1. Some businesses use nostalgic ads to rekindle the memories and emotions of consumers to an earlier time and place. This technique of linking a brand name to a pleasant memory or favorable image is the goal of brand:
1. One of the reasons why companies create the position of brand manager is to:
A. have greater control over new-product development and promotion.
B. cut expenses associated with the marketing of products.
C. limit the amount of market research expenses products required.
D. identify and prosecute firms that violate trademark protection.
1. The Reaching Beyond Our Borders box titled “The Name Game” explains:
A. The importance of reality TV, and the various TV programs that have become international phenomena.
B. The procedure a business goes through to register its domain name.
C. How the positive appeal of a name can go a long way, all the way around the cyber-world.
D. How it is important for businesses to play a name game with its customers. A company should produce a product and give it a different name in each country where it is sold.
1. Product screening is designed to:
A. shorten the product life cycle.
B. reduce the number of new-product ideas being worked on at any one time.
C. reduce the time involved in new-product development.
D. move production to low wage countries.
1. "If you create a better mouse trap, the world will beat a path to your door." This statement ignores the need for which step in the new-product development process?
C. idea generation
1. The ____________ is a theoretical model that describes the sales and profit performance of a product class over time.
A. product life cycle
B. marketing template
C. market stages model
D. commercialization time line
1. When reviewing the product life cycle model, it is important to remember that:
A. although all products go through each stage of the life cycle, the time frame can vary considerably from one product to another.
B. it is a theoretical model that may not be followed by all products.
C. the maturity stage accounts for the fastest growth in sales.
D. companies earn their largest profits in the introduction stage.
1. Which of the following is consistent with the introduction stage of the product life cycle?
A. decreasing sales volume
B. large number of competitors
C. low profit levels or a potential loss
D. minimum use of advertising
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