Demographic and cultural trends

12027 Q ACC
Which of the following is NOT one of marketing's "four P's"?
a. Product
b. Price
c. Performance
d. Place
e. Promotion
2. The _____ is the central instrument for directing and coordinating the marketing effort.
a. Marketing plan
b. Strategic marketing plan
c. Tactical marketing plan
d. Mission statement
e. Growth matrix
3. According to the text Basic Marketing, Marketing means:
a. Distribution
b. Making good products
c. More than selling and advertising
d. Promotion
e. Performing services
4. A producer with a marketing orientation is MOST likely to:
a. Distribute the product according to the needs customers have for product availability
b. Distribute the product in as many retail outlets as possible
c. Provide overnight express shipping
d. Use e-commerce as a key element in distribution
e. Distribute directly from the producer to the consumer
5. Which of the following organizations should apply the marketing concept?
a. National Park Service
b. National Federation of the Blind
c. Christian Children's Fund
d. All of the above
e. None of the above
6. A target market and a related marketing mix make up a:
a. Marketing plan
b. Marketing strategy
c. Marketing program
d. Marketing analysis
e. Marketing proposal
7. Target marketing, in contrast to mass marketing
a. Assumes all customers have the same needs
b. Assumes everyone is a potential customer
c. Focuses only on small market segments
d. Tailors a marketing mix to fit some specific target customers
e. Makes it more likely that a firm will face direct competition
8. Which of the following is NOT a Product-area decision?
a. Quality level
b. Market exposure
c. Instructions
d. Packaging
e. Branding
9. 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. Price
b. Promotion
c. Personnel
d. Product
e. Place
10. The Price area of the marketing mix:
a. Requires consideration of the cost of the marketing mix and the competition facing the firm when setting prices
b. Does not involve estimating consumer reaction to possible prices
c. Requires an understanding of discounts and allowances
d. Does not include the consideration of geographic terms in price setting
e. Both A and C
11. A S.W.O.T. analysis considers a firm's:
a. Strengths, Weaknesses, Objectives, and Time
b. Source, Wealth, Options, and Targets
c. Structure, Workings Operations, and Tendencies
d. Strengths, Weaknesses, Opportunities, and Threats
12. A S.W.O.T. analysis is not necessary if the firm is considering entering an established market that is already served by competitors.
a. True
b. False
13. _____ is information that already exists somewhere, having been collected for some other purpose.
a. primary data
b. secondary data
c. internet data
d. marketing intelligence
14. Which of the following is not a research approach for gathering primary data?
a. Google search
b. Observation
c. Surveys
d. Experiments
15. Focus groups typically have 11-20 people meet together to discuss a product, service, or organization.
a. True
b. false
16. The process of defining a marketing problem and opportunity, systematically collecting and analyzing information, and recommending actions to improve an organization's marketing activities is called:
a. Market decision analysis
b. Statistical analysis
c. Marketing research
d. SWOT analysis
e. Concept testing
17. AIO dimensions of a person's lifestyle include _____, _____, and _____.
a. Attitudes, involvement, opinions
b. Activities, interests, opinions
c. Age, income, occupation
d. Achievement, involvement, orientation
18. Which of the following is not one of the need levels in Maslow's Hierarchy of Needs?
a. Physiological
b. Psychological
c. Social
d. Esteem
19. Which of the following is not one of the stages in the buyer decision process?
a. Need recognition
b. Information search
c. Purchase decision
d. Cognitive dissonance
20. Business buyer behavior is exactly like consumer behavior because both involve people who make purchase decisions to satisfy needs.
a. True
b. False
21. The process of dividing a market into distinct groups with distinct needs, characteristics, or behavior, who might require separate marketing mixes, is called _____.
a. Target marketing
b. Market positioning
c. Market segmentation
d. Market research
22. _____ is arranging for a product to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target consumers.
a. market positioning
b. market segmentation
c. target marketing
d. competitive advantage
23. Variables such as social class, lifestyle, and personality are components of the _____ segmentation base.
a. Geographic
b. Demographic
c. Psychographic
d. Behavioral
24. Perceptual positioning maps show consumer perceptions of their brands versus competing products on important buying dimensions.
a. True
b. False
25. A "product" is best described as:
a. A purely physical entity
b. An image in the mind of the consumer
c. A need-satisfying offering of a firm
d. An intangible service
e. All of the technical aspects of production
26. Mrs. Moreau was planning to have several guests at her home for a traditional Thanksgiving dinner. She had cooked Shady Brook Farms fresh turkeys in the past and had enjoyed them very much. When she went to her usual grocery store, she discovered that the store no longer carried the Shady Brook Farms brand. She called several other grocery stores and was finally able to locate Shady Brook Farms fresh turkeys at a small specialty grocery store approximately 10 miles away. She drove to the store and bought a 20-pound Shady Brook Farms turkey, even though the price per pound was higher than what she normally paid at her usual grocery store. For Mrs. Moreau, the Shady Brook Farms turkey was a:
a. Homogeneous shopping product
b. Specialty product
c. Heterogeneous shopping product
d. Convenience product
e. Unsought product
27. Good packaging can provide a product with an important competitive advantage.
a. True
b. False
28. Which is the first step in market segmentation?
a. Finding one or two demographic characteristics to divide up the whole mass market
b. Clustering people with similar needs into a market segment
c. Breaking apart all possible needs into some generic markets and broad product markets in which the firm may profitably operate
d. Evaluating market segments to determine if they are large enough
e. None of the above
29. Saying that a market segment is "substantial" means that it is the largest market segment the firm could profitably serve.
a. True
b. False
30. Differentiating the marketing mix is important because:
a. it can help the firm build a competitive advantage with a group of target customers
b. it can help target customers to view the firm's position in the market as uniquely suited to their preferences and needs
c. It can clarify the position the firm wants to achieve with customers
d. It can contribute to better blending of marketing mix decisions to achieve desired objectives
e. All of the above
31. The product life cycle:
a. Describes the stages a new product idea goes through from beginning to end
b. Has five major steps
c. Applies more to individual brands than to categories or types of products
d. Shows that sales and profits tend to move together over time
e. All of the above
32. Which product life cycle stage features an emphasis on informative promotion, development of distribution channels, and low sales?
a. Market establishment
b. Market introduction
c. Market growth
d. Market maturity
e. Sales decline
33. Acme Corporation is currently experiencing rising sales for a new product idea it pioneered several months ago. Profits are also increasing, so other competitors are now entering the market with similar products. The competitive situation is changing from monopoly to monopolistic competition. In which stage of the product life cycle is Acme Corporation operating?
a. Market establishment
b. Market introduction
c. Market growth
d. Market maturity
e. Sales decline
34. When thinking about the product life cycle, a good manager knows that:
a. sales and profits for individual brands always follow the same life cycle pattern as industry sales and profits
b. the only stage in which products are introduced is the market introduction stage
c. all products will eventually earn a profit
d. a product that is mature in one market may be in the growth stage in another market
e. all of the above
35. A manufacturer spends a large amount of money on research and development leading to the introduction of a product that is likely to present the firm with a breakthrough opportunity. The manufacturer prices the product with the goal of achieving a 20 percent return on its investment. Which of the following types of pricing objectives is the company using?
a. Target return
b. Profit maximization
c. Nonprice competition
d. Meeting competition
e. Dollar or unit sales growth
36. Sales-oriented pricing objectives include:
a. Dollar or unit sales growth
b. Meeting competition
c. Growth in market share
d. Profit maximization
e. Both A & C
37. A channel of distribution is a series of firms or individuals participating in the flow of products from the producer to the consumer.
a. True
b. False
38. A producer using a direct-to-customer channel for its product:
a. May gain a greater degree of control over the entire marketing effort for the product
b. Will be unable to use an Internet-based direct channel
c. Will have less contact with final consumers than if it used an indirect channel
d. Will have more difficulty adjusting its marketing mix in response to changes in the market
e. None of the above
39. Logistics, or physical distribution (PD), provides:
a. Possession utility
b. Time and place utility
c. Form utility
d. Task utility
e. Possession and time utility
40. Publicity efforts:
a. Attempt to attract attention to the firm without having to pay media costs
b. Can be more effective than advertising if a firm has a really new message
c. Can be risky because the media do not always say or show what the firm intends
d. All of the above
e. None of the above
41. Which of the following would NOT be an example of sales promotion?
a. A flyer placed on a homeowner's door announcing a new lawn service
b. A coupon offering a "buy one, get one free" deal at a pizza restaurant
c. A free sample of a new breakfast cereal mailed to consumers
d. A special display of snack chips placed in a grocery store's main aisle
e. A contest in which a fast-food chain distributes "scratch-off" game pieces to promote a new movie
42. While watching a television program, Liza gets a phone call just as a commercial is starting. She presses the "mute" button on the television's remote control and takes the call, so she pays no attention to the commercial. In terms of the communication process, the telephone call is an example of:
a. Encoding
b. Noise
c. Decoding
d. Feedback
e. The message channel
43. A producer of disposable diapers is planning to introduce a new brand of diapers that is specially designed for large babies who are hard to fit with regular diapers. The company mails coupons for the new brand to all the consumers in its database of disposable diaper users. The coupons offer consumers a $2 discount off the regular price of a pack of diapers. The company sends an accompanying letter advising consumers to bring the coupons to their favorite store and use them. If the brand is not in stock, the letter encourages consumers to ask the store manager to stock the new brand. This promotion effort by the company is an example of:
a. Pushing
b. Pulling
c. Internal marketing
d. Buyer-initiated communication
e. None of the above
44. Which of the following is NOT an advertising decision?
a. Who the target audience is
b. What kind of advertising to use
c. Who will do the work
d. What the copy thrust is
e. What types of coupons will be used
45. Which of the following is the WORST example of an advertising objective?
a. We want to increase awareness among the members of the target audience by 10 percent within three months after the start f our advertising campaign
b. We want 50 percent of the television audience for the Super Bowl to recall having seen a commercial for our product during the game
c. We want our advertising to create favorable word-of-mouth promotion for our product
d. We want our banner ad on the Yahoo! Home page to generate 50,000 page views (hits) on our corporate website within the first week that it appears on the World Wide Web
e. We want our infomercial running on cable television stations to generate 10,000 orders for the advertised product within one month after it starts.
46. Archer Daniels Midland (ADM) is a producer of food ingredients, sweeteners, cocoa, flours, vegetable oils, and protein products that are used in the manufacture of processed foods. ADM does not make products that are typically sold to final consumers; it makes business-to-business products. However, ADM is a major advertiser on news and public affairs programs that appear on national television networks. The main objective of ADM's television commercials is to build goodwill for the company and to improve relations with current and prospective shareholders. ADM is engaged in:
a. Product advertising
b. Institutional advertising
c. Pioneering advertising
d. Competitive advertising
e. Reminder advertising
47. When personal computers were in the market introduction stage of their product life cycle, advertising had to help consumers understand why they needed to own a computer and what a computer could do. Now that personal computers are mature products and have wide acceptance among business and home users, the advertising is focused more on trying to get consumers to purchase a particular brand of computer. So, personal computer advertising used to be __________ advertising in market introduction, but is now ____________ advertising in market maturity.
a. Comparative; pioneering
b. Pioneering; institutional
c. Competitive; pioneering
d. Pioneering; competitive
e. Comparative; reminder
48. Which of the following advertising media would be best for achieving the widest reach?
a. Newspaper
b. Direct mail
c. Television
d. Outdoor
e. Magazines
49. Trade shows are a sales promotion device usually aimed at promoting products or services to:
a. Final consumers
b. Business/industrial customers
c. A firm's own employees
d. All of the above
e. None of the above
50. Demographic and cultural trends comprise two major elements of the:
a. A social environment
b. Technological environment
c. Political/legal environment
d. Economic environment
e. Institutional environment