Description : A marketer sometimes uses temporary price reductions to: A)increase the number of competitors. B)gain market share. C)decrease volume sold. D)increase revenue per item.
Last Answer : B)gain market share.
Description : The channel that includes both a manufacturers' agent and an industrial distributor may be appropriate under which of the following circumstances? A)When the firm wants specialised personnel to follow ... is thinking of cutting it down E)When customers are highly concentrated in one geographic area
Last Answer : B)When the marketer wishes to enter a new geographic market but does not wish to expand the existing sales force
Description : The purpose of market segmentation is to: A)differentiate among similar products B)divide the total market to allow the marketer to develop a more precise marketing mix C)reduce the overall ... a single marketing mix that will be satisfy market segments E)meet the needs of homogeneous markets
Last Answer : B)divide the total market to allow the marketer to develop a more precise marketing mix
Description : To gain market share Lada entered car markets with a comparatively low price. One of the negative side effects of taking this pricing position is A)a negative impact on consumers' perceptions of ... high return on investment levels affecting tax balances owed. D)poor survival chances in the market.
Last Answer : A)a negative impact on consumers' perceptions of quality.
Description : A product is a price leader when: A)it is sold at the highest possible price. B)an increase in price leads to increased revenue C)it sometimes is sold at less than cost in the hope that sales of other products will increase. D)its price leads the industry and competitors follow with similar prices.
Last Answer : C)it sometimes is sold at less than cost in the hope that sales of other products will increase. D)its price leads the industry and competitors follow with similar prices.
Description : Essex Office Products has decided to use a particular competitive tool that it feels will have a major impact. Its consultant, Dr. Bell, contends that this particular approach is the one most ... in question is: A)price B)market segmentation C)distribution D)promotion E)product innovation
Last Answer : A)price
Description : In establishing sales promotion objectives, a marketer should always A)concentrate on activities that will increase consumer demand. B)focus on consumers. C)be defensive in the methods used. D)align objectives with the organization's overall objectives.
Last Answer : D)align objectives with the organization's overall objectives.
Description : Competition-oriented pricing is: A)used when costs and revenues are considered secondary to competitors' prices. B)not useful as a method of increasing or maintaining market share. C)of little use if the competing products are homogenous. D)most often used when competing products are heterogeneous.
Last Answer : A)used when costs and revenues are considered secondary to competitors' prices.
Description : During the growth stage of the product life cycle, the marketer should A)fortify the product position. B)move to exclusive distribution. C)raise the price. D)increase promotion as a percentage of sales.
Last Answer : A)fortify the product position.
Description : A marketer of industrial cleaning equipment is creating a marketing mix to satisfy potential customers. As a business to business marketer which of the following is LEAST likely to be ... -quality products C)Technical advice about the product D)Credit extension E)Extensive television advertising
Last Answer : E)Extensive television advertising
Description : 4) The channel that includes both a manufacturer's agent and an industrial distributor may be appropriate under which of the following circumstances? A)When a marketer wishes to enter a new ... marketer is thinking of cutting it down C)When customers are highly concentrated in one geographic area
Last Answer : A)When a marketer wishes to enter a new geographic market but does not wish to expand the existing sales force
Description : A marketer is most likely to set prices according to a cash -flow objective when a A)trial -and -error approach to the market is acceptable. B)certain market share must be maintained. C)quick return on investment is desired. D)product is expected to have a long life cycle.
Last Answer : C)quick return on investment is desired.
Description : Dakotah, a South Dakota-based producer and marketer of fine home furnishings, authorized Dan River Mills to produce and market a line of sheets under the Dakotah name. This arrangement is an example of A)brand extension. B)brand licensing. C)family branding
Last Answer : B)brand licensing.
Description : Some of the major packaging considerations that marketers take into account include cost, consumer safety, size, shape, color, texture, graphics, consistency in package designs, environmental responsibilities, ... competitor's packaging. C)level of demand. D)needs of middlemen. E)stimulated demand.
Last Answer : D)needs of middlemen.
Description : Robert is a marketer for a global consumer products company. He is working on the promotional campaign designed to reach a target audience in a new international market. Robert is working ... A. Socio-cultural environment B. Competitive environment C. Economic environment D. Legal environment
Last Answer : A. Socio-cultural environment
Description : The primary purpose of a broker is to A)take title to a producer's goods before selling them to retailers or consumers. B)sell directly to the final consumer. C)supply products in ... permanent, trusting relationships with buyers. D)sell directly to producers. E)bring buyers and sellers together.
Last Answer : E)bring buyers and sellers together.
Description : Which one of the following products is likely to be aimed at a consumer market for which concentration is a likely targeting strategy: A)Mr Muscle cleaning productst B)Bic pens C)Rolls Royce cars D)St. Michael pantyhose E)Bass beers
Last Answer : C)Rolls Royce cars
Description : Firms that truly adopt the marketing concept develop a distinct organisational culture based on a shared set of beliefs that make __________ the pivotal point of the firm's decisions ... beating competitors B)increasing market share C)customers' needs D)marketing implementation E)marketing control
Last Answer : C)customers' needs
Description : A firm that wants to put more senior management personnel into the field to get closer to customers and to enable the company to respond more quickly and efficiently to competitors would probably organise its ... on the basis of A)functions. B)regions. C)customer types. D)markets. E)products.
Last Answer : B)regions.
Description : Personal selling tries to achieve three general goals: finding prospects, convincing prospects to buy, and A)monitoring new products being developed. B)being aware of competitors' sales activities. C)depending on one -sale customers. D)avoiding repeat sales. E)keeping customers satisfied.
Last Answer : E)keeping customers satisfied.
Description : According to the text, cost tradeoffs enable firms to A)resolve pricing conflicts among competitors. B)minimise risk during the test marketing of new products. C)reduce costs of all ... . D)resolve pricing conflicts within marketing channels. E)combine resources for greatest cost-effectiveness.
Last Answer : E)combine resources for greatest cost-effectiveness.
Description : All of the following are major steps in developing new products except A)test marketing. B)evaluation of competitors' efforts. C)screening. D)business analysis. E)idea generation
Last Answer : B)evaluation of competitors' efforts.
Description : he consumer movement is: A)against foreign imports that are much cheaper than products produced in the home market B)a movement that is trying to improve consumer satisfaction C)a ... D)a diverse group of individuals, groups and organisations attempting to protect the rights of consumers
Last Answer : D)a diverse group of individuals, groups and organisations attempting to protect the rights of consumers
Description : As Don Bush prepares a market attractiveness -business position model for his firm, he comes to the point of assessing the business position of the firm's line of jet skis. Which one of ... with regard to business position? A)Seasonality B)Relative market share C)Industry sales D)Market growth
Last Answer : B)Relative market share
Description : In which section of the marketing plan would you find detailed information about the marketing environment, market trends, customers and competitors? A)marketing analysis B)marketing strategies C)product/market background D)situation analysis
Last Answer : A)marketing analysis
Description : When Sharp first introduced its line of reverse notation calculators, it set the price quite high; it has lowered the price as competitors have entered the market. The pricing strategy used by Sharp is called: A)customary pricing. B)penetration pricing. C)price skimming. D)prestige pricing.
Last Answer : C)price skimming.
Description : The type of competitive structure that exists when a firm with many potential competitors attempts to develop a differential marketing strategy to establish its own market share is: A)Monopoly B)Oligopoly C)Monopolistic Competition D)Perfect Competition
Last Answer : C)Monopolistic Competition
Description : Competitors prices and the marketing mix variables that competitors emphasise partly determine: A)the selection of a pricing policy. B)the timing of the introduction of new products. C)whether to use a pioneer or psychological pricing policy. D)how important price will be to customers.
Last Answer : D)how important price will be to customers.
Description : During the maturity stage A)product modifications are unnecessary. B)there is less emphasis on changing a product's price. C)marketing strategies are rarely altered. D)some competitors are forced out.
Last Answer : D)some competitors are forced out.
Description : Marketing is best defined as: A) matching a product with its market. B) promoting and selling products. C) facilitating satisfying exchange relationships. D)distributing products at the right price to stores.
Last Answer : C) facilitating satisfying exchange relationships.
Description : A firm establishes which of the following pricing objectives to maintain or increase its product's sales in relation to total industry sales? A)Cash flow B)Sales potential C)Product quality D)Market share E)Status quo
Last Answer : D)Market share
Description : What metaphor is used to describe the competitive space where products are not yet well defined, competitors are not structured and the market is relatively unknown? A. Blue ocean B. Red sea C. Blue lagoon D. Red ocean
Last Answer : Blue ocean
Description : What metaphor is used to describe the competitive space where products are not yet well defined, competitors are not structured, and the market is relatively unknown? A. Blue ocean B. Red sea C. Blue lagoon D. Red ocean
Description : Which of the following helps a marketer determine how much to order? A) Order lead time B) EOQ C) Reorder point D) Fixed order-interval approach E) Electronic inventory system
Last Answer : B) EOQ
Description : Gillette was the first marketer of disposable razors to offer a product specifically designed for women. This is an example of segmentation using _______ variables: A)Demographic B)Psychographic C)Geographic D)Family life cycle E)Product use
Last Answer : A)Demographic
Description : Chimney Sweeps employs people to clean fireplaces and chimneys in homes and apartments. The firm is primarily the marketer of: A)a service B)a good C)an idea D)an image E)a physical entity
Last Answer : A)a service
Description : Companies that focus their efforts on a narrow range of products or select group of consumers are adopting a -------------- position. A)market challenger B)market follower C)market leader D)market nicher
Last Answer : D)market nicher
Description : While developing a company sales forecast, a marketer discovered a pattern in sales volume over the past ten years. Which sales forecasting technique was employed? A)surveys B)executive judgement C)time series analysis D)correlation methods
Last Answer : C)time series analysis
Description : A marketer uses pioneer advertising to: A)promote established brands. B)compare brand names. C)promote a product in the introductory stage of the life cycle. D)introduce a competitive version of the product.
Last Answer : C)promote a product in the introductory stage of the life cycle.
Description : Because of a limit on demand for any brand, the primary way a marketer can increase sales beyond a certain point is to: A)show consumers how the brand is better than other brands. B) ... in which consumers can use the product. C)use pioneer promotion D)use reminder and reinforcement advertising.
Last Answer : B)promote more ways in which consumers can use the product.
Description : A marketer that wanted to include detailed explanations in advertisements would be most likely to use A)radio B)television. C)outdoor displays. D)magazines.
Last Answer : D)magazines.
Description : Select the TRUE statement. A)Legislation regulating marketing in many foreign countries is being eased. B)A government's attitude toward cooperation with importers has little impact on ... competitive disadvantage. D)Bribes and payoffs are considered unethical in all countries and cultures
Last Answer : C)Refusing to give payoffs and bribes in some foreign countries may put the marketer at a competitive disadvantage.
Description : Procter & Gamble, like many firms in the consumer packaged -goods industry, is organised by A)function. B)product. C)region. D)types of customers.
Last Answer : B)product
Description : Northern Foods is using sales promotion to motivate wholesalers and retailers to carry a new product and to market the product aggressively. What type of sales promotion is the company ... sales promotion B)Product sales promotion C)Trade sales promotion D)Merchandising promotion E)Pull promotion
Last Answer : C)Trade sales promotion
Description : If a market researcher for Pot Noodles studies consumer motives by having subjects complete bubble cartoons, the researcher is probably employing which motivation research method? A)Depth interview B)Group interview C)Projective technique D)Patronage motivation technique E)Attitude scale
Last Answer : C)Projective technique
Description : Kelly is a marketing manager for a large consumer foods company. She is studying distribution, promotion, and price of the company's product. Kelly is studying the company's A)marketing strategy B)marketing mix C)market offering D)product offering E)marketing plan
Last Answer : B)marketing mix
Description : Marketers can make better decisions if they analyse service products in terms of: A)durable and nondurable goods. B)durable and complex goods. C)complexity and variability. D)consumer and industrial goods. E)versatility and reliability.
Last Answer : C)complexity and variability.
Description : Which ingredient in the promotion mix will business to business marketers rely on most heavily compared with marketers of consumer products? A)Sales promotion B)Publicity C)Packaging D)Personal selling E)Advertising
Last Answer : D)Personal selling
Description : 7) The marketing channel of producer to retailer to consumer is MOST likely to be used by producers of which of the following products? A)Chewing gum B)Tobacco C)Cars D)Hardware E)Cream crackers
Last Answer : C)Cars
Description : 6) Nationally distributed consumer convenience products such as cigarettes are MOST likely distributed through which of the following channels? A)Producer, consumers B)Producer, agents, ... , wholesalers, retailers, consumers E)Producer, industrial distributor, wholesalers, retailers, consumers
Last Answer : D)Producer, wholesalers, retailers, consumers