Description : Which sales forecasting technique would generally be most suitable for estimating the sales of a new product? A)Executive judgment B)Customer surveys C)Time series analysis D)Market tests E)Regression methods
Last Answer : D)Market tests
Description : The sales prediction technique that is based on the relationship between sales and other factors--such as population density, per capita income, or family size--is A)executive judgment. B)time series analysis. C)regression analysis. D)a market test. E)an expert survey.
Last Answer : C)regression analysis.
Description : Marketers of Procter & Gamble products define markets on the basis of both volume usage of the product and annual family income. This is an example of which market segmentation approach? A)homogeneous B)multisegement C)variable D)benefit E)multivariable
Last Answer : E)multivariable
Description : A firm with limited resources can compete with much larger organisations by: A)concentrating its efforts on a single segment B)using a multi-segment targeting strategy C)using ... segmentation variable D)using multivariable segmentation E)concentrating its efforts on the total population
Last Answer : A)concentrating its efforts on a single segment
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 : Which of the following is the MAIN advantage of multivariable segmentation: A)provides more information about the individuals in each segment B)allows the company to develop a marketing mix that will ... a larger number of segments D)allows more than one variable to be used to segment markets
Last Answer : B)allows the company to develop a marketing mix that will satisfy customers in a segment more precisely
Description : Henry takes the company's sales for the past five years and calculates a growth trend. Which sales forecasting method is being employed? A)time series analysis B)executive judgement C)correlation methods D)market tests
Last Answer : A)time series analysis
Description : The sales prediction technique that is based on the relationship between sales and other factors such as population density, income and family size is: A)executive judgement B)time series analysis C)a market survey D)the correlation method
Last Answer : D)the correlation method
Description : The forecasting method that uses the firm's historical sales data in an attempt to find patterns in the firm's sales volume over time is A)the regression method. B)customer forecasting. C)a market test. D)sales -force forecasting. E)time series analysis..
Last Answer : E)time series analysis..
Description : Recognition and recall tests are post -test methods to evaluate advertising effectiveness based on A)mail surveys. B)memory. C)inquiries. D)customer preferences. E)in -depth interviews.
Last Answer : B)memory
Description : The amount of product that would be purchased by specific customer groups within a specified time period at a specific intensity of industry marketing activities is called: A)maximum sales potential B)trend analysis C)forecasted sales D)market potential
Last Answer : D)market potential
Description : Which of the following is least likely to be directly involved in actually making sales? A)Order taker B)Current -customer salesperson C)Order getter D)Field order taker E)Support personnel
Last Answer : E)Support personnel
Description : The two approaches to identifying a target market are the: A)total market and undifferentiated approaches B)product differentiation and customer differentiation approaches C)multisegment and concentration approaches D)total market and market segmentation approaches
Last Answer : D)total market and market segmentation approaches
Description : The forecasting method that is least dependent on historical data is A)regression analysis. B)trend analysis. C)time series analysis. D)cycle analysis. E)a market test.
Last Answer : E)a market test.
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 : The forecasting method that is least dependent on historical data is: A)the correlation method B)trend analysis C)time series analysis D)a market test
Last Answer : D)a market test
Description : The __________ is sometimes considered to be the most important part of a marketing plan because it is often given to people outside the firm. A)SWOT analysis B)market analysis C)mission statement D)marketing strategy E)executive summary
Last Answer : E)executive summary
Description : Nestle wants to expand its line of food products. The managers sent surveys to customers to determine which food items would appeal to customers. Nestle is currently in the _________ phase ... development. A)business analysis B)product development C)test marketing D)screening E)idea generation
Last Answer : E)idea generation
Description : Which of the following uses three types of participants: decision makers, staff personnel, and respondents? (a) executive opinions ; (b) sales force composites ; (c) the Delphi method ; (d) time series analysis
Last Answer : ; (c) the Delphi method ;
Description : An insulation manufacturer talks to an executive at Wimpey to find out how much insulation material the company intents to use in building homes next year and then multiplies the estimate by the number ... --- approach to measure sales potential. A)use of product B)breakdown C)correlation D)buildup
Last Answer : D)buildup
Description : When a business has a relatively small number of customers, a useful method of forecasting is: A)time series analysis B)the delphi technique C)trend analysis D)a customer forecasting survey
Last Answer : D)a customer forecasting survey
Description : The most widely used method for analysing the performance of a marketing strategy isA)cost analysis. B)sales analysis. C)distribution analysis. D)promotional analysis. E)target market analysis
Last Answer : B)sales analysis.
Description : The sales forecasting method that consists of making a product available to buyers in one or more locations and measuring purchases is A)a market test. B)the regression analysis. C)trend analysis. D)a survey. E)the Delphi technique.
Last Answer : A)a market test.
Description : Albert notices a new hospital being built as he is making his sales rounds. He returns to his office to see who will be responsible for this site, as he is allowed to call only on banks in his ... is a member is organised by A)function. B)salesperson. C)customer type. D)speciality. E)production.
Last Answer : C)customer type.
Description : A pull system a) Requires Requires high levels of levels of finished goods finished goods inventory inventory b) Relies heavily on accurate Relies heavily on accurate sales forecasts sales forecasts c) Waits for customer orders d) Necessitates Necessitates standardized standardized products
Last Answer : c) Waits for customer orders
Description : Before contacting acceptable prospects, a salesperson for an industrial cleaning equipment company analyzes information about the prospects' product needs, feelings about brands, and personal characteristics. This ... . B)preparing. C)approaching the customer. D)sales training. E)sales planning.
Last Answer : B)preparing.
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 : Polaroid is aiming its Cool Cam camera at teenagers. Teenagers are Polaroid's: A)audience B)target audience C)segmentation D)target market E)focus group
Last Answer : D)target market
Description : By expanding its selection of cards for Grandparent's Day, Hallmark is responding to changes in which segmentation based on : A)Religion B)Family life cycle C)Income D)Gender E)Ethnicity
Last Answer : B)Family life cycle
Description : Campbell offers "Soup for One" to small households. In this instance, the firm is conducting segmentation based on : A)income B)ethnicity C)taste D)geographic considerations E)family life cycle
Last Answer : E)family life cycle
Description : McDonald's uses a segmentation strategy for its sandwiches based on characteristics such as age, gender and income. It is using which group of segmentation variables? A)Demographic B)Psychographic C)Geographic D)Education E)Product related
Last Answer : A)Demographic
Description : Sales objectives for individual salespersons can be stated using several terms. Which of the following would LEAST likely be used for stating an individual salesperson's goal? A)Unit volume sales B) ... Ratio of profits relative to number of sales calls D)Average number of calls per time period
Last Answer : C)Ratio of profits relative to number of sales calls
Description : Vauxhall Motors is producing a new van with four-wheel drive Which one of the following would be a likely variable for segmenting the market for this new model? A)Religion B)Geographic location C)Income D)Political views
Last Answer : B)Geographic location
Description : Through marketing newsprint to newspaper publishers and glass manufacturers that use it in packaging, Consolidated Bathurst segments its market based on: A)customer size B)psychographics C)demographics D)use of product E)geographic location
Last Answer : D)use of product
Description : The three psychographic dimensions most commonly used in market segmentation are: A)personality, perception and learning B)personality, perception and behaviour C)motives attitudes and lifestyles D)personality, motives and lifestyles
Last Answer : D)personality, motives and lifestyles
Description : In the thirty minutes Jane has before a meeting on the firm's new marketing plan, she would like to refresh her memory of essential aspects of the document. She should read ... A)Opportunity and threat analysis B)Environmental analysis C)Executive summary D)Situation analysis E)Marketing objectives
Last Answer : C)Executive summary
Description : Which of the following is not a component of a marketing plan? A)Environmental analysis B)Marketing strategies C)Marketing advantages D)Executive summary E)Marketing implementation
Last Answer : C)Marketing advantages
Description : A marketing plan usually begins with a(n) A)executive summary. B)introduction to the company's marketing objectives. C)summary of current performance as compared with past performance. D)situation analysis. E)opportunity and threat analysis.
Last Answer : A)executive summary.
Description : When working on a job placement for a local retailer, Joan Halverson was sent to the library to look up data on population forecasts for Scotland. The population information she found would be considered ------- data: A)primary B)secondary C)syndicated research D)exploratory
Last Answer : B)secondary
Description : L. A. Gear's sports shoe line would have been classified as a problem child when it was introduced. Based on this classification, which of the following would have been true according to the ... B)High market growth rate C)High market share D)Positive cash flow E)Relatively high sales volume
Last Answer : B)High market growth rate
Description : The market for heavy industrial equipment is concentrated in the West Midlands, so an equipment manufacturer has decided to employ a direct sales force in that region. Which factor ... A)Buyer behaviour B)Product attributes C)Organisational objectives D)Environmental forces E)Market characteristics
Last Answer : E)Market characteristics
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 : Roger McKinney complains to his advertising director that the continuing slump in orders has apparently been perpetuated by the firm's failure to have the necessary advertising expenditures in key media. Based on ... . A)percent -of-sales B)objective -and -task C)competition -matching D)arbitrary
Last Answer : A)percent -of-sales
Description : When a company adjusts price levels so that it can increase sales volume to levels that match the organisation's expenses, it is said to employ a ---- pricing objective. A)market share B)cash flow C)return on investment D)survival E)profit
Last Answer : D)survival
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 : Product -portfolio analysis is based on the idea that A)a firm's market share and market attractiveness are factors for a marketing strategy. B)a firm has a profitable impact on ... marketing strategy. D)a product's market growth rate and market attractiveness determine the marketing strategy.
Last Answer : C)a product's market growth rate and its relative market share are important determinants of its marketing strategy
Description : A primary advantage of the concentration targeting strategy is that: A)it requires less market research and information B)it requires less intensive analysis of customers needs C)it maintains the ... market segments D)it permits development of a special marketing mix for a single market segment
Last Answer : D)it permits development of a special marketing mix for a single market segment
Description : Which one of the following products is LEAST likely to be segmented according to stages in the family life cycle? A)Single person housing B)Ford cars C)Holidays to Greece D)Diet Coke E)Hotpoint refrigerators
Last Answer : D)Diet Coke
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 : If a company's customers are concentrated in a small geographic area and the company sells technical products, which promotion method will it most likely use? A)Advertising B)Publicity C)Personal selling D)Sales promotion
Last Answer : C)Personal selling