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Marketing

Number of questions: 42

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1) Health insurance can be considered to be a ________.
  1. specialty product/service
  2. shopping product/service
  3. convenience product/service
  4. unsought product/service
 2) The complete set of all goods and services offered by Driscoll's Surf Shop is called the ________.
  1. product line
  2. value mix
  3. product mix
  4. marketing mix
 3) The term '________' refers to the number of product lines offered by a firm.
  1. secondary
  2. primary
  3. breadth
  4. depth
 4) If many consumers are aware of a brand, you could say that ________ is high.
  1. brand equity
  2. brand awareness
  3. brand power
  4. brand knowledge
 5) If Apple decides to sell electric cars under the 'Apple' brand name, it is engaging in ________.
  1. brand extension
  2. brand moving
  3. brand extending
  4. brand repositioning
 6) Toothpaste tubes are an example of a ________.
  1. secondary package
  2. secondary product
  3. primary package
  4. primary product
 7) The first stage of the new product development process is ________.
  1. concept development
  2. product development
  3. idea generation
  4. evaluation of results
 8) A(n) ________ is the first physical form or service description of a new product, still in rough or tentative form, that has the same properties as a new product but is produced through different manufacturing processes.
  1. innovation
  2. new product
  3. alpha test
  4. prototype
 9) The owner of Mary's Cupcake Shop is attempting to determine if a new cupcake recipe will perform according to its design and whether it will satisfy the need for which it was intended. She is engaging in ________.
  1. product testing
  2. product development
  3. marketing research
  4. alpha testing
 10) In contrast to alpha testing, ________ testing uses potential consumers who examine the product prototype in 'real use' settings?
  1. zeta
  2. gamma
  3. omega
  4. beta
 11) Introduction, growth, maturity and decline are part of ________.
  1. the product life cycle
  2. the diffusion of innovation
  3. the product innovation cycle
  4. the illusion of innovation
 12) The ________ of the product life cycle is the stage where industry sales reach their peak.
  1. maturity stage
  2. introduction stage
  3. growth stage
  4. decline stage
 13) Services differ from goods in the following ways EXCEPT that ________.
  1. services are expensive
  2. services are intangible
  3. services are inseparable
  4. services are heterogeneous
 14) 'Attributes that cannot be touched, tasted or seen' is a description of the ________ nature of service.
  1. expensive
  2. Inperishable
  3. inseparable
  4. intangible
 15) A service gap that refers to the difference between a firm's perceptions of customer expectations and the service standards it sets is specifically called the '________'.
  1. knowledge gap
  2. standards gap
  3. delivery gap
  4. communication gap
 16) ________ means allowing employees to make decisions about how service is provided to customers.
  1. Instrumental support
  2. Emotional support
  3. Empowerment
  4. Service power
 17) When it comes to services, customers often have a minimum and an acceptable standard. The difference between the two is referred to as the '________'.
  1. service gap
  2. zone of tolerance
  3. standards gap
  4. knowledge gap
 18) '________' refers to a customer's perception of the benefits they receive compared with the costs.
  1. Procedural fairness
  2. Distributive fairness
  3. Distributive justice
  4. Procedural justice
 19) ________ is a paid form of communication from an identifiable source, delivered through a communication channel and designed to persuade the receiver to take some action.
  1. Value creation
  2. Advertising
  3. Public relations
  4. Brand awareness
 20) The four components of the AIDA model involve all the following EXCEPT ________.
  1. awareness
  2. interest
  3. desire
  4. attention
 21) The process of evaluating and selecting the media mix is called '________'.
  1. niche planning
  2. reminder advertising
  3. media buy
  4. media planning
 22) Jane's Stationery Shop uses advertising that reminds or prompts consumers to repeat purchases at its stores. Jane is engaging in ________.
  1. informative advertising
  2. persuasive advertising
  3. reminder advertising
  4. direct marketing
 23) ________ are special incentives or excitement-building programs that encourage the purchase of a product.
  1. Sales promotions
  2. Discounts
  3. Markdowns
  4. Low prices
 24) A(n) ________ increases demand by motivating sellers to highlight the product.
  1. push strategy
  2. pull strategy
  3. advertising plan
  4. push-and-pull strategy
 25) The four levels of competition include all the following EXCEPT ________.
  1. hierarchical
  2. monopoly
  3. pure competition
  4. monopolistic competition
 26) Firms that use a ________ set a high price that innovators and price adopters are willing to pay in order to obtain something before others do.
  1. market penetration strategy
  2. price skimming strategy
  3. price penetration strategy
  4. market skimming strategy
 27) The ________ measures how changes in a price affect the quantity of the product demanded.
  1. price elasticity of demand
  2. sales technique
  3. profit maximization calculation
  4. integrated pricing strategy
 28) ________ is a company objective that can be implemented by focusing on target profit pricing, maximizing profits or target return pricing.
  1. Product orientation
  2. Marketing orientation
  3. Values orientation
  4. Profit orientation
 29) ________ is a pricing strategy that uses price to stimulate a certain level of sales at a certain profit per unit.
  1. Sales orientation
  2. Maximizing profits
  3. Target profit pricing
  4. Target return pricing
 30) ________ are reductions retailers take off the initial selling price of the product.
  1. Quantity discounts
  2. Retailer discounts
  3. Markdowns
  4. Size discounts
 31) A ________ arises when members at different levels of a marketing channel are in disagreement with one another.
  1. direct channel conflict
  2. systems conflict
  3. horizontal channel conflict
  4. vertical channel conflict
 32) A(n) ________ is where independent channel members follow the direction of one or a few dominant channel members.
  1. administered vertical marketing system
  2. indirect marketing channel
  3. independent marketing channel
  4. direct marketing channel
 33) Supply chain relationships are stronger when there are all of the following except:
  1. mutual trust
  2. open communications
  3. legal contracts
  4. common goals
 34) The number of retail outlets to use in the marketing channel refers to its ________.
  1. marketing intensity
  2. operations intensity
  3. supply chain intensity
  4. distribution intensity
 35) An '________' refers to the computer-to-computer exchange of business documents from a retailer to a vendor.
  1. electronic data interchange
  2. electronic data transfer
  3. electronic data system
  4. electronic data point
 36) '________' refers to the strategy of delivering products at the right time to meet consumer demand.
  1. Lead time minimization
  2. Just-in-time inventory system
  3. Quick response ordering
  4. Inventory cost minimization
 37) All of the following may be considered unethical behavior except:
  1. engaging in false or misleading advertising
  2. withholding or destroying information that would hurt the image of the company
  3. employees participating in high-pressure, misleading or deceptive sales tactics
  4. selling obsolete products
 38) Corporate Social Responsibility (CSR) is distinct from ethical business practices in that it ________.
  1. focuses on solving marketing problems
  2. acknowledges that there is a responsibility towards the community beyond the individual
  3. is written in the marketing framework of a company
  4. is developed by the CEO and top-level management personnel
 39) Mark's Surf Shop recycles as much material as it can. It follows ________.
  1. CSR
  2. marketing ethics
  3. business ethics
  4. managerial ethics
 40) In order for a firm to engage in marketing ethics, its employees must ________.
  1. share an understanding of the firm's ethical values
  2. help customers whenever they can
  3. foster an ethical climate
  4. sacrifice personal interests for the company
 41) Dunn's Hotel Chain fosters an ethical corporate climate but does not recycle. This suggests that it is not fully engaging in ________.
  1. business ethics
  2. social marketing
  3. corporate social responsibility
  4. marketing ethics
 42) The most basic form of CSR towards employees is to ________.
  1. empower them
  2. create an ethical climate
  3. allow them to self-manage
  4. ensure a safe working environment

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