Which of the following would be the most difficult task facing a marketing manager?

a. Strengthen existing positive attitudes.
b. Create new attitudes toward his or her brand.
c. Discover the attitudes of the firm’s target market.
d. Change existing negative attitudes.

Marsha Cello was interested in a new camcorder. She discussed the various types with some knowledgeable friends and relied on their advice. Marsha’s friends were acting as:

a. a lifestyle group.
b. a reference group.
c. a social class.
d. an economic influence.

Janet Bartholomew just bought a telephone answering machine after spending several weeks considering all the possibilities. She likes the new machine, but is still wondering if another brand at a slightly higher price would have been better. This is an example of:

a. stimulus-response reaction.
b. routinized response behavior.
c. the relationship between drives, cues, and reinforcement.
d. dissonance.
“Product” means:

a. a physical good or service which offers potential customer satisfaction.
b. something that has been produced, packaged, branded, and given a warranty.
c. the entire physical output of a firm.
d. a physical good with all its related features.

Regarding product classes:

a. business product classes are based on how consumers think about and shop for products.
b. the same product can be viewed in different product classes by the same consumer, but at different times.
c. consumer product classes are based on how business buyers think about them and how the products will be used.
d. all of the above are true.

Compared to major manufacturers’ brands, dealer brands usually offer retailers:

a. products which are presold to target customers.
b. more prestige and less risk.
c. faster turnover at reduced selling costs.
d. higher gross margins.

A good marketing manager knows that:

a. good packaging can tie the product to the rest of a marketing strategy.
b. packaging costs should be kept to a minimum.
c. underpackaging generally costs less than overpackaging.
d. packaging has very little strategic importance or value to the firm.

A new product idea is more likely to move quickly through the early stages of the product life cycle when:

a. the product’s advantages are difficult to communicate.
b. the product cannot be given a trial.
c. the product is compatible with the values and experiences of target customers.
d. all of the above

As a product moves into the market maturity stage of its life cycle, the marketing manager should:

a. try to build primary demand.
b. move toward exclusive distribution.
c. expect the market to move toward pure competition.
d. raise the product’s price and decrease advertising.
Which of the following is a common cause of new product failures?

a. The company delays putting the product on the market until it has developed a complete marketing plan.
b. The product fails to offer the customer a unique benefit.
c. The managers worry too much about the competition.
d. The company tries to follow an organized new-product development process rather than using a faster and more spontaneous, “race-to-market” approach.

The new-product development process discussed in the text:

a. is especially important since it increases the number of new product ideas that get to the commercialization stage.
b. relies solely on test marketing to decide whether to drop an idea or take it to market.
c. is based on the idea that a firm should eliminate potentially unprofitable product ideas as early as possible.
d. relies solely on concept testing to decide whether to drop an idea or take it to market.

Ideas about potential new products should:

a. be encouraged from any and all sources, since only a few ideas will develop into successful products.
b. come from outside the firm, since studies show that really new ideas require a fresh perspective.
c. not be eliminated from consideration until they have been tested in the commercialization stage.
d. come primarily from top management so that time won’t be wasted evaluating product ideas that are inconsistent with the firm’s objectives and resources.

Which of the following statements about Place is NOT true?

a. Middlemen develop to adjust discrepancies in quantity and assortment.
b. Most consumer products move from producer to middlemen to final customer.
c. There is always one Place arrangement that is “best” for a product.
d. A series of participants in the flow of goods and services from producer to final customer is called a channel of distribution.
Which of the following statements about direct channel systems is NOT true?

a. Direct channels are more typical with business products than with consumer products.
b. There is no reliance on independent middlemen whose objectives may be different from the producer’s objectives.
c. The producer can be more aware of changes in customers’ attitudes.
d. Without middlemen, the manufacturer is unable to adjust his/her product’s marketing mix.

Which of the following best illustrates “discrepancies of quantity”?

a. Michelin made millions of tires last year–but most customers bought only one set.
b. There are 285 million consumers in the U.S. but only a small portion buy tires in any given year.
c. Michelin makes tires, but most consumers also want a large selection of car-care services.
d. Some stores sell large quantities of Michelin tires, but only small quantities of tires made by other companies.
Channels of distribution:

a. usually require longer-term planning than other marketing mix elements because channel decisions are more difficult to change quickly.
b. that include middlemen result in higher distribution costs for manufacturers than for channels without middlemen.
c. usually do not involve conflicts as long as each channel member has profit as a goal.
d. should be designed to increase various discrepancies (e.g., quantity) and separations (e.g., spatial) between producers and consumers.

 

 

. If a producer has a technically superior and expensive product–which has achieved brand insistence–and wants retailers to provide aggressive promotion and maximum customer service, this producer should seek:

a. intensive distribution.
b. selective distribution.
c. dual distribution.
d. exclusive distribution.

19. Which of the following demographic trends is NOT correct?

a. The average age of Americans is increasing.
b. Many more Americans are in the middle and upper income levels.
c. The U.S. population is growing rapidly, and Americans continue to migrate from rural areas to urban and suburban areas.
d. The number of nonfamily households in the U.S. is increasing.

. According to the text, your social class level does NOT depend directly on your:

a. type and location of housing.
b. income level.
c. education.
d. occupation.

The consumer problem-solving process discussed in the text includes these steps:

a. gathering information about possible solutions to a problem.
b. evaluating alternative solutions.
c. evaluating the decision.
d. all of the above.

Attitudes are:

a. relatively enduring points of view about something.
b. oftentimes formed slowly, but can change quickly.
c. things in which we do not believe strongly enough to take some action.
d. a and b only.
Which of the following statements is NOT correct?

a. In addition to psychological variables (e.g., lifestyle) and social influences (e.g., family), an individual’s buying behavior can be affected by the purchase situation (e.g., surroundings).
b. The consumer problem-solving process tends to become simpler with time, because people learn from experience–both positive and negative things.
c. An individual making a low-involvement purchase will probably proceed through all five stages of the consumer problem-solving process.
d. An opinion leader is a person who influences others, but each social class and age group tends to have its own opinion leaders.

. Which of the following does NOT represent a major difference between goods and services?

a. Where produced (storing and transporting)
b. When produced relative to when consumed
c. Contact with customer by producer
d. All of the above represent major differences between goods and services

Regarding product life cycles, which of the following statements is NOT true?

a. In general, product life cycles are becoming shorter, and most U.S. products sold domestically are in the maturity phase of the PLC.
b. Promotional expenditures usually decrease in the first half of market maturity.
c. There is a downward pressure on prices over time.
d. PLCs can be extended through product modifications.

. Which of the following statements is correct concerning product life cycles?

a. It is expensive for a new firm to enter the market maturity stage.
b. Industry sales level off (or decline) before profits level off.
c. There are no close substitutes competing in the early part of the market maturity stage.
d. PLC stages usually have varying time lengths, but a firm’s marketing mix should not change across the PLC stages.

. According to your text, which of the following is an example of a “new product”?

a. An existing product that has been modified in some way.
b. An existing product for which new uses have been found in other product-markets.
c. A wholly new product idea.

d. All of the above.
Which of the following statements regarding channels of distribution is FALSE?

a. As the market matures, selective distribution often evolves into intensive distribution.
b. A firm should use the same channel of distribution to reach different market segments.
c. Ideally, all members of a channel system should focus on the same target market at the end of the channel and share various marketing functions in appropriate ways.
d. In some channel systems, one member assumes the lead in coordinating and directing the whole channel effort.

Of the following, which are the most receptive to new products and new brands?

a. Families with small children
b. Families with teenagers
c. Families whose children are grown
d. Singles and young couples with no children

When consumers screen out or modify ideas, messages, and information that conflict with previously learned attitudes and beliefs, this is called:

a. selective perception.
b. selective retention.
c. conscious perception.
d. selective exposure.

Which of the following is NOT one of the steps of the “adoption process?”

a. Involvement
b. Awareness
c. Interest
d. Evaluation

The current status of the “battle of the brands” is that:

a. retailers now control the marketplace.
b. competition has reduced the gap in prices.
c. manufacturers are gaining on middlemen.
d. the vast majority of consumers clearly prefer manufacturer brands over dealer brands.
. Good marketing managers know that:

a. marketers can’t create internal drives in consumers.
b. it is often profitable to develop a marketing strategy that gets consumers to do what they don’t want to do.
c. marketing strategies can’t influence consumer “wants.”
d. marketers can create needs in consumers, but marketers can’t create or influence cues.

. Every morning, Sycamore Dairy picks up milk which farmers have “milked” that morning. The dairy processes the milk and separates the cream from the milk. Some of the cream is made into butter and packaged in various sizes. The milk and remaining cream are blended into various products, sealed in pint, quart, and half-gallon containers, and delivered to supermarkets in the quantities and variety they want. The dairy is providing what regrouping activity?

a. Assorting
b. Sorting
c. Accumulating and bulk-breaking
d. All of the above

Which of the following is NOT a likely advantage of vertical integration?

a. Opportunities for reducing costs through shared overhead
b. Lower capital requirements
c. Better coordination of inventories at different channel levels
d. Better quality control and assurance of material availability

Which of the following statements about selective distribution is TRUE?

a. It is likely to reduce the producer’s high administrative expenses that are caused by a large proportion of small orders.
b. It is not especially sensible for heterogeneous shopping and specialty products.
c. Selective distribution is becoming less popular among manufacturers.
d. All of the above statements are true.

The present state of our knowledge about consumer behavior is such that:

a. relevant market dimensions can be easily identified and measured.
b. the behavioral sciences provide a marketing manager with a complete and accurate explanation of the “whys” of consumer behavior.
c. economics provides marketers with an accurate explanation of the “whys” of consumer behavior.
d. a marketing manager still must rely heavily on intuition and judgment to explain and predict consumer behavior.
A marketing manager who wants to apply the “PSSP hierarchy of needs” model should keep in mind that:

a. most consumers are already satisfied and promotion will be needed to “create a need.”
b. not enough attention is focused on physiological needs.
c. the same marketing mix might satisfy two or more levels of need.
d. a consumer must completely satisfy a lower-level need before he/she can go to a higher-level need.

Peter Topping went to a grocery store to buy his favorite brand of cookies. However, the store was temporarily out of that brand, so he looked over the other familiar brands and decided to try a well advertised brand. This case illustrates:

a. routinized response behavior.
b. extensive problem solving.
c. limited problem solving.
d. intensive problem solving.

Organizational buyers:

a. rely on few sources of information in addition to sales people when making purchase decisions.
b. may use vendor analysis to make certain that all relevant areas of a purchase decision have been considered.
c. are likely to do a major search for additional information even if the purchase is unimportant or routine.
d. tend to be more emotional—and less rational—in their buying decisions than final consumers.

Which of the following is NOT one of the organizational buying processes discussed in the text?

a. New-task buying
b. Modified rebuy buying
c. Multiple task buying
d. Straight rebuy buying
A product assortment is:

a. a particular product within a product line.
b. a set of products that are closely related.
c. the set of all product lines and individual products that a firm sells.
d. a set of products that operate in a similar way, are sold through the same types of outlets, or are priced at about the same level.
The fact that the demand for business products depends a lot on the demand for final consumer products is called:

a. primary demand.
b. derived demand.
c. diminishing demand.
d. elastic demand.
Sears uses a _______________ brand when it uses the same brand name for several products. In contrast, General Motors, by using different brands for each car line, uses ________________ brands.

a. family, individual
b. manufacturer, dealer
c. national, local
d. individual, family
Which of the following statements about learning is NOT correct?

a. Almost all consumer behavior is learned.
b. A marketing manager can use a package as a “cue.”
c. Reinforcement in the learning process weakens the relationship between a cue and a response.
d. Repeated reinforcement is likely to lead to routine buying.

Mary and Paul want to buy a 27-inch color TV. They look at several brands in several different stores before finally deciding on a Sony. This set was the most expensive model they saw, but they felt it had better colors and would be more reliable. In this case, this TV is:

a. a homogeneous shopping product.
b. a heterogeneous shopping product.
c. a specialty product.
d. an impulse product.

Mrs. Clopton had Broyhill brand living room furniture and wanted to buy a particular chair of the same brand. She made a few calls to find a store that had the chair in stock. When she found one, she went there and purchased the chair. For Mrs. Clopton, the chair was:

a. an impulse product.
b. a heterogeneous shopping product.
c. a homogeneous shopping product.
d. a specialty product.

Which of the following orderings suggests the amount of effort (from little to much) that consumers are willing to spend in searching for the “right” product?

a. Homogeneous shopping products, heterogeneous shopping products, staples
b. Convenience products, homogeneous shopping products, specialty products
c. Staples, heterogeneous shopping products, unsought products
d. Heterogeneous shopping products, specialty products, unsought products

49. Black and Decker, a large manufacturer, has just purchased 20 telephone fax machines (costing about $1,300 each) to speed communications among its many offices. The purchase was made by the purchasing agent, who expects the machines to last about five years. In this case, the fax machines are:

a. installations.
b. component parts.
c. accessory equipment.
d. MRO items.
Powerco produces electric motors that power refrigerators, air conditioning units, washing machines, and many other electric appliances produced by various manufacturers. Powerco is selling:

a. component parts.
b. MRO items.
c. accessory equipment.
d. installations.
. Branding can help BRANDERS because it:

a. may lower promotion costs.
b. encourages repeat buying.
c. can improve the company’s image.
d. all of the above.

. Which of the following is NOT favorable to successful branding?

a. Dependable and widespread availability should be possible.
b. The demand curve for the product class should be flat.
c. Consistent quality can be maintained.
d. The demand for the general product class is large.

 

 

. Brenda Smith is shopping for a new pair of jeans. She has had good experiences with Levi’s jeans in the past and is looking for Levi’s now. She probably will buy Levi’s if she finds some that are at least as good-looking as competitive jeans. This is a good example of:

a. brand insistence.
b. brand recognition.
c. brand rejection.
d. brand preference.

Soleco, Inc. is finally earning a profit on the unique product it introduced six months ago. Soleco’s advertising is both informative and persuasive. Much money is being spent on Place development. There is little price competition, although several competitors have come out with reasonable imitations. Total industry sales and profits are both rising. In which stage of the product life cycle is Soleco operating?

a. Sales decline
b. Market maturity
c. Market growth
d. Market introduction

. Which of the following gives the correct order of the steps in the new-product development process?

a. Idea generation, screening, idea evaluation, development, commercialization
b. Development, idea generation, screening, commercialization, idea evaluation
c. Screening, idea generation, idea evaluation, development, commercialization
d. Idea generation, idea evaluation, development, screening, commercialization
Concept testing:

a. seeks potential customers’ reactions and attitudes toward new product ideas before actual models are developed.
b. takes place during the screening step of the new-product development process.
c. involves usage test by potential customers.
d. occurs following the development and production of actual models.
From a producer’s viewpoint, which of the following is an advantage of intensive distribution over selective distribution?

a. Better service can be required from middlemen.
b. More aggressive selling can be expected from middlemen.
c. Middlemen facilities will be more convenient for customers.
d. Middlemen can be required to carry larger stocks.
. Which of the following statements about ideal market exposure is TRUE?

a. As a firm goes from exclusive to intensive distribution, it loses progressively more control over price and service offered by retailers.
b. Intensive distribution means selling through all retail stores.
c. It is necessary to get 100 percent market exposure to justify national promotion.
d. A producer should always seek maximum market exposure.
Which of the following generalizations is TRUE concerning the selection of a distribution channel?

a. If the firm’s customers tend to come from many different industries, the firm should probably select a “short” channel (e.g., M-C, M-R-C, etc.).
b. If the unit value of the firm’s product tends to be high, the firm should probably select a “short” channel.
c. If the firm’s customers tend to be highly concentrated in a few geographic areas of the U.S., the firm should probably select a “long” channel (e.g., M-W-R-C).
d. If the firm’s product tends to be perishable in nature (e.g., milk), it should probably select a “long” channel.

60. When considering a potential product-market, a marketer should decide:

a. where it is.
b. what its relevant segmenting dimensions are.
c. how big it is.
d. all of the above.
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