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MKT 421 Final Exam 3




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1) According to the text, marketing means:
A. Selling.
B. Much more than selling and advertising.
C. Producing and selling.
D. Advertising.
2) Predicting what types of bicycles different customers will want and deciding
which of these customers the business will try to satisfy are activities a firm
should do as part of
A. A command economy.
B. Production.
C. Marketing.
D. Making goods or performing services.
3) Which of the following statements best describes the modern view of
A. Marketing should take over production, accounting, and financial services within a
B. The job of marketing is to get rid of whatever the company is producing.
C. Marketing is concerned with generating a single exchange between a firm and a
D. Marketing begins with anticipating potential customer needs.
4) Which of the following statements regarding marketing strategies is FALSE?
A. These strategies must meet the needs of target customers, and a firm is likely
to get a competitive advantage if it just meets needs in the same way as some
other firm.
B. It is useful to think of the marketing strategy planning process as a narrowing-down
C. Developing successful marketing strategies does not need to be a hit-or-miss
D. These strategies require decisions about the specific customers the firm will target
and the marketing mix the firm will develop to appeal to that target market.
5) To compete more successfully with its many competitors offering packaged
cookies, Famous Amos added its own line of extra chunky premium cookies. This
seems to be an effort at:
A. Market penetration.

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B. Combination.
C. Market development.
D. Product development.
6) Professional Dental Supply has been successfully selling dental instruments to
dentists for the past 20 years, and has developed strong customer relations.
When looking for new marketing opportunities, Professional Dental Supply will
most likely look first at
A. Diversification.
B. Market penetration.
C. Market development.
D. Product development.
7) Which of the following is true?
A. The product P in the marketing mix stands for both physical goods and tangible
B. The product P in the marketing mix stands for only tangible merchandise.
C. The product P in the marketing mix stands for only physical goods.
D. The product P in the marketing mix stands for both physical goods and
8) The marketing mix
A. Includes four variables—advertising, personal selling, customer service, and sales
B. Helps to organize the marketing strategy decision areas.
C. Includes four variables—People, Place, Promotion, and Price.
D. Includes the target market
9) The four Ps of a marketing mix are:
A. Product, Place, Promotion, and Price
B. Product, Price, Promotion, and Profit
C. Production, Personnel, Price, and Physical Distribution
D. Promotion, Production, Price, and People
10) 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. Placement.
B. Product.
C. Pricing.
D. Promotional.
11) When one considers the strategy decisions organized by the four Ps,
branding is related to packaging as:
A. Personal selling is to mass selling.
B. Store location is to sales force selection.
C. Branding is to pricing.

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D. Production is to marketing.
12) Big Fizz Co., a manufacturer of cola-flavored drinks, wants to add packaged
fruit juices to its existing product line. Big Fizz must make some decisions
regarding packaging and branding of the fruit juices. These decisions would fall
under which variable of the marketing mix?
A. Price
B. Promotion
C. Product
D. Place
13) The main difference between a marketing strategy and a marketing plan is
A. A marketing strategy omits pricing plans.
B. A marketing strategy provides more detail.
C. Time-related details are included in a marketing plan.
D. A marketing plan includes several marketing strategies.
14) A marketing plan is:
A. A target market and a related marketing mix.
B. A marketing strategy—plus the time-related details for carrying it out.
C. A marketing program.
D. A marketing strategy.
15) Which of the following is part of a complete marketing plan?
A. Competitors' marketing strategies.
B. What company resources (costs) are required and at what rate.
C. How different marketing mixes (for different target markets) relate to each other.
D. All of these.
16) Good marketing strategy planners know that:
A. The terms mass marketing and mass marketer mean basically the same thing.
B. Mass marketing is often very desirable and effective.
C. Firms like Nabisco and Wal-Mart are too large to aim at clearly defined target
D. Target marketing does not limit one to small market segments.
17) Marketing strategy planners should recognize that:
A. Target marketing is not limited to small market segments.
B. Large firms like General Electric, Target, and Procter & Gamble are too large to aim
at clearly defined markets.
C. Target markets should not be large and spread out.
D. Mass marketing is often very effective and desirable.
18) Target marketing, in contrast to mass marketing,
A. Focuses on fairly homogeneous market segments.

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