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12/30/2015
Principles of Marketing Final Exam
Principles of Marketing Final Exam
Luigi Gjurashaj is taking this assessment.
Multiple Choice
1.
Fresh and Fast Foods is an example of a
company that attempts to target a wide variety
of people with its marketing campaigns.
Because they choose to target a broad market,
which of the following marketing strategies is
Fresh and Fast Foods using?
(1 point)
differentiated marketing
concentrated marketing
micromarketing
undifferentiated marketing
2.
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Which of the following was developed by
governments to guide commerce?
(1 point)
consumer standards
public policy
political environment
company protector
3.
A marketing strategy that stimulates
immediate consumer action is
(1 point)
public relations.
advertising.
personal selling.
sales promotion.
4.
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A small percentage of increase in consumer
demand can cause ________ in business
demand.
(1 point)
increase
decrease
no change
panic
5.
Indirect channels of distribution include
________________ to help move the product
to the consumer or business user in some way.
(1 point)
channel intermediaries
knowledge management
merchandise agents
merchant wholesalers
6.
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6.
Principles of Marketing Final Exam
Competitive intelligence activities occur so
that a company can use information about a
competitor’s new products to
(1 point)
develop superior marketing
strategies for its own products.
steal new product ideas and
market them as its own.
develop products that are very
similar to the competition.
develop products like the
competition, but be the first to
release them to consumers.
7.
Consumer services and benefits, product
support and warranty, and product delivery is
considered which product level?
(1 point)
augmented product
actual product
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customer value
consumer product
8.
A wellplanned ______________ campaign
can be very effective and economical for a
company.
(1 point)
public relations
advertising
personal selling
political
9.
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Lindsay is leading the marketing team for a
new type of hair gel. This new type of hair gel
has been proven to keep its hold while leaving
hair soft for at least 8 hours. The marketing
plan is in the control process stage. As
Lindsay leads the team, what is one step she
should avoid during this phase?
(1 point)
comparing a product’s actual
performance to the marketing
objectives
making adjustments to marketing
objectives based on a product’s
actual performance
measuring a product’s actual
performance
writing new marketing objectives
based on a product’s actual
performance
10.
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Marketing can be most seriously affected by
which of the following?
(1 point)
competitors
supplier problems
consumers
financial problems
11.
The local bookstore is trying to compile
information about transactions between
customers. Which of the following is not a
reason the store would rate a transaction as
valuable.
(1 point)
The transaction makes a seller
prestigious among the
competition.
The transaction allows a seller to
take pride in its produce.
The transaction allows a customer
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to pay the cheapest price for the
produce.
The transaction motivates or
educates the public.
12.
Marketing involves actions to build and
maintain
(1 point)
marketing relationships.
exchange relationships.
value relationships.
service relationships.
13.
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Sam received an email the other day from a
wellknown candy company. In the email,
the company encouraged Sam to dress up like
their candy. . . after all, you are what you eat!
Sam decided to try it, and he sent a picture of
his costumed self to several of his colleagues
so that they could make themselves dress up
like the candy too. Soon, Sam’s colleagues
had printouts of their costume photos hanging
in their cubicles. The email is an example of
__________ marketing.
(1 point)
viral
direct
guerilla
sales
14.
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Samantha, who is the vice president of the
marketing department, has asked you to
prepare a positioning map for her presentation
to the board. What information are you
preparing for her to present?
(1 point)
You are preparing a map that
shows consumer perceptions of
the company’s brands versus the
competition’s products.
You are preparing a map that
shows where the company’s target
market consumers live and shop.
You are preparing a map that
shows where the company’s stores
are located.
You are preparing a map that
shows how consumers use the
company’s products on a daily
basis.
15.
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__________________ includes all activities
necessary to turn raw materials into a good or
service, and to put that product into the hands
of a consumer or business customer.
(1 point)
Channel intermediation
Disintermediation
The distribution channel
The supply chain
16.
The Smith Sneaker Corporation wants to
make a minimum profit of 30% on its newest
running shoe. To set the selling price for the
new shoe, the company would use
____________ pricing.
(1 point)
costbased
costplus
variablecost
fixedcost
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17.
The market segment that is the focus of a
firm’s marketing plan is the
(1 point)
market position
target market
market mix
product market
18.
The product development team of North
Balance, a new workout routine, is
brainstorming ideas and searching for new
routine ideas for their workout. What stage is
the company in of new product development?
(1 point)
idea source
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idea generation
concept development
idea screening
19.
Channel intermediaries play an important role
in matching
(1 point)
distributors and consumers.
manufacturers and marketers.
supply and demand.
advertising and products.
20.
A company has in its inventory lumber and
iron ore to use in product manufacturing. The
lumber and iron ore represent ____________
for the company.
(1 point)
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supplies
services
capital items
materials
21.
When a company introduces a product at a
very low price to generate consumer interest,
but then raises the prices after the
introductory period, it is using
(1 point)
penetration pricing.
trial pricing.
skimming pricing.
value pricing.
22.
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Louis stepped off the train on his way home
from work one evening to see Express Mobile
employees leading a large number of
commuters in a dance routine, right there in
the middle of the train station. This trick is an
example of _____________ marketing.
(1 point)
viral
direct
guerilla
sales
23.
Jacob is leading the strategic planning
meetings for the nonprofit organization he
works for. They are a new organization and
are working toward getting all staff on the
same page regarding the big picture and goals
of the organization. What is the first step that
Jacob needs to do in the strategic planning
process?
(1 point)
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Define a mission statement.
Evaluate core values of the
organization.
Establish longterm goals for the
organization.
Develop growth strategies for the
organization.
24.
Marketers should keep a close eye on the
___________ environment to ensure that their
product sales don’t decline when a
competitive product is released.
(1 point)
natural.
political.
technological.
cultural.
25.
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The Anytime Gym is launching new services
to attract more customers. They offer a variety
of fitness equipment, and are now offering
free child care, a smoothie bar, and extended
gym hours. Which of these is an example of a
core service offered by Anytime Gym?
(1 point)
free child care
smoothie bar
fitness equipment
extended hours
26.
Which of the following is not a characteristic
of an organizational objective?
(1 point)
specific
attainable
longterm
measurable
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27.
Burger Buddies restaurant chain is attempting
to bring back their fried fish sandwich. It is an
old favorite, but in recent times has lost its
popularity with customers. The burger chain
has hired a marketing firm to find new
customers for the fried fish sandwich. What
does the marketing firm need to focus their
efforts on?
(1 point)
consumer modification
market modification
product modification
marketing mix modification
28.
The marketing department for Milly’s
Organic Foods is analyzing their marketing
strategy for the upcoming year. To be
successful in the economic environment, the
marketing team must pay attention to
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(1 point)
the marketing budget of Milly’s
Organic Foods.
the spending patterns of
consumers in the market of
organic foods.
any changes the team has made so
far in their marketing plan.
the national debt.
29.
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When Professor Park travels for business, she
always rents her car through Station Rental
Company because no matter the office
location they honor her corporate rate. On her
most recent three business trips, Professor
Park has rented her car through Station Rental
Company and she received her normal rate for
the first two trips to Idaho and Florida, but she
received a higher rate for the last trip to
Oklahoma. Professor Park completed an
online survey to express her disappointment
that her normal rental rate was not honored at
the Oklahoma rental office. This scenario is
an example of which service characteristic?
(1 point)
marketability
inseparability
variability
intangibility
30.
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Advertisers use mass media to accomplish its
purpose of product promotion
(1 point)
through personal communication
to targeted consumers.
to large numbers of consumers at
one time.
for the least amount of investment
possible.
through relationship building with
target market consumers.
31.
Consumers often use ____________ to make
inferences about a product's quality and
image.
(1 point)
advertisements
price
inventory
target markets
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32.
The market potential for a product or the
demographics of the consumers who purchase
the product would be identified in the
_____________ research stage.
(1 point)
causal
exploratory
descriptive
market
33.
Membership groups are groups to which
someone belongs that have ____________
influence over them.
(1 point)
social
facetoface
indirect
direct
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34.
Which of the following is not an element of
marketing?
(1 point)
product
policy
promotion
price
35.
Which of the following is not a businessto
business (B2B) customer?
(1 point)
product producers
online consumers
product resellers
government and notforprofit
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organizations
36.
Kenneth has been scoping out the new edition
of his SUV that will be released early next
year. Because it is such a big purchase, he has
been reading up on safety reports, comparing
gas mileage, and reviews from car expert
magazines. He wants to know everything
about the car before purchasing it so there are
no surprises. Kenneth’s situation is an
example of which type of adoption?
(1 point)
innovator
early adopters
early majority
laggards
37.
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You are on the team of executives at Star
Bank. You have been meeting as a team to
discuss the future of the bank, including big
picture goals of how to grow the company.
What type of planning is this?
(1 point)
operational
functional
strategic
consumer
38.
Taylor always takes her dirty laundry to the
same Laundromat to use the washer and
dryers. Not only do they have a large number
of washer and dryers, but they also have free
WiFi. Taylor does her school work while she
waits for her laundry to dry. It is likely that
Taylor chooses to use this Laundromat
because of their _________ services.
(1 point)
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core
tangible
augmented
operational
39.
A buying situation in which the buyer first
purchases a product or service is referred to as
a
(1 point)
straight rebuy.
modified rebuy.
new buy.
solution buy.
40.
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Companies manage detailed information
about customers as individuals and they can
use that information to maximize customer
loyalty. This process is referred to as
(1 point)
customer relationship
management
customer database management
customer procurement
management
customer product management
© Connections Education LLC.
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