P EXAM: May 05, 2017
& A five-foot high cardboard display of Terry the polar bear, mascot of Terry's protein shake
next to the shelf containing Terry's products in a supermarket is an example of a(n)
2
A) advertising specialty
B) sample
C) trade promotion
D) point-of-purchase promotion
9 Mach 3 razor blades must be used in the Mach 3 razor. Which type of pricing is most likely
used for the razor blades?
A) penetration
B) value
C) two-part
D) captive
10. Business markets differ from consumer markets in that business markets
A) have a single individual in the role of decision maker
B) have a high number of purchases that are low risk and low cost
C) generally have derived demand
D) involve smaller and more frequent purchases
B) VALS
D) benefit
A) demographic
11. Pendergraff Pet Supplies divides the pet market according to the owners' race, occupation,
income, and family life-cycle stage. What type of segmentation does Pendergraff use?
C) psychographics
12. Which of the following is an example of a horizontal conflict in a distribution channel?
A) a disgruntled SEPTA workers complaining about a small contract pay raise
B) a Walmart executive complaining to a Pepsi executive for not replenishing stocks on time
D) a Ford car dealer complaining that another Ford dealer is underpricing the same models
C) a Gucci executive complaining to Gucci's suppliers of delays in shipping consignments
A) cobranding
C) licensing
13. Disney allowed Shenwin Williams a paint manufacturer, to produce a line of paints using the
Disney brand name for a specific period of time. Disney Paint is an example of
B) family branding
D) ingredient branding
uses buyers' perceptions of what a product is worth -- not the seller's actual costs
C) Variable costs
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as the key to pricing
D) Target pricing
A) Price elasticity B) Value pricing
15. The New Age Gallery has three different admission prices for students, adults, and seniors,
although all three groups are entitled to the same services. This form of pricing is called
?
A) time pricing
B) segment pricing
C) market-penetration pricing
D) bait-and-switch pricing
16. Kraft has adapted its popular Oreo cookie to the unique tastes of consumers all around the
world, whether it's mango-and-orange flavored Oreos in the Asia Pacific region, green tea
Oreos in China a chocolate and peanut variety in Indonesia, or banana and dulce de leche
Argentina. This is an example of
A) straight product extension
B) product adaptation
C) product invention
D) communication adaptation
2
ting Management
EXAM: May 05, 2017
17. PPG Industries is a producer of glass used for windows. It likely sells its products in the
market?
A) reseller
B) not-for-profit
C) consumer
D) business-to-business
18. Fiona Lambrech is the marketing director of a charity that raises funds to help provide
educational services to children and families in developing countries. Fiona wants to reach a
selective market of individuals who have recently donated to international charities. Which of
the following types of direct marketing is Fiona most likely to use?
A) direct-mail marketing
C) catalog marketing
19. Greg Williams now has the buying power to purchase the laptop computer he has wanted for
B) direct-response TV marketing
D) direct-response advertising
the last six months. Greg's want now has become a(n).
A) demand
B) need
C) exchange
20. MegaVitamins Company has decided to offer its existing multi-vitamin supplements for the
D) necessity
strategy?
A) diversification
B) product development
C) market penetration
D) market development
21. The XYZ Film company has a high market share in the children's film market, but this market
has very low growth potential. This business fits into the
growth-market share matrix.
A) question mark B) cash cow
C) star
22. A product line is a group of products that are
?
A) closely related because they function in a similar manner
B) sold to the same groups of customers
C) marketed through the same types of outlets
D) all of the above
category of the BCG
D) problem child
23. Hamilton Wholesaling, an electronics wholesaling firm, provides many services to customers
including buying, storing, and transporting expensive and delicate electronics equipment.
Hamilton takes title of ownership to all goods that the firm handles. Hamilton is MOST likely
a(n)
A) merchant wholesaler
B) manufacturer's agent
C) off-price retailer
D) wholesaling broker
24. Two friends own a hair salon. One believes they could attract more customers if they mailed
out $5-off coupons to people living within a five-mile radius of their shop. The other friend
wants to run an ad in the local shopping newspaper with a coupon for a free hair treatment.
(The newspaper goes to everyone in the area.) What type of market research can they use to
determine which idea would produce more business?
A) exploratory B) ethnographic C) descriptive
D) causal
3
Marketing Management
AKEUP EXAM: May 05, 2017
25. Sally purchased Brand X lotion. In comparing her perception of how the lotion made her skin
feel and look to her expectations for Brand X lotion, Sally was measuring her level of
?
A) customer lifetime value
C) demand
B) share of customer
D) customer satisfaction
26. When General Mills urged consumers to lower their cholesterol by eating Cheerios twice a
day over the course of six weeks, the aim was to increase usage among current customers.
General Mills used a
growth strategy?
A) market development
C) product development
B) market penetration
D) diversification
27. The Bake Way Bite is a popular cookie sandwich marketed by the Posco Division of Home
Foods. It is famous for its white cream-filled center. Home Foods created a different version
of these biscuits for consumers in Germany. To appeal to German consumers, Home Food
created dark chocolate filling for the same cookie sandwiches. This is an example of
?
A) diversification
B) bulk breaking
C) target marketing
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means that services are produced and consumed at the same time and often
cannot be separated from their providers, whether the providers are people or machines.
A) Service intangibility
C) Service heterogeneity
29. A group of investors wants to bring a new baseball team to a community of 100,000 people to
create hometown spirit and offer a new form of family entertainment. The group surveyed
attend, and whether the location of the proposed baseball stadium was acceptable. This
survey is an example of
A) a secondary source
B) data mining
C) longitudinal data
D) a primary data source
30. Martha Smith is conducting marketing research regarding consumers preferences for her
clients' brands and promotion campaigns. Which contact method for such research is
flexible, allows for explanation of difficult questions, and permits Martha to show participants
her clients' products and advertisements?
A) observation
B) personal interviewing
C) telephone interviewing
D) mystery shoppers
D) mass customization
B) Service perishability
D) Service inseparability
poftople in the community to see if they would attend the games, how frequently they would
31. Robert has taken up bicycle riding as a hobby and as a way to maintain his physical stamina
He understands he will need to make sure he gets adequate water when he is bike riding, so
he wants to buy a hydration system. Having gathered a great deal of information, he has
decided to compare three systems: Waterbags for Roadies, Supertanker Hydropacks, and
Fast Water. Robert is in the
stage of his purchase decision.
A) evaluation of alternatives
B) product choice
C) postpurchase evaluation
D) problem recognition
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AKTG 2101: Marketing Management
MAKEUP EXAM: May 05, 2017
following?
A) packaging
B) design
A) premiums
32. Product planners turn the core product into an actual product by adding which of the
Dal of the above
33. Which of the following types of sales promotions would NOT be offered to consumers?
C) features
34. Unilever makes Rexona, a leading brand of deodorant and antiperspirant Because the
C) rebates
D) sweepstakes
worldwide market for deodorants and antiperspirants is growing rapidly. Rexona would be
35. There are three (3) primary strategic advertising objectives. Which of the following is NOT
C) cash cow
D) question mark
B) push money
classified as a
A) rising star
on the BCG growth-market share matrix?
B) dog
one of them?
A) reminding
B) informing
C) enabling
D) persuading
36. John H. Harland Company is best known for printing personal and business checks. Harland
bought Scantron, a computerized testing and assessment company. Their purchase of
Scantron is an example of Harland implementing a growth strategy?
A) market development
B) diversification
C) market penetration
D) product development
37. Customer perceived value represents the difference between the value a customer gains from
owning and using a product and the
A) cost of competing products
B) cost of replacement products
C) cost of obtaining the product
D) all of the above
B) cannibalization
D) cobranding
introduction of a new cereal called Special K with Red Berries is an example of a(n)
strategy?
A) private-label branding
C) brand extension
39. Commerce Bank has positioned itself as "America's most convenient bank" it remains open
seven days a week, including evenings, and many bank products can be obtained while you
wait. Commerce Bank has gained a strong competitive advantage through which type of
differentiation?
A) services
40. When a snow blower shop offers a price reduction to customers who buy during the spring
and summer, the shop is giving a(n)
B) seasonal
B) image
C) channel
D) people
A) annual
discount?
C) trade
D) functional
41. Customers at Carat, a premium jewelry store, are asked to call and make an appointment
before a visit so that a customer representative is assigned to them. These representatives
help each customer make a purchase that meets his or her needs and budget after
jewelry are explained to each customer to aid the purchase decision. Carat is ain)
considering numerous options. The different styles, carat values, and special features of the
A) full-service retailer
C) off-price retailer
B) direct seller
D) limited service retailer
5
01: Marketing Management
EXAM: May 05, 2017
A customer got a great haircut at a salon and went back six weeks later to the same person to
get another haircut. This time, the customer received one of the worst haircuts of his life
The difference between the two haircuts is due to the
characteristic of services?
A) perishability B) inseparability C) variability
D) intangibility
3. Always Fresh Produce Company has a delivery route selling products from its warehouses to
more than 100 grocery stores, schools, and restaurants at wholesale prices. Always Fresh is
what type of a wholesaler?
A) merchant
B) broker
C) cooperative
D) none of the above
44. When using captive-product pricing, companies set the price of the main product
?
and set the price of required supplies -- where they make significant profits -
A) high; low
B) low, low
C) high, high
D) none of the above
45. Simone purchased two bottles of wine from two vineyards in Australia. When asked her
opinion of the wine, she said the Merlot wine tasted like alcoholic grape juice, but the
Chardonnay wine had a crisp taste that she really enjoyed. These statements were made
during the
stage of the buyer decision process.
A) situational analysis
B) information search
C) postpurchase behavior
D) alternative evaluation
46. Ford, General Motors, and Fiat Chrysler compete with one another to sell cars, trucks, and
SUVs to a variety of customers. Together, these three (3) companies are considered part of
the U.S. auto
?
A) suppliers
B) market
C) segment
D) industry
47. RBC Royal Bank wanted to evaluate the financial value of its substantial personal customer
base to determine which type of customers were the most valuable to the bank. To do this,
the bank looked at revenues and expenses from each of its financial products, including loans
and credit card usage. To identify and then analyze this information, the bank utilized an
analysis technique called
A) data mining
B) marketing research
C) data warehousing
D) market basket analyzing
48. A manager in a grocery store decides to place packages of pound cake in two different
locations in the store. One display of the cake also includes other bakery items. The second
display of the cake is in the vegetable section of the store, placed next to the shelf full of
boxes of fresh strawberries. The grocery store manager wants to learn which of the two
locations will most encourage customers to buy the cake. What format of research is the
store manager conducting?
A) causal
B) exploratory C) ethnographic D) descriptive
49. ProFem Inc. caters its line of sports apparel exclusively to women. What type of
segmentation does the company use?
A) behavior
B) age and life-cycle
C) gender
D) psychographic
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