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1. MKT 571 FINAL EXAMS
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1) Which of the following is NOT a step that might be used to improve the quality of a
firm’s marketing intelligence?
A. Watching how the stock market reacts to interest rate changes
B. Motivating distributors to pass along important intelligence from the marketplace.
C. Setting up a consumer panel
D. Collecting competitive intelligence by buying a competitor’s products
2) Small companies can engage is marketing research in a number of creative and
inexpensive ways, including _______________.
A. Using its own internal marketing research department
B. Using an online information service such as the internet
C. Setting up their own web site
D. Buying information from database companies like A.C. Nielsen
3) Which of the following is an example of primary data that would be used by Topps card
company to determine popularity of its new hologram baseball card series?
A. Sales records for baseball cards gathered by the industry’s trade council.
B. Data from sales records kept by exclusive dealers of Topp’s hologram series
C. Input from focus groups that was put together specifically to discuss their perception of
popularity of the hologram card series.
D. An article about the hologram cards in a recent issue of Sports Illustrated
4) All of the following are steps in the marketing research process EXCEPT:
A. Compare data to government sources
B. Present the findings
C. Define the problem and research objectives
D. Collect the information
5) The step in the marketing research process that includes determining who will be
sampled is to _______________.
A. Collect the information
B. Make the decision based on the project outcomes
C. Define the problem and research objectives
D. Develop the research plan
6) Rita Jenkins, president of the local Chamber of Commerce, had difficulty getting
members to assist in running the organization. She felt it was because of lack of
commitment to the Chamber. Her vice-president felt it was due to having too many
meetings. The organization’s secretary felt it was because there were several other
professional organizations to which the members also belonged. If Rita wants to do
research to determine the real reason why members do not want to run for office, she
should begin by ________________.

2. A. Evaluating the advantages the Chamber officers over other similar organization.
B. Developing the marketing research plan that she would employ
C. Defining the problem
D. Holding focus groups of members of other similar organizations to determine whether the
problems the Chamber is facing are universal or local.
7) Small companies can engage in marketing research in a number of creative and
affordable ways, including using the Internet or taking advantage of local university
students who need business projects.
A. True
B. False
8) Data published by the government and data purchased from outside suppliers can
improve the quality of a company’s marketing intelligence efforts.
A. True
B. False
9) Typically, companies budget about 11-12 percent of company sales for marketing
research.
A. True
B. False
10) ______________ is the difference between a prospective customer’s evaluation of all the
benefits and costs of an offering and the perceived alternatives.
A. Total customer cost
B. Customer delivered value
C. Customer perceived value
D. Customer relationship management
11) Lowe’s home improvement stores strive to have nicer, more knowledgeable salespeople,
a better product selection, and to maintain an impeccable image. These are all part of
improving the offer via _____________.
A. Reducing the buyer’s nonmonetary costs
B. Increasing the service value
C. Reducing the product’s monetary costs to the buyers.
D. Increasing total customer value
12) Which of the following is NOT a component part of total customer value?
A. Product value
B. Psychic value
C. Services value
D. Image value
13) _____________ are relatively homogeneous and enduring divisions in society, and may
exhibit distinct product, brand, and media preferences.
A. Subcultures
B. Demographic groups

3. C. Social classes
D. Cultures
14) Within the United States, Southerners, Mormons, and Native Americans are examples
of:
A. Social classes
B. Psychologically defined groups
C. Subcultures
D. Cultures
15) A(n) ________________ is likely to offer informal advice and information about a
product or product category.
A. Primary reference group
B. Opinion leader
C. Aspirational reference group
D. Diversity marketing program
16) Organizational buying is ______________.
A. The decision-making process by which organizations establish and satisfy their needs for
goods and services.
B. The practice of establishing strategic partnerships between manufacturers and their suppliers.
C. A way a company can produce a greater variety of high-quality products at lower cost, in less
time, with less labor.
D. A process by which organizations recognize their needs for goods and services
17) The institutional market is best described as having _____________.
A. Contract negotiations and fluctuating demand
B. Derived demand, geographically concentrated suppliers, and budgetary constraints.
C. Demand elasticity and geographically concentrated suppliers
D. Low budgets and a captive clientele
18) Business buyers ______________.
A. Are largely concentrated in the southwestern United States
B. Use geographical dispersion to keep shipping costs low
C. Tend to be geographically concentrated with over half of them in seven states
D. Are geographically as diverse as consumers
19) Brands can play a number of specific roles within a company’s brand portfolio. For
example, a __________ is positioned with respect to competitors’ brands so that more
important and profitable brands retain their desired positioning.
A. High-end, prestige brand
B. Flanker
C. Low-end, entry level brand
D. Cash cow

4. 20) When Apple introduced its popular iPod Nano model, it dropped its Mini iPod at the
same time. The Mini was, at the time, the most popular mp3 player in the marketplace.
This is an example of __________.
A. A brand shake-out
B. Product maturity
C. Preemptive cannibalization
D. CEO Steve Job’s large ego
21) BMW, the maker of the Mini Cooper brand, is using what kind of brand strategy with
its Mini products?
A. Separate family names
B. Corporate names
C. Blanket family names
D. Individual names
22) When SAP software added a Windows-style “back” button to its industrial invoice
management software, the new product ___________.
A. Improved upon an existing product
B. Used a marketing diversification strategy
C. Added to an existing product line
D. Used a new product line
23) ___________ are formal statements of expected product performance by the
manufacturer.
A. Warranties
B. General guarantees
C. Promotional statements
D. Open pricing statements
24) Marketers plan their market offerings at five levels. What is the correct order of the
levels, going from most fundamental to the level with the most benefits?
A. Basic-expected-augmented-core-potential
B. Core-basic-expected-augmented-potential
C. Potential-augmented-expected-core-basic
D. Expected-potential-basic-augmented-core
25) Characteristics a buyer can evaluate before purchase are called _______________.
A. Search qualities
B. Credence qualities
C. Differentiation qualities
D. Experience qualities
26) Mr. Tse and his family took a vacation to Washington, D.C. While there, they bought
souvenirs; t-shirts and hats to take home to family and friends who didn’t have the
opportunity to go. The experience of the Tse’s is an example of which offering?
A. A tangible good with accompanying services

5. B. A pure service
C. A major service with accompanying minor goods and services
D. A hybrid
27) Which of the following best describes the category in which the offering’s service mix is
distinguished? “People patronize restaurants for both food and service.”
A. Pure tangible good
B. Hybrid
C. Pure service
D. Tangible good with accompanying services
28) When customers buy on the basis of a reference price or because the price conveys a
particular quality image to them, they are being influenced by ____________.
A. Value pricing
B. The going rates of competitors
C. Value augmented by perception
D. The psychology of pricing
29) When introduced in the late 1970s, personal computers had large initial demand.
People were interested in buying them to make writing and editing easier. The earliest
simple PCs were initially priced around $2,500. The manufacturers of the first PCs were
probably using a _________ pricing strategy.
A. Cost-oriented
B. Value-oriented
C. Market-penetration
D. Market-skimming
30) The introduction of a new product to the market using market-penetration pricing is
most likely to be successful when _____________.
A. The unit costs of producing a small volume of the product are high
B. The market is highly price sensitive
C. The high price communicates nothing to potential buyers
D. There must be no existing demand for the product
31) Belk is a chain of stores found primarily in southern United States. Each store carries
several product lines and each line is managed separately by a specialist buyer or
merchandiser. McRae’s offers many types of customer service and its prices reflect that
fact. Belk’s is an example of a ____________.
A. Factory outlet
B. Combination store
C. Department store
D. Superstore
32) A concept in retailing that helps explain the emergence of new retailers is called the
___________ hypothesis.
A. Service-assortment

6. B. Product life-cycle
C. Wheel-of-retailing
D. Retail life cycle
33) Which of the following is NOT one of the four levels of retail services mentioned in the
text?
A. Self-selection
B. Limited service
C. Self-service
D. Staffed service
34) Ayal and Zif argue that going into fewer countries is advisable when ___________.
A. Population is low, and income size and growth are high in the initial countries chosen.
B. Population and income size are high, and population growth is low in the initial countries
chosen.
C. Population, income size and growth are low in the initial countries chosen.
D. Population, income size, and growth are high in the initial countries chosen.
35) Which is the last major decision in international marketing?
A. Deciding on the marketing program
B. Deciding which markets to enter
C. Deciding on the marketing organization
D. Deciding how to enter the market
36) McDonald’s franchisees get a small discount when they pay their bills for supplies
within the first seven days (when the due date is 30 days after delivery). This is an example
of ___________ within channel relations.
A. Sharing the risks
B. Territorial rights
C. Conditions of sale
D. Price policies
37) Zhao is advertising her import-export business and wants to find the most cost-effective
way of delivering the desired number and types of message exposures to her target
audience. Zhao is considering her ________________.
A. Plan of attack
B. Media selection
C. Creative development and execution
D. Marketing plan
38) Abercrombie & Fitch could use __________ advertising to reduce the cognitive
dissonance experienced by someone who recently purchased its brand of high-fashion,
high-priced clothing and wonders if they got the value for their money.
A. Reinforcement
B. Informative
C. Comparative

7. D. Persuasive
39) Advertising for Advil pain reliever shows Advil is superior to Tylenol. This is an
example of _________advertising.
A. Persuasive
B. Reminder
C. Informative
D. Descriptive
40) __________________ are the means by which firms attempt to inform, persuade, and
remind customers about the products and brands they sell.
A. Marketing communications
B. Sales promotions
C. Mass communications
D. Brand images
41) Which of the following is NOT a major mode of communications in the marketing
communications mix?
A. Satellite radio
B. Sales promotion
C. Events and experiences
D. Advertising
42) Which of the following would NOT be considered part of a marketing communications
program?
A. A sales promotion
B. An event sponsorship
C. Personal selling
D. Brand contact
43) Which of the following is correct?
A. A metamarket is a huge store
B. A marketspace is a digital shopping “area.”
C. A megamarket includes only suppliers
D. A metamediary is a physical marketplace.
44) The computer _______________ consists of the manufacturers of computer memory
chips, monitors, keyboards, coaxial cables, modems, software, storage systems (disks, hard
drives, portable USB media), and those who install, repair, and maintain systems and
software.
A. Metamarket
B. Macromarket
C. Marketspace
D. Marketplace

8. 45) Intel, one of the largest producers of integrated circuit chips, puts a great deal of effort
into expanding production of chips to drive down cost and thus expand the market. This is
most indicative of the __________ concept.
A. Product
B. Customer
C. Marketing
D. Production
46) Marketing __________ is the art and science of choosing target markets and getting,
keeping, and growing customers through creating, delivering, and communicating superior
customer value.
A. management
B. segmentation
C. integration
D. internally
47) Communication of customer satisfaction results should be done internally (inside the
company or organization) for which of the following reasons?
A. You should not communicate satisfaction results internally for ethical reasons.
B. To highlight good news and act on bad news.
C. To satisfy upper management that all is going well.
D. Communicating satisfaction findings externally would have little marketing value.
48) Which of the following is an example of a transfer?
A. Anne donates money to the American Cancer Society.
B. Ms. Kelly gives Bonnie a dozen cookies for walking her dog.
C. Andi places the winning bid on a vase at an auction.
D. Ofeera buys a sweater at a flea market
49) Within the last couple years several cosmetics manufacturers have introduced non-
clumping mascara. Revlon was one of these manufacturers. Revlon should use ________
advertising to increase selective demand for its non-clumping mascara.
A. Informative
B. Descriptive
C. Reminder
D. Persuasive
50) Hospitals are engaged in intense competition to fill maternity beds. What type of
advertising would hospitals most likely use to advertise their new amenities like Jacuzzis in
every room, filet mignon or lobster on the menu, and afternoon teas for the new mothers
and their families?
A. Informative
B. Descriptive
C. Reminder
D. Persuasive

9. 51) _____________ is the key ingredient in many marketing campaigns and consists of a
diverse collection of incentive tools, mostly short term, designed to stimulate trial, or
quicker or greater purchase, or particular products or services by consumers or trade.
A. Personal selling
B. Advertising
С. Sales promotion
D. Public relations