1. MKT/421 Final Exam
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1) Which of the following statements best describes the modern view of marketing?
A. Marketing begins with anticipating potential customer needs.
B. Marketing should take over production, accounting, and financial services within a firm.
C. The job of marketing is to get rid of whatever the company is producing.
D. Marketing is concerned with generating a single exchange between a firm and a customer.
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. Making goods or performing services.
B. A command economy.
C. Production.
D. Marketing.
3) For Tesla, a new firm that makes an electric sports car, estimating how many competitors will
make electric vehicles and what kinds they will make, is:
A. A part of marketing.
B. A production activity.
C. One of the universal functions of innovation.
D. An example of the micro-macro dilemma.
4) Which of the following statements regarding marketing strategies is FALSE?
A. 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.
B. 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.
C. It is useful to think of the marketing strategy planning process as a narrowing-down process.
D. Developing successful marketing strategies does not need to be a hit-or-miss proposition.
5) 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. Product development.
B. Diversification.
C. Market penetration.
D. Market development.

2. 6) 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. Product development.
B. Market penetration.
C. Combination.
D. Market development.
7) The marketing mix
A. Includes four variables—advertising, personal selling, customer service, and sales promotion.
B. Includes the target market
C. Includes four variables—People, Place, Promotion, and Price.
D. Helps to organize the marketing strategy decision areas.
8) The four Ps of a marketing mix are:
A. Product, Place, Promotion, and Price
B. Promotion, Production, Price, and People
C. Production, Personnel, Price, and Physical Distribution
D. Product, Price, Promotion, and Profit
9) A firm's marketing mix decision areas would NOT include:
A. Product
B. Price
C. People
D. Promotion
10) Dell, Inc. wants to offer customers televisions in addition to computers. This is a change in
their _____________________
A. product.
B. personnel.
C. promotional.
D. pricing.
11) 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. Place
D. Product
12) The ______ area of the marketing mix is concerned with decisions about getting the right
product to the target market when and where it is wanted.
A. Place
B. Promotion
C. People
D. Product
13) The main difference between a marketing strategy and a marketing plan is that:
A. A marketing strategy omits pricing plans.
B. A marketing strategy provides more detail.
C. A marketing plan includes several marketing strategies.
D. Time-related details are included in a marketing plan.
14) 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.

3. D. All of these.
15) 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 strategy.
D. A marketing program.
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. Target marketing does not limit one to small market segments.
D. Firms like Nabisco and WalMart are too large to aim at clearly defined target markets.
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. Mass marketing is often very effective and desirable.
D. Target markets should not be large and spread out.
18) Target marketing, in contrast to mass marketing,
A. Focuses on fairly homogeneous market segments.
B. Is limited to small market segments.
C. Ignores markets that are large and spread out.
D. Assumes that all customers are basically the same.
19) Clustering techniques applied to segmenting markets
A. Usually require computers to group people based on data from market research.
B. Remove the need for managerial judgment.
C. Eliminate the need for marketing managers to specify in advance what dimensions might be
relevant for grouping consumers.
D. All of the above are true.
20) The process of naming broad product-markets and then segmenting them in order to select
target markets and develop suitable marketing mixes is called:
A. Market research.
B. Market penetration.
C. Market development.
D. Market segmentation.
21) ______________ is the process of naming broad product-markets and then segmenting
these broad product-markets in order to select target markets and develop suitable marketing
mixes.
A. Diversification
B. Market positioning
C. Mass marketing
D. Market segmentation
22) A ______________ is an organized way of continually gathering and analyzing data to get
information to help marketing managers make ongoing decisions.
A. Marketing research department
B. Marketing information system
C. Marketing research project
D. Marketing model

4. 23) ________________ ________________ utilizes qualitative and quantitative analysis
procedures to help marketing managers make more informed decisions.
A. Marketing research.
B. Marketing planning.
C. Marketing structure.
D. Marketing processing.
24) Procedures that develop and analyze new information to help marketing managers make
decisions are called:
A. Marketing research.
B. Strategy planning.
C. Analytical research.
D. Operational planning.
25) A consumer products manufacturer wants consumer reaction to its existing products.
Interaction is considered important to stimulate thinking. The firm should use:
A. Quantitative interviews.
B. The observation method.
C. The GSR (galvanic skin response) method.
D. Focus group interviews.
26) The part of the relevant population that is surveyed by a researcher is called the:
A. Sample.
B. Focal group.
C. Target population.
D. Representative group.
27) One of the major disadvantages of the focus group interview approach is that
A. There is no interviewer, so the research questions may not be answered.
B. It is difficult to measure the results objectively.
C. It is difficult to get in-depth information about the research topic.
D. Ideas generated by the group cannot be tested later with other research.
28) Which of the following statements about consumer products is true?
A. Unsought products are not shopped for at all.
B. Shopping products are those products for which customers usually want to use routinized
buying behavior.
C. Specialty products are those that customers usually are least willing to search for.
D. Convenience products are those that customers want to buy at the lowest possible price.
29) The observing method in marketing research:
A. Is not suitable for obtaining primary data.
B. May require customers to change their normal shopping behavior.
C. Is used to gather data without consumers being influenced by the process.
D. Uses personal interviews.
30) The marketing manager at Massimino & McCarthy, a chain of retail stores that sells men's
clothing, is reviewing marketing research data to try to determine if changes in marketing
strategy are needed. Which of the following sources of data would be a secondary data source?
A. Spending time in stores observing customers' behavior.
B. Reviewing videotapes of a recent focus group.
C. Making phone calls to some of the best customers to learn their interest in a new line of
clothing.
D. Looking through the company's marketing information system to see past sales trends.