04-07-2013, 02:05 PM
SAMPLE MULTIPLE-CHOICE QUESTIONS – MARKETING IN A GLOBAL ECONOMY
SAMPLE MULTIPLE-CHOICE.pdf (Size: 76.13 KB / Downloads: 29)
1. Which of the following information forms available to the marketing manager can usually be accessed more quickly and cheaply than
other information sources?
a. Marketing intelligence
b. Marketing research
c. Customer profiles
d. Internal databases
2. All of the following are considered to be drawbacks of local marketing EXCEPT:
a. it can drive up manufacturing and marketing costs by reducing economies of scale.
b. it can create logistical problems when the company tries to meet varied requirements.
c. it can attract unwanted competition.
d. it can dilute the brand's overall image.
3. Cognitive dissonance occurs in which stage of the buyer decision process model?
a. Need recognition
b. Information search
c. Evaluation of alternatives
d. Postpurchase behavior
4. That the company that overlooks new and better ways to do things will eventually lose customers to another company that has found a
better way of serving customer needs is a major tenet of:
a. innovative marketing.
b. consumer-oriented marketing.
c. value marketing.
d. sense-of-mission marketing.
5. The biggest or greatest amount of involvement in a foreign market comes through which of the following?
a. Exporting
b. Joint venturing
c. Licensing
d. Direct investment
6. A ______________ is a good offered either free or at low cost as an incentive to buy a product.
a. patronage reward
b. spiff
c. price pack
d. premium
7. Setting call objectives is done during which of the following stages of the selling process?
a. Prospecting
b. Preapproach
c. Approach
d. Handling objections
8. Pricing to cover variable costs and some fixed costs, as in the case of some automobile distributorships that sell below total costs, is
typical of which of the following pricing objectives?
a. Current profit maximization
b. Product quality leadership
c. Market share leadership
d. Survival
9. In determining salesforce size, when a company groups accounts into different size classes and then determines the number of
salespeople needed to call on them the desired number of times, it is called the:
a. key-size approach.
b. work-load approach.
c. product-need approach.
d. call-service approach.
10. ____________________ are products bought by individuals and organizations for further processing or for use in conducting a
business.
a. Consumer products
b. Services
c. Industrial products
d. Specialty products
11. All of the following would be ways to segment within the category of psychographic segmentation EXCEPT:
a. social class.
b. occupation.
c. lifestyle.
d. personality.
12. The __________________ is a person within a reference group who, because of special skills, knowledge, personality, or other
characteristics, exerts influence on others.
a. facilitator
b. referent actor
c. opinion leader
d. social role player
13. _______________ describes changes in an individual's behavior arising from experience.
a. Modeling
b. Motivation
c. Perception
d. Learning
14. Concerns that the manufacturers of harmful products such as tobacco have influence on lawmakers to the detriment of the public
interest is used as evidence of which criticism of marketing?
a. Too much advertising.
b. Too few social goods.
c. Cultural pollution.
d. Too much political power.
15. The Internet evolved from a network created by _________________ during the 1960s.
a. the Commerce Department
b. the Massachusetts Institute of Technology (MIT)
c. Northwestern University
d. the Defense Department
16. In terms of execution styles, a family seated at the dinner table enjoying the advertised product would be an example of which of the
following types of advertising?
a. Slice of life
b. Lifestyle
c. Mood or imagery
d. Personality symbol
17. A child in the United States is normally exposed to all of the following values EXCEPT:
a. achievement and success.
b. activity and involvement.
c. material comfort.
d. collectivism.
18. ________________ have contractual authority to sell a manufacturer's entire output.
a. Selling agents
b. Rack jobbers
c. Manufacturer's agents
d. Purchasing agents
19. Sellers that handle their own exports are engaged in:
a. direct exporting.
b. indirect exporting.
c. licensing.
d. contract manufacturing.
20. More and more salespeople are being evaluated and compensated based on different measures than in the past. All of the following
are illustrations of those measures EXCEPT:
a. long-term customer satisfaction.
b. competitive predatory pricing performance.
c. full customer service.
d. retention rates.
21. ________________ includes practices such as overstating the product's features or performance, luring the customer to the store for a
bargain that is out of stock, or running rigged contests.
a. Deceptive promotion
b. Deceptive packaging
c. Deceptive pricing
d. Deceptive cost structure
22. The orange juice manufacturers know that orange juice is most often consumed in the mornings. However, they would like to change
this and make the drink acceptable during other time periods during the day. Which form of segmentation would they need to work with
and establish strategy reflective of their desires?
a. gender segmentation
b. benefit segmentation
c. occasion segmentation
d. age and life-cycle segmentation
23. The typical method of retail operation used by supermarkets and catalog showrooms is called:
a. self-service retailing.
b. limited-service retailing.
c. full-service retailing.
d. service-merchandiser.
24. A(n) __________________ are computerized collections of information obtained from data sources within the company.
a. retrieval systems
b. marketing research reports
c. flow diagrams and PERT charts
d. internal databases
25. The total number of items that the company carries within its product lines refers to the ___________ of the product mix.
a. width
b. depth
c. length
d. consistency
26. The use of price points for reference to different levels of quality for a company's related products is typical of which product-mix
pricing strategy?
a. Optional-product pricing
b. Captive-product pricing
c. By-product pricing
d. Product line pricing
27. If a company's objective were to reach masses of buyers that were geographically dispersed at a low cost per exposure, the company
would likely choose which of the following promotion forms?
a. Advertising
b. Personal selling
c. Public relations
d. Sales promotion
28. Using a successful brand name to introduce additional items in a given product category under the same brand name (such as new
flavors, forms, colors, added ingredients, or package sizes) is called a(n):
a. line extension.
b. brand extension.
c. multibranding.
d. new brands.
29. Successful service companies focus their attention on both their customers and their employees. They understand
___________________, which links service firm profits with employee and customer satisfaction.
a. internal marketing
b. service-profit chains
c. interactive marketing
d. service differentiation
30. __________________ is quoted as saying that "everyone lives by selling something."
a. Bill Gates
b. Robert Louis Stevenson
c. Arthur Miller
d. Henry Ford
31. Anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need is called a(n):
a. idea.
b. demand.
c. product.
d. service.