21⟩ 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
Answer b
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173 Marketing Questions And Answers
22⟩ In determining sales force 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
Answer b
23⟩ __________________ 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
Answer c
24⟩ 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
Answer c
25⟩ 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
Answer d
26⟩ _______________ describes changes in an individuals behavior arising from experience.
* a) Modeling
* b) Motivation
* c) Perception
* d) Learning
Answer d
27⟩ Concerns that the manufacturers of harmful products such as tobacco have influence on lawmakers to the detriment of the public interest are 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
Answer d
28⟩ 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
Answer a
29⟩ Sellers that handle their own exports are engaged in
* a) Direct exporting
* b) Indirect exporting
* c) Licensing
* d) Contract manufacturing
Answer a
30⟩ 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
Answer d
31⟩ ____________ have contractual authority to sell a manufacturers entire output.
* a) Selling agents
* b) Rack jobbers
* c) Manufacturer's agents
* d) Purchasing agents
Answer a
32⟩ 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
Answer b
33⟩ 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 times 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
Answer c
34⟩ ________________ includes practices such as overstating the products 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
Answer a
35⟩ 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
Answer a
36⟩ 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
Answer d
37⟩ If a companys 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
Answer a
38⟩ 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
Answer c
39⟩ The use of price points for reference to different levels of quality for a company is related products are typical, of which product-mix pricing strategy
* a) Optional-product pricing
* b) Captive-product pricing
* c) By-product pricing
* d) Product line pricing
Answer d
40⟩ 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) Multi-branding
* d) New brands
Answer a
