81⟩ Even though buying roles in the family change constantly, the ___________ has traditionally been the main purchasing agent for the family.
* a) Wife
* b) Husband
* c) Teenage children
* d) Grandparent
Answer a
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173 Marketing Questions And Answers
82⟩ A ________________ is a promotion strategy that calls for using the sales force and trade promotion to move the product through channels.
* a) Push strategy
* b) Pull strategy
* c) Blocking strategy
* d) Integrated strategy
Answer a
83⟩ Which of the following is NOT one of the five stages of the buyer decision process?
* a) Need recognition
* b) Brand identification
* c) Information search
* d) Purchase decision
Answer b
84⟩ The purpose of strategic planning is to find ways in which the company can best
* a) Overcome losses.
* b) Use its strengths to take advantage of attractive opportunities in the environment.
* c) Avoid paying taxes.
* d) Avoid the expense of costly research and development while still getting the benefits.
Answer b
85⟩ Consumer goods with unique characteristics or brand identification often requiring a special purchase effort are called
* a) Custom products
* b) Specialty products
* c) Convenience products
* d) Shopping products
Answer b
86⟩ A _____________ is a need that is sufficiently pressing to direct the person to seek satisfaction.
* a) Motive
* b) Want
* c) Demand
* d) Requirement
Answer a
87⟩ The "in" suppliers are most likely to get nervous and feel pressure to put their best foot forward in which of the following types of buying situations
* a) Modified re-buy
* b) New task buying
* c) Straight, re-buy
* d) Indirect re-buy
Answer a
88⟩ According to the text, the most dramatic of the environments that affect marketing and appears to be now shaping our world is the ________________ environment.
* a) Natural
* b) Demographic
* c) Economic
* d) Technological
Answer d
89⟩ a(n) _______________________ is a retail store that carries a narrow product line with a deep assortment within that line.
* a) Shopping goods store
* b) Convenience store
* c) Specialty store
* d) Department store
Answer c
90⟩ If a firm were to bid to do a "turnkey" operation where they would choose a building site, designing a cement factory to build the plant, hire construction crews, assemble materials and equipment to run the new factory, and turn over the finished factory ready to operate to the owners, the firm would be using which of the following?
* a) Core process products selling
* b) Design products selling
* c) Reciprocal selling
* d) Systems selling
Answer d
91⟩ Traditionally, companies have defined their businesses in product terms or in technological terms. However, mission statements should be all of the following except
* a) Market oriented.
* b) A statement of religion
* c) Motivating
* d) Based on distinctive competencies
Answer b
92⟩ A companys compensation plan should reflect its overall marketing strategy. For example, if the overall strategy is to grow rapidly and gain market share, the compensation plan should reward
* a) Loyalty and perseverance
* b) Spot selling and old product rejuvenation
* c) High sales performance and encourage capturing new accounts
* d) High pressure situations and competitive reaction
Answer c
93⟩ If Toyota describes one of its cars of the future as being "a moderately priced subcompact designed as a second family car to be used around town; the car is ideal for running errands and visiting friends," then the company has just stated a potential new product in terms of a(n)
* a) Product idea
* b) Product image
* c) Product concept
* d) Product feature
Answer c
94⟩ All of the following are criticisms leveled against marketing by critics except
* a) Harming consumers through high prices
* b) Harming consumers through deceptive practices
* c) Harming consumers through high-pressure selling
* d) Harming consumers through too many product choices
Answer d
95⟩ R&D and engineering first produce the product concept into a physical product during which of the following stages of the new product development process.
* a) Concept development and testing
* b) Marketing strategy
* c) Business analysis
* d) Product development
Answer d
96⟩ A price reduction to buyers who buy in large volumes is called a(n)
* a) Quantity discount
* b) Cash discount
* c) Seasonal discount
* d) Trade discount
Answer a
97⟩ If a consumer describes a car as being the "most economical car on the market," then this descriptor is a
* a) Rule
* b) Attitude
* c) Belief
* d) Cue
Answer c
98⟩ ________________ is a philosophy holding that a company s marketing should support the best long-run performance of the marketing system.
* a) Enlightened marketing
* b) Myopic marketing
* c) Fundamental marketing
* d) Conceptual marketing
Answer a
99⟩ A company is practicing ________________ if it focuses on sub segments with distinctive traits that may seek a special combination of benefits.
* a) Micromarketing
* b) Niche marketing
* c) Mass marketing
* d) Segment marketing
Answer b
100⟩ Conflicts between different levels of the same channel of distribution are referred to as
* a) Horizontal conflicts
* b) Vertical conflicts
* c) Layer-based conflicts
* d) Parallel conflicts
Answer b
