121⟩ The type of sales force structure in which the sales force sells along product lines is called a
* a) Territorial sales force.
* b) Product sales force.
* c) Customer sales force.
* d) Retail sales force.
Answer b
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173 Marketing Questions And Answers
122⟩ A "three-day cooling off period" in which buyers can cancel a contract after re-thinking it is to protect the consumer from which of the below
* a) Creative selling
* b) High pressure selling
* c) Detail selling
* d) Hard core selling
Answer b
123⟩ ________________ is screening new-product ideas in order to spot good ideas and drop poor ones as soon as possible.
* a) Idea generation
* b) Concept development and testing
* c) Idea screening
* d) Brainstorming
Answer c
124⟩ The practice of going after a large share of a smaller market or subsets of a few markets is called
* a) Undifferentiated marketing
* b) Differentiated marketing
* c) Concentrated marketing
* d) Turbo marketing
Answer c
125⟩ When Coca-Cola and Nestle formed a joint venture to market a ready-to-drink coffee and tea worldwide, the type of marketing system that was formed would best be described as being a(n)
* a) Vertical marketing system
* b) Parallel marketing system
* c) Diversified marketing system
* d) Horizontal marketing system
Answer d
126⟩ When a marketing research organization chooses a segment of the population that represents the population as a whole, they have chosen a _______________.
* a) Group
* b) Bi-variant population
* c) Sample
* d) Market target
Answer c
127⟩ The goal of the marketing logistics system should be to provide
* a) A targeted level of promotional support
* b) A targeted level of customer service at the least cost
* c) A targeted level of transportation expense ratio
* d) A targeted level of field support
Answer b
128⟩ Setting the promotion budget to match the budgets of the competition is characteristic of which of the following budget methods
* a) Affordable method
* b) Percentage-of-Sales method
* c) Competitive-parity method
* d) Objective-and-task method
Answer c
129⟩ Technological advances, shifts in consumer tastes, and increased competition, all of which reduce demand for a product are typical of which stage in the PLC.
* a) Decline stage
* b) Introduction stage
* c) Growth stage
* d) Maturity stage
Answer a
130⟩ If a company (considering its options on the product/market expansion grid) chooses to move into different unrelated fields (from what it has ever done before) with new products as a means to stimulate growth, the company would be following which of the following general strategies
* a) Market penetration
* b) Market development
* c) Product development
* d) Diversification
Answer d
131⟩ If Honda uses its company name to cover such different products as its automobiles, lawn mowers, and motorcycles, it is practicing which of the following strategies?
* a) New brand strategy
* b) Line extension strategy
* c) Multi-brand strategy
* d) Brand extension strategy
Answer d
132⟩ One of the most common problems with using internal database information is that
* a) Since it was probably collected for some other purpose, it may be incomplete or wrong.
* b) It is usually expensive to retrieve.
* c) Top executives are usually unwilling to relinquish data; therefore, the data has limits.
* d) The data is usually unsecured and, therefore, suspect as to reliability.
Answer d
133⟩ Regulations that arise to ensure that firms take responsibility for the social costs of their products or production processes stem from which reason for government legislation of business
* a) To protect companies from each other
* b) To protect consumers from unfair business practices
* c) To protect the interests of society
* d) To protect businesses from unfair consumer demands
Answer a
134⟩ All of the following are thought to be sources of new product ideas except
* a) Internal sources
* b) Customers
* c) Competitors
* d) The local library
Answer d
135⟩ Today, advertising captures about ____ percent of total promotion spending.
* a) 15
* b) 23
* c) 29
* d) 33
Answer b
136⟩ The first modern environmental movement in the United States began in the
* a) 1940s
* b) 1950s
* c) 1960s and 1970s
* d) mid-1980s
Answer c
137⟩ Costs that do not vary with production or sales levels are called
* a) Fixed costs
* b) Variable costs
* c) Standard costs
* d) Independent costs
Answer a
138⟩ Each salesperson is assigned to an exclusive area in which to sell the company s full line of products or services in which type of sales force structure
* a) Territorial sales force.
* b) Product sales force.
* c) Customer sales force.
* d) Hybrid sales force.
Answer a
139⟩ In 1985, the Coca-Cola Company made a classic marketing blunder with its deletion of its popular Coca-Cola product and introduction of what it called New Coke. Analysts now believe that most of the company s problems resulted from poor marketing research. As the public demanded their "old Coke" back, the company relented and reintroduced Coca-Cola Classic (which has regained and surpassed its former position) while New Coke owns only 0.1 percent of the market. Which of the following marketing research mistakes did Coca-Cola make?
* a) They did not investigate pricing correctly and priced the product too high.
* b) They did not investigate dealer reaction and had inadequate distribution.
* c) They defined their marketing research problem too narrowly.
* d) They failed to account for the Pepsi Challenge taste test in their marketing efforts.
Answer c
140⟩ The process that turns marketing strategies and plans into marketing actions in order to accomplish strategic marketing objectives is called
* a) Marketing strategy
* b) Marketing control
* c) Marketing analysis
* d) Marketing implementation
Answer d
