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MKTG 300 Final Exam Study Guide

Terms in this set (19)

The _____ is the starting point in creating a marketing mix.
a. price
b. product
c. distribution channel
d. promotional media
e. production line
B. product
There are a number of detergents marketed under the Tide brand including detergent with and without fabric softener, with and without bleach, with various pleasing smells, and fragrance-free. The large variety of detergents marketed under the Tide brand is an example of a:
a. marketing mix
b. product line
c. product mix
d. product equity
e. mix consistency
B. product line
A consumer who consistently and repeatedly purchases the same brand is said to have:
a. brand loyalty
b. product equity
c. product loyalty
d. product repetition
e. store loyalty
A. brand loyalty
Which of the following is the LEAST likely source for new-product ideas?
a. a company's distributors
b. its customers
c. its employees
d. its financial lenders
e. its competitors
D. its financial lenders
_____ is the first filter in the new-product development process. It serves to eliminate new-product ideas that are inconsistent with the organization's new-product strategy or are obviously inappropriate for some other reason.
a. Applied diffusion
b. Introductory diffusion
c. Business analysis
d. Test marketing
e. Idea screening
E. Idea screening
Toothpaste is sold in grocery stores, service stations, convenience stores, drugstores, discount stores, and motel vending machines. This is a example of a(n) _____ distribution strategy.
a. exclusive
b. reciprocal
c. selective
d. horizontal
e. intensive
E. intensive
The Canadian lobster harvest requires special handling coupled with rapid transportation to ensure the cargo reaches destinations alive. The favored transportation mode would be:
a. air
b. water
c. truck
d. pipeline
e. rail
A. air
Small neighborhood florists, shoe stores, and ethnic food markets are most likely to be:
a. supercenters
b. franchise outlets
c. membership clubs
d. chain stores
e. independent retailers
E. independent retailers
According to the text, one way supermarkets establish long-term relationships with their customers is to:
a. conduct longitudinal focus-group studies
b. avoid any obviously ethnic appeal
c. limit the number of nonfood items carried by the stores
d. create and use loyalty marketing programs
e. create customer correlation studies
D. create and use loyalty marketing programs
Marketers use public relations to:
a. earn public understanding and acceptance
b. communicate with the community in which they operate
c. educate the public about company goals
d. introduce new products
e. do all of these things
E. do all of these things
_____ is any form of sponsor-identified, impersonal paid mass communication.
a. Advertising
b. Publicity
c. Promotion
d. Public relations
e. Nonpaid communication
A. Advertising
_____ advertising is designed to enhance a company's image rather than promote a particular product.
a. Publicity
b. Institutional
c. Pioneering
d. Selective
e. Image
B. Institutional
_____ advertising is used to stimulate demand for a new product or product category and is heavily utilized during the introductory stage of the product life cycle.
a. Comparative
b. Innovative
c. Focused
d. Image
e. Pioneering
E. Pioneering
_____ sales promotions are targeted toward the ultimate end-user market.
a. Facilitating
b. Intermediary
c. Pull
d. Consumer
e. Trade
D. Consumer
_____ is direct communication between a sales representative and one or more prospective buyers for the purpose of making a sale.
a. Trade promotion
b. Sales promotion
c. Public relations
d. Personal selling
e. Direct marketing
D. Personal selling
At Wal-Mart, Randi saw a bag of daffodil flower bulbs and a box of plant fertilizer. The items, which were sold together, retailed at $28.50, but were marked down to $19.99. The retailer sold one at the $28.50 price, and five at $19.99 each. The retailer's revenue from selling six bundles is:
a. $19.99
b. $28.50
c. $99.95
d. $128.45
e. cannot be calculated with the information provided
D. $128.45
A company using market share pricing has a _____ pricing objective.
a. profit-oriented
b. sales-oriented
c. demand-oriented
d. supply-oriented
e. status quo
B. sales-oriented
A penetration pricing strategy tends to be most effective:
a. when demand is relatively inelastic
b. under unitary conditions
c. in price-sensitive markets
d. when the company can only perform small production runs
e. if unit costs are high
C. in price-sensitive markets
McDonald's used expertise developed in Brazil's inflationary environment to deal with the economic environment in Russia when it exhibited similar inflationary tendencies. This experience would have most strongly influenced McDonald's _____ strategy.
a. Pricing
b. Promotion
c. Distribution
d. product adaptation
e. product invention
A. Pricing
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