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1) According to the text, marketing means:
A.
Selling.
B.
Much more than selling and advertising.
C.
Producing and selling.
D.
Advertising.
2) Predicting what types of bicycles different customerswill want and deciding which of these customers the business
will try to satisfy are activities a firm should do as part of
A.
Marketing.
B.
Making goods or performing services.
C.
Production.
D.
A command economy.
3) Which of the following statements best describes the modern view of marketing?
A.
Marketing is concerned with generating a single exchange between a firm and a customer.
B.
Marketing begins with anticipating potential customer needs.
C.
The job of marketing is to get rid of whatever the company is producing.
D.
Marketing should take over production, accounting, and financial services within a firm.
4) Which of the following statements regardingmarketing strategies is FALSE?
A.
It is useful to think of the marketing strategy planning process as a narrowing-down process.
B.
These strategies require decisions about the specificcustomers the firm will target and the marketing mix the firm will
develop to appeal to that target market.
C.
Developing successful marketing strategies does not need to be a hit-or-miss proposition.
D.
These strategies must meet the needs of targetcustomers, and a firm is likely to get a competitive advantage if it just
meets needs in the same way as some other firm.

2. 5) Professional Dental Supply has been successfully selling dental instruments to dentists for the past 20 years, and
has developed strong customer relations. When looking for new marketing opportunities, Professional Dental Supply
will most likely look first at
A.
Market development.
B.
Product development.
C.
Market penetration.
D.
Diversification.
6) To compete more successfully with its many competitors offering packaged cookies, Famous Amos added its own
line of extra chunky premium cookies. This seems to be an effort at:
A.
Combination.
B.
Product development.
C.
Market development.
D.
Market penetration.
7) Which of the following is true?
A.
The product P in the marketing mix stands for only physical goods.
B.
The product P in the marketing mix stands for both physical goods and tangible
C.
The product P in the marketing mix stands for only tangible merchandise.
D.
The product P in the marketing mix stands for both physical goods and services.
8) The marketing mix:
A.
Includes four variables-advertising, personal selling, customer service, and sales promotion.
B.
Helps to organize the marketing strategy decision areas.
C.
Includes four variables-People, Place, Promotion, and Price.
D.
Includes the target market.
9) The four Ps of a marketing mix are:
A.
Product, Place, Promotion, and Price
B.
Product, Price, Promotion, and Profit

3. C.
Production, Personnel, Price, and Physical Distribution
D.
Promotion, Production, Price, and People
10) Hewlett-Packard sells personal computers through specialty computer stores, electronics superstores, and its
own Internet site. The marketing mix variable that is being considered here is:
A.
Placement.
B.
Product.
C.
Pricing.
D.
Promotional.
11) When one considers the strategy decisions organized by the four Ps, branding is related to packaging as:
A.
Branding is to pricing.
B.
Personal selling is to mass selling.
C.
Store location is to sales force selection.
D.
Production is to marketing.
12) Big Fizz Co., a manufacturer of cola-flavored drinks, wants to add packaged fruit juices to its existing product line.
Big Fizz must make some decisions regarding packaging and branding of the fruit juices. These decisions would fall
under which variable of themarketing mix?
A.
Price
B.
Promotion
C.
Product
D.
Place
13) The main difference between a marketing strategy and a marketing plan is that?
A.
A marketing strategy omits pricing plans.
B.
A marketing strategy provides more detail
C.
Time-related details are included in a marketing plan.
D.
A marketing plan includes several marketing strategies.
14) A marketing plan is:

4. A.
A marketing strategy—plus the time-related details for carrying it out.
B.
A target market and a related marketing mix.
C.
A marketing program.
D.
A marketing strategy.
15) Which of the following is part of a completemarketing plan?
A.
Competitors' marketing strategies.
B.
What company resources (costs) are required and at what rate.
C.
How different marketing mixes (for different target markets) relate to each other.
D.
All of these.
16) Target marketing, in contrast to mass marketing,
A.
Ignores markets that are large and spread out.
B.
Focuses on fairly homogeneous market segments.
C.
Is limited to small market segments.
D.
Assumes that all customers are basically the same.
17) Good marketing strategy planners know that:
A.
Mass marketing is often very desirable and effective.
B.
The terms mass marketing and mass marketer mean basically the same thing.
C.
Firms like Nabisco and WalMart are too large to aim at clearly defined target markets.
D.
Target marketing does not limit one to small market segments.
18) Marketing strategy planners should recognize that:
A.
Large firms like General Electric, Target, and Procter & Gamble are too large to aim at clearly defined markets.
B.
Target marketing is not limited to small market segments.
C.
Target markets should not be large and spread out.
D.
Mass marketing is often

5. 19) The process of naming broad product-markets and then segmenting them in order to select target markets and
develop suitable marketing mixes is called:
A.
Market development.
B.
Market research.
C.
Market penetration.
D.
Market segmentation.
20) ______________ is the process of naming broad product-markets and then segmenting these broad product-
markets in order to select target markets and develop suitable marketing mixes.
A.
Market positioning
B.
Diversification
C.
Mass marketing
D.
Market segmentation
21) Clustering techniques applied to segmenting markets
A.
Usually require computers to group people based on data from market research.
B.
Remove the need for managerial judgment.
C.
Eliminate the need for marketing managers to specify in advance what dimensions might be relevant for grouping
consumers.
D.
All of the above are true.
22) Procedures that develop and analyze new information to help marketing managers make decisions are called:
A.
Strategy planning.
B.
Marketing research.
C.
Analytical research.
D.
Operational planning.
23) A ______________ is an organized way of continually gathering and analyzing data to get information to
help marketing managers make ongoing decisions.
A.
Marketing information system
B.

6. Marketing research department
C.
Marketing research project
D.
Marketing model
24) ________________ ________________ utilizesqualitative and quantitative analysis procedures to helpmarketing
managers make more informed decisions.
A.
Marketing planning.
B.
Marketing research.
C.
Marketing structure.
D.
Marketing processing.
25) Procedures that develop and analyze new information to help marketing managers make decisions are called:
A.
Operational planning.
B.
Strategy planning.
C.
Analytical research.
D.
Marketing research.
26) Focus groups:
A.
Yield results that are largely dependent on the viewpoint of the researcher.
B.
Are usually composed of 10 to 15 people as participants.
C.
Always do a good job of representing the broader target market.
D.
Are expensive compared to other marketing research methods.
27) Marketing research which seeks structured responses that can be summarized is called:
A.
Focus group research.
B.
Situation analysis research.
C.
Qualitative research.
D.
Quantitative research.

7. 28) The marketing manager at Massimino & McCarthy, a chain of retail stores that sells men's clothing, is
reviewing marketing research data to try to determine if changes in marketing strategy are needed. Which of the
following sources of data would be a secondary data source?
A.
Making phone calls to some of the best customers to learn their interest in a new line of clothing.
B.
Spending time in stores observing customers' behavior.
C.
Looking through the company's marketing information system to see past sales trends.
D.
Reviewing videotapes of a recent focus group.
29) A small manufacturing firm has just experienced a rapid drop in sales. The marketing manager thinks that he
knows what the problem is and has been carefully analyzing secondary data to check his thinking. His next step
should be to:
A.
Develop a formal research project to gather primary data.
B.
Conduct an experiment.
C.
Conduct informal discussion with outsiders, including intermediaries, to see if he has correctly defined the problem.
D.
Develop a hypothesis and predict the future behavior of sales.
30) The attitudes and behavior patterns of people are part of the?
A.
Social and cultural environment.
B.
Political environment.
C.
Competitive environment.
D.
Firm's resources and objectives.
31) Market segmentation?
A.
Is the same thing as positioning.
B.
Assumes that most submarkets can be satisfied by the same marketing mix.
C.
Tries to identify homogeneous submarkets within a product-market.
D.
Means the same thing as marketing strategy planning.
32) Which is the first step in market segmentation?
A.
Naming a broad product-market of interest to the firm.
B.

8. Clustering people with similar needs into a market segment.
C.
Evaluating market segments to determine if they are large enough.
D.
Finding one or two demographic characteristics to divide up the whole mass market.
33) The first step in market segmentation should be.
A.
Finding a demographic group likely to use your products
B.
Evaluating what segment(s) you currently serve
C.
Defining some broad product-markets where you may be able to operate profitably
D.
Deciding what new product you could develop
34) Which of the following is NOT one of the text's product life cycle stages?
A.
Market maturity
B.
Market introduction
C.
Market growth
D.
Market penetration
35) The product life cycle:
A.
Describes the stages a new product idea goes through from beginning to end.
B.
Applies more to individual brands than to categories or types of products.
C.
Shows that sales and profits tend to move together over time.
D.
Has five major stages.
36) Which of the following is a DEMOGRAPHIC segmenting dimension?
A.
Rate of use.
B.
Type of problem solving.
C.
Family life cycle.
D.
Brand familiarity.
37) Tom and Sally Jones are preparing to purchase a new car. He currently has a Toyota Camry and she has a
Honda Accord. They now have two children under age 5, so they plan to trade in Sally's car to purchase a minivan.
Sally and Tom decided on a Honda Odyssey because Sally is familiar with Hondas and thinks they are very reliable.

9. In this purchase situation, Tom and Sally's family life cycle stage is a _____________ segmentation dimension, and
the benefit Sally seeks (reliability) is a _____________ segmentation dimension?
A.
Geographic; behavioral
B.
Demographic; behavioral
C.
Demographic; geographic
D.
Geographic; demographic
38) During the market introduction stage of the product life cycle?
A.
Most potential customers are quite anxious to try out the new-product concept.
B.
Products usually show large profits if marketers have successfully carved out new markets.
C.
Funds are being invested in marketing with the expectation of future profits.
D.
Considerable money is spent on promotion while place development is left until later stages.
39) During the MARKET INTRODUCTION stage of the product life cycle:
A.
Large profits are typical—until competition arrives.
B.
Much money is spent on Promotion, while spending on Place is left until later.
C.
Money is invested—in the hope of FUTURE profits.
D.
Price and promotion are more important than Place and Product.
40) Which of the following observations concerning the market maturity stage is NOT TRUE:
A.
New firms cannot enter the market at this stage.
B.
There is a long-run downward pressure on prices.
C.
Promotion costs rise and some competitors cut prices to attract business.
D.
Many aggressive competitors have entered the race for profits.
41) SGCA is having a sales contest to encourage retailers to quickly reduce the inventory of SuperGamer computers.
Retailers with the highest sales during the next month win an expense paid trip to a special dealer meeting at a resort
in Hawaii. This is
A.
An example of cooperative advertising.
B.
The type of promotion that continues to impact sales even after the promotion is over.

10. C.
Probably illegal because it might encourage price competition among retailers.
D.
An example of a producer using sales promotion in the channel.
42) Advertising allowances
A.
Involve intermediaries and producers sharing in the cost of ads.
B.
Allow for coordination and integration of ad messages in the channel.
C.
Are price reductions to firms further along in the channel to encourage them to advertise or otherwise promote the
firm's products locally.
D.
Set the allowance amount as a percent of the retailer's actual purchases.
43) Price reductions given to channel members to encourage them to advertise or otherwise promote a firm's
products locally are:
A.
Push money allowances.
B.
Brokerage allowances.
C.
Advertising allowances.
D.
Quantity discounts.
44) Noise (in the traditional communication process) refers to
A.
Any distractions that reduce the effectiveness of the communication process.
B.
Efforts by a firm's competitors to block its message channel.
C.
Messages which are too loud or bold.
D.
Radio advertising interference only.
45) American Tourister, Inc.-a producer of luggage-is planning to introduce a new product line.
The marketingmanager is having her sales force call on retailers to explain American Tourister's
consumer advertising plans, the unique features of the new luggage, how the distributors can best promote it, and
what sales volume and profit margins they can reasonably expect. This is an example of
A.
A pulling policy.
B.
Intensive distribution.
C.
Selective distribution.
D.

11. A pushing policy.
46) A producer using normal promotion efforts-personal selling, sales promotion, and advertising-to help sell a
whole marketing mix to possible channel members has
A.
A selective distribution policy..
B.
A pushing policy.
C.
An intensive distribution policy.
D.
A target marketing policy.
47) Which of the following statements about positioning is NOT TRUE?
A.
It refers to how customers think about proposed or present brands in a market.
B.
Positioning issues are especially important when competitors in a market are very dissimilar.
C.
It often makes use of techniques such as perceptual mapping.
D.
It helps marketing managers know how customers view the firm's offering.
48) Quality Ceramic, Inc. (QCI) defined five submarkets within its broad product-market. To obtain some economies
of scale, QCI decided NOT to offer each of the submarkets a different marketing mix. Instead, it selected two
submarkets whose needs are fairly similar, and is counting on promotion and minor product differences to make its
one basic marketing mix appeal to both submarkets. QCI is using the
A.
Mass marketing approach.
B.
Single target market approach
C.
Combined target market approach.
D.
Multiple target market approach.
49) Which of the following is NOT a trend affectingmarketing strategy planning in the area of internationalmarketing?
A.
Decreasing role of airfreight.
B.
More attention to exporting by small companies.
C.
Tensions between have and have-not cultures.
D.
Global communication over the Internet.
50) When a company grows globally, this is an example of:
A.
Market penetration.

12. B.
Product development.
C.
Market development
D.
Diversification.
51) A _____ is a market with very similar needs and sellers offering various close substitute ways of satisfying those
needs.
A.
Product-market
B.
Standard market
C.
Generic market
D.
Target market
52) Identify the incorrect statement about sales promotions.
A.
The availability of more ad agencies and specialists has spurred growth in sales promotions.
B.
Sales promotions can be used as tools to overcome consumer price resistance.
C.
Sales promotions have increased because of competition in emerging markets.
D.
Changes in technology have made sales promotions more efficient.
53) Which of the following is a key trend affectingmarketing strategy planning?
A.
Growth of marketing information systems.
B.
Slower new-product development.
C.
Senior and ethnic submarkets are getting smaller.
D.
Less use of technology in personal selling.
54) Which of the following statements DOES NOT indicate that a marketing manager is about to make a serious
mistake?
A.
"I try to place myself in the position of the consumer and do unto others as I would have them do unto me."
B.
"International competition is just a fad. We can ignore it."
C.
"When it comes to my marketing strategy, if it ain't broke, don't fix it."
D.

13. "I leave marketing applications of technology to the information technology staff. There's no need for me to learn
about them."
55) It is usually the _________ job, perhaps with help from specialists in technology, to decide what types of sales
technology tools are needed and how they will be used?
A.
Marketing executive's.
B.
Sales manager's
C.
Purchasing manager's.
D.
Procurement manager's.
56) Which of the following statements about ethical behavior in business is true:
A.
The legal environment sets the minimum standards of ethical behavior.
B.
The legal environment sets the highest standards of ethical behavior.
C.
The legal environment sets the normative standards of ethical behavior.
D.
The legal environment sets the maximum standards of ethical behavior.
57) The future poses many challenges for marketing managers because?
A.
It is marketing managers who have full responsibility to preserve our macro-marketing system.
B.
New technologies are making it easier to abuse consumers' rights to privacy.
C.
Social responsibility applies only to firms-not to consumers.
D.