A. 1) Big Fizz Co., a manufacturer of cola-flavored drinks, wants to add packaged fruit juices to its existing product line. Big Fizz must ma Product B.  Place C.  Promotion D.  Price 2) Hewlett-Packard sells personal computers through specialty computer stores, electronics superstores, and its own Internet site. What is the marketing mix variable that is being considered here? A.  Price B.  Promotion C.  Product D.  Place 3) Marketing strategy planners should recognize that: A.  target markets should not be large and spread out B.  mass marketing is often very effective and desirable C.  large firms like General Electric, Target, and Procter & Gamble are too large to aim at clearly defined markets D.  target marketing is not limited to small market segments 4) Target marketing, in contrast to mass marketing, A.  is limited to small market segments B.  assumes that all customers are basically the same C.  ignores markets that are large and spread out D.  focuses on fairly homogeneous market segments 5) The process of naming broad product-markets and then dividing them in order to select target markets and develop suitable marketing mixes is called: A.  market penetration B.  market segmentation C.  market development D.  market research 6) ______________ 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.  Market segmentation C.  Mass marketing D.  Diversification 7) Marketing research which seeks structured responses that can be summarized is called A.  focus group research B.  quantitative research C.  qualitative research D.  situation analysis research 8) One of the major disadvantages of the focus group interview approach is that A.  ideas generated by the group cannot be tested later with other research B.  it is difficult to measure the results objectively C.  it is difficult to get in-depth information about the research topic D.  there is no interviewer, so the research questions may not be answered 9) When focus group interviews are used in marketing, A.  each person in the group answers the same questionnaire, to focus the discussion B.  the typical group size is 15 to 20 typical consumers whether online or off-line C.  it is primarily as a follow-up to more quantitative research D.  the research conclusions will vary depending on who watches the interview whether online or off-line 10) Focus groups A.  are usually composed of 10 to 15 people as participants B.  yield results that are largely dependent on the viewpoint of the researcher C.  always do a good job of representing the broader target market D.  have a low cost per participant 11) 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. .

1. A. 1) Big Fizz Co., a manufacturer of cola-flavored drinks,
wants to add packaged fruit juices to its existing product line.
Big Fizz must ma Product
B. Place
C. Promotion
D. Price
2) Hewlett-Packard sells personal computers through specialty
computer stores, electronics superstores, and its own Internet
site. What is the marketing mix variable that is being considered
here?
A. Price
B. Promotion
C. Product
D. Place
3) Marketing strategy planners should recognize that:
A. target markets should not be large and spread out
B. mass marketing is often very effective and desirable
C. large firms like General Electric, Target, and Procter &
Gamble are too large to aim at clearly defined markets
D. target marketing is not limited to small market segments
4) Target marketing, in contrast to mass marketing,
A. is limited to small market segments
B. assumes that all customers are basically the same
C. ignores markets that are large and spread out
D. focuses on fairly homogeneous market segments
5) The process of naming broad product-markets and then
dividing them in order to select target markets and develop
suitable marketing mixes is called:

2. A. market penetration
B. market segmentation
C. market development
D. market research
6) ______________ 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. Market segmentation
C. Mass marketing
D. Diversification
7) Marketing research which seeks structured responses that can
be summarized is called
A. focus group research
B. quantitative research
C. qualitative research
D. situation analysis research
8) One of the major disadvantages of the focus group interview
approach is that
A. ideas generated by the group cannot be tested later with
other research
B. it is difficult to measure the results objectively
C. it is difficult to get in-depth information about the research
topic
D. there is no interviewer, so the research questions may not be
answered
9) When focus group interviews are used in marketing,

3. A. each person in the group answers the same questionnaire, to
focus the discussion
B. the typical group size is 15 to 20 typical consumers whether
online or off-line
C. it is primarily as a follow-up to more quantitative research
D. the research conclusions will vary depending on who
watches the interview whether online or off-line
10) Focus groups
A. are usually composed of 10 to 15 people as participants
B. yield results that are largely dependent on the viewpoint of
the researcher
C. always do a good job of representing the broader target
market
D. have a low cost per participant
11) 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. conduct an experiment
B. develop a formal research project to gather primary data
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
12) 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?

4. A. Looking through the company's marketing information
system to see past sales trends
B. Reviewing videotapes of a recent focus group
C. Making phone calls to some of the best customers to learn
their interest in a new line of clothing
D. Spending time in stores observing customers' behavior
13) Which of the following statements about consumer products
is true?
A. Convenience products are those that customers want to buy
at the lowest possible price.
B. Shopping products are those products for which customers
usually want to use routinized buying behavior.
C. Specialty products are those that customers usually are least
willing to search for.
D. Unsought products are not shopped for at all.
14) The attitudes and behavior patterns of consumers making a
purchasing decision are part of the
A. political environment
B. social and cultural environment
C. competitive environment
D. firm's resources and objectives
15) The observing method in marketing research
A. uses personal interviews
B. may require customers to change their normal shopping
behavior
C. is used to gather data without consumers being influenced
by the process
D. is not suitable for obtaining primary data
16) The first step in market segmentation should be

5. A. deciding what new product you could develop
B. evaluating what segments you currently serve
C. finding a demographic group likely to use your products
D. defining some broad product-markets where you may be able
to operate profitably
17) The product life cycle
A. describes the stages a new product idea goes through from
beginning to end
B. has three major stages
C. applies to categories or types of products as opposed to
brands
D. shows that sales and profits tend to move together over time
18) Which of the following is one of the product life cycle
stages?
A. Market analysis
B. Market growth
C. Market feedback
D. Market research
19) While watching a television program, Liza gets a phone call
just as a commercial is starting. She presses the mute button on
the television's remote control and takes the call, so she pays no
attention to the commercial. In terms of the communication
process, the telephone call is an example of what?
A. Encoding
B. Noise
C. Decoding
D. Feedback
20) Which of the following functions are performed by

6. wholesalers in the channel of distribution?
A. Providing information to retailers
B. Placing radio advertisements for retailers
C. Placing newspaper advertisements for retailers
D. Providing goals for retailers
21) Typically the ______________ and the marketing manager
are responsible for building good distribution channels and
implementing place policies.
A. public relations manager
B. sales manager
C. advertising manager
D. human resources manager
22) 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. probably illegal because it might encourage price
competition among retailers
B. an example of cooperative advertising
C. the type of promotion that continues to impact sales even
after the promotion is over
D. an example of a manufacturer using trade sales promotion in
the channel
23) Advertising allowances
A. are incentive monies given to firms further along in the
channel to encourage them to advertise or otherwise promote
the firm's products

7. B. involve intermediaries and producers sharing in the cost of
ads
C. allow for coordination and integration of ad messages in the
channel
D. set the allowance amount as a percent of the retailer's actual
purchases
24) Price reductions given to channel members to encourage
them to promote or otherwise promote a firm's products locally
are
A. quantity discounts
B. brokerage allowances
C. push money allowances
D. advertising allowances
25) A producer using very aggressive promotion to get final
consumers to ask intermediaries for a new product has
A. a pulling policy
B. a target marketing policy
C. a selective distribution policy
D. a pushing policy
26) Nantucket Hammocks, Inc., uses dealer incentives,
discounts, and sales contests in order to encourage retailers to
give special attention to selling its products. Nantucket
Hammocks is using
A. exclusive distribution
B. a corporate channel system
C. dual distribution
D. pushing
27) Quality Ceramic, Inc., (QCI) defined five submarkets within
its broad product-market. To obtain some economies of scale,

8. 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. combined target market approach
B. single target market approach
C. multiple target market approach
D. mass marketing approach
28) When segmenting broad product-markets, cost
considerations tend
A. to encourage managers to disregard the criterion that a
product-market segment should be substantial
B. to lead to more aggregating
C. to be unimportant as long as the segmenting dimensions are
operational
D. to lead to a large number of small, but very homogeneous,
product-market segments
29) ______________ focuses on introducing new products to
existing markets.
A. Market development
B. Product development
C. Diversification
D. Market penetration
30) When a company grows globally by introducing existing
product lines to new markets, this is an example of what?
A. Market development
B. Product development

9. C. Diversification
D. Market penetration