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1. UOP STR 581 Week 6 Individual Capstone
Final Exam Part 3 NEW
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1.Tarow is a leading manufacturer of designer

2. handbags. The company has stores all over
the world and is especially famous for the
high-quality leather used in its handbags.
However, the company soon realizes that a
cheap liquor brand has been using its logo for
the past six months. In this scenario, the
company owning the liquor brand is guilty of
__________.
blurring
tarnishment
reverse engineering
conscious parallelism
2
Felicia, a marketing executive of Trinola Inc.,
a manufacturer of nutritional supplements,
visits a high school to promote Trinola’s
products. She conducts a survey among
students and classifies them into three
groups: those who do not take any nutritional

3. supplements, those who take Trinola’s
nutritional supplements, and those who
prefer nutritional supplements of other
brands. Felicia talks to the first group about
the importance of consuming nutritional
supplements and to the second group about
Trinola’s products in detail. To the third
group, she explains why Trinola’s products
are better than those of other brands. In this
scenario, which of the following types of
market segmentation does Felicia employ?
Psychographic segmentation
Demographic segmentation
Geographic segmentation
Behavioral segmentation
3.
Which of the following statements is true of
social marketing programs?

4. They require an entirely different planning
process from what is used for traditional
products.
They are complex and time consuming.
They should be executed in a single phase.
They usually use a single tactic to achieve
their goals.
4.
Celestia's is a newly opened bakery that is
looking to reach more customers. Ria, a social
media marketer by profession and a regular
customer at the bakery, offers to help the
bakery establish a strong online presence. She
says that she will create a website for the
bakery and use various social media
platforms to promote the bakery’s goods and
services. In return, she is promised a free
supply of baked goods for the next three
months. Which of the following concepts does
this scenario illustrate?

5. Divesting
Positioning
Co-branding
Bartering
5.
Which of the following scenarios illustrates
the impact of political and legal forces on the
marketing environment?
After a shoe manufacturing company
experiences an increase in demand for its
products, it opens retail outlets in several
locations.
With the number of smartphone users on the
rise, Taalia Inc., an electronics company,
decides to create mobile advertisements for
its products in addition to print and television
advertisements.

6. The raise in the legal drinking age from 21 to
25 in Florida might force marketing managers
of alcohol companies to minimize their target
market and reposition their offerings.
Lianet Ltd. hires a gay individual as its
marketing manager in an attempt to
encourage diversity in the organization.
6.
An organization that decides to measure how
its marketing efforts influence its external
stakeholders is most likely to gauge __________.
resource adequacy
employees’ commitment to goals
employees’ desire to learn
consumer satisfaction
7.
Archofan Associates, a firm that specializes in

7. the sale of historical artifacts, comes into
possession of an antique royal crown. It
confirms the authenticity of the crown and
holds an auction to sell it. Several interested
buyers participate in the auction and quote
their prices. The price of the crown is raised
each time a person bids until Emily, a bidder,
offers an exorbitant price that no other bidder
is able to match. Archofan then sells the
crown to Emily. Which of the following types
of auctions does this scenario illustrate?
A minimum bid auction
A sealed-bid auction
An English auction
A Dutch auction
8.
Feisla Inc. is a manufacturer of high-end
smartphones. It therefore caters only to the
upper class and the upper middle class.

8. However, the company soon realizes that it
has enormous growth potential among
middle-class consumers. To tap this potential
market, it releases a new range of
smartphones that are less expensive. This
move proves to be successful and eventually
helps the company gain a larger market share.
Which of the following concepts does this
scenario illustrate?
Line modernization
Pure bundling
Line stretching
Dual branding
9.
The management of Aurosa Inc., a chain of
retail stores that sells home appliances,
observes that its expenditure on sales and
promotions is skyrocketing and decides to
implement a new pricing method to attract
more customers. It sets a fixed low price for

9. all the appliances offered in the store and
completely withdraws all promotion
activities. This builds confidence in customers
who dislike the uncertainty that comes with
price fluctuations. Which of the following
pricing methods does this scenario illustrate?
High-low pricing
Going-rate pricing
Auction-type pricing
Everyday low pricing
10.
Vatain Inc. is an apparel manufacturer that
markets its products based on consumers’
tastes and preferences. It has introduced
several brands to achieve this purpose.
Another brand is directed at high-end
customers who do not have budget
constraints. One brand caters to the fashion-
conscious customers who watch out for the

10. latest trends in fashion. Yet another brand is
meant to attract customers who value comfort
over fashion. In this scenario, which of the
following marketing strategies has Vatain
employed?
Multiple segment specialization
Mass marketing
Single-segment concentration
Differentiated marketing
11.
Eania Inc. manufactures toys and games for
children. After achieving a high growth rate
and establishing itself as a market favorite,
Eania introduces a clothing brand for adults.
In this scenario, Eania pursues a __________.
market-development strategy
diversification strategy

11. product-development strategy
market-penetration strategy
12.
Latia is a popular fruit juice brand in the food
and beverage market. Once the brand reaches
the maturity stage of the product life-cycle, its
growth rate begins to decline slowly. The
company that owns the brand decides to
adopt a market modification approach by
increasing the consumption rate among its
existing customers. Which of the following
strategies is most likely to help the company
achieve its goal?
Listing out reasons for potential customers to
try Latia fruit juices
Advertising the benefits of drinking Latia fruit
juices more than once a day
Making changes to the packaging of Latia

12. products
Identifying new market segments and
strategizing on the best ways to enter them
13.
Millennials are likely to be receptive to
marketing efforts that:
carry direct appeals where value is clear.
emphasize their role as grandparents.
align with their perception of retirement as a
new beginning.
address social and environmental issues.
14.
Rotego Inc., an automobile manufacturer,
releases two new models of cars. The first
model is an expensive luxury car targeted at

13. high-income groups, whereas the second
model is an affordable car targeted at low-
income groups. Through the introduction of
these two models, Rotego intends to present
itself as a company that caters to people
across all income groups. In this scenario,
which of the following types of market
segmentation does Rotego employ?
Behavioral segmentation
Demographic segmentation
Occasion segmentation
Geographic segmentation
15. An advantage of a firm pursuing multiple
segment specialization is that:
it creates the largest potential market for the
firm’s products.

14. it increases the extent to which the firm can
engage in mass customization.
it helps the firm achieve the lowest cost in
each segment.
it diversifies the firm’s risk across segments.
16.
16
Lanase, a leading producer of aerated drinks,
decides to introduce fruit juices and bottled
water into the market. The company’s budget
requires it to keep advertising and marketing
costs as low as possible. It therefore decides
to introduce the products under the company
brand name. Which of the following is a likely
consequence of the decision?
Consumers will buy the products since the
company name will be easily recognizable to
them.
If the products do not perform well in the

15. market, the company will not be affected
since it has not tied its reputation to the
products.
The development costs for future products
will be extremely high.
The company’s goodwill will be unaffected
since consumers will find it easy to
differentiate one product from another.
17.
Gallide is a warehouse retailer that conducts
special in-store demonstrations of certain
products. This allows potential customers to
see and feel the products for themselves and
be convinced that the products are worth
purchasing. The salespeople of the store
receive a bonus if a customer buys the
products after a demonstration. Which of the
following is a likely reason that the store has
adopted this approach for some of its
products?

16. Consumers know which brand they want to
purchase before they enter the store.
Consumers are inclined to make many of their
brand choices only when they are at the store.
Consumers respond well to the use of product
placement as an advertising technique.
Consumers are brand-conscious and display
high brand loyalty in certain product
categories.
18.
The __________ occurs when the demand for
plant and equipment in an organization turns
volatile because of the combined effects of the
normal year-to-year replacement demand
and the need to satisfy an increase or
decrease in consumer demand for the
organization’s products.
boomerang effect

17. billboard effect
acceleration effect
halo effect
19.
Ma Chère Inc. is a cosmetics store that has
introduced a new range of hair care products.
The store’s salespeople are being given a high
commission for every sale that they make on
these products. They are asked to
aggressively sell the products and target as
many potential customers as possible. In this
scenario, which of the following strategies is
being employed by the cosmetics store?
A pull strategy
A push strategy
Category extension
Brand extension

18. 20.
Mojo Marinade, a popular restaurant, creates
history by becoming the world’s first
restaurant to use lab-grown meat in its dishes.
It charges exorbitant prices for its dishes to
communicate its exclusivity to customers.
Over time, Mojo Marinade keeps reducing the
prices of its dishes and attracts customers
from different market segments. Which of the
following pricing objectives does this scenario
illustrate?
Maximum market skimming
Product-quality leadership
Partial cost recovery
Maximum market share
21.

19. Viva Pisto, a restaurant, has received
numerous complaints from customers about
its slow service and unfriendly waiters. The
management of the restaurant needs to
address these complaints promptly and
ensure that similar complaints do not arise in
the future. Which of the following practices
will help the restaurant restore customer
goodwill?
Monitoring social media only if there are
more than five complaints
Responding to customer complaints only if
they are raised formally
Taking a defensive stance if the complaints
are justified
Accepting responsibility for customers’
dissatisfaction and disappointment
22.
Which of the following scenarios illustrates
market-penetration pricing?

20. Aulaan, a newly established discount store,
sells products at prices that are very low
when compared to other stores.
Iratan, a manufacturer of smartphones, prices
its latest models between $600 and $700.
After a few months, it steadily reduces these
prices.
Bakers and Eaters, a confectionery company,
offers high-quality chocolates at affordable
rates.
Ban World Hunger is a nonprofit organization
that works to end world hunger. It relies on
donations and government grants for
financial support.
23.
Milk Genii Inc., a manufacturer of dairy
products, has a state-of-the-art manufacturing
facility where the processes of production and
packaging are carried out. After packaging,

21. the products are directly sold to customers
through the company’s outlets located in all
major cities. Which of the following marketing
channel levels does Milk Genii use in this
scenario?
A zero-level channel
A three-level channel
A one-level channel
A two-level chann
24.
Which of the following statements is true of
consumer markets?
The buyers in consumer markets are
geographically concentrated.
In consumer markets, purchasing is often
executed through intermediaries.

22. In consumer markets, sales are finalized after
multiple sales calls.
The suppliers in consumer markets customize
their products to suit the needs of consumers.
25.
Which of the following is a limitation of
marketing-mix modeling?
It is less effective at evaluating how different
marketing elements work together.
It overlooks the importance of incremental
growth.
It is not capable of isolating the impact of
specific marketing activities.
It does not allow marketers to conduct
multivariate analyses