Q.

It _____ refers to the latitude organizations bestow on their representatives to negotiate mutually satisfying
commitments with customers.

Empowerment

Q. What is the screening and concept testing stage of the new-product development process used to do?

Eliminate undesirable ideas and predict consumer acceptance

Q. _____________is the process by which learned information from customers is centralized and shared in order to
enhance the relationship between customers and the organization.

Knowledge management

Q. Kendra teaches high school science. She is also a wine expert, a PTA president, and an accomplished sculptor. Her
other interests include scrapbooking, gourmet cooking, and NASCAR. Marketers would categorize Kendra as _____.

Having a conforming lifestyle

Q. According to the criterion of _____, a selected segment must be large enough to warrant developing and
maintaining a marketing mix. Serving the specific needs of this segment must be commercially viable, even if the
number of potential customers is small.

Substantiality

Q. _____ products are products that are not known about or not actively searched for by consumers. These products
require aggressive personal selling and highly persuasive advertising.

Unsought

Q. _____ are intermediaries who facilitate the sales of a product from producer to end user by representing retailers,
wholesalers, or manufacturers and providing inputs as to the terms of the sale.

Agents and brokers

Q. A penetration strategy tends to be effective in a price-sensitive market. Thus, one of the purposes of penetration
pricing is to:

Discourage competitors from entering the market

Q. Caterpillar, Inc., a manufacturer of earthmoving equipment, uses completed drivetrains

engines/transmissions/axles), drivetrain components, electronic controls, hydraulic and electrohydraulic components
and systems, cooling systems, and undercarriage track systems produced by other organizations in its manufacturing
process. Caterpillar is an example of a(n):

original equipment manufacturer.

Q. ___ is any form of sponsor-identified, impersonal paid mass communication.

Advertising

Q. An emphasis on branding generally begins as firms use _____ advertising.

Competitive

Q. Some products are seen by consumers to differ in quality, style, suitability, and lifestyle compatibility. Comparisons
between these products are often quite difficult because they may have unique features and different levels of quality
and price. What would these products be classified as?

Heterogeneous shopping products.

Q. The difference between the retailer's cost and the selling price is the:
Mark-up Percentage

Q. Which of the following types of stores has a high gross margin, a narrow product assortment, and a high level of
service?

A specialty stores

Q. _____ is commonplace in business marketing, and can sometimes occur over several months

Negotiation

Q. ... Characteristics of individuals, groups, or organizations, to divide a total market into segments.

Segmentation Bases

Q. A marketing researcher is conducting a focus group interview with working mothers to learn how Kraft can better
meet their needs for convenience foods. What type of research does this represent?

Applied

Q. Dixie Furniture Company has recently moved to a new, larger location. At this new location, it has been unable to
attract sufficient customers. Its owner does not have the cash to pay the current loan installment due on the building
and inventory, so he decided to reduce all merchandise prices by at least 50 percent for a weekend sale to earn
enough to make his loan payment. His pricing objective can be classified as:

Sales maximization

Q. Yildiz Holding of Turkey purchased Godiva Chocolates from Campbells Soup Company. Campbells sold one of its:

Strategic business units (SBUs)

Q. Research is not custom designed for a particular client, but is designed and collected by the research company and
sold to multiple clients:

syndicated research

Q. In order to expand its sales into the U.S. market, BRL, an Australia-based winemaker, agreed to a merger with a
U.S.-based wine distribution company. According to Ansoff's Strategic Opportunity Matrix, BRL would be implementing
a _____ strategy.

Market development

Q. The well-known Nike swoosh is an example of a:

Brand Mark

Q. The Detroit Tigers,a Major League Baseball team,used customer satisfaction surveys of season ticket holders to
determine why the number of season ticket holders was declining.This survey was an example of a(n):

Focus Area

Q. For which of the following situations would a price-skimming strategy be most appropriate?

The introduction of a unique, roomy automobile model that has extremely low energy and fuel costs

Q. descriptive and causal research are also known as:

Exploratory Research

Q. Which of the following types of research would be considered quantitative research?

Experimental research
Q. A Company That Has A Market Orientation and Adheres To The Marketing Concept Does NOT: Select One:

fuel sales growth through the application of aggressive sales techniques

Q. A manufacturer of office furnishings is finding it difficult to compete with cheaper imported merchandise. Which of
the following is a potential source of new product ideas that would allow it to compete more effectively?

b) The company's employees c) Customers who have requested its catalogues e) Its foreign competitors

All of these

Q. The price of the good or service is a key decision for a marketer because it most significantly and directly affects the
product's.

Costs

Q. Which type of retail store would typically have the highest labor costs?

A department Store

Q. Consider a small southern town where more than half of the residents are African American and the rest are white.
A successful marketing campaign for this community would include:

Radio advertising

Q. If a company uses a sales orientation, consumer complaints would most likely result in:

A modification of the sales presentation

Q. Which of the following is an example of advocacy research.

A firm manipulates research questions to portray a favourable impression of its products

Q. Stores that are owned and operated as a group by a single organization are called _____

Home base stores

Q. Customer-centric is an internal management philosophy similar to:

Consumerism

Q. After the research team at Nabisco had generated more than two dozen new-product ideas for a substitute for
partially hydrogenated oils that tastes the same but has zero trans-fat, the company formed a committee to analyze
whether the product ideas were consistent with the organization new product strategy. This is called?

Idea screening

Q. The marketing campaign for Alpo dog food uses posters in veterinarians' offices, radio and television ads, and a
Web site to promote benefits of the dog food. In terms of the communication process, Alpo uses several different:

Channels

Q. _____ refers to the latitude organizations give their representatives to negotiate mutually satisfying commitments
with customers.

Empowerment

Q. Diversity is emerging as priority goal because:

the United States is becoming a truly multicultural society

Q. GE has recently reorganized from eleven businesses down to six core businesses. The purpose of this

reorganization is to transfer core competencies in different types of technologies among GE’s businesses. This

is an example of:

Increasing corporate relatedness.

Q. All of the following are factors in the external environment affecting marketing EXCEPT:

The marketing mix

Q. David is shopping for tires for his Audi. He looks in the yellow pages of the local phone book and calls Costco, Sam's
Club, Sears, and a local car repair shop. In his decisionmaking process, David is using:

Marketing-controlled information sources

Q. Marketers use _____ to segment markets because this information is widely available, and factors such as age or
gender are often related to consumer purchasing and consumption behaviour.

Demographics

Q. When Sony PlayStation users want to access amenities on the Sony Web site, they are required to log in and supply
information such as their name, e-mail address, and birth date. They are also given the opportunity to complete a
survey that captures much more information about them and their gaming habits. Sony gathers this information and
makes it available internally to better serve the customer. This is an example of a company using:

knowledge management

Q. Kendra teaches high school science. She is also a wine expert, a PTA president, and an accomplished sculptor. Her
other interests include scrapbooking, gourmet cooking, and NASCAR. Marketers would categorize Kendra as:

Having a component lifestyle

Q. The data collected specifically for the particular research project at hand is known as:

Primary Data

Q. The traditional approach for acquiring data from customers is through:

Channel interactions

Q. To be useful, a segmentation scheme must produce segments that meet four basic criteria:

Substantiality, Identifiability and Measurability, Accessibility and Responsiveness

Q. the well-known Nike swoosh is an example of a:

Brand mark

Q. A New Product strategy:

links the new-product development process with the objectives of the marketing department, the business unit, and
the corporation

Q. Apple iTunes has sold over five billion downloads.Without iTunes,the demand for the Apple iPod line of products
would be small.Without the musicians,there would be no iTunes.In this situation,a condition of _____ demand exists.

Joint

Q. Mosaic Labs has developed a chemical compound that prevents mildew in even the most humid climates. The week
after the compound was invented, a group of the firm's employees got together and listed ways the product might be
used. This is an example of:

Brainstorming

Q. Zappos is an online shoe and apparel retailer that promotes the highest quality of customer service by maintaining
the importance of each _____, the point at which customer and store personnel exchange information and develop
learning relationships.

Interaction

Q. Mario usually purchases Old Spice deodorant. Unfortunately, the drug store is sold out of Old Spice today, so Mario
will have to choose a brand that’s in stock. In making his decision, Mario will engage in:

Limited

Q. A firm's ________links the new-product development process with the objectives of the marketing departments,
the business unit, and the corporation

new-product strategy

Q. _____ is a strategy of increasing market share for present products in existing markets.

Market penetration

Q. A research firm has conducted marketing research on the market for metal roofing for homes. The research firm
has determined there are thousands of homeowners who want the durability provided by metal roofs. These
homeowners are generally married and between 25 and 54 years of age. They tend to live in suburban neighborhoods,
and most subscribe to lifestyle magazines. If you were interpreting these results, you might suggest that the research
firm:

Conduct a follow-up analysis to determine if the segments it might choose would respond differently than other
segments to its marketing strategy.
Q. When a firm introduces a new product at a relatively low price because it hopes to reach the mass market, it is
following a _____ strategy. The low price is designed to capture a large share of a substantial market and produce
lower production costs:

Penetration Pricing

Q. Packaged-goods marketers such as Kellogg's and Betty Crocker have increased their use of coupons recently due to

intense competition and intro of new products

Q. The number of different varieties of fishing lures carried by the angler's store refers to the store's :

Assortment depth

Q. Kraft introduced Philadelphia Ready-To-Eat Cheesecake Filling for those who do not have time to make cheesecake
in the traditional manner. This is an example of a _____ strategy.

Divestment

Q. The________is the element of a brand that cannot be spoken.

Brand Mark

Q. Although many factors can influence the price of a product, the primary determinants are:

the demand for the product and the cost to the seller for the product.

Q. One segment of the business market has primary goals that differ from the ordinary business goals such as profit.
market share, or return on investment. This segment includes many schools, churches, and civic clubs. Which business
market is this?

Institutions

Q. Sony wants to build long-lasting relationship by focusing on what satisfies and retains their customers. For example:
Sony’s playstation web site is designed to create a community of users who can join playstation underground where
they will “ feel like they belong to a subculture of intense gamers” sony evidently:

Has a customer centric focus

Q. Les Ailes de la Mode, a Quebec retail store that promotes the highest quality customer service, has not only
established itself as a top retailer in the province, but also as a credit card and point program company, a cataloger
and Internet seller, and even a publisher. Through gathering customer information for its credit cards and point
program, through catalogue and Internet orders, and through subscriptions to its publications, Les Ailes de la Mode
has created several different:

Touch Point
Q. __________is a process where a group think of as many ways to vary a product or solve a problem as possible
without considering the practicality of the details.

Brainstorming

Q. The primary reason for studying marketing research include:

-Some may pursue a career in marketing research.

-Knowledge of the marketing research makes for a "smarter" consumer and citizen.

-Managers should know the benefits, limitations, and the process of marketing research use marketing research
results.

- All of these

Q. A Popular technique for managing a large organisation with different technologies and markets is to divide it into:

Strategic business units

Q. Services cannot be touched, seen, tasted, heard, or felt in the same way in which goods can be sensed and
therefore, is referred to as being:

Intangible

Q. The buyer who heads a department in a department store is responsible for the:

Store's exchange and return policies

Q. Which of these is not a stage of the marketing research process?

Collecting only the secondary information.

Q. All of the following are examples of individual factors that affect the decision-making process for consumers
EXCEPT:

Gender

Q. All of the following would be a target for a trade sales promotion offered by Rubbermaid, a manufacturer of storage
organisation products: EXCEPT

A consumer who needs to organize her college dorm room

Q. A health club has a new fitness program for expectant mothers. After flyers were placed at the offices of area
obstetricians, classes filled up another two days. Which segmentation success criterion was most influential in the
success of this promotion?
Responsiveness

Q. A Boston diamond distributor has developed the first branded diamond called hearts on fire to help smaller
retailers counter the volume jewellers’ aggressive price discounting. This move is meant to:

Build product identity and customer loyalty

Q. why are many marketers shortening the time in which a coupon can be redeemed?

To create a greater sense of urgency to redeem the coupon

Q. Which of the following statements about comparative advertising is true?

The FCC is the only federal agency that has any regulatory power over comparative advertising

Q. A_______________ situation is normally less critical and less time-consuming that a new buy situation but does
require some change in the original good or service.

Negotiated rebuy

Q. The quantity of a product that will be sold in the market at various prices for a specified period is called:

Supply

Q. Extending a well-known and respected brand name from one product category to another product category is
referred to as:

Brand Extension

Q. Since gas prices have soared and consumers have cut back on their spending on new trucks and SUV’s, food motor
corporation is transforming several of its plants to create small cars. Ford has engaged in:

Strategic planning

Q. A new Buy situation refers to the:

Purchase of a product or service when a new demand arises

Q. Products are seen by consumers to differ in quality, style, suitability and lifestyle compatibility. Comparison
between these products are often quite difficult because they may have unique and different levels of quality and
price.

Heterogeneous shopping products

Q. ______________ is generally an unethical form of market research.

Advocacy research

Q. Neutrogena offered customers who purchased $30 worth of facial moisturizer, facial cleaners, and facial treatment
product a $10 rebate by mail. This is an example of:

A Sales Promotion

Q. Which of the following is the LEAST source for new-product ideas?

Its financial lenders

Q. The stages of the product life cycle, in order, are:

Introduction, growth, maturity, decline

Q. The difference between the retailer’s cost and the selling price is the:

Mark-up percentage

Q. The most defining element of a culture is it’s:

Values

Q. When two or more items are used in combination to produce a final product, they are said to have _____ demand.

Derived

Q. contacting people under the guise of marketing research when the real goal is to sell products or services.

Sugging

Q. When properly created an SBU has all of the following characteristics EXCEPT:

No Competitors

Q. The marketing manager of Gevalia gourmet coffees wants to target the gay male consumer because he thinks this
segment of consumers appreciates and consumes gourmet coffee. Even though gay lifestyles are becoming more
accepted socially, the manager is finding it difficult to determine the market potential for this segment because many
gay consumers are not willing to admit their lifestyle publicly. Which criterion of a useful segment does this illustrate?

Identifiability and measurability

Q. A product information source that originates with marketers promoting the product is referred to as a:
Marketing controlled information source

Q. When Becca saw the ad suggesting Subway sandwiches as a dinner meal, she was offended by the spokesperson
and wondered why anyone would want to do business with a company that thought being obnoxious was a good
business practice. In terms of the communication process, Becca:

Improperly decoded the message

Q. Which of the following is TRUE for marketing research ethics?

Research method may be unethical even if it is legal.

Q. Vera ordered the chihuahua christmas ornament she saw advertised in the Sunday coupon supplement by phoning
the Danbury Mint and placing her order. in terms of the communication process, Vera's purchase was an example of:

Feedback

Q. All of the following are characteristics of culture EXCEPT.

Culture is an inherent trait

Q. Which of the following types of marketing research is most likely to be unethical.

Advocacy research

Q. Unsought products are products that:

Customer don’t know about or don’t actively look for

Coca Cola Case Study Questions :

Q. The brand name coca cola is inspired by ?

Primary ingredients of Coca Cola.

Q. Coca cola had a successful launch of vanilla coke in USA. This is an example of?

Product Development

Q. Coca cola is the world's most popular brands of carbonated soft drinks. but in india the market share of coca cola is
lesser than pepsi. the reason is attributed to?

Specific taste and preference of Indian consumers

Q. After buying Limca, thumbs up and gold spot from parle, coca cola dropped the gold spot from its menu because of:
Fear of Cannibalization

Q. Which of the following products is most likely to be considered an example of a heterogeneous shopping product?

An Apartment

Q. Companies that rely on the marketing concept have implemented a market orientation strategy recognize that:

What the customer thinks he or she is buying is what is important

Q. When the local Shell station raises or lowers its prices on its gasoline, the Marathon station across the street makes
the same changes in its pricing. This is an example of:

Status quo

Q. Just as Grace was in sight of a billboard for the Riverbend Antique Mall, a police car drove by with its lights flashing.
Grace was so concerned with watching where the police car went that she totally missed seeing the mall's billboard. In
terms of the communication process, the police car acted as:

Noise

Q. Zimmer-Centerpulse is the world's largest producer of replacement hips and knees for orthopedic surgery. They are
particularly interested in marketing in the southwestern United States, where a large aging population lives. Which
external environmental element most directly explains its continued growth?

Demography

Q. __________ is the process by which learned information from customers is centralized and shared in order to
enhance the relationship between customers and the organization

Knowledge Management

Q. Which if the following is an is an example of a channel through which customer data are traditionally gathered?

All of these – Store visit, conversation with salespeople, interaction via web

Q. A university is considering the purchase of a Web-based course delivery system due to increased demand for online
courses and degrees. Since the school has not offered online courses before, what type of buying situation does this
represent for the school?

New Buy

Q. _____ shows how much the retailer makes as a percentage of sales after the cost of goods sold is subtracted

Gross margin
Q. Groupon com and Crowd saver combine elements of sales promotions with:
social media

Q. A routine purchasing situations in which the purchase is not looking for new information or other supplier is called:
Straight rebuy

Q. A small police department wants to buy a machine with which it can perform alcohol breath tests. It has never had
this capability before but feels it is an essential tool as the community grows. The machine costs about $5,000, which is
almost 75 percent of the department's entire supply budget. This purchase would be an example of a(n) ____ situation.
New Buy

Q. Which of the following is an example of advocacy research?

A firm manipulates research questions to portray a favourable impression of its products

Q. Housing several departments under one roof, a _____ carries a wide variety of shopping and specialty goods,
including apparel, cosmetics, housewares..
Departmental Store
Q. Companies that are most likely to succeed in the development and introduction of new products typically are
characterized by all of the following EXCEPT:
Introducing ten new products every year

Q. Alanna is looking into purchasing a scooter as gas prices continue to rise. She needs a reasonably priced,
comfortable, and safe scooter with room to store her books. She is not familiar with scooters, and this is a major
purchase for her. The purchase will probably involve:
Extensive decision making

Q. The price of the good or service is a key decision for a marketer because it most significantly and directly affects the
product's:
Demand

Q. As the demand for VCR players has fallen so has the demand for blank VHS tapes because the demand for VHS
tapes is an example of _______ demand.
Derived

Q. Which of the following is an example of sugging?

A marketer contacts people for a survey, but is actually trying to sell a product.
Q. _____ is any form of sponsor-identified, impersonal paid mass communication.
Advertising

Q. A(n) _____ is an institution that buys goods from manufacturers, takes title to these goods, and resells them to
businesses, government agencies, and/or other wholesalers or retailers.
Merchant wholesaler

Q. Janet will only purchase Crate and Barrel products for her home. The products are expensive, but Janet feels they
have the highest quality and will last a very long time. These products represent _____ products.
Speciality

Q. The price skimming strategy is sometimes called a market plus approach to pricing because it describes a high price
relative to the process of competing products. This strategy works best when”
Demand is greater than supply

Q. At the beginning of the maturity stage of the product life cycle, sales typically:
Decrease at an increasing rate

Q. what are the unique characteristics of service means that consumers must be present during the production?
Intangibility

Q. A group of brands resulting from an information search from which a buyer can choose is referred to as the buyer’s:
Evoked Set

Q. Campbell Soup has been promoted with television commercials, radio spots, newspaper columns. The media served
as ___ for transmitting the message.
Channels

Q. The higher your _____, the higher your purchasing power:

Disposable Income

Q. According to the criterion of _____, a selected segment must be large enough to warrant developing and maintaining
a marketing mix. Serving the specific needs of this segment must be commercially viable, even if the number of
potential customers is small.
Substantiality
Q. The growth of dual-income families has resulted in:
increased purchasing power.

Q. _____ shows how much the retailer makes as a percentage of sales after the cost of goods sold is subtracted.
Gross margin

Q. The receiver's response to a message is ____ to the source.

Feedback

Q. In the past 24 years, Mothers Work has grown from a small, mail-order catalog business headquartered inside the
founder's home to the world's largest seller of maternity apparel, with nearly 1,600 locations. In terms of the business
market, Mothers Work would be best classified as a(n):
Reseller

Q. _____ interactions occur when customers buy products in a store.

point of sale

Q. Hudson's Bay Company in Canada operates The Bay, Zellers, Home Outfitters, and hbc.com. At each of its stores
and its Web site, it gives HBC Rewards that enable members to earn points, which can be redeemed in the HBC
Rewards catalog for various items, including travel, leisure and entertainment items, Air Miles reward miles, or Bay and
Zellers gift certificates. To use the system, customers have to provide their HBC card number. This reward program
enables Hudson's Bay to engage in _____ interactions with its customers.
point-of sale and Web-based

Q. ______ sales promotions are targeted towards the ultimate end-user market.
Consumer

Q. A (n) _____ is an extra item offered to the consumer, usually in exchange for some proof that the promoted product
has been purchased.
Premium

Q. Which marketing management philosophy focuses on the question, “What do customers want and need?
Market

Q. Martina has begun a small garden in her backyard. She has also installed a water purification in her home, as well as
a means to collect and store rainwater for future use in her garden. Martina's actions best represent which "core
American value"?
Self-sufficiency