Marketing Exam 3 Review – Flashcards
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A manufacturer using the _____ promotional strategy focuses its promotional efforts on the consumer. a. pull b. reinforcement c. kinetic d. push e. personal selling
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A
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Due to service _____, services cannot be stored, warehoused, or inventoried. a. perishability b. intangibility c. heterogeneity d. variability e. tangibility
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A
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For years, Diet Dr. Pepper has been considered a diet drink. After declining sales, the company is attempting to present Diet Dr. Pepper as an alternative to having a dessert. This is an example of a _____ strategy. a. new-product-line b. repositioning c. retargeting d. discontinuous innovation e. niche
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B
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The length of the introductory stage of the product life cycle for a new product is largely determined by: a. the size of the product b. the size of the market c. the efficiency of the test marketing d. product characteristics, such as advantages over substitute products e. the product's marketing mix
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D
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A long-run drop in sales signals the beginning of which stage in the product life cycle? a. Saturation b. Deterioration c. Decline d. Laggard e. Decay
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C
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Around the world, most retailers are _____, operating one or a few stores in their community, owned by a single person or partnership and not operated as part of a larger retail institution. a. independent b. product assortment stores c. chain stores d. specialty clubs e. franchise outlets
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A
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Which of the following are examples of facilitating functions performed by wholesaling intermediaries? a. Sorting and storing b. Financial management and storing c. Assorting, accumulating, grading, and allocating d. Risk taking and promotion e. Researching and financing
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E
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Which type of service processing uses technology or brainpower directed at customer's assets? a. Mental stimulus processing b. Possession processing c. Information processing d. Technology processing e. People processing
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C
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Razor scooters gained instant popularity because walkers and runners frequently saw people on the scooters zipping by them and having fun. This information suggests the adoption rate of the Razor scooter was most affected by which product characteristic? a. Relative advantage b. Trialability c. Complexity d. Compatibility e. Observability
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E
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Which of the following elements of the promotional mix would be most effective for helping highly involved consumers make complex buying decisions? a. Public relations b. Sales promotion c. Informative advertising d. Reminder advertising e. Personal selling
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E
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The Hollymatic Patty Machine grinds and shapes meat into perfectly sized patties using a revolutionary new process that decreases shrinkage. The advertising agency is writing copy for the Hollymatic Patty Machine and has decided on a(n) _____ format because the product is so technical. a. persuasive b. influencer c. reminder d. informative e. reseller
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D
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Which type of service processing occurs when the service is directed at customers' physical possessions, such as lawn care, dry-cleaning, and veterinary services? a. People processing b. Mental stimulus processing c. Information processing d. Tangible processing e. Possession processing
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e
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A(n) _____ links the new-product development process with the objectives of the marketing department, the business unit, and the corporation. a. product-review committee b. new-product strategy c. product strategy bridge d. episodic innovation e. concept test
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b
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The degree to which a product can be used on a limited basis represents which product characteristic influencing the rate of adoption? a. Complexity b. Relative advantage c. Sampling d. Observability e. Trialability
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e
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When Rick purchased tickets to a concert on the Internet, it was an example of: a. one-way channelization. b. single-sourcing distribution. c. electronic distribution. d. mass customization. e. aggregated marketing.
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c
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For which of the following purchases is Gordo most likely to pass through all four stages of the AIDA process? a. A two-pack of light bulbs b. A pair of white socks c. A six-pack of beer d. A loaf of bread e. Gear for mountain climbing
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e
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_____ are eager to try new ideas and products. They typically have higher incomes, are better educated, and are more cosmopolitan than other categories of adopters. a. Laggards b. Early majority c. Early adopters d. Innovators e. Late majority
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d
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When Heinz introduced its ketchup globally, it first had to deal with the fact that ketchup is not a household staple outside the United States. Heinz had to show foreign users how ketchup can be used. Globally, Heinz has had to rely primarily on _____ advertising. a. compulsive b. reminder c. persuasive d. influential e. informative
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e
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When P began marketing Tide Free & Gentle, which is dye- and perfume-free, this represented which new product category? a. Repositioning strategy b. Addition to existing product line c. Discontinuous innovation d. Revision of existing products e. New product line
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b
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Which of the following services would be most likely to exhibit strong credence qualities? a. The repair of a leaky drain b. A math tutorial service c. Tax return preparation d. The preparation of a dead body for burial e. A landscaping service that mows lawns
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d
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_____ integration is the ability of two or more companies to develop social connections that serve to guide their interactions when working together. a. Materials and service supplier b. Relationship c. Social d. Technology and planning integration e. Customer
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b
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The growers of Vidalia onions have determined that their chief priority for choosing a transportation mode within the United States is transit time. However, this must be tempered by practical cost considerations. In light of these considerations, Vidalia onion growers should use _____ to ship their onions. a. motor carriers (trucks) b. pipelines c. railroads d. water transportation e. airplanes
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a
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When Procter & Gamble wanted to enter the hair-care market, it purchased Wella, a leading German company specializing in hair-care products. What new product category does this acquisition represent for P? a. Repositioning strategy b. Addition to existing product line c. New product line d. Discontinuous innovation e. Revision of existing products
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c
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_____ refers to shopping without visiting a store and is currently growing faster than in-store shopping because of the consumer demand for convenience. a.Hypershopping b.Customerization c. Specialty merchandising d. Niche marketing e. Non-store retailing
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e
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All of the following are types of service processing that can occur EXCEPT: a. information processing. b. product processing. c. mental stimulus processing. d. possession processing. e. people processing.
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b
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The promotional mix elements that should be emphasized for products moving into the growth stage of the product life cycle are: a. informational advertising and publicity. b. public relations and reminder advertising. c. sales promotion and public relations. d. sales promotion and personal selling. e. personal selling and persuasive advertising.
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e
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Sony has developed a wireless speaker that sits unobtrusively on a desktop. The tiny yet strong twin speakers use Bluetooth to stream music directly from a PC or MP3 player. This small Sony wireless speaker, which is radically different from anything currently on the market, would be classified as a(n): A. discontinuous innovation B. slow-diffusing product C. episodic innovation D. venture product E. sporadic innovation
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A
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When P began marketing Tide Free & Gentle, which is dye- and perfume-free, this represented which new product category? A. Repositioning strategy B. New product line C. Addition to existing product line D. Discontinuous innovation E. Revision of existing products
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C
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For years, Diet Dr. Pepper has been considered a diet drink. After declining sales, the company is attempting to present Diet Dr. Pepper as an alternative to having a dessert. This is an example of a _____ strategy. A. discontinuous innovation B. niche C. new-product-line D. retargeting E. repositioning
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E
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_____ occurs when an existing product is targeted toward new market segments. It is another type of new-product development because the product is new to that segment. A. Brainstorming B. Diffusing C. Repositioning D. Screening E. Reciprocity
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C
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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? A. R B. Its foreign competitors C. The company's employees D. Customers who have requested its catalogs E. All of these
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E
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"Girls Just Wanna Have Funds" is a Washington, DC, support group that consists mostly of young women who offer tips on budgeting and debt relief. As they state on their Web site, their goal is to help women break financial ceilings "one stiletto at a time." Girls Just Wanna Have Funds is providing a _____ that is helpful to women who want to be financially savvy. A. synergy B. tangible resource C. tangible product D. service E. good
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D
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A service cannot be touched, seen, tasted, heard, or felt in the same manner in which goods can be sensed and, therefore, is referred to as being: A. impervious. B. extraneous. C. synergistic. D. perishable. E. intangible.
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E
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A characteristic that consumers may have difficulty assessing even after purchase because they do not have the necessary knowledge or experience is referred to as ____ quality. A. search B. experience C. credence D. abstract E. inert
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C
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Auto repair, manicures, and landscaping are all services that are produced and consumed at the same time. All of these services exhibit the service characteristic of: A. inseparability. B. intangibility. C. heterogeneity. D. perishability. E. variability.
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A
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Which unique characteristic of services is the variability of the inputs and outputs of services, which causes services to tend to be less standardized and less uniform than goods? A. Intangibility B. Inseparability C. Heterogeneity D. Perishability E. Flexibility
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C
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The connected chain of all of the companies involved in all of the upstream and downstream flows of products, services, finances, and information, from initial suppliers (the point of origin) to the ultimate customer (the point of consumption) is known as the: A. channel of distribution. B. intermediary link. C. physical distribution integration. D. reseller network. E. supply chain.
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E
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____coordinates and integrates all of the activities performed by channel members into a seamless process, from the source to the point of consumption, resulting in enhanced customer and economic value. A. Yield management B. Channel power C. Materials handling D. Supply chain management E. Physical distribution
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D
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All of the following accurately describe modern supply chain management EXCEPT: A. physical flow process. B. customer driven. C. provides enhanced customer and economic value. D. plays the role of communicator of customer demand. E. relies on a "push" strategy.
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E
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____ occurs when all the firms and business units participating in the supply chain appear as though they are reading from the same script. A. Strategic channel operation B. Supply chain integration C. Strategic MRP D. Demand management E. Extensive distribution integration
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B
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The goal of any effective materials-handling system is to: A. reduce the time of the order-processing system B. optimize the inventory control system C. increase safety procedures D. move items quickly with minimal handling E. reduce the length of time a product is in the transportation subsystem
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D
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A ____ is a set of interdependent organizations that eases the transfer of ownership as products move from producer to business user or consumer. A. facilitating agency or place member B. marketing mix intermediary C. selective distribution channel D. marketing channel or channel of distribution E. transportation channel or channel of movement
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D
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The major characteristic that is used to differentiate among types of intermediaries is whether they: A. install exchange barriers such as location, time, and quantity B. create specialization of labor C. create economies of scale D. take title to the products they sell E. raise profit margins for independent middleme
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D
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W.W. Grainger, Inc. is one of the world's largest businesstobusiness distributors of equipment, component parts, and supplies in the United States and Canada. It has ownership title to over 220,000 products, which are stocked in one national and nine regional warehouses to guarantee product availability and quick service to the many manufacturers who are its customers. W.W. Grainger is an example of a(n): A. agent or broker B. merchant wholesaler C. retailer D. consumer market E. hypermarket intermediary
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B
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____ are intermediaries who facilitate the sales of a product from producer to end user by representing retailers, wholesalers, or manufacturers and providing little input as to the terms of the sale. A. Marketing facilitators B. Channel cooperatives C. Agents and brokers D. Merchant wholesalers E. Channel functionaries
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C
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Serenity is a manufacturer of outdoor fountains that are popular in gardens. Even though fountains represent a product category that does not sell yearround due to inclement weather, Serenity's sales remain steady all year because it sells to wholesale distributors that stock the product. Serenity sells to wholesale distributors that perform A. financial B. transactional C. facilitating D. logistical E. promotional
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D
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_____ is communication by marketers that informs, persuades, and reminds potential buyers of a product in order to influence an opinion or elicit a response. A. Distributive communication B. Perceptual communication C. Statistically provable advertising D. Promotion E. Publicity
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D
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Rosarita is responsible for developing a plan for the optimal use of advertising, personal selling, sales promotion, and public relations. Rosarita is developing a: A. promotional strategy. B. set of promotion goals. C. marketing mix. D. communication mix. E. selling plan.
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A
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The main function of a promotional strategy is to: A. convince the target customers that a firm's products offer competitive advantages over those of its competition. B. find a niche in the marketplace for the firm and its products. C. provide the firm with research information about the success of its marketing effort. D. create efficient distribution channels. E. guarantee control over the length of the stages of the product life cycle.
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A
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A ____ is defined as a unique aspect of an organization that causes target consumers to patronize that firm rather than competitors. A. comparative differentiation B. competitive advantage C. marketing mix D. special benefit E. promotional plan
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B
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USA cable television uses billboard, television, magazine, and newspaper advertising to inform television viewers about new episodes of Monk, a popular television series. USA uses ______ communication. A. referential B. mass C. factual D. interpersonal E. public
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B
