河北经贸大学市场营销期中测试

1.Marketing can provide needed direction for production and help make sure that the right goods and services find their way to interested consumers. 1.Marketing creates task utility, but not time or place utility.

2. Micro-marketing is the performance of activities that seek to accomplish an organization's objectives by anticipating customer or client needs and directing a flow of need-satisfying goods and services from producer to customer or client.

3.The \"marketing concept\" means that a firm emphasizes making a profit above all other objectives.

4.A firm that makes products that are easy to produce and then tries to sell them has a production orientation.

5.The three basic ideas in the marketing concept are (1) putting the marketing manager in charge of the whole firm, (2) a competitive orientation, and (3) an emphasis on profit.

6.The marketing concept works as well in nonprofit organizations as in businesses. 7.The marketing concept says that it is a firm's obligation to improve its positive effects on society and reduce its negative effects.

8.Good relations with intermediaries, good location, and good salespeople are some of the many resources of a firm that should be evaluated when searching for new opportunities.

9.Ownership of patents, a familiar brand name, and financial strength are some of the many resources of a firm that a manager should evaluate when searching for new opportunities.

10.Tariffs and quotas are often used to discourage foreign firms from entering a country's markets.

11.Consumerism is a social movement that seeks to punish uncooperative businesses. 12.The old rule about buyer-seller relations of \"let the buyer beware\" seems to be changing to \"let the seller beware.\"

13.The cultural and social environment affects how and why people live and behave as they do.

14.According to economists, consumers are \"economic buyers\" who logically evaluate choices in terms of cost and value received to get the greatest satisfaction from spending their time and money.

15.Motivation, perception, learning, attitudes and lifestyle are psychological variables that affect consumer buying.

16.The \"hierarchy of needs\" model suggests that we never reach a complete state of satisfaction, and that as lower-level needs are satisfied, higher-level needs become more dominant.

17.Adding lemon scent to a furniture polish is an example of using a positive cue. 18.A perfume ad that suggests that people who use the product have more appeal to the opposite sex is an example of a positive cue.

19.The main difference between attitudes and beliefs is that beliefs always involve liking or disliking, but attitudes don't necessarily involve liking or disliking.

20.The group of people to whom an individual looks when forming attitudes about a particular topic is his or her reference group for that topic.

21.Different purchase situations may require different marketing mixes, even though the same target market is involved.

22.The main difference between a \"generic market\" and a \"product-market\" is whether customer needs are similar or different.

23.The definition of a product-market includes a product type, while the definition of a generic market does not include a product type.

24.Effective market segmentation is a two-step process that starts with naming broad product-markets and then goes on to segmenting these broad product-markets into more homogeneous submarkets.

25.A \"good\" product-market segment should be composed of people who are as homogeneous as possible with respect to their likely responses to marketing mix variables.

26. If a product-market segment is \"homogeneous within,\" it is called a \"substantial\" target market.

27.A product-market segment is \"operational\" if it is big enough to be profitable to the firm.

28.With the \"multiple target market approach\" the marketer combines two or more homogeneous submarkets into one larger target market as a basis for one strategy. 29.A manager who combines all potential customers into a single product-market segment is likely to find that the segment is not homogeneous. 30. \"Positioning\" means using a map to show where a firm's products are distributed geographically.

31.Market segmentation applies only to consumer goods and services; it cannot be applied to business products. Mutiple choices

1.According to the text, marketing means: A) selling. B) producing and selling. C) advertising. D) selling and advertising. E)much more than selling and advertising.

2.The old saying:build a better mousetrap and the world will beat a path to your door\only place utility. B) both form and place utility.

C) only task utility. D) only form utility. E) form, place, and time utility.

3Marketing and production combine to provide five economic utilities. Which of the following is NOT one of these five?

A) place. B) time. C) product. D) form. E) possession. 4.Which of the following statements about marketing is FALSE? A) Marketing affects the advertising you see and hear. B) Marketing offers many good job opportunities. C) Marketing applies to nonprofit organizations too.

D) Marketing costs about 20 percent of the consumer's dollar. E) Marketing affects the products you buy.

5.Which of the following organizations would be least likely to need marketing skills?

A) a clothing manufacturer B) a university C) an electronics retailer D) a doctor E) All of the above would need marketing skills. 6.Viewing marketing as a social process focuses on:

A) macro-marketing. B) micro-marketing. C) planned economic systems. D) marketing by nonprofit organizations. E) none of the above.

7.The following headlines are from Business Week. Which article is most likely to be reporting on a macro-marketing topic?

A) \"Pepsi Sells in India.\" B) \"CitiCorp Leads with New Banking Services.\" C) \"Poland Increases Output of Consumer Goods.\" D) \"Donations to Church Increase After TV Broadcast.\" E) \"Two-Person Firm Offers Unique Service.\"

8.The text considers five \"eras\" of marketing evolution. Which of the following shows the logical order in which these eras occur?

A) Sales, production, marketing department, marketing company, simple trade. B) Sales, simple trade, marketing company, production, marketing department. C) Simple trade, production, sales, marketing company, marketing department. D) Simple trade, production, sales, marketing department, marketing company. E) Marketing department, production, sales, simple trade, marketing company.

9.Which of the following is the BEST example of management thinking during the \"production era\"?

A) \"The more salespeople we have, the more we can sell.\"

B) \"We need to work hard to sell the product to our customers.\" C) \"We need to find what the customer wants.\"

D) \"If we produce a good product, customers will find us and buy it.\"

E) \"Production provides form utility and marketing provides time, place, and possession utility.\"

10.In the mid-1980s, good computer software for accounting systems was not available, but was much in demand by small businesses. The first companies to produce a specific type of program had good sales even though they did little promotion and their programs were not \"user-friendly.\" It seems that many of these \"innovators\" operated as if they were in the:

A) sales era. B) marketing company era. C) marketing department era. D) production era. E) simple trade era.

11.Because of increased competition during the ___________ era, firms put new effort into winning customers.

A) production B) marketing company C) sales D) marketing department E) simple trade

12.Which of the following statements regarding the \"sales era\" is true? A) More production capability was available than ever before.

B) The emphasis was on selling. C) A business problem was to beat the competition.

D) All of the above. E) None of the above.

13.Accepting the \"marketing concept\" means that a firm should have a ____________ orientation.

A) production B) sales C) research D) planning E) marketing 14.A firm with a marketing orientation:

A) tries to determine customers' needs before developing its product. B) focuses advertising on product features.

C) sells what it can make easily. D) has little need for salespeople. E) all of the above.

15.Which of the following is NOT likely to be found in a company with a marketing orientation?

A) The company designs its packaging as a selling tool.

B) The company uses marketing research to see if it is satisfying its customers. C) The company sees customer credit as a service.

D) The company focuses on locating new opportunities. E) The company sells whatever it can make. 16.Customer value refers to:

A) how much money the customer will spend in the next year.

B) how much money the customer will spend over his or her lifetime. C) the value seen by the marketing offering when compared to the costs. D) the value of costs when compared to interest rates. E) the value of price when compared to interest rates. 17.The basic objective of a firm should be to:

A) engage in some specific business activity that will perform a socially and economically useful function.

B) develop an organization to carry on the business and implement its strategies. C) earn enough profit to survive. D) All of the above.

18. The World Trade Organization was originally called:

A) NAFTA. B) the EEC. C) CIDA. D) GATT. E) None of the above. 19.Regarding the competitive environment, a marketing manager usually can: A) control it with the help of the political environment. B) control it in the long run. C) control it in the short run.

D) choose strategies to avoid head-on competition. E) control it with the help of the legal environment.

20.Rising prices and costs are part of the uncontrollable _________________ environment.

A) legal B) cultural and social C) competitive D) technological E) economic

21.Which of the following is NOT an example of how the technological environment might affect marketing management?

A) A wholesaler uses a computer to send orders directly to a supplier's computer. B) A retailer installs a computerized checkout scanner to replace a manual cash register system.

C) A firm develops a low-calorie substitute for fat in manufactured foods. D) All of the above are examples. E) None of the above is an example.

22.A \"Buy Canadian\" campaign is an example of:

A) consumerism. B) federalism. C) environmentalism. D) transnationalism. E) nationalism.

23. \"Consumerism\" is a social movement seeking to increase the rights and powers of:

A) public interest groups. B) consumer activists. C) consumers. D) government planners.

E) None of the above.

24.Consumer emphasis on fitness has created opportunities for firms like Nike, Nautilus and Schwinn, and illustrates the impact of the changing:

A) cultural and social environment. B) political and legal environment. C) competitive environment. D) technological environment. E) economic environment.

25.Which of the following is NOT a psychological variable?

A) perception B) attitudes C) learning D) culture E) personality

26.According to the \"hierarchy of needs\" model, the first needs most people try to satisfy are their ______________ needs. C

A) social B) safety C) physiological D) personal E) any of the above

27.Ranked from lowest level to highest level, the \"hierarchy of needs\" model includes: E

A) social, personal, safety, and physiological needs. B) physiological, safety, personal, and social needs. C) safety, personal, social, and physiological needs. D) personal, social, safety, and physiological needs. E) physiological, safety, social, and personal needs.

28.Which of the following is NOT one of the selective processes? D

A) selective retention. B) selective perception. C) selective exposure. D) selective distribution. E) All of the above are selective processes.

29.Matt London has a cough and stuffy nose, and suddenly becomes aware of many TV ads for cold products that he never noticed before. This illustrates: B A) reinforced cognition. B) selective exposure. C) selective retention. D) selective perception. E) None of the above.

30.When consumers screen out or modify ideas, messages, and information that conflict with previously learned attitudes and beliefs, this is called: D

A) conscious perception. B) selective exposure. C) selective retention. D) cognitive perception. E) selective perception.

31.On his way to a Ford dealership to pick up a new truck he has purchased, Ben Coleman hears a Chevy ad that says that Chevy trucks have more power than Ford trucks. Ben thought that the ad said that the Fords had more power. This illustrates: A) reinforcement. B) selective exposure. C) selective retention. D) selective perception. E) learning.

32.Which of the following is an example of using a cue to attract consumers? A) adding pine scent to a cleansing fluid.

B) using a label with red and white colours to stir patriotic feelings.

C) using a package that looks like the one for a popular brand. D) adding lemon scent to a soap. E) All of the above are examples.

33.When Pizza Hut shows a large close-up of a pizza in a television ad, they are: A) appealing to the economic needs of the audience.

B) using a cue to encourage a particular response to the hunger drive. C) appealing to the social needs of the audience. D) encouraging selective retention.

E) hoping to encourage extensive problem solving by the audience.

34.A grocery store sprays an aerosol scent that smells like fresh baked bread near its packaged bakery items. This is:

A) an example of trying to link a cue with a marketing mix. B) a violation of the selective processes. C) a case of linking a response with a drive. D) a case of a manager developing a need.

E) likely to have no effect because selective retention will eliminate any effect of the smell.

35.The order of the steps in the learning process is: A) drive, response, reinforcement, cue. B) reinforcement, drive, cue, response. C) cue, response, reinforcement, drive. D) drive, cue, response, reinforcement. E) cue, response, drive, reinforcement

36.The statement, \"I like Hershey bars,\" is an example of:

A) a belief. B) an intention. C) an attitude. D) none of the above.

37.The statement, \"Hershey bars are made with real chocolate\" is an example of: A) a belief. B) an intention. C) an attitude. D) none of the above.

38.Daniel Baker noticed during a weekly grocery shopping that 7-Up was on sale. Even though he could have saved money with the 7-Up, Daniel bought Sprite because that's the brand his children prefer. Daniel was responding to:

A) social influence. B) a drive. C) marketing influence. D) selective exposure. E) dissonance.

39.Reference-group influence would be weakest for determining the particular ______________ a person buys.

A) laundry soap B) car C) clothing D) watch E) cosmetics

40.Reference group influence is likely to have the strongest effect on the particular brand of ______________ purchased.

A) colour TV B) dishwasher detergent C) batteries D) frozen peas

E) Reference group influence would be about the same for each of these products. 41.Marsha Cello was interested in a new camcorder. She discussed the various types with some knowledgeable friends and relied on their advice. Marsha's friends were acting as:

A) a lifestyle group. B) a reference group. C) a social class. D) an economic influence. E) routinized decision-makers.

42.Consumer buying behaviour is affected by: A) reference groups. B) opinion leaders.

C) physiological, safety, social, and personal needs. D) social class. E) all of the above.

43.Which of the following is NOT one of the levels of consumer problem solving discussed in the text?

A) Limited problem solving B) Dissonance problem solving C) Extensive problem solving D) Routinized response behaviour E) None of the above, i.e. all four are discussed.

44.Extensive problem solving probably would be required by a recent college graduate in the purchase of:

A) a sports car. B) living room furniture. C) a new home. D) a colour TV set. E) all of the above.

45.Thomas Harrison went to a grocery store to buy his favourite brand of ice cream. However, the store was temporarily out of that brand, so he looked over the other familiar brands and decided to try a well advertised brand. This case illustrates: A) extensive problem solving. B) routinized response behaviour. C) limited problem solving. D) intensive problem solving.

46.Routinized response behaviour probably would be used by many consumers in the purchase of:

A) milk. B) soap. C) salt. D) canned fruit. E) all of the above.

47.Which of the following is least likely to be an example of routinized response behaviour?

A) buying a \"Whopper\" at Burger King. B) purchasing a new pair of shoes. C) buying soap at a convenient discount house. D) buying a Pepsi. E) filling the car with gasoline. 48.A \"market\" consists of:

A) sellers offering various ways of satisfying customer needs. B) customers who are willing to exchange something of value. C) a group of potential customers with similar needs. D) all of the above. E) none of the above.

49.A \"product-market\" is a market in which:

A) sellers offer very close substitute ways of satisfying potential customers' needs.

B) sellers offer substitute products that are quite different physically or conceptually.

C) all sellers offer products that are unique and innovative. D) all sellers offer exactly the same product. E) a firm has achieved a competitive advantage. 50.A generic market:

A) might logically include rubber cement, a lamp, and a cassette recorder. B) is usually narrower than the firm's target market.

C) might involve competition among roller blades, skis, bicycles, and ice skates.

D) related to a consumer's functional need is smaller than a related product-market.

E) All of the above are correct.

51.Which of the following is LEAST likely to compete in the same generic market with the others?

A) toothpaste. B) hamburger. C) soft drink. D) ice cream. E) lettuce. 52.Which of the following is LEAST likely to compete in the same generic market with the others? A) tabasco sauce. B) salt. C) pepper. D) peanuts. E) garlic powder.

53.A ballpoint pen, a typewriter, and a laptop computer might compete in the same: A) product-market. B) combined target market. C) multiple target market. D) generic market. E) single target market.

54.A product-market definition should include:

A) customer needs. B) geographic area. C) customer types. D) product type. E) All of the above.

55.A generic market description should NOT include any: A) product type. B) customer types. C) geographic area. D) customer needs. E) of the above.

56.______________ 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) Mass marketing B) Diversification C) Market segmentation D) Strategic planning E) Market positioning

57.Given its interest in the broad product-market for \"ready-to-eat, health-conscious snack foods,\" which of the following should the Lifetime Foods Co. do FIRST?

A) Segment the product-market to try to identify homogeneous submarkets and select an attractive target market.

B) Determine whether to compete on a price basis. C) Develop each of the four Ps at the same time. D) Decide what product or products it will offer.

E) Develop a plan for getting wholesale and retail support from intermediaries. 58.\"Good\" market segments are those that are:

A) substantial. B) homogeneous within. C) operational. D) heterogeneous between. E) All of the above.

59.Which of the following segmenting dimensions probably would be LEAST likely to result in segments that would meet the criteria that product-market segments should be \"operational?\"

A) sex. B) age. C) personality. D) income level. E) geographic region.

60.Which of the following is NOT one of the target marketing approaches for developing market-oriented strategies in a broad product-market? A) exclusive. B) combined. C) single. D) multiple. E) All of the above are target marketing approaches.

61.A food processor considering snack-food opportunities identified three possible

market segments and gave them \"nicknames\": the dieters, health faddists, and nutrition-conscious parents. It developed a marketing mix around a line of good-tasting, nutritious children's snacks. The firm is apparently: A) using a single target market approach. B) using a combined target market approach. C) using a multiple target market approach.

D) ignoring the criteria that good market segments should be operational. E) relying on cluster analysis techniques.

62.Barbour Co. segmented its broad product-market and decided to aim at two different segments, offering each segment a different marketing mix. Barbour Co. is following the ______________ approach.

A) combined target market B) single target market C) multiple target market D) mass marketing E) All of the above.

63.Builders Tile, Inc., defined six submarkets within its broad product-market. To obtain some economies of scale, Builders decided NOT to offer each of the submarkets a different marketing mix. Instead, it selected three submarkets whose needs are fairly similar, and is counting on promotion and minor product differences to make its one basic marketing mix appeal to all three submarkets. Builders is using the:

A) multiple target market approach. B) mass marketing approach. C) single target market approach. D) combined target market approach. E) All of the above.

.A market-oriented strategy planner applies the ______________ target market approach.

A) single B) combined C) multiple D) Any of the above. E) None of the above.

DEFINITION

1.A five-step application of the scientific method that includes (1) defining the problem, (2) analyzing the situation, (3) getting problem-specific data, (4) interpreting the data, and (5) solving the problem.

2.Is the person to whom an individual looks when forming attitudes about a particular topic

3.Shows how customers locate proposed and /or present brands in markets

4.Is a homogeneous group of customers who will respond to a marketing mix in a similar way

5.Information specifically collected to solve a current problem.

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