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title=marketing-exam-1
1.

Which of the following types of unethical behavior are likely to be observed in marketing environments?

A.
B.
C.
D.
E.

High pressure sales techniques.

Misleading advertising.
Deceptive sales tactics
Misrepresentation of company data.
All of the above.

2.

When positioning products relative to competitors offerings, firms typically are most successful when they
focus on opportunities:

A.
B.
C.
D.
E.

For diversification.
In international markets.
Where value-based pricing can be ignored.
That build on their strengths relative to those of their competitors
Where customer excellence can be substituted with product excellence.

3.

Marketers have learned that gender roles:

A.
B.
C.
D.
E.

Have been blurred.

Are a constant cultural norm.
Require firms to avoid gender neutrality.
Are important and gender boundaries should never be crossed.
All of the above

4.

When marketers look at advertising media they often begin with viewer or listener profiles such as, age,
income, gender, and race. They then compare the media profile with their target audience. These marketers
are using _____________ to see if the media fits with their advertising agenda.

A.
B.
C.
D.
E.

Country culture
Regional culture
Demographics
Macromarketing measures
Scenario planning

5.

Firms with strong ethical climates tend to:

A.
B.
C.
D.
E.

Make greater utilization of business development consultants.

Offer more goods and services than firms without strong ethical climates.
Invest more in sales training software.
Be more socially responsible
All of the above

6.

Price should be based on the value that the customer perceives.

A.
B.

True
False

7.

Being socially responsible is generally considered ____________________.

A.
B.
C.
D.
E.

Beyond the norms of corporate ethical behavior.

A good thing to do only when a company is profitable.
Inappropriate for most firms in today's market.
More appropriate for regulators, ethical philosophers and clergy with a special interest in social and corporate
behavior.
Corporate foundations who can effectively concentrate a firm's philanthropy.

8.

Though Asian Americans comprise only 3 percent of the U.S. population, they represent:

A.
B.
C.
D.
E.

The easiest minority group to access.

A large proportion of the minority in the Southeast.
A uniform group of consumers with a common language and cultural background.
The fastest growing minority population
All of the above

9.

The firms that work along with the focal firm to provide goods and services to consumers are viewed as:

A.
B.
C.
D.
E.

Competitive intelligence
Cultural monitors
Corporate partners
The macroeconomic environment
Customers

10.

Which of the following is NOT one of the four major growth strategies marketers typically utilize?

A.
B.
C.
D.
E.

Market penetration
Product proliferation
Market development
Diversification
Product development

11.

In ________________ pricing, the firm first determines the perceived worth of the product from the customer's
point of view and then prices accordingly.

A.
B.
C.
D.
E.

Product-based
Cost-based
Competitor-based
Management-based
Value-based

12.

Jenny, the delivery and sales representative for a beer distributor is calling on a retailer and sees the shelves
are almost empty. An unexpected sporting event held nearby resulted in a huge increase in sales. She calls
her companys distribution manager and requests a special delivery for her customer. Jenny is providing the
important marketing function of:

A.
B.
C.
D.
E.

Advising production on how much product to make.

Engaging customers and developing long-term relationships.
Identifying opportunities to expand.
Synthesizing and interpreting sales, accounting, and customer-profile data.
Alerting the logistics department when to ship products.

13.

The "key" task in the _______________ phase is to ensure that all potential ethical issues raised in the
planning process have been addressed and that all employees of the firm have acted ethically.

A.
B.
C.
D.
E.

Planning
Implementation
Evolution
Control
Marketing mix

14.

________________ is communication by a marketer that informs, persuades, and reminds potential

customers.

A.
B.
C.
D.
E.

Promotion
Pricing
Placement
Product value creation
Pork barreling

15.

Which of the following stakeholders were affected by Enrons unethical business practices?

A.
B.
C.
D.
E.

Shareholders
Employees
Retirees
Community
All of the above

16.

Competitive intelligence activities are likely to include any of the following EXCEPT:

A.
B.
C.
D.
E.

Reviewing court records.

Paying auditing companies for previews of competitor's quarterly statements.
Interviewing customers.
Observing competitor's stores.
Counting cars in competitor's parking lots.

17.

Brian is struggling with the choice of publishing his new book, How to cook Polish Barbeque as an e-book or
a paperback. Brian is addressing which core marketing aspect?

A.
B.
C.
D.
E.

Making product decisions

Satisfying customer needs and wants.
Exchange function of marketing.
Decisions regarding in which setting marketing takes place.
Making pricing decisions.

18.

The four Ps comprise the marketing mix, which is the ______________ set of activities that the firm uses to
respond to the wants of its target markets.

A.
B.
C.
D.

Reversible
External
Organic
Global

E.

Controllable

19.

A mission statement describes a firm's tactical mission.

A.
B.

True
False

20.

Of the five steps to the strategic marketing planning process, which step usually comes in the MIDDLE of the
process?

A.
B.
C.
D.
E.

Evaluate performance
Define the business mission.
Situation analysis
Identifying and evaluating opportunities.
Implement marketing mix and resources.

21.

Improved computer storage capabilities, and the manipulation of consumer information has increased
consumers:

A.
B.
C.
D.
E.

Access to competitive intelligence.

Cultural awareness.
Green marketing preferences.
Technological comfort.
Privacy concerns.

22.

When considering the use of a radio commercial designed for U.S. markets, in England, a marketer would
likely consider which of the following aspects of culture that might be different in England?

A.
B.
C.
D.
E.

Dress
Symbols
Language
Ceremonies
All of the above

23.

When referring to exchange, marketers are focusing on:

A.
B.
C.
D.
E.

Creating value.
Promotional offers designed to stimulate barter.
Location where products and services are traded.
Price charged adjusted for currency exchange rates.
The trading of things of value

24.

E-books, in addition to being an alternative product form, provide __________ value creation through access
via the Internet.

A.
B.
C.
D.
E.

Price
Promotion
Product
Place
All of the above

25.

Many universities provide physical or electronic bulletin boards to facilitate ride-sharing and exchange of used
books among students. These bulletin boards increase _________ marketing.

A.
B.
C.
D.
E.

B2C
C2C
B2B
A2C
Underground

26.

A ___________ is a group of products that consumers may use together or perceive as similar in some way.

A.
B.
C.
D.
E.

SBU
STP
Market segment
Product line
Promotional service

27.

The marketing goal of getting the "right quantities to the right locations, at the right time" is:

A.
B.
C.
D.
E.

Communicating the value proposition.

Creating value.
Supply chain management
Capturing value.
Price and performance management.

28.

Marketers need to include blogs in the marketing plans because:

A.
B.
C.
D.
E.

They can gain important feedback on products and product uses.

They are important media vehicles for advertising.
Everyone else is doing it.
Blogs are important ways for customer to vent but they have little use in product planning or other parts of
the mix.
Only younger Internet users blog, but these are an important audience.

29.

The center of all marketing efforts is:

A.
B.
C.
D.
E.

Profits
Corporate social responsibility
Scenario planning
The consumer
Foreign cultural fluctuations

30.

Marketing enriches society by:

A.
B.
C.

Encouraging employees to participant and invest in socially responsible activities and charities.
Solely focusing on maximizing firm profits.
Recognizing that the firm can do very little by itself, and so it should stay focused on - and develop - its own
core competencies and let municipal, state and federal governments sort out the complex, societal issues.
All of the above
None of the above

D.
E.

31.

During which phase of the strategic marketing plan would the firm address the question of, Is the firm
prepared to support the development of an ethical climate?

A.
B.
C.
D.
E.

Implementation.
Control.
Evaluation.
Planning
Marketing mix.

32.

Which of the following is not true about marketing?

A.
B.
C.

Marketing adds value to the products and services you use and buy.
Marketing makes life easier.
The growth of the internet means that marketing will diminish in importance and impact as customers
interact directly with the firms
Marketing establishes a price that is affordable to the customers while covering the costs of the features and
benefits and providing a reasonable profit for the company.

D.
33.

Almost every organization includes values and ethics as part of their mission statement and includes a set of
explicit rules in the company's employee handbook. Once the rules are in place there must be:

A.
B.
C.
D.

A system of controls that rewards appropriate behavior and punishes inappropriate behavior.
A Web site where employees can vent their frustration over lapses in ethical behavior.
Weekly reminder seminars to enforce guidelines.
All of the above

34.

When evaluating competitors, marketers need to assess competitors:

A.
B.
C.
D.

Strengths
Weaknesses
Likely reaction to marketers activities
All of the above

35.

Based on the BCG portfolio analysis, products in low-growth markets that have received heavy investments
and now have excess resources to spin off are:

A.
B.
C.
D.
E.

Stars
Question marks
Dogs
None of the above
Cash cows

36.

Value is:

A.
B.
C.
D.
E.

The lowest cost option.

Represented by brand names.
The highest priced alternative.
Everyday low prices.
What you get for what you give

37.

Marketing involves all of the following EXCEPT:

A.
B.
C.
D.
E.

Exchange
Efforts by individuals and organizations
Satisfying customer needs and wants
Production scheduling
Creating value

38.

Firms achieve ___________ through efficient procedures and excellent supply chain management.

A.
B.
C.
D.
E.

Operational excellence
Customer loyalty
Strategic acceptance
Relative market share
Value-based penetration

39.

Firms use _______________ to collect, and synthesize information about their position with respect to their
rivals.

A.
B.
C.
D.
E.

Demographic data.
Regional regression analysis.
Competitive intelligence
Macroeconomic variable analysis
Intuitive diagnostics.

40.

The basic difference between a good and a service is a good:

A.
B.
C.
D.
E.

Provides intangible benefits.

Always less expensive than a corresponding service.
Can be physically touched
Generates greater interest among consumers
Depreciates more rapidly in the minds of consumers.

41.

Franco uses a database software system to remind him when his customers should be ready to re-order his
industrial cleaning products. With this reminder system, Franco contacts his customers when they are most
likely to be in the buying mode. Francos system is part of:

A.
B.
C.
D.
E.

Customer relationship management

C2C marketing
A transactional marketing orientation.
Supply chain retail simplification system.
A value driven global positioning system.

42.

To build a sustainable competitive advantage, most companies should focus on a single strategy.

A.
B.

True
False

43.

The evolution of marketing progressed along the continuum:

A.
B.

Production, sales, marketing, value-based marketing

Sales, marketing, value-based marketing, production

C.
D.
E.

Marketing, value-based marketing, production, sales

Value-based marketing, production, sales, marketing
-sales, value-based marketing, marketing, production

44.

To become value driven, firms:

A.
B.
C.
D.
E.

Share information across the entire organization about customers and competitors
Balance relationships with customers beyond thinking about individual transactions
Balance benefits with costs to create value for customers
None of the above
All of the above

45.

When conducting a SWOT analysis, in what phase of the strategic marketing process is an organization
presently engaged?

A.
B.
C.
D.
E.

Implementation
Control
Segmentation
Planning
All of the above

46.

One of Big Ben Clock Companys customers has complained to the home office about high-pressure sales
tactics used by their leading sales representative. The companys code of ethics explicitly directs sales
personnel not to engage in such practices. The manager of Big Ben will likely:

A.
B.
C.
D.
E.

Assess whether the organization has a strong ethical climate.

Determine what punishment is appropriate
Determine what explicit rules for governing the firms transactions exist.
Review ambiguity in the current a code of ethics.
All of the above.

47.

Corporate social responsibility (CSR):

A.
B.

Is becoming more prevalent

Covers a wide range of activities beyond philanthropic and community-based activities, including marketing,
sales and production.
Is one criterion for determining whether a firm should be included in most-admired company rankings.
Is a voluntary activity
All of the above

C.
D.
E.
48.

Marketers to _______________ income groups attempt to create value by offering one-of-a-kind products and
exclusive services.

A.
B.
C.
D.
E.

Upper
Middle
Lower
Lower-middle
All

49.

Unlike other business functions like accounting or finance, people in marketing are often singled out as the
root cause of ethical concerns because:

A.
B.
C.
D.
E.

They are trained in the art of effective persuasive communication.

They interact directly with consumers.
Consumers recognize marketers are not as quantitatively skilled as accounting and finance people.
Problems like those that occurred at Enron, Tyco, and WorldCom were caused by marketers.
Marketers, by definition, are less ethical.

50.

Charges that firms are using "sweatshop" labor to produce their products are likely to occur during the
___________________ phase of the strategic marketing planning process.

A.
B.
C.
D.
E.

Implementation stage
Planning stage
Control stage
Evolution stage
Marketing mix stage

51.

To build a sustainable competitive advantage, most companies should focus on a single strategy.

A.
B.

True
False