科特勒营销管理架构英文版练习题期末试题3

MKTG 649: Marketing Management, Spring 2011Exam I Review QuestionsNOTES:∙Exam date: Thu, Feb 24, 2011 (bring your own Scantron®).∙These questions are illustrative. In addition to studying this set, you should also consult the relevant chapters of your text and your lectures notes.∙ Review this set and feel free to discuss with me, should you have any questions or concerns.Chapter 1 – Defining Marketing for the Twenty-First Century1. Marketing __________ is the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value.a. internallyb. managementc. segmentationd. traininge. integration2. The computer __________ consists of the manufacturers of computer memory chips, monitors, keyboards, coaxial cables, modems, software, storage systems (disks, hard drives, portable USB media), and those who install, repair, and maintain systems and software.a. marketplaceb. macromarketc. metamarketd. marketspacee. micromarket3. Which is true?a. Marketers create needs.b. A person’s need for food or shelter is a creation of marketers.c. Wants become needs when they are directed at specific objects that might satisfy the want.d. Needs pre-exist marketers.e. Demand strictly means desire for some object.4. __________ is a combination of quality, service, and price.a. The customer value triadb. The consumer cost-benefit ratioc. A customer satisfaction leveld. Price-settinge. Benefit evaluation5. Which of the following is a part of the distribution channel for a producer of bottled water?a. The toll-free number it uses for customer orders.b. The print media that runs its advertisements.c. The retail store where bottled water is sold.d. The bank where it borrowed the money to purchase its filtration system.e. The insurance company that insures the company in the event of litigation.6. Intel, one of the largest producers of integrated circuit chips, puts a great deal of effort into expanding production of chips to drive down the cost and thus expand the market. This is most indicative of the __________ concept.a. productionb. productc. customerd. marketinge. societal7. Which of the following represents the product concept?a. Selling more products will allow for lower production costs and higher profits.b. It is both a proactive and a reactive form of marketing.c. It is a customer-centered, “sense and respond” philosophy.d. Consumers, if left alone, will not buy enough of the organization’s product.e. A better mousetrap will lead people to beat a path to the marketer’s door.8. The holistic marketing concept rests on which four sets of forces?a. product, price, promotion, and placeb. products, integrated marketing, sales volume, and competitionc. customer needs, competition, sales volume, and profitd. internal marketing, socially responsible marketing, integrated marketing, and relationship marketinge. customer needs, target market, integrated marketing, and profitability9. When Caitlin Peterson began OldeTowne Spice Company, she had one product, an all-purpose seasoning mix called OldeTowne Special Blend for adding flavor to bland casseroles. She sold 5.5-ounce bottles of her seasoning mix for $6.95. Her only outlets were booths at craft fairs throughout the Northeast. She relied on word-of-mouth advertising and a few feature articles in regional newspapers to tell people about her product. The above describes OldeTowne Spice Company’s __________.a. method of exchangeb. transaction marketingc. marketing tacticsd. marketing mixe. transfer marketing10. A complement to the 4 P’s has been proposed that centers on four customer dimensions. It is known as SIVA which stands for __________.a. standards, innovation, value, accessb. status, innovation, volume, accessc. solution, information, value, accessd. status, information, volume, acceptinge. solution, innovation, value, accepting11. The __________ holds that the organization’s task is to determine the needs, wants, and interests of target markets so it can satisfy customers more effectively and efficiently than competitors in a way that preserves or enhances the consumer’s and the society’s long-term well-being.a. customer is king conceptb. societal marketing conceptc. holistic marketing conceptd. comparative advantage concepte. SWOT conceptMini-Case 1-1S. Truett Cathy entered the restaurant business in 1943. In 1964 he introduced his first Chick-fil-A sandwich. In 1998 he owned 826 Chick-fil-A restaurants in 35 states and South Africa with an additional 92 stores set to open in 1999. Cathy was never the type of entrepreneur who wanted to run an idea up the flagpole and see who saluted it. He will not open a new restaurant unless he is convinced the enterprise will be a success. He will not consider taking the company public even though it would be worth an estimated three-quarters of a billion dollars if it went public. Cathy’s philosophy is, “We started Chick-fil-A, we built it, and we own it. Yes, we have thousands of allies, friends, partners, and employees. But it we want to maintain the quality, the integrity, and the whole culture of our company, we’ve got to own it.”12. Refer to Mini-Case 1-1. Which of the following would be a part of Chick-fil-A’s task environment?a. its’ target customersb. development of database marketingc. laws governing cleanliness standards in the restaurant kitchensd. consumer desire for low-fat foode. demographic trends that show the U.S. population moving south and west13. Refer to Mini-Case 1-1. The allies, friends, partners, and employees that Cathy refers to are examples of __________ with whom Chick-fil-A has built mutually profitable business relationships.a. stockholdersb. transaction partnersc. reciprocal agentsd. stakeholderse. business networksMini-Case 1-2In 1996, Target Corporation (then called Dayton-Hudson) decided that it would no longer sell tobacco products, giving up a very profitable line for them at the time. Liability and corporate responsibility were cited as the reasons for this move.14. Refer to Mini-Case 1-2. Which component of the broad environment likely had the most impact on Target’s decision to delete tobacco products from its product line-up?a. demographic environmentb. political-legal environmentc. task environmentd. natural environmente. manufacturing environmentChapter 2 – Developing and Implementing Marketing Strategies and Plans1. The traditional view of marketing is that a firm makes something and then sells it. In this view, marketing takes place in the second half of the process. Companies that subscribe to this view have the best chance of succeeding __________.a. in highly competitive marketsb. in economies marked by goods shortages where customers are not fussy about qualityc. where consumers have plenty of choices of high quality and competitively-priced goodsd. against competitors who carefully define their target markets and position their offerings accordinglye. in a marketplace where many micro niche products are available2. In the Value Creation and Delivery Sequence, the first phase involves “choosing the value.” In this strategic marketing process, the firm must do the marketing homework of __________.a. segmenting the market, targeting a customer group, and positioning the offeringb. understanding the customer through market researchc. providing the proper product mix to the relevant retailersd. measuring success or failure and feeding that knowledge back to the plannerse. setting a price that provides the proper perceived value to the final consumer3. The third task in the Value Creation and Delivery Sequence is called __________. It involves utilizing the sales force, advertising, sales promotion, and other tools to announce and promote the product.a. choosing the valueb. communicating the valuec. entering the consumer’s zoned. doing the homeworke. providing the value4. Which of the following is NOT considered a support activity in Porter’s Value Chain?a. firm infrastructureb. human resource managementc. procurementd. technology developmente. outbound logistics5. In the first half the 20th century, Ford Motor Company owned rubber plantations in Brazil to supply itself with raw materials for tire making. At some point, Ford began to buy all tires from outside vendors, and put more energy and focus on making the vehicles themselves. This is an example of _________.a. the value chainb. fulfillment managementc. outsourcingd. portfolio balancinge. inbound logistics6. Bernardo Sampson has a restaurant in Bullhead City, Arizona that makes the best cheesesteak sandwich in the West, according his well-traveled customers. According to Bernardo, the key is controlling the meat preparation process and making his own bread from an old family recipe. Other inputs to the business, such as vegetable supplies, kitchen equipment, and in some ways, employees, are less important to creating the best sandwiches. The meat preparation and homemade bread could be considered Bernardo’s _________.a. outsourcing geniusb. less critical resourcesc. holistic marketing effortd. core competencye. outbound logistics7. Ethikos Research seeks clients for its marketing research services. Firms that hire Ethikos are engaging in part of the __________, one of the five core business processes.a. market sensing processb. strategic support processc. marketspace acquisition processd. customer relationship management processe. fulfillment marketing process8. Blind Bill makes custom window treatments and sells exclusively to commercial homebuilders. CEO William Learned III often follows site finish managers around onsite to see how the customers view the products and to strengthen the partnership he feels he has with them. Learned’s goal is to improve the company’s offerings. In the holistic marketing framework, this type of activity would be called _________.a. core competency strengtheningb. value explorationc. value creationd. value fulfillmente. value delivery9. The late business guru Peter Drucker asked all of the following questions about defining an organization’s mission, EXCEPT:a. What should our business be?b. What will our business be?c. What is our business?d. Who is our customer?e. What has the business been?10. Which of the following is an example of a competence sphere?a. Dell Computer defines the range of products and applications they will supply.b. Saab decides to compete in both sport sedan and sport utility segments but not in minivan and truck segments.c. A private equity firm decides to purchase a raw materials manufacturer as well as the corresponding finished goods company.d. NEC has identified capabilities in computing, communications, and components to support laptop computer production.e. Starbucks select new countries to expand their business.11. Russ Clark, a NAPA auto parts dealer, bought out a competitor’s store. This is an example of _________.a. market penetrationb. backward integrationc. horizontal diversificationd. conglomerate diversificatione. horizontal integration12. Tired of high prices and poor service, and convinced she can do better, funeral home owner Macy Mbacke-Abdullah decides to purchase the wholesaler that she has been buying caskets from. This is an example of __________.a. backward integrationb. forward integrationc. diversified integrationd. horizontal integratione. concentric integration13. Apple Computer designs its computers and other technological products, such as the popular iPod so that they stand out in the marketplace from equally-effective, but more boring-looking competitors. This is an example of using the ________ strategy, as proposed by Porter.a. cost leadershipb. differentiationc. horizontal integrationd. focuse. all-in-one14. Costco has higher sales per square foot than powerful rival Sam’s Club (a Wal-Mart company). Costco have achieved this through a deep understanding of its highly targeted customer group. This is an example of using Porter’s __________ strategy.a. cost leadershipb. differentiationc. horizontal integrationd. focuse. price and performanceChapter 3 – Understanding Markets, Market Demand, and the Marketing Environment1. A marketing information system (MIS) consists of __________.a. the set of procedures and sources used by managers to obtain everyday information and relevant developments in the marketing environmentb. the systematic design, collection, analysis, and reporting of data and findings relevant to a specific marketing situationc. the people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makersd. an organized collection of comprehensive data about individual customers, prospects, or suspects that is currently accessible for marketing purposese. the coordination of the collection of data, systems, tools, and techniques with supporting software and hardware by which an organization gathers and interprets information from the business environment2. When Molly’s parents retired, they decided they wanted to travel. They found an ideal job that allows them to travel for free, but the only catch is they have to stay at Holiday Inns. During each stay, they test all the amenities offered by the motel and evaluate each. The evaluation forms are sent to the motel headquarters where it becomes part of the motel’s__________ system.a. sales reportingb. marketing researchc. experiential research datad. accountability information system (AIS)e. marketing intelligence3. Rita Jenkins, president of a local Chamber of Commerce, had difficulty getting members to assist in running the organization. She felt it was because of lack of commitment to the Chamber. Her vice-president felt it was due to having too many meetings. The organization’s secretary felt it was because there were several other professional organizations to which the members also belonged. If Rita wants to do research to determine the real reason why members do not want to run for office, she should begin by __________.a. determining the optimum number of meetingsb. evaluating the advantages the Chamber offers over other similar organizationsc. defining the problemd. developing the marketing research plan that she would employe. holding focus groups of members of similar organizations to determine whether the problems the Chamber is facing are universal or local4. Which of the following is a type of causal research project that would be used by a company that publishes custom memory books that are used as fundraisers for churches, colleges, and civic groups?a. a study to determine the types of fundraising most commonly used by church groupsb. a survey of previous customers to see if they are interested in a new editionc. a study to determine the price range for an average-sized cookbookd. an industrial study of what similar publishing companies are doing to better serve their customerse. a study to see if more people buy the custom memory book if the cover has a picture relating to the group selling it rather than just a generic cover5. Which of the following is NOT typical of a focus group?a. approximately, 14-18 participants spend a few hours togetherb. a skilled moderator guides the discussionc. the discussion centers on a product, service, or marketing entityd. they can gauge consumer reaction to product features or designe. they can give quick consumer feedback to new ideas6. Which of the following is an example of how ACE Crafts, a manufacturer of acrylic paints used in arts and crafts, would use observational research to gather primary data?a. survey current users to find out ways the paint could be improvedb. watch how members of a class learning to paint unfinished crafts use the paintc. ask users of other brands of paint to list the most important attributes for acrylic paintd. conduct a focus group of current users to determine how ACE is positioned in their minds when it is compared to similar productse. include a mail survey with each bottle of paint sold7. The manufacturer of Babylok brand sewing sergers wants to know the effect rebates have on sales. It plans on dividing its retailers into three regions. One group will offer consumers who buy a Babylok serger a $25 cash rebate. One will offer buyers of the machine $50 worth of “free” machine accessory parts. A third region will offer buyers a $40 store credit. The results of this market research will provide Babylok with __________ data.a. observationb. surveyc. primaryd. experimentale. descriptive8. The __________ is the set of consumers who have a sufficient level of interest in a market offer.a. marketb. target marketc. potential marketd. available markete. qualified market9. __________ is the maximum amount of sales that might be available to all of the firms in an industry during a given period under a given level of industry marketing effort and given environmental conditions.a. Total market potentialb. Company sales quotac. Company demand potentiald. Selective demand potentiale. Integrated demand potential10. __________ of the US population are college educated.a. 6%b. 16%c. 26%d. 36%e. 50%Mini-Case 3-1The owners of the 23,000 funeral homes in the United States are experiencing tremendous changes in their industry. Fewer families today are having bodies embalmed and displayed at a service. Of those who choose burial, many are shopping at retail and mail order casket dealers, not at the funeral home as, used to be the custom. Another change is the fact that many people want personal touches and quirky tributes in their funeral services. A growing number are choosing cremation rather than burial. Today almost a third of the nation’s 2.4 million annual deceased are cremated. Funeral homes typically charge only about one-third the amount for cremation that they do for a burial. It has become imperative that funeral directors invest time and money in learning about their potential consumers.11. Refer to Mini-Case 3-1. A funeral director who watches and records data on how consumers select a casket would be engaged in __________ research.a. observationalb. experimentalc. survey-basedd. behaviorale. database12. Refer to Mini-Case 3-1. One new funeral product being offered to customers is a casket brightly painted with the logos of the favorite sports teams of the deceased. The total number of these caskets that would be purchased in the Southwestern United States during the next two years, assuming the economy stays prosperous and the death rate stays constant, would be referred to as __________.a. product targetb. market demandc. primary demandd. market forecaste. company sales forecastMini-Case 3-2Raul wants to expand his successful auto parts business into nearby Mexico. Though he speaks decent Spanish, he grew up in southern Texas and does not know the Mexican market well. Raul is trying to consider all the issues that will be important to him as he begins the new venture. He grabs his laptop, jumps in his car, and heads for the border (just 5 minutes away).13. Refer to Mini-Case 3-2. Raul figures that he can choose his market, and his marketing mix, but that the macroenvironments of doing business in Mexico will not let him choose certain things about how business is conducted. This reflects __________.a. the difficulty of selling auto partsb. the difficulty of marketing in Mexicoc. the difficulty of choosing a product line for exportd. the difficulty of dealing with the “noncontrollables”e. the difficulty of finding suppliers outside the United States14. Refer to Mini-Case 3-2. The first thing Raul notices is a lot of older Chevys and Fords on the road. This may indicate that the __________ environment will be extremely important to his success.a. competitiveb. political-legalc. economicd. naturale. technologicalChapter 4 – Creating Customer Value, Satisfaction, and Loyalty1. In the opening scenario of Chapter 4, Ritz Carlton is recognized for providing exceptional services. Specific initiatives include all of the following, EXCEPT:a. direct questions to a 1-800 number for 24-hour serviceb. service quality indexc. customer loyalty anticipation satisfaction systemd. clean and repair everything room maintenance systeme. greet guests by name at check-in2. About a year ago, Echo began renting her movies from Netflix. She perceived Netflix to be a better source because of the enhanced selection, the responsive customer service emails she has received in answer to her online queries, better pricing, and less effort compared to renting from the store in her town. Netflix has offered Echo better __________ than the local competition.a. total customer costb. customer perceived valuec. customer delivered valued. total customer valuee. customer relationship management3. Buyers of Harley-Davidson motorcycles are promised more than just a vehicle, they also are assured that the motorcycles will work well, and maintain good re-sale value. Additionally, the Harley-Davidson brand represents “freedom” to many customers and potential customers. This latter idea is related to Harley’s __________.a. warrantyb. brand promisec. core positioningd. guarantee of complete satisfactione. value proposition4. High satisfaction creates a __________ bond with a brand or company?a. rationalb. marketingc. emotionald. producte. service5. Customer profitability analysis classifies customers into profit __________.a. levelsb. groupsc. sectionsd. categoriese. tiers6. Taco Bell estimates that a loyal customer might be worth $11,000 to the company. This number stems from something called __________.a. (NPV)*(ROI)b. customer lifetime valuec. the competitive present value of loyalty model (CPVLM)d. repeat purchase analysise. brand equity7. Omar Moreno’s restaurant has a very different type of customer, depending on time of day and time of year. Omar is looking to re-vamp the menus to make more profit. What is probably the most important first customer relationship management step he can take toward his goal?a. identify his prospects and customersb. differentiate customers by needc. differentiate customers by their value to the restaurantd. interact with individual customers to improve your knowledge about their needs and to build stronger relationshipse. customize products, services, and messages for each customer8. Verizon loses about one-fourth of its customers a year to competitors. Verizon’s competitors suffer similar customer losses. What is this phenomenon called?a. customer churnb. the burnout ratec. worm-to-churn conversiond. the return phenomenon (TRP)e. net loss analysis.9. Which is true in the customer-development process?a. A disqualified prospect is the same as an inactive customer.b. The ultimate customer is the one termed the “repeat” customer.c. Some partners go on to become members.d. Advocates are the same as clients.e. A client becomes a member by joining a program that offers benefits.10. Two types of loyalty programs include:a. institutional and personalb. frequency and personalc. frequency and club membershipd. frequency and institutionale. institutional and club membership11. Which of the following are NOT examples of personalized marketing?a. outdoor advertisingb. web sitesc. call centersd. databasese. e-mailsMini-Case 4-1Arno owns a sandwich shop chain that is set to go from six shops to twelve over the next year. Because Arno’s stores will double and he is still just one person, he decides it’s time to get some kind of technological help with understanding and serving his customers better.12. Refer to Mini-Case 4-1. At a foodservice trade show in Seattle, Arno finds an affordable software-based system that will help him create an Arno’s Discount Club, by managing detailed information about individual customers, such as their zip code and buying patterns. Arno’s new system is an example of __________.a. mass customizationb. prospect identificationc. growing value equityd. add-on sellinge. customer relationship management13. Refer to Mini-Case 4-1. The most valuable element of the customer development process is __________.a. partnersb. membersc. repeat customersd. prospectse. potentials14. Refer to Mini-Case 4-1. With the information Arno is able to gather about his customers, he might profitably use his customer database for all of the following EXCEPT:a. matching offers to a specific customer.b. drawing inferences about customer lifestyles.c. deepening customer loyalty by remembering preferences.d. reactivating through reminder promotional efforts.e. avoiding sending the same customers two similar offers but with varying prices.Chapter 5 – Analyzing Consumer Markets1. Each of the following is considered consumer behavior, EXCEPT:a. selection of a productb. use of public transitc. production of a concertd. acceptance of a political ideae. disposal of trash2. Lee is constantly begging his mother to buy him an iPod because the most popular kids at his school all have one. His mother contends that he’ll just break or lose the music player if she buys it for him. For Lee, the most popular kids in his school are an example of a __________.a. subcultureb. social classc. demographic groupd. reference groupe. culture3. Marco worked in the U.S. Navy from 1994–2001. He still holds fast to the values he learned while a sailor and even has contact with some of his Navy buddies sporadically. His allegiance to the Navy affects his opinions about many facets of life. For Marco the Navy is a(n) _______________ reference group.a. aspirationalb. secondaryc. dissociatived. associativee. primary4. Traits like sincerity, excitement, competence, sophistication, and ruggedness are examples of what researchers have found to make up a __________.a. brand’s personalityb. preferred consumer’s personalityc. timid consumer’s personalityd. lifestyle personalitye. variety-seeking personality5. Monique is designing a shoe advertisement for use in a magazine. The ad will try to show how the typical wearer of these shoes would like to see herself. If his ad is successful, Monique will have targeted their _______________.a. ideal self-conceptb. attitude toward lifec. actual self-conceptd. others self-concepte. biogenic motivation6. According to the work of Frederick Herzberg _______________.a. a person moves from stated instrumental motivation to terminal onesb. people are driven by particular needs at particular timesc. polite store clerks will not necessarily be a satisfier for a consumer, but impolite ones would be a dissatisfierd. a bottle of Estee Lauder perfume arouses a different set of motives in consumers than an Avon perfumee. marketers can use laddering to determine the appropriate appeal to be used in their ads7. Aunt Beverly is a hard person to buy a gift for. Her birthday is about a week away, and she has hinted to her nephew Thom how nice a personal digital assistant (PDA) would be. Suddenly, Thom starts seeing ads for PDAs in newspaper and magazines and on billboards. When he goes with his girlfriend to Staples he notices PDA displays that he can’t recall ever noticing before. Thom is probably engaging in __________.a. perceptual cuingb. perceptual aggregationc. selective distortiond. selective retentione. selective attention。

Marketing期末考试试题一、选择题（每题2分，共20分）1. 营销4P理论中，不包括以下哪一项？A. 产品B. 价格B. 地点D. 促销2. 以下哪个不是市场细分的依据？A. 地理位置B. 人口统计C. 心理特征D. 产品类型3. 在SWOT分析中，“S”代表的是：A. Strengths（优势）B. Strategies（战略）C. Situations（情境）D. Systems（系统）4. 以下哪个是市场渗透策略的特点？A. 增加产品线B. 进入新市场C. 提高市场份额D. 改善产品特性5. 以下哪个不是营销渠道的功能？A. 信息收集B. 产品分销C. 价格制定D. 服务提供6. 以下哪个是市场调研的步骤？A. 确定研究问题B. 收集数据C. 分析数据D. 所有选项都是7. 以下哪个是营销组合调整的策略？A. 产品延伸B. 市场调整C. 营销组合4PD. 产品再定位8. 以下哪个是营销传播的要素？A. 信息源B. 信息内容C. 传播渠道D. 所有选项都是9. 以下哪个是影响消费者购买决策的因素？A. 个人经验B. 社会影响C. 心理动机D. 所有选项都是10. 以下哪个不是营销目标的类型？A. 销售目标B. 利润目标C. 市场份额目标D. 员工满意度目标二、判断题（每题1分，共10分）1. 市场细分是将市场分成不同的消费者群体，每个群体有相似的需求或消费习惯。

（对/错）2. 营销4P理论中的“地点”指的是产品销售的地点。

（对/错）3. SWOT分析中的“W”代表的是弱点。

（对/错）4. 营销传播的目的是将产品信息传递给目标消费者。

（对/错）5. 营销调研可以完全不依赖于数据分析。

（对/错）6. 市场渗透策略通常涉及增加产品线。

（对/错）7. 营销组合调整的策略不包括产品再定位。

（对/错）8. 营销渠道的功能不包括价格制定。

（对/错）9. 消费者购买决策只受个人因素的影响。

（对/错）10. 营销目标的类型不包括员工满意度目标。

Chapter 6 Business Markets and Business Buyer Behavior1) Business buying behavior refers to the buying behavior of organizations that buy all of the following EXCEPT ________.A) products for use in production of other productsB) services for use in production of other servicesC) products purchased to resell to othersD) products purchased to rent to othersE) products purchased for personal consumptionAnswer: EDiff: 1 Page Ref: 168Skill: ConceptObjective: 6-12) In one way or another, most large companies sell to ________.A) consumersB) other organizationsC) employeesD) not-for-profit companiesE) the service sectorAnswer: BDiff: 2 Page Ref: 168Skill: ConceptObjective: 6-13) Which of the following is NOT a way that business and consumer markets differ?A) market structure and demandB) nature of the buying unitC) satisfaction of needs through purchasesD) types of decisionsE) decision processesAnswer: CDiff: 3 Page Ref: 169Skill: ConceptObjective: 6-14) There are many sets of ________ purchases made for each set of ________ purchases.A) consumer; businessB) tangible; intangibleC) service; productD) business; consumerE) product; serviceAnswer: DDiff: 2 Page Ref: 168Skill: ConceptObjective: 6-15) Which of the following is true about business marketers in comparison to consumer marketers?A) They deal with far fewer but far larger buyers.B) They deal with far more but far small buyers.C) They deal with a more elastic market.D) They deal with fewer demands in fluctuation.E) They deal with the same decision buying process.Answer: ADiff: 2 Page Ref: 169Skill: ConceptObjective: 6-16) In a typical organization, buying activity consists of two major parts: the buying ________ and the buying ________.A) committee; timeB) time; reorder pointC) economic order quantity; reorder pointD) center; decision processE) deciders; influencersAnswer: DDiff: 3 Page Ref: 172Skill: ConceptObjective: 6-27) The buying center and the buying decision process are affected by all of the following factors EXCEPT ________.A) internal organization factorsB) interpersonal factorsC) individual factorsD) external environmental factorsE) self-concept factorsAnswer: EDiff: 2 Page Ref: 172Skill: ConceptObjective: 6-28) The decision-making unit of a buying organization is called the ________.A) business buyerB) buying centerC) buying systemD) business-to-business marketE) supplier-development centerAnswer: BDiff: 1 Page Ref: 174Skill: ConceptObjective: 6-29) A ________ consists of the actual users of products, those who control buying information, those who influence the decisions, those who do the actual buying, and those who make the buying decisions.A) supplier development teamB) cross-functional teamC) buying centerD) quality management centerE) partnership management teamAnswer: CDiff: 2 Page Ref: 174Skill: ConceptObjective: 6-210) A(n) ________ controls the flow of information to others in the buying center.A) userB) influencerC) buyerD) gatekeeperE) deciderAnswer: DDiff: 1 Page Ref: 174AACSB: CommunicationSkill: ConceptObjective: 6-211) A buying center is not a fixed, formally identified, unit within an organization, but rather a set of ________ assumed by different people for different purchases.A) budgetary limitsB) informal job titlesC) buying rolesD) status rolesE) marketing positionsAnswer: CDiff: 3 Page Ref: 174Skill: ConceptObjective: 6-212) Which of the following is NOT included in the decision-making unit of a buying organization?A) individuals who use the product or serviceB) individuals who influence the buying decisionC) individuals who make the buying decisionD) individuals who supply the productE) individuals who control buying informationAnswer: DDiff: 2 Page Ref: 174Skill: ConceptObjective: 6-213) The major influences on the buying process at General Aeronautics include company policies and systems, technological change, and economic developments. The types of influences on the buying process in this scenario are most accurately categorized as ________ and ________.A) individual; environmentalB) organizational; interpersonalC) individual; organizationalD) environmental; interpersonalE) organizational; environmentalAnswer: EDiff: 3 Page Ref: 176Skill: ConceptObjective: 6-214) Which of the following types of factors influencing members of a buying center are typically the most difficult for marketers to assess?A) economicB) technologicalC) interpersonalD) organizationalE) politicalAnswer: CDiff: 3 Page Ref: 176Skill: ConceptObjective: 6-215) Policies, procedures, and systems are all examples of ________ influences on business buyer behavior.A) environmentalB) authoritativeC) interpersonalD) organizationalE) culturalAnswer: DDiff: 2 Page Ref: 176Skill: ConceptObjective: 6-216) Status, empathy, and persuasiveness are all examples of ________ influences on business buyer behavior.A) environmentalB) individualC) interpersonalD) organizationalE) culturalAnswer: CDiff: 2 Page Ref: 176Skill: ConceptObjective: 6-217) The first step of the business buying process is ________.A) general need descriptionB) alternative evaluationsC) problem recognitionD) order-routine specificationE) performance reviewAnswer: CDiff: 2 Page Ref: 177Skill: ConceptObjective: 6-318) A buyer would be most likely to review trade directories in which stage of the business buying process?A) problem recognitionB) general need descriptionC) product specificationD) supplier searchE) supplier selectionAnswer: DDiff: 2 Page Ref: 177Skill: ConceptObjective: 6-319) In which stage of the business buying process is a supplier's task to make sure that the supplier is giving the buyer the expected satisfaction?A) problem recognitionB) performance reviewC) supplier searchD) supplier selectionE) order-routine specificationAnswer: BDiff: 2 Page Ref: 179Skill: ConceptObjective: 6-320) B-to-B e-procurement yields many benefits. These include all of the following EXCEPT ________.A) reduced transaction costsB) more efficient purchasing for both buyers and sellersC) elimination of inventory problemsD) reduced order processing costsE) elimination of much of the paperwork associated with traditional ordering proceduresAnswer: CDiff: 2 Page Ref: 181AACSB: Use of ITSkill: ConceptObjective: 6-321) The leading barrier to expanding electronic links with customers and partners online is ________.A) costB) lack of trained personnelC) concern over securityD) lack of knowledgeE) lack of evidence of efficiencies gained through e-procurementAnswer: CDiff: 2 Page Ref: 181AACSB: Use of ITSkill: ConceptObjective: 6-322) Government organizations tend to favor ________ suppliers over ________ suppliers.A) local; domesticB) unionized; nonunionizedC) foreign; domesticD) domestic; foreignE) nonunionized; unionizedAnswer: DDiff: 2 Page Ref: 182AACSB: Multicultural and DiversitySkill: ConceptObjective: 6-423) The main differences between business and consumer markets include market structure and demand, the nature of the buying unit, and the types of decisions.Answer: TRUEDiff: 2 Page Ref: 169Skill: ConceptObjective: 6-124) One set of business purchases is made for each set of consumer purchases.Answer: FALSEDiff: 2 Page Ref: 168Skill: ConceptObjective: 6-125) A business marketer normally deals with far fewer buyers than the consumer marketer does. Answer: TRUEDiff: 2 Page Ref: 169Skill: ConceptObjective: 6-126) Buyers have different buying styles influenced by interpersonal factors such as age, income, education, professional identification, and attitudes toward risk.Answer: FALSEDiff: 2 Page Ref: 176Skill: ConceptObjective: 6-227) According to the stages of the business buying process, after completing a general need description,a business buyer should next invite qualified suppliers to submit proposals.Answer: FALSEDiff: 3 Page Ref: 177Skill: ConceptObjective: 6-328) Proposals should be marketing documents and not just technical documents.Answer: TRUEDiff: 2 Page Ref: 178AACSB: CommunicationSkill: ConceptObjective: 6-329) Suppliers are more likely to stay price competitive when the purchasing company uses single sourcing than when it uses multiple sourcing.Answer: FALSEDiff: 3 Page Ref: 178AACSB: Analytic SkillsSkill: ApplicationObjective: 6-330) When conducting a performance review, the seller monitors different factors than those monitored by the buyer to make sure that the seller is giving the expected satisfaction.Answer: FALSEDiff: 3 Page Ref: 179Skill: ConceptObjective: 6-331) E-procurement typically reduces drudgery and paperwork, thereby freeing purchasing personnel tofocus on more strategic issues.Answer: TRUEDiff: 2 Page Ref: 181AACSB: Use of ITSkill: ConceptObjective: 6-332) The benefits of e-procurement include access to new suppliers, lower purchasing costs, and more time-efficient order processing and delivery.Answer: TRUEDiff: 2 Page Ref: 181AACSB: Use of ITSkill: ConceptObjective: 6-333) Unfortunately, most governments do not provide would-be suppliers with detailed guides describing how to sell to the government.Answer: FALSEDiff: 2 Page Ref: 183Skill: ConceptObjective: 6-434) It is rare that noneconomic factors play a role in government buying.Answer: FALSEDiff: 2 Page Ref: 183Skill: ConceptObjective: 6-435) Explain the advantages of systems selling.Answer: Many business buyers prefer to buy a packaged solution to problem from a single seller instead of buying separate products and services from different sellers and then integrating them. The sale often goes to the firm that provides the most complete system that meets the customer's needs. Systems selling, also called solutions selling, is a key business marketing strategy for winning and holding accounts, as it fosters an interdependent relationship between the seller and buyer.Diff: 1 Page Ref: 173AACSB: Analytic SkillsSkill: ApplicationObjective: 6-2。

Chapter 7 Customer-Driven Marketing Strategy: Creating Value for Target Customers 1) When a company identifies the parts of the market it can serve best and most profitably, it is practicing ________.A) concentrated marketingB) mass marketingC) market targetingD) segmentingE) differentiationAnswer: CDiff: 2 Page Ref: 191Skill: ConceptObjective: 7-12) What are the four steps, in order, to designing a customer-driven marketing strategy?A) market segmentation, differentiation, positioning, and targetingB) positioning, market segmentation, mass marketing, and targetingC) market segmentation, targeting, differentiation, and positioningD) market alignment, market segmentation, differentiation, and market positioningE) market recognition, market preference, market targeting, and market insistenceAnswer: CDiff: 2 Page Ref: 191Skill: ConceptObjective: 7-13) Which type of segmentation centers on the use of the word when, such as when consumers get the idea to buy, when they actually make their purchase, or when they use the purchased item?A) behavioralB) psychographicC) occasionD) impulseE) emergencyAnswer: CDiff: 2 Page Ref: 196Skill: ConceptObjective: 7-24) Markets can be segmented into groups of nonusers, ex-users, potential users, first-time users, and regular users of a product. This method of segmentation is called ________.A) user statusB) usage ratesC) benefitD) behaviorE) loyalty statusAnswer: ADiff: 1 Page Ref: 197Objective: 7-25) Consumers can show their allegiance to brands, stores, or companies. Marketers can use this information to segment consumers by ________.A) user statusB) loyalty statusC) store typeD) brand preferenceE) usage rateAnswer: BDiff: 1 Page Ref: 197Skill: ConceptObjective: 7-26) Consumer and business marketers use many of the same variables to segment markets. Business marketers use all of the following EXCEPT ________.A) operating characteristicsB) purchasing approachesC) situational factorsD) personal characteristicsE) brand personalitiesAnswer: EDiff: 3 Page Ref: 198Skill: ConceptObjective: 7-27) When the size, purchasing power, and profiles of a market segment can be determined, it possesses the requirement of being ________.A) measurableB) accessibleC) substantialD) actionableE) observableAnswer: ADiff: 2 Page Ref: 200Skill: ConceptObjective: 7-28) When a business market segment is large or profitable enough to serve, it is termed ________.A) measurableB) accessibleC) substantialD) actionableE) differentiableAnswer: CDiff: 2 Page Ref: 200Objective: 7-29) To evaluate the different market segments your company serves, you would look at all of these factors EXCEPT which one?A) segment sizeB) segment growthC) segment structural attractivenessD) company valuesE) company resourcesAnswer: DDiff: 3 Page Ref: 201Skill: ConceptObjective: 7-310) Which of the following is NOT one of the reasons a segment would be less attractive to a company?A) strong competitorsB) substitute productsC) concentrated marketD) power of buyersE) power of suppliersAnswer: CDiff: 2 Page Ref: 201Skill: ConceptObjective: 7-311) The 55-year-old baby boomers share common needs in music and performers. When a music company decides to serve this group, the group is called a(n) ________.A) market segmentB) target marketC) well-defined marketD) differentiated marketE) undifferentiated marketAnswer: BDiff: 1 Page Ref: 201Skill: ConceptObjective: 7-312) When New Port Shipping uses segmented marketing, it targets several segments and designs separate offers for each one. This approach is called ________ marketing.A) undifferentiatedB) differentiatedC) targetD) individualE) nicheAnswer: BDiff: 2 Page Ref: 202Skill: ConceptObjective: 7-313) Developing a strong position within several segments creates more total sales than ________ marketing across all segments.A) undifferentiatedB) differentiatedC) nicheD) targetE) individualAnswer: ADiff: 3 Page Ref: 202Skill: ConceptObjective: 7-314) Using concentrated marketing, the marketer goes after a ________ share of ________.A) small。

管理英语3期末考试复习题库一、选择题1. The primary goal of a business organization is to:A. Maximize shareholder valueB. Increase market shareC. Improve employee satisfactionD. Expand product lines2. Which of the following is NOT a function of management?A. PlanningB. OrganizingC. LeadingD. Innovating3. In the context of management, what does SWOT stand for?A. Strengths, Weaknesses, Opportunities, ThreatsB. Systems, Work, Objectives, TacticsC. Skills, Workforce, Organization, TechnologyD. Strategies, Workflow, Opportunities, Tactics4. Which of the following is an example of a strategic management tool?A. SWOT AnalysisB. Balance ScorecardC. Both A and BD. Neither A nor B5. The concept of "management by objectives" was popularized by:A. Peter DruckerB. Henry MintzbergC. Frederick TaylorD. Max Weber二、填空题6. The process of setting goals, planning, organizing, leading, and controlling to accomplish organizational objectives is known as __________.7. The term "management" refers to the coordination and supervision of __________ and __________ in an organization.8. In the management hierarchy, the top level is known as the __________, and the bottom level is known as the __________.9. The process of determining how to best use resources to achieve organizational goals is called __________.10. A(n) __________ is a document that outlines the strategic direction and priorities of an organization.三、简答题11. Explain the difference between leadership and management.12. Describe the role of communication in the management process.13. What are the key elements of a balanced scorecard?14. Discuss the importance of ethical considerations in management decision-making.15. How can a SWOT analysis be used to inform strategic planning?四、案例分析题16. Case Study: XYZ Corporation is facing a decline in sales and needs to reevaluate its strategic direction. Using the SWOT analysis, outline the steps XYZ Corporation should take to identify its strengths, weaknesses, opportunities, and threats.17. Case Study: ABC Company has recently experienced a significant increase in employee turnover. Discuss how the company can apply the principles of effective leadership to improve employee retention.18. Case Study: PQR Enterprises is considering expanding intoa new international market. What factors should PQR consider when evaluating the feasibility of this expansion?19. Case Study: LMN Industries has been criticized for its lack of environmental responsibility. How can LMN Industries integrate sustainability into its management practices?20. Case Study: EFG Partners is a small business looking to grow. What strategic management tools can EFG use to plan for growth and expansion?五、论述题21. Discuss the evolution of management theories from the early 20th century to the present day.22. Analyze the impact of globalization on management practices and strategies.23. Evaluate the role of technology in modern management and its implications for the future of work.24. Consider the challenges and opportunities presented by the rise of remote work and how management can adapt.25. Explore the concept of corporate social responsibility (CSR) and its significance in contemporary management.结束语希望这份复习题库能够帮助你更好地准备管理英语3的期末考试。

运营管理期末考试试题英文### Final Examination for Operations ManagementSection A: Multiple Choice Questions (Choose the best answer for each question)1. What is the primary goal of operations management?A. Cost reductionB. Quality improvementC. Efficiency maximizationD. All of the above2. Which of the following is not a type of inventory?A. Raw materialsB. Work-in-progressC. Finished goodsD. Human resources3. What is the purpose of a capacity plan?A. To ensure the organization has enough resources to meet demandB. To reduce the number of employeesC. To increase the use of technologyD. To decrease the amount of inventory4. Which of the following is a benefit of lean production?A. Increased inventory levelsB. Reduced waste and inefficiencyC. Increased complexity in processesD. Higher costs for raw materials5. What is the main focus of Six Sigma methodology?A. Process improvement and reduction of defectsB. Financial managementC. Marketing strategiesD. Human resources managementSection B: Short Answer Questions6. Define the term "Operations Management" and explain its significance in a business.7. What are the four primary activities of the supply chain? Provide a brief description of each.8. Explain the concept of "Just-In-Time" (JIT) inventory management and its advantages.9. How does the use of Total Quality Management (TQM) impact an organization's operations?10. Describe the role of a project manager in operations management.Section C: Case StudyBackground:ABC Company is a manufacturing firm that specializes in producing high-quality electronic components. They haverecently faced challenges in meeting customer demand due to production delays and inventory issues.Tasks:1. Analyze the current operations of ABC Company and identify potential areas for improvement.2. Propose a plan to implement a lean production system to reduce waste and improve efficiency.3. Discuss the importance of capacity planning in managing the production capacity of ABC Company to meet the growing demand.Section D: Essay Question11. Discuss the role of technology in modern operations management. How does the integration of advanced technologies like AI, IoT, and Big Data impact the efficiency, productivity, and decision-making processes within an organization?Instructions:- Answer all questions to the best of your ability.- Show all your work for calculations.- Use complete sentences and proper grammar in your answers. - Be concise and to the point in your responses.Note:- This examination is designed to assess your understanding of the key concepts and practices in operations management. - Good luck!End of Examination。

A, True or False (2’X10=20’)1.Items sold in the convenience stores are usually more expensivethan similar items sold in the supermarket.2.The marginal effect of advertising on sales is always samethroughout different stages of new product diffusion.3.S trategy guru Michael Porter’s three “generic” strategies are: costleadership, diversification, and focus.4.The sales quantity of a new product is evenly distributed indifferent time periods.5.Post-purchase satisfaction is a function of the consumer’s produ ctexpectations and the product’s perceived performance.6.Personal communication is a more efficient way to increaseconsumer’s new product awareness level than advertising7.New product development involves very high cost and risks offailure. Therefore, companies should not develop new product.8.The higher the price, the lower the demand, given othersconstant.9.Product line extension could possibly damage the reputation ofthe mother brand.10.Marketing is both an art and a science—there is constant tension betweenthe formulated side and the creative side.1,T 2,G 3,F 4,F 5,T, 6,F 7,F 8,F 9,T 10,FB. Multiple Choices (3’x10=30’)1, The characteristics of services include the following components EXCEPT:a, distinctivenessb, intangibilityc, perishabilityd, inseparability2, What is the objective of quantity discount to the consumers?a, provide more welfare to the consumers b, extract more consumer surplusc, attract more customers d, none of the above3, General Mills offers different product lines in China market from those in US. What kind of strategy General Mills uses here in the world marketplace?a, price discriminationb, cost leadershipc, focusd, differentiation4, If you go to a national electronic appliance chain store in China, you will find more air conditioners but fewer heaters in southern China where it is hot. A chain store in northeastern China where it is cold, however, sells more heaters but fewer air conditioners. The Chinese chain store realizes that the people ineach of these areas do not have the same needs and should therefore not be offered the same products. This is an example of __________.a. benefits segmentationb. geoclusteringc. demographic segmentationd. behavioral segmentation5, In the buying center, __________ are people who request that something be purchased, including users or others.a. initiatorsb. influencersc. decidersd. approvers6, Bentley produces fine automobiles with price tags in the $300,000 and above range. Because the number of people with sufficient income to purchase a Bentley is relatively small, we might say Bentley is engaged in __________ marketing.a. localb. aggregatedc. individuald. niche7, The systematic design, collection, analysis, and reporting of data and findings relevant to a specific marketing situation facing the company is termed__________.a, the sales reporting systemb, marketing researchc, marketing intelligenced, the sales force8, What are the two solutions to unprofitable customers?a. Lower fees; reduce service.b. Lower fees; increase service.c. Raise fees; increase service.d. Raise fees; reduce service.9, In the absence of noticeable and rapid healing, Susan is not sure whether she got good service by her physician. Medical services are a good example of this type of difficulty— __________—where the consumer finds hard to evaluate even after consumption.a. search qualitiesb. experience qualitiesc. credence qualitiesd. differentiation qualities10, Intel, one of the largest producers of integrated circuit chips, puts a great deal of effort into expanding production of chips to drive down the cost and thus expand the market. This is most indicative of the __________ concept.a. productionb. productc. customerd. marketing1,a 2,b 3,d 4,b 5,a 6,d 7,b 8,d 9,c 10,aC. Short Essay Questions (10’+10’=20’)1, Perform a limited SWOT analysis for the Wal-Mart company. (10’)Strength: low price, scale of economy, high bargaining power to supplier and customer, strong reputationWeakness: low serviceOpportunity: expansion to other country and areaThreat: strong local competitors with established relationship with suppliers.2, Happy Days seafood restaurant in Sanya of Hainan Province has just been bought by a young and rich Chinese businessman. The new owner wants to make Happy Days stand out among the many competitors by being the highest quality restaurant. Explain at least five ways Happy Days quality could be improved. (10’)ReliabilityAssuranceTangiblesEmpathy, andResponsivenessOR.Identify high quality foodHire highly skilled chefs and waitressStandardize cooking and serving processCultivate good meal environment in restaurantDifferentiate product features and relevant pricing strategyD. Long Essay Questions (30’)China Premium League Football Match is a popular TV program in China.1)Please discuss the marketing efforts of China Premium LeagueFootball Match itself, in terms of traditional marketing mix: price, product, promotion and place. What is doing right and what is left to be improved in future? (15’)Price: OK. Not too expensive.Product: really bad. Corruption everywhere. If the product quality is too bad, it may drive audience away.Promotion: OK. With some new features.Place: OK covering all major cities in China.2)Please answer whether a company should or should not takeadvantage of China Premium League Football Match to market its products. Ifyou choose yes, please explain how to market the product by China Premium League Football Match. If you choose no, please explain why you would not like to market the product by China Premium League Football Match. (15’)Yes. High exposure rate so far. Sporty goods, goods purchased by male are more appropriate than products purchased usually by female.No. The League match is really too bad and destroys the reputation of products advertised with them.。

MKTG 649: Marketing Management, Spring 2011Exam 3 Review Questions∙NOTE: These questions are illustrative. in addition to studying this set, you should also consult the relevant chapters of your text and your lectures notes.∙ Review this set and feel free to discuss with me, should you have any questions or concerns.Chapter 12 – Developing Pricing Strategies and Programs1. When customers buy on the basis of a reference price or because the price conveys a particular quality image to them, they are being influenced by __________.a. value pricingb. the psychology of pricingc. the going-rates of competitorsd. value augmented by perceptione. an aggregated marketing plan for pricing2. A common mistake in pricing is __________.a. setting prices according to demandb. revising prices too oftenc. considering price and price competition as a key problem in marketingd. ignoring costs when setting pricese. setting prices independently of the rest of the marketing mix3. A market segment has a large number of buyers. High initial price does not attract competitors to the market, but it communicates superior product image. In this segment a __________ is the best strategy.a. market-skimming pricingb. product quality leadershipc. maximum current revenued. market-penetration pricinge. maximum sales growth4. __________ are costs that do not vary with production or sales revenue.a. Total costsb. Average costsc. Variable costsd. Fixed costse. Marginal costs5. Every time Nike doubles the total number of shoes it has sold, its marketing cost structure falls by a predictable percentage. This is an example of the __________.a. leverage effectb. activity-based pricing conceptc. experience curved. elasticity consumer exhibit for shoe pricese. target costing principle6. A maker of generic skateboard decks (blanks) for shops to customize incurs a variable cost of $12 per blank and fixed costs of $500,000. To earn a 20 percent markup on selling price, the manufacturer would charge __________ for each of the 100,000 blanks it expects to sell.a. $14.40b. $20.40c. $21.25d. $37.50e. $33.337. Lucinda is a maker of wine charms (small, decorative jewelry loops put on wineglass stems to set your glass apart from those of other partiers), and has a variable cost of $4.50 per set of six and fixed costs of $16,000. To earn a 25 percent markup on selling price, Lucinda should charge __________ for each of the 4,000 sets of charms she expects to sell.a. $5.63b. $6.38c. $8.63d. $9.63e. $11.338. Burlingvale Coats produces winter wear for Target. Their recently designed parkas for the northern stores cost about $30 to produce, and Burlingvale wishes to earn a 15 percent return on an investment of $5 million. If 75,000 parkas will be sold to Target, the appropriate price per item is __________.a. $30.00b. $37.50c. $35.00d. $40.00e. $45.009. Nixon Watch Co. will incur fixed costs of $500,000 and unit variable costs of $20 on its new perpetual calendar quartz models. Nixon plans to set the wholesale price of the model at $50. To break even, Nixon must sell __________ units.a. 9,876b. 16,667c. 18,333d. 20,000e. 25,00010. __________ pricing is a method in which the company charges a fairly low price for a high-quality offering.a. Markupb. Psychologicalc. Target-returnd. Perceived-valuee. Value11. Every August, Fat Tire Ale hosts a bike race and beer tasting festival in Taos, New Mexico. During the festival, local retailers offer __________ pricing to entice people who come for the festival to come into their stores and buy their merchandise.a. special-eventb. seasonal discountc. promotional allowanced. psychological discounte. functional discountMini-Case 12-1Fugazi is a punk band from Washington, D.C. The leader, Ian, insists that the band not focus on the commercial aspects of making music, so the band typically charges less than $10 for a live show, they sell no T-shirts or other Fugazi gear, and they will only play in all-ages venues. To increase creative and financial control, Ian and other members of the band package and sell their self-produced CDs that they sell for $10 online.12. Refer to Mini-Case 12-1. Every time Fugazi tours, they are able to pick up more ideas about how to minimize the costs of going on tour, in order to make a fair and increasing return for their efforts. This is an example of __________.a. total costs fallingb. activity-based accountingc. target costingd. the learning curvee. consideration of customers’ demand schedules13. Refer to Mini-Case 12-1. When it comes to pricing their music, Fugazi uses the __________ method.a. valueb. going-ratec. markupe. target-return14. Refer to Mini-Case 12-1. The underlying objective or philosophy used by Fugazi in setting their prices is probably__________.a. survival—in this case, keeping the band “alive”b. maximum current profit—using the strict definition in the bookc. maximum market share—in this case, getting as many people to listen to the band as possibled. market skimming—using the strict definition in the booke. product-quality leadership—the logic being that offering the best music possible will cost more than providing average-quality musicChapter 13 – Designing and Managing Integrated Marketing Channels1. ___________ are sets of interdependent organizations involved in the process of making a product or service available for use or consumption.a. Marketing channelsb. Retailer chainsc. Wholesalersd. Distributorse. Consumers2. Penguin sells books through ’s online store, this is an example of using a __________.a. zero-level channelb. one-level channelc. two-level channeld. three-level channele. reverse-flow channel3 A marketing channel intermediary knows its customers want to be able to buy in large quantity, so it needs to be especially concerned about the ___________ it provides to customers.a. spatial convenienceb. service backupc. lot sized. waiting timee. product variety4. If a manufacturer is concerned with the breadth of the assortment its distributor can provide customers, the manufacturer is expressing a concern about the ___________ the distributor provides.a. spatial convenienceb. waiting timec. lot sized. service backupe. product variety5. A firm might choose __________ when it wants to maintain control over the service level and service outputs offered by the resellers.a. exclusive distributionb. mass distributionc. intense distributiond. mini-distributione. full-line forcing6. ___________ distribution consists of the manufacturer placing the goods or services in as many outlets as possible.a. Selectiveb. Intensivec. Inclusived. Exclusive7. Bodyshop produces a line of all-natural lotions and soaps, and is trying to choose between using its own sales force and hiring manufacturers’ representatives to sell its products to non-Bodyshop distributors. Bodyshop has come to the realization that it can more easily direct its sales force’s efforts, the products emphasized, and how accounts are managed if it sets up its own sales force. This company is evaluating its choice on the basis of ___________ criteria.a. economicb. quantitativec. territoriald. adaptivee. control8. Franchise operations, such as Krispy Kreme, Papa John’s Pizza, and H&R Block, are examples of ___________.a. administered VMSsb. horizontal marketing systemsc. contractual VMSsd. corporate VMSse. conventional marketing systems9. When 50 independent hardware stores formed a new business entity to provide them with the services of the wholesaler, this was an example of ___________.a. wholesaler-sponsored voluntary chainsb. retailer cooperativesc. franchise organizationsd. catalog showroomse. linked divisions10. ___________ conflict involves conflict between members at the same level within the channel.a. Horizontal channelb. Direct channelc. Multichanneld. Vertical channele. Single channel11. Joe Montes hand-makes guitars and sells them to retailers and also recently began to sell them to the final customer at . The retailers aren’t happy about the Internet sales because they claim the direct marketing sales are adversely affecting their in-store sales. This is an example of ___________ conflict.a. horizontal channelb. direct channelc. multichanneld. vertical channele. single channel12. ___________ means having a skilled, neutral third party reconcile the two parties’ interests.a. Diplomacyb. Cooptationc. Goal subordinationd. Arbitratione. MediationMini-Case 13-2The Hanlon brothers of Minnesota decided to revive an extinct motorcycle brand, the once-proud Excelsior-Henderson. They raised millions of dollars from stock sales and got the state to subsidize them for millions more. They spent lots of the raised money announcing the future coming of the bike, creating high awareness at rallies and race events. In 2000, after nearly 4 years of work, they introduced their first model , the Big X, through test rides at the Black Hills Rally in Sturgis, South Dakota, and at the Laughlin River Run in Laughlin, Nevada. Interested buyers were shown maps with a small network of about 80 U.S. dealers who had agreed to stock the bikes, and the Hanlons promised more to come. However, purchasers who had interest and the money to purchase hesitated about the quality and stability of the proposed dealership network and the bike never sold enough units to keep the company alive. Within months the company went bankrupt, probably not due to a lack of good product, but rather due to a lack of good distribution.13. Refer to Mini-Case 13-2. Which of the following is a reason the Hanlons tried to build a network of dealers rather than create their own dealerships?a. direct marketing is not feasible for motorcyclesb. to be more efficient with consumers’ time and energyc. they lacked the financial resources to carry out direct marketingd. management egoe. the multichannel marketing approach seemed like the best idea at the time14. Refer to Mini-Case 13-2. The number of intermediaries suggests what type of distribution?a. selectiveb. intensivec. exclusived. multichannele. hybridChapter 14 – Managing Retailing, Wholesaling, and Logistics1. A concept in retailing that helps explain the emergence of new retailers is called the __________ hypothesis.a. retail life cycleb. wheel-of-retailingc. service-assortmentd. product life cyclee. retail profitability2. When Cyler goes to do his grocery shopping for the week, he also likes to drop off his finished rolls of film and visit the bank at the same time. He would also like the idea of having a package-mailing service to use while he is shopping. Cyler would enjoy doing his grocery shopping at a __________.a. combination storeb. category killerc. superstored. hypermarkete. warehouse store3. Which of the following best describes the retailers that carry more shopping goods, and where customers need more information and assistance?a. self-serviceb. self-selectionc. limited serviced. full servicee. automated service4. A businesswoman has agreed to buy the right to use a process and a system from a company that also sells the same thing to other businesspeople. The woman is a __________.a. wholesalerb. member of a voluntary chainc. corporate chains stored. franchisere. franchisee5. The citizens of North Cheshire Village, Massachusetts, got tired of having to drive 18 miles to buy gasoline and sundry items. They have decided to open their own store. All have contributed money to purchase the initial inventory and open this store, which will carry gasoline and a small amount of related accessories and lubricants. Each participant will have a vote in store policy, will elect someone to operate the store, and will receive dividends based on any profits. They are engaged in a(n) __________.a. consumer cooperativeb. retailer cooperativec. merchandising cooperatived. voluntary storee. independent superspecialty store6. Josie is choosing the mix of products and determining how many product lines she will carry in her teacher supply store. Josie is making the __________ decision.a. target marketb. market segmentationc. product-assortmentd. store atmospheree. service level7. Experience marketing at Starbucks includes which of the following senses?a. smellb. soundc. feeld. looke. all of the above are sense-oriented marketing cues at Starbucks8. Which of the following is NOT a function of wholesalers?a. bulk-breakingb. selling and promotingc. transportationd. risk bearinge. final customer segment selection9. Integrated logistics systems (ILSs) involves all of the following EXCEPT:a. materials managementb. material flow systemsc. physical distributiond. information technologye. financing10. Planning the infrastructure to meet demand, then implementing and controlling physical flows of materials and final goods from place to place to meet customer needs at a profit is called __________.a. market logisticsb. demand chain planningc. sales forecastingd. supply chain managemente. value-added services11. As Chin sat in his car waiting for the barges to pass through the drawbridge, he noticed several semi-trailers being carried on the barges. This is an example of __________.a. encapsulationb. trainship distributionc. dual distributiond. fishyback distributione. bimodal distributionMini-Case 14-1Big Lots! sells a wide variety of goods that have been clearanced to them (close-out merchandise, products that represent overruns in production, etc.). Although consumers never know what will be on the shelves at Big Lots!, they know that the prices are typically 40 percent to 75 percent less than what those goods go for elsewhere. Big Lots! Corporation owns all the stores. They like to house the stores along major thoroughfares of large cities, clustered with other stores in long buildings. They have had good success with this business model since the beginning.12. Refer to Mini-Case 14-1. What type of organization is Big Lots!?a. voluntary chainb. corporate chainc. retailer cooperatived. consumer cooperativee. franchise operation13. Refer to Mini-Case 14-1. What type of retailer is Big Lots!?a. factory outletb. warehouse clubc. independent off-price retailerd. superstoree. specialty store14. Refer to Mini-Case 14-1. Big Lots! tends to favor what type of retail location?a. general business districtb. regional shopping centerc. community shopping centerd. location within larger operatione. shopping stripChapter 15 – Designing and Managing Integrated Marketing Communications1. __________ are the means by which firms attempt to inform, persuade, and remind customers about the products and brands that they sell.a. Marketing communicationsb. Sales promotionsc. Mass communicationsd. Brand imagese. Broadcast media2. This is the use of mail, telephone, fax, email, or the Internet to communicate directly with or solicit a response or dialogue from specific customers or prospects.a. personal sellingb. viral marketingc. brand buildingd. direct marketinge. sales promotion3. Bradford Soap, the second-largest soap maker in the world, occasionally arranges tours of their plant in Warwick, Rhode Island. This is a part of what kind of communications platform?a. eventsb. experiencesc. personal sellingd. sales promotione. direct marketing4. The communication objective that involves self-instructions to buy the brand or take buying related action.a. brand attitudeb. brand purchase intentionc. category needd. brand awarenesse. adoption5. When defining marketing communications to achieve a certain response, the creative strategy is most closely related to which of the following?a. what to sayb. to whom should it be saidc. how to avoid noised. how to say ite. who should say it6. An ad states that DirecTV offers better HD options than cable. This is an example of a(n) __________ appeal.a. moralb. emotionalc. transformationald. sociale. informational7. Michelin Tires has commercials featuring diaper-clad babies sitting in Michelin tires. A voiceover tells you the tires are more expensive than many brands but that what is riding on them is priceless. This is an example of a(n) __________ appeal.a. moralb. transformationalc. sociald. informationale. rational8. Source credibility is a function of the source’s __________.a. personal, social, and moral influencesb. quality of expression—both verbal and nonverbalc. likeability, expertise, and trustworthinessd. recognizability, trustworthiness, and reputatione. knowledge, reputation, and perceived expertise9. Fred “Ford” Groves, a Cape Girardeau, Missouri Ford vehicle dealership likes to motivate its salespeople with contests that award prizes like trips to Disneyworld for selling the most vehicles in a time period. These kinds of sales promotions are common for big-ticket salespeople, and would be classified as what type of marketing communications?a. sales contests do not constitute marketing communicationsb. paid media, nonpersonalc. free media, personald. public relationse. sales promotions10. Ohana Surf, on the north shore of Oahu, Hawaii, is preparing its promotional budget for next year. If its first step is to forecast next year’s sales, then Ohana is probably using the __________ method.a. percentage-of-salesb. affordablec. market shared. competitive-paritye. objective-and-task11. In an ideal world the __________ is the preferred method of setting a promotion budget.a. percentage-of-sales methodb. arbitrary allocationc. affordable methodd. competitive-parity methode. objective-and-task method12. The three distinct benefits of __________ are its ability to communicate, its ability to act as an incentive, and its invitation to consumers to buy now.a. direct mailb. sales promotionc. advertisingd. public relationse. personal selling13. __________ is(are) the most effective tool at later stages of the buying process.a. Direct marketingb. Events and experiencesc. Personal sellingd. Sales promotione. Advertising14. After the communications plan has been implemented, which of the following is a behavioral measure of the audience’s response?a. how many people bought the productb. whether audience members recognize the brandc. how many times the target saw the add. current and previous attitudes toward the brand among audience memberse. number of points recalled from the campaignChapter 16 – Managing Mass Communications1. Which of the following is NOT one of the five Ms of advertising?a. managementb. missionc. moneyd. measuremente. media2. Hospitals are engaged in intense competition to fill their maternity beds. What type of advertising would hospitals most likely use for advertising their new amenities like Jacuzzis in every room, filet mignon or lobster on the menu, and afternoon teas for the new mothers and their families?a. descriptiveb. persuasivec. reminderd. informativee. instructive3. Advertising for Advil pain reliever shows how Advil is superior to Tylenol. This is an example of _____________ advertising.a. descriptiveb. persuasivec. reminderd. informativee. instructive4. Zhao is advertising her import-export business and wants to find the most cost-effective way of delivering the desired number and types of message exposures to his target audiences. Zhao is considering her __________.a. marketing planb. creative development and executionc. plan of attackd. media selectione. effective appeal5. The owner of a dive shop, which provides its customers with scuba training and sells dive equipment and accessories, would like to advertise. He is considering outdoor advertising. Outdoor advertising would ___________.a. give his ad high repeat exposureb. provide tremendous audience selectivityc. allow the dive shop to create very creative adsd. not have to contend with cluttere. provide all of the above benefits to the dive shop6. Daisy has formed a company that markets ad space on city parking meters. Her first clients are antacids, a dog-walking service, and the local museum’s new exhibit. This is an example of what type of alternative advertising form?a. point-of-purchase advertisingb. anti-zipping/zapping advertisingc. increased intensity advertisingd. captured attention advertisinge. place advertising7. The media-timing pattern in which advertising is run evenly throughout a given period is called _____________.a. flightingb. concentrationc. pulsingd. burstinge. continuity8. An advertiser on a limited budget that schedules media so that a heavy dose of advertising is followed by a period of no advertising is using a pattern called _____________.a. burstingb. continuityc. pulsingd. concentratione. flighting9. ___________ is a key ingredient in many marketing campaigns and consists of a diverse collection of incentive tools, mostly short term, designed to stimulate trial, or quicker or greater purchase, of particular products or services by consumers or the trade.a. Advertisingb. Public relationsc. Sales promotiond. Personal sellinge. Market segmentation10. Pepsi is using a sales promotion campaign for AMP, its new energy drink based on its popular Mountain Dew recipe. Pepsi is running coupons in magazines aimed at teenagers and college students, offering refund offers for multiple purchases, and mailing samples to homes in selected zip codes. All of the methods that Pepsi is using are types of _____________.a. intermediary promotional activitiesb. trade promotionsc. public relations activitiesd. functional promotionse. consumer promotions11. What is the final step in the formula for measuring the sales impact of advertising?a. share of marketb. share of heartc. share of mindd. share of voicee. share of expenditures12. Tom’s used _____________ when it placed a coupon for $1.00 off any 12-pack of soda on packages of its Hot Fries snacks.a. a price packb. a prize promotionc. a point-of-purchase promotiond. a cross-promotione. promotion bundling13. The marketer of Squall cigars had a promotion in which customers could send in three proofs of purchase and $29 in exchange for a very nice windproof and waterproof jacket that sported an embroidered Squall logo. The jacket had an actual market value of about $70. This is an example of what type of consumer promotion?a. couponsb. frequency programsc. prizesd. patronage awardse. premiums14. Ricolini’s Italian Deli has a program that gives you your 10th sandwich free. What type of consumer sales promotion is Ricolini’s using?a. free trialsb. frequency programs c. cross-promotions d. samples e. couponsChapter 17 – Managing Personal Communications 1. Drawing from the opening vignette of Chapter 17, which is NOT true about Coca Cola’s personal communications with customers and potential customers? a. uses second life b. uses extensive word-of-mouth c. uses and interactive commitment d. knows that not every online feature will work right away e. used short film and other promotional elements to extend an ad campaign 2. Euli Chaves wants to sell difficult-to-find Brazilian grocery items to U.S. buyers, via a mailed catalog. He has read that a 2 percent response rate is considered good. He decides that he wants 4 percent of those who receive the catalog to make a purchase. At what stage of the direct mail campaign is Chaves? a. objectives b. target markets and prospects c. offer elements d. testing elements e. measuring success 3. In direct mail, the __________ consists of five elements—product, offer, medium, distribution method, and creative strategy. a. R-F-M formula b. marketplace conditions c. offer strategy d. break-even response rate e. order response rate 4. Outbound telemarketing involves __________? a. receiving calls b. providing incentives c. only using the Internet d. initiating calls to prospects and customers e. none of the above. 5. When evaluating Web sites, which is a part of the “ease of use” quality? a. individual pages are clean looking b. typefaces are very readable c. site makes good use of color d. first page easy to understand e. individual pages are not overly crammed with content 6. Which of the following best describes a salesperson whose expertise lies in solving a customer’s problem, often with a system of the firm’s goods and services? a. deliverer b. order taker c. technician d. demand creator e. solution vendor 7. The __________ approach to selling trains salespeople in customer problem solving in which the rep learns to listen and ask questions in order to identify customer needs and come up with sound product solutions. a. customer-oriented b. relationship marketingMKTG 649, Spring 2011, Exam 3 Review Questions – Page 11 of 13c. sales-oriented d. transformational marketing e. negotiation-based 8. Once a salesperson has identified a hot prospect, she is now ready to enter the __________ stage of the personal selling process. a. preapproach b. qualifying c. approach d. presentation e. canvassing 9. Orlando Solis is a successful Nissan salesman. He is the type of salesperson who has many regular customers return and buy their next car with him. His ability to retain customers would lead you to believe that Orlando is effectively performing the __________ stage of the personal selling process. a. prospecting b. closing c. presenting d. demonstrating e. follow up 10. __________ receives more emphasis in jobs with a high ratio of nonselling to selling duties and when the selling task is technically complex and involves teamwork. a. Fixed compensation b. Variable compensation c. Demand compensation d. Supply compensation e. Combination compensation 11. __________ receives more emphasis in jobs where sales are cyclical or depend on individual initiative. a. Fixed compensation b. Variable compensation c. Demand compensation d. Supply compensation e. Mixed compensation 12. A(n) __________ is a planning tool that helps salespeople understand how they spend their time and how they might increase their productivity. a. time-and-motion study b. call report c. territory marketing plan d. time-and-duty analysis e. activity plan 13. Judith “cold calls” prospective clients to make appointments for the sales force in order to help them use their time more efficiently. Judith would be considered a(n) __________. a. telemarketer b. sales assistant c. inside salesperson d. technical support person e. agent sales rep Mini-Case 17-1 Adam Wetzel manages sixteen salespeople in a territory that covers an area including eastern Colorado over to western Iowa and Missouri. They market payroll systems for small, independent companies. Adam’s salespeople vary in their earnings from $38,000 per year to over $140,000 per year. They are all provided with a company car and a travel and entertainment card, but only make more than $1,800 per month if they sell a minimum number of systems in the measured period. 14. Refer to Mini-Case 17-1. Adam’s sales force is paid on what type of compensation plan? a. fixed amountMKTG 649, Spring 2011, Exam 3 Review Questions – Page 12 of 13。

Principles of Marketing, 16e (Kotler)Chapter 7 Customer-Driven Marketing Strategy: Creating Value for Target Customers 1) ________ consists of evaluating each market segment's attractiveness and selecting one or more segments to enter.A) PositioningB) Mass customizationC) Market targetingD) Market segmentationE) DifferentiationAnswer: CSkill: ConceptObjective: LO 7.1: Define the major steps in designing a customer-driven marketing strategy: market segmentation, targeting, differentiation, and positioning.Difficulty: Easy2) ________ involves dividing a market into smaller segments of buyers with distinct needs, characteristics, or behaviors that might require separate marketing strategies or mixes.A) Mass customizationB) Market targetingC) Market segmentationD) DifferentiationE) PositioningAnswer: CSkill: ConceptObjective: LO 7.1: Define the major steps in designing a customer-driven marketing strategy: market segmentation, targeting, differentiation, and positioning.Difficulty: Easy3) ________ involves actually distinguishing the firm's market offering to create superior customer value.A) Mass customizationB) DifferentiationC) Market segmentationD) DiversifyingE) TargetingAnswer: BSkill: ConceptObjective: LO 7.1: Define the major steps in designing a customer-driven marketing strategy: market segmentation, targeting, differentiation, and positioning.Difficulty: Easy4) When marketers at Fair & Leigh Inc. selected the Millennials, a demographic group that includes many college students, as an untapped group of potential customers for their new line of products, they were engaging in ________.A) occasion segmentingB) local marketingC) market diversificationD) market targetingE) product positioningAnswer: DAACSB: Analytical thinking; Diverse and multicultural work environmentsSkill: ApplicationObjective: LO 7.1: Define the major steps in designing a customer-driven marketing strategy: market segmentation, targeting, differentiation, and positioning.Difficulty: Moderate5) ________ consists of arranging for a market offering to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target consumers.A) Mass customizationB) PositioningC) SegmentationD) DifferentiationE) TargetingAnswer: BAACSB: Analytical thinkingSkill: ConceptObjective: LO 7.1: Define the major steps in designing a customer-driven marketing strategy: market segmentation, targeting, differentiation, and positioning.Difficulty: Easy6) Mass marketing involves identifying market segments, selecting one or more of them, and developing products and marketing programs tailored to each.Answer: FALSESkill: ConceptObjective: LO 7.1: Define the major steps in designing a customer-driven marketing strategy: market segmentation, targeting, differentiation, and positioning.Difficulty: Easy7) The customer-driven marketing strategy involves four steps: market segmentation, market targeting, positioning, and differentiation.Answer: TRUESkill: ConceptObjective: LO 7.1: Define the major steps in designing a customer-driven marketing strategy: market segmentation, targeting, differentiation, and positioning.Difficulty: Easy8) What is differentiation?Answer: Differentiation refers to differentiating the market offering to create superior customer value.Skill: ConceptObjective: LO 7.1: Define the major steps in designing a customer-driven marketing strategy: market segmentation, targeting, differentiation, and positioning.Difficulty: Easy9) Explain the four major steps in designing a customer-driven marketing strategy.Answer: The first step is market segmentation: dividing a market into smaller groups of buyers with distinct needs, characteristics, or behaviors, who might require separate products or marketing mixes. The company identifies different ways to segment the market and develops profiles of the resulting market segments.The second step is market targeting: evaluating each market segment's attractiveness and selecting one or more of the market segments to enter.The third step is differentiation: actually differentiating the firm's market offering to create a superior customer value.Finally, the last step is market positioning: arranging for a market offering to occupy a clear, distinctive, and desirable place relative to competing products in the minds of consumers. AACSB: Application of knowledge; Written and oral communicationSkill: ConceptObjective: LO 7.1: Define the major steps in designing a customer-driven marketing strategy: market segmentation, targeting, differentiation, and positioning.Difficulty: Moderate10) ________ calls for dividing the market into regions, states, counties, cities, or even neighborhoods.A) Benefit segmentationB) Geographic segmentationC) Demographic segmentationD) Psychographic segmentationE) Occasion segmentationAnswer: BSkill: ConceptObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Easy11) "Many companies today are localizing their products, advertising, promotion, and sales efforts to fit the needs of individual regions, cities, and neighborhoods." This is an example of ________.A) geographic segmentationB) product diversificationC) brandingD) psychographic segmentationE) demographic segmentationAnswer: AAACSB: Application of knowledgeSkill: ConceptObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Moderate12) ________ segmentation divides the market into segments based on variables such as age, life-cycle stage, gender, income, occupation, education, religion, ethnicity, and generation.A) GeographicB) BenefitC) OccasionD) PsychographicE) DemographicAnswer: EAACSB: Diverse and multicultural work environmentsSkill: ConceptObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Easy13) Delta Motorworks markets its cars based on the age, gender, and income of its customers. Which of the following types of market segmentation is evident here?A) geographic segmentationB) benefit segmentationC) occasion segmentationD) demographic segmentationE) psychographic segmentationAnswer: DAACSB: Application of knowledgeSkill: ApplicationObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Moderate14) A company selling child-care products ran a television ad depicting women as being primarily responsible for childcare. Many women viewers considered this regressive, alleging that the ad failed to recognize the much more diversified role of women in today's world. This is an example of ________.A) cause marketingB) stereotypingC) niche marketingD) scapegoatingE) positioningAnswer: BAACSB: Analytical thinkingSkill: ApplicationObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Moderate15) ________ segmentation has long been used in clothing, cosmetics, toiletries, and magazines.A) BehavioralB) GenderC) BenefitD) OccasionE) GeographicAnswer: BSkill: ApplicationObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Easy16) Gilron Holidays runs a premium membership club that caters to customers whose annual salary exceeds $100,000. Members of this club are offered seasonal discounts on select luxury hotels in select cities worldwide. Gilron Holidays most likely follows a(n) ________ segmentation approach.A) genderB) incomeC) occasionD) benefitE) geographicAnswer: BAACSB: Application of knowledgeSkill: ApplicationObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Moderate17) ________ segmentation divides buyers into different segments based on social class, lifestyle, or personality characteristics.A) BenefitB) OccasionC) GeographicD) DemographicE) PsychographicAnswer: ESkill: ConceptObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Easy18) Marketers who use ________ often segment their markets by consumer lifestyles and base their marketing strategies on lifestyle appeals.A) demographic segmentationB) geographic segmentationC) benefit segmentationD) psychographic segmentationE) occasion segmentationAnswer: DSkill: ConceptObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Moderate19) ________ segmentation divides buyers into segments based on their knowledge, attitudes, uses, or responses concerning a product.A) BehavioralB) PsychographicC) Age and life cycleD) GenderE) GeographicAnswer: ASkill: ConceptObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Easy20) ________ segmentation refers to dividing the market into segments according to occasions when buyers get the idea to buy, actually make their purchase, or use the purchased item.A) GenderB) PsychographicC) OccasionD) GeographicE) IncomeAnswer: CSkill: ConceptObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Easy21) Malcolm Sanders, a graduate student from Boston, makes customized snowboards for local snowboarding enthusiasts. The demand for snowboards peaks during the winter months, a busy time for Malcolm. He advertises more aggressively and sells most of his snowboards around this time. Which market segmentation approach does Malcolm most likely use?A) gender segmentationB) psychographic segmentationC) occasion segmentationD) geographic segmentationE) age and life-cycle segmentationAnswer: CAACSB: Analytical thinkingSkill: ApplicationObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Moderate22) ________ requires finding the major advantages people look for in a product class, the kinds of people who look for each positive aspect of a product, and the major brands that deliver it.A) Gender segmentationB) Psychographic segmentationC) Benefit segmentationD) Geographic segmentationE) Age and life-cycle segmentationAnswer: CAACSB: Analytical thinkingSkill: ConceptObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Easy23) Calypso Motors recently rolled out its Proteus hatchback. Proteus combines the attractiveness of a luxury car with the excellent agility of a sports car. Calypso Motors is confident that Proteus will appeal to both sports car enthusiasts as well as the luxury segment. Which of the following types of market segmentation is evident here?A) gender segmentationB) income segmentationC) benefit segmentationD) geographic segmentationE) age and life-cycle segmentationAnswer: CAACSB: Application of knowledgeSkill: ApplicationObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Moderate24) Which of the following refers to a behavioral segmentation variable that involves segmenting markets into nonusers, ex-users, potential users, first-time users, and regular users of a product?A) user statusB) usage ratesC) gender statusD) income statusE) loyalty statusAnswer: AAACSB: Application of knowledgeSkill: ConceptObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Easy25) In the context of behavioral segmentation, who among the following is a potential user?A) Anita, who recently had a babyB) Peter, who recently changed his jobC) Mary, who enrolled as a graduate student in a university last yearD) Gina, who opened a dental clinic in Orange CountyE) Raj, who is planning a trip to Hawaii with friendsAnswer: AAACSB: Analytical thinkingSkill: ConceptObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Moderate26) In the context of behavioral segmentation, markets segmented by ________ can be categorized into light, medium, and heavy product users.A) benefits soughtB) loyalty statusC) usage rateD) user statusE) occasionAnswer: CSkill: ConceptObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Easy27) A recent study conducted by Estelle Cosmetics Company showed that heavy users of Estelle's products comprise a small percentage of the market. The study indicated that less than 7 percent of all shoppers buy nearly 71 percent of Estelle's products in the United States. This is an example of ________.A) benefit segmentationB) segmentation by loyalty statusC) segmentation by usage rateD) psychographic segmentationE) occasion segmentationAnswer: CAACSB: Analytical thinkingSkill: ApplicationObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Moderate28) Consumers who show their allegiance to brands, stores, or companies help marketers to segment consumers by their ________.A) user statusB) degree of loyaltyC) incomeD) geographic locationE) benefit-seeking attitudesAnswer: BSkill: ConceptObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Easy29) Which of the following is true about behavioral segmentation on the basis of the loyalty variable?A) Consumers tend to pay more for products that are targeted at their respective age group or generation.B) By looking at customers who are shifting away from its brand, a company can learn about its marketing weaknesses and take actions to correct them.C) Highly loyal customers of a brand are less likely to engage in word-of-mouth publicity than those who are not.D) Completely loyal customers of a brand are typically loyal to two or three brands of a given product.E) Only consumers who seek premium or luxury services are subjected to behavioral segmentation based on the loyalty variable.Answer: BAACSB: Analytical thinkingSkill: ConceptObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Moderate30) Which of the following is true about multivariable segmentation systems?A) Marketers using multiple segmentation bases tend to ignore smaller markets.B) Marketers often use multiple segmentation bases to control inflation.C) Multiple segmentation rarely involves the use of demographic data.D) Multiple segmentation is ineffective in large markets.E) Multiple segmentation bases help identify smaller, better-defined target groups.Answer: EAACSB: Application of knowledgeSkill: ConceptObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Moderate31) Which of the following is NOT a common variable used by both consumer and business marketers while segmenting markets?A) operating characteristicsB) loyalty statusC) usage rateD) geographic locationE) benefits soughtAnswer: AAACSB: Analytical thinkingSkill: ConceptObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Easy32) ________ segmentation assumes that nations close to one another will have many common traits and behaviors.A) GeographicB) OccasionC) PsychographicD) BenefitE) DemographicAnswer: ASkill: ConceptObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Moderate33) Double Drill Inc. segments its foreign markets by per capita income. This firm segments the international markets based on ________.A) political factorsB) legal factorsC) geographic locationD) economic factorsE) cultural factorsAnswer: DAACSB: Analytical thinkingSkill: ApplicationObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Easy34) Pacific Fisheries divides its customers into different regional units, such as Asia, Australia, and the Americas. This is an example of ________ segmentation.A) demographicB) psychographicC) geographicD) occasionE) benefitAnswer: CAACSB: Analytical thinking; Diverse and multicultural work environmentsSkill: ApplicationObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Moderate35) Marketers often segment international markets according to the type and stability of government. In such instances, they segment markets based on ________.A) geographic locationB) economic factorsC) cultural factorsD) political factorsE) socio-cultural factorsAnswer: DAACSB: Diverse and multicultural work environmentsSkill: ConceptObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Moderate36) Which of the following refers to a cultural factor in the context of segmenting international markets?A) receptivity of foreign firmsB) economic development of the countryC) population income levelsD) stability of the governmentE) values and attitudesAnswer: EAACSB: Diverse and multicultural work environmentsSkill: ConceptObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Moderate37) Using ________ segmentation, marketers form segments of consumers who have similar needs and buying behaviors even though they are located in different countries.A) psychographicB) demographicC) occasionD) benefitE) intermarketAnswer: EAACSB: Diverse and multicultural work environmentsSkill: ConceptObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Easy38) Orion Inc. markets luxury watches. It targets the wealthy global elite segment, regardless of their geographic location. Orion most likely uses ________ segmentation.A) incomeB) age-groupC) occasionD) benefitE) cross-marketAnswer: EAACSB: Analytical thinkingSkill: ApplicationObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Moderate39) Teen Mania Inc., a company marketing adventure sports merchandise for teenagers, targets the world's teenagers, who have similar needs and buying behavior even though they are located in different countries. Which of the following market segmentation is evident here?A) income segmentationB) psychographic segmentationC) gender segmentationD) intermarket segmentationE) occasion segmentationAnswer: DAACSB: Analytical thinkingSkill: ApplicationObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Moderate40) An American cola-manufacturing company that primarily targets rebellious and adventurous people most likely uses ________ segmentation.A) occasionB) geographicC) incomeD) benefitE) psychographicAnswer: EAACSB: Analytical thinkingSkill: ApplicationObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Moderate41) Venus Inc., a company designing and marketing branded diamond jewelry, targets wealthy consumers with similar needs and buying behaviors, even though the consumers are located in different countries. This is an example of ________ segmentation.A) intermarketB) loyaltyC) life-cycleD) incomeE) psychographicAnswer: AAACSB: Analytical thinkingSkill: ApplicationObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Moderate42) Papillon, a popular retailer of chic women's clothing, segments its market according to consumer lifestyles. Papillon most likely uses ________ segmentation for segmenting its market.A) geographicB) psychographicC) benefitD) age and life-cycleE) occasionAnswer: BAACSB: Analytical thinkingSkill: ApplicationObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Moderate43) When the size, purchasing power, and profile of a market segment can be calculated, the market is ________.A) measurableB) profitableC) substantialD) actionableE) competitiveAnswer: ASkill: ConceptObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Easy44) A market segment that is large enough or profitable enough to serve is ________.A) measurableB) accessibleC) substantialD) profitableE) differentiableAnswer: CSkill: ConceptObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Easy45) When an effective program can be designed for attracting and serving a particular segment, the segment is best described as ________.A) accessibleB) measurableC) competitiveD) actionableE) differentiableAnswer: DSkill: ConceptObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Easy46) Bailey's Burgers promotes the Bailey's Jumbo Burger as a fun snack for teens and young adults. In this instance, Bailey's Burgers is practicing ________ segmentation.A) benefitB) age and life-cycleC) psychographicD) geographicE) genderAnswer: BAACSB: Analytical thinkingSkill: ApplicationObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Moderate47) ________ segments are conceptually distinguishable and respond differently to different marketing mix elements and programs.A) ComplexB) MeasurableC) CompetitiveD) DifferentiableE) HomogeneousAnswer: DSkill: ConceptObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Easy48) Market segments that can be effectively reached and served are ________.A) measurableB) accessibleC) substantialD) actionableE) profitableAnswer: BSkill: ConceptObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Easy49) Different soft drinks target different personalities. This is an example of ________ segmentation.A) psychographicB) demographicC) occasionD) life-cycleE) benefitsAnswer: ASkill: ConceptObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: ModerateRefer to the scenario below to answer the following question(s).Ruben Delgado was making wooden pens and pencils, which had unique engravings, as a hobby until Simon Yoder recognized Ruben's talent. Simon immediately ordered 250 pens and pencils of various styles to be displayed in his shop's showcase. Within three months, the wooden pencils were a hit with all students! Ruben Delgado had never thought of marketing his talent, but Simon's enthusiasm and the recent sales were enough to change his mind.With limited resources, Ruben contacted three additional specialty shops within 100 miles that were situated near schools. He explained his manufacturing processes and engraving options to each. All three shop owners placed a trial order. Within two months, just prior to the holiday season, each shop owner placed an additional order. Ruben was ecstatic! "I figured business would slow down after that," Ruben stated, "but in February I was contacted by Elmore Distributors. At that point, I had to make a huge decision about how far I wanted to go with this business."Elmore Distributors provides products for school fundraisers in a seven-state area. Ruben was offered a two-year contract and immediate inclusion in Elmore's promotional flyer. Ruben Delgado accepted the offer and, along with it, the responsibility to produce thousands of wooden pens and pencils. "I had to get a grip on the magnitude of this project," Ruben added. He decided to place his major focus on the large contract with Elmore. However, to avoid placing his total emphasis with one customer, Ruben continued nurturing his four previously established accounts without targeting any additional customers."At this point, I had set up an assembly line in a rented building," Ruben explained. "I had to hire three full-time employees to work the line while I managed the customer orders and purchased materials." Ruben paused. "But I can't take the Elmore project for granted. It might not always be there. I'll have to have a good alternate plan if that day comes."50) In the scenario, Ruben has segmented his market based on ________.A) geographyB) benefits soughtC) occasionD) degree of loyaltyE) demographicsAnswer: EAACSB: Analytical thinkingSkill: ApplicationObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Easy51) Geographic segmentation divides the market into segments based on variables such as age, life-cycle stage, gender, income, occupation, education, religion, ethnicity, and generation. Answer: FALSEAACSB: Analytical thinkingSkill: ConceptObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Easy52) Gender segmentation has long been used in clothing, cosmetics, toiletries, and magazines. Answer: TRUESkill: ConceptObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Easy53) Psychographic segmentation divides buyers into different segments based on social class, lifestyle, or personality characteristics.Answer: TRUESkill: ConceptObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Easy54) Demographic segmentation divides buyers into segments based on their knowledge, attitudes, uses, or responses concerning a product.Answer: FALSESkill: ConceptObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Easy55) Benefit segmentation requires finding the major benefits people look for in a product class, the kinds of people who look for each benefit, and the major brands that deliver each benefit. Answer: TRUESkill: ConceptObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Easy56) When segmenting by user status, markets are segmented into light, medium, and heavy product users.Answer: FALSESkill: ConceptObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Easy57) When segmenting by usage rate, markets can be segmented into nonusers, ex-users, potential users, first-time users, and regular users of a product.Answer: FALSESkill: ConceptObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.。