BUSN 319 Quiz Week 4 ***100% All correct answers***
1. Question : (TCO 1) The Book Promoters Association of Canada members recently questioned what could be done to rejuvenate the Canadian book publishing industry. Some members claimed the problem was Canadian retailers had been replaced by Wal-Marts. Others said the problem was with stodgy promotions. Still others said the problem was caused by too little money being budgeted to fund marketing programs. It was time that Canadian book publishers used __________ to save the industry.
advertising
sales promotion
publicity
marketing research
tactical support
Points Received: 3 of 3
Comments:
2. Question : (TCO 1) A conscious choice made from among two or more alternatives is called a
dilemma
quandary
decision
paradox
predicament
Points Received: 3 of 3
Comments:
3. Question : (TCO 1) During the marketing research process, __________ are the specific, measurable goals the decision maker seeks to achieve in conducting the marketing research.
measures of success
research objectives
marketing research plans
decisions
definitions
Points Received: 3 of 3
Comments:
4. Question : (TCO 1) An interview is an example of which type of marketing research?
descriptive
explanatory
exploratory
causal
concrete
Points Received: 3 of 3
Comments:
5. Question : (TCO 1) One test of whether marketing research should be done is
whether different outcomes will lead to different marketing actions.
whether different outcomes will lead to the unrelated marketing actions.
using a jury of executive opinion to interpret the data.
agreeing to take action only if the decision is unanimous.
if top management has the final say on actions taken after research is completed.
Points Received: 3 of 3
Comments:
6. Question : (TCO 3) In the world of marketing, __________ are ideas about products or services.
concepts
notions
perceptions
impressions
theories
Points Received: 3 of 3
Comments:
7. Question : (TCO 1) Facts and figures that are newly collected for a project at hand are called
internal secondary data.
external secondary data.
primary data.
observational data.
tertiary data.
Points Received: 3 of 3
Comments:
8. Question : (TCO 3) The process of segmenting a market and selecting specific segments as targets is the link between __________ and the organization’s marketing program.
self-regulatory industry standards
government regulations
top-level management
market needs
controllable environmental factors
Points Received: 3 of 3
Comments:
9. Question : (TCO 3) Lands End will custom fit the Marinac jacket and make it with additional features such as thumb loops, underarm ventilation slits, and a key clip when you order from LandsEnd.com. This is an example of
mass customization.
synergy
target marketing.
how the 80/20 rule is implemented.
repositioning
Points Received: 3 of 3
Comments:
10. Question : (TCO 6) There are five steps involved in segmenting and targeting a market. What should a marketer do once he or she has selected a target market?
create product groupings
develop a market-product grid
estimate size of market
take marketing actions to reach that target market
form prospective buyers into market segments
Points Received: 3 of 3
Comments:
11. Question : (TCO 6) Which of the following is NOT a criterion used in forming segments?
potential for increased profit
similarity of needs of potential buyers within a segment
competitive position
potential of marketing action to reach a segment
simplicity and cost of assigning potential buyers to segments
Points Received: 3 of 3
Comments:
12. Question : (TCO 3, 5 & 6) A market-product grid is a framework to relate
estimated expenses for products sold to various market segments.
total anticipated revenue for each product to market segments.
total anticipated profit for each product to segments.
the market segments of potential buyers to products offered or potential marketing actions by an organization.
the market segments of potential buyers to relative market share compared to closest competitor.
Points Received: 3 of 3
Comments:
13. Question : (TCO 6) Which of the following is a criterion used for selecting a target segment?
potential for increased profit
similarity of needs of potential buyers within a segment
difference of needs of buyers among segments
potential of a marketing action to reach a segment
compatibility with the organization s objectives and resources
Points Received: 3 of 3
Comments:
14. Question : (TCO 3, 5 & 6) Changing the place an offering occupies in consumers’ minds relative to competitive products is called
perceptual mapping.
product positioning.
product differentiation.
repositioning
psychographics
Points Received: 3 of 3
Comments:
15. Question : (TCO 3, 5 & 6) Which of the following data are collected from consumers to develop a perceptual map for a particular product?
a listing of all prospective brands and products
managerial judgments about how consumers perceive products
ratings of an ideal product s or brand s attributes
rank order of the ratings of an existing brand’s preference relative to its competitors
All of the above data are collected from consumers.
Points Received: 3 of 3
Comments:
16. Question : (TCO 1, 3, 5 & 6) A product is a good, service, or idea consisting of a __________ that satisfies consumers and is received in exchange for money or some other unit of value.
warranty from the seller
bundle of tangible and intangible attributes
bundle of tangible attributes
a tangible received in exchange for a person’s time and
bundle of intangible attributes
Points Received: 3 of 3
Comments:
17. Question : (TCO 1, 3, 5 & 6) Which of the following is NOT an attribute of a new product?
The product is less than 6 months old.
The product requires a significant degree of new learning by consumers.
The product is new in legal terms.
The product is new from a competitor’s perspective.
The product is new from the organization’s perspective.
Points Received: 3 of 3
Comments:
18. Question : (TCO 1, 3, 5 & 6) When General Foods introduced Post Cereals with freeze-dried fruits, people found that by the time the fruit had absorbed enough milk, the flakes were soggy. Why did this product fail?
poor product quality
insignificant point of difference compared to competitive offerings
too little market attractiveness
poor execution of the marketing mix
no economical access to buyers
Points Received: 3 of 3
Comments:
stion : (TCO 1, 3, 5 & 6) The stages a firm goes through to identify business opportunities and convert them into salable goods or services are called the
situation analysis.
new-product process.
strategic management process.
SWOT analysis.
idea generation process.
Points Received: 3 of 3
Comments:
20. Question : (TCO 3 & 6) When audiences are allowed to preview actual movies such as Pretty Woman and National Treasure: Book of Secrets before they are released to the general public, it is a part of the __________ stage of the new-product process.
market testing
business analysis
commercialization
screening and evaluation
concept testing
Points Received: 3 of 3
Comments:
21. Question : (TCO 1, 3, 5 & 6) Lack of profit in the introductory stage of the product life cycle is very often the result of
insufficient allocation of resources to the marketing mix.
poor selection of distribution channels.
high taxes.
large investment costs in product development.
ineffective execution of the marketing program.
Points Received: 3 of 3
Comments:
22. Question : (TCO 1, 3, 5 & 6) When the Floral Council advertises giving flowers as a thoughtful and appreciated gift for any occasion it is trying to stimulate __________ demand.
selective
primary
derived
generic
secondary
Points Received: 3 of 3
Comments:
23. Question :
(TCO 1, 3, 5 & 6) The stage in the product life cycle labeled A in above Figure is called
introduction
maturity
growth
diversification
decline
Points Received: 3 of 3
Comments:
24. Question : (TCO 1, 3, 5 & 6) Which of the following is a characteristic of the growth stage of the product life cycle?
advertising emphasis switches to primary demand
growing proportion of repeat purchasers to initial purchasers
product features remain unchanged
profit margins increase as sales increase
All of the above are characteristics of the growth stage of the product life cycle.
Points Received: 3 of 3
Comments:
25. Question : (TCO 1, 3, 5 & 6) The apple that appears on every Apple computer product is an example of a
copyright
trade name
service mark
brand name
generic brand
