1) Although promotion as a marketing tool may have multiple goals but the most common goal for most companies is _____________.

providing information

building goodwill

differentiating the product

increasing primary demand

2) Integrated marketing communications would include all of the following EXCEPT __________.

direct mail

sales promotion

public relations

distribution

3)

The most basic form of promotion is ___________.

order processing

creative selling

advertising

Public relations

4)

A company includes an "instant coupon" as part of a product's packaging, giving the buyer a reduction off the retail price. What is the compay attempting to do?

Do market research

Increase sales

accentuate value

test market

5)An airline advertises a low fare for flights between Chicago and Los Angeles. However, to get the ow fare you have to leave before 7:00 am or after 9:00 pm. What is the airline's promotional objective?

Accentuate the product's value

Provide information

Stabilize sales

Differentiate the product

6)Chloe and Lawrence are opening a new spa and have a limited marketing budget. They decide to utilize _______________ by offering $2 chair massages outside a corporate off cie lobby to attract new customers.

trade promotion

institutional advertising

personal selling

guerilla marketing

7)

Learning the best practices of the best companies is an approach referred to as _______.

benchmarking

performance appraisal

orientation

management development

8)

Comparative advertising is a form of ________ advertising.

corporate

persuasive

inflective

reminder-oriented

9)

________ is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.

Marketing

Market segmentation

Consumer behavior

Marketing research

10)

Place Utility is created ___________.

when arrangements for the transfer of title from Seller to Buyer are made.

by having the good or service available at a convenient location for the customer.

when the product is made available at a time that is convenient for the customer.

when the factory converts raw materials into finished products

11)

The Era in marketing history characterized by the idea that creative advertising would convince consumers to purchase a product is known as the ___________ era.

Relationship

Marketing

Production

Sales

12)

Sweet Dream Confectioners uses the same ingredients as most other producers of chocolate candies. In fact, taste tests suggest that the candy itself, while quite good, isn't much better than other well-known brands of chocolate. However, the company wraps its candies in expensive looking foil and places them in very attractive boxes. It promotes its products in advertisements as "the ultimate in chocolate experience." Sweet Dream charges a much higher price than most competitors, but sales continue to grow. This success indicates that:

consumers always behave in an irrational manner

there is more to the total product off than just the physical good.

consumers seldom consider price when making buying decisions for goods such as chocolate

chocolate is best classified as a convenience product.

13)

A leading manufacturer of exercise bicycles ran a full page advertisement in a health magazine comparing the price of their bicycle with that of a competitor. The manufacturer is using __________

advocacy advertising

comparative advertising

reminder-oriented advertising

a pushing strategy

advocacy advertising

14)

Television is an ttractive advertising medium because it ______________.

is relatively inexpensive

offers a rapidly growing network audience

offers mass coverage and flexibility

provides instant feedback which can be used to measure effectiveness.

15)Samples are particularly useful in promoting _______________.

concepts

services

new products

expensive products

16)The term Product Life Cycle refers to:___________.

The amount of marketing dollars necessary to get a new product off the ground.

The process where a product moves from introduction to growth to maturity to decline as new products come in to replace it.communication

The amount of time an advertising campaign will have a residual affect on sales.teamwork

The process of brainstorming to come up with new products.

17)

Sales personnel employed by companies to provide free technical assistance are primarily involved in ________________.

non-personal selling

creative selling

missionary selling

order processing

18)

Which of the following is the first step in developing a marketing strategy.

Identify a target market

Develop a prototype

Decide how to promote the product

Implement the appropriate distribution system

19)

Attracting attention, describing contents, explaining benefits and identifying the uses of product are all functions of ________________.

target marketing

Universal Product Codes

packaging

market segmentation

20)

The value or want-satisfying power of a good or service is called ___________.

utility

ownership

worth

quality

21)

Guardian uses raw materials and other inputs to make glass. Through the production process, Guardian is creating _________________.

time utility

production utility

form utility

ownership utility

22)

_________ is the use of people and machinery to convert materials into finished goods or services.

Measurement

Production

Distribution

Marketing

23)

What is the task of production and operations management?

To determine the most economical routes for transporting products.

To manage the use of people and machinery in converting materials and resources into finished goods and services

To manage the use of people and other resources in the development of distribution channels and promotional strategies

To design systems that wil provide management wit information useful in decision making.

24) A production system that reduces raw materials to its component parts is

a synthetic production system

intermittent production system

analytic production system

flexible production system

25)Which production system is Smith Kline Beecham using when it combines calcium carbonate, simethicone, and other ingredients to make Tums?

A service system

An analytic system

A synthetic system

an extractive system

26)

The process that enables engineers to design parts and buildings on computer screens is _________.

CAD

CAM

CGD

CMA

27)

Brand equity means _____________.

The registration of a brand with the Trademark Office

The total packet of attributes associated with a brand

The use of a logo as well as a name to identify a product

The extra value associated with a product because of its brand name.

28)

How can a business best guard against a interruption in the supply of parts?

Transport the parts in its own transport vehicles

Select suppliers through a competitive bidding process

Use suppliers that are hungry for customers

Maintain more than one supply source,

29)

Which is the first step in the production control process?

Dispatching

Routing

Scheduling

Planning

30)

The first step in the Product Life Cycle is______________.

Maturity

Decline

Introduction

Retrenchment

31)

In order to succeed, ___________ must serve customer needs.

businesses

not-for-profit organizations

government

all organizations

32)

convenience store offers ____ utility by being open 24 hours each day.

time

form

place

ownership

33)

In personal sales prospecting refers to ______________.

Choosing a target market

Finding and qualifying sales leads

Evaluating utility offerings

None of the above

34)

The utility created when a car dealership pre-approves credit to minimize the paperwork upon purchase of a car is ________________.

place utility

form utility

time utility

ownership utility

35)

Susan is in charge of developing the campaign literature of a candidate for county commissioner. Susan is involved in what kind of marketing?

Person

place

idea

cause

36)

Brand preference means.

A customer usually purchases a product only after lengthy research

A consumer will only by their preferred brand of a product

All things being equal a consumer will purchase one brand over an other.

A consumer will pick any brand available

37)A combination of a business' product, distribution (place), promotion, and pricing strategies focused on selected consumer segements is known as _____________.

consumer behavior

the marketing mix

the marketing equation

market segmentation

38)

__________ focuses on personal selling, advertising, sales promotion tools, and public relations to produce effective comunication between the company and the marketplace

Pricing strategy

Promotional strategy

Distribution strategy

Product strategy

39)

The most basic way of segmenting the entire market is:

geography

sales to consumers or sales to business

demographics

psychographics

40/)

Competitive pricing strategy means _____________.

Keeping prices low to gain market share

Pricing focusing on pricing of competitors

pricing based on skimming large profit margins

Pricing based on prestige

41)

Consumer products are usually classified as _________________.

expense items and capital items

convenient products and supply items

convenience products, shopping products, and specialty products.

capital items, communication items, and spectacular items.

42)

Products that consumers purchase frequently, immediately, and with little thought are ___________.

convenience goods

shopping goods

specialty goods

capital goods

43)

____________ is a marketing intermediary that sellsdirectly to the consumer.

channel captain

wholesaler

secondary marketer

retailer

44)

A combination of product lines makes up a company's ________________ .

product mix

product cluster

product confluence

distribution strategy

45)

The "Close" is the final step in the personal sales process.

True

False

46)

In a process called ____________ a product passes through a series of stages from its initial appearance to its decline.

wheel of retailing

promotional cycle

pricing cycle

product life cycle

47)

All of the following are characteristics of effective brand names EXCEPT _____________.

brand names should be easy to pronounce

brand names should be very long

brand names should be easy to remember

brand names should be recognizable