Marketing题库.doc

I. Defining the following terms.(20 points)1. utility2. marketing concept3. customer value4. market segmentation5. productII. True or false(25 points):1. Marketing creates task utility, but not time or place utility.2. Competitive barriers are conditions that make it difficult to compete in a market. 3. Marketing is basically selling and advertising. 4. The objectives of a firm should direct the operation of the marketing department, but arent important to the rest of the business. 5. Placing the interests of individual consumers before the interests of business is nationalism. 6. A decision support system (DSS) is a computer program that makes it easy for a marketing manager to get and use information as he or she is making decisions. 7. Use of the scientific method in marketing research helps managers make the best decisions possible. 8. Defining the problem is the first step in marketing research and is usually the easiest job for the researcher. 9. One reason for the popularity of mail surveys is that the response rates are usually very high. 10. According to economists, consumers are economic buyers who logically evaluate choices in terms of cost and value received to get the greatest satisfaction from spending their time and money. 11Motivation theory suggests that a consumer would not try to satisfy physiological and safety needs until social and personal needs have been completely satisfied. 12Reinforcement of a response decreases the likelihood of the same response the next time the drive occurs. 13. A market is a group of sellers who offer substitute ways of satisfying customer needs. 14. Market segmentation says that target marketers should develop one good marketing mix aimed at a fairly large market. 15. A substantial market segment is one that is big enough to produce a large sales volume. 16. Planning place and promotion elements of a marketing mix is especially difficult if the dimensions of a product-market are not operational. 17. The product area is concerned with what goods and services are produced, but not with decisions about installation, instructions on use, packaging, a brand name, a warranty, or after-sale service. 18. Consumer products that are bought often, routinely, and without much thought are staples. 19. For different people, the same product might be a convenience product, a shopping product, or a specialty product. 20. Branding includes the use of trademarks and brand names to identify a product. 21. Buying, selling, transporting, and storing are all universal marketing functions. 22. Compared to intensive distribution, selective distribution gives a producer a greater opportunity for profit but usually makes it more difficult for intermediaries to make a profit. 23. The marketing managers promotion job is to tell target customers that the right product is available at the right place at the right price. 24. Sales promotion is special advertising or personal selling that is aimed at intermediaries in the channel. 25. A markup is the dollar amount added to the cost of products to get the selling price. III. Multiple choices(35 points):1. Micro-marketingA) anticipates customer needs and directs need-satisfying goods and services from producer to customer.B) applies to Nortel (a for-profit company).C) applies to Mountain Equipment Co-op (a non-profit co-operative)D) is more than persuading customers.E) all of the above.2. Which of the following is NOT a basic objective of all firms? A) organize to carry on the business and implement its strategiesB) do something useful for societyC) become a monopoly by driving competitors out of businessD) earn a profitE) All of the above are basic objectives.3. Effective micro-marketing should begin with: A) a decision about what the firm can produce efficiently. B) evaluation of the effect of the firms decisions on the macro-marketing system. C) potential customer needs. D) the marketing manager making important production, accounting,and financial decisions for the firm. E) an effort to persuade unwilling customers to buy the firms products. 4. The marketing concept can be applied by: A) nonprofit clinics. B) national parks. C) cosmetic manufacturers. D) a nurses association. E) all of the above. 5. When setting objectives for the whole firm, top management should: A) set objectives beyond what can actually be achieved so everyone will work harder. B) involve the marketing manager in the objective setting process. C) stick to general objectives in order to maintain flexibility. D) set objectives that focus on the highest possible immediate profit potential. E) all of the above. 6. A marketing analyst for a seafood processor reports that a rising percentage of people are eating fish because it has less fat than beef. Clearly, this firms opportunities may improve with this change in the: A) political and legal environment. B) competitive environment. C) economic environment. D) technological environment. E) cultural and social environment. 7. When getting information for marketing decisions, the marketing manager: A) may need to make some decisions based on incomplete information. B) may need to rely on instincts to make some decisions. C) should have access to ongoing information about business performance. D) All of the above are true. E) None of the above is true. 8. Procedures to gather and analyze new information to help marketing managers make decisions are called: A) marketing research. B) statistical techniques. C) nalytical research. D) strategy planning. E) operational planning. 9. Marketing research: A) is useful for strategy planning but not for operational planning. B) should be planned by research specialists only, because it requires technical statistical techniques. C) should gather as much information as possible. D) is likely to be more effective when guided by the strategy planning framework. E) All of the above are true. 10. Which of the following statements concerning secondary data is correct? A) Secondary data usually takes longer to obtain than primary data. B) Secondary data is only available within the firm. C) Secondary data was originally collected for some other purpose. D) All of the above are correct. E) None of the above are correct. 11. Which of the following would NOT be a source of primary data? A) observation studies B) surveys C) focus groups D) The Financial Post E) market tests 12. Which method of quantitative research would probably produce the best results when the questions are simple and require only quick yes or no answers? A) personal interviews B) observation C) mail questionnaires D) telephone interviews E) focus group interviews 13. Which of the following would be most helpful for predicting why a final consumer selects one of several similar brands?A) behavioural science theories B) income data C) population data D) consumer expenditure patterns E) All would be equally helpful. 14. According to the hierarchy of needs model, the first needs most people try to satisfy are their _ needs. A) social B) safety C) hysiological D) personal E) any of the above 15. The fact that our eyes and minds seek out and notice only information that interests us is called: A) preconscious perception. B) selective perception. C) selective retention. D) conscious cognition. E) selective exposure. 16. When Pizza Hut shows a large close-up of a pizza in a television ad, they are: A) appealing to the economic needs of the audience. B) using a cue to encourage a particular response to the hunger drive. C) appealing to the social needs of the audience. D) encouraging selective retention. E) hoping to encourage extensive problem solving by the audience. 17. An attitude is: A) the same as a belief. B) the same as an intention to buy. C) easy to change. D) a persons point of view about something. E) all of the above. 18. Which of the following would be the most difficult task facing a marketing manager? A) promote existing attitudes B) strengthen existing positive attitudes C) create new attitudes toward his or her brand D) discover the attitudes of the firms target market E) change existing negative attitudes 19. Bart DeGraffenreidt has an annual income of $120,000. What social class is he in? A) The lower-middle class B) The upper-middle class C) The upper-lower class D) The upper class E) There is not enough information to tell. 20. Reference group: A) influence is greatest for older people. B) influence is equally strong for all products and brands. C) influence is so strong that a person normally has only one reference group. D) members may not even know the person whose attitudes they influence. E) Both A and B are true. 21. he whole set of beliefs, attitudes, and ways of doing things of a reasonably homogeneous set of people is called their: A) learned set. B) opinion set. C) motivation. D) personal environment. E) culture. 22. Extensive problem solving probably would be required by a recent college graduate in the purchase of: A) a sports car. B) living room furniture. C) a new home. D) a colour TV set. E) all of the above. 23. The main difference between a generic market and a product-market is that: A) product-markets usually dont involve competition, but generic markets do. B) sellers in a generic market are more concerned with prices than sellers in a product-market. C) a generic market is usually smaller than a product-market. D) a generic-market involves a less similar set of needs than does a product-market. E) There is no difference between the two. 24. A ballpoint pen, a typewriter, and a laptop computer might compete in the same: A) product-market. B) combined target market. C) multiple target market. D) generic market. E) single target market. 25. A firms relevant market for finding opportunities should: A) be no larger than the firms present product-market. B) usually be named in product-related terms. C) be bigger than the firms present product-market but not so big that the firm couldnt be an important competitor. D) have no strong competitors. E) have no geographic boundaries. 26. Market segmentation: A) is the same thing as positioning. B) tries to identify homogeneous submarkets within a product-market. C) assumes that most submarkets can be satisfied by the same marketing mix. D) means the same thing as marketing strategy planning. E) All of the above are true. 27. Good market segments are those that are: A) substantial. B) homogeneous within. C) operational. D) heterogeneous between. E) All of the above. 28. Builders Tile Company wants to gain some economies of scale and limit its risk. Its broad product-market consists of three reasonably similar submarkets. To identify a target market, Builders should consider using the _ approach. A) multiple target market B) single target market C) mass marketing D) combined target market E) All of the above. 29. From a marketing perspective, product quality primarily depends on: A) the customers specific requirements and needs. B) the features of products offered by competitors. C) quality control procedures used during manufacturing. D) the price of a product. E) a product working as it is supposed to work. 30. Nike, Inc., markets several types of athletic shoes, along with clothing and fitness equipment. In other words, Nike has: A) many product classes. B) several product lines. C) no product assortment. D) product components. E) a battle of the brands. 31. Consumer product classes are based on _, while business product classes are based on _. A) how the product is produced; how the product is sold B) how the product is sold; how the product is produced C) the price of the product; the quality of the product D) how the product is to be used; the price for the product E) how consumers shop for the product; how the product is to be used 32. Which of the following is (are) TRUE? A) Brand name is a word, letter, or group of words or letters. B) Service mark refers to all means of product identification. C) Branding refers to the use of symbols to identify a product but does not include brand names. D) A trademark must be attached to a product to be legally protected. E) All of the above are true. 33. Noise (in the communication process) refers to: A) messages that are too loud or bold. B) efforts by a firms competitors to block its message channel. C) the encoded message before it is decoded. D) any distractions that reduce the effectiveness of the communication process. E) radio advertising interference only. 34. What basic promotion objective should be emphasized by a producer introducing a really new product that satisfies customer needs better than any existing product? A) Maximizing B) Informing C) Communicating D) Persuading E) Reminding 35. Trying to get the cream of a market (i.e., the top of a demand curve) at a high price before aiming at the more price-sensitive customers is consistent with a(n): A) introductory price dealing policy. B) penetration pricing policy. C) skimming pricing policy. D) flexible-price policy. E) sales-oriented pricing policy. IV. Answer the following questions.(20 points)1.What activities does marketing involve besides selling? (5 points)2.How does marketing relate to the five kinds of economic utility?(5 points)3.In the short cases that follow, a variety of psychological variables and social influences are operating to influence a consumers response. Identify the relevant psychological variables and social influences and briefly explain how each item is illustrated in the case.(10 points)Joan and Paul Davis and their two children are considering the purchase of a recreational vehicle. Paul is enthusiastic because, he argues, the RV would be perfect for family camping trips, as well as fishing trips with his friends. Joan is less in favour of the purchase. She is nvervous about camping in remote locations. She also remembers a report that RVs get low gas mileage and are, therefore, expensive to run. Paul is quick to point out that the same report described the large potential savings of a week-long vacation in a RV compared to staying at a hotel or motel.a. Psychological variables 1)_ Explanation:_ 2)_ Explanation:_b. social influences 1)_ Explanation:_ 2)_ Explanation:_1.Keys to paper 1I.1. utility - the power to satisfy human needs2. marketing concept - the idea that an organization should aim all of its efforts at satisfying its customers - at a profit3. customer value - concerns the difference between the benefits a customer sees from a firms market offering and the costs of obtaining those benefits 4. market segmentation a two-step process of (1) naming broad product-markets and (2) segmenting these broad product-markets to select target markets and develop suitable marketing mixes.5. product the need satisfying offering of a firmII.1. F 2.T 3.F 4.F 5. F. 6.T 7.T 8.F 9.F 10.T11.T 12.T 13.F 14.F 15.F 16.T 17.F 18.T 19.T 20.T21.T 22.F 23.T 24.F 25.TIII.1. E 2.C 3.C 4.E 5.B 6.E 7.D 8.A 9.D 10.C11.D 12.D 13.A 14.E 15.D 16.E 17.D 18.E 19.E 20.D21.E 22. E 23.D 24.D 25.C 26.B 27.E 28.D 29.A 30.B31.E 32. A 33.D 34.B 35.C IV.1. Marketing is both a set of activities performed by organizations and a social process. The American Marketing Association defines marketing as “ the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individual and organizational objectives.” It is more than just selling or promoting.2. marketing provides time, place and possession utility, and should guide decisions related to what goods and services to produce to provide form and task utility.3.a. Psychological variables1)PSSP hierarchy Explanation: Joan is afraid of being isolated safety needs.2)Selective Processes Explanation: Joan only remembers the part of the report that supports her viewpoint.b. social influences1) Family Explanation: Paul wants to take family camping vacations, but Joan is concerned about the familys safety.2) Reference group Explanation: Paul wants to take his friends on a fishing trip in “his” RV.I. Defining the following terms.(20 points)1. marketing2.marketing information system(MIS)3. channel of distribution4. positioning5. product lineII.True or false(25 points):1. Macro-marketing emphasizes how the whole marketing system works. 2. 2. Pure competition can always be avoided, if a firm tries hard enough. 3. The job of marketing is to guide the development of form and task utility, and to provide time, place, and possession utilities. 4. Good relations with intermediaries, good location, and good salespeople are some of the many resources of a firm that should be evaluated when searching for new opportunities. 5. Consumerism is a social movement that seeks to punish uncooperative businesses. 6. Most marketing managers who see how a marketing information system (MIS) can help their decision-makin