Exam1Sec1 Type A1. Which of the following involves trying to prove or support the notion that a brand delivers some benefit?a. Normative positioningb. Laddering downc. Laddering upd. Establishing category essencee. None of the above2. According to Porter’s Five Forces model, which of the following would increase profitability?a. An increase in the number of suppliersb. A lowering of entry barriersc. A decrease in the number of buyersd. Two of the abovee. All of the above (ABC)3. Which of the following is necessary for a targeted segment to be profitable?a. The segment must respond positively to the firm’s offeringb. Promotional (persuasive) communication must be able to reach the targeted segmentc. All of the aboved. None of the above4. Many firms with complex products have missionary salespeople who assist customers with problems implementation programs. These salespeople rarely sell products but often become involved in and knowledgeable about customer’s needs and wants. These salespeople focus on _______ orientation.a. Transactionalb. Externalc. Relationald. Divisional5. Which of the following best describes the scope (areas covered) by marketing concepts?a. All areas of life are covered by marketing conceptsb. Marketing covers only those situations involving selling goods/services for moneyc. A marketing framework can be applied to a variety of exchange situations (e.g. goods formoney, political ideas, job interviews, etc.)d. None of the above6. According to class discussion, which of the following market positions is most likely to attempt an Expanded Market Strategy?a. Market nicherb. Market leaderc. Market leaderd. Market challengere. None of the above7. The Four P’s comprise the ____, which in the controllable set of activities that the firm uses to respond to the wants of its target markets.a. Elements of practiceb. Internal operation focusc. Needs response mechanismd. Marketing mixe. Functional marketing discipline8. According to class discussion, which of the following statements was made about Ford’s F150 truck?a. Its only means of sales growth is through market developmentb. It is the top selling truck in Chinac. It has a greater experimental benefit than the Toyota Tundrad. It would be categorized as a “cash cow” using the BCG modele. All of the above9. Of the 5 steps to the strategic marketing planning process, which step usually comes in the MIDDLE?a. Evaluate performanceb. Define the business missionc. Situational analysisd. Implementing marketing mix and resourcese. Identifying and evaluation opportunities10. In class, which of the following was used as an example of geodemographic segmentation?a. Shotguns and pickupsb. Northeastern young malesc. Southwestern young malesd. Midwestern Hispanicse. Old, high-income Canadians11. In many market situations, word-of-mouth referrals are a very effective source of new customers. Marketers often encourage referrals as a ____ growth strategy.a. Product proliferationb. Market developmentc. Market penetrationd. Diversificatione. Product development12. Companies seek to develop a sustainable competitive advantage that can be maintained over a long period of time and;a. Is difficult for competitors to copyb. Can be patented or registered to protect it as intellectual propertyc. Will appeal to financial analysts and potential shareholdersd. Will be easy for employees to use and remembere. Cannot be discovered through marketing research13. When should one practice market segmentation?a. Alwaysb. Neverc. Only when the costs are lowd. All the time except if one is trying to reach everyonee. Always except when trying to reach everyone and costs are high14. Supply chain management involves _____ the efforts of suppliers, manufacturers, warehouses, and stores.a. Separatingb. Distinguishingc. Creating back-up systems ford. Eliminatinge. Integrating15. To determine how attractive a particular market is in using the BCG portfolio analysis, _______ is established as one axis.a. Competitive intensityb. Relative market sharec. Ideal market distributiond. Market growth ratee. Profit potential16. Which of the following has been cited as an example of “customer excellence”?a. Four Seasons Hotelsb. McDonald’s Restaurantsc. Hasbro Toysd. All of the abovee. None of the above17. By paying close attention to customer needs and continuously monitoring the environment in which it operates, a good marketer can:a. Avoid cognitive dissonanceb. Identify potential opportunitiesc. Implement just-in-time marketing promotionsd. Divide generational cohorts into regional psychographic groupse. Relieve the rest of the organization from having to interact with customers18. According to class discussion, what is Apple’s main macro strategy?a. User-lead developmentb. Goal positioningc. Competitive positioningd. Product excellencee. Marketing19. In class, which of the following was mentioned as a segmentation type probably used for the iPod? a. User statusb. Geodemographicc. Benefitd. Geographice. All of the above20. According to the article of positioning, which of the following is correct?a. A focus on consumers’ goals as the basis for positioning can occur only at the brand levelb. There are a variety of ways to convey a brand’s category membershipc. There are 3 elements that are typically included in establishing a brand’s competitive-based positiond. Normative benefits are ones that customers say are important because they actually influence behaviore. All of the above21. Which of the following activities does NOT involve marketing?a. Purchasing gasolineb. Attending marketing classc. Downloading musicd. Deciding how many hours to sleepe. Selling a CD on eBay22. Category membership and point of difference are used to establish which of the following?a. Goal positionb. Targeted marketc. Competitive positiond. Brand personalitye. Brand credibility23. After assessing the market growth potential for his company’s baby products in Mexico, Harmon wanted to evaluate market competitiveness. To do this, Harmon would consider:a. Mass marketing distribution potential and logistical supportb. The current size of the market and expected growth ratec. Use of pricing control and number of promotional outletsd. The number of competitors, entry barriers, and product substitutese. Which other domestic companies must pay the same tariffs on the baby products24. Which of the following statements about market segmentation is correct?a. Buyer