Exam1Sec1 Type A 1 Which of the following involves trying to prove or support the notion that a brand delivers some benefit a Normative positioning b Laddering down c Laddering up d Establishing category essence e None of the above 2 According to Porter s Five Forces model which of the following would increase profitability a An increase in the number of suppliers b A lowering of entry barriers c A decrease in the number of buyers d Two of the above e 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 offering b Promotional persuasive communication must be able to reach the targeted segment c All of the above d None of the above 4 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 Transactional b External c Relational d Divisional 5 Which of the following best describes the scope areas covered by marketing concepts a All areas of life are covered by marketing concepts b Marketing covers only those situations involving selling goods services for money c A marketing framework can be applied to a variety of exchange situations e g goods for money political ideas job interviews etc d None of the above 6 According to class discussion which of the following market positions is most likely to attempt an Expanded Market Strategy a Market nicher b Market leader c Market leader d Market challenger e None of the above 7 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 practice b Internal operation focus c Needs response mechanism d Marketing mix e Functional marketing discipline 8 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 development b It is the top selling truck in China c It has a greater experimental benefit than the Toyota Tundra d It would be categorized as a cash cow using the BCG model e All of the above 9 Of the 5 steps to the strategic marketing planning process which step usually comes in the MIDDLE a Evaluate performance b Define the business mission c Situational analysis d Implementing marketing mix and resources e Identifying and evaluation opportunities 10 In class which of the following was used as an example of geodemographic segmentation a Shotguns and pickups b Northeastern young males c Southwestern young males d Midwestern Hispanics e Old high income Canadians 11 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 proliferation b Market development c Market penetration d Diversification e Product development 12 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 copy b Can be patented or registered to protect it as intellectual property c Will appeal to financial analysts and potential shareholders d Will be easy for employees to use and remember e Cannot be discovered through marketing research 13 When should one practice market segmentation a Always b Never c Only when the costs are low d All the time except if one is trying to reach everyone e Always except when trying to reach everyone and costs are high 14 Supply chain management involves the efforts of suppliers manufacturers warehouses and stores a Separating b Distinguishing c Creating back up systems for d Eliminating e Integrating 15 To determine how attractive a particular market is in using the BCG portfolio analysis is established as one axis a Competitive intensity b Relative market share c Ideal market distribution d Market growth rate e Profit potential 16 Which of the following has been cited as an example of customer excellence a Four Seasons Hotels b McDonald s Restaurants c Hasbro Toys d All of the above e None of the above 17 By paying close attention to customer needs and continuously monitoring the environment in which it operates a good marketer can a Avoid cognitive dissonance b Identify potential opportunities c Implement just in time marketing promotions d Divide generational cohorts into regional psychographic groups e Relieve the rest of the organization from having to interact with customers 18 According to class discussion what is Apple s main macro strategy a User lead development b Goal positioning c Competitive positioning d Product excellence e Marketing 19 In class which of the following was mentioned as a segmentation type probably used for the iPod a User status b Geodemographic c Benefit d Geographic e All of the above 20 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 level b There are a variety of ways to convey a brand s category membership c There are 3 elements that are typically included in establishing a brand s competitivebased position d Normative benefits are ones that customers say are important because they actually influence behavior e All of the above 21 Which of the following activities does NOT involve marketing 22 23 24 25 26 27 a Purchasing gasoline b Attending marketing class c Downloading music d Deciding how many hours to sleep e Selling a CD on eBay Category membership and point of difference are used to establish which of the following a Goal position b Targeted market c Competitive position d Brand personality e Brand credibility 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 support b The current size of the market and expected growth rate c Use of pricing control and number of promotional outlets d The number of competitors entry barriers and product substitutes e Which other domestic companies must pay the same tariffs on the baby products Which of the following statements about market segmentation is correct a Buyer behavior is rarely traceable to more than one characteristic b There are defined rules for the number and range of categories