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ANSWERS
MKT 421 Final Exam
1) Big Fizz Co., a manufacturer of
cola-flavored drinks, wants to add packaged fruit juices to its existing
product line. Big Fizz must make some decisions regarding packaging and
branding the fruit juices. These decisions would fall under which variable of
the marketing mix?
2) Hewlett-Packard sells personal
computers through specialty computer stores, electronics superstores, and its
own Internet site. What is the marketing mix variable that is being considered
here?
3) Marketing strategy planners
should recognize that:
4) Target marketing, in contrast to
mass marketing,
5) The process of naming broad
product-markets and then dividing them in order to select target markets and
develop suitable marketing mixes is called:
6) ______________ is the process of
naming broad product-markets and then segmenting these broad product-markets in
order to select target markets and develop suitable marketing mixes.
7) Marketing research which seeks
structured responses that can be summarized is called
8) One of the major disadvantages of the focus group interview approach is that
9) When focus group interviews are used in marketing,
10) Focus groups
11) A small manufacturing firm has
just experienced a rapid drop in sales. The marketing manager thinks that he
knows what the problem is and has been carefully analyzing secondary data to
check his thinking. His next step should be to
12) The marketing manager at
Massimino & McCarthy, a chain of retail stores that sells men`s clothing,
is reviewing marketing research data to try to determine if changes in
marketing strategy are needed. MKT/421 Final Exam. Which of the following
sources of data would be a secondary data source?
13) Which of the following
statements about consumer products is true?
14) The attitudes and behavior
patterns of consumers making a purchasing decision are part of the
15) The observing method in
marketing research
16) The first step in market
segmentation should be
17) The product life cycle
18) Which of the following is one
of the product life cycle stages?
19) While watching a television
program, Liza gets a phone call just as a commercial is starting. She presses
the mute button on the television`s remote control and takes the call, so she
pays no attention to the commercial. MKT 421 week 5 final. In terms of the
communication process, the telephone call is an example of what?
20) Which of the following
functions are performed by wholesalers in the channel of distribution?
21) Typically the ______________
and the marketing manager are responsible for building good distribution
channels and implementing place policies.
22) SGCA is having a sales contest
to encourage retailers to quickly reduce the inventory of Super Gamer
computers. Retailers with the highest sales during the next month win an
expense paid trip to a special dealer meeting at a resort in Hawaii. This is
23) Advertising allowances
24) Price reductions given to
channel members to encourage them to promote or otherwise promote a firm`s
products locally are
25) A producer using very
aggressive promotion to get final consumers to ask intermediaries for a new
product has
26) Nantucket Hammocks, Inc., uses
dealer incentives, discounts, and sales contests in order to encourage
retailers to give special attention to selling its products. Nantucket Hammocks
is using
27) Quality Ceramic, Inc., (QCI)
defined five submarkets within its broad product-market. To obtain some
economies of scale, QCI decided NOT to offer each of the submarkets a different
marketing mix. Mkt 421 final exam answer. Instead, it selected two submarkets
whose needs are fairly similar, and is counting on promotion and minor product
differences to make its one basic marketing mix appeal to both submarkets. QCI
is using the
28) When segmenting broad
product-markets, cost considerations tend
29) ______________ focuses on
introducing new products to existing markets.
30) When a company grows globally
by introducing existing product lines to new markets, this is an example of
what?
