Name: _________________
Period:_____________
Final Exam – Study Guide
School Year 2015
Marketing Principles
True/False
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1. In both the consumer and industrial markets, direct distribution is the least commonly used channel p 453.
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3. Disposable income is the money used to pay for basic living necessities, such as food and shelter.p.39
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5. As a factor of production, the term labor refers to both skilled and unskilled workers. P 53
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6. Private brands are popular with retailers because they usually are more profitable for the retailer than the
national brands. P 657
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8. A trade character is a specific type of brand mark, one with human form or characteristics, like Tony the
Tiger.p 663
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9. Testing the product is the first step performed when you begin developing a new product. P639
____ 11. Intermodal transportation combines two or more transportation modes to maximize the advantage of each.
P 467
____ 13. Secondary data can be obtained on the Internet and from other external sources. p 614
____ 15. Using an in-house sales force increases a company’s control over its products. P 455
____ 17. Because brand names are so important, many marketing researchers test market brand names before using
them for product promotion. P 657
____ 19. A country's infrastructure includes its sewers, highways, and phone lines.p.53
____ 21. Demographics refers to consumers’ attitudes and lifestyles.p.35
____ 23. People who share similar needs and wants and who can purchase your products are called a market. P13
____ 25. The school store is considered to be a brick-and-mortar retailer. P 465
____ 26. Bringing oranges from Florida to the local grocery store to sell to the public is an example of place utility.
p 10
____ 28. A “mystery shopper” asks a shopper questions about their shopping experience. P 619
____ 30. Understanding ethnic backgrounds and household income is part of market segmentation p 39.
____ 32. Only large companies use market research because you have to gather it yourself. P 602
____ 34. A trademark is a word, name, symbol, or a combination of these elements that is given legal protection by the
federal government. p 660
____ 36. A radio commercial for "Buy one get one free" is an example of distribution. P 6
____ 39. A trucking company working as a contract carrier negotiates fees with each customer. P 465
____ 43. Agent intermediaries take title to products and then resell them to their customers. P 446
____ 45. A marketing mix is a formal written document which directs activities for a specific time. P 35
Multiple Choice
Explain possession utility, place utility, form utility p 10
.
Data gathered for the first time and used specifically for the particular problem or issue under study is
What is the most likely distribution channel for a candy, like Skittles, that we would sell in the school store? P452
This type of brand, also called producer brands, is owned and initiated by national manufacturers or by companies that
produce services. Example: Keebler Cookies p 664
What type of transportation is the most frequently used, convenient and helps reduce both packaging and inventory costs?
p465
What is information obtained from marketing research? P593
Which of the following purchases would most likely be made with discretionary income? P39
Last year, the marketing students completed a survey about the type of spirit wear that should be sold in the school store.
This is an example of what marketing tool? P 6
Which economy would best describe that of the U.S.? p 54
The Gap sells its clothing only in its company-owned retail stores. What is this particular kind of distribution called?
P 455
.
The Gladiator Coffee Company decided to distribute its coffee mugs in the local espresso shops. What type of marketing
decision was this? P 27
What is the least expensive means of product transportation? P 469
Brigitte works for Rising Bakery Company. She manages the bakery’s inventory at 25 supermarkets by refilling stock and
maintaining the stores’ Rising Bakery displays. What is Brigitte? P 466
Sabrina owns and operates Sabrina’s Textiles which manufactures coats and jackets sold by retail stores across the United
States. Sabrina’s business needs salespeople, but is too small to afford its own sales force. What is the
distribution channel that Sabrina would most likely use in marketing her coats and jackets? P 453
Romeo’s Pizza began gathering information about their customers’ age, ethnicity, income, gender, and education. How is
the company segmenting its market? P 39
What is the transportation system with the best safety record? P 469
.
In media research, the number of times a viewer in the audience sees or hears an ad, is known as? P 615
What are a business’s own sales figures and customer records sources of? P 612
The Music Stand direct-mail company wants to send catalogs to music teachers, dancers and other music lovers. What
type of data would be helpful in this endeavor? P 40
In new product development, the “business proposal” step would include: p 639
Product planning allows business to: p 637
Nielsen Media Research provides audience measurement (ratings) information for which industry p 644
On a survey questionnaire, which of the following are types of “forced-choice” questions? P 619
Mystery shopping uses what type of method for collecting primary data. P616
Print media includes p 616
All of the different products that a company makes or sells is called the p 643
This type of research usually gathers information from large numbers of people and asks questions like “how many” or
“how much.” P 595
Hispanic, Caucasian, Asian-American, African-American are terms used in which demographic category? p 39