BUS3010
Marketing
Zapalski
Quiz #1
Name: __________________________ Date: _____________
1. United Way of Greater Toronto (UWGT), like many charities, has tremendous amounts
of data from its donors. Locked up in its computer and paper files are records of
millions of companies, groups, and individuals that have donated in past years. Also
like most philanthropic organizations, UWGT was having a rough time using that
information efficiently. It could blanket past donors and non-donors with generic
mailings, but it could not offer its non-donors anything that would convince them to
donate to it instead of other charities. Which of the following tools would be most
useful for the nonprofit organization to use?
A) a flexible marketing system
B) a database warehouse
C) customer relationship management
D) competitive intelligence
E) a customer-oriented marketing mix
2. Which of the following would a marketer use as a synonym for controllable marketing
mix factors?
A) the five external environmental forces
B) macromarketing forces
C) the five Cs
D) the four Ps
E) price, product, production, and promotion
3.
A)
B)
C)
D)
E)
Which of the following is true regarding the marketing process?
Its exchanges satisfy consumers only.
Its exchanges satisfy sellers only.
Its exchanges satisfy both consumers and sellers.
It is synonymous to advertising.
It is synonymous to personal selling.
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4. Which of the following situations would impact the marketing strategies of American
Airlines?
A) Major price cuts of airfares offered by other airlines
B) New laws regulating the size and weight of carry-on baggage
C) Consumers preferring high quality coffee, such as Starbucks
D) Unemployment rates increasing by 5%
E) All of the above situations would impact their marketing strategies
5. A __________ is a plan that integrates the marketing mix to provide a good, service, or
idea to prospective buyers.
A) marketing strategy
B) marketing program
C) macromarketing program
D) micromarketing program
E) sales promotion
6. Which market-product strategy requires no change in the product line, but an increase in
sales to existing customers through innovative pricing, promotion, or distribution
strategies?
A) Market development
B) Market penetration
C) Product development
D) Diversification
E) Product divestment
7. Those characteristics of a product that make it superior to competitive substitutes are
called:
A) consumer standards.
B) perceptual segments
C) marketing armaments.
D) points of difference.
E) product stereotypes.
8. A __________ could have been used to realize that the restrictions placed on Golden
Valley's distribution as a result of a cash flow problem were not a threat to the company,
but an opportunity.
A) marginal analysis
B) sales analysis
C) SWOT analysis
D) sales component analysis
E) sales force analysis
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9. At which step of the planning stage of the strategic marketing process does a firm
develop the program's marketing mix?
A) Situation analysis
B) Goal setting
C) Marketing program
D) Sales forecasting
E) Market segmentation
10.
A)
B)
C)
D)
E)
Which of the following represents competition for Lands' End?
L.L. Bean
mass merchandisers
specialty shops
department stores
All of the above are competition for Lands' End
11.
A)
B)
C)
D)
E)
In the 1990s, the major geographical shift in the U.S. population was to:
eastern urban areas.
the west coast.
western and Sun Belt states.
midwestern states.
the northeast seaboard.
12. The Sierra Club is environmentalism's oldest continuously operating organization. In
2001, the growth of the organization had plateaued when its members elected a new 23old president who promised to use MTV artists to create public service announcements
about the organization to rekindle interest among his peers--members of:
A) Generation X.
B) baby busters.
C) Generation Y.
D) the hippie generation.
E) baby boomers.
13.
A)
B)
C)
D)
E)
Which of the following statements about environmental scanning is true?
Environmental scanning changes the marketing environment.
Environmental scanning identifies and explains potential trends.
Environmental scanning is an annual event.
Environmental scanning focuses primarily on geographical and meteorological factors.
All of the above statements about environmental scanning are true.
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14. The __________ limits the maximum amount of advertising during children's television
programs to 10.5 minutes per hour on weekends and 12 minutes per hour on weekdays.
A) Federal Communications Commission
B) U.S. Department of Justice
C) Children's Television Act
D) Federal Trade Commission
E) Television Advertising Act
15. In 1988 the Trademark Law Revision Act resulted in a major change to the Lanham Act.
The change allows:
A) a company to secure rights to a name before actual use by declaring an intent to use the
name.
B) products to use generic terms as trademarks.
C) investors to apply for use of Internet domain names.
D) a company to declare trademark ownership in foreign markets.
E) products to use more than one trademark.
16. Lava.com is an Internet company that helps other organizations put concepts into action
that they hope will let them dominate the market in their industry. In its promotion, it
states, “We ignore the rules and we let no obstacle stand in your company's way--no
matter how bold or impossible your idea may seem.” The company is composed of
eighteen bright young Internet experts. They work in one large room, which also
contains dartboards, a pool table, and a meditation center. If you were to walk into the
office, it would be next to impossible to tell the company owners from its lowest
ranking employee. This is a description of the Internet company's:
A) operational code.
B) mission environment.
C) socialization process.
D) environmental strategy.
E) corporate culture.
17.
A)
B)
C)
The first step in any social audit is to:
set the budgets for marketing programs.
identify social responsibility causes consistent with the company's mission.
recognize a firm's social expectations and the rationale for engaging in social
responsibility endeavors.
D) determine the types of resources needed to achieve social responsibility objectives.
E) evaluate current social responsibility programs.
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18. Which of the following statements about cause-related marketing is true?
A) Cause-related marketing will rarely motivate consumers to switch to a brand or a retailer
that supports a good cause.
B) U.S. consumers generally have a negative opinion of companies that support causes.
C) Although consumers are interested in cause-related marketing, it does not raise much
money for the cause.
D) Cause-related marketing is expected to decrease.
E) Cause-related marketing may be a valued point of difference for brands and companies.
19. Green marketing is:
A) marketing of agricultural products, specifically commodities that traditionally were not
formally marketed since they operated in a pure competition environment.
B) marketing efforts taken by new and smaller companies that lack both the experience and
resources of their major competitors.
C) marketing efforts to produce, promote, and reclaim environmentally sensitive products.
D) marketing products that have in no way been altered or reprocessed by artificial means.
E) marketing exclusively those products made from recycled materials.
20. __________ are the moral principles and values that govern the actions and decisions of
an individual or group.
A) Laws
B) Religious precepts
C) Ethics
D) Social norms
E) Beliefs
21. In the hierarchy of needs water, food, and shelter would be considered __________
needs.
A) physiological
B) safety
C) social
D) personal
E) psychological
22.
A)
B)
C)
D)
E)
High-involvement purchases tend to:
be expensive.
have serious personal consequences.
reflect one's social image.
be characterized by all of the above.
be characterized by none of the above.
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23. If a fraternity wanted to attract new members, it should focus on people who viewed the
current members as a(n) __________ group.
A) membership
B) aspiration
C) dissociative
D) reference
E) involvement
24.
A)
B)
C)
D)
E)
A(n) __________ is the action taken to satisfy a drive.
cue
demotivator
motivation
response
stimulus
25.
A)
B)
C)
D)
E)
Which of the following needs involves personal fulfillment?
physiological needs
safety needs
social needs
personal needs
self actualization needs
26.
A)
B)
C)
D)
E)
The primary buying objective for business firms is usually to:
increase profits through increasing costs and increasing sales.
increase profits through reducing costs and decreasing sales.
increase profits through reducing costs or increasing sales.
maintain profits through reducing costs and increasing sales.
reduce profits through reducing costs and reducing sales.
27. An industrial firm is a firm that:
A) is distinguished by the amount of energy it uses and potential for pollution to the
environment.
B) employs more than 500 people, who are paid minimum wage with few or no benefits.
C) deals exclusively with federal, state, and local governments, and often mediates
governmental agency disputes.
D) in some way reprocesses a product or service it buys before selling it again to the next
buyer.
E) is most likely to be located in the eastern U.S., and operates out of what is called a
factory.
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28.
A)
B)
C)
D)
E)
The people in the organization who actually use the product or service are called:
gatekeepers.
deciders.
buyers.
influencers.
users.
29. You are the research director of a major marketing research consulting firm. You need
to select an NAICS (North American Industry Classification System) code that gives
you the most detail about the competitors in a client's industry. Which of the following
levels of classification would provide the greatest detail?
A) Code 260
B) Code 423531
C) Code 91
D) Code 6575
E) Any of the above since each code designation provides an equal amount of detailed
information about competitors.
30. Which of the following statements accurately characterizes the organizational buying
process?
A) Multiple buying influences exist because many people may be involved in the purchase
decision process.
B) Buying objectives, procedures, and criteria are well-established.
C) Negotiations between buyers and sellers regarding price is common.
D) The purchase of goods or services is usually handled by expert buyers.
E) All of the above statements accurately characterize the organizational buying process.
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