Marketing 101 Exam

1.

1 point

A firm has the least control over its pricing strategy in

pure competition

monopoly

monopolistic competition

oligopoly

2.

1 point

A practice that encourages short-run material wearout, style changes, and functional product changes is

price gouging

planned obsolescence

product innovation

product cloning

3.

1 point

When a firm defines its competition in generic terms, it

looks at competition as broadly as possible

examines its existing channel partners

analyzes the competitive structure within a specific industry

focuses on patent expiration dates

4.

1 point

The current era is known as the

internet era

marketing company era

sales era

post-industrial era

5.

1 point

When it is considered important by a firm. marketing is

heavily involved in consumer research

controlled by a production vice president

equated with sales

given staff status

6.

1 point

Which of these is never a type of commercial database?

Primary data

infoUSA CDs

Census data

Internal secondary data

7.

1 point

Which of the following is a component of a marketing intelligence network?

Marketing entropy

Simulation

Data warehousing

Product design

8.

1 point

Which of these statements is NOT correct?

There is not a trend toward larger firms.

Foreign competitors now play a declining role in many industries.

Pure competition occurs much less often than does monopolistic competition.

It is necessary to study the competitive strategies of other firms.

9.

1 point

Product, price, promotion, and distribution decisions are components of the

marketing protocol

marketing philosophy

marketing mix

marketing organization

10.

1 point

Which of the following is a reason why a firm should continuously collect and analyze information regarding its marketing plan?

To monitor the environment

maintain its existing strategies at all costs.

To rely more heavily on executive judgment

To guarantee success

11.

1 point

In a monopoly, one firm

seeks to engage in price wars

has a lot of control over the marketing plan

has no control over price because merchandise is standardized

finds that consumer demand is quite elastic

12.

1 point

Which of the following is an advantage of primary data?

Data collection is typically fast.

Information is current.

Most firms are skilled in primary data collection.

Primary data are usually less expensive to collect than secondary data.

13.

1 point

Basic marketing functions

can be shifted and shared

are usually performed by one party

can be organized with only direct marketing

can be eliminated in most situations

14.

1 point

A major advantage of an experiment is its

infrequent use of contrived settings

ability to show cause and effect

ability to control all factors in or affecting a marketing plan.

relatively low costs

15.

1 point

Workers can "break the rules" to honor customer requests with

employee empowerment

a selling philosophy

motivated marketing

power selling

16.

1 point

Which of the following is not a form of marketing organization?

Product-orientation

Market-oriented

Coordinated

Functional

17.

1 point

Secondary data should be collected before primary data because

secondary data will have guaranteed suitability to the current research study, whereas primary data will not.

secondary data will always be current, whereas primary data may be dated or obsolete.

secondary data will not yield conflicting information from different sources, whereas primary data may.

secondary data are generally more easily and inexpensively obtained than primary data.

18.

1 point

The last step for a firm that practices a marketing philosophy is

consumer satisfaction

consumption

relationship marketing

feedback

19.

1 point

Which of these statements is incorrect?

Deceptive actions are not okay if no one is physically injured.

Marketing practices often encourage unrealistic consumer expectations.

The true level of customer dissatisfaction is usually known.

Tobacco products are affected by the socioecological view of marketing.

20.

1 point

To attain its objectives, a firm is well advised to

acquire feedback from the environment

maintain its existing strategies at all costs.

ignore uncontrollable factors

bypass the independent media entirely

21.

1 point

In selecting a target market, marketers usually

ignore competitors

engage in market segmentation

control the marketing plan

determine the marketing mix

22.

1 point

Which of the following is not one of the four basic methods of primary data collection?

Observation

Distribution

Experiment

Simulation

23.

1 point

If a firm wants to study consumer attitudes through the use of bipolar adjectives, it will most likely use

simulation

a semantic differential

observation

experiment

24.

1 point

Among the advantages of conducting a mail survey is the

ability to avoid non-response problems.

ability to complete the survey at a convenient time.

ability to avoid participation by incorrect respondents.

speed with which surveys are returned by respondents.

25.

1 point

A consumer orientation does not usually focus on

market needs

planning

production capability

goals

26.

1 point

Which statement is INCORRECT?

Consumers today are more satisfied with customer service than ever before.

Consumers today have many mechanisms by which to complain.

Employee empowerment often leads to greater customer satisfaction.

Customer service has a large effect on customer satisfaction.

27.

1 point

A value-based philosophy is a key component of

the marketing concept

mass marketing

a selling philosophy

barter

28.

1 point

Corporate social responsibility

balances short-term profit needs with society’s long-term needs.

considers only the needs of society.

considers only deceptive actions.

does not refer to issues such as product availability and innovation.

29.

1 point

The most effective approach to the uncontrollable factors in the marketing environment is

product innovation

continuous monitoring of their effects

insulating the marketing plan from them

constantly reorganizing the marketing organization

30.

1 point

The degree to which there is a match between customer expectations and the actual performance of a good or service is known as

customer satisfaction

marketing functionality

consumer marketing

customer service

31.

1 point

Which of the following is NOT a factor primarily controlled by top management?

Advertising strategy

Line of business

overall objectives

Role of marketing

32.

1 point

Which of the following research methods has the least interviewer bias?

Internet Surveys

Observation

Telephone Surveys

Personal Surveys

33.

1 point

Where a few large firms comprise most of an industry's sales, the competitive structure is best described as

competitive monopoly

monopoly

oligopoly

monopolistic competition

34.

1 point

Which statement about relationship marketing is correct?

It cannot be conducted with final consumers.

It places an emphasis on customer loyalty.

It is not a good policy for non-profit organizations.

It is short-run oriented.

35.

1 point

Choosing 125 females ages 18-29 and 125 females ages 30 and older to participate in a research study is an example of a(n)

probability sample.

non-probability sample

exploratory research study.

external secondary data search

36.

1 point

Although the marketing concept enables an organization to analyze, maximize, and satisfy consumer demand, it should be realized that the concept

does not apply to non-profit organizations

is only a theory

is only a guide to planning

is unnecessary in a competitive marketplace

37.

1 point

An example of a process-related ethical issue is

price fixing

food shortages

liquor marketing

cigarette manufacturing

38.

1 point

Whether to sell via intermediaries or directly to consumers, how many outlets to sell through, and whether to control or cooperate with other channel members are examples of decisions marketers must make about

distribution

production

price

selling

39.

1 point

The first step in the marketing research process involves

studying competitors

establishing the issue to be studied.

surveying consumers.

implementing findings.

40.

1 point

Marketing research

must be conducted in a systematic manner to be effective.

includes only data collected from sources outside the firm

should be crisis-oriented.

can be applied to only certain aspects of marketing

41.

1 point

Customer service activities are

unidentifiable, but relatively tangible

unimportant to consumers

identifiable, but relatively intangible

unrelated to the success of goods and services

42.

1 point

Which of these countries annually discards the most trash per person?

United States

Russia

India

China

43.

1 point

Which type of competition most closely resembles generic competition?

Bimodal competition

Indirect competition

Direct competition

Intermodal competition

44.

1 point

Which activity is a central aspect of the definition of marketing?

The exchange process

Outsourcing

Manufacturing

Selling

45.

1 point

According to some estimates, marketing costs can be as high as what percentage of a firm's sales?

10 percent

50 percent

40 percent

20 percent

46.

1 point

Which of the following is not an example of internal secondary data?

sales figures

attending trade shows

inventory records

Customer billings

47.

1 point

Marketing directly to customers would often require a company to

eliminate many marketing functions

seek a marketing specialist

share distribution of high-volume sales items

make or sell complementary products

48.

1 point

Which statement about technology is true?

Technology cannot reduce the impact of resource shortages.

Loss of patent protection decreases competition

Small firms can control the technological advances that affect them.

Patents provide exclusive rights to sell new products for virtually limited time periods

49.

1 point

During the production era of marketing,

consumer research and analysis are integrated into all efforts

research becomes necessary to determine consumer desires and needs

business manufactures and sells products without first determining consumer desires

businesses increase supply to keep up with demand.

50.

1 point

The process by which each completed data form is numbered and response categories are labeled is called

tabulation

analysis

coding

survey design