INCORRECT

1 : Finding attractive opportunities and developing profitable marketing strategies

are the tasks included in the marketing manager's strategy planning job.
a. True
b. False
The correct answer is a
Your answer is b

CORRECT
2 : Target marketing limits an organization's profit potential.
a. True
b. False
The correct answer is b
Your answer is b

Feedback : See page(s) 33

INCORRECT
3 : Any series of firms or individuals from producer to final user or consumer is a
channel of distribution
a. True
b. False
The correct answer is a
Your answer is b

Feedback : See page(s) 36

INCORRECT
4 : A "marketing program" blends all of a firms' marketing plans into one big plan.
a. True
b. False
The correct answer is a
Your answer is b

Feedback : See page(s) 42

CORRECT
5 : Firms that excel at marketing achieve significantly higher volume and
profitability.
a. True
b. False
The correct answer is a
Your answer is a

Feedback : See page(s) 45

INCORRECT
6 : A company has modified and enlarged its product line to meet the changing
needs of its current customers. This is an example of:
a. market development.
b. market penetration.
c. diversification.
d. product development.
e. market share.
The correct answer is d
Your answer is c

Feedback : See page(s) 50

INCORRECT
7 : Which of the following is true about the marketing management process?
a. Marketing managers should plan to maintain the status quo.
b. Consumers' needs, competitors, and the environment keep changing.
c. After implementing the plans, the process is finished.
d. Planning is done by the marketing department in isolation.
e. None of the above.
The correct answer is b
Your answer is d

Feedback : See page(s) 31

INCORRECT
8 : The difference between target marketing and mass marketing is that target
marketing:
a. is a shotgun approach, while mass marketing is a rifle approach.
b. focuses on specific customers, while mass marketing aims at an entire
market.
c. focuses on short-run objectives, while mass marketing focuses on long-run
objectives.
d. aims at increased sales, while mass marketing focuses on increased profits.
e. means concentrating on a small market.
The correct answer is b
Your answer is e

Feedback : See page(s) 33

INCORRECT
9 : Compared to mass marketing, target marketing:
a. offers greater efficiency.
b. is more expensive.
c. offers more potential customers.
d. is an older method of marketing.
e. doesn't use the 4 Ps.
The correct answer is a
Your answer is c

Feedback : See page(s) 34

INCORRECT
10 : Mass selling:
a. involves direct communication between sellers and potential customers.
b. is communicating with small numbers of customers.
c. has two major forms: advertising and publicity.
d. has a higher cost of reaching a target customer than personal selling.
e. uses a salesforce.
The correct answer is c
Your answer is e

Feedback : See page(s) 37

INCORRECT
11 : Sales promotion can involve all of the following EXCEPT:
a. point-of-purchase materials.
b. outdoor billboards.
c. samples.
d. catalogues.
e. coupons.
The correct answer is b
Your answer is d

Feedback : See page(s) 37

INCORRECT
12 : Selecting a target market and developing a marketing mix:
a. are not strategy jobs.
b. are decisions made by different departments in isolation from one another.
c. should be decided independently.
 d. are decisions that should be made together.
e. cause managers to search for customers who dislike what they have to offer.
The correct answer is d
Your answer is c

Feedback : See page(s) 38

INCORRECT
13 : Product market screening criteria should:
a. be quantitative.
b. be qualitative.
c. be achievable.
d. summarize in one place what the firm wants to accomplish.
e. all of the above.
The correct answer is e
Your answer is c

Feedback : See page(s) 51

CORRECT
14 : A firm's marketing mix would NOT include:
a. product.
b. price.
c. profit.
d. promotion.
e. place.
The correct answer is c
Your answer is c

Feedback : See page(s) 34

CORRECT
15 : Unilever uses many intermediaries to reach its target markets; TD Bank uses
none. Which of the marketing mix variables is being considered here?
a. promotion
b. product
c. place
d. price
e. penetration
The correct answer is c
Your answer is c

Feedback : See page(s) 35

INCORRECT
16 : The term "product" is NOT concerned with:
a. packaging.
b. branding.
c. quality level.
d. warranty.
e. selling.
The correct answer is e
Your answer is c

Feedback : See Exhibit 2-4, page 35

INCORRECT
17 : _______________ involves direct communication between sellers and potential
customers.
a. Advertising
b. Publicity
c. Sales promotion
d. Mass selling
e. Personal selling
The correct answer is e
Your answer is c

Feedback : See page(s) 37

INCORRECT
18 : Sales promotion:
a. is free.
b. tries to help the personal selling and mass selling people.
c. is the main form of advertising.
d. lets the salesperson adapt the marketing mix to each potential customer.
e. is designed to replace salespeople.
The correct answer is b
Your answer is c

Feedback : See page(s) 37

CORRECT
19 : An appropriate marketing mix should be determined primarily by:
a. the budget available to spend.
b. the past experiences of the marketing manager.
c. the needs of the target market.
 d. what has worked for the company in the past.
e. how well a firm can achieve economies of scale in producing a product.
The correct answer is c
Your answer is c

Feedback : See page(s) 35

INCORRECT
20 : A hotel restaurant offers an inexpensive Sunday brunch to get customers on
the weekend. Normally during the week the restaurant serves business travellers.
This effort to get new customers for the available facility is an example of:
a. market development.
b. diversification.
c. product development.
d. market penetration.
e. a production orientation.
The correct answer is a
Your answer is c

Feedback : See page(s) 50

INCORRECT
21 : Portfolio management:
a. treats products or SBUs as though they were stock investments.
b. may place too much emphasis on easy-to-compare quantitative criteria.
c. tends to emphasize short-run profitability and return on investment.
d. identifies which opportunities should be supported, "milked," or sold off.
e. All of the above are true.
The correct answer is e
Your answer is c