Question 1

Which of the following statements about warranties is True?

Accepted Answer

A)  A warranty is not the same thing as a guarantee. 
B)  The federal government has stipulated that any guarantee will be in effect for two years after purchase. 
C)  The tag on the towel indicating it is 100 percent cotton is an example of an implied warranty. 
D)  The United States is the only country to provide its consumers with warranty protection. 
E)  None of the above statements about warranties is True. 
A)  A warranty is not the same thing as a guarantee. 
B)  The federal government has stipulated that any guarantee will be in effect for two years after purchase. 
C)  The tag on the towel indicating it is 100 percent cotton is an example of an implied warranty. 
D)  The United States is the only country to provide its consumers with warranty protection. 
E)  None of the above statements about warranties is True.

Question 2

Implementation is defined as the:

Accepted Answer

A)  stage at which organizations conduct comparisons of planned activities with what actually happened. 
B)  goal setting stage. 
C)  competitive intelligence stage. 
D)  operational stage during which an organization attempts to carry out its strategic plan. 
E)  day-to-day operation of an organization based on contingency plans. 
A)  stage at which organizations conduct comparisons of planned activities with what actually happened. 
B)  goal setting stage. 
C)  competitive intelligence stage. 
D)  operational stage during which an organization attempts to carry out its strategic plan. 
E)  day-to-day operation of an organization based on contingency plans.

Question 3

Why do misdirected marketing efforts occur?

Accepted Answer

A)  Executives do not understand the exact nature of marketing costs. 
B)  Management lacks standards for determining how much should be spent on marketing. 
C)  Management is unaware of the details of the situation. 
D)  Management has inadequate tools for controlling marketing costs. 
E)  Any of the above can result in misdirected marketing efforts. 
A)  Executives do not understand the exact nature of marketing costs. 
B)  Management lacks standards for determining how much should be spent on marketing. 
C)  Management is unaware of the details of the situation. 
D)  Management has inadequate tools for controlling marketing costs. 
E)  Any of the above can result in misdirected marketing efforts.

Question 4

Warranties stated in written and spoken words are called _____ warranties.

Accepted Answer

A)  transactional 
B)  express 
C)  nonbinding 
D)  implied 
E)  contractual 
A)  transactional 
B)  express 
C)  nonbinding 
D)  implied 
E)  contractual

Question 5

Clinique, a leading cosmetics manufacturer, could adopt a _____ organization to deal with important retail customers like Macy's, Parisian's, and Saks Fifth Avenue.

Accepted Answer

A)  dominant-account 
B)  benchmark 
C)  major-accounts 
D)  matrix 
E)  sales-oriented 
A)  dominant-account 
B)  benchmark 
C)  major-accounts 
D)  matrix 
E)  sales-oriented

Question 6

How are today's organizational structures changing?

Accepted Answer

A)  They are utilizing the iceberg principle more. 
B)  They are engaging in less planning and more implementation. 
C)  They are abandoning the marketing concept. 
D)  They are replacing vertical organizational structures with horizontal ones. 
E)  They are using significantly less geographical specialization. 
A)  They are utilizing the iceberg principle more. 
B)  They are engaging in less planning and more implementation. 
C)  They are abandoning the marketing concept. 
D)  They are replacing vertical organizational structures with horizontal ones. 
E)  They are using significantly less geographical specialization.

Question 7

In the _____ approach to marketing cost analysis, all expenses--direct and indirect--are allocated among the marketing units under study.

Accepted Answer

A)  full-cost 
B)  market-share 
C)  sales-volume 
D)  contribution-margin 
E)  market audit 
A)  full-cost 
B)  market-share 
C)  sales-volume 
D)  contribution-margin 
E)  market audit

Question 8

When Susanna purchased a silk blouse from Chadwick's of Boston, a catalog retailer, she was given a transaction number. In the event of any problems with her shipment, she could call the company, use the number, and discuss the status of her order. This identification number is used by Chadwick's to:

Accepted Answer

A)  reduce telemarketing costs. 
B)  guarantee the sweatshirt will fit properly. 
C)  provide the consumer with postsale service. 
D)  ensure there will be no product liability claims. 
E)  verbalize its implied warranty. 
A)  reduce telemarketing costs. 
B)  guarantee the sweatshirt will fit properly. 
C)  provide the consumer with postsale service. 
D)  ensure there will be no product liability claims. 
E)  verbalize its implied warranty.

Question 9

A company that uses product specialization as a way to organize a sales force will benefit from:

Accepted Answer

A)  easier sales forecasting. 
B)  more direct distribution channels. 
C)  less expensive cooperative advertising campaigns. 
D)  the ability to give more specialized attention to each product line. 
E)  core cost-plus pricing strategy. 
A)  easier sales forecasting. 
B)  more direct distribution channels. 
C)  less expensive cooperative advertising campaigns. 
D)  the ability to give more specialized attention to each product line. 
E)  core cost-plus pricing strategy.

Question 10

A(n) _____ is a comprehensive review and evaluation of the marketing function in an organization.

Accepted Answer

A)  environmental impact statement 
B)  environmental audit 
C)  market-share analysis 
D)  sales volume analysis 
E)  marketing audit 
A)  environmental impact statement 
B)  environmental audit 
C)  market-share analysis 
D)  sales volume analysis 
E)  marketing audit

Question 11

Organizations, such as real estate firms, computer manufacturers, and hardware wholesalers can use the 80-20 principle:

Accepted Answer

A)  to underscore their motivational efforts. 
B)  to highlight misplaced marketing effort. 
C)  as a communication device. 
D)  to encourage departmental coordination. 
E)  as a way to determine what tasks should be delegated. 
A)  to underscore their motivational efforts. 
B)  to highlight misplaced marketing effort. 
C)  as a communication device. 
D)  to encourage departmental coordination. 
E)  as a way to determine what tasks should be delegated.

Question 12

A company that rents pressure-washers for cleaning buildings, driveways, and sidewalks could best protect itself against product liability claims by:

Accepted Answer

A)  using a warning label that advises users not to point the nozzle at anyone while the machine is in use. 
B)  requiring a consumer to pass a competency test before renting a pressure-washer. 
C)  maintaining a legal advisor in its research and development department. 
D)  refusing to stock more than one pressure-washer. 
E)  using a generic express warranty that urges consumers to be careful when operating the machine. 
A)  using a warning label that advises users not to point the nozzle at anyone while the machine is in use. 
B)  requiring a consumer to pass a competency test before renting a pressure-washer. 
C)  maintaining a legal advisor in its research and development department. 
D)  refusing to stock more than one pressure-washer. 
E)  using a generic express warranty that urges consumers to be careful when operating the machine.

Question 13

Camper is a line of casual and eco-friendly shoes. Its founder Lorenzo Fluxa removed its 35 designers from the influence of the fashion world. More interestingly, he has hired designers with very diverse backgrounds including designers with experience in the furniture and car industries. During the _____ stage, Fluxa would tell his designers to follow their whims and allow them to create as many new models of shoes as they could.

Accepted Answer

A)  evaluation 
B)  sales management 
C)  planning 
D)  implementation 
E)  forecasting 
A)  evaluation 
B)  sales management 
C)  planning 
D)  implementation 
E)  forecasting

Question 14

Kalma Industries, a manufacturer of sonar scanning equipment for hospitals, underwater exploration, and mining, would most appropriately use product specialization to arrange its sales force.

Accepted Answer

A) True 
 B)False

Question 15

If an Internet retailer wants to significantly reduce the risk that customers perceive exists when making purchases without actually handling the item, it should:

Accepted Answer

A)  encourage comparison shopping. 
B)  offer a money-back guarantee. 
C)  offer free overnight delivery. 
D)  never have to backorder any merchandise 
E)  do any or all of the above. 
A)  encourage comparison shopping. 
B)  offer a money-back guarantee. 
C)  offer free overnight delivery. 
D)  never have to backorder any merchandise 
E)  do any or all of the above.

Question 16

A marketing audit is:

Accepted Answer

A)  a comprehensive review and evaluation of the marketing function in an organization. 
B)  a detailed study of a company's income statement. 
C)  a cursory examination to determine whether a company is customer-oriented. 
D)  a means of determining a company's static relationship with its external environment. 
E)  none of the above. 
A)  a comprehensive review and evaluation of the marketing function in an organization. 
B)  a detailed study of a company's income statement. 
C)  a cursory examination to determine whether a company is customer-oriented. 
D)  a means of determining a company's static relationship with its external environment. 
E)  none of the above.

Question 17

Which of the following strategies is likely to increase the average size of orders received by a manufacturer?

Accepted Answer

A)  encourage customers to institute a just-in-time (JIT) inventory system 
B)  institute a small-order handling charge 
C)  discontinue the use of wholesalers and sell directly to customers 
D)  change from selective to intensive distribution 
E)  decrease the size of the quantity discounts 
A)  encourage customers to institute a just-in-time (JIT) inventory system 
B)  institute a small-order handling charge 
C)  discontinue the use of wholesalers and sell directly to customers 
D)  change from selective to intensive distribution 
E)  decrease the size of the quantity discounts

Question 18

Because postsale service is expensive, most manufacturers try to place responsibility for that function on their middlemen.

Accepted Answer

A) True 
 B)False

Question 19

Which of the following statements describes an occurrence in the contribution-margin approach to marketing cost analysis?

Accepted Answer

A)  All costs are assumed to be variable. 
B)  Indirect costs become easier to allocate. 
C)  All direct and indirect expenses are allocated to each marketing unit being analyzed. 
D)  Only direct expenses are allocated to each marketing unit being analyzed. 
E)  The organizational overhead expenses are attributed to each marketing unit. 
A)  All costs are assumed to be variable. 
B)  Indirect costs become easier to allocate. 
C)  All direct and indirect expenses are allocated to each marketing unit being analyzed. 
D)  Only direct expenses are allocated to each marketing unit being analyzed. 
E)  The organizational overhead expenses are attributed to each marketing unit.

Question 20

Which of the following statements about product warranties is True?

Accepted Answer

A)  Sellers should view warranties as a benefit instead of as a cost. 
B)  Sellers should only use warranties when legally required to use them. 
C)  Warranties cannot be used as a basis for a differential advantage. 
D)  Warranties are unnecessary in e-commerce. 
E)  A company that promotes its warranty has no concept of what its customers want or need. 
A)  Sellers should view warranties as a benefit instead of as a cost. 
B)  Sellers should only use warranties when legally required to use them. 
C)  Warranties cannot be used as a basis for a differential advantage. 
D)  Warranties are unnecessary in e-commerce. 
E)  A company that promotes its warranty has no concept of what its customers want or need.

Which of the following statements about warranties is True?

Implementation is defined as the:

Why do misdirected marketing efforts occur?

Warranties stated in written and spoken words are called _____ warranties.

Clinique, a leading cosmetics manufacturer, could adopt a _____ organization to deal with important retail customers like Macy's, Parisian's, and Saks Fifth Avenue.

How are today's organizational structures changing?

In the _____ approach to marketing cost analysis, all expenses--direct and indirect--are allocated among the marketing units under study.

A company that uses product specialization as a way to organize a sales force will benefit from:

A(n) _____ is a comprehensive review and evaluation of the marketing function in an organization.

Organizations, such as real estate firms, computer manufacturers, and hardware wholesalers can use the 80-20 principle:

A company that rents pressure-washers for cleaning buildings, driveways, and sidewalks could best protect itself against product liability claims by:

Kalma Industries, a manufacturer of sonar scanning equipment for hospitals, underwater exploration, and mining, would most appropriately use product specialization to arrange its sales force.

If an Internet retailer wants to significantly reduce the risk that customers perceive exists when making purchases without actually handling the item, it should:

A marketing audit is:

Which of the following strategies is likely to increase the average size of orders received by a manufacturer?

Because postsale service is expensive, most manufacturers try to place responsibility for that function on their middlemen.

Which of the following statements describes an occurrence in the contribution-margin approach to marketing cost analysis?

Which of the following statements about product warranties is True?

The Field of Marketing

The Dynamic Marketing Environment

Global Markets and Marketing

Consumer Markets and Buying Behavior

Business Markets and Buying Behavior

Marketing Research and Market Information

Product Planning and Development

Product-Mix Strategies

Brands, Packaging, and Other Product Features

Services Marketing

Price Determination

Pricing Strategies

Channels of Distribution

Retailing

Wholesaling and Physical Distribution

Integrated Marketing Communications

Personal Selling and Sales Management

Advertising, Sales Promotion, and Public Relations

Strategic Marketing Planning

Marketing and the Information Economy

Market Segmentation Targeting and Positioning

Filters

Exam 21: Marketing Implementation and Evaluation

Which of the following statements about warranties is True?

Implementation is defined as the:

Why do misdirected marketing efforts occur?

Warranties stated in written and spoken words are called _____ warranties.

Clinique, a leading cosmetics manufacturer, could adopt a _____ organization to deal with important retail customers like Macy's, Parisian's, and Saks Fifth Avenue.

How are today's organizational structures changing?

In the _____ approach to marketing cost analysis, all expenses--direct and indirect--are allocated among the marketing units under study.

A company that uses product specialization as a way to organize a sales force will benefit from:

A(n) _____ is a comprehensive review and evaluation of the marketing function in an organization.

Organizations, such as real estate firms, computer manufacturers, and hardware wholesalers can use the 80-20 principle:

A company that rents pressure-washers for cleaning buildings, driveways, and sidewalks could best protect itself against product liability claims by:

Kalma Industries, a manufacturer of sonar scanning equipment for hospitals, underwater exploration, and mining, would most appropriately use product specialization to arrange its sales force.

If an Internet retailer wants to significantly reduce the risk that customers perceive exists when making purchases without actually handling the item, it should:

A marketing audit is:

Which of the following strategies is likely to increase the average size of orders received by a manufacturer?

Because postsale service is expensive, most manufacturers try to place responsibility for that function on their middlemen.

Which of the following statements describes an occurrence in the contribution-margin approach to marketing cost analysis?

Which of the following statements about product warranties is True?

The Field of Marketing

The Dynamic Marketing Environment

Global Markets and Marketing

Consumer Markets and Buying Behavior

Business Markets and Buying Behavior

Marketing Research and Market Information

Product Planning and Development

Product-Mix Strategies

Brands, Packaging, and Other Product Features

Services Marketing

Price Determination

Pricing Strategies

Channels of Distribution

Retailing

Wholesaling and Physical Distribution

Integrated Marketing Communications

Personal Selling and Sales Management

Advertising, Sales Promotion, and Public Relations

Strategic Marketing Planning

Marketing and the Information Economy

Market Segmentation Targeting and Positioning

Filters