Question 1

Marketing focuses largely on consumer goods and less on consumer services.

Accepted Answer

A) True 
 B)False

Question 2

A TD Canada Trust advertisement that emphasizes non-traditional extended banking hours is an example of

Accepted Answer

A)  product differentiation. 
B)  market research. 
C)  industrial marketing. 
D)  relationship marketing. 
E)  market segmentation.

Question 3

If Brighten Your World Inc. sells its light bulbs to the Jacobs Motor Company to be used in all of their cars as headlights, Brighten Your World is engaging in what type of marketing activity?

Accepted Answer

A)  Marketing research 
B)  Consumer marketing 
C)  Relationship marketing 
D)  Aggregate marketing 
E)  Industrial marketing

Question 4

Burberry, whose plaid-lined gabardine raincoats have been a symbol of British tradition since 1856, is repositioning itself as a global luxury brand like Gucci and Louis Vuitton. This is an example of behavioural segmentation.

Accepted Answer

A) True 
 B)False

Question 5

A newspaper, coffee, and an Egg McMuffin at McDonald's are all consumer convenience goods.

Accepted Answer

A) True 
 B)False

Question 6

How might economic environmental factors affect the business of Panther Shoes, a manufacturer of athletic apparel?

Accepted Answer

The answer of How might economic environmental factors affect the...

Question 7

Why is product placement important?

Accepted Answer

The answer of Why is product placement important?...

Question 8

What is a target market?

Accepted Answer

A)  Teenagers ages 13 to 18 who enjoy fast food 
B)  Men who are taller and heavier than average 
C)  The percent of market share the firm wants to achieve 
D)  A group of people with similar wants who are expected to show interest in the same products 
E)  The percentage of total revenue generated by one product

Question 9

What is a target market?

Accepted Answer

The answer of What is a target market?...

Question 10

While Sylvia has not asked teenage consumers any questions, she has noted that they purchase green nail polish, as opposed to purple. Which research method has Sylvia used?

Accepted Answer

A)  Nominal scaling 
B)  Focus groups 
C)  Observation 
D)  Survey 
E)  Experimentation

Question 11

A consumer who is dissatisfied with the first use of a product will usually try the product one more time to give it a second chance.

Accepted Answer

A) True 
 B)False

Question 12

ComicalYou is a new social media service in which participants create avatars to represent themselves, describe their lives, and interact with one another. All the postings are graphical, presenting the messages in the form of comic panels and strips. The service's software easily converts ideas into whimsical images. The site's creators, Ginny and RJ, believe that ComicalYou will be especially appealing to young people because it is so effective in conveying emotional content with a lighthearted appeal. They, along with a team of six employees, have completed the software, tested it on two dozen of their closest friends, and are eager to open up their site to users. Ginny and RJ are correct: ComicalYou becomes a hit with young people, even with a $5 per month subscription fee. Within two years, it becomes the number one online destination for people in their teens and twenties, and usage soars. An online social network introduces a comics creation tool to compete with ComicalYou for 10 cents per message. What marketing strategy is most appropriate for this stage of the product life cycle?

Accepted Answer

A)  Reintroduce the product in new markets to avoid the decline stage. 
B)  Reduce or end promotional support because people already know about ComicalYou. 
C)  Focus on making customers aware of the product and its benefits. 
D)  Lower prices slightly and continue promotional expenditures to keep demand growing. 
E)  Develop product adaptations to extend the product's life.

Question 13

The study of what buyers need and how best to meet those needs is known as

Accepted Answer

A)  marketing. 
B)  market research. 
C)  psychographics. 
D)  market segmentation. 
E)  market stimulation.

Question 14

Coca-Cola, Pepsi-Cola, Kleenex, and Chevrolet are examples of

Accepted Answer

A)  private label. 
B)  brand names. 
C)  product names. 
D)  product line names. 
E)  public label.

Question 15

________ are particularly important to marketers because marketers can, through marketing efforts, sway consumers' likes and dislikes.

Accepted Answer

A)  Demographics 
B)  Geographics 
C)  Marital status and age 
D)  Psychographics 
E)  Product uses

Question 16

The importance of ________ in marketing can be seen in the example of the introduction of "Crayola IQ" colour pencils because crayons were seen as too "babyish" by 8 to 12 year olds.

Accepted Answer

A)  language 
B)  geography 
C)  demographics 
D)  history 
E)  psychology

Question 17

Harley-Davidson offers social incentives through the Harley Owners Group (H.O.G.), the largest motorcycle club in the world. This is an example of

Accepted Answer

A)  industrial marketing. 
B)  relationship marketing. 
C)  consumer marketing. 
D)  marketing research. 
E)  international marketing.

Question 18

In the concept testing stage of the seven-step development process, companies use market research to solicit consumers' input.

Accepted Answer

A) True 
 B)False

Question 19

When Maytag created the perception that its products were more reliable (by showing a lonely repair person with nothing to do) it was using a(n) ________ strategy.

Accepted Answer

A)  product differentiation 
B)  promotion 
C)  everyday low prices 
D)  new product development 
E)  market segmentation

Question 20

Suppose Mr. Tyler is coming home from a business trip. It is late at night, his cab is waiting, and he suddenly remembers that he forgot to buy his wife a gift. The only shop in the airport that is open sells souvenir T-shirts. Mr. Tyler quickly buys a shirt for $14.95. For him, the shirt was a(n) ________ good.

Accepted Answer

A)  convenience 
B)  industrial 
C)  shopping 
D)  accessory 
E)  specialty

Exam 12: Understanding Marketing Principles and Developing Products

Marketing focuses largely on consumer goods and less on consumer services.

A TD Canada Trust advertisement that emphasizes non-traditional extended banking hours is an example of

If Brighten Your World Inc. sells its light bulbs to the Jacobs Motor Company to be used in all of their cars as headlights, Brighten Your World is engaging in what type of marketing activity?

Burberry, whose plaid-lined gabardine raincoats have been a symbol of British tradition since 1856, is repositioning itself as a global luxury brand like Gucci and Louis Vuitton. This is an example of behavioural segmentation.

A newspaper, coffee, and an Egg McMuffin at McDonald's are all consumer convenience goods.

How might economic environmental factors affect the business of Panther Shoes, a manufacturer of athletic apparel?

Why is product placement important?

What is a target market?

What is a target market?

While Sylvia has not asked teenage consumers any questions, she has noted that they purchase green nail polish, as opposed to purple. Which research method has Sylvia used?

A consumer who is dissatisfied with the first use of a product will usually try the product one more time to give it a second chance.

The study of what buyers need and how best to meet those needs is known as

Coca-Cola, Pepsi-Cola, Kleenex, and Chevrolet are examples of

________ are particularly important to marketers because marketers can, through marketing efforts, sway consumers' likes and dislikes.

The importance of ________ in marketing can be seen in the example of the introduction of "Crayola IQ" colour pencils because crayons were seen as too "babyish" by 8 to 12 year olds.

Harley-Davidson offers social incentives through the Harley Owners Group (H.O.G.) , the largest motorcycle club in the world. This is an example of

In the concept testing stage of the seven-step development process, companies use market research to solicit consumers' input.

When Maytag created the perception that its products were more reliable (by showing a lonely repair person with nothing to do) it was using a(n) ________ strategy.