Posted: May 13th, 2018

WKU MKT220 Final exam fall 2014

QUESTION 1

Of the following choices, which would be the easiest brand
name to legally protect?
a.
Western County Distributors
b.
Tarzink Yogurt
c.
Scout Camping Supplies
d.
Sullivan Water Filtering Systems
e.
Learn and Grow Daycare
2 points
QUESTION 2

A product mix is best described as
a.
all products offered by a firm.
b.
many products sold by one firm.
c.
a group of closely related products that are considered a
unit because of market, technical, or end-use considerations.
d.
product, distribution, promotion, and price.
e.
all products of a particular type.
2 points
QUESTION 3

To make intangible products more tangible or real to the
consumer, marketers often
a.
use external reference prices.
b.
use symbols or cues to help symbolize product benefits.
c.
use multiple channels of distribution.
d.
offer more support services with such products.
e.
use low prices on intangible goods.
2 points
QUESTION 4

The Anderson Advertising Agency was developing a name for
their client’s new paper towel product.
They finally settled on the name, “Soaker.” Regarding the factors that marketers consider
when selecting a brand name, which one does this best fulfill?
a.
Keeping the brand name easy to remember
b.
Flexibility to be used in various types of media
c.
Indicating the product’s major benefits
d.
Using fabricated names that cannot be duplicated
e.
Compatibility with other products in the line
2 points
QUESTION 5

Sales usually start to decline during the ____ stage of the
product life cycle.
a.
beginning of the decline
b.
end of the growth
c.
beginning of the growth
d.
beginning of the termination
e.
end of the maturity
2 points
QUESTION 6

Which of the following statements about nonprice competition
is false?
a.
A firm using nonprice competition can build loyalty to both
its company and its products.
b.
When using nonprice competition, a company should promote
the distinguishing characteristics of its brand.
c.
Companies that use nonprice competition do not need to keep
track of their competitor’s prices.
d.
A company must be able to distinguish its brand through some
unique feature in order to successfully engage in nonprice competition.
e.
Buyers must view the distinguishing characteristics of a
product offered through nonprice competition as being important.
2 points
QUESTION 7

Price is considered to be the variable in the marketing mix
that is
a.
First to be decided.
b.
Least flexible.
c.
Most difficult.
d.
Last to be decided.
e.
Most flexible.
2 points
QUESTION 8

One advantage of nonprice competition is that
a.
a firm can build customer loyalty.
b.
pricing is no longer a factor.
c.
market share becomes less important.
d.
a firm can react quickly to competitive efforts.
e.
marketing efforts are completely eliminated.
2 points
QUESTION 9

Sony management decided to use skimming as a pricing
strategy for its newest line of high-definition television (HDTV) sets. It
should be aware that this strategy does not
a.
provide flexibility in the introductory base price.
b.
reduce the stress that may be placed on the firm’s
production capabilities.
c.
generate capital to cover research and development costs.
d.
protect the firm from covering costs if prices are set too
low.
e.
discourage competitors from entering the market.
2 points
QUESTION 10

When a company that produces computer printers prices them
somewhat low, but the ink required to operate the printer is priced higher per
relative usage, it is using
a.
penetration pricing.
b.
captive pricing.
c.
a price leader.
d.
bait pricing.
e.
price lining.
2 points
QUESTION 11

Paid personal communication that seeks to inform customers
and persuade them to purchase products in an exchange situation is
a.
personal selling.
b.
advertising.
c.
public relations.
d.
individual promotion.
e.
personal promotion.
2 points
QUESTION 12

Latisha works for a promotional consultant who develops
sweepstakes, games, coupons, and rebate plans for various marketers. Latisha is developing which of the following?
a.
publicity examples.
b.
direct marketing techniques.
c.
advertising techniques.
d.
personal selling techniques.
e.
sales promotion techniques.
2 points
QUESTION 13

Chris sees a television commercial for Arby’s promoting its
roast beef sandwiches at 5 for $5.95. Later that day he goes to the nearest
Arby’s for a roast beef feast, but is told that the special offer is not
available at that location. Arby’s seems to lack
a.
channel capacity.
b.
promotional efforts.
c.
integrated marketing communications.
d.
coordinated awareness.
e.
communication.
2 points
QUESTION 14

The Sharper Image likes to use nonpersonal communication in
news story form such as press releases for its new and improved products. This
is an example of
a.
sales promotion.
b.
publicity.
c.
personal selling.
d.
direct marketing.
e.
social media.
2 points
QUESTION 15

A major benefit of using event sponsorship is that it
a.
is cost-free.
b.
neutralizes the effects of unfavorable public relations.
c.
enhances personal selling efforts.
d.
can provide large amounts of free media coverage.
e.
provides excellent support for advertisements.
2 points
QUESTION 16

Children often achieve ____ by observing parents and older
siblings in purchase situations and then through their own purchase
experiences.
a.
consumer socialization
b.
social class
c.
personality
d.
attitude formation
e.
role identification
2 points
QUESTION 17

A major determining factor in deciding which type of
problem-solving process should be used depends on the individual’s intensity of
interest in a product and the importance of the product for that person. This
is known as an individual’s
a.
level of involvement.
b.
routinized response behavior.
c.
motivational structure.
d.
evaluative criteria.
e.
cognitive dissonance.
2 points
QUESTION 18

The three major categories of influences on the consumer
buying decision process are:
a.
social influences, situational influences, and
marketer-dominated influences.
b.
situational influences, social influences, and psychological
influences.
c.
situational influences, demographic influences, and
psychological influences.
d.
marketer-dominated influences, psychological influences, and
person-specific influences.
e.
demographic influences, situational influences, and
marketer-dominated influences.
2 points
QUESTION 19

In a period of economic recovery, the best marketing strategy
for FedEx would be characterized by which of the following features?
a.
Austerity
b.
Boldness
c.
Flexibility
d.
Aggressiveness
e.
Retrenchment
2 points
QUESTION 20

Many aspects of consumer buying decisions are affected by
the individual’s level of involvement. Level of involvement is
a.
the amount of external search that an individual puts into
the decision-making process.
b.
the importance and intensity of interest in a product in a
particular situation.
c.
a combination of an individual’s demographic factors.
d.
the particular circumstance or environment in which
consumers find themselves.
e.
the buyer’s perception, motives, and abilities.
2 points
QUESTION 21

If Hefty Bags expresses concern that its products are having
too great an impact on the pollution of ground water under landfills, this
concern is directly related to the firm’s

social responsibility.

marketing concept.

profitability.

ethics.

distribution system.
2 points
QUESTION 22

In testing her firm’s new TV ads for Pokémon action figures,
Beth discovers the ads make children think many of the action figures can
actually fly. Beth now faces an ethical decision regarding which element of the
marketing mix?

Product

Price

Distribution

Promotion

Strategy
2 points
QUESTION 23

Sometimes business must find a balance between society’s
demand for social responsibility and investors’ desires for profits. This is an
example of a(n) ___________ responsibility.

ethical

legal

cost

philanthropic

economic
2 points
QUESTION 24

Cameron Inc. is a very profitable automobile repair shop.
The company is well known for its great service and involvement in the
community, but it fails to properly dispose of its used oil as outlined in
environmental regulations. Cameron is failing in its ______ responsibilities.

legal

ethical

economic

philanthropic

strategic
2 points
QUESTION 25

The Browardton Quilters’ Guild has contacted all the major
networks to try to warn people about the poor performance of miniature,
hand-held sewing machines. These quilters are engaging in

publicity stunts.

the right to safety.

consumerism.

lobbying.

political action.
2 points
QUESTION 26

The undifferentiated targeting strategy for finding a target
market will likely not be successful if
a.
people within the market have heterogeneous needs.
b.
the firm is capable of developing a single marketing mix
that satisfies all people’s needs.
c.
product positioning is needed.
d.
the firm defines the total market as its target market.
e.
people within the market have homogeneous needs.
2 points
QUESTION 27

A business advantage of the concentrated targeting strategy
for any company is that it
a.
requires less market research and information.
b.
allows a firm to utilize all of its production capacity.
c.
requires less intensive analysis of customers’ characteristics
and needs.
d.
maintains the firm’s flexibility in moving into other market
segments.
e.
allows a firm to develop a special marketing mix for a
single market segment.
2 points
QUESTION 28

A targeting strategy in which an organization directs its
marketing efforts at several segments is called a(n) ____ targeting strategy.
a.
total market
b.
undifferentiated
c.
concentrated
d.
integrated
e.
differentiated
2 points
QUESTION 29

Segmentation variables are usually grouped into four
categories:
a.
attitudes, lifestyles, behaviors, and gender.
b.
demographic, geographic, psychographic, and behavioristic.
c.
demographic, geographic, religion, and income.
d.
geographic, demographic, psychographic, and attitudes.
e.
geopolitical, income, behavioristic, and psychographic.
2 points
QUESTION 30

The ProMark Company manufactures a pencil that is about five
inches long and has no eraser. It sells
the product primarily to golf courses and universities. What type of targeting strategy is the
ProMark Company using?
a.
Extensive
b.
Intensive
c.
Differentiated
d.
Concentrated
e.
Undifferentiated
2 points
QUESTION 31

The forces of the marketing environment primarily affect
marketers in three ways: They influence customers by affecting their lifestyles
and preferences for products; they determine whether or how a marketing manager
can perform certain marketing activities; and they
a.
dictate that changes be made to the existing marketing mix
despite any negative reactions from customers.
b.
affect a marketing manager’s decisions and actions by
influencing buyers’ reactions to the firm’s marketing mix.
c.
change a customer’s decisions about the appropriate
marketing mix for the company and its various products.
d.
cause most advertising to be ineffective at communicating
product benefits due to rapidly changing environmental forces.
e.
make most new products obsolete very quickly so that
research and development must continually develop new products.
2 points
QUESTION 32

The equation a buyer applies to assess a product’s value is
a.
value = monetary price – customer benefits.
b.
value = customer costs – customer benefits.
c.
value = customer benefits – customer costs.
d.
value = customer benefits – time and effort.
e.
value = customer benefits – monetary price.
2 points
QUESTION 33

The focal point of all marketing activities is
a.
profits.
b.
the marketing mix.
c.
products.
d.
sales.
e.
customers.
2 points
QUESTION 34

Marketing is the process of
a.
promoting products through personal selling and advertising
to develop and maintain favorable relationships with customers and stakeholders.
b.
focusing on customers’ needs.
c.
creating, distributing, promoting, and pricing products to
facilitate satisfying exchange relationships with customers and to develop and
maintain favorable relationships with stakeholders in a dynamic environment.
d.
delivering a standard of living to a society.
e.
creating, distributing, promoting, and pricing goods,
services, and ideas to facilitate the achievement of the firm’s objectives.
2 points
QUESTION 35

Making modifications to packaging or brand names involves
the ____ component of the marketing mix.
a.
product
b.
promotion
c.
market
d.
price
e.
distribution
2 points
QUESTION 36

Consumers buying products online have dramatically affected
the ____ variable of the marketing mix.
a.
distribution
b.
product
c.
research
d.
price
e.
promotion
2 points
QUESTION 37

Which of the following is most likely to be an idea
marketer?
a.
Car salesperson
b.
Attorney
c.
Airline pilot
d.
Orthodontist
e.
Abuse counselor
2 points
QUESTION 38

Boca Burger’s website features information about products,
recipes, and nutritional values, but customers cannot actually purchase
products from the website. This website is most likely used primarily as a ____
marketing tool.
a.
production
b.
pricing
c.
promotional
d.
targeting
e.
distributional
2 points
QUESTION 39

The definition of marketing implies that ____ should receive
benefits from exchange relationships.
a.
only businesses
b.
company management
c.
only customers
d.
only the most important customers
e.
both customers and businesses
2 points
QUESTION 40

When Ikea showcases rooms of furniture on its website, it
lists each item in the room. However, if
customers like all of the items, they can purchase them as a bundle. Which of the following aspects of the
marketing mix is Ikea likely altering?
a.
Promotion
b.
Distribution
c.
Product
d.
Target market
e.
Price
2 points
QUESTION 41

In managing customer relationships, the three primary ways
profits can be obtained are by
a.
enhancing the profitability of existing customers,
eliminating customers who provide smaller profits, and finding new customers.
b.
enhancing the profitability of existing customers, extending
the duration of relationships with customers, and obtaining new customers.
c.
eliminating long-term customers who have decreased
purchases, finding new customers, and increasing sales to existing customers.
d.
extending the length of relationships with customers,
cutting organizational costs, and enhancing the profitability of new customers.
e.
acquiring new customers, enhancing the profitability of new
customers, and shortening the duration of relationships with existing
customers.
2 points
QUESTION 42

Marketing managers strive to develop a marketing mix that
a.
generates the highest level sales.
b.
matches the needs of the target market.
c.
matches what competitors are offering.
d.
minimizes marketing costs.
e.
best matches the abilities of the firm.
2 points
QUESTION 43

The application of mechanical and human efforts to either
people or objects to provide intangible benefits to customers is known as a(n)
a.
issue.
b.
experience.
c.
service.
d.
good.
e.
idea.
2 points
QUESTION 44

The three basic forms that a product can take are
a.
brands, services, and tangibles.
b.
markets, products, and images.
c.
services, ideas, and goods.
d.
goods, ideas, and intangibles.
e.
ideas, services, and things.
2 points
QUESTION 45

Which of the following scenarios involves the distribution
element of the marketing mix?
a.
Determining whether an advertising message would be more
effective on television or in magazines
b.
Developing a new warranty policy for an existing product
c.
Deciding whether or not a certain product should continue to
be sold
d.
Deciding whether or not to have retail outlets in addition
to a website
e.
Choosing between a company jet or the airlines for executive
travel
2 points
QUESTION 46

The advertising campaign for Crest toothpaste lets consumers
know about its newest flavor, and also mentions its history as an established
brand. The ad also mentions Crest’s
advantages and benefits. Crest’s
advertising would be classified as
a.
repetitive.
b.
pioneer.
c.
competitive.
d.
reinforcement.
e.
reminder.
2 points
QUESTION 47

Soft drink companies advertise that their products beat the
competition in national “taste tests,” and they refer to the rival
brands by name. This type of advertising is best described as
a.
comparative.
b.
pioneer.
c.
competitive.
d.
defensive.
e.
selective.
2 points
QUESTION 48

The two major types of product advertising are
a.
informative and comparative.
b.
competitive and comparative.
c.
advocacy and competitive.
d.
institutional and advocacy.
e.
pioneer and competitive.
2 points
QUESTION 49

The cost per thousand (CPM) indicator shows
a.
the cost to expose 1,000 people to a television commercial.
b.
how one media source compares to a different source for
reaching target markets.
c.
the cost to expose a million people to any type of
advertisement.
d.
the cost to expose 1,000 people to a one-page magazine
advertisement.
e.
the return on investment marketers get for their advertising
dollar.
2 points
QUESTION 50

Toyota’s sponsorship of a major Professional Golf
Association tournament would be an example of a(n) ____ tool.
a.
personal selling
b.
advertising
c.
sales promotion
d.
publicity
e.
public relations

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