DeVry BUSN 319 Final Exam

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1.(TCO 4) Three commonly used methods of evaluating marketing programs are (Points :
5)
sales analysis, marginal analysis, and cost analysis.
sales analysis, profitability analysis, and marketing audits.
marketing ROI, metrics, and dashboards.
sales audits, cost audits, and marketing audits.
internal audits, external audits, and marketing control boards.

Question 2.2.(TCO 1) Ideally in effective marketing planning, goals should be _____ in

terms of what is to be accomplished and when. (Points : 5)
loose and vague
as general as possible
flexible or elastic
quantified and measurable
None of the above

Question 3.3.(TCO 3) Which marketing strategy focuses on a single market segment but adds
additional product lines? (Points : 5)
Full coverage
Market specialization
Product specialization
Selective specialization
Market-product concentration

Question 4.4.(TCO 1) Based on relative competitive scope (broad target to narrow target) and
source of competitive advantage (lower cost to differentiation), Porters four generic business

strategies are differentiation, cost focus, cost leadership, and (Points : 5)

exclusivity.
electronic-focus.
quality focus.
differentiation focus.
service leadership.

Question 5.5.(TCO 2) Which of the following pieces of information is used in the

implementation phase of the strategic marketing process? (Points : 5)
Corporate return on investment
Marketing research reports
Revenues associated with each point of market share
Trends in past and current revenues for industry and competitors in total and by segment
Possible cannibalization effects on other products in the line

Question 6.6.(TCO 6) Which of the following pieces of information is used in a SWOT

analysis, the first step of the planning phase of the strategic marketing process? (Points : 5)
Corporate return on investment
Market share for the product
Revenues associated with each point of market share
Projection of future sales, expenses, and profits
Possible cannibalization effects on other products in the line

Question 7.7.(TCO 3) The first decision in developing an advertising program is to (Points :

5)
set the budget.
state the mission of the advertising program.
identify the target audience.
select the appeal.
select the media.

Question 8.8.(TCO 2) The proper blend of elements in the promotional mix depends on the
type of product.The three specific characteristics to be considered are _____, risk, and
ancillary services. (Points : 5)

complexity
size
durability
accessibility
acceptability

Question 9.9.(TCO 4) Reminding buyers of the products existence is the promotional

objective during which stage of the product life cycle? (Points : 5)
Introduction
Growth
Maturity
Decline
All of the above

Question 10.10.(TCO 2) The _____ can be used to inform prospective buyers about the
benefits of the product. (Points : 5)
promotion channel
communication chain
marketing matrix
promotional mix
media mix

Question 11.11.(TCO 8) Which of the following statements about the terms used for
marketing intermediaries is true? (Points : 5)
The most precise terms used to describe marketing intermediaries aredealeranddistributor.
A retailer sells to business markets.
An agent has no legal authority to act on behalf of a manufacturer.
A wholesaler is an intermediary who sells to other intermediaries.
Brokeris a synonym for a dealer.

Question 12.12.(TCO 7) Which of the following statements about the legal and regulatory
aspect of pricing is true? (Points : 5)
The Robinson-Patman Act deals with predatory pricing.
The Consumer Goods Pricing Act is the only federal legislation that deals directly with pricing issues.
The Sherman Act deals only with vertical price fixing.

The Federal Trade Commission Act deals with predatory pricing, deceptive pricing, and geographical pricing issues.
The Consumer Goods Pricing Act and the Robinson-Patman Act deal with price discrimination.

Question 13.13.(TCO 2) Pricing objectives may change depending on (Points :

5)
the financial position of the company as a whole.
the success of company products.
the segments in which the company is doing business.
where the company is doing business by country.
All of the above

Question 14.14.(TCO 3) The ratio of perceived benefits to _____ is called value. (Points :
5)
price
prestige value
value-added pricing
value analysis
perceived costs

Question 15.15.(TCO 6) Market segmentation involves aggregating prospective buyers into

groups that will respond similarly to a marketing action and (Points : 5)
will pay attention to marketing messages.
have common needs.
be responsive to marketing research.
use the same payment methods.
go shopping on a regular basis.

Question 16.16.(TCO 5) The process of continually acquiring information on events

occurring outside the organization to identify and interpret potential trends is called (Points :
5)
environmental trending.
organizational scanning.
environmental scanning.
a SWOT analysis.

acquisition scanning.

Question 17.17.(TCO 1) The marketing department helps keep the organization focused on
creating value both for it and for customers. This is accomplished by (Points : 5)
listening to customers.
developing offerings.
producing offerings.
implementing marketing program activities.
All of the above

Question 18.18.(TCO 1) Which of the following acts as a barrier to the development of

relationship marketing? (Points : 5)
The large number of one-to-one relationships that customers are asked to sustain
The large number of products on the market
The increasing number of retail stores that are closing
The changing regulatory environment
Diluted cultural diversity

Question 19.19.(TCO 1) Your neighbor is tired of conventional soft drinks and wants
something different. Coincidentally, Cadbury Beverages Inc. has begun distributing Country
Time lemonade through the supermarket at a price comparable to that of soft drinks. Which of
the conditions needed for marketing to occur is described in this situation? (Points : 5)
The creation of unrealized needs
Two parties with unsatisfied needs
One-way communication
A physical location for an exchange to take place
Time and place utility

Question 20.20.(TCO 6)Kraft produces Lunchables, a prepackaged meal usually consisting

of several crackers, small slices of meat, and small slices of cheese. Some versions contain
Capri Sun drinks. Others are called Cracker Stackers and Fun Fuel. The box is bright yellow
and the quantity of food contained within is small. The target market for Kraft Lunchables is
most likely (Points : 5)
moms of school-aged children.

business people looking for a quick snack.

business travelers.
teenagers.
seniors.

Question 21.21.(TCO 3) Which element of the marketing mix is demonstrated when the Mars
Company has a sale on M&Msbrand candies? (Points : 5)
Product
Price
Promotion
Place
Production

Question 22.22.(TCO 5) The Lemon Tree is a high-fashion boutique selling top-of-the-line

womens clothing and accessories. The keys to its success include knowing the customers
changing tastes and providing something different from other retailers. In addition, because of
the high value of the merchandise, The Lemon Trees management is exploring the use of
computerized inventory controls and sales order processing. From this description, one can
infer that the environmental category of least importance to The Lemon Tree is (Points : 5)
economic.
regulatory.
technological.
social.
competitive.

Question 23.23.(TCO 7) In 1998, F. Hoffman-LaRoche Ltd. and BASF AG, two international
pharmaceutical companies, were ordered to pay $725 million in fines for plotting to raise and
fix prices of vitamins used in virtually every home in the United States. This is an example of
how _____ forces affect the marketing environment. (Points : 5)
economic
ecological
technological
social
regulatory

Question 24.24.(TCO 6) Mile High Frozen Foods is a distributor for McDonalds. It also
bakes the buns used by McDonalds in several states. Mile High purchases flour, yeast, and
sesame seeds, manufactures the buns, and then distributes them to the retail stores. Mile High
Frozen Foods is operating in a(n) _____ market. (Points : 5)
reseller
government
institutional
psychographic
industrial

Question 25.25.(TCO 1) Several years ago, SwissAir made some unwise investments to pay
for a planned expansion. As a result, the company had to make some cost-cutting moves that
alienated its customers. Eventually the company declared bankruptcy, regrouped, and found
itself able to resume business. Its board of directors recently announced that the company
would like to resume flying. Before resuming flying, SwissAir needed to determine what
percentage of its former customers it could expect to return to the airline. If not enough former
customers were willing to use SwissAir again, the resumption of flights would not be
profitable. The determination of the percentage of returning patrons that would be needed to
resume operation is an example of a (Points : 5)
research risk.
research objective.
research uncertainty.
research decision.
research definition.

Question 26.26.(TCO 3) When Marine Midland Bank sent market researchers with surveys
door-to-door in the neighborhoods of its branch banks to ask people with savings accounts
why they did not also have checking accounts and credit cards with Marine Midland, the
researchers were gathering _____ data. (Points : 5)
questionnaire
secondary
intercept
observational
nonprobability

Question 27.27.(TCO 4) Sara Burns is the owner of a company called Spice and was looking
for a new product to go with her companys line of food condiments when a friend suggested

combining spices with tea. In the _____ stage of the new-product process, the spices and tea
mixtures were exposed to prospective consumers under realistic purchase conditions. (Points :
5)
idea generation
screening and evaluation
business analysis
market testing
commercialization

Question 28.28.(TCO 4) A few years ago,Who Wants to Be a Millionairepremiered as the

first nighttime game show in several decades. The marketing for the show was intent on
making television viewers aware of its existence and excited enough about the show that they
would watch the first episode. Based on this description, in which stage of the product life
cycle would this show be? (Points : 5)
Introduction
Growth
Maturity
Decline
Harvest

Question 29.29.(TCO 8) In an episode of the Andy Griffith television series, two local
farmers were selling the produce they grew on their farms from the backs of their pickup
trucks to local people who drove by on the road. The farmers selling their products without
wholesalers or retailers were an example of a (Points : 5)
roadside channel of distribution.
traveling channel of distribution.
intermediate channel of distribution.
informal channel of distribution.
direct channel of distribution.

Question 30.30.(TCO 2) Disney is using an integrated marketing communications program

(IMC) to promote group travel to its theme parks, because (Points : 5)
its strategy includes using all types of promotional activities that deliver a consistent message.
it does not want to reach any member of its target audience more than once.
IMC is less expensive than other forms of promotion, such as public service announcements.
if it didnt, Disney would have to use indirect personal selling.

it is more concerned about frequency than reach.

Question 31.31.(TCO 2) When a news story covers a terrible disaster and viewers are asked
to send donations to the American Red Cross, the American Red Cross is receiving (Points : 5)
publicity.
advertising.
direct marketing.
personal selling.
a public service announcement.

Question 32.32.(TCO 8) For several years, advertisements for Arm & Hammer Baking Soda
have prompted consumers to place an opened box of the product in the refrigerator to lessen
food odor and to replace that box monthly. The same ads advise customers to pour the used
box down their kitchen sinks to freshen drains. Arm & Hammer employed a _____ strategy in
its attempt to sell more baking soda. (Points : 5)
market penetration
market development
product development
diversification
product penetration

33. (TCO 3) Imagine that you are creating a marketing plan for a company that will sell motor scooters .
As you consider the marketing program, what types of strategy should you consider including in the plan?
Propose one specific example of each type of strategy that you are considering, and present your
rationale (reasoning) for your strategy selections. (Points : 30)

33. Discriminate between primary data and secondary data and their usefulness to business decision making, being
sure to discuss the advantages and disadvantages of each. Your response should also identify the typical
sources for primary and secondary data and what you would rely on most heavily in making your marketing
decisions. (Points : 30)

35. (TCO 4) You are the product manager responsible for a horrible product failure, but in your wisdom, you are
evaluating why the product failed. What factors would you consider in your evaluation? What actions could
you have taken to prevent the failure? Does product innovation need a willingness to accept failure? (Points :
30)

DeVry BUSN 319 Final Exam

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