a) celebrity endorsements
b) Nike's relationship with its customers
c) technically superior running shoes
d) a and b
e) a, b and c
 

2. Successful companies today have one thing in common,

a) dedication to the bottom line
b) an interest in the environment
c) commitment to customer focus and marketing
d) ethical marketing practices
e) a selling orientation
 

3. The advent of the Internet has directly benefited companies by

a) giving them access to more consumers at a relatively low cost
b) allowing them to surf the net
c) increasing sales to computer literate consumers
d) giving them access to a fad which is already on the way out
e) allowing them to use new technology to train their staff

4. Brasdo was a growing computer software company facing increased competition from US imports. It hired a consultant to provide direction for the future. The first thing the consultant noticed was the company had no formal plan. This is

a) highly unusual for companies trying to stay competitive
b) typical of large corporations
c) common for many companies
d) typical for the service industry
e) only evident in non-profit organizations

5. Under the BCG growth-share matrix a product is classified as a dog when

a) products are in low growth areas
b) products have low market shares
c) products do not generate enough cash to support themselves
d) a and b
e) a, b and c

6. A manufacturer of baking soda suggesting consumers place a box of soda in their fridge to keep the fridge smelling fresh is an example of a

a) market penetration strategy
b) market development strategy
c) product development strategy
d) a and b
e) a, b and c

7. In seeking to identify new demographic groups which can be encouraged to buy Levi Strauss products for the first time, the company is pursuing which growth strategy?

a) demographic development
b) market development
c) product development
d) diversification
e) geographic development

8. Firms such as Mr. Submarine aggressively seek to gain market share at the expense of their competition. Firms like these might attack firms with more share, about the same share, or smaller share than their own. This type of competitive marketing strategy is typical of

a) market leaders
b) market challengers
c) market protagonists
d) market nichers
e) market aggressors

9. The brand manager changed the combination of goods and services the company offered to its target market. This emphasizes which element of the marketing mix?

a) product
b) price
c) place
d) promotion
e) payment

10. The Canadian demographic landscape is changing in which of the following way(s)?

a) the population is aging
b) the population is becoming more diverse
c) the youth market is increasingly difficult to reach
d) a and b
e) b and c

11. Within a corporation, significant changes in the environment are identified by

a) corporate communications
b) the public relations department
c) marketers
d) economic policy makers
e) advertising departments

12. When looking for information on demographics, one is best advised to contact

a) the Demographic Society of Canada
b) Statistics Canada
c) Market Research Demographics
d) the Foundation for Access to Public Information
e) the University of Toronto

13. The median age of the population in Canada is

a) 35 years
b) 10 years older than it was thirty years ago
c) 25 years
d) a and b
e) b and c

14. Marketing research is utilized to

a) identify and define marketing opportunities
b) generate, refine, and evaluate marketing actions
c) monitor marketing performance
d) a and b
e) a, b and c

15. The assistant product manager on a line of cereal bars had been asked to obtain current market research information on competitive market shares. This information can be obtained from

a) A.C. Nielsen Market Research
b) Information Resources Inc.
c) the Internet
d) a and b
e) a, b and c

16. Which of the following is an advantage of telephone interviewing?

a) it provides flexibility
b) it is the best method for gathering information quickly
c) it allows interviewers to explain questions that are not understood
d) a and b
e) a, b and c

17. _______________ questions include all the possible answers, and respondents make choices among them.

a) closed-end
b) open-end
c) finite number
d) free response
e) likert scale

18. A market researcher was investigating the brand image consumers had for store brand colas versus Pepsi Cola. Participants were asked to sketch the types of people who drink store brand cola, and those that drink Pepsi Cola. The market researcher is trying to determine

a) subconscious motivation
b) projective techniques
c) Freudian associations
d) a and b
e) a, b and c

19. Low cost, frequently purchased products typically reflect

a) dissonance-reduction buying behaviour
b) complex buying behaviour
c) habitual buying behaviour
d) forced-choice buying behaviour
e) variety seeking buying behaviour

20. After the sale, marketing communications providing evidence and support to help consumers feel good about their brand choice is especially appropriate under which of the following situations?

a) complex buying behavior
b) forced-choice buying behavior
c) habitual buying behavior
d) dissonance-reducing buying behaviour
e) variety seeking buying behaviour

21. When Ryder Trucks buys its fleet from General Motors without using an intermediary, Ryder is practicing

a) direct purchasing
b) reciprocity
c) leasing
d) inelastic buying
e) straight rebuy
 

22. When a company changes some aspect of its purchase needs and invites both current and prospective suppliers to bid on the company's business, it is most likely which type of buying situation?

a) straight rebuy
b) modified rebuy
c) new task buying
d) direct competitive rebuy
e) habitual rebuy

23. Gregg is the manager of his department and must sign all purchase orders before they can be sent out. He is best described by which of the following buying-centre roles?

a) gatekeeper
b) influencer
c) buyer
d) decider
e) user

24. American Express has a Platinum card targeted at 1% of its highest spending customers. In this instance American Express is practicing

a) mass marketing
b) segment marketing
c) niche marketing
d) micromarketing
e) local marketing

25. One method used by McDonald's to segment its market is the time a purchase is made. This is an example of which type of segmentation strategy?

a) geographic
b) demographic
c) psychographic
d) behavioural
e) lifestyle

26. Dividing buyers into groups based upon their knowledge, attitudes, uses, or responses to a product is called

a) geographic segmentation
b) demographic segmentation
c) psychographic segmentation
d) behavioural segmentation
e) behavioural-response segmentation

27. Sony provides camcorder purchasers with warrantees, free operating lessons and quick repairs. What type of product is Sony offering in this instance?

a) a core product
b) an actual product
c) an augmented product
d) a convenience product
e) an image product

28. If Bubble-Right makes all the world's bubble gum but sells it through intermediaries who market it under individual store brands, Bubble-Right is utilizing

a) manufacturer's brands
b) national brands
c) private brands
d) licensed brands
e) generic brands

29. Lengthening product lines does all the following except

a) increasing design and engineering costs
b) increasing inventory costs
c) increasing transportation costs
d) increasing order processing costs
e) increasing sales force costs

30. Restaurants hire part-time employees to serve during peak periods to deal with the ___________ of their services.

a) variability
b) inseparability
c) perishability
d) intangibility
e) service features