52. The key to successful customer retention is customer satisfaction.

53. Overcoming the reluctance of consumers to purchase enough of the product is characteristic of the product concept.

54. The marketing concept takes an "outside-in" perspective on the exchange process.

55. Selecting an overall company strategy for long-run survival and growth is called strategic planning.

56. The president of the small business turned to his Marketing VP and stated strategic planning was the basis of his entire success since it was the process he used to hire all his key personnel. His statement is a true reflection of strategic planning.

57. Bestrad Company designed its mission statement so employees felt their work was significant. This is a good idea, true or false?

58. The strategic business-planning grid uses an index of factors for plotting the dimensions used in evaluating SBUs.

59. If Kellogg's created a Rice Krispie product high in fibre and vitamins, targeted at the 65 + age group, it would be following a strategy of market penetration.

60. When General Mills introduced their Honey Nut Cheerios to complement its regular Cheerio product, it was practicing a market development strategy.

61. Diversification often involves buying new businesses unrelated to the company's current products and markets.

62. The product manager turned to the trainee stating the first step in selecting target consumers is to segment the market. Is this advise true or false?

63. Market challengers such as Burger King secure stable market shares and profits by following the marketing practices of the market leader.

64. Although price is part of the marketing mix, it is really a sales function to do with retailing.

65. Although product or brand marketing plans contain an analysis of the current marketing situation, the identification of threats and opportunities, and even a statement of objectives and issues, they rely on top management to supply the appropriate marketing strategies used at the business level.

66. Action programs for marketing plans address what will be done, when it will be done, and who is responsible for doing it, but not how much it will cost, which is only addressed in the budget section.

67. Strategic control involves assessing whether or not the company's basic strategies are well matched with its opportunities.

68. Suppliers are firms and individuals that provide the resources needed by the company to produce its goods and services.

69. A marketing research firm is a type of marketing intermediary.

70. The marketing manager wanted to target her product to ethnic communities. She thought including minority groups in her TV commercials was the best approach. Is her opinion true or false?

71. The technological environment is perhaps the most dramatic force now shaping the nature of the market.

72. When companies are affected by uncontrollable economic factors, this means they are unable to influence these factors.

73. An MIS consists of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers.

74. Beer companies like Molson have learned that for superior value and satisfaction, information is needed all the time.

75. The company has thoroughly analysed government information on the new product category they were interested in entering. However specific information was needed on consumer attitudes and reaction to current brands and products in thie category. The company needs to conduct primary research.

76. Survey research is the best approach for gathering causal information.

77. The main drawbacks of telephone interviewing are costs and sampling problems.

78. Many problems face researchers conducting international marketing research. Fortunately, the availability of good translators means that language differences are seldom a problem for the researcher.

79. Relatively permanent and orderly divisions in a society are called social factors.

80. The teenage boy had decided to buy a pair a Nike running shoes which all his friends were wearing. The people who are influencing him are called aspirationalist reference groups

81. If Nike decides to sign a high profile professional hockey player to promote its products in TV commercials it is using an opinion leader.

82. The account director at J. Walter Thompson was promoted to a Vice President of the company. This title comes with the general esteem given by society to someone in this position. This is called a role.

83. The advertising agency planned to use a very detailed print advertising campaign, explaining the reasons consumers should purchase bread. This is appropriate for a habitual product such as bread.

84. The product manager was pulling together a creative brief in order for the company's advertising agency to have a thorough understanding of the brand and its consumer benefits. The product manager explained to her assistant the importance of providing correct information. "In evaluating product alternatives, consumers seek benefits in the form of product attributes. It is up to us and the advertising agency to communicate these attributes to the consumer." Is the product manager's opinion true or false?

85. The creative team at the advertising agency were presenting new concepts for an advertising campaign on Pepsi Cola. The team emphasized that all concepts were true to the image of Pepsi. They did not want to alter the brand image. This brand image is the set of beliefs held about a particular brand. Is this description of brand image true or false?

86. The couple had purchased a second-hand car through the classified ads in the newspaper. After ownership had changed the couple looked at each other and commented on whether they had made the right purchase. The couple is feeling cognitive dissonance.

87. Customer satisfaction is important because recruiting new customers is easier than retaining old customers.

88. In the new product adoption process stage of awareness, the consumer seeks information about the new product.

89. Business buyers usually face less complex but longer buying decisions than consumer buyers.

90. While discussing the role of buying-centres in Sweden to make purchasing decisions the sales manager pointed out that buying-centres make selling more complicated because the sales person has to determine the role and influence of each member of the centre. Is this statement true or false?

91. The retailer asked the sales representative whether the manufacturer had electronic data interchange systems to facilitate order processing. The retailer stated EDI was a necessary system to ensuring the packaging materials were not damaged in the delivery process. Is the retailer's statement true or false?

92. A meeting was held to discuss the results of the Christmas promotion. The product manager considered it to be a success with sales increasing 5% over the previous year. The sales manager stated however that the promotion was not considered a success by the sales force since the point-of-sale materials arrived late and were not durable enough to last more than three days in store. The managers are determining supplier selection.

93. The cookie manufacturer sold different varieties of cookies depending on the country where they were being sold. This is an example of geographic segmentation.

94. The power structure of an organization can be used for business market segmentation by purchasing approaches.

95. The food service company created bulk packages of jam for the institutional market and single serve portions for fast food outlets. The food service company is segmenting by situational factors.

96. The main groups classifying industrial goods are materials and parts, capital items, financial services, and supplies and services.

97. Celine Dion the singer, and Tiger Woods the golfer, use marketing to promote their careers. These are examples of idea marketing.

98. Service marketing and traditional product marketing, require internal and interactive marketing efforts.

99. It is impossible to target a 100% defect free service.

100. Standardizing products for global markets means products are adapted to meet local cultural needs.