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Test Marketing

Pregunta 1

All of the following are accurate descriptions of modern marketing EXCEPT


which one?
a. Marketing is managing profitable customer relationships.
b. Marketing is the creation of value for customers.
c. Marketing involves satisfying customers' needs.
d. Selling and advertising are synonymous with marketing.
e. Marketing is used by for-profit and not-for-profit organizations.
Pregunta 2

________ are human needs as shaped by individual personality and culture.


a.

Exchanges.

b.

Needs.

c.

Demands.

d.

Wants.

e.

Values.

Pregunta 3

________ is the act of obtaining a desired object from someone by offering


something in return.
a.

Valuation.

b.

Donation.

c.

Exchange.

d.

Value creation.

e.

Bribery.

Pregunta 4

Casey Brickly opened The Landing on the north shore of Witmer Lake in 1962.
With a sandwich counter on one side and a bait shop and grocery on the other,
The Landing was an immediate hit with weekend lake visitors and local
residents alike. In the summer, boaters parked at the piers and bought all their
lake needs rods and reels, bait, fishing licenses, snacks, soft drinksat The
Landing. Even during the winter months, snowmobilers and ice fishermen were
lured to The Landing for a snack and hot coffee or hot chocolate.
As time passed, the business changed and grew tremendously. What was
formerly a weekend tourist area gradually became a year-round residential
area. Many of the houses, which were built as cottages in the 1950s and 1960s,
were remodeled into year-round homes. By the end of the 1970s, the days of
small motor boats and 10 mile-per-hour speed limits were gone; skiing and fast
speed boats became all the rage. Through it all, The Landing continued to
attract flocks of patrons.
In the 1980s, however, Casey started to realize that the grocery area in The
Landing could not compete with larger local retailers. He eventually enlarged
the sandwich counter, transforming the bait shop and grocery into a restaurant
with a full menu typical of any diner.
"Getting rid of the bait shop was hard to do," Casey admitted. "I still had a
summer crowd that relied on us for their fishing needs, but we couldn't survive
a whole year on four months of profit."
In the early 2000s, the atmosphere of Witmer Lake and the neighboring lakes
became upscale. "I could see that people were spending more on their speed
boats than what they had originally paid for their cottages!" Casey exclaimed.
Many of the cottages were inherited by children and grandchildren of the
original owners. Once again, the scene started to change as many of the lake
houses were used only as weekend lake homes. Unlike the previous generation,
a vast number of the current owners could afford to live closer to their jobs
while maintaining lake homes. "At this point, business wasn't growing," Casey
said.
As local competition continued to increase, Casey converted the diner

atmosphere of The Landing into a bar with a lounge area. "The change might
have been too drastic," Casey said, "but it was the only way we could maintain
a strong, year-round business in spite of the population shifts and competitive
forces."
Which microenvironment actors have affected The Landing the most?:
a.

Suppliers.

b.

Natural environment.

c.

Competitors.

d.

Economic environment.

e.

Intermediaries.

Pregunta 5

Which of the following macroenvironmental forces has had the greatest effect
on The Landing?
a.

the sustainable environment.

b.

the political environment.

c.

the technological environment.

d.

the demographic environment.

e.

the social responsibility environment.

Pregunta 6

Which macroenvironmental force has benefitted The Landing the most?


a.

the political environment.

b.

the legal environment.

c.

the technological environment.

d.

the natural environment.

e.

the economic environment.

Pregunta 7

Your firm is attempting to divide up the total market to determine the best
segments it can serve. Which is the correct order of doing so?
a. positioning then differentiation.
b. market segmentation then positioning.
c. market targeting then differentiation.
d. differentiation then market targeting.
e. market segmentation then market targeting.
Pregunta 8

Your new employer has asked you, as a new marketing graduate, to develop a
group of potential customers who might respond in a similar way to a given set
of marketing efforts. You have been asked to develop a(n) __________.

Pregunta 9

a.

market segment

b.

undefined niche

c.

market strategy

d.

target market

e.

market

__________ are products and services bought by final consumers for personal
consumption. These include convenience products, shopping products,
specialty products, and unsought products.
a.

Consumer products.

b.

Line extensions.

c.

Services.

d.

Industrial products.

e.

Straight extensions.

Pregunta 10

A (n) ________ is a name, term, sign, symbol, design, or a combination of these,


that identifies the maker or seller of a product or service.
a.

internal marketing.

b.

service.

c.

brand.

d.

co-branding.

e.

external marketing.

Pregunta 11

__________ is the product life cycle period when sales fall off and profits drop.
a.

Development.

b.

Growth.

c.

Maturity.

d.

Decline.

e.

Introduction.

Pregunta 12

Increasing profits will most likely occur at which stage of the PLC?
a.

Product development.

b.

Growth.

c.

Decline.

d.

Maturity.

e.

Introduction.

Pregunta 13

Apple's iPod has been called "one of the greatest consumer electronics hits of
all time." More than 120 million iPods have been sold, and the iPod captures
more than 70 percent of the music player market. This success has attracted
many large, resourceful competitors. The iPod is in the __________ stage of the
product life cycle.
a.

maturity.

b.

adoption.

c.

product development.

d.

introduction.

e.

decline.

Pregunta 14

When Pepsi came out with Pepsi Blue and priced it at half price to attract
buyers, Pepsi was using __________.

a.

new-product pricing.

b.

market-skimming pricing.

c.

value-added pricing.

d.

discount pricing.

e.

market-penetration pricing.

Pregunta 15

Johnson Boats wants to introduce a new model of boat into mature markets in
highly developed countries with the goal of quickly gaining mass-market share.
As a consultant, you should recommend a __________ pricing strategy.
a.

market-skimming.

b.

captive-product.

c.

zone.

d.

loss-leader.

e.

market-penetration.

Pregunta 16

A car makers strategy of advertising a basic vehicle model with few


conveniences and comforts at a low price to entice buyers and then convincing
customers to buy higher-priced models with more amenities is an example of
which of the following?
a.

product line pricing

b.

segmented pricing

c.

optional product pricing

d.

captive product pricing

e.

allowance pricing

Pregunta 17

Brown Baby Tanning Salon offers weekly tanning sessions for $15 and season
passes with unlimited tanning for $150. Brown Baby Tanning Salon is offering
__________ pricing.
a.

Product bundling.

b.

Psychographic.

c.

Discount.

d.

Captive product.

e.

By-product.

Pregunta 18

Steve's Physco Skates sells its products to Walmart, who then sells them to the
consumer. This is an example of a(n) __________.
a.

Retailer channel.

b.

Producer channel.

c.

Direct marketing channel.

d.

Corporate vertical marketing system.

e.

Indirect marketing channel.

Pregunta 19

When Netflix began delivering DVDs directly to customers through the mail
instead of using a brick-and-mortar system, Netflix was following the trend of
__________.

a.

Disintermediation.

b.

Exclusive distribution.

c.

A franchise system.

d.

Indirect marketing.

e.

Selective distribution.

Pregunta 20

Glasis is a type of paint made specifically for use on cars. An ad in Motor Trend
magazine advising consumers to request their body shops use Glasis paint is
an example of how a company uses __________.
a.

A push strategy.

b.

Word-of-mouth influence.

c.

Buzz marketing.

d.

A pull strategy.