Marketing Management Exam 2

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ampokel
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215601
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Marketing Management Exam 2
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2013-04-25 14:23:06
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MM Exam
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Study guide questions for Marketing Management Exam 2
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  1. The first step in estimating demand is to understand what affects price
    sensitivity. Generally speaking, customers are most price sensitive to products
    that cost a lot or are ________.

    A.priced low to begin with
    B.bought frequently
    C.bought infrequently
    D.low cost
    E. none of the above
    B.bought frequently
    (this multiple choice question has been scrambled)
  2. The consumer usually purchases ________ frequently, immediately, and with a minimum
    of effort.                                                 

    A.Specialty goods
    B.convenience goods
    C.“must haves” goods
    D.Personal goods
    E.Shopping goods
    B. Convenience goods
    (this multiple choice question has been scrambled)
  3. Product-line analysis provides information for two key decision areas—product-line length
    and ________.

    A. Popular pricing
    B. Product pricing
    C. Product-length new items
    D. Product-mix pricing
    E. None of the above
    D. Product- Mix pricing
    (this multiple choice question has been scrambled)
  4. Marketers have traditionally classified products on the basis of three characteristics:
    ________, tangibility, and use.

    A. Durability
    B. Customer Value hierarchy
    C. Expected
    D. Augmented
    E. None of the above
    A. Durability
    (this multiple choice question has been scrambled)
  5. A(n) ________ comprises the producer, wholesaler(s), and retailers(s) acting as a
    unified system.

    A. Administered system
    B. Distributor relationship
    C. Distribution system
    D. VMS
    E. Corporate VMS
    D. VMS
    (this multiple choice question has been scrambled)
  6. ________
    is generated when one channel member’s actions prevent another channel from
    achieving its goal.

    A. Channel coordination
    B. Channel advertisement
    C. Channel conflict
    D. Channel power
    E. None of the above
    C. Channel conflict
    (this multiple choice question has been scrambled)
  7. Fine specialty retailers most likely fall into the ________ group with respect to
    margins and volume.

    A. Mixed markup, hich-volume
    B. Low-volume, mixed markup
    C. Low-volume, low-markup
    D. High-Volume, high-markup
    E. High-markup, lower-volume
    E. High-markup, lower-volume
    (this multiple choice question has been scrambled)
  8. The ability to identify the brand within the category, in sufficient detail to make
    a purchase, is known as ________.

    A. Category need
    B. Brand awareness
    C. Brand attitude
    D. Brand purchase intention
    E. Brand conviction
    B. Brand awareness
  9. Companies often raise their prices by more than the inflationary cost increases as
    preparation for further inflation or government price controls.  This practice is known as ________.

    A. Delayed quotation pricing
    B. Anticipatory pricing
    C. Discount pricing
    D. Escalator pricing
    E. Unbundling
    B. Anticipatory pricing
    (this multiple choice question has been scrambled)
  10. Which 3 things does a firm usually need to know when analyzing its competitors?

    A. Share of market
    B. Share of brand
    C. Share of mind
    D. Share of heart
    E. Share of reputation
    • A. Share of market
    • C. Share of mind
    • D. Share of heart
  11. Which of the following best describe the 2 ways a company can lengthen its product
    line?

    A. line stretching
    B. Line widening
    C. Line filling
    D. Line smoothing
    E. Line expanding
    • A. line stretching
    • C. Line filling
  12. What are the 3 ways of line stretching?

    A. By-product stretch
    B. Two-way stretch
    C. Captive-product stretch
    D. Up-market stretch
    E. Down-market stretch
    • B. Two-way stretch
    • D. Up-market stretch
    • E. Down-market stretch
  13. Which of the following belong to the stages of consumer readiness?

    A. Introduction
    B. Awareness
    C. Conviction
    D. maturity
    E. Reorder
    • B. Awareness
    • C. Conviction
    • E. Reorder
  14. Which 3 kinds of competitive strategies does a market leader usually adopt?

    A. Attacking the nichers
    B. Expanding the total market
    C. Defending market share
    D. Expanding market share
    E. Attacking the followers
    • B. Expanding the total market
    • C. Defending market share
    • D. Expanding market share
  15. There are several mechanisms for effective channel conflict management. These include
    the following:  ________.

    A. Frequent vendor switching
    B. Superordinate goals
    C. Co-optation
    D. Diplomacy
    E. Mediation
    • B. Superordinate goals
    • C. Co-optation
    • D. Diplomacy
    • E. Mediation
  16. Causes of channel conflict include the following: ________.

    A. Goal incompatibility
    B. Differences in perception
    C. Dependency
    D. Unclear goals and rights
    E. Channel power usage
    • A. Goal incompatibility
    • B. Differences in perception
    • C. Dependency
    • D. Unclear goals and rights
  17. The marketing communications mix consists of eight major modes of
    communications.  Which of the following
    are included in these modes?             

    A. Personal selling
    B. Direct marketing
    C. Sales promotions
    D. packaging
    E. Advertising
    • A. Personal selling
    • B. Direct marketing
    • C. Sales promotions
    • E. Advertising
  18. In developing an advertising program, marketing managers can make five major
    decisions known as the five Ms. Which of the following belong to the five Ms?

    A. Mission
    B. Money
    C. Message
    D. Media
    E. Motivaiton
    • A. Mission
    • B. Money
    • C. Message
    • D. Media
  19. In choosing the proper media to carry the message, advertisers must decide on
    ________.

    A. Strategy
    B. Heavy users
    C. Reach
    D. Frequency
    E. Impact
    • C. Reach
    • D. Frequency
    • E. Impact
  20. Of the following, which 3 factors are the most likely to affect the timing
    patterns of advertising?

    A. Purchase frequency
    B. Forgetting Rate
    C. Product updating rate
    D. Buyer turnover
    E. Product turnover
    • A. Purchase frequency
    • B. Forgetting Rate
    • D. Buyer turnover

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