1) Big Fizz Co., a manufacturer of cola-flavored drinks, wantsto add packaged fruit juices to its existing product line. Big Fizzmust make some decisions regarding packaging and branding the fruitjuices. These decisions would fall under which variable of themarketing mix?
A. Product
B. Place
C. Promotion
D. Price
2) Hewlett-Packard sells personal computers through specialtycomputer stores, electronics superstores, and its own Internetsite. What is the marketing mix variable that is being consideredhere?
A. Price
B. Promotion
C. Product
D. Place
3) Marketing strategy planners should recognize that:
A. target markets should not be large and spread out
B. mass marketing is often very effective and desirable
C. large firms like General Electric, Target, and Procter &Gamble are too large to aim at clearly defined markets
D. target marketing is not limited to small market segments
4) Target marketing, in contrast to mass marketing,
A. is limited to small market segments
B. assumes that all customers are basically the same
C. ignores markets that are large and spread out
D. focuses on fairly homogeneous market segments
5) The process of naming broad product-markets and then dividingthem in order to select target markets and develop suitable
A. market penetration
B. market segmentation
C. market development
D. market research
6) ______________ is the process of naming broad product-marketsand then segmenting these broad product-markets in order to selecttarget markets and develop suitable marketing mixes.
A. Market positioning
B. Market segmentation
C. Mass marketing
D. Diversification
7) Marketing research which seeks structured responses that can besummarized is called
A. focus group research
B. quantitative research
C. qualitative research
D. situation analysis research
8) One of the major disadvantages of the focus group interviewapproach is that
A. ideas generated by the group cannot be tested later with otherresearch
B. it is difficult to measure the results objectively
C. it is difficult to get in-depth information about the researchtopic
D. there is no interviewer, so the research questions may not beanswered
9) When focus group interviews are used in marketing,
A. each person in the group answers the same questionnaire, tofocus the discussion
B. the typical group size is 15 to 20 typical consumers whetheronline or off-line
C. it is primarily as a follow-up to more quantitative research
D. the research conclusions will vary depending on who watches theinterview whether online or off-line
10) Focus groups
A. are usually composed of 10 to 15 people as participants
B. yield results that are largely dependent on the viewpoint of theresearcher
C. always do a good job of representing the broader targetmarket
D. have a low cost per participant
11) A small manufacturing firm has just experienced a rapid drop insales. The marketing manager thinks that he knows what the problemis and has been carefully analyzing secondary data to check histhinking. His next step should be to
A. conduct an experiment
B. develop a formal research project to gather primary data
C. conduct informal discussion with outsiders, includingintermediaries, to see if he has correctly defined the problem
D. develop a hypothesis and predict the future behavior ofsales
12) The marketing manager at Massimino & McCarthy, a chain ofretail stores that sells men’s clothing, is reviewing marketingresearch data to try to determine if changes in marketing strategyare needed. Which of the following sources of data would be asecondary data source?
A. Looking through the company’s marketing information system tosee past sales trends
B. Reviewing videotapes of a recent focus group
C. Making phone calls to some of the best customers to learn theirinterest in a new line of clothing
D. Spending time in stores observing customers’ behavior
13) Which of the following statements about consumer products istrue?
A. Convenience products are those that customers want to buy at thelowest possible price.
B. Shopping products are those products for which customers usuallywant to use routinized buying behavior.
C. Specialty products are those that customers usually are leastwilling to search for.
D. Unsought products are not shopped for at all.
14) The attitudes and behavior patterns of consumers making apurchasing decision are part of the
A. political environment
B. social and cultural environment
C. competitive environment
D. firm’s resources and objectives
15) The observing method in marketing researchâ¨â¨
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