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HW-617 Management MCQ 76-100
76) ________ measures a product’s handling costs from the time the product
reaches the warehouse until a customer buys it in the retail store.
A) Direct product performance analysis
B) Profitability analysis
C) Brand management
D) Direct product profi tability analysis
E) Shelf management
77) ________ refers to buying large carload lots and dividing them into smaller
units before shipping them out to consumers.
A) Containerization
B) Warehousing
C) Market logistics
D) Wholesaling
E) Bulk breaking
78) At some stock level point, management must reorder product to refi ll the
inventory to an acceptable level. This point is called the ________.
A) inventory carrying costs
B) minimum inventory level
C) order (reorder) point
D) inventory
E) none of the above
79) As a marketing intern, your job is to “hang out at the mall” and note the percentage
of people who enter a particular store versus those who pass by it.
This is an example of ________ for retailers.
A) measuring consumer shopping patterns
B) measuring retail sales effectiveness
C) measuring advertisement effectiveness
D) measuring retail locations
E) measuring foot traffi c at the mall
80) The hierarchy-of-effects model contains awareness, knowledge, liking,
________, conviction, and purchase.
A) attitude
B) cognitive response
C) preference
D) interest
E) none of the above
81) The two-step fl ow of information challenges the notion that consumption
styles ________ a “trickle-down” or “trickle-up” effect from mass media.
A) originate with
B) are affected by
C) start with
D) are primarily infl uenced by
E) are secondarily infl uenced by
82) An effectively trained company sales force can make four important contri
butions: enthusiasm building, missionary selling, key account management,
and ________.
A) increased stock position
B) customer contacts
C) relationship selling
D) account management
E) direct sales contacts
83) Communications-mix allocations vary between consumer and business markets.
Consumer marketers tend to spend comparatively more on sales promo
tion and advertising; business marketers tend to spend comparatively more on
________.
A) word-of-mouth marketing
B) personal selling
C) events and experiences
D) direct marketing
E) interactive marketing
84) In deciding on an ad budget, marketers must recognize that consumer response
can be ________-shaped: An ad threshold effect exists where some
positive amount of advertising is necessary before any sales impact can be
detected, but sales increases eventually fl atten out.
A) C
B) M
C) S
D) Y
E) T
85) The higher the ________ associated with a brand, product category, or message,
the higher the warranted level of repetition.
A) total number of exposures
B) target audience media habits
C) impact
D) forgetting rate
E) reach
86) A company has to decide on how to allocate its advertising budget over space
as well as over time. A company makes “spot buys” when it buys TV time in
just a few markets or in regional editions of magazines. These markets are
called ________.
A) SMSA
B) trading areas
C) areas of dominant infl uence
D) short-term marketing opportunities
E) none of the above
87) Although outdoor advertising has limited audience selectivity, it ________.
A) is subject to low competition
B) is very expensive
C) offers low repeat exposure
D) is highly infl exible
E) all of the above
88) Direct marketing permits the ________ of alternative media and messages in
search of the most cost-effective approach.
A) accent
B) testing
C) use
D) outsourcing
E) implementation
89) Once the target market is defi ned, the marketer needs to obtain specifi c
names, which can be obtained by purchasing a list of names. The better lists
include overlays of ________ and ________ information.
A) demographic; fi nancial
B) demographic; attitudes
C) fi nancial; buying groups
D) demographic; psychographic
E) opinions; interests
90) The term sales representative covers a broad range of positions. We call a
sales representative whose expertise is in the solving of a customer’s problem
a(n) ________.
A) demand creator
B) order taker
C) missionary
D) solution vendor
E) technician
91) Salespeople need to know how to recognize closing signs from the buyer, including
physical actions, statements or comments, and ________.
A) objections
B) concerns
C) products
D) actions
E) questions
92) The ________ technique for stimulating creativity starts with a problem, such
as “getting something from one place to another via a powered vehicle,” then
lists every possible combination of attributes, such as the type of platform, the
medium, and the power source.
A) reverse assumption analysis
B) forced relationships
C) morphological analysis
D) lateral marketing
E) attribute listing
93) A ________ loses money, but its sales cover all its variable costs and some
of the fi xed costs.
A) market product failure
B) relative product failure
C) partial product failure
D) transfer product failure
E) strategic product failure
94) The job of translating target customer requirements into a working prototype
is helped by a set of methods known as ________.
A) marketing control
B) R&D
C) quality control processes (QFP)
D) quality function deployment (QFD)
E) none of the above
95) A(n) ________ is any good, service, or idea that is perceived as new, no matter
how long its history.
A) creative product
B) new idea
C) product
D) innovation
E) none of the above
96) A company can carry on direct exporting in several ways. These include domestic-
based export department or division, overseas sales branch or subsidiary,
traveling export sales representatives, and ________.
A) export management companies
B) marketing departments based in the foreign country
C) foreign-based distributors or agents
D) export merchants in foreign countries
E) none of the above
97) In ________, the fi rm hires local manufacturers to produce the product, giving
the company less control over the manufacturing process.
A) management contracts
B) franchising
C) licensing
D) contract manufacturing
E) none of the above
98) Forces promoting global integration include ________.
A) heterogeneous demand
B) strong consumer resistance to foreign goods
C) strong local preferences
D) local standards and barriers
E) capital-intensive production
99) Strategy addresses the ________ and the ________ of marketing activities.
A) what; why
B) what; who
C) what; how
D) what; when
E) who; how
100) A company can have an excellent marketing department and yet fail at
marketing. Much depends on how other company departments view customers. Only when all employees realize that their jobs are to ________,________, and ________ customers does the company become an effective marketer.
A) create; serve; satisfy
B) create; listen; deliver
C) listen; create; satisfy
D) serve; listen; deliver
E) deflect; monitor; listen
Answer will be sent by email as attachment.
reaches the warehouse until a customer buys it in the retail store.
A) Direct product performance analysis
B) Profitability analysis
C) Brand management
D) Direct product profi tability analysis
E) Shelf management
77) ________ refers to buying large carload lots and dividing them into smaller
units before shipping them out to consumers.
A) Containerization
B) Warehousing
C) Market logistics
D) Wholesaling
E) Bulk breaking
78) At some stock level point, management must reorder product to refi ll the
inventory to an acceptable level. This point is called the ________.
A) inventory carrying costs
B) minimum inventory level
C) order (reorder) point
D) inventory
E) none of the above
79) As a marketing intern, your job is to “hang out at the mall” and note the percentage
of people who enter a particular store versus those who pass by it.
This is an example of ________ for retailers.
A) measuring consumer shopping patterns
B) measuring retail sales effectiveness
C) measuring advertisement effectiveness
D) measuring retail locations
E) measuring foot traffi c at the mall
80) The hierarchy-of-effects model contains awareness, knowledge, liking,
________, conviction, and purchase.
A) attitude
B) cognitive response
C) preference
D) interest
E) none of the above
81) The two-step fl ow of information challenges the notion that consumption
styles ________ a “trickle-down” or “trickle-up” effect from mass media.
A) originate with
B) are affected by
C) start with
D) are primarily infl uenced by
E) are secondarily infl uenced by
82) An effectively trained company sales force can make four important contri
butions: enthusiasm building, missionary selling, key account management,
and ________.
A) increased stock position
B) customer contacts
C) relationship selling
D) account management
E) direct sales contacts
83) Communications-mix allocations vary between consumer and business markets.
Consumer marketers tend to spend comparatively more on sales promo
tion and advertising; business marketers tend to spend comparatively more on
________.
A) word-of-mouth marketing
B) personal selling
C) events and experiences
D) direct marketing
E) interactive marketing
84) In deciding on an ad budget, marketers must recognize that consumer response
can be ________-shaped: An ad threshold effect exists where some
positive amount of advertising is necessary before any sales impact can be
detected, but sales increases eventually fl atten out.
A) C
B) M
C) S
D) Y
E) T
85) The higher the ________ associated with a brand, product category, or message,
the higher the warranted level of repetition.
A) total number of exposures
B) target audience media habits
C) impact
D) forgetting rate
E) reach
86) A company has to decide on how to allocate its advertising budget over space
as well as over time. A company makes “spot buys” when it buys TV time in
just a few markets or in regional editions of magazines. These markets are
called ________.
A) SMSA
B) trading areas
C) areas of dominant infl uence
D) short-term marketing opportunities
E) none of the above
87) Although outdoor advertising has limited audience selectivity, it ________.
A) is subject to low competition
B) is very expensive
C) offers low repeat exposure
D) is highly infl exible
E) all of the above
88) Direct marketing permits the ________ of alternative media and messages in
search of the most cost-effective approach.
A) accent
B) testing
C) use
D) outsourcing
E) implementation
89) Once the target market is defi ned, the marketer needs to obtain specifi c
names, which can be obtained by purchasing a list of names. The better lists
include overlays of ________ and ________ information.
A) demographic; fi nancial
B) demographic; attitudes
C) fi nancial; buying groups
D) demographic; psychographic
E) opinions; interests
90) The term sales representative covers a broad range of positions. We call a
sales representative whose expertise is in the solving of a customer’s problem
a(n) ________.
A) demand creator
B) order taker
C) missionary
D) solution vendor
E) technician
91) Salespeople need to know how to recognize closing signs from the buyer, including
physical actions, statements or comments, and ________.
A) objections
B) concerns
C) products
D) actions
E) questions
92) The ________ technique for stimulating creativity starts with a problem, such
as “getting something from one place to another via a powered vehicle,” then
lists every possible combination of attributes, such as the type of platform, the
medium, and the power source.
A) reverse assumption analysis
B) forced relationships
C) morphological analysis
D) lateral marketing
E) attribute listing
93) A ________ loses money, but its sales cover all its variable costs and some
of the fi xed costs.
A) market product failure
B) relative product failure
C) partial product failure
D) transfer product failure
E) strategic product failure
94) The job of translating target customer requirements into a working prototype
is helped by a set of methods known as ________.
A) marketing control
B) R&D
C) quality control processes (QFP)
D) quality function deployment (QFD)
E) none of the above
95) A(n) ________ is any good, service, or idea that is perceived as new, no matter
how long its history.
A) creative product
B) new idea
C) product
D) innovation
E) none of the above
96) A company can carry on direct exporting in several ways. These include domestic-
based export department or division, overseas sales branch or subsidiary,
traveling export sales representatives, and ________.
A) export management companies
B) marketing departments based in the foreign country
C) foreign-based distributors or agents
D) export merchants in foreign countries
E) none of the above
97) In ________, the fi rm hires local manufacturers to produce the product, giving
the company less control over the manufacturing process.
A) management contracts
B) franchising
C) licensing
D) contract manufacturing
E) none of the above
98) Forces promoting global integration include ________.
A) heterogeneous demand
B) strong consumer resistance to foreign goods
C) strong local preferences
D) local standards and barriers
E) capital-intensive production
99) Strategy addresses the ________ and the ________ of marketing activities.
A) what; why
B) what; who
C) what; how
D) what; when
E) who; how
100) A company can have an excellent marketing department and yet fail at
marketing. Much depends on how other company departments view customers. Only when all employees realize that their jobs are to ________,________, and ________ customers does the company become an effective marketer.
A) create; serve; satisfy
B) create; listen; deliver
C) listen; create; satisfy
D) serve; listen; deliver
E) deflect; monitor; listen
Answer will be sent by email as attachment.
