MKT 575 Final Exam : MKT 575 Final Exam Answers : Studentehelp

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1. In the _____ step of the new-product development process, a marketing manager evaluates how well the idea fits with the company's objectives.

· commercialization

· development

· screening

· idea generation

2. When Chase Bank mails a 30-day offer for a new pre-approved credit card with a $2,000 limit to a college student, this is an example of__________.

· mass selling

· indirect-response promotion

· direct-response promotion

· integration

3. A firm with a marketing orientation is MOST likely to__________.

· view advertising as an unnecessary expense

· recognize that effective advertising is the key to sales

· not use any advertising

· advertise how a product meets customers' needs

4. Which of the following observations concerning sales analysis is NOT correct?

· There is no one best way to break down sales data.

· It is a detailed breakdown of a company's sales records.

· Data can easily be obtained from basic billing and accounts receivable procedures.

· Product category is the best way to analyze sales data.

· It is easy to do, and usually it's inexpensive.

5. Managers should make operational decisions___________.

· on a month-to-month basis and never daily or weekly

· within the guidelines set down during strategy planning

· with great care as these decisions are the same as strategic decisions

· for the long-run to help formulate strategic plans

6. When Fresh Produce Wholesaler Inc. buys fruit and vegetables from a variety of different farmers and takes large bushels and breaks them into smaller package sizes. Fresh Produce is addressing__________.

· discrepancies of assortment

· discrepancies of quantity

· discrepancies of need

· discrepancies of time

7. A(n) _______ is a marketing mix that customers see as better than a competitor's mix and cannot be quickly or easily copied.

· competitor analysis plan

· sustainable competitive advantage

· resource combination

· competitor matrix

8. Studies have shown that customers who weren't satisfied with response to their complaints__________.