Posted: March 1st, 2023

Devry BUSN319 final exam

Final Exam

Question 1.1. (TCO 4) Three commonly used methods of
evaluating marketing programs are marketing metrics, marketing dashboards, and
(Points : 5)
marginal
analysis.
marketing
audits.
marketing ROI.
marginal
analysis.
marketing
control boards.

Question 2.2. (TCO 1) Ideally in effective marketing
planning, goals should be _____ in terms of what is to be accomplished and
when. (Points : 5)
loose and vague
as general as possible
flexible or
elastic
quantified and
measurable
None of the
above

Question 3.3. (TCO 3) Which marketing strategy involves
retaining focus on a single product line but marketing it to new markets?
(Points : 5)
Full coverage
Market
specialization
Product
specialization
Selective
specialization
Market-product
concentration

Question 4.4. (TCO 1) Based on relative competitive scope
(broad target to narrow target) and source of competitive advantage (lower cost
to differentiation), Porter’s four generic business strategies are cost
leadership, cost focus, differentiation focus, and (Points : 5)
service
leadership.

diversification.
reaction.

differentiation.
quality focus.

Question 5.5. (TCO 2) Which of the following pieces of
information is used in the implementation phase of the strategic marketing
process? (Points : 5)
Corporate
return on investment
Marketing research
reports
Revenues
associated with each point of market share
Trends in past
and current revenues for industry and competitors in total and by segment
Possible
cannibalization effects on other products in the line

Question 6.6. (TCO 6) Which of the following pieces of
information is used in a SWOT analysis, the first step of the planning phase of
the strategic marketing process? (Points : 5)
Corporate
return on investment
Market share
for the product
Revenues
associated with each point of market share
Projection of
future sales, expenses, and profits
Possible
cannibalization effects on other products in the line

Question 7.7. (TCO 3) When developing the advertising
program, which step helps advertisers with other choices in the process, such
as selecting media and evaluating a campaign? (Points : 5)
Identify the
target audience
Specify the
advertising objectives
Design the
advertising
Pretest the
advertising
Schedule the advertising program

Question 8.8. (TCO 2) The proper blend of elements in the
promotional mix depends on the type of product. The three specific
characteristics to be considered are complexity, _____, and ancillary services.
(Points : 5)
risk
size
durability
accessibility
acceptability

Question 9.9. (TCO 4) The promotional objective of the
decline stage of the product life cycle is to (Points : 5)
inform.
persuade.
compare.
remind.
None of the
above

Question 10.10. (TCO 2) The _____ can be used to inform
prospective buyers about the benefits of the product. (Points : 5)
promotion
channel
communication
chain
marketing
matrix
promotional mix
media mix

Question 11.11. (TCO 8) Which of the following statements
about the terms used for marketing intermediaries is true? (Points : 5)
The least
precise terms used to describe marketing intermediaries are dealer and
distributor.
A retailer sells to business markets.
An agent has no
legal authority to act on behalf of a manufacturer.
A wholesaler is
an intermediary who sells to consumers.
Broker is a
synonym for a dealer.

Question 12.12. (TCO 7) Which of the following statements
about the legal and regulatory aspect of pricing is true? (Points : 5)
The
Robinson-Patman Act deals with predatory pricing.
The Consumer
Goods Pricing Act is the only federal legislation that deals directly with
pricing issues.
The Sherman Act
deals only with vertical price fixing.
The Federal
Trade Commission Act deals with predatory pricing, deceptive pricing, and
geographical pricing issues.
The Consumer
Goods Pricing Act and the Robinson-Patman Act deal with price discrimination.

Question 13.13. (TCO 2) Which of the following is NOT one of
the six major pricing objectives? (Points : 5)
Profit
Unit volume
Breakeven
Survival
Market share

Question 14.14. (TCO 3) The ratio of _____ to price is
called value. (Points : 5)
perceived
benefits
prestige value
value-added
pricing
perceived
revenue
perceived costs

Question 15.15. (TCO 6) Aggregating prospective buyers into
groups that have common needs and will respond similarly to a marketing action
is called (Points : 5)
consumer
differentiation.
psychographics.
market
segmentation.
market
delineation.
aggregation
marketing.

Question 16.16. (TCO 5) The process of continually acquiring
information on events occurring outside the organization to identify and
interpret potential trends is called (Points : 5)
environmental
trending.
organizational
scanning.
environmental
scanning.
a SWOT
analysis.
acquisition
scanning.

Question 17.17. (TCO 1) A key role of the marketing
department is to (Points : 5)
allocate
financial resources across business units.
set the overall mission of the company.
provide talent
management services.
look outward.
assess global
political situations.

Question 18.18. (TCO 1) Which of the following acts as a
barrier to the development of relationship marketing? (Points : 5)
Changes in the
demographic nature of society
The
ever-increasing usage of the Internet for consumer purchases
The onset of
new cultural traditions
A population
with a median age of 50
Recent
terrorism activities

Question 19.19. (TCO 1) The Daniels College of Business at
the University of Denver offers an outstanding business school education. Cali
pays the tuition to attend Daniels and earns her MBA with a concentration in
supply chain management. Upon graduating, she is offered a high-paying,
fulfilling position. Was this a marketing exchange? (Points : 5)
No, because the
university is a private one
Yes, because
the university is profitable
Yes, because
paying tuition was exchanged for knowledge that directly led to Cali’s
fulfilling, new job
No, because
money was exchanged
No, because the
school did not provide Cali with a product

Question 20.20. (TCO 6) Kraft produces Lunchables, a
prepackaged meal usually consisting of several crackers, small slices of meat,
and small slices of cheese. Some versions contain Capri Sun drinks. Others are
called Cracker Stackers and Fun Fuel. The box is bright yellow and the quantity
of food contained within is small. The target market for Kraft Lunchables is
most likely (Points : 5)
moms of
school-aged children.
business people
looking for a quick snack.
business
travelers.
teenagers.
seniors.

Question 21.21. (TCO 3) The owners of Old School Brand
Authentic Antique Foods researched Civil War records to come up with recipes
for the old-fashioned products it markets. Concern about the _____ element of
the marketing mix would make it eager to be featured in an upcoming edition of
Taste of Home magazine. (Points : 5)
product
price
promotion
place
production

Question 22.22. (TCO 5) More magazine is a publication
designed to appeal to women over the age of 40. Demand for such magazines is an
example of how _____ forces impact the marketing environment. (Points : 5)
economic
competitive
technology
social
regulatory

Question 23.23. (TCO 7) In 1998, F. Hoffman-LaRoche Ltd. and
BASF AG, two international pharmaceutical companies, were ordered to pay $725
million in fines for plotting to raise and fix prices of vitamins used in
virtually every home in the United States. This is an example of how _____
forces affect the marketing environment. (Points : 5)
economic
ecological
technological
social
regulatory

Question 24.24. (TCO 6) Graham-Field Health Products makes
hospital beds and wheelchairs from component parts and materials it buys. It
sells its products to hospitals, nursing homes, and retailers of healthcare
products. Graham-Field Health Products operates in a(n) _____ market. (Points :
5)
consumer
government
industrial
reseller
demographic

Question 25.25. (TCO 1) Several years ago, SwissAir made
some unwise investments to pay for a planned expansion. As a result, the
company had to make some cost-cutting moves that alienated its customers. Eventually
the company declared bankruptcy, regrouped, and found itself able to resume
business. Its board of directors recently announced that the company would like
to resume flying. Before resuming flying, SwissAir needed to determine what
percentage of its former customers it could expect to return to the airline. If
not enough former customers were willing to use SwissAir again, the resumption
of flights would not be profitable. The determination of the percentage of
returning patrons that would be needed to resume operation is an example of a
(Points : 5)
research risk.
research
objective.
research
uncertainty.
research
decision.
research
definition.

Question 26.26. (TCO 3) The Belsen interview is a means of
pretesting media surveys. It gathers facts and figures by asking people about
their attitudes, beliefs, and awareness of various media. With this technique,
the respondent is interviewed twice, first by an interviewer using the proposed
survey and then by a different interviewer, who asks questions about the survey
itself. The Belsen interview uses _____ data. (Points : 5)
observational
secondary
intercept
questionnaire
synergistic

Question 27.27. (TCO 4) A 3M researcher worked with
university students to develop the Post-it Flag Highlighter. His team evaluated
the technical feasibility of the proposed design and whether the idea met the
new-product objectives. In which stage of the new-product process was this
product? (Points : 5)
Idea generation
Screening and
evaluation
Business
analysis
New-product
strategy development
Concept testing

Question 28.28. (TCO 4) In the 1960s, television westerns
were extremely popular. The shows were adventure shows with settings and
costumes that were very unlike what really existed. There were Bonanza, Wagon
Train, The Virginian, Laramie, and so on. When viewers gradually stopped
watching this category of programs, production companies found that the
networks no longer wanted to televise such shows. The television western as a
product category entered the _____ stage. (Points : 5)
decay
diversification
decline
maturity
harvesting

Question 29.29. (TCO 8) Schwan’s Sales Enterprises of
Marshall, MN, markets a full line of frozen foods in 49 states and parts of
Canada, using door-to-door salespeople who sell from refrigerated trucks. This
particular method of distribution is called a (Points : 5)
direct channel.
indirect
channel.
facilitated
channel.

customer-service channel.
truck-jobber
channel.

Question 30.30. (TCO 2) Disney is using an integrated
marketing communications program (IMC) to promote group travel to its theme
parks, because (Points : 5)
its strategy
includes using all types of promotional activities that deliver a consistent message.
it does not
want to reach any member of its target audience more than once.
IMC is less
expensive than other forms of promotion, such as public service announcements.
if it didn’t,
Disney would have to use indirect personal selling.
it is more
concerned about frequency than reach.

Question 31.31. (TCO 2) The local radio station broadcast a
story about the dry cleaners that requested coat donations. They would clean
the coats and deliver them to people in need. The various addresses of the dry
cleaner chain were also broadcast so that donations could be dropped off.
Because this featured business did not pay for this exposure, it is benefiting
from (Points : 5)
publicity.
advertising.
direct marketing.
personal
selling.
a public
service announcement.

Question 32.32. (TCO 8) For several years, advertisements
for Arm & Hammer Baking Soda have prompted consumers to place an opened box
of the product in the refrigerator to lessen food odor and to replace that box
monthly. The same ads advise customers to pour the used box down their kitchen
sinks to freshen drains. Arm & Hammer employed a _____ strategy in its
attempt to sell more baking soda. (Points : 5)
market
penetration
market
development
product
development
diversification
product
penetration

Question 33. 33. (TCO 3) Imagine that you are creating a
marketing plan for a company that will sell kites. As you consider the
marketing program, what types of strategy should you consider including in the
plan? Propose one specific example of each type of strategy that you are
considering, and present your rationale (reasoning) for your strategy
selections. (Points : 30)

Question 34. 34. (TCO 1) In China, many people are removing
their money from the state banks and lending it out themselves. The interest
rate earned in a state bank account is about one half the rate of inflation. On
the other hand, loaning money to friends, relatives, and even unrelated
entrepreneurs can often earn the investor double or more over the inflation
rate. The gray market, an underground network of investors and private
businesses, moves the cash from lenders to businesses. Judge whether marketing
occurred in this situation, and justify your conclusions. Appraise the
effectiveness of government regulation in controlling markets. (Points : 30)

Question 35. 35. (TCO 4) Managing the product through successive stages of the
product life cycle is an important role for a product manager. Assess the three
ways to manage a product through its life cycle, including examples to help
clarify your assessment. Indicate the reasoning why you would prefer one method
over another in a given situation. You can use any product in your examples.
(Points : 30)

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