Marketing MCQ

Exam: – Value Capture and Value
Delivery
1.Coupons, rebates, and online discounts are
types of
A.off-price
wholesaling.
B.pricing promotions.
C.in-store promotions.
D.specialty
product displays.
2.Retailers with strong brand names of their
own might operate outlet stores toA.extend the useful life of mature products.
B.keep
manufacturers from selling similar items in their own factory stores.
C.sell excess inventory that might have to be sold at markdown
prices in regular stores.
D.compete with
category specialist stores.
3._______ communities are networks of social
shoppers who see an enhanced
emotional connection with
other participants during an Internet
shopping experience.A.Gen-Y
B.Self-actualizing
C.Virtual
D.Electronic
loyalty program
4.Themostsignificant potential benefit of the Internet
channel is itsA.capacity for
providing location options for maintaining inventory.
B.potential to
provide customers with instant gratification.
C.capacity for
a touch-and-feel customer experience.
D.ability to personalize information for each customer on a
cost=effective basis.
5.Some companies want to get their products
into as many outlets as possible.
These companies understand that the more
exposure they get, the more of their
products they’ll sell. If this idea is
consistent with the company’s overall strategy, it
willmostlikely choose _______ distribution.
A.exclusive
B.selective
C.collectively
exhaustive
D.intensive
6._______ are combating competitive pressures
by increasing the amount of
exclusive and private label merchandise,
strengthening customer loyalty programs,
and expanding their online presence.
A.Full-line
discount stores
B.Limited
assortment supermarketsC.Convenience stores
D.Department stores
7.Electronic access to manufacturer’s inventory
helped transform the effectiveness
of manufacturer’s representatives and outside
sales forces. Using new
communications tools, they could now avoid
the supply chain problem of
A.increasing
prices without increasing transportation charges.
B.promising delivery of products that weren’t available.
C.insufficient
raw materials to produce the needed merchandise.
D.not being
able to coordinate selling efforts with manufacturers’ promotional campaigns.
8._______ measures consumers’ sensitivity to
changes in how much is charged
for an item.
A.Price elasticity of demand
B.Cross-price
elasticity of demand
C.Income
elasticity
D.Competitive
price demand
9.Health clubs often use a low, introductory
offer price to get people to join their
club. These low prices
represent a _______ orientation pricing
strategy.
A.maximizing
profits
B.target
return
C.sales
D.target
profit
10.Labor, materials, and energy are typically
_______ costs.
A.incidental
B.fixed
C.inelastic
D.variable
11.Typically, manufacturers and retailers
exchange business documents through
a(n) _______ system.A.floor-ready
intranet
B.electronic data interchange
C.vertical-conflict
reduction
D.cross-docking
Internet
12.Jacob rents rooms in his hotel for an average
of $100 per night. The variable
cost per rented room is $15. His fixed costs
are $100,000, and his profit last year
was $20,000. For Jacob, the contribution per
unitis
A.$1000.B.$100.
C.$85.
D.$20,000.
13.Naomi owns and manages a gift store that
features merchandise for many
holidays throughout the year. Some are
novelty items that are mass produced, and
some are handcrafted. Manufacture and
creation of these items occur throughout
the year, but in cycles different from the
customers’ purchases. To be successful,
Naomi must pay special attention to the
supply chain management goal of
providing products at the right
A.locations.
B.time.
C.service
levels.
D.quantities.
14.For marketers to advertise a price as their
_______ price, the Better Business Bureau recommends that at least 50 percent
of the sales of a product occur at that price.
A.regular
B.leader
C.fixed
D.zone
15.Which of the following ismostlikely to be characterized by
oligopolistic
competition in the United States?
A.Soft drinks
B.Soybeans
C.Stationary
D.Men’s
clothing
16.Benton manages a building supply company. He
wants to invite 20 of his most
valuable customers, who are building
contractors, to a golf outing and party.
Benton willmost likelyuse the firm’s _______ to
identify these customers.
A.annual sales
reportB.specialty-store salesC.Internet
D.CRM database
17.In _______ competition, there are many firms
providing differentiated
products.
A.monopolistic
B.pure
C.conventional
D.oligopolistic
18.Because of the way _______ buy merchandise,
customers canneverbe
confident that the same
merchandise will be in stock each time they
visit the store.A.department stores
B.off-price retailers
C.discount
stores
D.downstream
value stores
19.If a one-percent decrease in price results in
more than a one-percent increase in
quantity demand,
demand is
A.price
inelastic.
B.derived
demand inelastic.
C.price elastic.
D.cross-price
elastic
20.When a customer purchases a DVD at a Best Buy
Electronics store, three of
the following information flows are started.
Which one isnotstarted?
A.Best Buy’s
buyer aggregates sales at all stores and uses the information to send a reorder
to the
manufacturer.B.The sales associate scans the UPC recording
the sale.
C.The purchase is added to the customer’s personal and
confidential purchasing habit records.
D.The sale is
transmitted to Best Buy’s distribution center to adjust inventory data.
21.The fact that millions of consumers are using
online search engines for
comparison shopping has
A.increased consumers’ price sensitivity.
B.increased
the number of oligopoly markets.
C.reduced
overall demand.
D.reduced the
contribution per unit cross-pricing elasticity.
22.Manufacturers use wholesalers and retailers
because
A.wholesalers
and retailers are traditionally accepted by frequent, loyal shoppers.
B.wholesalers and retailers create value through
convenience and lower prices.
C.the wholesalers
control the retailers.
D.the
manufacturers have no other choice, due to the legal environment.
23.General Mills (a manufacturer of a variety of
food products) might engage
Target, Costco, Wal-Mart, and Kroger in a
A.JIT.
B.QR.
C.CPFR.
D.CPR.
24.The break-even point is estimated by
A.dividing fixed costs by contribution per unit.
B.multiplying
revenue per unit times the quantity sold.C.multiplying fixed costs by contribution
per unit.
D.dividing
fixed contribution per unit by variable costs.
25.At the break-even point, _______ are zero.
A.profits
B.contributions
per unit
C.costs
D.price End of exam