Final Exam
) Big Fizz Co., a manufacturer of cola-flavored drinks, wants to add packaged fruit juices to its existing product line. Big Fizz must make some decisions regarding packaging and branding the fruit juices. These decisions would fall under which variable of the marketing mix?
A. Product
2) Hewlett-Packard sells personal computers through specialty computer stores, electronics superstores, and its own Internet site. What is the marketing mix variable that is being considered here? D. Place
3) Marketing strategy planners should recognize that:
A. target markets should not be large and spread out
4) Target marketing, in contrast to mass marketing,
C. ignores markets that are large and spread out
5) The process of naming broad product-markets and then dividing them in order to select target markets and develop suitable
B. market segmentation
6) ______________ is the process of naming broad product-markets and then segmenting these broad product-markets in order to select target markets and develop suitable marketing mixes.
B. Market segmentation
7) Marketing research which seeks structured responses that can be summarized is called
D. situation analysis research
8) One of the major disadvantages of the focus group interview approach is that
B. it is difficult to measure the results objectively
C. it is difficult to get in-depth information about the research topic
9) When focus group interviews are used in marketing, D. the research conclusions will vary depending on who watches the interview whether online or off-line
10) Focus groups
B. yield results that are largely dependent on the viewpoint of the researcher
11) A small manufacturing firm has just experienced a rapid drop in sales. The marketing manager thinks that he knows what the problem is and has been carefully analyzing secondary data to check his thinking. His next step should be to
C. conduct informal discussion with outsiders, including
A. Product
2) Hewlett-Packard sells personal computers through specialty computer stores, electronics superstores, and its own Internet site. What is the marketing mix variable that is being considered here? D. Place
3) Marketing strategy planners should recognize that:
A. target markets should not be large and spread out
4) Target marketing, in contrast to mass marketing,
C. ignores markets that are large and spread out
5) The process of naming broad product-markets and then dividing them in order to select target markets and develop suitable
B. market segmentation
6) ______________ is the process of naming broad product-markets and then segmenting these broad product-markets in order to select target markets and develop suitable marketing mixes.
B. Market segmentation
7) Marketing research which seeks structured responses that can be summarized is called
D. situation analysis research
8) One of the major disadvantages of the focus group interview approach is that
B. it is difficult to measure the results objectively
C. it is difficult to get in-depth information about the research topic
9) When focus group interviews are used in marketing, D. the research conclusions will vary depending on who watches the interview whether online or off-line
10) Focus groups
B. yield results that are largely dependent on the viewpoint of the researcher
11) A small manufacturing firm has just experienced a rapid drop in sales. The marketing manager thinks that he knows what the problem is and has been carefully analyzing secondary data to check his thinking. His next step should be to
C. conduct informal discussion with outsiders, including