Marketing Exam 3

Topics: Marketing, Brand, Product management Pages: 17 (3727 words) Published: June 19, 2013
ANSWER KEY AName__________________________
Row__________

Marketing 3213

Summer 2011

Distance Learning

Exam 3

Do not open this booklet until instructed to do so.
Darken the correct answer to each of the questions on the answer sheet. If you have any questions please ask the proctor. When you have completed the exam, hand in the exam and answer sheet to the proctor.

A1.Which of the following is not one of the variables used by customers to evaluate service quality?
a.intangibles
b.reliability
c.credibility
d.security
e.access

E2.While there are four Ps of marketing, there are _____ Ps of services.
a.3
b.5
c.6
d.7
e.8

A3.Newman’s Own is a company that gives all of its profits to charities. The company produces popcorn, salsa, pasta sauce, and salad dressings under the Newman’s Own brand name. These product lines comprise a company’s:

a.product mix.
b.stock keeping units.
c.product category.
d.product hierarchy.
e.marketing category.

C4.Which of the following service quality variables is most important to the consumer?
a.access
b.courtesy
c.reliability
d.tangibles
e.competence

C5.Theoretically based on the marketing concept, which of the following would most likely be the best source for new product ideas?
a.top management
b.scientists
c.customers
d.salesmen
e.competitors

B6.A bell was added to the first personal computers so that users would know that the machine was working. This addition was aimed at increasing the _____ of the new product.
a.trialability
b.compatibility
c.relative advantage
d.price
e.complexity

C7.An intangible product that cannot be handled or examined before purchase is called a(n):
a.activity.
b.interactive marketing function.
c.service.
d.total package.
e.enhanced product.

B8.Because a product can have so many aspects and benefits, marketers have come to speak of and think in terms of:
a.product “perks.”
b.the total product.
c.the consumer product.
d.a consumer bill of rights.
e.customizing products.

E9.The majority of the U.S. labor force belongs to what labor classification?
a.agriculture
b.government
c.U.S. Postal Service
d.goods producing
e.services

C10.It is not uncommon for new products to fail. Most of the causes for failure are related to:
a.undercapitalization, i.e., not enough money.
b.factors outside the control of the firm.
c.marketing shortcomings.
d.overcapitalization.
e.production shortcomings.

A11.The most expensive stage for most new products is:
a.commercialization.
b.screening and evaluation.
c.business analysis.
d.development.
e.market testing.

C12.Distribution creates two types of utility. What are they?
a.time utility and form utility
b.form utility and information utility
c.time utility and place utility
d.place utility and form utility
e.place utility and information utility

A13.Which of the following is not a reason for retaining a weak product in a product mix?
a.Elimination may be disruptive to the firm.
b.tie-in sale
c.sentimentality...
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