(Test Bank) Basic marketing - A Global Managerial Approach by Perreault & McCarthy Ch 18-Ethical

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Chapter 18: Ethical Marketing in a Consumer -Oriented World: Appraisal and Challenges True / False Questions 1. When evaluating marketing, it is best to evaluate micro -marketing and macro -marketing separately. True False 2. In the United States, the aim of the economic system has been to satisfy consumers' needs as they - -the consumers --see them. True False 3. In the United States, the basic objective of our market -directed economic system has been to satisfy consumer needs as they, the consumers, see them. True False 4. The American Customer Satisfaction Index makes it possible to track changes in consumer satisfaction measures over time and even allows comparison among countries. True False 5. Looking at the "average" satisfaction of a whole society does not provide a complete picture for evaluating macro -marketing effectiveness. True False 6. At the macro level, consumer satisfaction is difficult to measure and interpret so any evaluation is in part subjective. True False 7. At the macro level, consumer satisfaction can easily and objectively be measured using practical economic methods. True False 8. Evaluating marketing effectiveness is impossible. True False 9. Evaluating marketing effectiveness of an individual firm is difficult, but not impossible. True False 10. Consumer satisfaction at the micro level cannot be measured because firms cannot determine how well their products satisfy customers. True False 11. According to the text, micro -marketing does NOT cost too much in the United States --but macro - marketing often DOES cost too much. True False 12. The fact that many firms are too production -oriented and inefficient is one reason why so many new products fail. True False 13. Micro -marketing often does cost too much because many firms improperly blend the four Ps and misunderstand both their customers and the market environment that affects their operation. True False 14. Using total quality management to implement marketing plans is one way to improve a marketing mix. True False 15. Making sure that the benefits a customer receives from a marketing mix exceed the customer's costs of obtaining those benefits is one way to gain a competitive advantage. True False 16. There are many reasons for business failures including products that do not create value in the eyes of the customer, improperly identifying the target market, or lack of innovative thinking. True False 17. Thanks to much publicity, the marketing concept is now practiced by all firms. True False 18. Micro -marketing efforts help the economy grow by stimulating innovation. True False 19. Monopolistic competition is the result of control of markets by business, not consumer demands. True False 20. Monopolistic competition is caused by customer preferences, not business manipulation of markets. True False 21. Monopolistic competition may result in high costs --and therefore it does not do a good job of serving consumers the way they want to be served. True False 22. Advertising is probably the most criticized of all micro -marketing activities. True False 23. Advertising can increase demand for the product resulting in economies of scale in manufacturing, distribution, and sales. True False 24. Firms can manipulate consumers to buy anything the company chooses to produce. True False 25. According to the text, the proper function of marketing is to persuade consumers to buy what firms want to sell. True False 26. A marketing manager who is willing to spend enough on persuasive promotion can usually get consumers to buy anything the company chooses to produce. True False 27. People have always been materialistic, even in the most primitive societies. True False 28. The text argues that the plight of the homeless is a result of the forces of market competition in our market -directed economies. True False 29. A firm usually has more different strategy possibilities than it can pursue, so it must use screening criteria to help eliminate those strategies not well -suited to the firm. True False 30. A S.W.O.T. analysis identifies the "special weapons or tactics" used by the competitor in a product - market that has the most profitable marketing mix. True False 31. S.W.O.T. analysis is based on the idea that one of the best ways to develop a strategy is to identify and copy the marketing "strategies, weapons, outlook, and tactics" of the firm's most effective competitor. True False 32. A good S.W.O.T. analysis helps a manager focus on a strategy that takes advantages of the firm's opportunities and strengths while avoiding its weaknesses and threats to its success. True False 33. The letters in "S.W.O.T. analysis" are an abbreviation for the first letters of the words "strengths, weaknesses, opportunities, and threats." True False 34. The letters in "S.W.O.T. analysis" are an abbreviation for the first letters of the words "special weapons or tactics." True False 35. A S.W.O.T. analysis is not necessary if the firm is considering entering an established market that is already served by competitors. True False 36. The job of integrating the four Ps strategy decisions is the responsibility of the company controller since the money to do so must be available. True False 37. Blending the four Ps is easy since fully understanding the needs and attitudes of a target market is a straightforward process. True False 38. A marketing plan usually spells out the time schedule for a marketing strategy as well as the time - related details. True False 39. A marketing plan should contain specific information like costs and sales forecasts, but not background information about customers, competitors, or the company's resources. True False 40. A good marketing plan will work well throughout the different stages of the product life cycle. True False 41. A good business manager should adhere to the idea "if it ain't broke, don't fix it." True False 42. The text argues that international competition will actually improve macro -marketing systems worldwide. True False 43. Good marketing managers put themselves in the customer's position. True False 44. The cost of environmental damage is now a measured cost of most firms that is passed along to consumers. True False 45. Environmental problems pose a major hazard to society and they are a particular threat to many firms working in the environmental engineering and management industry. True False 46. Technology is making it harder to abuse consumers' rights to privacy. True False 47. One of the disadvantages of a market -directed economic system is that it does not operate automatically and requires careful government oversight. True False 48. The legal environment sets the maximum standards of ethical behavior in a society. True False 49. The legal environment sets the minimum standards of ethical behavior in a society. True False 50. Consumers --as well as business firms --should behave in a more socially responsible manner to improve the performance of our macro -marketing system. True False 51. According to a survey of workers, almost half of them have admitted to taking some type of unethical or illegal action in the recent past. True False 52. Consumers have a responsibility to preserve an effective macro -marketing system. True False Multiple Choice Questions 53. Given the nature of marketing --and the kinds of criticism it typically gets --marketing should be evaluated: A. at both the micro and the macro level. B. mainly at the macro level. C. mainly at the micro level. D. None of these alternatives is correct. 54. When evaluating the effectiveness of the macro -marketing systems of different countries: A. the evaluation should be limited to basic economic objectives which are common across countries. B. the best approach is to see if firms are making a profit. C. it doesn't make sense to try to compare the effectiveness of systems for different nations that have different objectives. D. the evaluation should be based on how well each system satisfies consumers' needs as they -- the consumers --see them. E. None of these alternatives is correct. 55. The basic objective of the U.S. market -directed economic system is to: A. minimize inflation. B. satisfy consumer needs as they --the consumers --see them. C. provide each person with an equal share of the economic output. D. achieve an annual growth rate of at least 10 percent. E. make the most efficient use of the country's resources. 56. The basic objective of the U.S. market -directed economic system is to: A. ensure the survival of business firms. B. find a reasonable balance between consumer satisfaction and business profits. C. reduce the cost of marketing activities. D. satisfy consumer needs as the consumers themselves see them. E. satisfy consumer needs as seen by marketing managers. 57. In the United States, the basic objective of the market -directed economic system has been: A. Providing everyday low prices. B. Immediate delivery of products. C. Offering easy financing. D. Consumer satisfaction. E. Making advertising memorable. 58. Given the U.S. economy's basic objective, the best measure of the effectiveness of the U.S. macro - marketing system is: A. GDP growth. B. the equality of income distribution. C. how efficiently resources are used. D. how many new products are introduced. E. the level of consumer satisfaction. 59. Given the American economy's basic objective of meeting consumers' needs as THEY --the consumers --see them, it is sensible to evaluate our MACRO -marketing system in terms of: A. the level of consumer satisfaction. B. how efficiently our resources are used. C. the value of the inputs to the system. D. our standard of living --as measured by GNI. E. total business profits. 60. A measure of overall consumer satisfaction in the United States, created by researchers at the University Michigan, and called the is based on the results of regular interviews with thousands of customers. A. Index of Consumer Confidence B. United States Customer Satisfaction Index C. American Customer Satisfaction Index D. Survey of Consumer Sentiment E. Gallup Poll 61. In measuring consumer satisfaction, marketing managers should remember that: A. Customer satisfaction is a highly personal concept. B. Consumer expectations and aspirations tend to remain the same over time. C. Looking at the average level of satisfaction for a whole society provides a precise description of macro -marketing effectiveness. D. Evaluations of macro -marketing effectiveness are purely objective in that they are based on tabulated survey results. E. All of these alternatives are correct. 62. Measuring macro consumer satisfaction: A. is easy --just add up all the marketing mixes. B. is difficult because consumer satisfaction depends on the level of consumer aspiration. C. must be done quantitatively. D. uses MIS techniques. E. None of these alternatives is correct. 63. Consumer satisfaction: A. is a highly reliable standard for evaluating macro -marketing effectiveness. B. is easy to measure because it is a highly personal concept. C. is the objective of all macro -marketing systems. D. depends on consumers' level of expectation. E. None of these alternatives is correct. 64. When evaluating macro -marketing: A. the evaluation is necessarily subjective. B. the best approach is to consider the profit generated by individual firms within the overall system. C. one must determine how efficiently the society's resources are used. D. one must consider each individual firm's role in the marketing system. E. All of these alternatives are correct. 65. MACRO -marketing: A. is probably best evaluated by how individual consumer -citizens vote. B. can be evaluated with quantitative measures of consumer satisfaction. C. is concerned with how efficiently individual companies use their resources. D. is easier to evaluate than micro -marketing. E. None of these alternatives is correct. 66. MICRO -marketing effectiveness is _ to measure than MACRO -marketing effectiveness. A. harder B. not any easier or harder C. easier 67. MICRO -marketing effectiveness can be measured by: A. the profits of business firms. B. the opinions of intermediaries. C. consumer complaints. D. attitude research studies. E. All of these are good measurements for MICRO -marketing. 68. A national restaurant chain encourages its customers to use its website as a means of providing comments about their experiences at the chain's locations. This website is one way of measuring: A. Macro -marketing effectiveness. B. The effectiveness of competition. C. Employee empowerment. D. Micro -marketing effectiveness. E. All of these alternatives are correct. 69. In the U.S. market -directed system, it is up to each _ to decide how effectively individual firms satisfy the consumer's needs. A. market research consultant B. customer C. manufacturer D. advertising agency E. salesperson 70. _ can be used as a rough measure of a firm's efficiency in satisfying customers. A. Production B. The marketing mix C. Profits D. Macro -marketing E. Returns 71. Satisfaction with a firm's marketing efforts can be roughly measured by A. its profit. B. the firm's impact on the macro -marketing system. C. the size of its target markets. D. its marketing mix. E. None of these are good measurements. 72. According to the text: A. both micro -marketing and macro -marketing usually cost too much. B. neither micro -marketing nor macro -marketing costs too much. C. macro -marketing costs too much in the United States. D. micro -marketing frequently costs too much. 73. According to the text: A. macro -marketing costs too much in the United States --given the current objective. B. marketing never costs too much. C. micro -marketing often does cost too much. D. micro -marketing always costs too much. E. all macro -marketing systems cost too much. 74. The authors of the text contend that: A. Both micro - and macro -marketing cost too much. B. Neither micro - or macro -marketing costs too much. C. Micro -marketing often does cost too much, but macro -marketing does not. D. Micro -marketing does not cost too much, but macro -marketing does. E. None of these alternatives is correct. 75. Which of the following statements is true? A. Research shows that many customers are not satisfied and feel that some companies do not deliver on their promises. B. Research shows that most customers are somewhat satisfied and feel that companies usually deliver on their promises. C. Research shows that most customers are satisfied and feel that companies deliver on their promises. 76. A study revealed that when consumers are dissatisfied with a product or an individual business A. most of their complaints are fully resolved --if they are just reported. B. a majority of their complaints are never reported. C. a marketing manager should just ignore most complaints because they are the result of dealing with consumers. D. All of these alternatives are correct. 77. A marketing manager should A. know that most consumer complaints do not require a response because the consumer's dissatisfaction is beyond the control of the firm. B. recognize that many consumers who complain are trouble makers and that not much can or should be done about their complaints. C. assume that most customers who are dissatisfied will complain, but that people who are satisfied will be silent. D. be concerned that many of the complaints that are reported are never resolved. E. recognize that a "complaint" box isn't needed if the firm is really market -oriented in the first place. 78. Marketing inefficiencies are due to all of the following reasons EXCEPT A. lack of interest in the customer. B. improper blending of the four Ps. C. lack of understanding of the market environment. D. listening too closely to the "voice of the customer." E. lack of understanding of the fickle customer. 79. Which of the following does NOT support the idea that "MICRO -marketing often DOES cost too much"? A. Many firms focus exclusively on their own internal problems. B. Distribution channels may be selected on the basis of personal preferences. C. Product planners frequently develop "me -too" products. D. Costly promotion may try to compensate for a weak marketing mix. E. Many firms try to maximize profits. 80. According to the text, micro -marketing may cost too much because: A. too many managers seize on whatever strategy seems easiest. B. too many managers are slow and bureaucratic. C. too many managers jump on the "what's new" bandwagon without a strategy that ensures customer satisfaction and company profits. D. too many managers have the mentality "that's not the way we do things." E. All of these are reasons why micro -marketing may cost too much. 81. Which of the following is NOT an explanation for why MICRO -marketing may cost too much in some firms? A. Some managers make decisions as if customers are eagerly awaiting any product they produce. B. Production managers focus on designing products that are easy to make. C. Financial managers reduce finished -product inventories and force "out of stock" situations. D. Marketing managers do target marketing. E. Some managers don't see a business as a "total system" focused on customers. 82. Which of the following does NOT support the idea that MICRO -marketing often DOES cost too much? A. Product planners frequently develop me-too products. B. Many firms focus exclusively on their own internal problems. C. Many firms try to maximize profits. D. Managers routinely seize on whatever strategy seems easiest. E. None of these, i.e. all of these do support the idea that MICRO -marketing often DOES cost too much. 83. The reason that MICRO -marketing costs too much in many firms is that: A. the marketing concept has not been accepted and implemented. B. most new products are not necessary to meet competition. C. marketing is not really needed. D. advertising is usually ineffective. E. None of these --marketing never costs too much. 84. MICRO -marketing will probably continue to cost too much as long as: A. the marketing concept is not accepted. B. firms fail to identify new opportunities. C. firms do "mass marketing." D. some managers believe that anyone can run a business successfully. E. All of these are reasons why MICRO -marketing will probably continue to cost too much. 85. Which of the following observations provides some hope that micro -marketing is becoming more efficient and effective? A. More firms are becoming sales -oriented. B. More firms are becoming production -oriented. C. Fewer firms are becoming customer -oriented. D. Firms are embracing new technologies and diversity. E. None of these is a good answer. 86. The text argues that MACRO -marketing in the United States: A. costs too much because many consumers are dissatisfied. B. is a growing concept. C. does not cost too much. D. tends to decrease consumer welfare. E. costs too much because satisfying consumers costs too much. 87. Most critics of marketing who argue that marketing managers help create monopoly or monopolistic competition feel this leads to: A. restriction of output. B. higher prices. C. reduction in the national income. D. more unemployment. E. All of these alternatives are correct. 88. In conditions of monopolistic competition, marketing: A. may result in lower consumer prices in the long run. B. may contribute to higher profits for successful firms. C. may spur economic growth. D. may cut unemployment. E. All of these alternatives are correct. 89. To meet the new competition, prices of the old products usually A. drop. B. remain unchanged but interest in the product is renewed with vigorous advertising. C. increase. D. are supplemented with coupons. E. increase while being offset with discounts and coupons. 90. Higher profits A. promote even allocation of resources. B. encourage large -scale advertising. C. increase social responsibility. D. protect competitors from each other. E. attract competition. 91. Which of the following statements about marketing's impact on the economy is False? A. Companies force consumers to buy products at exorbitant prices. B. When new products are introduced, the prices of old products often drop. C. Rising profits lead to increased investments and further economic growth. D. Increased profits attract competition. E. Profits begin to drop as new competitors enter a market with similar products. 92. When companies in a market -directed economy try to find "little monopolies" for themselves, A. success is likely to attract more competitors --and squeezing of the innovators' profits. B. they will fail. C. this reduces innovation, new investment, and economic growth. D. the allocation of resources will be the same as in a purely competitive economy. E. this forces consumers to buy new --possibly more expensive --products that they do not want. 93. Monopolistic competition --which is typical in our market -directed economy --is caused by: A. manipulation of markets by business firms. B. customer preferences. C. consumers' unwillingness to pay for differentiated products. D. business preferences. E. None of these cause monopolistic competition. 94. The monopolistic competition that is typical of the U.S. economy A. always leads to higher prices, but it may not lead to higher consumer satisfaction. B. is a problem because it does not result in products that reflect consumer's social values. C. is the result of consumer preferences. D. is the result of manipulation of markets by business firms. E. None of these alternatives is correct. 95. _ is one of the most criticized of all marketing activities. A. Packaging B. Advertising C. Placement D. Pricing E. Production 96. Advertising A. always results in higher prices for products. B. is a waste of resources. C. costs so much that it reduces the chance to achieve economies of scale in production. D. guarantees a product's success. E. None of these alternatives is correct. 97. Regarding our MACRO -marketing system: A. consumers would be better off if our macro -marketing system were in pure competition --rather than monopolistic competition. B. marketing makes people buy things they don't need. C. advertising can actually lower final consumer prices --if it helps achieve economies of scale. D. monopolistic competition leads to higher prices, restriction of output, a waste of resources, and greater consumer dissatisfaction. E. All of these alternatives are correct. 98. Regarding our MACRO -marketing system, advertising: A. creates jobs and raises personal incomes. B. may lower final consumer prices if it results in economies of scale. C. encourages innovation. D. stimulates investment and generates economic growth. E. All of these alternatives are correct. 99. According to your text, critics of advertising A. argue that it lowers consumer prices --and thus results in "less than satisfactory" profits for firms. B. often overrate the positive effect that monopolistic competition can have on the economy. C. who think that a lot of advertising is annoying simply don't know what they're talking about. D. claim that firms use clever ads to persuade consumers to buy whatever the firms want to sell. E. base their evaluation on fears that advertising increases economies of scale. 100. The Xtreme Football League (XFL) was launched in 2001 by Vince McMahon, chairman of World Wrestling Entertainment (WWE). It was designed to provide professional football to American sports fans in the months after the conclusion of the National Football League (NFL) season. In spite of heavy promotion, lots of advertising, and a national network television contract, the XFL was a classic product failure, largely because the quality of play was not good enough to satisfy most football fans. The league evaporated after one season. This type of failure refutes the frequent claim of critics that advertising: A. Makes people materialistic. B. Elevates the wrong values. C. Manipulates consumers to buy anything a company chooses to produce. D. Leads to higher prices. E. All of these alternatives are correct. 101. Regarding our MACRO -marketing system: A. marketing makes people materialistic by creating "false values." B. advertising generally raises prices and wastes resources. C. marketing tries to satisfy "unwanted demand" rather than "genuine wants." D. satisfying consumer needs and wants is a dynamic, on-going process. E. none of these alternatives is correct. 102.Marketing: A. creates materialistic values which did not exist before. B. turns consumers into puppets. C. reflects existing social values in the short run--while reinforcing these values in the long run. D. focuses on "learned wants" rather than "genuine needs." E. None of these alternatives is correct. 103. Which of the following statements regarding marketing's influence on values is False? A. Many companies refuse to use ads that would be offensive to their target customers. B. Marketing never elevates the wrong values. C. Many companies work hard to determine their customers' beliefs and values. D. Marketing tends to reflect social values in the short run. E. Marketing tends to reinforce and enhance social values in the long run. 104. A market -directed economy A. ensures that voters and politicians agree which problem has to be solved first. B. concentrates solely on profit generation. C. guarantees that government aid programs are effective. D. spreads income evenly among the population. E. makes efficient use of resources. 105.Regarding marketing strategy planning: A. Managers usually know all they need to know about the needs and attitudes of their target markets. B. Competitors cannot force a firm to shift its marketing mix. C. Changes in the dimensions of the market environment have no effect on a firm's marketing mix. D. The lack of a complete understanding of the target market can make it difficult to combine the four Ps into a suitable marketing mix. E. None of these alternatives is correct. 106.A S.W.O.T. analysis A. should help a manager develop a strategy that leads to a competitive advantage. B. seeks to improve strategy planning by "scanning for warnings, omens, and tips" about competitors' plans. C. is not necessary if competitors have already entered the market. D. defends against potential competitive threats by planning specific "safeguards, weapons, or tactics." E. None of these is a good answer. 107.A S.W.O.T. analysis can help a marketing manager: A. develop a competitive advantage. B. define what business and markets the firm wants to compete in. C. narrow down to a specific target market and marketing mix from the many alternatives available. D. see the pros and cons of different possible strategies. E. all of these alternatives are correct. 108.A S.W.O.T. analysis A. seeks to reduce the risk of competitive surprises by scanning the market for "signals, warnings, omens, and tips." B. focuses on what a firm plans to do to "satisfy wishes of a target" customer. C. summarizes a firm's "strategy, wishes (of its customers), outlook, and tactics." D. helps defend against potential competitors by developing a set of competitive "safeguards, weapons, offensives, and tactics." E. identifies a firm's "strengths, weaknesses, opportunities, and threats." 109. Ideally, the ingredients of a good marketing mix should: A. flow logically from all the relevant dimensions of a target market. B. match the ingredients typically used by key competitors. C. be determined by which ingredients cost the least. D. not include much advertising because it's expensive. E. None of these alternatives is correct. 110. Offering a marketing mix that is like what is available from competitors usually A. doesn't provide superior value. B. reveals where customers are located. C. amounts to a feasible strategy. D. offers a competitive advantage. E. provides differentiation for the seller. 111. Marketing strategy planning is difficult for marketing managers because: A. they rarely know enough about the needs and attitudes of their target markets. B. other dimensions of the market environment may force changes in possible marketing mixes. C. proposed plans for each of the "four Ps" have to be blended together. D. competitors are usually trying to satisfy the same or similar needs. E. All of these alternatives are correct. 112.The marketing manager: A. Must make independent decisions and assemble them into a marketing mix. B. Must creatively blend the four Ps so the firm develops the best mix for the target market. C. Must integrate the ideas of specialists, such as the product manager, advertising manager, and sales manager. D. Must make sure that each marketing mix decision works well with the others. E. All of these alternatives are correct. 113. Regarding marketing strategy planning: A. marketing managers seldom know everything they would like to know about the needs and attitudes of their target markets. B. marketing managers implement marketing STRATEGIES --NOT marketing plans. C. the market environment may force marketing managers to change target markets --but their marketing mixes usually are not affected. D. it is easier in large firms because marketing managers can count on specialists to plan each of the "four Ps." E. All of these alternatives are correct. 114. Which of the 4Ps in the marketing mix is most directly related to the instructions that come with a new high -definition television set? A. Product B. Place C. Promotion D. Price 115. Which of the 4Ps in the marketing mix is most directly related to the warranty that comes with a new digital camera? A. Product B. Place C. Promotion D. Price 116. Which of the 4Ps in the marketing mix is most directly related to the branding strategy for Apple's iPad? A. Product B. Place C. Promotion D. Price 117. Which of the 4Ps in the marketing mix is most directly related to the recruiting of wholesalers and retailers for a new product introduction? A. Product B. Place C. Promotion D. Price 118. Which of the 4Ps in the marketing mix is most directly related to the selection and training of salespeople for a B2B product? A. Product B. Place C. Promotion D. Price 119. Which of the 4Ps in the marketing mix is most directly related to the publicity for a B2B campaign? A. Product B. Place C. Promotion D. Price 120. Which of the 4Ps in the marketing mix is most directly related to deciding who pays for the shipment of purchased products in a B2B transaction? A. Product B. Place C. Promotion D. Price 121.A product strategy decision includes all of the following except: A. Benefits. B. Exposure. C. Features. D. Quality. E. Warranty. 122. Which of the following area does not relate to "Place" in the Four Ps? A. Market exposure B. Managing channels C. Kinds and locations of stores D. Branding E. Kinds of intermediaries 123. Flexibility, geographic terms, and allowances are all related to A. price. B. product. C. promotion. D. place. E. price and product. 124. In the development of a marketing plan, blending the marketing mix would not generally involve A. predicting future behavior. B. product classes. C. strategy planning process. D. product life cycle. E. understanding the target market. 125. Which of the following statements about putting together an innovative marketing plan is True? A. The marketing plan blends the elements of the marketing mix. B. The marketing plan forecasts the size of the target market and potential sales. C. The marketing plan includes implementation plans. D. The marketing plan spells out some time period. E. All of these statements about putting together an innovative marketing plan are correct. 126.A marketing plan: A. is a combination of several marketing strategies. B. must cover a one-year period. C. consists of a target market and an appropriate marketing mix. D. includes the time -related details for implementing a marketing strategy. E. All of these alternatives are correct. 127.A marketing plan should be developed for a: A. five-year period. B. year. C. quarter. D. month E. Any of these --depending on the situation. 128.Regarding timing, a marketing plan: A. Could cover as short a time period as a few months. B. Is specific about time -related details. C. Could cover as long a time period as several years. D. All of these alternatives are correct. 129. As a product moves through its product life cycle stages: A. price cutting tends to decrease. B. competition tends to move toward monopoly. C. distribution moves from intensive to selective. D. promotion tends to become less informative and more persuasive. E. All of these alternatives are correct. 130. As a product moves through its product life cycle stages: A. consumers are offered less product variety. B. distribution tends to become more and more exclusive. C. competition forces firms to skim instead of just meeting competition. D. the promotion emphasis is on building selective demand. 131. As a product moves from the early to the later stages of the product life cycle: A. distribution moves toward being more intensive. B. firms either cut prices or just meet competition. C. promotion becomes frantically competitive. D. products tend to become more similar. E. All of these alternatives are correct. 132. When developing a marketing plan for a new product that is about to enter the market introduction stage of its product life cycle, a marketing manager should: A. plan to change the marketing strategy every six months. B. choose the best possible marketing strategy and stay with it throughout its product life cycle. C. plan to sell the product until its whole life cycle is over. D. plan to change the marketing strategy as the product moves through its life cycle. E. change the marketing strategy only when the market environment changes. 133. Marie Callender has developed a new brand of frozen dinners to compete with the well -established brands. It probably should use a marketing mix of: A. exclusive distribution, skimming pricing, and persuasive advertising. B. intensive distribution, introductory price dealing, selective demand advertising, and a combined "push" and "pull" policy. C. intensive distribution, price cutting, reminder advertising, and a "pull" policy. D. selective distribution, penetration pricing, pioneering advertising, and a "push" policy. E. selective distribution, skimming pricing, selective demand advertising, and a "push" policy. 134. Pioneer has developed a really new consumer electronics item --a heterogeneous shopping product with unique patented features. It probably should use a marketing mix of: A. exclusive distribution, price cutting, reminder advertising, and a "push" policy. B. exclusive distribution, penetration pricing, informative and persuasive advertising, and a "pull" policy. C. selective distribution, skimming pricing, pioneering advertising, and a "push" policy. D. selective distribution, penetration pricing, persuasive advertising, and a "pull" policy. E. intensive distribution, persuasive advertising, price dealing, and a "push" policy. 135.A marketing plan will: A. explain what marketing mix the firm will use for its target market. B. include time -related details for the marketing strategy. C. change with the marketing strategy as the product moves through its life cycle. D. All of these alternatives are correct. 136. Which of the following might be sections in a marketing plan? A. Competitor Analysis. B. Customer Analysis. C. Marketing Strategy. D. Situation Analysis. E. All of these sections could be included in a marketing plan. 137. Which section of a formal marketing plan for a new product is most directly related to deciding which segmenting dimensions are most important in choosing a target market? A. Packaging B. Customer analysis C. Price D. Implementation and control E. Place 138. Which section of a formal marketing plan for a new product is most directly related to deciding how you want the target market to think about your product compared to competitive products? A. Packaging B. Customer analysis C. Differentiation and positioning D. Implementation and control E. Place 139. Which section of a formal marketing plan for a new product is most directly related to deciding the markup chain in the channel of distribution for a new product? A. Packaging B. Customer analysis C. Price D. Implementation and control E. Place 140.A marketing plan that included sections on transportation requirements, inventory product -handling requirements, and facility requirements would include those sections under the area of _. A. Promotion B. Price C. Place D. Product E. Personnel 141. In a marketing plan, which of the following would not be included in the Promotion area? A. Advertising. B. Packaging. C. Personal selling. D. Sales promotion. E. Publicity. 142. As consumers shift their support to firms that do meet their needs, A. laggard businesses are forced to either improve or get out of the way. B. firms should focus on domestic markets and ignore international ones. C. firms must immediately adopt their competitors' strategies. D. firms should adhere to the idea that "if it ain't broke, don't fix it." E. firms should increase promotional expenditure. 143. Regarding the challenges facing marketers, the text suggests that: A. government planners should play a major role in deciding what product choices consumers should have. B. continued growth of GDP is one favorable change in our macro -marketing system that a marketing manager can count on. C. there is likely to be much less regulation of marketing in the future, especially in regard to consumer privacy. D. marketers should look for ways to improve a strategy even before there's reason to believe that something needs to be fixed. E. All of these alternatives are correct. 144. Which of the following statements DOES NOT indicate that a marketing manager is about to make a serious mistake? A. "When it comes to my marketing strategy, if it ain't broke, don't fix it." B. "International competition is just a fad. We can ignore it." C. "I leave marketing applications of technology to the information technology staff. There's no need for me to learn about them." D. "I try to place myself in the position of the consumer and do unto others as I would have them do unto me." E. "My job is to sell products. If they happen to damage the environment because a consumer doesn't dispose of them properly, that's not my problem." 145. Which of the following statements about future trends in marketing is True? A. Marketers should welcome international competition because it will speed the adoption of marketing innovations that improve people' s lives. B. Marketers need to recognize the power that technology gives consumers. C. Marketers need to be aware of their responsibilities to the broader society. D. Marketers must be sensitive to consumers' rights and privacy. E. All of these statements about future trends in marketing are True. 146. The future poses many challenges for marketing managers because: A. international competition makes it even harder to gain a competitive advantage. B. consumers' rights of privacy are harder to protect. C. long -run consumer welfare is becoming more important. D. environmental damage is no longer a hidden cost. E. all of these are good reasons why the future poses many challenges. 147. Many important changes are affecting marketing strategy planning. For example, the introduction and growing use of smart phones is illustrative of changes in the area of: A. Channels and logistics B. Personal selling C. Demographic patterns D. Marketing research E. Communication technologies