The MKT 421 Final Exam gives you the best competitive edge in examinations. The complete solved MKT 421 Final Exam question and answer is available here.

1. MKT 421 Final Exam
100% Correct Solutions
1) 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
B. Place
C. Promotion
D. Price
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?
A. Price
B. Promotion
C. Product
D. Place
3) Marketing strategy planners should recognize that:
A. target markets should not be large and spread out
B. mass marketing is often very effective and desirable
C. large firms like General Electric, Target, and Procter & Gamble are too large to aim at
clearly defined markets
D. target marketing is not limited to small market segments

2. 4) Target marketing, in contrast to mass marketing,
A. is limited to small market segments
B. assumes that all customers are basically the same
C. ignores markets that are large and spread out
D. focuses on fairly homogeneous market segments
5) The process of naming broad product-markets and then dividing them in order to
select target markets and develop suitable
A. market penetration
B. market segmentation
C. market development
D. market research
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.
A. Market positioning
B. Market segmentation
C. Mass marketing
D. Diversification
7) Marketing research which seeks structured responses that can be summarized is
called
A. focus group research
B. quantitative research
C. qualitative research
D. situation analysis research
8) One of the major disadvantages of the focus group interview approach is that
A. ideas generated by the group cannot be tested later with other research
B. it is difficult to measure the results objectively
C. it is difficult to get in-depth information about the research topic
D. there is no interviewer, so the research questions may not be answered

3. 9) When focus group interviews are used in marketing,
A. each person in the group answers the same questionnaire, to focus the discussion
B. the typical group size is 15 to 20 typical consumers whether online or off-line
C. it is primarily as a follow-up to more quantitative research
D. the research conclusions will vary depending on who watches the interview whether
online or off-line
10) Focus groups
A. are usually composed of 10 to 15 people as participants
B. yield results that are largely dependent on the viewpoint of the researcher
C. always do a good job of representing the broader target market
D. have a low cost per participant
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
A. conduct an experiment
B. develop a formal research project to gather primary data
C. conduct informal discussion with outsiders, including intermediaries, to see if he has
correctly defined the problem
D. develop a hypothesis and predict the future behavior of sales
12) The marketing manager at Massimino & McCarthy, a chain of retail stores that
sells men's clothing, is reviewing marketing research data to try to determine if
changes in marketing strategy are needed. Which of the following sources of data
would be a secondary data source?
A. Looking through the company's marketing information system to see past sales trends
B. Reviewing videotapes of a recent focus group
C. Making phone calls to some of the best customers to learn their interest in a new line
of clothing
D. Spending time in stores observing customers' behavior

4. 13) Which of the following statements about consumer products is true?
A. Convenience products are those that customers want to buy at the lowest possible
price.
B. Shopping products are those products for which customers usually want to use
routinized buying behavior.
C. Specialty products are those that customers usually are least willing to search for.
D. Unsought products are not shopped for at all.
14) The attitudes and behavior patterns of consumers making a purchasing
decision are part of the
A. political environment
B. social and cultural environment
C. competitive environment
D. firm's resources and objectives
15) The observing method in marketing research
A. uses personal interviews
B. may require customers to change their normal shopping behavior
C. is used to gather data without consumers being influenced by the process
D. is not suitable for obtaining primary data
16) The first step in market segmentation should be
A. deciding what new product you could develop
B. evaluating what segments you currently serve
C. finding a demographic group likely to use your products
D. defining some broad product-markets where you may be able to operate profitably
17) The product life cycle
A. describes the stages a new product idea goes through from beginning to end
B. has three major stages
C. applies to categories or types of products as opposed to brands
D. shows that sales and profits tend to move together over time
18) Which of the following is one of the product life cycle stages?
A. Market analysis
B. Market growth
C. Market feedback
D. Market research

5. 19) While watching a television program, Liza gets a phone call just as a commercial
is starting. She presses the mute button on the television's remote control and takes
the call, so she pays no attention to the commercial. In terms of the communication
process, the telephone call is an example of what?
A. Encoding
B. Noise
C. Decoding
D. Feedback
20) Which of the following functions are performed by wholesalers in the channel of
distribution?
A. Providing information to retailers
B. Placing radio advertisements for retailers
C. Placing newspaper advertisements for retailers
D. providing goals for retailers
21) Typically the ______________ and the marketing manager are responsible for
building good distribution channels and implementing place policies.
A. public relations manager
B. sales manager
C. advertising manager
D. human resources manager
22) SGCA is having a sales contest to encourage retailers to quickly reduce the
inventory of Super Gamer computers. Retailers with the highest sales during the
next month win an expense paid trip to a special dealer meeting at a resort in
Hawaii. This is
A. probably illegal because it might encourage price competition among retailers
B. an example of cooperative advertising
C. the type of promotion that continues to impact sales even after the promotion is over
D. an example of a manufacturer using trade sales promotion in the channel

6. 23) Advertising allowances
A. are incentive monies given to firms further along in the channel to encourage them to
advertise or otherwise promote the firm's products
B. involve intermediaries and producers sharing in the cost of ads
C. allow for coordination and integration of ad messages in the channel
D. set the allowance amount as a percent of the retailer's actual purchases
24) Price reductions given to channel members to encourage them to promote or
otherwise promote a firm's products locally are
A. quantity discounts
B. brokerage allowances
C. push money allowances
D. advertising allowances
25) A producer using very aggressive promotion to get final consumers to ask
intermediaries for a new product has
A. a pulling policy
B. a target marketing policy
C. a selective distribution policy
D. a pushing policy
26) Nantucket Hammocks, Inc., uses dealer incentives, discounts, and sales contests
in order to encourage retailers to give special attention to selling its products.
Nantucket Hammocks is using
A. exclusive distribution
B. a corporate channel system
C. dual distribution
D. pushing
27) Quality Ceramic, Inc., (QCI) defined five submarkets within its broad productmarket. To obtain some economies of scale, QCI decided NOT to offer each of the
submarkets a different marketing mix. Instead, it selected two submarkets whose
needs are fairly similar, and is counting on promotion and minor product
differences to make its one basic marketing mix appeal to both submarkets. QCI is
using the
A. combined target market approach
B. single target market approach
C. multiple target market approach
D. mass marketing approach

7. 28) When segmenting broad product-markets, cost considerations tend
A. to encourage managers to disregard the criterion that a product-market segment should
be substantial
B. to lead to more aggregating
C. to be unimportant as long as the segmenting dimensions are operational
D. to lead to a large number of small, but very homogeneous, product-market segments
29) ______________ focuses on introducing new products to existing markets.
A. Market development
B. Product development
C. Diversification
D. Market penetration
30) When a company grows globally by introducing existing product lines to new
markets, this is an example of what?
A. Market development
B. Product development
C. Diversification
D. Market penetration
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