1. Which of the following is typically NOT a result of recognizing the importance of ethnic groups by marketers?
a) Use of an undifferentiated one-size-fits-all marketing strategy
b) Different pricing strategies for different groups
c) Variations in product offerings to suit the wants of a particular group
d) Study of ethnic buying habits to isolate market segments
2. Newsletters, catalogues, and invitations to organization-sponsored events are most closely associated with the marketing mix activity of-
a) Pricing
b) Distribution
c) Product development
d) Promotion
3. Market expansion is usually achieved by:
a) More effective use of distribution
b) More effective use of advertising
c) By cutting prices
d) All of the above are suitable tactics
4. Assume you are in charge of the politically-mandated process of converting the economy of a developing African nation from state-controlled to market-driven business ventures. Your ability to control –––––– will most likely determine the future success of the country and its government.
a) The culture
b) Marketing
c) Technology
d) Competitive environment
5. When looking at consumer income, marketers are most interested in
a) Discretionary income
b) Deferred income
c) Inflationary income
d) Disposable income
6. The strategic marketing planning process begins with ______________
a) The establishment of organizational objectives
b) Hiring a senior planner
c) The writing of the mission statement
d) The formulation of a marketing plan
7. Political campaigns are generally examples of -
a) Cause marketing
b) Organization marketing
c) Event marketing
d) Person marketing
8. Marketing decision makers in a firm must constantly monitor competitor's activities-their products, prices, distribution, and promotional efforts-because
a) The competitors may be violating the law and can be reported to the authorities
b) The actions of competitors may threaten the monopoly position of the firm in its industry
c) The actions of competitors may create an oligopoly within an industry
d) New product offerings by a competitor with the resulting competitive variations may require adjustments to one or more components of the firm's marketing mix
9. Early adopters of which opinion leaders are largely comprised of and tend to be ______________
a) Generalized; that is, they tend to lead the group on most issues
b) More likely to buy new products before their friends do and voice their opinions about them
c) From the upper class; people from other classes are more likely to be followers
d) Quiet, withdrawn people who don't make fashion statements or take risks easily
10. The term "marketing mix" describes:
a) A composite analysis of all environmental factors inside and outside the firm
b) A series of business decisions that aid in selling a product
c) The relationship between a firm's marketing strengths and its business weaknesses
d) A blending of four strategic elements to satisfy specific target markets