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Howard University MARKETING 50231 1)The heart of the internal records system is the_because customers favor firms that can promise a timely delivery

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Howard University

MARKETING 50231

1)The heart of the internal records system is the_because customers favor firms that can promise a timely delivery.

A.            data-mining system

B.            sales information system

C.            data warehouse

D.            order-to-payment cycle

E.            information-needs probe

 

2. When consumers are characterized as preservers, makers, takers, changers, seekers, or escapers, this is because these reflect their           .

A.            views of others

B.            views of the universe

C.            views of organizations

D.            views of themselves E. views of society

 

3. Normally, the lower the           (the index of brand sales to category sales), the higher the marketing opportunity in that there is room to grow the brand.

A.            brand-development index

B.            market-penetration index

C.            market demand

D.            company sales forecast

E.            company demand

 

4. Information such as "5% of the world's population lives in North America," is an example of what type of data?

A.            Political-legal environment

B.            Technological C. Demographic

D. Sociocultural

E. Natural

 

5. The market potential is equal to the   , or the sales limit approached by company demand as company marketing effort increases relative to that ofcompetitors, if the company gets 100% of the market.

A.            market share

B.            market penetration

C.            company sales potential

D.            market forecast

E.            product-penetration percentage

 

6. The fact that Norway bans sales promotions, such as trading stamps, contests, and premiums, is considered in a review of the     environment.

A.            natural

B.            technological

C.            political-legal environment

D.            sociocultural

E.            economic

 

7. The distance between the market minimum and the market potential shows the overall          .

A.            market penetration

B.            product-penetration percentage C. marketing sensitivity of demand D.market share

E.market forecast

 

8.            consists of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers.

A.

A macroenvironment profile

B.A global profile

C.            An information-needs probe

D.            A marketing information system

E.            A microenvironment profile

 

9. PlanetFeedback.com is an example of a(n)     , which is one of the five main ways marketers can research competitors' product strengths and weaknesses online.

A.            public blog

B.            combo site offering customer reviews and expert opinions

C.            intranet forum

D.            customer complaint site

E.            distributor or sales agent feedback site

 

10.          is the group that engages in some green behaviors (mostly the "easy" ones such as recycling), but being green is not a priority for it; it takes the path of least resistance and will take action only when it is convenient for the group.

A.            Go-with-the-Flow Greens

B.            Business-First Greens

C.            Dream Greens

D.            Not-Me Greens

E.            Genuine Greens

 

11. A machine tool company that estimates the market potential for its wood lathe by identifying all potential buyers of wood lathes in the area and estimating the number of lathes each one might buy, is using

the         to estimate market potential.

A.            multiple-factor index method

B.            chain-ratio method

C.            sales quota method D. market-buildup method

E. product-penetration percentage

 

12. Trends in the natural environment for marketers to be aware of include the shortage of raw materials, the increased cost of energy, increased pollution levels, and the changing role of governments.         recognizes the need to integrate environmental issues into the firm's strategic plans.

A.            Corporate environmentalism

B.            Green-marketing myopia

C.            Goal formulation

D.            A subculture viewpoint

E.            Technology strategy

 

 

 

13. Jonathan wants to estimate future demand for his firm's products, but buyer interviewing is impractical, and he would like a grassroots forecasting procedure that can be broken down by territory. Which of the following forecasting methods should he use?

A.            Expert opinion

B.            A composite of sales force opinions

C.            A purchase-probability scale

D.            Past-sales analysis

E.            Market-test method

 

 

14. When Grace Performance Chemicals sales representatives learned customers were using waterproofing materials to soundproof their cars and to patch boots andtents, the company came up with seven new product ideas worth millions in sales. This scenario describes what action a company can take to improve the quantity and quality of its marketing intelligence?

A.            Train and motivate the sales force to spot and report new developments.

B.            Motivate distributors, retailers, and other intermediaries to pass along important intelligence.

C.            Set up a customer advisory panel.

D.            Hire external experts to collect intelligence.

E.            Take advantage of government-related data resources.

 

15. Income distribution and trends related to savings, debt, and credit are part of the     environment.

A.            natural

B.            political-legal environment

C.            sociocultural D. economic

E. Technological

 

16.          is the limit approached by market demand as industry marketing expenditures approach infinity for a given marketing environment.

A.            Market potential

B.            Market forecast

C.            Product-penetration percentage

D.            Market penetration

E.            Market share

 

17. Michael Dell warned companies to be careful about the way they interpret data from the     . The sales numbers might reflect a salesperson’s ability to effectively sell a specific product which may not necessarily be the exact product a customer wants.

A.            order-to-payment cycle

B.            data-mining system

C.            data warehouse

D.            sales information system

E.            information-needs probe

 

18. When firms develop sales forecasts on the basis of past sales by projecting the next period's sales by combining an average of past sales and the most recent sales, giving more weight to the latter, they are using         .

A.            exponential smoothing

B.            time-series analysis

C.            econometric analysis

D.            a composite of sales force opinions

E.            statistical demand analysis

 

19. The market is the set of consumers who have interest, income, and access to a particular offer.

A.            potential

B.            penetrated

C.            latent

D.            target

E.            available

 

 

 

 

20. When a company concentrates its marketing and distribution effort on the East Coast, it is focusing on the   , which is the part of the qualified available market the company decides to pursue.

 

A.            latent market

B.            penetrated market C. target market

D. potential market

E. available market

 

21. Marketers are interested in how consumption patterns vary across countries and within countries. For example, which country has the highest consumption of wine on a per-capita basis?

A.            Switzerland

B.            Lithuania C. France

D .The Czech Republic

E. Greece

 

22. Which method of measuring forecast and demand multiplies a base number by several percentages?

A.            sales quota method

B.            market-buildup method C. chain-ratio method

D. multiple-factor index method

E. product-penetration percentage

 

23. Crocs clogs, Elmo TMX doll, and Pokemon gifts and toys are examples of        , which are unpredictable, short-lived, and without social, economic, and political significance.

A.            lifestyle trends

B.            cultural shifts C. fads

D. megatrends

E. cultural trends

 

24.          is the art of anticipating what buyers are likely to do under a given set of conditions.

A.            The purchase-probability scale

B.            The brand-development index

C.            Product-penetration percentage D. Forecasting

E. Market share

 

25. ConAgra initiated a study with some of its retailers and found that shoppers who bought their Orville Redenbacher and Act II brands of popcorn tended to also buyCoke, so they worked with retailers to develop in-store displays for both products. This scenario describes which of the following actions a company can take to improve the quantity and quality of its marketing intelligence?

A.            Train and motivate the sales force to spot and report new developments.

B.            Take advantage of government-related data resources.

C.            Set up a customer advisory panel.

D.            Motivate distributors, retailers, and other intermediaries to pass along important intelligence.

E.            Hire external experts to collect intelligence.