Several challenges in non-profit marketing were discussed in class. Which of the following was not one of the challenges?

A) multiple publics

B) government influence

C) benefits are more difficult to convey

D) greater control over promotional activities

7. One of the issues that marketing helps to address is that producers want to sell goods in large quantities, while consumers want to purchase goods in small quantities. This is called:

A) discrepancies of quantity

B) discrepancies of assortment

C) spatial separation

D) separation in time

E) separation of information

8. Several keys to becoming a more focused marketer were discussed in class. Which of the following was one of the keys?

A) know your customer

B) make the products the customer wants

C) use targeted and new media

D) sharpen your promotions

E) all of the above

9. Which of the following was not one of the repositioning methods discussed in class?

A) trade up

B) trade down

C) trade horizontally

D) catch a trend

E) all of the above are repositioning methods

10. Which of the following is not a demographic method for segmenting consumer markets?

A) age

B) usage

C) gender

D) income

11. The _____ method for segmenting consumer markets involves analyzing the values, attitudes, personality, and lifestyle of consumers. VALS2 is the primary method for this analysis.

A) geographic

B) demographic

C) psychographic

D) cultural

12. One criteria for segmenting markets requires that consumers within a market segment have some characteristic(s) in common. This is called:

A) homogeneous within

B) heterogeneous between

C) substantial

D) accessible

13. The "continuum of environmental sensitivity" suggests that:

A) some products are more adaptable to international markets than others

B) it is extremely risky to sell basic commodities in international markets

C) industrial products need to be adapted more than consumer products for international markets

D) the Foreign Corrupt Practices Act only applies to certain countries

14. This age generation is very large and has been very important to marketers. It includes people born between the years of 1946 and 1964.

A) Generation X

B) Baby Boomers

C) OPALS

D) Generation Y

15. Looking as marketing as a social process focuses on:

A) macro-marketing

B) micro-marketing

C) time utility

D) business marketing

16. A marketing program:

A) is another name for the marketing mix

B) blends all of a firm's marketing plans into one big plan

C) consists of a target market and marketing mix

D) is the same thing as macro-marketing

17. The "universal functions of marketing" do not include:

A) financing and risk taking

B) standardization and grading

C) producing

D) buying and selling

18. When a firm produces a larger quantity of a product, the cost of producing each individual unit usually goes down. This is known as:

A) discrepancies of quantity

B) economies of scale

C) macro-marketing

D) form utility

19. The evolution of business through five eras was discussed in class and in the text. Which of the following is not one of those eras?

A) diversification era

B) sales era

C) production era

D) marketing company era

20. The marketing concept can be applied by:

A) non-profit hospitals

B) Coca-Cola

C) Wofford College

D) Toyota

E) all of the above

21. Sometimes, what is good for some producers and consumers may not be good for society as a whole. For example, trying to balance the interests of people who want to drink beer and other alcoholic beverages and the dangers of drunk driving and alcoholism is an example of:

A) the marketing concept

B) subsistence marketing

C) the macro-micro dilemma

D) the exchange process in marketing

22. A marketing strategy consists of two parts. These are:

A) selection of a target market and implementing the plan

B) selection of a target market and development of a marketing mix

C) selecting and developing a marketing mix

D) writing the marketing plan and developing the marketing program

23. The "place" aspect of the marketing mix is not concerned with:

A) storing

B) middlemen

C) transporting

D) sales reps

24. A marketing plan should include:

A) some control procedures

B) what company resources will be needed

C) what marketing mix is to offered to whom

D) all of the above

25. A _____ market is a market with broadly similar needs and sellers offering various and often diverse ways of satisfying those needs.

A) homogeneous

B) product

C) relevant

D) generic

26. Having segmented its market, the Howell Corporation has decided to treat each of two submarkets as a separate target market requiring a different marketing mix. Howell is following the _____ target market approach.

A) single

B) combined

C) multiple

D) mass

27. The number and types of competitors a marketing manager must face and how they might behave is called the _____ environment.

A) cultural

B) competitive

C) economic

D) political

E) legal

28. "Consumerism" and "nationalism" are issues in the _____ environment.

A) competitive

B) political

C) economic

D) cultural

E) legal

29. Which of the following is not part of the cultural and social environment?

A) deregulation

B) health consciousness

C) marrying and children delayed; smaller families

D) environmental consciousness

E) changing family roles

30. The Wheeler-Lea Amendment specifically aims at:

A) product warranties

B) product safety

C) unfair or deceptive practices

D) price discrimination

E) mergers and acquisitions

31. During the next decade, the U.S. population is expected to continue to shift:

A) to the Northeast

B) to the South and West

C) to the Midwest

D) to the East

32. The number of babies born per year per 1000 people is called the:

A) economic index

B) birthrate

C) baby boom index

D) consumer surplus

33. Which of the following is a "behavioral" segmenting dimension?

A) family life cycle

B) geographic location

C) education

D) psychographic

E) usage

F) all of the above

34. A Consolidated Metropolitan Statistical Area (CMSA) is:

A) is a population area of 100,000 people

B) is smaller than an MSA

C) is a large population area with over one million people

D) is the urban area of any city

35. Positioning is a marketing management aid which refers to:

A) a products ability to provide both immediate satisfaction and social responsibility

B) how customers think about and see different brands (current and proposed brands) in a market on the basis of different characteristics or factors

C) a firms ability to distribute products through intermediaries who are in the right position to reach customers

D) how a firm approaches customer relationship management

E) whether a marketing strategy is sustainable or not