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36 What does the convenience product marketing strategy include?

a.

wide distribution of the product

b.

higher than ordinary prices

c.

significantly lower promotion budgets

d.

few retail outlets other than convenience stores

37Which of the following is NOT a logistics component of the supply chain?

a.

production scheduling

b.

inventory control

c.

push marketing strategy

d.

order processing

38Which of the following is the best example of a shopping product for most consumers?

a.

Vital Radiance makeup by Revlon

b.

a light bulb for the front porch fixture

c.

a box of Procter & Gamble Tide

d.

a gas barbeque for the new patio

39Market researchers have determined nine categories of lifestyles for computer users. One of the categories is described as "Fast Forwards," who eagerly purchase brand new technology for home, office, and personal use. This group is most likely to adopt new technology when it is in which stage of its product life cycle?

a.

maturity

b.

innovation

c.

growth

d.

introductory

Clear my choice

40Canadian Smoked Turkey Inc. is mail-order business that doesn't accept credit cards and doesn't have a toll-free number for customers to call. It may be old-fashioned but has a very loyal following. What does Canadian Smoked Turkey probably use to maintain these long-term ties to its customers?

a.

promotional marketing

b.

relationship marketing

c.

synergistic management

d.

reactive marketing

Clear my choice

41Many marketers define their social media strategies around six core concepts:(1)listening, learning, responding, and repeating; (2) building relationships and trust; (3) promoting products and services; (4) managing your reputation; (5) improving customer service; (6) championing those who champion you.Marketers should also keep in mind that, more and more, customers expect companies to use social media. According to a recent survey, more than half of all consumers want ongoing conversations with companies and brands-and of consumers who use social media themselves, a whopping 85 percent believe that companies should have an active social media presence. Marketers who embrace such consumers can harness the power of social media and ultimately improve profits and brand loyalty.

Refer to the scenario. Of the social media strategies often defined by marketers, what is undoubtedly the foundational objective?

a.

managing their reputation

b.

building trust

c.

improving customer service

d.

listening

42GM recently unveiled a GM Fuel Price Protection Program that caps the per-gallon price consumers pay for gas at $1.99 when they purchase select GM full-size utility and mid-size cars. This is designed to stimulate consumer buying. What is it called?

a.

a sales promotion

b.

a public relations activity

c.

an implicit communication

d.

personal selling

Clear my choice

43A June sale on Cadbury Creme Eggs, an Easter staple for many people, is an example of which of the following pricing tactics?

a.

seasonal discount

b.

functional allowance

c.

promotional allowance

d.

quantity discount

44 Your supervisor has instructed you to conduct a marketing research effort that will determine how your company's business customer demographics have changed. You have also been instructed to use primary data. Which of the following is a way of gathering primary data?

a.

employ studies done by Industry Canada

b.

make sure you locate Internet information by using a search engine

c.

develop a mail survey to study your primary market

d.

gather data from Standard & Poor's General Information File

45Which of the following is an advantage of primary data?

a.

Gathering primary data is less expensive than gathering secondary data.

b.

Primary data answer specific research questions that secondary data cannot answer.

c.

Primary data consist of data that are easily available to any interested party.

d.

Conducting in-person interviews is an expensive method of gathering primary data.