30 MCQ BMW, the maker of the Mini Cooper brand

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1. BMW, the maker of the Mini Cooper brand, is using what kind of brand strategy with its Mini products?

Separate family names
Blanket family names
Individual names
Corporate names

2.Painting and consulting are considered industrial goods because ______________.

most firms do not seek them directly
they are specialty goods
they are considered “component materials”
they facilitate developing and managing the finished product

3.Which of the following best describes the role of social responsibility in marketing?

Obligation to improve positive effects on society
Improving environment and products
Obligation to improve positive effects and reduce negative effects on society
Standards that guide marketing decisions and actions

4._____________ is the key ingredient in marketing campaigns and consists of a diverse collection of short-term incentive tools designed to influence trial, purchase, and interests of consumers and wholesalers.

Personal selling
Public relations
Sales promotion

Marketing __________ is the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value.


6.___________ are formal statements of expected product performance by the manufacturer.

Promotional statements
Open pricing statements
General guarantees

7.A __________ pricing objective is suitable for a company that has overcapacity, intense competition, and changing customer needs.

maximum current profit
maximum current revenue
maximum sales growth

8.Which of the following is most closely associated with a proactive marketing orientation?

It represents the “make and sell” philosophy.
The marketer focuses on the customers’ latent or hidden needs.
It is about understanding and meeting customers’ expressed needs.
It involves delivering superior value.

9.When Apple introduced its popular iPod Nano model, it dropped its Mini iPod at the same time. The Mini was, at the time, the most popular MP3 player in the marketplace. This is an example of __________.

preemptive cannibalization
brand extension
product maturity
a brand shake-out

10.Hospitals are engaged in intense competition to fill maternity beds. What type of advertising would hospitals most likely use to advertise their new amenities like hot tubs in every room, filet mignon or lobster on the menu, and afternoon teas for the new mothers and their families?


11.The introduction of a new product to the market using market-penetration pricing is most likely to be successful when _____________.

the market is highly price sensitive
the unit costs of producing a small volume of the product are high
the high price communicates nothing to potential buyers
there must be no existing demand for the product

12.In 2003, Toyota introduced its Scion brand with the aim of bringing younger buyers into the “family.” This was a classic example of _________________.

line cannibalization
line featuring
line padding
line stretching

13.Mr. Tse and his family took a vacation to Washington, D.C. While there, they bought souvenirs, t-shirts, and hats to take home to family and friends who didn’t have the opportunity to go. The experience of the Tse family is an example of which offering?

A hybrid
A tangible good with accompanying services
A pure service
A major service with accompanying minor goods and services

14.Which of the following best describes integrated marketing communication (IMC)?

Organizations present a consistent message.
Organizations present a plan that focuses on the customer.
Organizations present an effective communication plan.
Organizations present an effective advertising message.

15.When SAP software added a Windows-style “back” button to its industrial invoice management software, the new product ___________.

improved upon an existing product
used a marketing diversification strategy
used a new product line
added to an existing product line

16.Brands can play a number of specific roles within a company’s brand portfolio. For example, a __________ is positioned with respect to competitors’ brands so that more important and profitable brands retain their desired positioning.

high-end, prestige brand
cash cow
low-end, entry level brand

17.Characteristics a buyer can evaluate before purchase are called _______________.

credence qualities
differentiation qualities
search qualities
experience qualities

18. Mazda’s Miata convertible originally drew the most interest from women between the ages of 35 and 55. In order to interest more potential customers in the roadster, Mazda beefed up the model with heavier shocks and a faster engine, and then emphasized performance in its advertising. This is an example of creating a new product by ____________.

the development of a new product line
market diversification strategy
product development strategy

19.For $15 a day, Chlena will go to your home and feed, water, and play with your pet while you are on vacation. The service Chlena provides is an example of a _____________.

major service with accompanying minor goods and services
pure service
tangible good with accompanying service

20.Business buyers ______________.

are largely concentrated in the southwestern United States
use geographical dispersion to keep shipping costs low
are geographically as diverse as consumers
tend to be geographically concentrated with over half of them in seven states

21.A ___________ is when a parent brand is used on a new product targeting a new market segment within a category currently served by the parent.

same company co-brand
line extension
joint-venture co-brand
category extension

22.A common mistake in pricing is ____________________.

setting prices independently of the rest of the market mix
revising prices too often
ignoring costs when setting prices
considering price and price competition as a key problem in marketing

23.Best Buy will often try to sell the buyer of a high-end television monitor an extended warranty. This is an example of _______________.

pure service
tangible good with accompanying services
pure tangible good

24. Within the last couple years several cosmetics manufacturers have introduced non-clumping mascara. Revlon was one of these manufacturers. Revlon should use ________ advertising to increase selective demand for its non-clumping mascara.


25.Which of the following areas will a marketing manager standardize or adapt when taking a new product global?

Marketing concept
Promotion strategy
Product strategy
Marketing mix

26.Public policy makers have developed a substantial body of laws and regulations to govern advertising. For these reasons, an important step in developing an advertising campaign is _____________.

the creative development of the message
asking network censors what to cut out of the communication
the social responsibility review
preparing a copy strategy statement

27.When customers buy on the basis of a reference price or because the price conveys a particular quality image to them, they are being influenced by ____________.

the psychology of pricing
value pricing
the going rates of competitors
value augmented by perception

28.Toyota, the maker of the Scion brand, is using what kind of brand strategy with Scion products?

Individual names
Blanket family names
Separate family names
Corporate names

29.Scotty is in the process of opening Suburban Legends SK8S to sell boards, wheels, trucks, clothing, videos, and skateboarding related collectibles. The first thing Scotty should do when setting the store’s prices is to ____________.

estimate costs
select a pricing method
select a pricing objective
determine the target market

30.Marketers plan their market offerings at five levels. What is the correct order of the levels, going from most fundamental to the level with the most benefits?


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