C16 Principles of Marketing Exam 1 Answers (Ashworth College)

C16 Principles of Marketing Exam 1
Answers (Ashworth College)
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C16 Principles of Marketing Exam 1 Answers (Ashworth College)
Question 1 of 205.0/ 5.0 Points
Which of the following is a consumer product?
A. Salt and gravel used by cities to spread on icy roads
B. A bulk package of tissues to be separated and resold at a convenience
store
C. A bag of potato chips to be eaten by an individual
D. A carton of tomatoes to be used at a restaurant
Question 2 of 200.0/ 5.0 Points
Columbia Sportswear makes nylon activewear. Its marketing manager set a goal to use greater promotional
efforts to increase by 12% over the next three years the sales of the company's line of comfortable, lightweight
clothing for people who fish. Columbia Sportswear's marketing manager is engaged in:
A. portfolio
planning.
B. strategic planning.
C. tactical planning.

D. mass marketing.
Question 3 of 205.0/ 5.0 Points
In a basic SWOT analysis, the "S" stands for:
A. situation.
B. solutions.
C.
satisfactions.
D. strengths
Question 4 of 205.0/ 5.0 Points
Don Brady is responsible for obtaining price quotations from various vendors. After reviewing the vendors'
proposals, Don then determines whether or not to send each vendor a contract. Don apparently plays two roles
in the buying center, that of __________ and __________.
A. user; buyer
B. buyer;
gatekeeper
C. initiator; user
D. decider; buyer
Question 5 of 205.0/ 5.0 Points
A company that focuses on building value-added relationships is most likely to place the highest value on
which of the following?
A. Cutting short-term costs
B. Building long-term relationships
C. Attracting one-time customers who are highly
profitable

D. Building short-term relationships
Question 6 of 205.0/ 5.0 Points
According to your textbook, modern marketing has its roots in all of the following EXCEPT:
A.
anthropology.
B. economics.
C. psychology.
D. sociology.
Question 7 of 205.0/ 5.0 Points
A marketer who first identifies consumer needs and then creates value by providing products that satisfy those
needs is practicing the:
A. sales orientation.
B. marketing concept.
C. customer lifetime value
concept.
D. production orientation.
Question 8 of 205.0/ 5.0 Points
Risk-taking and the promise of servicing a product after purchase are examples of __________ functions.
A. exchange
B.
facilitating
C. consumer
D. public
Question 9 of 205.0/ 5.0 Points

Business legislation has been created for three basic reasons: to protect companies from each other, to protect
consumers, and to:
A. protect the interests of
society.
B. regulate prices.
C. increase world trade.
D. regulate monopolies.
Question 10 of
20
5.0/ 5.0 Points
A __________ is the process a business uses to evaluate the different combinations of products and services
the business offers.
A. SWOT analysis
B. portfolio
analysis
C. marketing mix
D. ROMI analysis
Question 11 of
20
5.0/ 5.0 Points
In marketing terms, B2B stands for:
A. buyer-to-buyer.
B. buyer-to-business.
C. business-to-buyer.
D. business-tobusiness.
Question 12 of

A company would most likely use the Porter analysis for which of the following?
A. Determining whether or not to expand a brand into a new market segment
B. Assessing employee understanding of and commitment to company
values
C. Identifying shifting cultural values relevant to the company's products
D. Identifying lobbying efforts with the highest likelihood of success
Question 13 of
20
5.0/ 5.0 Points
In recent years, security regulations initiated by the federal government through the Transportation Safety
Administration affected Southwest Airlines. These regulations are part of the __________ affecting this airline.
A. external environment
B. internal environment
C. competitive
environment
D. brand strategies
Question 14 of
20
5.0/ 5.0 Points
__________ are necessities to meet urgent requirements.
A. Needs
B. Wants
C.
Demands
D. Utilities
Question 15 of
5.0/ 5.0 Points

20
Which of the following is the BEST example of a service?
A. The medical examination Jonathon had yesterday
B. The sheet music purchased by the piano teacher
C. The software Monica purchased from a website
D. The cleaning supplies purchased for the veterinarian's
office
Question 16 of
20
5.0/ 5.0 Points
Which of the following would a company most likely use to conduct a marketing audit?
A. the Five Forces of Competitive Position
Model
B. ROMI analysis
C. the BCG matrix
D. CRM analysis
Question 17 of
20
5.0/ 5.0 Points
A company's business mission serves as a statement of:
A. fact.
B. achievement.
C. purpose.
D. financial
goals.
Question 18 of
5.0/ 5.0 Points

Large business purchasers usually call for detailed product specifications, written purchase orders, careful
supplier searches, and formal approval. These are all examples of how the business buying process is more
__________ than the consumer buying process.
A. formalized
B. creative
C. opinionbased
D. independent
Question 19 of
20
5.0/ 5.0 Points
Which of the following groups is the ultimate judge of a product's utility?
A. Marketers
B.
Management
C. Consumers
D. Suppliers
Question 20 of
20
5.0/ 5.0 Points
Which of the following marketing orientations was prevalent during the years of the Great Depression?
A. Product
B. Social
responsibility
C. Consumer
D. Sales