Sample Questions
Mrkt 471 – Exam I
1. The Grand Ole Opry began December 1927. In 1953, Opry annual attendance reached 243,000 per year. Patrons had to order tickets months in advance. Today most Grand Ole Opry shows are played in an auditorium that is at best 75 percent full. Most of the audience appears to be either senior citizens or individuals fast approaching retirement age. One of the ideas suggested to increase its audience size and to appeal to younger country music fans is to use RealAudio broadcasts of the Opry shows on the Internet. In terms of organizational strategies, this is an example of:
a. market penetration
b. diversification
c. product development
d. product focusing
e. market development
2. McDonald’s has opened a new chain of restaurants called Hearth Express. Hearth Express is targeted to McDonald’s current customers who want a more leisurely home-style meal. Hearth Express serves rotisserie chicken, twice-baked squash, baked beans, and fresh baked bread. With the introduction of Hearth Express, McDonald’s is using a ______ strategy.
a. market development
b. cost leadership
c. product differentiation
d. market penetration
e. product development
3. Which of the following statements about marketing research is true?
a. Marketing research proves the old adage, “You get what you pay for.”
b. Many marketing managers view marketing research as the final answer to their problems.
c. You don’t need intuition or experience when you have marketing research.
d. Good marketing research considers all of the factors that could influence the success of a marketing strategy.
e. Marketing research can predict with 100 percent accuracy if a marketing strategy will be a success.
4. By the end of the first stage of the marketing research process, managers and researchers should agree on:
a. whether the company will do its own research or hire a marketing research specialist
b. whether primary or secondary data will be used
c. the specific question or questions the research will be designed to investigate
d. the type of quantitative research to be conducted
e. whether to use a marketing information system (MIS)
5. On Friday, Pierce went to an antique mall to hunt for a Victorian table. He left shortly after he arrived because he disliked the background music the mall owner was playing. Yesterday, he went back and found that the background music was much more to his liking. This trip he stayed and purchased a Victorian table he found there. This is an example of how _______ affects consumer behavior.
a. the marketing mix
b. task definition
c. antecedent state
d. physical surroundings
e. social influences
6. Which of the following is an example of a marketing influence on consumer behavior?
a. Markus purchased the first pair of jeans he saw rather than the Bugle Boys he wanted because he didn’t have the time to spend looking.
b. Hannah blamed her depression for her purchase of a half-gallon of Edy’s brand double fudge brownie ice cream.
c. Mindy purchased all of her children’s back-to-school clothes at Olsen’s Mill Direct because the retailer’s prices are up to 80 percent off the prices she found at other stores.
d. Robin purchased $200 worth of bulbs because her companion convinced her that they would enhance the value of her yard.
e. Jack purchased Tommy Hilfiger clothes because that is the brand worn by all of his friends.
7. Which of the following is the BEST example of a straight rebuy for Huss Maschinenfabrik, a German manufacturer of amusement park thrill rides?
a. a trade show booth at the annual meeting of the International Association of Amusement Parks and Attractions
b. specially designed gondola buckets for its newest ride “Fly Away,” which produces a force of 2.5G’s.
c. lubricating oil for the roller coasters it builds and services
d. plans for a new ride that lets a rider feel like he or she is plunging headfirst toward death
e. none of the above
8. The second stage of the organizational buying process is the:
a. vendor analysis
b. recognition of need
c. value analysis
d. purchase activity
e. situational analysis