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COMM296'PRETESTS' ' Situation'Analysis' 1. In'addition'to'consumers,'there'are'three'other'immediate'environmental'factors' that'shape'the'context'in'which'an'organization'competes.'Which'of'the'following'is' NOT'one'of'those'immediate'factors?' a) Company' b) Cost%Structure' c) Corporate'Partners' d) Competition'' ' 2. What'do'the'words'that'make'up'the'acronym'CDSTEP'represent?' a) The%major%internal%factors%that%shape%an%organization’s%ability%to%compete% in%a%given%context% b) The'Cash'Dispersals'that'move'a'company'closer'to'its'goals.' c) The'Consumer'Decision'Process'through'which'people'make'choices'about' products'they'buy.' d) The'Major'external'factors'that'shape'the'“big'picture”'context'in'which' organizations'competes.'' ' 3. StatsCanada'regularly'publishes'reports'on'its'website'on'trends'in'Canadian' citizens''occupational'status'(i.e.'what'types'of'jobs'they'hold).'In'which'category' does'this'information'belong?' a) Demographic% b) Cultural' c) Social' d) Technological' ' 4. One'of'the'goals'of'valueVbased'marketing'is' a) to'sell'products'for'the'highest'possible'price' b) to'determine'the'value'of'the'brand' c) to'provided'the'overall'greatest'value'to'the'most'segments'possible' d) to%offer%greater%value%than%the%competitors%offer% % 5. Ryan'knows'that'to'be'valueVbased,'his'organization'must'look'at'everything'it'does' a) in'order'to'value'each'person'in'the'organization' b) for'each'generational'cohort' c) from%a%customer’s%point%of%view% d) to'avoid'cultural'clashes' ' ' ' ' '

Marketing'Research' 1. The'marketing'research'process'follows'five'steps,'and'researchers' a) may%not%always%go%through%them%in%the%exact%sequence%if%the%situation% changes%or%new%information%is%discovered% b) should'start'to'collect'data'even'before'defining'the'research'objectives' c) will'jeopardize'the'reliability'of'their'findings'if'they'vary'the'order'of'these'five' steps' d) should'maintain'the'integrity'of'the'process'by'following'each'step'sequentially' and'thoroughly' ' 2. Through'analysis'of'sales'data,'PriceVCutters'retail'store'found'that'customers'who' bought'peanut'butter'also'tended'to'buy'bananas.'PriceVCutters'was'engaged'in' a) Structured'sampling' b) Data%mining% c) Behavioral'analysis' d) Focus'group'analysis' ' 3. The'number'of'customers'who'discontinue'their'use'of'a'service'divided'by'the' average'number'of'total'participants'is'called' a) Cancellation'cost' b) Customer'retention'rate' c) Loyalty'attrition'rate' d) Churn% ' 4. One'of'the'disadvantages'of'secondary'research'is'______,'whereas'one'of'the' disadvantages'of'primary'research'is'often'________.' a) Potential%bias;%cost% b) Sophisticated'training'required'to'obtain'it;'information'not'relevant'to'data' needs' c) Time'required'for'collection;'sources'not'original' d) Cost;'outdated'information' ' 5. Social'media'monitoring,'inVdepth'interviews,'and'focus'groups'are'all' __________'research'methods' a) structured' b) syndicated' c) quantitative' d) qualitative%

Consumer'Behavior'Part'I' 1. Why'are'consumers''negative'attitudes'typically'difficult'for'marketers'to' change?' a) Consumers’'attitudes'are'derived'from'unchanging'decision'rules' b) Attitudes%are%learned%and%long%lasting% c) Consumers'weigh'performance'risk'against'functional'needs'when'assessing' their'attitudes' d) Attitudes'shift'consumers'from'limited'to'extended'problemVsolving' situations' ' 2. Beverage'firms'sometimes'hire'attractive'young'people'to'sit'at'fashionable'bars' and'restaurant'lounges,'sipping'the'company's'latest'product'offering.'The'firms' hope'these'models'will'serve'as'a(n)'____________'and'influence'consumers.' a) Cultural'determinant' b) Memory'cue' c) Reference%group% d) Evoked'set' ' 3. The'traditional'marketing'strategy'of'selling'umbrellas'when'it'is'raining'is'an' example'of'how'___________'factors'influence'consumers''decisions.' a) psychological' b) shopping' c) situational%% d) natural'' ' 4. Perceptions'and'attitudes'are'closely'related'and'influence'each'other.'What'is' the'key'difference'between'them?' a) perceptions'are'easier'to'change'than'attitudes'are' b) perceptions'are'not'learned'through'experience,'but'attitudes'are' c) Perceptions'are'culturally'based,'but'attitudes'are'not' d) Perceptions%do%not%include%any%evaluation%or%judgment,%but%attitudes%do% % 5. Consumers'use'and'process'different'aspects'of'promotional'messages'that'they' come'across.'Which'of'the'following'yields'greater'attention'and'deeper' processing'and'leads'to'strong'attitudes'and'purchase'intentions?' a) External'locus'of'control' b) Functional'involvement' c) Differential'content' d) High%involvement% % % % % %

Consumer'Behavior'Part'II' 1. Generally,'people'buy'one'product'or'service'instead'of'another'because'they' a) perceive%it%to%be%the%better%value%for%them% b) want'to'get'the'lowest'price'possible' c) prefer'to'avoid'doing'extended'problem'solving' d) are'unaware'of'key'determinant'attributes' ' 2.'Upscale'men's'and'women's'clothing'stores'like'Holt'Renfrew,'Harry'Rosen,' Nordstrom's,'or'Saks'Fifth'Avenue'are'more'likely'to'appeal'to'consumers'' ________________'needs.' a)'situational'' b)'psychological' c)'safety' d)'functional' ' 3. In'the'consumer'decision'process,'we'decide'how'much'time'and'effort'to' expend'in'searching'for'information'based'partly'on' a) the%degree%of%perceived%risk%associated%with%the%product%being%considered% b) results'of'habitual'decision'making' c) post'purchase'dissonance' d) the'outcome'of'the'alternative'evaluation'process' ' 4. Marketers'are'particularly'interested'in'postpurchase'behaviour'because'it' a) involves%actual%rather%than%potential%customers% b) avoids'situational'temporal'conflicts' c) offers'insights'into'information'search'methods' d) involves'both'compensatory'and'noncompensatory'consumers' ' 5. Marketers'selling'milk,'bread,'and'other'consumer'staples'know'that'most' consumers'do'not'spend'much'time'searching'for'or'comparing'alternatives.'For' most'consumers,'these'are'______________'products.' a) shopping' b) convenience% c) impulse' d) specialty' ' ' ' ' ' ' ' ' '

STP'Part'I' 1. Adidas'Group'owns'Reebok,'Rockport,'and'Greg'Norman'brands.'Adidas'uses'the' different'brands'to'pursue'a(n)'__________'strategy.' a) undifferentiated'targeting' b) concentrated'targeting' c) differentiated%targeting% d) micromarketing' ' 2. Airlines'were'among'the'first'retailers'to'embrace'loyalty'segmentation'when' they'created:' a) 30'day'advance'pricing' b) frequent%flyer%programs% c) business'class'seating' d) in'flight'movies' ' 3. If'values'provide'goals,'and'selfVconcept'is'the'way'we'see'ourselves,'lifestyles' are:' a) the%way%we%live%our%lives%to%achieve%our%goals% b) visual'image'of'how'we'should'live'our'lives' c) determined'by'demographics' d) motivations'turned'into'perceptual'maps' ' 4. In'addition'to'calculating'the'potential'profitability'of'a'market'segment,' marketers'will'also'consider:' a) defection'rates' b) the'cost'of'replacing'customers' c) likely'future'sales'to'customers' d) all%of%the%above% % 5. Paul'is'considering'psychographics'as'a'way'to'segment'the'market'for'his'small' travel'agency.'This'approach'to'segmentation'offers'him'an'advantage'because:' a) it%is%based%on%underlying%reasons%why%people%make%choices% b) it'is'easier'to'use'than'demographics' c) psychographics'is'the'preferred'method'for'service'businesses' d) psychographic'segmentation'is'the'least'expensive'method' ' ' ' ' ' ' ' ' '

STP'Part'II' 1. Keller,'Sternthal,'&'Tybout'("Three'Questions'You'Need'to'Ask..."'assigned' reading)'write'that'some'brands'try'to'position'themselves'in'a'way'that' contradicts'certain'product'attributes'e.g.'claiming'to'be'highVquality'but'selling' at'a'low'price).'All'but'ONE'of'the'following'points'are'ways'that'companies'can' ensure'they'don't'confuse'customers'about'their'positioning'when'it'seems'to' contradict'other'information.'Which'one'would'NOT'work?' a) Acknowledge'situations'when'apparent'contradictions'are'actually' complements' b) Increase%promotional%budgets%to%push%the%message%until%people%start%to% accept%its%validity% c) Leverage'a'third,'unconnected'attribute'to'support'other'brand'points' d) Focus'on'one'brand'attribute'at'a'time,'adding'a'new'one'only'when'the'first' one'is'established'' ' 2. Regina'wants'to'develop'a'positioning'strategy'for'her'financial'services' company.'Regina'can'position'her'services'according'to'all'of'the'following' EXCEPT' a) symbols' b) the'value'proposition' c) profitability% d) product'attributes' ' 3. What'common'mistake'do'organizations'make'in'positioning?' a) They'focus'on'one'segment'at'a'time,'rather'than'a'more'efficient'approach' of'handling'multiple'segments' b) They'forget'to'do'a'SWOT'analysis'before'they'start'positioning' c) They'shy'away'from'strong'competitors'whose'positions'they'could'never' tackle' d) They%think%they%can%control%their%position%in%the%market% ' 4. The'perceptions'of'_______________'are'being'measured'in'a'perceptual'map.' a) consumers% b) marketing'team' c) competitors' d) the'R&D'team' ' 5. In'marketing'strategy,'the'value'proposition'should'come'before'the'positioning.' a) True% b) False' ' ' ' '

Marketing'Strategy' 1. In'which'marketing'mix'category'would'a'warranty'belong?' a) Place' b) Price' c) Promotion' d) Product% ' 2. In'which'marketing'mix'category'would'a'retailer’s'hours'of'operation'belong?' a) Promotion' b) Price'Product' c) Place% d) Price' ' 3. In'the'article,'“When'Marketing'Is'Strategy”,'Dawar'refers'to'“upstream”'and' “downstream”'activities.'Which'of'the'following'would'be'an'example'of'a' downstream'activity'at'a'ski'resort?' a) Replacing'an'existing'chairlift'with'a'higher'speed'and'higher'capacity' chairlift'to'boost'the'number'of'guests'it'can'carry' b) Streamlining'the'online'booking'system'to'channel'visitors'through'a'central' portal'where'they'can'access'the'full'many'of'vacation'options' c) Issuing'an'RFP'(request'for'Proposals)'to'find'suppliers'who'can'reduce'the' cost'of'its'snow'making'equipment' d) Upgrading'the'quality'of'ski'and'snowboard'gear'that'is'sold'through'the' resort'owned'retail'stores' e) Offering%winter%season%pass%holders%exclusive%access%to%non%ski%activities%in% the%mountain%in%low%snowfall%years% ' 4. As'we'have'studied'in'valueVoriented'marketing,'the'customer,'not'the'product,' drives'the'business.'Dawar'argues'that'this'means'we'need'to'reconsider'some' classic'beliefs'about'strategy,'and'he'explains'how'traditional'ideas'are'being' replaced'with'new'ones.'Which'of'the'following'is'NOT'one'of'Dawar’s'new'ideas' about'strategy?' a) Competitive%advantage%erodes%over%time%as%the%other%companies%catch%up% b) Companies'can'influence'how'the'market'views'its'offerings' c) Competitive'advantage'is'often'not'internal'to'the'company' d) Competitive'advantage'expands'with'practice'and'expertise' ' 5. What'does'Dawar'argue'about'a'company’s'competitors?' a) That%a%company’s%competitors%are%affected%by%its%choice%of%marketing%mix% cues%to%customers% b) That'the'company'who'creates'a'new'category'determines'who'can'compete' in'that'category' ' '

Product'Strategy'Part'I' 1. Under'which'of'the'4Ps'would'a'warranty'be'classified?' a) product% b) price'' c) promotion' d) distribution' ' 2. Some'credit'cards'provide'free'liability'insurance,'funded'by'the'bank'issuing'the' card,'when'a'customer'pays'for'a'rental'car'using'the'card.'This'extra'insurance'is' an'example'of' a) an%associated%service% b) product'valuation' c) product'liability' d) a'product'component' ' 3. Companies'with'successful'brands'sometimes'hesitate'to'expand'their'brands' because' a) competition'laws'limit'the'number'of'products'that'can'be'marketed'under' an'individual'brand'name' b) it'is'often'difficult'to'get'additional'marketing'communications'coverage'for' the'brand' c) the'current'economy'can'only'support'a'limited'number'of'product'options' d) it%is%costly%to%maintain%many%product%lines,%and%it%might%weaken%the%brand’s% meaning% ' 4. The'product'life'cycle'represents'the'industry'as'a'whole,'not'an'individual' company's'sales'over'time.' a) True% b) False' ' 5. The'old'restaurant'saying,'"You'are'only'as'good'as'the'last'meal'served,"'reflects' the'fact'that'services'are' a) Perishable'' b) Inseparable' c) Intangible' d) Variable% % % % % % % % %

Product'Strategy'Part'II' 1. For'many'years,'because'of'the'size'of'the'US'economy,'domestic'companies' ignored'international'markets,'preferring'instead'to'develop'new'product' offerings'for'existing'customers.'These'companies'were'pursuing'a' _____________'strategy.' a) product%development% b) market'development' c) market'penetration' d) segment'development' e) diversification' ' 2. When'pursuing'a'market'development'strategy,'expanding'into'international' markets'is'generally' a) the'only'option'offering'substantial'opportunities'for'growth' b) simplified'by'creating'new'products'for'export'markets' c) impossible'due'to'negative'attitudes'about'foreign'products' d) executed'with'the'help'of'international'trade'subsidies' e) riskier%than%expansion%in%domestic%markets% ' 3. Brian'is'trying'to'sell'a'new'line'of'ultrasound'imaging'equipment.'Unlike'existing' technology,'these'machines'are'compact,'creating'the'potential'for'general' practice'physicians'to'have'and'use'them'in'their'offices.'Brian'is'trying'to' identify'innovators'in'this'market,'knowing'these'customers'will' a) buy'one'for'each'office'in'their'practice' b) spread%positive%word%of%mouth%to%other%physicians% c) need'almost'no'service/support'when'using'the'product' d) reposition'for'products' e) create'demand'amount'the'late'majority' ' 4. Successful'first'movers'create'a'market'or'a'product'category.'They'often'benefit' from'being'readily'recognizable'to'consumers'and' a) using'prototypes'to'denominate'the'market'' b) not'needing'to'do'test'marketing' c) motivating'laggards'to'buy'their'products' d) establishing%an%early%market%share%lead% e) not'having'to'pay'advertising'expenses' 5. Samples'are'often'used'for'new'products'when'_____________'will'influence' the'diffusion'of'the'product.' a) trialability% b) observability' c) compatitbility' d) complexity' e) relative'advantage' '

Product'Strategy'Part'III' 1. One'key'feature'of'the'value'of'a'strong'brand'is'that' a) it%can%protect%the%firm%from%competition% b) it'cannot'be'successfully'imitated'by'a'retailer’s'own'brand' c) if'it'becomes'a'generic'name,'the'brand'is'worth'even'more' d) it'no'longer'needs'to'be'supported'by'advertising'and'promotion' e) Competitors'will'typically'abandon'a'sector'all'together'rather'than'compete' ' 2. For'marketers,'one'of'the'benefits'of'having'achieved'brand'loyalty'is' a) greater'concern'about'competitors’'actions' b) few'worries'about'copyright'infringement' c) increased'price'responsiveness'among'loyal'customers' d) recognition'through'industry'awards' e) lower%marketing%costs%associated%with%reaching%loyal%customers% ' 3. One'of'the'categories'of'products'for'which'brand'extension'is'especially'logical' is' a) generic'goods' b) generic'services' c) licensed'brands' d) introductory'products' e) complementary%goods% % 4. Brand'dilution'occurs'when' a) there'are'too'few'products'and'product'categories' b) customers'see'the'fit'between'products'sharing'the'same'brand'name' c) new'brands'compete'with'existing'brands' d) brands%are%overextended%and%customer%attitudes%about%the%core%brand%are% adversely%affected% e) brand'names'seem'too'outdated'or'familiar' ' 5. Which'of'the'following'is'NOT'true'about'secondary'packaging?' a) it'is'important'to'the'retailer'in'terms'of'convenience'in'handling' b) it'can'provided'information'to'consumers'not'found'on'the'primary' packaging' c) it%is%of%little%value%to%the%average%consumer% d) it'can'be'an'important'positioning'tool'to'convey'the'brand'image' e) it'can'allow'cost'efficiencies'due'to'larger'order'and'shipment'sizes' ' ' ' ' ' '

Pricing'Strategy'Part'I' 1. Margaret'has'been'invited'to'a'fancy'dinner'party'and'wants'to'bring'a'good' bottle'of'wine'as'a'gift'for'the'host.'Since'she'does'not'know'much'about'wine,' she'will'likely'use'the'price'of'the'wines'as' a) a'measure'of'the'income'effect' b) an'indicator'the'variety' c) an%indicator%of%quality% d) a'reflection'of'status'quo'pricing' e) a'measure'of'scarcity'' ' 2. Julia'wants'her'firm’s'gourmet'snacks'to'be'the'leading'brand'in'the'Canadian' market.'When'adopting'a'pricing'strategy'designed'to'gain'market'share,'she' should'remember'that' a) price'wars'are'the'way'to'become'the'dominant'brand' b) rarely%is%the%lowest%price%offering%the%dominant%brand%in%a%market% c) total'value'equals'total'cost'minus'variable'costs,'leading'to'price'escalation' d) prestige'products'need'to'be'competitively'priced' e) companies'can'gain'market'share'by'offering'low'quality'products' ' 3. There'is'an'old'saying,'“If'you'have'to'ask'the'price'of'a'yacht,'you'cannot'afford' it.”'Products'like'yachts'are'most'likely'to'be'associated'with' a) competitive'parity'pricing' b) target'return'value' c) break'even'point'pricing' d) cross'shopping' e) prestige%pricing% % 4. One'problem'in'relying'on'price'elasticity'and'demand'curves'when'setting' prices'is'that' a) marketing'split'from'economics'over'the'ideas'of'demand'and'elasticity' b) competitors'can'construct'the'same'demand'curves'so'there'is'no'advantage' in'using'them' c) only'economists'can'properly'analyze'demand'curves'and'set'prices'using' this'tool' d) the%way%a%product%is%marketed%can%have%a%profound%impact%on%the%price% elasticity% 5. Marketers'advertising'an'artificially'high'regular'price'are'unethically'attempting' to'influence'consumers’'__________________'perceptions.' a) reference%price% b) seasonal'price' c) fixed'price' d) cost'based'price' e) leader'price' '

' Pricing'Strategy'Part'II' 1. In'general,'prices'should'not'be'based'on'costs,'because' a) consumers%make%their%purchase%decisions%based%on%perceived%value% b) consumers'are'cost'conscious' c) producers'need'to'avoid'creating'a'cost'competitive'parity'debate' d) producers'rarely'know'what'their'costs'are' e) customers'are'always'right' ' 2. One'of'the'limitations'associated'with'breakVeven'analysis'is'that' a) it'assumes'that'demand'is'extremely'inelastic' b) itonly'tells'marketers'what'price'is'needed'to'break'even' c) it%assumes%that%there%%is%only%one%price% d) it'cannot'adjust'for'high'variable'costs' ' 3. How'can'a'company'find'its'way'out'of'a'market'characterized'by'pure' competition?' a) Decrease'the'amount'of'available'product'until'the'market'reacts' b) differentiate%the%product%in%some%way,%even%by%packaging% c) increase'the'amount'of'available'product'until'the'market'reacts' d) increase'prices'and'attract'different,'quality'oriented'customers' e) consistently'offer'the'lowest'price'until'the'other'competitors'leave'the' market' ' 4. Price'skimming'focuses'on'selling'products'to'______________'and' ______________'in'the'diffusion'of'innovation'model.' a) late'majority;'laggards' b) early'adopters;'early'majority' c) early'majority;'late'majority' d) innovators;%early%adopters% e) laggards;'innovators' ' 5. Marketers'advertising'an'artificially'high'regular'price'are'unethically'attempting' to'influence'consumers’'_________________'perceptions.' a) fixed'price' b) seasonal'price' c) reference%price% d) cost'based'price' e) leader'price'...