Mkt 421

1) Big Fizz Co., a manufacturer of cola-flavored drinks, wants to add packaged fruit juices to its existing product line. Big Fizz must make some decisions regarding packaging and branding the fruit juices. These decisions would fall under which variable of the marketing mix? A. Product
B. Place
C. Promotion
D. Price
2) Hewlett-Packard sells personal computers through specialty computer stores, electronics superstores, and its own Internet site. What is the marketing mix variable that is being considered here? A. Price
B. Promotion
C. Product
D. Place
3) Marketing strategy planners should recognize that:
A. target markets should not be large and spread out
B. mass marketing is often very effective and desirable
C. large firms like General Electric, Target, and Procter & Gamble are too large to aim at clearly defined markets D. target marketing is not limited to small market segments 4) Target marketing, in contrast to mass marketing,
A. is limited to small market segments
B. assumes that all customers are basically the same
C. ignores markets that are large and spread out
D. focuses on fairly homogeneous market segments
5) The process of naming broad product-markets and then dividing them in order to select target markets and develop suitable marketing mixes is called: A. market penetration
B. market segmentation
C. market development
D. market research
6) ______________ is the process of naming broad product-markets and then segmenting these broad product-markets in order to select target markets and develop suitable marketing mixes. A. Market positioning
B. Market segmentation
C. Mass marketing
D. Diversification

7) Marketing research which seeks structured responses that can be summarized is called A. focus group research
B. quantitative research
C. qualitative research
D. situation analysis research
8) One of the major disadvantages of the focus group interview approach is that A. ideas generated by the