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John Deere manufactures and distributes industrial and farm equipment. These types of equipment are considered to be specialty products. Which type of market coverage does John Deere most likely use? A. intensive distribution B. exclusive distribution C. extensive distribution D. […]

A global marketer selling consumer products and services must also consider what the average per capita or __________ is among a country’s consumers and how the income is distributed to determine a nation’s purchasing power. A. buying capacity B. currency […]

Apple Market-Product Grid According to the Apple market-product grid above, Apple would most likely get the LEAST product synergies from the A. Mac Pro and MacBook Pro. B. Mac Pro and iMac. C. Mac Pro and MacBook Air. D. Mac […]

A fixed alternative question requires respondents to select one or more response option from the set of predetermined choices. Another name for this kind of question is a(n) A. dichotomous question. B. open-ended question. C. attitudinal question. D. closed-end question. […]

The BCG has given specific names and descriptions to the four resulting quadrants in its growth-share matrix based on the amount of cash they generate for or require from the organization. Stars are located in which quadrant of the BCG […]

A reference group to which a person actually belongs is referred to as a(n) __________ group. A. primary B. associative C. aspiration D. dissociative E. integrated Answer: The Dial Soap ad with the tag line, “Aren’t you glad you use […]

What is the term for households in which people only watch TV through a broadband connection? A. wasted coverage B. zero TV C. wireless TV D. multimedia TV E. media divergence Answer: The billboards that Sony uses to advertise its […]

The sales manager told the salesperson, “Your goal is to increase sales volume for the second quarter 5 percent over the sales volume of the first quarter.” The sales manager voiced a(n) __________ sales objective. A. output-related B. input-related C. […]

As a general rule, __________ seems to work best when the consumer target market for the product is alike across countries and cultures -that is, consumers share the same desires, needs, and use for the product. A. product adaptation B. […]

Figure 2-10 Which of the following tasks shown in Figure 2-10 above can be done sequentially? A. 1 and 2 B. 2 and 3 C. 3 and 4 D. 5 and 7 E. 6 and 7 Answer: A. Effective scheduling […]

All of the following are consumer-related data that comprise a direct marketing database (such as for a catalog) EXCEPT: A. media usage. B. demographics. C. past purchases. D. personality type. E. lifestyles. Answer: D. Databases are the result of organizations’ […]

Publicity refers to A. a nonpersonal, indirectly paid presentation of an organization, product, or service. B. a short-term inducement of value offered to arouse interest in buying a product or service. C. methods used to get a nonpersonal, directly paid […]

Which of the following best illustrates the concept of derived demand? A. The number of retail stores in a downtown area decreases even though demand for retail goods increases. B. An increase in the number of new, single-family homes results […]

Which of the following statements about Hispanic buying patterns is most accurate? A. Hispanics are often brand loyal and willing to pay a premium price for premium quality. B. Hispanic buying preferences are strongly influenced by contemporary fads and fashions. […]

Most stores today are near several others in one of four settings that include all of the following EXCEPT: A. the regional shopping center. B. the strip mall. C. the old-town district. D. the central business district. E. the power […]

McDonald’s Sales Promotion Image As shown in the McDonald’s Sales Promotion Image above, McDonald’s partners with Hasbro each year to offer a Monopoly sales promotion. Customers who purchase selected menu items receive two tokens that correspond to the properties on […]

While watching TV one evening, your stomach growls. You see an ad for Jimmy John’s. You walk to Jimmy John’s and buy a sandwich, which tastes great. In terms of behavioral learning, walking to the sandwich shop and buying a […]

The emphasis of a marketing strategy for a continuous innovation concentrates on A. obtaining narrow distribution. B. setting a low price. C. generating awareness. D. using reminder advertising to reeducate consumers. E. using personal selling. Answer: On a visit to […]

The Make a Wish Foundation brand name is especially effective because it __________. A. is easy to spell and pronounce B. is not easily imitated C. suggests the service’s benefits D. hints at a moral obligation E. is devoid of […]

To help consumers assess and compare its airline service, Frontier Airlines uses personable animal characters in its advertising to announce and describe benefits, such as leather seats and stretch seating, to help deal with the A. incongruity of the service. […]

When expenses are greater than the potential increased sales from market segmentation, a firm should A. not consider market segmentation at this time. B. combine departments within the company to make the process more streamlined. C. reduce production costs or […]

LG Electronics recently introduced the Fridge-TV with a 15″ television screen mounted in the right side refrigerator door. This is an example of which type of innovation? A. inventive innovation B. continuous innovation C. discontinuous innovation D. dynamically continuous innovation […]

When you view a selection at Amazon.com and see “Customers who bought this (item) also bought.”, you are seeing the application of __________. A. real-time e-commerce B. connectivity C. interactive marketing D. personalization E. collaborative filtering Answer: Which of the […]

If you followed the suggestions of Robert M. McMath, which of the following provides the best advice for a marketer, such as Colgate, when launching a new consumer product, such as toothpaste? A. Anticipate the future five years out in […]

Some websites enable a user to talk directly with a customer representative using an online chat feature while shopping on the site. This is an example of the __________ website design element. A. convenience B. connection C. control D. community […]

Commercialization refers to A. the point at which a new product has diffused throughout the marketplace. B. the introduction of an offering to sequential geographic areas of the U.S. C. exposing actual products to prospective consumers under realistic purchase conditions. […]

Chrysler Corporation wanted to sell its Jeeps in Japan. The car was priced in U.S. dollars at about $19,000, but when it reached the Japanese car showrooms, its price was over 31,000 Japanese yen, and the Japanese could not afford […]

The United States Army recently has been both praised and criticized for its use of a popular video game, America’s Army, which is designed to reach potential recruits. The game’s creator, Colonel Casey Wardynski, wanted to provide a sense of […]

Figure 16-4 According to Figure 16-4 above, Facebook had about __________ unique U.S. visitors as of mid-2014. A. 139 million B. 168 million C. 500 million D. 1 billion E. 2.54 billion Answer: B. Facebook had about 168 million unique […]

Product differentiation refers to A. a good, service, or idea consisting of a bundle of tangible and intangible attributes that satisfies consumers’ needs. B. the unique combination of product benefits received by targeted buyers. C. those characteristics of a product […]

During the implementation phase of an IMC program, a firm will pretest the promotion and __________. A. posttest the promotion B. design the promotion C. state the mission D. carry out the promotion E. identify possible advertising or promotional firms […]

Pizza Hut realized that it did not make sense for the company or its customers to create a community on the site. As a result, Pizza Hut tapped into __________ to achieve results in a very cost-effective manner. A. LinkedIn […]

At which stage of the personal selling process would a salesperson obtain a purchase commitment from the prospect? A. approach B. presentation C. closing D. follow-up E. sale Answer: One advantage of using a billboard as an advertising medium is […]

Emotional intelligence refers to __________. A. the ability to anticipate and overcome a potential customer’s objections B. a method of measuring the potential of people who have not had formal schooling C. a measurement to determine a person’s patience in […]

Consumer advocates believe the practice of downsizing by consumer products firms has resulted in __________. A. lower product prices for consumers because of lower labor, raw material, and packaging costs B. a greener environment due to the reduction in the […]

A buy class situation affects buying center tendencies in different ways. If there is one person involved, the time required for a decision is short, and the problem definition is well-defined, the buy class situation is most likely a A. […]

Product positioning refers to A. an outdated concept that assigns product value by association with social class. B. the place a product offering occupies in consumers’ minds on important attributes. C. the competitive advantage of one product over another. D. […]

The type of analysis that compares the differences between consumers’ expectations about a service and their experience with it based on dimensions of service quality is referred to as A. customer relationship management. B. service encounter differential. C. gap analysis. […]

The Terrafugia Transition is a 19-foot, two-seater road-drivable, light-sport aircraft with an anticipated price of $279,000. A potential showstopper for this product is likely to be A. concern that damage caused in a small on-road fender bender might make it […]

When Pizza Hut designed its website, it wanted to make easy and user-friendly; it wanted its website to recognize each customer. The website was designed to retrieve a repeat customer’s address, telephone number, and payment options automatically whenever he or […]

Under the concept of the diffusion of innovation, consumers who are skeptical and with below average social status are called __________ product adopters. A. innovators B. early adopters C. early majority D. late majority E. laggards Answer: A proposed law […]

Figure 11-6 Suppose you are the owner of a picture frame store. Let’s assume that the average price customers are willing to pay for each picture frame is $120. Also, suppose your fixed costs (FC) total $32,000 (real estate taxes, […]

A consumer’s subjective perception of how a product or brand performs on different attributes based on personal experience, advertising, and discussions with other people are referred to as __________. A. values B. attitudes C. beliefs D. predispositions E. opinions Answer: […]

The total amount of money made in one year by a person, household, or family unit is referred to as __________ income. A. government B. discretionary C. disposable D. gross E. livable Answer: Figure 17-3 Formulating the sales plan involves […]

The quantity consumed or patronage (store visits) during a specific period is referred to as A. usage rate. B. purchase metric. C. consumption index. D. consumption rate. E. demand amount. Answer: Pizza Hut’s website __________ are integrated with the company’s […]

Advertisements that reinforce previous knowledge of a product are referred to as __________ advertisements. A. advocacy B. comparative C. persuasive D. informative E. reminder Answer: The practice of shielding one or more sectors of a country’s economy from foreign competition […]

About __________ of U.S. online shoppers engage in showrooming. A. 10% B. 25% C. 33% D. 40% E. 50% Answer: Recall the famous experiment when Dr. Pavlov presented salivating dogs with food at the same time he rang a bell. […]

The promotional mix can be used to: (1) inform prospective buyers about the benefits of the product; (2) __________; and (3) remind them later about the benefits they enjoyed by using the product. A. explain how to use the product […]

Enlightened carmakers have hired women designers, engineers, and marketing executives to better understand the way women decide to buy new cars. They learned that A. meeting the expectations of men during the new-car purchasing process was more difficult than meeting […]

A strip mall refers to a A. suburban mall containing up to 100 stores that draws customer from a 5- to 10-mile radius. B. cluster of stores in a downtown area. C. retail location that typically has one primary store […]

A buying center refers to A. an online trading community that brings together buyers and supplier organizations to make possible the real time exchange of information, money, products, and services. B. the department within a firm responsible for the logistics […]

International Products, a Burlington, New Jersey, firm that sells industrial cleansers and lubricants, wanted to sell its product to factories, hospitals, and labs in China, but it did not have the necessary expertise. As a result, International Products hired Asia […]

Global companies have five strategies for matching products and their promotion efforts to global markets. The strategy of selling virtually the same product in other countries is referred to as A. product adaptation. B. product invention. C. brand adaptation. D. […]

One of the two ORGANIZATION-related problems of inertia that can cause new-product failures is __________. A. poor product quality B. encountering groupthink in task force and committee meetings C. poor execution of the marketing mix D. bad timing E. incomplete […]

Social media deliberately seek to ensure that the message does not end with an individual receiver. Social media first seek to reach __________. A. “two-way receivers” B. “end-receivers” C. “active receivers” D. “followers” E. “connections” Answer: The Xerox salesforce is […]

Market segments refer to A. the relatively heterogeneous groups of prospective buyers that result from the market segmentation process. B. all buyers of a product or service who have previously purchased a particular firm’s products or services and who intend […]

Yum! Brands, the parent company of KFC, has pursued an aggressive growth strategy in China. There are now than 3,700 restaurants in 650 Chinese cities, and KFC has a 40% market share of the entire fast-food industry there. Yum! Brands […]

A church put advertisements in its weekly bulletins to encourage its members to participate in the services by telling a brief, positive story about how fellow members have helped them during times of need. Jack volunteered and shared his story […]

Which of these promotional elements has the highest cost-per-contact or exposure? A. advertising B. personal selling C. sales promotion D. publicity E. public service announcements Answer: Organizational buyers can be divided into three different markets, which are A. industrial, wholesaler, […]

At the time of its introduction, which of the following products was the best example of a continuous innovation? A. the first Apple iPhone B. Atari, the first video game system C. Sunsilk Silky Straight shampoo and conditioner with tip-targeting […]

A growing trend to “Buy American” has caused U.S. automakers to increase political pressure on Washington to pass legislation for more restrictive quotas on Japanese car imports. In addition, a decline in the value of the U.S. dollar would be […]

Figure 10-5 Figure 10-5 above shows the sequential process of building brand equity. The second step is to establish a brand’s meaning in the minds of consumers. This step consists of two dimensions, B and C, which stand for __________ […]

Vending machines are no longer limited by the need for cash. In Japan, South Korea, and the Philippines, consumers use mobile phones that transmit payments to vending machines wirelessly. This is an example of how vending machines can provide which […]

When foreign currencies can buy more U.S. dollars, A. U.S. products are more expensive to foreign customers. B. U.S. products are more expensive to U.S. customers. C. U.S. products are less expensive to foreign customers. D. economists consider it an […]

The primary purpose of a marketing metric is to A. assign qualitative values to quantitative data. B. allow the sharing of information across product lines. C. measure the quantitative value of a marketing activity. D. forecast potential product/service opportunities over […]

A mission statement should be A. short-term. B. inspirational. C. fact-based. D. complex. E. permanent. Answer: A skimming pricing policy is likely to be most effective when A. consumers tend to be price sensitive. B. it will be easier to […]

To serve both buyers and sellers, marketing seeks to __________ and satisfy the needs and wants of prospective customers. A. change B. create C. manipulate D. discover E. measure Answer: Matthew is planning a trip to Mexico for spring break. […]

Apple launched the iPad in 2010, and unit sales reached an astonishing 40 percent market share in the tablet industry by 2013, leading both Samsung’s Galaxy (18 percent) and Amazon’s Kindle (4 percent). Global tablet unit sales are expected to […]

Services can be classified according to whether they are delivered by people or equipment, __________, or government agencies. A. national or global B. use independent contractors C. privately owned or publicly owned D. owned by individuals or corporations E. for […]

Channel conflict that arises when one member bypasses another member and sells or buys products direct is referred to as __________. A. horizontal conflict B. channel circumvention C. lateral conflict D. disintermediation E. dual distribution Answer: Since 1963, Mary Kay, […]

The use of toll-free telephone numbers that customers call to obtain information about products and make purchases is referred to as __________. A. inbound telemarketing B. outbound telemarketing C. outbound telepresence D. interactive marketing E. multichannel selling Answer: The founder […]

Figure 18-1 Consider Figure 18-1 above. The revenues from online shopping A. did not begin to show promise until 2011 when online security measures improved. B. stabilized in 2016 when Internet penetration reached 98 percent of all U.S. households. C. […]

Figure 2-3b According to Figure 2-3b above, which of the following SBUs is currently exceeding its YTD (Year to Date) revenue target? A. Peripherals B. Hardware C. Circuitry D. Software E. Grand Total Answer: To be successful, odd-even pricing depends […]

In the past, television home shopping programs have attracted mostly A. 20 to 30 year old men. B. 30 to 40 year old women. C. 40 to 50 year old men. D. 40 to 60 year old women. E. 50 […]

Which of the following statements about environmental forces is most accurate? A. Environmental forces are almost always controllable if the marketing department correctly scans them. B. An organization that incorporates the marketing concept can exert just as much influence on […]

The __________ element of the marketing mix is demonstrated when a newspaper carrier throws a paper on the customer’s front porch. A. place B. product C. price D. promotion E. procurement Answer: Five general product and service categories dominate online […]

The objective of information and logistics management in a customer-driven supply chain is to minimize logistics costs while A. satisfying suppliers. B. maximizing profits. C. maximizing supply chain membership. D. delivering the appropriate level of customer service. E. maximizing supply […]

At which stage of the product life cycle is a company likely to have its most complete product line? A. introduction B. growth C. maturity D. decline E. accelerated development Answer: Which type of wholesaler offers a relatively narrow range […]

Dependability is the consistency of replenishment. This is important to all firms in a supply chain and to consumers. It can be broken into three elements: consistent lead time, safe delivery, and __________. A. complete delivery B. honest and accurate […]

All of the following statements are true about the changing aspects of television as an advertising medium EXCEPT: A. infomercials are increasingly popular because the slow economy has reduced the average cost of a 30-minute block of television time. B. […]

A __________ is a need that is shaped by a person’s knowledge, culture, and personality. A. desire B. feeling C. utility D. want E. craving Answer: The key to all scheduling techniques is to A. avoid scheduling tasks that can […]

Figure 2-7 Quadrant C in Figure 2-7 above represents a(n) __________ in a SWOT analysis. A. Threat B. Weakness C. Strength D. Opportunity E. Market segment Answer: D. An opportunity is an external, favorable factor as a result of a […]

A failure fee is a penalty payment A. a retailer assesses a manufacturer to handle defective new products that customers returned. B. a wholesaler makes to a retailer as compensation for sales not made while the product was on the […]

Members of Generation Y, also known as __________, are interested in sustainability in order to make the world a better place. A. activists B. sustainers C. progressives D. reformers E. millennials Answer: Standard markup pricing refers to A. adjusting the […]

The second phase of the strategic marketing process is the __________. A. tactics phase B. strategic phase C. planning phase D. implementation phase E. evaluation phase Answer: A marketing metric refers to A. a measure of the quantitative value or […]

Yield management is considered to be a __________ approach to pricing. A. demand-oriented B. cost-oriented C. profit-oriented D. competition-oriented E. service-oriented Answer: UMD9: Marketing Dashboard Map A. Yield management is a demand-oriented approach for selecting an approximate price level. See […]

Known for its popular line of construction toys for boys, LEGOS introduced a product line for young girls called LEGO Friends. This is an example of which market modification strategy? A. finding new users B. creating new use situations C. […]

Which of the following pricing techniques results in the manufacturers deliberately adjusting the composition and features of a product to achieve the desired price for consumers? A. cost-plus percentage-of-cost pricing B. standard markup pricing C. cost-plus fixed-fee pricing D. experience […]

Which of the following statements regarding retail pricing is most accurate? A. Consumers rarely base their perceptions of a store’s prices on a price of a benchmark item in the store. B. Consumers are influenced more by a store’s ambiance […]

An ad campaign by Suave shampoo asked television viewers to identify the heads of hair of women who used Suave shampoo and conditioner and those that used the much more expensive salon hair-care products. The idea of the ad was […]

Many retailers advocate a(n) __________ strategy, a pricing strategy that may not offer the lowest prices but does try to create value for customers through its service and the total buying experience. A. customer loyalty B. emphasize-value C. everyday low […]

At the end of a recent year, Solectron, a big Milpitas, California, electronics contractor, made half of its purchases under vendor-managed inventory programs. Solectron A. had its suppliers perform all materials handing activities. B. authorized its suppliers to eliminate as […]

Among business products, legal counsel for patent information for a firm’s R&D department would most likely be classified as which type of support product? A. ancillary services B. contractual services C. specialty services D. accessory services E. industrial services Answer: […]

The marketing strategy of developing new products and selling them in new markets is referred to as A. product penetration B. product development C. market development D. market penetration E. diversification Answer: Showrooming refers to A. areas in retail stores […]

There are seven commonly used organizational buying criteria. One of them is __________. A. adaptability B. consumer demand C. ability to meet required delivery schedules D. senior management directives E. adherence to corporate social responsibility policies Answer: All of the […]

European Style Furniture (ESF), headquartered in New York, acquires fine furniture from several high quality manufacturers in Europe and enjoys exclusive distribution rights from them to sell to furniture stores throughout the U.S. In this context, ESF is most likely […]

A statement that identifies: a well-defined target market; specific customers’ needs, wants, and preferences; and what the product will be and do to satisfy consumers is referred to as a new product’s or service’s A. protocol. B. proposition. C. modus […]

A brand name that cannot be spoken is referred to as a __________. A. label B. copyright C. trade name D. trade mark E. logo or logotype Answer: Three different objectives relate to a firm’s profit, which is often measured […]

All of the following retailers are principal or direct competitors to Lands’ End EXCEPT: A. Amazon.com B. Sears C. L.L. Bean D. Target E. Pierre Cardin Answer: Cash and carry wholesalers A. handle bulky items like lumber, bricks, and telephone […]

__________ are revolutionizing not only the way people connect with each other but also the way today’s products are advertised and sold. A. Internet portals B. Social media C. Wikis D. Virtual focus groups E. E-journals Answer: Ford uses a(n) […]

The website that enables users to send and receive messages up to 140 characters long is A. LinkedIn. B. YouTube. C. Twitter. D. Facebook. E. Friendster. Answer: Susan O’Rourke hired an attorney to represent her in a court case involving […]

When Kia Motors offers a 10-year, 100,000-mile warranty for its Kia Soul automobile, its strategy is to reduce consumers’ __________ and encourage purchases. A. behavioral learning B. cognitive learning C. brand loyalty D. perceived risk E. postpurchase dissonance Answer: If […]

The most indirect channel for consumer products incorporates agents, wholesalers, and retailers and is most commonly used when there A. are only a few large manufacturers but many small retailers. B. are low-cost, low unit volume goods. C. is too […]

Recent research shows that __________ of U.S. online consumers are cross-channel shoppers. A. 20% B. 37% C. 45% D. 51% E. 95% Answer: New-product strategy development refers to A. the stage of the new-product process where specific product features and […]

Figure 12-9 Figure 12-9 above indicates that supply chain managers must balance total logistics cost factors against customer service factors. The six total logistics cost factors (A, B, C, D, E, and F) include all of the following EXCEPT: A. […]

Candy bars should most likely be sold using which type of target market coverage? A. exclusive distribution B. direct distribution C. intensive distribution D. dual distribution E. selective distribution Answer: In the United States, there are two major political parties […]

The Vermont Teddy Bear Company sells handmade Teddy bears designed to be given as gifts for almost every occasion imaginable. The Love Bandit Bear is one bear it designed for people to give to each other on Valentine’s Day. The […]

The facts and figures obtained by asking people about their attitudes, awareness, intentions, and behaviors are referred to as A. primary data. B. secondary data. C. statistical inference. D. observational data. E. questionnaire data. Answer: The type of appeal used […]

Salespeople called outside order takers __________. A. arrange point-of-purchase displays B. sell products tailored to the needs C. help design the product displays D. train the personnel management E. solve most of the technical problems Answer: Inelastic demand exists when […]

In retailing, a form of ownership that involves multiple outlets under common ownership is referred to as a(n) A. corporate chain. B. consumer cooperative. C. contractual system. D. independent retailer. E. administered system. Answer: Which of the following is an […]

The marketing mix elements are called __________ because they are the responsibility of the marketing department in an organization. A. uncontrollable forces B. profitability factors C. stakeholder value generators D. target market segments E. controllable factors Answer: A custom tailor […]

The practice of building ties to customers based on a salesperson’s attention and commitment to customer needs over time is referred to as __________. A. order processing B. order taking C. customer value creation D. relationship selling E. partnership selling […]

Ampro-Mag is a small company that makes materials for safely controlling hazardous spills of all kinds. It sells these items as a neutralizing kit priced at $100. The costs of the materials that go into each kit are $45. It […]

Individuals who have registered on a social networking site by completing the process involved, such as providing their name, an ID (usually an e-mail address), and a password, as well as answering a few questions (date of birth, gender, etc.) […]

Harry goes to the local Staples store to purchase a laptop computer. He asks many questions to the salesclerk, compares various models on display, and decides on the Sony Vaio. The salesperson then recommends to Harry that he should purchase […]

Recent research indicates that the timing of __________ might affect future sales because frequent promotions increase consumers’ ability to remember regular prices. A. promotional markups B. original markups C. future markups D. maintained markups E. markdowns Answer: Thirteen- to nineteen-year-olds […]

Figure 7-4: Question 6 Consider Figure 7-4: Question 6 above, which was part of a Wendy’s survey that assessed fast-food restaurant preferences among present and prospective consumers. Question 6 illustrates which type of question format? A. dichotomous B. open-ended C. […]

The study of similarities and differences among consumers in two or more nations or societies is referred to as __________. A. market synthesis B. cross-cultural analysis C. international sociographics D. transnational anthropology E. multicultural ethnocentrism Answer: Brand licensing refers to […]

Which of the following statements represents a possible measure of success in the first step of the five-step marketing research approach, defining the problem? A. You have three weeks and $10,000 to determine if it is going to be profitable […]

Culture is a component of what type of environmental force that must be scanned to assess its impact on the organization’s marketing environment? A. regulatory B. technological C. competitive D. economic E. social Answer: Selective exposure is most likely to […]

Communication is the process of conveying a message to others and it requires six elements. These elements include: a source, a message, a channel of communication, a receiver, and __________. A. a concept B. an offer C. a slogan D. […]

The Economic Espionage Act A. allows the World Court in The Hague to adjudicate trade disputes on behalf of United Nations’ members and requires the home country to impose any penalties. B. imposes a personal fine on a convicted U.S. […]

Publix Supermarkets and The Little Clinic signed an exclusive agreement, placing small walk-in health clinics inside selected stores. Publix customers can have simple medical needs addressed in a convenient and familiar environment seven days a week and pick up their […]

Figure 6-5 Figure 6-5 above outlines the distribution channels through which a product manufactured in one country must travel to reach its destination in another country. Which letter in the figure would identify intermediaries used to move the product from […]

The __________ concept means that an organization strives to satisfy consumer needs while achieving its goals. A. marketing B. sales C. production D. societal benefit E. customer relationship Answer: Because Marla was so strongly committed to a fat-free diet, she […]

A manufacturer’s branding strategy in which a distinct brand name is given to each of its products is referred to as __________. A. multiproduct branding B. generic branding C. product differentiation branding D. mixed branding E. multibranding Answer: In the […]

Coca-Cola hired brand police to make sure that the Coca-Cola brand name and logo are not used without written permission. Why is Coca-Cola so rigorous in protecting its trademark? A. Coca-Cola risks losing its generic status. B. In order to […]

Which of the following is a major reason for the violation of ethics codes? A. government regulation B. family influence C. lack of religious beliefs D. fear of disciplinary action E. perceived behavior of top management Answer: Information technology refers […]

Websites that offer personalized content, such as My eBay and My Yahoo!, have __________ as a prominent design element. A. context B. customization C. content D. communication E. connection Answer: To develop a successful marketing plan for a soft drink […]

A restaurant review published in the local newspaper is an example of __________. A. publicity B. sales promotion C. advertising D. direct marketing E. personal selling Answer: The four major types of limited-service merchant wholesalers are rack jobbers, cash and […]

Press conferences and image management are tools used by a firm’s __________ department. A. advertising B. sales promotion C. direct marketing D. public relations E. personal selling Answer: In marketing, an organization refers to A. a legal entity that consists […]

Mott’s applesauce promotes itself as a low-fat alternative to cooking oil for baked goods. Mott’s is __________. A. finding new users through a product modification strategy B. increasing use by existing customers through a product modification strategy C. modifying the […]

Another name of a closed-end question is a(n) __________ question. A. Likert scale B. dichotomous C. leading D. semantic differential E. fixed-alternative Answer: In its business portfolio analysis, an organization’s SBUs often start as __________ and eventually become __________. A. […]

Figure 2-1 In Figure 2-1 above, C represents the A. strategic business unit level. B. board of directors. C. corporate level. D. functional level. E. CMO. Answer: A. Large organizations usually consist of three organizational levels whose strategies are linked […]

Russia currently has a limit on pork of 400,000 metric tons annually that can be imported from any country. This restriction would be considered a A. tariff. B. trade imbalance. C. excise tax. D. quota. E. subsidy. Answer: The online […]

Pricing constraints refer to A. barriers that must be overcome in order to set pricing objectives. B. competitive pricing advantages one firm has over another. C. different pricing strategies for each of the firm’s products. D. factors that limit the […]

VALS Framework VALS creates profiles of people based on their primary motivation and resources. In the VALS framework above, B refers to A. Ideals. B. Achievement. C. Self-Expression. D. Survivors. E. Innovators. Answer: A. According to the VALS framework, consumers […]

Differentiation positioning requires a product to A. emphasize unique product attributes to compete directly with competitors. B. compete directly with competitors on similar product attributes in the same target market. C. compete with competitors on similar product attributes but in […]

When Kimmy Summers had to communicate with other students to recruit volunteers at their respective universities to help freshmen during campus move-in day, they chose to use A. letters from their colleges’ deans of students. B. flyers slid under dorm-room […]

The combined American Marketing Association’s 2004 and 2007 definitions of marketing used in the textbook define marketing as A. the activity for creating, communicating, delivering, and exchanging offerings solely for the benefit of the organization’s stockholders. B. the activity for […]

All of the following are time periods that the U.S. economy experienced a period of recession EXCEPT: A. 1973-1975. B. 1981-1982. C. 1990-1991. D. 2007-2009. E. 2010-2013. Answer: The name of a person who may be a possible customer is […]

The strategic marketing process involves three phases: planning, implementation, and A. review. B. execution. C. evaluation. D. goal revision. E. correction. Answer: The argument for protectionism is that it A. protects a nation’s political security. B. encourages economic reliance on […]

Johnson & Johnson effectively repositioned St. Joseph Aspirin as a product for infants to an adult low-strength aspirin to reduce the risk of heart attacks or strokes. This is an example of a product repositioning by __________. A. reacting to […]

Bundle pricing refers to A. an extra amount of free goods awarded sellers in the channel of distribution for promoting a product. B. marketing two or more products in a single package price. C. using BOGOs – requiring customers to […]

Figure 7-1 According to Figure 7-1 above, what does C represent in the marketing research process? A. define the problem B. collect relevant information C. develop the research plan D. develop findings E. take marketing actions Answer: Which of the […]

BMW StreetCarver was a $495 skateboard that featured BMW’s technology in its wheel suspension, which stabilizes the board’s sleek design and allows for greater control around sharp curves. BMW wanted its skateboard to be within the consideration set of potential […]

Conflict that occurs between two different levels in a marketing channel is referred to as A. lateral conflict. B. horizontal conflict. C. vertical conflict. D. distributor conflict. E. contractual conflict. Answer: Evergreen Air Center is the world’s biggest parking lot […]

L’Oreal created an advertisement for its Visible Lift makeup. Glamour magazine, in which the ad for the L’Oreal Visible Lift makeup appeared, is an example of (a) __________. A. message B. noise C. feedback loop D. source E. channel of […]

The communication capabilities of Internet-enabled technologies provide consumer convenience, reduce information search costs, and make choice assistance possible. Communication also promotes __________. A. consumer responsibility B. closer global alliances C. web communities D. social responsibility E. courteous online dialogue Answer: […]

An opinion leader is an individual A. within an organization who influences decision-making. B. who is able to use moral suasion to get others to comply with the latest trends. C. in an organization who encourages other paid individuals to […]

Figure 17-2 As shown in Figure 17-2 above, E is the __________ stage in the personal selling process. A. close B. preapproach C. follow-up D. presentation E. approach Answer: E. Text term definition – approach. See Figure 17-2. While many […]

Online shopping and buying helps consumers avoid traffic and standing in store checkout lines; they sometimes use online shopping for __________. A. customerization B. control C. convenience D. utilitarianism E. marketplace value Answer: In behavioral learning, a need that moves […]

The word “flow” as it relates to the definition of logistics management refers to decisions needed to move A. raw materials to the producer. B. semi-finished materials to a merchant wholesaler. C. finished products to the distributor. D. finished products […]

A good, service, or idea consisting of a bundle of tangible and intangible attributes that satisfies consumers’ needs and is received in exchange for money or something else of value is known as a(n) A. utility. B. item. C. service. […]

Which of the following statements regarding segmentation bases is most accurate? A. The identification of demographic variables is more objective than the identification of psychographic variables, which is more subjective. B. Marketers should use segmentation bases in this order to […]

An order getter refers to A. a salesperson who specializes in identifying, analyzing, and solving customer problems, but who does not actually sell products and services. B. a salesperson who processes routine orders or reorders for products that are presold […]

The North American Industry Classification System (NAICS) designates industries with a numerical code in a defined structure. A six-digit coding system is used. The fourth digit designates a(n) A. industry subsector. B. industry group. C. specific industry. D. individual country-level […]

A consumer’s purchases are often influenced by the views, opinions, or behaviors of others. Two aspects of personal influence that are important to marketing are __________ and word-of-mouth activity. A. parental guidance B. peer pressure C. opinion leadership D. government […]

The approaches that can be used to collect data to solve all or part of a marketing research problem are referred to as A. methods. B. proposals. C. strategies. D. tactics. E. analyses. Answer: Drawing conclusions about a population from […]

Compared to the business-format franchise, the franchisor provides a few general guidelines to the franchisee in a A. corporate chain franchise. B. manufacturing franchise. C. product-distribution franchise. D. general service franchise. E. business franchise venture. Answer: The various firms involved […]

Economic espionage refers to A. the destruction of a competitor’s products or services through physical damage of property or damage to their reputation. B. persuading someone to act in one’s favor, typically illegally or dishonestly, by a gift of money […]

The __________ element of the marketing mix is demonstrated when a company places an ad on a highway billboard. A. product B. price C. promotion D. place E. process Answer: Perhaps the greatest impact on salesforce communication is the application […]