Marketing 11th Edition

ISBN 13

978-0078028892

ISBN 10

0078028892

Authors

Roger Kerin, Steven Hartley, William Rudelius

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197 documents found.

Exam Prep

BUSMKT 14083

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: eRationale: Collaborative filtering is a process that automatically groups people with similar buying intentions, preferences, and behaviors and then

Marketing 11th Edition

Exam Prep

BUSMKT 21097

Which of the following products is an example of a low-involvement purchase? a. Mercedes-Benz automobile b. buying a share in NetJets c. buying a membership into a local country club d. a vacation to Europe e. Colgate toothpaste Answer: eRationale: High-involvement purchases typically have at least one of three characteristics: (1) the item is expensive; (2) the

Marketing 11th Edition

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BUSMKT 35126

A manufacturer does marketing research and estimates that consumers will accept a manufacturer's suggested retail price of $50 for a jacket. The manufacturer expects to offer trade discount terms of 40/10/5 to retailers, wholesalers, and agents in the marketing channel. What price will the manufacturer receive for the jacket? a. $47.50 b.

Marketing 11th Edition

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BUSMKT 45655

Figure 1. Figure 1. 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, "D" and "E," which stand for __________ and __________. a. brand identity; brand emotion b. brand performance; brand imagery c. consumer

Marketing 11th Edition

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BUSMKT 59497

The description of how new retail outlets enter the market is referred to as the __________. a. retail life cycle b. product life cycle c. wheel of retailing d. retail life matrix e. retail continuum Answer: cRationale: Key term definitionwheel of retailing. cRationale: Key term definitionwheel of retailing. c Rationale: Key term definitionwheel of retailing. Marketers produce a

Marketing 11th Edition

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BUSMKT 67361

In the automobile industry, many companies use a __________, whereby a manufacturer licenses dealers to sell its cars subject to various sales and service conditions. a. service-sponsored producer franchise system b. service-sponsored retail franchise system c. manufacturer-sponsored wholesale franchise system d. manufacturer-sponsored retail franchise system e. administered vertical marketing system Answer: dRationale: Manufacturer-sponsored retail franchise systems are

Marketing 11th Edition

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BUSMKT 72044

The added value a brand name gives to a product beyond the functional benefits provided is referred to as __________. a. brand cach b. brand net worth c. brand equity d. brand benefit e. brand enhancement Answer: cRationale: Key term definitionbrand equity. cRationale: Key term definitionbrand equity. c Rationale: Key term definitionbrand equity. The marketing concept refers to a.

Marketing 11th Edition

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BUSMKT 76933

A mother handed her college-aged son a piece of paper and said, "By redeeming this you will receive 25 cents off your next purchase of Birds Eye lima beans." Birds Eye is using a __________ to stimulate demand for its lima beans. a. coupon b. rebate c. sample d. deal e. premium Answer: aRationale: Coupons are sales

Marketing 11th Edition

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BUSMKT 77813

Figure 1. Figure 1. above depicts four common marketing channels for consumer products and services that differ by the kind and number of intermediaries. Channel "A" would be an appropriate marketing channel for which of the following? a. automobiles b. jewelry c. construction machinery d. candy e. insurance products Answer: eRationale: Channel "A" is a direct channel because

Marketing 11th Edition

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BUSMKT 80357

The second step of the marketing research approach is to __________. a. develop findings b. define the problem c. take marketing actions d. develop the research plan e. collect relevant information Answer: dRationale: The five-step marketing research approach includes: Step 1define the problem; Step 2develop the research plan; Step 3collect relevant information; Step 4develop findings; and Step

Marketing 11th Edition

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BUSMKT 83956

The generation of children born between 1946 and 1964 is referred to as a. baby busters. b. millennials. c. Generation Y. d. baby boomers. e. Generation X. Answer: dRationale: Key term definitionbaby boomers. dRationale: Key term definitionbaby boomers. d Rationale: Key term definitionbaby boomers. Until federal laws and regulations were clarified to cover such cases, audio electronic component

Marketing 11th Edition

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BUSMKT 90474

Dell Inc. learned that the lithium-ion batteries in its notebook computers posed a fire hazard to consumers. The company recalled 2.7 million batteries and gave consumers a replacement before any personal injuries resulted. Dell was most likely concerned with consumers' right to a. choose. b. be informed. c. safety. d. be heard. e. happiness. Answer: cRationale: The

Marketing 11th Edition

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BUSMKT 91051

Yoplait Yogurt, Thomas's English Muffins, Kellogg's Rice Krispies, Egg McMuffins at MacDonald's, private label "bagged" cereal, and Lender's Bagels all relate to General Mills' Cheerios because a. they must all deal with issues of childhood food allergies. b. they all represent products that can be breakfast substitutes for one another. c. they all

Marketing 11th Edition

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BUSMKT 95643

There are five common approaches to posttests: aided recall, unaided recall, __________, inquiry tests, and sales tests. a. exposure tests b. attitude tests c. performance tests d. jury tests e. comparison tests Answer: bRationale: Five common posttesting approaches are aided recall, unaided recall, attitude tests, inquiry tests, and sales tests. bRationale: Five common posttesting approaches are aided recall,

Marketing 11th Edition

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BUSMKT 98955

A company can protect its competitive position under __________, which gives inventors the right to exclude others from making, using, or selling products that infringe the patented invention. a. copyright law b. patent law c. criminal law d. commercial law e. antitrust law Answer: bRationale: Patent laws give inventors the right to exclude others from making, using,

Marketing 11th Edition

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BUSMT 10695

Figure 1. In Figure 1. above, "D" represents which stage of the consumer purchase decision process? a. purchase decision b. information search c. problem recognition d. alternative evaluation e. postpurchase behavior Answer: aRationale: The fourth stage of the consumer purchase decision process is the actual purchase decision. See Figure 1. in the textbook. aRationale: The fourth stage of the

Marketing 11th Edition

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BUSMT 12657

To lower costs and reduce manufacturing time, Michelin has people work together on important purchases. These people include individuals in the roles of buyers, deciders, gatekeepers, and others, as needed. This type of cross-functional group is known as a(n) a. purchasing committee. b. sustainable procurement panel. c. buying center. d. supply partnership. e. purchasing task

Marketing 11th Edition

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BUSMT 15957

During the evaluation phase of an IMC program, a firm will __________ and make needed changes. a. posttest the promotion b. design the promotion c. state the mission e. carry out the promotion d. identify possible advertising or promotional firms Answer: aRationale: During the evaluation phase of an IMC program, a firm will posttest the promotion and

Marketing 11th Edition

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BUSMT 17680

Most specialty stores and department stores, which provide many services to their customers, are considered to be __________. a. exclusive-service retailers b. limited-service retailers c. full-service retailers d. full-domain retailers e. upscale-retailers Answer: cRationale: Full-service retailers, which include most specialty stores and department stores, provide many services to their customers. cRationale: Full-service retailers, which include most specialty stores

Marketing 11th Edition

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BUSMT 20358

Capacity Management Marketing Dashboard Assuming the information shown in the JetBlue capacity management marketing dashboard above will not change in the near future, what actions would recommend that JetBlue take? a. Proceed as in the past; JetBlue is clearly profitable. b. Use advertising to let consumers know how JetBlue currently meets their needs. c. Change

Marketing 11th Edition

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BUSMT 21986

A management approach in which a manger is assigned the responsibility for selecting all products that consumers in a market segment might view as substitutes for each other, with the objective of maximizing sales and profits in the category, is referred to as __________. a. capacity management b. product management c. retail inventory

Marketing 11th Edition

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BUSMT 22741

If a fraternity or sorority wanted to attract new members, it should focus on people who view its current members as a(n) __________ group. a. membership b. aspiration c. dissociative d. reference e. involvement Answer: bRationale: Since a fraternity or sorority is a membership group, potential new members should view the fraternity/sorority as an aspiration group, one

Marketing 11th Edition

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BUSMT 26682

Which of the following statements represents a possible measure of success in Step 1define the problem of the five-step marketing research approach? a. You have three weeks and $10,000 to determine if it is going to be profitable to serve breakfast on weekdays or not. b. If three year olds like this

Marketing 11th Edition

Exam Prep

BUSMT 31086

Specialized functions such as marketing and finance are generally referred to as __________. a. teams b. groups c. divisions d. departments e. business units Answer: dRationale: Text term definitiondepartment. dRationale: Text term definitiondepartment. d Rationale: Text term definitiondepartment. Figure 1. Based on the information in Figure 1. above, the planning gap between 2003 and 2012, as represented by the

Marketing 11th Edition

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BUSMT 35647

The __________ focuses on performing services that provide a unique experience. a. intangibility economy b. experience economy c. virtual economy d. magic of marketing e. authentic economy Answer: bRationale: The "experience economy" focuses on performing services that provide a unique experience. The growth of produced, sometimes contrived experiences, however, has led consumers to search for sincere, or

Marketing 11th Edition

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BUSMT 37245

Which of the following statements about marketing activities is most accurate? a. Marketing is affected by society but rarely, if ever, affects society as a whole. b. The marketing department works closely with other departments and employees to implement marketing activities. c. Marketing activities are the sole responsibility of the marketing department; other

Marketing 11th Edition

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BUSMT 45354

Which of the following statements best describes a whistle-blower? a. An employee is unhappy because his company is downsizing. b. An employee tells the Consumer Product Safety Commission his company falsified safety reports on a child's car seat. c. A salesperson for a hardware wholesaler tries to sell insurance to his regular customers

Marketing 11th Edition

Exam Prep

BUSMT 53749

The fourth step of the marketing research approach is to __________. a. develop findings b. define the problem c. take marketing actions d. develop the research plan e. collect relevant information Answer: aRationale: The five-step marketing research approach includes: Step 1define the problem; Step 2develop the research plan; Step 3collect relevant information; Step 4develop findings; and Step

Marketing 11th Edition

Exam Prep

BUSMT 58794

The four utilities marketing creates are a. product, price, promotion, and place. b. form, function, value, and people. c. monopoly, monopolistic competition, pure competition, and oligopoly. d. form, place, time, and possession. e. natural gas, fossil fuel, electricity, and water. Answer: dRationale: Four different utilities include: form, place, time, and possession. dRationale: Four different utilities include: form,

Marketing 11th Edition

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BUSMT 60453

An arrangement a manufacturer makes with a reseller to handle only its products and not those of competitors is referred to as a(n) __________. a. tying arrangement b. requirement contracting c. exclusive dealing d. territorial dealership contracting e. selective distribution Answer: cRationale: Text term definitionexclusive dealing. cRationale: Text term definitionexclusive dealing. c Rationale: Text term definitionexclusive dealing. Intermediaries

Marketing 11th Edition

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BUSMT 71929

Evergreen Air Center in Marana, Arizona, is the world's biggest parking lot for unwanted commercial aircraft. Airlines pay from $750 to $5,000 a month for its storage service. The warm, dry air where the operation is located serves as a cheap and effective airplane preservative. Which organizational segmentation variable might Evergreen use

Marketing 11th Edition

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BUSMT 77944

Errors in communication can occur in several ways: (1) the source may not adequately transform the abstract idea into an effective set of symbols, (2) __________, (3) the receiver may not properly transform the set of symbols into the correct abstract idea, or (4) feedback may be so delayed or

Marketing 11th Edition

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BUSMT 86180

Figure 1. Consider Figure 1. above. Suppose a manufacturer quotes price in the following form: List price$100 less 30/10/5. What does "C" represent? a. the wholesaler's trade discount b. the retailer's trade discount c. the jobber's trade discount d. the manufacturer's trade discount e. the manufacturer's markup Answer: cRationale: The manufacturer quotes price as list price of $100

Marketing 11th Edition

Exam Prep

BUSMT 89891

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. "Dogs" are SBUs that are classified as having a. high market growth rates and high relative market shares. b. low market

Marketing 11th Edition

Exam Prep

BUSMT 96727

Off-price retailers, warehouse clubs, and grocery stores that require customers to bag their groceries provide what level of retail service? a. full-service b. limited-service c. customized-service d. self-service e. automated-service Answer: dRationale: Self-service requires that the customers perform many functions during the purchase process. All the retailers mentioned in the question are at the self-service end of

Marketing 11th Edition

Exam Prep

CE 15337

The relationship between a product line and product mix is a. product mixes include product lines. b. product lines include product mixes. c. product lines refer to consumer products; product mixes refer to industrial products. d. product mixes refer to consumer products; product lines refer to industrial products. e. there is no significant difference other

Marketing 11th Edition

Exam Prep

CE 18603

Employees who report unethical or illegal actions of their employers are referred to as a. whistle-blowers. b. scabs. c. cronies. d. corporate snitches. e. ombudsman. Answer: aRationale: Key term definitionwhistle-blowers. aRationale: Key term definitionwhistle-blowers. a Rationale: Key term definitionwhistle-blowers. Whereas traditional media build credibility through "experts" being "influencers" in a particular field, with social media a sender often

Marketing 11th Edition

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CE 19571

Figure 1.A Figure 1.A above shows that when the quantity demanded moves from 3.0 to 4.5 million units along the demand curve D1, the profit a. increases from $1. to $2.00 per unit. b. decreases from $2.00 to $1. per unit. c. stays the same per unit. d. increases from $0.50 to $1. per unit. e.

Marketing 11th Edition

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CE 21650

Tricon was the restaurant division of PepsiCo until it was spun off in 1997. Since then Tricon has opened 6,000 KFC restaurants abroad. It has 158 restaurants in Indonesia and more than 500 restaurants in China. All are locally owned and subject to a contractual agreement that allows the owners

Marketing 11th Edition

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CE 33696

A car collector, Mr. F. Hansen, who said his 1975 Chevrolet Corvette was certified as the last Corvette convertible to be produced, sued General Motors to stop it from manufacturing any more of the convertible sports cars. The suit also requested $1. million in damages. Hansen claimed he bought the

Marketing 11th Edition

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CE 33830

FedEx and UPS are converting their delivery trucks with standard diesel engines to more fuel-efficient and cleaner hybrid-electric vehicles, which can cut fuel costs by half and lower fuel emissions by 90 percent. This is an example of a. demarketing. b. triple-top line marketing. c. preemptive compliance. d. green marketing. e. cause marketing. Answer: dRationale: Green marketing is

Marketing 11th Edition

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CE 37920

Some websites enable a user to talk directly with a customer representative using an "online chat" service while shopping the site. This is an example of the __________ website design element. a. convenience b. connection c. control d. community e. communication Answer: eRationale: Communication is defined as the dialogue that unfolds between the website and its users. eRationale:

Marketing 11th Edition

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CE 41086

The range of offerings from the tangible to the intangible or product-dominant to service-dominant is referred to as the a. service continuum. b. product continuum. c. tangibility line. d. inseparability span. e. customer contact audit. Answer: aRationale: Key term definitionservice continuum. aRationale: Key term definitionservice continuum. a Rationale: Key term definitionservice continuum. 3M Company executives were perplexed when

Marketing 11th Edition

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CE 41251

The reward to a business firm for the risk it undertakes in marketing its offerings is referred to as a. shareholders' equity. b. profit. c. assets. d. contribution margin. e. goodwill. Answer: bRationale: Key term definitionprofit. bRationale: Key term definitionprofit. b Rationale: Key term definitionprofit. With a __________ pricing strategy, a price setter stresses the __________ side of

Marketing 11th Edition

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CE 53598

Rents, executive salaries, and insurance are typical examples of a. variable costs. b. fixed costs. c. unit costs. d. marginal costs. e. total costs. Answer: bRationale: Fixed cost is the sum of the expenses of the firm that are stable and do not change with the quantity of a product that is produced and sold. Examples of

Marketing 11th Edition

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CE 54572

Which of the following is a characteristic of the growth stage of the product life cycle? a. Advertising emphasis switches to primary demand. b. a growing proportion of initial purchasers to repeat purchasers c. addition of new or modified product features d. Profit margins increase as sales increase. e. There are a limited number of

Marketing 11th Edition

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CE 56219

When past experience is insufficient, the risk of making a wrong decision is high, and the cost of gathering information is low, a consumer is more likely to use an __________ for information. a. internal search b. informal search c. expert directed search d. external search e. experiential search Answer: dRationale: When past experience is insufficient, the

Marketing 11th Edition

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CE 75795

Figure 1. In Figure 1. above, "C" represents the __________ influences that can affect the consumer purchase decision process. a. sociocultural b. economic c. environmental d. situational e. market dominated Answer: aRationale: The sociocultural influences include personal influence, reference groups, family influences, social class, and culture and subculture influences. See Figure 1. in the textbook. aRationale: The sociocultural influences

Marketing 11th Edition

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CE 78340

The sum of the expenses of the firm that vary directly with the quantity of the product that is produced and sold is referred to as a. fixed cost. b. total cost. c. marginal cost. d. unit cost. e. variable cost. Answer: eRationale: Key term definitionvariable cost. See Figure 1. in the textbook. eRationale: Key term definitionvariable

Marketing 11th Edition

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CE 79153

In the telemarketing industry, issues such as __________, ethical guidelines, and industry standards have become a topic of discussion among consumers, Congress, the Federal Trade Commission (FTC), and businesses. a. competitive antics b. coercion tactics c. freedom of speech d. language issues e. consumer privacy Answer: eRationale: Consumer privacy, ethical guidelines, and industry standards have become a

Marketing 11th Edition

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CE 80517

The first step in the sequential building process of brand equity involves __________. a. developing positive brand awareness b. creating a consumer-brand connection c. easing consumers' decision making d. eliciting the proper consumer responses to a brand's identity and meaning e. establishing a brand's meaning in the minds of consumers Answer: aRationale: The four steps in the

Marketing 11th Edition

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CE 81521

Spruceland Millworks in Canada makes wooden pallets for transporting and storing new appliances such as stoves, freezers, and refrigerators. The demand for Spruceland pallets would be classified as a. reactive demand, which is tied to the sales of appliances, not the sale of the pallets. b. derived demand, which is tied to

Marketing 11th Edition

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CE 84766

Which of the following statements regarding salesforce compensation plans is most accurate? a. The most preferred compensation plan among sales people is the straight commission plan. b. Nonmonetary rewards are not very effective as salesforce motivators. c. New recruits are often more productive than seasoned professionals. d. Ineffective practices often lead to costly salesforce turnovers. e.

Marketing 11th Edition

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CE 91603

The reformulation of the original less sweet, more bitter Coca-Cola (now Coca-Cola Classic) into a new sweeter one (eventually called New Coke) was one of the biggest decisions in the firm's history. Coke was responding to Pepsi's gain in market share with its sweeter formulation and its Pepsi Challenge taste tests

Marketing 11th Edition

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CE 92029

Best Foods Company is considering expanding beyond the regional market segments now served by its Hellmann's mayonnaise. One criterion management wants to use to evaluate potential new geographic market segments is whether new equipment must be bought to serve each new segment. This is an example of which criterion used

Marketing 11th Edition

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CE 99297

Which of the following is a form of flexible pricing? a. odd-even pricing b. yield management pricing c. above-, at-, or below-market pricing d. target pricing e. cost-plus pricing Answer: bRationale: Yield management pricing is a form of flexible pricing because prices vary by an individual buyer's purchase situation, company cost considerations, and competitive conditions. bRationale: Yield management

Marketing 11th Edition

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Marketing 14342

Archer Daniels Midland Co. (ADM) is the world's largest cocoa-bean processor. It buys cocoa beans and converts them into cocoa powder and cocoa butter, which it then sells to companies like Hershey's that manufacture consumer products containing chocolate. ADM is operating in a(n) __________ market. a. consumer b. government c. service d. reseller e. industrial Answer: eRationale: Business

Marketing 11th Edition

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Marketing 16293

3D HDTVs are in which stage of the product life cycle? a. introduction b. growth c. maturity d. decline e. harvest Answer: aRationale: 3D HDTVs are in the introduction stage of the product life cycle. aRationale: 3D HDTVs are in the introduction stage of the product life cycle. a Rationale: 3D HDTVs are in the introduction stage of

Marketing 11th Edition

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Marketing 18377

Which of the following statements is MOST accurate? a. The name Gatorade was chosen because as an energy drink it "got you out the gatefast." b. The name Gatorade was coined by a team who lost to the University of Florida Gators, attributing the Gator win to the "aid" it got from

Marketing 11th Edition

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Marketing 21406

A global market-entry strategy in which a foreign company and a local firm invest together to create a local business in order to share ownership, control, and profits of the new company is referred to as a. licensing. b. a joint venture. c. direct exporting. d. a local assembly. e. local manufacturing. Answer: bRationale: Key term definitionjoint

Marketing 11th Edition

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Marketing 26283

Which of the following would most likely be considered a consumer product? a. ball bearings b. back hoe c. printing press d. suitcase e. mainframe computer Answer: dRationale: Consumer products like suitcases are products purchased by the ultimate consumer. The other products listed are business products. dRationale: Consumer products like suitcases are products purchased by the ultimate consumer.

Marketing 11th Edition

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Marketing 27555

The communication capabilities of Internet-enabled technologies take three forms: (1) __________; (2) consumer-to-marketer buying and service requests; and (3) consumer-to-consumer chat rooms, instant messaging, and social networking websites. a. marketer-to-consumer e-mail notification b. government-to-marketer Do Not Spam monitoring c. phishing and spamming whistleblowing d. marketer-to-marketer exchanges e. web-to-web customer exchanges Answer: aRationale: The communication capabilities of Internet-enabled

Marketing 11th Edition

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Marketing 29870

DiGiorno rising crust pizza has been available in the freezer sections of supermarkets for quite a while. The product's recent introduction of a DiGiorno cheese stuffed crust to its line of pizzas is an example of __________. a. a market-product grid b. diversification c. market modification d. product class extension e. product modification Answer: eRationale: Product modification

Marketing 11th Edition

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Marketing 32561

Prices in vending machines tend to be higher because a. machines are placed in high demand/traffic areas. b. maintenance, operating, and leasing costs are high. c. only small unit volume items are sold. d. customary pricing requires certain coin and currency amounts regardless of the normal retailer markup. e. few people buy from vending machines. Answer: bRationale:

Marketing 11th Edition

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Marketing 32877

New product brands introduced as defensive moves to counteract and confront a firm's competition are referred to as __________. a. co-brands b. private brands c. fighting brands d. brand extensions e. subbrands Answer: cRationale: Text term definitionfighting brands. cRationale: Text term definitionfighting brands. c Rationale: Text term definitionfighting brands. A moral philosophy that exists in the Consumer Bill

Marketing 11th Edition

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Marketing 57867

Outside the United States, large retailers include __________ in Japan, Carrefour in France, Metro Group in Germany, and Tesco in Britain. a. Aeon b. Toshei c. Seebi d. Goshen e. Toshi Answer: aRationale: Outside the United States, large retailers include Aeon in Japan, Carrefour in France, Metro Group in Germany, and Tesco in Britain. aRationale: Outside the United

Marketing 11th Edition

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Marketing 61616

The more a marketing plan is based on __________, the less uncertainty and fewer risks are associated with executing it. a. opinions b. intuition c. facts and valid assumptions d. past historical data e. alternative contingencies Answer: cRationale: To develop effective marketing plans, use a base of facts and valid assumptions. cRationale: To develop effective marketing plans, use

Marketing 11th Edition

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Marketing 62108

The relationship of annual marketing effort to annual sales revenue is assumed to be __________ of the sales response function. a. a horizontal straight line, where sales revenues stay the same regardless of the marketing effort b. a U-shaped curve, where sales revenues are at a maximum at either end c. an upside-down

Marketing 11th Edition

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Marketing 63481

When one channel member believes another channel member is engaged in behavior that prevents it from achieving its goals, it is referred to as __________. a. distributor dissension b. marketing channel discord c. partnership divergence d. channel conflict e. channel dissonance Answer: dRationale: Key term definitionchannel conflict. dRationale: Key term definitionchannel conflict. d Rationale: Key term definitionchannel conflict.

Marketing 11th Edition

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Marketing 64715

Sales promotions cannot be the sole basis for a promotional campaign because a. all sales promotions have legal time limit restrictions to prevent unfair trade practices. b. gains from the sales promotion are often temporary and sales drop off when it ends. c. sales promotions are too costly and soon become a financial

Marketing 11th Edition

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Marketing 72616

The unique combination of benefits received by targeted buyers that includes quality, convenience, on-time delivery, and both before-sale and after-sale service at a specific price is called a. customer value. b. target marketing. c. benefit segmentation. d. value-based marketing. e. a customer value proposition. Answer: aRationale: Key term definitioncustomer value. aRationale: Key term definitioncustomer value. a Rationale: Key

Marketing 11th Edition

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Marketing 73863

Which of the following product categories accounts for the largest proportion of total online consumer sales? a. consumer electronics b. apparel, footwear, and accessories c. food and beverages d. music and video e. appliances and home improvement Answer: bRationale: Clothing, footwear, and accessories represent the largest proportion of total online consumer sales at 17% in 2010. bRationale: Clothing,

Marketing 11th Edition

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Marketing 81669

Contract manufacturing refers to a. offering the right to a trademark, patent, trade secret, or similarly valued items of intellectual property in return for a royalty or fee. b. contracting with a foreign firm to manufacture products according to stated specifications. c. contracting between a foreign country and a local firm to invest

Marketing 11th Edition

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Marketing 83381

The type of good for which the consumer compares several alternatives on such criteria as price, quality, or style is a(n) a. shopping product. b. convenience product. c. specialty product. d. unsought product. e. B2B product. Answer: aRationale: Key term definitionshopping products. aRationale: Key term definitionshopping products. a Rationale: Key term definitionshopping products. In the 1980s, a lapse

Marketing 11th Edition

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Marketing 83411

A time of declining economic activity when businesses decrease production, unemployment rises, and many consumers have less money to spend is referred to as a. deflation. b. inflation. c. prosperity. d. a recession. e. a depression. Answer: dRationale: Recession is a time of slow economic activity. Businesses decrease production, unemployment rises, and many consumers have less money

Marketing 11th Edition

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Marketing 84901

Advertisers use a mix of media forms and vehicles to maximize the exposure of the message to the target audience while at the same time minimizing a. reach. b. frequency. c. costs. d. ratings. e. cost per share point. Answer: cRationale: Advertisers often use a mix of media alternatives to maximize the exposure of the message to

Marketing 11th Edition

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Marketing 85721

An analysis of a prospective product shows that it is expected to grow by at least 10 percent each year over the next 5 years, and then enter the maturity phase of its product life cycle. This type of analysis would provide useful information in which step of the price-setting

Marketing 11th Edition

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Marketing 87938

The local radio station broadcast a story about a dry-cleaner that had requested coat donations. The company offered to clean the coats and deliver them to people in need. The various addresses of the dry-cleaner chain were also broadcast so that donations could be dropped off. Since this featured business

Marketing 11th Edition

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Marketing 90643

According to research conducted by Canadian cultural anthropologists, Canadians place a high importance on personal relationships. This leads them to be extremely reluctant to buy through an impersonal medium like a telephone. For an insurance company that was hoping to sell insurance through telemarketers, this research would be an example of a.

Marketing 11th Edition

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Marketing 91501

In the late 1950s and 1960s, television westerns were extremely popular. The shows were adventure shows with settings and costumes that were very unlike other shows at that time. There were Gunsmoke, Bonanza, Wagon Train, The Big Valley etc. When ratings declined as viewers gradually stopped watching this TV genre,

Marketing 11th Edition

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MET 12946

Figure 1. According to Figure 1. above, what is the price of Newsweek when marginal revenue is $0? a. $0 b. $0.50 c. $1.0 d. $1.5 e. $2.00 Answer: dRationale: According to Figure 1., when marginal revenue is $0, price is $1.. See Figure 1. in the textbook. dRationale: According to Figure 1., when marginal revenue is $0,

Marketing 11th Edition

Exam Prep

MET 15354

Sterile Feral, Inc. is a nonprofit organization that catches wild or stray cats, and then neuters, vaccinates, and releases them back into the wild. The personnel of the nonprofit organization are caring people who love animals and try to do what they can to meet the needs of each cat they care

Marketing 11th Edition

Exam Prep

MET 19428

In setting research objectives, marketers have to be clear on the purpose of the research that leads to marketing actions. The three main types of marketing research include descriptive research, exploratory research, and __________ research. a. causal b. virtual c. interactive d. effect e. interdisciplinary Answer: aRationale: The three main types of marketing research include exploratory research,

Marketing 11th Edition

Exam Prep

MET 27939

The acronym "SWOT" in the term "SWOT analysis" stands for __________. a. strengths, weaknesses, opportunities, and tactics b. strengths, weaknesses, options, and tactics c. strengths, weaknesses, opportunities, and threats d. simple, workable, optimal, and timely e. state the problem, work out a strategy, organize your team, and take action Answer: cRationale: Key term definitionSWOT analysis.[/cpmembership] cRationale: Key

Marketing 11th Edition

Exam Prep

MET 38395

The prescribed penalty for agents of foreign governments found guilty of economic espionage is a. up to 15 years in prison and fines up to $500,000. b. life in prison with chance of parole after 25 years. c. 25 years in prison and a $10 million fine. d. permanent expulsion from the United States. e.

Marketing 11th Edition

Exam Prep

MET 41564

Five pricing practices are closely scrutinized because of potential unethical or illegal actions. They include: (1) price fixing; (2) price discrimination; (3) deceptive pricing; (4) geographical pricing; and (5) __________. a. predatory pricing b. price discounting c. lateral price fixing d. regional rollbacks e. delayed payment penalties Answer: aRationale: Five pricing practices have received the most scrutiny:

Marketing 11th Edition

Exam Prep

MET 53236

An organization's foundation can be broken into three key elements. They are a. products, services, and ideas. b. business definition, long-term goals, and short-term objectives. c. board of directors, top management, and stakeholders. d. corporate-level strategies, SBU-level strategies, and functional-level strategies. e. core values, mission/vision, and organizational culture. Answer: eRationale: An organizational foundation includes core values, mission/vision,

Marketing 11th Edition

Exam Prep

MET 61043

In a feedback loop, a response refers to a. the number of times a consumer must hear a message before it can be accurately decoded. b. the impact the message had on the receiver's knowledge, attitude, or behaviors during the communications process. c. the positive or negative feedback that a consumer expresses immediately after

Marketing 11th Edition

Exam Prep

MET 62600

Selling often serves as a stepping-stone to top management. In fact, approximately __________ of the chief executive officers (CEOs) in the largest U.S. corporations have significant sales and marketing experience in their work history. a. 5% b. 10% c. 15% d. 20% e. 25% Answer: dRationale: Twenty percent of the chief executive officers in the largest U.S. corporations

Marketing 11th Edition

Exam Prep

MET 67498

Product modification refers to a marketing strategy that __________. a. alters a product's characteristic such as its quality, performance, or appearance to increase its value to customers and to increase sales b. manages a product's life cycle to increase its use among existing customers, create new use situations, or find new customers c.

Marketing 11th Edition

Exam Prep

MET 69050

Figure 1. Figure 1. above represents the six steps in setting price. "C" represents the step at which a firm would a. estimate demand and revenue. b. identify pricing objectives and constraints. c. scan competitors for prices of similar products or services. d. determine cost, volume, and profit relationships. e. establish the price range. Answer: dRationale: Figure 1. in

Marketing 11th Edition

Exam Prep

MET 69615

David Windorski, an inventor at 3M, questioned dozens of students about how they study. They told him a. to make sure new 3M products were available at mass merchandisers such as Walmart. b. that the average backpack was already too heavy to contain new 3M products. c. it would be reasonable to combine

Marketing 11th Edition

Exam Prep

MET 70251

The three major tasks involved in the implementation stage of the sales management process are: salesforce recruitment and selection; salesforce training; and __________. a. setting sales objectives b. developing account management policies c. salesforce motivation and compensation d. salesforce evaluation e. assignment of territories and/or accounts Answer: cRationale: The three major tasks involved in implementing a sales

Marketing 11th Edition

Exam Prep

MET 78314

As the use of the Internet grows around the world, there must be as easy an exchange of ideas and information as possible between countries. One important issue is opt-in versus opt-out. In general, European websites have opt-in policies while U.S. websites have opt-out policies. Opt-in means customers must ask to

Marketing 11th Edition

Exam Prep

MET 84076

Geographical groupings refer to organizational groupings a. that group specific customer segments. b. in which sales territories are subdivided according to geographic location. c. that represent the different departments or business activities within a firm. d. in which a unit is responsible for specific product offerings. e. that combine both market-based groupings with product groupings. Answer: bRationale:

Marketing 11th Edition

Exam Prep

MET 87745

In terms of promotion, which of the following type of consumer product stresses status and uniqueness of brand? a. specialty product b. convenience product c. shopping product d. unsought product e. discretionary product Answer: aRationale: Figure 1. in the textbook explains that promotion of specialty products stresses the uniqueness of the brand and status of the product. aRationale:

Marketing 11th Edition

Exam Prep

MET 90779

Robin wants to find the perfect gift for her grandparents' 50thwedding anniversary. She started looking for the gift last month and expects to spend another couple of months if needed to find a gift they both will like. Robin is engaging in a. routine problem solving. b. limited problem solving. c. extended problem

Marketing 11th Edition

Exam Prep

MET 91476

All of the following are strategies a market challenger can use when marketing a low-involvement product EXCEPT: a. use sales promotion such as free samples, coupons, and rebates to encourage trial of their brand. b. link their brand attributes with high-involvement issues. c. use Internet search engines such as Microsoft Bing and Google

Marketing 11th Edition

Exam Prep

MET 98882

User generated content (UGC) refers to a. content found on a "personal profile" page. b. content found only on blogs and wikis. c. content that is created with the intention of achieving commercial profit. d. content found on forms of online media that are privately owned and operated by a single "user." e. the various

Marketing 11th Edition

Exam Prep

MET AD 19528

Currently, the three largest television home shopping programs in the United States are a. QVC, HSN, and ShopNBC. b. Shop at Home, QVC, and HSN. c. Direct shopper, Shop at Home, and ShopNBC. d. Valuevision, Shop at Home, and QVC. e. Shop America, Direct shopper, and J.S. Global. Answer: aRationale: Currently, the three largest television home shopping

Marketing 11th Edition

Exam Prep

MET AD 20221

Profit refers to a. the point at which a company's assets equal its liabilities plus shareholder equity. b. the difference between the list and final price of a product or service. c. the money earned when the economic order quantity is minimized. d. the money left over after a business firm's total expenses are

Marketing 11th Edition

Exam Prep

MET AD 20244

The Infant Formula Act, the Nutritional Labeling and Education Act, and the Fair Packaging and Labeling Act are all examples of a. consumer-oriented legislation. b. pricing-related legislation. c. distribution-related legislation. d. requirement contracts. e. fair trade legislation. Answer: aRationale: The Infant Formula Act, the Nutritional Labeling and Education Act, and the Fair Packaging and Labeling Act are

Marketing 11th Edition

Exam Prep

MET AD 22040

The information needed for the marketing program, Step 3 of the planning phase, includes: (1) marketing mix actions and (2) __________. a. positioning studies b. market-product grids with target segments and product groupings c. detailed plans to execute the marketing program d. projected future sales, expenses, and profits e. trends for industry and competitors Answer: cRationale: The

Marketing 11th Edition

Exam Prep

MET AD 24618

Which of the following people would MOST LIKELY be the best target market for tickets to the home games of the Indianapolis Colts professional football team? a. all people with an interest in professional football b. all people in the Midwest who have an interest in sports c. all men who played on

Marketing 11th Edition

Exam Prep

MET AD 25199

Even though there are hundreds of different languages and dialects, the three major languages used in global diplomacy and commerce are a. English, Japanese, and German. b. English, French, and Spanish. c. Japanese, Spanish, and French. d. Japanese, Spanish, and English. e. Spanish, English, and Chinese. Answer: bRationale: English, French, and Spanish are the principal languages used

Marketing 11th Edition

Exam Prep

MET AD 34027

If Ben & Jerry's sold a line of new "Occupy Ben & Jerry's" T-shirts targeted to college students in Latvia, it would be using a __________ strategy. a. product development b. market development c. market penetration d. diversification e. market saturation Answer: dRationale: Ben & Jerry's currently does not sell clothing nor does it do business in

Marketing 11th Edition

Exam Prep

MET AD 37003

Procter & Gamble is a consumer packaged goods company where innovation is a key competitive advantage. This allowed the firm to develop new products like Crest Whitestrips that consumers crave. P&G also uses its marketing expertise to develop unique product placements on television shows that highlight its brands. A SWOT

Marketing 11th Edition

Exam Prep

MET AD 37148

Which of the following would be an example of an objective in Step 1 of the price-setting process? a. "We need to find the least expensive distributor." b. "We need to make allowances for large quantity orders." c. "We need to increase the price during the holiday shopping season." d. "We need to forget

Marketing 11th Edition

Exam Prep

MET AD 37205

Figure 1. Figure 1. Intermediaries perform three basic functions. According to Figure 1. above, "A" represents a(n) __________. a. middleman function b. logistical function c. facilitating function d. operational function e. transactional function Answer: eRationale: Intermediaries make possible the flow of products from producers to buyers by performing three basic functions. One is a transactional function ("A") that involves

Marketing 11th Edition

Exam Prep

MET AD 39592

All of the following are reasons for the state of perceived ethical business conduct EXCEPT: a. a growing tendency for business decisions to be judged publicly by groups with different values and interests. b. the increased pressure on business people to make decisions in a society with diverse value systems. c. an

Marketing 11th Edition

Exam Prep

MET AD 44660

A __________ explains: (1) to whom a salesperson reports; (2) how a salesperson interacts with other company personnel; (3) the customers to be called on; (4) the specific activities to be carried out; (5) the physical and mental demands of the job; and (6) the types of products and services

Marketing 11th Edition

Exam Prep

MET AD 44836

Figure 1.A In Figure 1.A above, "X" represents a. fixed cost b. marginal cost c. variable cost d. marginal revenue e. MR = MC Answer: bRationale: In Figure 1.A, "X" is marginal cost, "Y" is MR = MC, and "Z" is marginal revenue. Profit reaches its maximum at the quantity at which marginal revenue and marginal cost are

Marketing 11th Edition

Exam Prep

MET AD 48002

People who control the flow of information in the buying center, such as technical experts and secretaries, can keep salespeople and information from reaching others in the buying center and are referred to as __________. a. deciders b. obstructionists c. gatekeepers d. power-brokers e. influencers Answer: cRationale: Text term definitiongatekeepers. cRationale: Text term definitiongatekeepers. c Rationale: Text term

Marketing 11th Edition

Exam Prep

MET AD 52580

There are three general forms of retail ownership: contractual system, independent retailer, and __________. a. dual ownership b. industry consortium c. retailing cooperative d. multi-national cartel e. corporate chain Answer: eRationale: There are three general forms of retail ownershipindependent retailer, corporate chain, and contractual system. eRationale: There are three general forms of retail ownershipindependent retailer, corporate chain, and

Marketing 11th Edition

Exam Prep

MET AD 55260

According to the Federal Trade Commission, __________ percent of fraud complaints are Internet related, costing consumers $560 million. a. 35 b. 46 c. 55 d. 64 e. 75 Answer: bRationale: According to the Federal Trade Commission, 46 percent of fraud complaints are Internet related, costing consumers $560 million. bRationale: According to the Federal Trade Commission, 46 percent of

Marketing 11th Edition

Exam Prep

MET AD 62577

To increase the number of dogs boarding at its facilities, Muntz Kennels mailed coupons to dog owners who lived within a 25-mile radius of the facility. The printing and postage costs for the mailing plus the coupon redemptions would appear in which major expense category on the company's income statement? a.

Marketing 11th Edition

Exam Prep

MET AD 70701

China is the world's largest tobacco-producing country and has 300 million smokers. Approximately 700,000 Chinese die annually from smoking-related illnesses. This figure is expected to rise to more than 2 million by 2025. China restricts tobacco imports. U.S. trade negotiators advocate free trade, thus allowing U.S. tobacco companies to market

Marketing 11th Edition

Exam Prep

MET AD 72148

To reward wholesalers and retailers for the risk they accept in assuming increased inventory carrying costs, manufacturers offer a. noncumulative discounts. b. cumulative discounts. c. trade discounts. d. seasonal discounts. e. functional discounts. Answer: dRationale: Discounts are reductions from list price that a seller gives a buyer as a reward for some activity of the buyer that

Marketing 11th Edition

Exam Prep

MET AD 84383

The axes on a perceptual map are a. two product attributes, each listed in terms of their opposites. b. market share and market growth rate. c. sales and profitability. d. customer perceptions of the firm's product versus the average of all brands in the industry. e. customer perceptions of the firm's product versus the brand

Marketing 11th Edition

Exam Prep

MET AD 85427

Dual distribution can violate the Sherman Act and the Clayton Act if the a. prices charged for items sold through one channel are different from the prices charged for the same items in another channel. b. manufacturer's behavior is viewed as lessening competition by eliminating wholesalers or retailers. c. manufacturer has a corporate

Marketing 11th Edition

Exam Prep

MET AD 86445

Breyer's introduced a new line of ice cream flavors for sale in elegant black containers. This was done on a limited scale to determine consumer reactions before national distribution of the product. Breyer's new product was in the __________ stage of the new-product process. a. commercialization b. screening and evaluation c. business analysis d.

Marketing 11th Edition

Exam Prep

MET AD 86675

Who wouldn"t want to eat Garlic Cake? Garlic Cake was supposed to be served as an hors d"oeuvre with sweet breads, spreads, and meats, but somehow the company forgot to tell and explain this to potential consumers. This product failure demonstrates a. not satisfying customer needs on critical factors. b. poor product quality. c.

Marketing 11th Edition

Exam Prep

MET AD 95775

SBUs with a high share of high-growth markets that may not generate enough cash to support their own demanding needs for future growth are referred to as __________. a. dogs b. cash cows c. question marks d. stars e. hedgehogs Answer: dRationale: Text term definitionstars. See Figure 1. in the textbook. dRationale: Text term definitionstars. See Figure

Marketing 11th Edition

Exam Prep

MET AD 96324

A television advertisement shows several teenagers searching through the refrigerator for something to quench their thirst. The refrigerator offers the youngsters many alternativessoft drinks, fruit drinks, sport drinks, and bottles of Sunny Delight drink. The ad, which shows the teens happily selecting Sunny Delight over all the other beverages, appeals

Marketing 11th Edition

Exam Prep

MET AD 96328

An organization's foundation includes all of the following EXCEPT: a. organizational culture. b. business definition. c. vision. d. core values. e. mission. Answer: bRationale: An organization's foundation includes core values, mission (vision), and organizational culture. See Figure 1. in the textbook. bRationale: An organization's foundation includes core values, mission (vision), and organizational culture. See Figure 1. in the

Marketing 11th Edition

Exam Prep

MGMT 14677

A picture or verbal description of a product or service a firm might offer for sale is referred to as a(n) a. constraint. b. proposition. c. new-product concept. d. alternative. e. protocol. Answer: cRationale: Text term definitionnew-product concept. cRationale: Text term definitionnew-product concept. c Rationale: Text term definitionnew-product concept. A market-product grid is a framework to relate the

Marketing 11th Edition

Exam Prep

MGMT 16549

This company was rated by Fortune as the world's most admired company in 2011 and Bloomberg Businessweek perennially rates it as the most innovative company in the world. a. IBM b. Microsoft c. 3M d. Kodak e. Apple Answer: eRationale: Apple, Inc. was rated by Fortune as the world's most admired company in 2011 and Bloomberg Businessweek

Marketing 11th Edition

Exam Prep

MGMT 25103

In a marketing context, the acronym IMC refers to __________. a. interactive media convergence b. internal marketing communications c. integrated marketing collaboration d. integrated marketing communications e. international marketing communications Answer: dRationale: In a marketing context, the acronym IMC refers to integrated marketing communications. dRationale: In a marketing context, the acronym IMC refers to integrated marketing communications. d Rationale: In

Marketing 11th Edition

Exam Prep

MGMT 27392

The first stage of the new-product process is a. idea generation. b. screening and evaluation. c. business analysis. d. new-product strategy development. e. concept testing. Answer: dRationale: Key term definitionnew-product strategy development. dRationale: Key term definitionnew-product strategy development. d Rationale: Key term definitionnew-product strategy development. Feature bloat is a. an exaggeration of a product's performance capabilities. b. the overcharging in

Marketing 11th Edition

Exam Prep

MGMT 34330

Figure 1. In Figure 1. above, "A" identifies a a. cost point. b. price point. c. value point. d. sensitivity point. e. break-even point. Answer: eRationale: A break-even analysis shows when total revenue and total cost intersect to identify profit or loss for a given quantity sold. "A" is the break-even point. See Figure 1. in the textbook. eRationale:

Marketing 11th Edition

Exam Prep

MGMT 35494

Clinique Cosmetics has a database of more than 600,000 people who registered on its website by providing selected personal information. The registration process requested that customers fill out a brief survey and check a box that allows Clinique to send them product updates via e-mail. When Clinique introduced its Anti-Aging

Marketing 11th Edition

Exam Prep

MGMT 42426

Which of the following statements about social class is most accurate? a. Members of the lower class have a more short-term time orientation and think in concrete rather than abstract terms. b. Members of the lower class are more likely to think about the future than those in the middle or upper classes. c.

Marketing 11th Edition

Exam Prep

MGMT 48340

Which of the following statements best reflects the guideline for making plans controllable and flexible? a. "Our research shows the most efficient way to distribute the product is through rack jobbers, but at this point we don"t know how price sensitive the market is." b. "According to our marketing dashboard, the most

Marketing 11th Edition

Exam Prep

MGMT 51989

In what way are traditional and social media similar? a. They both require specialized training. b. They both rely upon contributions from established "experts" to create credibility and social authority. c. They both can reach either large or niche audiences. d. They both are relatively inexpensive or free to produce. e. They both produce content that

Marketing 11th Edition

Exam Prep

MGMT 55319

Facebook consistently addresses issues related to user privacy because users post personal information to their Facebook accounts and a. have a right to know if Facebook changes the way their personal information is released. b. use search engines such as Google and Bing. c. make them "opt-out" of privacy setting changes. d. "by default"

Marketing 11th Edition

Exam Prep

MGMT 57058

Movie studios use market research to reduce their risk of losses by hiring firms like the National Research Group to conduct test screenings and tracking studies. Often, 300 to 400 prospective moviegoers are recruited to attend a 'sneak preview" of a film before its release. After viewing the movie, the audience

Marketing 11th Edition

Exam Prep

MGMT 57172

In a marketing context, goal setting involves setting measurable __________ to be achieved. a. marketing metrics b. marketing objectives c. marketing tactics d. marketing plans e. protocols Answer: bRationale: In a marketing context, goal setting involves setting measurable marketing objectives to be achieved possibly for a specific market, a specific product or brand, or an entire marketing

Marketing 11th Edition

Exam Prep

MGMT 64954

Firms selling consumer goods or services often try to reach thousands or millions of individuals or households. Firms selling to organizations a. try to reach tens of millions of wholesalers, retailers, and government units. b. are restricted to far fewer buyers. c. hope to obtain similar numbers of nonconsumer customers. d. forgo the purchase e.

Marketing 11th Edition

Exam Prep

MGMT 66432

The element of the marketing mix that describes a means of communication between the seller and buyer is known as a. a product. b. promotion. c. the price. d. the place or distribution. e. advertising. Answer: bRationale: Text term definitionpromotion. bRationale: Text term definitionpromotion. b Rationale: Text term definitionpromotion. Vinyl records, cassette tapes, CDs, and music downloads (mp3

Marketing 11th Edition

Exam Prep

MGMT 78855

Tests conducted after an advertisement has been shown to the target audience to determine whether an ad accomplished its intended purpose, are referred to as __________. a. jury testing b. tracking tests c. exposure testing d. posttests e. pretests Answer: dRationale: Tests conducted after an advertisement is shown to the target audience to determine whether the ad

Marketing 11th Edition

Exam Prep

MGMT 99201

Dell used __________ to develop an online site to generate 13,464 ideas for new products and website and marketing improvements. a. brainstorming b. crowdsourcing c. group think d. outsourcing e. data mining Answer: bRationale: Dell used crowdsourcing to develop an online site to generate 13,464 ideas for new products and website and marketing improvements, of which 402

Marketing 11th Edition

Exam Prep

MK 10632

When Procter & Gamble Co. acquired the Old Spice brand, it decided to reposition the brand by using a different advertising message to see whether sales would then increase. The new advertising message is the __________ in this marketing experiment. a. dependent variable b. extraneous variable c. constraint d. independent variable e. error variable Answer: dRationale: The

Marketing 11th Edition

Exam Prep

MK 12285

What is the nature of the "paid" aspect of advertising? a. Fees are paid for space or time. b. Fees are paid to salespeople as either salaries or commissions. c. Fees are paid to creative arts contributors but there is no direct payment to media. d. There is a wide range of fees paid

Marketing 11th Edition

Exam Prep

MK 17173

The two central concerns of marketing are __________. a. increasing market share and making profits b. holding down costs while increasing profits c. developing products and finding suppliers d. discovering and satisfying consumer needs e. practicing ethics and sustainability Answer: dRationale: Marketing seeks to (1) discover the needs of prospective customers, and (2) satisfy those needs. dRationale: Marketing

Marketing 11th Edition

Exam Prep

MK 22629

Direct-mail and catalog retailing are examples of __________. a. nonstore retailing b. intertype retailing c. online retailing d. print-media retailing e. dual retailing Answer: aRationale: Direct-mail and catalog retailing are forms of nonstore retailing. aRationale: Direct-mail and catalog retailing are forms of nonstore retailing. a Rationale: Direct-mail and catalog retailing are forms of nonstore retailing. According to some

Marketing 11th Edition

Exam Prep

MK 23124

The __________ element of the marketing mix includes features and packaging. a. product b. price c. promotion d. place e. people Answer: aRationale: The product element of the marketing mix includes features, brand name, packaging, service, and warranty. See Figure 1. in the textbook. aRationale: The product element of the marketing mix includes features, brand name, packaging, service,

Marketing 11th Edition

Exam Prep

MK 30448

In evaluating whether its Facebook and Twitter social media programs are working well, Carmex considered using various marketing metrics. One metric it considered was the percentage of Internet Carmex share of voice mentions that are positive, neutral, or negative. This metric is called a. Carmex sentiment. b. Carmex Twitter followers. c. Carmex conversation velocity. d.

Marketing 11th Edition

Exam Prep

MK 34112

The Reynold's Aluminum foil box has two side tabs that say "Press Here to Lock Roll" to keep the roll of foil in place during use. This demonstrates which elements of good packaging? a. perceptual benefits and functional benefits b. protection benefits and functional benefits c. communication benefits and perceptual benefits d. communication benefits

Marketing 11th Edition

Exam Prep

MK 34140

Of all the online consumer lifestyle segments, __________ are most likely to view the Internet as a convenience tool. a. time-sensitive materialists b. ebivalent newbies c. click-and-mortar d. brand loyalists e. hooked, online, and single Answer: aRationale: "Time-sensitive materialists" regard the Internet as a convenience tool for buying music, books, computer software, and electronics. They account for

Marketing 11th Edition

Exam Prep

MK 56961

Technology can change existing products and the ways they are produced. Many companies are using technological developments to allow the __________ of products through the manufacturing cycle several times. a. pruning b. adding c. recycling d. precycling e. refining Answer: cRationale: Text term definitionrecycling. cRationale: Text term definitionrecycling. c Rationale: Text term definitionrecycling. All of the following are

Marketing 11th Edition

Exam Prep

MK 57710

Factors such as specifying product features, marketing strategy, and financial projections are a part of which stage of the new-product process? a. idea generation b. market testing c. business analysis d. development e. commercialization Answer: cRationale: Business analysis involves specifying the product features and marketing strategy as well as making the necessary financial projections needed to commercialize

Marketing 11th Edition

Exam Prep

MK 61754

Walmart's $421 billion in sales in 2010 surpassed the gross domestic product of all but __________ countries for that same year. a. 5 b. 12 c. 18 d. 29 e. 50 Answer: dRationale: Walmart's $421 billion in sales in 2010 surpassed the gross domestic product of all but 29 countries for that same year. dRationale: Walmart's $421 billion

Marketing 11th Edition

Exam Prep

MK 62425

Which of the following statements about world trade flows is most accurate? a. The EU (European Union) is the world leader in terms of GDP (gross domestic product). b. The relative position of the United States as a supplier to the world has increased despite an absolute growth in exports. c. The United

Marketing 11th Edition

Exam Prep

MK 62945

All of the following types of warranties are discussed in the text EXCEPT _____ warranties. a. limited-coverage b. express c. full d. implied e. lifetime Answer: eRationale: The types of warranties discussed in the text are the express warranty, the limited-coverage warranty, the full warranty, and the implied warranty. eRationale: The types of warranties discussed in the text

Marketing 11th Edition

Exam Prep

MK 65819

One of Porter's generic business strategies involves controlling expenses and lowering product prices targeted at a narrow range of market segments. This is referred to as a __________ strategy. a. cost focus b. cost leadership focus c. differentiation focus d. differentiation e. profit enhancement Answer: aRationale: Key term definitioncost focus strategy.[/cpmembership] aRationale: Key term definitioncost focus strategy.[/cpmembership]

Marketing 11th Edition

Exam Prep

MK 68117

Creating product assortments from several sources to serve customers would be an example of a __________ function. a. transactional b. facilitating c. selling d. logistical e. risk taking Answer: dRationale: Intermediaries make possible the flow of products from producers to buyers by performing three basic functions. One is a logistical function, assorting, that involves creating product assortments

Marketing 11th Edition

Exam Prep

MK 72572

Which of the following is a commonly used method of classifying retail outlets? a. service versus product b. form of ownership c. proportion of national versus private label brands carried d. revenues generated e. profitability Answer: bRationale: Form of ownership is one of three ways retail outlets are classified. bRationale: Form of ownership is one of three

Marketing 11th Edition

Exam Prep

MK 73952

Which of the following is an inherent strength of publicity? a. It can receive immediate feedback. b. It can provide the target audience with complex information. c. It can prepare messages quickly. d. It is an efficient means for reaching large numbers of people. e. It is often the most credible source in the consumer's

Marketing 11th Edition

Exam Prep

MK 77727

An advantage of using a panel of consumers for marketing research is a. the discussion leader can help change negative panel responses into positive ones. b. the company can find out if consumers change their purchasing behavior over time. c. panel members often help each other by bringing up ideas for discussion that

Marketing 11th Edition

Exam Prep

MK 87635

Organizations that decide to franchise (franchisors) have __________ expansion costs accompanied by __________ control, compared to owning their own retail outlets. a. greater; greater b. reduced; reduced c. greater; reduced d. reduced; greater e. greater; about the same Answer: bRationale: Compared to owning the retail outlets, franchisors reduce expansion costs and control by franchising. bRationale: Compared to owning

Marketing 11th Edition

Exam Prep

MK 90931

Four key challenges that package and label designers face include: (1) connecting with customers; (2) environmental concerns; (3) health, safety, and security issues; and (4) __________. a. social and societal issues b. competition from global markets c. cost reduction d. governmental regulations e. diminishing color, symbol, and trademark selections Answer: cRationale: Four key challenges that package and

Marketing 11th Edition

Exam Prep

MK 93272

Many firms such as Xerox use a cross-functional sales practice known as __________. a. collaborative selling b. team selling c. cooperative selling d. account selling e. formula selling Answer: bRationale: Cross -functional team selling as used by Xerox represents the practice of using an entire team of professionals in selling to and servicing major customers. bRationale: Cross -functional

Marketing 11th Edition

Exam Prep

MK 96134

There are three major tasks involved in the implementation stage of the sales management process: salesforce motivation and compensation, salesforce training, and __________. a. salesforce recruitment and selection b. developing account management policies c. assignment of territories and/or accounts d. setting sales objectives e. salesforce evaluation Answer: aRationale: The three major tasks involved in implementing a sales

Marketing 11th Edition

Exam Prep

MKT 14867

A mission statement includes all of the following elements EXCEPT: a. short-term. b. inspirational. c. clear. d. meaningful. e. concise. Answer: aRationale: A mission is a statement of the organization's functions in society, often identifying its customers, markets, products, and technologies. Recently, organizations have added a social element to their mission statements to reflect an ideal that

Marketing 11th Edition

Exam Prep

MKT 17349

Which of the following statements regarding corporate vertical marketing systems is most accurate? a. Corporate vertical marketing systems can use either forward integration or backward integration but not both. b. Corporate vertical marketing systems increase distribution costs. c. Corporate vertical marketing systems increase investment but decrease fixed costs. d. Corporate vertical marketing systems are

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MKT 18288

A statement indicating the liability of the manufacturer for product deficiencies is referred to as a(n) __________. a. warranty b. consumer bill of rights c. product liability statement d. manufacturer's disclaimer e. guarantee Answer: aRationale: Key term definitionwarranty. aRationale: Key term definitionwarranty. a Rationale: Key term definitionwarranty. A contractual arrangement between a parent company and an individual or

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MKT 22619

In some cases, penetration pricing may follow skimming pricing. The skimming pricing would help __________ and the penetration pricing would help__________. a. increase market share; attract price-insensitive customers b. attract price sensitive customers; increase market share c. recoup initial research and development costs; increase market share d. recoup initial research and development costs; maintain market

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MKT 25402

The classifications of innovators, early adopters, early majority, late majority, and laggards are all based upon __________ a. how frequently a consumer uses a product b. the number and strength of competitors c. when consumers begin buying a new product d. the time it takes to educate a consumer in the use of a

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MKT 36131

Lost-horse forecasting involves a. admitting that the actions you have taken in the past have failed and removing those and similar actions from you list of alternatives. b. starting with the last known value of the item being forecast, listing the factors that could affect the forecast, assessing whether they have a

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MKT 47088

All of the following are forms of direct marketing EXCEPT: a. catalogs b. in-store free samples c. telemarketing d. paid searches e. direct mail Answer: bRationale: Catalogs, television ads, telemarketing, paid searches, and direct mail are all forms of direct marketing. In-store free samples are a form of sales promotion. bRationale: Catalogs, television ads, telemarketing, paid searches, and

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MKT 53117

VALS Framework VALS creates profiles of people based on their primary motivation and resources. In the VALS framework above, "D" refers to a. Ideals. b. Achievement. c. Self-Expression. d. Survivors. e. Innovators. Answer: cRationale: According to the VALS framework, consumers are inspired by one of three primary motivationsideals ("B"), achievement ("C"), and self-expression ("D")that give meaning to their self

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MKT 58933

Figure 1. In Figure 1. above, "B" represents the __________ influences that can affect the consumer purchase decision process. a. economic b. situational c. environmental d. marketing mix e. market dominated Answer: dRationale: The marketing mix influences are the 4 Ps: product, price, promotion, and place. See Figure 1. in the textbook. dRationale: The marketing mix influences are the

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MKT 59927

A penetration pricing policy is MOST LIKELY to be effective when a. lowering the price has only a minor effect on increasing sales volume and reducing unit costs. b. the high initial prices do not attract competitors. c. a low initial price discourages competitors from entering the market. d. customers interpret high price

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MKT 64082

Standard markup pricing refers to a. adjusting the price of a product so it is "in line" with that of its largest competitor. b. setting the price of a line of products at a number of different price points. c. setting prices to achieve a profit that is a specified percentage of the

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MKT 68099

The average price Washburn Guitars charges for a guitar is $349.99. This pricing level is most reflective of a(n) __________ approach. a. skimming price b. penetration price c. prestige price d. odd-even pricing e. target price Answer: dRationale: Washburn Guitars uses odd-even pricing, which involves setting prices a few dollars or cents under an even number.[/cpmembership] dRationale: Washburn

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MKT 82905

Figure 1. According to Figure 1. above, point "D" would most likely be __________. a. exporting b. joint venture c. direct investment d. franchising e. licensing Answer: cRationale: From least risk to greatest risk, the options for entering the global marketplace are: (A) exporting; (B) licensing; (C) joint venture; and (D) direct investment. See Figure 1. in the

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MKT 82954

For 18 months, Warner-Lambert Co. was required to include the following statement in all television advertisements for Listerine: "Listerine will not help prevent colds or sore throats or lessen their severity." The FTC imposed this requirement because previous advertising had caused consumers to believe Listerine was effective against colds. This

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MKT 91963

The make-buy decision is typically made during which stage of the organizational buying decision process? a. information search b. supplier search c. alternative evaluation d. problem recognition e. purchase decision Answer: dRationale: During the problem recognition stage, an evaluation of whether components will be purchased from outside supplies or built by the company (a "make-buy" decision) is

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MKT 95862

Advertisements basically consist of two types: __________ and __________. a. re-purchase; postpurchase b. promotional; reinforcement c. promotional; informative d. product; service e. product; institutional Answer: eRationale: Advertisements basically consist of two types: product advertisements and institutional advertisements. eRationale: Advertisements basically consist of two types: product advertisements and institutional advertisements. e Rationale: Advertisements basically consist of two types: product advertisements and

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MKT 99248

Reebok Website Image The Reebok website image above is an example of how the firm has effectively used __________ technology to allow its customers to customize their athletic shoes. a. wiki b. RSS feed c. choiceboard d. e-mail e. collaborative filter Answer: cRationale: Reebok has effectively used choiceboard technology to allow its customers to customize their athletic shoes. cRationale:

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MT 12649

Which of the following statements about the World Trade Organization (WTO) is most accurate? a. The World Trade organization is a temporary institution. b. The 153 member countries of the WTO account for less than 25 percent of world trade. c. The WTO sets rules governing trade among its members. d. The WTO uses

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MT 19433

Replenishment time refers to a. the time lag from the inception of an idea until its initial commercialization. b. the time lag from ordering an item until it is received and ready for use or sale. c. the time between the commercialization of a product and general acceptance of the product as no

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MT 28261

Figure 1. According to Figure 1. above, which social network was closest to Facebook terms of unique U.S. visitors per month as of September 2011? a. LinkedIn b. YouTube c. Twitter d. Angry Birds e. Plants vs. Zombies Answer: bRationale: YouTube was closest to Facebook in terms of the number of unique U.S. visitors to the site. Angry

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MT 40088

Seminar selling is a method of personal selling in which __________. a. the company provides a free audit of the buyers' purchase behaviors to identify any weaknesses and then provides formal training on more effective buying behaviors b. a group of the organization's R&D personnel conducts a product demonstration and training seminar

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MT 46561

Figure 1. Figure 1. above shows there are six stages in the personal selling process ("A" through "F") along with the objective(s) of each stage. If the salesperson's objective is to "gather information and decide how to approach the prospect," what stage of the personal selling process is the salesperson engaged in? a.

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MT 47203

A need that moves an individual to action is a(n) __________. a. drive b. cue c. attitude d. response e. reinforcement Answer: aRationale: Text term definitiondrive. aRationale: Text term definitiondrive. a Rationale: Text term definitiondrive. Intermediaries that work for several producers and carry noncompetitive, complementary merchandise in an exclusive territory are referred to as__________. a. selling agents b. line brokers c.

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MT 48748

Trading up refers to __________. a. adding product features but reducing the price b. changing the distribution channel members to higher-service-quality retailers c. adding value to the product (or line) through additional features or higher-quality materials d. reallocating marketing resources from a performing-poorly target market to one that demonstrates greater potential for future growth e.

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MT 50272

In the U.S. alone, roughly 500 million computers will become obsolete by 2017. These computers contain more than 2 billion pounds of what will become lead waste that is harmful to the environment. As a result, computer manufacturers are being pressured to accept the return of used computers for the

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MT 54492

American Hospital Supply helps its customers (hospitals) manage inventory and streamline order processing for hundreds of medical supplies. The source of American Hospital Supply's power is its a. economic influence. b. expertise. c. identification with a particular channel member. d. legitimate rights through contracts. e. governmental contracts. Answer: bRationale: Expertise is a source of influence as the

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MT 60047

Customer service refers to a. adhering to the belief that the customer is always right. b. satisfying the customers' needs no matter what the price. c. accepting full liability if a product fails to meet a customer's expectations. d. the ability of logistics management to satisfy users in terms of time, dependability, communication, and

Marketing 11th Edition

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MT 61578

Mixed branding refers to a branding strategy in which a firm __________. a. gives each product a distinct name when each brand is intended for a different market segment b. uses different brand names for the same product across multiple countries c. uses one name for all its products in a product class d. produces

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MT 74453

Marissa, a college student, and her father, a wealthy businessman, were each considering the purchase of a new automobile. As a college student with limited financial resources, Marissa went from car dealer to car dealer in several different cities searching for the lowest price on a new economy car. She devoted

Marketing 11th Edition

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MT 81583

A straight commission compensation plan is one __________. a. that assigns the same commission percentage regardless of a product's value, number sold, or difficulty level of the sales effort b. in which a salesperson is paid a specified salary plus a commission and/or bonus on sales generated c. that determines fair and equitable

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MT 84531

In an e-marketplace, an online auction in which a buyer communicates a need for a product or service and would-be suppliers are invited to bid in competition with each other is referred to as a a. vertical auction. b. reverse auction. c. horizontal auction. d. traditional auction. e. reciprocal auction. Answer: bRationale: Key term definitionreverse auction. bRationale:

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MT 91795

Grape-Nuts was one of the first cereals Post Cereal Company ever marketed. It scores well in brand awareness studies, but recently its sales have been steadily declining. Rather than assume the product was a "dog," the Grape-Nuts marketing manager decided Post should first a. update the flavor of the cereal by

Marketing 11th Edition

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MT 92488

Which of the following are examples of elements involved in Step 1 of the price-setting process: identify pricing objectives? a. profit, market share, and survival b. estimation of demand, sales revenue, and price elasticity c. cost estimation, marginal analysis, and break-even analysis d. demand for the product class and brand, newness of the product, and

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MT 95561

There are five dimensions to emotional intelligence: self-motivation; self-awareness; the ability to manage one's emotions and impulses; __________; and social skills. a. empathy b. sense of humor c. the ability to read body language d. the ability to be positive e. a need to be in control Answer: aRationale: Emotional intelligence has five dimensions: self-motivation; self-awareness; the

Marketing 11th Edition

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