Marketing: Real People, Real Choices 9th Edition

A Miami restaurant has created atmosphere through its subtle use of blue and green lighting, ceiling fans over each table, and frozen drinks. If its electrical energy supplier raises its prices, the restaurant will most likely ________. A) continue its present operation because it has an elastic demand for electricity B) ask

Which of the following best explains why a company would adopt an undifferentiated targeting strategy? A) to more efficiently focus on customer relationship management B) to remove the need for positioning C) to move a product to the next stage of its product life cycle D) to take advantage of economies of scale E) to

A traditional advertising medium can be used to publicize a sales promotion. TRUE TRUE TRUE When shipping large amounts of bulk products such as forest products, coal, sand, or rock over large distances, a company should choose large trucks because of their low cost per ton shipped. FALSE FALSE FALSE All 50

The producer and the final consumer are part of every type of channel of distribution. TRUE TRUE TRUE ABC Interior Designs wants to collect research data about which areas of the store attract the most customer attention through video recording devices placed throughout the store. This is an example of mechanical

Which of the following best explains why marketers do not consider social class segments as strictly as they once did? A) Many consumers buy according to the social class image they wish to portray rather than according to where they actually fall in the social class framework. B) Due to the Great

Six women were invited to participate in a discussion on motels, hotels, and resorts. A discussion leader first asked them what differentiated motels, hotels, and resort accommodations. Then she asked them to identify all the amenities they expect to find in overnight accommodations. These six women and their group leader

Brand managers may push too hard with coupons or other price incentives to the point that customers will refuse to buy the product without these promotions. TRUE TRUE TRUE Application fees, tuition, and fines are all examples of prices. TRUE TRUE TRUE Researchers carefully design experiments with independent and dependent variables to

What is the most logical explanation that retailers carry private-label brands? A) to eliminate the need for competitive advantages B) to encourage transaction marketing C) to support trade promotions D) to earn more profit E) to prevent sales cannibalization D D D Catalogs, brochures, and pamphlets are all examples of which type of marketing? A) direct mail B)

Which of the following is true about a probability sample? A) The observation method is used to select people who appear most willing to participate. B) Convenience is the key determinant of who participates. C) A researcher uses personal judgment to select participants. D) Every member of the population is included in the sample. E)

Demographic changes have contributed to a decline in the use of door-to-door sales in the United States. TRUE TRUE TRUE Exchanges of nonmonetary value do not involve a price. FALSE FALSE FALSE The individual who develops the product specifications for a complex product would likely assume the role of influencer in the

In terms of the buyclass framework, the purchase of paper towels and toilet paper to restock an employee restroom would be an example of a modified rebuy. FALSE FALSE FALSE The most basic type of nonprobability sampling is a simple random sample. FALSE FALSE FALSE A market research online community is an

Public relations activities can be used to influence the attitudes and perceptions of various publics toward politicians and celebrities. TRUE TRUE TRUE Laggards tend to be in a higher social class than consumers in other adopter categories. FALSE FALSE FALSE According to the theory of the wisdom of crowds, consumers are more

The fair trade goods designation means that a producer has agreed to pay the prevailing minimum wage to its employees. FALSE FALSE FALSE Movie production companies sometimes re-release classic films to theaters to give people who enjoyed them the first time a chance to see the movies again. This is an

People's moods and behaviors are strongly influenced by their physical surrounding. Two dimensions, ________, determine whether a shopper will react positively or negatively to a store environment. A) color and size B) size and activity C) arousal and pleasure D) perceived risk and level of involvement E) motivation and self-concept C C C ________ segmentation variables

Timely topics and research project stories are both types of ________. A) advertising appeals B) advocacy advertising C) puffery D) press releases E) creative strategies D D D Which of the following is true of the global economy after the Great Recession of 2008-2009? A) The global economy has not grown since the Great Recession of 2008-2009. B)

Savings for You, a discount retail chain, is highly competitive. When entering a new market, Savings for You often cuts prices so deeply that it sells below costs, effectively pushing smaller companies with less purchasing power out of the market. Savings for You is most at risk of being accused

The promotion element of the marketing mix includes the design of the product. FALSE FALSE FALSE Customers whose complaints are resolved quickly are no more likely to buy from the same company again than are customers whose complaints are resolved slowly. FALSE FALSE FALSE Data about how consumers use everyday products is

Marketers classify convenience products as ________. A) staple products, impulse products, and emergency products B) specialty products, shopping products, and unsought products C) core products, actual products, and augmented products D) generic products and branded products E) attribute-based products and price-based products A A A Business-to-business marketing differs from consumer marketing in that business-to-business marketing ________. A)

The first step of the market planning process involves closely examining the ________. A) marketing strategies B) product development process C) marketing controls D) marketing environment E) marketing team D D D Interacting with consumers via portable technology such as smart phones, tablets, and wearable screens is referred to as ________. A) mobile marketing B) social marketing C) societal

According to a study of brain scans, consumers who buy something at a discount price experience less satisfaction than people who pay full price for the same product. TRUE TRUE TRUE The simplest pricing method is break-even pricing: adding a standard markup to the cost of the product. FALSE FALSE FALSE Hispanic

Which of the following best explains the goal of neuromarketing? A) using subliminal messages to influence consumer decisions B) collecting data about responses to advertising and products by measuring consumers' brain activity C) observing and tracking consumer behavior on the Internet D) designing marketing research experiments using the Internet E) analyzing data from various sources to

When Home Depot stores entered the Canadian market, there were already stores providing similar services and products. To get people to try Home Depot, the chain deliberately sold merchandise below the price that the Canadians were used to. What type of pricing objective did Home Depot use? A) market share B) profit C)

Puffery is a term for a(n)________. A) straightforward promotional message B) claim of superiority that cannot be proven or disproven C) emotional appeal to customers D) subliminal appeal to customers E) value-added promotion B B B Which of the following accurately describes a product category manager? A) A product category manager works for a company that relies

The greater the ________ of a purchase, the higher the consumer's level of involvement will be. A) perceived risk B) cognitive dissonance C) psychographics D) heuristics E) targeting A A A Which of the following is a bonus paid by a manufacturer to a salesperson for selling its product? A) a rebate B) a merchandising allowance C) a premium D) a cross-promotion E)

Jewels for the Rich and Famous sells very exclusive jewelry with a minimum price of $25,000 to customers around the world. Speed of delivery to distant markets is a must. Management should use ________ as its main carrier. A) railroads B) air C) trucks D) water E) pipeline B B B Service ________ refers to the

Which of the following is a logistics activity that involves developing and implementing a process to ensure the firm always has sufficient goods available to meet customers' demands, no more and no less? A) materials handling B) inventory control C) supply chain supervision D) order processing E) distribution implementation B B B A person's ________ is composed

A maker of cash registers had to develop hand-crank-operated cash registers to sell to Latin American and African markets where access to reliable electricity is limited. The company used a ________ strategy to enter those global markets. A) product adaptation B) standardization C) straight extension D) backward invention E) nationalization D D D You are looking

Which of the following is essentially no branding at all? A) national branding B) ingredient branding C) generic branding D) sub-branding E) store branding C C C Swatch surveyed the market and identified an unserved segment of watch buyers. Using these results, Swatch created a watch at a price consumers were willing to pay. The unorthodox order

The publisher of Lifting Life, a magazine and website about weightlifting, wants to develop a clear picture of how readers of the magazine and its competitors feel about the magazine. In order to accomplish this, Lifting Life will likely need to analyze ________ retrieved from social media posts related to

Raw, unorganized facts that need to be processed are called ________. A) information B) samples C) data D) insights E) research C C C Which of the following occurs when manufacturers or wholesalers attempt to force retailers to charge a certain price for their products? A) horizontal price fixing B) vertical price fixing C) predatory pricing D) internal reference pricing E)

Through ________, an organization collaborates with customers and other stakeholders to create worth in the new product development process. A) augmentation B) innovation C) value co-creation D) diffusion E) adoption C C C Which of the following is true about convenience stores? A) They carry mostly shopping goods. B) They charge lower-than-normal prices for shopping goods. C) They are

A consumer who is considering purchasing a house would probably use ________. A) habitual decision making B) stimulus generalization C) operant decision making D) limited problem solving E) extended problem solving E E E Organizational markets differ from consumer markets in that organizational markets ________. A) have a high number of purchases that are low risk and

Consumers are able to opt-out of receiving telemarketing solicitations. TRUE TRUE TRUE The purchase of a specialty product typically involves extended problem solving for the consumer. TRUE TRUE TRUE Decisions about packaging and branding are part of a firm's product strategy. TRUE TRUE TRUE Like financial metrics, sustainability metrics are standardized. FALSE FALSE FALSE Prospecting

At some catalog retailers, employees on roller skates called pickers are handed a printout of the products a customer wants, and then the pickers skate through large warehouses accumulating the desired products into one central location. The pickers are engaged in ________. A) enterprise resource planning B) transportation C) materials handling D) warehousing E) inventory control C

Age, gender, place of residence, and income are all examples of ________. A) segmentation variables B) positioning strategies C) market fragment strategies D) psychographics E) targeting strategies A A A Another name for F.O.B. factory pricing is ________ pricing. A) captive B) CIF pricing C) F.O.B. origin D) F.O.B. delivered E) freight absorption pricing C C C To determine the ________, marketers

A young couple contacted a realtor about buying a new home. Now that the realtor has prospects, his next step should be to ________. A) handle any of their objections B) qualify them C) prepare his approach D) make a thorough sales presentation E) close the sale B B B Favorite Memories is a small company

In an attempt to set the company apart from its competitors, United Parcel Service has its employees wear brown uniforms and drive brown trucks. What type of public relations tool is UPS using? A) buzz marketing B) social networking C) corporate identity materials D) product publicity E) public service materials C C C ________ is a

Most consumer sales promotions temporarily change the price/value relationship. TRUE TRUE TRUE Commercialization comes in the middle of the new-product development process. FALSE FALSE FALSE Consumer surveys are often important to marketers using demand-based pricing. TRUE TRUE TRUE Differential benefits set products apart from competitors' products by providing something unique that customers want. TRUE

In general, vending machines are best suited for selling which of the following? A) specialty goods B) unsought goods C) capital items D) food and beverages E) accessory equipment D D D When using the SERVQUAL scale, a store focused on employee willingness to help customers and provide prompt service would likely pay the most attention

Telemarketing has had the greatest impact on which of the following data collection methods? A) mail questionnaires B) online questionnaires C) mall intercepts D) telephone interviews E) face-to-face interviews D D D Burt can visit his local hardware store and buy one 4-inch paint brush and not the case of 24 brushes that the retailer had

Marketers calculate the metric of ________ by dividing the number of visitors to a website who complete a desired activity by the total number of visitors to the site. A) click-through rate B) conversion rate C) margin on sales D) cost-per-click E) churn rate C C C An email from Amazon.com offers free shipping on your

Which of the following modes of transportation would most likely be used to quickly haul lettuce from California, where it was grown, to markets in Nevada? A) trucks B) railroads C) air D) pipeline E) water A A A People, places, and ideas are all ________ that often need to be "sold" by someone and "bought"

A researcher investigating the amount of food waste in the typical four-person family plans to sift through the garbage of a small sample of representative families. This method is an example of an unobtrusive survey. FALSE FALSE FALSE The Clorox Company marketed a new product called Clorox Oxygen Action multipurpose stain

An ad in a professional journal targeted to an audience of dentists asked dentists to recommend Crest toothpaste to their patients. It offered toothpaste samples that dentists could buy at cost to give to their patients to encourage patients to take better care of their teeth. The manufacturer of Crest

An ad for a new Dior fragrance featuring Natalie Portman appeared in Vogue magazine. In terms of the communication model, the medium of this ad is ________. A) Natalie Portman B) Vogue C) Vogue readers who purchase Dior products D) Dior E) the target market to whom Natalie Portman appeals B B B ________