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978-1259924033 Test Bank Chapter 1 Part 1
M: Marketing, 6e (Grewal) Chapter 1 Overview Of Marketing 1) Marketing is an activity that only large firms with specialized departments can execute. Answer: FALSE Explanation: Marketing activities can be performed by organizations of all sizes and also by individuals. […]
978-1259924033 Test Bank Chapter 1 Part 2
49) Which element of the marketing mix deals with supply chain management? A) product B) price C) promotion D) production E) place Answer: E Explanation: The place aspect of the marketing mix represents all the activities necessary to get the […]
978-1259924033 Test Bank Chapter 1 Part 3
89) Many catalog companies create special-run issues based on what customers have purchased in the past. For example, customers who frequently order bedding items like sheets and pillows receive a catalog with a larger section of bedding items than do […]
978-1259924033 Test Bank Chapter 1 Part 4
117) Which element of the marketing mix is most relevant to the activity “capturing value”? A) promotion B) purchasing C) product D) price E) place Answer: D Explanation: The marketing mix activities are promotion (communicating value), product (creating value), price […]
978-1259924033 Test Bank Chapter 10 Part 1
M: Marketing, 6e (Grewal) Chapter 10 Marketing Research 1) One of the benefits of marketing research that it reduces the uncertainty under which managers make decisions. Answer: TRUE Explanation: This is the primary point of marketing research—to provide information on […]
978-1259924033 Test Bank Chapter 10 Part 2
48) Joe is reviewing secondary data his company collected about seasonal variations in consumer spending because he is thinking about developing a new product line. The advantages of using these data include A) they are new and can be used […]
978-1259924033 Test Bank Chapter 10 Part 3
88) Supermarkets collect information about individual customers through their use of loyalty cards, and then analyze the data to look for patterns in purchases. This is an example of A) data mining. B) data recovery. C) data entry. D) data […]
978-1259924033 Test Bank Chapter 10 Part 4
116) If a cable television company had 100 million subscribers at the end of the year, and 2 million of its subscribers left its service, it would have a churn rate of A) 1 percent. B) 2 percent. C) 5 […]
978-1259924033 Test Bank Chapter 11 Part 1
M: Marketing, 6e (Grewal) Chapter 11 Product, Branding, and Packaging Decisions 1) A product is anything that is of value to a consumer and can be offered through a voluntary marketing exchange. Answer: TRUE Explanation: A product is anything that […]
978-1259924033 Test Bank Chapter 11 Part 2
49) The Doritos advertising effort of “Live Mas,” which is Spanish for “Live More,” is meant to suggest a lifestyle aspiration. If consumers make a connection between the Doritos brand and this promotional effort, then Doritos has created A) brand […]
978-1259924033 Test Bank Chapter 11 Part 3
89) Efforts to change a brand’s focus to target new markets or change the image of a brand are called A) co-branding. B) brand extraction. C) brand collusion. D) brand repositioning. E) brand dilution. Answer: D Explanation: Efforts to change […]
978-1259924033 Test Bank Chapter 12 Part 1
M: Marketing, 6e (Grewal) Chapter 12 Developing New Products 1) New product development adds value to a firm’s products and services through innovation. Answer: TRUE Explanation: Without innovation and its resulting new products and services, firms would have only two […]
978-1259924033 Test Bank Chapter 12 Part 2
47) When the sequel to Star Wars: The Force Awakens eventually shows up on their regular television networks, this group might watch it. A) laggards B) early majority C) late majority D) early adopters E) innovators Answer: A Explanation: Laggards […]
978-1259924033 Test Bank Chapter 12 Part 3
86) Because a market is saturated, firms may attempt to enter new geographical markets that may be less saturated. For example, pharmaceutical companies are realizing that they need to turn to ________ for continued growth in the coming years. A) […]
978-1259924033 Test Bank Chapter 12 Part 4
115) How is consumer panel data collected during the test marketing phase of a new product introduction? A) Panelists complete a questionnaire about the product. B) Panelists scan their receipts on a home scanning device. C) Stores provide sales data […]
978-1259924033 Test Bank Chapter 13 Part 1
M: Marketing, 6e (Grewal) Chapter 13 Services: The Intangible Product 1) Firms that primarily sell products view service as a method to maintain a sustainable competitive advantage. Answer: TRUE Explanation: Services play a role in almost every firm’s strategy, even […]
978-1259924033 Test Bank Chapter 13 Part 2
48) Because services like cruises and car rentals are perishable, many marketers use A) pricing strategies to match supply with demand. B) service quality to extend the life of the product. C) incentives to encourage staff to deliver according to […]
978-1259924033 Test Bank Chapter 13 Part 3
88) Empowerment becomes more important when the service is A) institutionalized. B) repetitive. C) individualized. D) routine. E) standardized. Answer: C Explanation: When frontline employees are authorized to make decisions to help their customers, service quality generally improves. Empowerment becomes […]
978-1259924033 Test Bank Chapter 13 Part 4
116) When John checked into his Orlando hotel, the front desk clerk informed John that his room would not be ready for another 20 minutes. John didn’t mind waiting; he had arrived well ahead of the standard check-in time and […]
978-1259924033 Test Bank Chapter 14 Part 1
M: Marketing, 6e (Grewal) Chapter 14 Pricing Concepts for Establishing Value 1) Price is the cash expenditure plus taxes that consumers have to pay for a good or service. Answer: FALSE Explanation: Price is the overall sacrifice a consumer is […]
978-1259924033 Test Bank Chapter 14 Part 2
49) A customer orientation toward pricing implicitly invokes the concept of A) knowing the dimensions of the target market. B) positioning. C) the income effect. D) value. E) profit. Answer: D Difficulty: 1 Easy Topic: Pricing Strategy Learning Objective: 14-01 […]
978-1259924033 Test Bank Chapter 14 Part 3
89) David manages a Shoney’s restaurant. He is considering staying open later in the evening. For David, the variable costs associated with staying open longer hours will include all of the following except A) ingredients used in preparing food. B) […]
978-1259924033 Test Bank Chapter 14 Part 4
117) Production of the DeLorean car, made famous in the film Back to the Future, never got above 25,000 units during its lifetime. Automobile industry analysts estimate that production of this car needed to reach around 300,000 units to achieve […]
978-1259924033 Test Bank Chapter 15 Part 1
M: Marketing, 6e (Grewal) Chapter 15 Supply Chain and Channel Management 1) In the four Ps of marketing, place refers to all the activities required to get the right product to the right customer when that customer wants it. Answer: […]
978-1259924033 Test Bank Chapter 15 Part 2
47) Ted is glad his company finally converted to an RFID system. Now, he no longer needs to go through all the new goods to make sure what they ordered was what they received. Ted is responsible for ________ in […]
978-1259924033 Test Bank Chapter 15 Part 3
85) Because Walmart has vast information about the consumer goods market, it might exert ________ power over P&G by providing or withholding important market information. A) coercive B) reward C) referent D) legitimate E) information Answer: E Explanation: Because Walmart […]
978-1259924033 Test Bank Chapter 16 Part 1
M: Marketing, 6e (Grewal) Chapter 16 Retailing and Omnichannel Marketing 1) It is primarily the retailer’s responsibility to make sure customers’ expectations are fulfilled. Answer: TRUE Explanation: Since it is generally the retailer who interacts directly with the customer, the […]
978-1259924033 Test Bank Chapter 16 Part 2
47) ________ are combating competitive pressures by offering fresh food and healthy fast food, tailoring assortments to local markets, opening locations closer to where consumers work and shop, and adding new services. A) Warehouse clubs B) Supercenters C) Convenience stores […]
978-1259924033 Test Bank Chapter 16 Part 3
87) Internet buyers are sometimes surprised to see online retailers using information about their past purchases to customize promotions targeted to them the next time they visit the retailer’s website. The retailer is using the information to A) comply with […]
978-1259924033 Test Bank Chapter 16 Part 4
111) How does a retail distribution center supporting a store channel most obviously differ from one supporting an Internet channel? A) in use of SKU identification B) in quantity of items shipped C) in speed of order fulfillment D) in […]
978-1259924033 Test Bank Chapter 17 Part 1
M: Marketing, 6e (Grewal) Chapter 17 Integrated Marketing Communications 1) It is difficult, but not impossible, to integrate marketing communications across all platforms, including social media. Answer: TRUE Explanation: Coordination across these platforms is the key to effective omnichannel (or […]
978-1259924033 Test Bank Chapter 17 Part 2
50) National manufacturers and retailers often pay a service provider to monitor television ads around the country, to ensure that their ads are shown in their entirety during the time frames that were purchased. This service provider is monitoring for […]
978-1259924033 Test Bank Chapter 17 Part 3
90) Cora will be a bridesmaid next summer, and she purchased her dress online. The next time she turned on her computer, Cora was surprised to see special offers for matching accessories. This is an example of which marketing strategy? […]
978-1259924033 Test Bank Chapter 17 Part 4
55 Copyright 2019 © McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. 118) As firms become more sophisticated in their communication efforts, the trend is toward company blogs becoming more A) […]
978-1259924033 Test Bank Chapter 18 Part 1
M: Marketing, 6e (Grewal) Chapter 18 Advertising, Public Relations, and Sales Promotions 1) One problem facing advertisers is that consumers screen out messages that are not relevant to them. Answer: TRUE Explanation: Consumers simply screen out messages that are not […]
978-1259924033 Test Bank Chapter 18 Part 2
48) Which of the following is the best example of a reminder advertising message? A) “Buy now, pay later.” B) “Doing business in Peoria since 1848.” C) “Buy one, get one free.” D) “Now available—the latest fall fashions.” E) “New […]
978-1259924033 Test Bank Chapter 18 Part 3
88) Gypsy just bought a gift and jewelry store on Main Street. She knows from the previous owner that almost 60 percent of her sales take place during the Christmas holiday season, with the other 40 percent of sales evenly […]
978-1259924033 Test Bank Chapter 18 Part 4
116) Sarah goes through the newspaper looking for coupons to help reduce her living expenses. Her roommate Paige doesn’t read newspapers, let alone look through them for coupons. But Paige filled out a form from inside a cereal box entering […]
978-1259924033 Test Bank Chapter 19 Part 1
M: Marketing, 6e (Grewal) Chapter 19 Personal Selling and Sales Management 1) Almost everyone is engaged in some form of selling. Answer: TRUE Explanation: On a personal level, we sell our ideas and opinions to others. In addition, many careers […]
978-1259924033 Test Bank Chapter 19 Part 2
49) One reason B2B salespeople spend considerable time qualifying potential customers is that A) they want to have absolutely everything in order before approaching a potential customer. B) it can be costly to prepare and make a presentation to a […]
978-1259924033 Test Bank Chapter 19 Part 3
89) Sue spends much of her time checking inventories, processing straight rebuys, and making sure that everything is going smoothly. Sue is primarily a(n) A) business development specialist. B) caretaker rep. C) order getter. D) order taker. E) sales support […]
978-1259924033 Test Bank Chapter 19 Part 4
117) When Barbara realized she didn’t have all of the technical information she needed to answer the customer’s questions, she made a call to her office. Who would be most likely to provide appropriate assistance? A) sales support personnel B) […]
978-1259924033 Test Bank Chapter 2 Part 1
M: Marketing, 6e (Grewal) Chapter 2 Developing Marketing Strategies and a Marketing Plan 1) Amazon is able to achieve operational excellence because it not only has the technology to coordinate personal buyers, it also has an effective HR hiring program […]
978-1259924033 Test Bank Chapter 2 Part 2
47) Among Internet users, some do research online, some shop, some look for entertainment, and many do all three. Each of these groups would be called a A) strategic group. B) strategic business unit. C) market segment. D) cash cow. […]
978-1259924033 Test Bank Chapter 2 Part 3
87) Which of the following is the third step in the marketing planning process? A) define the business mission B) identify and evaluate opportunities C) evaluate using a matrix D) implement marketing mix and allocate resources E) perform situation analysis […]
978-1259924033 Test Bank Chapter 2 Part 4
114) During which phase of the marketing planning process does a firm evaluate performance using marketing metrics? A) planning phase B) implementation phase C) production phase D) control phase E) strategy phase Answer: D Explanation: During the control phase, a […]
978-1259924033 Test Bank Chapter 3 Part 1
M: Marketing, 6e (Grewal) Chapter 3 Social and Mobile Marketing 1) The term social media refers exclusively to social networking sites like Facebook. Answer: FALSE Explanation: The term social media refers to the online and mobile technologies that distribute content […]
978-1259924033 Test Bank Chapter 3 Part 2
48) Marketers rely on the three types of social media: social networking sites, thought-sharing sites, and A) software application sites. B) product review sites. C) corporate websites. D) media-sharing sites. E) social bookmarking sites. Answer: D Explanation: The three categories […]
978-1259924033 Test Bank Chapter 3 Part 3
80) One measure of website traffic as determined by the total requests for a page is called A) clickers. B) hits. C) paths. D) tweets. E) impressions. Answer: B Explanation: Measures of website traffic include hits (i.e., total requests for […]
978-1259924033 Test Bank Chapter 4 Part 1
M: Marketing, 6e (Grewal) Chapter 4 Conscious Marketing, Corporate Social Responsibility, and Ethics 1) Conscious marketing is governed by four overriding principles that guide a firm’s economic value creation. Answer: FALSE Explanation: Conscious marketing entails a sense of purpose for […]
978-1259924033 Test Bank Chapter 4 Part 2
48) Garrett has just purchased a beer distributorship. He wants to increase the visibility of his firm in local markets, but he knows there are a number of regulations and socially accepted practices associated with promoting alcoholic beverages. The first […]
978-1259924033 Test Bank Chapter 4 Part 3
74) How might a technology company like Apple ensure that it behaves in a socially responsible way toward its customers? A) It can protect the privacy of personal information collected on its website. B) It can adhere to government-mandated safety […]
978-1259924033 Test Bank Chapter 5 Part 1
M: Marketing, 6e (Grewal) Chapter 5 Analyzing the Marketing Environment 1) By paying close attention to customer needs and continuously monitoring the business environment in which it operates, a good marketer can identify potential opportunities. Answer: TRUE Explanation: Changes in […]
978-1259924033 Test Bank Chapter 5 Part 2
49) When a company attempts to appeal to the same target market across countries, for example, by using the same images and copy on a specific product advertisement but changing only the language in which the copy is displayed, that […]
978-1259924033 Test Bank Chapter 5 Part 3
89) Christy, a marketing executive who was born in 1962, advocated that her company focus on a print campaign for its new line of lipsticks rather than spending money on online ads. This point of view may be attributed to […]
978-1259924033 Test Bank Chapter 6 Part 1
M: Marketing, 6e (Grewal) Chapter 6 Consumer Behavior 1) When considering a purchase decision, people generally buy one product or service instead of another because they perceive it to be a better value. Answer: TRUE Explanation: People buy one product […]
978-1259924033 Test Bank Chapter 6 Part 2
49) Jordana is a travel agent. Whenever she sells an expensive vacation package, she encourages the customer to buy travel insurance, which provides reimbursement in case of trip cancellation due to illness or another emergency. Jordana is trying to reduce […]
978-1259924033 Test Bank Chapter 6 Part 3
89) The traditional marketing strategy of selling umbrellas when it is raining is an example of how ________ factors influence consumers’ decisions. A) situational B) psychological C) shopping D) interpersonal E) economic Answer: A Explanation: This is an example of […]
978-1259924033 Test Bank Chapter 6 Part 4
117) Reginald greets his regular customers by name every morning when they come in for coffee. He offers them a taste of anything special he is cooking that day. He has a database with their birthdays, and offers them free […]
978-1259924033 Test Bank Chapter 7 Part 1
M: Marketing, 6e (Grewal) Chapter 7 Business-to-Business Marketing 1) Business-to–business marketing refers to buying and selling goods or services to consumers. Answer: FALSE Explanation: Business-to–business (B2B) marketing refers to the process of buying and selling goods or services to be […]
978-1259924033 Test Bank Chapter 7 Part 2
49) During the RFP stage, B2B buyers A) recognize obstacles that the firm must work around. B) revise their need recognition analysis. C) invite suppliers to bid on supplying what is requested. D) proceed to vendor analysis. E) negotiate contract […]
978-1259924033 Test Bank Chapter 7 Part 3
89) A(n) ________ occurs when the purchasing agent orders additional units of products that have previously been purchased. A) new buy B) modified rebuy C) straight rebuy D) adapted buy E) generic buy Answer: C Explanation: A straight rebuy occurs […]
978-1259924033 Test Bank Chapter 8 Part 1
M: Marketing, 6e (Grewal) Chapter 8 Global Marketing 1) Firms would prefer to manufacture in a country that has a trade surplus, or a higher level of exports than imports. Answer: TRUE Explanation: Firms would prefer to manufacture in a […]
978-1259924033 Test Bank Chapter 8 Part 2
49) All of the following are major trade agreements affecting global marketing except A) NAFTA. B) EU. C) GNI. D) ASEAN. E) CAFTA. Answer: C Explanation: The GNI is the gross national income, a measure of a country’s economic output. […]
978-1259924033 Test Bank Chapter 8 Part 3
89) The United States imports more goods from China than it exports to China. This is known as A) gross national income (GNI). B) a trade surplus. C) gross domestic product (GDP). D) a trade deficit. E) an import imbalance. […]
978-1259924033 Test Bank Chapter 8 Part 4
117) Unilever discovered that people in emerging economies could not afford to buy standard sizes of toothpaste or shampoo, so Unilever started selling single-serve packets at very low prices. Later, Unilever discovered that the same approach worked in the United […]
978-1259924033 Test Bank Chapter 9 Part 1
M: Marketing, 6e (Grewal) Chapter 9 Segmentation, Targeting, and Positioning 1) The loyalty program My Starbucks Rewards, which allows members to pay via their mobile device and earn points toward discounts and free offers, enables Starbucks to gather the purchase […]
978-1259924033 Test Bank Chapter 9 Part 2
46) More and more women have been posting photos of themselves on social media wearing little to no make-up to emphasize the concept of real and natural beauty. Beauty brands such as Glossier have responded to this trend by producing […]
978-1259924033 Test Bank Chapter 9 Part 3
86) Fiona is looking to expand her pet grooming business and wants to evaluate the profitability of a potential new market. The area she is looking at has 2,000 homes and Fiona estimates that 20 percent of them would be […]
978-1259924033 Test Bank Chapter 9 Part 4
116) Assume you are the marketing consultant for your university, which wants to focus its marketing efforts on retention of current students. You have a choice of segmenting the undergraduate student market on either a geographic or psychographic basis. What […]
A Toothpaste Tube Is An Example Of A ________ Package.
115) A toothpaste tube is an example of a ________ package. A) primary B) secondary C) brand positioning D) private-label E) convenience Answer: A Explanation: The primary package is the one the consumer uses, such as the toothpaste tube. From […]
Chapter 7 Linkedin Is Mainly Used For In The B2b Marketplace
117) LinkedIn is mainly used for ________ in the B2B marketplace. A) requests for proposals B) vendor evaluation C) communication with customers D) professional networking E) competitive analysis Answer: D Explanation: The LinkedIn.com social network is mainly used for professional […]