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As part of the needs assessment, the consultative salesperson must learn everything there is to know about: a. the product he or she is selling. b. the customers and their needs. c. the competition. d. the industry in which he […]

Which marketing management philosophy focuses on the question, “What can we make or do best?” a. Production b. Marketing c. Sales d. Societal e. Internal Answer: Butterball, a well-known brand of turkey, advertised Ocean Spray cranberry sauce in its magazine […]

Bbolina Tetra is a Hungarian company that has genetically created a chicken that is guaranteed to produce uniform brown eggs with strong shells. It breeds and sells young chicks to farmers all over Europe who want to sell eggs in […]

When the Segway Human Transporter was introduced in 2002, many people expected the product to be a phenomenal success. While the Segway is still on the market, it has never been the success so many expected. A recent WallStreetJournalarticle suggested […]

Managers must combine specific pieces of information needed to identify the marketing research problem. Their is to provide insightful decision-making information. a. company-correlated goal b. autonomous task c. dichotomous goal d. marketing research objective e. field service objective Answer: Arkadium […]

Gray marketing channels assist brand name manufacturers in marketing their products more efficiently. a. True b. False Answer: Marketers can control the external environment in which their organizations operate. a. True b. False Answer: False RATIONALE: Although marketers can control […]

Explain how marketing affects consumers’ everyday life. How will the study of marketing enable you to be a better consumer? Answer: Name and describe the three requirements for effective strategic planning. Answer: ONGOING PROCESS. Strategic planning should be an ongoing […]

Penetration pricing means charging a relatively low price for a product as a way to reach the mass market. The low price is designed to capture a large share of a substantial market. Thus, penetration pricing: a. tends to be […]

The ______ is the set of all persons in an organization who become involved in the purchasing process. a. buying center b. stakeholder committee c. ad hoc purchasing staff d. board of directors e. comptroller’s staff Answer: All of the […]

Tall Paul’s designs and sells household furniture and furnishings to people who are over 6″6″ tall””a rather small target market. Tall Paul’s uses a(n) _____targeting strategy. a. benefit b. undifferentiated c. multisegment marketing d. universal product code e. concentrated Answer: […]

Which of the following statements about the impact of international business on the U.S. economy is NOT true? a. The United States exports about 13 percent of its industrial production. b. More than 10 million Americans hold jobs that are […]

Which of the following questions is NOT likely to be asked during the business analysis stage? a. What is the likely demand for the product? b. Which celebrity spokesperson can we hire to promote the product? c. Would current customers […]

Evergreen Lighting, a manufacturer of decorative, energy-efficient lighting products, requires its buyers to pay for the cost of transportation from the manufacturing site to their place of businesses. Evergreen Lighting uses FOB origin pricing. a. True b. False Answer: Novartis […]

Joe Hamas sells for Rush Beverages. He is trying to convince retailers to carry his company’s Ginseng Rush, a new all-natural beverage that delivers an energy punch without caffeine. When he gets retailers to agree to stock his product, he […]

When an advertiser decides how much space and/or time will be placed in each advertising medium the company wants to use, the advertiser is determining its: a. marketing mix. b. media mix. c. promotional plan. d. advertising campaign. e. reach […]

Yield management systems are used to: a. determine the availability of product substitutes in complex industries that are experiencing rapid change b. profitably fill unused capacity c. predict necessary service levels to achieve revenue goals d. determine whether it is […]

All of the following are tactics for fine-tuning the base price EXCEPT: a. functional discounts. b. cash discounts. c. rebates. d. quality discounts. e. quantity discounts. Answer: BoutiqueHotels In an industry where guests are tired of cookie-cutter hotels, some consumers […]

Companies that adopt a concentrated marketing strategy violate which of the following old sayings? a. “You can”t bake a pie without breaking some eggs.” b. “Don”t count your chickens before they hatch.” c. “Don”t put all your eggs in one […]

Which of the following statements about comparative advertising is true? a. Comparative advertising is highly effective in Arabic countries. b. The FCC is the only federal agency that has any regulatory power over comparative advertising. c. Comparative advertising is often […]

On Subway napkins, nutritional information for their 6inch subs is compared to McDonald’s Big Mac and Burger King Whopper. This is an example of competitive advertising. a. True b. False Answer: While many green products have practical benefits, none of […]

BoiseCascade Boise Cascade comprises two businesses. Boise Cascade Building Materials Distribution is one of the largest wholesale building materials distributors in the United States. The firm’s 33 distribution facilities market a wide range of building products and services to retail […]

The form of global organization that provides the highest potential for return on investment as well as the highest level of risk is contract manufacturing. a. True b. False Answer: The imbalance between actual and desired states is sometimes referred […]

DigitalCookware Digital Cookware has developed a new kind of skillet that should make cooking easier for many non-chefs. The skillet has a display on its handle that beeps to alert the cook when the pan’s target temperature is reached. The […]

Fitbit The pedometer is getting kicked up a notch with the new Fitbit device. The Fitbit is a $99 motion-detecting sensing device that can measure the user’s activity even when asleep. It digitally records the distance a user walks or […]

Colorado Silversmith creates and markets silver and turquoise jewelry, which it sells to retailers in the western United States. The company’s management believes its retail customers will stock more jewelry if its salespeople use aggressive marketing techniques, so the company […]

_____ is characterized by low involvement, a short time frame, an internal-only information search, and low costs. a. Limited decision making b. Routine response behavior c. Emotional buying d. Intensive decision making e. Temporally-limited behavior Answer: A product’s position refers […]

A production costs analysis could be a part of a company’s SWOT analysis. a. True b. False Answer: Stores carrying Revlon Super Lustrous lipstick have begun using touch-screen televisions that allow customers to see how different styles might look on […]

What is the first step in segmenting a market? a. Set the segmentation goals b. Choose a basis or bases for segmenting the market c. Select a market or product category for study d. Profile and analyze segments e. Select […]

A(n)___ is a statement of sales goals, usually based on sales volume alone. a. breakeven statement b. trend analysis c. order forecast d. account report e. quota Answer: The Nest is a retail store owned and operated by an interior […]

Most people recognize Butterball as a brand of turkey, but Butterball brand is also found on fresh turkey breast cuts, turkey sausages, and ground turkey; lunchmeat cold cuts; fresh marinated bone-in, boneless, and whole chicken; frozen chicken products; and Butterball […]

A penetration pricing strategy tends to be most effective: a. when demand is relatively inelastic. b. under unitary conditions. c. in price-sensitive markets. d. when the company can only perform small production runs. e. if unit costs are high. Answer: […]

The goal of persuasive promotion is to: a. stimulate a purchase or an action. b. increase brand awareness. c. describe available services. d. remind the consumers of where to buy the product. e. maintain top-of-mind consumer awareness. Answer: The most […]

Which type of private label brand carries no evidence of a retailer’s affiliation, is manufactured by a third party, and is sold exclusively at the retailer? a. A captive brand b. A complementary brand c. A cooperative brand d. An […]

Hazelwood Farms provides local restaurants with organic fruits and vegetables that have been grown without the use of pesticides or chemical fertilizers. Hazelfield Farms is a supplier of: a. accessory parts. b. supplies. c. raw materials. d. unprocessed extractive products. […]

Within the business market, roller belts that are purchased by vacuum manufacturers are examples of: a. supplies. b. raw materials. c. accessory equipment. d. processed materials. e. component parts. Answer: Which of the following products is most likely to be […]

ChoiceHomes,Inc. Choice Homes, Inc., based in Texas, built its reputation by building high-quality new homes, often at prices less than “used” ones. Choice Homes used mass purchasing power, innovative hightech communications among employees to coordinate the building process, and other […]

Phillip Morris USA, the manufacturer of the Marlboro Ultra Smooth cigarette targeted to people who want to smoke a potentially safer cigarette, has asked for marketing research to explain the reasons for the recent failure of the new cigarette. This […]

____ is a method of developing and maintaining an adequate assortment of materials or products to meet a manufacturer’s or a customer’s demand. a. The materials-handling system b. An inventory control system c. Direct sourcing d. Contract logistics e. Warehousing […]

Chad has calculated the sales volume at which his lemonade stand’s costs equal revenue. Over dinner, he announced to his family that he only needed to sell 50 glasses of lemonade at $5 per glass to cover all his costs […]

If price _____and revenue _____, demand is elastic. a. stays the same; stays the same b. goes down; goes down c. goes down; goes up d. goes down; stays the same e. goes up; stays the same Answer: All of […]

StarbucksLoyaltyRewards The first Starbucks opened in 1970 in Seattle, Washington. The demand for its coffee grew, and Starbucks added more than 6,000 stores located in over 30 countries. In its more than 30-year history, Starbucks has never given out coupons […]

After establishing a listening platform, an organization should: a. develop a list of objectives for its social media team to accomplish b. attempt to develop a unique social media platform to generate buzz about the brand c. identify potential consumers […]

The government sector (federal, state, and local) is a minor segment of the business market. a. True b. False Answer: A person buying a Valentine’s Day gift for a significant other is more likely to go through all of the […]

A print ad for Kraft Capri Sun drink packs says “take a sip of antioxidant protection.” What kind of an advertising appeal is this ad using? a. Convenience b. Fun and pleasure c. Health d. Profit e. Admiration Answer: According […]

As the demand for portable CD players fell, so did the demand for blank CD-Rs because the demand for CD-Rs is an example of a(n) _____ demand. a. joint b. inelastic c. elastic d. fluctuating e. derived Answer: The U.S. […]

One marketing issue unique to nonprofit organizations is that these organizations must often target those who are apathetic about or strongly opposed to receiving their services. a. True b. False Answer: DeltaFaucet Company Masco is the name of a well-recognized […]

GoingtotheDogs Demand for pet services is greatly increasing across the United States. In fact, Americans will spend nearly $44 billion dollars on their pets this year. Many American dog owners are seeking out “doggy day cares” that are more like […]

Every night, Universal Studios Japan hosts a fireworks display. The theme park recently came under government investigation when allegations were made that the park was detonating more than 50 pounds of explosives in its nightly fireworks displays. In the small […]

All of the following are examples of individual factors that affect the decision-making process for consumers EXCEPT: a. gender b. age c. reference groups d. lifestyles e. personality Answer: Marketers must take care when using ____ since a lower price […]

HardieSidingProducts James Hardie began selling fiber cement siding products in the United States in 1989 to leading builders, lumberyards, and home improvement centers. Even though ads guaranteed the product would not rot or crack for 50 years, many builders hated […]

Several Arab nations refuse to allow CocaCola products to be sold within their borders because of the company’s distributorships in Israel. This is an example of a(n): a. transfer limit. b. quota. c. tariff. d. exchange control. e. boycott. Answer: […]

Cultural traits can make a package design successful in one country and a failure in another. a. True b. False Answer: The wellknown Nike ‘swoosh” is an example of a: a. quality mark. b. product line. c. brand name. d. […]

Soon after the Chenault Military Museum expanded its hours and began charging a small fee to pay for the extra help needed to keep it open longer, attendance decreased. To determine why this decrease in attendance occurred, the museum staff […]

After Mattel evaluated many new products to add to its Barbie product line and before any prototype was created, the toy manufacturer instructed a committee to select three of the ideas to present to a group of consumers. The consumer […]

Landline telephone service is a good example of a product in the maturity stage of the product life cycle. a. True b. False Answer: Franchising is a form of: a. contract marketing b. international exporting c. licensing d. direct exporting […]

The goal of any effective materials-handling system is to: a. reduce the time of the order-processing system b. optimize the inventory control system c. increase safety procedures d. move items quickly with minimal handling e. reduce the length of time […]

All of the following are typical sales force performance measures EXCEPT: a. size of the sales force b. sales volume c. contribution to profit d. calls per order e. percentage of calls achieving specific goals Answer: The gap model of […]

AmericanGirlDoll The American Girl catalog began as a concept to introduce today’s girls to those who lived in the past. Each historically accurate doll is carefully crafted and dressed and has books to describe her life. For example, Kristen is […]

The rules, regulations, and habits used for brick-and-mortar stores tend to restrain and limit the success of those retailers engaged in e-commerce. a. True b. False Answer: “Girls Just Wanna Have Funds” is a Washington, DC, support group that consists […]

The rate of sales decline during the decline stage of the product life cycle is largely governed by: a. the amount of money spent on advertising. b. the number of competitors in the market. c. the intensity of the competition’s […]

Which service pricing objective seeks to match supply and demand by varying prices? a. Revenue oriented b. Operations oriented c. Patronage oriented d. Externally oriented e. Equilibrium oriented Answer: A series of stages determined by a combination of age, marital […]

Sav-MoreSupermarkets Observers of the supermarket industry see no letup in the use of checkoutcounter”based target marketing. Sav More supermarkets have installed an electronic marketing system in their stores. The system allows the stores to do more direct mail promotions by […]

Public information about a company, good, or service appearing in the mass media as a news item is: a. personal selling b. advertising c. mass communications d. publicity e. sales promotion Answer: A nonprofit organization is an organization that exists […]

Martina buys cola every week at the grocery store, but she always buys whatever is on sale. Coca-Cola, Pepsi, RC Colait doesn”t matter to her. She is happy with whatever costs the least. Martina would be characterized as a: a. […]

Apple, Inc. is now offering the iPhone 4S for free on contract. This new strategy reflects a change in the element of its marketing mix. a. price b. production c. product d. distribution e. target market Answer: CocaCola is one […]

A company that sets its goals and strategies based on what its current equipment can produce, what products engineering can design, and what the company itself can do best, has a(n) _____ orientation. a. marketplace b. sales c. market d. […]

Which method of entering the global marketplace would be LEAST risky? a. Exporting b. Licensing c. Contract manufacturing d. Joint ventures e. Direct investment Answer: The ______ is the channel used to convey a message to a target market. a. […]

A keiretsuis a(n): a. type of strategic alliance commonly found in Japan. b. method of business e-commerce found in Asia. c. Internet site that offers its customers access to various languages that they can use to conduct their business. d. […]

Distribution managers select different transportation modes based on several distinct criteria. List and briefly define these criteria, and name the best and worst transportation mode for each criterion. Answer: If the seller pays all or part of the actual freight […]

Evenflo makes baby gates to keep toddlers away from stairs. What demographic segmentation variable will Evenflo use to identify its target market? a. Gender b. Benefit c. Usage rate d. Family life cycle e. Ethnic Answer: Which of the following […]

An office supply store can buy a desk for $300. If the store owner sells the desk for $450, what is the markup based on the selling price? a. 15 percent b. 20 percent c. 25 percent d. 33 percent […]

All of the following are countries included in the Dominican Republic-Central America Free Trade Agreement EXCEPT: a. the United States b. Nicaragua c. El Salvador d. Guatemala e. Mexico Answer: This morning, Katrina received the following text message on her […]

A reading service for the visually impaired requires each reader applicant to prepare and submit a one-hour interview tape of material chosen by the service to determine whether the reader has pleasing vocal characteristics and is accent free so that […]

When CocaCola North American debuted Gold Peak iced tea, a spokesperson for the company said, “In looking at the ready-to-drink tea market, we found that the one place that nobody seemed to be playing was in the category of classic […]

Which target marketing strategy views the market as one big market with no individual segments and thus uses a single marketing mix? a. Undifferentiated b. Concentrated c. Niche d. Uniform e. Multisegmented Answer: While Robinson was looking at the CDs […]

The ultimate goal of most market-oriented firms is profitability that results from satisfying the wants and needs of its consumers. a. True b. False Answer: What are the four basic tasks of promotion? a. Informing, persuading, instituting and convincing b. […]

Which step in the consumer decision-making process is a result of an imbalance between actual and desired states? a. Evaluation of alternatives b. Want recognition c. Purchase d. Need recognition e. Postpurchase behavior Answer: ______ is the quantity of a […]

An advantage that cannot be copied by the competition is called a(n) ___ competitive advantage. a. sustainable b. monopolistic c. primary d. unique e. dominant Answer: Which of the following is the best example of a sale that could only […]

Heterogeneity of services means the quality of a service may not be consistent. a. True b. False Answer: Black & Mild FT are the only cigars on the market made with “a skillful blend of premium pipe tobaccos and a […]

A news story on the resignation of Steve Jobs as CEO of Applecomplete with descriptions of the numerous innovations he pioneered during his tenureis an example of: a. a sales promotion. b. free advertising. c. demarketing. d. newspaper advertising. e. […]

In the ____ stage of new-product development, preliminary demand, cost, sales, and profitability estimates are made. a. prototype screening b. idea generation c. concept testing d. post-brainstorming e. business analysis Answer: There are two limousine services that drive customers from […]

Price is best described as: a. that which is given up in exchange to acquire a good or service b. money exchanged for a good or service c. the psychological results of purchasing d. the cost in dollars for a […]

To initiate the CRM cycle, a company must first: a. establish marketing objectives. b. capture relevant customer data on interactions. c. identify customer relationships with the organization. d. understand the interactions the company has with current customers. e. decide on […]

Shark fin soup is a favorite Thai food. When a San Francisco”based organization claimed that the leading producer’s soup contained mercury poison, its sales plummeted. The popularity of this soup in Thailand represents a(n)____ factor, while Thailand’s lax enforcement of […]

The two types of shopping products are: a. unsought and convenience. b. generic and family. c. exclusive and intensive. d. heterogeneous and homogeneous. e. consumer and business. Answer: KitKat The popular Kit Kat chocolate bar was created by Rowntree’s, a […]

Companies that use supply chain management techniques typically also use a push promotional strategy. a. True b. False Answer: The only way that Jim Keeler in New Mexico can get a box of Carolyn Popwell’s Festive Holiday Truffles from Washington […]

“Girls Just Wanna Have Funds” is a Washington, DC, support group that consists mostly of young women who offer tips on budgeting and debt relief. As they state on their Web site, their goal is to help women break financial […]

ClaxtonFruitcakes One common Christmas tradition in many households is the Claxton fruitcake. The fruitcake bakery in Claxton, Georgia, makes about six million pounds of fruitcake annually and has $12 million in sales. One fruitcake batch weighs 375 pounds. About 70 […]

For sports marketers, an inelastic demand curve means that they have greater flexibility in making pricing decisions. What can a sports marketer do to make demand for his or her product more inelastic? a. Have a winning team that people […]