Mark has long supported a particular brand of footwear and has always bought that
brand. Recently, the footwear manufacturer was embroiled in a controversy for using
child labor at its manufacturing plants. Mark doubts the news reports and continues to
purchase the same brand of footwear. It is most accurate to say that Mark displays
________.
A) selective distortion
B) cognitive dissonance
C) selective retention
D) selective attention
E) consumer ethnocentrism
Market offering includes everything from pure tangible goods to pure services, as well
as combinations of goods and services. Which of the following is NOT a product or
service?
A) breakfast cereal
B) rental car
C) free concert
D) shoes
E) haircut
A ________ is a layer of intermediaries that performs some work in bringing the
product and its ownership closer to the final buyer.
A) product platform
B) channel level
C) resource bank
D) contact center
E) customer franchise
Sally recently purchased Brand X lotion. In comparing her perception of how the lotion
made her skin feel and look to her expectations about Brand X lotion, Sally was
measuring her level of ________.
A) share of customer
B) customer satisfaction
C) customer equity
D) customer-perceived value
E) customer lifetime value
________ are minor stimuli that determine where, when, and how a person responds to
an idea.
A) Cues
B) Drives
C) Reinforcers
D) Cognitions
E) Impulses
If a company identifies its competitors from an industry point of view, it must
understand ________ if it hopes to be an effective player in that industry.
A) the trends in the industry
B) the primary customers
C) the impact of technological changes
D) the potential customers
E) the competitive patterns
Service ________ means that services cannot be stored for later sale or use.
A) consistency
B) perishability
C) variability
D) intangibility
E) inseparability
The BCG matrix approach is problematic in that it ________.
A) focuses on planning for the future at the cost of ignoring the present
B) focuses solely on current businesses and provides little scope for future planning
C) tends to undermine the importance of market growth rate as a measure of market
attractiveness
D) tends to undermine the importance of relative market share as a measure of company
strength in the market
E) fails to classify SBUs
At Neiman Marcus, a first-class department store, customers shop for high-end products
and they are assisted in every phase of the shopping process. Neiman Marcus is a
________.
A) full-service retailer
B) limited-service retailer
C) self-service retailer
D) specialty store
E) superstore
An illustration, a headline, and a copy are the three ________ elements of an
advertisement.
A) tone
B) mood
C) format
D) reach
E) frequency
________ are consumer products that the consumer either does not know about or
knows about but does not normally think about buying.
A) Specialty products
B) Convenience products
C) Unsought products
D) Shopping products
E) Capital items
In several major cities in the United States, the ________ operates business service
centers with staffs to provide a complete education on the way government agencies
buy, the steps that suppliers should follow, and the procurement opportunities available.
A) Defense Logistics Agency
B) Federal Business Agency
C) Small Business Administration
D) General Services Administration
E) U.S. Commerce Department
Morrill Motors splits the United States of America into 10 sales regions. Within each of
those regions, the company has separate sales personnel selling the company’s full line
of products. Morrill Motors uses a ________ sales force structure.
A) territorial
B) complex
C) customer
D) product
E) market
Consumers who show their allegiance to brands, stores, or companies help marketers to
segment consumers by their ________.
A) user status
B) degree of loyalty
C) income
D) geographic location
E) benefit-seeking attitudes
As production moves up, the average cost per unit decreases because ________.
A) variable costs decrease
B) of increasing diseconomies of scale
C) fixed costs are spread over more units
D) overhead costs decrease
E) revenue increases
Using the AIDA model, an effective marketing message should get attention, hold
interest, ________, and obtain action.
A) create differences
B) enhance doubts
C) double interest levels
D) arouse desire
E) minimize dismay
Which of the following is a digital medium that is used by advertisers to reach
consumers directly?
A) smartphone
B) direct mail
C) newspapers
D) billboards
E) television
Mercury Inc., an American multinational corporation, is currently planning to enter the
promising consumer goods market in India. The firm will most likely discover that
________ beliefs and values are more open to change in India.
A) inherited
B) secondary
C) primary
D) core
E) traditional
Luke Price, a manager in an automobile factory, wanted his subordinates to rate their
satisfaction about the new pistons that arrived last month. He asked them to rate the
product based on strength and ease of handling. Which of the following is evident here?
A) order-routine specifications
B) supplier selection
C) performance review
D) general needs description
E) proposal solicitation
In addition to segmenting and targeting the correct market, which of the following is
NOT an area in which marketers must make decisions?
A) product assortment
B) services mix
C) store’s atmosphere
D) using experiential retailing
E) manufacturing schedules
The ________ concept is specifically focused on future company needs.
A) societal marketing
B) strategic planning
C) direct marketing
D) telemarketing
E) consumer business
Selman & Saks offered the same razors and trimmers in France as in the United States.
Selman & Saks is an example of a ________.
A) product adaptation
B) communication adaptation
C) product invention
D) straight product extension
E) standardized global marketing plan
A ________ is made up of the company, suppliers, distributors, and customers who
partner to improve the performance of the entire system.
A) value delivery network
B) horizontal channel
C) consumer base
D) product delivery network
E) product line
Assume that a Gucci handbag sells for $60 in Italy and $240 in the United States
because Gucci must add the cost of transportation, tariffs, importer margin, wholesaler
margin, and retailer margin to its factory price. This information indicates that Gucci
faces a ________ problem.
A) dumping
B) tariff
C) licensing
D) product adaptation
E) price escalation
Purposes of social selling, the use of online, mobile, and social media, are to do all of
the following EXCEPT ________.
A) augment sales performance
B) eliminate person-to-person selling
C) build stronger customer relationships
D) engage customers
E) provide customers more control over the selling process
Which of the following would most likely be included in an executive’s write up of a
new product idea to be presented to a new product committee?
A) the proposed customer value proposition
B) the product image
C) the marketing strategy
D) the business analysis
E) the pricing strategy
Which of the following is most likely a fixed cost?
A) sales representative commissions
B) product distribution costs
C) manufacturing input costs
D) temporary worker salaries
E) facility rental payments
Which of the following is a cost-based approach to pricing?
A) value-based pricing
B) high-low pricing
C) target return pricing
D) good value pricing
E) EDLP
Which of the following message execution styles features a highly believable or likable
source endorsing the product?
A) musical
B) mood or image
C) testimonial evidence
D) lifestyle
E) slice of life
The greater the number of channel levels in a marketing channel, the ________.
A) less distance between producer and end-consumer
B) greater the channel complexity
C) less time it takes for products to reach end-consumers
D) greater the control producers have over the distribution of their products
E) greater the control producers have over the demand of their products
When the product differs greatly from those of competitors, ________.
A) advertising can make customers aware of the product
B) firms should advertise similarly to competitors, to remind consumers of the product
C) advertising can point out the differences to consumers
D) firms should advertise little as the uniqueness will not require education of
consumers
E) advertising can reaffirm a consumer’s decision to purchase
According to the commercialization stage of the new product development process,
following the decision to introduce the new product at a particular time, a company
must next decide ________.
A) where to launch the new product
B) how to launch the new product
C) why to launch the new product
D) what pricing strategies to implement
E) what marketing mix elements to use
Refer to the scenario below to answer the following question(s).
Fun-Spot Fun Park began as a small amusement park in 1985. With nothing more than a
merry-go-round, a slide, pony rides, and an ice cream stand, Fun-Spot grew into a
popular family attraction with 20 rides, a restaurant, and an outdoor performing arts
theater.
“My wife, Gail, and I didn’t know what we were getting into,” commented Ron Hart,
the owner. “We just knew that weekenders coming to the lakes in our rural area
represented an untapped market.”
Today, thousands of visitors flock to Fun-Spot: families, children of all ages, and even
senior citizens who enjoy strolling through the gardens and the arbors. “There’s
something here for everyone,” Gail Hart said with a smile. “Dozens of companies hold
annual company picnics here. We have welcomed class field trips. And we even had
one wedding here at the park!”
“Here’s the funny thing,” Ron chimed in. “We really don’t know why we’ve been so
successful. There is nothing else like Fun-Spot Fun Park in the area. We were just
lucky.” “I think it’s the ambience of the park that has brought so many visitors,” Gail
added. “We provide a ‘total package’ of entertainment. Plus, we try to change our rides
and various attractions from time to time for variety.”
Ron and Gail Hart admitted that making every visitor happy is a priority. “That has
always been our philosophy,” they said. “Like the park’s motto at the entrance reads,
‘We’re here to make you happy!’ And we’ve always been able to deliver on that because
we’ve never allowed ourselves to grow too big too quickly.”
Which of the following would be classified as an opportunity in a SWOT analysis of
Fun-Spot?
A) A rival amusement park announces plans to open three new rides next season.
B) A new luxury hotel is being constructed in the area, with the aim of attracting more
high-spending families on vacation.
C) Ron and Gail have paid off the mortgage on Fun-Spot, significantly reducing their
monthly expenses.
D) Fun-Spot employees tend to be enthusiastic and young, projecting an image of fun
and vitality.
E) Fun-Spot plans to further diversify its offerings by beginning a two-week summer
camp for elementary school students.
________ allowances are price reductions given for turning in an old item when buying
a new one.
A) Promotional
B) Trade-in
C) Depreciation
D) Segmented
E) Functional
Which of the following is most likely an advantage of viral marketing?
A) Viral marketing reinforces consumers’ attitudes about a brand.
B) Most messages are likely to “go viral.”
C) Consumers want to be a part of viral marketing.
D) Viral marketing can easily be successfully accomplished.
E) Viral marketing produces engagement and positive exposure for a brand.
