John Deere manufactures and distributes industrial and farm equipment. These types of
equipment are considered to be specialty products. Which type of market coverage does
John Deere most likely use?
A. intensive distribution
B. exclusive distribution
C. extensive distribution
D. selective distribution
E. private label distribution
Answer:
The term receivers, in a marketing communications context, refers to
A. only those consumers who read, hear, or see a message about a product or service
and then choose to buy it.
B. consumers who read, hear, or see the message sent by a source during the
communication process.
C. a firm that obtains a basic message or theme from its advertising agency and
translates that vision into a useable IMC campaign.
D. promotional firms that select the best channels through which to convey advertising
messages.
E. customers who read, hear, or see the message sent by a source and misinterpret or
reinterpret the message to fit their individual beliefs.
Answer:
QVC is a television home shopping network. It generates sales of more than $8.6
billion from its 60 million customers by
A. restricting purchases only through its Mall of America studio.
B. broadcasting live five hours a day every weekday evening during prime time.
C. offering more than 1,150 products each week.
D. offering overstocked items from retailers at a fraction of the original cost.
E. running live podcasts and live streaming over the Internet.
Answer:
The Securities and Exchange Commission (SEC) works hard to prevent unscrupulous
companies from misrepresenting themselves to paint a better financial picture for
investors than they really have. Yet, in the end, it is up to investors to research the
companies in which they want to invest because __________ is the norm when
investing in the stock market.
A. modus operandi
B. caveat emptor
C. de facto marketing
D. ćest la vie
E. anguis in herba
Answer:
Ralston Purina advertises with the following slogan: “Your Pet, Our Passion – Premium
Pet Food by Purina.” The firm now offers high quality, super-premium cat and dog food
based on formulations that promote life stage nutrition. This line is an example of
__________.
A. rebranding
B. trading up
C. trading down
D. trend setting
E. product branding
Answer:
The owner of a take-out fried chicken and biscuits restaurant pays each month $2,500 in
rent, $500 in utilities, $750 loan interest, $200 insurance premium, and $250 on local
bus advertising. A bucket of chicken is priced at $9.50. Variable costs for the bucket are
$5.50. How many buckets of chicken does the restaurant need to sell to break-even each
month?
A. 442 buckets
B. 764 buckets
C. 1,050 buckets
D. 3,150 buckets
E. 4,200 buckets
Answer:
Figure 16-1
Based on the social media identified in Figure 16-1 above, which of the following
social networking sites is HIGHEST in media richness?
A. Vine
B. Twitter
C. YouTube
D. LinkedIn
E. can’t be determined
Answer:
To serve both buyers and sellers, marketing seeks to discover and __________ the
needs and wants of prospective customers.
A. change
B. satisfy
C. create
D. manipulate
E. preserve
Answer:
The disadvantage of product sales organization is
A. it increases the number of salespersons in the salesforce since most product sales
organizations are based around standard rebuys.
B. there is a larger cost for sales since this method is chosen for products that inherently
have little or no product variation.
C. significantly maximizes travel time, expenses, and duplication of selling effort from
one territory to another.
D. increases the requirement for more sales managers since the salesforce is paid
strictly on commission, which acts as a significant self-motivator.
E. produces high administration costs and duplication of selling effort because two
company salespeople may call on the same customer.
Answer:
Sampling and statistical inference are special __________, which are vital in marketing
research to solve all or part of a problem.
A. systems
B. styles
C. methods
D. manners
E. modes
Answer:
In the breakdown for the NAICS code based on Figure 5-1 above, Column A represents
the
A. two-digit industry sector code.
B. three-digit industry subsector code.
C. four-digit industry group code.
D. five-digit industry code.
E. six-digit U.S. national industry code.
Answer:
The actions taken during the implementation phase of the strategic marketing process
include: (1) __________; (2) design the marketing organization; (3) define precise
tasks, responsibilities, and deadlines; and (4) execute the marketing program.
A. obtain resources
B. select target markets
C. position the product
D. find points of difference
E. develop the budget by estimating revenues, expenses, and profits
Answer:
Broadly speaking, there are three types of personal selling: _________, order getting,
and customer sales support.
A. consumer getting
B. order processing
C. online telemarketing
D. order taking
E. suggestive selling
Answer:
During which stage of the retail life cycle do companies establish multiple outlets?
A. decline
B. maturity
C. accelerated development
D. introduction
E. early growth
Answer:
By understanding its core values, an organization can take steps to define its
__________, a statement of the organization’s function in society that identifies its
customers, markets, products, and technologies.
A. customer value proposition
B. doctrine
C. philosophy
D. mission
E. code of ethics
Answer:
Which sales promotion tool is the best match for the growth in consumer (or
user)-generated content?
A. samples
B. sweepstakes
C. coupons
D. contests
E. deals
Answer:
Which of the following is an example of a product in the growth stage of the product
life cycle?
A. tablet devices
B. electric cars
C. fax machines
D. soft drinks
E. analog TVs
Answer:
Which of the following statements regarding when and where online consumers shop
and buy is most accurate?
A. Eighty percent of online sales occur on the weekends.
B. The busiest shopping day is Saturday.
C. Only 20 percent of consumers say they visit websites from their place of work.
D. Favorite websites for workday shopping and buying include those featuring event
tickets, travel, and flowers and gifts.
E. Most people buy online when they are depressed.
Answer:
The retailing mix refers to
A. the activities related to managing the store and the merchandise in the store, which
includes product, price, promotion, and profit.
B. the activities related to managing the store and the merchandise in the store, which
includes the four utilities of time, form, possession, and place.
C. the activities related to managing the store and the merchandise in the store, which
includes the colors, sizes, shapes, and perceived value of the store’s products.
D. the activities related to managing the store and the merchandise in the store, which
includes retail pricing, store location, retail communication, and merchandise.
E. the activities related to managing the store and the merchandise in the store, which
includes selection of store location, selection of merchandise, hiring and training of
employees, and promotion of both the store and products.
Answer:
Figure 2-3
According to Figure 2-3 above, the image shown is an example of a(n)
A. Gantt chart.
B. marketing dashboard.
C. Pert chart.
D. marketing gauge.
E. operations spreadsheet.
Answer:
The deliberate effort by organizational buyers to build relationships that shape
suppliers’ products, services, and capabilities to fit a buyer’s needs and those of its
customers is referred to as
A. buyer development.
B. a supply partnership.
C. a make-buy decision.
D. supplier development.
E. buyer-seller reciprocity.
Answer:
The element of the marketing mix that describes a means of getting the product to the
consumer is known as
A. a product.
B. the price.
C. promotion.
D. the place.
E. the process.
Answer:
The purpose of an advocacy advertisement is to
A. promote a specific brand’s features and benefits.
B. tell people what a company is, what it can do, and where it is located.
C. state the position of a company on an issue.
D. reinforce previous knowledge of a product.
E. promote the advantages of one product class over another.
Answer:
The idea that organizations are part of a larger society and are accountable to that
society for their actions is referred to as
A. stakeholder responsibility.
B. social responsibility.
C. profit responsibility.
D. utilitarianism.
E. moral idealism.
Answer:
Green marketing refers to
A. the purchasing of products from producers whose farming practices are Fair Trade
certified.
B. the marketing efforts taken by new and smaller companies that lack both the
experience and resources of their major competitors.
C. the marketing efforts to produce, promote, and reclaim environmentally sensitive
products.
D. the marketing of products that have in no way been altered or reprocessed by
artificial means.
E. the marketing of those products made exclusively from recycled materials.
Answer:
Which of the following products or services must be provided by traditional and NOT
by Internet marketing channels?
A. car rental reservations
B. software
C. healthcare
D. music
E. education
Answer:
In choosing the appropriate marketing channel, a firm should consider the interests that
buyers might want fulfilled. These interests fall into four broad categories: (1)
information; (2) convenience; (3) variety; and (4) __________.
A. availability
B. quality
C. brand name recognition
D. price
E. pre- or postsale services
Answer:
The process of a product spreading through the population is called the __________.
A. spread of innovation
B. proliferation of innovation
C. acceptance of innovation
D. dispersal of innovation
E. diffusion of innovation
Answer:
Chrysler Corporation provides support and incentives for its Chrysler, Dodge, and Jeep
dealers. Through a multi-level program, Chrysler provides incentives to reward dealers
for meeting sales goals. Dealers receive an incentive when they are near a goal, another
when they reach a goal, and a larger incentive if they exceed sales projections. All of
these actions are intended to encourage Chrysler dealers to __________ the Chrysler
products through the channel to consumers.
A. dump
B. pull
C. unload
D. no haggle
E. push
Answer:
The World Trade Organization (WTO) refers to
A. the world’s largest banking institution responsible for establishing and maintaining
equitable exchange rates for all member nations.
B. the world’s largest licensing institution responsible for the certification of products
distributed to a global market.
C. an institution that sets rules governing trade between its members through panels of
trade experts who decide on trade disputes between members and issue binding
decisions.
D. a multinational trade organization composed of the world’s wealthiest nations whose
primary purpose is to aid in the economic growth of developing nations.
E. a multinational trade organization comprised of the world’s wealthiest nations whose
primary purpose is to promote free trade economies.
Answer:
What percentage of adults is considered to be opinion leaders?
A. 1 percent
B. 5 percent
C. 10 percent
D. 25 percent
E. It depends upon the type of product.
Answer:
Kit Kat Bar Photo
Consider the Kit Kat bar photo above. Kit Kat bars are marketed by Nestl worldwide.
Kit Kat is pronounced “kitto katsu” in Japanese, which roughly translates to ‘surely
win.” Japanese teens eat Kit Kat bars for good luck, particularly when taking crucial
school exams. This positive result might have been eliminated had the company used
__________ and felt it necessary to use a name without an additional meaning.
A. intentional transliteration
B. semantic symbolism
C. back translation
D. semantic analysis
E. linguistic exchange
Answer:
Subbranding involves __________.
A. having one firm manufacture a product and a second firm distribute it all under the
same name
B. changing a brand name of a product line extension product by making it “New and
Improved!”
C. combining a corporate brand with a new brand to distinguish a part of its product
line from others
D. creating a knock-off version of a product and changing the spelling of the name
(chicken to “chikin” as in the case with Chick-Fil-A)
E. using the same name for the original product and all subsequent product line and
brand extensions
Answer:
Private branding is also referred to as private labeling or __________.
A. reseller branding
B. generic branding
C. multibranding
D. co-branding
E. multiproduct branding
Answer:
An ad for an international consulting firm was intended to communicate the company’s
philosophy – that you can be big and nimble at the same time – rather than to sell any
one particular service the company provides. The ad is an example of __________
institutional advertising.
A. competitive
B. pioneering
C. advocacy
D. reminder
E. political
Answer: