A global marketer selling consumer products and services must also consider what the
average per capita or __________ is among a country’s consumers and how the income
is distributed to determine a nation’s purchasing power.
A. buying capacity
B. currency exchange risk
C. purchasing power
D. household income
E. cost of living
Answer:
Which of the following is an element of total logistics cost?
A. new product development
B. inventory
C. advertising
D. personal selling
E. market research
Answer:
Staples is a specialty discount retailer that focuses on one type of product, office
supplies. Staples is an example of a
A. hypermarket.
B. superstore.
C. category killer.
D. department store.
E. general merchandise store.
Answer:
What is the first step in choosing the right supply chain?
A. understand the supply chain
B. develop a list of qualified channel members
C. enumerate logistics specifications
D. compare multiple-channel alternatives
E. understand the customer
Answer:
Figure 4-4
In Figure 4-4 above, C represents the __________ influences that can affect the
consumer purchase decision process.
A. sociocultural
B. economic
C. environmental
D. situational
E. market dominated
Answer:
Consumers’ purchases are often influenced by the views, opinions, or behaviors of
others. Two aspects of personal influence that are important to marketers are opinion
leadership and __________.
A. consumer socialization
B. word-of-mouth activity
C. peer pressure
D. government regulation
E. sales promotion
Answer:
Specifying the role of price in an organization’s marketing and strategic plans is referred
to as
A. choosing a pricing plan.
B. defining a profit mission.
C. developing pricing constraints.
D. setting pricing objectives.
E. determining the list or quoted price.
Answer:
Consumer packaged goods firms like General Mills and PepsiCo and as well as
industrial firms such as Intel and Hewlett-Packard employ a product manager to
manage __________.
A. all of an organization’s product items or brands
B. all of an organization’s product classes
C. all of an organization’s existing products through the stages of their life cycles
D. all products or brands that require close fiscal scrutiny
E. a close-knit family of products or brands
Answer:
More magazine is a publication designed to appeal to women aged 40 and over.
Demand for such magazines is an example of how changing __________ characteristics
impact the marketing environment.
A. cultural
B. behavioral
C. psychographic
D. occupational
E. demographic
Answer:
Marketers use three approaches to try to change consumer attitudes toward products
and brands: (1) changing beliefs about the extent to which a brand has certain attributes;
(2) __________; and (3) adding new attributes to the product.
A. reinforcing the consumers’ sense of self confidence in making wise purchase
decisions
B. actively educating consumers about the product’s competitive advantages
C. changing the perceived importance of attributes
D. refocusing a consumer’s attention from one attribute to another
E. denigrating the attributes of competitors’ products
Answer:
In marketing, advertisements or salespeople can activate a consumer’s purchase
decision process by
A. creating a sense of fear or guilt.
B. manipulating a customer’s want into a need.
C. promising product attributes that exceed the actual product potential.
D. showing the shortcomings of competing (or currently owned) products.
E. shifting the consumer’s focus from internal search to external search.
Answer:
Social Network Image (B)
If you wanted to generate brand buzz for an upcoming product using Twitter, what is
the best way to implement Twitter?
A. Monitor other Twitter accounts for negative mentions of your brand.
B. Aggressively defend your brand on your Twitter account.
C. Create an account and generate followers by posting photos of the new product.
D. Create an account and tweet about it the day before releasing the product.
E. Be interesting and unexpected through posting on current events such as an
upcoming political election.
Answer:
The family life cycle concept describes the distinct phases a family progresses through
from __________, each phase bringing with it identifiable purchasing behaviors.
A. formation to retirement
B. birth to death
C. the birth of children to retirement
D. the birth of children until they leave home
E. marriage to retirement unless a divorce, separation, or death occurs
Answer:
Services depend on the people who provide them. As a result, their quality varies with
each person’s capabilities and day-to-day job performance. This element of services is
referred to as __________.
A. incongruity
B. differentiation
C. variation
D. inconsistency
E. intangibility
Answer:
An approach whereby an organization allocates its marketing mix resources to reach its
target markets is referred to as (the)
A. tactical marketing process.
B. situational analysis.
C. diversification analysis.
D. synergy analysis.
E. strategic marketing process.
Answer:
Chevron placed an ad stating that, “Protecting the planet is everyone’s job. We Agree.,”
and encouraged consumers to use renewable energy. Which type of advertising was
Chevron using?
A. reminder
B. competitive
C. pioneering
D. advocacy
E. objective
Answer:
Directions on how and when to use a product and information about the source and
composition of a product that appear on packaging labels provide what kind of
benefits?
A. communication benefits
B. storage benefits
C. perceptual benefits
D. protection benefits
E. self-realization benefits
Answer:
Secret maintains its leadership position as one of many products in what is typically
considered a __________ product category.
A. fad
B. low-learning
C. fashion
D. high-learning
E. specialty
Answer:
Figure 12-1
A variety of terms are used for marketing intermediaries. According to Figure 12-1
above, F represents a(n) __________.
A. dealer
B. retailer
C. middleman
D. wholesaler
E. agent or broker
Answer:
In the purchase of the sugar substitute Splenda, you may compare it to something you
know about like real sugar. Although Splenda is more expensive than sugar, is
purchased by many consumers because it contains no calories. This situation involves
the consumer considering
A. a marginal analysis.
B. a profit equation.
C. a break-even analysis.
D. price elasticity of demand.
E. a reference value.
Answer:
To help consumers assess and compare services, marketers try to make them tangible or
__________.
A. temporal
B. consistent
C. adaptable
D. measurable
E. show the benefits of using the service
Answer:
The recent large increase in __________ has caused consumers to adjust their spending
in other categories.
A. automobile prices
B. gasoline prices
C. interest rates
D. consumer confidence
E. property values
Answer:
A geographical sales organization would NOT be the best structure if
A. a firm is trying to reduce duplication of selling effort.
B. a firm is trying to minimize travel time.
C. a firm’s products or customers require specialized knowledge.
D. different buyers have similar needs.
E. there is a need to increase the number of salespersons in the salesforce.
Answer:
Another term for maintained markup is __________.
A. original markup
B. maintained markup
C. markdown
D. gross margin
E. net margin
Answer:
The type of good for which the consumer compares several alternatives on such criteria
as price, quality, and style is a(n)
A. shopping product.
B. convenience product.
C. specialty product.
D. unsought product.
E. B2B product.
Answer:
At which stage in the personal selling process would the salesperson obtain further
information about the prospect and decide on the best method of contact?
A. prospecting
B. preapproach
C. approach
D. presentation
E. close
Answer:
Netflix is a company that rents DVD movies and television either by mail or streaming
over the Internet. It jumped into an industry where there were many competitors, both
local and national video stores. Initially, it established a loyal clientele by providing a
service that was not available – reliable and fast shipment. Its delivery system created
Netflix’s
A. viable mission.
B. competitive advantage.
C. tactical innovation.
D. core benefit.
E. sales orientation.
Answer:
The economy is defined as
A. the independent financial factors that are not affected by changes in government
spending.
B. the purchase of the highest quality product for the lowest possible price.
C. the production, distribution, and consumption of products, services, and ideas by
households.
D. the income, expenditures, and resources that affect the cost of running a business and
household.
E. the forces within a manufacturer’s control that affect the demand and supply its
offerings.
Answer:
For marketers, the primary objective of coupons is to __________.
A. increase foot traffic in supermarkets
B. encourage repeat purchases
C. stimulate trial
D. retaliate against competitor’s actions
E. minimize brand-switching
Answer:
Environmental forces refer to
A. the internal strengths of a company that enable the firm to remain competitive.
B. the marketing manager’s uncontrollable factors – product, price, promotion, and place
– that can be used to solve marketing problems.
C. the unpredictable or uncontrollable availability of natural resources that can enhance
or restrain a company’s growth.
D. the marketing manager’s uncontrollable forces in a marketing decision involving
social, economic, technological, competitive, and regulatory forces.
E. the marketing manager’s controllable forces in a marketing decision involving social,
economic, technological, competitive, and regulatory forces.
Answer:
In a marketing context, the acronym IMC refers to __________.
A. interactive media convergence
B. internal marketing communications
C. integrated marketing collaboration
D. integrated marketing communications
E. international marketing communications
Answer:
According to the eight-second rule,
A. it only takes eight seconds for someone to learn how to navigate a marketer’s
website.
B. any online purchase should take no more than eight seconds to complete.
C. prospective customers will not wait longer than eight seconds for a response in a
chat room.
D. 50 percent of online consumers will spend less than eight seconds ‘surfing” a
website.
E. customers will abandon a website if download time exceeds eight seconds.
Answer:
Popularity created by consumer word of mouth is called __________.
A. hype
B. buzz
C. propaganda
D. tweet
E. spin
Answer: