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Apple Market-Product Grid
According to the Apple market-product grid above, Apple would most likely get the
LEAST product synergies from the
A. Mac Pro and MacBook Pro.
B. Mac Pro and iMac.
C. Mac Pro and MacBook Air.
D. Mac Pro and Mac Mini.
E. iMac and Mac Mini.
Answer:
Figure 2-1
In Figure 2-1 above, Box A represents the
A. functional level.
B. board of directors.
C. corporate level.
D. CEO.
E. strategic business unit level.
Answer:
Figure 14-5
The promotion decision process is divided into three phases. In Figure 14-5 above, C
refers to the __________ phase.
A. planning
B. implementation
C. forecasting
D. discharge
E. evaluation
Answer:
In which sales budgeting approach is the amount of money spent based on past or
anticipated sales?
A. competitive parity
B. all-you-can-afford
C. objective and task
D. percentage of sales
E. relative scale
Answer:
The consumer-initiated practice of generating content on a marketer's website that is
custom-tailored to an individual's specific needs and preferences is referred to as
__________.
A. personalization
B. digitalization
C. normalization
D. intermediation
E. innovation
Answer:
Which of the following statements regarding supply chains is most accurate?
A. The best supply chain is the one that is consistent with the needs of the customer
segment being served and complements a company's marketing strategy.
B. The most common form of supply chain is the collaborative-response efficiency
strategy.
C. For an effective supply chain, key decisions should be made by a third-party logistics
provider.
D. The longer the supply chain, the greater the economies of scale and the better the
profit margin.
E. Supply chains should consider the needs of suppliers, provided those needs are
consistent with marketing strategies.
Answer:
Jay stops at the shopping mall to purchase a new pair of jeans from the Diesel store. He
is the ultimate consumer in a pipeline from the producer through intermediaries,
including the clothing store. This pipeline is known as a
A. marketing tunnel.
B. consumer market.
C. marketing channel.
D. transactional conduit.
E. distribution matrix.
Answer:
Implementation of IBM's "Smarter Planet" strategy has resulted in all of the following
EXCEPT:
A. a reduction in supply chain costs for retailers.
B. a reduction in traffic delays through coordinated signals.
C. a reduction in power usage for consumers using smart meters.
D. a reduction in inventory levels, as well as increased sales, for retailers.
E. a reduction in wasted coverage for advertising messages to increase its efficiency.
Answer:
All of the following are profit-oriented approaches to select an approximate price level
EXCEPT:
A. target ROI pricing.
B. target profit pricing.
C. target return-on-sales pricing.
D. target return-on-investment pricing.
E. cost-plus percentage-of-cost pricing.
Answer:
Advertising, personal selling, sales promotion, public relations, and direct marketing
are marketing communications alternatives that make up a firm's __________.
A. cooperative advertising
B. marketing mix
C. media strategy
D. promotional mix
E. communication source
Answer:
Which of the following statements regarding a marketing dashboard is most accurate?
A. The more text (words) that is displayed, the better it is for a marketing manager to
identify trends, interpret the data, and take corrective actions.
B. A marketing dashboard very often includes 20 or more marketing metrics on the
computer screen.
C. Marketing dashboards provide graphic displays of a product's performance, such as
sales, website traffic, etc.
D. For accuracy, the marketing dashboard should be updated weekly.
E. Marketing dashboards often show key measures such as human resource turnover,
strategy success, and societal well-being.
Answer:
An important feature of customer-driven supply chain management is its application of
__________ that allows companies to share and operate systems for order processing,
transportation scheduling, and inventory and facility management.
A. wholesaler cooperatives
B. mathematical and statistical models
C. sophisticated information technology
D. continuous inventory management
E. standardized distribution protocols
Answer:
Doug Ames sells Mercedes Benz automobiles. During a sales presentation, a qualified
prospect said, "Doug, I would really like to buy this car, but you know, the price is just
too high." Ames responded, "Sir, you are correct. The price of a Mercedes Benz
automobile is high, but look at what you're getting." Ames then proceeded to describe
the quality of the materials, the high resale value, and the dependability and prestige
associated with the Mercedes Benz brand. What technique did Ames use to handle the
prospect's objection?
A. the postpone technique
B. the agree and neutralize technique
C. the denial technique
D. the accept the objection technique
E. the acknowledge and convert technique
Answer:
Which of the following statements about inquiry tests is most accurate?
A. With inquiry tests, a question such as, "What ads do you remember seeing
yesterday?" is asked of respondents without any other prompting.
B. With inquiry tests, product information, product samples, or premiums are offered to
an ad's readers or viewers, and ads generating the most inquiries are considered most
effective.
C. Inquiry tests involve studies such as controlled experiments and consumer purchase
tests.
D. In an inquiry test, respondents are asked questions to measure changes in their
attitudes after an advertising campaign.
E. In an inquiry test, respondents are first shown an ad and then asked whether their
previous exposure to it was through reading, viewing, or listening.
Answer:
Kraft Foods distributes Starbucks coffee in U.S. supermarkets and internationally.
These firms are most likely using __________ strategy.
A. multi-channel distribution
B. a direct marketing channel
C. a cooperative distribution channel
D. a strategic channel alliance
E. a dual distribution agreement
Answer:
Bundle pricing is considered to be a __________ pricing practice.
A. demand-oriented
B. cost-oriented
C. profit-oriented
D. competition-oriented
E. product line-oriented
Answer:
Independent retailers account for most of the __________ retail establishments in the
United States.
A. 50,000
B. 90,000
C. 500,000
D. 900,000
E. 1.1 million
Answer:
KFC in Japan sells tempura crispy strips. In northern England, it stresses gravy and
potatoes. In Thailand, it offers fresh rice. In Holland, instead of potatoes, KFC offers
customers a potato and onion croquette. In France, KFC sells pastries alongside its
chicken. These examples illustrate that KFC exhibits an appreciation for the
__________ of other societies.
A. demographics
B. symbols
C. sensitivities
D. customs
E. values
Answer:
Errors in communication can occur in several ways: (1) the source may not adequately
transform the abstract idea into an effective set of symbols; (2) a properly encoded
message may be sent through the wrong channel and never make it to the receiver; (3)
__________; or (4) feedback may be so delayed or distorted that it is of no use to the
sender.
A. in an attempt to be creative, the encoder creates a message with too much noise
B. there is no interest on the part of the receiver because the product itself is inadequate
C. the communications channel is not properly developed
D. the message is considered too ordinary because there is too broad a field of
experience
E. the receiver may not properly transform the set of symbols into the correct abstract
idea
Answer:
Recently, the number of people who attended music concerts, plays, and other live
entertainment increased because they had the __________ to enjoy these activities.
A. gross income
B. bonus income
C. profit
D. disposable income
E. discretionary income
Answer:
Small athletic shoe manufacturers such as Vans have targeted niche markets and make
shoes designed to satisfy the needs of different specific groups of customers. This
strategy is an example of
A. market segmentation.
B. mass customization.
C. customized manufacturing.
D. single chain marketing.
E. market specific selection.
Answer:
Many local and national chain bookstores, such as Borders and Bookstar, have closed
over the past few years. This is due in part to competition from e-book readers like
Amazon's Kindle and Apple's iPad, which permit the online purchase and download of
digital books from their websites. Moreover, subscribers to newspapers and magazines
have cancelled their print subscriptions in favor of online news. These trends have
caused the newspaper StarTribune to offer online content for $1.99 per week and
Newsweek to suspend its print edition in favor of an online only weekly edition. These
companies had to change their __________, an action triggered by the technological
and social changes in their marketing environments.
A. organizational cultures
B. marketing tactics
C. business models
D. strategic marketing processes
E. goals or objectives
Answer:
Managing the breadth and depth of merchandise available from many manufacturers
requires retail buyers who are
A. efficient and effective managers.
B. familiar with the needs of the target market.
C. experienced shoppers.
D. familiar with retail inventory management.
E. product champions.
Answer:
The manufacturer of a new kind of fat-free ice cream that has the consistency and taste
of regular ice cream is thinking of using a penetration pricing strategy for its new
product. Which of the following conditions would argue AGAINST using a penetration
pricing strategy for the tasty dessert treat?
A. The ice cream market is highly conservative.
B. Economies of scale in production would be substantial.
C. Retailers are not willing to carry new brands of ice cream in the already
overcrowded category.
D. Once the initial price is set, it is nearly impossible to lower the price without
alienating early buyers.
E. The ice cream market exhibits inelastic demand over a fairly broad range of prices.
Answer:
Local newspaper readership has declined significantly in recent years. Not only are
traditional newspapers losing subscribers, they are also losing advertisers. To combat
these trends, many newspaper publishers now offer online versions of their printed
newspapers. This is most likely a response to which environmental force?
A. economic, since few can afford a newspaper today
B. competitive, resulting from new, smaller local newspapers that are flourishing
C. technological, since high-speed printing presses have become more easy to use
D. social, resulting from changing consumer preferences for information delivered
online
E. regulatory, since the government provides tax incentives for paper-based products
Answer:
The __________ includes advertising, personal selling, sales promotion, public
relations, and direct marketing.
A. promotional mix
B. promotion channel
C. communication message
D. marketing matrix
E. media mix
Answer:
A marketing strategy to increase sales of current products in current markets is referred
to as
A. market penetration.
B. market development.
C. product development.
D. diversification.
E. marketing synergy.
Answer:
The U.S. motorcycle manufacturer Harley-Davidson uses intermediaries to sell its
motorcycles in numerous nations outside the United States. Harley-Davidson uses
A. direct exporting.
B. licensing.
C. contract manufacturing.
D. indirect exporting.
E. foreign assembly.
Answer:
One approach to positioning a new product in a market is __________ positioning,
which involves competing directly with competitors on similar product attributes in the
same target market.
A. perceptual
B. head-to-head
C. psychological
D. differentiation
E. market
Answer:
Figure 4-5
According to Figure 4-5 above, E defines what level in the Maslow hierarchy of needs?
A. physiological
B. safety
C. social
D. personal
E. self-actualization
Answer:
Four cost concepts are important in pricing decisions: total cost, variable cost, unit
variable cost, and __________.
A. dividend cost
B. liquidity cost
C. discretionary cost
D. fixed cost
E. elastic cost
Answer:
