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A fixed alternative question requires respondents to select one or more response option
from the set of predetermined choices. Another name for this kind of question is a(n)
A. dichotomous question.
B. open-ended question.
C. attitudinal question.
D. closed-end question.
E. semantic differential question.
Answer:
Figure 12-4
Figure 12-4 above, depicts the four most common marketing channels for business
products and services. Channel B would be an appropriate marketing channel for
__________.
A. Cray supercomputers
B. GE magnetic resonance imaging (MRI) machines
C. John Deere excavators
D. Fastenal industrial fasteners
E. Marathon electrical motors
Answer:
Accessory equipment are support products that include items such as
A. stationery, paper clips, and brooms.
B. tools and office equipment.
C. buildings and fixed equipment.
D. raw materials and component parts.
E. maintenance, repair, and legal services.
Answer:
All of the following are product modification strategies EXCEPT:
A. product bundling.
B. improving a product's quality.
C. changing a product's appearance.
D. creating a new use situation.
E. altering a product's performance.
Answer:
A fan source is
A. where a social network following comes from - with every source being of equal
value.
B. where a social network following comes from - with fans coming from a friend
being more valuable than those coming from an ad.
C. all Facebook fans in the target demographic for a particular brand.
D. the number of fans who interact with a Facebook Page.
E. the number of fans who are evangelists for a brand.
Answer:
When Betty Crocker repeatedly advertises that a cake baked from one of its mixes
tastes just like homemade, it is influencing which type of learning?
A. stimulus discrimination
B. brand loyalty
C. cognitive learning
D. stimulus generalization
E. behavioral learning
Answer:
Monster.com is a leading online, job-hunting website. A person hunting for a new job
does not have to look at every listing on the website. He or she can type in a job title,
keyword, company name, and location (city, state). Monster.com will then search for
and list all the jobs that match the criteria. Uses also have the ability to click on the link
"Email me Jobs" to send users e-mails identifying any new relevant job listings.
Monster.com uses __________ to send its e-mail updates.
A. opt-out marketing
B. permission marketing
C. personalization
D. cookies
E. wikis
Answer:
Self-regulatory efforts to respond to online consumers' concerns about privacy and
security include
A. eliminating the use of cookies on marketing websites.
B. prohibiting the collection of online consumers' personal and financial information.
C. awarding the TRUSTe trademark to companies that comply with privacy standards.
D. lobbying against the adoption of federal Internet privacy laws.
E. relying on the U.S. government to protect online consumer privacy.
Answer:
A manufacturer's sales office
A. works for several producers and carries noncompetitive, complementary
merchandise in an exclusive territory.
B. takes title to merchandise but sells only to buyers who call on them, pays cash for
merchandise, and furnishes their own transportation for the merchandise.
C. carries a producer's inventory, performs the functions of a full-service wholesaler
and is an alternative to a merchant wholesaler.
D. does not carry inventory, typically performs a sales function, and is an alternative to
agents and brokers.
E. brings buyers and sellers together to make sales.
Answer:
The oldest retail setting, located in the community's downtown area, is referred to as
A. the central business district.
B. main street.
C. the community anchor.
D. the economic center.
E. historic commerce district.
Answer:
Which of the following product or service is an example of a low-involvement
purchase?
A. a Louis Vuitton designer handbag
B. a Trek bicycle
C. membership into a local country club
D. a vacation to Italy
E. Biolage shampoo
Answer:
Suppose the following information: The cost of a full page color ad in the U.S. national
edition of The Wall Street Journal (newspaper) is $327,897 and its U.S. audience size is
1,566,027. The cost of a full page color ad in the U.S. national edition of U.S.A. Today
(newspaper) is $207,720 and its U.S. audience size is 1,711,696. The cost of a full page
color ad in the U.S. national edition of Bloomberg Businessweek (magazine) is
$148,300 with an audience size of 900,000. The cost of a full page color ad in the U.S.
national edition of Sports Illustrated (magazine) is $396,600 and has an audience size of
3,000,000. The cost of a 30-second ad during the most recent Super Bowl (television) is
$3,800,000 and has an audience size of 108,400,000. Which of the five media
alternatives has the LOWEST CPM?
A. The Wall Street Journal
B. U.S.A. Today
C. Bloomberg Businessweek
D. Sports Illustrated
E. Super Bowl
Answer:
Milsco Manufacturing emphasizes
A. signing lifetime contracts with suppliers to demonstrate its loyalty to them.
B. supplier partnerships when designing products for its customers.
C. reciprocity arrangements with its customers so that each can maximize profit.
D. cobranding as a form of supply partnerships with customers.
E. extending healthcare benefits to its suppliers' employees as a result of the Affordable
Care Act.
Answer:
Kimberly-Clark developed its Avert Virucidal tissues that contained vitamin C
derivatives, which were scientifically designed to kill cold and flu germs when users
sneezed, coughed, or blew their noses into them. Unfortunately, people didn't believe
the claim and were frightened by the "cidal" in the brand name. The reason for this
product failure was
A. an insignificant point of difference.
B. too little market attractiveness.
C. poor execution of the marketing mix.
D. poor product quality.
E. incomplete market and product protocol.
Answer:
Retailers can reduce problems associated with selective retention by
A. hiring well-known celebrities to sponsor their products.
B. adding more end-aisle and other point-of-purchase displays throughout the store.
C. providing brochures for consumers to take home.
D. adopting advertising campaigns that use bright colors and a new selection of popular
background music.
E. offering extended service warranties.
Answer:
Figure 7-4: Question 3
Consider Figure 7-4: Question 3 above, which was part of a Wendy's survey that
assessed fast-food restaurant preferences among present and prospective consumers.
Question 3 illustrates which type of question format?
A. dichotomous
B. open-ended
C. closed-end
D. attitudinal
E. semantic differential
Answer:
Five trends in the past decade have significantly influenced the landscape of global
marketing. One of them is
A. an increase in economic protectionism and a decline in free trade.
B. a more aggressive attitude towards initiating international tariffs and quota systems.
C. global competition among global companies for global customers.
D. a decrease in most countries' GDPs and a renewal of nationalism.
E. an increase in most countries' GDPs coupled with an increased degree of consumer
ethnocentrism.
Answer:
A promotional tool often used with consumers which consists of merchandise offered
free or at a significant savings over its retail price is referred to as a
A. deal.
B. rebate.
C. sample.
D. premium.
E. coupon.
Answer:
Which of the following pricing tactics would Ticketmaster use if it wanted to price
sports and concert tickets based solely in response to demand for the events?
A. yield management pricing
B. experience curve pricing
C. dynamic pricing
D. cost-plus pricing
E. skimming pricing
Answer:
Mark Zuckerberg is a co-founder of the social networking website called __________.
A. Pinterest
B. Groupon
C. LinkedIn
D. Facebook
E. Twitter
Answer:
Situational influences refer to
A. the five aspects of the purchase situation that impact the consumer purchase decision
process: purchase task, social surroundings, physical surroundings, temporal effects,
and antecedent states.
B. the temporary impediments to a consumer's purchase decision.
C. psychological concepts that are useful for interpreting buying processes and
directing marketing efforts.
D. the feelings of postpurchase anxiety that can arise from a number of different factors
including social surroundings, physical surroundings, psychological effects, and
precedent states.
E. both the objective and subjective attributes a consumer uses to compare different
products and brands.
Answer:
In terms of the diffusion of innovation, innovators account for __________ of product
adopters.
A. 2.5%
B. 13.5%
C. 16%
D. 34%
E. 50%
Answer:
All of the following are marketing actions that can be taken as a result of a SWOT
analysis EXCEPT:
A. exploit an opportunity.
B. correct a weakness.
C. avoid a disaster-laden threat.
D. build on a strength.
E. secure the necessary resources (financial, human, technological) to fund new SBUs.
Answer:
The tendency to pay attention to messages consistent with one's attitudes and beliefs
and to ignore messages that are inconsistent with them is referred to as
A. selective retention.
B. selective comprehension.
C. selective exposure.
D. selective perception.
E. stimulus discrimination.
Answer:
Grocery retailer Safeway displays the thousands of items it sells in aisles containing
related items or product groupings. Examples would be the pet food aisle or the soft
drink aisle. Why would Safeway display and sell product groupings in this manner?
A. The groupings increase the number of market-product combinations on the
market-product grid, which makes it a more manageable framework for subsequent
analysis.
B. This form of product groupings makes it easier for customers to get in and out of the
store more quickly, creating time utility.
C. The products are grouped so people can relate to them in a more meaningful way
when they shop.
D. Product groupings can be generated quantitatively to show which adhere to the
80/20 rule.
E. Suppliers get preferential treatment based upon the number of different UPCs they
provide.
Answer:
The residents of Alaska and people throughout the world were outraged when the
Exxon Valdez crashed into a shoal and dumped millions of gallons of crude oil into the
pristine waters of Prince William Sound. People were upset with Exxon's response to
the disaster. The company was slow to admit its mistake and even slower to implement
cleanup activities. Exxon was criticized for acting in a manner that would benefit the
organization but not society. In short, Exxon did not demonstrate
A. social responsibility.
B. value consciousness.
C. green marketing.
D. profit responsibility.
E. cause marketing.
Answer:
Pretests refer to
A. tests conducted before an advertisement is placed in various media to determine
which medium best reaches its intended target market.
B. tests conducted among company personnel to determine which advertising campaign
most closely matches the firm's goals and objectives.
C. tests conducted with an advertisement for a product to prospective consumers under
realistic purchase conditions to see if they will buy.
D. tests conducted before an advertisement is placed to determine whether it
communicates the intended message or to select between alternative versions of the
advertisement.
E. sample ad campaigns that are submitted by competing advertising agencies prior to
receiving a formal contract for that account.
Answer:
Generation X is defined as the generation of children born __________.
A. between 1946 and 1964
B. between WWI and WWII
C. between 1965 and 1976
D. between 1977 and 1994
E. since the millennium
Answer:
Figure 17-3
Figure 17-3 above depicts the sales management process that involves three interrelated
functions. B refers to __________.
A. sales plan implementation
B. salesforce evaluation
C. salesforce determination
D. salesforce communication
E. sales plan formulation
Answer:
The practice of identifying "emerging shifts in social behavior," which are driven by
changes in pop culture that can lead to new products is called __________ hunting.
A. trend
B. fad
C. fashion
D. craze
E. tendency
Answer:
Three major presentation formats exist: (1) stimulus-response format; (2) __________;
and (3) need-satisfaction format.
A. cold calling format
B. formula selling format
C. stimulus-satisfaction format
D. stimulus-selling format
E. persuasive sales format
Answer:
In 1962, President John F. Kennedy outlined a Consumer Bill of Rights that codified the
ethics of exchange between buyers and sellers. These were the right: (1) to safety; (2)
__________; (3) to choose; and (4) to be heard.
A. to privacy
B. to be informed
C. to be treated with respect
D. to be treated without prejudice
E. to receive fair prices for both products and services
Answer:
Another name for order cycle time is
A. physical distribution sequence.
B. total logistics cycle.
C. replenishment time.
D. logistical support time.
E. billing cycle.
Answer:
