Which marketing management philosophy focuses on the question, “What can we make
or do best?”
a. Production
b. Marketing
c. Sales
d. Societal
e. Internal
Answer:
Butterball, a well-known brand of turkey, advertised Ocean Spray cranberry sauce in its
magazine ads and depicted suggested usage with its turkey. This is an example of which
type of co-branding?
a. Ingredient
b. Complementary
c. Family
d. Captive
e. Product use
Answer:
According to the American Marketing Association, marketing is the activity, set of
institutions, and processes for creating, communicating, delivering, and exchanging
offerings that have value for customers, clients, partners, and society at large.
a. True
b. False
Answer:
NASCAR racing fans are some of the most diverse and loyal fans in the world. They
will stand in the pouring rain, the freezing cold, or the blistering heat for hours to shake
the hand and get the autograph of a NASCAR driver. These fans are not concentrated in
any one area but are dispersed throughout the United States. A Web site designed to
market NASCAR memorabilia would be most likely to be successful if it used ____
segmentation to determine its target market.
a. demographic
b. psychographic
c. geodemographic
d. usage rate
e. family life cycle
Answer:
Which of the following intermediaries sell mainly to consumers?
a. Retailers
b. Merchant wholesalers
c. Agents
d. Brokers
e. Specialists
Answer:
Pepsi-Cola uses reminder advertising that runs steadily all year. This is an example of a
_____media schedule.
a. seasonal
b. pulsing
c. flighted
d. consecutive
e. continuous
Answer:
Which product factor influencing the rate of adoption represents the degree of difficulty
involved in understanding and using a new product?
a. Complexity
b. Compatibility
c. Relative advantage
d. Observability
e. Trialability
Answer:
For the first several years it was available, Apple’s iPhone could only be purchased
through AT&T cell phone distributors and the Apple retail store. This limitation on the
____ element of its marketing mix supported the product’s competitive advantage.
a. planning
b. product
c. promotion
d. distribution
e. production
Answer:
Alison visits Reddit and Digg several times each day, where she posts links to material
she finds interesting. She also votes either up or down links that others have posted
based on whether she liked or disliked them. Alison clearly enjoys using social news
sites.
a. True
b. False
Answer:
AutoFry is the leading manufacturer of ventless deep fryers for supermarket deli and
food-service operations. It has developed a new high-capacity fryer. The company has
decided to purchase a mailing list of thousands of food- service managers and to send
out brochures with a detachable card that the managers can use to request more
information. AutoFry is involved in:
a. lead qualification.
b. lead generation.
c. sales presentation.
d. the close procedure.
e. moving through the sales continuum.
Answer:
At which level of the pyramid of corporate social responsibility must a business “play
by the rules”?
a. Economic
b. Philanthropic
c. Legal
d. Ethical
e. Conformist
Answer:
Which of the following statements about the theory of sustainability is true?
a. Sustainability is an internal process in which companies match resources and
objectives.
b. Sustainability is the idea that socially responsible companies will outperform their
peers when they focus on
the world’s problems as marketing opportunities.
c. According to the theory of sustainability, a company cannot be socially responsible
without a code of ethics and managerial support of that code.
d. According to the theory of sustainability, ethical behavior should never be viewed as
the means of obtaining a competitive advantage.
e. Sustainability is only successful if it focuses on organizational strengths.
Answer:
Southern Fireworks Manufacture Company in Liuyang, China, provides fireworks for
companies in America such as Premier Pyrotechnics in Richland, Missouri. This means
that Southern is a(n):
a. installer of original materials.
b. demand company.
c. reseller.
d. government buyer.
e. OEM.
Answer:
How can advertising affect consumers?
a. It can change cultural practices and conventions
b. It can change strongly held values
c. It can manipulate society against its will
d. It can change negative attitudes to positive ones
e. It can make people buy things they do not want
Answer:
Networkcar.com sells a plug-in device that connects to computer diagnostic ports that
are standard on cars. The device beams signals to dealers who can remotely diagnose or
spot trouble, allowing car dealerships to maintain a closer bond with their customers by
offering maintenance before a problem leaves customers with an inoperable or possibly
dangerous car. With the device, dealers can better engage in:
a. management empowerment
b. management-customer synergy
c. relationship marketing
d. transactional marketing
e. direct selling
Answer:
Prices generally begin to stabilize:
a. as a product enters the growth stage.
b. when a product if first introduced onto the market.
c. as a result of keystoning.
d. when a product enters the decline stage of the life cycle.
e. in hotly competitive markets.
Answer:
Xerox emphasizes _____ by replacing at its own expense any dissatisfied customer’s
equipment within a period of three years after purchase.
a. management empowerment
b. management-customer synergy
c. customer satisfaction
d. transactional marketing
e. direct selling
Answer:
Maggie Moo’s has decided that consumers will drive out of their way for the store’s
yummy ice cream offerings. The owner needs to keep his overhead costs (such as rent)
low and wants to avoid locating near competitors. For a location, Maggie Moo’s should
open in a:
a. factory outlet.
b. strip center.
c. freestanding store.
d. shopping center.
e. regional mall.
Answer:
A test market is one example of a focus group test where consumers are encouraged to
try a new product and provide feedback to the manufacturer.
a. True
b. False
Answer:
The Pillsbury Bake-Off requires people to submit a recipe using Pillsbury baking
products. Finalists are brought to Pillsbury kitchens to bake their recipes so the winner
of a cash prize can be chosen. This is an example of a:
a. contest.
b. sales promotion game.
c. sweepstakes.
d. push money deal.
e. P-O-P (participant of Pillsbury).
Answer:
Researchers at PPG Industries spent considerable time, effort, and money developing a
bluish windshield that would let in filtered sunlight but block out the heat. Little market
research was done, but the scientists were convinced this new product would be
significantly better than existing windshields even though it was more expensive and of
a different color than the current models on the market. This scenario suggests PPG
most likely has a(n) ______ orientation.
a. exchange
b. production
c. sales
d. promotion
e. customer
Answer:
Ritz-CarltonHotels
Cesar Ritz, the founder of the original RitzCarlton, Boston, was known as the “king of
hoteliers and the hotelier to kings.” Today, there are more than 70 RitzCarlton hotels
spanning 24 countries with 38,000 employees. These are not typical employees, though.
They are described as “Ladies and Gentlemen serving Ladies and Gentlemen.”
Employees participate in an intensive orientation program and recertification programs
throughout their careers with the company, and many are allowed $2,000 to fix a guest’s
problem on the spot without managerial approval. So renowned is the Ritz way of doing
business that the company offers a Leadership Center for executives and managers of
other companies to learn and implement the Ritz way of customer service. But it
doesn”t stop with employees. RitzCarlton hotels recently launched “Give Back
Getaways” in 2008 that allow guests to volunteer in locales where they are vacationing.
The hotel also offers “Vow to Help Others,” which is a program that donates a portion
of a wedding couple’s reception costs to those in need. The chief operating officer’s
words sum up Ritz Carlton’s philosophy best: “If we really do our job, we really don”t
need sales anymore. Satisfied guests are your advertising.”
Refer to RitzCarlton Hotels. The chief operating officer’s statement regarding sales and
advertising illustrates
which marketing management philosophy embraced by this company?
a. Sales
b. Market
c. Production
d. Societal
e. Promotional
Answer:
A(n) ____ links the new-product development process with the objectives of the
marketing department, the business unit, and the corporation.
a. product-review committee
b. concept test
c. episodic innovation
d. new-product strategy
e. product strategy bridge
Answer:
Like many other professional organizations and businesses, the American Marketing
Association has developed a formal, written guideline to help its members make better
ethical decisions. This document is called a:
a. behavioral practice
b. moral ruling
c. code of ethics
d. direction of value
e. principled regulation
Answer:
If Ford purchased the same number of brakes from NUCAP on a regular basis, it would
be participating in a straight rebuy.
a. True
b. False
Answer:
Costs should not be part of price determination, especially not as a floor for long run
pricing.
a. True
b. False
Answer:
The only way to maximize profits is to reduce costs by operating more efficiently.
a. True
b. False
Answer:
Vegetarians sometimes have trouble making sure they get enough protein in their diets.
Protons are a new, poppable snack made with super-crunchy tofu. They are bite-sized
nuggets that come in both sweet and savory flavors: Original Crunchy, Backyard
Bar-B-Q, Tomato Herb Garden, Cinnamon Toast, and Lemon Meringue Pie. Protons’
features, including that they are organic, vegan, and cholesterol free, give the new
product its:
a. differential parity.
b. synergistic goal.
c. competitive advantage.
d. comparative benefit.
e. tactical objective for implementing strategy.
Answer:
The product life cycle is a biological metaphor that traces the stages of a product’s
acceptance, from its introduction (birth) to its decline (death).
a. True
b. False
Answer:
Market penetration occurs when:
a. a supermarket adds a new store
b. a U.S.-based company begins to sell its products in China
c. Motown records sells DVDs to Walmart
d. Yoplait sends yogurt coupons to its existing customers
e. 3M distributes Breathe Right nasal strips in Europe
Answer: