A reference group to which a person actually belongs is referred to as a(n) __________
group.
A. primary
B. associative
C. aspiration
D. dissociative
E. integrated
Answer:
The Dial Soap ad with the tag line, “Aren’t you glad you use Dial? Don’t you wish
everybody did?” is an example of which type of advertising?
A. fear appeal
B. competitive
C. pioneering
D. institutional
E. reinforcement
Answer:
At which point of the organizational buying decision process would a firm use a formal
vendor rating system to evaluate the quality of the vendor’s product and customer
service?
A. problem recognition
B. information search
C. purchase decision
D. postpurchase behavior
E. performance review
Answer:
A single jar of original formula Carmex has different prices for the product depending
upon where it is sold, but each price will end in a 9 ($0.99 at mass merchandisers like
Walmart or Target; between $1.59 and $1.79 in drug and food retailers). This pricing
strategy is called __________.
A. standard pricing
B. odd-even pricing
C. customary pricing
D. everyday lower pricing
E. at-market pricing
Answer:
Another name for multiproduct branding is __________.
A. family branding
B. mixed branding
C. uniform branding
D. co-branding
E. multibranding
Answer:
Most large multistore chain resellers use __________ that are highly formalized to
arrive at buying decisions.
A. buying committees
B. merchandise procurement centers
C. sustainable procurement committees
D. stakeholder groups
E. purchasing divisions
Answer:
Jakubowski Farms Gourmet Bread Base is the brand name for a mix designed for use in
bread making machines. The mixes are sold in 2-pound canisters for $14.99 plus
postage. The products are only available through the mail. People learn about the
product through word-of-mouth and bread machine demonstrations the company’s
founder gives to groups in Wisconsin where she lives. This is a description of the
company’s
A. action plan.
B. market segmentation strategy.
C. mission statement.
D. marketing mix.
E. target market.
Answer:
About __________ percent of U.S. companies now include customer satisfaction as a
behavioral measure of salesperson performance.
A. 30
B. 40
C. 50
D. 60
E. 70
Answer:
Attributes such as imagination and problem-solving ability, strong work ethic, honesty,
intimate product knowledge, effective communication and listening skills, and
attentiveness reflected in responsiveness to buyer needs, customer loyalty, and
follow-up are found in the
A. job analysis.
B. job description.
C. statement of job credentials.
D. statement of job qualifications.
E. statement of job experience.
Answer:
Recent data on consumer expenditures indicate that the savings rate of U.S. consumers
has __________.
A. declined by 6 percent
B. remained flat at 0 percent
C. fluctuated minimally around 2 percent
D. risen to 3.7 percent
E. exploded to nearly 10 percent
Answer:
Intangible items such as airline trips, financial advice, or telephone service that an
organization provides to consumers are referred to as
A. production goods.
B. support products.
C. services.
D. goods.
E. benefits.
Answer:
Tuition, charges, fares, fees, and rates are all terms
A. given to the tangible portion of the price of a service.
B. that are interchangeable when identifying the price of a service.
C. given to the intangible portion of the price of a service.
D. given to describe the price of services.
E. used in services to imply a higher quality product than the terms “cost” or “price.”
Answer:
A newly-invented apple peeling and coring machine for the consumer market would be
considered a(n)
A. shopping product.
B. convenience product.
C. specialty product.
D. unsought product.
E. discretionary product.
Answer:
Product packaging, such as the Pringles cylindrical package, is one example of the
product’s __________.
A. functional benefits
B. convenience
C. communication benefits
D. technology
E. renewable resources
Answer:
Which of the following statements regarding cold canvassing is most accurate?
A. Currently, there are no federal regulations regarding cold canvassing.
B. Generally, only 1 in 100 cold canvass calls results in a sale, so it is only effective for
costly items.
C. Cold calling is the most common type of sales prospecting in Asia and Latin
America.
D. About 75 percent of U.S. consumers consider cold canvassing an intrusion on their
privacy.
E. The Telephone Consumer Protection Act not only protects citizens, it also ensures the
rights of telemarketers to call anyone listed in a public directory, whether they choose to
be called or not.
Answer:
Figure 7-5
Figure 7-5 above shows how marketing researchers and managers use information
technology to turn information into marketing actions. What does Box A represent?
A. external data sources
B. results
C. data warehouse
D. internal data sources
E. buying queries
Answer:
While pricing objectives frequently reflect corporate goals, pricing constraints often
relate to
A. stockholder demands.
B. political ideology.
C. conditions existing in the marketplace.
D. an organization’s code of ethics.
E. the financial realities within the organization itself.
Answer:
The actions a firm takes during the promotion decision process include __________,
executing, and assessing the promotion program.
A. pretesting
B. developing
C. stating the mission
D. selecting the appeal
E. selecting the media
Answer:
Companies can employ four general branding strategies, which include: (1)
multiproduct branding; (2) multibranding; (3) private branding; and (4) __________.
A. retailer branding
B. intermediary branding
C. brand licensing
D. mixed branding
E. co-branding
Answer:
Cost per action refers to
A. a fixed amount of money paid to the site for every time a visitor clicks on the ad.
B. a fixed amount of money paid to the site for placement of the ad.
C. a fixed amount of money paid to the site for every sale that originated from an ad
posted on that site.
D. a fixed percentage the site gets paid for placing the ad.
E. a fixed discount given to a visitor for clicking on the ad.
Answer:
The promotional mix includes advertising, personal selling, sales promotion,
__________, and direct marketing.
A. public relations
B. infomercials
C. merchandising
D. word-of-mouth
E. publicity
Answer:
Boeing, Northrup Grumman, and Lockheed Martin control the vast majority of the U.S.
defense contractor industry. In terms of the form of competition, this industry is an
example of a(n) __________.
A. oligopoly
B. trilateral monopoly
C. monopoly
D. pure competition
E. monopolistic competition
Answer:
Filmmakers want movie titles that use the same factors that make a good brand name.
They must __________.
A. be creative
B. seem familiar
C. use alliterative techniques
D. be easy to remember
E. capture the essence of the film
Answer:
The stylized blue and white waves that appear in an oval shape on every package of
Ocean Spray brand products is an example of a __________.
A. copyright
B. trade name
C. trade mark
D. brand name
E. label
Answer:
The objective at the __________ stage of the personal selling process is to convert a
prospect into a customer by creating a desire for the product or service.
A. presentation
B. approach
C. follow-up
D. preapproach
E. close
Answer:
Tricon was the restaurant division of PepsiCo until it was spun off in 1997. Since then,
Tricon has opened 6,000 KFC restaurants abroad. It has 158 restaurants in Indonesia
and more than 500 restaurants in China. All are locally owned and each owner pays a
fee to Tricon. Tricon is engaged in
A. licensing.
B. direct exporting.
C. indirect exporting.
D. contract manufacturing.
E. foreign assembly.
Answer:
Melanie manages a local store for a national drug store chain, and had received
complaints from several customers about rude employees. To check on her customer
service, Melanie hired a team of researchers, who posed as customers shopping in the
store. Occasionally, they bought something, but their primary purpose was to take notes
and record the actions of the service staff. The research notes Melanie received were a
form of __________ data.
A. secondary
B. developmental
C. observational
D. national
E. questionnaire
Answer:
Figure 12-4
Figure 12-4 above depicts the four most common marketing channels for business
products and services. Channel A would be an appropriate marketing channel for
__________.
A. Boeing aircraft
B. Caterpillar lift trucks
C. John Deere tractors
D. Western Fence fencing systems
E. Marathon electrical motors
Answer:
All of the following are points of difference for Chobani Greek Yogurt EXCEPT:
A. a shorter, wider cup that is more visible on retailers’ shelves.
B. preservative-free.
C. a bit lower in protein than regular yogurt.
D. proprietary animal-based thickener to make its “Greek-style” yogurts.
E. a straining process that removes excess liquid whey.
Answer:
In marketing, thoughts about concepts, actions, or causes are referred to as
A. utilities.
B. experiences.
C. values.
D. ideas.
E. services.
Answer:
Figure 16-1
Based on the social media identified in Figure 16-1 above, the social media site rated
HIGHEST in media richness is
A. Wikipedia.
B. Facebook.
C. Reddit.
D. World of Warcraft.
E. Farmville.
Answer:
DirectProtect is an insurance provider that uses telemarketers rather than insurance
agents to sell its insurance and to deal with claims. It wants to introduce its product into
new markets, but before it does so, it wants to predict how successful its sales efforts
will be. The marketing research firm hired to conduct the research study has six months
to gather, analyze, and present its data to DirectProtect. The required time frame is an
example of a(n)
A. dependent variable.
B. obstruction.
C. objective.
D. constraint.
E. independent variable.
Answer:
UMD9: Marketing Dashboard Map
In the UMD9: Marketing Dashboard Map above, the annual growth rate in each state is
shown, with green (which looks gray on printed paper) meaning good and red (which
looks black on printed paper) meaning very bad. If an organization’s 2013 sales for the
entire U.S. were $50 million and its 2012 U.S. sales were $30 million, what is the
annual % sales change?
A. 40%
B. 67%
C. 100%
D. 125%
E. 133%
Answer:
Competition refers to
A. identical products that perform identical functions.
B. any for profit organization that targets the customers of other organizations.
C. alternative firms that could provide a product to satisfy a specific market’s needs.
D. any product or service that vies for a portion of a customer’s discretionary income.
E. the set of firms that operate in a given geographic region, regardless of product or
service.
Answer:
The greatest marketspace opportunity for Seven Cycles lies in its potential for creating
__________.
A. form utility
B. time utility
C. price utility
D. place utility
E. possession utility
Answer: