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Bbolina Tetra is a Hungarian company that has genetically created a chicken that is
guaranteed to produce uniform brown eggs with strong shells. It breeds and sells young
chicks to farmers all over Europe who want to sell eggs in local markets. When
consumers began to worry about cholesterol content and stopped eating as many eggs,
the demand for the Tetra hen also declined. This would be an example of ______
demand.
a. derived
b. elastic
c. multiplying
d. bundled
e. inelastic
Answer:
MethodistChurch
In 2001, the United Methodist Church, the second-largest Protestant denomination in
the United States, launched a four-year, $20 million national ad campaign. The
theologically gentle but culturally edgy ads are aimed at Americans who are
unchurched""people who know the name "Methodist" but don"t know anything else
about it. The "Igniting Ministries" ads have appeared on CBS and cable television. The
purpose of the ads is to draw more people through Methodist Church doors in a time
when mainline Protestant denominations are struggling.
Refer to Methodist Church. The ad campaign will use ___ communication.
a. mass
b. interpersonal
c. direct
d. hierarchical
e. functional
Answer:
Representatives of the Tourism Board of Arkansas visited state welcome centers and
asked visitors to the state, "What is your reason for coming to Arkansas?" This would
be an example of a(n) _____ question.
a. scaled-response
b. Likert scale
c. open-ended
d. dichotomous
e. multiple choice
Answer:
Elaine perceives Cadillac automobiles to be for older men, not for young professional
women such as herself. Elaine's perception represents Cadillac's _____ in her mind.
a. status
b. frame
c. position
d. role
e. equity
Answer:
Concept tests are considered fairly good predictors of success for line extensions and
for products that do not require major changes in consumer behavior.
a. True
b. False
Answer:
Finished items ready for assembly, or products that need very little processing before
they become a part of some other product, are called:
a. supplies.
b. raw materials.
c. accessory equipment.
d. processed materials.
e. component parts.
Answer:
A company that wants to implement a market orientation would need to:
a. do research on its customers, competitors, and markets
b. determine how to deliver superior customer value
c. establish and maintain mutually satisfying relationships with customers
d. implement actions that provide value to customers
e. do all of the activities listed
Answer:
Research shows that coupons tend to increase the amount of a product bought.
a. True
b. False
Answer:
According to Universal McCann, "if you are online, you are using social media."
a. True
b. False
Answer:
____ provides the mechanisms for evaluating marketing results in light of the plan's
objectives and for correcting actions that do not help the organization reach those
objectives within the budget guidelines.
a. Control
b. Implementation
c. Reengineering
d. Planning
e. Budgeting
Answer:
Which marketing management philosophy focuses on the question, "How can we sell
more aggressively?"
a. Production
b. Marketing
c. Sales
d. External
e. Internal
Answer:
A manufacturer of lenses used in microscopes, binoculars, and telescopes has
segmented its market into scientific equipment manufacturers, sporting equipment
manufacturers, and retailers who sell replacement lenses. In order for this segmentation
scheme to be successful, all of the following criteria must be met EXCEPT:
a. substantiality
b. accessibility
c. identifiability and measurability
d. complexity
e. responsiveness
Answer:
Of the following, who is MOST likely to be a LinkedIn user?
a. Erin, a 13-year-old junior high student and music lover
b. Mitch, a 24-year-old songwriter who hopes to make it big in Nashville
c. Sharika, a 35-year-old attorney just opening her own practice
d. Jose, a 50-year-old Los Angeles Dodgers fan looking for conversation with other
baseball lovers
e. Amanda, a 70-year-old retiree and avid cook
Answer:
In the past, PajamaGram marketed pajamas only to women. Now the company offers
pajamas for men and children. This is an example of a strategy.
a. market development
b. product development
c. market penetration
d. product penetration
e. divestment
Answer:
Health providers have voiced concerns about the use of pesticides and the negative
effects they possibly have on our health. A large insurance company is willing to
sponsor a meeting of the nation's largest organic growers, pesticide producers, and
retailers of organic foods if there is an interest in a cooperative effort to improve
customers' perception of eating healthy. What type of survey technique would be most
appropriate for determining if there is any real interest in such a meeting?
a. Cyber focus groups
b. Executive interviews
c. Mall intercept interviews
d. CLT interviews
e. In-home interviews
Answer:
____ is a process where a group thinks of as many ways to vary a product or solve a
problem as possible without considering the practicality of the ideas.
a. New-product brain dumping
b. Screening
c. A focus group interview
d. Brainstorming
e. Diffusion
Answer:
MethodistChurch
In 2001, the United Methodist Church, the second-largest Protestant denomination in
the United States, launched a four-year, $20 million national ad campaign. The
theologically gentle but culturally edgy ads are aimed at Americans who are
unchurched""people who know the name "Methodist" but don"t know anything else
about it. The "Igniting Ministries" ads have appeared on CBS and cable television. The
purpose of the ads is to draw more people through Methodist Church doors in a time
when mainline Protestant denominations are struggling.
Refer to Methodist Church. How might the United Methodist Church benefit from use
of integrated marketing communications (IMC)?
a. Ads built using the IMC concept are not as closely regulated by the Federal Trade
Commission.
b. Noise can be eliminated from the communication channel with the use of IMC
concepts.
c. Correct decoding is guaranteed with the application of IMC concepts.
d. The application of IMC concepts allows marketers to reach a more fragmented
market.
e. None of these statements explains how the United Methodist Church could benefit
from the use of IMC.
Answer:
RugRatReaders
Greg Martin has developed his own line of children's books. The books are written for
children ages 3 to 6 and are produced using cotton fiber as pages, rendering them
"nearly" indestructible. This unique feature makes Martin's books superior to the
competition. His products are called RugRatReaders. Martin has decided to advertise
the books to his target market (women with children ages 3 to 6) via radio. He does not
have a formal advertising budget, but he will spend whatever money he has in the bank
after producing the books each month. His message will focus on the product and its
unique features. Martin has been having problems getting retailers to stock his new
product. It is Martin's hope that consumers will go to their local bookstores and ask for
the RugRatReaders.
Refer to RugRatReaders. In attempting to get consumers to ask the retailer for his
product, Martin is using a ____ promotional strategy:
a. push
b. pull
c. kinetic
d. publicity
e. reinforcement
Answer:
In many nonprofit situations, the consumer is not charged a tangible price yet must
absorb time costs, embarrassment costs, or effort costs. These costs are called the
organization's:
a. liquidity fees
b. financial costs
c. fiscal prices
d. nonfinancial prices
e. retained earnings
Answer:
Transactional functions include contacting potential customers and assuming the risk of
owning inventory.
a. True
b. False
Answer:
Which type of segmentation divides a market by the amount of product bought or
consumed?
a. Benefit segmentation
b. Characteristic segmentation
c. Usage-rate segmentation
d. Demographic segmentation
e. Psychographic segmentation
Answer:
In a study whose purpose is to determine the market for a vitamin that is to be chewed
like bubble gum, what is the first question to be answered before a sampling plan is
selected?
a. Must the sample be representative of the population?
b. Who can perform the actual sampling?
c. What is the population or universe of interest?
d. How often should the sample be redesigned?
e. How large should the sample be in terms of its measurement costs?
Answer:
Apple iPhone
Apple, Inc.'s iPhone first went on sale on June 29, 2007. Apple's loyal and enthusiastic
customer base is known for rushing to purchase its new products, and the iPhone
enjoyed a tremendous amount of buzz before its introduction. As expected, the iPhone
entered the market at what many believed to be a high price ($599). However, within
weeks, the price was reduced to $399. By the end of 2007, over eight million iPhones
had sold in the U.S. marketplace. By most, if not all measures, the original iPhone was
a huge success for Apple and its then-exclusive U.S. carrier AT&T.
On July 11, 2008, Apple, Inc. released the iPhone 3G, which it advertised as being
twice as fast as the original iPhone for half the cost. However, in order to obtain an
iPhone at the new price of $199, buyers had to agree to a two-year service contract with
AT&T. This approach succeeded, and over a million iPhone 3Gs were sold during the
introductory weekend. In 2011, the iPhone 4Sthe fifth generation iPhoneled cellular
phone sales with more than 25 million units sold. Several Android-based phones
manufactured by Samsung were not far behind, however.
Refer to Apple iPhone. Samsung recently introduced the Galaxy S III cellular phone,
apparently to compete directly with the iPhone 4S. If Samsung checked the price of the
iPhone at the Apple Store and leading cellular carrier locations and then set the price of
the Galaxy S III to match the iPhone's price, it would be using a ____ approach.
a. bracketing
b. penetration
c. status quo
d. retain maintenance
e. skimming
Answer:
Neutrogena offered customers who purchased $30 worth of facial moisturizers, facial
cleaners, and facial treatment products a $10 rebate by mail. This is an example of:
a. motivational selling.
b. a trade promotion.
c. a push strategy.
d. personal selling.
e. a sales promotion.
Answer:
HallmarkCards
Hallmark Cards is just one of thousands of companies that have a strong online
presence. Hallmark's Twitter
account and Facebook page allow the company to talk directly to customers and also
lets the customers talk to each other. Hallmark Social Calendar is a Facebook app that
helps users stay on top of special events like birthdays and anniversaries; customers can
use the app to send electronic cards to their friends' PCs and cell phones. In addition,
Hallmark operates several blogs, where it shares anecdotes about the company and
often solicits opinions on various aspects of greeting card design and on ideas for gifts
and their pricing. The company encourages Facebook fans to talk about their lifestyles
and even upload photos of themselves so that it can better understand its market. The
conversations consumers have with each other often result in interesting insights, such
as gift ideas for specific occasions and the prices they are willing to pay for different
gifts.
Refer to Hallmark Cards. When Hallmark asks it customers to weigh in on product
design and pricing, it is practicing:
a. virtual volunteering.
b. mass customization.
c. scripting.
d. crowdsourcing.
e. social commerce.
Answer:
Rod saw a television commercial for a Honda S2000 and wants to test-drive one. The
commercial is an example of a(n) ______stimulus.
a. internal
b. external
c. primary
d. secondary
e. nonpersonal
Answer:
Content that a company purchases to be placed online is called:
a. owned media.
b. paid media.
c. controlled media.
d. earned media.
e. broadcast media.
Answer:
All of the following are advantages associated with online focus groups EXCEPT:
a. good participation rates
b. cost-effectiveness
c. narrow geographic scope
d. accessibility
e. honesty of respondents
Answer:
When pricing goals are mainly sales oriented, cost considerations usually dominate.
a. True
b. False
Answer:
The fact that many people believe that businesses should focus on making a profit and
leave social and environmental issues to nonprofit organizations is:
a. one of the arguments in support of social responsibility
b. one of the reasons so many organizations have a sustainability plan
c. creating a competitive disadvantage for larger corporations
d. forcing organizations to choose between stakeholders and the environments in which
the stakeholders live
e. one of the arguments against social responsibility
Answer:
Best Buy has become the nation's largest specialty retailer by focusing on the
customer's needs and wants. This philosophy is at the heart of a(n) _____ orientation.
a. sales
b. market
c. retail
d. production
e. exchange
Answer:
Disney sells the rights for an investment company to run a Disneyland theme park in
Tokyo. The investment company gains most of the profits from the enterprise while
paying Disney a percentage in royalties. This is an example of:
a. a joint venture
b. exporting
c. direct investment
d. licensing
e. capital-intensive manufacturing
Answer:
A ___ is a set of interdependent organizations that eases the transfer of ownership as
products move from producer to business user or consumer.
a. facilitating agency or place member
b. marketing mix intermediary
c. selective distribution channel
d. marketing channel or channel of distribution
e. transportation channel or channel of movement
Answer:
An exchange cannot take place unless each party in the exchange has something that
the other party values.
a. True
b. False
Answer:
