Book Title
Marketing 5th Edition

BUSMKT 33873

February 5, 2017
Phil put down the phone and told Alice, "I just love that customer. I got another big
order, and they just keep on coming." Phil is most likely selling to a firm in what kind of
buying situation?
A. new buy
B. modified rebuy
C. straight rebuy
D. generic buy
E. adapted buy
Saltdust Grill is known as the premier restaurant in town. With its elegant dining area,
extensive wine list, and gourmet chef, residents and tourists flock to the restaurant.
Recently, Trey took a large group to the Saltdust Grill and almost every diner sent their
entre back to the kitchen. The Saltdust Grill was experiencing a(n) __________ gap in
service quality.
A. knowledge
B. communication
C. standards
D. delivery
E. empowerment
Johnny works at an electronics store. In addition to his salary, he receives 2 percent of
the sales dollars he brings in each month. This extra 2 percent is called a
A. commission.
B. salary.
C. bonus.
D. reward.
E. rebate.
Which country's government has recently made significant changes that will modernize
the retail environment, such as allowing joint ventures and direct ownership in some
A. Brazil
B. Russia
C. India
D. China
E. Mexico
Gypsy just bought a gift and jewelry store on Main Street. She knows from the previous
owner that almost 60 percent of her sales take place during the Christmas holiday
season, with the other 40 percent of sales evenly distributed over the rest of the year.
Gypsy will probably use a __________ advertising schedule.
A. continuous
B. flighting
C. pulsing
D. penetrating
E. purposeful
After the previous sales representative in his territory infuriated an important customer,
Benjamin visited the customer once a month, never asking for business but hoping to
rebuild trust through listening and expressing concern. Finally, after more than two
years, the customer gave Benjamin an order. Benjamin was providing the important
marketing function of
A. advising production on how much product to make.
B. alerting the logistics department when to ship products.
C. engaging customers and developing long-term relationships.
D. identifying opportunities to expand.
E. synthesizing and interpreting sales, accounting, and customer-profile data.
Yuri is considering a new promotional campaign in which he will compare his products
to those of his competitors. Before initiating the promotional campaign, Yuri will assess
his competitors' strengths, weaknesses, and
A. likely reaction to his promotional activities.
B. demographics.
C. just-in-time processes.
D. satisfaction quotient as perceived by customers.
E. ethical values.
Which of the following groups has never lived without easy access to the Internet and
other digital technologies?
A. Baby Boomers
B. Generation W
C. Generation X
D. Generation Y
E. Generation Z
Chandra owns a pet sitting service. He recently paid a web developer to build a special
version of his company website for use on smartphones. Customers will now be able to
easily place orders for pet sitting on their cell phones. This is an example of
A. M-commerce.
B. smart retailing.
C. cell selling.
D. P-commerce.
E. channel expansion.
Sophie made pies and sold them from her food truck to local businesses. This is an
example of a(n)
A. direct marketing channel.
B. distribution center.
C. simplified transaction.
D. wholesale operation.
E. indirect marketing channel.
__________ is when two or more firms join forces to reach a target audience in a
short-term effort.
A. Promotional co-branding
B. Cross-promotion
C. Joint-venture promotion
D. Multi-target promoting
E. Convenience promoting
Jamara knows that his spring break travel packages are the best deal on campus. He
also knows his competitor is sloppy, often waiting until the last minute to provide the
needed tickets and documents to students buying his island packages. Jamara wants to
develop an advertising message that emphasizes the key benefits he provides. He will
develop a(n) __________ appeal.
A. emotional
B. niche marketing
C. informational
D. institutional
E. reminder
PRIZM and Tapestry divide and sort small geographic areas into categories using 60 or
more demographic and lifestyle characteristics. These market research tools are
examples of __________ segmentation.
A. geodemographic
B. benefit
C. psychographic
D. loyalty
E. geographic
__________ involves taking apart a product, analyzing it, and creating an improved
product that does not infringe on the competitor's patents.
A. Reverse innovation
B. Reverse engineering
C. Selective dissection
D. Redistribution
E. Creative destruction
If you visit a Kentucky Fried Chicken restaurant in China, along with KFC's regular
menu items, you will find congee, a rice porridge that can feature pork, pickles,
mushrooms, and preserved egg, on the menu. This is an example of which global
product strategy?
A. Sell the same products in both the home country market and the host country.
B. Sell only products native to the home country.
C. Sell a product similar to that sold in the home country, but include minor
D. Sell only products native to the various global markets.
E. Sell totally new products or services.
In a retail supply chain, the ________ records the purchase information and
electronically sends it to the corporate office.
B. POS terminal
E. data warehouse
Google and other search engines allow marketers to bid to have their ads shown when
consumers search on keywords related to the firm's products. These marketers are
attempting to create value through
A. product.
B. price.
C. promotion.
D. place.
E. cost-based measures.
The primary purpose of the __________ plan is to specify the marketing activities for a
specific time.
A. marketing
B. business
C. strategic
D. organizational
E. resource
"Now availablethe latest fall fashions" is an example of a(n) __________ advertising
A. persuasive
B. reminder
C. socially responsible
D. informative
E. institutional
Generally, a _______ represents either a short-term response to a competitive threat or a
broadly accepted method of calculating a final price for the customer that is short term
in nature.
A. pricing strategy
B. reference price
C. high/low strategy
D. loss leader price
E. pricing tactic
Once a firm has done an analysis of the most viable markets for its products, then it
must next
A. determine the competition and develop strategies to overcome it.
B. conduct an internal assessment of its capabilities.
C. conduct an external analysis of the target market's economy, culture, and regulatory
D. develop a product to meet the needs of those markets.
E. achieve success with the product in its home market.
The final step in the process of creating a social media campaign is to
A. develop a budget.
B. identify the target audience.
C. set goals.
D. design the elements of the campaign.
E. monitor the program.
New real estate disclosure regulations require sellers and their agents to tell prospective
buyers about any existing problems with the property. Previously, they were expected
only to answer buyers' questions. The new regulation addressed the marketing ethical
problem of
A. high-pressure sales techniques.
B. deceptive pricing tactics.
C. misrepresentation of company data.
D. misleading advertising.
E. withholding information.
One reason B2B salespeople spend considerable time qualifying potential customers is
A. they want to have absolutely everything in order before approaching a potential
B. it can be costly to prepare and make a presentation to a business customer.
C. too many business buyers at trade shows are really people from competing firms
trying to obtain competitive information.
D. independent agents get the best leads; the company sales representatives need to
work harder.
E. they want to determine if telemarketing is required.
Price skimming focuses on selling products to __________ and __________ in the
consumer adoption process model.
A. innovators; early adopters
B. early adopters; the early majority
C. the early majority; the late majority
D. the late majority; laggards
E. laggards; innovators
What technological advancement enables a firm to track an item from the moment it
was manufactured, through the distribution system, to the retail store, and into the
hands of the final consumer?
A. RFID tags
B. JIT inventory systems
C. data mining systems
D. greenwashing
E. Internet cookies
The Henry Ford Health System (a health care provider) has set strict limits for
pharmaceutical representatives, and will no longer allow doctors in its system to accept
free lunches, gifts, or other perks from the pharmaceutical representatives. The Henry
Ford Health System probably established this policy because
A. it reduces the possibility that the Henry Ford Health System might make unethical
purchasing decisions.
B. it ensures that Henry Ford Health System is both ethical and socially responsible.
C. it increases Henry Ford Health System's socially responsible behavior.
D. it ensures that Henry Ford Health System is socially responsible, but not necessarily
E. it is trying to save money.
Typical demographic data include all of the following except
A. gender.
B. income.
C. race.
D. education.
E. language differences.
Which of the following is not one of the steps in the AIDA model?
A. awareness
B. intention
C. action
D. desire
E. interest
What is neuromarketing?
A. The analysis of consumer comments on social media in order to understand
consumers' thoughts and opinions.
B. The use of psychological principles to design marketing research studies.
C. The use of EEG scanners to measure consumers' brain waves.
D. The use of neural networks to perform data mining and develop marketing insights.
E. The use of in-depth interviews to map detailed networks of information storage in
the brain.
If a new product concept gets positive evaluations from potential customers during
concept testing, the next step for a firm is
A. market testing.
B. product development.
C. brainstorming.
D. reverse engineering.
E. launching of the product.
Actor Sissy Spacek once objected to a series of movie scenes that included her smoking
a certain brand of cigarettes. She was probably objecting to a __________ arrangement
the film company had made with an advertiser.
A. promotional deal
B. mass media buy
C. product placement
D. loyalty program
E. sampling

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