Managers must combine specific pieces of information needed to identify the marketing
research problem. Their
is to provide insightful decision-making information.
a. company-correlated goal
b. autonomous task
c. dichotomous goal
d. marketing research objective
e. field service objective
Answer:
Arkadium creates games adults and kids can play on the Internet. While people play
these games, advertising creatively appears in or around the game. Their clients include
General Motors, NBC, Warner Bros., and more. Arkadium is creating _____ to reach
target markets for its clients.
a. an infomercial
b. a videomercial
c. a relationship tool
d. advergaming
e. an interconnect
Answer:
Central to any society is a common set of values shared by its citizens that determines
what is socially acceptable. Marketers refer to these values collectively as a country’s:
a. ethical system.
b. culture.
c. Ethnocentrism.
d. national personality.
e. Socialization.
Answer:
A shortage of blood for transfusions for injured animals has resulted in the introduction
of a synthesized product called Oxyglobin, which can be used effectively as a blood
replacement. The manufacturer of the product has put a high price on the product in
order to recoup its research and development costs. The manufacturer of Oxyglobin is
using a _____ policy.
a. price banding
b. penetration pricing
c. price lining
d. bundling costs
e. price skimming
Answer:
A marketing audit is a(n):
a. thorough, systematic, periodic evaluation of the objectives, strategies, structure, and
performance of the marketing organization
b. financial examination of the firm’s marketing performance
c. financial examination of the firm’s accounting records performed by outside
consultants
d. evaluation of the effectiveness of advertising
e. evaluation of pricing strategies across all the relevant competitors in an industry
Answer:
Another name for business supplies like pens, paper, and file folders is:
a. processing goods.
b. components.
c. OEM parts.
d. MRO items.
e. accessories.
Answer:
People who are concerned about potential hazards surrounding “natural” dietary
supplements should take their concerns to the ______ .
a. Federal Trade Commission
b. Consumer Product Protection Commission
c. U.S. Justice Department
d. Food and Drug Administration
e. American Safety League
Answer:
The ____ adopt a product because most of their friends have already done so, and their
adoption is usually the result of pressure to conform because they rely on group norms.
a. laggards
b. early adopters
c. early majority
d. innovators
e. late majority
Answer:
Which of the following moves inventory into, within, and out of a warehouse?
a. An inventory control system
b. A multichannel system
c. An ERP control system
d. A freight forwarder
e. A materials-handling system
Answer:
The model of service quality that identifies five disparities that can cause problems in
service delivery and influence customer evaluations of service quality is referred to
_____ as the model.
a. gap
b. theory of reasoned action
c. attribution
d. dual-coding
e. Fishbein
Answer:
RapalaVMCCorporation
Finlandbased Rapala VMC Corporation is the world’s largest fishing lure manufacturer.
It developed its first fishing lure””a cigarshaped minnow””in 1962. The annual market
for fishing lures in terms of retail sales is approximately $600 million. Rapala VMC
garnered one-third of that amount in 2008. New lures must be introduced each year in
order to stay competitive in this industry. Like other lure manufacturers, Rapala focuses
on two questions in developing and making new lures: Does it work, and does it look
good? Developing a new lure takes two or three years and involves extensive field
testing by tournament professionals and fishing guides. At the annual fishing industry
trade show in 2008, Rapala unveiled the “dream lure for the 21st century.”
Refer to Rapala. Fishing lures are most likely in the stage of their product life cycle.
a. saturation
b. maturity
c. growth
d. innovation
e. decline
Answer:
All of the following are functions of packaging EXCEPT:
a. containing and protecting the product.
b. guaranteeing product quality.
c. facilitating recycling and reducing environmental damage.
d. promoting the product.
e. facilitating product storage, use, and convenience.
Answer:
Which of the following is an interviewing method in which a mall interviewer
intercepts and directs willing respondents to nearby computers where each respondent
reads questions off a computer screen and directly keys his or her answers into a
computer?
a. Central-location interviewing
b. Computer-assisted personal interviewing
c. Computer-assisted self-interviewing
d. Primary interviewing
e. secondary interviewing
Answer:
Marketers who use nonstore retailing no longer have to worry about the “place” element
of the four Ps.
a. True
b. False
Answer:
The movement to develop and market products designed to minimize negative effects
on the physical environment or to improve the environment is known as:
a. enviromarketing
b. green marketing
c. cause marketing
d. social marketing
e. minimalist marketing
Answer:
RockTenn
RockTenn produces packaging products. The company makes cartons that will hold a
dozen Dunkin” Donuts, waffle fries for Chik-fil-A, Gillette razors, Haagen-Daz ice
cream, express mail envelopes for FedEx, and much more. RockTenn business
fluctuates depending on consumer demand. As plastic products become more
expensive, companies turn to cardboard and paper to package their products.
Refer to RockTenn. RockTenn makes paper products for companies to use in their
product and service offerings.
As demand for their products increased due to rising plastic prices, RockTenn had to
acquire other plants and equipment to help in its business. This is an example of the:
a. customer accelerator.
b. volume principle.
c. growing principle.
d. marketing effect.
e. multiplier effect.
Answer:
Research has shown that positive customer’salesperson relationships result in:
a. win”lose situations.
b. decreased customer trust.
c. customers who purchase from the company just once.
d. higher costs for the company.
e. None of the above.
Answer:
Jones Soda Company and Big Sky Brands have introduced Jones Soda Carbonated
Candy, a candy that delivers a blast of the most popular Jones Soda flavors along with
an oddly enjoyable tongue-tingling sensation. Which pricing strategy would be
appropriate if the company wants to convince price-sensitive consumers to try it and not
buy some other brand?
a. Price lining
b. Price fixing
c. Status quo pricing
d. Penetration pricing
e. Price skimming
Answer:
_____ is a strategy that attempts to attract new customers to existing products.
a. Product development
b. Market development
c. Market penetration
d. Product penetration
e. Diversification
Answer:
Business marketers usually have far fewer customers than consumer marketers.
a. True
b. False
Answer:
A company that is capital intensive:
a. has an altered fiscal strategy for overseas operations.
b. spends more on equipment than on labor.
c. makes better use of benchmarking than other types of business.
d. creates employment monopolies.
e. must engage in countertrading due to restrictive foreign legislature.
Answer:
Along with its Macintosh computer line, Apple markets its iPod, iPhone, and Apple TV
products. This is an abbreviated listing of the company’s:
a. customer mix.
b. product line.
c. product mix.
d. line depth.
e. product modification.
Answer:
There are several tools marketing managers can use to increase cognitive dissonance,
which enhances consumers’ attitude toward their brand.
a. True
b. False
Answer:
At which level of relationship marketing does the firm only use pricing incentives to
encourage customers to continue doing business with it?
a. Level 1
b. Level 2
c. Level 3
d. Level 4
e. Level 5
Answer:
Walmart captures point-of-sale transactions from thousands of stores in several
countries and continuously transmits these data to its massive data warehouse. Walmart
allows more than 3,500 suppliers to access data on their products and perform data
analyses. These suppliers use the data to identify customer buying patterns at the store
level. They use this information to manage local store inventory and identify new
merchandising opportunities. Both Walmart and its suppliers are engaged in:
a. information formatting.
b. database enhancement.
c. data mining.
d. data shading.
e. descriptive modeling.
Answer:
The owner of Buffalo Mountain Coffee Shop pays the same amount in rent each month
no matter how many customers she serves. The shop owner’s rent is an example of a
marginal cost.
a. True
b. False
Answer:
A continuing problem for most Minor League Baseball (MiLB) teams is low
attendance. Event and venue sponsors want to see fans in the stadiums, and the players
appreciate fan support. Given this information, which pricing strategy would you
recommend MiLB teams use?
a. Operations-oriented pricing
b. Peak profitability pricing
c. Patronage-oriented pricing
d. Supply”demand pricing
e. Revenue-oriented pricing
Answer:
What is needed for sales management to be effective?
a. Impersonal relationships with customers.
b. A success-oriented sales force.
c. Relaxed sales objectives.
d. Extensive advertising campaigns.
e. Answers B and D.
Answer:
A direct reference group is composed of:
a. facetoface membership groups that touch people’s lives directly
b. only friends, neighbors, and relatives
c. role models on television and in the movies
d. people the individual does not want to be associated with
e. people an individual aspires to be like
Answer:
Marketing managers often use in-store promotions to stimulate sales of:
a. technical products
b. high-involvement products
c. high-priced products
d. industrial products
e. low-involvement products
Answer:
____ is a global marketing strategy that requires active ownership (either a controlling
interest or large minority interest) of a foreign company or overseas manufacturing or
marketing facilities.
a. Market grouping
b. Import brokering
c. Export subsidizing
d. Licensing
e. Direct foreign investment
Answer:
Which category of service processing takes place when the service is directed at a
customer?
a. People processing
b. Possessions processing
c. Information processing
d. Mechanical processing
e. Personal processing
Answer:
The concept of exchange is important to marketing because:
a. if all the conditions for an exchange are in place, then the exchange will be
completed
b. exchange provides money to marketers
c. marketing activities help to create exchange
d. marketing activities are a requirement for exchange to take place
e. money is the only medium of exchange for business marketers
Answer:
NewCarPurchase
Zena has been promoted to VP of the management consulting firm where she works..
Her new status has led her to consider the need for a new car. Her trusty little
Volkswagen Beetle has over 100,000 miles on it and no longer seems appropriate.
Susanne, another VP, suggests that Zena consider a car produced in the United States
because the firm has a policy of supporting U.S. businesses. Zena began her quest for a
new car by visiting several car dealers and obtaining pamphlets on the models she is
considering. She also studied ConsumerReportsmagazine, CarandDriverratings, and
other consumer rating publications to see what the experts think. After evaluating all
options, Zena has decided to purchase a new Chrysler. She believes that the car is a
good fit with her new image and position in her company. Since her purchase, she has
seen more advertisements touting the car’s features than she ever noticed before. She
also has noticed many models of her car on the road. Zena thinks the fact that so many
others are driving the same model car as hers is proof that she made a good decision.
Refer to New Car Purchase. Zena spent a considerable amount of time and effort on her
new car purchase. This suggests that the car is a(n) product for Zena.
a. impulse
b. low-involvement
c. routine response
d. nondurable
e. high-involvement
Answer: