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What is the term for households in which people only watch TV through a broadband
connection?
A. wasted coverage
B. zero TV
C. wireless TV
D. multimedia TV
E. media divergence
Answer:
The billboards that Sony uses to advertise its PlayStation 4 video game console are
__________.
A. channels of communication
B. messages
C. noise
D. feedback loops
E. sources
Answer:
Business portfolio analysis refers to
A. a tool that helps a firm search for growth opportunities from among current and new
markets as well as current and new products.
B. a technique that managers use to graphically track their firm's strategic business units
(SBUs) as though they were a single expense in order to identify cost-cutting measures.
C. a technique that managers use to quantify performance measures and growth targets
to analyze their firm's strategic business units (SBUs) as though they were a collection
of separate investments.
D. an analysis that uses percentage points of market share as the common basis of
comparison to allocate marketing resources effectively for different product lines within
the same firm.
E. a tool that seeks opportunities by finding the optimum balance between marketing
efficiencies versus R&D-manufacturing efficiencies.
Answer:
A fixed amount of money paid to the site for every visitor who clicks on an ad and then
jumps from that page to the advertiser's website is referred to as
A. click-through rate (CTR).
B. cost per thousand (CPM).
C. fixed fee rate (FFR).
D. cost per action (CPA).
E. cost per click (CPC).
Answer:
Unsought products are
A. any products associated with impulse buys at the supermarket checkout counter.
B. products that were once very popular but that have become obsolete because they are
in the decline stage of their product life cycle.
C. items within a company's product line that do not perform as well as others in the
line.
D. products that the consumer does not know about or knows about but does not
initially want.
E. products that people choose to ignore because they find them offensive from a moral
or ethical perspective.
Answer:
During the holiday shopping season, many catalog retailers offer buyers price
reductions, coupons, two-for-one deals, and/or free delivery. This is because these
catalog retailers operate in a(n) __________ environment.
A. pure competition
B. oligopoly
C. monopolistic competition
D. monopoly
E. marginal competition
Answer:
A business in Kansas City, Missouri, looking to rent office space should use a(n)
__________ to help it locate the most suitable space at the best possible rate.
A. selling agent
B. manufacturer's representative
C. manufacturer's agent
D. administrator
E. broker
Answer:
Before Apple's iPhone 5 was officially for sale in China, it was being sold there. These
phones were purchased in the United States and Australia, and then resold by
unauthorized vendors in China for between $1,700 and $2,000. These products are
considered to be part of
A. under the counter sales.
B. over the counter sales.
C. the gray market.
D. integrated global channels.
E. breaking the distribution monopoly.
Answer:
Marilyn called the Butterball toll-free hotline to learn how to prepare her Thanksgiving
turkey and dressing. This telephone number is an example of __________.
A. interactive marketing
B. multichannel selling
C. outbound telemarketing
D. social networking
E. inbound telemarketing
Answer:
A variation of the case allowance is the __________ approach, whereby retailers
receive some amount of the product free based on the amount ordered, such as 1 case
free for every 10 cases ordered.
A. complementary goods
B. bonus goods
C. BOGO
D. free goods
E. promotional allowance
Answer:
Brand personality refers to __________.
A. the personification of a brand in terms of its benefits
B. a brand name that cannot be spoken
C. a set of human characteristics associated with a brand name
D. the added value a brand name gives to a product beyond the functional benefits
provided
E. the embedded association between a company spokesman or paid celebrity and the
product itself
Answer:
All of the following factors are used to balance the use of the promotional mix elements
EXCEPT:
A. the channel of distribution.
B. the product's life cycle.
C. the decision stage of the buyer.
D. the different departments responsible for implementing the sales promotion strategy
and tactics.
E. the characteristics of the product.
Answer:
The promotional mix includes advertising, personal selling, __________, public
relations, and direct marketing.
A. publicity
B. infomercials
C. merchandising
D. word-of-mouth
E. sales promotion
Answer:
Figure 9-5
Figure 9-5 above represents the seven stages of the new-product development process.
Stage 7 is the __________ stage.
A. business analysis
B. screening and evaluation
C. market testing
D. commercialization
E. development
Answer:
Traffic generation is
A. the outcome of an offer designed to motivate people to visit a business.
B. the result of offers that contain all the information necessary for a prospective buyer
to make a decision to purchase and complete the transaction.
C. direct communication with consumers to generate a response in the form of an order,
a request for further information, or a visit to a retail outlet.
D. the result of a direct marketing offer designed to generate interest in a product or
service and a request for additional information.
E. an increase in the amount of foot traffic in a retail establishment that coincides with a
new advertising campaign.
Answer:
All of the following are market segmentation strategies EXCEPT:
A. build-to-order.
B. multiple products, multiple market segments.
C. one product, multiple market segments.
D. multiple products, one segment.
E. mass customization.
Answer:
The primary purpose of a pioneering product advertisement is to
A. tell people what the company is, what it can do, and where it is located.
B. tell people what a product is, what it can do, and where it can be found.
C. show one brand's strengths relative to those of competitors.
D. reinforce previous knowledge of a product.
E. build goodwill or an image for an organization rather than promote a specific product
or service.
Answer:
You need to buy a gift for a young cousin's birthday. You go to the mall and see a girl
wearing a Hello Kitty t-shirt. You remember there is a store in the mall with a lot of
Hello Kitty merchandise so you go there and buy a little backpack. When you give it to
your cousin, she is very excited. In terms of behavioral learning, seeing the girl with the
Hello Kitty t-shirt was a __________.
A. drive
B. reinforcement
C. cue
D. response
E. prompt
Answer:
Suggestive selling is a form of __________.
A. formula selling presentation
B. stimulus-response presentation
C. needs-satisfaction presentation
D. hard sell presentation
E. formalized sales presentation
Answer:
One of the reasons for the continued success of Zappos.com is its ability to provide
__________ through an online chat room for prospective buyers to ask questions.
A. chat assistance
B. choice assistance
C. blog assistance
D. tech assistance
E. bot assistance
Answer:
The group of people within an organization who participate in the buying process and
share common goals, risks, and knowledge important to a purchase decision is referred
to as the
A. gatekeeper.
B. buying center.
C. purchasing department.
D. procurement committee.
E. acquisition office.
Answer:
In 2005, when MySpace was the leading social network, News Corp., owner of The
Wall Street Journal and Fox News, bought the firm for $580 million. But its
membership declined precipitously due to changing consumer preferences, and News
Corp., sold MySpace to a group of investors for a paltry $38 million in mid-2011. This
is an example of how __________ forces impact the marketing environment.
A. economic
B. competitive
C. social
D. technological
E. regulatory
Answer:
A channel of communication refers to
A. the selection of either paid or non-paid forms of information dissemination.
B. a similar understanding and knowledge that a sender and receiver apply to a
message.
C. an open-ended dialogue between the marketing department and the firm responsible
for developing the IMC program.
D. a social network-based forum that allows customers to communicate their likes,
dislikes, suggestions, and concerns to an organization 24 hours a day, 365 days a year.
E. the means (salesperson, advertising media, or public relations tools) of conveying a
message to a receiver during the communication process.
Answer:
Figure 2-7
Consider Figure 2-7 above. A Florida-based flashlight company has been extremely
successful due in part to the number of hurricanes in Florida that result in power
outages. The firm is thinking of expanding its product offerings to include other
emergency supplies such as generators and survival kits (consisting of food bars, a
water filtration system, first aid supplies, etc.). Before going ahead with this decision,
there were several factors that had to be taken into consideration: (1) The firm has a
great reputation with its flashlights and does not want to ruin it. (2) Its physical plant
could be refitted relatively easily to make small generators, but it would be rather
costly. (3) It would have to rely on another firm to manufacture and package the
survival kits. (4) Although there are nine named hurricanes scheduled for the upcoming
year, no one really can predict what will happen. The company's need to refit its factory
would fall in which quadrant(s) of the SWOT analysis grid?
A. A
B. B
C. C
D. D
E. Both B and D
Answer:
The key to setting a final price for a product is finding an approximate price level to use
as a reasonable starting point. Four common approaches to selecting an approximate
price level are: (1) demand-oriented; (2) __________; (3) profit-oriented; and (4)
competition-oriented approaches.
A. cost-oriented
B. cause-oriented
C. revenue-oriented
D. stakeholder-oriented
E. distribution-oriented
Answer:
A __________ would most likely most likely use truck jobbers to distribute its
products.
A. clothing manufacturer
B. manufacturer of electric generators
C. leather goods importer
D. pharmaceutical company
E. meat processing plant
Answer:
When Proctor & Gamble revamped Pantene shampoo and conditioner with a new
vitamin formula and relaunched the brand with a multimillion-dollar advertising and
promotion campaign, what strategy did it use to manage the product through its life
cycle?
A. market modification
B. product repositioning
C. market-product synergy
D. product positioning
E. product modification
Answer:
Establishments primarily engaged in selling grain and small farm products to retail feed
stores would be classified as
A. retailers.
B. brokers.
C. ultimate consumers.
D. wholesalers.
E. agents.
Answer:
The European Union passed a law called the E-Privacy Directive to
A. provide explicit laws for website owners.
B. protect intellectual property.
C. increase credit availability.
D. reduce the cost of postage.
E. allow more consumers access to the Internet.
Answer:
Inventory management systems that are designed to make the process of reordering and
receiving products as simple as possible are referred to as
A. order replenishment systems.
B. quick response systems.
C. customer logistics factors.
D. minimum-inventory systems.
E. web-based response systems.
Answer:
Observing people and asking them questions are the two principal ways to obtain
A. external secondary data.
B. internal secondary data.
C. primary data.
D. experimental independent variables.
E. nonprobability data.
Answer:
The sales manager instructed the salesperson to "Make five hundred customer contacts
between January 1st and July 1st." The sales manager voiced a(n) __________ sales
objective.
A. output-related
B. input-related
C. behaviorally-related
D. comprehensive-related
E. market-related
Answer:
