Choose a fast-food restaurant chain that does business in your area. Describe the
company’s target market, and explain how its marketing mix is designed to appeal to
this target market.
Answer:
In China, state control of media is high, so companies are challenged to find ways to get
their message to customers. This demonstrates one of the difficulties in crafting a global
________ strategy.
A. communication
B. product
C. cultural
D. distribution
E. pricing
Answer:
H&R is a small, local heating and air conditioning business. The area military base is a
potential source of growth, and H&R already installs and services the type of
equipment the military would require, but it is difficult to get established as a certified
government contractor. H&R is considering a ____________ growth strategy.
A. product proliferation
B. market development
C. market penetration
D. diversification
E. product development
Answer:
During the introduction stage of a product’s life cycle, typical consumers are
A. early adopters.
B. innovators.
C. pioneers.
D. early majority.
E. laggards.
Answer:
David has been a star representative and has personally serviced and developed all his
accounts. Recently, however, David’s firm has grown steadily and the company’s
products and systems have become more and more complicated. In the past year or so,
David and his sales colleagues have been changing their approach due to the sales
growth and increasing product complexity. Customer relationships are now being
handled more and more by __________, which is typical of firms experiencing this
kind of growth.
A. manufacturer’s representatives
B. brokers
C. sales administrators
D. junior sales reps
E. selling teams
Answer:
A major disadvantage of primary data collection is
A. it can be accessed only through syndicated databases or unstructured data mines.
B. it cannot be tailored to meet specific research needs.
C. it takes more time to collect than secondary data and is more costly.
D. it is too general to meet researcher’s and manager’s needs.
E. it does not offer behavioral insights that can be obtained from secondary data.
Answer:
Frank’s Heating and Air Conditioning Company specializes in electric heat pumps.
Frank keeps track of the price of natural gas, knowing that
A. natural gas creates more environmental greenhouse effects than coal.
B. an increase in the price of natural gas will increase demand for his electrical heating
systems.
C. gas heating systems and electrical heating systems are complementary goods.
D. when the price of natural gas goes up, the quantity demanded also rises.
E. the demand for natural gas is price elastic.
Answer:
Suppose that Nike wanted to use Facebook to increase awareness of a new line of tennis
shoes. Which of the following methods would allow Nike to specifically target
Facebook users who have mentioned tennis in their profiles?
A. uploading a coupon to the Nike fan page
B. encouraging Facebook users to “like” the Nike page so their friends will see this
action
C. placing a Facebook ad
D. creating a Facebook tab allowing users to view the tennis clothing within Facebook
E. placing a Facebook link on the Nike corporate website
Answer:
During the preapproach stage, a salesperson usually conducts additional research about
prospects and
A. assists the prospect through the buying process.
B. decides what role to play during the handling reservations stage.
C. develops plans for meeting with the customer.
D. offers initial concessions to gain the sale.
E. determines which members of the customer’s buying support team need to be present
at the sales presentation.
Answer:
Studies have found that customers are typically ready to make a purchase decision well
before salespeople attempt to close the sale. Salespeople can learn when to close the
sale by
A. listening to customers and paying attention to their body language.
B. keeping accurate records regarding how long it took to close sales in the past.
C. asking sales personnel to estimate the average time before customers are ready to
close.
D. using the same selling process for all customers.
E. monitoring and mimicking the closing process used by their sales managers.
Answer:
Political candidates are notorious for appealing to the different beliefs and values of
groups of potential voters in different areas of the country. These politicians are
appealing to differences in
A. popular culture.
B. regional culture.
C. demographics.
D. generational cohorts.
E. country culture.
Answer:
The primary ethical dilemma facing managers is how to balance
A. profits and expenses.
B. employees’ needs with the needs of the firm.
C. shareholder interests with the needs of society.
D. costs and benefits.
E. ethical actions with making money.
Answer:
Kim’s Kayak Tours initially identified active retirees living in the retirement community
nearby as one of its target markets. Kim then tailored her service and marketing
message to the interests and schedules of that audience. Kim initially used __________
segmentation and then used __________ segmentation.
A. micromarketing; loyalty
B. lifestyle; macromarketing
C. geodemographic; lifestyle
D. geographic; loyalty
E. behavioral; geodemographic
Answer:
Though he has never owned a Jaguar, Jerry thinks they are poorly made and have many
mechanical problems. For Jaguar to sell Jerry a car, the company would need to change
the __________ component of Jerry’s attitude.
A. social
B. affective
C. functional
D. cognitive
E. physiological
Answer:
Which of the following is a systematic means of collecting information from people
using a questionnaire?
A. survey
B. experiment
C. scanner study
D. in-depth interview
E. focus group
Answer:
In vendor-managed inventory systems,
A. corporations send information to retail customers, bypassing wholesalers and
retailers.
B. companies send information to cooperatives.
C. customers send information to retailers.
D. sales reps send sales information to the retailer.
E. retailers send sales information to the manufacturer.
Answer:
Charlie is hoping to get a chance to bid on supplying key components to Ned’s business.
He is eager to move forward, but he must wait until
A. Ned completes vendor negotiations.
B. Ned develops a list of product specifications.
C. Ned’s buying center has an opening.
D. Ned agrees to move Charlie’s firm from the evoked set to the retrieval set.
E. Ned completes the order specification process.
Answer:
Which of the following statements best describes secondary data?
A. Secondary data are pieces of information that have been collected prior to the start of
the focal research project.
B. Secondary data are those data collected to address specific research needs.
C. Secondary data collection is always extremely time-consuming and expensive.
D. Secondary data will always meet the researchers’ needs.
E. Secondary data include only qualitative research.
Answer:
When firms set prices similar to those of competitors, they are following a strategy of
A. me-too pricing.
B. copycat pricing.
C. competitive parity.
D. market-broadening pricing.
E. industry-standard pricing.
Answer:
What is most likely to happen when inflation increases?
A. Consumers buy more discretionary merchandise.
B. Consumers buy fewer personal care and home entertainment products.
C. Off-price and discount retailers suffer from lower sales.
D. Consumers buy lower-priced foods.
E. Consumers buy less food.
Answer:
When Kelly began searching for a new car to replace her old, rusty one, she probably
relied on __________ sources of information.
A. interpersonal and sensual
B. compensatory and noncompensatory
C. ritual and spiritual
D. psychological and functional
E. internal and external
Answer:
After posting an RFP for telecommunications equipment, USF Corporation received six
proposals from qualified vendors. Next, USF will
A. recognize obstacles that must be circumvented.
B. reevaluate the firm’s needs.
C. give one vendor a purchase order.
D. conduct vendor analysis.
E. evaluate the proposals and narrow the choice to a few suppliers.
Answer:
Generally, when advertising to consumers, the objective of an advertising campaign is
A. a pull strategyto get the product into stores by having consumers demand it.
B. a push strategyto stimulate interest among members of the supply chain.
C. to win advertising awards.
D. to offset sales promotion costs.
E. to maximize media planning.
Answer:
Radio frequency identification tags are
A. selective distribution designs used to maximize geographic efficiency.
B. electronic discount information tags used to provide reduced prices to select
customers.
C. VMI demand scheduling data tags.
D. tiny computer chips that transmit information about a container’s contents.
E. information tags used for floor-ready merchandising.
Answer:
Samantha is charged with assessing her company’s external environment as part of a
SWOT analysis. Samantha will study her company’s
A. strengths and weaknesses.
B. sales history.
C. pension plan.
D. product specifications.
E. opportunities and threats.
Answer:
Health clubs often use a low, introductory offer price to get people to join their club.
These low prices represent a _______ pricing strategy.
A. maximizing profits
B. target profit
C. target return
D. status quo
E. sales orientation
Answer:
Which of the following is not one of the five dimensions used by consumers to
determine overall service quality?
A. assurance
B. reliability
C. acceptability
D. responsiveness
E. empathy
Answer:
Firms are willing to offer generous rebates because
A. the retailer and manufacturer always split the cost.
B. rebates increase sales, but firms may not have to pay off all the rebates offered.
C. they are easier for the consumer to use than are coupons.
D. rebates are the only type of sales promotion proven to impact sales.
E. they tend to generate repeat customers.
Answer:
Which of the following is the best way to build a sustainable competitive advantage
using product excellence?
A. being the first to offer customers desired features, even if competitors can copy them
easily
B. positioning the product using a clear, distinctive brand image
C. having the most features on each model
D. focusing on being cutting edge and continually eliminating older features that are
still in use by customers
E. copying the market leader’s features, but at a lower cost
Answer:
When Leanne gave her presentation to the BigDeal buying center team, she focused on
answering Beverly’s questions, since she is the decision maker. What type of buying
center does BigDeal employ?
A. democratic
B. consultative
C. consensus
D. autocratic
E. authoritative
Answer:
A reference price might be considered deceptive if
A. the internal reference point is different from the external reference point.
B. the reference price is more than two times the cost of the item.
C. the reference price has been inflated or is fictitious.
D. the reference price has changed more than once in the past 12 months.
E. it reflects actual manufacturing costs plus 50 percent.
Answer:
Henry Ford’s statement, “Customers can have any color they want so long as it’s black,”
typified the __________ era of marketing.
A. production-oriented
B. sales-oriented
C. market-oriented
D. value-based marketing
E. retailing-oriented
Answer: