Figure 2-10
Which of the following tasks shown in Figure 2-10 above can be done sequentially?
A. 1 and 2
B. 2 and 3
C. 3 and 4
D. 5 and 7
E. 6 and 7
Answer:
SFA is an acronym for __________.
A. sales force automation
B. sales factory automation
C. sales flexible automation
D. sales functional automation
E. sales frequency automation
Answer:
Subliminal Book Cover Photo
The book cover photo above for The Secret Sales Pitch: An Overview of Subliminal
Advertising is about subliminal messages, which reflect which kind of potential
influence on the consumer decision-making process?
A. sociocultural
B. situational
C. psychological
D. acculturational
E. attitudinal
Answer:
The Department of Labor monitors consumer expenditures through its annual
Consumer Expenditure Survey. In 2011, consumers spent after taxes about 13 percent
of their income on food, 34 percent on __________, 4 percent on clothes and 24 percent
on transportation and health care, with the rest generally considered discretionary.
A. education
B. housing
C. vacationing
D. entertainment
E. investments
Answer:
Once an organization passes through the problem recognition stage of the
organizational buying decision process, it reaches the __________ stage.
A. information search
B. value analysis
C. alternative evaluation
D. purchase decision
E. behavioral learning
Answer:
Describe five of the ten performance measures brand managers typically use to assess
outputs or revenues of social media.
Answer:
IBM was the first to build a(n) __________ that would handle raw material
procurement, manufacturing, logistics, customer support, order entry, and customer
fulfillment across all of IBM.
A. integrated supply chain
B. extranet computer system
C. customer service department
D. intranet supply network system
E. global procurement network
Answer:
Figure 14-1
Figure 14-1 above depicts the communication process, which consists of ten key
elements (Boxes A through J). The position labeled I is referred to as __________.
A. the response
B. the source
C. the message
D. the receiver
E. the fields of experience
Answer:
In terms of the online customer experience, content refers to
A. a website’s capabilities to enable commercial transactions.
B. all the digital information on a website – text, video, audio, and graphics.
C. the multiple ways the website enables user-to-user communication.
D. the dialogue that unfolds between the website and its users.
E. the information consumers provide to the firm through its website.
Answer:
All of the following are psychographic segmentation variables EXCEPT:
A. lifestyle
B. needs
C. birth era
D. PRIZM
E. personality
Answer:
A large assortment of each item within a product line in a store is referred to as
A. product span.
B. breadth of product line.
C. length of product line.
D. width of product line.
E. depth of product line.
Answer:
What is the nature of the “paid” aspect of advertising?
A. Fees are paid for space or time in the medium.
B. Fees are paid to salespeople as either salaries or commissions.
C. Fees are paid to creative arts contributors but there is no direct payment to media.
D. There is a wide range of fees paid depending upon the promotion selected.
E. The primary costs are now associated with communication through mail, telephone,
or the Internet.
Answer:
Figure 12-3
Figure 12-3 above depicts the four most common marketing channels for consumer
products and services. Y represents
A. consumers.
B. industrial users.
C. wholesalers.
D. agents or brokers.
E. retailers.
Answer:
By 2050, the world’s population is expected to be __________.
A. 5.0 billion
B. 5.7 billion
C. 6.1 billion
D. 7.9 billion
E. 9.6 billion
Answer:
Customers will often judge the __________ of the service experience based on the
performance of the people providing the service.
A. price
B. productivity
C. process
D. quality
E. physical environment
Answer:
Which of the following statements should a salesperson use to postpone a prospect’s
objection?
A. “I think I might be able to explain that better to you after showing you this diagram.”
B. “Yes, you’re right, it is lighter but that is done intentionally to make your work
easier.”
C. “That’s true. It does have a shorter shelf life, but that really hasn’t been a problem. It
is so popular it never stays on the shelf that long anyway.”
D. “Where did you hear that? Your source must have erroneous information.”
E. “As I was saying, .”
Answer:
In marketing, the form of competition that occurs when only one firm sells the product
is referred to as __________.
A. pure competition
B. a megopoly
C. an oligopoly
D. monopolistic competition
E. pure monopoly
Answer:
Managers often use two special indexes to help identify strong and weak market
segments in order to provide direction for marketing efforts. The two indexes, CDI and
BDI, stand for __________.
A. comprehensive demographic inventory and brand designation information
B. consumer demographic index and buyer demographic inventory
C. category development index and brand development index
D. consumer development index and brand development inventory
E. category development index and buyer development inventory
Answer:
In 31% of households, __________ are the primary grocery shoppers, though they may
not be the grocery decision makers.
A. teenagers
B. extended family members
C. paid help
D. children of any age
E. men
Answer:
Which of the following is a commonly used method of classifying retail outlets?
A. service versus product
B. form of ownership
C. proportion of national versus private label brands carried
D. revenues generated
E. profitability
Answer:
Dell, Inc. sells surplus, refurbished, or closeout computer merchandise at its
dellauction.com website to many buyers who bid competitively against one another.
This is an example of a
A. traditional auction.
B. reverse auction.
C. bidder’s war.
D. I-auction.
E. Webfront auction.
Answer:
All of the following are forms of nonstore retailing EXCEPT:
A. direct selling.
B. television home shopping.
C. factory outlets.
D. online retailing.
E. telemarketing.
Answer:
At the __________ stage in the personal selling process, a salesperson gains a
prospect’s attention, stimulates interest, and builds the foundation for the sales
presentation itself.
A. approach
B. prospecting
C. preapproach
D. qualifying
E. trial close
Answer:
Drop shippers
A. own the merchandise they sell but do not physically handle, stock, or deliver it.
B. perform all channel functions, and sell on consignment to retailers.
C. take title to merchandise but sell only to buyers who call on them, pay cash for
merchandise, and furnish their own transportation for merchandise.
D. have a small warehouse from which they stock their trucks for distribution to
retailers.
E. work for several producers and carry noncompetitive, complementary merchandise
in an exclusive territory.
Answer:
Individuality and interactivity are important capabilities that marketers derive from
Internet technology, and important building blocks for buyer-seller relationships.
Companies should empower customers to (1) influence the timing and extent of the
buyer-seller interaction and (2) __________, the information they receive, and in some
cases, the prices they pay.
A. demand product quality and timely service
B. shop confidently without fear of identity theft
C. speed up the click-through process
D. have a say in the kind of products and services they buy
E. comparison shop with the prices of competitors alongside those of the firm
Answer:
In choosing the appropriate marketing channel, a firm should consider the interests that
buyers might want fulfilled. These interests fall into four broad categories: (1)
information; (2) convenience; (3) __________; and (4) pre- or postsale services.
A. availability
B. quality
C. variety
D. brand name recognition
E. adaptability
Answer:
The O3 technology refers to an innovative tennis racquet Prince Sports developed that
simultaneously delivers faster racquet speed and a bigger sweet spot in the middle of
the frame. Prince Sports has implemented a __________ strategy with its O3 innovative
tennis racquet technology.
A. competitive segmentation
B. head-to-head
C. product differentiation
D. usage segmentation
E. market segmentation
Answer:
The European Union (EU) in early 2015 consisted of 28 countries with more than 500
million consumers. The EU has eliminated most barriers to the free flow of products,
capital, and labor across its borders. Which of the following countries is NOT a member
of the EU?
A. Latvia
B. Greece
C. Ireland
D. Switzerland
E. England
Answer:
The actions taken during the implementation phase of the strategic marketing process
include: (1) obtain resources; (2) design the marketing organization; (3) __________;
and (4) execute the marketing program.
A. position the product
B. select target markets
C. define precise tasks, responsibilities, and deadlines
D. find points of difference
E. develop the budget by estimating revenues, expenses, and profits
Answer:
What technology term would be used to describe the capability of capturing visitor
information to a website such as expressed product preferences, personal data,
passwords, and financial information, including credit card numbers?
A. spam
B. spiders
C. loggers
D. cookies
E. trackers
Answer:
McDonald’s, Radio Shack, and Subway are examples of __________.
A. product-distribution franchises
B. corporate franchise ventures
C. business-format franchises
D. manufacturing franchises
E. general service franchise
Answer:
Setting a price to achieve an annual target return-on-investment (ROI) is referred to as
A. target return-on-investment pricing.
B. target return-on-profit pricing.
C. target return-on-sales pricing.
D. target profit pricing.
E. customary pricing.
Answer:
When Microsoft’s Hotmail included the tagline, “Get your Private, Free E-mail from
Hotmail,” on each of the millions of e-mails it processed daily, it was using
__________.
A. opt-out marketing
B. viral marketing
C. customerization
D. niche marketing
E. buzz marketing
Answer:
Service providers use tools such as __________, which consists of charging different
prices for different times of the day or during different days of the week to reflect the
variations in demand for their services.
A. scale pricing
B. capacity pricing
C. down-time pricing
D. off-peak pricing
E. fraction pricing
Answer: