Publicity refers to
A. a nonpersonal, indirectly paid presentation of an organization, product, or service.
B. a short-term inducement of value offered to arouse interest in buying a product or
service.
C. methods used to get a nonpersonal, directly paid presentation of a company or its
products.
D. a paid form of nonpersonal communication about an organization, product, service,
or idea by an identified sponsor.
E. a form of communication management that seeks to influence the feelings, opinions,
or beliefs held by customers, prospective customers, stockholders, suppliers,
employees, and other publics about a company and its products or services.
Answer:
According to the textbook, clothing manufacturer Hart Schaffner & Marx and retailer
Bloomingdale’s use __________ pricing.
A. above-market
B. at-market
C. below-market
D. prestige
E. everyday low
Answer:
For the sake of simplicity and by convention, price elasticity figures are shown as
__________.
A. positive numbers (0.64, 1.25, etc.)
B. negative numbers (-0.64, -1.25, etc.)
C. Greek letters (∑, ∏, etc.)
D. Roman numerals (I, V, X, etc.)
E. English consonants (P, Q, TR, etc.)
Answer:
DirectProtect is an insurance provider that uses telemarketers rather than insurance
agents to sell its insurance and deal with claims. It wants to introduce its product into
new markets, but before it does so, it wants to have a prediction of how successful its
sales efforts will be. The first thing researchers did was invite in a group of eight
insured people to talk about home and auto insurance. Their conversations were
recorded and later analyzed to determine if there were any differences between
customers from different markets. This was an example of a(n)
A. experiment.
B. focus group.
C. panel.
D. evaluative interview.
E. depth interview.
Answer:
A good brand name should suggest the product benefits; be memorable, distinctive and
positive; fit the company or product image; be simple and emotional; __________; and
have favorable phonetic and semantic associations in other languages.
A. be humorous or mysterious
B. have no legal or regulatory restrictions
C. be easy to spell and pronounce
D. contain no hidden meanings
E. suggest an air of mystery
Answer:
Overseeing strategic marketing efforts at the corporate level would most likely be the
responsibility of the __________.
A. CEO
B. CMO
C. CPM
D. CPO
E. COO
Answer:
Price refers to
A. the value assigned to the exchange of products and services for other products and
services.
B. the value judgment made by both the buyer and seller regarding an item’s worth.
C. the money or other considerations (including other products and services) exchanged
for the ownership or use of a product or service.
D. the value assessed for the benefits of using a product or service.
E. the highest monetary value a customer is willing to pay for a product or service.
Answer:
Marketing for a product in the introduction stage of its product life cycle should focus
primarily on gaining awareness and which other marketing objective?
A. stress differentiation
B. stimulate trial
C. foster brand loyalty
D. maximize distribution
E. target a marketing niche
Answer:
There are five dimensions to emotional intelligence: self-motivation; __________; the
ability to manage one’s emotions and impulses; empathy; and social skills.
A. the ability to read body language
B. sense of humor
C. the ability to be positive
D. self-awareness
E. a need to be in control
Answer:
A firm’s profit objective is often measured in terms of ROA. The acronym ROA stands
for __________.
A. return on assets
B. risk opportunity assessment
C. return of allowances
D. return on average equity
E. risk opportunity analysis
Answer:
Utility refers to
A. the number of alternative uses or benefits that can be provided by a single product or
service.
B. the adaptability of a marketing program to adjust to changes in the marketing
environment.
C. the benefits or customer value received by users of the product.
D. the fixed costs associated with the production of a single unit of a product within a
product line.
E. the variable costs associated with the production of a single unit of a product within a
product line.
Answer:
The difference between the final selling price and the retailer’s cost is referred to as a(n)
__________.
A. original markup
B. maintained markup
C. markdown
D. differential markup
E. discounted price
Answer:
When a marketing manager begins asking “what if” questions to determine how
changes in a factor like price or advertising affect marketing results like sales or profits,
she is performing a(n) __________ analysis.
A. marketing
B. environmental
C. structured
D. query
E. sensitivity
Answer:
Facsimile, e-mail, and voice mail are common __________ technologies salespeople
use today.
A. tablet device
B. communication
C. cutting-edge
D. computer
E. social media
Answer:
New Coke was repositioned as a slightly sweeter, less filling soft drink because the
Coca-Cola Company discovered that its 1984 market share in supermarkets was 2
percent behind Pepsi. This product repositioning strategy was designed to __________.
A. reach a new market
B. catch a rising trend
C. change the value offered
D. change its target audience
E. react to a competitor’s position
Answer:
The combination of successive stages of production and distribution under a single
ownership is referred to as a(n) __________.
A. contractual vertical marketing system
B. corporate vertical marketing system
C. integrated marketing system
D. corporate horizontal marketing system
E. contractual horizontal marketing system
Answer:
Companies use a __________ to assess whether its products and brands are above, at,
or below the market.
A. customary price
B. prestige price
C. price premium
D. price lining
E. benchmark
Answer:
The practice of using the telephone rather than personal visits to contact customers is
referred to as __________.
A. missionary selling
B. outbound telemarketing
C. cold canvassing
D. inbound telemarketing
E. team selling
Answer:
Projections show that the population is __________.
A. growing in most developed countries
B. declining in most developing countries
C. decreasing in Africa
D. increasing in Asia
E. decreasing in Latin America
Answer:
Social media are
A. online games.
B. online media where users submit news, photos, and videos – often accompanied by a
feedback process to identify “popular” topics.
C. any type of medium in which large groups of people read content generated by a
business, government, or corporation.
D. only media that allow face-to-face communication.
E. all forms of electronic media.
Answer:
X-1 performs all of the following activities during the development stage of its
new-product process EXCEPT:
A. conduct safety tests
B. conduct market tests
C. use 3D drawings
D. conduct functionality tests
E. develop prototypes
Answer:
The BCG has given specific names and descriptions to the four resulting quadrants in
its growth-share matrix based on the amount of cash they generate for or require from
the organization. Cash cows are SBUs that are classified as having
A. high market growth rates and high relative market shares.
B. low market growth rates but high relative market shares.
C. low market growth rates and low relative market shares.
D. high market growth rates but low relative market shares.
E. medium market growth rates and medium relative market shares.
Answer:
A company that manages apartments decides to buy 15 new dishwashers at a list price
of $550 each as replacements for a small apartment complex it owns. Because the
company is buying more than 10 dishwashers, it is eligible for a $150-per-unit quantity
discount. Financing charges total $20 per unit. The company gets $10 per dishwasher
for 15 used trade-ins. What is the final price the company will pay for EACH
dishwasher?
A. $390
B. $400
C. $410
D. $430
E. $730
Answer:
A(n) __________ for information is needed when past experience or knowledge is
insufficient, the risk of making a wrong purchase decision is high, and the cost of
gathering information is low.
A. external search
B. cognitive search
C. alternative search
D. internal search
E. postpurchase search
Answer:
The North American Industry Classification System (NAICS) designates industries with
a numerical code in a defined structure. A six-digit coding system is used. The sixth
digit designates a(n)
A. industry subsector.
B. industry group.
C. specific industry.
D. individual country-level national industry.
E. sector of the economy.
Answer:
Jamie goes shopping with a friend and notices her friend’s durable ripstop nylon wallet.
She thinks of her own worn wallet and realizes she needs a new one. In which stage of
the consumer purchase decision process was Kristi when she had this realization?
A. information search
B. problem recognition
C. purchase behavior
D. alternative evaluation
E. pre-purchase cognition
Answer:
Marketing channels help create value for consumers through four utilities. These
utilities are
A. product, price, promotion, and place.
B. form, function, risk taking, and selling.
C. time, place, form, and possession.
D. transactional, logistical, facilitating, and marketing.
E. buying, selling, storing, and transporting.
Answer:
Penetration pricing is considered to be a __________ approach to pricing.
A. demand-oriented
B. cost-oriented
C. profit-oriented
D. competition-oriented
E. service-oriented
Answer:
The convergence of real and digital worlds has been made possible by all of the
following EXCEPT:
A. algorithms.
B. traditional media.
C. databases.
D. smartphones.
E. tablet devices.
Answer:
During the introduction stage of the product life cycle, promotional expenditures are
made to stimulate consumer desire for an entire product class rather than for a specific
brand. The consumer demand that is stimulated is referred to as __________ demand.
A. selective
B. primary
C. derived
D. generic
E. secondary
Answer:
Consumers deftly use Internet technology to seek information, evaluate alternatives,
and make purchase decisions on their own time, terms, and conditions. This describes
an example of the sixth reason why consumers buy and shop online.
A. convenience
B. choice
C. customization
D. control
E. communication
Answer:
The Belsen interview pretests media surveys, gathering data by asking people about
their attitudes, beliefs, and awareness of various media. With this method, a respondent
is interviewed twice, first by one interviewer using the proposed survey and then by
another who asks questions about the survey itself. The Belsen interview uses
__________ data.
A. questionnaire
B. secondary
C. intercept
D. observational
E. synergistic
Answer:
Geico ads that feature a talking pig, cavemen, a gecko, or a stack of money with eyes
are using which type of advertising appeal?
A. reminder
B. fear
C. humor
D. sex
E. cognitive
Answer: