A mother handed her college-aged son a piece of paper and said, “By redeeming this
you will receive 25 cents off your next purchase of Birds Eye lima beans.” Birds Eye is
using a __________ to stimulate demand for its lima beans.
a. coupon
b. rebate
c. sample
d. deal
e. premium
Answer:
A new product protocol should be created
a. before the product is even developed.
b. as soon as the new-product concept is developed.
c. when the product becomes a prototype.
d. when the product is first released in a regional rollout.
e. when the product hits national distribution.
Answer:
Figure 1.
In Figure 1. above, “D” represents a firm’s relationship with
a. other organizations.
b. suppliers.
c. shareholders.
d. customers.
e. other departments.
Answer:
From the start of the war on terrorism, billions have been spent on the war effort in Iraq.
According to an environmental scan of the United States, this military expenditure is an
example of a change in __________ forces.
a. economic
b. competitive
c. technological
d. social
e. regulatory
Answer:
A personal moral philosophy that focuses on “the greatest good for the greatest number”
by assessing the costs and benefits of the consequences of ethical behavior is referred to
as __________.
a. utilitarianism
b. hedonism
c. existentialism
d. moral idealism
e. socialism
Answer:
Sustainable development refers to
a. placing restraints on a company’s growth until all ancillary support services are in
place to ensure a new venture’s success.
b. global economies that are slowly moving from an agrarian-base to an industrial base.
c. adhering to worldwide standards for environmental quality and green marketing
practices.
d. marketing efforts to produce, promote, and reclaim environmentally sensitive
products.
e. conducting business in a way that protects the natural environment while making
economic progress.
Answer:
When Apple first introduced the Apple II personal computer in 1977, industry analysts
predicted that very few would be sold. However, a short time after the product was
made available, consumers who were young, highly educated, adventuresome, and who
were well informed began buying them. While those buyers were relatively few in
number, marketers like IBM and Compaq were encouraged because other, less
adventuresome consumers like businesspeople would likely adopt personal computers
later. Based on the diffusion of innovation concept, those first buyers of personal
computers were __________.
a. early adopters
b. early majority
c. innovators
d. product leaders
e. diffusion leaders
Answer:
America’s dairy farmers and milk processors use their “Got Milk?” campaign to
increase demand for milk relative to other beverages. This campaign is an example of a
__________ campaign.
a. competitive institutional
b. competitive product
c. advocacy
d. pioneering product
e. pioneering institutional
Answer:
Amazon.com uses __________ to compare each user’s purchases with the purchases of
other users with similar preferences to create a list of purchase recommendations. Based
on a customer’s desire to purchase an author’s e-book for his or her Kindle, Amazon
might recommend an e-book by a similar author.
a. real-time e-commerce
b. connectivity
c. collaborative filtering
d. interactive marketing
e. personalization
Answer:
Given that a firm’s profit is high enough for it to remain in business, an objective may
be to __________, which will in turn lead to increases in market share and profit.
a. increase the commitment to social responsibility
b. increase dollar sales revenue
c. decrease unit volume while maintaining price
d. increase research and development funding for new product line extensions
e. continue with previous policies that seem to be working
Answer:
Product-line pricing involves determining: (1) the lowest-priced product and price; (2)
__________; and (3) the price differentials for all other products in the line.
a. the single most popular item in the line
b. the least vulnerable product in the line
c. the highest-priced product and price
d. the most frequently sold product in the line
e. the most price insensitive product in the line
Answer:
Another term for a gray market is
a. parallel exporting.
b. back-channel market.
c. mature marketing.
d. parallel importing.
e. transparent market.
Answer:
In terms of website design and the online customer experience, __________ is defined
as the dialogue that unfolds between the website and its users.
a. context
b. communication
c. commerce
d. connection
e. community
Answer:
Important buying process characteristics in organizational buying behavior include
which of the following?
a. Few large transactions are made over the Internet due to concerns of industrial
espionage.
b. Negotiations, purchases, and delivery occur in real time at an accelerated rate.
c. There are often reciprocal arrangements and negotiations between buyers and sellers.
d. Most purchases are made through government-licensed negotiators.
e. Direct selling to organizational buyers is the rule.
Answer:
Candie’s Ad
The Candie’s ad shown above is an example of which type of appeal?
a. reminder
b. fear
c. sex
d. advocacy
e. guilt
Answer:
Amy is an avid mystery reader and has decided to purchase a mystery book for her best
friend. Since the two friends enjoy the same types of mysteries, Amy knows exactly
which book her friend would like. When Amy was scanning her memory for various
mystery book authors, she was engaged in
a. problem recognition.
b. an internal search.
c. an external search.
d. a purchase task.
e. the creation of an antecedent state.
Answer:
Services depend on the people who provide them. As a result, their quality varies with
each person’s capabilities and day-to-day job performance. This element of services is
referred to as __________.
a. variation
b. differentiation
c. evaluation
d. inconsistency
e. intangibility
Answer:
Discounts that apply to the accumulation of purchases of a product over a given time
period, such as a year, are referred to as
a. promotional allowances.
b. cumulative quantity discounts.
c. cash discounts.
d. functional discounts.
e. noncumulative quantity discounts.
Answer:
College dorm residents frequently want to keep and prepare their own food and snacks
to save money or have a late night snack. However, their dorm rooms are often
woefully short of space. MicroFridge understands this and markets a combination
microwave, refrigerator, and freezer targeted to these students. MicroFridge is using
which basis of segmentation?
a. demographic segmentation
b. psychographic segmentation
c. geographic segmentation
d. behavioral segmentation
e. socioeconomic segmentation
Answer:
Heavy-duty Rayovac flashlights are sold throughout the United States. However,
Philips manufactures the bulbs used in Rayovac flashlights. The quantity of bulbs
Philips makes is related to how many flashlights Rayovac sells. This is an example of
a. a tying arrangement.
b. reciprocity.
c. strategic alliance demand.
d. relationship marketing.
e. derived demand.
Answer:
The actions taken during market product focus and goal setting, Step 2 of the planning
phase, include: (1) set market and product goals; (2) __________; (3) find points of
difference; and (4) position the product.
a. identify industry trends
b. select target markets
c. research customers
d. develop the program’s marketing mix
e. develop the budget by estimating revenues, expenses, and profits
Answer:
Figure 1.b
Figure 1.b above shows that secondary data may be divided into two related parts. If
“A” represents marketing input and outcome data (budgets, call reports, customer
communications, etc.), which type of data is “A?”
a. questionnaire data
b. mined data
c. internal secondary data
d. external secondary data
e. observational data
Answer:
Values refer to
a. personally or socially held core beliefs that are consistent within a given culture.
b. the beliefs that dictate a person’s behavior, which are often derived from a religious
code of conduct.
c. personally or socially preferable modes of conduct or states of existence that tend to
persist over time.
d. the innate sense of what a person considers to be right or wrong in terms of his or her
own conduct when dealing with others.
e. those personal traits regarding honesty and integrity as well as one’s preferable modes
of conduct or states of existence that have been passed down from generation to
generation.
Answer:
Growth in the direct-selling industry is the result of two trends: (1) direct selling
retailers are expanding into markets outside the United States and (2)
a. increased gas prices and traffic congestion are causing people to want the store to
deliver the products to them.
b. the pendulum is beginning to swing back to more mothers (and fathers) staying home
during the day with children, making direct selling more convenient.
c. the purchase or lease of real estate to build an actual “brick” retail store is becoming
prohibitive.
d. graduating business students are finding it more difficult to find a traditional sales
position and like the idea of being their own bosses.
e. there is a growing number of companies that are using direct selling to reach
consumers who prefer one-on-one customer service and a social shopping experience
rather than online shopping or big discount stores.
Answer:
From a marketing viewpoint, __________ is money or other considerations (including
other products and services) exchanged for the ownership or use of a product or service.
a. the value
b. price
c. barter
d. currency
e. a tariff
Answer:
Figure 1.
In Figure 1. above, column “A” represents which of the following in terms of consumer
involvement and product knowledge?
a. consideration set
b. routine problem solving
c. limited problem solving
d. extended problem solving
e. integrated problem solving
Answer:
Which of the following is the best example of a nondurable good?
a. laundry detergent
b. shoes
c. insurance
d. iPod
e. laser surgery
Answer:
When foreign currencies can buy more U.S. dollars,
a. products are more expensive and worth less to foreign customers.
b. products are more expensive and worth more to foreign customers.
c. products are less expensive and worth more to foreign customers.
d. economists consider it an indicator of an impending long-term economic downturn.
e. American consumers buy in large quantities and stockpile in fear of an impending
economic crisis.
Answer:
Characteristics of tangible goods, such as color, size, and style are considered
__________ properties.
a. search
b. form
c. experience
d. credence
e. brand
Answer:
Small regional producers selling grocery products have a special problem because they
need to set prices at which both they and their channel members can profit while
a. competing with other brands to gain valuable space on supermarket shelves.
b. still maintaining local customer loyalty.
c. trying to go head-to-head or steal market share from nationally recognized brands.
d. keeping other regional businesses from entering the market.
e. avoiding cannibalization if they sell their product both in stores and online.
Answer:
NAICS Logo
The acronym of the NAICS logo above stands for
a. National Association of Industrial Compliance Standards.
b. National Association of Industrial Communication Systems.
c. North American Industrial Computer Standards.
d. North American Industry Classification System.
e. North Atlantic Industrial Classification System.
Answer:
Bundle pricing refers to
a. an extra amount of “free goods” awarded sellers in the channel of distribution for
promoting a product.
b. marketing two or more products in a single package price.
c. deliberately selling a product below its customary price, not to increase sales, but to
attract customers’ attention in hopes that they will buy other products as well.
d. setting the price of a line of products at two specific pricing points.
e. the practice of charging two or more prices depending upon the outlet carrying the
product.
Answer:
Figure 1.
Figure 1. above depicts the sales management process that involves three interrelated
functions. “C” refers to __________.
a. salesforce compensation
b. sales plan implementation
c. salesforce size determination
d. salesforce evaluation
e. salesforce training
Answer:
For any downward-sloping, straight-line demand curve, the marginal revenue curve
always
a. is the additional money required to make one additional unit.
b. falls at a rate twice as fast as the demand curve.
c. falls at a rate half as fast as the demand curve.
d. remains the same since there is a one-to-one relationship.
e. reacts as the direct inverse of the original line.
Answer:
Figure 1.
Figure 1. above depicts the sales management process that involves three interrelated
functions. “B” refers to __________.
a. sales plan implementation
b. salesforce compensation
c. salesforce size determination
d. salesforce communication
e. salesforce training
Answer: