Kellogg’s sells many different breakfast cereals, including Corn Flakes, Rice Krispies,
Frosted Flakes, Raisin Bran, and Special K. This is an example of the breadth of the
Kellogg’s product mix.
Answer:
Isaac is looking for ways to offer new goods and services to his existing customers. He
is pursuing a market development strategy.
Answer:
When Sony released its PlayStation 3 game machines, it charged a high price, attracting
the most avid game players. This was a market penetration pricing strategy.
Answer:
Bounce rate refers to the percentage of times a visitor leaves a website almost
immediately.
Answer:
Firm A has set very low prices for its products in an attempt to drive its competitor,
Firm B, out of business. This is known as monopolistic pricing.
Answer:
Positive engagement through social media often makes customers more profitable for
the firm.
Answer:
The four main types of financial rewards for sales representatives are salaries,
commissions, bonuses, and sales contests.
Answer:
Encoding means converting the sender’s ideas into a message, which could be verbal,
visual, or both.
Answer:
A personalized offer sent to a targeted customer via social media is more likely to be
relevant to him or her.
Answer:
In the immediate environment, the competition has no effect on consumers.
Answer:
The vertical marketing system that exhibits the most formalization and control is the
corporate vertical marketing system.
Answer:
In entertainment licensing, the major risk to licensees is that the brand will become
overexposed.
Answer:
For market penetration pricing to work, the product or service must be perceived as
breaking new ground in some way.
Answer:
A customized carved cedar wood sign for your house is an example of a convenience
product.
Answer:
All products and services are intangible.
Answer:
Hilton Hotels trains its front desk employees to dress neatly and conservatively to
project a professional image. This relates to the service dimension of tangibles.
Answer:
When a good or service is promoted, the purpose of the promotion is to inform,
persuade, or remind customers about the good or service.
Answer:
Firms with strong ethical climates tend to be more socially responsible.
Answer:
Mobile marketing involves marketing to customers through wireless handheld devices
such as mobile phones.
Answer:
Conflicts within a supply chain tend to be more pronounced when the members are part
of a corporate vertical marketing system.
Answer:
Retail salespeople should never “judge a book by its cover.”
Answer:
To determine if a new product is commercially viable, a firm can conduct premarket
testing.
Answer:
The more familiar customers are with a brand, the harder their decision-making process
will be.
Answer:
It is the company’s responsibility, not the salesperson’s, to ensure that all dealings with
the customer are ethical and legal.
Answer:
Latosha was employee of the month at Jersey Mike’s Subs, primarily because she
provided excellent customer service by serving food quickly. This relates to the
reliability service dimension.
Answer:
In the Ethical Decision-Making Metric, the Admired Observer Test asks the question:
“Will I be able to look at myself in the mirror and respect the person I see there?”
Answer:
B2B marketing involves manufacturers, wholesalers, and service firms.
Answer:
Many services marketers use training and standardization to reduce service
perishability.
Answer:
Margo likes her morning coffee, and she always stops at Starbucks because it is on her
way to work. Margo is being influenced by the place element of the marketing mix.
Answer:
The local school district realized it needed to upgrade the computers in the school
libraries. This represents the product specification stage of the B2B buying process.
Answer:
Retailers generally have no prior knowledge of the merchandise they will be receiving
from suppliers in any particular shipment.
Answer:
In the immediate marketing environment, the first factor that affects the consumer is
A. demographics.
B. cultural values.
C. social trends.
D. the firm itself.
E. technological advances.
Answer:
After using market research to identify the target audience for his advertising campaign,
Jorge will next use this information to
A. develop creative advertising copy.
B. assess the potential effectiveness of his ad campaign.
C. buy advertising time.
D. set explicit and measurable objectives for the campaign.
E. develop PSAs for distribution in lieu of advertising.
Answer:
Which of the following is least likely to provide a sustainable competitive advantage?
A. lowering prices
B. having a well-known brand name
C. achieving high levels of customer satisfaction
D. using patented technology
E. creating an efficient supply chain
Answer:
Data that have been collected prior to the start of the current research project are
considered primary data.
Answer:
Integrated marketing communications represents the __________ element in the four Ps
of a firm’s marketing mix.
A. pricing
B. product
C. promotion
D. place
E. partnering
Answer:
Most firms maintain customer complaint services online, in the store, or over the
telephone. Firms attempt to respond quickly to complaints, hoping to
A. get themselves into the universal set.
B. reduce the cost of postpurchase advertising.
C. minimize negative word of mouth and rumors.
D. extend decision rules to the customer complaint desk.
E. offset performance risk with financial risk.
Answer:
Procter & Gamble is a huge national brand manufacturer. By owning its brands like
Tide and Crest, P&G
A. can monopolize store brands.
B. has greater opportunity to dictate retail pricing.
C. has greater control over its marketing strategy.
D. can increase brand dilution.
E. can eliminate any local competition.
Answer:
One of the categories of products for which brand extension is especially logical is
A. generic goods.
B. generic services.
C. commodities.
D. complementary goods.
E. licensed brands.
Answer:
The knowledge retailers can gain from their store personnel and customer relationship
management databases is valuable for developing
A. supply chain relationships.
B. extreme value retailing efforts.
C. increased customer loyalty.
D. global private-label brands.
E. omnichannel retailing.
Answer:
According to your text, _______ packaging is product packaging that is ecologically
responsible.
A. recycled
B. environmental
C. responsible
D. sustainable
E. green
Answer:
If a new product concept gets positive evaluations from potential customers during
concept testing, the next step for a firm is
A. market testing.
B. product development.
C. brainstorming.
D. reverse engineering.
E. launching of the product.
Answer:
Commercial research firms like Nielsen and J. D. Power and Associates are sources of
A. primary data.
B. internal secondary data.
C. data mining.
D. syndicated data.
E. public data.
Answer:
Taking steps to encourage customer loyalty is the focus of developing the macro
strategy of _______ excellence.
A. operational
B. locational
C. customer
D. product
E. service
Answer:
If a firm in a purely competitive market can differentiate its product or service, it
becomes part of a(n) _______ market.
A. pure competition
B. oligopolistic competition
C. monopolistic competition
D. monopoly
E. duopoly
Answer:
The diffusion of innovation theory is useful to marketers in helping them
A. adjust to the performance life cycle.
B. avoid the cost of concept testing.
C. predict which types of customers will buy their product immediately and later.
D. predict how long it will take for a new product to gain market acceptance.
E. determine a target market.
Answer:
The activity, set of institutions, and process for creating, capturing, communicating,
delivering, and exchanging offerings that have value for customers, clients, partners,
and society at large is called
A. marketing.
B. marketing research.
C. market share analysis.
D. market segmentation.
E. market positioning.
Answer:
The Eiger Labs MPMan was the first mass-produced MP3 player sold in the United
States. Eiger Labs was a(n) __________ in the MP3 player market.
A. blockbuster
B. early adopter
C. pioneer
D. market tester
E. concept tester
Answer:
Historically, prices were
A. the center of attention in almost all marketing strategies.
B. analyzed and changed constantly.
C. calculated to minimize contribution per unit.
D. allowed to vary seasonally as cross-shopping tendencies fluctuated.
E. rarely changed except in response to radical shifts in market conditions.
Answer:
Which of the following is not a recommended strategy for service recovery?
A. listening to the customer
B. finding a fair solution
C. resolving problems quickly
D. silencing an irate customer before the individual makes any angry outbursts
E. following procedural fairness when solving problems
Answer:
When Jaime arrived at her hotel room and saw that the bed sheets had not been changed
from the last hotel guest and there were cockroaches in the bathroom, she chose to go
elsewhere. An undone, bug-infested room was not in Jaime’s __________, which is the
difference between what she really wants and what she will accept before looking for
another hotel.
A. zone of tolerance
B. delivery gap
C. zone of intolerance
D. service gap
E. patience zone
Answer:
Some discount stores put products in large bins and let consumers hunt and find
bargains. The price these consumers pay includes
A. only the actual price they pay at the register.
B. the value of their time and energy.
C. the excitement they experience in finding an item they desire.
D. the savings to the store of not having to display the products neatly on shelves.
E. the time the product was full price and didn’t sell.
Answer:
Wanda and Jim are working on a research project to anticipate customer attitudes
toward a proposed new-product line for their company. They have worked with the
marketing manager to determine the answers that are needed and have created a
detailed design of the project. Their next logical step will be to
A. develop a budget.
B. begin to collect data.
C. summarize their preliminary conclusions to present to managers.
D. begin recommending changes to the new-product line based on ideas developed in
the design phase.
E. analyze the data.
Answer:
If you are a marketer for a manufacturer, and the marketing mix for your product
focuses on very specific market segments, you’d like to sell your product through
A. department stores.
B. category specialist stores.
C. extreme value retailers.
D. specialty stores.
E. convenience stores.
Answer:
Laws that prohibit the formation of monopolies or alliances that would damage a
competitive marketplace benefit consumers through
A. increased choices.
B. higher prices.
C. protection from false advertising.
D. fair debt collection practices.
E. fewer competitors.
Answer:
Kimberly has just learned that Caribou Coffee is looking for a new source of
commercial-grade coffee makers, one of the products she sells. She knows Caribou has
been in business for many years, but she has not been able to get any business from
them. When developing her marketing strategy, Kimberly will probably assume that
this represents a(n) __________ situation for Caribou Coffee, and she will want to find
out why Caribou is considering alternatives.
A. adapted buy
B. new buy
C. modified rebuy
D. straight rebuy
E. generic buy
Answer:
Frederica manages an upscale women’s clothing store. She wants more information
about her customers’ general feelings about upcoming fall fashions. Frederica will most
likely use __________ to gather this type of data.
A. door-to-door surveys
B. focus group interviews
C. syndicated data
D. sales invoices
E. census data
Answer:
Anita has gone to the same hair salon for the past 10 years. She believes that her stylist,
the salon owner, does a better job of cutting and styling her hair than anyone else could.
Other salons have opened closer to Anita’s home, some offering more plush facilities or
lower prices, but she isn’t tempted to switch. Anita’s attitude toward the salon is an
example of
A. a sustainable competitive advantage.
B. a customer retention program.
C. an opportunity, in SWOT analysis.
D. customer loyalty.
E. the benefits of a locational excellence strategy.
Answer:
The process by which the use of a new product or service spreads throughout a market
group is referred to as
A. new product introduction.
B. lead user dispersion.
C. diffusion of innovation.
D. the product life cycle.
E. product development diffusion.
Answer:
The primary purpose of the __________ plan is to specify the marketing activities for a
specific period of time.
A. marketing
B. business
C. strategic
D. organizational
E. resource
Answer:
Laura has a nearly new economy car, but she wants a Ford Mustang because she thinks
it would be exciting to own one. If she decides to purchase a sports car such as the
Mustang, she will be primarily fulfilling a __________ need.
A. functional
B. postpurchase
C. safety
D. psychological
E. functional and psychological
Answer:
For each target market, General Imaging Corporation, a manufacturer of imaging
equipment, will engage in positioning by adjusting its marketing mix variables in order
to give customers
A. a more flexible supply chain strategy.
B. a perceptual map of the imaging landscape.
C. more product features than the competition offers.
D. lower prices than the competition offers.
E. a clear, distinctive, and desirable understanding of their products relative to
competing products.
Answer:
Which of the following is an example of an institutional buyer?
A. Mayo Clinic Hospital
B. Procter & Gamble
C. U.S. Marine Corps
D. Nucor Steel Corporation
E. Walmart
Answer:
How do you create and use a perceptual map? What positioning criteria might
toothpaste manufacturers use in creating a perceptual map?
Answer:
Suppose that Samsung wants to create a social media program to build consumer
engagement around a new line of smartphones. Using the 4E framework, explain (with
examples) how Samsung could build this program.
Answer:
Which of the segmentation attractiveness criteria is addressed when Magnolia Pizzeria
asks the question, “Are private food service companies allowed to deliver pizzas on the
military base?”
Answer:
Carmen is ready to launch her company’s new product, a line of chocolate for diabetics,
based on her instincts and knowledge from 30 years of marketing. Her staff is
encouraging her to delay the launch until test marketing can be done. What are the
advantages and disadvantages of each approach?
Answer:
Create a realistic example of a B2B buying center, describing the different roles played
by members of the team.
Answer:
List, in order, the steps involved in developing a social media marketing campaign.
Answer:
What kinds of sociocultural concerns are raised in international marketing that go
beyond promotion and advertising?
Answer:
What are the two major problems related to QR systems?
Answer:
For a car salesperson, what are good ways of generating leads?
Answer:
Explain how gender roles have changed, and how that has influenced marketing
practices in the United States.
Answer:
Bob’s Motel shows photos of a wide, sandy beach on its website, leading visitors to
assume the motel is located on or near the beach. However, in reality Bob’s Motel is
located half a mile from the beach. Which of the service quality gaps does this
demonstrate?
Answer:
What is Geert Hofstede’s six cultural dimensions concept? What is the value of his
cultural dimensions concept to global marketers?
Answer:
The text states, “Viewing customers with a lifetime value perspective, rather than on a
transaction-by-transaction basis, is key to modern customer retention programs.” Create
an example demonstrating a lifetime value perspective. Why is customer retention
almost always a profitable marketing strategy?
Answer:
The CEO of your firm, a distributor for a domestic beer manufacturer, has asked you to
take on a special project. She has been hearing about a growing trend toward corporate
social responsibility, but wonders if this is a reasonable investment for the firm. Outline
the costs and benefits in general terms and draw your own conclusion for her
consideration.
Answer:
What is relationship selling?
Answer:
A team of people are brought together to purchase new pews for a church. Father
Andrew has been trying for years to get the church to buy new pews, so he is thrilled.
Mrs. Swanson, Father Andrew’s longtime secretary, feels very strongly that the pews
need to be made of maple to match the old pews, and they need to have cushions for the
older people. Everyone is a little afraid of Mrs. Swanson because she manages Father
Andrew closely and no one gets to him without her OK. Mr. Jones called the meeting
and is the chair of the committee, so he will ultimately choose which pews they will
purchase. Mrs. Leverett is the treasurer for the church and does all of the ordering.
Using the six categories of roles within the buying center, state which person is
fulfilling each role.
Answer: