BUSMKT 83785

subject Type Homework Help
subject Pages 17
subject Words 3213
subject Authors Roger Kerin, Steven Hartley

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McDonald's Sales Promotion Image
As shown in the McDonald's Sales Promotion Image above, McDonald's partners with
Hasbro each year to offer a Monopoly sales promotion. Customers who purchase
selected menu items receive two tokens that correspond to the properties on the popular
game board. If a set of tokens matches the color-coded properties, customers will win
cash prizes of up to $1 million. Customers may also win "Instant" prizes redeemable for
specific food or drink items. What is this popular sales promotion called?
A. a lottery
B. a contest
C. a premium
D. a sweepstakes
E. a deal
Answer:
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A student wants to buy a smartphone so she can share pictures with her friends. An
insurance claims adjuster wants to buy a smartphone to document accidents (take
pictures, write a report, etc.). If they both purchase the same model smartphone, such as
an Apple iPhone, which statement is most accurate?
A. The adjuster is a prospective customer because the smartphone will be used for
work; the student is only a secondary user since the purpose of the smartphone is just
for entertainment.
B. Both the adjuster and the student are potential customers because in their own way,
they both benefit from the smartphone.
C. Neither the adjuster nor the student is a prospective customer since the company will
pay for the adjuster's smartphone and the student's parents will pay for hers.
D. The student is the prospective customer since there are more students buying
smartphones for personal use than there are insurance adjusters buying smartphones for
business use.
E. Only a person who has bought a smartphone previously is a prospective customer
because only previous owners of smartphones benefit from buying new ones.
Answer:
Liberty Medical Supply is a home delivery service that sells diabetes testing supplies,
prescription drugs, and other supplies directly to consumers to assist them in the
management of their health-related conditions. Since Liberty Medical does not make
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any changes to the supplies that it obtains from manufacturers, it would most likely be
classified as a(n) __________.
A. industrial service provider
B. health care manufacturer
C. industrial firm
D. reseller
E. government agency
Answer:
The swoosh that appears on every Nike product is an example of a __________.
A. copyright
B. trade name
C. trademark
D. brand name
E. label
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Answer:
When the John Deere Company employs engineers who work full-time with the
company's suppliers to improve their efficiency and quality and reduce their costs, it is
practicing
A. buyer development.
B. make-buy decisions.
C. supply partnerships.
D. supplier development.
E. directive purchasing.
Answer:
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The __________ is a selling format that emphasizes probing and listening by the
salesperson to identify needs and interests of prospective buyers.
A. formula selling presentation
B. stimulus-response presentation
C. marketing concept presentation
D. relationship selling presentation
E. need-satisfaction presentation
Answer:
In marketing, an idea is
A. a thought that leads to a product or action.
B. an inspiration that evolved from market research.
C. an observation about a series of events.
D. a concept explaining the behavior of an individual or group.
E. an observation about an individual or group and how they use a service or product.
Answer:
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Boston Pizza wants to determine how effective their retail space is compared to other
pizza establishments in the local area. The calculation for this indicator is arrived at by
determining the __________ for its store and comparing it against the same indicator
for all of the other local pizza outlets.
A. gross margin
B. same-store sales growth
C. sales per square foot
D. net profit
E. net present value
Answer:
A wiki is a
A. web page that serves as a publicly accessible personal journal and online forum for
an individual or organization.
B. business-oriented website that lets users create profiles for professional networking.
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C. unique type of Internet browser where search results are personalized for each user.
D. website where users create a personal profile, add friends, and exchange messages
and photos with them.
E. website whose content is created and edited by the ongoing collaboration of end
users.
Answer:
Forever Quilting is a small company that makes quilting kits priced at $120 each. There
is no quantity discount. The costs of the materials that go into each kit total $45. It costs
$5 in labor to assemble a kit. The company has monthly expenses of $1,000 for rent and
insurance, $200 for heat and electricity, $500 for advertising, and $4,500 for the
monthly salary of its owner. Last month the company sold 150 kits. Forever Quilting's
total revenue for the month was
A. $4,300.
B. $6,200.
C. $7,500.
D. $10,500.
E. $18,000.
Answer:
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The estimated cost of economic espionage to firms in the United States is estimated to
be
A. $10 billion per year.
B. $250 billion per year.
C. $750 billion per year.
D. $900 billion per year.
E. exceeding $1 trillion per year.
Answer:
Services can be classified according to whether they are __________, for-profit or
nonprofit organizations, or government agencies.
A. national or global
B. use independent contractors
C. privately owned or publicly owned
D. delivered by people or equipment
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E. owned by individuals or corporations
Answer:
An Acura automobile ad is headlined by a quote from Henry David Thoreau, "Go in the
Direction of Your Dreams." This ad is most likely to appeal to consumer's __________
needs in the Maslow hierarchy of needs.
A. physiological
B. personal
C. psychological
D. social
E. self-actualization
Answer:
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Some specialty-toy retailers pursue a __________ pricing objective to generate cash to
ward off bankruptcy.
A. market share
B. survival
C. sales revenue
D. single product line
E. profit
Answer:
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Figure 4-5
Considering Figure 4-5 above, a college education would be found in what level of the
Maslow hierarchy of needs?
A. physiological
B. self-actualization
C. personal
D. safety
E. social
Answer:
Which of the following statements about Groupon is most accurate?
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A. In the alternative evaluation stage of the consumer purchase decision process, many
Groupon customers focus on place or distribution as the most important evaluative
criterion.
B. A Groupon "deal of the day" e-mail may trigger a need in a consumer's problem
recognition stage of the purchase decision process to do (buy) something they may not
ordinarily do.
C. The typical Groupon user is a 35- to 45-year old male with an average income of
about $25,000 who is looking for a great deal.
D. The Groupon purchase decision is made online and then confirmed by a telephone
call when enough consumers agree to the offer and the "deal tips."
E. Generally, Groupon consumers rarely follow the purchase decision process like they
do for other consumer offerings because they do not have time for an information
search.
Answer:
Which of the following statements regarding the maturity stage of the product life cycle
is most accurate?
A. Technological forces often push a product from the introduction stage to the maturity
stage.
B. During the maturity stage, companies add more distribution outlets to maximize
target market coverage.
C. Sales increase at a decreasing rate as fewer new buyers enter the market.
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D. Industry profits peak because production and distribution costs are declining.
E. Total industry profits exceed total industry sales.
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. Question marks are located in which quadrant of the BCG
growth-share matrix?
A. upper left quadrant
B. upper right quadrant
C. center of the four quadrants
D. lower right quadrant
E. lower left quadrant
Answer:
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Valpak is a firm that sends consumers a package of __________ to stimulate selective
demand (encourage the trial) of various products by offering them a discounted price.
A. deals
B. rebates
C. samples
D. premiums
E. coupons
Answer:
From an interactive marketing perspective, __________ is defined as the sum total of
the interactions a customer has with a company's website from the initial look at a home
page through the entire purchase decision process.
A. digitalization
B. online marketing
C. website design
D. interactive marketing
E. customer experience
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Answer:
Godiva Chocolatier invites consumers to stop by one of its stores for an unforgettable
experience, including delectable chocolates, decorative gift collections, and unrivaled
customer care. What type of retail service is Godiva offering?
A. full-service
B. exclusive-service
C. limited-service
D. self-service
E. specialty-service
Answer:
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Figure 17-4
Consider Figure 17-4 above, which is an account management policy grid that groups
customers according to the level of opportunity and the firm's competitive sales
position. Box A represents which account management policy?
A. accounts that the firm should consider replacing personal calls with telephone sales
or direct mail to service accounts
B. accounts that should emphasize a heavy sales organization position or shift resources
to other accounts if a stronger sales organization position is impossible
C. accounts that offer a good opportunity because they have high potential and the sales
organization has a strong position
D. accounts that should receive a high level of sales calls and service to retain and
possibly build accounts
E. accounts that should receive moderate level of sales and service to maintain current
position of sales organization
Answer:
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Figure 10-6
Companies can employ several different branding strategies. In Figure 10-6 above, B
represents a __________ strategy.
A. retailer branding
B. multiproduct branding
C. multibranding
D. private branding
E. mixed branding
Answer:
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In U.S. business history, the marketing concept became a motivating force during
__________.
A. the early years of the Civil War
B. the 1920s
C. the 1950s
D. the mid-1980s
E. the first few years of the 21st century
Answer:
The emphasis of a marketing strategy for a dynamically continuous innovation would
include
A. advertising to generate awareness.
B. obtaining widespread distribution.
C. advertising to explain points of difference and benefits.
D. setting a low price.
E. using personal selling.
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Answer:
The EU has benefited its member nations because firms do not need to market their
products and services on a nation-by-nation basis; most tariffs that affect pricing
practices have been removed, and
A. there is a legally binding code of economic conduct.
B. there is immunity against world recessions.
C. there are fewer regulatory restrictions on transportation, advertising, and promotion.
D. there is a common language advantage among EU consumers.
E. most companies within the EU are engaging in strategic global partnerships.
Answer:
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In what way is Dell's expansion into the global arena a departure from its prior
marketing practices?
A. All Dell products were manufactured in the countries within which they were sold.
B. Dell sold its products to emerging markets using the telephone and Internet sales
strategy that was so successful in the United States.
C. Dell opened shop-within-a-shop counters in selected retailers in India so shoppers
could experience the products.
D. Dell sold only laptops in China whereas it sold both desktops and laptops in India
due to trade restrictions in China.
E. Dell designed and distributed the same products globally to take advantage of
economies of scale.
Answer:
One method of classification for retailers describes whether an organization is self-,
limited-, or full-__________.
A. involvement
B. assortment
C. management
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D. service
E. ownership
Answer:
Off-price retailing refers to the
A. differences between the final selling price and the retailer's cost.
B. sale of brand name merchandise at lower than regular prices.
C. sales of merchandise at maintained markups.
D. amount added by the manufacturer to achieve the desired suggested retail price.
E. reduction in retail price usually expressed as the gross margin.
Answer:
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Usage of specialty catalogs, like those from firms like IKEA, Crate and Barrel, and L.L.
Bean have been affected by all of the following factors EXCEPT:
A. influence of larger retailers as their marketing activities have increased the number
and variety of products consumers purchase through direct mail and catalogs.
B. higher paper costs, an increase in postage rates, and the possibility of the U.S. Postal
Service reducing delivery to five days a week.
C. the growing interest in do-not-mail legislation.
D. the concern for "green" mailings and catalogs.
E. the growing influence of television home catalog shopping where consumers view
the products they are interested in and then order those they want over the telephone.
Answer:
Where a social network following comes from - with fans coming from a friend being
more valuable than those coming from an ad - is referred to as a
A. friendster.
B. friend visitor.
C. fan source.
D. fan base.
E. friend source.
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Answer:
Two unique capabilities of Internet technology, __________ and __________, promote
and sustain customer relationships.
A. choice; control
B. cost; convenience
C. interactivity; individuality
D. communication; information
E. choiceboards; collaborative filtering
Answer:

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