Explain how marketing affects consumers’ everyday life. How will the study of
marketing enable you to be a better consumer?
Answer:
Name and describe the three requirements for effective strategic planning.
Answer:
Describe the pyramid of corporate social responsibility, and include a description of its
components.
Answer:
List the four stages of the product life cycle and discuss the typical characteristics of
each stage.
Answer:
Both air transportation costs and traceability are high when compared with any other
transportation mode.
a. True
b. False
Answer:
_____is used by public relations specialists to handle the effects of unfavorable
publicity.
a. Media planning
b. Crisis management
c. Message power
d. Damage control
e. Communication narrowcasting
Answer:
In relationship selling, salespeople focus more time on generating leads than on
qualifying leads.
a. True
b. False
Answer:
Tara is a salesperson with several satisfied customers. She asks her customers to
recommend her to their business associates. Tara is using cold calling to generate leads.
a. True
b. False
Answer:
Traditionally, marketing-oriented multinational corporations have operated somewhat
differently in each country, with segmentation strategies providing different marketing
mixes. Today, there has been a trend toward global marketing standardization. What is
global marketing standardization? Can companies truly follow the basic premise of the
global marketing standardization concept?
Answer:
The public transportation system in the San Francisco area conducted a survey that
revealed respondents could be assigned to one of four categories: (1) people who never
utilized mass transit, (2) people who utilized mass transit in the past but not now, (3)
people who utilized mass transit occasionally, and (4) people who utilized mass transit
regularly. These groups have significantly different perceptions about transportation
alternatives. This is an example of ______segmentation.
a. demographic
b. benefit
c. aggregate
d. economic
e. usage-rate
Answer:
____ consists of all marketing activities that stimulate consumer purchasing such as
coupons, contests, free samples, and trade shows.
a. Sales promotion
b. Publicity
c. Personal selling
d. Advertising
e. Sponsorship
Answer:
The seven steps of the selling process closely follow the:
a. AIDA concept.
b. hierarchy of needs.
c. traditional communications model.
d. process of forecasting and satisfying industry demand.
e. JIT process.
Answer:
Exxon Mobil has launched a series of ads promoting its commitment to alternative
energy sources during a time when the company is recording record profits while
consumers struggle with high gas prices and environmentalists are concerned that
burning fossil fuels is contributing to the acceleration of global warming. This is an
example of ______advertising.
a. global
b. homogeneous
c. pioneering
d. advocacy
e. image
Answer:
Chattanooga Bottling Company is licensed to bottle Coke products. The Chattanooga
Bottling Company is an example of a:
a. product and trade name franchisee.
b. redistributor franchisor.
c. business format franchisee.
d. licensed franchisor.
e. relationship franchisee.
Answer:
The group of people in the United States who were born between 1946 and 1964 are
known as:
a. Gen Xers.
b. gray markets.
c. synergistic cohorts.
d. the baby bust generation.
e. baby boomers.
Answer:
Globalization deserves credit for helping lift many nations out of poverty and for
improving standards of living of low-wage families.
a. True
b. False
Answer:
Which type of social media user posts comments, ratings, and reviews of products and
services on blogs and forums?
a. Critic
b. Conversationalist
c. Boaster
d. Collector
e. Assigner
Answer:
EtruscanRailingCompany
Etruscan Railing Company makes railing that is used in sports arenas, nursing home
corridors, queue houses at amusement parks, and many other places that are not as
obvious. Its railing is molded into bicycle racks. You may also see city governments
using the railing to make walkways over ravines and creek banks safer for pedestrian
traffic. Hospitals also use the railing in their physical therapy departments, to keep the
lines straight in the hospital cafeteria, and to prevent patients from falling out of
hospital beds.
Refer to Etruscan Railing Company. When Etruscan sells railing to contractors to use in
building loading docks in accordance with federal government regulations, it is selling
to:
a. government.
b. institutions.
c. resellers.
d. producers.
e. consumers.
Answer:
All of the following are criteria used to choose a mode of transportation EXCEPT:
a. diversity
b. cost
c. transit time
d. reliability
e. traceability
Answer:
StarbucksLoyaltyRewards
The first Starbucks opened in 1970 in Seattle, Washington. The demand for its coffee
grew, and Starbucks added more than 6,000 stores located in over 30 countries. In its
more than 30-year history, Starbucks has never given out coupons for its coffee.
Starbucks needed only to make its coffee and customers came. Recently, consumer
quality perception of the Starbucks brand has started to fall. Starbucks started a
consumer response blog to learn more about what consumers expect from Starbucks.
One of the most common requests was for a customer rewards program. In response,
Starbucks started My Starbucks Rewards, which offers free refills on brewed coffee,
free beverage with whole bean purchase, beverage customization, and free Wi-Fi.
Starbucks also put coupons in a national newspaper for those consumers who love
coupons and created a new brew of coffee for those who prefer a milder coffee taste.
Starbucks is hoping that these improvements will restore customers’ loyalty and
confidence.
Refer to Starbucks. The creation of a consumer response blog is an example of .
a. how to increase sales
b. technology at its best
c. relationship marketing
d. good training
e. product improvements
Answer:
CollegeEntertainers
Most colleges and universities have a campus activity board that brings entertainers and
special events to campuses. To locate and hire these entertainers, many campuses send
their student activity board members to one of the seven regional conventions or the
National Association of Campus Activities (NACA) convention. More than 100
entertainers, talent agencies, and companies that provide promotional services exhibit
their products at these conventions in an area similar to a trade show. (Conference
attendees call this the Marketplace.) Approximately 20 entertainers are selected to
present a short program (called a showcase) in which they demonstrate what they would
do if hired to perform on campus. Many other entertainers have videos and CDs, which
they hand out to student attendees. Only one or two members of any student group can
actually set up a contractual agreement with an entertainer or his or her agency. Other
student attendees provide input as to which entertainers best match the demographics of
their institutions.
Refer to College Entertainers. The student members might agree to pay lodging and
travel expenses in return for the entertainer reducing his or her fees by $100. This is an
example of:
a. engaging in cross promotion.
b. negotiation.
c. countertrade.
d. a cross-sell.
e. creating a value chain.
Answer:
Influencing legislators and government officials is an example of a public relations
activity.
a. True
b. False
Answer:
A manufacturer of automobile component parts that has turned over all transportation
functions to an independent third party in its supply chain has engaged in:
a. creating a dependent materials-handling system.
b. outsourcing.
c. removing entry barriers.
d. task deployment.
e. channel rotation.
Answer:
AdvancedBionics
Advanced Bionics is a global leader in the development of implantable, high-tech
neurostimulation devices used to treat deafness and chronic pain. Just two-and-a- half
years after introducing its new stimulators, the firm is doing $200 million in domestic
sales. How has Advanced Bionics been so successful? Its success can be attributed to its
outstanding products and to three aspects of its sales approach. First, Advanced Bionics
hired the right talent for its sales force. Companies tend to use experienced sales
repsoften hired away from competing companiesto sell new medical devices. This can
be very expensive since experienced reps generally expect as much as $200,000 in
annual income. So when Advanced Bionics brought its medical device to market, it
hired people with no experience selling medical devices and turned them into sales
reps. Hiring inexperienced salespeople created some problems, however, and the
company experienced high turnover rates during its first two years in operation.
Second, Advanced Bionics provided salespeople with a rigorous training program.
Third, Advanced Bionics allowed salespeople to plan their own activities while
managers monitored their progress and pushed them to improve. In short, the company
has been able to succeed by selecting good people, training them well, and managing
them carefully.
Refer to Advanced Bionics. Medical Education Training Associates (META) handles
the training of new Advanced Bionics sales reps. One of META’s advanced courses
focuses on building networks among the company’s various stakeholders. Networking is
often discussed as an approach for developing:
a. new product ideas.
b. potential new clients.
c. strategic resources.
d. sales force morale.
e. cost reduction strategies.
Answer:
A driving force that causes a person to take action to satisfy specific needs is called
a(n):
a. instigator
b. motive
c. enforcer
d. stimulus
e. belief
Answer:
A few years ago, tea was a product with relatively little growth and was considered to
be a product for the old and the middle-aged. Then tea manufacturers started promoting
the health benefits of tea. Since the introduction of the research on how tea provides the
body with useful antioxidants, tea consumption has increased by more than 25 percent,
and it appears its market share will continue to grow, especially among young women
in their twenties. This is an illustration of how promotion can:
a. change the importance of beliefs about product attributes.
b. change beliefs about product attributes.
c. add new beliefs about product attributes.
d. reinforce current beliefs about product attributes.
e. discover consumer needs about product attributes.
Answer:
Target return on investment is the most common profit objective used by firms.
a. True
b. False
Answer:
A retailing establishment that sells a wide variety of shopping and specialty goods
under one roof would be classified as a department store.
a. True
b. False
Answer:
Jacques Torres Chocolate is a factory and retail store in Brooklyn. Its owner is willing
to try to produce new products when his customers suggest them”‘such as
chilipepperlaced chocolate candy. His only condition is that when he adds new
products, his customers have the final say on whether the product is of any value.
According to Torres, “If something doesn”t move, that’s the last time you see it.” By
focusing on customer” wants, the chocolate company exhibits a(n) ____ orientation.
a. exchange
b. product
c. production
d. sales
e. market
Answer:
Public information about a company, good, or service appearing in the mass media as a
news item is called:
a. personal selling.
b. advertising.
c. mass communications.
d. publicity.
e. sales promotion.
Answer:
With hospitals nationwide facing budget cuts and slimmer profit margins, Dekalb
County’s Medical Center decided to cash in on one of the most consistently profitable
services””delivering babies. It initiated a threeyear project to build a $55 million
stateoftheart women’s center with 18 labor and delivery suites. When the hospital
decided to commit its resources to obstetrics, it was engaging in:
a. benchmarking
b. alternative problem solving
c. strategic planning
d. portfolio evaluation
e. tactical control
Answer:
Kleenex is a well-known brand name of facial tissue. People often refer to Kleenex as if
it were the product name. The company that makes Kleenex may someday find its
brand name becoming a(n):
a. equity brand
b. certified name
c. trademark
d. faux brand
e. generic product name
Answer:
A ____ is a written document or professional presentation. A ____is a formal meeting.
a. sales proposal; sales performance
b. sales performance; sales production
c. sales presentation; sales performance
d. sales proposal; sales presentation
e. sales production; sales proposal
Answer:
All of the following elements must be present for a pricing practice to be considered
discriminatory under the Robinson-Patman Act EXCEPT:
a. The seller must charge different prices to different customers for the same product.
b. The seller must make two or more actual sales within a reasonably short time.
c. The transaction must occur in interstate commerce.
d. The products sold must not be commodities.
e. There must be significant competitive injury.
Answer:
Companies increasingly are using the Internet in their public relations strategies.
a. True
b. False
Answer:
TheRitzyCanine
The Ritzy Canine Carriage House looks like several other Manhattan boutique hotels.
The lobby features a crystal chandelier, brocade-patterned wallpaper, gold-framed
mirrors, and antique chairs. Room service and salon service are available as well as
exercise facilities. There is also a masseuse on staff. The Ritzy Canine is a high-end
doggy “hotel” and ‘spa” where dogs are the only guests, and they are lavishly cared for.
The $175anight Windsor Suite even has a DVD player. Without such extras, a one-day
visit will cost $40 to $50, depending on the size of the dog.
Refer to The Ritzy Canine. While it is difficult for dog owners to evaluate the service
their pooch will receive, they are impressed with the upscale design and amenities
offered. To cope with the problems of service _____ , the facilities at The Ritzy Canine
are upscale in design to give the impression of excellent treatment.
a. perishability
b. homogeneity
c. intangibility
d. inseparability
e. heterogeneity
Answer:
All of the following are examples of sustainable supply chain management EXCEPT:
a. revising routes taken by delivery drivers to minimize fuel consumption
b. buying goods from a supplier located in a developing country in Africa
c. limiting excess packaging materials from shipments
d. shipping raw materials to point of use rather than point of manufacture
e. instructing drivers to limit the amount of time trucks sit idling
Answer:
_____is any form of impersonal, sponsor-paid, one-way mass communication.
a. Publicity
b. Advertising
c. Promotion
d. Public relations
e. Direct marketing
Answer:
Publicity:
a. will never damage a company because it performs the information task of promotion.
b. is free communication.
c. is not persuasive with customers.
d. has to be purchased from the mass media.
e. has many internal costs to the company associated with it.
Answer:
Procter & Gamble makes Gain laundry detergent for people who like a strong scent and
Dreft for those who want a gentle detergent for their baby’s clothes. It is using a(n) ____
strategy.
a. individual branding
b. family branding
c. combination branding
d. trademarked branding
e. private branding
Answer:
A biological metaphor that traces the stages of a product’s acceptance, from its
introduction (birth) to its decline
(death) is called the:
a. product diffusion process
b. product phase
c. product adoption stages
d. product evolution cycle
e. product life cycle
Answer:
DogSpa
Kelly Tumlin wants to open a dog grooming salon that will offer healthy, natural pet
care and holistic pet products. All of the products sold at the salon will be of the highest
quality and made of all-natural ingredients. Tumlin wants to pamper pets just like a spa
pampers its owners. To determine the feasibility of the grooming salon, Tumlin hired a
marketing researcher who studied all the market information available and determined
that single, white-collar workers between the ages of 30 and 60 were the most likely
people to use the services proposed by Tumlin. The researcher also determined that the
West side of the city offers the best location for the enterprise even though zoning
regulations are much stricter in that area.
Refer to Dog Spa. The fact that people would actually treat their dogs to a luxurious spa
treatment reflects a change in _____ factors within the external environment.
a. demographic
b. social
c. technological
d. geographic
e. political
Answer:
___ is a type of shopping available to consumers with access to the Internet.
a. Shop-at-home networks
b. Online retailing
c. Franchising
d. Electronic wholesaling
e. Mobile vending
Answer:
You have decided to work all summer to save money for the ultimate $2,000 HD
television with surround sound. Trace the steps of your decision process for purchasing
your new television.
Answer:
Who are the baby boomers and why are they important to marketers?
Answer:
The Heritage Bank is unaware of all the many tools available that will let marketers
examine a firm’s processes and identify potential areas for improvement. This firm
wants to examine all of its goals, strategies, and structure to ensure it’s on the right track
and doing things well. Heritage has hired you as an outside consultant to recommend a
plan of action. What do you suggest and why?
Answer:
You are the promotions manager for a small, financially strapped company. Describe
how a lack of funds affects the use of each of the promotional tools. Describe the
trade-offs that occur between funds available and other aspects of promotion.
Answer:
Explain how marketing is both a philosophy and a set of activities.
Answer:
You are the promotions manager for Pyrolave, a company that turns lava rock into
counter tile. The company’s counter tile is easy to clean and resistant to scratches but is
more expensive than other materials used for countertops. You need to decide whether
to implement a push or a pull promotional strategy. Define and describe both the push
and the pull strategy, and describe what promotions might be used in each strategy.
Answer:
What are the four criteria that are necessary to define a market?
Answer:
Compare and contrast probability samples and nonprobability samples. List the types of
samples for each.
Answer:
What purposes does branding serve?
Answer:
Assume that you have been invited to join a social club whose members typically wear
leather bombardier jackets.
You have never bought or worn a leather jacket before. List and briefly describe four
factors that could influence your level of involvement in the purchase of the leather
jacket. How involved will you be in this purchase and why?
Answer:
List and describe the three levels of ethical development.
Answer:
Compare and contrast beliefs and attitudes.
Answer:
List the three advantages of defining the company’s business in terms of the benefits
customers seek instead of in
terms of goods and services.
Answer:
Compare and contrast the sales and market orientations using the following five
characteristics as guidelines: (1)
the organization’s focus, (2) in the firm’s business, (3) people to whom the product is
directed, (4) the organization’s
primary goal, and (5) tools used to achieve that goal.
Answer:
You are the U.S. brand manager of the Fluffit family of products. The products include
a wide variety of synthetic and natural stuffing materials for furniture cushions,
sleeping bags, quilts, and winter coats. The brand is a favorite among home repair
enthusiasts and hobbyists of various kinds. Your firm would like to enter several foreign
markets. Name and describe the three major alternative brand name choices for this
global strategy. Discuss the viability of each alternative for Fluffit.
Answer:
What is the family life cycle (FLC)? Briefly describe the lifestyle and purchasing needs
of consumers in the following FLC stages: (1) young single, (2) young married without
children, (3) young married with children, (4) middle-aged married without children,
and (5) older unmarried.
Answer:
Assume that you are a global marketing consultant for a U.S. manufacturer of light
fixtures and have been asked to name the available options or methods of entry into the
global marketplace. Name five methods of entry in the order of high risk/high return to
low risk/low return for the lighting company.
Answer:
What is a buying center? What are some implications of buying centers for the
marketing manager?
Answer: