Marketers are more likely to find higher concentrations of foreign-born Americans and
recent immigrants in
A. rural areas.
B. smaller states.
C. New York, Los Angeles, and Chicago.
D. coastal resort areas.
E. Great Lakes agricultural areas.
Answer:
Because advertising is the most visible form of marketing,
A. many people think of marketing and advertising as synonymous.
B. it is the most important part of a marketing mix.
C. everyone prefers to be in advertising.
D. marketing budgets always emphasize advertising over other forms of
communication.
E. it is the largest source of employment opportunities for marketing graduates.
Answer:
Charles wants to survey recent customers about the quality of service they received at
his small auto service dealership. He has customers’ mailing and e-mail addresses.
Charles will likely use an online survey primarily because it offers
A. relatively low response rates.
B. the ability to share video with respondents.
C. the ability to ask sensitive questions with anonymity.
D. fast responses at a lower cost.
E. the opportunity to survey both existing and potential customers.
Answer:
Suppose your university made a sizable investment in its career servicesadditional
counselors, increased efforts to bring in recruiters, and other services aimed at helping
students find jobs. This investment would enhance the university’s _____________ in
an attempt to create value for students and recent graduates.
A. segmentation strategy
B. place strategy
C. locational excellence strategy
D. diversification strategy
E. product value
Answer:
Gerald’s Tire Service provides each employee with a clean, sharp-looking uniform. It
also instructs employees to put all tools back where they belong and keep the work area
clean and uncluttered. Gerald’s Tire Service emphasizes __________ in the five service
quality dimensions.
A. assurance
B. reliability
C. tangibles
D. responsiveness
E. empathy
Answer:
The most common measure of market potential of an economy is a country’s
A. GNI.
B. GDP.
C. PPP.
D. CPI.
E. APR.
Answer:
__________ involves taking apart a product, analyzing it, and creating an improved
product that does not infringe on the competitor’s patents.
A. Reverse innovation
B. Reverse engineering
C. Selective dissection
D. Redistribution
E. Creative destruction
Answer:
Markham Publishing is known for its consultative buying center culture. Recognizing
this corporate culture, someone attempting to sell to Markham Publishing should
A. treat all members of the buying center as equally important.
B. address the concerns of all members of the buying center with particular attention to
the decision maker.
C. focus on providing information to and making the sales approach to the one decision
maker.
D. attempt to facilitate the collective agreement of all members of the buying center.
E. focus attention on the gatekeeper in the buying center’s team.
Answer:
Which of the following research methods would be best in helping a marketer
understand how people feel about a product or service on an individual, detailed level?
A. focus groups
B. surveys
C. social media monitoring
D. primary data mining
E. in-depth interviews
Answer:
Social networking sites that compete directly with Facebook have a difficult time
surviving; however, LinkedIn has survived by focusing on the needs of business
professionals, who seek to network with colleagues, share their expertise, post online
rsums, and look for new jobs. Which segmentation method is LinkedIn using?
A. loyalty segmentation
B. benefit segmentation
C. psychographic segmentation
D. geodemographic segmentation
E. demographic segmentation
Answer:
Tom asks you how to measure gross rating points and how to compare results from
various media. How would you respond?
Answer:
Many companies use the Internet to allow consumers to design customized products;
for example, Nike allows customers to order shoes with custom color combinations.
This is a form of
A. micromarketing.
B. concentrated targeting.
C. psychographic segmentation.
D. differentiated targeting.
E. undifferentiated targeting.
Answer:
Julia is driving down Interstate 95 on her way from New England to Florida and sees a
billboard saying “South of the Border Restaurant and Motel is just 100 miles away.”
Julia has never heard of South of the Border before. After seeing the sign, she will most
likely need additional exposure to the product before deciding whether to stop at South
of the Border. This is an example of
A. rejection of advertising.
B. subliminal advertising.
C. product underwhelm.
D. IMC strategy.
E. the lagged effect.
Answer:
Empowerment becomes more important when the service is
A. institutionalized.
B. repetitive.
C. individualized.
D. routine.
E. standardized.
Answer:
NCD Company wants to expand into the Mexican market. It has the financial resources,
wants to control business operations, and had considerable success marketing to
Hispanics in the United States. NCD will likely use __________ to expand into the
Mexican market.
A. franchising
B. exporting
C. a joint venture
D. direct investment
E. a strategic alliance
Answer:
The manager of a company selling baby products asks you to conduct research into the
following question: Is life expectancy getting longer in Kuwait? The problem with this
research objective is that
A. it is irrelevant to the baby products company.
B. it is already known and available from the U.S. Census Bureau.
C. it will lead to a set of unstructured questions.
D. it is a research question that probably cannot be answered with any level of accuracy.
E. it is a question related to another culture.
Answer:
__________ research is a type of quantitative research that manipulates variables to
help determine cause and effect.
A. Descriptive
B. Syndicated
C. Manipulative
D. Focus group
E. Experimental
Answer:
Jenna has a large family and likes to stock up on large packs of basics like toilet paper,
paper towels, and large bottles of condiments like ketchup. Jenna would most likely
prefer to shop for these items at a(n)
A. convenience store.
B. off-price retailer.
C. specialty store.
D. warehouse club.
E. category killer.
Answer:
The Clayton Act and the Robinson-Patman Act forbid certain types of
A. price discrimination.
B. bait-and-switch pricing.
C. predatory pricing.
D. everyday low pricing strategies.
E. loss leader pricing.
Answer:
A __________ is an advertisement that focuses on public welfare issues.
A. product-focused advertisement
B. consumer-generated advertisement
C. public service announcement
D. reminder advertisement
E. push strategy
Answer:
Charges that firms are using ‘sweatshop” labor to produce their products are likely to
occur during the __________ phase of the strategic marketing planning process.
A. planning
B. implementation
C. control
D. evolution
E. marketing mix
Answer:
Talbots, an upscale women’s clothing store, targets college-educated women between 35
and 55 years old with average household income of $75,000 or more. This is a form of
__________ segmentation.
A. benefit
B. geodemographic
C. psychographic
D. demographic
E. geographic
Answer:
Franco, a former retailer, has been living in the United States for five years and wants to
start a business. He does not have an existing firm or a product, and he doesn’t have a
lot of capital, but since he loves McDonald’s food, he decides to
A. open a McDonald’s franchise.
B. directly invest in McDonald’s.
C. export McDonald’s products to other countries.
D. form a strategic alliance with McDonald’s.
E. form a joint venture with McDonald’s.
Answer:
Monica works as a salesperson in a retail clothing store. Of the five stages in the selling
process, Monica is least likely to engage in
A. generating and qualifying leads.
B. making the preapproach.
C. closing the sale.
D. following up.
E. making a sales presentation.
Answer:
Firms can close the __________ gap by matching customer expectations with actual
service through use of marketing metrics.
A. seniority
B. knowledge
C. standards
D. delivery
E. communication
Answer:
A small office supply company may have a person whose primary responsibility is to
process routine orders, reorders, or rebuys of products for clients. This employee is
known as a(n)
A. order taker.
B. order getter.
C. sales support rep.
D. sales team.
E. sales manager.
Answer:
When considering the use of a radio commercial in England that was designed for U.S.
markets, a marketer would likely need to consider which of the following aspects of
culture that might be different between the two countries?
A. dress
B. symbols
C. demographics
D. language
E. social trends
Answer:
During the RFP stage, B2B buyers
A. recognize obstacles that the firm must work around.
B. revise their need recognition analysis.
C. invite suppliers to bid on supplying what is requested.
D. proceed to vendor analysis.
E. negotiate contract terms.
Answer:
The attitudes that Ryan’s customers develop after they have purchased his yearly lawn
care service will become the basis for determining whether they renew each year. He
needs to convey _______, delivering the right services the right way.
A. reliability
B. responsiveness
C. assurance
D. empathy
E. tangibles
Answer:
Yolanda asked her firm’s advertising agency to estimate how often consumers saw her
firm’s IMC message and what percentage of the target audience was exposed to the
message. Yolanda is asking for __________ data.
A. parity and affordability
B. sales and promotion
C. attitude change
D. rule-of-thumb
E. frequency and reach
Answer:
Harold is a loyal Coca-Cola customer. Loyal customers like Harold require lower
marketing expenditures, benefiting businesses like Coca-Cola.
Answer:
Why is the IKEA store in France not open on Sundays? Why is this important to a
marketer?
Answer:
What are some of the outcomes that result from a communications gap?
Answer:
Why is the failure rate for new products so high?
Answer:
Southwest Airlines is known for being the low-cost provider in the U.S. airline industry.
What type of macro strategy has Southwest pursued?
Answer:
Which generational cohort members are characterized as being “Digital Natives,”
having had access to the Internet their entire lives?
Answer:
Many U.S. companies now use social media tools for marketing purposes. Demonstrate
your knowledge of social media by describing a small company and the ways you
would use social media to produce, promote, place, and price your goods or services.
Answer:
Compare an independent supply chain with a vertical marketing system.
Answer:
In theory, why is micromarketing the ultimate in STP strategy? What is the weakness
associated with micromarketing?
Answer:
When catalog companies send sale catalogs to their current customers, which type of
growth strategy are they pursuing?
Answer:
Laura is about to launch a new product: herself! She is running for a local political
office. First-time candidates quickly learn the importance of marketing. She has
consulted with various experts, tested her campaign themes and messages with focus
groups, and now is ready to do a full-scale product launch. Why is her product launch
the most critical step? What will she need to do?
Answer:
When writing news stories, journalists are taught to answer the questions of who, what,
when, where, and why. How is the job of retailers similar to that of journalists?
Answer:
Many car manufacturers have developed prototypes of alternative energy vehicles like
hydrogen-fueled cars. When developing their marketing strategies, how can these firms
use the diffusion of innovation curve in the early stages of product development?
Answer:
Explain the difference between an indirect and a direct marketing channel.
Answer:
Why is it dangerous for marketers to set unrealistically high consumer expectations?
Answer:
Chesnee is analyzing census data, looking for demographic segments that she can target
for her new insurance products. For Chesnee, what are the advantages of using census
data?
Answer:
Explain the ethical and legal issues that may arise between a salesperson and the
customer.
Answer:
A local manufacturer has developed a scented USB drive targeted strictly at male
consumers. The scents include options such as pine, bacon, and beer. Using the 4E
framework, briefly describe the target client, and outline a complete social media
program for this new product.
Answer:
Imagine you are stopping at the grocery store on your way home from class to buy food
for lunches for the rest of the week. Make a shopping list, and designate which items
are manufacturer’s brands and which are private-label brands.
Answer:
Suppose that a restaurant near campus wants to use social media to get more students to
visit the restaurant. The manager plans to offer a free dessert to anyone who “likes” the
restaurant’s Facebook page. Describe some data the restaurant should collect to measure
the effectiveness of the campaign.
Answer:
“Income distribution in the United States has grown more polarized.” What does this
mean in general, and what does it mean especially to marketers in the United States?
Answer: