While watching TV one evening, your stomach growls. You see an ad for Jimmy John’s.
You walk to Jimmy John’s and buy a sandwich, which tastes great. In terms of
behavioral learning, walking to the sandwich shop and buying a sandwich is a
__________.
A. drive
B. response
C. reinforcement
D. cue
E. prompt
Answer:
A recent Disney Online M.O.M. (Mom on a Mission) study found that today’s mother
__________.
A. finds the Internet more of a distraction, interrupting time that she could spend with
her family
B. goes online with a specific task or goal in mind
C. spends an average of almost 20 hours online per week
D. spends most of her time online between the hours of 6:00 p.m. and 11:00 p.m.
E. does not use the Internet to search for information about her child’s/children’s health
Answer:
There are various nonprofit publications dedicated to assisting in consumer education
and decision-making. Examples of these public sources of information for an external
information search include Consumer Reports, __________, and TV consumer
programs.
A. advertisements
B. sales personnel
C. friends and relatives
D. government agencies
E. point of purchase displays
Answer:
All of the following are examples of marketing input data EXCEPT:
A. advertising budgets.
B. call reports.
C. accounting records.
D. sales budgets.
E. advertising expenses.
Answer:
Competitive parity budgeting refers to
A. matching a competitor’s absolute level of spending or the proportion per point of
market share.
B. allocating funds to a promotion as a percentage of past or anticipated sales, in terms
of either dollars or units sold.
C. allocating funds to a promotion only after all other budget items are covered.
D. determining a firm’s promotion objectives, outlining the tasks to accomplish these
objectives, and determining the advertising cost of performing these tasks.
E. allocating funds to a promotion based on expected profits generated from it.
Answer:
An important aspect of the screening and evaluation stage of the new-product process is
an examination of the technical feasibility for the product. For example, 3M was able to
use the firm’s micro-replication technology (the 3,000 tiny fingers) to
A. improve the gripping power of batting or work gloves.
B. keep baseball caps from sliding off the heads of bald men.
C. make Formula One race cars more aerodynamic.
D. as a replacement for Velcro’s hook-and-loop fasteners.
E. hold pictures in a photo album without damaging them.
Answer:
Cassidy is part of the buying center for a large manufacturer. Her field of expertise is
logistics and she is responsible for choosing transportation providers for the company. A
sales representative for Yellow Roadway, a successful trucking firm, regularly buys
Cassidy’s secretary lunch. The representative does this because she views the secretary
as a(n) __________ and wants to be sure that information about her company reaches
Cassidy.
A. gatekeeper
B. decider
C. influencer
D. obstructionist
E. power-broker
Answer:
Which of the following statements about the World Trade Organization (WTO) is most
accurate?
A. The World Trade Organization was formed in 2008 in response to the global
recession.
B. The 12 member countries of the WTO account for approximately 55 percent of
world trade.
C. The WTO acts as an agent in licensing negotiations between its members and the
remainder of the world.
D. The WTO uses panels of trade experts who can issue binding decisions.
E. The WTO was formed by the United Nations.
Answer:
__________ are the result of organizations’ efforts to create profiles of customers so
that direct marketing tools, such as e-mail and catalogs, can be directed at specific
customers.
A. Databases
B. Direct order fulfillments
C. Lead generations
D. First-mover advantages
E. Direct order consignments
Answer:
As product adopters, members of the late majority
A. have a fear of debt and use neighbors and friends as information sources.
B. are skeptical and have below average social status.
C. are deliberate and use many informal social contacts.
D. are leaders in social settings and have a slightly above average education.
E. are venturesome, highly educated, and use multiple information sources.
Answer:
Two major issues that contribute to consumers’ hesitancy to use online shopping are
__________.
A. quality and price
B. privacy and security
C. computer knowledge and security
D. price and privacy
E. quality and computer knowledge
Answer:
Short-term price reductions like two-for-one commonly used to increase trial among
potential customers or to retaliate against a competitor’s actions is commonly referred to
as a __________.
A. coupon
B. deal
C. sample
D. premium
E. product placement
Answer:
A want refers to
A. a sense of personal inadequacy based upon observations by others around you.
B. a powerful desire that causes a person to take action.
C. a need that is shaped by a person’s knowledge, culture, or personality.
D. a feeling of being deprived of something, but not fully understanding what it may be.
E. a situation when a person feels deprived of basic necessities such as food, clothing,
and shelter.
Answer:
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. B 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 may offer a good opportunity if the sales organization can overcome its
weak position
C. accounts that should emphasize a heavy sales organization position or shift resources
to other accounts if a stronger sales organization position is impossible
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:
The type of appeal used to suggest to the consumer that he or she can avoid some
negative experience through the purchase and use of a product or service, a change in
behavior, or a reduction in the use of a product is referred to as a(n) __________.
A. authoritarian appeal
B. coercive appeal
C. family appeal
D. guilt appeal
E. fear appeal
Answer:
The initial target market for X-1 products consisted of __________.
A. seniors who want easy-to-use TV remotes with large buttons
B. athletes who want waterproof, sweatproof, and weatherproof audio equipment
C. audiophiles who want HD Sirius/XM Satellite radio receivers in their homes
D. consumers who want an inexpensive MP3 player like the old Sony Walkman
E. smartphone users who want a “plug-in” device that lets them listen to AM radio on
their smartphone
Answer:
All of the following current or prospective distribution channels for Chobani Greek
Yogurt EXCEPT:
A. convenience stores.
B. drug stores.
C. mass merchandisers.
D. supermarkets.
E. vending machines.
Answer:
Generation Y is sometimes referred to as
A. echo-boomers.
B. baby boomers.
C. baby busters.
D. the downtrodden generation.
E. Generation 25.
Answer:
Although the U.S. Justice Department frowns on __________ because it restricts the
normal operation of a free market, it is still legal for two companies to buy one
another’s products as long as there is no coercion involved.
A. reciprocity
B. tying agreements
C. just-in-time procurement
D. quid pro quo
E. supply partnerships
Answer:
Ace Hardware is a national __________ that allows its members, retailers of paint and
hardware products, to concentrate their buying power through wholesalers and more
importantly plan collaborative promotional and pricing activities.
A. service-sponsored retail system
B. administered cooperative system
C. retailer-sponsored cooperative
D. manufacturer-sponsored cooperative
E. wholesaler-sponsored voluntary chain
Answer:
IGA and Ben Franklin variety and craft stores are examples of
A. service-sponsored retail systems.
B. wholesaler-sponsored voluntary chains.
C. retailer-sponsored cooperatives.
D. administered cooperative systems.
E. manufacturer-sponsored cooperatives.
Answer:
Many forward-looking companies have discovered that their own organization does not
generate enough useful new-product ideas. This has caused them to find new product
ideas by developing strategic relationships with outside individuals and organizations, a
practice known as __________.
A. innovation alliances
B. open innovation
C. open collaboration
D. piggy-back thinking
E. stakeholder cooperation
Answer:
Reductions in delivery times in both the marketplace and the supply chain have earned
firms such as Toyota and Xerox a reputation as “time-based competitors.” For Toyota
and Xerox, logistics
A. increases their customers’ inventory levels.
B. increases the number of steps in their manufacturing processes.
C. includes the role of Toyota and Xerox as channel captains.
D. creates time and place utility for their customers.
E. does not influence their suppliers’ supply chains.
Answer:
Trend extrapolation involves
A. extending a pattern observed in past data into the future.
B. selecting specific points on a graph of sales or market share, multiplying by the cost
of living index, and allowing for a variation of plus or minus 3%.
C. averaging the total sales or market share for the previous 5 years and multiplying
that number by the expected GDP growth rate for the next year (say 1.5%) to arrive at
the next year’s forecast.
D. selecting a given percentage and using that number as a yearly predictive base
regardless of changes in sales, revenue, or market share.
E. collecting projections from all regional sales managers and making the final
projection.
Answer:
Scrambled merchandising refers to
A. displaying merchandise throughout a store rather than keeping all similar items
together in rows on a shelf or point of purchase displays.
B. offering several unrelated product lines in a single store.
C. changing where items are displayed in a store to create customer interest to a variety
of product lines.
D. offering several related product lines in multiple stores.
E. offering several related product lines in a single store.
Answer:
Product repositioning refers to
A. the place a product offering occupies in consumers’ minds on important attributes.
B. using a market-product grid to place products in their appropriate places on that grid
to identify potential untapped markets.
C. changing the place an offering occupies in consumers’ minds relative to competitive
products.
D. the practice of selling off a firm’s least successful product line and redirecting that
revenue into a totally new product.
E. the competitive advantage of one product over another.
Answer:
Levi Strauss & Co. uses 8 recycled plastic bottles, which comprise 20 percent of the
content in each pair of its Waste< Less jeans. This is an example of
A. proactive marketing.
B. consumerism.
C. an ecological code of ethics.
D. green marketing.
E. cause marketing.
Answer:
A blog is a
A. business-oriented website that lets users create profiles for professional networking.
B. unique type of Internet browser where search results are personalized for each user.
C. web page that serves as a publicly accessible personal journal and online forum for
an individual or organization.
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:
Supplier development refers to
A. the deliberate effort by suppliers to build relationships that shape buyers’ needs, as
well as the needs of ultimate consumers.
B. the practice of dividing up large orders among several suppliers rather than a single
one to avoid possible manufacturing delays due to bad weather, plant mishaps, union
issues, etc.
C. the deliberate effort by organizational buyers to build relationships that shape
suppliers’ products, services, and capabilities to fit a buyer’s needs and those of its
customers.
D. the practice of establishing a close relationship with one supplier rather than many to
insure loyalty and preferential treatment when filling exceptionally large orders.
E. the shift of a firm from supplier to manufacturer when repeated experience with a
product and excellent buyer/seller relationships make the change both feasible and
profitable.
Answer:
Figure 7-1
According to Figure 7-1 above, what does Box A represent in the marketing research
process?
A. collect relevant information
B. develop the research plan
C. develop findings
D. take marketing actions
E. define the problem
Answer:
In the VALS framework, consumers motivated by self-expression desire social or
physical activity, variety, and risk. One segment of the two self-expression-motivated
groups, known as __________, are young, enthusiastic, and impulsive consumers who
become excited about new possibilities but are equally quick to cool.
A. Experiencers
B. Believers
C. Makers
D. Achievers
E. Thinkers
Answer: