Yoplait Yogurt, Thomas’s English Muffins, Kellogg’s Rice Krispies, Egg McMuffins at
MacDonald’s, private label “bagged” cereal, and Lender’s Bagels all relate to General
Mills’ Cheerios because
a. they must all deal with issues of childhood food allergies.
b. they all represent products that can be breakfast substitutes for one another.
c. they all share the same corporate umbrella.
d. they are all front-runners in low-fat, low-carb food choices.
e. they all failed their first attempts in the marketplace and only succeeded after
multiple product changes.
Answer:
Four factors are required for marketing to occur: (1) two or more parties (individuals or
organizations) with unsatisfied needs; (2) a desire and ability on their part to be
satisfied; (3) a way for the parties to communicate; and (4) __________.
a. a sense of social responsibility
b. something to exchange
c. a healthy competitive environment
d. government approval
e. an ability to see hidden potential within an environmental force
Answer:
Pauline received a postcard from a local antique mall. The card invited her to attend an
invitation-only open house at the mall and receive a 10 percent discount on her first
purchase that day. She went to the antique mall the next day to consider buying an
antique lamp. With respect to Pauline, the postcard from the antique mall was a form of
direct marketing used to __________.
a. generate direct orders
b. generate leads
c. create awareness
d. generate traffic
e. create a new image
Answer:
The entire product category or industry is referred to as __________.
a. product form
b. product class
c. product line
d. product mix
e. product item
Answer:
At which stage in the personal selling process would the salesperson ask the customer
whether he or she is satisfied with the product?
a. assumptive close
b. final close
c. urgency close
d. follow-up
e. postpurchase evaluation
Answer:
Idea generation is the stage in the new-product process that
a. develops a pool of concepts as candidates for new products.
b. selects a single concept and scrutinizes it for all potential benefits and flaws.
c. separates ideas into two categories: consumer-oriented and organization-oriented.
d. requires the organization to perform a SWOT analysis and an environmental scan.
e. consists of the techniques used to screen and reject those ideas that have no merit.
Answer:
Which of the following statements regarding order getters is most accurate?
a. Order getters need a high degree of creativity.
b. Order getters often replenish a retailer’s inventories.
c. Order getters handle orders obtained on inbound telemarketing.
d. Order getters typically process reorders for products already sold by the company.
e. Order getter sales calls traditionally require the lowest financial investment from the
firm.
Answer:
Which of the following is the largest subculture in the United States?
a. Asian American
b. Hispanics
c. Caucasian
d. African American
e. Native American
Answer:
Multibranding refers to a branding strategy in which a firm __________.
a. gives each product a distinct name, which is useful when each brand is intended for a
different market segment
b. uses different brand names for the same product across multiple countries
c. uses one name for all its products in a product class
d. produces products but sell them under the brand name of a wholesaler or retailer
e. contractually, and for a fee, allows other firms to use its brand name, requiring that
the product be made to its specifications
Answer:
Boeing, Northrup Grumman, and Lockheed Martin control the vast majority of the U.S.
defense contractor industry. In terms of the form of competition, this industry is an
example of a(n) __________.
a. oligopoly
b. trilateral monopoly
c. monopoly
d. pure competition
e. monopolistic competition
Answer:
Johnson & Johnson effectively repositioned St. Joseph Aspirin as a product for infants
to an adult low-strength aspirin to reduce the risk of heart attacks. This is an example of
repositioning by __________.
a. reacting to a competitor’s position
b. reaching a new market
c. catching a rising trend
d. changing the value offered
e. product modification
Answer:
Chevron Ad
When Chevron places ads like the one shown above, it conveys its position of
supporting renewable energy despite the public perception of its role in the energy
shortage. Which type of advertising is Chevron using?
a. reminder
b. competitive
c. pioneering
d. advocacy
e. objective
Answer:
The PRIMARY way in which relationship selling creates customer value is by
__________.
a. assigning a single sales representative to a single customer
b. learning the customer’s needs to maintain a long-term relationship of trust and respect
c. guaranteeing fair and equitable prices for each client regardless of the size of the
purchase
d. providing cumulative discounts based on customer loyalty and the length of the
customer relationship
e. guaranteeing fair and equitable sales practices for each customer regardless of the
frequency of the purchase
Answer:
The categories for equipment-based services include __________.
a. unskilled labor, skilled labor, and professionals
b. volunteers, unskilled and skilled operators, and professionals
c. those operated by relatively unskilled operators, those operated by skilled operators,
and unskilled labor
d. those operated by skilled operators, unskilled labor, and professionals
e. automated, those operated by relatively unskilled operators, and those operated by
skilled operators
Answer:
The administrative, marketing, and manufacturing operations that many international
firms, multinational firms, and transnational firms have around the world are often
called
a. divisions.
b. outlets.
c. departments.
d. markets.
e. holding companies.
Answer:
The primary purpose of a ‘sneak preview” of a film prior to its release is to
a. rate the performances of the individual actors and actresses for possible Oscar
nominations.
b. rate the work of the director and producer for possible Oscar nominations.
c. evaluate the effectiveness of product placements within the film.
d. compare the final film to the original screenplay.
e. identify necessary changes prior to final editing and release to increase the film’s
likelihood of success.
Answer:
Which of the following characterizes organizational buyer-seller relationships?
a. Purchases are often made after brief negotiations.
b. Purchases are usually of small dollar values.
c. Long-term contracts are often prevalent.
d. Reciprocal arrangements never exist.
e. Delivery schedules are largely irrelevant.
Answer:
A local television station reported that one-fifth of the television households in its
market were watching a special prime time movie on its TV channel during the 8:00
p.m. to 10:00 p.m. time period during the November ‘sweeps” period. What would be
the movie’s rating?
a. 10
b. 20
c. 30
d. 40
e. 50
Answer:
Many retailers hire additional sales help during the holiday season. This is an example
of how service companies deal with __________.
a. shrinkage
b. seasonal absenteeism
c. economic recessions
d. derived demand
e. inventory carrying costs
Answer:
The most basic needs are physiological, followed by safety, social, and personal.
According to the hierarchy of needs, what category of needs is of the highest order?
a. intellectual needs
b. emotional needs
c. self-actualization needs
d. religious needs
e. psychological needs
Answer:
At 3M, the “Pollution Prevention Pays” program has generated over 8,000 ideas that
eliminated more than 3 billion pounds of air, water, and solid-waste pollutants from the
environment. This is an example of
a. proactive marketing.
b. green marketing.
c. consumerism.
d. an ecological code of ethics.
e. cause marketing.
Answer:
Many retailers advocate a(n) __________ strategy, a pricing strategy that may not offer
the lowest prices but does try to create value for customers through its service and the
total buying experience.
a. customer loyalty
b. emphasize-value
c. everyday low pricing
d. low-margin
e. everyday fair pricing
Answer:
The people in the organization who actually use the product or service are referred to as
__________.
a. gatekeepers
b. deciders
c. buyers
d. influencers
e. users
Answer:
A unique feature of the Robinson-Patman Act is that it allows for price differentials to
different customers under several conditions. Which of the following practices would
be permitted?
a. Using price differentials when price differences are given on the basis of other family
businesses.
b. Using price differentials when charging different prices to different buyers for goods
of like grade or quality.
c. When price differences are quoted to selected buyers in good faith to meet
competitors’ prices and are not intended to injure competition.
d. Using price differentials when charging different prices on the basis of religious
affiliation.
e. Using price differentials when charging the original price for refurbished goods that
have been damaged or used and returned but repaired according to company
specifications.
Answer:
The most sophisticated form of pretest is the __________.
a. portfolio test
b. sales test
c. attitude test
d. theater test
e. jury test
Answer:
Very recently, ink has been developed that will conduct electricity. The application for
this ink is to print circuitry that can be read electronically. This may help to drive down
the cost of radio frequency (RFID) tags that are currently used in industry. This is an
example of how __________ forces are applied to industry.
a. ecological
b. regulatory
c. technological
d. competitive
e. marketing mix
Answer:
A western clothing retail store marketing vice president is developing an advertising
budget using the objective and task method. She has the objective of clearing
slow-moving merchandise from her shelves and is trying to choose between radio and
newspaper ads. Which of the following is an advantage of radio relative to newspapers
as a medium for achieving the objective?
a. better reach
b. more effective visuals
c. ads can be saved by consumers
d. better segmentation capability
e. more effective in conveying complex information
Answer:
Which of the following statements about the World Trade Organization (WTO) is most
accurate?
a. The World Trade organization is a temporary institution.
b. The 153 member countries of the WTO account for less than 25 percent of world
trade.
c. The WTO sets rules governing trade between its members and the rest of the world.
d. The WTO uses panels of trade experts who can issue non-binding recommendations.
e. The WTO was formed by the major industrialized nations of the world.
Answer:
A manufacturer’s branch office
a. carries a producer’s inventory and performs the functions of a full-service wholesaler.
b. performs a sales function as an option to agents and brokers.
c. works for several producers and carries noncompetitive, complementary merchandise
in an exclusive territory.
d. takes title to merchandise but sells only to buyers who call on them, pays cash for
merchandise, and furnishes their own transportation for the merchandise.
e. brings buyers and sellers together to make sales.
Answer:
Which form of promotion budgeting most closely relates to the marketing concept?
a. percentage of sales budgeting
b. competitive parity budgeting
c. all-you-can-afford budgeting
d. objective and task budgeting
e. linear forecast budgeting
Answer: