The Make a Wish Foundation brand name is especially effective because it
__________.
A. is easy to spell and pronounce
B. is not easily imitated
C. suggests the service’s benefits
D. hints at a moral obligation
E. is devoid of emotion
Answer:
A website whose content is created and edited by the ongoing collaboration of end users
is known as a(n)
A. wiki.
B. blog.
C. encyclomedia.
D. Facebook Page.
E. tweet.
Answer:
Figure 4-5
According to Figure 4-5 above, State Farm insurance products would be found in what
level of the Maslow hierarchy of needs?
A. physiological
B. self-actualization
C. personal
D. safety
E. social
Answer:
Price Premium Marketing Dashboard
The Price Premium Marketing Dashboard above shows the dollar and unit market
shares for selected energy drinks. What is the price premium for Monster in 2009?
A. 12.1%
B. 0%
C. -5.0%
D. -5.6%
E. -11.1%
Answer:
Which promotional mix alternative has the advantage of allowing the seller to see
and/or hear the potential buyer’s reaction to the message?
A. advertising
B. personal selling
C. public relations
D. sales promotion
E. publicity
Answer:
Social networks are
A. dating websites like eHarmony.
B. Internet browsers like Safari or Firefox.
C. specific social media like Facebook, Twitter, LinkedIn, and YouTube.
D. the replacement for e-mail to send private digital messages.
E. social media websites that are the high in self-disclosure but low in media richness.
Answer:
Brand equity refers to __________.
A. the resources invested to create a name, phrase, design, symbol, or combination of
these to identify a firm’s products and distinguish them from those of its competitors
B. the difference between the revenues generated and the costs incurred to sell a
product
C. increasing the content contained within the brand’s package without changing its size
or increasing its price
D. the net present value of the royalties the firm receives as a result of licensing its
brand to other firms to manufacture and/or market
E. the added value a brand name gives to a product beyond the functional benefits
provided
Answer:
Dell has adopted a(n) __________ supply chain strategy to better serve its customers.
A. responsive
B. reactionary
C. efficient
D. proficient
E. economical
Answer:
While the demand factors of consumer tastes and price and availability of similar
products determine what consumers want to buy, consumer income determines
A. where they buy.
B. the degree of brand loyalty.
C. the degree of repeat buys.
D. what they can buy.
E. their desire to buy.
Answer:
Which type of distribution density does Piaget use when this maker of fine jewelry and
watches distributes its products through a single retailers in select cities in the United
States?
A. intensive distribution
B. extensive distribution
C. selective distribution
D. exclusive distribution
E. private label distribution
Answer:
With a cost-oriented pricing strategy, a price setter stresses the __________ side of the
pricing problem and the price is set by looking at __________.
A. demand; revenue
B. cost; consumer tastes
C. production and marketing; profit
D. demand; target sales
E. cost; production and marketing expenses
Answer:
Five situational influences have an impact on a consumer’s purchase decision process.
They are: purchase task, social surroundings, physical surroundings, __________, and
antecedent states.
A. competitive offerings
B. core values
C. motivation
D. temporal effects
E. economic effects
Answer:
A sales promotion prominently displayed in a store aisle is called a(n) __________
display.
A. seasonal
B. automated
C. interactive
D. point-of-purchase
E. product sampling
Answer:
Intermediaries that work for several producers and carry noncompetitive,
complementary merchandise in an exclusive territory are referred to as __________.
A. selling agents
B. line brokers
C. distribution brokers
D. manufacturer’s agents
E. brokers
Answer:
Personal selling serves three major roles in a firm’s overall marketing effort.
Salespeople: (1) are the critical link between a firm and its customers; (2) are the
company in consumers’ eyes; and (3)
A. play a key role in research and development.
B. are the ultimate channel of distribution.
C. provide the most valuable resource for segmenting and selecting target markets.
D. are one of many people in a firm that contacts potential customers.
E. may play a dominant role in a firm’s marketing program.
Answer:
Basic to setting a product’s price is the extent of __________. This information is used
in estimating the revenues the firm expects to receive.
A. management’s commitment to the product relative to other products in the line
B. curiosity or interest potential consumers expressed during market testing
C. customer demand for it
D. the firm’s promotional budget
E. distribution requirements
Answer:
A major factor in developing a service marketing strategy is __________ because of the
inseparability of services from the producer.
A. product
B. price or distribution
C. promotion
D. place
E. process
Answer:
Gross rating points (GRPs) are determined by the formula
A. reach multiplied by frequency.
B. reach multiplied by rating.
C. rating multiplied by cost in dollars.
D. cost divided by reach.
E. cost divided by (reach multiplied by frequency).
Answer:
All of the following are the most popular premiums EXCEPT:
A. writing instruments.
B. toys for dogs and cats.
C. cups and mugs.
D. desk accessories.
E. apparel.
Answer:
When Trek orders a seat or saddle for one of its models that has a slightly different
material for the cover only but the other components are the same as existing saddles
used on other bikes, this purchase situation is known as a __________.
A. new buy
B. straight rebuy
C. standard reorder
D. modified rebuy
E. make-buy
Answer:
Figure 17-4
Aspects of __________ policies might include which individuals in a buying
organization should be contacted, the amount of sales and service effort that different
customers should receive, and the kinds of information salespeople should collect
before or during a sales call.
A. sales response management
B. account management
C. key account management
D. customer management
E. prospect management
Answer:
The Martinez family is considering a vacation. Dad wants to stay home this year and
use the money for home repairs. His mom who lives with them wants to visit relatives
in New York. Dad asks his mother to determine the cost of a trip to New York and if
they could stay with relatives while there. Mom and their daughter want to go to a
beach. Which of the following sentences best describes the roles each family member
played in making this decision?
A. There is no family member serving as an information gatherer.
B. The mother and the grandmother only played the role of influencer.
C. The females in the family only play two roles – users and influencers.
D. Since the father will make the final vacation decision, he has taken on all of the
roles.
E. The grandmother plays the roles of user, influencer, and information gatherer.
Answer:
For a message to be communicated effectively, the sender and receiver must have a
mutually shared field of experience, which means a similar __________ they apply to
the message.
A. cultural background
B. national, regional, or ethnic origin
C. understanding and knowledge
D. feeling
E. psychographics
Answer:
There are three major tasks involved in the implementation stage of the sales
management process: salesforce recruitment and selection; __________; and salesforce
motivation and compensation.
A. setting sales objectives
B. salesforce training
C. salesforce evaluation
D. assignment of territories and/or accounts
E. developing account management policies
Answer:
Industrial products are also referred to as __________ products.
A. consumer
B. merchandise
C. organizational
D. resale
E. business
Answer:
Last year, the Parker family used to eat at nice restaurants almost four times a week.
Even though Mr. Parker received a 2 percent pay raise, the cost of living rose by 4
percent and property taxes went up 5% in their community. As a result, the family now
eats most of their meals at home, dining out only a few times a month. This reflects
A. a decrease in the number of fine restaurants that can stay in business during times of
economical downturn.
B. a reaction to a loss of discretionary income.
C. a significant drop in disposable income since there was a negative gain in income.
D. a rise in deflation.
E. a shift from spending to investing.
Answer:
All of the following are motivators for showrooming EXCEPT:
A. looking for online promotions or deals.
B. evaluating product displays in retail outlets.
C. obtaining merchandise information (features, benefits).
D. checking merchandise reviews and ratings.
E. seeking lower prices.
Answer:
In a decision, the restrictions placed on potential solutions to a problem are referred to
as
A. objectives.
B. inhibitors.
C. dependent variables.
D. obstructions.
E. constraints.
Answer:
3M Company executives were perplexed when the company’s Scotch-Brite
floor-cleaning product initially produced lukewarm sales in the Philippines. A Filipino
employee explained that consumers generally clean floors by pushing coconut shells
around with their feet. 3M changed the shape of the pad to a foot and sales soared. 3M
changed its product in response to a Filipino __________.
A. custom
B. value
C. demographic pattern
D. belief
E. idiosyncrasy
Answer:
Cadbury Canada recognized that education is crucial to lifting Ghanaian children out of
poverty. Cadbury worked with partner, World Vision Ghana, to identify every child in
cocoa-farming villages who had to walk at least three kilometers or more to school.
Cadbury Canada launched a program that encouraged consumers to enter the bar codes
of their candy and chocolate bars online. Each entry represented one bicycle part and
100 parts built one bike. The biggest-ever shipment of bicycles to Ghana, 5000 in total,
helped kids get to school and get a head start on a brighter future. This is an example of
A. philanthropic marketing.
B. societal marketing.
C. public relations marketing.
D. transactional marketing.
E. cause marketing.
Answer:
Wells Fargo is one of the best-run banks in the United States. It reaches retail customers
through 9,000 stores, a worldwide network of 12,000 ATMs, and its online banking
service. Which utility does Wells Fargo best provide?
A. time
B. possession
C. place
D. form
E. performance
Answer: