A company can protect its competitive position under __________, which gives
inventors the right to exclude others from making, using, or selling products that
infringe the patented invention.
a. copyright law
b. patent law
c. criminal law
d. commercial law
e. antitrust law
Answer:
Recent research shows that __________ of U.S. online consumers are cross-channel
shoppers.
a. 20 percent
b. 37 percent
c. 45 percent
d. 51 percent
e. 75 percent
Answer:
After completing an 18-week sales training program, Joshua was told, “You will be paid
4 percent on net dollar volume up to $10 million. Sales in excess of $10 million
command a rate of 6 percent.” The company Joshua works for is using a __________
compensation plan for him after completing the sales training program.
a. sales response
b. combination
c. straight sales
d. straight commission
e. market share
Answer:
Why has Dell, Inc., embarked on a global growth initiative?
a. National sales have decreased.
b. Dell was recently purchased by Lenovo, a major Chinese competitor.
c. There was too much competition in Dell’s direct marketing channel.
d. There are fewer restrictions in computer technology outside the United States.
e. Emerging economies offer significant growth potential.
Answer:
Key problems that emerge in a firm’s strategic marketing process include: (1) bad news
is filtered out as information goes up the line to give top management a very rosy
picture; (2) plans are based on very poor assumptions about environmental forces; (3)
planners and their plans may have lost sight of their customers’ needs; (4) __________;
and (5) line operating managers often feel no sense of ownership in implementing the
plans.
a. there is poor communication between the firm and its stakeholders
b. too much time and effort may be spent on data collection and writing plans that are
too complex to implement
c. there is a lack of leadership
d. although management says they are behind the plans, they do not allocate resources
to the degree necessary for success
e. plans can be thwarted by disgruntled employees, other departments, or competitors
Answer:
Consultative selling style is very prominent in__________ marketing.
a. business-to-business
b. business-to-government
c. consumer-to-consumer
d. consumer-to-business
e. consumer-to-government
Answer:
Posttests that involve studies such as controlled experiments (e.g., using radio ads in
one market and newspaper ads in another and comparing the results) and consumer
purchase tests (measuring retail sales that result from a given advertising campaign) are
examples of
a. aided recall.
b. unaided recall.
c. attitude tests.
d. sales tests.
e. inquiry tests.
Answer:
__________ often speeds up software development by using a “do it, try it, fix it”
approach that encourages continuous improvement even after the initial design.
a. Time to market
b. Parallel development
c. Test marketing
d. Groupthink
e. Fast prototyping
Answer:
F. Hoffman-LaRoche Ltd. and BASF AG, two international pharmaceutical companies,
were ordered to pay $725 million in fines for plotting to raise and fix prices of vitamins
used in virtually every home in the United States. This is an example of how
__________ forces affect the marketing environment.
a. economic
b. ecological
c. technological
d. social
e. regulatory
Answer:
With cost-oriented approaches to pricing, a price setter stresses the __________ side of
the pricing problem, not the __________ side.
a. cost; revenue
b. cost; demand
c. cost; profit
d. cost; supply
e. cost; service
Answer:
A local candidate running for office would very much like to have your vote. She
promises that she will “make the country better.” Because all candidates for public
office say this, you decide not to vote for her. Marketing will not occur in this situation
because __________.
a. marketing doesn”t apply to the voting process
b. the desire and ability to satisfy needs is missing
c. there is no direct way for the parties to communicate
d. something to exchange is missing
e. the candidate’s message is compelling
Answer:
An assessment of a country’s or region’s political-regulatory climate includes an
analysis of its political stability and __________.
a. ISO 9000 rating
b. stock market performance
c. trade regulations
d. cultural diversity
e. currency exchange rates
Answer:
Within the buying center, influencers are people who
a. have the formal authority and responsibility to select the supplier and negotiate the
terms of the contract.
b. control the flow of information in the buying center.
c. affect the buying decision usually by helping define the specifications for what is
bought.
d. have the formal or informal power to select or approve the supplier that receives the
contract.
e. actually use and evaluate the product or service.
Answer:
A collection of databases, or __________, is where a firm’s ocean of marketing data is
stored.
a. data vault
b. data warehouse
c. data depot
d. data storehouse
e. data stockroom
Answer:
What do the United States Post Service, a state health department, and a local fire
department have in common?
a. They are all government-sponsored service providers.
b. They never experience idle production capacity.
c. They do not fit on the goods-services continuum.
d. They do not have service encounters.
e. They do not have capacity management problems.
Answer:
A flexible-price policy gives marketers __________ in setting the final price in light of
demand, cost, and competitive factors.
a. no leeway
b. total freedom
c. little discretion
d. considerable discretion
e. limited competitive authority
Answer:
Cause marketing programs incorporate all three concepts of social responsibility by
addressing public concerns, satisfying customer needs, and
a. protecting the environment.
b. enhancing corporate sales and profits.
c. following industry-specific codes of ethics.
d. fulfilling societal objectives.
e. demonstrating ethical behavior.
Answer:
A drug store that sells pharmaceuticals, beauty aids, camera equipment, nonperishable
grocery items, and automobile motor oil is an example of a retailer using
a. multiple distribution channels.
b. full-service.
c. scrambled merchandising.
d. intertype competition.
e. dual channel marketing.
Answer:
Marissa Mayer oversees virtually every new design or feature on Google’s home page,
from the color of the Google tool bar to the exact words on a Google page. Her job title
is
a. Chief Marketing Officer.
b. Chief Technology Officer.
c. Vice PresidentWebsite Aesthetics.
d. Vice PresidentSearch Products and User Experience.
e. Chief Executive Officer.
Answer:
Which type of salesperson would routinely be involved in an industrial straight rebuy
situation?
a. an outside order taker
b. an order getter
c. a missionary salesperson
d. a sales engineer
e. an inside order taker
Answer:
If Proctor & Gamble (P&G) were to package a Gillette Fusion ProGlide Razor with its
Old Spice Pure Sport Anti-Perspirant and Deodorant, P&G would be engaged in
__________.
a. a two-for-one deal
b. product modification
c. product bundling
d. product repositioning
e. product differentiation
Answer:
New Balance, Inc. successfully repositioned its athletic shoes to focus on fit, durability,
and comfort rather than on competing head-on against Nike and Adidas on fashion and
professional sports. This product repositioning strategy was designed to __________.
a. react to a competitor’s position
b. reach a new target market segment
c. catch a rising trend
d. change the value offered to its customers
e. accommodate its target audience preference for comfortable sneakers
Answer:
New chewing gum flavors like lemon-lime, crystal mint, and mint mojito helped
Wrigley’s add to its sales. These new flavors are which type of innovation?
a. continuous innovation
b. dynamically continuous innovation
c. discontinuous innovation
d. insignificant innovation
e. disruptive innovation
Answer:
Which of the following statements about customer value is most accurate?
a. Target customers receive customer value in terms of a combination of benefits
(quality, convenience, etc.) at any price.
b. Loyal customers are less profitable to firms in the long run since they expect lower
prices over time in order to remain loyal.
c. Research suggests that all firms can be successful by being all things to all
consumers.
d. It is impossible to place a dollar value on a loyal, satisfied customer.
e. To create value for targeted buyers, firms must build long-term relationships with
them.
Answer:
Developing, pricing, promoting, and delivering services are challenging because the
quality of the service is often inconsistent. Organizations attempt to reduce this
inconsistency by
a. paying higher incentives to employees to encourage satisfactory performance.
b. reducing incentives available to employees because of poor performance.
c. reducing the customer contact points in the service delivery process.
d. providing standardization and training.
e. exercising better hiring practices.
Answer:
There are __________ World Trade Organization countries, including the United States,
which account for more than 90 percent of world trade.
a. 37
b. 52
c. 97
d. 113
e. 153
Answer:
Younger members of Generation Y born since 1994 are referred to as
a. baby boomers.
b. baby busters.
c. millennials.
d. echo boomlets.
e. Gen Y siblings.
Answer:
A specialty retail store carries a broad selection of small kitchen appliances. It has an
informed staff and will even gift-wrap your purchases free of charge. It also offers a
shop for repairs should your appliances need maintenance. This store offers
__________ to its customers.
a. exclusive-service
b. upscale-service
c. self-service
d. limited-service
e. full-service
Answer:
Ethical exchanges between sellers and buyers should result in
a. the seller making a profit at the expense of the buyer.
b. the buyer getting the product for the best price at the expense of the seller.
c. both parties to the exchange being better off after a transaction.
d. the seller offering buyers its products and services at cost, especially during a period
of recession.
e. the buyer forming a strategic alliance with the seller.
Answer:
Which form of entry into a global market makes a firm the most vulnerable to harm
regarding its brand name or reputation?
a. direct exporting
b. indirect exporting
c. licensing
d. contract manufacturing
e. joint ventures
Answer:
Companies like Hewlett-Packard and Frito-Lay routinely monitor blogs to gain insight
into
a. popular trends among members of the over-65 market.
b. technological advancements that can be used to promote their brands.
c. new slang terms to create more effective advertisements.
d. recruiting prospective employees.
e. customer complaints and suggestions.
Answer: