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To help consumers assess and compare its airline service, Frontier Airlines uses
personable animal characters in its advertising to announce and describe benefits, such
as leather seats and stretch seating, to help deal with the
A. incongruity of the service.
B. inseparability of the service.
C. intangibility of the service.
D. inflexibility of the service.
E. interdependence of the service.
Answer:
The music played in the grocery store has a slow tempo to get shoppers to stay longer
and hopefully put more items in their cart. Music is part of the grocery store's
__________.
A. atmosphere
B. sensory management plan
C. psychological attributes
D. personality type
E. sociological profile
Answer:
Which element of the marketing mix is demonstrated when Mars, Inc. has a sale on
M&MS brand candies?
A. product
B. price
C. promotion
D. place
E. production
Answer:
Conducting business in a way that protects the natural environment while making
economic progress is referred to as
A. green marketing.
B. sustainable development.
C. stakeholder responsibility.
D. the marketing concept.
E. environmental marketing.
Answer:
With respect to price, which of the following type of consumer product would usually
be very expensive?
A. convenience product
B. shopping product
C. discretionary product
D. specialty product
E. unsought product
Answer:
Southern gardeners normally pay $5 for a 2-cubit-foot bag of pine bark mulch that they
buy at their local gardening-supply and home-improvement stores to keep the weeds
down in their gardens. If the price being charged by a retailer is not within a narrow
range that gardeners feel is appropriate, they will use substitutions - newspaper, grass
clippings, or some other kind of ground covering. When pricing pine bark mulch, a
garden-supply or home-improvement retailer should use
A. customary pricing.
B. at-market pricing.
C. loss-leader pricing.
D. penetration pricing.
E. bundle pricing.
Answer:
Family Dollar Stores, Dollar Value Stores, and 99 Only Stores sell everything in their
stores for $2 or less, using what type of pricing policy?
A. dynamic pricing
B. customary pricing
C. flexible pricing
D. one-price
E. at-market pricing
Answer:
A short-term inducement of value offered to arouse interest in buying a product or
service is referred to as __________.
A. customer incentive
B. customer enticement
C. free publicity
D. sales promotion
E. purchase incentive
Answer:
Introducing its Champion heart pacemaker at medical conventions across Asia to
demonstrate its many beneficial features is an example of Medtronic's
A. market segmentation and targeting strategy.
B. price strategy.
C. place strategy.
D. promotion strategy.
E. product/service strategy.
Answer:
Price fixing is illegal under the
A. Sherman Act.
B. Consumer Goods Pricing Act.
C. Robinson-Patman Act.
D. Federal Trade Commission Act.
E. Clayton Act.
Answer:
Twitter uses a stylized blue or white bird with no text as its __________.
A. copyright
B. trade name
C. trade mark
D. logo
E. label
Answer:
Which of the following is a disadvantage of employing a multiple products, multiple
market segments strategy if NOT implemented well?
A. higher sales but lower profits
B. reduced quality and higher prices
C. meeting customer needs but at the expense of higher prices
D. lower prices but with higher production costs
E. higher quality but lower prices
Answer:
The seven stages an organization goes through to identify business opportunities and
convert them into salable products or services is referred to as the __________.
A. commercialization process
B. SWOT process
C. business prospect development cycle
D. opportunity stage gate sequence
E. new-product process
Answer:
Less than __________ of new consumer packaged goods (CPG) exceed first-year sales
of $50 million - the benchmark of a successful CPG launch.
A. 3 percent
B. 10 percent
C. 17 percent
D. 28 percent
E. 35 percent
Answer:
Which of the products listed below would be the best candidate for full-scale market
testing?
A. totally free checking account from Bank One
B. household frequent flyer program from Delta Airlines
C. mid-priced luxury sedan made in America by Mazda
D. new iced coffee beverage from Starbucks
E. slimmer iMac computer
Answer:
New-product experts generally estimate that up to __________ percent of the more than
40,000 new consumable products introduced in the United States annually "don't
succeed in the long run."
A. 33
B. 50
C. 67
D. 75
E. 94
Answer:
The __________ arrangement between Ericsson, a Swedish telecommunications firm,
and CGCT, a French switch maker, enabled them together to beat out AT&T for a $100
million French contract.
A. franchising
B. licensing
C. joint venture
D. direct investment
E. exporting
Answer:
Packaging that provides convenience, product quality assurance, protection, or easy
storage offers what kind of benefits?
A. communication benefits
B. functional benefits
C. perceptual benefits
D. physiological benefits
E. financial benefits
Answer:
Consumers often use the prices of __________ items, such as a can of Coke, to form an
overall impression of the store's prices.
A. stoplight
B. point-of-purchase
C. value-based
D. signpost
E. loss-leader
Answer:
Which of the following products at the time of its introduction was the best example of
a discontinuous innovation?
A. DVD player
B. disposable lighters
C. instant light charcoal
D. liquid laundry detergent
E. automatic dishwashers
Answer:
Charging different prices during different times of the day or during different days of
the week to reflect variations in demand for a service is referred to as
A. capacity pricing.
B. idle production pricing.
C. customer contact pricing.
D. derived demand pricing.
E. off-peak pricing.
Answer:
The maker of Wrigley chewing gum funded a $10 million ad campaign aimed at getting
African Americans to use doctors for regular health care maintenance instead of only
when they are sick. This is an example of
A. profit responsibility.
B. cause marketing.
C. stakeholder responsibility.
D. societal responsibility.
E. mass marketing.
Answer:
A(n) __________ scale is a five-point scale in which the opposite ends have one- or
two-word adjectives that have opposite meanings.
A. dichotomous
B. open-ended
C. Likert
D. attitudinal
E. semantic differential
Answer:
Ethics refers to the
A. religious tenets of a country or ethnic region that shape its culture.
B. social norms of a nation, community, or family.
C. values and standards of society that are enforceable in the courts.
D. moral principles and values that govern the actions and decisions of an individual or
group.
E. universal laws of man that go beyond individual or a group's beliefs of nations or
religions.
Answer:
In what way are traditional and social media similar?
A. They both require specialized training.
B. They both rely upon contributions from established experts to create credibility and
social authority.
C. They both can reach either large or niche audiences.
D. They both are relatively inexpensive or free to produce.
E. They both produce content that can be altered after posting or publication.
Answer:
In conducting marketing research on Facebook, Carmex is considering using a
marketing metric that measures how active its Facebook audience is with Carmex, such
as when consumers post a comment on the Carmex wall or reply to one of the Carmex
posts. This metric is called Carmex
A. Sentiment.
B. Share of Voice.
C. Engagement.
D. Conversation Velocity.
E. Likes.
Answer:
Figure 12-2
Intermediaries perform three basic functions. According to Figure 12-2 above, Box A
represents a(n) __________.
A. middleman function
B. logistical function
C. facilitating function
D. operational function
E. transactional function
Answer:
Seven Cycles' tagline, "One Bike. Yours." reflects the company's
A. reputation for customized detailing of the finest motorcycles in competitive racing.
B. commitment to a collaborative relationship with customers.
C. unique anti-theft electronic GPS tracer built into every frame.
D. creativity promise, guaranteeing that the color (paint job) is completely unique for
each touring bike it makes.
E. "one product-one market" segmentation strategy, in which all bikes are exactly alike.
Answer:
Which of the following statements regarding a market share pricing objective is most
accurate?
A. A market share objective is often difficult for product managers since stockholders
are looking for immediate dividends (return of profits).
B. Although increased market share is a primary goal of some firms, others see it as a
means to other ends, such as increased sales or profits.
C. Selecting market share as a pricing objective is particularly effective if industry sales
are rising.
D. An advantage of market share as a pricing objective is that it is particularly
insensitive to competitors' actions.
E. Ironically, a market share objective is realized by raising prices in order to increase
consumer confidence during the decline stage of a product's life cycle.
Answer:
The __________ element of the marketing mix consists of communication tools,
including advertising, personal selling, sales promotion, public relations, and direct
marketing.
A. product
B. price
C. place
D. promotion
E. advertising
Answer:
Black & Decker uses a __________ strategy to reach the do-it-yourself market with the
Black & Decker brand name and the professional construction market with the DeWalt
brand name.
A. product differentiation branding
B. multiproduct branding
C. multibranding
D. segmentation branding
E. private branding
Answer:
In terms of brand loyalty, consumers are aware of a brand but will readily accept
substitutes for which type of product?
A. convenience products
B. specialty products
C. unsought products
D. shopping products
E. supplies
Answer:
Redbox photo
Redbox (see photo above) provides video rental without a single clerk. What level of
service does this retailer offer?
A. limited-service
B. non-service
C. reduced-service
D. self-service
E. restricted-service
Answer:
Introducing new-products sequentially into geographic areas of the U.S. to allow
production levels and marketing activities to build up gradually to minimize the risk of
new-product failure is referred to as
A. limited rollouts.
B. phased rollouts.
C. market-product expansion.
D. regional rollouts.
E. phased commercialization.
Answer:
