By producing motorcycles that do more than get riders to their destinations and back,
Harley-Davidson is addressing consumers’ __________ needs.
A. functional and social
B. postpurchase and prepurchase
C. safety and situational
D. psychological and physiological
E. functional and psychological
Answer:
Annabeth is looking for a Michael Kors chronograph watch, and assumes she can view
and try them on at Macy’s. She makes a special trip to the store to look at the watches
and selects the style she likes best. Which aspect of choosing a retail partner allowed
Annabeth to confidently shop for this item at a particular store?
A. channel structure
B. customer expectations
C. channel characteristics
D. distribution intensity
E. vertical integration of channel
Answer:
Jenna always buys Stacy’s brand pita chips. She does not even consider alternatives.
Jenna is a __________ customer.
A. price-sensitive
B. brand-persuasion-oriented
C. brand-association-oriented
D. brand-extension-oriented
E. brand-loyal
Answer:
Marney bought a dress from a retail store. Which type of transaction was Marney
participating in?
A. B2B
B. C2C
C. B2C
D. R2C
E. C2B
Answer:
Briefly describe the three-stage process for engaging customers using social and mobile
media.
Answer:
Which of the following is a core aspect of marketing?
A. satisfying as many needs as possible
B. creating a product that everyone will want to buy
C. setting prices lower than all competitors
D. making product, place, promotion, and price decisions
E. increasing the company’s profit
Answer:
Laptop computers, personal digital assistants, and cellular phones were all readily
accepted and diffused in U.S. markets where business and personal lifestyles tend to be
faster-paced, compared to many other areas in the world. These products offered
__________ with consumers’ needs and priorities.
A. relative positioning
B. compatibility
C. observability
D. complexity
E. trialability
Answer:
Name at least two examples of ethical behavior and two examples of socially
responsible behavior that you have witnessed in a company or heard about through the
media. How do these instances meet the criteria for ethical and socially responsible
behavior as outlined in the text?
Answer:
Gerald is assessing global entry strategies for his gourmet sandwich business. He does
not want to take a lot of risk and he is willing to limit his control of international stores.
Gerald will most likely use a(n) __________ strategy.
A. franchising
B. exporting
C. joint venture
D. direct investment
E. strategic alliance
Answer:
The shift of population from rural to urban areas in countries such as India helps global
marketers by
A. decreasing pollution.
B. simplifying the supply chain needed to make goods and services available.
C. increasing the human development index.
D. decreasing competition for intellectual capital.
E. increasing nonmaterial GDP output.
Answer:
Ryan is debating how to allocate the IMC budget for his new ski equipment store. He
knows having knowledgeable salespeople in his store can simplify buyers’ purchase
decisions. He should also consider that, compared to other IMC alternatives, personal
selling is
A. easy.
B. expensive.
C. ineffective.
D. overrated.
E. simple.
Answer:
Godiva Chocolates produces specially decorated boxes of candies for Valentine’s Day,
Easter, and Christmas. This is an example of ________ segmentation.
A. occasion
B. loyalty
C. geographic
D. psychographic
E. demographic
Answer:
The traditional marketing strategy of selling umbrellas when it is raining is an example
of how __________ factors influence consumers’ decisions.
A. situational
B. psychological
C. shopping
D. interpersonal
E. economic
Answer:
When entering into a franchise agreement, what term is used to refer to the firm that is
granted the right to operate a business using the franchise name and business concept?
A. franchisee
B. franchisor
C. franchise agent
D. franchise partner
E. franchised owner
Answer:
Rob was complaining to another member of the lawn crew, “I don’t know how they
expect me to do an adequate job. The mower doesn’t work right, the trimmers are so
dull they don’t cut anything, and the rest of the equipment is so old we can’t get parts.”
Rob’s company lacks the __________ workers need to be able to do a good job.
A. maintenance schedule
B. instrumental support
C. emotional support
D. service infrastructure
E. customer expectation mechanisms
Answer:
Randall wants to do an online survey of college professors about the factors that
influence their textbook selection. He would like to use a structured survey but is not
sure what responses to include for each question. Randall could use __________ to help
him develop his survey.
A. in-depth interviews
B. experiments
C. surveys
D. observation
E. primary data mining
Answer:
The __________ diffusion of innovation group is the last large group of consumers to
adopt a new product or service.
A. innovator
B. laggard
C. late majority
D. early majority
E. early adopter
Answer:
Brands can be owned by
A. manufacturers only.
B. any firm in the supply chain.
C. retailers only.
D. wholesalers and retailers only.
E. private-label generic retailers only.
Answer:
A(n) __________ situation in B2B marketing is similar to limited decision making in
the B2C process.
A. adapted buy
B. new buy
C. modified rebuy
D. straight rebuy
E. generic buy
Answer:
VALS is the most widely used __________ segmentation tool.
A. geographic
B. behavioral
C. psychographic
D. benefits
E. geodemographic
Answer:
The components of a global market assessment include all of the following except
A. ethnic analysis.
B. infrastructure and technological analysis.
C. analysis of government actions.
D. sociocultural analysis.
E. economic analysis.
Answer:
Which of the following groups has never lived without easy access to the Internet and
other digital technologies?
A. Baby Boomers
B. Generation W
C. Generation X
D. Generation Y
E. Generation Z
Answer:
Especially in the fashion industry where styles and trends change rapidly, a quick
response system can
A. allow retailers to better forecast long-term demand.
B. reduce logistical overlay.
C. increase cross-docking promotional effectiveness.
D. align deliveries more closely with actual sales.
E. allow manufacturers to introduce unpopular styles and still be successful.
Answer:
Many corporations are shifting from defined benefit to defined contribution retirement
programs. When considering changes to retirement programs, the primary stakeholders
are the
A. shareholders.
B. employees.
C. customers.
D. marketing managers.
E. competition.
Answer:
E-books, in addition to being an alternative product form, provide __________ value
creation since they can be downloaded via the Internet immediately when and where
they are needed.
A. product
B. place
C. promotion
D. price
E. primary
Answer:
For marketers, one of the benefits of having achieved brand loyalty is
A. recognition through industry awards.
B. lower marketing costs associated with reaching loyal customers.
C. increased price sensitivity among loyal customers.
D. greater concern about competitors’ actions.
E. few worries about copyright infringement.
Answer:
While no one in the firm has discussed it, Brad notices everyone else seems to dress
more casually on Fridays during the summer. Brad is observing part of his firm’s
A. organizational culture.
B. governing principles.
C. human resource policy.
D. employee obligations.
E. code of ethics.
Answer:
Which of the following is most likely to be characterized by pure competition in the
United States?
A. soybeans
B. cereal
C. soft drinks
D. computer operating systems
E. fast-food restaurants
Answer:
During the __________ stage of the product life cycle, sales rise, profits rise rapidly,
and there are a small but increasing number of competitors.
A. introduction
B. leveling
C. maturity
D. growth
E. decline
Answer:
The idea of value-based marketing requires firms to charge a price that
A. covers costs and generates a modest profit.
B. includes the value of the effort the firm put into the product or service.
C. captures the value customers perceive that they are receiving.
D. prioritizes customer excellence above operational excellence.
E. matches competitors’ prices.
Answer:
Compared to conventional supermarkets, warehouse clubs have
A. a broader assortment of food items.
B. a lower level of service.
C. slightly higher prices.
D. no products appealing to small businesses.
E. lower annual fees.
Answer:
Your new sales manager, who previously worked for Boston Consulting Group, directs
each sales rep to “toss out the dogs,” “exploit the stars,” and “milk the cows.” Translate
this into everyday English: What is the sales manager asking the sales reps to do?
Answer:
Discuss the political and regulatory environment of business as it relates to the
protection of consumers. Name and describe at least two laws that had a major impact
on fair competition, consumer protection, or industry-specific regulation.
Answer:
Demographically speaking, what are the advantages to retailers in utilizing mobile
marketing?
Answer:
The manager of a restaurant supply company determined prices by adding a standard
markup to her costs. What might the manager be missing when it comes to effective
pricing decisions?
Answer:
What short-run versus long-run ethical dilemma do marketers often face?
Answer:
Brandon has developed a line of clothing accessories and has lined up the production
and financing. Next, he is preparing to reach out to the ultimate customer. He has
spoken to several stores that have agreed to carry these products, and he has narrowed
his options to specialty and department stores. What factors must Brandon now
address?
Answer:
After a series of embarrassing and unprofessional actions by her marketing team, Ming
wants to ethically align personal and corporate goals within her firm. What general and
specific actions will she need to take?
Answer:
Effective marketers recognize that a label is much more than just a sticker on a package.
What can a label do for a marketer?
Answer:
What are the brand components used by your university?
Answer:
Describe a straight rebuy situation, and explain how it differs from a modified rebuy.
Answer:
How can marketers identify potential opportunities?
Answer:
In terms of the 4E framework, what is the significance of “engaging” the customer?
Answer:
A firm must evaluate segments based on their attractiveness: identify the five criteria
and explain how a firm would use this information to establish if a segment is worth
pursuing.
Answer:
If Eddie Bauer stores allowed a travel company to market adventure travel using the
Eddie Bauer brand name, what would Eddie Bauer be doing?
Answer:
In recent decades, how has income distribution changed in the United States?
Answer:
Online reviews of the Paradise Motel by its customers indicate that the motel offered
stale food, it advertised babysitting services that were not readily available, and had an
assistant manager with a poor attitude. If you were the new manager of the Paradise
Motel, how would you use the five dimensions of service quality to identify and correct
the problems?
Answer:
Assume you are advising the Nepalese government about trade policies. What options
does the government have? Which would you recommend to stimulate the domestic
economy?
Answer:
Why is a country’s infrastructure an important consideration to global marketers?
Answer:
If you were a marketer who wanted to sell your product to very specific segments, what
kind of general merchandise retailer would you select? Why would this be an
advantage?
Answer:
Differentiate between the four levels of competition and offer examples of each type.
Answer: