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Some websites enable a user to talk directly with a customer representative using an
online chat feature while shopping on the site. This is an example of the __________
website design element.
A. convenience
B. connection
C. control
D. community
E. communication
Answer:
Nielsen PRIZM segmentation classifies every household into one of 66
demographically and __________ distinct neighborhood segments to identify lifestyles
and purchase behavior within a defined geographic market area, such as zip code.
A. financially
B. behaviorally
C. ethnically
D. socially
E. ethnographically
Answer:
The __________ imposed on imported bananas by European Union countries cost
consumers $2 billion a year in higher prices.
A. boycotts
B. quotas
C. sanctions
D. subsidies
E. tariffs
Answer:
The Lemon Tree is a high-fashion boutique selling top-of-the-line women's clothing and
accessories. The keys to its success include knowing customers' changing tastes and
providing something different than other retailers. In addition, because of the high value
of the merchandise, The Lemon Tree's management is investing in the use of
computerized inventory controls and sales order processing. The LEAST important
environmental force to The Lemon Tree at this time is likely to be
A. economic.
B. competitive.
C. technological.
D. social.
E. regulatory.
Answer:
The marketing metrics related to a retailer's customers include all of the following
EXCEPT:
A. the number of customers per day or per hour.
B. the average length of a store visit.
C. the turnover of inventory.
D. the average transaction size per customer.
E. the number of transactions per customer.
Answer:
To better connect with its customers, Kraft did what with its Chips Ahoy! cookies?
A. gave the products a more interesting brand personality
B. created additional brand extensions, such as adding chocolate dipped and mint
dipped cookies
C. engaged in a co-branding effort with Blue Bell ice cream
D. complied with ISO 9000 total quality management guidelines due to its expansion
into Asian markets
E. created a patented resealable opening in the bag for easy access and to maintain
freshness
Answer:
Figure 4-5
According to Figure 4-5 above, B defines what level in the Maslow hierarchy of needs?
A. physiological
B. safety
C. social
D. personal
E. self-actualization
Answer:
Before opening six Torrid plus-size-only retail stores that cater to women aged 15-30, a
great deal of information was gathered from a sample of women to determine what
types of items should be carried, the image of the store, its advertising, etc. Which of
the following is an example of a closed-end question that might have been asked?
A. Why would you want to shop at a store that carries plus-size clothing?
B. In what ways might you be uncomfortable shopping at a plus-size-only retailer?
C. Would you be interested in buying the Torrid merchandise on the Internet? ___ Yes
___ No
D. What type of person would shop at Torrid?
E. What is your age? Please write the number in the space: __________
Answer:
The car salesman was overheard having the following conversation with a prospective
customer: "What type of driving do you do?"; "How many people will you usually have
riding in your car?"; and "Maybe you should look at vans instead of sedans." From this
information, the car salesman was using a
A. stimulus-response presentation.
B. formula selling presentation.
C. need-satisfaction presentation.
D. persuasive selling presentation.
E. canned sales presentation.
Answer:
Americans born between 1977 and 1994 are referred to as __________.
A. Generation X
B. baby boomers
C. Generation Y
D. baby busters
E. Generation Z
Answer:
Concern for health and fitness is one reason that 51 million people in the United States
report that they are trying to control their weight. This concern is an example of
A. changing values.
B. changing population composition.
C. changing demographics.
D. changing regulatory forces.
E. changing ethnic composition.
Answer:
Information and persuasive content can be combined to form which common
advertising appeals?
A. sex, fear, and humor appeals
B. guilt, financial risk, and self-esteem appeals
C. demographic, psychographic, and lifestyle appeals
D. guilt, fear, and self-worth appeals
E. gender, ethnicity, and reference group appeals
Answer:
A company uses __________ when it manufactures products but sells them under the
brand name of a wholesaler or retailer.
A. manufacturer branding
B. private branding
C. generic branding
D. co-branding
E. brand licensing
Answer:
The Marriott Corporation sent a six-person intelligence team to travel and stay at
economy hotels around the country for a six-month period. The purpose of these visits
was to
A. allow the team to reap the benefits of the new product, Fairfield Inns.
B. assess the strengths and weaknesses of economy hotels that could be used in the
new-product development process for the launch of a new economy hotel chain.
C. complete customer satisfaction surveys to purposefully create inaccuracies in the
marketing research for competing economy hotels.
D. obtain the demographics and media behavior of consumers who stay at these
facilities in order to develop a target market profile.
E. refute the assumption that open innovation can benefit the Marriott Corporation.
Answer:
Which of the following statements about social responsibility is most accurate?
A. The three concepts of social responsibility are economic responsibility, internal
social responsibility, and external social responsibility.
B. Organizations are part of a larger society and are accountable to that society for their
actions.
C. Societal responsibility focuses on the obligations an organization has to its
customers, employees, suppliers, and distributors.
D. The duty of an organization is most easily understood at the societal responsibility
level.
E. Social responsibility cannot be taught; it is an innate outgrowth of a person's moral
and ethical belief system.
Answer:
Which of the following statements describes a potential problem with using sex appeals
in advertising?
A. What men find sexy, most women do not.
B. What women find sexy, men do not.
C. Sex in advertising typically appeals to only younger audiences.
D. An ad using sex appeal does not always lead to changes in recall, recognition, or
purchase intent.
E. Sex in advertising alienates a large segment of the general public.
Answer:
Xunrui Communications is an upstart maker of inexpensive smartphones for the
Chinese market. Xunrui purchases components and uses small assembly factories in
Shenzhen, in southern China. These smartphones retail for about $65 in U.S. dollars,
much less than the $250 to $600 for smartphones marketed by Apple or Samsung, the
top two marketers of these items. Here, Xunrui Communications most likely is using
which pricing strategy?
A. penetration pricing
B. cost-plus pricing
C. target ROI pricing
D. above-market pricing
E. skimming pricing
Answer:
A popular social network used by college students to find and share the best content on
the Web is
A. Tumblr.
B. Flickr.
C. Vimeo.
D. Pinterest.
E. StumbleUpon.
Answer:
One advantage of using the Internet as an advertising medium is
A. there is no need to segment markets.
B. messages are automatically translated into multiple languages.
C. that rich media can be used to create interactive ads.
D. there are no real costs except computers used for initial encoding.
E. online ads almost always result in a "click," an action that leads to the purchasing of
a product.
Answer:
A(n) __________ question requires respondents to select one or more response options
from a set of predetermined choices.
A. depth interview
B. open-ended
C. fixed-alternative
D. attitudinal
E. semantic differential
Answer:
The wheel of retailing refers to
A. the life cycle of most consumer products sold at retailers.
B. the diffusion of types of retailers for a new product.
C. the progression of retail locations an outlet goes through.
D. the description of how new forms of retail outlets enter the market.
E. the description of retail management philosophies.
Answer:
When Milk-Bone dog biscuits offered a ball toy for $1.99 and two proofs of purchase, it
was using a __________.
A. deal
B. rebate
C. coupon
D. sample
E. premium
Answer:
The four Ps are commonly known as
A. the environmental or uncontrollable forces.
B. the environmental or controllable factors.
C. the marketing mix or controllable factors.
D. the marketing mix or uncontrollable forces.
E. environmental factors, both controllable and uncontrollable.
Answer:
A product
A. consists of the benefits or customer value received by its sellers.
B. is the cluster of benefits that an organization promises customers to satisfy their
needs.
C. is a good, service, or idea consisting of a bundle of tangible and intangible attributes
that satisfy consumers' needs and is received in exchange for money or something else
of value.
D. consists of items that the consumer purchases frequently, conveniently, and with a
minimum of shopping effort.
E. is the set of intangible activities or benefits that an organization provides to satisfy
consumers' needs in exchange for money or something else of value.
Answer:
The marketing professor wanted to do everything possible to ensure that her students
understood her lectures. Accordingly, she used examples of marketing activities that
most students were familiar with. For example, the professor discussed the marketing
exchanges between students and grocers, college bookstores, convenience stores, and
clothiers. The examples used by the professor were her attempt to __________ her
message to encourage better understanding on the part of her students.
A. create common ground for
B. create noise in
C. effectively decode
D. use shared fields of experience with
E. back translate
Answer:
Figure 4-1
In Figure 4-1 above, C represents which stage of the consumer purchase decision
process?
A. purchase decision
B. information search
C. problem recognition
D. alternative evaluation
E. financial consideration
Answer:
Figure 17-4
Which of the following tasks are involved in the sales plan formulation stage of the
sales management process?
A. recruiting and selecting the salesforce, training the salesforce, and compensating the
salesforce
B. developing account management policies, implementing the account management
policies, and evaluating the account management policies
C. setting sales objectives, organizing the salesforce, and developing account
management policies
D. organizing the salesforce, establishing quantitative assessment, and implementing
follow-up
E. organizing the salesforce, setting motivational sales quotas, and evaluating the
individual members of the salesforce
Answer:
In the retail life cycle, the battle for market share is usually fought before the
__________ stage, and some competitors drop out of the market.
A. decline
B. growth
C. maturity
D. harvest
E. introduction phase
Answer:
In terms of website design, communication refers to
A. the process of conveying an online presence to others that requires an organization, a
website, an online consumer, and the processes of a shopping cart, online payment, and
order fulfillment.
B. the speed and ease with which a customer can move between pages on a website.
C. website's ability to tailor itself to different users or to allow users to personalize the
website.
D. the dialogue that unfolds between the website and its users.
E. the links from a company's website to a customer's e-mail, Facebook, or Twitter
account.
Answer:
The promotional mix includes advertising, __________, sales promotion, public
relations, and direct marketing.
A. publicity
B. personal selling
C. merchandising
D. branding
E. people
Answer:
