Chrysler Corporation wanted to sell its Jeeps in Japan. The car was priced in U.S.
dollars at about $19,000, but when it reached the Japanese car showrooms, its price was
over 31,000 Japanese yen, and the Japanese could not afford to buy it. Its price was set
without regard for the
A. balance of price.
B. currency exchange rate.
C. reciprocity price.
D. balance of payments.
E. balance of trade.
Answer:
Social media advertising is helpful to brand managers because consumers are
__________.
A. captive receivers who buy products online
B. end-receivers who buy products online
C. traditional consumers who buy products in retail stores
D. active receivers who send user generated content to both friends and advertisers
E. traditional receivers who browse products online
Answer:
Which is the simplest form of salesforce organizational structure?
A. profit
B. customer
C. product
D. geographical
E. market
Answer:
The FedEx brand name suggests the possibility that it is government sanctioned and
fast. This perception is important because of which unique characteristic of services?
A. inventory costs
B. inseparability
C. inconsistency
D. invisibility
E. intangibility
Answer:
All of the following are downsides to data mining EXCEPT:
A. some of the information found on the Internet is factually incorrect.
B. personal, private data on most Americans is available on the Internet.
C. it is easy for almost anyone to find out your personal information through both
online and offline sources.
D. you can also use the Internet to find out which companies are obtaining your
personal data.
E. many firms obtain personal, private data by placing cookies on a person’s computer
or use tracking apps to forward location information from a user’s mobile phone.
Answer:
Five general criteria are often used to select target segments. They include: (1) the size
of the market; (2) expected growth of the market; (3) competitive position of the firm
with respect to the market; (4) cost of reaching the segment; and __________.
A. compatibility with the organization’s objectives and resources
B. potential of a marketing action to reach a segment
C. similarity of needs of potential buyers within a segment
D. difference of needs of buyers among segments
E. potential for increased profit
Answer:
Figure 7-3
Consider Figure 7-3 above, which is based on data collected from mechanical
observations through the use of __________ to prepare Nielsen Media Research’s
Nielsen Television Index Ranking Report.
A. a people meter
B. neuromarketing
C. a bot
D. a DVR
E. streaming video
Answer:
Generation X
A. is the least healthy generation since the 1940s.
B. accounts for the largest amount of consumer spending.
C. is the largest segment of business travelers.
D. is interested in distinctive, memorable, and personal experiences.
E. includes younger members known as millennials.
Answer:
A field of study that examines the correspondence between symbols and their role in the
assignment of meaning for people is referred to as
A. back translation.
B. symbiotics.
C. semiotics.
D. symbolic linguistics.
E. cross-cultural analysis.
Answer:
Important market characteristics in organizational buying behavior include which of the
following?
A. Organizational buying behavior is similar to consumer buying behavior since
individuals are involved in both processes.
B. Demand for industrial products is elastic instead of inelastic.
C. Demand for industrial products and services is derived.
D. Purchase orders much more frequent but they are usually small.
E. Forecasting is not as important in organizational buying as in consumer buying.
Answer:
Which problem solving variation would normally be used to purchase items such as
cereal or laundry detergent?
A. limited problem solving
B. extended problem solving
C. routine problem solving
D. situational problem solving
E. integrated problem solving
Answer:
The acronym EDLP stands for __________.
A. estimated discount leveling policy
B. extended discounts for leading products
C. everyday low pricing
D. either (free) delivery or lower prices
E. extended discounts in lieu of lower pricing
Answer:
Figure 6-4
Global companies have five strategies for matching products and their promotion
efforts to global markets. According to Figure 6-4 above, C refers to which type of
strategy?
A. product extension strategy
B. product adaptation strategy
C. dual adaptation strategy
D. product invention strategy
E. communication adaptation strategy
Answer:
All of the following are departments in a typical organization EXCEPT:
A. finance.
B. manufacturing.
C. information systems.
D. human resources.
E. suppliers.
Answer:
A local television station reported that one-fifth of the television households in your
market were watching a special prime time movie on its TV channel during the 8:00
p.m. to 10:00 p.m. time period during the November sweeps period. What would be the
movie’s rating?
A. 10
B. 20
C. 30
D. 40
E. 50
Answer:
An ad for Allegra allergy medicine highlights the competitive advantage of Allegra over
its primary competitors Benadryl, Tylenol, and Chlor-Trimeton. This is ad is an
example of __________ advertising.
A. reinforcement
B. persuasive
C. comparative
D. informative
E. reminder
Answer:
Making action recommendations, implementing action recommendations, and
evaluating results take place during which step of the five-step marketing research
approach?
A. define the problem
B. take marketing actions
C. collect relevant information
D. develop findings
E. develop the research plan
Answer:
American Express has a long history of working for the good of all in its New York
community. In 1885, it engaged its employees to help raise money to build the pedestal
of the Statue of Liberty. Today, it has a program to help restore, preserve and revitalize
historic sites in New York City. These actions by American Express are partial
fulfillment of the __________ the firm has established for itself as a corporate citizen.
A. unit sales goals
B. market share goals
C. sales revenue goals
D. customer satisfaction goals
E. social responsibility goals
Answer:
Which of the following firms has made the wisest wholesaler choice for its product?
A. Sam’s Coal Country uses a cash and carry wholesaler for its coal.
B. Amy’s Amazing Appetizers uses a rack jobber for its frozen apricot aperitifs.
C. Raisha’s Retros uses a rack jobber for its replica racecar radios in travel plazas on
interstate highways.
D. Shayna’s Superior Supplies uses a desk jobber for its staplers.
E. Nova’s Novelties uses a truck jobber for its never-needs-a-battery night lights.
Answer:
Intangibles, such as a sense of belonging, excitement, style, or warmth, are considered
to be __________ of a store’s image.
A. functional qualities
B. sociological qualities
C. psychological attributes
D. antecedent attributes
E. personality elements
Answer:
Figure 9-5
Figure 9-5 above represents the seven stages of the new-product development process.
Stage 3 is the __________ stage.
A. idea generation
B. screening and evaluation
C. screening and analysis
D. new-product strategy development
E. product assessment
Answer:
Figure 4-4
In Figure 4-4 above, D represents the __________ influences that can affect the
consumer purchase decision process.
A. economic
B. situational
C. psychological
D. sociocultural
E. marketing mix
Answer:
For what type of contractual system does a parent company provide assistance in
selecting the location, setting up the store or facility, advertising, and training
personnel?
A. administered system
B. conglomerate system
C. franchise system
D. vertical integrated system
E. retail-sponsored cooperative
Answer:
Five general product and service categories dominate online consumer buying,
accounting for about two-thirds of online sales. One category includes items such as
computer software, music, and video for which
A. prepurchase trial is critical.
B. digital delivery is the single most important factor.
C. audio or video demonstration is important.
D. price and delivery time are not key factors.
E. price and speed of delivery are the determinant sales factors.
Answer:
Standard markup pricing is considered to be a __________ approach to pricing.
A. demand-oriented
B. profit-oriented
C. cost-oriented
D. competition-oriented
E. service-oriented
Answer:
Personally or socially preferable modes of conduct or states of existence that tend to
persist over time are referred to as __________.
A. customs
B. ethics
C. values
D. culture
E. beliefs
Answer:
The amount of time per month that visitors spend on a company’s website is referred to
as
A. visiting time.
B. stickiness.
C. staying power.
D. browsing time.
E. connectiveness.
Answer:
Segmentation based on some observable actions or attitudes by prospective customers,
such as what benefits they seek, as well as where, how frequently, and why they buy, is
referred to as
A. demographic segmentation.
B. psychographic segmentation.
C. geographic segmentation.
D. behavioral segmentation.
E. socioeconomic segmentation.
Answer:
Which of the following is the best marketing strategy for promoting Betty Crocker
products using social media?
A. create “Betty Cooks,” a blog featuring recipes for trendy dishes using Betty Crocker
products
B. monitor e-mails for customer complaints and respond promptly with a 50% discount
coupon
C. hold a cooking contest to generate new recipes using Betty Crocker products
D. produce commercials incorporating images of Betty Crocker cooking with the late
Julia Child
E. produce a TV infomercial featuring a female or male cooking her/his way through
several recipes from the latest edition of the Betty Crocker Cookbook
Answer:
A product manager is sometimes called a __________.
A. chief marketing officer (CMO)
B. brand manager
C. marketing manager
D. category manager
E. sales manager
Answer:
Which of the following statements about Asian American buying patterns is most
accurate?
A. Assimilated Asian Americans have very different buying patterns from a typical U.S.
consumer.
B. There is great diversity among Asian American subcultures.
C. The Asian American subculture is growing very slowly in the United States.
D. Asian Americans are the least educated racial/ethnic subculture in the United States.
E. Consumer research on Asian Americans suggests individuals and families divide into
three groups – assimilated, non-assimilated, and recent immigrants.
Answer:
Figure 9-2
According to Figure 9-2 above, column B would represent which type of product?
A. shopping
B. convenience
C. specialty
D. prestige
E. unsought
Answer:
A situation that occurs when a service provider is available but there is no demand is
referred to as
A. off-peak pricing.
B. idle production capacity.
C. static demand.
D. capacity management.
E. excess inventory.
Answer: