Figure 16-4
According to Figure 16-4 above, Facebook had about __________ unique U.S. visitors
as of mid-2014.
A. 139 million
B. 168 million
C. 500 million
D. 1 billion
E. 2.54 billion
Answer:
Recently, McDonald’s offered collectable toys related to the release of the movie Epic
for free with the purchase of a Happy Meal. These collectibles are an example of a
__________.
A. deal
B. rebate
C. coupon
D. sample
E. premium
Answer:
Which of the following statements about are perceptual benefits conveyed by a
product’s packaging and labeling is NOT true?
A. Global brands can benefit from country of origin or manufacturer perceptions since
consumers tend to hold ethnocentric stereotypes about country-product pairings that
they judge best.
B. Packaging and labeling have been shown to enhance brand recognition and facilitate
the formation of strong, favorable, and unique brand associations.
C. Package inserts are the primary way the legal requirements for the conveyance of
information are satisfied.
D. Changes in packaging and labeling can uphold a brand’s image in consumers’ minds.
E. The color, shape, and graphics of a package or label distinguish one brand from
another.
Answer:
A reinforcement ad
A. reinforces previous knowledge of a product.
B. assures current users they made the right choice.
C. promotes a specific brand’s features and benefits.
D. tells people what a product is, what it can do, and where it can be found.
E. shows one brand’s strengths relative to those of competitors.
Answer:
During Super Bowl weekend, Pepsi introduces a new brand of soft drink. On that same
weekend, Coca-Cola offers a “BOGO” (Buy One, Get One) promotion to make the
Pepsi new product introduction more difficult. Which type of sales promotion is
Coca-Cola using?
A. a deal
B. a contest
C. a premium
D. a rebate
E. a sample
Answer:
Which stage in the product life cycle is characterized by a rapid increase in sales and
the appearance of competitors?
A. maturity
B. decline
C. growth
D. accelerated development
E. introduction
Answer:
A concept that describes the stages a product goes through in the marketplace –
introduction, growth, maturity, and decline – is referred to as the __________.
A. retail life cycle
B. product life cycle
C. marketing mix
D. product growth cycle
E. diffusion of product innovation
Answer:
Butler-McDonald, an Indianapolis firm, recycles outdated computers to reclaim
reusable materials such as plastics, copper, zinc, silver, and gold. Butler-McDonald is
implementing
A. salvage marketing.
B. materials transformation.
C. cyclical materials handling.
D. reverse logistics.
E. cause-related marketing.
Answer:
Observational data refer to
A. facts and figures newly collected for the project at hand.
B. facts and figures obtained by asking people questions either through personal
interviews, panel discussions, or questionnaires.
C. facts and figures obtained by watching, either mechanically or in person, how people
actually behave.
D. facts and figures that have already been recorded from multiple sources prior to the
project.
E. conclusions developed from information obtained from a representative sample of a
population.
Answer:
A pioneering (or informational) ad
A. reinforces previous knowledge of a product.
B. assures current users they made the right choice.
C. promotes a specific brand’s features and benefits.
D. tells people what a product is, what it can do, and where it can be found.
E. shows one brand’s strengths relative to those of competitors.
Answer:
What is the marketing objective for the growth stage of the product life cycle?
A. minimize promotion
B. increase market share
C. stress differentiation
D. gain awareness
E. maintain brand loyalty
Answer:
What type of exporting has the least amount of commitment and risk but will probably
return the least profit?
A. direct
B. indirect
C. licensing
D. joint
E. unilateral
Answer:
The formula to calculate a BDI = __________.
A. (Percent of the total U.S. population in a market segment Percent of a brand’s total
U.S. sales in a market segment) 100
B. (Percent of a product category’s total U.S. sales in a market segment Percent of the
total U.S. population in a market segment) 100
C. (Percent of a brand’s total U.S. sales in a market segment Percent of the total U.S.
population in a market segment) 100
D. (Percent of the total U.S. population in a market segment Percent of a product
category’s total U.S. sales in a market segment) 100
E. The ratio of sales revenue of the firm to the total sales revenue of all firms in the
industry, including the firm itself
Answer:
During the implementation phase of an IMC program, a firm will __________ and
carry out promotion.
A. posttest the promotion
B. design the promotion
C. state the mission
D. identify possible advertising or promotional firms
E. pretest the promotion
Answer:
Figure 7-1
According to Figure 7-1 above, what does B represent in the marketing research
process?
A. develop findings
B. define the problem
C. collect relevant information
D. develop the research plan
E. take marketing actions
Answer:
The wholesalers that perform all channel functions and are found in the health foods,
automotive parts, and seafood industries would be __________.
A. specialty wholesalers
B. full-line wholesalers
C. limited-wholesalers
D. universal wholesalers
E. cash and carry wholesalers
Answer:
All of the following are market modification strategies EXCEPT:
A. creating a new use situation.
B. finding new customers.
C. changing a product’s appearance.
D. targeting new market segments.
E. increasing a product’s use among existing customers.
Answer:
The third stage in the consumer purchase decision process involves evaluating brands in
the consideration set based on the evaluative criteria (both objective and subjective)
identified during the information search step for the ultimate decision. What is this
stage called?
A. postpurchase behavior
B. alternative evaluation
C. purchase decision
D. problem recognition
E. information search
Answer:
Which of the following would most likely be considered a consumer product?
A. bricks
B. cotton fiber
C. printing press
D. suitcases
E. mainframe computer
Answer:
While brand managers use both traditional and social media to promote and advertise
their products, traditional media __________ while social media __________.
A. appeal to a younger audience; appeal to a middle-aged audience
B. are cheaper; are more creative
C. are produced quickly and inexpensively by an individual; are expensive to produce
and may take a team of specialists months to complete
D. are generally accessible everywhere to those with smartphones, computers, and
tablet devices; are typically produced by an individual and privately owned by them
E. take longer to produce and use a team of specialists; can be produced inexpensively
and quickly by an individual
Answer:
Lands’ End will custom fit a Marinac jacket and make it with additional features such as
thumb loops, underarm ventilation slits, and a key clip when you order from
LandsEnd.com. This is an example of
A. family branding.
B. mass customization.
C. “Tiffany/Walmart” marketing.
D. market melding.
E. specialty customization.
Answer:
The density of distribution whereby a firm tries to place its products or services in as
many outlets as possible is referred to as __________.
A. intensive distribution
B. extensive distribution
C. selective distribution
D. exclusive distribution
E. concentrated distribution
Answer:
The acronym that stands for the cost of reaching 1,000 individuals or households with
the advertising message in a given medium is referred to as
A. GRP
B. CPA
C. TMP
D. CPM
E. CT
Answer:
In 2008, Apple filed for and received approval from the U.S. Patent and Trademark
Office to trademark the “App Store” name to describe a service that allows its iPhone
and iPad customers to purchase and download applications, video games, and other
software. Over the past few years, Apple has invested millions in advertising and
publicity and customers have purchased millions of dollars of software from its “App
Store.” However, Amazon.com claims that Apple did not have exclusive rights to the
name because other firms used it to describe their online storefronts where consumers
can obtain software for smartphones and tablet devices. In March 2011, Apple filed a
lawsuit against Amazon for violating its trademark. Why should Apple rigorously
protect its “App Store” trademark?
A. Apple risks losing its status as a generic smartphone and tablet device manufacturer.
B. In order to maintain the use of its widely recognizable trademark, Apple must
prevent the name from becoming generic.
C. The Robinson-Patman Act conferred ownership of the “App Store” name and other
trademarked property to Apple and/or Microsoft.
D. The government will file charges for trademark infringement only if Apple, the
owner of the trademark, has documented proof of wrongdoing by Amazon.
E. By protecting its trademark, Apple is protecting the entire smartphone and tablet
device industries from indirect competition.
Answer:
Which of the following statements should a salesperson use to acknowledge and
convert the prospect’s objection into a reason for buying?
A. “I think I might be able to explain that better to you after showing you this diagram.”
B. “Yes, you’re right, it is lighter but that is done intentionally to make your work
easier.”
C. “That’s true. It does have a shorter shelf life, but that really hasn’t been a problem. It
is so popular it never stays on the shelf that long anyway.”
D. “Where did you hear that? Your source must have erroneous information.”
E. “As I was saying, .”
Answer:
In 1962, President John F. Kennedy outlined a Consumer Bill of Rights that codified the
ethics of exchange between buyers and sellers. These were the right: (1) to safety; (2) to
be informed; (3) __________; and (4) to be heard.
A. to have legal representation in a court of law
B. to exchange or return products within a reasonable period of time
C. to choose
D. to demand rain checks if advertised goods are out of stock
E. to be compensated for product defects
Answer:
Dell Inc. learned that the lithium-ion batteries in its notebook computers posed a fire
hazard to consumers. The company recalled 2.7 million batteries and gave consumers a
replacement before any personal injuries resulted. Dell was most likely concerned with
consumers’ right to
A. choose.
B. be informed.
C. safety.
D. be heard.
E. happiness.
Answer:
When a product reaches the decline stage of the product life cycle, a firm has two
choices. One choice involves product deletion, dropping it from a firm’s product line.
The other is called __________, which retains the product in the product line but
reduces marketing costs.
A. reaping
B. paring down
C. divesting
D. milking
E. harvesting
Answer:
In a marketing decision, constraints refer to
A. the external factors affecting the number of people who can work on a solution to a
problem.
B. the number of possible alternatives in a company’s solution set.
C. the restrictions placed on potential solutions to a problem.
D. the internal factors affecting whether to select one alternative over another.
E. the internal factors that determine who in the organization selects the best problem to
fit the hypothetical solution.
Answer:
Julie is an avid mystery reader and her babysitter Tina has been borrowing some of her
books over the summer. When Tina’s birthday approaches, Julie wants to buy her a
good mystery. When Julie was trying to recall her favorite mystery authors, she was
engaged in
A. problem recognition.
B. an internal search.
C. an external search.
D. a purchase task.
E. the precognition of an antecedent state.
Answer:
Target recently introduced its Target REDcard, where cardholders receive 5% back for
each purchase. Target also allows customers to return merchandise within 30 days but
does not offer alteration services. Target offers what level of service to its customers?
A. full-service
B. self-service
C. automated-service
D. limited-service
E. customized service
Answer: