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During the implementation phase of an IMC program, a firm will pretest the promotion
and __________.
A. posttest the promotion
B. design the promotion
C. state the mission
D. carry out the promotion
E. identify possible advertising or promotional firms
Answer:
Figure 2-7
Consider Figure 2-7 above. A Florida-based flashlight company has been extremely
successful due in part to the number of hurricanes in Florida that result in power
outages. The firm is thinking of expanding its product offerings to include other
emergency supplies such as generators and survival kits (consisting of food bars, a
water filtration system, first aid supplies, etc.). Before going ahead with this decision,
there were several factors that had to be taken into consideration: (1) The firm has a
great reputation with its flashlights and does not want to ruin it. (2) Its physical plant
could be refitted relatively easily to make small generators, but it would be rather
costly. (3) It would have to rely on another firm to manufacture and package the
survival kits. (4) Although there are nine named hurricanes forecasted for the upcoming
year, no one really can predict what will happen. The projected number of hurricanes
would fall in which quadrant(s) of the SWOT analysis grid?
A. A
B. B
C. C
D. D
E. C and D
Answer:
Marketers recognize that people have an actual self-concept and __________.
A. a persona determined by their peers
B. a persona determined by psychology
C. an abstract self-concept
D. an ideal self-concept
E. an inconsistent self-concept
Answer:
A product life cycle that results from products that are easily imitated by competitors,
whose benefits are readily understood by consumers, and for which the appropriate
marketing strategy is to broaden distribution quickly is typical for __________
products.
A. high-learning
B. fashion
C. fad
D. low-learning
E. generalized
Answer:
Unit volume as a pricing objective refers to
A. the quantity of products to be produced or sold.
B. the ratio of price per unit to unit variable cost.
C. the ratio of production costs to the minimum sales price that would still generate
profit.
D. the total quantity of product sold by a firm relative to the total quantity of product
sold by all firms in the industry.
E. variable cost expressed on a per unit basis for a product.
Answer:
Adaptive selling refers to a presentation format that
A. emphasizes probing and listening by the salesperson to identify needs and interests
of prospective buyers.
B. focuses on problem identification, where the salesperson serves as an expert on
problem recognition and resolution.
C. consists of information that must be provided in an accurate, thorough, and
step-by-step manner to inform the prospect.
D. assumes that given the appropriate stimulus by a salesperson, the prospect will buy.
E. involves adjusting the presentation to fit the selling situation, such as knowing when
to offer solutions and when to ask for more information.
Answer:
A level of distribution density whereby only one retailer in a geographical area carries
the firm's products is referred to as __________.
A. intensive distribution
B. extensive distribution
C. selective distribution
D. concentrated distribution
E. exclusive distribution
Answer:
In the late 1950s, Pierre Martineau described __________ as "the way in which the
store is defined in the shopper's mind."
A. size
B. location
C. product mix
D. image
E. anchor store
Answer:
A product item refers to
A. the variations within a product class.
B. the entire product category or industry.
C. a group of SKUs that are closely related.
D. a specific product that has a unique brand, size, or price.
E. the services offered by an organization.
Answer:
The term branding refers to __________.
A. the licensing of a name, phrase, design, symbol, or combination of these for a period
of 17 years, at which time a firm may renew its intellectual property rights to them
B. the value added to the product from the additional features given to a product beyond
its functional attributes
C. the identification of an organization's products based upon individual SKUs
D. an organization's use of a name, phrase, design, symbol, or combination of these to
identify its products and distinguish them from those of competitors
E. the establishment of a commercial, legal name under which a company does business
Answer:
Permission marketing is based on a customer's __________.
A. past purchases
B. opt-in
C. spam
D. income
E. social media
Answer:
The Boston Consulting Group (BCG) uses business portfolio analysis to quantify
performance measures and growth targets to analyze its clients' strategic business units
(SBUs)
A. as if each were a separate investment.
B. to establish their worth to society at large.
C. to determine which would be suited for a SWOT analysis.
D. to determine which units are candidates for diversification analysis.
E. to determine which units can be divided into smaller, tactical business units (TBUs).
Answer:
The range of Gatorade offerings, from the traditional Gatorade Thirst Quencher to
newly enhanced beverages conveying the attitude of a tough-love coach or personal
trainer through in-your-face names on the label and nutrition benefits inside, are all
examples of a company's commitment to __________ product improvement.
A. dynamic
B. discontinuous
C. continuous
D. symbiotic
E. simultaneous
Answer:
Even though primary data can be especially valuable to an individual firm, secondary
data is often used because
A. secondary data are much more up-to-date and tailored to a specific firm or industry.
B. secondary data, although far more expensive, are also much more reliable.
C. primary data are usually more costly and time consuming to collect.
D. primary data can be accessed by virtually anyone so the information generated loses
much of its value.
E. primary data are less fact and figure based; they are more subjective and therefore
more vulnerable to misinterpretation.
Answer:
Since promotions are an important expectation in pizza purchasing, Pizza Hut's website
design elements of __________ and __________ balance the ability to shop for a deal
with quick and easy ordering access for people who arrive at PizzaHut.com ready to
purchase.
A. context; content
B. communication; context
C. commerce; customization
D. communication; connection
E. content; community
Answer:
When the state of Virginia touts the slogan "Virginia is for Lovers," it is trying to appeal
to people's __________ in order to attract them as potential residents, part of its
workforce, or vacationers.
A. self-concept
B. individualized perception
C. self-evaluation
D. self-actualization
E. personal perception
Answer:
A positioning approach that involves seeking a less competitive, smaller market niche
in which to locate a brand is referred to as __________.
A. competitive repositioning
B. head-to-head positioning
C. differentiation positioning
D. downsize positioning
E. product repositioning
Answer:
Inconsistency of services refers to the fact that
A. there is no regulation of service industries in terms of basic standards of quality.
B. the quality of service provided by a firm is often inconsistent with its image.
C. the performance of one employee may vary from the performance of another
employee even though the same firm employs both.
D. training and standardization of service delivery procedures cannot be accomplished.
E. services have a varying degree of durability.
Answer:
Which form of entry into a global market makes a firm the most vulnerable to harm
regarding its brand name or reputation?
A. direct exporting
B. indirect exporting
C. licensing
D. direct investment
E. joint venture
Answer:
Frito-Lay produces and markets potato chips in Russia that have seafood flavor. This is
an example of which type of global marketing product/promotion strategy?
A. product adaptation
B. product integration
C. product invention
D. product customization
E. product extension
Answer:
A skimming pricing policy is likely to be most effective when
A. consumers perceive one product to be similar to other products on the market.
B. a lower price will significantly lower fixed costs.
C. competitors will be attracted to the market due to the potential for high sales
revenues.
D. consumers tend to be price sensitive.
E. the high initial price will not attract competitors.
Answer:
When Georgia State University buys new laptops for its faculty, it is operating as a(n)
A. industrial market.
B. business market.
C. government unit.
D. consumer market.
E. service provider.
Answer:
3D OLED (organic light-emitting diode) HDTVs, such as the 55" model from LG
Electronics that costs about $10,000, which offers a significantly different viewing
experience than any television previously available, are in which stage of their product
life cycle?
A. introduction
B. growth
C. maturity
D. decline
E. harvest
Answer:
Account management policies refer to policies that
A. specify how salespeople will be compensated and how sales performance will be
evaluated.
B. specify which products or services will be offered to which consumers, through
which outlets, and at what price.
C. specify the organizational structure of the salesforce and set the sales goals for both
individual sales representatives and the salesforce as a whole.
D. specify whom salespeople should contact, what kinds of selling and customer
service activities should be engaged in, and how these activities should be carried out.
E. determine the sales quotas for the upcoming year based upon past sales performance
and current estimates of demand.
Answer:
Which of the following statements about services is most accurate?
A. Although a major contributor to the GDP nationally, services play only a minor role
in GDP on a global scale.
B. The marketing of services is, in a practical sense, identical to the marketing of
products or ideas since they both satisfy customer needs.
C. Only 10% of all jobs created in the United States are in the services sector.
D. In the U.S., services contribute about twice the value of goods to the GDP.
E. There is much more in common with the marketing of services and business products
than there is between the marketing of services and consumer products.
Answer:
Salespeople called __________ visit customers and replenish inventory stocks of
resellers, such as retailers or wholesalers.
A. inside order takers
B. outside order takers
C. inbound telemarketers
D. outbound telemarketers
E. management order takers
Answer:
Consumer behavior refers to
A. the aspects of a consumer's decision-making processes that cannot be measured.
B. the actions a person takes in purchasing and using products and services, including
the mental and social processes that come before and after these actions.
C. the five stages a buyer passes through in making choices about which product and
service to investigate, purchase, and consume.
D. the mental and social processes related to purchasing that are innate in a person from
birth.
E. those purchasing behaviors that result from (1) repeated experience and (2)
reasoning.
Answer:
Open innovation may enhance the __________ stage of the new-product process.
A. open innovation
B. screening and evaluation
C. product development
D. new-product strategy development
E. idea generation
Answer:
Cause marketing programs incorporate all three concepts of social responsibility by
addressing public concerns, satisfying customer needs, and
A. protecting the environment.
B. enhancing corporate sales and profits.
C. following industry-specific codes of ethics.
D. fulfilling societal objectives.
E. demonstrating ethical behavior.
Answer:
The Nielsen PRIZM lifestyle segmentation is based on the belief that "birds of a feather
flock together." This type of consumer segmentation is referred to as
A. situational segmentation.
B. socioeconomic segmentation.
C. geographic segmentation.
D. psychographic segmentation.
E. behavioral segmentation.
Answer:
The group of brands a consumer would consider acceptable from among all the brands
in the product class of which he or she is aware, is referred to as
A. evaluative set.
B. evolved set.
C. consideration set.
D. alternative selection group.
E. aspiration group.
Answer:
