Pizza Hut realized that it did not make sense for the company or its customers to create
a community on the site. As a result, Pizza Hut tapped into __________ to achieve
results in a very cost-effective manner.
A. LinkedIn
B. Facebook
C. Flicker
D. Pinterest
E. Twitter
Answer:
Eppie’s Used Cars wanted to test whether straight price discounting worked better than
a free gift. It ran two different commercials on alternate Wednesdays. The first offered
20 percent off the Kelley Blue Book price for any 4-wheel-drive vehicle on the lot
while the second offered a free tent with the purchase of any 4-wheel-drive vehicle at
the Kelley Blue Book price. The type of offer was the __________ variable. The
number of people that responded to each type was the __________ variable, which
would suggest best strategy for increasing traffic.
A. marketing; dependent
B. dependent; independent
C. control; independent
D. independent; dependent
E. dependent; control
Answer:
Manufacturers use seasonal discounts to
A. get rid of expired merchandise.
B. prevent retailers from purchasing competitors’ products.
C. extend the peak seasonal selling season.
D. encourage buyers to stock inventory earlier than their normal demand would require.
E. temporarily spur primary demand during periods of soft sales, such as the beginning
of a month, after which prices will return to normal when selective demand picks up.
Answer:
Prego recently introduced a Pasta Bake Sauce, which was made so that it was not
necessary to precook the pasta before blending pasta, sauce, meat, and cheese in a
casserole. Legally, this product would only be considered new
A. for the first six months that it was regularly available at a variety of grocery stores.
B. until a competitor like Ragu had issued a similar product targeted to the same
market.
C. as long it retained these exact product characteristics.
D. if it was functionally the same as its salsa sauce.
E. until its advertising had been seen by every member of its target audience.
Answer:
Market share is the ratio of the __________ to those of the industry, including the firm
itself.
A. target return on sales
B. marginal profit of the firm
C. firm’s sales revenues or unit sales
D. marketing expenses of the firm
E. profits of the firm
Answer:
All of the following are synonyms for price EXCEPT:
A. a premium.
B. barter.
C. tuition.
D. a commission.
E. profit.
Answer:
A concept test is an
A. internal evaluation among members of the entire cross-functional new-product
development team that consists of preliminary testing of a new-product idea rather than
the actual product.
B. external evaluation with consumers that consists of preliminary testing of a
new-product idea rather than the actual product.
C. internal evaluation that consists of preliminary testing of a new-product idea using a
mock-up or prototype of the new item.
D. in-house computer simulation of the new product that closely resembles the actual
product to forecast sales.
E. in-depth questionnaire filled out both by internal marketing personnel and external
customers to ensure that the final product meets all the needs expressed in the original
product plan.
Answer:
Visitors to the Universal Studios theme park can borrow one of three user-controlled
webcams to take pictures of the park and themselves enjoying the park. Then the
webcam users can e-mail the pictures to their friends. The average webcam user sends
four e-mails to friends and has resulted in more than 6 million park images being sent to
potential visitors. Universal Studios is using __________ to promote its theme park.
A. viral marketing
B. opt-out marketing
C. customerization
D. niche marketing
E. buzz marketing
Answer:
Which of the following would be LEAST likely to be used for mass selling?
A. advertising
B. public relations
C. sales promotion
D. publicity
E. personal selling
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. there are no real costs except computers used for initial encoding.
D. online advertising offers an opportunity to reach younger consumers who have
developed a preference for online communication.
E. online ads almost always result in a “click,” an action that leads to the purchasing of
a product.
Answer:
The set of values, ideas, and attitudes that are learned and shared among the members
of a group is referred to as __________.
A. national character
B. culture
C. social class
D. code of ethics
E. ethnic ideology
Answer:
A paid form of nonpersonal communication about an organization, product, service, or
idea by an identified sponsor is referred to as __________.
A. sales promotion
B. publicity
C. advertising
D. direct marketing
E. mass communication
Answer:
Market segmentation involves aggregating prospective buyers into groups that have
common needs and will
A. pay attention to marketing messages.
B. respond similarly to a marketing action.
C. be responsive to marketing research.
D. use the same payment methods.
E. comply with the organization’s core values.
Answer:
Recently, U.S. dairies, struggling to increase milk sales, tried to change the way adults
thought about chocolate milk. The dairies wanted to __________ chocolate milk in the
minds of adult consumers.
A. segment
B. differentiate
C. explain
D. promote
E. reposition
Answer:
Savings to the consumer at off-price retailers are reported as high as __________ off
the prices of a traditional department store.
A. 50%
B. 60%
C. 70%
D. 80%
E. 90%
Answer:
Reverse logistics refers to
A. the collection of used goods donated from to nonprofit organizations by ultimate
consumers to be restored, cleaned, repaired, and resold back to ultimate consumers.
B. deconstructing products that failed to pass quality inspection standards on the
production line and reusing workable parts instead of throwing out the entire unit.
C. the process of reclaiming recyclable and reusable materials, returns, and reworks
from the point-of-consumption or use for repair, remanufacturing, redistribution, or
disposal.
D. organizing a cost-effective flow of raw materials, in-process inventory, finished
goods, and related information from point of origin to point of consumption to satisfy
customer requirements.
E. the donation of old or broken automobiles to nonprofit organizations that can be
recycled or turned into scrap with the profits applied to the organization’s operating
expenses.
Answer:
All of the following are responsibilities of a product or brand manager EXCEPT:
A. engaging in extensive data analysis related to their products and brands.
B. developing new products.
C. managing existing products through the stages of their life cycles.
D. developing and implementing strategies at the corporate level.
E. developing and executing a marketing program described in an annual marketing
plan for the product line.
Answer:
The detailed day-to-day operational decisions essential to the overall success of
marketing strategies are referred to as __________.
A. marketing plans
B. marketing programs
C. marketing tactics
D. marketing strategies
E. marketing procedures
Answer:
Semantic differential and Likert are question types that uses a(n)
A. scale.
B. frequency distribution.
C. measure of success.
D. open-ended question.
E. constraint.
Answer:
Relationship marketing refers to
A. the selection and the assignment of a firm’s personnel for a specific product or
product line to a group of current or prospective customers.
B. the belief that it is easier and less expensive to find new customers than to retain old
ones.
C. the linking of the organization to its individual customers, employees, suppliers, and
other partners for their mutual long-term benefits.
D. the process of identifying prospective buyers, understanding them intimately, and
developing favorable long-term perceptions of the organization and its offerings so that
buyers will choose them in the marketplace.
E. exclusive legally binding contractual agreements between retailers and customers in
order to create enhanced value for each party.
Answer:
Frank needs to buy a new car. Before visiting a showroom, however, he logs onto
www.autobytel.com. Here, he can compare the attributes of various makes and models,
find information about the prices of various option packages and learn the
manufacturer’s suggested retail prices for different cars. After deciding on the car he
wants to buy, Frank visits the local showroom and negotiates with the salesperson for
the model and options package he wants. Because Frank is so well informed about
prices, he is able to make a deal that is several hundred dollars less than the
salesperson’s best offer. Frank’s car buying experience illustrates which reason why
consumers shop online?
A. convenience
B. communication
C. customization
D. choice
E. control
Answer:
After an assessment of needs, a marketing manager must translate ideas from
consumers into concepts for products that a firm may develop. The concepts must then
be converted into a tangible
A. marketing strategy.
B. macromarketing agenda.
C. micromarketing agenda.
D. marketing program.
E. marketing concept.
Answer:
Which of the following statements is most accurate?
A. Nonprofit organizations are exempt from having to cover the costs of producing
and/or marketing their products.
B. Socially responsible corporations should have the pricing constraint of covering all
costs of producing and marketing their products, but they should not price their
products to earn a profit.
C. Marketers must ensure that firms in their channels of distribution make an adequate
profit or they will be cut off from their customers.
D. Price elasticity of demand makes it virtually impossible for companies to cover all
their marketing and production costs at all times.
E. Marketing and production costs are the most difficult and expensive aspect of pricing
because they draw so much capital away from other departments in the organization.
Answer:
The key idea behind diffusion of innovation is that __________.
A. not all consumers accept a new product at the same time; adoption of a product
spreads slowly throughout the population
B. once a product enters the market, the time span between awareness and purchase is
incredibly short
C. the introduction of an entire new product class almost always diffuses the importance
of its predecessor within a matter of months
D. adoption of a new product line does not change the diffusion rate of older lines in the
market
E. the rate of adoption is independent of other product form innovations or competitive
products in the marketplace
Answer:
As a marketing term, __________ generally includes not only physical goods, but also
services and ideas as well.
A. marketing
B. invention
C. merchandise
D. product
E. concept
Answer:
Indirect exporting refers to
A. offering the right to a trademark, patent, trade secret, or similarly valued item of
intellectual property in return for a royalty or fee.
B. selling a firm’s domestically produced products in a foreign country without
interference by that government.
C. contracting with a foreign firm to manufacture products according to stated
specifications.
D. avoiding the use of additional parties when a firm sells its domestically produced
products in another country.
E. selling a firm’s domestically produced products in a foreign country through an
intermediary.
Answer:
Which of the following is the best approach to promotion budgeting?
A. objective and task budgeting
B. percentage of sales budgeting
C. competitive parity budgeting
D. all-you-can-afford budgeting
E. linear forecast budgeting
Answer:
Figure 2-4
In Figure 2-4 shown above, SBUs found in quadrant C would be called __________.
A. cash cows
B. stars
C. question marks
D. dogs
E. hedgehogs
Answer:
Figure 9-2
According to Figure 9-2 above, column C would represent which type of product?
A. shopping
B. convenience
C. specialty
D. prestige
E. unsought
Answer:
There are three variations of contractual vertical marketing systems: retailer-sponsored
cooperatives, franchising, and __________.
A. service-oriented voluntary chains
B. channel-dominated voluntary chains
C. wholesaler-sponsored voluntary chains
D. distributorship cooperatives
E. reseller franchising
Answer:
Around the world, middle-class, youth, and elite markets that consume similar
assortments of products and services, regardless of geographic location, are referred to
as
A. transnational consumers.
B. meganational consumers.
C. international consumers.
D. multinational consumers.
E. global consumers.
Answer: