A buy class situation affects buying center tendencies in different ways. If there is one
person involved, the time required for a decision is short, and the problem definition is
well-defined, the buy class situation is most likely a
A. new buy.
B. straight rebuy.
C. conditional rebuy.
D. modified rebuy.
E. standard buy.
Answer:
One of the disadvantages associated with radio as an advertising medium is that it
A. has a long exposure time.
B. cannot target specific audiences.
C. has a perishable message.
D. cannot use humor or intimacy effectively.
E. has not proven to be effective yet.
Answer:
The revolutionary new __________ resembles a pair of eyeglasses that has both the
capability for voice recognition and a small screen capable of displaying information
that may help wearers with their shopping experiences as they engage in the purchase
decision process.
A. Apple iWatch
B. Facebook Vision
C. EyeTap Goggles
D. Google Glass
E. Foursquare’s FourEyes
Answer:
Figure 6-1
The question mark in Figure 6-1 above leads to which of the following as a result of the
imposition of tariffs and quotas?
A. an increase world trade
B. a decrease world trade
C. a limit on exports
D. a limit on import
E. countertrade
Answer:
Generally speaking, a(n) __________ firm markets its existing products and services in
other countries the same way it does in its home country.
A. meganational
B. international
C. multinational
D. transnational
E. intranational
Answer:
__________ retailers utilize and integrate a combination of traditional store formats and
nonstore formats.
A. Progressive
B. Opportunistic
C. Multichannel
D. Cluster
E. Power
Answer:
According to Figure 13-4 above, where would you find the highest prices, margins, and
status?
A. A
B. B
C. C
D. D
E. A and D
Answer:
In marketing, the set of values, ideas, and attitudes that are learned and shared among
members of a group is referred to as __________.
A. ideals
B. morals
C. ethics
D. culture
E. diversity
Answer:
Cause marketing refers to
A. when the charitable contributions of a firm are tied directly to the customer revenues
produced through the promotion of one of its products.
B. the recognition of the need for organizations to improve the state of people, the
planet, and profit simultaneously if they are to achieve sustainable, long-term growth.
C. marketing services provided at little or no cost for the purpose of promoting or
supporting a worthy cause.
D. marketing efforts to produce, promote, and reclaim environmentally sensitive
products.
E. when marketing actions that took place actually caused more harm than good.
Answer:
Figure 14-1
Figure 14-1 above depicts the communication process, which consists of ten key
elements (Boxes A through J). The position labeled C is referred to as __________.
A. the source
B. the message
C. the receiver
D. the fields of experience
E. feedback
Answer:
Starch Test Image
The Starch test uses aided recall to determine the percentage of those who: (1)
__________, (2) saw or read any part of the ad identifying the product or brand, (3)
read any part of the ad’s copy, and (4) read at least half of the ad.
A. felt the ad was vague or ambiguous
B. felt elements of the ad were inappropriate
C. could summarize the key ad points in their own words
D. remember seeing a specific magazine ad
E. remembered having seen the ad before and had already tried the product
Answer:
During late summer and early fall, there is a large demand for containers located in Asia
that are used to ship consumer products from Asia to the United States in time for the
holiday selling season. The demand for these containers is referred to as __________
demand.
A. unitized
B. derived
C. reseller
D. applied
E. implied
Answer:
A buy class situation affects buying center tendencies in different ways. If there are two
or three people involved, the time required for a decision is moderate, and the problem
definition has only minor modifications, the buy class situation is most likely a
A. new buy.
B. straight rebuy.
C. conditional rebuy.
D. modified rebuy.
E. standard reorder.
Answer:
The difference between “Greek” yogurt and “American” yogurt is that the latter
A. has a gritty texture.
B. has a thin consistency.
C. is not sweet enough for health-conscience palettes.
D. is only sold in health or natural food stores.
E. has high protein content.
Answer:
Electronic commerce refers to
A. an information- and communication-based electronic exchange environment mostly
occupied by sophisticated computer and telecommunications technologies and digitized
offerings.
B. any activity that uses some form of electronic communication in the inventory,
exchange, advertisement, distribution, and payment of goods and services.
C. two-way buyer-seller electronic communication in a computer-mediated
environment in which the buyer controls the kind and amount of information received
from the seller.
D. electronic storefronts that focus on converting an online browser into an online,
catalog, or in-store buyer.
E. electronic storefronts that advertise and promote a company’s products and services
and provide information on how items can be used and where they can be purchased.
Answer:
A manufacturer can successfully use mixed branding because __________.
A. it involves giving each product a distinct brand name
B. the segment attracted to the reseller product is different from its own targeted market
segment
C. the company uses one name for all of its products for the sake of simplicity
D. it is easy to do
E. it produces lower profits for the reseller and higher profits for the manufacturer
Answer:
Figure 7-3
Figure 7-3 above shows the top ten prime-time broadcast TV shows during a recent
May sweeps week. If an advertiser such as Apple wanted to buy time on one of these
TV shows, which of the following statements would be most accurate?
A. People who like reality TV are more likely to watch ABC than FOX.
B. Apple should advertise on NCIS: Los Angeles since the rate CBS would charge is the
same as the rate FOX would charge for American Idol.
C. Apple would advertise on Dancing with the Stars – Results and NOT Dancing with
the Stars because the proportion of the TV households actually tuned into the former is
greater than the latter.
D. Of all households with TVs in the U.S., fewer households watched American Idol –
Wednesday than American Idol – Thursday.
E. The cost of an advertisement shown on American Idol – Thursday would cost more
than one aired during Dancing with the Stars – Results.
Answer:
Figure 12-3
Figure 12-3 above depicts the four most common marketing channels for consumer
products and services. Z represents
A. consumers.
B. industrial users.
C. wholesalers.
D. agents or brokers.
E. retailers.
Answer:
Jay Bloom’s Pet Assure, a national pet health-care provider network based in Dover,
N.J., recently took advantage of a rival’s navet. When a West Coast provider of
catastrophic pet coverage preannounced the addition of a wellness component (Pet
Assure’s specialty) in an interview with a tiny community newsweekly six months prior
to launching it, Bloom was notified immediately through a web-based news monitoring
service. This not only gave him time to add catastrophic benefits to one of his own
wellness products, but also enabled him to get his offering to the market first. Jay
Bloom relied on __________ to keep him abreast of his competitors’ activities.
A. legitimate environmental scanning
B. economic espionage
C. kickbacks
D. corporate piracy
E. primary market research
Answer:
During the introduction stage of the product life cycle, the strategy that discourages
competitive entry by charging a low price for a new product is referred to as
__________ pricing.
A. penetration
B. cost-plus
C. target ROI
D. below-market
E. skimming
Answer:
A buy class situation affects buying center tendencies in different ways. If there is one
person involved, the problem definition is well-defined, and the buying objective is to
find the low-priced supplier, the buy class situation is most likely a
A. new buy.
B. modified rebuy.
C. conditional rebuy.
D. straight rebuy.
E. standard reorder.
Answer:
Which of the following statements about the decline stage of the product life cycle is
most accurate?
A. Ironically, in the decline stage, sales decline even though profits increase.
B. A product enters the decline stage only as the result of a major product flaw or
marketing misstep.
C. A major reason that a firm’s product enters the decline stage is as a result of a change
in the marketing environment.
D. The only real step that can be taken to avoid the decline stage and ultimately
extinction is to increase marketing expenditures as soon as the product enters its
maturity stage.
E. Service industries are exempt from the decline stage because of their intangible
nature.
Answer:
A blog is __________, whereas a wiki is __________.
A. a log of an individual’s Internet activity; Internet activity updated by the user
B. a website for companies to gather customer insights; an academic tool to post grades
and projects
C. a website whose online content is created and edited by the ongoing collaboration of
end users; a publicly accessible personal journal and online forum for a individual or
organization
D. a publicly accessible personal journal and online forum for an individual or
organization; a website whose online content is created and edited by the ongoing
collaboration of end users
E. an advertising forum; an artistic forum
Answer:
U.S. Bank Ad
As shown in the ad above, U.S. Bank delivers customer value by providing its
customers with the best
A. assortment.
B. products/services.
C. price.
D. customer service.
E. availability.
Answer:
Which of the following statements best describes a good?
A. Goods are physical objects.
B. Goods are the only currency that can be used in an exchange.
C. Goods are intangible concepts and thoughts about ideas or causes.
D. Goods are the benefits organizations receive for selling products and services.
E. Goods can be either tangible or intangible.
Answer:
Sales tools used to support a company’s advertising and personal selling directed to
wholesalers, distributors, or retailers are referred to as
A. trade-oriented sales promotions.
B. consumer-oriented promotions.
C. reseller-oriented promotions.
D. wholesaler-oriented promotions.
E. retailer-oriented promotions.
Answer:
The first LCD (liquid crystal display) flat-panel HD (high definition) TV is an example
of which type of innovation?
A. continuous innovation
B. dynamically continuous innovation
C. discontinuous innovation
D. insignificant innovation
E. disruptive innovation
Answer:
Ultimately, ethical choices are based on
A. the personal moral philosophy of the decision maker.
B. societal culture and norms.
C. business culture and industry practices.
D. laws enacted by Congress and regulations by federal and state governments.
E. chance and opportunity.
Answer:
The personal selling process refers to
A. the activities that begin with the prospecting of potential leads to the final closing of
a sale.
B. the three sales activities that include identifying a customer with an unfilled need,
identifying a product or service that could satisfy that need, and initiating a formalized
exchange or sale.
C. the formalized sales protocol used by a company’s salesforce to ensure a consistent
quality sales presentation.
D. the sales activities occurring before, during, and after the sale itself, consisting of six
stages: prospecting, preapproach, approach, presentation, close, and follow-up.
E. the sequential steps taken to close a sale including finalizing product benefits,
arranging for distribution, and obtaining payment.
Answer:
Because an organization has limited influence on market growth rate, its main
alternative for moving an SBU on the portfolio analysis matrix is to try to change its
relative market share. The most likely way for a company to turn a question mark into a
star rather than a dog is to
A. divert funds to other SBUs.
B. reduce advertising for it.
C. inject cash into it.
D. reduce the feature set for it.
E. decrease the market growth rate.
Answer:
Which advertising medium uses circulation to describe its reach – the number of
different people or households exposed to an advertisement?
A. radio
B. billboards
C. television
D. newspapers
E. Internet
Answer: