Product positioning refers to
A. an outdated concept that assigns product value by association with social class.
B. the place a product offering occupies in consumers’ minds on important attributes.
C. the competitive advantage of one product over another.
D. changing the place a product occupies in a consumer’s mind relative to competitive
products.
E. using a market-product grid to place products in their appropriate places on that grid
to identify potential untapped markets.
Answer:
In classifying social media, self-disclosure is
A. the degree to which a person’s thoughts, feelings, likes, and dislikes are made public.
B. the degree of acoustic, visual, and personal contact between two communication
partners.
C. an undesirable effect of social media in which too much personal information is
given by users, resulting in identity theft.
D. a growing trend in which telephone and e-mail communications contribute to one’s
online profile.
E. behavior that leads to an unfavorable impression by other online users.
Answer:
The variety of different items a store carries is referred to as the
A. retailing mix.
B. depth of product line.
C. breadth of product line.
D. width of product line.
E. length of product line.
Answer:
A company or person who has information to convey during the communication
process is referred to as a(n) __________.
A. encryptor
B. message carrier
C. originator
D. receiver
E. source
Answer:
Based on a study of 6,500 teens in 26 countries, when asked what country had the most
influence on their attitudes and purchase behavior, 54 percent of teens from the United
States, 87 percent of those from Latin America, 80 percent of the Europeans, and 80
percent of those from Asia named
A. the United States.
B. Japan.
C. the United Kingdom.
D. France.
E. China.
Answer:
When employing a pull strategy, a manufacturer
A. advertises a great deal to its wholesalers, retailers, and ultimate consumers with the
use of nationwide advertising campaigns.
B. forces a retailer to promote its product by placing national brand ads in local
newspapers.
C. directs the promotional mix at ultimate consumers to encourage them to ask retailers
for the product.
D. directs the promotional mix toward channel members to gain their cooperation in
ordering and stocking the product.
E. directs retailers to promote one product over another to help balance fluctuations in
inventory.
Answer:
Google developed two business practice tools __________ and __________ to (1) help
advertisers create ads and (2) help content providers generate advertising revenue.
A. AdWords; AdSense
B. AdPage; AdSense
C. AdLeaf; AdCall
D. AdFolio; AdSummon
E. AdRank; AdTag
Answer:
To handle products in the decline stage of the product life cycle, companies often use
either a __________ strategy or a __________ strategy.
A. divesting; harvesting
B. diversification; contraction
C. deletion; harvesting
D. deletion; diversification
E. building; divesting
Answer:
A __________ is the simplest salesforce structure, where the United States, or indeed
the globe, is first divided into regions and then each region is divided into districts or
territories.
A. product/service sales organization
B. customer sales organization
C. geographic sales organization
D. demographic sales organization
E. NAICS sales organization
Answer:
Which of the following statements regarding service branding is most accurate?
A. New services cannot be patented.
B. Because services are intangible and more difficult to describe, brand names and
logos are of critical importance.
C. Services must include the word ‘service” in all their brand names.
D. Service firms without a brand reputation find it easy to introduce new services.
E. All service logos and brands must designated with the ” ” symbol. ℠
Answer:
Nescafe coffee is marketed using different coffee blends and promotional campaigns to
match consumer preferences in different countries. For example, Nescafe generally
emphasizes the taste, aroma, and warmth of shared moments in its advertising around
the world. However, in Thailand, Nescaf is advertised as a way to relax from the
pressures of daily life. This is an example of which type of global marketing
product/promotion strategy?
A. product extension
B. product customization
C. product adaptation
D. dual adaptation
E. dual integration
Answer:
General Electric manufactures electric motors for its clothes dryers. The firm uses a
formal vendor rating system to evaluate suppliers and notify those whose parts did not
meet quality standards. If a supplier fails to correct the problem, GE will drop it as a
future supplier. Which stage in the organizational buying decision process would GE
make this evaluation?
A. purchase decision stage
B. information search stage
C. postpurchase behavior stage
D. alternative evaluation stage
E. problem recognition stage
Answer:
When an English-speaker reads the KFC slogan “Finger-lickin’ good!,” he or she
interprets this as an indication that the food tastes very good. When this slogan was
translated into Chinese, the Chinese-speaker interprets the same words as “eat your
fingers off!” The different interpretations of the ad are primarily due to differing
__________.
A. product consumption behaviors
B. fields of experience
C. channels of communication
D. educational systems
E. advertising appeals
Answer:
Figure 8-A
The perceptual map in Figure 8-A above shows adult perceptions for beverages.
Suppose a marketer is introducing a new beverage that is higher-than-average in
nutrition and is intended for adults. It will probably be most useful to promote the drink
as similar to what?
A. tea
B. fruit-flavored drinks
C. sugared soft drinks
D. regular milk
E. coffee
Answer:
In the Maslow hierarchy of needs, those needs that are represented by the need for
achievement, status, prestige, and self-respect are referred to as __________ needs.
A. physiological
B. safety
C. personal
D. social
E. self-actualization
Answer:
The existence of reciprocal arrangements, the long-term contracts, and the buyer-seller
relationships that can evolve into supply partnerships, are all examples of
A. illegal activities that are a common weakness of organizational buying.
B. illegal activities that result from collusion between buyers and sellers.
C. activities that are strictly governed by the NAICS.
D. the nature of relationships between buyers and sellers in organizational buying.
E. activities that result from extreme competition between manufacturers when there
are too few suppliers.
Answer:
Twitter is
A. a website where users may create a personal profile, add other users as friends, and
exchange comments, photos, videos, and likes with them.
B. a website that enables users to send and receive short messages up to 140 characters
long.
C. a business-oriented website that lets users post their professional profiles to connect
to a network of businesspeople.
D. a video-sharing website in which users can upload, distribute, view, and comment on
videos.
E. a website that enables online customers to use their collective buying power to take
advantage of deeply discounted prices for a product or service each day.
Answer:
The promotional mix can be used to: (1) inform prospective buyers about the benefits
of the product; (2) persuade them to try it; and (3) __________.
A. explain how to use the product
B. inform customers of complementary offerings
C. remind them later about the benefits they enjoyed by using the product
D. inform customers of pricing changes
E. lure customers away from competitors’ products
Answer:
Channels are typically designed to satisfy one or more of four consumer buying
requirements. When a membership book club allows its members to use the Internet to
notify the company whether they want to receive the next month’s issue, the book club
is appealing to which buyer requirement?
A. information
B. convenience
C. variety
D. pre- or post-sale services
E. adaptability
Answer:
The services market sells diverse services such as legal advice, auto repair, and dry
cleaning. Along with finance, insurance, real estate, __________, communication and
public utility firms, as well as not-for-profits, these firms represent about 75 percent of
all industrial firms.
A. wholesalers
B. transportation
C. retailers
D. government units
E. educational institutions
Answer:
The practice of organizing the 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 is referred to as __________.
A. the inventory management process
B. logistics management
C. production management
D. manufacturer distribution logistics
E. supply-chain management
Answer:
A perceptual map enables a manager to see how __________ perceive competing
products or brands, as well as the firm’s own product or brand.
A. stakeholders
B. competitors
C. independent rating organizations such as Consumer Reports
D. consumers
E. the CEO of the firm
Answer:
All of the following would impact your decision about when to buy an offering
EXCEPT:
A. the manufacturer is currently offering a $25 rebate.
B. you don’t have the money now and don’t get paid until Friday.
C. the product is on sale.
D. the store is closing in 10 minutes.
E. the retailer’s return policy is very relaxed.
Answer:
For Super Bowl XLVII (2013), there were about __________ viewers.
A. 1.2 million
B. 3.8 million
C. 68 million
D. 111 million
E. 3.8 billion
Answer:
Questionnaire data refer to
A. the facts and figures obtained by observing people about their attitudes, awareness,
intentions, and behaviors.
B. the facts and figures obtained by analyzing people’s brain waves as consumers
complete surveys about their geodemographics, ethnographics, and behaviors.
C. psychographic data obtained by asking people non-biased questions about their age,
occupation, and income.
D. the facts and figures obtained by asking people about their attitudes, awareness,
intentions, and behaviors.
E. any type of information about a consumer obtained through non-technological
methods.
Answer:
Many service businesses use off-peak pricing to reflect variations in
A. costs of delivering service.
B. supply for a service.
C. profitability based on time of day or week.
D. demand for a service.
E. capacity.
Answer:
Figure 9-5
Figure 9-5 above represents the seven stages of the new-product development process.
Stage 6 is the __________ stage.
A. business analysis
B. screening and evaluation
C. market testing
D. commercialization
E. development
Answer:
Personal selling assumes many forms based on the __________ and the __________ to
perform the sales task.
A. size of the salesforce; financial outlay
B. complexity of the product; amount of sales training
C. amount of selling done; amount of creativity required
D. amount of creativity; amount of sales training
E. complexity of the product; financial outlay
Answer:
Procter & Gamble (P&G) is a consumer packaged goods company where innovation is
a key competitive advantage. This allows the firm to develop new products like Crest
Whitestrips that consumers crave. P&G also uses its marketing expertise to develop
unique product placements on television shows that highlight its brands. A SWOT
analysis for P&G would indicate that innovation in product design and marketing is
a(n) __________ for the firm.
A. strength
B. weakness
C. threat
D. opportunity
E. problem
Answer:
Members of the Book Promoters Association of Canada recently questioned what could
be done to rejuvenate the Canadian book publishing industry. Some claimed the
problem was that many Canadian bookstores had been replaced by Amazon.com.
Others said the problem was stodgy advertising. Still others believed the problem small
budgets for marketing programs. The best way to identify the problem would be to use
__________.
A. market analysis
B. marketing management
C. a marketing audit
D. marketing research
E. data mining
Answer:
Swedish company Asko, which prides itself on manufacturing and marketing some of
the best-built and most expensive appliances in the world, would probably use which
competition-oriented pricing approach?
A. customary pricing
B. above-market pricing
C. loss-leader pricing
D. at-market pricing
E. penetration pricing
Answer: