Errors in communication can occur in several ways: (1) the source may not adequately
transform the abstract idea into an effective set of symbols, (2) __________, (3) the
receiver may not properly transform the set of symbols into the correct abstract idea, or
(4) feedback may be so delayed or distorted that it is of no use to the sender.
a. a properly encoded message may be sent through the wrong channel and never make
it to the receiver
b. in an attempt to be creative, the encoder creates a message with too much noise
c. the communications channel is not properly funded
d. the message is considered too ordinary because there is too broad a field of
experience
e. there is no interest on the part of the receiver because the product itself is inadequate
Answer:
Many consumers often buy soft drinks and potato chips together when they shop at a
grocery, convenience, or mass merchandiser store. However, one convenience store
discovered, when querying its marketing information system (MIS) that when
consumers came inside and bought a sandwich, many also purchased toothpaste. This
information was obtained from checkout scanner data from its stores nationwide. This
convenience store used __________ to extract this “hidden” information from its MIS
to find the statistical link between the two product categories.
a. linear trend extrapolation.
b. heuristic modeling.
c. data mining.
d. descriptive research.
e. RFID data.
Answer:
During the planning phase of the strategic marketing process, the marketing manager
will
a. design the marketing organization.
b. obtain resources.
c. develop marketing schedules.
d. construct managerial bonus plans.
e. set market and product goals.
Answer:
To better connect with its customers, the Campbell Soup Company __________.
a. gave the products a more interesting brand personality
b. created additional brand extensions, such as adding chili, stir fry, and other ethnic
frozen entrees
c. engaged in a co-branding effort with Perdue to add its high quality chicken, turkey,
and other poultry products to its Campbell’s Premium line of soups
d. complied with ISO 9000 total quality management guidelines due to its expansion
into Asian markets
e. used sophisticated neuromarketing techniques to analyze consumer response to its
label and changed the packaging accordingly
Answer:
Sales management consists of three interrelated functions: (1) sales plan formulation;
(2) __________; and (3) salesforce evaluation.
a. salesforce compensation
b. salesforce size determination
c. sales plan implementation
d. salesforce communication
e. salesforce training
Answer:
Marginal revenue refers to
a. the additional money required to produce one additional unit.
b. the least number of units sold to cover product, distribution, and promotional costs.
c. the amount by which marginal costs exceed variable costs.
d. the change in total revenue that results from producing and marketing one additional
unit of the product.
e. the net gain in revenue if unit prices are lowered.
Answer:
Susan O”Rourke hired an attorney to represent her in a court case involving an auto
accident. The attorney charged O”Rourke a fee for his services. Terry Thomas needed a
haircutthe local stylist charged him $12 for her services. Aaron Mathison mowed his
neighbor’s lawn; in exchange, the neighbor roto-tilled Mathison’s garden. The attorney
fees paid by O”Rourke, the $12 charged by the hair stylist, and the exchange of lawn
mowing for garden tilling are all examples of
a. premiums.
b. barter.
c. the profit motive.
d. price.
e. outlays.
Answer:
Figure 1.
In Figure 1. above, “A” represents a firm’s relationships with
a. suppliers.
b. customers.
c. shareholders.
d. other departments.
e. other organizations.
Answer:
What kinds of organizations engage in marketing?
a. only those that can afford to advertise
b. only very large and established for profit organizations
c. only Fortune 500 companies
d. every organization regardless of the kind
e. only the organization that wants to make a profit
Answer:
Pizza Hut revolutionized the quick serve restaurant (QSR) world through a(n)
________ marketing approach that created a customer experience and a customer
engagement platform that was second to none.
a. interface
b. cross-over
c. dual-track
d. symbiotic
e. multichannel
Answer:
In marketing experiments, the independent variable is the __________ and the
dependent variable is the __________.
a. element that never changes; the element that always changes
b. result; factor beyond the experimenter’s control
c. result of an action; cause of an action
d. cause of an action; result of an action
e. element that always changes; element that never changes
Answer:
The objective of information and logistics management in a customer-driven supply
chain is to minimize logistics costs while
a. satisfying suppliers.
b. maximizing profits.
c. maximizing supply chain membership.
d. delivering maximum customer service.
e. maximizing supply chain inefficiency.
Answer:
Google generates revenue by offering __________ opportunities next to search results
or on specific web pages.
a. online advertising
b. online sales promotion
c. online banking
d. online publicizing
e. online public relations
Answer:
A new company produces paint and other home decorating products. Its goal is to
choose the best marketing channel arrangement that would give it the most control.
Which marketing channel system should this company choose?
a. a contractual vertical marketing system
b. an administered vertical marketing system
c. a corporate vertical marketing system
d. an integrated marketing system
e. a corporate horizontal marketing system
Answer:
A penetration pricing policy is MOST LIKELY to be effective when
a. unit production and marketing costs fall dramatically as production volumes increase.
b. customers are willing to buy immediately at the high initial price.
c. lowering the price has only a minor effect on increasing sales volume and reducing
unit costs.
d. the high initial prices do not attract competitors.
e. customers interpret high price as signifying high quality.
Answer:
Pretests refer to
a. tests conducted before an advertisement is placed in various media to determine
which medium best reaches its intended target market.
b. tests conducted among company personnel to determine which advertising campaign
most closely matches the firm’s goals and objectives.
c. tests conducted with an advertisement for a product to prospective consumers under
realistic purchase conditions to see if they will buy.
d. tests conducted before an advertisement is placed in any medium to determine
whether the advertisement communicates the intended message or to select among
alternative versions of the advertisement.
e. sample ad campaigns that are submitted by competing advertising agencies prior to
receiving a formal contract for that account.
Answer:
Stakeholder responsibility refers to
a. the view that an organization has an obligation to those who can affect the
achievement of its objectives.
b. the obligation of a firm to price its products or services at a level whereby the
consumer is treated fairly and the firm is still able to make a profit.
c. the duty of a firm to maximize profits for its owners or stockholders.
d. the concept that no expansion or additional research and development will occur until
a company is making a profit.
e. the idea that organizations are part of a larger society and are accountable to that
society for their actions.
Answer:
Unit variable cost refers to variable cost expressed
a. as the sum of all units sold.
b. on a per unit basis for a product.
c. as a percentage of total sales.
d. as a percentage of fixed costs.
e. as a percentage of total costs.
Answer:
Which of the following statements about world trade flows is most accurate?
a. China is the world leader in terms of GDP (gross domestic product).
b. The relative position of the United States as a supplier to the world has increased
because of an absolute growth in exports.
c. The relative position of the United States as a supplier to the world has diminished
despite an absolute growth in exports.
d. The United States’ relative role as an exporter has decreased in the area of aerospace
during the past five years.
e. It is impossible to compare GDPs of different nations since it is an internal
measurement of economic activity.
Answer:
Global competition refers to when
a. a firm produces and markets its products worldwide rather than in its own domestic
market.
b. firms originate, produce, and market their products and services worldwide.
c. two firms from two different countries compete for market share in a domestic
market.
d. two or more firms from different nations combine their resources to market products
globally.
e. the firm from one nation dominates the market for that product in every other nation.
Answer:
There are several ways of providing consumers authentic offerings: (1) facilitate
customization; (2) provide personal interaction rather than automation; (3) create a
social process that allows consumers to share their interests; and (4) __________.
a. allow for adaptability at every customer contact point
b. back up claims with scientific research, market research, or governmental
documentation
c. manage any dimension of a firm’s reputation that might influence perceptions of
authenticity
d. do thorough research at each stage of the new-service development process
e. obtain personal endorsements from celebrity spokespeople and other opinion leaders
Answer:
Pez was originally sold in Europe as a(n) __________ in plain “headless” dispenser.
The product got its name from the German word “pfefferminz,” which means
“peppermint.”
a. chewing gum
b. breath mint
c. antacid
d. pain reliever
e. candy
Answer:
In response to the changes in the United States, many direct sellers are implementing a
__________ strategy by expanding into other countries with their current product lines.
a. market development
b. market penetration
c. accelerated development
d. product development
e. diversification
Answer:
In terms of the global marketplace, there are three primary types of companies:
international firms, __________ firms, and transnational firms.
a. large-scale
b. conglomerate
c. intercontinental
d. cosmopolitan
e. multinational
Answer:
Installations are support products that include items such as
a. stationery, paper clips, and brooms.
b tools and office equipment.
c buildings and fixed equipment.
d. raw materials and component parts.
e. maintenance, repair, and legal services.
Answer:
Projections show that the population of the world is __________.
a. growing
b. declining
c. decreasing in Africa
d. increasing in Europe
e. decreasing in Latin America
Answer:
For which of the following products would the manufacturer be most likely to use
exclusive distribution?
a. Timex watches, Hanes underwear, and Nike shoes
b. Chanel perfume, Steinway pianos, and Baccarat crystal
c. Oreos, Teddy Grahams, and NillaWafers
d. paper clips, light bulbs, and file folders
e. Lean Cuisine meals, Breyer’s Ice Cream, and Coca-Cola
Answer:
The promotional objective of the decline stage of the product life cycle is to
__________.
a. inform
b. persuade
c. compare
d. remind
e. phase out
Answer:
As product adopters, innovators __________.
a. have a fear of debt and use neighbors and friends as information sources
b. are skeptical and have below average social status
c. are deliberate and use many informal social contacts
d. are leaders in social settings and have a slightly above average education
e. are venturesome, highly educated, and use multiple information sources
Answer:
The type of appeal used to suggest to the audience that the product will increase the
attractiveness of the user is referred to as a(n) _________.
a. authoritarian appeal
b. coercive appeal
c. family appeal
d. fear appeal
e. sex appeal
Answer:
In marketing, the form of competition that occurs when only one firm sells the product
is referred to as __________.
a. pure competition
b. a megopoly
c. an oligopoly
d. monopolistic competition
e. pure monopoly
Answer:
What is one way in which the Internet has changed and brought about the term “Web
2.0?”
a. Web 2.0 is the most-used Internet browser, launched in 2004.
b. The ability to access the Internet from smartphones brought on a cultural revolution
in how users view the Internet.
c. Faster routers allowed for quicker, more efficient Internet service.
d. Internet content can now be continuously modified by all users in a participatory
fashion.
e. The technical interface of the Internet has drastically changed since 2004.
Answer:
A firm becomes a channel captain because it is the channel member with the ability to
influence the behavior of other members. Influence can take four forms, one of which is
a. economic influence.
b. stakeholder position.
c. familial ties to other channel members.
d. longevity in the industry.
e. geographic proximity to the manufacturing plant.
Answer:
Online buying in organizational markets is prominent because Internet technology
a. allows companies to increase their advertising and promotion expenditures.
b. can convey timely information quickly.
c. substantially increases buyer order processing costs.
d. narrows the potential customer base for many products.
e. totally eliminates marketing costs.
Answer: