The type of analysis that compares the differences between consumers’ expectations
about a service and their experience with it based on dimensions of service quality is
referred to as
A. customer relationship management.
B. service encounter differential.
C. gap analysis.
D. a customer contact audit.
E. a service audit.
Answer:
All of the following actions occur during the business analysis stage of the new-product
process EXCEPT:
A. using capacity management to find ways to match the availability of the service
offering to when it is needed.
B. assessing the marketing and product synergies related to the company’s existing
operations.
C. turning the idea on paper into a prototype.
D. determining whether the new product can be protected with a patent or copyright.
E. assessing whether the proposed new product fits with the company’s mission and
objectives.
Answer:
The practice of exchanging products and services for other products and services rather
than for money is referred to as __________.
A. barter
B. reciprocal pricing
C. virtual pricing
D. balance of payments
E. value-pricing
Answer:
Amazon.com is an Internet retailer located in the U.S. About 45 percent of its sales are
to customers who live outside the United States. This shows how electronic commerce
contributes to customer value through the creation of __________.
A. service utility
B. place utility
C. possession utility
D. form utility
E. time and possession utility
Answer:
A brand name refers to __________.
A. a product’s identifier that only can be spoken
B. a product’s identifier that consists of only the symbol or design that cannot be spoken
C. any word, device (design, sound, shape or color), or combination of these used to
distinguish a seller’s products or services
D. the commercial, legal name under which a company does business
E. the identification of an organization’s products based upon individual SKUs
Answer:
The practice that involves unloading products from suppliers, sorting products for
individual stores, and quickly reloading products on trucks that will deliver the products
to specific stores is referred to as __________.
A. just-in-time (JIT) delivery
B. intermodal distribution
C. immediate response system (ERS)
D. piggy-backing
E. cross-docking
Answer:
Briefly define what is meant by a product. Explain the characteristics that would define
a product, good, service, and an idea. Give an example of each.
Answer:
The social network primarily used for professional networking and job searching is
A. Twitter.
B. LinkedIn.
C. Facebook.
D. YouTube.
E. Farmville.
Answer:
When setting prices for merchandise, retailers must decide on the markup, markdown,
and the __________ for markdowns.
A. relevance
B. necessity
C. percentage
D. timing
E. consequence
Answer:
In the breakdown for the NAICS code based on Figure 5-1 above, B represents the
A. two-digit industry sector code.
B. three-digit industry subsector code.
C. four-digit industry group code.
D. five-digit industry code.
E. six-digit U.S. national industry code.
Answer:
Which of the following is an inherent strength of advertising?
A. advertising provides immediate feedback
B. advertising can deliver complex information
C. advertising can create messages quickly
D. advertising is an efficient means for reaching large numbers of people – the mass
market
E. advertising is often the most credible source of information for consumers
Answer:
In the Maslow hierarchy of needs, those needs involving personal fulfillment are called
__________.
A. physiological
B. safety
C. social
D. personal
E. self-actualization
Answer:
__________ users simply snap a photo, choose a specialized filter to alter the look and
feel of the image, and share the image with family and friends.
A. Tumblr
B. Flickr
C. Vimeo
D. Instagram
E. StumbleUpon
Answer:
A reverse auction refers to an online auction
A. where firms may sell their overstock – unused raw materials, packaging, and tools –
to the highest bidder.
B. in which a manufacturer offers to share its facilities, inventory, or services with other
smaller firms that are invited to bid in competition with each other.
C. in which a smaller manufacturer seeks to share the facilities, inventory, or services of
a larger firm, and invites those firms to bid in competition with each other.
D. in which a buyer communicates a need for a product or service and would-be
suppliers are invited to bid in competition with each other.
E. where firms seek to purchase other firms’ overstock – unused raw materials,
packaging, and tools – while trying to find the lowest price possible.
Answer:
The office memo read, “Sales representatives from Kansas, Nebraska, Iowa, and
Missouri will report directly to the Midwest regional manager.” From this information,
it would appear the company that issued the memo uses a __________ sales
organization for its salesforce.
A. profit
B. customer
C. product
D. geographical
E. market
Answer:
Figure 10-6
Companies can employ several different branding strategies. In Figure 10-6 above, Box
A represents a __________ strategy.
A. retailer branding
B. multiproduct branding
C. multibranding
D. private branding
E. mixed branding
Answer:
In the early 1900s, your great-great-grandfather probably purchased his first
automobile. After years of driving a horse and buggy, he got into his new car and drove
it into his new garage. The new automobile was an example of a
A. continuous innovation.
B. dynamically continuous innovation.
C. disruptive improvement.
D. discontinuous innovation.
E. evolutionary innovation.
Answer:
One category product and service category that dominates online consumer buying
consists of highly standardized products and services, such as home improvement
products and casual apparel, for which
A. audio or video demonstration is important.
B. price and delivery time are not key factors.
C. digital delivery is an important factor.
D. assortment and speed of delivery are the determinant sales factors.
E. information about price is important.
Answer:
Cost per click is a performance measure in which __________, whereas cost per
thousand is a performance measure in which __________.
A. a company paying a set amount to Facebook for every purchase that originated from
an ad on a website; a company that pays pennies for every time its ad loads on a
Facebook page, up to a fixed amount
B. a company that pays pennies for every time its ad loads on a Facebook page, up to a
fixed amount; a company paying a set amount to Facebook for every time a user clicks
on its ad
C. a company paying a set amount to Facebook for every time a user clicks on its ad; a
company that pays pennies for every time its ad loads on a Facebook page, up to a fixed
amount
D. a company paying a set amount to Facebook for every purchase that originated from
an ad on a website; a company paying a set amount for the ad to be placed on the
website for a certain amount of time
E. a company paying a set amount for the ad to be placed on the website for a certain
amount of time; a company paying a set amount to Facebook for every purchase that
originated from an ad on a website
Answer:
Mizuno designs and sells high quality baseball gloves. Who does NOT benefit from the
firm’s marketing activities for its gloves?
A. a baseball or softball player who purchases a new Mizuno glove
B. the Sports Authority salesperson who sells a customer a Mizuno glove
C. the supplier who provided the leather to Mizuno
D. the shareholder of Mizuno that designs and manufactures the gloves
E. all stakeholders should be benefit from Mizuno’s marketing efforts, even society at
large
Answer:
Encyclopedia Britannica used to pay to have a business reply card bound into
magazines adjacent to its advertisement. The ad asks people to return the card for more
information on how its encyclopedias can help children do better in school.
Encyclopedia Britannica was engaged in
A. cold-canvassing.
B. order taking.
C. sales follow-up.
D. stimulus-response selling.
E. prospecting.
Answer:
All of the following are demand-oriented approaches to selecting an approximate price
level EXCEPT:
A. odd-even.
B. yield management.
C. customary.
D. bundle.
E. prestige.
Answer:
A study on ethical practices in purchasing found that smaller firms frequently make
agreements with other organizations to purchase one another’s products. This practice is
referred to as
A. exclusive dealing.
B. supply partnerships.
C. reciprocity.
D. strategic alliances.
E. tying arrangements.
Answer:
A significant threat arising from the introduction of an Internet channel and the
potential harm to trade relationships with their retailing intermediaries is referred to as
__________.
A. channel conflict
B. channel clash
C. channel chaos
D. channel divergence
E. channel discord
Answer:
Organizational buying behavior is similar to consumer behavior in some ways and
different in others. One key difference is that in the organizational buying process,
A. only four stages are used.
B. fewer individuals are involved.
C. firms are not affected by derived demand.
D. the postpurchase evaluation behavior is more formalized.
E. there is less reliance on gatekeepers to control product information.
Answer:
The first stage of the new-product process is
A. idea generation.
B. screening and evaluation.
C. business analysis.
D. new-product strategy development.
E. concept testing.
Answer:
Factors influencing personal moral philosophy and ethical behavior include
__________, business culture and industry practices, and corporate culture and
expectations.
A. religious beliefs and practices
B. societal culture and norms
C. national and regional legislation
D. universal core values
E. the universal concept of good vs. evil
Answer:
America’s dairy farmers and milk processors use their “Got Milk?” campaign to
increase demand for milk relative to other beverages. This campaign would consist of
__________ ads.
A. competitive institutional
B. competitive product
C. advocacy
D. pioneering product
E. pioneering institutional
Answer:
The Harley Owners Group (HOG), sponsored by Harley-Davidson and supported by its
website, allows fellow HOG owners to communicate with each other. Because it
supports the HOG group, the Harley-Davidson website incorporates the __________
design element.
A. context
B. choice
C. community
D. convenience
E. connection
Answer:
Variables that are based on some objective physical (gender, ethnicity), measurable
(age, income), or other classification attribute (occupation) of prospective customers are
used in which segmentation base?
A. personality
B. usage
C. needs
D. demographic
E. behavioral
Answer:
A new exercise video contends that with one day of fasting and a one-hour period of
intense cardiovascular exercise, the average individual can lose five pounds a week and
be in peak health within six months of starting the program. __________ barriers could
doom the new product to failure because the product’s claims are not consistent with
how consumers think and behave.
A. Psychological
B. Social
C. Physical
D. Risk
E. Usage
Answer:
About 60 percent of U.S. companies now include customer satisfaction as a
__________ measure of salesperson performance.
A. demonstrative
B. sensitive
C. cognitive
D. emotional
E. behavioral
Answer:
A survey asked consumers of dental products the following question “Have you used
toothpaste in the past week? ___ Yes ___ No” The results of this question show that
92.6 percent of the people in New York City have used toothpaste in the past week and
87.2 percent of people in Los Angeles have used toothpaste during the same period.
This information was gathered by using which type of question?
A. open-ended
B. dichotomous
C. holistic
D. evaluative
E. Likert scale
Answer:
The best segmentation approach is the one that
A. makes it easiest to reach the segment.
B. maximizes the opportunity for future profit and ROI.
C. recognizes different needs of buyers among different segments.
D. recognizes similarities of needs of potential buyers within a segment.
E. is simplest and least costly in assigning potential buyers to segments.
Answer: