The Terrafugia Transition is a 19-foot, two-seater road-drivable, light-sport aircraft with
an anticipated price of $279,000. A potential showstopper for this product is likely to be
A. concern that damage caused in a small on-road fender bender might make it
dangerous to fly.
B. a lack of marketing towards retired seniors.
C. the efficiency of commuting for corporate executives.
D. the availability of flight instruction for licensed drivers.
E. a very poor product warranty.
Answer:
During the consumer purchase decision process, an individual at the __________ stage
will perceive differences between his or her ideal and actual situations big enough to
trigger a decision.
A. problem recognition
B. alternative evaluation
C. cognitive dissonance
D. information search
E. postpurchase behavior
Answer:
Which of the following statements is most accurate?
A. The name Gatorade was chosen because as an energy drink it gets you out of the
gate fast.
B. The name Gatorade was coined by a team who lost to the University of Florida
Gators, attributing the Gator win to the aid it got from the rehydrating beverage.
C. The green color of the original lemon-lime Gatorade was based on the University of
Florida’s alligator mascot.
D. Gatorade was developed by PepsiCo as a cause-marketing project to provide
resources for women’s sports at University of Florida’s as a result of the passage of Title
IX in 1972.
E. Gatorade is the only sports drink marketer that doesn’t use sports celebrities to
endorse its products.
Answer:
There are three major tasks involved in the implementation stage of the sales
management process: salesforce motivation and compensation, salesforce training, and
__________.
A. salesforce recruitment and selection
B. developing account management policies
C. assignment of territories and/or accounts
D. setting sales objectives
E. salesforce evaluation
Answer:
The Toro Company makes Toro snow blowers, Toro lawn mowers, Toro yard tools, and
Toro sprinkler systems. The Toro Company uses a __________ branding strategy.
A. multibranding
B. family branding
C. co-branding
D. uniform branding
E. mixed branding
Answer:
Total logistics costs refer to
A. the design, installation, and maintenance of in-store displays, cabinets, and free
standing promotional materials for retail outlets.
B. expenses associated with activities performed by brokers and agents to bring buyers
and sellers together.
C. expenditures associated with the clerical or bookkeeping side of the procurement
process, which include purchase, design, and maintenance of the EDI system.
D. expenses associated with product adaptations that are made by the manufacturer in
response to the needs of a channel member closest to the consumer.
E. expenses associated with transportation, materials handling and warehousing,
inventory, stockouts, order processing, and return products handling.
Answer:
The state of Florida Department of Citrus developed the “To Your Health” campaign to
show the benefits of orange juice. The goal of these ads is to increase demand for
orange juice as it competes with other beverages. This is an example of a __________
advertisement.
A. competitive product
B. product advocacy
C. competitive institutional
D. pioneering product
E. pioneering institutional
Answer:
Your product has been suffering from steadily eroding sales. You have tried to revitalize
the product’s sales and profits, but after seven strategy changes, you have yet to find
success. Which of the following actions would be the LEAST appropriate next step?
A. delete the product from the line
B. retain the product, but reduce its marketing costs
C. stimulate primary demand
D. stimulate selective demand
E. rebrand the product
Answer:
Apple launched its revolutionary iPhone in 2007 as the first smartphone that used a
multi-touch user interface. iPhone unit sales were explosive at first but have now
leveled off, leaving Apple with just 15 percent market share compared to Samsung’s 41
percent. Through 2017, the smartphone market is expected to remain healthy and grow
at a compound annual rate of 13 percent due to dropping prices. Apple’s iPod SBU
appears to be a __________.
A. question mark
B. raptor
C. hedgehog
D. cash cow
E. dog
Answer:
Nordstrom stores typically have 50 percent more salespeople on the floor than others
retailers with stores of similar sizes. Its salespeople are renowned for their professional
and personalized attention to customers. Nordstrom would be considered a(n)
__________.
A. exclusive-service retailer
B. limited-service retailer
C. full-service retailer
D. upscale-retailer
E. limited-domain retailer
Answer:
In the VALS framework, two segments stand apart based on their abundance or lack of
psychological, physical, and material __________.
A. ideals
B. rewards
C. self-expression
D. achievement
E. resources
Answer:
Even though Exxon adapts its gasoline blends for different countries based on climate,
the promotion message is unchanged. The wording of that slogan is “__________.”
A. Put a Tiger in Your Tank
B. Put the Pedal to the Metal
C. Buy American Fuel
D. Keep America Driving
E. Power to the Pistons
Answer:
Goodyear Tire dealers became irate when Goodyear Tire Company decided to sell its
brands through Sears, Walmart, and Sam’s Club. Many switched to competing tire
makers. This is an example of __________.
A. corporate conflict
B. vertical conflict
C. horizontal conflict
D. administered conflict
E. contractual conflict
Answer:
All of the following are types of barriers to the adoption of new products EXCEPT:
A. risk
B. regulatory
C. psychological
D. usage
E. value
Answer:
An information- and communication-based electronic exchange environment mostly
occupied by sophisticated computer and telecommunications technologies and digitized
offerings is referred to as __________.
A. Internet marketing
B. marketspace
C. electronic commerce
D. marketplace
E. e-exchange
Answer:
The ratio of perceived benefits to price is referred to as
A. the price-quality relationship.
B. customer value pricing.
C. value-added pricing.
D. value analysis.
E. value.
Answer:
Which of the following statements about psychographics is most accurate?
A. Psychographics is unable to provide actionable information about potential
customers since the data obtained from the research is too subjective to be reliably
interpreted and acted upon.
B. Although helpful in segmenting markets, psychographics is limited in its ability to
target consumers.
C. Psychographics combines demographic data, psychological data, and actual
spending data of consumers to create VALS profiles.
D. Psychographics combines psychology, lifestyle, and demographics to uncover
consumer motivations for buying and using offerings.
E. Psychographic data is extremely vulnerable to current social trends and therefore is
best suited to new market-product combinations rather than existing ones.
Answer:
The ultimate criterion for an organization’s marketing success is that __________ as a
result of increased synergies.
A. costs decrease
B. market share increases
C. product deficiencies decrease
D. customers should be better off
E. new products flourish
Answer:
In terms of brand loyalty, consumers are very brand loyal and will not accept substitutes
for which type of consumer product?
A. shopping product
B. convenience product
C. specialty product
D. unsought product
E. discretionary product
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 G is referred to as __________.
A. noise
B. the message
C. the feedback loop
D. the fields of experience
E. feedback
Answer:
A commonly used indirect channel moves product from producer to retailer to
consumer. This channel is used when
A. the retail outlets are regionally located.
B. the cost of maintaining inventory is low.
C. there is little if any seasonal demand.
D. the risk lies solely with the manufacturer.
E. the retailer is large and can buy in large quantities from a producer.
Answer:
In the VALS framework, consumers with fewer resources who are practical people,
have constructive skills, value self-sufficiency, and are unimpressed by material
possessions except those with a practical or functional purpose are referred to as
__________.
A. Experiencers
B. Thinkers
C. Makers
D. Believers
E. Strivers
Answer:
What is one way in which Web 2.0 media are different from traditional media?
A. Web 2.0 involves online media where users submit or modify comments, photos, and
videos.
B. The ability to access the Internet from smartphones brought on a cultural revolution
when the majority of college students began to use them.
C. Greater bandwidth allows for faster media downloads from the Internet.
D. All college students use Web 2.0.
E. The technical interface of Web 2.0 is user friendly.
Answer:
Subliminal perception refers to
A. the process of seeing or hearing messages without being aware of them.
B. a person’s innate ability to read non-verbal cues like body language and facial
expressions.
C. the ability of a person to understand the allegorical meanings behind words,
sentences, or paragraphs communicated in writing or speech.
D. the process of being brainwashed to the point of acting in a way that is contrary to or
inconsistent with ones normal behavior.
E. the inability of a person to communicate due to lack of background knowledge or
experience.
Answer:
In terms of organizational buying, Amazon.com, Lands’ End, and JCPenney would most
likely be classified as __________.
A. government units
B. resellers
C. manufacturers
D. wholesalers
E. industrial firms
Answer:
Since its launch, Netflix has changed its business model in order to
A. compete with Blockbuster’s retail store expansion.
B. respond to changing customer service needs.
C. expand its focus from entertainment to movie collectibles and memorabilia.
D. avoid head-to-head competition with satellite television providers, which recently
announced a strategic partnership with Blockbuster that offers a similar service as
Netflix.
E. begin preparations to withdraw from its traditional method of mail delivery, which
takes 2-3 business days, and introduce next-day delivery through FedEx.
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 H is referred to as __________.
A. noise
B. the message
C. the receiver
D. the fields of experience
E. feedback
Answer:
Google’s __________ program was designed for website owners as a tool for placing
ads next to their web page content rather than next to search results.
A. AdPage
B. AdLeaf
C. AdWords
D. AdRank
E. AdSense
Answer:
Because the average consumer operates in a complex environment, the human brain
attempts to organize and interpret information with a process referred to as
A. selective retention.
B. selective attention.
C. selective exposure.
D. selective perception.
E. stimulus discrimination.
Answer:
Green technologies such as smart grid electricity services, online energy management,
and consumer-generated energy are __________ forces that would be identified through
an environmental scan.
A. social
B. competitive
C. regulatory
D. technological
E. economic
Answer:
All of the following are behavioral measures that are used to evaluate salespeople
EXCEPT:
A. attitude
B. product knowledge
C. sales
D. communication skills
E. appearance
Answer:
A form of click fraud is called PTR, which is an acronym for
A. Paid-to-Read.
B. Ping-to-Read.
C. Profit-to-Read.
D. Place-to-Read.
E. Priced-to-Read.
Answer:
College dorm residents frequently want to keep and prepare their own food and snacks
to save money or have a late night snack. However, their dorm rooms are often
woefully short of space. MicroFridge marketers understand this and offer a combination
microwave, refrigerator, and freezer targeted to these students. MicroFridge is most
likely using which basis of segmentation?
A. sociocultural segmentation
B. psychographic segmentation
C. geographic segmentation
D. behavioral segmentation
E. socioeconomic segmentation
Answer:
Nike has successfully used __________ with its lines Air Jordan and Air Lebron.
A. family branding
B. subbranding
C. multiproduct branding
D. mixed branding
E. generic branding
Answer: