Regina has made the same sales presentation twice a day for almost a month. At first,
the presentation seemed to flow nicely but lately it has not seemed as effortless as it
initially was. Regina might ask another sales rep to participate in __________ and
critique her presentation.
A. requalifying leads
B. approach dynamics
C. closing the sale
D. role playing
E. cold calling
Answer:
A(n) __________ is a small group of people brought together for an intensive
discussion of a topic.
A. focus group
B. social media site
C. experiment
D. data mining session
E. in-depth interview
Answer:
The point at which the number of units sold generates enough revenue to equal the total
costs of running an operation is known as the
A. contribution per unit.
B. fixed cost margin.
C. break-even point.
D. unit cost.
E. marginal revenue.
Answer:
Most B2B buying situations can be categorized as new buys, modified rebuys, and
A. generic buys.
B. straight rebuys.
C. ordinary rebuys.
D. adapted buys.
E. minor buys.
Answer:
There are many options available to consumers when it comes to breakfast cereals. So,
if Kellogg’s significantly increases the price of Rice Krispies, consumers are more apt
to buy alternate cereals instead. This illustrates which concept?
A. the income effect
B. the substitution effect
C. the break-even point
D. the target return effect
E. cross-price elasticity
Answer:
For which of the following purchases would consumers most likely engage in limited
problem solving?
A. college courses
B. a new car
C. a home
D. coffee to go, for a regular coffee drinker
E. a location for a large wedding reception
Answer:
Research indicates that positively engaged consumers tend to be
A. more socially outgoing.
B. more profitable consumers.
C. older and wealthier than average.
D. younger and poorer than average.
E. more critical consumers.
Answer:
A salesperson’s compensation can be made up of some combination of salary,
commission, and __________, which are payments made at a manager’s discretion
when the salesperson achieves certain goals.
A. bonuses
B. metrics
C. awards
D. income segments
E. rebates
Answer:
When Motorola first entered the Mexican marketplace, the company wanted direct
control of salespeople in major urban markets but was not as concerned about control in
less populated areas of the country. Motorola probably used _____________ in major
urban areas and ______________ in less populated areas of Mexico.
A. a company sales force; manufacturer’s reps
B. manufacturer’s reps; customer relationships
C. manufacturer’s reps; a company sales force
D. independent agents; manufacturer’s reps
E. order takers; selling teams
Answer:
Which of the following is the best example of a mass media advertising channel?
A. Weight Watchers Magazine
B. Red State Talk Radio (WRS)
C. Home and Garden TV (HGTV)
D. USA Today
E. The Golf Channel
Answer:
Jordan loves to read and write. She started a blog about books, including writing hints
and book reviews. The readership of her blog gradually increased, and eventually
publishers started sending her new books, hoping she would review them. Over time,
Jordan’s blog has changed from a __________ blog to a __________ blog.
A. professional; network
B. professional; personal
C. personal; professional
D. personal; social
E. social; network
Answer:
In a modified rebuy situation, __________ are likely to have an advantage in getting the
order.
A. consumers
B. resellers
C. current vendors
D. gatekeepers
E. new vendors
Answer:
_________ means allowing employees to make decisions about how service is provided
to customers.
A. Endorsement
B. Quality control
C. Standardization
D. Empowerment
E. Authorization
Answer:
Saltdust Grill is known as the premier restaurant in town. With its elegant dining area,
extensive wine list, and gourmet chef, residents and tourists flock to the restaurant.
Recently, Trey took a large group to the Saltdust Grill and almost every diner sent their
entre back to the kitchen. The Saltdust Grill was experiencing a(n) __________ gap in
service quality.
A. knowledge
B. communication
C. standards
D. delivery
E. empowerment
Answer:
Both major political parties have developed proprietary databases that contain vast
information about voters, broken down by demographic and geographic information.
This kind of information is
A. primary data.
B. secondary data.
C. syndicated data.
D. neuromarketing.
E. qualitative research.
Answer:
Many states create licensing requirements for a variety of professionals (such as
lawyers and accountants) designed to restrict entry into their market by professionals
from other states. This strategy limits ____________ growth strategies.
A. product proliferation
B. market development
C. market penetration
D. diversification
E. product development
Answer:
__________ segmentation is the most common basis of consumer market segmentation
because these segments are easy to define and usually easy to reach.
A. Geographic
B. Psychographic
C. Behavioral
D. Benefits
E. Demographic
Answer:
Which of the following is being used by a store owner who sends out a text message to
all of her preferred customers announcing the arrival of this season’s new clothing?
A. mobile marketing
B. social marketing
C. personal selling
D. sales promotions
E. advertising
Answer:
When marketers state that services are ____________, they are referring to the fact that
services are not always of the same quality from one time period to another or from one
service provider to another.
A. intangible
B. inseparable
C. heterogeneous
D. perishable
E. viable
Answer:
The poorest 10 percent of the U.S. population earned less than _______ per week in
2013.
A. $2,500
B. $1,801
C. $1,265
D. $920
E. $392
Answer:
Florida Heat Pump Manufacturing Company is offering a free, all-expenses-paid trip to
Las Vegas for HVAC dealers that sell at least 20 units this year. Florida Heat Pump is
using a __________ promotional strategy.
A. pull
B. puffery
C. publicity
D. push
E. posttesting
Answer:
The diffusion of innovation theory focuses on
A. the geographic boundaries of innovation.
B. the relationship between pioneer brands and imitators.
C. the psychological traits of innovators.
D. the rate at which consumers are likely to adopt a new product or service.
E. the way a product moves through the product life cycle.
Answer:
The advertising message “People are not looking for quarter-inch drill bits; they are
looking for quarter-inch holes” suggests that advertising messages need to
A. emphasize technology.
B. focus on quality.
C. inform consumers about opportunities.
D. focus on solving problems.
E. engage in mild puffery.
Answer:
Managers of fast-food restaurants struggle with a rapid turnover of personnel.
Employee turnover rates of 100 to 200 percent annually are common. The work
environment is difficult and customers can often be demanding. One of the first steps
managers can take to help workers deliver quality service is to
A. ban abusive customers from their restaurants.
B. reward service providers based solely on the speed of service.
C. provide emotional support and concern for their employees.
D. review the delivery support system.
E. make sure services delivery expectations are consistent and coherent throughout the
organization.
Answer:
Actor Sissy Spacek once objected to a series of movie scenes that included her smoking
a certain brand of cigarettes. She was probably objecting to a __________ arrangement
the film company had made with an advertiser.
A. promotional deal
B. mass media buy
C. product placement
D. loyalty program
E. sampling
Answer:
The app Vine allows users to share mini-movies on Twitter, satisfying the primary
motivation of the need
A. to discover.
B. to socialize.
C. to accomplish.
D. for preparation.
E. for self-expression.
Answer:
The _______ is the ratio of the percentage change in quantity demanded to the
percentage change in price.
A. cross-price elasticity of demand
B. price elasticity of demand
C. income elasticity of demand
D. break-even point
E. demand curve
Answer:
According to Hofstede’s cultural dimensions concept, which BRIC country posts
notably high scores in the dimensions of uncertainty avoidance and power distance?
A. Brazil
B. Russia
C. India
D. China
E. Iran
Answer:
Alex has found that both commercial and residential real estate buyers respond
positively to his marketing communication message. Alex has identified __________
that respond similarly to his marketing efforts.
A. mass customization consumers
B. geographic segments
C. market segments
D. self-concept customers
E. geodemographic segments
Answer:
Global marketers typically find distribution in developing countries is more complex
because
A. they must go through many different types of distribution channels.
B. distribution is more heavily regulated in developing countries.
C. most consumers in developing countries live in densely populated cities.
D. the infrastructure is more advanced in most developing countries.
E. consumers in developing countries have very specific preferences.
Answer:
A regional manager at GNC, a chain of retail stores selling nutritional supplements, is
reviewing sales data after a recent in-store promotion. The data show success in some
stores and limited response in others. To understand the differences between stores, the
manager will probably next review the company’s
A. financial statements, to investigate current and past profits.
B. brand awareness study, to assess national levels of awareness.
C. implementation programs, to see if the promotion was handled consistently in the
different stores.
D. mission statement, to see if it needs adjusting.
E. analysis of national trends in vitamins and herbal supplements, to help predict future
sales.
Answer:
According to your text, the wealthiest 1 percent of the population control approximately
what percentage of Americans’ total net worth?
A. 5.2 percent
B. 15.8 percent
C. 26.9 percent
D. 34.6 percent
E. 51.9 percent
Answer:
Another name for brand repositioning is
A. strategic brand alteration.
B. change management.
C. rebranding.
D. perception tracking.
E. brand scaling.
Answer:
Brand extension is a popular marketing strategy because it
A. separates out the cost of brand extension from brand intention.
B. allows the firm to discontinue complementary products.
C. allows the firm to spend less on creating brand awareness and associations.
D. avoids the problem of brand dilution.
E. guarantees success for a new product.
Answer:
What type of advertising appeal is most appropriate for a marketer introducing
hydrogen-powered automobiles to consumers?
Answer:
McDonald’s introduced its Favorites Under 400 Calories menu, attempting to change
consumers’ negative views of McDonald’s as a seller of unhealthy food. It would like to
survey customers to see if attitudes are changing, but it would like to collect some
qualitative data first. Suggest two approachesone offline, and one onlinethat
McDonald’s could use to collect qualitative data before designing a survey.
Answer:
Explain how YouTube helps customers “experience” a product or service.
Answer:
Compared to the Internet channel, what are the main benefits provided by physical
stores?
Answer:
Name three benefits of a strategic relationship between channel members.
Answer:
Why are attitudes important in consumer decision making?
Answer:
Using automobiles as an example, explain the differences between universal, retrieval,
and evoked sets, and identify the one that is most important to marketers.
Answer:
Discuss how privacy concerns have become a current social issue. What technological
invention has prompted the rise in concern over privacy?
Answer:
Burger King has become known for launching edgyand often riskyadvertising and
social media campaigns. How might Burger King use sentiment analysis to gain
insights into consumers’ reactions to a new ad campaign?
Answer:
Suppose that your university creates a position for vice president of marketing and
promotes your professor to the position. What activities will the new vice president of
marketing probably be involved in? Be specific.
Answer:
It seems that you cannot pick up a newspaper without reading about globalization. What
fundamental changes are contributing to the growth of global markets?
Answer:
If there are no correct answers to ethically troubling situations you might face in your
career, how can you be expected to perform ethically?
Answer:
Marketers rely on three types of social media: social networking sites, media-sharing
sites, and thought-sharing sites. Describe each of these types of sites and give examples
of each.
Answer:
When Dee has business in Denver, she often goes out for a fancy meal. When deciding
where to go, the restaurants she usually chooses are the local Thai restaurant and the
elegant French restaurant. Do these two restaurants represent her universal, retrieval, or
evoked set of choices?
Answer:
What are some of the benefits provided by product labels?
Answer:
With a huge influx of Hispanic consumers into his marketplace, Bill Deal, owner of
Columbia Ford Motor Dealership, wants to know if Hispanic consumers make car
purchase decisions differently from his other customers. Assuming that the information
does not already exist, which primary data collection method would you recommend
and why?
Answer:
How do companies such as Home Depot and the Home Shopping Network effectively
utilize media-sharing sites? Provide examples, including reference to which two of the
4E frameworks are most active.
Answer:
The CEO of a bank in Montana approaches the marketing director, explaining that the
bank is considering expanding into Wyoming. The CEO asks the marketing director to
design a research project to collect demographic data about Wyoming residents by
county and zip code. What is an inexpensive option for collecting this data?
Answer:
Why are more and more marketing researchers using online surveys?
Answer: