When Pizza Hut designed its website, it wanted to make easy and user-friendly; it
wanted its website to recognize each customer. The website was designed to retrieve a
repeat customer’s address, telephone number, and payment options automatically
whenever he or she placed an order. To accomplish this task, Pizza Hut used a
__________.
A. cookie
B. portal
C. gopher
D. spider
E. bot
Answer:
The type of business products known as support products includes installations,
industrial services, accessory equipment, and __________.
A. components
B. supplies
C. materials
D. derived products
E. complementary products
Answer:
Choice, a reason customers shop and buy online, has two dimensions. They are
A. availability and price.
B. speed and availability.
C. wide product or service selection and speed.
D. choice assistance and speed.
E. wide product or service selection and choice assistance.
Answer:
Lara assumed the __________ role in the buying center when she shook the
salesperson’s hand and said, “Ms. Hron, we would like to accept your bid. I’ll expect 48
boxes of ring shank nails to be delivered by November 8th, and we will pay the
agreed-upon price of $21.74 per box.”
A. gatekeeper
B. broker
C. buyer
D. influencer
E. user
Answer:
Some universities provide retirement benefits by matching the percentage an employee
pays into a retirement account up to a certain percentage. This encourages a larger
percentage of employees to participate in retirement planning. This is an example of
a(n) __________ goal.
A. satisfaction
B. sales revenue
C. market share
D. quality
E. employee welfare
Answer:
The term product class refers to
A. the NAICS designation of an individual product or brand.
B. the designation of an individual product based upon its form.
C. a variation of a product within a product mix.
D. the designation of a product based on whether it is a consumer product or business
product.
E. the entire product category or industry a set of offerings belong to.
Answer:
A limited-service agency refers to
A. an advertising agency that not only provides a complete range of services, including
market research, media selection, copy development, artwork, and production, it has
input into actual product design.
B. an advertising agency that specializes in one aspect of the advertising process such
as developing advertising copy or providing social media services.
C. an advertising agency that provides the most complete range of services, including
market research, media selection, copy development, artwork, and production.
D. firms that are large enough to carry their own in-house advertising staff to provide
all advertising services the company needs.
E. one that sets a firm’s advertising objectives, designs the market research,
recommends media selection, suggests copy development and artwork, and then allows
the firm to implement the recommendations to save the firm money.
Answer:
The American Red Cross uses marketing to help achieve its goals. As a service, it can
be classified as
A. a nonprofit organization.
B. equipment-based.
C. a for-profit organization.
D. a business firm.
E. a governmental agency.
Answer:
Two important advantages of secondary data are that they are __________ and
__________.
A. inexpensive; up-to-date
B. up-to-date; supplies all relevant categories of information
C. inexpensive or free; save time
D. tailor-made to specifications; relatively inexpensive
E. highly credible; up-to-date
Answer:
Cost per thousand (CPM) is a measure in which
A. a fixed amount of money is paid for every 1,000 times an ad loads and a visitor
might see it – but not whether the user has actually reacted to it.
B. a fixed amount of money paid to the site for every visitor who clicks on an ad and
then jumps from that page to the advertiser’s website.
C. a fixed amount of money paid to the site for every sale that originated from an ad
posted on that site.
D. a fixed amount of money that is paid to a site for posting an ad for a finite amount of
time.
E. a fixed discount given to a visitor for clicking on an ad.
Answer:
Apple’s iPhone has a feature known as Apple Pay that lets you use your phone to pay
for credit purchases, meaning you could leave your wallet at home. This feature sets the
smartphone apart from its competitors and is part of Apple’s strategy for
A. product segmentation.
B. market expansion.
C. product differentiation.
D. usage segmentation.
E. psychographic segmentation.
Answer:
The practice of __________, which can affect the normal operation of the free market
and limit the flexibility of buyers, is disapproved of by the U.S. Justice department.
A. tying agreements
B. just-in-time procurement
C. quid pro quo
D. supply partnerships
E. reciprocity
Answer:
Campbell’s Soup Company found that its canned nacho cheese sauce, which could be
heated and poured directly onto nacho chips, was too spicy for Americans in the East
and not spicy enough for those in the West and Southwest. Today, Campbell’s plants in
Texas and California produce a spicier nacho cheese sauce than what is produced in the
other plants. Campbell’s is using __________ segmentation.
A. demographic
B. behavioral
C. economic
D. geographic
E. psychographic
Answer:
According to research conducted by Canadian cultural anthropologists, Canadians place
a high importance on personal relationships. This leads them to be extremely reluctant
to buy through an impersonal medium like a telephone. For an insurance company that
was hoping to sell insurance through telemarketers, this research would be an example
of
A. internal secondary data.
B. a constraint.
C. an assumption.
D. a dependent variable.
E. external secondary data.
Answer:
A(n) __________ firm views the world as one market and emphasizes cultural
similarities across countries or universal consumer needs and wants more than
differences.
A. transcontinental
B. multidomestic
C. international
D. multinational
E. transnational
Answer:
A product can be classified as new if it __________ from existing products.
A. is functionally different
B. is different in color
C. is different in its packaging
D. is different in price
E. requires a different distribution channel
Answer:
The Apple II, Macintosh, iPod, iPhone, iPad, and CarPlay are all examples of Apple’s
commitment to __________.
A. sustainable procurement
B. social responsibility
C. new product development
D. using renewable resources
E. respecting its workforce
Answer:
Figure 14-2
To communicate with consumers, a company can use one or more of five promotion
alternatives. In Figure 14-2 above, the promotional element labeled D represents
__________.
A. advertising
B. personal selling
C. public relations
D. sales promotion
E. direct marketing
Answer:
Figure 7-4: Question 2
Consider Figure 7-4: Question 2 above, which was part of a Wendy’s survey that
assessed fast-food restaurant preferences among present and prospective consumers.
Question 2 illustrates which type of question format?
A. dichotomous
B. open-ended
C. Likert scale
D. attitudinal
E. semantic differential
Answer:
All of the following are factors triggering the need for product repositioning EXCEPT:
A. creating a new use situation.
B. reaching a new market.
C. catching a rising trend.
D. changing the value offered.
E. reacting to a competitor’s position.
Answer:
Citizen Eco-Drive Ad
When Citizen (see the ad above) uses a spokesperson such as football player Eli
Manning to promote its Eco-Drive watches, it believes he is a(n) __________ who can
influence the purchase decision of its target market.
A. opinion leader
B. product champion
C. innovator
D. BzzAgent
E. rainmaker
Answer:
The European Union (EU) has been beneficial to electronic commerce because it is no
longer necessary to
A. use multiple languages when settling accounts for purchases made across borders.
B. continually monitor currency exchange rates among participating nations.
C. trade with the former Eastern European communist countries.
D. obey international e-trade regulations.
E. use the American dollar as the economic standard.
Answer:
In the athletic shoe market, Reebok and Nike practice __________ positioning since
both manufacturers vie for the same customers with technologically advanced products.
A. psychological
B. perceptual
C. differentiation
D. head-to-head
E. market
Answer:
Which of the following statements regarding billboards is most accurate?
A. Billboards are a good supplemental reinforcement for well-known products.
B. Billboards are well-suited for pioneering product advertising.
C. Contrary to popular belief, billboards are not driving hazards since they help keep
drivers alert.
D. Billboards are often too expensive for small local firms and are better suited for
national campaigns.
E. Billboards are more effective in rural areas than in metropolitan areas.
Answer:
A market-product grid is a framework to relate the market segments of potential buyers
to
A. estimated expenses for products sold.
B. products offered or potential marketing actions by an organization.
C. total anticipated revenue.
D. total anticipated profit.
E. market share of the closest competitor.
Answer:
Those people who object to cookies are most likely concerned with __________.
A. costs
B. privacy
C. spam
D. viruses
E. information overload
Answer:
When compared to a multiple products, multiple market segments strategy, a one
product, multiple market segment strategy
A. is a much more effective means of meeting consumers’ individual needs.
B. creates greater savings in production costs.
C. is a more effective way of meeting organizational objectives.
D. has significantly higher distribution costs.
E. is more profitable since a firm can charge the new segments higher prices without
changing the product.
Answer:
The appreciation of fashion, music, and a desire for novelty and trendier designs and
images
A. are preferences found more in American teenagers than in most other cultures
around the world.
B. actually begin at age 10, but begin to decline significantly as students enter high
school.
C. ironically are found more for teenagers who cannot afford to make those purchases
than for those who can.
D. are preferences of teenagers around the world regardless of whether they live.
E. are often established early among European teens and they typically linger well into
adulthood.
Answer:
Which of the following is a demand-oriented approach to pricing?
A. customary pricing
B. target profit pricing
C. standard markup pricing
D. bundle pricing
E. service-oriented pricing
Answer:
By taking consumer expectations into consideration, integrated marketing
communications (IMC) is a key element in a company’s __________ strategy.
A. generic business
B. retail life cycle
C. market segmentation
D. sustainable development
E. customer experience management
Answer:
What attitude change approach did Colgate marketers use to encourage consumers to
purchase its product when it began to include the antibacterial agent triclosan in its
product?
A. changing beliefs about the extent to which a brand has certain attributes
B. changing the perceived importance of attributes
C. adding new attributes to the product
D. providing free trials of the new product
E. obtaining a seal of approval to reduce consumers’ risk and encourage purchases
Answer:
__________ gives its outstanding salespeople some unconventional rewards that
include new pink Cadillacs and jewelry.
A. Avon
B. General Motors
C. Tiffany & Co.
D. Fran Wilson
E. Mary Kay Cosmetics
Answer:
The Vermont Teddy Bear Company sells handmade Teddy bears designed to be given as
gifts for almost every occasion imaginable. The Love Bandit Bear is designed for
people to give to each other on Valentine’s Day. The unique identification number that
the Vermont Teddy Bear Company uses to distinguish this Teddy bear from the others in
order to track it in the warehouse is called a(n)
A. stock ID code.
B. QR code.
C. NAICS stock code.
D. order quantity code.
E. stock keeping unit.
Answer:
What is best approach for determining a promotion budget? What advantages does this
method offer that the other methods do not?
Answer:
Psychologists point out that an individual’s needs may be hierarchical; that is, once one
set of needs is met, people seek to satisfy the next set of needs in the hierarchy. Name
each of the five levels in the hierarchy in order and give an example of each.
Answer:
How do selective perception, selective exposure, selective comprehension, and
selective retention differ?
Answer:
Define the customer experience from an interactive marketing perspective. List the
seven website design elements that companies use to produce a customer experience.
Which two of these design elements provide a platform for the other five?
Answer:
Define licensing, cite its advantages and disadvantages, and explain what franchising is.
Answer:
How do movie studios use marketing research?
Answer:
What does lifestyle mean and why is it important to marketers?
Answer:
What are social media? Give two examples.
Answer:
Explain the importance of branding for service marketers.
Answer:
Describe the market segmentation process.
Answer:
Describe the three levels in an organization.
Answer:
Assume you are a salesperson for a direct marketing firm that does “in-home” jewelry
parties. If most of your hosts or hostesses hold only one party a year, what strategies
could you use to build strong customer relationships? If you are creating your own
business for this example, make sure to describe your product(s) in your introductory
sentence.
Answer:
In our free-enterprise society, which three specific groups benefit from effective
marketing?
Answer:
Compare the three ways to manage a product through its product life cycle.
Answer:
Explain the 80/20 rule.
Answer: