Under the concept of the diffusion of innovation, consumers who are skeptical and with
below average social status are called __________ product adopters.
A. innovators
B. early adopters
C. early majority
D. late majority
E. laggards
Answer:
A proposed law in New Jersey would ban the use of tanning beds by anyone under the
age of 18. This restriction would be an example of which environmental force?
A. social
B. economic
C. technological
D. competitive
E. regulatory
Answer:
Figure 7-1
According to Figure 7-1 above, setting research objectives occurs during which step of
the five-step marketing research approach?
A. A
B. B
C. C
D. D
E. E
Answer:
Collaborative filtering gives marketers the ability to make a dead-on sales
recommendation to a buyer in __________.
A. a manner of minutes
B. real time
C. click time
D. virtual time
E. bona fide time
Answer:
An aid to implementing a marketing plan and consisting of four columns: (1) the task;
(2) the person responsible for completing that task; (3) the date to finish the task; and
(4) what is to be delivered is referred to as a(n) __________.
A. output report
B. Gantt chart
C. market plan
D. action item list
E. marketing action memo
Answer:
Figure 4-5
Considering Figure 4-5 above, Chanel No. 5 fragrances would be found in what level of
the Maslow hierarchy of needs?
A. physiological
B. self-actualization
C. personal
D. safety
E. social
Answer:
Websites play a multifaceted role in multichannel marketing because they can serve as
either a __________ or delivery channel.
A. cost
B. communication
C. choice
D. control
E. convenience
Answer:
An organization uses the strategic marketing process to answer all of the following
questions EXCEPT:
A. “How do our results compare with our plans?”
B. “How do we allocate our resources to get where we want to go?”
C. “Where do we want to go?”
D. “Do deviations require new plans?”
E. “How do we convert our plans into actions?”
Answer:
In 1952, General Electric’s annual report stated, “The concept introducesmarketingat the
beginning rather than the end of the production cycle and integrates marketing into each
phase of the business.” This is a brief statement of what has come to be known as the
A. sustainability perspective.
B. age of consumerism.
C. sales concept.
D. marketing concept.
E. customer relationship management concept.
Answer:
ExxonMobil targets consumers that fill up their gas tanks more than once a week with
its Chase Visa fuel card. In this example, ExxonMobil is using which segmentation
variable?
A. needs
B. lifestyle
C. behavioral
D. psychographic
E. demographic
Answer:
Seasonal discounts are used by manufacturers to
A. get rid of dated merchandise.
B. prevent retailers from purchasing competitors’ products.
C. prolong the peak seasonal selling season.
D. establish an immediate feeling of goodwill between the buyer and seller that
hopefully will continue when prices return to normal.
E. entice dealers to purchase seasonal merchandise earlier in the selling season.
Answer:
“To phase out” is the promotional objective of which stage of the product life cycle?
A. decline
B. growth
C. decelerated development
D. maturity
E. introduction
Answer:
The retailing mix includes all of the following EXCEPT:
A. merchandise.
B. target market.
C. retail pricing.
D. store location.
E. retail communication.
Answer:
When Dell sells various laptops, it also pre-installs Microsoft Office and other software
customers order at a discount before a laptop is shipped. This is an example of
A. price lining.
B. product line pricing.
C. bundle pricing.
D. customary pricing.
E. prestige pricing.
Answer:
The difference between the projection of the path to reach a new goal and the projection
of the path of the results of a plan already in place is referred to as the __________.
A. planning gap
B. contribution margin
C. point of difference
D. breakeven point
E. sales response function
Answer:
At the time of its introduction, which of the following products was the best example of
a continuous innovation?
A. home security system
B. disposable lighter
C. microwave oven
D. electric toothbrush
E. video camera
Answer:
Which of the following is a criterion used for selecting a target segment?
A. potential for increased profit
B. competitive position
C. similarity of needs of potential buyers within a segment
D. difference of needs of buyers among segments
E. potential of a marketing action to reach a segment
Answer:
Figure 11-5
Jane Westerlund owns a picture frame store and has generated a spreadsheet of several
calculations based on different quantity, price, revenue, cost, and profit scenarios shown
in Figure 11-5 above. What is the break-even point quantity for her picture frame store?
A. 0
B. 400
C. 800
D. 1,200
E. 2,000
Answer:
LEGO MINDSTORMS Photo
Consider the LEGO MINDSTORMS photo above. If the marketing research measure of
success is assembly time for a particular design meant for middle-school students,
which would be the best possible marketing action if the results of a marketing research
study concluded, “All ten teams could assemble Design B in 20 minutes but only 3
teams completed Design A”?
A. redesign the kits so that assembly time is more uniform
B. introduce design B
C. introduce the Design A, but add more new features to charge a higher price
D. mine the data further for student reactions
E. consult the marketing dashboards to analyze LEGO sales in the U.S.
Answer:
Spouse dominant decision-making implies that
A. the husband makes the majority of the purchase decisions.
B. the wife makes the majority of the purchase decisions.
C. both the husband and the wife make the purchase decisions together.
D. the wife and the husband alternate with respect to their purchase decisions.
E. either the husband or the wife is primarily responsible for purchase decisions.
Answer:
For routine orders, the decider is usually
A. the buyer or purchasing manager.
B. the CEO.
C. the COO.
D. the head of R&D.
E. the customer.
Answer:
A fixed amount of money paid for every 1,000 times an ad loads and a visitor might see
it is referred to as
A. fixed fee rate.
B. cost per thousand.
C. cost per action.
D. cost per click.
E. fixed cost.
Answer:
Neighborhood grocers that ban together with several other independent grocers who all
agree to buy their goods directly from food manufacturers is a(n)
A. retailer-sponsored cooperative.
B. consortium system.
C. administrative system.
D. conglomerate system.
E. collaborate chain.
Answer:
An ad for Conesco Insurance asks the question, “How long will you wait to start
planning for long-term care?” The ad shows an elderly women being assisted by a nurse
as she tries to win money on a game show. The idea that she will not have the care she
needs because she failed to plan her finances for the future when she was younger is an
example of a __________.
A. rhetorical appeal
B. baby boomer appeal
C. humorous appeal
D. fear appeal
E. security appeal
Answer:
Personal selling refers to
A. a customer-directed flow of communications, often in a face-to-face encounter,
designed to promote a product with the purpose of making a sale.
B. an individualized communications program specifically designed for a single
customer because the item being sold is unique to that person.
C. a mass selling approach that has been be tailored to meet the unique needs of a target
market based on age, gender, ethnicity, or occupation.
D. the two-way flow of communication between a buyer and a seller, often in a
face-to-face encounter, designed to influence a person’s or group’s purchase decision.
E. any spoken (rather than visual or print) attempt to promote a product for the purpose
of making a sale.
Answer:
Which of the following statements best describes a service?
A. Services are physical objects.
B. Services are intangible items.
C. Services are thoughts about concepts, actions, or causes.
D. Services are the benefits organizations receive in exchange for selling products.
E. Services comprise the subset of tangible features of products.
Answer:
Pez was originally sold in Europe as an adult __________.
A. breath mint
B. chewing gum
C. pain reliever
D. stop smoking patch
E. antacid
Answer:
In the __________ stage of the personal selling process, the first impression is critical.
A. prospecting
B. preapproach
C. approach
D. close
E. follow-up
Answer:
Online retail purchases by consumers can be the result of several very different
approaches, which include: (1) using a shopping “bot” to search for a product at
locations with the best price; (2) participating in an online auction; (3) going directly to
online malls; and (4)
A. paying dues to become a member of an online discount service.
B. becoming a secret shopper.
C. participating in a buying cooperative.
D. using direct selling.
E. becoming a member of a research group that evaluates new products.
Answer:
Which statement regarding responsive supply chains is most accurate?
A. Responsive supply chains use slower modes of transportation but faster order
processing.
B. Responsive supply chains often rely on more expensive express transportation.
C. Responsive supply chains always use the least expensive mode of transportation
possible.
D. Responsive supply chains rely on large inventory warehouses.
E. Responsive supply chains achieve economies of scale by having all inventory stored
and sorted at a central location.
Answer: