Employees who report unethical or illegal actions of their employers are referred to as
a. whistle-blowers.
b. scabs.
c. cronies.
d. corporate snitches.
e. ombudsman.
Answer:
Whereas traditional media build credibility through “experts” being “influencers” in a
particular field, with social media a sender often simply begins to participate in the
__________, hoping that the quality of the message will establish credibility with the
receivers.
a. “digital thread”
b. “amateur discussion”
c. “discussion pool”
d. “information superhighway”
e. “conversation”
Answer:
Figure 1.
A variety of terms are used for marketing intermediaries. According to Figure 1. above,
“F” represents a(n) __________.
a. dealer
b. retailer
c. middleman
d. wholesaler
e. agent or broker
Answer:
Marine Midland Bank sent market researchers door-to-door in the neighborhoods
surrounding its branch banks. Each researcher wanted to spend 15 minutes talking with
a head of the household about his/her savings accounts to discuss why he/she did not
also have checking accounts and credit cards with the bank. Marine Midland
researchers were using __________ to collect these data.
a. individual interviews
b. secondary interviews
c. intercept interviews
d. observational data collection
e. ethnographic research
Answer:
The typical order cycle include all of the following elements EXCEPT:
a. order processing.
b. transportation.
c. stockout reports.
d. documentation.
e. order transmittal.
Answer:
The money that remains after paying for taxes and necessities is referred to as
__________.
a. net income
b. discretionary income
c. disposable income
d. household income
e. gross income
Answer:
Free samples are one of the most popular means to gain consumer trial. In fact, most
consumers consider a sample to __________.
a. simulate laggard usage of the product
b. be the best way to evaluate a new product
c. be faster than purchasing a product
d. be safer than purchasing a product
e. circumvent the typical adoption cycle
Answer:
Firms such as General Electric (GE), Johnson & Johnson, Coca-Cola, and British
Airways focus their attention on __________ to maximize customer satisfaction and
retention.
a. value perception
b. postpurchase behavior
c. non-competitive pricing
d. comparison pricing
e. prepurchase behavior
Answer:
Procter & Gamble uses teams of marketing, sales, advertising, computer systems, and
supply chain personnel to work with its major retailers, such as Walmart, to identify
ways to develop, promote, and deliver products. This type of sales approach is called
__________.
a. partnership selling
b. missionary selling
c. order taking
d. team selling
e. formula selling
Answer:
Five cost concepts are important in pricing decisions: total cost, fixed cost, variable
cost, marginal cost, and __________.
a. dividend cost
b. liquidity cost
c. discretionary cost
d. unit variable cost
e. elastic cost
Answer:
A buy class situation affects buying center tendencies in different ways. If there are
many people involved, both new and present suppliers are considered, and the buying
objective is a good solution, the buy class situation is MOST LIKELY a
a. modified buy.
b. new buy.
c. straight rebuy.
d. make-buy.
e. standard buy.
Answer:
What is a main difference between advertising in traditional print media and advertising
on Facebook?
a. Brand managers compose the title, the copy, and the images or photos of the ad.
b. Demographics are not taken into account when placing ads on Facebook.
c. Brand managers do not keep an expense budget for Facebook ads.
d. Brand managers cannot control the content of their Facebook adsthe advertising
agency does.
e. Brand managers do not select the placement of where the ads are seen on Facebook.
Answer:
Which of the following statements regarding service branding is MOST accurate?
a. Because the classification of services is so complex, it is far more difficult to find a
brand name that hasn”t already been taken.
b. Services must include the word ‘service” in all their brand names to assure that
customers understand they are not purchasing a product.
c. Service firms with a well-established brand reputation will also find it easier to
introduce new services than firms without a brand reputation.
d. Many consumers are suspicious of companies that offer too many services under the
same brand name.
e. Many service organizations, such as banks, hotels, and restaurants do not rely heavily
on branding because of the extent to which they are people-dominated services.
Answer:
A favorable attitude toward and consistent purchase of a single brand over time is
referred to as
a. stimulus generalization.
b. attitudinal discrimination.
c. brand loyalty.
d. behavioral loyalty.
e. consumer allegiance.
Answer:
The use of teams of sales, service, and technical personnel who work with purchasing,
manufacturing, engineering, logistics, and financial executives in customer
organizations is referred to as __________.
a. sales analysis
b. formula selling
c. adaptive selling
d. consultative selling
e. key account management
Answer:
In the communication process, the 18- to 34-year-old men who see a NASCAR TV
commercial advertising P&G’s Old Spice High Endurance antiperspirant are called
__________.
a. purchasers
b. the target market
c. wasted coverage
d. receivers
e. encoders
Answer:
Washburn Guitars markets its guitars to four distinct market segments. The firm’s
one-of-kind custom instruments are targeted at
a. first-time buyers.
b. professional musicians.
c. stars and famous musicians.
d. large institutional buyers such as high school and collegiate band programs.
e. intermediate-skill players who may become professional musicians.
Answer:
The type of appeal used to suggest to the consumer that he or she can avoid some
negative experience through the purchase and use of a product or service, a change in
behavior, or a reduction in the use of a product is referred to as a(n) _________.
a. authoritarian appeal
b. coercive appeal
c. family appeal
d. guilt appeal
e. fear appeal
Answer:
Michelin’s __________ can be summed up as “providing safety-conscious parents
greater security in tires at a premium price.”
a. customer value proposition
b. protocol
c. mission statement
d. core values
e. marketing program
Answer:
Figure 1.
Based on the social media identified in Figure 1. above, a social media site that has
elaborate visuals, graphics, and animation but where the users disclose very little
personal information about themselves or their feelings would most likely be located in
which cell of the chart?
a. upper left
b. upper right
c. lower center
d. lower right
e. lower left
Answer:
Bayer aspirin is sold in the original strength, in a safety-coated version, in an
extra-strength version, and in a version designed especially for women. The
manufacturer of Bayer aspirin is using __________.
a. product item expansion
b. subbranding
c. product line extension
d. co-branding
e. brand extension
Answer:
When a firm produces only a single product or service and attempts to sell it to two or
more market segments, it avoids __________, which often results in extremely high
research, engineering, and manufacturing expenses.
a. the extra cost of developing and producing additional versions of the product
b. creating a customer service gap
c. indirect distribution and logistics problems
d. restructuring the firm’s strategic planning
e. amortization costs of product enhancements
Answer:
The less-expensive matinee movie pricing offered on shows prior to 4:00 PM is an
example of
a. price lining.
b. price differentiation.
c. off-peak pricing.
d. bait-and-switch pricing.
e. idle production pricing.
Answer:
June Golden is part of the buying center for a large manufacturer. Her field of expertise
is logistics and she is responsible for choosing transportation providers for the
company. A sales representative for Yellow Roadway (a very large trucking firm)
regularly buys June’s secretary lunch. The representative does this because she views
the secretary as a(n) __________ and wants to be sure that information about her
company reaches June.
a. gatekeeper
b. decider
c. influencer
d. obstructionist
e. power-broker
Answer:
Business products are also referred to as __________.
a. commodities
b. industrial products
c. wares
d. resale products
e. merchandise
Answer:
A franchise where the franchiser provides a few general guidelines to the franchisee is
known as a
a. business-format franchise.
b. manufacturing franchise.
c. product-distribution franchise.
d. general service franchise.
e. business franchise venture.
Answer:
A __________ is the marketing term for a good, service, or idea consisting of a bundle
of tangible and intangible attributes that satisfy consumers’ needs and is received in
exchange for money or something else of value.
a. idea
b. service
c. widget
d. utility bundle
e. product
Answer:
One or more specific groups of potential consumers toward which an organization
directs its marketing program is referred to as a
a. mass market.
b. tangential market.
c. potential market.
d. target market.
e. promotional market.
Answer:
The National Health Interview Survey is conducted annually by the Centers for Disease
Control and Prevention. By examining information gathered from a national sample of
600 respondents throughout the U.S., it was able to announce that 14.1 percent of all
Americans lacked healthcare insurance. To make this statement, the Centers for Disease
Control and Prevention had to use
a. focus groups.
b. no constraints.
c. internal secondary data.
d. statistical inference.
e. interpolation.
Answer:
Companies that successfully employ permission marketing adhere to three rules: (1)
opt-in customers only receive information that is relevant or meaningful to them; (2)
__________; and (3) their customers are assured that their name or buyer profile data
will not be sold or shared with others.
a. customers will receive a full 100 percent satisfaction guarantee of product quality and
performance for any product purchased online
b. customers will be guaranteed up to $1 million dollars in identity theft protection for
any product purchased online
c. opt-in customers will be guaranteed the lowest possible price for an item
d. customers are given the option of opting out, or changing the kind, amount, or timing
of information set to them
e. customers will receive information on-line before that information is available to
customers at retail outlets
Answer:
Negotiated (cost) is a measure in which
a. a fixed amount of money paid to the site for every visitor who clicks on this ad and
goes from the website to the advertiser’s site.
b. a fixed amount of money paid to the site for every sale that originated from an ad
posted on that site.
c. a fixed amount paid to a site for posting an ad for a finite amount of time.
d. a fixed amount of money is paid for every 1,000 times an ad loads, up to $100 a
month.
e. a fixed discount a visitor gets for clicking on the ad.
Answer:
According to Nandan Nilekani, CEO of Infosys Technologies, Ltd., the “__________.”
a. playing field is being leveled
b. world is flattening
c. practice of caveat emptor is rising
d. Indian economy relies too much on outsourcing
e. Chinese capitalism is a huge threat to global economic stability
Answer: