A firm that places an emphasis on developing and maintaining positive relationships
with the media is focusing on a(n) ________ strategy.
A. personal selling
B. mobile marketing
C. advertising
D. direct marketing
E. public relations
Answer:
Most manufacturing and retailing marketers worry constantly about whether or not their
IMC efforts are paying off. They assess various forms of __________ to determine
what is working and what is not.
A. noise
B. pretesting
C. precoding
D. encoding
E. feedback
Answer:
Andy purchased a number of books from Amazon.com, and he learned to trust the
recommendations made to him. More than once he was pleasantly surprised at the
books and authors he discovered this way. In this case, Amazon.com was creating value
for Andy through
A. repeat business.
B. rapid delivery.
C. expanded market presence.
D. personalized offerings.
E. interactive offerings.
Answer:
Brand dilution occurs when
A. customers see the “fit” between products sharing the same brand name.
B. there are too few products and product categories.
C. new brands compete with existing brands.
D. brands are overextended and customer perceptions about the core brand are
adversely affected.
E. brand names seem too old-fashioned or familiar.
Answer:
Firms can measure the success of a new product by all of the following factors except
A. satisfaction of its technical requirements.
B. fewer competitors in the market.
C. satisfactory sales and profits.
D. customer acceptance.
E. satisfactory performance.
Answer:
Where Caroline grew up, everyone knew everyone else, no one locked their doors, and
a person’s word could be trusted. When she went to work in another part of the country,
she was surprised by how few people had similar values and beliefs. Caroline had to
adjust to __________ differences.
A. reference group
B. situational
C. cognitive
D. cultural
E. evoked
Answer:
__________ price fixing occurs when competitors collude to control prices, and
__________ price fixing occurs within a marketing channel to control prices passed on
to consumers.
A. Industry; supply chain
B. General; specific
C. Widespread; integrated
D. Strategic; tactical
E. Horizontal; vertical
Answer:
Sales data, complaints, compliments, and redemption rates for coupons and rebates are
types of __________ marketers use to assess the effectiveness of their IMC efforts.
A. decoding
B. pretesting
C. feedback
D. simulations
E. encoding
Answer:
________ involves the process of defining the marketing mix variables so that target
customers have a clear, distinctive, desirable understanding of what the product does or
represents in comparison with competing products.
A. Target marketing
B. Market segmentation
C. Market positioning
D. Allocation
E. Value capture
Answer:
In an administered vertical marketing system,
A. no individual participant has control over the others, since a third-party administrator
oversees the entire supply chain.
B. independent firms at different levels of the marketing channel join through contracts
to obtain economies of scale and coordination to reduce conflict.
C. there is no common ownership, and the dominant member has significant power to
impose its ideas and objectives.
D. independent firms join together formally to decide as a group how the marketing
channel will operate.
E. participantssuch as warehouses, transportation companies, and retail outletsare
typically owned by a parent company to ensure harmonious relations throughout the
supply chain.
Answer:
________ power is based on getting a channel member to behave in a certain way
because of a contractual agreement.
A. Coercive
B. Reward
C. Referent
D. Expertise
E. Legitimate
Answer:
Mary’s Bakery is trying to determine what price to charge for its cookies, so Mary
places a low price on them and raises it each week, keeping track of how many she
sells. Then she determines what her cost was for the cookies and determines which
price was the most profitable. What form of research was Mary conducting?
A. observation
B. survey
C. scanner-based
D. an experiment
E. a panel
Answer:
Mohinder sells small-business health insurance programs, working on straight
commission. Closing the sale is an extremely stressful point in the selling process for
him. If he does not close the sale, the most likely outcome will be
A. his quota will be increased.
B. he will generate no income.
C. his quota will be lowered.
D. his bonus will not exceed his commission.
E. he will get a salary reduction.
Answer:
CA Technologies, a firm providing software and services to information technology
departments, maintains a corporate blog. How can this blog help CA Technologies with
B2B marketing?
A. as a place to post responses to RFPs
B. by building brand awareness among potential customers
C. by simplifying vendor performance assessment
D. by streamlining purchasing and distribution
E. by matching buyers’ requests and sellers’ offers
Answer:
Which of the following markets is most likely to be characterized by oligopolistic
competition in the United States?
A. soybeans
B. pens and pencils
C. smartphone service providers
D. men’s clothing
E. electrical service to the home
Answer:
In the Circles for a Successful Value Proposition framework, the value proposition is
represented by
A. the intersection between customer needs/wants and competitors’ benefits.
B. the intersection between the firm’s benefits and competitors’ benefits.
C. the intersection between customer needs/wants and the firm’s product’s benefits.
D. the intersection between all three of the circles.
E. the part of the firm’s benefits that doesn’t overlap with anything.
Answer:
Digital billboards embedded with ________ software can identify passersby and then
display ads targeted to them, based on their age, gender, and attention level.
A. social media
B. neuromarketing
C. facial recognition
D. Internet tracking
E. data mining
Answer:
If a few of Nintendo’s customers are asked to try out a new video game that has not yet
been released on the market, this is an example of
A. beta testing.
B. market testing.
C. premarket tests.
D. test marketing.
E. concept testing.
Answer:
The head of the marketing area told Alex to find the most stringent federal regulations
on advertising to create the toughest standards. “If we can pass those, we should be able
to get by all regulations.” One real problem is
A. state regulations are not always consistent with federal standards.
B. FCC regulations create a uniform standard that preempt all other regulations.
C. European countries have agreed to follow the U.S. standards, so it’s a matter of
working with the U.S. federal regulations.
D. as long as the advertising does not contain sexually explicit content, there are no
regulations.
E. in most cases, standards are changing almost daily.
Answer:
ABC Company knew that its customers were interested in environmentally friendly
business practices, so it began marketing all of its products as environmentally friendly
because they were made with all-natural ingredients, even though ABC’s plant was one
of the worst polluters in town. The new term for this practice is
A. deceptive advertising.
B. greenwashing.
C. environmental exploitation.
D. virtual greening.
E. enviromarketing.
Answer:
Pricing _______ products is especially challenging because little or nothing is known
about consumers’ perceptions of its value.
A. cost-based
B. seasonal
C. service-related
D. bundled
E. new-to-the-world
Answer:
In countries like the United States, services
A. have almost all been replaced by technology.
B. are a small portion of GDP relative to manufacturing.
C. are replacing property taxes as a source of government revenue.
D. will decrease in demand as the population ages.
E. account for an increasing share of GDP.
Answer:
For new product marketers, early adopters are important because they tend to be
A. few in number.
B. the first to adopt a new product.
C. opinion leaders.
D. fond of prototypes.
E. alpha testing enthusiasts.
Answer:
Apple computer users tend to like the company and love its products. Apple has
nurtured this __________ component of its customers’ attitudes.
A. social
B. affective
C. psychological
D. cognitive
E. physiological
Answer:
Zappos online shoe and clothing store has a unique way of dealing with abandoned
shopping carts. If a site visitor places items into the shopping cart and then leaves the
site without making a purchase, several days later Zappos sends a humorous e-mail
saying, “Let us show you what your shopping cart did while you were gone,” along
with a photo of a cute dog intended to represent the shopping cart. This
attention-getting device is designed to improve the site’s
A. postpurchase dissonance.
B. selective perception.
C. conversion rate.
D. reference group influence.
E. position in the evoked set.
Answer:
Which of the following is not a major consideration in determining an advertising
budget?
A. role of advertising in overall promotional objectives
B. the product life cycle
C. the nature of the market
D. the budgeting method used
E. the nature of the product
Answer:
The basic goal of integrated marketing communications is to
A. communicate the value proposition to the target market.
B. create desire.
C. manipulate consumers.
D. outspend competitors.
E. tell the world about your company.
Answer:
For an advertiser, the target audience can be understood as
A. consumers who currently use or like the product.
B. consumers who do not use the product.
C. consumers whom its research designates as its target market.
D. consumers who prefer the competitor’s product.
E. consumers who are unaware of the product.
Answer:
When a product is successful in the introductory stage of the product life cycle,
A. it moves directly into the maturity stage.
B. it is most likely to begin to launch spinoffs.
C. competition becomes less important.
D. it may start to see profits toward the end of this stage.
E. marketing costs increase significantly.
Answer:
When conducting a research study attempting to understand what features were most
important to automobile consumers, Gary’s Research Company used a questionnaire
containing __________ questions, with a predetermined set of response options.
A. structured
B. in-depth interview
C. open-ended
D. free-form
E. unstructured
Answer:
Marketing has traditionally been divided into a set of four interrelated decisions known
as the marketing mix, or four Ps, which includes all of the following except
A. product.
B. place.
C. performance.
D. promotion.
E. price.
Answer:
How might a technology company like Apple ensure that it behaves in a socially
responsible way toward its customers?
A. It can protect the privacy of personal information collected on its website.
B. It can adhere to government-mandated safety standards in its stores.
C. It can ensure that it pays its employees fairly.
D. It can ensure that its packaging materials are recyclable.
E. Social responsibility isn’t relevant where customers are concerned; it has to do with
serving society as a whole.
Answer: