Some websites enable a user to talk directly with a customer representative using an
“online chat” service while shopping the site. This is an example of the __________
website design element.
a. convenience
b. connection
c. control
d. community
e. communication
Answer:
Figure 1.
According Figure 1. above, heavy users are the most important segment to a fast-food
restaurant because
a. there are fewer numbers of them than any other segment.
b. they represent the largest percentage of nonprospects.
c. the usage index per person is highest for that segment.
d. from a cost basis, they are the most easily identified user segment.
e. they have the smallest consumption percentage.
Answer:
A news conference is a(n)
a. announcement regarding changes in a company or product line.
b. free space or time in a newspaper or on a broadcast medium.
c. publicity tool that utilizes high-visibility individuals in lobbying activities.
d. meeting of top news executives to decide advertising policy.
e. an informational meeting to which representatives of the media are invited.
Answer:
All of the following are market modification strategies EXCEPT __________.
a. creating a new use situation
b. finding new customers
c. changing a product’s appearance
d. targeting new market segments
e. increasing a product’s use among existing customers
Answer:
Sales promotions that usually offer a discounted price to the consumer, which
encourages trial of the product, are commonly referred to as __________.
a. deals
b. testers
c. samples
d. coupons
e. premiums
Answer:
All of the following are components of the implementation phase of the strategic
marketing process EXCEPT:
a. developing planning schedules.
b. executing the marketing program.
c. designing the marketing organization.
d. conducting R&D.
e. obtaining resources.
Answer:
When Paulette saw the dress in the store window, she knew two things. She had to own
the dress, and she could not afford it at its current price. As she visited the dress in the
store, she thought of the dress as her own and believed no one else would buy it. It
seems she was right because no one else did buy it and the store had to reduce its price
by 30 percent in order to dispose of it. This made it affordable for Paulette, who took
advantage of a(n)
a. negative markup.
b. markup elimination.
c. markdown.
d. liquidity reduction.
e. increase in net margin.
Answer:
Which of the following statements about Trek Bicycles is NOT true?
a. Trek’s Eco Design initiative is an example of sustainable procurement.
b. Trek has an extensive product line of bicycles.
c. Trek has always been on the cutting edge, using the latest innovations in its designs.
d. Trek was an early sponsor of Lance Armstrong, who won the Tour de France seven
straight years.
e. Trek’s business model has evolved from manufacturing bicycles to marketing other
two- and four-wheeled vehicles, such as motorcycles and all terrain vehicles (ATVs).
Answer:
Which type of wholesaler traditionally sells hosiery, toys, and health and beauty items?
a. cash and carry wholesalers
b. truck jobbers
c. general merchandise wholesalers
d. rack jobbers
e. drop shippers
Answer:
Which of the following is NOT a macromarketing-related issue?
a. determining whether advertising is wasteful
b. identifying natural resource scarcities in the marketing system
c. assessing whether marketing costs too much
d. determining how an individual organization directs its marketing activities and
allocates its resources to benefit its customers
e. studying the aggregate flow of a nation’s products and services to benefit society
Answer:
Mr. Clean is an antibacterial cleaning liquid for home use. If Proctor and Gamble
(P&G), the manufacturer of Mr. Clean, added Mr. Clean Magic Eraser Bath Scrubber to
the Mr. Clean product line, it would be seen by P&G
a. as a discontinuous innovation.
b. as new product from the company’s perspective because it is a product line extension.
c. as a high-risk product mix extension because it is new to the market.
d. as new by the Federal Trade Commission for the usual one-year period.
e. as not a new-product because it does not represent a different SKU.
Answer:
Four trends in the past decade have significantly influenced the landscape of global
marketing. One of them is:
a. an increase in most countries’ GDPs coupled with an increased degree of consumer
ethnocentrism.
b. a significant increase in economic protectionism and a decline in free trade.
c. a more aggressive attitude toward initiating international tariffs and quota systems.
d. a decrease in most countries’ GDPs and a renewal of nationalism.
e. a gradual decline in economic protectionism by individual countries.
Answer:
Colgate Toothpaste Ad
According to the Colgate toothpaste ad above and the textbook, what approach did
Colgate marketers use to encourage consumers to purchase 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:
The number of times a Facebook Page is loaded in a given time period is referred to as
a. page views.
b. page rate.
c. page load rate.
d. load rate.
e. view rate.
Answer:
U.S. citizens pay $5 billion more annually for shoes and Japanese citizens pay $6
billion more for rice than the actual cost of the products because
a. both countries have suffered major financial crises due a severe trade imbalance.
b. both countries have imposed tariffs on imported goods to protect their domestic
markets.
c. both countries have imposed limits on the quantity of these goods that can leave their
respective domestic markets.
d. both products are considered essentials and as a result are more heavily taxed.
e. these products were purchased at a lower price from nations that currently are under
governmental sanctions.
Answer:
A special kind of individual interview in which researchers ask lengthy, free-flowing
kinds of questions to probe for underlying ideas and feelings is called a(n)
a. focus group.
b. discovery interview.
c. probing interview.
d. guided interview.
e. depth interview.
Answer:
In television or radio advertising, a rating refers to
a. the number of different people or households exposed to an advertisement.
b. the average number of times a person in the target audience is exposed to a message
or advertisement.
c. the percentage of households in a market that are tuned to a particular television or
radio station.
d. a commonly used reference number an advertiser calculates (reach multiplied by
frequency) to determine whether it has achieved its advertising objectives.
e. the percentage points of market share a firm garners for its advertisements relative to
its competitors.
Answer:
Name Maker is an online company that sells high-end gift wrapping that can have
custom slogans or names printed on it, such as the name of a person celebrating a
birthday or a couple who is getting married. This made-to-order gift wrapping is priced
from $24.95 to $32.95 per 12-foot roll. This is an example of
a. family branding.
b. mass customization.
c. synergistic marketing.
d. “Tiffany/Walmart” marketing.
e. specialty customization.
Answer:
Trade discounts are offered to resellers in the marketing channel on the basis of the
marketing activities they are expected to perform in the future and
a. the frequency of the order.
b. where they are in the channel.
c. when orders are placed during the year.
d. the length of the relationship with the manufacturer.
e. the size of the order.
Answer:
Needs involving personal fulfillment are called __________.
a. physiological
b. safety
c. social
d. personal
e. self-actualization
Answer:
Figure 1.
Figure 1. above shows the market-product grid for a Wendy’s restaurant next to a large
urban university campus. Operations and production synergies and efficiencies run
__________.
a. horizontally across the rows
b. vertically from top to bottom
c. between full meals and snacks
d. diagonally from top-left to bottom-right of a market-product grid
e. both horizontally and vertically depending upon the marketing action
Answer:
General merchandise stores such as Walmart, Kmart, and Target are usually considered
__________ outlets.
a. exclusive-service
b. minimal-service
c. self-service
d. full-service
e. limited-service
Answer:
Airlines feature load factor as a(n) __________ measure on their marketing dashboards.
a. productivity
b. price differentiation
c. tangibility
d. capacity management
e. profitability
Answer:
Why do retailers like location-based apps such as Foursquare?
a. they use audio and video to communicate a message
b. all consumers demand technology-based offerings today
c. they are free
d. they attract consumers who are not price sensitive
e. they provide an opportunity to personalize offerings to potential customers
Answer:
An FTD ad shows a woman holding a very large vase of flowers. The background is red
and the only text in the ad is “Mother’s Day.” What type of ad is this?
a. special occasion
b. subliminal
c. reminder
d. pioneering
e. comparative
Answer:
Which of the following statements about marketing departments is most accurate?
a. The marketing department should work with people solely within its own department.
b. The marketing department should suggest where a firm should invest its money
based on its knowledge of the market and environmental forces.
c. The marketing department is responsible for only the 4Ps.
d. The marketing department is responsible for market research, supervision of product
development, and product promotion.
e. The marketing department must work closely with a network of other departments
and employees to help provide the customer-satisfying products required for the
organization to survive and prosper.
Answer:
The deliberate effort by organizational buyers to build relationships that shape
suppliers’ products, services, and capabilities to fit a buyer’s needs and those of its
customers is referred to as
a. buyer development.
b. a supply partnership.
c. a make-buy decision.
d. supplier development.
e. buyer-seller reciprocity.
Answer:
Marketing researchers use tracking studies immediately before an upcoming film’s
release to
a. identify any factual errors or inconsistencies in the storyline.
b. nominate specific actors or actresses for industry awards.
c. forecast a movie’s opening weekend box office revenues.
d. select the best geographical location for the movie’s premiere.
e. make changes to the movie’s release based upon professional critics’ reviews.
Answer:
Which form of entry into a foreign market requires the greatest commitment?
a. direct exporting
b. direct investment
c. joint venture
d. licensing
e. indirect exporting
Answer:
Which of the following is an example of an ultimate consumer?
a. a newspaper reporter who buys a plane ticket to Washington, D.C. to cover the
presidential inauguration
b. a school teacher who bought a ticket to the Summer Olympics opening ceremonies
c. an office receptionist who renews the magazines that are found in the office waiting
room
d. a retailer who buys poster board to make signs for an upcoming store sale
e. a landscaping firm employee who buys a new wheelbarrow to use to haul mulch
Answer:
When Karsh & Hagan Advertising Agency uses information found in Nielsen
Television Index Ranking Report published by the Nielsen Company to plan television
advertising schedules for its clients, it is relying on __________ data.
a. neuromarketing
b. external primary
c. internal secondary
d. observational
e. external secondary
Answer:
Figure 1.
Figure 1. above shows the top five prime-time broadcast TV shows during a recent May
sweeps week. If an advertiser such as Apple wanted to buy time on one of these TV
shows, which of the following statements would be most accurate?
a. People who like reality TV are more likely to watch ABC than Fox.
b. Apple should advertise on NCIS since the rate CBS would charge is the same as the
rate Fox would charge for American Idol.
c. Apple would advertise on Dancing with the StarsResults and NOT Dancing with the
Stars because the proportion of the TV households actually tuned into the former is
greater than the latter.
d. The cost of an advertisement shown on American Idol would cost more than one
aired during Dancing with the Stars.
e. Of all households with TVs in the U.S., fewer households watched American
IdolWednesday than American IdolThursday.
Answer:
Kodak, Fuji, and Agfa control the majority of sales for traditional 35mm photographic
film. The film industry is an example of a(n) __________.
a. monopoly
b. mega monopoly
c. oligopoly
d. pure competition
e. monopolistic competition
Answer:
A(n) __________ is a type of forecast that involves estimating the value to be forecast
without any intervening steps.
a. direct forecast
b. indirect forecast
c. lost-horse forecast
d. lost-cause forecast
e. intention forecast
Answer:
An organization buys products and services for one main reason, which is to
a. achieve its own objectives.
b. beat its competitors.
c. achieve the objectives of its customers.
d. employ people.
e. buy inventory.
Answer:
What three product characteristics should be considered when selecting promotional
tools? For each characteristic, give an example of a product where the characteristic is
very important.
Answer:
Differentiate between traditional and reverse auctions.
Answer:
Characterize the difference between a product line and a product mix. Give an example
of each.
Answer:
Briefly explain what a marketing experiment is. Include the definitions of dependent
and independent variables and give examples of each.
Answer:
A nonprofit food bank was handing out food to anyone who requested it on a weekly
basis. It now wants to give free food only to people who go hungry on a daily basis.
This will be the market segment it targets. How will the evaluation of its market
segmentation strategy differ from that used for a retail store?
Answer:
Give an example of how each of the five environmental forces has or can affect the
marketing environment.
Answer:
How might Ford Motor Company apply the three methods of attitude change in its
marketing activities?
Answer:
What role does pricing play in the managing of services?
Answer:
Define marketing ROI (return on investment).
Answer:
What aspect of the product/service element of the marketing mix warrants special
attention by service marketers?
Answer:
What are the utilities created by marketing intermediaries? How do intermediaries
create these utilities?
Answer:
What is cooperative advertising?
Answer:
There are four types of franchising arrangements. List the systems and provide a brief
description of each.
Answer:
Describe the three components of competition.
Answer:
If your primary motive was to raise prices on imports, would you use tariffs or quotas?
Why?
Answer:
Explain the relationship between a franchisee and a franchisor.
Answer: