Advertisements that reinforce previous knowledge of a product are referred to as
__________ advertisements.
A. advocacy
B. comparative
C. persuasive
D. informative
E. reminder
Answer:
The practice of shielding one or more sectors of a country’s economy from foreign
competition through the use of tariffs or quotas is referred to as
A. domestic imperialism.
B. protectionism.
C. blocked competition.
D. import taxation.
E. trade restriction.
Answer:
All of the following were elements of Taco Bell’s Cool Ranch Doritos Locos Tacos
IMC campaign EXCEPT:
A. social media.
B. outdoor.
C. direct mail.
D. public relations.
E. cinema ads.
Answer:
There are seven commonly used organizational buying criteria. One of them is
__________.
A. production facilities and capacity
B. consumer demand
C. flexibility
D. adherence to government policies
E. senior management directives
Answer:
What is the primary purpose of LinkedIn?
A. LinkedIn keeps track of business trends and “breaking news.”
B. LinkedIn provides a way to integrate all of one’s social networks into a single,
comprehensive news feed.
C. LinkedIn provides a forum for discussion about the difficulties and stresses of the
job market.
D. LinkedIn provides a forum to create a conversation between large companies and
their employees.
E. LinkedIn is a platform for professional networking and job searching.
Answer:
Freightfinder.com is an Internet company that acts as a go-between. If a trucker needs
to find a load for a particular trade lane, he or she can visit this site, list the price and
available truck space, and find a company that needs a shipment moved. Since the
purpose of this website is to put buyer and sellers together so that a single sale can be
made, this website can be categorized as a(n) __________.
A. selling agent
B. manufacturer’s representative
C. manufacturer’s agent
D. broker
E. administrator
Answer:
Culture refers to the
A. moral and ethical beliefs of a family passed down from generation to generation.
B. set of values, ideas, and attitudes that are learned and shared among the members of
a group.
C. pastimes associated with the fine arts, such as ballet, music, and theater.
D. standard or pattern of behaviors that is typical or expected of a group.
E. description of a population according to selected characteristics such as age, gender,
ethnicity, income, and occupation.
Answer:
Retailers that advocate an everyday fair pricing strategy may not offer the lowest prices
but try to create value for customers using which of these?
A. brand name of the product
B. product benefits
C. convenience
D. perceived quality
E. the total buying experience
Answer:
More than half of all new businesses fail within __________ years of their launch.
A. two
B. three
C. four
D. five
E. ten
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. Bayer is using a
__________ strategy.
A. product item expansion
B. subbranding
C. product line extension
D. co-branding
E. brand extension
Answer:
Firms such as General Electric, Marriott, and Facebook have achieved great success by
putting a huge effort into implementing the marketing concept, giving their firms a
A. production orientation.
B. sales orientation.
C. customer relationship orientation.
D. service orientation.
E. market orientation.
Answer:
Quantity discounts refer to
A. price reductions in unit costs for placing a larger order.
B. price reductions for placing long-term pre-scheduled orders.
C. price reductions to encourage retailers to stock inventory earlier than their normal
demand would require.
D. reductions that are offered for paying bills early.
E. reductions in unit costs for taking merchandise that will soon be replaced by new and
improved versions of the original product.
Answer:
The Nabisco created a free-standing rack in the shape of a bus for its Ritz and other
cracker products. The goal of the sales promotion was to maximize the consumers’
attention to lunch box and after-school snacks. The “bus,” which provided storage for
the featured products, was placed in a high-traffic area of U.S. grocery stores. This type
of sales promotion is referred to as a __________.
A. sample
B. free-standing insert
C. point-of-purchase display
D. premium
E. deal
Answer:
Lindsey Smith’s selling success is due in large part to her
A. developing relationships with CEOs and CFOs.
B. using a team of sales personnel, technical specialists, and health care professionals in
selling to and servicing key customers.
C. continually reinforcing GE Healthcare’s competitive advantage.
D. simplifying sales presentations for technical products.
E. staying on top of marketing trends for business-to-business selling.
Answer:
The phrase “relatively homogeneous collections of prospective buyers” is most
descriptive of
A. demographic clusters.
B. organizational buyers.
C. ultimate consumers.
D. market segments.
E. qualified prospects.
Answer:
Figure 18-2
Consider Figure 18-2 above. Box A refers to which of the following website design
elements?
A. content
B. community
C. commerce
D. context
E. connection
Answer:
Skimming pricing refers to
A. setting the lowest initial price possible when introducing a new or innovative
product in order to skim sales from competitors.
B. setting the highest initial price that customers really desiring the product are willing
to pay when introducing a new or innovative product.
C. setting a low initial price on a new product to appeal immediately to the mass
market.
D. the practice of replacing promotional allowances with higher manufacturer list
prices.
E. setting a high price so that quality- or status-conscious consumers will be attracted to
the product and buy it.
Answer:
The money or other considerations (including other products and services) exchanged
for the ownership or use of a product or service is referred to as __________.
A. a fee
B. value
C. renumeration
D. price
E. an exchange rate
Answer:
The two main classifications of business products are
A. durable and nondurable products.
B. components and support products.
C. tangible and intangible products.
D. consumer and industrial products.
E. derived and maintenance products.
Answer:
Two increasingly important values for consumers around the world are __________.
A. self-esteem and fitness
B. wealth and health
C. patriotism and friendship
D. family and fun
E. sustainability and preservation of the environment
Answer:
A marketing manager at Ford computed the promotion-to-sales ratio for Ford, GM, and
the auto industry itself. She found that Ford’s ratio was 2.8%, GM’s ratio was 4.5%, and
the auto industry average was 6.7%. She then realized
A. she had better find a new job as she had been responsible for these results.
B. she needed to explain these numbers to her boss, especially in relation to the
industry.
C. GM shortly would be taking market share from Ford.
D. she spent her promotional dollars effectively.
E. she wasn’t the marketer she thought she was.
Answer:
Figure 6-5
Figure 6-5 above outlines the distribution channels through which a product
manufactured in one country must travel to reach its destination in another country. E
represents the
A. seller.
B. channels between nations.
C. seller’s international marketing headquarters.
D. final consumer.
E. channels within foreign nations.
Answer:
Figure 10-1
Figure 10-1 above represents the stages of the product life cycle. What does the curve
labeled X represent?
A. total variable costs
B. total fixed costs
C. total industry profit
D. total industry sales revenue
E. total research and development costs
Answer:
The highest-ranking person in an organization who oversees the organization’s daily
operations and spearheads its strategy planning efforts is often referred to as
A. the corporate executive overseer.
B. the chief executive officer.
C. the corporate executive official.
D. the chief marketing officer.
E. the coordinating executive official.
Answer:
A small electronics company has begun production of a small line of high-quality,
professional studio-model components targeted at audiophiles who shop at thousands of
specialty stores across the U.S. How should the small electronics company best
distribute its new products?
A. use its established indirect marketing channel
B. distribute directly to mass market consumers
C. distribute through agents who sell to specialty electronics stores that will feature the
new line
D. sell directly to specialty electronics stores that will feature the new line
E. establish its own chain of electronics retail stores
Answer:
Breyer’s introduced a new line of ice cream flavors for sale in elegant black containers.
This was done on a limited scale to determine consumer reactions before national
distribution of the product. Breyer’s new product was in the __________ stage of the
new-product process.
A. commercialization
B. screening and evaluation
C. business analysis
D. development
E. market testing
Answer:
All of the following are forms of sales automation EXCEPT:
A. sales training.
B. memos from a sales manager to her salesforce.
C. sales presentations.
D. account analysis.
E. order processing.
Answer:
What type of scale is the following? “Indicate your degree of agreement with the
following statement: Marketing is an interesting subject” by checking one of the
responses below. ( ) Strongly Agree ( ) Agree ( ) Disagree ( ) Strongly Disagree
A. semantic differential scale
B. dichotomous question
C. open-ended question
D. Likert scale
E. attitudinal question
Answer:
Discounts refer to reductions from the __________ that a seller gives a buyer as a
reward for some activity of the buyer that is favorable to the seller.
A. final price
B. list price
C. wholesaler’s cost
D. manufacturer’s cost
E. retailer’s cost
Answer:
One advantage of a market-product grid is that it can be used to
A. make cost-cutting decisions under conditions of uncertainty.
B. screen many new product ideas in order to select the one with the best long-run
market potential.
C. determine which target market segments to select and which product groupings to
offer.
D. select representative samples of consumers for marketing research studies.
E. relate the product life cycle to consumer demand.
Answer:
Microsoft, Intuit, and Yahoo are building new facilities in Quincy, WA, a town that
previously had a population of 3,500. Along with these new neighbors, the residents of
Quincy are also going to get more traffic lights, a strip mall, higher housing prices, and
new jobs. This example best illustrates a(n) __________ change that will impact the
people and businesses of Quincy.
A. social
B. regulatory
C. competitive
D. economic
E. technological
Answer:
Three common trade-oriented sales approaches are targeted uniquely to wholesalers,
retailers, and distributers include: (1) allowances and discounts, (2) __________, and
(3) training of distributor’s salesforces.
A. reminder advertising
B. cooperative advertising
C. pioneering advertising
D. competitive advertising
E. comparative advertising
Answer:
Itex Corporation, a marketer of Photostat products used in the graphic arts field, buys
photo sensitized paper from Eastman Kodak Company, packages it with the Photostat
brand name, and sells it directly to amateur photographers. In this context, Itex
Corporation is most likely classified as a
A. manufacturer.
B. reseller.
C. service provider.
D. government agency.
E. industrial firm.
Answer: