About __________ of U.S. online shoppers engage in showrooming.
A. 10%
B. 25%
C. 33%
D. 40%
E. 50%
Answer:
Recall the famous experiment when Dr. Pavlov presented salivating dogs with food at
the same time he rang a bell. Eventually, when Pavlov only rang the bell, the dogs
would still salivate even though food was not presented. What consumer behavior
principle was involved in this research?
A. cognitive learning
B. the scientific method
C. behavioral learning
D. attitude formation
E. cognitive dissonance
Answer:
Which of the following statements about bribery is most accurate?
A. Bribes, kickbacks, and payoffs offered to entice someone to commit an illegal or
improper act are deemed corrupt in some cultures but not in others.
B. The world’s major exporting nations have agreed to treat bribery of foreign
government officials as a violation of trade agreements.
C. Bribes paid to foreign companies is in some cases a tax-deductible expense in the
U.S.
D. It is a crime for U.S. corporations to bribe an official of a foreign government or
political party unless pre-approved by the Federal Trade Commission.
E. It is illegal for a U.S. corporation to bribe an official of a foreign government or
political party to obtain or retain business in a foreign country.
Answer:
The Ford Fusion Hybrid SE uses hybrid fuel technology with the latest in lithium-ion
battery technology to deliver more power, convenience, prestige, and fuel economy
than non-hybrid cars. These attributes listed for the Ford Fusion Hybrid SE are those
that consumers may consider when assessing the car. If they do, these attributes would
be considered
A. points of difference.
B. informational alternatives.
C. evaluative criteria.
D. competitive advantages.
E. consumer attributes.
Answer:
A durable good is defined as a(n)
A. item consumed in one or a few uses.
B. item that usually lasts over an extended number of uses.
C. item that lasts at least one year without becoming obsolete.
D. product purchased only for the use of ultimate consumers.
E. product used in the production of other products.
Answer:
A live theatre performance cannot be touched like a physical object, but is still
considered a product. To a marketer, this is an example of a(n) __________.
A. utility
B. production
C. value
D. service
E. idea
Answer:
Computer-based networks that trigger actions by sensing changes in the real or digital
world are known as
A. global marketing platforms.
B. convergent systems.
C. intelligence technologies.
D. smart systems.
E. social networking sites.
Answer:
All of the following are methods that firms use to set their promotion budgets EXCEPT:
A. objective and task.
B. lost horse forecast.
C. competitive parity.
D. percentage of sales.
E. all you can afford.
Answer:
A supply partnership refers to
A. an arrangement a manufacturer makes with a reseller to handle only its products and
not those of competitors.
B. the illegal practice of refusing to purchase a seller’s products unless the seller agrees
not to purchase that product or any similar products from any other buyer.
C. when a supplier requires a buyer purchasing some products from it to also buy
others.
D. a relationship that exists when a buyer and its supplier adopt mutually beneficial
objectives, policies, and procedures for the purpose of lowering the cost of or increasing
the value of products and services delivered to the ultimate consumer.
E. the practice whereby a seller requires the purchaser of one product to also buy
another item in the line.
Answer:
Which of the following occurs during the decline stage of the product life cycle?
A. Sales decrease substantially.
B. Flanking product lines are added.
C. The product becomes less vulnerable to changes in the marketing environment.
D. Promotional support is increased.
E. Competition becomes intense as more competitors enter the market.
Answer:
Another name for the steps in the service delivery process is __________.
A. service interactions
B. access points
C. path-analysis
D. service encounters
E. wheel of services
Answer:
Starch Test Image
The Starch test uses aided recall to determine the percentage of those who: (1)
remember seeing a specific magazine ad; (2) saw or read any part of the ad identifying
the product or brand (seen-associated); (3) __________; and (4) who read at least half
of the ad.
A. who felt the ad was vague or ambiguous
B. who felt elements of the ad were inappropriate
C. who read any part of the ad’s copy
D. who could summarize the key ad points in their own words
E. who remembered having seen the ad before and had already tried the product
Answer:
Figure 17-3
Sales management consists of three interrelated functions: (1) sales plan formulation;
(2) __________; and (3) salesforce evaluation.
A. salesforce compensation
B. salesforce size determination
C. sales plan implementation
D. salesforce communication
E. salesforce training
Answer:
Setting different prices for products and depending on individual buyers and purchase
situations is referred to as
A. price lining.
B. a flexible-price policy.
C. customary pricing.
D. price fixing.
E. discretionary pricing.
Answer:
Wholesalers and retailers that buy physical products and resell them without any
reprocessing are referred to as
A. industrial firms.
B. reseller firms.
C. government agencies.
D. consumer product firms.
E. nonprofit firms.
Answer:
Direct marketing faces several challenges and opportunities in global markets. Several
countries, such as Australia and Japan, have requirements for mandatory “opt-in” – that
is
A. global marketers must pay a special fee beyond the regular postage for the privilege
of using a country’s postal system.
B. global marketers wishing to use direct marketing must have all mailings approved by
their respective trade commissions for appropriateness of content.
C. global marketers have to purchase special “catalog” postage at a cost higher than
what is charged for the same weight of mail sent from one individual to another.
D. consumers have to pay a special fee to the government to defray the costs of mail
carriers having to handle larger volumes of mail from catalogues.
E. potential customers must give permission to include their name on a list for direct
marketing solicitations.
Answer:
Figure 2-5
According to Figure 2-5 above, which two marketing strategies would be used if a firm
were NOT willing to find new markets.
A. product development and market penetration
B. product development and diversification
C. market development and product development
D. market development and market penetration
E. market development and diversification
Answer:
Which of the following statements regarding order getters is most accurate?
A. Order getters often replenish a retailer’s inventories.
B. Order getters handle orders obtained on inbound telemarketing.
C. Order getters typically process reorders for products already sold by the company.
D. Order getter sales calls traditionally require the lowest financial investment from the
firm.
E. Order getter sales calls traditionally require the greatest financial investment from
the firm.
Answer:
In terms of the diffusion of innovation, early majority accounts for __________ of
product adopters.
A. 2.5%
B. 13.5%
C. 16%
D. 34%
E. 50%
Answer:
Olay’s promotions for its Total Effects cleansing cloths, which fight signs of aging skin,
are targeted toward
A. echo-boomers.
B. Generation Z.
C. Generation Y.
D. baby boomers.
E. baby busters.
Answer:
Small businesses account for __________ of the gross domestic product (GDP).
A. 21 percent
B. 32 percent
C. 44 percent
D. 68 percent
E. 82 percent
Answer:
Mott’s used an advertising campaign to change the way consumers thought about its
applesauce from a dinnertime side dish to a replacement for cooking oil in baking. The
advertising message was that using applesauce in baking cuts calories and makes the
resulting baked good healthier. Mott’s used a __________ strategy.
A. product repositioning
B. perceptual mapping
C. product positioning
D. product differentiation
E. psychographic
Answer:
At Mattel, Barbie is child-tested to be sure the doll cannot be broken apart and
accidentally choke a child. This type of consumer or safety test occurs during the
__________ stage of the new-product process.
A. new-product strategy development
B. development
C. business analysis
D. screening and evaluation
E. market testing
Answer:
Figure 7-6C: Average Annual Sales per Household of Tony’s Pizza, by Household Size
Figure 7-6C above shows that
A. Tony’s Pizza sales to households with 5 or more people increased over the period
2010 and 2013.
B. households with 5 or more people bought the least amount of Tony’s Pizza over the
period 2010 and 2013.
C. from 2010 and 2013, as single people married and became two person households,
the increase in sales of Tony’s Pizza was greater than the expected 200% change.
D. Tony’s Pizza sales to households with 2 people have remained relatively steady from
2010 and 2013.
E. the changes from year to year are really not significant since overall sales of Tony’s
Pizza have continued to increase.
Answer:
Errors in communication can occur in several ways: (1) the source may not adequately
transform the abstract idea into an effective set of symbols, (2) __________, (3) the
receiver may not properly transform the set of symbols into the correct abstract idea, or
(4) feedback may be so delayed or distorted that it is of no use to the sender.
A. a properly encoded message may be sent through the wrong channel and never make
it to the receiver
B. in an attempt to be creative, the encoder creates a message with too much noise
C. the communications channel is not properly funded
D. the message is considered too ordinary because there is too broad a field of
experience
E. there is no interest on the part of the receiver because the product itself is inadequate
Answer:
While both traditional media and social media can reach either a large audience or a
niche audience, social media are different from traditional media because
A. production of traditional media requires specialized skills and a team of people.
B. traditional media include Facebook and Twitter.
C. social media only reaches niche audiences.
D. social media is relatively expensive to produce.
E. the content of social media cannot be altered after publication.
Answer:
In many societies outside the United States, considerable time is devoted to nonbusiness
talk designed to establish a rapport between buyers and sellers. This occurs during the
__________ stage of the personal selling process.
A. close
B. approach
C. preapproach
D. presentation
E. prospecting
Answer:
When Starbucks announced that it would release a new single-serve Verismo
high-pressure brewing machines sale in its U.S. outlets, it was using a __________
strategy.
A. product development
B. market development
C. market penetration
D. diversification
E. market saturation
Answer:
Brand equity is the added value a brand name gives to a product beyond the functional
benefits provided. This value has two distinct advantages: it creates a competitive
advantage and __________.
A. it guarantees the lowest prices
B. decision making becomes easier for consumers
C. there is no need for coupons, discounts, or other customer incentives
D. customers are often willing to pay a higher price
E. new market segments are easily added to the market-product grid
Answer:
All of the following are demand factors EXCEPT:
A. the price of similar products.
B. consumer tastes.
C. consumer income.
D. the availability of similar products.
E. the number of distribution outlets carrying the product.
Answer:
One of the disadvantages associated with television as an advertising medium is that it
A. has a short exposure time.
B. cannot target specific audiences.
C. must use print for effect.
D. has a limited amount of advertising time available.
E. is not effective for conveying simple messages.
Answer:
__________ surveys are usually biased because those most likely to respond are those
who have had especially positive or negative experiences with the product or brand.
A. Personal interview
B. Online
C. Telephone
D. Fax
E. Mail
Answer:
In 2012, the four major retailers of online music include the iTunes, Spotify, Amazon,
and Google Music. In terms of the form of competition, this industry is an example of
a(n) __________.
A. monopoly
B. mega monopoly
C. pure competition
D. oligopoly
E. monopolistic competition
Answer: