When Goodwish Marketing decided to upgrade its computer network, many people
were involved in the decision. In B2B buying systems, decisions are often made
A. quickly.
B. by a single expert.
C. at auction sites.
D. by a committee after considerable deliberation.
E. through community debating organizations.
Answer:
One approach marketers are using to reduce service __________ is to replace people
with machines whenever appropriate.
A. intangibility
B. inseparability
C. spendability
D. perishability
E. heterogeneity
Answer:
Jim wants to position his firm against his competitors. In doing so he should
A. never select a competitor in the same neighborhood.
B. avoid making the competitor’s product look undesirable.
C. avoid looking too much like the competitor so that he’d confuse the target segment.
D. avoid discussing the strengths of his product so that competitors won’t be aware of
his product quality.
E. avoid discussing the weaknesses of his competitors so they won’t retaliate.
Answer:
Which of the following is not a question posed in the ethical decision-making metric?
A. Would I want to see this action described on the front page of the local paper?
B. Will this action help advance my career?
C. Would the person I admire most engage in this activity?
D. Can I give a clear explanation for my action?
E. Will I be able to look at myself in the mirror and respect what I see?
Answer:
Boris tells a colleague about a major prospect he plans to call on in the next few days
and asks the colleague to pretend to be a customer while he makes his sales
presentation. Boris and his colleague are engaged in
A. requalifying leads.
B. approach dynamics.
C. closing the sale.
D. role playing.
E. cold calling.
Answer:
SanDisk’s MP3 player product line (called the Sansa) has a low relative market share.
The MP3 player market is expected to decline over the next few years. In the Boston
Consulting Group (BCG) portfolio analysis, the Sansa would be considered a dog.
Answer:
Maslow’s Hierarchy of Needs includes physiological needs at the lowest level and
self-actualization at the top. The three levels in between are
A. material goods, safety, and love.
B. community, family, and self.
C. safety, stability, and striving.
D. health, wealth, and happiness.
E. safety, love, and esteem.
Answer:
Manitoba University is buying a distance learning system. Previously, the school had no
distance learning technology. For Manitoba University this represents a(n) __________
situation.
A. adapted buy
B. modified rebuy
C. straight rebuy
D. new buy
E. generic buy
Answer:
Frieda has just received a major order from Northrop Corporation for her firm’s
hydraulic lift equipment. After reviewing the order information, Frieda will
A. send an acknowledgment that the order has been received.
B. rewrite her firm’s proposal.
C. submit a competitive bid.
D. proceed to vendor analysis.
E. evaluate performance.
Answer:
Telemarketing and cold calls have become less popular as sales tools because of all of
the following reasons except
A. their success rate is low.
B. they can be expensive.
C. they are impacted by state and federal laws prohibiting them under certain
conditions.
D. during cold calls, the salesperson is not able to establish the customer’s needs ahead
of time.
E. they require appointments, which takes time away from the actual selling of the
product.
Answer:
Empowerment of employees helps address the delivery gap because
A. employees directly involved with the customer can respond effectively at the
moment the problem occurs.
B. customers appreciate feeling empowered.
C. management then doesn’t need to devote time and energy to resolving service
delivery problems.
D. employees spend less time resolving problems than managers would.
E. it ultimately contributes to employee knowledge and retention.
Answer:
All of the following are interactive elements of an IMC strategy except
A. personal selling.
B. consumer contests.
C. mobile marketing.
D. public relations.
E. online marketing.
Answer:
The __________ is the combination of media used and the frequency of advertising in
each medium.
A. media plan
B. media buy
C. media mix
D. communications tactical plan
E. communications operational plan
Answer:
Which of the following is the best example of puffery?
A. “Take two and call us in the morning.”
B. “Happy hour every Friday.”
C. “You have tried the rest, now try the best.”
D. “All natural ingredients.”
E. “Northwestern, the quiet company.”
Answer:
Marketing research begins with
A. designing the research project.
B. analyzing data.
C. defining objectives and research needs.
D. presenting results.
E. creating the data collection process.
Answer:
Which of the following is not one of the steps in the AIDA model?
A. awareness
B. intention
C. action
D. desire
E. interest
Answer:
At the end of a brainstorming session, participants are often asked to
A. identify the worst ideas.
B. defer to management for the final decision.
C. identify which ideas each person proposed.
D. vote on the best ideas.
E. propose one more new idea each.
Answer:
For consumer products like toothpaste and groceries, things consumers purchase
throughout the year, most advertisers would use a __________ advertising schedule.
A. continuous
B. flighting
C. pulsing
D. penetrating
E. purposeful
Answer:
While demographic and geographic segmentation of retail customers are relatively easy,
these characteristics do not help marketers determine
A. how old their customers are.
B. what their customers need.
C. where their customers live.
D. which customers have young children.
E. what income brackets their customers are in.
Answer:
When her salespeople bring in five new customers, Marissa gives them a $1,000
payment. This is an example of a
A. commission.
B. bonus.
C. sales contest.
D. nonfinancial reward.
E. salary.
Answer:
How can a company find its way out of a market characterized by pure competition?
A. Consistently offer the lowest price until other competitors leave the market
B. Increase prices and attract different, quality-oriented customers
C. Decrease the amount of available product until the market reacts
D. Increase the amount of available product to flood the market
E. Differentiate the product in some way, even by packaging, so customers will see it as
distinct
Answer:
Firms that are engaged in sentiment mining are analyzing data collected from
A. experiments.
B. in-depth interviews.
C. focus groups.
D. social media sites.
E. observations.
Answer:
During the __________ stage of the product life cycle, sales peak and profits begin to
decline as competition becomes intense.
A. introduction
B. leveling
C. maturity
D. growth
E. decline
Answer:
If you walk into a(n) __________, you will likely find a broad variety of merchandise,
deep assortment, and customer service, with everything divided into what appears to be
a collection of specialty shops.
A. department store
B. off-price retailer
C. discount store
D. specialty store
E. category specialist
Answer:
After Hurricane Katrina, many states reevaluated their coastal area building
requirements. These new building codes represented __________ that building
materials companies used to develop new products.
A. vendor assessments
B. initiator instructions
C. determinant products
D. product specifications
E. focal alternatives
Answer:
Retailers focusing on increasing sales to their best customers are attempting to
A. slay the category killers.
B. compete with off-price retailers.
C. drive their supply chain.
D. increase their share of wallet.
E. combat the inroads made by big-box specialty retailers.
Answer:
For salespeople, __________ provide(s) a major contact point with customers in the
follow-up stage of the selling process and an opportunity to build and improve
relationships.
A. trade shows
B. cold calls
C. preapproaches
D. complaints
E. telemarketing
Answer:
When her company’s dry goods deliveries were late for the third time, Melissa withheld
payment from her supplier until it was back on schedule. This is an example of
________ power.
A. coercive
B. reward
C. referent
D. expertise
E. legitimate
Answer:
Marketing research includes all of the following except
A. collecting data.
B. creating data.
C. recording data.
D. interpreting data.
E. analyzing data.
Answer:
Which marketing activity is most directly served by the promotion element of the
marketing mix?
A. communicating value
B. creating value
C. capturing value
D. delivering value
E. producing value
Answer: