Enlightened carmakers have hired women designers, engineers, and marketing
executives to better understand the way women decide to buy new cars. They learned
that
A. meeting the expectations of men during the new-car purchasing process was more
difficult than meeting those of women.
B. men make the majority of new-car purchasing decisions.
C. women and men think differently about the new-car buying experience.
D. women care more about quality than men.
E. men care more about price than women.
Answer:
“For upscale American families who desire a carefree driving experience, Volvo is a
premium-priced automobile that offers the utmost in safety and dependability” is a
__________ statement for Volvo in North America.
A. perception
B. positioning
C. market-product
D. vision
E. differentiation
Answer:
A skimming pricing policy is likely to be most effective when
A. consumers perceive your product to be similar to other products on the market.
B. a lower price will significantly lower fixed costs.
C. customers interpret the high price as signifying high quality.
D. consumers tend to be price sensitive.
E. it will be easier to set measurable sales unit goals.
Answer:
A retailer refers to
A. an intermediary who sells only to other intermediaries.
B. any intermediary between a manufacturer and industrial markets.
C. an intermediary who sells to other distributors.
D. an intermediary who takes possession of a product, alters it in some way, and then
sells it to the ultimate consumer.
E. an intermediary who sells to consumers.
Answer:
One advantage of using the Internet as an advertising medium is
A. it is similar to print advertising since it offers a visual message.
B. there is no need to segment markets.
C. messages are automatically translated into multiple languages.
D. there are no real costs except for initial encoding.
E. it is relatively simple to run national online campaign across multiple sites.
Answer:
Keystone Foods, which invented the individual quick freeze process for beef, provides
McDonald’s with millions of pounds of chicken, beef, and fish annually for use in its
restaurants. The firm sources the animal proteins from farms and processes them in a
variety of ways, such as breading or freezing, before selling them to McDonald’s.
Keystone is operating in a(n) __________ market.
A. consumer
B. government
C. service
D. industrial
E. reseller
Answer:
Generation X consumers are
A. likely to rely on others.
B. authoritative decision-makers.
C. very prone to extravagance.
D. generally supportive of racial and ethnic diversity.
E. poorly educated.
Answer:
Brand equity building steps are: (1) __________ and an association with a product class
or need in consumers’ minds to create an identity; (2) establishing a brand’s meaning in
the minds of consumers; (3) eliciting the proper consumer responses to a brand’s
identity and meaning; and (4) creating an intense, active, and loyal consumer-brand
connection.
A. developing positive brand awareness
B. lowering the price of products
C. easing consumers’ decision making
D. incorporating higher value in products
E. creating market modification
Answer:
Wolfermans.com is a company that sells gourmet English muffins, specialty breads, and
exquisite desserts in gift assortments. When you access its website, you discover
fourteen pictures that make lavish use of color. The Wolferman website design conveys
the core consumer benefits provided by the company’s offerings through the use of
__________.
A. context
B. commerce
C. communication
D. connection
E. customization
Answer:
Which of the following organizations engage in marketing?
A. the Chicago Cubs
B. the San Francisco Opera
C. the City of Denver
D. the President of the United States
E. Every organization or individual can engage in marketing to some extent.
Answer:
Links that are embedded in the website, appear as highlighted words, a picture, or
graphic, and allow a user to effortlessly visit other sites with a mouse click comprise a
website’s __________ design element.
A. context
B. customization
C. content
D. communication
E. connection
Answer:
When specific knowledge is required to sell certain types of products or services, then a
__________ is used.
A. territorial organization
B. customer organization
C. product organization
D. geographical organization
E. multi-level marketing organization
Answer:
Customers’ perceptions are of vital importance to an organization. Customer
__________ can be measured with surveys or by the number of customer complaints an
organization receives.
A. satisfaction
B. welfare
C. lifetime benefit
D. value
E. responsibility
Answer:
Driving time, proximity, and hours of operation for stores, and the usability of a website
are all examples of which buyer requirement?
A. information
B. variety
C. pre- or postsale services
D. adaptability
E. convenience
Answer:
Three pricing objectives relate to a firm’s profit. In one known as __________, a
company gives up immediate profit in exchange for achieving a higher market share in
the hopes of penetrating competitive markets.
A. maximizing current profit
B. target return
C. break-even strategy
D. minimizing risk
E. managing for long-run profits
Answer:
In the early 1980s, Apple, Inc. was often called “Camp Runamok” because
A. every employee was encouraged to do his or her own thing.
B. it was concentrating on laptops while everyone else was concentrating on personal
computers.
C. all the employees were so young, so they often played more than they worked.
D. there were no coherent product lines targeted at identifiable market segments.
E. its personal computers were running amok with viruses, spyware, and other
problems.
Answer:
Which of the following is NOT an environmental force?
A. economic
B. regulatory
C. social
D. commercial
E. technological
Answer:
There are seven commonly used organizational buying criteria. One of them is
__________.
A. adherence to governmental policies
B. regulatory support
C. past performance on previous contracts
D. consumer demand
E. senior management directives
Answer:
One of the eight primary marketing-related reasons for new-product failure is
__________.
A. the product is too innovative
B. a competitor with a similar product withdrew from the market
C. too socially controversial
D. poor product quality
E. product was marketed as a new product but it did not meet the legal definition of
new
Answer:
What type of experiment is conducted when a food company offers a product for sale in
a small geographic area to help it evaluate potential marketing actions?
A. micro market
B. trail market
C. experimental market
D. simulated market
E. test market
Answer:
Improvements in which form of nonstore retailing include touchscreens, credit card
readers, wireless payment technology, and better energy efficiency?
A. direct mail
B. online retailing
C. television home shopping
D. telemarketing
E. automatic vending
Answer:
Corporate culture refers to
A. a formalized method for controlling the marketing environment.
B. the set of accepted standards and practices within a given industry.
C. the fundamental, passionate, and enduring principles of an organization that guide its
conduct over time.
D. the set of values, ideas, and attitudes that is learned and shared among the members
of an organization.
E. the formal statement of ethical principles and rules of conduct adopted by an
organization.
Answer:
The total money received from the sale of a product is referred to as __________.
A. profit
B. total revenue
C. average revenue
D. marginal revenue
E. derived demand
Answer:
Which of the following is the best example of a nondurable good?
A. laundry detergent
B. shoes
C. insurance
D. iPod
E. laser surgery
Answer:
White Chemical Company is examining its selling strategy and one of the issues it
believes needs attention is the role its sales staff has in undertaking sales support
(non-selling) activities; yet it wants to keep the salespeople directed towards increasing
sales for the next year. If you did not know which plan the firm presently uses, what
advice would you give?
A. Provide a base salary and a commission on sales generated.
B. Give a raise to every salesperson as a motivational incentive.
C. Provide year-end bonuses to reward the salesforce personnel who perform the best.
D. Offer straight salaries and give raises if the sales go up.
E. Offer straight commission and if sales improve, raise the commission rates.
Answer:
Which of the following messages represents a potential communication error?
A. “Once in-a-lifetime offer!”
B. “Buy one, get one free!”
C. “Can’t read? Let us help. Free literacy classes.”
D. “Great part-time job opportunity; transportation required.”
E. “Two bottled waters for $3.00 or $1.75 a piece.”
Answer:
In a buying center, __________ have the formal or informal power to select or approve
the supplier that receives the contract.
A. gatekeepers
B. deciders
C. buyers
D. influencers
E. users
Answer:
Which of the following is an example of a product in the maturity stage of the product
life cycle?
A. pocket video cameras
B. hybrid vehicles
C. 3D HDTVs
D. soft drinks
E. tablet devices
Answer:
All of the following are sales presentation formats EXCEPT:
A. cold calling format.
B. canned sales format.
C. formula selling format.
D. need-satisfaction format.
E. adaptive selling format.
Answer:
There are several reasons why a consumer might be reluctant to adopt a new product.
For example, a consumer might be reluctant to adopt a new product because of a usage
barrier, which occurs when __________.
A. there is no incentive to change
B. there are physical, economic, or social risks
C. there are cultural differences
D. the financial commitment is too great
E. the product is not compatible with existing habits
Answer:
All of the following are factors required for marketing to occur EXCEPT:
A. a desire and ability on the part of two or more parties (individuals or organizations)
to be satisfied.
B. something to exchange between two or more parties (individuals or organizations).
C. two or more parties (individuals or organizations) with the same wants.
D. two or more parties (individuals or organizations) with unsatisfied needs.
E. a way for the parties (individuals or organizations) to communicate.
Answer:
A fixed alternative question with three or more choices uses a(n) __________.
A. frequency distribution
B. scale
C. measure of success
D. open-ended question
E. constraint
Answer:
The sales of products and services to consumers through personal interactions and
demonstrations in their homes or offices is referred to as __________.
A. direct selling
B. person-to-person sales
C. face-to-face selling
D. direct response selling
E. customized selling
Answer:
OceanSpray.com has a website that describes the company’s products. The website also
includes nutritional information and recipes featuring Ocean Spray products. Since
Ocean Spray products are available at nearly all supermarkets, there is no need to
include dealer information. Ocean Spray uses a(n) __________ website.
A. choiceboard
B. conventional
C. transactional
D. promotional
E. intermediary
Answer:
Services refer to
A. ideas that consist of a bundle of tangible and intangible attributes that satisfies
consumers’ needs and is received in exchange for money or something else of value.
B. intangible activities or benefits that an organization provides to satisfy consumers’
needs in exchange for money or something else of value.
C. philanthropic activities performed in without expectations of monetary remuneration.
D. any intangible activity that provides a benefit to a consumer that he or she could not
have obtained or performed on his or her own.
E. any tangible activity that provides a benefit to a consumer that he or she could not
have obtained or performed on his or her own.
Answer: