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_____ is characterized by low involvement, a short time frame, an internal-only
information search, and low costs.
a. Limited decision making
b. Routine response behavior
c. Emotional buying
d. Intensive decision making
e. Temporally-limited behavior
Answer:
A product's position refers to where it is located on store shelves.
a. True
b. False
Answer:
_____ is the amount of time and effort a buyer invests in the search, evaluation, and
decision processes of consumer behavior.
a. Economic value
b. Involvement
c. Opportunity cost
d. Temporal cost
e. Perceived level of personal risk
Answer:
______ is the idea that socially responsible companies will outperform their peers by
focusing on the world's social problems and viewing them as opportunities to build
profit and help the world at the same time.
a. Sustainability
b. Philanthropy
c. Cause marketing
d. Creative ethics
e. International ethics
Answer:
Which type of quantity discount is a deduction from the list price that applies to a single
order?
a. Base discount
b. Cumulative discount
c. Noncumulative discount
d. Cash discount
e. Functional discount
Answer:
Caterpillar, Inc., a manufacturer of earthmoving equipment, uses completed drivetrains
(engines/transmissions/axles), drivetrain components, electronic controls, hydraulic and
electrohydraulic components and systems, cooling systems, and undercarriage track
systems produced by other organizations in its manufacturing process. Caterpillar is an
example of a(n):
a. fabricator.
b. installer.
c. original equipment manufacturer.
d. product provider.
e. component network.
Answer:
Sebastian operates a local coffee shop. He publishes a blog about the shop but updates it
only occasionally. He usually posts entries on coffee-related trivia. Every now and then,
he posts an entry promoting a new product. Given Sebastian's relatively weak online
presence, a marketing oriented widget would likely be just the thing to generate some
buzz about his coffee shop.
a. True
b. False
Answer:
Which of the following products has the lowest level of trialability?
a. An Internet chat room
b. Low-fat ice cream
c. Surgically implanted hearing aids
d. Organic pet food
e. A new air freshener
Answer:
Channel conflict:
a. always has an adverse effect on the members of the channel
b. is not caused by ideological differences, because such differences would prevent the
members from ever operating as a channel
c. is often caused by an inability of some channel members to keep up with the
changing times
d. can appear as either internal or external
e. does not occur when multiple distribution channels are used
Answer:
The objectives of a promotion depend on the general behavior of target consumers.
a. True
b. False
Answer:
Which of the following is the minimum difference in a stimulus that the consumer will
notice?
a. Minimum level of perception
b. Absolute level of perception
c. Differential threshold of perception
d. Threshold level of perception
e. Unique threshold of perception
Answer:
Lands' End offers customers the option using special software to accurately gauge what
size customers are in Lands' End clothes using a web cam image, and the ability to store
size preferences. This is an example of which trend contributing to CRM?
a. Time Savings
b. Personalization
c. Loyalty marketing
d. Technology
e. Data Mining
Answer:
Jiffy Mixes does not do any type of traditional advertising or use fancy packaging in
marketing its products. The company stores its own wheat and makes its own flour and
little blue boxes. Jiffy is an example of a low-cost strategy based on:
a. efficient labor
b. no-frills goods and services
c. government subsidies
d. product design
e. reengineering
Answer:
Profit is the price charged to customers multiplied by the number of units sold.
a. True
b. False
Answer:
Encoding is the:
a. creation of the original ideas and thoughts of a message.
b. conversion of the sender's ideas and thoughts into a message.
c. transmission of a message.
d. receipt and comprehension of a message.
e. deciphering and understanding of a message.
Answer:
Sears and John Deere run major sales on their lines of riding lawn mowers every fall.
This is an example of a seasonal discount.
a. True
b. False
Answer:
The ___ of trade negotiations created the ____, which replaces GATT. This trade
agreement dramatically lowers trade barriers worldwide.
a. Uruguay Round; World Trade Organization
b. Doha Round; European Union
c. Doha Round; NAFTA
d. Paraguay Round; South American Free Trade Agreement
e. Mercosur; European Union
Answer:
____ tries to get customers into the store with misleading advertising and then uses
high-pressure selling to persuade the consumer to buy something else more expensive.
a. Functional pricing
b. Bait pricing
c. Sales-oriented pricing
d. Production-oriented pricing
e. Decoy pricing
Answer:
DeFeet International
DeFeet International started as a cyclist sock company. The founder, Shane Cooper, said
that the existing socks for cyclists were just not of great quality, so he made socks for
his cycling team by knitting them inside out. The socks were of special materials aimed
at giving the cyclist the most comfortable fit. These socks were not the traditional white
socks but were bright, bold, and flashy colored socks with cool graphics. These
high-tech socks were priced around $10 a pair. Their Web site says "DeFeet Is Made for
Driven Soles." Soon, cycling elites like Lance Armstrong and Greg LeMond were
sporting the DeFeet brand. The company branched into running, hiking, and snow gear.
Products include socks, armskins, calfskins, boxer briefs, gloves, and shirts for the
serious athlete. DeFeet has a custom department where socks, armskins, and gloves can
be personalized with any motif, including sponsor types of logos like Michelin, Pabst
Blue Ribbon, or BP. Even kids can enjoy DeFeet's highquality socks. DeFeet's products
can be found in retailers across the world""in more than 20 countries like Israel,
Australia, Belgium, and the United States. More than two dozen online retailers also
carry DeFeet products.
Refer to DeFeet International. What kind of competitive advantage would you say
DeFeet has?
a. Low cost
b. Niche
c. Product/service differentiation
d. Product development
e. Diversification
Answer:
SoBe nutritional beverages uses twin lizards on every bottle of its products and in all of
its promotion efforts. It even has its own Team Lizard made up of skateboarders,
mountain bike riders, and in-line skaters that it sponsors. The lizard is used to remind
consumers of the product and its benefits. Which of the four Ps does this represent?
a. Promotion
b. Price
c. Publicity
d. Place
e. Product
Answer:
Redefining the business mission of a mattress manufacturer as "a good night's sleep"
rather than stating the mission as "the manufacture of highquality mattresses" will:
a. not stimulate an awareness of changes in consumer desires
b. be too broad a statement to be of any real use in serving customers
c. stifle creativity in discovering opportunities to serve customers
d. help ensure the firm retains its focus on consumers
e. ensure the core products will be retained
Answer:
The most critical element for successful strategic planning is top management's support
and participation.
a. True
b. False
Answer:
A management consulting business stays in touch with its business customers through
phone calls and greeting cards. It periodically sends out needs-assessment
questionnaires and designs new services to meet the needs revealed in these surveys.
This is an example of relationship marketing based on:
a. financial bonds
b. social bonds
c. service delivery
d. patronage bonds
e. structural bonds
Answer:
Reciprocal conflict occurs among channel members on the same level, such as two or
more different wholesalers or two or more different retailers that handle the same
manufacturer's brands.
a. True
b. False
Answer:
The phase of the product life cycle in which healthy profits usually begin to appear is
the stage.
a. growth
b. decline
c. introductory
d. maturity
e. commercialization
Answer:
A ______is a specially designed phone room used to conduct telephone interviewing.
a. controlled-feedback facility (CFF)
b. collaboratively located communications (CLC) center
c. multi-interviewer location site
d. central-location telephone (CLT) facility
e. telephone outsourcing center
Answer:
Your supervisor has instructed you to conduct a marketing research effort that will
determine how your company's business customer demographics have changed. You
have also been instructed to use primary data. You will:
a. gather data from Standard & Poor's General Information File.
b. develop a mail survey to study your primary market.
c. employ studies done by the Federal Trade Commission.
d. make sure you locate Internet information by using a search engine.
e. ask the National Industrial Conference Board for its latest study.
Answer:
A business unit that usually generates more than it needs to maintain its market share is
called a(n) ______ in the portfolio matrix.
a. star
b. cash cow
c. problem child
d. dog
e. independent
Answer:
At the beginning of every trailer for Disney's Pixar film MonstersUniversity, the
announcer said, "From the minds that brought you ToyStory, ABug"sLife, and
MonstersInc., we are proud to present MonstersUniversity." Here, Pixar was using:
a. stimulus discrimination
b. selective retention
c. stimulus generalization
d. social learning
e. product reinforcement
Answer:
Supply chain management is completely producer driven.
a. True
b. False
Answer:
Laurie would like to be fashionable and trendy. This would be considered her real
self-image.
a. True
b. False
Answer:
The process by which the adoption of 3D printing spreads is an example of:
a. test marketing
b. diffusion
c. product dissemination
d. innovative dispersal
e. marketing communication
Answer:
All of the following are basic strategies resulting from a portfolio analysis EXCEPT:
a. harvest
b. build
c. hold
d. divest
e. milk
Answer:
____ require the best interviewers because they are often interviewing on topics about
which they know very little.
a. Mall intercept interviews
b. CLT interviews
c. Mail panel surveys
d. Executive interviews
e. Focus groups
Answer:
