One of the two ORGANIZATION-related problems of inertia that can cause
new-product failures is __________.
A. poor product quality
B. encountering groupthink in task force and committee meetings
C. poor execution of the marketing mix
D. bad timing
E. incomplete market and product protocol
Answer:
Which of the following quotes from a new product adopter would signal the need for a
firm to counteract a psychological barrier?
A. “But it might give me acne.”
B. “What if I can’t make the monthly payments?”
C. “I don’t want to try this if it means I have to swallow it with milk.”
D. “Big deal, the only difference is the shape of the package.”
E. “Sure I’ll try it; why not!”
Answer:
Marketing tactics refer to the
A. long-term decisions made to implement the marketing program and the monitoring
of those decisions.
B. detailed day-to-day operational decisions essential to the overall success of
marketing strategies.
C. steps taken to develop an effective marketing plan.
D. development of marketing strategies to achieve the organization’s marketing
objectives.
E. refinement of the organization’s mission based on the results obtained from a
marketing audit.
Answer:
A product that has tangible attributes that a consumer’s five senses can perceive is
referred to as a(n)
A. good.
B. service.
C. product concept.
D. new idea.
E. artifact.
Answer:
Pizza Hut’s cost-conscious mothers look for a good quality product and __________.
Deal-seeking young adult males seek more of the food they love with __________ in
the process.
A. nutritional value; coupons and extra servings
B. a hassle-free eating experience; less time and cash invested
C. the lowest price possible; a great social experience
D. time with their children; the best price possible
E. friendly environment; free, fast, and easy delivery
Answer:
A skimming pricing policy is likely to be most effective when
A. lowering the price has only a minor effect on increasing the sales volume and
reducing the unit cost.
B. consumers tend to be price sensitive.
C. it will be easier to set measurable sales unit goals.
D. a lower price will significantly lower fixed costs.
E. consumers perceive your product to be similar to other products on the market.
Answer:
The __________ for Facebook is “To give people the power to share and make the
world more open and connected.”
A. sustainability doctrine
B. core benefit proposition
C. mission statement
D. corporate philosophy
E. code of ethics
Answer:
Figure 2-2
In Figure 2-2 above, B represents the “what” element of visionary organization. This is
referred to as __________.
A. organizational tactics
B. organizational mission
C. organizational foundation
D. organizational direction
E. organizational strategies
Answer:
Which of the following is a typical example of a fixed cost?
A. taxes
B. raw materials
C. sales commissions
D. building rental expense
E. hourly wages
Answer:
Amazon Kindle Photo
Consider the Amazon Kindle photo above. According to the textbook, in what stage of
the product life cycle are e-book readers like the Kindle?
A. harvest
B. decline
C. maturity
D. growth
E. introduction
Answer:
Which of the following statements about market segmentation for organizational
markets is most accurate?
A. Criteria for segmenting markets are the same whether the market is composed of
consumers or organizations.
B. Both consumer markets and organizational markets use demographic, geographic,
and behavioral bases to segment markets.
C. Psychographic criteria are just as important in segmenting organizational markets as
they are in segmenting consumer markets.
D. Consumer markets use market segmentation criteria while organizational markets do
not.
E. The greatest difference in market segmentation strategies between consumer and
organizational markets is the number of employees employed in the segmentation
process.
Answer:
Figure 18-2
Consider Figure 18-2 above. D refers to which of the following website design
elements?
A. context
B. content
C. commerce
D. customization
E. connection
Answer:
All of the following are output-related measures used in quantitative assessments of
sales performance EXCEPT:
A. new accounts generated.
B. dollar or unit sales volume.
C. sales of specific products.
D. selling expense related to sales made.
E. current sales ratio.
Answer:
The number of times a Facebook Page is loaded in a given time period is referred to as
A. page views.
B. page rate.
C. page load rate.
D. load rate.
E. view rate.
Answer:
Figure 2-10
According to Figure 2-10 above, which student has the greatest number of assigned
tasks?
A. Student A
B. Student B
C. Student C
D. Students A and B
E. The students have the same number of tasks split between them.
Answer:
A marketing program refers to
A. a plan that integrates the marketing mix to provide a good, service, or idea to
prospective buyers.
B. the selection of product benefits and attributes that are added to or subtracted from a
given product to create variations within a product line.
C. the marketing manager’s controllable factors – product, price, promotion, and place –
that can be used to solve a marketing problem.
D. the specific ratio within a marketing budget that divides resources between
advertising, promotions, and personal selling.
E. the allocation of resources within a firm towards individual marketing mix elements.
Answer:
A recent study found that “Likes” or “Followers” to a brand’s Facebook Page is worth
_______ in terms of product spending, brand loyalty, and propensity to recommend’ the
site to others.
A. $17
B. $53
C. $83
D. $145
E. $174
Answer:
A marketing strategy that alters a product’s characteristic, such as its quality,
performance, or appearance, to increase its value and sales to customers is referred to as
__________.
A. market modification
B. product modification
C. product repositioning
D. market-product synergy
E. product management
Answer:
Which salesforce organizational structure is best when there are many different
consumer types with many different or specialized needs?
A. NAICS
B. customer
C. product
D. geographical
E. mass customerization
Answer:
There are three approaches to viral marketing. Marketers can: (1) embed a message in
the product or service; (2) __________; and (3) offer incentives for referrals.
A. use customerization
B. use choiceboards
C. use niche marketing
D. make the website content so compelling that viewers want to share it with others
E. use permission marketing
Answer:
The categories for people-based services include __________.
A. volunteers, skilled operators, and professionals
B. unskilled labor, skilled labor, and professionals
C. unskilled operators, unskilled labor, and skilled labor
D. automated, skilled operators, and unskilled labor
E. automated, skilled operators, and professionals
Answer:
With respect to distribution, shopping products are available
A. by special order from the manufacturer.
B. at an extremely small number of outlets.
C. at relatively few outlets.
D. at a large number of selective outlets.
E. on a widespread basis at many outlets.
Answer:
A trade promotion that involves paying retailers for financing costs or financial losses
associated with consumer sales promotions is referred to as a __________.
A. finance allowance
B. promotional allowance
C. merchandise allowance
D. slotting fee
E. failure fee
Answer:
Figure 18-2
Consider Figure 18-2 above. E refers to which of the following website design
elements?
A. content
B. commerce
C. customization
D. connection
E. context
Answer:
A multidomestic marketing strategy refers to
A. the strategy of transnational firms that employ the practice of standardizing
marketing activities when there are cultural similarities and adapting them when
cultures differ.
B. the strategy used by firms that use the same product variations, brand names, and
advertising programs for every country in which they do business.
C. the strategy used by firms that have as many different product variations, brand
names, and advertising programs as countries in which they do business.
D. the strategy of seeking out already established firms in other nations and selling
them the rights to manufacture and distribute the firm’s products.
E. the strategy currently used by most U.S. domestic firms that when entering a new
international market, these firms offer only those products that require the least amount
of product adaptation.
Answer:
Sales promotions that usually offer a discounted price to the consumer, which
encourages trial of the product, are commonly referred to as __________.
A. deals
B. rebates
C. samples
D. coupons
E. premiums
Answer:
Convenience refers to the concept that
A. there should be a minimum of effort on the part of the buyer in doing business with
the seller.
B. all products or services should be available 24 hours a day, 7 days a week, and 365
days a year.
C. all tasks required to make an exchange are the sole responsibility of the seller.
D. an exchange requires equal effort by both the buyer and seller.
E. all logistical services are provided by a supplier network.
Answer:
“To contribute to human welfare by application of biomedical engineering in the
research, design, manufacture, and sale of instruments or appliances that alleviate pain,
restore health, and extend life” is Medtronic’s __________.
A. core value proposition
B. corporate culture
C. functional goal
D. sustainability doctrine
E. mission statement
Answer:
The first step of the marketing research approach is to __________.
A. develop findings
B. define the problem
C. take marketing actions
D. collect relevant information
E. develop the research plan
Answer:
All of the following are sources for new product ideas EXCEPT:
A. competitors.
B. universities.
C. regulators.
D. suppliers.
E. employees.
Answer: