In the telemarketing industry, issues such as __________, ethical guidelines, and
industry standards have become a topic of discussion among consumers, Congress, the
Federal Trade Commission (FTC), and businesses.
a. competitive antics
b. coercion tactics
c. freedom of speech
d. language issues
e. consumer privacy
Answer:
Figure 1.
Figure 1. above depicts the communication process, which consists of ten key elements
(“A” through “J”). The position labeled “D” is referred to as __________.
a. encoding
b. the message
c. decoding
d. the field of experience
e. feedback
Answer:
The online consumer who researches products online and then purchases them at a
retail store is referred to as a __________ shopper.
a. multichannel
b. cross-channel
c. marketspace
d. clicks and bricks
e. casual
Answer:
Figure 1.
Figure 1. above represents the six steps in setting price. Which letter represents the step
where a firm would estimate costs and perform a marginal analysis to assess
profitability?
a. “A”
b. “B”
c. “C”
d. “D”
e. “E”
Answer:
For General Mills, the annual planning cycle typically starts with a detailed marketing
research study of current users and ends after __________ weeks with the approval of
the plan by the division general manager.
a. 26
b. 32
c. 42
d. 48
e. 50
Answer:
The way people see themselves and the way they believe others see them is referred to
as
a. self-evaluation.
b. self-concept.
c. self-actualization.
d. individualized perception.
e. personal perception.
Answer:
In 1962, President John F. Kennedy outlined a Consumer Bill of Rights that codified the
ethics of exchange between buyers and sellers. These were the right: (1) to safety; (2) to
be informed; (3) to choose; and (4) __________.
a. to have legal representation in a court of law
b. to exchange or return products and services within a reasonable period of time
c. to receive fair prices for both products and services
d. to be compensated for product defects
e. to be heard
Answer:
When a salesperson in the computer store asks, “Will that be charge or cash?”, he has
executed the _____ stage of the personal selling process.
a. closing
b. approach
c. presentation
d. handling objections
e. follow-up
Answer:
The Ford Escape uses hybrid fuel technology to deliver more power, convenience,
prestige, and fuel economy with the latest in technology than non-hybrid cars. These
criteria would be identified in which stage of the consumer purchase decision process
for an automobile?
a. problem recognition
b. needs analysis
c. purchase decision
d. information search
e. postpurchase evaluation
Answer:
Purchasing products in large quantities and breaking them into smaller amounts desired
by customers would be an example of a __________ function.
a. logistical
b. transactional
c. facilitating
d. transporting
e. risk taking
Answer:
Dell made a conscious decision to use a(n) __________ supply chain to best meet the
requirements of its consumers.
a. integrated
b. efficient
c. harmonized
d. responsive
e. multi-tiered
Answer:
The popularity of multichannel marketing is apparent in its growing impact on online
retail sales. Multichannel marketers are expected to register about __________ of U.S.
online retail sales in 2012.
a. 40 percent
b. 50 percent
c. 60 percent
d. 70 percent
e. 90 percent
Answer:
As a dimension of service quality, the appearance of physical facilities, equipment,
personnel, and communication materials as a dimension of service quality is referred to
as __________.
a. communication
b. responsiveness
c. competence
d. tangibility (tangibles)
e. empathy
Answer:
Information technology refers to
a. any information derived from a nonpersonal source.
b. operating computer networks that can store and process data.
c. any hardware used in collecting information to be used in market research such as
scanners, telephones, voting machines, etc.
d. any activity that uses some form of electronic communication in the inventory,
exchange, advertisement, distribution, and payment of goods and services.
e. the inventions or innovations from applied science or engineering research.
Answer:
The corporate level in an organization is where
a. the department heads direct overall strategy for the entire organization.
b. groups of specialists actually create value for the organization.
c. a small number of people from different departments are mutually accountable to
accomplish a task or a common set of performance goals.
d. a subsidiary, division, or unit of an organization markets a set of related offerings to a
clearly defined group of customers.
e. top management directs overall strategy for the entire organization.
Answer:
Figure 1.
Two of the largest portals for Internet advertising are _________ and __________.
a. Google; AOL
b. Google; Tubenet
c. Google; MSN
d. Google; Yahoo!
e. Google; Bing
Answer:
Automakers such as Chrysler, Ford, and General Motors utilize a __________ network.
a. dealer
b. broker
c. retailer
d. distributor
e. wholesaler
Answer:
Recently, much of the western U.S. experienced a drought condition and water usage
was restricted in Denver. Yet even though most people used less water, the price of
water did not drop. When the drought was declared over, the water company raised
water prices. However, the residents of Denver did not use less water. Here, water is
a. price elastic.
b. price sensitive.
c. price inelastic.
d. price insensitive.
e. unitary elastic.
Answer:
Which of the following is an example of a product in the growth stage of the product
life cycle?
a. e-books
b. all electric cars
c. 3D HDTVs
d. soft drinks
e. traditional TVs
Answer:
A primary reason for Washburn’s success is
a. underselling competitors by mass-producing fine-quality guitars.
b. developing product lines at different price points for different market segments.
c. offering significant price breaks to well-known performers in exchange for product
endorsements.
d. selling traditional American “rock “n roll” guitars in global markets.
e. setting up free music programs and donating low-price-point guitars to students in
schools that have lost their music programs due to budget constraints.
Answer:
Products that experience rapid sales on introduction and then an equally rapid decline
are called __________ products.
a. high-learning
b. low-learning
c. fashion
d. fad
e. primary
Answer:
Samantha was often “on call” at the hospital, so her husband Ari, an amateur chef,
prepared most of the meals for the family. As an anniversary gift, Samantha and her
children decided to buy Ari a top-of”the-line professional cook stove. Ari’s primary role
in this process what that of __________.
a. information gatherer
b. influencer
c. purchaser
d. decision maker
e. user
Answer:
Supermarket managers use standard markup pricing because it is particularly suited to
situations when
a. there is a large number of products and estimating the demand for each would be
difficult and time consuming.
b. there is a large number of product lines, all with basically the same product attributes.
c. there is a specific profit goal that needs to be achieved.
d. there is a policy of selling every item in a product line at the same price regardless of
the product class.
e. the products are perishable or seasonal.
Answer:
The two types of channel conflict are
a. wholesaler and retailer.
b. horizontal and vertical.
c. transactional and promotional.
d. external and internal.
e. producer and consumer.
Answer:
Imagine that Eveready has developed solar rechargeable batteries that cost only slightly
more to produce than the rechargeable batteries currently available. These solar
batteries can be recharged by sunlight up to 5 times, after which they must be discarded.
Unfortunately, the production process cannot be patented, so competitors could enter
the market within a year. Which of the following would be the LEAST sound
marketing program decision?
a. Select a skimming pricing strategy to position the product as “premium.”
b. Seek widespread distribution to gain a foothold in what might be a potentially huge
market.
c. Limit production capacity until you are certain consumers will actually want the
product.
d. Avoid a connection to the Eveready brand until the product has proven itself.
e. Use multiple brand names to discourage other competitors from entering the market.
Answer:
A test market in which a new breakfast cereal is offered at different prices to determine
the different levels of sales is an example of which type of marketing research?
a. descriptive
b. explanatory
c. exploratory
d. causal
e. concrete
Answer:
A product characteristic known as __________ refers to the technical sophistication of
the product and the amount of understanding required to use it.
a. user friendliness
b. risk
c. complexity
d. ancillary service
e. accessibility
Answer:
When Nestl actually owns a subsidiary or division in a foreign country, such as when it
established its own ice cream manufacturing operation in China, this global market
entry strategy is known as __________ and represents the greatest commitment a
company can make.
a. licensing
b. local assembly
c. a joint venture
d. direct investment
e. local manufacturing
Answer:
Assume that as marketing director for Mazda, you see your sales decreasing in the years
since the Honda Pilot with four-wheel drive was introduced. If you hope to regain sales
in this market quickly through a new-product action, the fastest, most specific sources
of ideas would likely be
a. consumer suggestions.
b. employee suggestions.
c. research and development breakthroughs.
d. competitive products.
e. outside consultants.
Answer:
Figure 1.
Quadrant “C” in Figure 1. above represents a(n) __________ in a SWOT analysis.
a. Threat
b. Weakness
c. Strength
d. Opportunity
e. Market segment
Answer:
Setting a price that is dictated by tradition, a standardized channel of distribution, or
other competitive factors is referred to as __________.
a. cost-plus pricing
b. customary pricing
c. standard markup pricing
d. experience curve pricing
e. target profit pricing
Answer:
In which stage of the product life cycle is it important to broaden distribution of the
product?
a. introduction
b. growth
c. maturity
d. decline
e. harvest
Answer: