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In a focus group, researchers usually videotape the session in order to
A. evaluate the potential for in-depth interviews.
B. assess both verbal and nonverbal responses.
C. post the videos on the corporate website.
D. avoid asking repetitive questions.
E. create survey instruments to send to the participants.
Answer:
If marketing communications are effective, they will
A. result in purchases by some consumers receiving the communications.
B. offset any negative publicity the firm may have received.
C. minimize the number of communication channels used by the firm.
D. generate interest in the product in over half the consumers reached.
E. include all steps of the AIDA model with equal weighting to each step.
Answer:
In _______ many firms provide similar products that are considered substitutes for each
other.
A. pure competition
B. oligopolistic competition
C. monopolistic competition
D. a monopoly
E. a duopoly
Answer:
Suppose that you work for an advertising agency and are brought into a meeting where
everyone is asked to generate ideas for names for a new beach resort. You are engaged
in __________, a form of new idea generation.
A. R&D
B. licensing technology
C. consumer research
D. geodemographic analysis
E. brainstorming
Answer:
Deceptive advertising and promotion of inferior products are examples of ethical issues
related to _______.
A. accounting
B. marketing
C. production
D. finance
E. management
Answer:
Every year, General Mills issues a report discussing how the firm has performed against
its own standards of ethical conduct. This report is part of General Mills' __________
phase of its strategic marketing planning process.
A. planning
B. implementation
C. control
D. evolution
E. marketing mix
Answer:
Rock-Bend Company is considering buying out a competing firm and closing most of
the competitor's factories. The firm has identified the various stakeholders and their
issues and gathered the available data. Everyone with an interest in the issue has
engaged in brainstorming and evaluating alternatives. Management reviewed and
refined the alternatives, and then chose a course of action. If the managers are not
confident about the decision, they should
A. lower their offering price for the competing firm.
B. reexamine their alternatives.
C. consult customers.
D. trust their instincts and move forward.
E. choose the least risky option.
Answer:
Which of the following segmentation methods is being used when M&M's offers
special wedding-themed packaging for customized M&M's (imprinted with the names
of the bride and groom)?
A. occasion segmentation
B. geographic segmentation
C. lifestyle segmentation
D. benefit segmentation
E. loyalty segmentation
Answer:
Negative attitudes are typically difficult for marketers to change because
A. most consumers' attitudes depend on prices.
B. consumers weigh performance risk against functional needs when assessing their
attitudes.
C. attitudes are learned and long lasting.
D. attitudes shift consumers from limited to extended problem-solving situations.
E. consumers' attitudes are derived from unchanging decision rules.
Answer:
Zara is a women's clothing retailer headquartered in Spain, with stores located in many
countries. Zara has developed a "quick response" system that allows store merchandise
to be adjusted rapidly to fit changing customer preferences. Every aspect of Zara's
operation is optimized for this system, making it difficult for competitors like The Gap
to duplicate. Zara has established
A. customer loyalty.
B. locational excellence.
C. a diversification growth strategy.
D. a sustainable competitive advantage.
E. a related diversification opportunity.
Answer:
Some credit cards provide free liability insurance, funded by the bank issuing the card,
when a customer pays for a rental car using the card. This extra insurance is an example
of
A. product style.
B. the actual product.
C. an associated service.
D. the product position.
E. the core value.
Answer:
Firms can use __________ to bring customers together to share experiences around the
products.
A. surveys
B. social media
C. consumer outlets
D. brand associations
E. public relations
Answer:
The contribution per unit is
A. price minus total costs.
B. price minus total variable cost.
C. price minus variable cost per unit.
D. total revenue minus total cost.
E. break-even quantity divided by total fixed costs.
Answer:
Franchising involves a(n) __________ vertical marketing system.
A. cooperative
B. corporate
C. contractual
D. administered
E. conventional
Answer:
The 4E framework for social media guides marketers in using social media effectively
to build and deepen customer relationships. Which of the following is not one of the
4Es in this framework?
A. engagement
B. energy
C. excitement
D. experience
E. education
Answer:
Which of these trade agreements represents the highest level of integration among
participating nations?
A. NAFTA
B. EU
C. GNI
D. ASEAN
E. CAFTA
Answer:
The decision to delete a product is never taken lightly because, generally, manufacturers
A. have offered the product line to other firms for purchase.
B. have made substantial investments in product development and manufacturing.
C. have promised consumers they will maintain the product.
D. have used brand repositioning to improve results.
E. must meet federal standards when taking products off the market.
Answer:
The elements of the social media engagement process are
A. listening, reacting, and correcting.
B. exciting, listening, and doing.
C. analyzing, developing, and engaging.
D. listening, engaging, and evaluating.
E. listening, analyzing, and doing.
Answer:
Which of the following is not a stage in the product life cycle?
A. introduction
B. growth
C. evaluation
D. maturity
E. decline
Answer:
Steve is working on the message to convey in his firm's advertising campaign. As a
starting point, Steve should first consider
A. the due date for his contribution to the campaign.
B. touting the key benefits of his firm's services.
C. what competitors are doing.
D. which media he wants to use.
E. whether or not he uses the product being advertised.
Answer:
The importance of supply chain management is often overlooked in the study of
marketing because
A. marketing has no responsibility for supply chain management.
B. supply chain management doesn't add much value for customers.
C. companies do not want customers to know anything about the supply chain.
D. many of the activities take place behind the scenes.
E. supply chain management is already transparent.
Answer:
The __________ step in the product development process is critical, requiring
tremendous resources and extensive coordination of all aspects of the marketing mix.
A. pretesting
B. product launch
C. posttesting
D. product development
E. evaluation of results
Answer:
Which of the following does your text suggest as the reason different people have
different ethical standards?
A. Some people focus only on their own personal goals.
B. Ethical standards depend on what level of the organization one works at.
C. Each individual is a product of his or her culture, upbringing, and other influences.
D. Ethical behavior is directly linked to the amount of money one makes.
E. It is not clear why different people have different ethical standards.
Answer:
Fordham3 Hardware is known for its consensus buying center culture. Recognizing this
corporate culture, someone attempting to sell to Fordham3 Hardware should
A. focus exclusively on the head of the buying center.
B. address the concerns of all members of the buying center with particular attention to
the decision maker.
C. focus on providing information to and making the sales approach to the one decision
maker.
D. attempt to facilitate the collective agreement of all members of the buying center.
E. attempt to get one "friend" on the committee to support his products.
Answer:
Many Hollywood movie stars were among the first to buy electric and hybrid vehicles.
These stars often become __________, influencing other consumers' behavior.
A. reference groups
B. internal loci of control
C. cultural icons
D. cognitive parameters
E. evoked images
Answer:
When conducting exploratory concept testing for her firm's new Internet antipiracy
software, which is the most important question that Dee should ask?
A. How long will it take to bring the software to market?
B. Will respondents purchase the software if it becomes available?
C. Who will determine the price to be charged?
D. Where should the product be sold?
E. Which computer trade show will be used to introduce the product?
Answer:
Kayla is the new manager of a resort hotel. She knows from reviewing customer
complaints that service quality at the hotel is not consistently meeting customers'
expectations, and she believes that the biggest problem is that her employees are not
sure what is expected of them. To improve service quality, Kayla will
A. empower customers to meet their own service needs.
B. establish a broad zone of intolerance to reduce customer complaints.
C. narrowly define a knowledge gap.
D. separate intangibles from tangibles.
E. set specific, measurable goals based on customers' expectations.
Answer:
When a product has gained a certain level of brand awareness, firms use __________
advertising to motivate consumers to take action.
A. informative
B. persuasive
C. institutional
D. discussive
E. reminder
Answer:
Which of the following is not one of the broad factors manufacturers must consider
when establishing a strategy for getting their products into the hands of the ultimate
customer?
A. choosing retail partners
B. identifying types of retailers
C. developing retail strategy
D. managing an omnichannel strategy
E. lowering production costs
Answer:
Because there are many firms in monopolistic competition markets,
A. everyone is a price taker.
B. producers do not have to consider the reactions of rival firms.
C. government often encourages consolidation to reduce the number of competitors.
D. price controls may be implemented.
E. the many competitors will focus on product differentiation.
Answer:
Whenever Donald calls on potential pest control customers, he emphasizes the fact that,
unlike the national franchise competitors, he is a local business person and has been in
business over 20 years. Donald is __________ his business relative to his competition.
A. segmenting
B. packaging
C. positioning
D. pricing
E. targeting
Answer:
