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The first step in the sequential building process of brand equity involves __________.
a. developing positive brand awareness
b. creating a consumer-brand connection
c. easing consumers' decision making
d. eliciting the proper consumer responses to a brand's identity and meaning
e. establishing a brand's meaning in the minds of consumers
Answer:
Head-to-head positioning requires a product to
a. compete with competitors using completely different attributes.
b. compete with competitors on similar product attributes in the same market.
c. compete with competitors on similar product attributes but in a different market.
d. seek out its own market niche.
e. compete against other products from the same company.
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. apiece."
Answer:
The combination of successive stages of production and distribution under a single
ownership is referred to as a(n) __________.
a. contractual vertical marketing system
b. corporate vertical marketing system
c. integrated marketing system
d. corporate horizontal marketing system
e. contractual horizontal marketing system
Answer:
Factors that limit the range of prices a firm may set are referred to as __________.
a. pricing restraints
b. pricing constraints
c. demand factors
d. pricing barriers
e. pricing restrictions
Answer:
TransWave International is a company that markets patented electronic sensors as an
early warning device for locating potential problems with buried pipelines. TransWave
sends an environmental expert, a safety engineer, a legal representative to explain new
regulations enacted by the U.S. Office of Pipeline Safety, and an experienced pipeline
expert when it meets with a prospect. This is an example of how TransWave uses
__________.
a. partnership selling
b. order getting
c. functional selling
d. sales engineering
e. team selling
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:
McDonald's, Radio Shack, and Subway are all _________.
a. product-distribution franchises
b. business franchise venture
c. business-format franchises
d. manufacturing franchises
e. general service franchise
Answer:
Figure 1.
According to Figure 1. above, column "D" would represent what type of product?
a. shopping
b. convenience
c. specialty
d. prestige
e. unsought
Answer:
U.S. appliance manufacturers find that different customs about shopping must be used
to determine product design. For instance, people in Northern Europe shop only once a
week, so they need bigger refrigerators than Southern Europeans, who shop daily.
Furthermore, Northern Europeans insist that freezers should be on the top just as firmly
as Southern Europeans insist that freezers should be on the bottom. Consumers in other
regions use their appliances differently and have other different product demands.
Given this information, you should conclude U.S. appliance manufacturers would be
more likely successful if they used a(n) __________ marketing strategy.
a. ethnocentric
b. multidomestic
c. transnational
d. meganational
e. international
Answer:
PLC Product Photos: Apple iPhone 4S smartphone, MacPro desktop PC,
Kodak Playsport pocket video camera and Pepsi Max soft drink
Consider the PLC product photos above. Which stage of the product life cycle (PLC) is
the Apple iPhone 4S smartphone?
a. introduction
b. growth
c. maturity
d. accelerated development
e. decline
Answer:
When Pizza Hut announced it was going to add 25 percent more toppings to its Meat
Lover's line of pizzas without increasing prices, what consumer motivation was it
appealing to?
a. cost
b. appearance
c. value
d. price
e. quality
Answer:
In terms of product characteristics, the greater the risk, the greater the need for
__________ as a key element of the promotional mix.
a. advertising
b. personal selling
c. sales promotion
d. publicity
e. public relations
Answer:
All of the following are criterion used for selecting target market segments EXCEPT:
a. compatibility with the organization's objectives and resources.
b. market size.
c. simplicity and cost of assigning potential buyers to segments.
d. competitive position.
e. cost of reaching the segment.
Answer:
The information needed for the evaluation phase of the strategic marketing process
includes: (1) __________ and (2) action memos to correct problems and exploit
opportunities.
a. positioning studies
b. market-product grids with target segments and product groupings
c. detailed plans to execute the marketing program
d. tracking reports to measure results
e. projected future sales, expenses, and profits
Answer:
A student wants to buy a smartphone so she can share pictures with her friends. An
insurance claims adjuster wants to buy a smartphone to document accidents (take
pictures, write a report, etc.). If they both purchase the same model smartphone, such as
an iPhone 4S, which statement is most accurate?
a. The adjuster is a prospective customer because the smartphone will be used for work;
the student is only a secondary user since the purpose of the smartphone is just for
entertainment.
b. Both the adjuster and the student are potential customers because in their own way,
they both benefit from the product.
c. Neither the adjuster nor the student is a prospective customer since the company will
pay for the adjuster's smartphone and the student's parents will pay for hers.
d. The student is the prospective customer since there are more students buying
smartphones for personal use than there are insurance adjusters buying smartphones for
business use.
e. Every person who uses a smartphone is prospective customer; they benefit whether
they purchase the smartphone or not.
Answer:
Industry research shows that outside order getters, or field service representatives,
spend 41 percent of their time selling, and another __________ is devoted to
administrative tasks, meetings, service calls, travel, and training.
a. 5 percent
b. 10 percent
c. 16 percent
d. 21 percent
e. 28 percent
Answer:
MySpace.com is a social network that is targeted primarily to people under the age of
25. In 2005, when MySpace was the leading social network, News Corp., owner of The
Wall Street Journal and Fox News, bought the firm for $580 million. Since then, its
membership has declined precipitously due to changing consumer tastes. As a result,
News Corp. sold MySpace to a group of investors for a paltry $38 million in mid-2011.
This is an example of how __________ forces impact the marketing environment.
a. economic
b. competitive
c. social
d. technological
e. regulatory
Answer:
Rackspace U.S. Inc. is a Web hosting company. That means that if you want to have a
website, you could buy not only Internet space from it but also technical support and
design services. When its ad tells you that its users consider Rackspace, which is "the
risk-free host because it offers dedicated and helpful support any time day or night,"
you know that Rackspace is most likely trying to do which of the following?
a. identify its core values
b. reduce new buyers' cognitive dissonance
c. increase new buyers' cognitive dissonance
d. produce a consideration set
e. evoke problem recognition
Answer:
A printed or an e-mailed announcement sent to members of the business media from
German pharmaceutical giant Bayer stating that it is looking for a buyer for its
household insecticide business as part of its restructuring program is an example of
which type of publicity tool?
a. news release
b. public trade announcement
c. lobbying
d. news conference
e. event management
Answer:
Vending machines are an example of __________.
a. hypermarkets
b. direct mail
c. scrambled merchandising
d. intertype competition
e. nonstore retailing
Answer:
Research and media firm Youth Culture publishes Watch magazine, a teen publication
given out free to high school students. Unfortunately, the publication was unable to
gauge whether or not it was meeting the needs of its audience. Youth Culture handed
out surveys to learn how students felt about the publication. Feedback indicated teen
boys and girls were demanding very different things from the publication. This
feedback was gleaned from __________ data.
a. questionnaire
b. internal secondary
c. external secondary
d. observational
e. promotional sales
Answer:
The Singapore Airlines ad in the textbook shows a traveler in the airline's new seats and
also emphasizes food and other amenities to overcome the __________ of its service.
a. incongruity
b. inconsistency
c. inventory costs
d. inseparability
e. intangibility
Answer:
Ten general product and service categories dominate online consumer buying today and
in the foreseeable future. One category includes items such as collectibles and specialty
foods, for which
a. the items are unique.
b. customer value is the most important element.
c. price and delivery time are not key factors.
d. digital delivery is an important factor.
e. price and speed of delivery are the determinant sales factors.
Answer:
Communication with consumers who are not in the target audience is referred to as
__________.
a. excess coverage
b. wasted coverage
c. exhaustive coverage
d. squandered coverage
e. dissipated coverage
Answer:
Figure 1.
Global companies have five strategies for matching products and their promotion
efforts to global markets. According to Figure 1. above, "A" refers to which type of
strategy?
a. product extension strategy
b. communication adaptation strategy
c. product adaptation strategy
d. dual adaptation strategy
e. product invention strategy
Answer:
The reimbursement a retailer gives for extra in-store support or special featuring of a
brand is referred to as a(n) __________.
a. organizational allowance
b. merchandise allowance
c. case allowance
d. finance allowance
e. manufacturer's inducement
Answer:
There are four commonly used forms of institutional advertising: advocacy, pioneering,
competitive, and __________.
a. sustainable
b. philanthropic
c. reminder
d. persuasive
e. informational
Answer:
Which of the following issues raises concerns about the ethics of protectionism?
a. Competitive advantage grows out of continuous improvement.
b. Small firms succeed in foreign niche markets.
c. Tariffs have declined from an average of 40 percent to less than 5 percent.
d. Regional trade agreements provide preferential treatment for member nations.
e. Pan-European marketing strategies are possible due to greater uniformity in
packaging standards.
Answer:
Figure 1.
Consider Figure 1. above. "A" refers to which of the following website design
elements?
a. community
b. content
c. commerce
d. context
e. connection
Answer:
