Social media deliberately seek to ensure that the message does not end with an
individual receiver. Social media first seek to reach __________.
A. “two-way receivers”
B. “end-receivers”
C. “active receivers”
D. “followers”
E. “connections”
Answer:
The Xerox salesforce is divided into four __________ organizations.
A. product
B. geographic
C. customer
D. market
E. product life cycle
Answer:
Figure 6-3
According to Figure 6-3 above, point B would most likely represent what option for
entering the global marketplace?
A. exporting
B. joint venture
C. direct investment
D. franchising
E. licensing
Answer:
Dell used __________ to develop an online site to generate 13,464 ideas for new
products and website and marketing improvements.
A. brainstorming
B. crowdsourcing
C. group think
D. outsourcing
E. data mining
Answer:
If profits are acceptable, a firm that has set sales as its goal may elect to __________,
even though profits may not be maximized.
A. advertise more frequently
B. reduce its salesforce
C. maintain or increase its sales
D. decrease its sustainability efforts
E. maximize customer satisfaction
Answer:
Fluctuations in the __________ among the world’s currencies have direct impact on the
sales and profits made by global companies.
A. production costs
B. transportation
C. reciprocity
D. economic infrastructure
E. exchange rates
Answer:
A distributor refers to
A. an imprecise term for intermediaries who perform a variety of distribution functions,
including selling, maintaining inventories, extending credit, and so on.
B. an intermediary who sells only to manufacturers.
C. an intermediary who takes possession of a product, alters it in some way, and then
sells it to the ultimate consumer.
D. an intermediary who sells only to consumers.
E. an intermediary who sells only to other intermediaries.
Answer:
Which of the following statements about advertising is most accurate?
A. Advertising can communicate specific product benefits to prospective buyers.
B. Advertising has limited control as to when and where an advertisement will be used.
C. A key advantage of advertising is its ability to use customized interactions.
D. Advertising can be a very effective “attention getter” especially for new products, but
has little impact for repeat purchases.
E. Advertising is one of the least costly forms of promotion because it reaches a mass
market.
Answer:
The Apple innovation that leading car manufacturers are incorporating into their
offering that allows users a ‘smarter, safer, and more fun way to use iPhone in the car” is
referred to as
A. iPod
B. iCloud
C. iCar
D. iPad
E. CarPlay
Answer:
Figure 4-5
According to Figure 4-5 above, A defines what level in the Maslow hierarchy of needs?
A. physiological
B. safety
C. social
D. personal
E. self-actualization
Answer:
A salesperson who is guided by the idea, “I try to align customers who have problems
with products that will help them solve their problems,” has which type of orientation?
A. sales
B. cognitive
C. emotional
D. customer
E. compensatory
Answer:
If a marketing manager queries a marketing information system to determine the effect
of three different levels of price for a new product, he is using __________.
A. action analysis
B. an environmental scan
C. a problem search
D. situational analysis
E. sensitivity analysis
Answer:
When American Express pioneered cause marketing, it raised $1.7 million to renovate a
national icon, the Statue of Libery, increased usage among cardholders, and
A. became the only credit card accepted for admission to the site.
B. decreased outstanding debt on previously unpaid credit cards balances.
C. was able to raise interest rates without facing customer complaints.
D. received a tax credit that more than paid for the original campaign.
E. attracted new cardholders.
Answer:
Changing the place a product occupies in a consumer’s mind relative to competitive
products is referred to as __________.
A. market modification
B. product modification
C. product repositioning
D. product positioning
E. perceptual mapping
Answer:
3M is a master of the __________ pricing strategy. According to a 3M manager, “We
hit fast, price high, and get the heck out when the me-too products pour in.”
A. penetration
B. cost-plus
C. ROI
D. market-oriented
E. skimming
Answer:
Using the telephone to interact with and sell directly to consumers is referred to as
__________.
A. digital marketing
B. telemarketing
C. solicitation marketing
D. telecommerce
E. direct selling
Answer:
Which of the following statements describes a disadvantage associated with personal
selling?
A. Presentations often provide little opportunity for consumer feedback.
B. Personal selling permits too much wasted coverage.
C. There may be inconsistency in the presentation of the message from one salesperson
to another.
D. A salesperson cannot control to whom a presentation is made.
E. Personal selling is subject to extensive federal, state, and company regulation.
Answer:
Which of the following statements regarding the role of salespeople is most accurate?
A. Salespeople can identify creative solutions to customer problems.
B. Salespeople have little say in a company’s account management policies.
C. Salespeople truly know their customers and therefore are the best resource for
segmenting and selecting target markets.
D. Salespeople are the most highly trained of all a firm’s employees and therefore have
the greatest job security.
E. Salespeople are traditionally given greater authority than other company employees
and therefore can offer customers the best financial terms for their purchases.
Answer:
One disadvantage of using the Internet as an advertising medium is
A. as a relatively new medium, it has attracted limited use.
B. it is difficult to translate messages that can be used in social media networks like
Facebook and Twitter.
C. the effectiveness of online advertising is still uncertain.
D. it often creates more traffic than a firm can actually handle.
E. pay-per-click search ads on Google are expensive and ineffective.
Answer:
You have just purchased a Samsung Galaxy Tab 2 tablet device. As you head home
from the store, you brood about whether your choice was right or whether you should
have bought an Apple iPad mini after seeing an ad for it on TV. This is most likely an
example of
A. indecisiveness.
B. cognitive dissonance.
C. postpurchase stress.
D. market anxiety.
E. extended problem solving.
Answer:
Those behaviors that result from repeated experience and reasoning is referred to as
A. psychosocial edification.
B. acculturation.
C. attitudinal identification.
D. wisdom.
E. learning.
Answer:
Salesforce automation is the use of __________ to make the sales function more
efficient and effective.
A. avatars
B. emotional intelligence
C. account management policies
D. technology
E. suggestive selling techniques
Answer:
Each year, the U.S. Army shoots an estimated 200 million rounds of lead bullets at
target practice areas across the United States. Pentagon officials, in response to
environmentalists’ concerns over lead poisoning in the soil, have invested over $12
million to develop an environmentally safe tungsten bullet. This is an example of one of
the outcomes of __________.
A. marketing ethics
B. consumerism
C. cause marketing
D. self-regulation
E. Naderism
Answer:
The method of __________ involves generalizing the results from the sample to much
larger groups of distributors, customers, or prospects to help decide on marketing
actions.
A. nonprobability sampling
B. probability sampling
C. extrapolation
D. statistical inference
E. criteria sampling
Answer:
One type of product that is new to the market is the smart watch, capable of tracking
physiological functions and communicating with other devices. According to the
product life cycle framework, what marketing objective(s) should producers of smart
watches primarily focus on currently?
A. stress differentiation from other available watches
B. maintain customer loyalty
C. allow viewers to purchase in alternative channels
D. gain awareness and stimulate trial
E. target those with active lifestyles
Answer:
Your local Hallmark retailer carries thousands of greeting cards. You can find cards for
a twins birthday, from my cat to yours, and many other unique occasions. This is an
example of the __________ that the Hallmark retailer carries.
A. depth of product line
B. variance of product line
C. breadth of product line
D. coverage of product line
E. scope of product line
Answer:
Figure 8-A
Figure 8-A above is a depiction of a __________ for beverages in the minds of adults.
A. hierarchy of needs
B. perceptual map
C. marketing matrix
D. growth-share matrix
E. perception matrix
Answer:
A restriction placed on the amount of a product allowed to enter or leave a country is
referred to as a
A. quota.
B. tariff.
C. GATT tax.
D. subsidy.
E. excise tax.
Answer:
Mall of America has four __________ stores: Nordstrom, Macy’s, Bloomingdale’s, and
Sears.
A. strip mall
B. local competitor
C. broker
D. retailing mix
E. anchor
Answer:
The obligation organizations have to the preservation of ecological environment and to
the general public is referred to as __________.
A. social responsibility
B. stakeholder responsibility
C. benefit marketing
D. societal responsibility
E. profit responsibility
Answer:
Mattel’s Cabbage Patch Snacktime Kids doll was designed to eat plastic toys that were
drawn into the doll’s motorized mouth. However, despite extensive testing, the doll was
found to “eat” the child’s hair and was subsequently recalled and discontinued. Mattel
discontinued the item because of consumers’ right to
A. choose.
B. be informed.
C. be treated courteously.
D. safety.
E. happiness.
Answer:
Four factors are required for marketing to occur: (1) two or more parties (individuals or
organizations) with unsatisfied needs; (2) __________; (3) a way for the parties to
communicate; and (4) something to exchange.
A. a healthy competitive environment
B. government approval
C. an affordable and actionable advertising campaign
D. a desire and ability on their part to be satisfied
E. an ability to see hidden potential within an environmental force
Answer:
Offering several unrelated product lines in a single store is referred to as __________.
A. intertype competition
B. multiple distribution
C. scrambled merchandising
D. a department store
E. a specialty outlet
Answer: