When Dr. Horton checked in at the Ritz-Carlton, it was 3 a.m. He had been traveling for
over 12 hours and was exhausted. His suit, which he needed for a speech that morning,
looked like he had slept in it. Karen, the night clerk, offered to find a 24-hour dry
cleaner and have the suit cleaned while Dr. Horton got a few hours of sleep. Karen’s
actions are an example of
A. the variability associated with service quality performance.
B. empowerment of employees to meet customers’ needs.
C. procedural fairness.
D. specific service standards.
E. public relations to increase puffery.
Answer:
When Brandon decided he needed a new car, he immediately called his old college
roommate, who owns a BMW dealership, to ask questions about options and financing.
Brandon was searching for information from
A. an external source.
B. an internal locus of control.
C. a reference source.
D. an internal source.
E. a situational factor group.
Answer:
Which of the following statements accurately describes the current income distribution
in the United States?
A. The purchasing power of lower-income groups has been steadily rising.
B. The middle class is outpacing all other income groups.
C. Wealthy households are outpacing both poor and middle-class households.
D. The income distribution among all households is becoming more equal.
E. Wealthy households are declining rapidly in purchasing power.
Answer:
Globalization refers to the processes by which goods, services, capital, people,
information, and ideas
A. are onshored and offshored.
B. flow across national borders.
C. are integrated through IMF facilitation.
D. are similar in various markets.
E. affect corporate culture.
Answer:
As it pertains to the marketing plan, understanding the causes of performance,
regardless of whether that performance exceeded, met, or fell below the firm’s goals
A. enables firms to make appropriate adjustments.
B. allows managers to demonstrate their effectiveness.
C. offers insights into crafting an appropriate mission statement.
D. should always be followed by eliminating underperforming SBUs.
E. allows firms to better assess customer loyalty.
Answer:
Personal selling is particularly important for retailers selling
A. online services.
B. discount items.
C. products that are complicated or expensive.
D. low-cost services.
E. trend or fashion items.
Answer:
When studying culture, the challenge for marketers is to determine whether culture
A. can help identify a particular group that might be interested in the marketer’s
products.
B. is regional or subregional.
C. reinforces stereotypes.
D. is related to educational achievement.
E. offers opportunities for competitors.
Answer:
Franco uses a database software system to remind him when his customers should be
ready to reorder his industrial cleaning products. With this reminder system, Franco
contacts his customers when they are most likely to be “in the buying mode.” Franco’s
system is part of
A. C2C marketing.
B. customer relationship management.
C. a transactional marketing orientation.
D. supply chain management.
E. typical production-oriented era marketing practices.
Answer:
American visitors to the Indonesian island of Bali are often aghast when they see the
sign for the Swastika resort. Americans associate the swastika symbol with Nazi
Germany while Indonesians associate the symbol with the four major elements on
Earth. The two groups have different
A. lifestyles.
B. risk factors.
C. perceptions.
D. factual norms.
E. postpurchase dissonance.
Answer:
The first “latchkey” children belong to which generational cohort?
A. Baby Boomers
B. Generation W
C. Generation X
D. Generation Y
E. Generation Z
Answer:
How does your text describe how social media firms help marketers connect with their
customers?
A. by helping firms appear more “hip” to customers
B. by helping build connections between customers and firms
C. by helping firms establish an Internet presence
D. by allowing customers to search for products more easily
E. by allowing firms to capture customer information
Answer:
Which of the following is not a reason listed in your text for the high failure rate of new
products?
A. failing to assess the market properly
B. neglecting to do appropriate product testing
C. targeting the wrong segment
D. overextending a firm’s abilities
E. failing to introduce lower-priced alternatives
Answer:
Television advertising has recently expanded to include “mini-ads,” which are short ads
lasting 5 to 10 seconds. These ads are most useful in advertising to men, since men are
more likely than women to channel surf during commercial breaks. Given this fact, this
type of advertising will be more useful to marketers engaged in __________
segmentation.
A. demographic
B. psychographic
C. behavioral
D. benefits
E. geographic
Answer:
Business-to-business marketing involves buying and selling goods or services by all of
the following except
A. manufacturers.
B. consumers.
C. retailers.
D. producers.
E. wholesalers.
Answer:
Supercenters are large stores that combine a supermarket with a full-line discount store.
_______ dominates this category with the vast majority of supercenters in the United
States.
A. Target
B. Meijer
C. Kmart
D. Kroger
E. Walmart
Answer:
From charitable giving to medical records to Internet tracking, consumers are more
anxious than ever about
A. secondary data retrieval systems.
B. exploitation by foreign marketers.
C. their ability to get credit cards.
D. preservation of their right to privacy.
E. the unstructured nature of marketing research.
Answer:
After installing an electronic data interchange, Carmella’s gift shop was able to reduce
_______, the amount of time between the recognition that an order needs to be placed
and the arrival of the needed merchandise.
A. quick time
B. the advance notice
C. lead time
D. float time
E. supply chain conflict time
Answer:
Because it was able to deliver merchandise overnight, in the required quantities, and at
a lower delivered cost than its competitors, Joe’s Sports Shack was given exclusive
rights to sell clothing with school logos for the school district. Joe’s demonstrates
________ excellence.
A. product
B. place
C. customer
D. operational
E. locational
Answer:
Which of the following is true about quantitative research?
A. It is always conducted using primary data collection.
B. It revises the research objective based on data mining.
C. It confirms insights and provides a basis for taking a course of action.
D. It offers conclusions that are always correct.
E. It includes focus group interviews.
Answer:
In the AIDA model, the do stage is the __________ stage.
A. awareness
B. action
C. interest
D. desire
E. intentions
Answer:
“Why create a perceptual map?” asked David. Andreas, the senior marketing manager,
gave him four reasons. Which of the following is not a valid reason?
A. “It’s a quick way for senior managers to see not only our product but each of our
competitors, all at once.”
B. “It’s a way to demonstrate the dimensions that our customers think are important.”
C. “It shows where we aren’tand where our competitors aren’tin our customers’ and
prospects’ minds.”
D. “It’s a way to show the position of the company throughout the product’s life cycle.”
E. “We can easily show where we are positioned and how large the market is.”
Answer:
Customers interacting with omnichannel retailers most desire a(n) ________
experience.
A. unique
B. speedy
C. distinctive
D. inexpensive
E. seamless
Answer:
When Starbucks first opened, many critics suggested, “No one will pay $4 for a cup of
coffee.” Starbucks’s critics suggested consumers would not be __________ to the
company’s offerings.
A. responsive
B. perceptive
C. identifiable
D. reachable
E. quantifiable
Answer:
The consumer’s level of involvement can lead to two types of buying decisions:
__________ and __________.
A. extended problem solving; limited problem solving
B. culturally influenced; autonomous
C. economic; social
D. physiological/safety; esteem/self-actualization
E. habitual; extended
Answer:
Price is the _____________ a consumer is willing to make to acquire a specific product
or service.
A. amount of money
B. overall sacrifice
C. fixed cost
D. target return
E. substitution
Answer:
Karen has identified four potential market segments for her Rent-A-Chef home meal
catering service. The next step is to
A. categorize each market segment by consumer demographics.
B. establish her overall objectives.
C. decide on a targeting strategy.
D. develop a positioning strategy.
E. evaluate the attractiveness of each segment.
Answer:
When Ford Motor Company decided to sell the Fiestain the same form and
designaround the globe, instead of selling different versions in different countries, this
was part of Ford’s global ________ strategy.
A. communication
B. pricing
C. distribution
D. exchange
E. product
Answer:
Loretta would like to know which, if any, of her firm’s IMC efforts are working. She
could use all of the following except __________ to provide feedback from her efforts.
A. sales data
B. complaints
C. compliments
D. coupon redemption rates
E. the channel
Answer:
Miles worked selling products to industrial users, and he spent most of his time working
on customers’ new buy and modified new buy situations. Miles was primarily a(n)
A. new business specialist.
B. prospector.
C. order getter.
D. order taker.
E. sales support rep.
Answer:
Lionel is asked to conduct an STP analysis for his firm. The first step he should perform
in this analysis is to
A. develop a business mission statement.
B. choose the best target markets.
C. reposition existing segments.
D. divide the marketplace into subgroups.
E. conduct a SWOT analysis.
Answer:
__________ refers to a potential customer’s ability to recall that the brand name is a
particular type of retailer, product, or service.
A. Product familiarity
B. Brand association
C. Brand awareness
D. Marketing recall
E. Cognitive association
Answer:
The purpose of __________ is that it confirms insights and provides a basis for taking a
course of action.
A. primary data collection
B. data mining
C. qualitative research
D. quantitative research
E. statistical sourcing
Answer:
How have changes in the way consumers purchase goods and services contributed to
the growth of direct marketing IMC efforts?
Answer:
The first step in developing an ad campaign for Jason’s reggae band is to identify his
target audience. Why is this a starting point for effective advertising? What does
identifying his target audience involve?
Answer:
How does value cocreation provide additional value to customers?
Answer:
If you were advertising your company’s watches in Vogue and you had five ads in the
magazine, how would you calculate your gross rating points (GRP)?
Answer:
Baby Boomers represent a tremendous opportunity for today’s marketers. Who are the
Baby Boomers? Based on their age, what might be some products that they would be
interested in?
Answer:
At a convenience store, Brian bought a bag of chips he had never tried before. Driving
down the road, Brian opened the bag, took a bite, and realized he had purchased pork
rinds by mistake. Being a vegetarian, Brian threw away the chips. Brian felt very little
buyer’s remorse and soon forgot about the experience. Why?
Answer:
What is the difference between a distribution center and a fulfillment center?
Answer:
How is vendor analysis different from a consumer’s postpurchase evaluation?
Answer:
Create a sales promotion to promote your university bookstore.
Answer:
To be effective, what three qualities does a selling proposition in an advertising
campaign need to have?
Answer:
Budweiser is well known for the use of humor in its ad campaigns for Bud Light beer.
Based on the use of humor in advertising for beer, does Budweiser believe that beer is a
high-involvement or low-involvement purchase for most consumers? Explain your
answer using the elaboration likelihood model.
Answer:
Describe the four steps in the ethical decision-making framework and include some
questions that should be asked in each step.
Answer:
What methods might a firm use when pricing based on a profit orientation and how do
they differ?
Answer:
Debbie spoke to the customer service representative at Sprint and was told her text
messages would be unlimited on her plan. However, when she got her bill, she had been
charged extra for text messages. She called the company back and was told that since
she didn’t record the conversation, they couldn’t verify what she was told and she’d have
to pay the bill. Explain which service gap(s) occurred in this instance.
Answer:
How should marketers determine prices?
Answer:
Assume you are the manager of a resort property that is close to the mountains, to
several recreational sites, and to a few luxury restaurants and stores. How would you
manage customer expectations to enhance postpurchase satisfaction? Be specific.
Answer:
How can developing a questionnaire be part art and part science?
Answer:
The text states that even among English speakers, there can be significant differences in
the effectiveness of advertising campaigns. Why is this true?
Answer:
Once a company has decided to sell in a foreign country, it must determine the best
mode of entry. List each mode of market entry and give an example for each.
Answer: