A church put advertisements in its weekly bulletins to encourage its members to
participate in the services by telling a brief, positive story about how fellow members
have helped them during times of need. Jack volunteered and shared his story during a
service. Afterwards, he felt joyous. Was this an exchange in a marketing sense?
A. Yes, because the church ran an advertisement, a marketing activity.
B. No, because the church is nonprofit organization and these actions are expected
without any expectation of “exchange.”
C. No, because no money was exchanged.
D. Yes, because sharing his story at a service was exchanged for a feeling of joy.
E. No, because the church did not provide Jack with a tangible product or service.
Answer:
Status in the Maslow hierarchy of needs is an example of a __________ need.
A. self-actualization
B. personal
C. social
D. safety
E. physiological
Answer:
Setting a market price for a product or product class based on a subjective feel for the
competitors’ price or market price as the benchmark is referred to as
A. customary pricing.
B. above-, at-, or below-market pricing.
C. standard markup pricing.
D. competitive margin pricing.
E. experience curve pricing.
Answer:
The concept that consists of the distinct phases that a family progresses through from
formation to retirement, each phase bringing with it identifiable purchasing behaviors,
is referred to as the
A. family scale.
B. family life cycle.
C. family continuum.
D. household socialization.
E. household patterning.
Answer:
Enterprise car rental agency differentiates itself from other similar agencies by
providing a delivery service. This delivery service is particularly valuable to someone
who has been left stranded without transportation. By making it easy to rent temporary
transportation, Enterprise is emphasizing which utility?
A. form
B. product
C. service
D. possession
E. convenience
Answer:
Which stage in the new-product process is a SWOT analysis used to identify the
strategic role the new product might serve in the firm’s business portfolio?
A. idea generation
B. screening and evaluation
C. business analysis
D. development
E. new-product strategy development
Answer:
When JCPenney buys paper, it considers suppliers’ forest management and other
sustainability practices. For JCPenney, these are important
A. profit responsibilities.
B. organizational buying criteria.
C. ecological mandates.
D. legal authorities.
E. buying center roles.
Answer:
Figure 2-7
Consider Figure 2-7 above. A Florida-based flashlight company has been extremely
successful due in part to the number of hurricanes in Florida that result in a loss of
power. The firm is thinking of expanding its product offerings to include other
emergency supplies such as generators and survival kits. Before going ahead with this
decision, there were several factors that had to be taken into consideration: (1) The firm
has a great reputation with its flashlights and doesn’t want to ruin it. (2) Its physical
plant could be refitted relatively easily to make small generators, but it would be rather
costly. (3) It would have to rely on another firm to manufacture and package the
survival kits. (4) Although there are nine named hurricanes scheduled for the upcoming
year, no one really can predict what will happen. The need to rely on another company
to supply the survival kits would fall in which quadrant(s) of the SWOT analysis grid?
A. A
B. B
C. C
D. D
E. C and D
Answer:
Figure 2-5
The image depicted in Figure 2-5 above represents what strategic analysis technique?
A. Gantt chart
B. SWOT analysis
C. Pert chart
D. BCG growth-share matrix
E. diversification analysis
Answer:
In the hierarchy of effects, awareness is defined as
A. the consumer’s first actual purchase and use of the product or brand.
B. the consumer’s repeated purchase and use of the product or brand.
C. the consumer’s appraisal of the product or brand on important attributes.
D. an increase in the consumer’s desire to learn about some of the features of the
product or brand.
E. the consumer’s ability to recognize and remember the product or brand name.
Answer:
Obtaining primary and secondary data would take place during which step of the
five-step marketing research approach?
A. collect relevant information
B. develop the research plan
C. develop findings
D. take marketing actions
E. define the problem
Answer:
A sales forecast refers to
A. the total sales of a product that a firm expects to sell during a specified time period
under specified environmental conditions and its own marketing efforts.
B. sales goals based on past performances of individual sales representatives, used as
motivation for productivity among this staff.
C. the total sales from a product that could be generated with a hypothetical set of
preferred environmental forces.
D. the total industry sales generated by a product during a specified time period that
results from specified environmental conditions.
E. published information about competitors’ sales from the NAICS.
Answer:
Tylenol and Advil are two brands of over-the-counter products for ailments such as
colds, headaches, sore throats, arthritis aches, and general pain and fever. Their
manufacturers seek distribution of these products through drugstores such as Walgreens
and CVS that have many options for customer, satisfying a buyer’s desire for
A. variety.
B. information.
C. pre-or postsale service.
D. convenience.
E. adaptability.
Answer:
Crapola Granola Products Photo
During a recent shopping trip to Target, Carlie noticed that the store offered many Glad
products, including many different types of trash bags and a large variety of food
storage containers. For Glad, each of these two product groupings is an example of a
__________.
A. product line
B. product item
C. product mix
D. product industry
E. product class
Answer:
The owners of Old School Brand Authentic Antique Foods researched Civil War
records to come up with recipes used in the old-fashioned cookies the company
produces and markets. This statement deals with which part of the marketing mix?
A. process
B. price
C. product
D. place
E. people
Answer:
The first step in segmenting and targeting markets that links customer needs to
marketing actions is to
A. group potential buyers into segments.
B. group products to be sold into categories.
C. develop a market-product grid and estimate size of the overall market.
D. select target markets.
E. take marketing actions to reach target markets.
Answer:
A good brand name should: (1) __________; (2) be memorable, distinctive, and
positive; (3) fit the company or product image; (4) have no legal or regulatory
restrictions; (5) be simple and emotional; and (6) have favorable phonetic and semantic
associations in other languages.
A. never have a humorous connotation
B. suggest the product benefits
C. not be easily imitated
D. be patented
E. easy to spell and pronounce
Answer:
Organizational buying behavior is similar to consumer behavior in some ways and
different in others. One commonality is that both
A. use the same five stages in the purchase decision process.
B. use formal vendor rating when choosing among alternative brands.
C. are affected by derived demand.
D. have virtually unlimited options for suppliers.
E. rely on gatekeepers to control product information.
Answer:
Asian Americans who are conversant in English, highly educated, hold professional and
managerial positions, and exhibit buying patterns very much like typical American
consumers are referred to as __________ Asian Americans.
A. socialized
B. upper class
C. nonassimilated
D. subcultured
E. assimilated
Answer:
An important way of viewing new products is in terms of their effects on consumption,
which from the perspective of consumers is by
A. the price.
B. the extent of media promotion.
C. the degree of potential product cannibalization.
D. the presence of feature bloat.
E. the degree of learning involved.
Answer:
Amazon.com, a successful online retailer, manages an extensive customer database that
is used to determine which products are suggested to each customer. Some data are best
collected from the customer; other data are collected from the purchases its customers
make. Which of the following customer data is best collected from the customer?
A. brand
B. price
C. demographics
D. model preference
E. quantity
Answer:
With interactive marketing,
A. the seller controls the kind and amount of information presented to the buyer.
B. buyers and sellers communicate face-to-face in the traditional marketplace.
C. a website high in media richness is necessary for an exchange to take place.
D. the buyer controls the kind and amount of information received from the seller.
E. real time transactions are impossible.
Answer:
Google generates revenue by offering online __________ opportunities next to search
results or on specific web pages.
A. advertising
B. sales promotion
C. banking
D. publishing
E. store
Answer:
Among business products, drafting tables would be best considered which type of
support products?
A. installations
B. accessory equipment
C. supplies
D. industrial services
E. raw materials
Answer:
A stimulus-response presentation refers to a format that
A. focuses on problem identification, where the salesperson serves as an expert on
problem recognition and resolution.
B. consists of information that must be provided in an accurate, thorough, and
step-by-step manner to inform the prospect.
C. assumes that given the appropriate stimulus by a salesperson, the prospect will buy.
D. involves adjusting the presentation to fit the selling situation, such as knowing when
to offer solutions and when to ask for more information.
E. emphasizes probing and listening by the salesperson to identify needs and interests
of prospective buyers.
Answer:
Procter & Gamble, however, has a large __________ that includes product groupings
such as beauty and grooming (Crest toothpaste and Gillette razors) and household care
(Downy fabric softener, Tide detergent), and Pampers diapers.
A. marketing mix.
B. product class.
C. product items.
D. product lines.
E. product mix.
Answer:
A basic approach to scheduling in which periods of advertising are scheduled between
periods of no advertising to reflect seasonal demand is referred to as a __________
schedule.
A. steady
B. flighting
C. dripping
D. pulsing
E. burst
Answer:
A contractual agreement whereby one company (licensor) allows its brand name or
trademark to be used with products or services offered by another company (licensee)
for a royalty or fee is referred to as __________.
A. co-branding
B. generic branding
C. reseller licensing
D. mixed branding
E. brand licensing
Answer:
Figure 7-7
Figure 7-7 above depicts what type of statistical forecasting?
A. causal analysis
B. non-parametric regression
C. curvilinear extrapolation
D. infinite dimension
E. linear trend extrapolation
Answer:
A statement describing what is to be achieved and where and how the selling effort of
salespeople is to be deployed is known as a __________.
A. sales plan
B. salesforce framework
C. sales protocol
D. workload plan
E. sales assessment
Answer: