At the time of its introduction, which of the following products was the best example of
a continuous innovation?
A. the first Apple iPhone
B. Atari, the first video game system
C. Sunsilk Silky Straight shampoo and conditioner with tip-targeting technology
D. Dragon Naturally Speaking voice-recognition software
E. Naturalpoint Trakir, which replaces the computer mouse by tracking head
movements and then translating those head movements into cursor commands
Answer:
In the 20th century, managers of railroads let airlines, barges, pipelines, and trucks take
business away from them because their strategies were developed only for the railroad
business, rather than a broader definition of the __________ business.
A. transportation
B. transcontinental shipping
C. passenger travel
D. product delivery
E. bulk cargo
Answer:
The benefits or customer value received by users of a product is called __________.
A. utility
B. synergy
C. consumerism
D. cost-benefit ratio
E. customer lifetime value
Answer:
Developing, pricing, promoting, and delivering services are challenging because the
quality of the service is often inconsistent. Organizations attempt to reduce this
inconsistency by
A. paying higher incentives to employees to encourage satisfactory performance.
B. reducing incentives available to employees because of poor performance.
C. reducing the customer contact points in the service delivery process.
D. providing standardization and training.
E. exercising better hiring practices.
Answer:
Which of the following statements about e-marketplaces that act as independent trading
communities is FALSE?
A. These trading communities allow buyers to easily compare offerings from various
sellers.
B. Independent trading communities charge a fee for their service.
C. Independent trading communities often consist of thousands of geographically
dispersed buyers and sellers.
D. This independent type of trading community is favored by large companies.
E. Independent trading communities often operate in an environment where demand
and supply fluctuations cause volatile prices.
Answer:
A form of communication management that seeks to influence the feelings, opinions, or
beliefs held by customers, prospective customers, stockholders, suppliers, employees,
and other publics about a company and its products or services is referred to as
__________.
A. sales promotion
B. publicity
C. advertising
D. public relations
E. personal selling
Answer:
Which of the following is an important guideline when using a fear appeal?
A. Make sure the advertisement is still appropriate for viewing by children.
B. Make the appeal so strong that it appears humorous.
C. Do not make the appeal so strong that consumers will want to tune out the message.
D. Avoid any reference to death or dying.
E. Make sure to emphasize that the outcome rests in the viewers’ hands.
Answer:
Ben & Jerry’s has earned B-Corp certification from B-Lab, which means it has
A. reached the goal of generating enough revenue to be a completely nonprofit
organization.
B. a sustainable financial basis of profitable growth, increasing value for our
stakeholders and expanding opportunities for development and career growth for our
employees.
C. the goal of making profits for selected charitable organizations such as Fair Trade.
D. been recognized for its efforts to use the power of business to solve social and
environmental problems.
E. been instrumental in expanding into international markets by developing dairies for
developing nations.
Answer:
The prices for all furniture sold at American Furniture Warehouse end in $9.99, such as
$599.99, $899.99, etc. American Furniture Warehouse uses
A. odd-even pricing.
B. dynamic pricing.
C. price lining.
D. bundle pricing.
E. product line pricing.
Answer:
Many companies have cut travel budgets so that very few business people are
authorized to fly first class. Despite the shrinking pool of business-class travelers,
British Airways has grown market share for its transatlantic business class by offering
greater comfort. Promotions to frequent fliers stress that passengers can sleep in fully
reclining seats and arrive refreshed to carry out a full day’s schedule. The segmentation
strategy of British Airways is an example of
A. life stage segmentation.
B. lifestyle segmentation.
C. social class segmentation.
D. behavioral segmentation.
E. psychographic segmentation.
Answer:
Enduring characteristics within a person or in his or her relationship with others are
referred to as a(n) __________.
A. key trait
B. persona
C. self-concept
D. core value
E. ideal self
Answer:
Consumers benefit in dealing with retail corporate chains because
A. corporate chains have more experience than other forms of retailers.
B. they can own stock in the same company where they shop since corporate chain
stock must be publicly-traded.
C. the latter can bargain with a manufacturer to obtain product volume discounts on
orders, which can be passed on to consumers in terms of lower prices.
D. there are multiple outlets, each with its own varied merchandise and different
management policies.
E. merchandise is arranged and displayed by professional designers making their
shopping experience less stressful.
Answer:
Which of the following is a criterion used in forming market segments?
A. similarity of segments to competitors’ segments
B. differences between potential suppliers or distributors
C. differences of needs of buyers within a segment
D. market size of the segment
E. simplicity and cost-effectiveness of assigning potential buyers to segments
Answer:
Companies can employ four general branding strategies, which include: (1)
multiproduct branding; (2) multibranding; (3) __________; and (4) mixed branding.
A. retailer branding
B. intermediary branding
C. private branding
D. brand licensing
E. co-branding
Answer:
Many consumers buy soft drinks and potato chips together when they shop at a grocery,
convenience, or mass merchandiser store. But when querying its marketing information
system (MIS), one convenience store discovered that when consumers bought a
sandwich, many also purchased toothpaste. This information was obtained from
checkout scanner data from its stores nationwide. This convenience store used
__________ to extract this hidden information from its MIS to find the statistical link
between the two product categories.
A. linear trend extrapolation
B. heuristic modeling
C. data mining
D. descriptive research
E. RFID data
Answer:
A sales quota refers to
A. the ratio of sales calls made to actual sales closed.
B. the minimum number of sales that must be made before a salesperson can be paid.
C. the maximum threshold for satisfactory performance during an annual performance
evaluation.
D. the maximum number of sales that can be made before receiving a commission on
sales.
E. the specific goals assigned to a salesperson, sales team, branch sales office, or sales
district for a stated time period.
Answer:
A new beverage by Snapple is currently being sold only in the western United States.
Over the next year, Snapple plans to introduce the beverage into areas in the Midwest,
and then the eastern U.S. This distribution strategy during commercialization is referred
to as a
A. limited rollout.
B. phased rollout.
C. regional rollout.
D. market-product expansion.
E. phased commercialization.
Answer:
Figure 17-2
The sales process at Xerox typically follows the six stages of the personal selling
process. During the second stage, the salesforce prepares for a presentation by
A. having a cross-functional team teleconference before each customer encounter.
B. preparing state of the art presentations about the newest Xerox printer technologies.
C. familiarizing themselves with the potential client and its document needs.
D. secretly visiting the client as a “mystery shopper” to uncover any potential problems
of which the firm may be unaware.
E. role-playing different possible scenarios that might occur during the actual sales
presentation.
Answer:
Kroger required that Birds Eye pay $15,000 per month to get its new Vegetable Quinoa
Pilaf placed in the middle shelves in the frozen vegetable freezer section of all its
supermarkets around the country. This payment is an example of a
A. product placement fee.
B. bribe.
C. slotting fee.
D. product support fee.
E. shelf space allowance.
Answer:
Organizational buying criteria refer to
A. the restrictions placed on potential solutions to a problem in a purchase decision.
B. the specific qualifications of a potential customer based upon past performance,
reliability, and consistency regarding the purchase of an organization’s offerings.
C. the subjective attributes of the supplier’s products and services and the capabilities of
the supplier itself.
D. the objective attributes of the supplier’s products and services and the capabilities of
the supplier itself.
E. the factors that an ultimate consumer would consider that represent both the
objective attributes of a brand and the subjective ones to compare different products and
brands.
Answer:
Time Inc. has published a new magazine, All You, which is distributed only in Walmart
stores. Who is the ultimate consumer for this magazine?
A. the person who buys the magazine to read at home
B. the person who stocks the magazine rack at Walmart
C. the person who browses the magazine in the store but does not buy it
D. the salesperson for Time Inc. who sold the magazine to Walmart
E. All people, from the writer, to the seller, to the reader at home, are the ultimate
consumers.
Answer:
Mail order selling, catalog sales, telemarketing, interactive media, and televised home
shopping are all examples of
A. direct marketing channels.
B. indirect marketing channels.
C. multimedia marketing channels.
D. virtual marketing channels.
E. personal selling.
Answer:
A company that successfully employs permission marketing adheres to three rules: (1)
opt-in customers only receive information that is relevant or meaningful to them; (2)
customers are given the option of opting out, or changing the kind, amount, or timing of
information sent to them; and (3) __________.
A. their customers are assured that their name or buyer profile data will not be sold or
shared with others
B. customers will receive a “30-day money back guarantee if not 100% satisfied” for
any product purchased online 100% satisfaction guarantee of product quality and
performance for any product purchased online
C. customers will be protected from identity theft for any product purchased from its
website
D. the firm will never buy marketing lists from other companies that may contain their
personal information
E. opt-in customers will be guaranteed the lowest possible price for an item compared
to similar products or services sold by its competitors
Answer:
SightLife works to solve which societal problem?
A. It provides new college graduates as teachers in urban and rural public schools in the
U.S.
B. It works to end corneal blindness worldwide by finding cornea donors and creating
tissue banks.
C. It provides education and small business loans to women in impoverished areas so
that they can help themselves.
D. It offers free rehabilitation services for injured U.S. veterans returning from overseas
conflict.
E. It offers tax credits to small businesses that make charitable donations in their
communities.
Answer:
All of the following are examples of economic espionage EXCEPT:
A. wiretapping.
B. trespassing.
C. bribery.
D. searching a competitor’s trash.
E. noncompete clause employment contract violations.
Answer:
When conducting marketing experiments, the independent variable often involves
marketing mix elements such as product features or coupons, while dependent variables
often include
A. elements of the environmental forces that cannot be controlled.
B. changes in channels of distribution or pricing.
C. elements of the marketing mix that cannot be manipulated.
D. the primary experimental hypothesis.
E. changes in purchases such as dollar or unit sales of individuals or organizations.
Answer:
Marketers use three approaches to try to change consumer attitudes toward products
and brands: (1) changing beliefs about the extent to which a brand has certain attributes;
(2) changing the perceived importance of attributes; and (3) __________.
A. reinforcing the consumers’ sense of self confidence in making wise purchase
decisions
B. adding new attributes to the product
C. refocusing a consumer’s attention from one attribute to another
D. actively educating consumers about the product’s competitive advantages
E. denigrating the attributes of competitors’ products
Answer:
A publicity tool frequently used by nonprofit services, which uses free space or time
donated by the media, is referred to as a(n)
A. promotion.
B. advertisement.
C. press release.
D. cooperative advertisement.
E. public service announcement.
Answer:
The term “bricks and clicks” refers to __________ and __________ respectively.
A. catalogs; websites
B. search engines; websites
C. traditional retailers; online retailers
D. buildings; shoppers
E. computer savvy buyers; computer novice buyers
Answer:
Seiko makes watches. It markets its higher quality watches under the Seiko or LaSalle
brand name and its lower-priced watches are sold under the Pulsar brand. Seiko uses a
__________ strategy.
A. multibranding
B. product differentiation branding
C. multiproduct branding
D. segmentation branding
E. private branding
Answer:
Weight Watchers is a weight-management company with operations in about 30
countries. Consumers buy almost $5 billion of Weight Watchers-branded products each
year, and every week approximately 1.3 million people attend Weight Watchers
meetings. The company’s brand recognition and meeting infrastructure are difficult for
competitors to match, providing a
A. viable mission.
B. competitive advantage.
C. tactical innovation.
D. core benefit.
E. sales orientation.
Answer:
Coal, lumber, and chemicals, which are sold in extremely large quantities, are
traditionally sold by which type of wholesaler?
A. cash and carry wholesalers
B. rack jobbers
C. truck jobbers
D. general merchandise wholesalers
E. drop shippers
Answer:
To effectively positioning a product or brand, companies take four steps: (1) identify the
important attributes for the product or brand class; (2) discover how target customers
rate competing products or brands with respect to these attributes; (3) ___________;
and (4) reposition the company’s product or brand in the minds of potential customers.
A. discover where the company’s product or brand is on these attributes in the minds of
potential customers
B. decide whether to keep or delete the market segment that your product offering
targets
C. identify the competitors’ brands that make up the consideration set
D. create a marketing plan based on customers’ perceptions
E. identify market niches that were not selected during the market segmentation process
Answer: