Which of the following statements is MOST accurate?
a. The name Gatorade was chosen because as an energy drink it “got you out the
gatefast.”
b. The name Gatorade was coined by a team who lost to the University of Florida
Gators, attributing the Gator win to the “aid” it got from the rehydrating beverage.
c. The green color of the original lemon-lime Gatorade was based on the University of
Florida’s alligator mascot.
d. Gatorade was developed by PepsiCo as a cause-marketing project to provide
resources for women’s sports at University of Florida’s as a result of the passage of Title
IX in 1972.
e. Gatorade is the only sports drink marketer that doesn”t use sports celebrities to
endorse its products.
Answer:
The number of different people or households exposed to an advertisement is referred
to as
a. scope.
b. share.
c. CPM.
d. rating.
e. reach.
Answer:
Which of the following trends identified in an environmental scan is a social trend?
a. Online data collection leading to behavioral targeting will grow dramatically.
b. Microbusiness impact will increase through peer-to-peer websites.
c. International activity from Asia to Africa will grow as countries from these areas
become sources of economic growth.
d. There will be increasing regulatory guidance regarding green and environmental
marketing claims.
e. Consumer purchase decisions are becoming more values-based and focused on
improving the world.
Answer:
One of the biggest problems online retailers face is that nearly __________ of online
shoppers make it to “checkout” and then leave the website to compare shipping costs
and prices on other sites.
a. 16%
b. 26%
c. 36%
d. 56%
e. 66%
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. that sold the magazine to Walmart
e. All people, from the writer, to the seller, to the reader at home, are the ultimate
consumers.
Answer:
One reason some people don”t like to buy clothing from Internet retailers is the inability
to know if the clothes will fit once they have arrived. ImageTwin has developed a
scanning system that obtains the measurements of individuals of all different sizes,
which is then fed into a database. So, when you want to buy something at
LandsEnd.com, you can see a 3D image of what the item should look like on your body.
This is an example of the __________ force in the marketing environment.
a. economic
b. technological
c. sociocultural
d. competitive
e. marketing mix
Answer:
The U.S. Census Bureau publishes the __________, which is conducted every five
years and contains detailed information on the number and sales of U.S. establishments
that produce goods or resources. These reports are vital to business firms selling
products and services to organizations.
a. North American Industry Classification System
b. Economic Census
c. Annual Survey of Manufacturers
d. Annual Wholesale Trade Survey
e. Survey of Business Owners
Answer:
Reducing the package content without changing package size while maintaining or
increasing the package price is referred to as __________.
a. top-down packaging
b. trading up
c. shrinkage
d. upsizing
e. downsizing
Answer:
In the automobile industry, the supply chain manager is responsible for translating
__________ into actual orders and arranging for delivery dates.
a. marketing goals
b. customer requirements
c. marketing information
d. production requirements
e. company goals
Answer:
A person can establish expectations for a service he or she has not yet experienced
through word-of-mouth communications, personal needs, past experiences, and
promotional activities. However, the actual experience(s) are determined by
a. the way the organization actually delivers its service.
b. the positive reinforcement from friends, family, and peers after the service was
provided.
c. repeat encounters with the same service provider.
d. psychological feelings of well-being.
e. a formal post-purchase evaluation or questionnaire.
Answer:
Harry goes to the local Staples store to purchase a laptop computer. He asks the
salesclerk many questions, compares various models on display, and decides on the
Sony Vaio. The salesperson then recommends to Harry that he should purchase an
extended warranty service contract for the computer. This is an example of_____
selling.
a. inquiry
b. formula
c. method
d. suggestive
e. need-satisfaction
Answer:
Figure 1.
According to Figure 1. above, the correct rank order of social network sites from most
to least popular as measured by the number of unique U.S. visitors as of September
2011 is
a. Facebook, LinkedIn, YouTube, and Twitter.
b. Facebook, Twitter, YouTube, and LinkedIn.
c. Facebook, YouTube, Twitter, and LinkedIn.
d. Facebook, YouTube, LinkedIn, and Twitter.
e. Twitter, Facebook, YouTube, and LinkedIn.
Answer:
Imagine that Post Cereal introduces a cereal barTrail Mix Crunchjust like the ones
Kellogg’s and General Mills already have on the market. Post has decided to promote
the bars using ads without coupons and to price the bars at about the same price as these
other brands. Post Cereal Trail Mix Crunch cereal bars will also be distributed to the
same stores as the products from Kellogg’s and General Mills’ bars. Which of the
following barriers to new product adoption will most likely prevent the Post Cereal
Trail Mix Crunch cereal bars from being a successful product?
a. value barrier
b. psychological barrier
c. risk barrier
d. usage barrier
e. social barrier
Answer:
The formula to calculate a promotion-to-sales ratio is: Total promotion expenditures
divided by
a. Total revenue.
b. Marginal revenue.
c. Average revenue.
d. Net sales.
e. Total sales.
Answer:
Websites that offer personalized content, such as My eBay and My Yahoo!, have
__________ as a prominent design element.
a. context
b. customization
c. content
d. communication
e. connection
Answer:
If a clothing store is hoping to let customers know of its competitive prices on jeans, a
useful smartphone app to spread this information is
a. Instagram.
b. an app released by The Find, where a customer can search for the product among
500,000 stores.
c. Twitter.
d. an app released by Facebook that lets customers receive discounts for “checking in”
at a store location.
e. an app released by Esquire that lets a customer look at different brands and order the
one he or she wants.
Answer:
A marketing program refers to
a. a plan that integrates the marketing mix to provide a product, service, or idea to
prospective buyers.
b. the selection of product benefits and attributes that are added to or subtracted from a
given product to create variations within a product line.
c. the marketing manager’s controllable factorsproduct, price, promotion, and placethat
can be used to solve a marketing problem.
d. the specific ratio within a marketing budget that divides resources between
advertising, promotions, and personal selling.
e. the allocation of resources within a firm towards individual marketing mix elements.
Answer:
According to the textbook, one of the MOST crucial tasks of sales management is
__________.
a. salesforce evaluation
b. setting sales objectives
c. developing account management policies
d. salesforce motivation and compensation
e. effective recruitment and selection of salespeople
Answer:
In the hierarchy of effects, adoption refers to
a. the point at which the consumer accepts the integrity of the manufacturer and the
reliability of the product.
b. the consumer’s appraisal of the product or brand on the majority of important
attributes.
c. an increase in the consumer’s desire to learn about some of the features of the product
or brand.
d. the consumer’s actual first purchase and use of the product or brand.
e. the consumer’s repeated purchase and use of the product or brand after a favorable
experience on the first trial.
Answer:
Which of the following pieces of information is used in the evaluation phase of the
strategic marketing process?
a. marketing return on investment
b. tracking reports to measure results
c. revenues associated with each point of market share
d. trends for industry and competitors
e. possible cannibalization effects on other products in the line
Answer:
Walmart has developed a sophisticated inventory management and cost control system
that allows rapid price changes for each product in the store. The firm also uses
technologies such as __________ to improve the quality of information available about
products.
a. radio frequency identification
b. encapsulation techniques
c. bar code scanners
d. nanotechnology
e. cookies
Answer:
Procter & Gamble introduced the product manager staff position in a marketing
organizational structure in 1928. Consumer packaged goods firms like General Mills
and PepsiCo and as well as industrial firms such as Intel and Hewlett-Packard employ a
product manager to manage __________.
a. all of an organization’s product items or brands
b. all of an organization’s product classes
c. all of an organization’s existing products through the stages of their life cycles
d. all products or brands that require close fiscal scrutiny
e. a close-knit family of products or brands
Answer:
Figure 1.
According to Figure 1. above, “A” represents the stage in the wheel of retailing when a
retail outlet starts with
a. low prices, high margins, and high status.
b. mixed prices, mixed margins, and mixed status.
c. low prices, low margins, and low status.
d. moderate prices, high margins, and high status.
e. high prices, low margins, and mixed status.
Answer:
Foursquare, Gowalla, Booyah, Brightkite, and Loopt are
a. multiplayer video games.
b. advertising agencies.
c. location-based social networking apps for smartphones.
d. names of new phones targeted at college students.
e. restaurants with new food concepts.
Answer:
A company may choose a skimming strategy during the introduction stage of its product
to help recover costs of development and/or to __________.
a. capitalize on the price insensitivity of early buyers
b. discourage competition from other manufacturers
c. ease the product into its maturity stage
d. gain the largest unit sales possible
e. gain more distribution outlets
Answer:
A law that codified the ethics of exchange between buyers and sellers, including the
rights to safety, to be informed, to choose, and to be heard, is referred to as the
a. Lanham Act
b. Fair Practices Act
c. Caveat Emptor Decree
d. Consumer Bill of Rights
e. Customer Consent Decree
Answer:
To promote its theme parks to groups, Disney uses advertising, direct marketing,
Internet promotion, and sales promotions with other companies such as McDonald’s. In
other words, Disney uses IMC, which stands for
a. integrated marketing cooperation.
b. interactive media convergence.
c. an infrastructure of market customization.
d. integrated marketing communications.
e. integrated media convergence.
Answer:
Japanese car safety rules require all automobile replacement parts to be Japanese and
EU nations have 10,000 rules that specify how goods are to be made and marketed.
These are examples of
a. ISO 9000 standards.
b. trade barriers.
c. universal codes.
d. binding requirements.
e. “the price of doing business.”
Answer:
The first decision in developing the promotion program is to __________.
a. set the budget
b. state the mission
c. identify the target audience
d. select the appeal
e. select the media
Answer:
Strategic alliances refer to
a. multinational firms that have as many different product variations, brand names, and
advertising programs as countries in which they do business.
b. when a foreign company and a local firm invest together to create a local business in
order to share ownership, control, and profits of the new company.
c. when a domestic firm actually invests in and owns a foreign subsidiary or division.
d. agreements between two or more independent firms to cooperate for the purpose of
achieving common goals such as a competitive advantage or customer value.
e. the right to a trademark, patent, trade secret, or similarly valued item of intellectual
property of one firm in return for a royalty or fee from another firm.
Answer:
How are companies preparing to participate in the transformation to online television?
Answer:
Describe the need-satisfaction presentation format. In your answer, include the two
selling styles that are common with this format.
Answer:
ABB is a Swiss-based manufacturer of industrial equipment with annual sales of $30
billion. At one time, its salesforce was organized by product: generators, boilers,
transformers, and so forth. Each salesperson was an expert on the product line he or she
sold. Then it adopted a customer organizational structure. Why might ABB have made
this change?
Answer:
What is a mission?
Answer:
Explain why marketers believe that the possibilities for customer value creation are
greater in the digital marketspace than in the physical marketplace.
Answer:
Some industries have opted for self-regulation of their members to ensure that each acts
fairly. Discuss potential problems associated with self-regulation.
Answer:
What are the functions performed by intermediaries?
Answer:
Knowing which stage of the purchase decision process the consumer is in can affect the
promotional mix. How does the importance of advertising, personal selling, and sales
promotion change as a consumer moves through stages of the decision process?
Answer:
What are the six major steps involved in setting prices?
Answer:
What are the strengths/advantages and weaknesses/disadvantages of using sales
promotion in the promotional mix?
Answer:
Explain the difference between mass customization and build-to-order.
Answer:
How do consumers use price as an indicator of value?
Answer:
Figure 1.
Identify and briefly describe each of the three factors identified in Figure 1. above that
influence one’s personal moral philosophy and ethical behavior.
Answer:
Explain why price elasticity is important to marketing managers.
Answer:
What two unique capabilities of Internet technology promote and sustain customer
relationships?
Answer: