A growing trend to “Buy American” has caused U.S. automakers to increase political
pressure on Washington to pass legislation for more restrictive quotas on Japanese car
imports. In addition, a decline in the value of the U.S. dollar would be instrumental in
Toyota’s decision to build a manufacturing plant in the United States instead of
continuing to export cars from Japan. If Toyota builds the plant, its decision would
reflect
A. a reactive strategy that would impact the competitive environmental force.
B. a proactive maneuver to manipulate and impact the social environmental force.
C. a positive result from regulatory and economic environmental forces.
D. a positive response to a technological environmental force.
E. a negative impact as a result of adverse competitive, regulatory, and technological
environmental forces.
Answer:
When Apple first introduced the Apple II personal computer in 1977, industry analysts
predicted that very few would be sold. However, a short time after the product was
made available, consumers who were young, well-educated, bold, and well-informed
began buying them. While those buyers were relatively few in number, marketers like
IBM and Compaq were encouraged because other, less adventuresome consumers like
businesspeople would likely adopt personal computers later. Based on the diffusion of
innovation concept, those first buyers of personal computers were __________.
A. early adopters
B. early majority
C. innovators
D. product leaders
E. diffusion leaders
Answer:
Stores like Dillard’s, Macy’s, and Neiman Marcus carry a wide range of different types
of products but not an extensive number of items within each type. These retailers are
known as __________.
A. limited-line stores
B. scrambled merchandise stores
C. hypermarkets
D. intertype outlets
E. general merchandise stores
Answer:
Pan-European marketing strategies are possible because
A. there is a legally binding code of economic conduct.
B. there are effective countermeasures for protectionism.
C. there are fewer regulatory restrictions on transportation, advertising, and promotion.
D. there is a common language advantage among EU consumers.
E. most companies within the EU are engaging in strategic global partnerships.
Answer:
The element of the marketing mix demonstrated when an art gallery suggests a $2.00
donation at the door is __________.
A. philanthropy
B. place
C. product
D. promotion
E. price
Answer:
Conflict occurring between intermediaries at the same level in a marketing channel,
such as between two or more retailers that carry the same manufacturer’s brands, is
referred to as __________.
A. horizontal conflict
B. corporate conflict
C. vertical conflict
D. lateral conflict
E. contractual conflict
Answer:
Marketers have observed that our marketplace is shifting to an “age of engagement.” All
of the following are forms of consumer engagement EXCEPT:
A. QR codes.
B. reality shows using online voting.
C. Facebook Pages.
D. Twitter re-tweets.
E. public relations.
Answer:
At the functional level, the marketing department
A. solicits talent from all levels of the organization for strategic corporate planning
sessions.
B. promotes its goals to the organization’s stakeholders.
C. looks outward, in part by listening to customers.
D. develops the corporate culture.
E. defines the overall strategic direction of the organization.
Answer:
Marketers use three approaches to try to change consumer attitudes toward products
and brands: (1) __________; (2) changing the perceived importance of attributes; and
(3) adding new attributes to the product.
A. reinforcing the consumers’ sense of self confidence in making wise purchase
decisions
B. actively educating consumers about the product’s competitive advantages
C. refocusing a consumer’s attention from one attribute to another
D. changing beliefs about the extent to which a brand has certain attributes
E. denigrating the attributes of competitors’ products
Answer:
What type of discount to resellers is based in part on where they are in the channel?
A. seasonal discounts
B. trade discounts
C. cash discounts
D. promotional allowances
E. trade-in allowances
Answer:
Three different objectives relate to a firm’s profit, which have different implications for
pricing strategy. The three profit-oriented objectives include managing for long-run
profits, maximizing current profit objectives, and __________.
A. accumulating profits
B. reinvesting profits
C. redistributing profits
D. maximizing gross margin
E. achieving a target return
Answer:
IBM regularly creates what it calls global action teams, which take people from
functional groups and bring them together to work on large client projects. These global
action teams are a type of
A. innovation group.
B. business consortium.
C. tactical group.
D. SWOT team.
E. cross-functional team.
Answer:
To increase value the most, marketers should
A. decrease benefits.
B. decrease benefits and increase price.
C. decrease price and increase benefits.
D. decrease price and decrease benefits.
E. do nothing and let the perceived value of the item increase as it matures in its life
cycle.
Answer:
An organization’s competencies include all of the following EXCEPT:
A. profit.
B. customer service.
C. technologies.
D. resources.
E. employee skills.
Answer:
The purpose of market segmentation is to respond more effectively to the wants of
groups of potential buyers in order to
A. maintain market share.
B. increase sales and profits.
C. assume social responsibility.
D. use the firm’s resources most efficiently.
E. provide the best quality products on the market.
Answer:
Which of the products in the Generics photo above is least likely to be concerned with
having its name become generic?
A. Kleenex because most people just ask for a tissue.
B. Jell-O because there are not other gelatin desserts.
C. All Sport Disk because most people call it a Frisbee.
D. Q-Tips because most people call it a cotton swab.
E. Vaseline because most people refer to it as petroleum jelly.
Answer:
The means by which an advertising message is communicated to the target audience is
known as
A. advertising media.
B. reach and frequency.
C. a source.
D. CPM.
E. GRP.
Answer:
Advertisers use a mix of media forms and vehicles to maximize the __________ of the
message to the target audience while at the same time minimizing __________.
A. revenues; costs
B. exposure; costs
C. rating; frequency
D. rating; share
E. CPM; GRP
Answer:
The emphasis of a marketing strategy for a discontinuous innovation would most likely
be to
A. generate awareness among consumers.
B. advertise benefits to consumers that stress points of differentiation.
C. educate consumers about new consumption patterns through personal selling.
D. obtain widespread distribution in multiple channels.
E. stress price differentials from competitors’ products.
Answer:
Buses in some cities are often completely painted as an ad for a particular product. The
entire bus may be purple, orange, or lime green with the message painted on screens
that cover the windows as well as the body of the bus. These ads are examples of
__________.
A. transit advertising
B. mobile advertising
C. motorized billboards
D. mobile signage
E. transportation advertising
Answer:
A penetration pricing policy is most likely to be effective when
A. unit production and marketing costs fall dramatically as production volumes
increase.
B. enough prospective customers are willing to buy immediately at the high initial price
to make these sales profitable.
C. lowering the price has only a minor effect on increasing the sales volume and
reducing the unit cost.
D. the high initial price will not attract competitors.
E. customers interpret the high price as signifying high quality.
Answer:
It is estimated that the average cost of an outbound telemarketing sales call on a
business customer is about __________, versus $350 for a single field sales call.
A. $10 to $15
B. $15 to $20
C. $20 to $25
D. $30 to $40
E. $40 to $50
Answer:
Figure 14-2
To communicate with consumers, a company can use one or more of five promotion
alternatives. In Figure 14-2 above, the promotional element labeled Box A represents
__________.
A. advertising
B. personal selling
C. public relations
D. sales promotion
E. direct marketing
Answer:
New Balance recently spent $13 million for time on television and space in selected
magazines to promote its athletic shoes. What form of marketing communication did it
use?
A. public relations
B. personal selling
C. publicity
D. sales promotion
E. advertising
Answer:
An ad for Citrucel fiber supplement claimed that in a blind taste test consumers
preferred the taste of Citrucel to Metamucil 2 to 1. This is ad is an example of
__________ advertising.
A. reinforcement
B. comparative
C. persuasive
D. informative
E. reminder
Answer:
In the Maslow hierarchy of needs, those needs that are concerned with love and
friendship are referred to as __________ needs.
A. physiological
B. safety
C. social
D. personal
E. self-actualization
Answer:
The __________ element of the marketing mix includes channels and transportation.
A. product
B. price
C. promotion
D. place
E. people
Answer:
The Walt Disney Company carefully markets two distinct Winnie-the-Poohs; one is the
original line-drawn figure on fine china sold at Nordstrom and the other is a
cartoon-like Pooh on polyester bed sheets sold at Target. This is an example of
A. mass customization.
B. a Tiffany/Walmart strategy.
C. one product and multiple market segments.
D. price discrimination.
E. psychographic market segmentation.
Answer:
Welch’s Farmer’s Pick Ad
In the Welch’s ad above, Welch’s is introducing its new Farmer’s Pick juice. What type
of product advertisement is this ad?
A. reminder
B. pioneering
C. reinforcement
D. comparative
E. competitive
Answer:
South Cape Ostrich Tanning (SCOT) is a producer of fine ostrich leathers, which are
sold to manufacturers that make a variety of products from shoes to car interiors.
Demand for SCOT’s leather is a result of consumer interest in products like Via La
Moda handbags made from this exotic and expensive leather. SCOT has __________
demand for its product.
A. derived
B. unitized
C. industrial
D. applied
E. reseller
Answer: