Figure 10-5
Figure 10-5 above shows the sequential process of building brand equity. The second
step is to establish a brand’s meaning in the minds of consumers. This step consists of
two dimensions, B and C, which stand for __________ and __________.
A. brand performance; brand imagery
B. brand identity; brand emotion
C. consumer judgments; consumer feelings
D. brand awareness; consumer-brand connection
E. consumer feelings; brand imagery
Answer:
A paid advertisement for the Texas Department of Economic Development – Tourism
Division invited readers of a magazine to mail in a postage-paid reply card that was
included with the ad, visit the state’s website, or use a toll-free number to request more
information about vacation destinations in Texas. The primary purpose of this ad was
__________.
A. direct order fulfillment
B. to make a public service announcement
C. indirect order generation
D. lead generation
E. digital communication
Answer:
The __________ makes it unlawful to discriminate in prices charged to different
purchasers of the same product, where the effect may substantially lessen competition
or help to create a monopoly.
A. Fair Trade Act
B. Clayton Act
C. Lanham Act
D. Robinson-Patman Act
E. Unfair Practices Act
Answer:
Brand managers find out what people are saying about their brand on Twitter by
A. having employees perform spot-checks on posts.
B. using social media management tools from services such as TweetDeck.
C. creating their own Twitter account and seeing what “followers” say on Facebook.
D. recognizing that posts are too brief to allow for a substantive mention of their brand.
E. employing outside search services such as Google and Bing.
Answer:
A technique that analyzes the relationship between total revenue and total cost to
determine profitability at various levels of output is referred to as __________.
A. break-even analysis
B. marginal analysis
C. sensitivity analysis
D. market analysis
E. tipping point analysis
Answer:
Which of the following is most likely to be an example of an unsought product?
A. iPod MP3 player
B. Lexus LS 460 luxury automobile
C. flight on American Airlines to Phoenix
D. Roget’s Thesaurus
E. Ivory soap
Answer:
If a new grocery product does not achieve a predetermined sales target, some retailers
require a penalty payment by the manufacturer to compensate them for sales that its
valuable shelf space was unable to generate. What is this type of payment called?
A. an opportunity cost charge
B. lost sales fee
C. shelf space allowance
D. product displacement fee
E. a failure fee
Answer:
Identifying the buying role of the prospect would be typically done at the __________
stage of the personal selling process.
A. prospecting
B. preapproach
C. approach
D. presentation
E. closing
Answer:
Figure 12-4
Figure 12-4 above depicts the four most common marketing channels for business
products and services. Z represents
A. consumers.
B. industrial users.
C. dual distributors.
D. agents or brokers.
E. industrial distributors.
Answer:
One disadvantage of using newspapers as an advertising medium is their __________.
A. relatively poor color reproduction
B. inability to cover local markets
C. long lead time for placing an ad
D. relatively high cost
E. lack of noise during the communication process
Answer:
A person’s consistent behaviors or responses to recurring situations is referred to as
A. motivation.
B. core values.
C. culture.
D. perception.
E. personality.
Answer:
The personal moral philosophy of utilitarianism underlies the economic tenets of
A. existentialism.
B. moral idealism.
C. communism.
D. socialism.
E. capitalism.
Answer:
When Karsh and Hagan Advertising Agency uses information found in Nielsen
Television Index Ranking Report published by Nielsen Media Research to plan
television advertising schedules for its clients, it is relying on __________ data.
A. neuromarketing
B. primary
C. internal secondary
D. observational
E. external secondary
Answer:
Concert Staging Company provides the stage, roof system, lighting and sound for
outdoor concerts and theatrical events. The number of concert and theater events
sponsored by various organizations determines how many times the company is hired to
provide its services, which often depends on consumer willingness to buy event tickets.
Demand for the services provided by Concert Staging Company is would be considered
__________.
A. derived
B. unitized
C. industrial
D. applied
E. reseller
Answer:
Figure 16-1
Based on the social media identified in Figure 16-1 above, the social media site rated
LOWEST in self-disclosure is
A. Facebook.
B. LiveJournal.
C. Wikipedia.
D. Foursquare.
E. Farmville.
Answer:
A cluster of neighborhood stores, whose composition is typically unplanned, that serves
people within a 5- to 10-mile radius is referred to as a(n)
A. suburban shopping mall.
B. strip mall.
C. mini-mart.
D. hypomarket.
E. central business district.
Answer:
At which stage of the organizational buying decision process would purchasing and
engineering personnel visit potential suppliers to assess their facilities?
A. problem recognition
B. information search
C. purchase decision
D. postpurchase behavior
E. alternative evaluation
Answer:
A demand curve graph typically appears as
A. a parabola with the apex representing the highest price that can be charged without
losing customers.
B. a diagonal line going from upper left to lower right demonstrating that as price goes
down, demand goes up.
C. an inverted parabola with the lowest point representing the lowest price that can be
charged and still meet the company’s profit objectives.
D. a diagonal line going from lower left to upper right demonstrating that as prices go
up, demand goes up proportionately.
E. two intersecting lines that identify the point at which supply and demand are exactly
the same.
Answer:
Federal, state, and local agencies that buy products and services for the constituents
they serve are referred to as
A. industrial markets.
B. reseller markets.
C. consumer markets.
D. government units.
E. global markets.
Answer:
For e-marketplaces, large companies tend to favor __________ that link them with their
network of qualified suppliers and customers.
A. centralized markets
B. decentralized markets
C. private exchanges
D. segregated markets
E. independent trading communities
Answer:
The Terrafugia Transition is a 19-foot, two-seater road-drivable, light-sport aircraft with
an anticipated price of $279,000. The most likely prospective customers for this flying
car would include
A. students who attend college at least 500 miles away from home.
B. retired seniors receiving social security.
C. executives for whom time is extremely important.
D. teens who like to try new things.
E. families in need of a second vehicle.
Answer:
To lower costs and reduce manufacturing time, Michelin has people work together on
important purchases. These people include individuals in the roles of buyers, deciders,
gatekeepers, and others, as needed. This type of cross-functional group is known as a(n)
A. purchasing committee.
B. sustainable procurement panel.
C. buying center.
D. supply partnership.
E. purchasing task force.
Answer:
__________ are items that become part of the final business product.
A. Components
B. Accessories
C. Support products
D. Production goods
E. Raw assemblies
Answer:
Members of Generation Y are idealistic and eager to get started making the world a
better place. One way they hope to achieve their goal is through __________.
A. environmental sustainability
B. political activism
C. intergenerational dialogue
D. fiscal conservatism
E. educational reform
Answer:
Five situational influences have an impact on a consumer’s purchase decision process.
They are: __________, social surroundings, physical surroundings, temporal effects,
and antecedent states.
A. competitive offerings
B. core values
C. perception
D. consumer socialization
E. purchase task
Answer:
The retail life cycle refers to
A. the distinct stages a product goes through before it becomes obsolete.
B. the process of growth and decline that retail outlets, like products, experience.
C. the cycle of a customer’s buying behavior from awareness of a product to its ultimate
purchase.
D. the relationship between the tangible aspects of a product and the types of services
that need to accompany it.
E. the traditional management changes that take place as a retail outlet grows.
Answer:
The purpose of reminder institutional advertisements is to
A. promote a specific brand’s features and benefits.
B. tell people what a company is, what it can do, and where it is located.
C. state the position of a company on an issue.
D. bring the company’s name to the attention of the target market again.
E. promote the advantages of one product class over another.
Answer:
Which of the following is an inherent weakness of publicity?
A. it has high absolute costs
B. it is difficult to receive good feedback
C. it is easily duplicated
D. there is a lack of user control over it
E. it can easily lead to promotion wars
Answer:
Advertising, sales promotion, and public relations are often said to use __________
because they are used with groups of prospective buyers.
A. cooperative selling
B. mass selling
C. customized selling
D. collection selling
E. paid selling
Answer:
The interaction rate is
A. the total number of people who are fans of the Post divided by the total number of
people in the target demographic.
B. the number of people who “like” a Post.
C. the number of people who read a Post on a Page divided by the total number of
people seeing the Post.
D. the number of people who connect with a Post divided by the total number of people
seeing the Post.
E. the number of people who visit the product website and click on at least one link.
Answer:
Figure 11-6
In Figure 11-6 above, which is a break-even chart that depicts a graphic presentation of
a break-even analysis for a picture frame store, the red (darkest) wedge ABC represents
the firm’s
A. fixed costs.
B. break-even point.
C. loss.
D. profit.
E. total revenue.
Answer:
Which of the following statements about 3M’s marketing program for Post-it Flag
Highlighters is most accurate?
A. In his first attempt, David Windorski, a 3M inventor, designed the Post-it Flag
Highlighter in exactly the right way to appeal to its target market.
B. Paralegals were initially the intended target market for the Post-it Flag Highlighter.
C. David Windorski, a 3M inventor, also developed the Post-it Flag Pen for the office
worker segment.
D. The Post-it Flag Highlighter was not successful and was deleted from the Post-it
Flag product line.
E. In development of the Post-it Flag Highlighter, David Windorski examined similar
products of 3M’s major competitors and simply made changes that would provide the
“WOW” factor.
Answer:
In a buyer-seller relationship, reciprocity refers to
A. the practice whereby a seller requires the purchaser of one product to buy another
item in the line.
B. an industrial buying practice in which two organizations, in this case a manufacturer
and a supplier, agree to purchase each other’s products and services.
C. an arrangement a manufacturer makes with a reseller to only handle its products and
not those of competitors.
D. the illegal practice of refusing to purchase a seller’s products unless the seller agrees
not to purchase that product or any similar products from any other buyer.
E. when a supplier requires a buyer purchasing some of its products to also buy others.
Answer: