The communication capabilities of Internet-enabled technologies take three forms: (1)
__________; (2) consumer-to-marketer buying and service requests; and (3)
consumer-to-consumer chat rooms, instant messaging, and social networking websites.
a. marketer-to-consumer e-mail notification
b. government-to-marketer Do Not Spam monitoring
c. phishing and spamming whistleblowing
d. marketer-to-marketer exchanges
e. web-to-web customer exchanges
Answer:
Which of the following products at the time of its introduction was the best example of
a discontinuous innovation?
a. DVD player
b. disposable lighters
c. instant light charcoal
d. liquid laundry detergent
e. automatic dishwashers
Answer:
Betty Smith operates a wedding preparation service that aids brides-to-be in the
planning of their weddings. To maintain a quality image and a standardized offering,
Betty provides extensive training for each of her employees. What unique aspect of
services is Betty trying to address?
a. impressionability
b. intangibility
c. inconsistency
d. inseparability
e. uniqueness of the service
Answer:
Which of the following is a typical example of a variable cost?
a. cost of maintaining inventory
b. rent on a building
c. executive salaries
d. insurance premiums
e. lease on delivery trucks
Answer:
Which of the following products would have a high-learning product life cycle curve?
a. electric cars
b. Fusion razors
c. fleece bikinis
d. women’s hosiery
e. vinyl dresses
Answer:
A national car rental firm targets 50 percent of its advertising to salespeople who rent a
car over 40 weeks per year. Its market is likely segmented by
a. usage.
b. benefits offered.
c. demographics.
d. geography.
e. lifestyle.
Answer:
The promotional objective of the maturity stage of the product life cycle is to
__________.
a. inform
b. persuade
c. remind
d. sway
e. convince
Answer:
Downsizing reduces the __________.
a. quality of materials without changing the price
b. product’s price along with the quality of the materials
c. package content without changing its size while maintaining or increasing the
package price
d. number of product features
e. number of product items in a product line
Answer:
The means (salesperson, advertising media, or public relations tools) of conveying a
message to a receiver during the communication process is referred to as the
__________.
a. channel of communication
b. information corridor
c. communications highway
d. information pathway
e. information channel
Answer:
MachineTools.com sells grinders, boring mills, and engine lathes. Its website lists
products from over 700 machinery manufacturers, 2,500 distributors of new equipment,
and 650 dealers of used inventory for sale. MachineTools.com relies on a
well-established channel of manufacturers, distributors, and machinery dealers to
provide the merchandise that is sold through this
a. Internet government channel.
b. virtual marketing channel.
c. World Wide Web channel.
d. extranet channel.
e. electronic marketing channel.
Answer:
In the VALS framework, two segments stand apart based on their abundance or lack of
psychological, physical, and material __________.
a. ideals
b. rewards
c. self-expression
d. achievement
e. resources
Answer:
An aspiration group is one
a. to which a person belongs, including fraternities and social clubs.
b. that a person wishes to be a member of or wishes to be identified with.
c. that a person wishes to maintain a distance from because of differences in values or
behaviors.
d. that a person knows he or she can never really fit into because of basic cultural
differences.
e. that a person feels is significantly above him or her in terms of socioeconomics.
Answer:
During which stage of the retail life cycle do companies establish multiple outlets?
a. decline
b. maturity
c. accelerated development
d. introduction
e. early growth
Answer:
The actions taken in a situation (SWOT) analysis or Step 1 of the planning phase
include: (1) __________, (2) analyze competitors, (3) assess own company, and (4)
research customers.
a. set market and product goals
b. select target markets
c. find points of difference
d. position the product
e. identify industry trends
Answer:
During Super Bowl weekend, Pepsi introduces a new brand of soft drink. On that same
weekend, Coca-Cola offers a buy one, get one free promotion to make Pepsi’s new
product introduction more difficult. Which type of sales promotion is Coca-Cola using?
a. a deal
b. a contest
c. a premium
d. a rebate
e. a sample
Answer:
The 3M company stopped production of a chemical it had made for over 40 years when
tests showed the chemical could be harmful in large doses, even though the products in
which it was used had no known harmful health or environmental effect. This is an
example of
a. individualism.
b. utilitarianism.
c. existentialism.
d. moral idealism.
e. socialism.
Answer:
Figure 1.
In Figure 1. shown above, SBUs found in quadrant “C” would be called __________.
a. cash cows
b. stars
c. question marks
d. dogs
e. hedgehogs
Answer:
Which of the following statements best defines consumer needs and wants?
a. Needs are far more influential than wants with respect to marketing decision making.
b. Wants affect marketing decisions primarily for planned purchases while needs affect
marketing decisions primarily for impulse purchases.
c. Wants occur when a person feels deprived of basic necessities such as food, clothing,
and shelter while needs are determined by a person’s knowledge, culture, or personality.
d. Needs occur when a person feels deprived of basic necessities such as food, clothing,
and shelter while wants are determined by a person’s knowledge, culture, or personality.
e. Needs and wants are exactly the same.
Answer:
Merchant wholesalers are independently owned firms that __________ the merchandise
they handle.
a. take title to
b. broker
c. act as agents for
d. break bulk and repackage
e. do not deliver
Answer:
A fixed amount of money paid for every 1,000 times an ad loads and a visitor might see
it is referred to as
a. negotiated cost.
b. cost per thousand.
c. cost per action.
d. cost per click.
e. fixed cost.
Answer:
Some singers sing a great song that shoots to the top of the charts. The singers then go
on tour and have sold-out concerts everywhere they appear. Just as quickly (particularly
if they are unable to follow their first hit song with a second one), they are singing in
half-filled concert halls, then smaller clubs, and eventually no one wants to hear them
perform. Such “one-hit wonder” singers are best categorized as being __________
products (or services).
a. fad
b. low-learning
c. fashion
d. generalized
e. high-learning
Answer:
The new-product process an organization goes through to identify business
opportunities and convert them into salable products or services contains
a. three main steps: research, production, and distribution.
b. four distinct steps: research, evaluation, production, and distribution.
c. five key phases ranging from idea generation to creating the first prototype.
d. seven stages from new product strategy development to commercialization.
e. three phases: planning, implementation, and evaluation.
Answer:
Figure 1.
Figure 1. above shows the market-product grid for a Wendy’s restaurant next to a large
urban university campus after you”ve chosen the market segments to target and the
product groupings to offer based on the market size estimates. The next step is to
develop a simple marketing action to reach a target market. Assume students who live
in dormitories or apartments on or near the campus cannot use student parking lots.
Placing flyers under windshield wipers of cars parked in student parking lots on
weekdays between 7:00 AM and 4:00 PM that offer a $2 off coupon on any meal during
the fall quarter would be especially targeted at potential
a. faculty customers.
b. staff customers.
c. day commuter customers.
d. night commuter customers.
e. nonstudent customers.
Answer:
Services such as restaurants and child care are evaluated on __________ properties.
a. search
b. form
c. experience
d. credence
e. performance
Answer:
Basing-point pricing refers to
a. selecting a single geographical location from which the list price for products plus
freight expenses are charged to the seller.
b. selecting one or more geographical locations from which the list price for products
plus freight expenses are charged to the seller.
c. having all buyers pay the same delivered price for the products, regardless of their
distance from the seller.
d. a firm dividing a selling territory into geographic areas or zones and charging the
same delivered price to all buyers within the same zone, but charging different prices in
different zones depending on distance from the factory or warehouse.
e. selecting one or more geographical locations from which the list price for products
plus freight expenses are charged to the buyer.
Answer:
TransWave International is a small company that has developed a system that uses the
Internet and patented electronic sensors as an early-warning device for pipeline leaks.
Pipeline safety is becoming a big issue in the U.S. as more natural gas lines are located
near population centers. The timing is right for this company to be extremely
successful, but it must use __________ advertising so oil companies will know of its
product’s existence.
a. reminder
b. competitive
c. pioneering
d. institutional
e. objective
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:
General Motors uses a(n) _________, whereby the company license dealers in North
America to sell GM automobiles subject to various sales and service conditions.
a. service-sponsored producer franchise system
b. service-sponsored retail franchise system
c. manufacturer-sponsored wholesale franchise system
d. manufacturer-sponsored retail franchise system
e. administered vertical marketing system
Answer:
Figure 1.
The product life cycle shown in “B” in Figure 1. above is an example of a __________
product.
a. high-learning
b. fashion
c. low-learning
d. fad
e. generalized
Answer:
Which of the following statements about African American buying patterns is most
accurate?
a. African Americans spend more on products for girls, especially in terms of clothing.
b. There are significant differences between the buying patterns of African Americans
and Caucasians of similar socioeconomic status.
c. African Americans are not price conscious but are strongly motivated by quality and
choice.
d. Adult African Americans spend half as much on online services than Caucasians.
e. When socioeconomic status differences between African Americans and Caucasians
are removed, there are more similarities than points of difference.
Answer:
An intermediary who sells to consumers is referred to as a(n) __________.
a. agent
b. broker
c. retailer
d. wholesaler
e. distributor
Answer:
Airlines, hotels, and car rental firms engage in _________ by varying prices based on
time, day, week, or season to match supply and demand.
a. skimming pricing
b. yield management pricing
c. bundle pricing
d. target pricing
e. prestige pricing
Answer:
It is estimated that the average cost of a single field sales call on a business customer is
about __________, factoring in salespeople compensation, benefits, and
travel-and-entertainment expenses.
a. $150
b. $250
c. $300
d. $350
e. $400
Answer:
The process of reclaiming recyclable and reusable materials, returns, and reworks from
the point-of-consumption or use for repair, remanufacturing, redistribution, or disposal
is referred to as
a. salvage marketing.
b. materials transformation.
c. reverse materials handling.
d. reverse logistics.
e. cause-related marketing.
Answer:
Once the data has been collected and analyzed, it must be presented in a clear concise
form. Explain how marketing dashboards can help in this process.
Answer:
Explain what a planning gap is and what is used to close it.
Answer:
What are the eight marketing reasons for new-product failures?
Answer:
Describe the concept of diffusion of innovation. Identify and describe the category and
incidence in the population for each product adopter.
Answer:
What is the difference between line and staff positions in a marketing organization?
Answer:
Briefly explain what a marketing “driver” is. Give three examples.
Answer:
Why is it a wise idea for global marketers use back translation? Provide an example to
support your answer.
Answer:
In addition to consumers, what other people, groups, and environmental forces interact
to affect an organization’s marketing activities?
Answer:
Which of the following does Lindsey Smith list as one of the ingredients necessary for a
successful sales career?
a. education
b. good looks
c. integrity
d. technical proficiency
e. networking
Answer:
What is a marketing channel? Define each of the four types of marketing channels.
Answer:
List the three phases of the strategic marketing process and the output report for each.
Answer:
Explain the difference between a market and a target market. Provide a specific
example of each.
Answer:
Define and explain the importance of the eight-second rule.
Answer:
Why can”t a marketing manager’s decision-making process stop when he or she has
chosen the best alternative to solving a problem?
Answer:
Imagine you have the sole marketing rights to a new herbal shampoo that stops hair loss
and actually causes new hair growth. You plan to sell your product on an Internet
website, which you will advertise on late night television. You are also hoping to obtain
free publicity to place stories in men’s fashion magazines. You are planning to sell
online a 15-ounce bottle for $24.99 plus $7.99 shipping and handling. Using the
information provided, identify each element of your marketing mix.
Answer:
Explain what a market-product grid is and how it is used.
Answer: