DiGiorno rising crust pizza has been available in the freezer sections of supermarkets
for quite a while. The product’s recent introduction of a DiGiorno cheese stuffed crust
to its line of pizzas is an example of __________.
a. a market-product grid
b. diversification
c. market modification
d. product class extension
e. product modification
Answer:
Sales promotions that require participants to submit some kind of entry form but are
purely games of chance requiring no analytical or creative effort by the consumer are
referred to as
a. premiums.
b. rebates.
c. deals.
d. contests.
e. sweepstakes.
Answer:
Hillside coffee comes in single-serving, self-heating containers. Not only is this of
benefit to people on the go, it is a popular product with people in areas prone to
hurricanes or blizzards, because they can still have hot coffee when there is no
electricity. This demonstrates which benefit of good packaging?
a. communication benefit
b. perceptual benefit
c. financial benefit
d. societal benefit
e. functional benefit
Answer:
What is the term for a firm selling a product in a foreign country below its domestic
price or below its actual cost?
a. dumping
b. surplus marketing
c. second-market pricing
d. channeling
e. entrepreneurial pricing
Answer:
Pulse scheduling would most likely be used for advertising __________.
a. bathroom cleaner
b. breakfast cereal
c. socks
d. motor oil
e. long-stemmed roses
Answer:
Among the three racial/ethnic subcultures in the United States, African Americans rank
__________ in terms of spending power.
a. largest
b. second largest
c. third largest
d. equal with Hispanics
e. equal with Asian Americans
Answer:
The range of offerings from the tangible to the intangible or product-dominant to
service-dominant is referred to as the
a. product continuum.
b. service continuum.
c. tangibility line.
d. inseparability span.
e. customer contact audit.
Answer:
Newspaper readership has significantly declined in recent years. Not only are
traditional newspapers losing subscribers, they are also losing advertisers. To combat
these trends, many newspaper publishers now offer online versions of their printed
newspapers. This is MOST LIKELY an example of
a. a reaction to a growing economy.
b. a trend that will soon reverse itself because most consumers want a printed
newspaper to read during breakfast, on the bus to work, etc.
c. a technological environmental force that restricts the marketing opportunities of
newspaper publishers.
d. a social environmental force as a result of changing consumer preferences for
information delivered online.
e. a response to an increase in government regulation.
Answer:
The key objective of a pioneering ad is to
a. promote a specific brand’s features and benefits.
b. show one brand’s strengths relative to those of competitors.
c. inform the target market.
d. reinforce previous knowledge of a product.
e. promote the advantages of one product class over another.
Answer:
Retailing’s economic value is represented by the people employed in retailing as well as
by
a. the price asked for any one item.
b. the cost of goods sold.
c. the net return on capital.
d. annual sales of retailers.
e. the elimination of global boundaries.
Answer:
Figure 1.
According to Figure 1. above, “A” represents which dimension of service quality?
a. reliability
b. tangibility (tangibles)
c. responsiveness
d. assurance
e. empathy
Answer:
Based on the Fisher-Price Chatter Telephone example in the textbook, if a measure of
success is “playtime” for a particular telephone design, what would be an example of a
possible marketing action if the results of observation were “Children spent more time
playing with new design?”
a. continue with the old design; don”t introduce the new design
b. introduce the new design; drop the old design
c. introduce the new design; but add some new features
d. mine the data further for children reactions; take no action
e. add digital dashboards to analyze reactions to the new design; add some new features
Answer:
Global consumers refer to
a. all potential consumers for any and all products or services regardless of cultural,
ethnic, or national origins.
b. customers within a nation who consider the entire globe a single marketplace.
c. consumer groups living in many countries or regions of the world who have similar
needs or seek similar features and benefits from products or services.
d. consumer groups living in many countries or regions of the world that have similar
needs but seek customized features and benefits from products or services that reflect
their individual cultures.
e. multinational organizations whose products incorporate raw materials, assembly, and
distribution contributions from multiple nations before they are marketed.
Answer:
Services refer to
a. the tangible activities or benefits that an organization provides to satisfy consumers’
needs in exchange for money or something else of value.
b. the intangible activities or benefits that an organization provides to satisfy consumers’
needs in exchange for money or something else of value.
c. the activities provided to complement a tangible good, such as technical support for a
computer.
d. any activity required for the production of a good that cannot be completed
“in-house” and must be outsourced to another firm.
e. the human (nonmechanical) component that is part of the manufacturing process.
Answer:
Electronic marketing channels refer to
a. the employment of the Internet to make products and services available for
consumption or use by consumers or industrial buyers.
b. a firm’s computer driven inventory management through an entirely mechanized
warehousing system.
c. intranet systems linking all aspects of production within a single firm.
d. manufacturers that specialize in the creation and production of microprocessors used
in industrial markets.
e. the name given to all Internet addresses that end in “.com” to indicate the website is a
commercial entity that distributes goods and services.
Answer:
All of the following are examples of direct marketing tools EXCEPT:
a. e-mail solicitations
b. telephone solicitations
c. Groupon
d. catalogs
e. direct response ads on TV
Answer:
Individuals can choose to purchase Microsoft stand-alone software packages, such as
the Home and Student versions of Word, Excel, and PowerPoint, for $119.99 each.
However, they may choose to purchase the Office Home and Student 2010 suite, which
has all of these applications in the same package, for a price of $149.99. Microsoft is
using a __________ pricing strategy.
a. penetration
b. prestige
c. bundle
d. odd-even
e. standard mark-up
Answer:
Fresh-cut flowers that only used to be available from florists can now be purchased at
neighborhood supermarkets. This is an example of __________.
a. dysfunctional competition
b. mixed-line merchandising
c. multi-product marketing
d. intertype competition
e. dual distribution
Answer:
A social audit refers to
a. a systematic assessment of a firm’s compliance to fair hiring practices and
commitment to diversity.
b. a company-wide assessment of employees at all levels to determine the compliance
to the organization’s code of ethics.
c. conducting business in a way that protects the natural environment while making
economic progress.
d. a systematic assessment of a firm’s objectives, strategies, and performance in terms
of social responsibility.
e. the ability to understand one’s own emotions and the emotions of people with whom
one interacts on a daily basis.
Answer:
The tendency to pay attention to messages consistent with one’s attitudes and beliefs
and to ignore messages that are inconsistent is referred to as
a. selective retention.
b. selective comprehension.
c. selective exposure.
d. selective perception.
e. stimulus discrimination.
Answer:
Creative Quilts Studio sells hundreds of colors and types of fabric and thread. To price
its inventory, the owners add 50 percent to the cost of each bolt of fabric and every
spool of thread. What is this pricing approach called?
a. target return-on-sales pricing
b. flexible pricing
c. cost-plus pricing
d. standard markup pricing
e. customary pricing
Answer:
In terms of the online customer experience, context refers to
a. the ability of a website to modify itself to, or be modified by, each individual user.
b. a website’s aesthetic appeal and functional look and feel reflected in site layout and
visual design.
c. the website’s ability to conduct sales transactions for products and services.
d. a patented feature that allows users to order products with a single mouse click.
e. the dialogue that unfolds between the website and its users.
Answer:
When microwave ovens were in the introduction stage of their product life cycle, some
consumers were willing to pay exorbitant prices for these innovative ovens. Taking
advantage of this strong consumer desire, marketers set the price for microwave ovens
at the highest initial price possible. Marketers of microwave ovens used a __________
pricing strategy.
a. skimming
b. penetration
c. prestige
d. price lining
e. bundle
Answer:
Mile High Frozen Foods is a distributor for McDonalds. It also bakes the buns used by
McDonalds in several states. It purchases flour, yeast, and sesame seeds, manufactures
the buns, and then ships them to McDonalds’ stores. Mile High Frozen Foods is
operating in a(n) __________ market.
a. consumer
b. government
c. industrial
d. service
e. reseller
Answer:
All of the following tactics are used to generate leads EXCEPT __________.
a. cold canvassing
b. suggestive selling
c. toll-free numbers
d. coupons
e. trade shows
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:
Several hospitals placed signs on the inside door of ladies’ bathroom stalls encouraging
women to seek help if they are being abused. The signs included information and
contact numbers for immediate help. This is an example of __________.
a. remote media
b. social network advertising
c. place-based media
d. advocacy advertising
e. cooperative advertising
Answer:
The founder of Starbucks, Howard Schultz, provides health care for all employees who
work over 20 hours per week. He says “the companies that are doing the right thing by
covering their employees [with health care coverage] are paying for the companies who
don”t do the right thing.” This is an example of one of Starbucks’ __________ goals.
a. profit
b. market share
c. employee welfare
d. customer satisfaction
e. sales
Answer:
A recent study of business executives reported that __________ had been implicitly or
explicitly rewarded for engaging in ethically troubling behavior.
a. 7%
b. 12%
c. 25%
d. 40%
e. 62%
Answer:
When producers and ultimate consumers deal with each other one-on-one, it is referred
to as a(n)
a. strategic channel alliance.
b. marketing channel.
c. direct channel.
d. indirect channel.
e. dual distribution channel.
Answer:
To ensure the Breathe Right brand continues to meet growth expectations, CNS uses a
three-stage approach to penetrate and develop new markets: (1) explore/test the
concept; (2) establish the product; and (3) __________.
a. manage the product
b. benchmark the product
c. analyze market trends
d. perform cross-cultural analysis
e. assess political and regulatory requirements
Answer:
The __________ and the Justice Department monitor channel practices that restrain
competition, create monopolies, or otherwise represent unfair methods of competition
under the provisions of the Clayton Act or the Sherman Act.
a. Consumer Product Safety Commission
b. Better Business Bureau
c. Federal Trade Commission
d. American Marketing Association
e. Department of Commerce
Answer:
The competitive market situation in which one seller sets the price for a unique product
is referred to as
a. a pure monopoly.
b. an oligopoly.
c. monopolistic competition.
d. pure competition.
e. monopolistic oligopoly.
Answer:
A blog is a
a. business-oriented website that lets users create profiles for professional networking.
b. unique type of Internet browser where search results are personalized for each user.
c. web page that serves as a publicly accessible personal journal and online forum for
an individual or organization.
d. website where users create a personal profile, add “friends,” and exchange messages
and photos with them.
e. website whose content is created and edited by the ongoing collaboration of end
users.
Answer: