Most people recognize Butterball as a brand of turkey, but Butterball brand is also
found on fresh turkey breast cuts, turkey sausages, and ground turkey; lunchmeat cold
cuts; fresh marinated bone-in, boneless, and whole chicken; frozen chicken products;
and Butterball stuffing and gravy mixes. Butterball uses:
a. dealer branding
b. brand grouping
c. family branding
d. generic branding
e. co-branding
Answer:
Digital distribution is a distribution technique that includes any kind of product or
service that can be distributed electronically.
a. True
b. False
Answer:
CollegeEntertainers
Most colleges and universities have a campus activity board that brings entertainers and
special events to campuses. To locate and hire these entertainers, many campuses send
their student activity board members to one of the seven regional conventions or the
National Association of Campus Activities (NACA) convention. More than 100
entertainers, talent agencies, and companies that provide promotional services exhibit
their products at these conventions in an area similar to a trade show. (Conference
attendees call this the Marketplace.) Approximately 20 entertainers are selected to
present a short program (called a showcase) in which they demonstrate what they would
do if hired to perform on campus. Many other entertainers have videos and CDs, which
they hand out to student attendees. Only one or two members of any student group can
actually set up a contractual agreement with an entertainer or his or her agency. Other
student attendees provide input as to which entertainers best match the demographics of
their institutions.
Refer to College Entertainers. Every time a talent agency or entertainer exchanges
information with an activity board representative at the NACA conventionfor example,
through a showcasehe or she can claim a successful with that representative.
a. interface
b. countertrade
c. campaign
d. interaction
e. countertrade
Answer:
A segmentation plan must produce segments that are accessiblethat is, the firm must be
able to reach members
of targeted segments with customized marketing mixes.
a. True
b. False
Answer:
A strategic alliance exists when one party has confidence in another firm’s reliability
and integrity.
a. True
b. False
Answer:
GrizzlyWatching
Have you ever wanted to spend your vacation up close and personal with a grizzly
bear? Great Bear Nature Tours is one of the many lodges that provide such a service.
Great Bear, located in British Columbia, is actually a lodge built on a floating barge.
The lodge can handle up to ten guests in what the WallStreet Journal calls rustic but
upscale accommodations in double rooms that begin at a rate of $1,418 per night,
including bear-watching tours. Although bear hunting still brings tourists to Canada,
bear watching is a growing attraction. On a bear-watching tour, the guide, who is often
unarmed, will take you close enough to get a good view of a grizzly in the wild. In fact,
one of the favorite tours allows you to watch bears swipe at salmon as they swim
upstream to spawning grounds. While bear watching sounds dangerous, bear attacks are
not common. However, just to be careful, many tour guides carry pepper spray. Tour
guides say they are able to keep tour members safe by watching the bears and reading
their body movements.
Refer to Grizzly Watching. The bear-watching vacation experience can vary greatly
depending on many factors, including the lodge itself and the tour guide. For example,
lodging can run from a “rustic” room with little more than a bed to a plush room with
all the modern amenities. This is an example of the characteristic of services.
a. intangible.
b. inseparable.
c. heterogeneous.
d. perishable.
e. homogeneous.
Answer:
The majority of Americans today define themselves as middle class, regardless of their
actual income or educational attainment.
a. True
b. False
Answer:
The difference between a traditional focus group and an online focus group is that there
is no moderator in the online group like there is in a traditional group.
a. True
b. False
Answer:
Many businesses have found that it is more expensive to hang on to the customers they
have than to focus only on attracting new ones.
a. True
b. False
Answer:
Suppose an advertising agency develops logos for its clients. It charges $10,000 per
logo””whether the team that’s working on the logo takes 30 minutes or days to design
the logo. Agency management explain that clients pay for the agency’s expertise and
creativity, not the amount of time it literally takes to develop a logo. This pricing
approach is known as:
a. professional services pricing.
b. potential (or base) pricing.
c. price maintenance.
d. psychological pricing.
e. flexible (or variable) pricing.
Answer:
Consumers are required to pay consumer fees because businesses allegedly:
a. will sell more if the consumer is unaware of the actual costs.
b. suffer an irrevocable revenue loss.
c. are required by the federal government to charge this fee.
d. avoid additional transactional costs when purchase agreements are violated.
e. incur greater fixed costs as a result of the purchase agreement violation.
Answer:
Treating employees as customers and developing systems and benefits that satisfy their
needs is known as ____ marketing.
a. organizational quality
b. relationship
c. internal
d. job-faceted
e. job-satisfaction
Answer:
Consumers described as laggards tend to rely on group norms when deciding to adopt
an innovation.
a. True
b. False
Answer:
GM uses blogging to communicate with customers online. GM’s vice chairman Bob
Lutzan auto industry veteran and the company’s director of product developmentbegan
an online journal about the company in 2005. Once readers realized it really was Lutz
and not an advertising ploy, they quickly warmed to the idea and appreciated his candid
comments about GM and its competition. This is an example of:
a. a blog.
b. an interactive podcast.
c. narrowcasting.
d. social media.
e. answers A and D.
Answer:
WataniyaMobile
Wataniya Mobile is offering cellular service in the Palestinian territories. It is only the
second cell phone carrier in the region and is significant because it is owned by foreign
companies and investors like the Qatari royal family and the Palestine Investment Fund.
The new service is aimed at increasing cell phone penetration, which is only 35 percent,
in this economically challenged area. It has not been easy for Wataniya, though. It took
two years to gain the required license from Israel, which controls the Palestinian
territories’ airwaves and bandwidth required for the service. Even though Wataniya is
allowed bandwidth, it has only received 3.8 megahertz of bandwidth from Israel, which
is not enough for it to offer 3G mobile services that enable Web browsing and e-mail.
Refer to Wataniya Mobile. In which stage of globalization is Wataniya Mobile?
a. Stage one
b. Stage two
c. Stage three
d. Stage four
e. Stage five
Answer:
Which of the following statements about buying centers is true?
a. The most efficient buying centers have no more than five members.
b. No one individual should assume more than two buying center roles.
c. Buying centers are clearly labeled on all organizational charts.
d. Complex purchase situations usually have fewer people involved in the buying center
than less complex purchases.
e. Membership and influence in a buying center vary from company to company.
Answer:
In 2008, United Airlines and American Airlines disclosed settlements in a class-action
lawsuit over allegations of airfreight price fixing. This means the companies:
a. tried to charge fees for airfreight that were below costs.
b. charged customers different amounts for the same shipments.
c. agreed on the price they would charge customers for airfreight.
d. used uniform geographic pricing.
e. created an artificial demand for shipping.
Answer:
In which of the following countries is Procter & Gamble MOST likely to sell razor
blades using a penetration pricing strategy?
a. the United States
b. France
c. Bangladesh
d. Japan
e. Canada
Answer:
Consumers sometimes prefer two-part pricing because:
a. prices are often perceived as quality indicators.
b. consumers like to be in control of costs.
c. consumers are uncertain about the number and types of activities they might use at
places like an amusement park.
d. consumers prefer a limited number of choices.
e. prices have little or no psychological influence on most consumers.
Answer:
When the local Shell station raises or lowers its prices on its gasoline, the Marathon
station across the street makes the same changes in its pricing. This is an example of
_____pricing.
a. status quo
b. target return
c. market share
d. predatory
e. cost-plus
Answer:
Supply chain management is a key means of differentiation for a firm and a critical
component in marketing and corporate strategy.
a. True
b. False
Answer:
Kraft Foods plans to tailor different ads for different neighborhoods in the same region.
For example, viewers watching a cable show in a Hispanic neighborhood in Chicago
would see different ads during the same commercial breaks as nonHispanics living in a
different neighborhood. Kraft’s strategy best exemplifies _____ segmentation.
a. sociocultural
b. lifestyle
c. cluster benefit
d. geodemographic
e. systematic geographic
Answer:
All of the following are benefits of supply chain management EXCEPT:
a. increased flexibility of supply chain activities.
b. improved customer service.
c. reduced supply chain costs.
d. decreased cash flow.
e. decreased inventory.
Answer:
Which of the following statements about reference groups is true?
a. Reference groups stimulate, but do not constrain, consumption behavior.
b. Reference groups have strong influence on all brands and product purchases.
c. A person can only belong to one reference group.
d. Reference groups serve as information sources and influence perceptions.
e. Understanding reference groups has not been helpful to marketers.
Answer:
A $1-off coupon for Carnation Instant Breakfast powder is a form of:
a. public relations.
b. sales promotion.
c. personal selling.
d. Advertising.
e. Publicity.
Answer:
Amtrak
Amtrak is taking the gloves off in advertisements and belittling its major competition,
which is airline shuttles. Amtrak’s new name for its Metroliner is The Smart Shuttle.
Gone are ads that were inwardly directed and sold the Metroliner on its leisurely pace.
In their place are ads showing rapid shots of the sleek train and business executives
conducting nononsense meetings “eyeballtoeyeball.” The campaign, which includes
television, radio, print, billboards, and posters in commuter railroad cars, targets
business travelers, who, Amtrak says, incorrectly believes the train takes far longer than
the airplane to travel between two cities. One television spot opens with a shot of
airplanes stacked up in a tarmac traffic jam. Another shows a business traveler
lumbering into the airport during a snowstorm. The announcer says, “Schedule a
meeting. Take the shuttle. Then cross your fingers.” The poor soul looks up at the
departure board and sees a row of “Canceled” signs. The announcer continues,
“Schedule a meeting. Take the Metroliner. Then cross your legs.”
Refer to Amtrak. Amtrak’s campaign stresses that the Metroliner is more comfortable
and more likely to be on time and run in inclement weather. The promotional campaign
focuses on Amtrak’s:
a. superior skill set
b. special feature
c. tactical strategy
d. differential parity
e. competitive advantage
Answer:
DuPont has an advertisement that shows police officers describing how they were shot
at close range in the line of duty. The advertisement explains that the lives of these
public servants were saved by Kevlar bullet-proof vests and that Kevlar was invented
by DuPont. This is an example of _____ advertising.
a. publicity
b. attribute
c. image
d. pioneering
e. institutional
Answer:
A ____ is defined as a unique aspect of an organization that causes target consumers to
patronize that firm rather than competitors.
a. comparative differentiation
b. competitive advantage
c. marketing mix
d. special benefit
e. promotional plan
Answer:
Which criterion of useable market segments means the firm must be able to reach
members of targeted segments with customized marketing mixes?
a. Substantiality
b. Identifiability and measurability
c. Accessibility
d. Responsiveness
e. Reliability
Answer:
Japanese law prohibits the storage of more than 50 pounds of explosive at any single
site in the nation. Every night, Universal Studios Japan hosts a fireworks display. The
theme park recently came under government investigation when allegations were made
that the park was detonating more than 50 pounds of explosives in its nightly fireworks
displays. If the allegations are true, in terms of the pyramid of corporate social
responsibility, then Universal Studios Japan is not operating at a(n) _____ responsibility
level.
a. legal
b. philanthropic
c. ethical
d. economic
e. cultural
Answer: