When you register your telephone number with the National Do Not Call Registry, you
are responding to a need for
A. privacy.
B. enhanced information flow.
C. lower phone bills.
D. marketing contact.
E. tactical communication skills.
Answer:
The “Milk Life” advertising campaign, designed to increase consumption of milk, was
intended to help market a(n)
A. service.
B. firm.
C. industry.
D. organization.
E. specific product.
Answer:
Yolanda is the new restaurant manager in a major hotel. When considering changes in
the restaurant that will increase value to customers, Yolanda will likely attempt to either
provide the same quality at a lower cost or
A. improve products and services at the same cost.
B. increase prices to increase revenue.
C. offset higher hotel rates with lower restaurant prices.
D. reduce customer expectations through reduced service.
E. lower the quality and the price.
Answer:
Suppose that you are the vice president of marketing for Target, the large retail store
chain. You want to keep your website and in-store services current with technological
advances. You would be experimenting with what is most likely the next expected
development in mobile technology, which is
A. wireless payments from mobile devices.
B. location-based social media applications.
C. mobile devices completely replacing desktop and laptop computers.
D. devices that block smartphone usage in retail stores.
E. RFID tags.
Answer:
Generally speaking, all advertising messages are designed to
A. meet the needs of society.
B. inform, persuade, or remind customers.
C. comply with FCC rules combined with FTC antitrust regulations.
D. entertain or apprise.
E. match production scheduling with consumer demand.
Answer:
Stuart wanted to impress Janet with the perfect engagement ring. He had been saving
money for months, and he noticed his attitudes and perceptions about diamond rings
changing as he began paying attention to ads for rings. Marketers call this process
A. consumer confidence building.
B. self-actualization.
C. a decision rule.
D. reducing prepurchase dissonance.
E. learning.
Answer:
Which of the following is not one of the activities carried on in a distribution center?
A. coordinating inbound transportation
B. receiving, checking, storing, and cross-docking merchandise
C. distributing paychecks and paystubs for retail employees
D. getting merchandise floor ready
E. coordinating outbound transportation
Answer:
Traditionally, retailers treated all their customers ________, but today, successful
retailers ________.
A. based on demographics; treat customers based on share of wallet
B. based on share of wallet; treat all customers identically
C. identically; base customer attention on demographics
D. based on demographics; provide more value to mobile commerce customers
E. identically; provide more value to their best customers
Answer:
Sometimes consumers have second thoughts after buying goods that are expensive,
infrequently purchased, or associated with a high level of risk. This is an especially
critical time for marketers, as their customers are dealing with
A. criteria reevaluation.
B. buyer’s remorse.
C. competitive leverage.
D. purchase uncertainty.
E. consumer vulnerability.
Answer:
Which of the following apps would help consumers fulfill their “need to accomplish”?
A. Vine
B. Google Calendar
C. Flipboard
D. MyFitnessPal
E. SkyMap
Answer:
Marketers can take advantage of the variable nature of services by
A. merging services with products.
B. customizing services to meet customers’ needs.
C. offering to expedite intangibles.
D. expanding the standards gap.
E. using strict standardization.
Answer:
Cheryl will let only Martin cut her hair. She has tried other stylists, but she knows from
experience that Martin cuts her hair well every time. For Cheryl, __________ is the
most important of the five service quality dimensions.
A. assurance
B. reliability
C. tangibles
D. responsiveness
E. empathy
Answer:
Which element of the marketing mix is most relevant to the activity “delivering value”?
A. promotion
B. purchasing
C. product
D. price
E. place
Answer:
Ironically, while the leaders of Enron Corporation were manipulating the company’s
finances for their personal benefit, the company was a major donor to Houston area
charities. Enron had unethical business practices, but was also
A. practicing marketing ethics.
B. falsifying the company’s finances through charitable donations.
C. creating a local ethical business climate.
D. demonstrating corporate social responsibility.
E. manipulating the public sentiment for its own benefit.
Answer:
Brian is struggling with the choice of publishing his new book, How to Cook Polish
Barbeque, as an e-book or a paperback. Brian is addressing which core marketing
aspect?
A. developing a promotional plan
B. managing the exchange function of marketing
C. making product decisions
D. deciding where and how to sell the product
E. pricing the product
Answer:
Brand __________ is the set of assets and liabilities linked to a brand that add to or
subtract from the value provided by the product or service.
A. positioning
B. licensing
C. association
D. equity
E. solvency
Answer:
Anne’s Pita Bread Chips offers free POP (point-of-purchase) displays to retailers
ordering its product. Anne’s is using a __________ strategy.
A. pull
B. puffery
C. publicity
D. push
E. posttesting
Answer:
A(n) __________ is a supply chain whose members act like a unified system.
A. vertical marketing system
B. independent marketing system
C. concentrated marketing system
D. conventional marketing system
E. strategic marketing system
Answer:
Subway is a large chain of franchise sandwich shops. Marcia owns three Subway stores
in a large city. At the end of the year, she notes that sales rose from 2 to 5 percent over
last year’s sales at Stores 1 and 2, but fell 2 percent at Store 3. Based on this
information, which of the following is the best course of action as to how Marcia
should reward (or punish) her store managers?
A. She should give bonuses to the managers of Stores 1 and 2, and put the Store 3
manager on probation.
B. She should ignore the sales data; they are not an appropriate marketing metric.
C. She should give each manager a raise, tied to the store results.
D. She should review at least 10 years of sales data about her stores’ performance
before making a decision.
E. She should seek more information about why the stores had different results before
making a decision.
Answer:
Domestic firms developing a global entry strategy might consider franchising; however,
the disadvantages need to be considered. Which of these is not a disadvantage of
franchising?
A. The franchisor has limited ability to ensure that foreign operations follow all the
concepts and ideas that made the firm successful domestically.
B. The franchisee might end up becoming a competitor.
C. Franchising limits profit potential, since profits will have to be split with the
franchisee.
D. Franchising is the riskiest way to enter a foreign market.
E. All of these are disadvantages a firm must consider.
Answer:
Generally, firms entering foreign markets begin with
A. less risky strategies first.
B. direct investment.
C. importing.
D. decentralized production.
E. the riskiest, but most profitable endeavor.
Answer:
________ are free to download, but place ads on the screen when using the program to
generate revenue.
A. Ad-supported apps
B. Freemium apps
C. In-app purchases
D. Paid apps
E. Paid apps with in-app purchases
Answer:
__________ attributes are product or service features that are important to buyers and
that are used to differentiate among choices.
A. Retrieval
B. Financial
C. Social
D. Determinant
E. Safety/performance
Answer:
The saying “leaving money on the table” is associated with
A. a price skimming strategy that forces consumers to choose between products.
B. a market penetration strategy when there is an opportunity for price skimming.
C. vertical price fixing in markets where horizontal price fixing would be more
appropriate.
D. a predatory pricing strategy that results in excessive seasonal discounts.
E. loss leader pricing that drives consumers to competitors’ products.
Answer:
When a business buyer decides to change specifications such as quality or options
associated with products purchased in the past, the buyer is engaged in a(n)
__________ situation.
A. new buy
B. modified rebuy
C. straight rebuy
D. adapted buy
E. side-by-side
Answer:
Which of the following is not one of the four product life cycle stages?
A. introduction
B. stagnation
C. maturity
D. growth
E. decline
Answer:
When a company launches a new product line with an existing brand name, this is
known as
A. a brand extension.
B. a line extension.
C. a multi-brand.
D. a new brand.
E. co-branding.
Answer:
The buying center for USF Corporation is in the process of discussing price, quality,
and delivery schedules with potential suppliers. They are in the __________ stage of
the business-to-business buying process.
A. vendor negotiation
B. product specification
C. need recognition
D. vendor performance assessment
E. RFP
Answer:
Whether they like them or not, most U.S. automobile customers are familiar with and
have an opinion about American-made cars. This familiarity makes it easier for
consumers to
A. meet their self-actualization needs.
B. make purchase decisions.
C. consider repositioning their opinions.
D. pursue generic alternatives.
E. negotiate discounts.
Answer:
Upscale men’s and women’s clothing stores, like Nordstrom, Neiman Marcus, or Saks
Fifth Avenue, are more likely to appeal to consumers’ __________ needs.
A. functional
B. postpurchase
C. safety
D. psychological
E. situational
Answer:
__________ is an extreme form of a targeting strategy.
A. Macromarketing
B. Micromarketing
C. Benefit marketing
D. Differentiated targeting
E. Concentrated targeting
Answer:
Companies that develop customized-business software often work closely with their
users when installing their products. This close contact often creates new product ideas
through
A. reverse engineering.
B. licensing technology.
C. customer input.
D. R&D consortia.
E. clinical trials.
Answer: