A penetration pricing strategy tends to be most effective:
a. when demand is relatively inelastic.
b. under unitary conditions.
c. in price-sensitive markets.
d. when the company can only perform small production runs.
e. if unit costs are high.
Answer:
An individual’s _____ is a composite of psychological makeup and environmental
forces. It includes people’s underlying dispositions, especially their most dominant
characteristics.
a. acculturation
b. socialization
c. personality
d. autonomy
e. attitude
Answer:
Gucci, a very expensive brand of clothing and accessories, show beautiful women
wearing its products in magazine ads. What kind of an advertising appeal is this?
a. Environmental consciousness
b. Vanity and egotism
c. Health
d. Profit
e. Admiration
Answer:
Although customer service has in the past been an important factor in business
buyer-seller relationships, its importance has been waning in the last decade.
a. True
b. False
Answer:
Companies that are most likely to succeed in the development and introduction of new
products typically are characterized by all of the following EXCEPT:
a. establishing an environment conducive to achieving new-product objectives.
b. making the long-term commitment needed to support innovation and new-product
development.
c. capitalizing on experience to achieve and maintain competitive advantage.
d. using a company-specific approach, driven by corporate objectives and strategies,
with a well-defined new- product strategy at its core.
e. introducing ten new products every year.
Answer:
What can a marketing manager do to make demand for his or her product more
inelastic?
a. Eliminate brand equity
b. Eliminate any unique products from the product line
c. Cultivate selected demand
d. Avoid making any product changes
e. Implement escalator pricing
Answer:
Consumers in Louisiana love hot sauce, and Tabasco and Crystal brands are particularly
popular there. Consumers in Michigan do not like hot food, so they purchase very little
hot sauce. A national chain of grocery stores would likely use _____segmentation when
stocking condiment merchandise.
a. geographic
b. economic
c. demographic
d. benefit
e. geodemographic
Answer:
The main premise of ____ planning is that advertising works by influencing the brand
choice of people who are ready to buy.
a. stealth
b. guerrilla
c. pulsing
d. recency
e. seasonal
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. The student activity board members who attended a
NACA convention were approached by a talent agent who represents a group of
comedians who have been known to use profane language in their routines. Several of
the college students told the agent that this type of language would not be welcome at
their college. The agent promised the group that the comedians were able and willing to
perform an act that the students could bring their grandmothers to see without being
embarrassed. In this example, the agent was:
a. getting referrals.
b. doing a preapproach.
c. qualifying leads.
d. using trade promotions.
e. handling objections.
Answer:
The owner of a small chain of local coffeehouses could use _____ to determine why
customers do not seem to like the location of her new coffeehouse.
a. transactional marketing
b. public relations
c. an EDI system
d. market synergy
e. marketing research
Answer:
Maximization of cash should be a long-term objective.
a. True
b. False
Answer:
Which type of product modification changes a product’s dependability or durability?
a. Functional
b. Style
c. Aesthetic
d. Quality
e. Primary
Answer:
Selective exposure occurs when consumers change information that conflicts with their
feelings or beliefs.
a. True
b. False
Answer:
Apple recently introduced a newly designed iPod nano with Multi-Touch capability, a
built-in FM radio, and mix- making Genius. Since it was not trying to reach a new
target market, Apple was using which new product strategy?
a. Improvement or revision of existing product
b. Addition to existing product line
c. Discontinuous innovation
d. Repositioned product
e. New product line
Answer:
More and more companies are increasing their interactive marketing budgets. Most of
this investment will be made in:
a. search marketing and display advertising.
b. display advertising and social media.
c. mobile marketing and search marketing.
d. social media and e-mail marketing.
e. e-mail marketing and mobile marketing.
Answer:
The interaction between a customer and the organization is the foundation on which a
CRM system is built.
a. True
b. False
Answer:
When Burpee Gardening company collects relevant information from customers, such
as date of last communication with the customer and how often the customer contacts
the company, this is an example of:
a. establishing marketing objectives.
b. capturing relevant customer data on interactions.
c. identifying customer relationships with the organization.
d. understanding the interactions the company has with current customers.
e. deciding on a segmentation strategy.
Answer:
Minor League Baseball (MiLB) suffers from sluggish attendance. To attract more fans
to MiLB games, owners often resort to gimmicks””free hot dog nights, events designed
to get into the GuinnessWorldRecords, and celebrity visits. Since baseball fans are
seldom asked what would make them want to attend more games, this suggests most
MiLB teams do not have a(n) orientation.
a. sales
b. empowerment
c. community
d. societal
e. market
Answer:
DeltaFaucet Company
Masco is the name of a well-recognized company in the construction industry. It
produces cabinetry, furniture, lighting, and plumbing fixtures for the upper-end
homeowner and builder. One of the divisions of Masco is the Delta Faucet Company,
which is the leader in the faucet industry. Delta was founded in 1955. Over the decades,
it has developed a legacy based on well-crafted, high-quality products. Since the 1970s,
Delta has focused its energies on building loyalty with the builder marketplace.
Research in 2002 showed that while builders respected the Delta faucet for its quality,
durability, and dependability, household consumers were not enamored with Delta
products. Due to the number of new magazines and television programs devoted to
home style, homeowners wanted faucets that were chic and stylish. This was not the
image of the Delta faucet. To change its image, Delta began a marketing program in
which it committed itself to developing new products to appeal to homeowners. It
adopted a new slogan”””Beautifully Engineered.”
Refer to Delta Faucet Company. Delta’s decision to make more stylish faucets
represents a change in the _____ element of its marketing mix.
a. product
b. promotion
c. place
d. production
e. distribution
Answer:
Relationship selling is also called:
a. long-term selling.
b. win”win selling.
c. consultative selling.
d. experiential selling.
e. interactive selling.
Answer:
The company that manufactures Molson beer, which is typically consumed by males,
launched an alcoholic lemonade beverage to attract more females. This launch of a new
product to attract a new market for Molson’s products is an illustration of a strategy.
a. market development
b. market penetration
c. product penetration
d. product development
e. diversification
Answer:
Which type of research attempts to develop new or improved products?
a. Basic
b. Synergistic
c. Secondary
d. Primary
e. Applied
Answer:
Labels that contain standard promotional claims like “new,” “improved,” and ‘super” are
examples of ____ labels.
a. descriptive
b. functional
c. repositioning
d. informational
e. persuasive
Answer:
The final stage in the new-product development process is:
a. product testing
b. market testing
c. commercialization
d. product prototyping
e. simulated marketing
Answer:
Which of the following is a public relations strategy that involves getting a product,
service, or company name to appear in a movie or television show?
a. Press release
b. Product placement
c. Product publicity
d. Consumer education
e. Integrated marketing communications
Answer:
A channel in communication is:
a. the only source of noise.
b. the same as in distribution.
c. usually an ad agency or public relations firm.
d. someone who places advertising into media.
e. any communication medium.
Answer:
Devore loves southern-style cooking and always buys Glory Foods brand of collard
greens, black eyed peas, and hot sauces. In fact, she refuses to purchase any other brand
because Glory Foods products taste just like her grandmother’s cooking. Devore is
showing intense brand loyalty.
a. True
b. False
Answer:
RugRatReaders
Greg Martin has developed his own line of children’s books. The books are written for
children ages 3 to 6 and are produced using cotton fiber as pages, rendering them
“nearly” indestructible. This unique feature makes Martin’s books superior to the
competition. His products are called RugRatReaders. Martin has decided to advertise
the books to his target market (women with children ages 3 to 6) via radio. He does not
have a formal advertising budget, but he will spend whatever money he has in the bank
after producing the books each month. His message will focus on the product and its
unique features. Martin has been having problems getting retailers to stock his new
product. It is Martin’s hope that consumers will go to their local bookstores and ask for
the RugRatReaders.
Refer to RugRatReaders. Martin’s choice of radio as his promotional tool is based on
the fact that it is a oneway mass communication vehicle. Radio is most commonly used
with which promotional mix element?
a. Public relations
b. Advertising
c. Direct marketing
d. Sales promotion
e. Sponsorship
Answer:
Cable TV
It wasn”t so long ago that cable swaggered around the television industry as the upstart
threatening the broadcast networks. Now, cable is old news. The antagonist is the
satellite dish with the capability of delivering hundreds of channels and offering an
array of movies and sports events. The technology is known as direct broadcast
satellite, or DBS. The new challenger has awakened the ‘sleeping giant” cable industry,
which has hit the airwaves with some of the most aggressive advertisements the
television industry has seen. The ads emphasize the downside of disconnecting cable
and choosing to purchase a satellite dish. One commercial opened with a man on a
couch joined by his wife with a large bowl of popcorn. They snuggled in front of their
television set, hooked up to DBS. She seemed excited about their new system and
exclaimed, “So this is it?” She then asked how much the satellite dish cost. When her
husband answered, the excitement was off. “There’s no monthly fee?” she asked. “No
more than cable,” he responded. When she asked to watch the news, he sheepishly said,
“Uh, can”t get local news.” At the end of the commercial, the spokesperson for the
cable industry declared, “These days when everyone is promising you the future of
television, isn”t it nice to know you already have it?”
Refer to Cable TV. Keisha is watching television and sees an ad for DBS. Two ads later,
she sees the new television ad for her local cable system. When questioned an hour later
about advertising she has seen most recently, Keisha remembers a “cable” ad but cannot
recall the details. Keisha’s inability to recall the ad is most likely caused by ____ in the
communication process.
a. feedback
b. the use of a channel
c. a shared frame of reference
d. cognitive dissonance
e. noise
Answer:
Research done by ShopLocal.com found that Americans today are concerned enough
about sustaining the environment that they are willing to spend more. Suppose that to
cut the cost of the research, ShopLocal.com included a second study asking consumers
about their preferences in the upcoming presidential elections. This research would be
an example of:
a. a dual-purpose analysis.
b. a piggyback study.
c. a Siamese twin project.
d. a two-for-one integrative study.
e. dual experimentation.
Answer: