To serve both buyers and sellers, marketing seeks to __________ and satisfy the needs
and wants of prospective customers.
A. change
B. create
C. manipulate
D. discover
E. measure
Answer:
Matthew is planning a trip to Mexico for spring break. One night about midnight, he
decides to visit Orbitz, an airline, car rental, and lodging electronic reservation system,
to book his flight using the computer in his dorm room. It takes him about 5 seconds to
connect to Orbitz, where he is prompted to enter his preferred travel dates and times
and to specify which of several criteria such as schedule or price are most important to
him. Matt is on a tight budget, so he checks the price of several flights. A second or two
after submitting this information, data about several flights on various airlines, arranged
from least to most expensive, appear on his computer screen. He requests aisle seats on
his 2-stop connection because they best meet his budget and scheduling preferences.
After making the selections, he receives instantaneous confirmation of his reservation.
Orbitz then prompts Matt to provide his credit card information to complete the
booking process. After providing his credit card number, he prints out a copy of his
receipt and itinerary. The total time to complete the transaction is less than five minutes.
Orbitz created customer value for Matt by contributing to which of the following
form(s) of utility?
A. time utility
B. place utility
C. possession utility
D. form utility
E. all four utilities: time, place, possession, and form
Answer:
Figure 4-2
According to Figure 4-2 above, which of the following brands would be the best choice
if the consideration set for a smartphone included the following rank-ordered evaluative
criteria: (1) display, (2) audio quality, (3) battery, and (4) price?
A. Apple iPhone 6
B. Blackberry Z 30
C. Samsung Galaxy S 5
D. LG G2
E. HTC One
Answer:
Mark wanted to make some extra money, so he went door-to-door in his neighborhood
asking residents if they had any small jobs that they could hire him to perform. Mark
had no idea of whether anyone had any jobs for him, so he picked the houses randomly
and knocked on the doors to see if anyone was home and perhaps interested in his
services. In terms of the personal selling process, Mark was engaged in __________
when he knocked on a prospective customer’s door.
A. stimulus-response selling
B. handshaking
C. cold canvassing
D. closing
E. traffic generation
Answer:
The third step of the marketing research approach is to __________.
A. develop findings
B. define the problem
C. take marketing actions
D. develop the research plan
E. collect relevant information
Answer:
Promotional expenditures at the introduction stage of the product life cycle are best
spent on __________.
A. contests and sweepstakes to stimulate selective demand
B. product samples to create secondary demand
C. advertising to cultivate primary demand
D. personal endorsements to generate word of mouth demand
E. coupons to maintain brand loyalty or static demand
Answer:
Wasted coverage can best be reduced by using which of method of promotion?
A. sales promotion
B. public relations
C. advertising
D. public service announcements
E. personal selling
Answer:
Figure 7-6A: Annual Sales of Tony’s Pizza and Figure 7-6B: Average Annual Sales
of Tony’s Pizza per Household
Interpret and contrast Figure 7-6A and Figure 7-6B for Tony’s Pizza. What findings
would you present based on this information?
Answer:
One test of whether marketing research should be done is if
A. different outcomes will lead to different marketing actions.
B. multiple changes can be implemented simultaneously.
C. interpreting the data can be done using a jury of executive opinions.
D. the decision to undertake it is unanimous.
E. there is a budget for the research.
Answer:
To create a successful advertising campaign on Facebook, a good strategy a brand
manager can use is to
A. create ads that will appear in a specified, strategic position on every page when users
log into their profiles.
B. create and send an e-mail message to every registered Facebook user.
C. create posts and video ads that are fresh and creative, and possibly related to users’
passions.
D. create ads that incorporate controversial topics like religion and politics to get
Facebook users to “Like” their Page.
E. create a Facebook profile for every employee to show Facebook users the
professionalism and dedication of the marketing team.
Answer:
Figure 8-1
In Figure 8-1 above, B represents which stage of the market segmentation process?
A. link needs to actions
B. identify market needs
C. establish a marketing protocol
D. execute marketing program actions
E. segment and select the target markets
Answer:
In marketing, the term __________ is used to describe the number of stores in a
geographical area.
A. density
B. breadth
C. depth
D. mass
E. concentration
Answer:
How a person establishes expectations for a service not yet experienced is influenced by
__________, personal needs, past experiences, and promotional activities.
A. the economy
B. consumer income
C. word-of-mouth communications
D. competitive trends
E. how the organization delivers its service
Answer:
The actions taken during the evaluation phase of the strategic marketing process
include: (1) __________ and (2) correct negative deviations and exploit positive ones.
A. find points of difference
B. execute the marketing program
C. compare results with plans to identify deviations
D. track sales and revenues and compare with competitors
E. develop the budget by estimating revenues, expenses, and profits
Answer:
Which of the following statements regarding the maturity stage of the product life cycle
is most accurate?
A. Marketing emphasis is directed towards generating more consumer awareness.
B. Marketing emphasis switches to finding more channel intermediaries to carry the
product.
C. Marketing emphasis aims at stimulating primary demand for the product.
D. Marketing attention is directed toward holding market share through further product
differentiation and finding new buyers.
E. Marketing emphasis is directed towards having salespeople allocate less time to
selling the product.
Answer:
The total number of people who connect with a Post (for example, “like” or make a
comment) divided by the total number of people seeing the Post is the
A. fan rate.
B. liker rate.
C. reader rate.
D. active receiver rate.
E. interaction rate.
Answer:
The number of people who have “opted in” to a brand’s messages through a social
media platform at a given time are referred to as
A. followers.
B. visitors.
C. active receivers.
D. fans.
E. likers.
Answer:
Amazon.com, a successful online retailer, manages an extensive customer database that
is used to determine which products are suggested to each customer. Some data are best
collected from the customer; other data are collected from the purchases its customers
make. Which of the following customer data is best collected from Amazon?
A. lifestyles
B. brand
C. demographics
D. media use
E. competitive products purchased
Answer:
Figure 7-6D: Average Annual Sales per Household of Tony’s Pizza, by Age of Children
Figure 7-6D above shows that
A. Tony’s Pizza sales to households with some children between the ages of 13 to 17
increased significantly over the period 2010 and 2013.
B. Tony’s Pizza unit sales to households with children between the ages of 6 to 12
decreased over the period 2010 and 2013.
C. Tony’s Pizza sales to single-person households have remained relatively steady from
2010 and 2013.
D. Tony’s Pizza sales to households with no children under 18 have declined from 2010
and 2013.
E. there is not a significant enough difference between age groups that would warrant a
marketing action at this time.
Answer:
Which of the following statements about the World Trade Organization (WTO) is most
accurate?
A. The World Trade Organization is a temporary institution.
B. The 168 member countries of the WTO account for less than 25 percent of world
trade.
C. The WTO sets rules governing trade between its members and the rest of the world.
D. The WTO uses panels of trade experts who can issue non-binding recommendations.
E. The WTO was formed by the major industrialized nations of the world.
Answer:
The demographic characteristics of the population and its culture are referred to as
A. attitudinal forces.
B. psychographic forces.
C. social forces.
D. cultural forces.
E. market forces.
Answer:
Reverse auctions
A. are buyer-initiated.
B. benefit the sellers significantly more than the buyers.
C. have an increasing number of buyers as the auction progresses.
D. do not allow sequential bidding.
E. have many buyers at the start of the auction.
Answer:
Figure 10-6
Companies can employ several different branding strategies. In Figure 10-6 above, C
represents a __________ strategy.
A. retailer branding
B. multiproduct branding
C. multibranding
D. private branding
E. mixed branding
Answer:
Perceived risk is
A. an unmerited fear of being taken advantage of in an exchange situation.
B. the feeling of postpurchase psychological tension or anxiety that consumers may
experience when faced with two or more highly attractive alternatives.
C. the degree to which a seller is willing to make an exchange based upon a customer’s
credit worthiness.
D. the personal, social, and economic significance of the purchase to the consumer.
E. the anxiety felt because the consumer cannot anticipate the outcomes of a purchase
but believes there may be negative consequences.
Answer:
Cloud computing, such as Apple’s iCloud, enables businesses and consumers to share
data or use software application like Microsoft Office directly from a remote server
over the Internet or wirelessly rather than having that data file or program reside on a
personal computer. This is an example of a __________ change in the marketing
environment.
A. regulatory
B. sociocultural
C. competitive
D. technological
E. marketing mix
Answer:
Learning refers to
A. content that has been transferred from short-term to long-term memory.
B. those behaviors that result from repeated experience and reasoning.
C. the process by which an individual selects, organizes, and interprets information to
create a meaningful picture of the world.
D. a consumer’s subjective perception of how a product or brand performs on different
attributes based on personal experience, advertising, and discussions with other people.
E. a predisposition to respond to an object or class of objects in a consistently favorable
or unfavorable way.
Answer:
Ben & Jerry’s social entrepreneurship effort is known as
A. ISO 9000, promoting the quality concept through its commitment to making the
finest ice cream from the best ingredients.
B. Sight Life, giving its stakeholders the greatest possible input into company
marketing decisions.
C. Regeneration Nation, generating enough revenue for the firm to be a completely
nonprofit organization.
D. Give and Go, donating 10% of its net profits to local charitable causes and an
additional 5% to support producers that practice sustainable farming.
E. Partnershops, enabling community nonprofits to operate Scoop Shops that help
employ at-risk youth and young adults to better their lives.
Answer:
In terms of price, which of the following types of consumer product would be relatively
inexpensive?
A. shopping product
B. convenience product
C. specialty product
D. unsought product
E. supplies
Answer:
Which type of salesperson would routinely be involved in an industrial straight rebuy
situation?
A. an outside order taker
B. an order getter
C. a missionary salesperson
D. a sales engineer
E. an inside order taker
Answer:
Online retail purchases by consumers can be the result of several very different
approaches, which include: (1) paying dues to become a member of an online discount
service; (2) participating in an online auction; (3) going directly to online malls; and (4)
A. becoming a secret shopper.
B. participating in a buying cooperative.
C. using direct selling.
D. using a shopping “bot” to search for a product at locations with the best price.
E. becoming a member of a research group that evaluates new products.
Answer:
HSBC Bank International Ltd., Europe’s largest bank, selected its advertising agency
because that agency was “always sensitive to the possibility that something might not
translate well or may offend superstitions about colors or numbers” that are common in
some groups. Its advertising agency was incorporating
A. psychographic differences.
B. population inputs.
C. multicultural marketing.
D. a value consciousness.
E. macroeconomics.
Answer:
When Andrea visited www.disneystore.com, she looked at several different classic
Winnie the Pooh plush animals before she selected Piglet and Tigger and put them in
her shopping cart. She next went to checkout where she confirmed her purchase, typed
in her address, and concluded the transaction by providing her credit card information.
In terms of customer experience, this example describes the __________ website
design element.
A. context
B. community
C. content
D. commerce
E. connection
Answer:
Exporting refers to a global market-entry strategy
A. in which a company will sell its products in international markets but not in its own
domestic market.
B. in which a company produces goods in one country and sells them in another
country.
C. in which a company will manufacture its product in several countries at the same
time using different brand names and slight product modifications.
D. in which a company will manufacture products specifically designed for
non-domestic markets, but will sell those products to distributors who take title and
resell the products to different companies around the world.
E. whereby a product is made in one country, assembled in a second country, and
ultimately marketed to a third country.
Answer:
If you wanted to set up a business importing amber jewelry from Latvia to the United
States, you would have to plan on paying the U.S. Customs Service roughly 20 percent
of the value of the product as a(n) __________.
A. bribe
B. tariff
C. subsidy
D. excise tax
E. quota
Answer:
Figure 7-2B
Figure 7-2B above shows that secondary data may be divided into two related parts. If
Box A represents marketing input and outcome data (budgets, call reports, customer
communications, etc.), which type of data is A?
A. questionnaire data
B. mined data
C. internal secondary data
D. external secondary data
E. observational data
Answer: