The relationship of annual marketing effort to annual sales revenue is assumed to be
__________ of the sales response function.
a. a horizontal straight line, where sales revenues stay the same regardless of the
marketing effort
b. a U-shaped curve, where sales revenues are at a maximum at either end
c. an upside-down U-shaped curve, where sales revenues are at a maximum in the
middle
d. a S-shaped curve, which shows that an additional marketing effort in the midrange of
the curve results in far greater increases of sales revenue than at either end of the curve
e. a rising straight line, where sales revenue continuously rises as the marketing effort
rises
Answer:
Western Airlines operates five flights daily between Chicago and Phoenix during the
winter. One flight leaves Phoenix at 12:10 PM. The plane, a Boeing 737, has a capacity
of 120 passengers. During the past month, the flight has averaged only 24 passengers, a
load factor of 20 percent. Once the plane takes off, the other 96 seats generate no sales
and profits to the airline for that flight. What unique aspect of services does this
situation describe?
a. incongruity
b. intangibility
c. inconsistency
d. inseparability
e. idle production capacity
Answer:
Whether an individual is buying for personal or household use, or an organization is
buying for its own use or for resale, the individual or organization would be considered
a. a prospective customer.
b. the primary marketing decision maker.
c. a potential distributor.
d. an informed buyer.
e. an unqualified prospect.
Answer:
If you are using a marketing dashboard to discover which cities in Florida have the
weakest sales of sunscreen, what marketing metric should be used to measure sales
performance?
a. every metric possible
b. shelf facings for this year and last year by city
c. production costs
d. customer psychographics
e. unit sales for this year and last year by city
Answer:
When Allyn went to get his newspaper, he found the paper in a plastic bag along with a
packet containing one dose of Alka-Seltzer Heartburn Relief medication. In this
example, which type of sales promotion is Alka-Seltzer using?
a. a sample
b. a deal
c. a premium
d. a point-of-purchase display
e. a introductory offer
Answer:
Ralston Purina advertises with the following slogan: “Your Pet, Our PassionPremium
Pet Food by Purina.” They offer high quality, super-premium cat and dog food based on
formulations that promote “life stage nutrition.” This is an example of __________.
a. rebranding
b. trading up
c. trading down
d. trend setting
e. product branding
Answer:
The online consumer lifestyle segment called “brand loyalists”
a. are women who do their actual purchasing at traditional retail stores.
b. rarely spend money online and use the Internet only as an information source.
c. regularly visit their favorite bookmarked websites and spend the most money online.
d. regard the Internet as a convenient tool for buying music, books, and computer
software.
e. consist of young, affluent single consumers who spend more time online than any
other segment.
Answer:
In marketing, the term __________ is used to describe the number of stores in a
geographical areaand type of intermediaries to be used at the retail level of distribution.
a. density
b. breadth
c. depth
d. mass
e. concentration
Answer:
Which of the following is a point in the customer contact audit for a health club?
a. participating in the health club’s exercise class
b. the customer’s diet
c. too much traffic on the way to the club
d. a willingness to exercise
e. meeting an attractive gym member
Answer:
A new product protocol refers to
a. the standardized procedures a firm follows for the inception, design, manufacturing,
promotion, and distribution of a new product.
b. a formalized statement of intent regarding what will be sold, to whom it will be sold,
and by whom it will be sold.
c. maintaining compliance with all licensing, manufacturing, and distribution standards
established by the U.S. Federal Trade Commission (FTC).
d. a statement that identifies: (1) a well-defined target market; (2) specific customers’
needs, wants, and preferences; and (3) what the product will be and do to satisfy
consumers.
e. the raw unwritten ideas to produce a single commercially successful new product.
Answer:
Mars, America’s second-largest candy company, began doing business in Russia in the
late 1980s. The Snickers bar is one of the top selling candies in Russia and is marketed
in much the same way as it is in the United States. Mars is most likely a(n) __________
firm.
a. international
b. multidomestic
c. transnational
d. meganational
e. multinational
Answer:
If 3M decided the retail price for the Greptile Grip golf glove would be $16.95 and then
worked backward through markups taken by retailers and wholesalers to determine
what price it can charge wholesalers for the product, the firm would most likely be
practicing a __________ strategy.
a. price lining
b. penetration pricing
c. predatory pricing
d. target pricing
e. cost plus percentage-of-cost pricing
Answer:
Sales research and practice show that knowledge of the customer and sales situation are
key ingredients for __________ selling.
a. personal
b. team
c. formula
d. adaptive
e. missionary
Answer:
There are seven commonly used organizational buying criteria. One of them is
__________.
a. consumer demand
b. flexibility and adaptability
c. promotional incentives
d. technical capability
e. senior management directives
Answer:
The __________ includes advertising, personal selling, sales promotion, public
relations, and direct marketing.
a. promotional mix
b. promotion channel
c. communication message
d. marketing matrix
e. media mix
Answer:
Promotion objectives should possess three important qualities. They should be designed
for a well-defined target audience, be measurable, and
a. contain some element of appeal, such as sex, fear, or humor.
b. be profitable.
c. stay within clearly defined budgetary constraints.
d. cover a specified time period.
e. retain some degree of flexibility.
Answer:
Integrating the service component of the marketing mix with efforts to influence
consumer demand is referred to as __________.
a. customer management
b. internal marketing
c. product management
d. capacity management
e. eight Ps of services marketing
Answer:
Kit Kat Bar Photo
Consider the Kit Kat Bar photo above. Nestl markets its Kit Kat bar globally, including
Japan. In Japan, “Kit Kat” means “I will win.” Experienced global marketers are
concerned with _________, which involves using interpreters to ensure that words used
in brand names or advertisements in a foreign market do not cause problems with or
errors in meaning.
a. unispeak
b. back translation
c. semiotics
d. semantic symbolism
e. linguistic exchange
Answer:
The growth trend in online shoppers and online retail sales
a. remained stagnant until 2007 when online security measures improved.
b. grew rapidly during 2003-2005 and then declined sharply when the “dot.com bubble”
burst in 2006.
c. has shown growth in both online shoppers and online retail sales year after year, and
is expected to continue in that direction for at least the next few years.
d. grew slowly for the first three years, spiked dramatically in 2008-2009, but is
expected to slow just as dramatically due to a downturn in the economy and the
implementation of new online state sales tax collection laws.
e. grew slowly for the first three years, but has steadily declined since 2007, and is
expected to continue to decline for the foreseeable future.
Answer:
The marketing plan for IBM’s “Smarter Planet” strategy included all of the following
marketing tactics EXCEPT:
a. handing out “Smarter Planet” t-shirts on selected college campuses through the
world.
b. television ads to describe the “Smarter Planet” strategy.
c. a website that provided reports, video clips, and statistics.
d. a message in an annual report from IBM’s Chairman of the Board and CEO.
e. an appearance of “Watson” on the TV game show Jeopardy!
Answer:
The Olympus Eye Trek is a device that provides “a high-quality personal TV
experience.” It resembles a pair of glasses and when worn makes the user think he or
she is watching a 52-inch television. An ad for the device contains both a telephone
number that can be called and a website that can be visited for further information on
how the product works. This Olympus Eye Trek is most likely high in __________.
a. user friendliness
b. complexity
c. risk
d. synergy
e. accessibility
Answer:
Which of the following laws has the purpose of protecting competition?
a. Robinson-Patman Act
b. Lanham Act
c. Federal Trade Commission Act
d. Fair Trade Act
e. Unfair Practices Act
Answer:
If Facebook was a “closed” system of private and personal profiles, how could brand
managers use Facebook in their advertising strategy?
a. Facebook allowed companies’ ads to show up in pop-up windows throughout the site.
b. Facebook charged companies to create a Facebook Page for their brands.
c. Facebook staff developed ads for companies who wanted to advertise on Facebook.
d. Facebook charged companies when their brand was mentioned in a user’s profile.
e. Facebook allowed brand managers to promote their business on Facebook separate
from their private and personal profiles.
Answer:
The goals achieved by a firm’s marketing strategy determine whether its supply chain
needs to be more __________ in meeting customer requirements.
a. cost effective
b. broadly expanded
c. responsive or efficient
d. centrally located
e. geographically distributed
Answer:
Which of the following output reports is used in the planning phase of the strategic
marketing process?
a. marketing plans that define goals
b. action memos that tell who is to do what
c. action memos that tell who is to do what by when
d. corrective action memos
e. tracking reports
Answer:
Another name for quick response systems is __________.
a. order replenishment systems
b. customer logistics factors
c. minimum-inventory systems
d. web-based response systems
e. efficient consumer response systems
Answer:
Most public relations experts agree that it is best for a company to ___________
comments about it on the Internet.
a. ignore
b. argue with
c. respond to
d. blog about
e. consider
Answer:
There are three variations of contractual systems: wholesaler-sponsored voluntary
chains, retailer-sponsored cooperatives, and __________.
a. franchising
b. service-oriented voluntary chains
c. channel-dominated voluntary chains
d. distributorship cooperatives
e. reseller franchising
Answer:
What type of market is a food company using when it offers a product for sale in a
small geographic area to help it evaluate potential marketing actions?
a. micro market
b. trail market
c. experimental market
d. simulated market
e. test market
Answer:
Imagine you have overheard the owner of a medium-sized manufacturing company
saying, “We had a good year, and I think next year will be even better. I”m going to
raise this year’s promotion budget 4.5 percent based on last year’s gross sales. That will
let me do more advertising than the 3.5 percent I budgeted last year.” From this
information, the manufacturer is using __________ budgeting.
a. percentage of sales
b. competitive parity
c. all-you-can-afford
d. objective and task
e. linear forecast
Answer: