One reason auto companies spend millions on racing cars is that they offer the
opportunity to test new designs and technology under extreme conditions. Using the
cars in a real-use setting provides an opportunity for _______ the product.
A. pretesting
B. beta testing
C. test marketing
D. alpha testing
E. concept testing
Answer:
The customer Carlotta is calling on today has a(n) __________ buying center culture.
This means that the decision process will involve reaching agreement among all
members of the buying center.
A. consensus
B. autocratic
C. consultative
D. republican
E. democratic
Answer:
Ryan gave the manager of his convenience store a set of binoculars so she could see the
gasoline prices charged by the other convenience store at that intersection. Ryan told
the manager to always match the gasoline prices of the other store. Ryan is using a
_______ pricing strategy.
A. maximizing profits
B. target profit
C. target return
D. status quo
E. sales
Answer:
This type of thought-sharing site typically provides the highest level of control for
companies.
A. professional blog
B. corporate blog
C. personal blog
D. Flickr
E. Google+
Answer:
Kristina created a virtual prototype of her new line of swimwear on a website to show
to consumers. Kristina will ask consumers what they think of the clothing. Which is the
most important question that Kristina should ask?
A. What retailers should be used to sell the swimwear?
B. Will consumers purchase the swimwear if it becomes available?
C. What wholesale price should be charged?
D. What promotional plan will work best?
E. In which season should we introduce the product?
Answer:
Andr was afraid his new condominium would look shabby to his future in-laws, so he
had it painted just before their visit. Andr was addressing his __________ risk.
A. social
B. financial
C. performance
D. psychological
E. physiological
Answer:
Raycom Construction needs heavy-duty equipment to install a new pipeline in northern
Alaska. Raycom’s engineers have been asked to provide detailed specifications and
recommendations for the equipment needed. The Raycom engineers will primarily play
the __________ role in the company’s buying center.
A. buyer
B. initiator
C. influencer
D. user
E. gatekeeper
Answer:
One of the disadvantages of secondary research is ______, while one of the
disadvantages of primary research is often ________.
A. cost; outdated information
B. time required for collection; sources not original
C. potential bias; cost
D. outdated information; information not relevant to data needs
E. sophisticated training required to obtain it; potential bias
Answer:
Nordstrom, an upscale department store, has a well-known reputation for going the
extra mile to serve its customers. This reputation for excellent customer service will
most likely result in
A. product design excellence.
B. mission statement satisfaction.
C. sustainable price decreases.
D. a sustainable competitive advantage.
E. producer excellence.
Answer:
Which country’s government has recently made significant changes that will modernize
the retail environment, such as allowing joint ventures and direct ownership in some
cases?
A. Brazil
B. Russia
C. India
D. China
E. Mexico
Answer:
Effective salespeople anticipate and handle
A. external environmental changes.
B. corporate takeovers.
C. buyers’ reservations about the product.
D. role-playing conflict.
E. supply chain problems.
Answer:
When a restaurant chain, Big Burgers, launches its own brand of frozen meals, this is an
example of a
A. brand extension.
B. line extension.
C. licensed brand.
D. copycat brand.
E. premium brand.
Answer:
By offering environmentally responsible products, green marketers
A. undercut prices of nonenvironmentally responsible marketers.
B. keep costs much lower than those of competitors.
C. make consumers feel guilty for buying other products.
D. add value that other products do not have.
E. all of these
Answer:
Explain the concept of outsourcing product development, and give an example of when
this would be a good idea.
Answer:
Overriding desires that drive how we live our lives are called
A. self-values.
B. self-concept.
C. self-esteem.
D. self-confidence.
E. self-control.
Answer:
The government has enacted laws that promote both fair trade and competition by
prohibiting the formation of monopolies or alliances that would damage a competitive
marketplace, fostering fair pricing practices for all suppliers and consumers. These
actions are part of the ________ environment of business.
A. communication
B. political/regulatory
C. constitutional
D. social
E. technological
Answer:
When mountain climbers purchase clothing for scaling Mount Everest, their purchases
are primarily addressing __________ needs.
A. functional
B. prepurchase
C. social
D. psychological
E. functional and psychological
Answer:
Retailing is the primary activity in all of the following situations except
A. buying and eating a fast-food meal.
B. transporting pallets of Daisy brand dairy products.
C. visiting a tile store which sells at wholesale prices.
D. upgrading an airline ticket at the airport.
E. purchasing one case of paper for the office at Office Max.
Answer:
When considering income as a demographic variable affecting marketing efforts,
marketers need to recognize that
A. everyone is equal.
B. income in the United States has become more unevenly distributed.
C. everyone has been equally affected by the recession.
D. there is increasing purchasing power among lower-income groups.
E. middle-income consumers are quickly becoming upper-income consumers.
Answer:
Jason rents rooms in his hotel for an average of $100 per night. The variable cost per
rented room is $20. His fixed costs are $100,000 and his target profit is $20,000. For
Jason to earn his target profit, he will need to rent out ________ rooms.
A. 100
B. 1,500
C. 20,000
D. 1,000
E. It cannot be determined from the information provided.
Answer:
_______ measures consumers’ sensitivity to price changes.
A. Cross-price elasticity of demand
B. Price elasticity of demand
C. Income elasticity of demand
D. Competitive profit elasticity of demand
E. Inelastic demand price parity
Answer:
Fred sells health insurance packages for small businesses. He has been given the names
of 10 new businesses in his town. During the qualifying leads stage of the selling
process, Fred will likely try to assess which of the 10 businesses
A. would respond best to a sales contest.
B. are closest to his office.
C. need health insurance packages and can afford them.
D. have order getters and order takers.
E. are willing to meet with him.
Answer:
If a manufacturer had a full range of products, in a number of different container sizes,
which kind of store would the company be least likely to choose as a retailing partner?
A. conventional supermarket
B. supercenter
C. warehouse club
D. convenience store
E. full-line discount store
Answer:
For every consumer who purchases a pair of TOMS shoes for $55, the company
promises that a needy child will receive a pair of shoes. TOMS shoes is actively
engaging in
A. corporate social responsibility.
B. business ethics.
C. marketing ethics.
D. environmental marketing.
E. overpricing of its products.
Answer:
When John checked into his Orlando hotel, the front desk clerk informed John that his
room would not be ready for another 20 minutes. John didn’t mind waiting; he had
arrived well ahead of the standard check-in time and this wait time fell within his
__________, the area between his expectations regarding desired service and the
minimum level of service he will accept.
A. zone of tolerance
B. delivery gap
C. zone of intolerance
D. service gap
E. patience zone
Answer:
During which phase of the marketing planning process does a firm identify and evaluate
different opportunities by engaging in segmentation, targeting, and positioning?
A. planning phase
B. implementation phase
C. evaluation phase
D. control phase
E. strategy phase
Answer:
Over the last few months, Juan and his colleagues have analyzed the current business
situation and identified target markets for his firm’s personal care products. Finally, they
developed the products, prices, distribution, and promotion that should appeal to each
of those target markets. In doing so, Juan has also identified what he believes is an
advantage his competitors cannot match. Juan and his colleagues have been developing
A. a business mission statement.
B. a strategic vision.
C. team-building exercises.
D. a marketing strategy.
E. competitive assessments.
Answer:
Which of the following actions, if it actually happened, would most likely support and
enhance an operational excellence macro strategy?
A. Singapore Airlines installing more comfortable seats in the economy-class cabins of
its airplanes
B. 3M Corporation implementing new software to improve communication with its
suppliers
C. adidas inviting customer suggestions to guide the design of the next generation of
shoes
D. Nike opening hundreds of new company stores in high-traffic shopping areas
E. McDonald’s lowering prices on its coffee drinks
Answer:
In recent years, the component of IMC that has received the greatest increase in
aggregate spending is
A. media advertising.
B. direct marketing.
C. public relations.
D. sales promotions.
E. publicity.
Answer:
Because PSAs are a special class of advertising, FCC rules require
A. consumers to listen to them.
B. court approval before they are aired.
C. all advertisers to contribute to them.
D. broadcasters to devote a specific amount of free airtime to them.
E. that they use only the informative or reminder advertising appeals.
Answer:
To maximize efficiency, farmers send their eggs to a __________ who handles sales
and shipments to supermarkets.
A. distributor
B. fabricator
C. contractor
D. trafficker
E. manufacturer
Answer:
Steve wasn’t sure what kind of salsa he wanted to get for his upcoming Super Bowl
party. It seemed like there were dozens of varieties to choose from. He noticed that he
could sample a few at a station in the store. He tried four, rejected two, and bought
several jars of the two he really liked. He also ended up buying a differentand more
expensivekind of tortilla chip after tasting it. Marketers identify this as a success story
of
A. learning.
B. decision rules.
C. social factors.
D. advertisements.
E. in-store demonstrations.
Answer:
In one test before product launch, customers try a sample product and are then surveyed
to understand whether or not they would buy/use the product again. This is known as
A. premarket testing.
B. market testing.
C. alpha testing.
D. concept testing.
E. prelaunch testing.
Answer:
In questionnaire design, a question such as “Marketing is the best part of the business
program, isn’t it?”
A. is a question that respondents cannot easily or accurately answer.
B. is a question that respondents are reluctant to answer because the information is
sensitive.
C. leads respondents to a particular response.
D. asks two questions at once.
E. is complex and something respondents may be unfamiliar with.
Answer:
Aaron has designed innovative accessories for hard-core bicycling enthusiasts. He
knows where and how he will make them, and he needs to turn his attention to getting
the products to his customers. As he chooses retail partners, which of the following is
least important in this process?
A. looking at the channel structure
B. determining where target customers will expect to find this product
C. considering characteristics of channel members
D. encouraging new bicycling enthusiasts
E. considering distribution intensity
Answer: