Services can be classified according to whether they are delivered by people or
equipment, __________, or government agencies.
A. national or global
B. use independent contractors
C. privately owned or publicly owned
D. owned by individuals or corporations
E. for profit or nonprofit organizations
Answer:
One variation of licensing is referred to as
A. direct investment.
B. joint ventures.
C. direct exporting.
D. franchising.
E. dual adaptation.
Answer:
The Olympics have become a very visible example of a comprehensive integrated
communication program. For organizers, primary importance is placed on
A. advertising and personal selling.
B. personal selling and public relations.
C. public relations and publicity.
D. sales promotion and direct marketing.
E. direct marketing and personal selling.
Answer:
Women influence what percentage of new car-buying decisions?
A. 15 percent
B. 20 percent
C. 40 percent
D. 60 percent
E. 80 percent
Answer:
To increase value, marketers may __________, decrease price, or do both.
A. decrease benefits
B. increase benefits
C. increase price
D. increase advertising
E. do nothing and let the perceived value of the item increase as it matures in the life
cycle
Answer:
Which of the following competitors mentioned in the textbook should the owner of a
Wendy’s restaurant monitor closely due to its explosive growth in the number of current
and proposed locations – one that is or may soon be near this Wendy’s?
A. Burger King
B. In-N-Out Burger
C. McDonald’s
D. Five Guys Burgers
E. Smashburger
Answer:
The grassroots movement started in the 1960s to increase the influence, power, and
rights of consumers in dealing with institutions is referred to as __________.
A. Naderism
B. consumerism
C. green marketing
D. anti-corporate activism
E. cause marketing
Answer:
Disney uses an integrated marketing communications (IMC)program to promote group
travel to its theme parks because
A. its strategy includes using all types of promotional activities that deliver a consistent
message.
B. it does not want to reach any member of its target audience more than once to
conserve resources.
C. IMC is less expensive than other forms of promotion, such as public service
announcements.
D. if it didn’t, Disney would have to use indirect personal selling.
E. it is more concerned about frequency of attendance than geographic reach.
Answer:
Edison noticed that prices at a new video game rental website were lower than those at
most of the other gaming websites or retail stores such as Game Stop. He is exhibiting
A. cognitive dissonance.
B. selective retention.
C. selective comprehension.
D. stimulus discrimination.
E. stimulus generalization.
Answer:
A prototype is a
A. miniature version of an actual new product used in concept testing to identify any
changes that need to be made prior to its commercialization.
B. full-scale operating model of the product under development.
C. sample of a new product given to prospective customers and opinion leaders used to
generate awareness prior to the product’s commercial release.
D. simulated operating model of the product given to consumers to use in full-scale
field testing.
E. digital version of a product produced in multiple shapes, colors, and sizes to
determine which version of the product customers like best.
Answer:
The combination of one or more communication tools used to: (1) inform prospective
buyers about the benefits of the product; (2) persuade them to try it; and (3) remind
them later about the benefits they enjoyed by using the product is referred to as the
__________.
A. promotion channel
B. channel of communication
C. marketing matrix
D. promotional mix
E. media mix
Answer:
With respect to distribution, convenience products are available
A. at relatively few outlets.
B. at a large number of specialty outlets.
C. only online from the manufacturer.
D. only at convenience stores.
E. on a widespread basis at many outlets.
Answer:
StuffDOT is a
A. wiki.
B. virtual game world.
C. virtual social world.
D. blog.
E. social network.
Answer:
Under the concept of the diffusion of innovation, consumers who have a fear of debt
and depend on neighbors and friends as their information sources are called
__________ product adopters.
A. innovators
B. early adopters
C. early majority
D. late majority
E. laggards
Answer:
The information sent by a source to a receiver during the communication process is
referred to as __________.
A. an advertisement
B. publicity
C. a message
D. feedback
E. a missive
Answer:
Independent e-marketplaces act as a neutral third party, provide an Internet technology
trading platform, and provide a(n) __________ market that enable exchanges between
buyers and sellers.
A. centralized
B. deconsolidated
C. segregated
D. integrated
E. noncompetitive
Answer:
Which of the following statements regarding when and where online consumers shop
and buy is most accurate?
A. Eighty percent of online sales occur on weekdays.
B. The busiest online shopping day is Saturday.
C. Only 10 percent of consumers say they visit websites from their place of work.
D. Most people buy online when they are depressed.
E. Favorite websites for workday shopping and buying feature shoes or work attire.
Answer:
For logistics, the customer service concept suggests that firms should
A. automate interactions with customers.
B. maximize customer service levels.
C. minimize customer service levels.
D. minimize total logistics costs and let customer service follow.
E. satisfy users in terms of time, dependability, communication, and convenience.
Answer:
Chrysler recycles thousands of tons of wooden pallets, cardboard, and paper annually.
Chrysler cars are 75 percent recyclable. Chrysler’s recycling programs are examples of
A. recycle marketing.
B. cause marketing.
C. green marketing.
D. environmental marketing.
E. triple-top line marketing.
Answer:
When Steve Ballmer, CEO of Microsoft, launched Office 2013 at an event in San
Francisco, representatives of the media were invited to attend. The company announced
the worldwide availability of Microsoft Office 2013 for business customers worldwide.
This is an example of a __________.
A. news release
B. news conference
C. promotional giveaway
D. PSA
E. cooperative advertisement
Answer:
The set of values, ideas, and attitudes that are learned and shared among the members
of a group is referred to as __________.
A. customs
B. morals
C. norms
D. culture
E. ethics
Answer:
If a customer is reluctant to try a new product because he would have to change his
normal every day behaviors, the company is most likely facing a __________ barrier.
A. usage
B. risk
C. value
D. financial
E. psychological
Answer:
The world’s largest manufacturer of peppermint candy canes was located in Albany,
Georgia, until it could no longer afford to buy the sugar needed for its operation. It
moved its manufacturing business to Mexico where there are no restrictions (like those
that existed in the United States) on the amount of sugar that can be brought into the
nation. The business moved to Mexico because of a(n) __________ established by the
U.S. government.
A. tariff
B. trade imbalance
C. excise tax
D. subsidy
E. quota
Answer:
All of the following are commonly held values in the United States EXCEPT:
A. equality.
B. action.
C. belief in fate.
D. continuous change.
E. personal control.
Answer:
If Ben & Jerry’s sold a line of new “Get the Dough Out of Politics” T-shirts targeted to
college students in the U.S., it would be using a __________ strategy.
A. product development
B. market development
C. market penetration
D. diversification
E. market saturation
Answer:
Many firms now use e-mail and the Internet to promote their products instead of
sending promotional literature to current and prospective customers through the mail.
UPS and FedEx continue to grow, offering both overnight and ground package delivery
services. As a result, the U.S. Postal Service (USPS) has lost millions of customers and
billions in revenue. The USPS has challenges ahead in coping with ___________ forces
in the marketplace.
A. economic
B. competitive
C. legal
D. social
E. technological
Answer:
Core values refer to
A. the cultural ethos of an organization.
B. proprietary values of a firm.
C. written mission statements that express an organization’s goals and objectives.
D. the personal moral and ethical codes of a firm’s stakeholders.
E. the fundamental, passionate, and enduring principles that guide an organization’s
conduct over time.
Answer:
Figure 16-1
Based on the social media identified in Figure 16-1 above, The Sims has a __________
degree of self-disclosure than World of Warcraft.
A. more unique
B. lower
C. equal
D. higher
E. more elaborate
Answer:
If the CEO of the Clorox Company were to say, “We want to control 60 percent of the
bleach market within the next five years,” he would have set a __________ pricing
objective.
A. profit
B. sales
C. unit volume
D. market share
E. social responsibility
Answer:
Bentley Motors makes one of the world’s most prestigious automobile brands, targeting
the ultra-luxury segment. Which type of market coverage does Bentley most likely use?
A. intensive distribution
B. extensive distribution
C. selective distribution
D. exclusive distribution
E. private label distribution
Answer:
As a result of legislation, consumers who do not want to receive telephone calls related
to a company sales efforts can
A. purchase telephones that block unwanted calls.
B. place their telephone numbers on the National Do-Not-Call Registry.
C. request phone numbers that begin with the area code 555 that automatically block
telemarketing solicitors.
D. request phone numbers that begin with the area code 888 that automatically block
telemarketing solicitors.
E. use an unlisted telephone number.
Answer:
Ideally, before a new product or service is developed, a firm should have a precise
protocol, which is a statement that identifies: (1) a well-defined target market; (2)
__________; and (3) what the product or service will be and do to satisfy consumers.
A. a clear plan for distribution
B. specific customers’ needs, wants, and preferences
C. an analysis of potential competitors’ products or services
D. a precise budget of how much can be spent for the marketing program
E. clear financial goals and expectations
Answer: