Channel conflict that arises when one member bypasses another member and sells or
buys products direct is referred to as __________.
A. horizontal conflict
B. channel circumvention
C. lateral conflict
D. disintermediation
E. dual distribution
Answer:
Since 1963, Mary Kay, Inc.’s guiding principle has been based on __________.
A. the Consumer Bill of Rights
B. the Golden Rule
C. caveat emptor
D. the American Marketing Association Statement of Ethics
E. maximizing profits so long as the firm stays within the rules
Answer:
The fourth step in segmenting and targeting markets that link customer needs to
marketing actions is to __________.
A. group potential buyers into segments
B. select target markets
C. group products to be sold into categories
D. develop a market-product grid and estimate size of the overall market
E. take marketing actions to reach target markets
Answer:
A branding strategy in which a firm markets some products under its own name(s) and
other products under the name of a reseller because the segment attracted to the reseller
is different from its own market is referred to as __________.
A. multibranding
B. generic branding
C. private branding
D. mixed branding
E. multiproduct branding
Answer:
Most of the 1.1 million retail establishments in the United States, including hardware
stores, convenience stores, clothing stores, and computer and software stores, are
considered __________.
A. corporate chains
B. contractual systems
C. independent retailers
D. conglomerate
E. multinationals
Answer:
ABB is a Swiss-based manufacturer of industrial equipment with annual sales of $30
billion. At one time, ABB had a salesforce that sold only generators, one that only sold
boilers, another that only sold transformers, and so forth. Each of its salespeople was an
expert on the items he or she sold. Its salesforce was organized by __________.
A. workload
B. customer
C. geography
D. product
E. size
Answer:
The long-running U.S. Army recruiting advertisement that invited enlistees to “Be All
You Can Be” appeals to which Maslow hierarchy of needs level?
A. physiological needs
B. self-actualization needs
C. safety needs
D. social needs
E. personal needs
Answer:
An organization’s core values are most effective when communicated to and supported
by
A. competitors.
B. top management and employees.
C. suppliers.
D. resellers.
E. government regulators.
Answer:
Alamo, a car rental firm, targets 50 percent of its advertising to salespeople who rent a
car over 40 weeks per year. Alamo likely segments its market by
A. usage rate.
B. benefits offered.
C. demographics.
D. geography.
E. lifestyle.
Answer:
All of the following are true about a skimming pricing strategy when used during the
introduction stage of the product life cycle EXCEPT:
A. it capitalizes on the price insensitivity of early buyers.
B. its profit margins may be high.
C. it encourages competitive entrants into the market.
D. it recovers the R&D costs of the new offering.
E. it helps build unit volume.
Answer:
The strategic business unit level
A. works most directly with the organization’s target customers.
B. directs the overall strategy for the organization.
C. is most likely to change substantially over time.
D. provides more end-user analysis in order to design more customer-directed products.
E. is the level at which managers set a more specific strategic direction for their
businesses to exploit value-creating opportunities.
Answer:
Which of the following do cookies provide to improve a consumer’s online buying and
shopping experience?
A. convenience
B. cost
C. choice
D. communication
E. customization
Answer:
Important market characteristics in organizational buying behavior include which of the
following?
A. unlimited markets but orders become progressively smaller over time
B. diminishing international opportunities as more firms enter the market
C. many customers placing progressively larger orders over time
D. fewer customers but with larger orders
E. a market that functions independently of consumer demand
Answer:
The social media website open to anyone age 13 and over where users may create a
personal profile, add other users as friends, and exchange comments, photos, videos,
and likes with them, is known as
A. Twitter.
B. Vimeo.
C. Facebook.
D. YouTube.
E. LinkedIn.
Answer:
Figure 4-3
In Figure 4-3 above, column C represents which of the following in terms of consumer
involvement and product knowledge?
A. routine problem solving
B. limited problem solving
C. extended problem solving
D. simulated selection
E. integrated problem solving
Answer:
A New York carwash owner wanted to open a carwash in Quebec, Canada. He hired a
U.S. translator to create signage for the new venture and to design some simple
advertising. It was not until the business was opened that he learned that he should have
used __________. His French signs actually said “car bath” instead of “car wash.”
A. Esperanto
B. back translation
C. semiotics
D. semantic symbolism
E. linguistic exchange
Answer:
Much of Google’s success is based on the ten guidelines of its corporate philosophy.
Guideline 6 states, “You can make money without __________.”
A. a MBA
B. doing evil
C. compromising ethics
D. cheating the other guy
E. working 24/7
Answer:
Consumer groups living in many countries or regions of the world that have similar
needs or seek similar features and benefits from products or services are referred to as
A. transnational consumers.
B. meganational consumers.
C. international consumers.
D. multinational consumers.
E. global consumers.
Answer:
To help consumers assess and compare services, marketers try to make them
__________ or show the benefits of using the service.
A. intangible
B. consistent
C. tangible
D. timely
E. measurable
Answer:
Hillside coffee comes in single-serving, self-heating containers. Not only does this
benefit people on the go, it is a popular product with people in areas prone to hurricanes
or blizzards because they can still have hot coffee when there is no electricity. This
demonstrates which benefit of good packaging?
A. communication benefit
B. perceptual benefit
C. financial benefit
D. societal benefit
E. functional benefit
Answer:
Each month, the owner of a carwash pays $2,500 in rent, $500 in utilities, $750 interest
on the business loan, an insurance premium of $200, and $250 on advertising on local
bus routes. A full-service carwash is priced at $10.50. Unit variable costs for the
carwash are $7.50. At what level of revenue will the carwash break-even?
A. $4,200
B. $10,500
C. $14,700
D. $30,000
E. $39,900
Answer:
The State of Alabama Board of Tourism ran a series of ads showing traditional families
enjoying various attractions in the state. Since the apparent target of these ads is the
traditional family, it appears that the State of Alabama Board of Tourism has segmented
the market using __________ variables.
A. demographic
B. regional
C. socioeconomic
D. geographic
E. psychographic
Answer:
The interactive capabilities of Internet-enabled technologies that invite customers to
engage in an electronic dialogue with marketers for the purpose of making informed
choices is referred to as
A. chat assistance.
B. blog assistance.
C. tweet assistance.
D. choice assistance.
E. bot assistance.
Answer:
Becca, an office manager for a small construction company, met with representatives
from Xerox and Minolta, along with the President and the accountant, to compare
options for a new copier for the office. Since she made most of the copies, Becca
wanted to see the features of the machines, though her boss would have to approve the
final purchase. Becca has what role in the buying center?
A. purchasing agent
B. decider
C. buyer
D. user
E. motivator
Answer:
In order to deliver a product that the average consumer can afford, Vizio
A. handles product design and marketing in the United States and relies on contract
manufacturers in other countries to build the product.
B. uses mass customization in other countries and then ships the HDTVs to the United
States.
C. purchased a small company in China to distribute its products under the Vizio name.
D. purchased a small company in Japan to distribute its products under the Vizio name.
E. relies solely on recycled materials to build high quality, no-frills products.
Answer:
A personal moral philosophy that considers individual rights or duties as universal,
regardless of the outcome, is referred to as __________.
A. social responsibility
B. moral idealism
C. utilitarianism
D. hedonism
E. religion
Answer:
With a marketing dashboard, a marketing manager can glance at all of the following
EXCEPT:
A. the time frame for which the data are presented.
B. a graph.
C. a table.
D. a printed report.
E. a map.
Answer:
Figure 11-6
In Figure 11-6 above, which is a break-even chart that depicts a graphic presentation of
a break-even analysis for a picture frame store, point A identifies the firm’s __________
point.
A. loss
B. price
C. margin
D. profit
E. break-even
Answer:
For a promotional campaign, the hierarchy of effects refers to the stages a prospective
buyer goes through, which include:
A. awareness, interest, evaluation, trial, and rejection.
B. interest, adoption, and brand loyalty.
C. cognitive, affective, and behavioral.
D. awareness, interest, evaluation, trial, and adoption.
E. see an ad, try the product, buy the product, and repeat purchase.
Answer:
Retail outlets vary by their merchandise lines, the key distinction being the __________
and __________ of the items offered to customers.
A. scope; span
B. breadth; depth
C. breadth; inventory
D. scope; inventory
E. range; span
Answer:
Internet-enabled technologies provide communication capabilities that take three forms.
They are
A. a highly interactive and individualized information and exchange environment,
telephone-based customer service, and order processing via PayPal.
B. marketer-to-consumer e-mail notification, telephone-based customer service, and
order processing via PayPal.
C. consumer-to-marketer buying and service requests, marketer-to-consumer e-mail
notification, and telephone-based customer service.
D. recording a user’s visits to websites, consumer-to-marketer buying and service
requests, and marketer-to-consumer e-mail notification.
E. marketer-to-consumer e-mail notification, consumer-to-marketer buying and service
requests, and consumer-to-consumer chat rooms, instant messaging, and social
networking websites.
Answer:
The social forces in the environment include the __________ of the population and its
culture.
A. living standards
B. social classes
C. cohorts
D. ethics
E. demographic characteristics
Answer:
Febreeze is an odor-controlling spray that is manufactured by Procter & Gamble. When
Febreeze was introduced, a few people in an Internet chat room stated that the product
was harmful to house pets. Though untrue, unfortunately the rumor spread. If P&G had
not been convinced it would be a very successful product, it would have dropped
Febreeze from its P&G product line as a result of
A. negative word of mouth.
B. a lack of back translation.
C. cultural insensitivity.
D. consumer ethnocentrism.
E. poor opinion leadership.
Answer:
3M’s Post-it Flag Highlighter and Pen marketing programs were designed for what
primary objective?
A. the initial launch of two new 3M products
B. specific promotions to be used for long-range strategies
C. segmenting the market into twelve specific target market segments
D. marketing 3M products to foreign markets
E. positioning the products relative to major competitors
Answer:
Most people already know that Tums, a popular antacid, contains calcium. Today, ads
for Tums stress both the fact that it can be used as a calcium supplement and the health
benefits of calcium. The new promotion involves changing consumers’ attitudes toward
Tums by
A. changing beliefs about the extent to which Tums has a specific attribute.
B. changing the perceived importance of a specific attribute.
C. adding a new attribute.
D. reducing the perceived risk.
E. providing stimulus generalization to prospective buyers.
Answer: