The use of toll-free telephone numbers that customers call to obtain information about
products and make purchases is referred to as __________.
A. inbound telemarketing
B. outbound telemarketing
C. outbound telepresence
D. interactive marketing
E. multichannel selling
Answer:
The founder of Chobani Greek Yogurt, who won the 2013 Ernst & Young World
Entrepreneur of the Year award, is
A. Mark Zuckerberg.
B. “Trader” Joe Demapolis.
C. Hamdi Ulukaya.
D. Robert M. McMath.
E. David Windorski.
Answer:
Setting research objectives and identifying possible marketing actions that might result
from the research would take place during which step of the five-step marketing
research approach?
A. collect relevant information
B. develop the research plan
C. develop findings
D. obtain secondary data
E. define the problem
Answer:
All of the following are reasons why direct mail and catalog retailing are attractive
EXCEPT:
A. they can create customer value by providing a fast and convenient means of making
a purchase.
B. they can serve as a tool to encourage consumers to visit a website, a social media
page, or even a store.
C. their paper costs and postal rates have declined, making them less expensive to send.
D. they can eliminate the cost of a store and clerks.
E. they can improve marketing efficiency through segmentation and targeting.
Answer:
The Ford Escape Hybrid SUV was the first SUV on the market to be powered by both
electricity and gasoline. Ford has targeted not only people who are excited about
technology but also those who want to contribute to cleaner air. Ford set a goal to attract
20,000 buyers a year for this SUV. Ford is trying to change consumer attitudes by
A. changing beliefs about the extent to which a brand has a specific attribute.
B. changing the perceived importance of a specific attribute.
C. adding a new attribute.
D. reducing the perceived risk of the product.
E. providing stimulus generalization to prospective buyers.
Answer:
You change the oil in your car yourself and dump the used oil down the sewer drain that
ultimately flows into the local river. Oil manufacturers know this is not an isolated
occurrence, so should they be concerned?
A. No, you paid for the oil and you can dispose of it as you like.
B. No, the oil company will someday add a premium to the price to pay for oil cleanup
in the environment.
C. Yes, this is the type of situation that can get “Big Oil” a lot of bad press.
D. Yes, this is an issue of social responsibility because the polluted water affects others
in the society at large.
E. No, this is an issue solely between you and your neighbors.
Answer:
Albertson’s Supermarket accepts debit and credit cards as well as cash and checks for
purchases. Its acceptance of various forms of payment provides its customers with
__________ utility.
A. time
B. place
C. possession
D. form
E. public
Answer:
Allowing consumers to buy products by interacting with various advertising media
without a face-to-face meeting with a salesperson is referred to as a(n) __________.
A. indirect marketing channel
B. direct marketing channel
C. multimarketing channel
D. channel bypass marketing
E. personal selling
Answer:
Investors should understand that when purchasing stock, the principle of __________ is
in effect. It is in the best interests of investors to do research on the company, so they
will make a wise purchase.
A. modus operandi
B. e pluribus unum
C. de facto marketing
D. cest la vie
E. caveat emptor
Answer:
A product that disrupts consumers’ normal routines but does not require totally new
learning is a
A. continuous innovation.
B. dynamically continuous innovation.
C. discontinuous innovation.
D. progressive innovation.
E. disruptive innovation.
Answer:
Five general product and service categories dominate online consumer buying,
accounting for about two-thirds of online sales. One category includes items like
computers, consumer electronics, and books for which
A. digital delivery is an important factor as well as post-purchase support services.
B. price and speed of delivery are the determinant sales factors.
C. convenience is very important, even more so than price or quality.
D. product information is an important part of the purchase decision but prepurchase
trial is not necessarily critical.
E. price and delivery time are not key factors, but product warranties are very
important.
Answer:
A customer value proposition is
A. the unique combination of benefits received by targeted buyers that includes quality,
convenience, on-time delivery, and both before-sale and after-sale service at a specific
price.
B. a statement that, before product development begins, 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.
C. a unique strength relative to competitors that provides superior returns, often based
on quality, time, cost, or innovation.
D. the characteristics of a product that make it superior to competitive substitutes.
E. the cluster of benefits that an organization promises customers to satisfy their needs.
Answer:
When they were first introduced, peel-back aluminum seals were seen as a great
alternative to using a traditional can opener to open cans because many people sliced
their fingers with can openers. As soon as the technology became more widely
available, many manufacturers switched to this safer, more flexible seal. This packaging
innovation demonstrated the importance of a __________.
A. functional benefit
B. reseller benefit
C. communication benefit
D. perceptual benefit
E. psychological benefit
Answer:
Stickiness Marketing Dashboard
Consider the Stickiness Marketing Dashboard above for an automobile dealership. To
gauge the stickiness of its website, the firm monitors the average time spent per unique
monthly visitor (in minutes) on its website. This is done by tracking the average visits
per unique monthly visitor and the average time spent per visit, in minutes, that is
displayed on its marketing dashboard. For 2014 where would Arrow B be shown, as the
average time spent per unique monthly visitor (in minutes) on the automobile
dealership’s website?
A. 4.0 minutes
B. 6.0 minutes
C. 10.0 minutes
D. 16.0 minutes
E. cannot be determined
Answer:
Mark Johnson, the manager of a discount consumer electronics store, was approached
by the manufacturer’s representative on behalf of a marketer of a popular and profitable
line of storage racks. The manufacturer’s representative implied that if Johnson doesn’t
raise the retail prices for the storage racks to those paid by the marketer’s non-discount
customers, Johnson’s supply of racks may be severely curtailed. The manufacturer’s
representative is guilty of attempting
A. horizontal price-fixing.
B. vertical price-fixing.
C. price discrimination.
D. predatory pricing.
E. bait and switch pricing.
Answer:
The use of special fees and surcharges is driven by consumers’ zeal for low prices and
__________.
A. the ease of making price comparisons on the Internet
B. value, the idea of getting “more” for their money
C. the need for extra accessories
D. avoiding state sales taxes from Internet purchases
E. a dislike of price haggling or negotiating
Answer:
Cunard Cruise Line Ad
Most specifically, if a consumer’s __________ increases, he or she is able to take
advantage of the luxurious vacation travel opportunities offered on the Queen Mary, a
cruise liner operated by Cunard and depicted in the ad above.
A. savings rate
B. gross income
C. taxes
D. discretionary income
E. disposable income
Answer:
All of the following marketing actions can be used by a firm to counteract barriers to
product adoption EXCEPT:
A. offering money-back guarantees.
B. targeting new consumers.
C. conducting demonstrations.
D. offering free samples.
E. providing extensive usage instructions.
Answer:
Cosco, the world’s largest children’s products company, recently sold a high chair that
could be used as an infant feeding seat, a youth chair, a play chair, a booster chair, and
when reclined, an infant bed for $49. The prototypes had been tested by Cosco
employees who had small children, but this was the only product testing performed.
Once sold, several children were injured and some died as a result of using the chair.
Cosco was charged with being unconcerned about consumers’ right to
A. choose.
B. be informed.
C. be treated courteously.
D. safety.
E. happiness.
Answer:
A print ad for Allegra allergy medication offers a free purple seat cushion to all who
request additional information about the drug. This seat cushion is an example of a
__________.
A. sample
B. deal
C. rebate
D. premium
E. coupon
Answer:
The __________ element of the marketing mix includes discounts and allowances.
A. product
B. price
C. promotion
D. place
E. people
Answer:
The people in the organization who actually use the product or service are referred to as
__________, which is one role in the buying center.
A. consumers
B. deciders
C. buyers
D. influencers
E. users
Answer:
The communication capabilities of Internet-enabled technologies take three forms: (1)
marketer-to-consumer e-mail notification; (2) __________; and (3)
consumer-to-consumer chat rooms, instant messaging, and social networking websites.
A. online colonies
B. government-to-marketer Do Not Spam monitoring
C. web-to-web customer exchanges
D. phishing and spamming whistleblowing
E. consumer-to-marketer buying and service requests
Answer:
New product or service failures may be reduced or avoided if the company developing
them has
A. support from marketer-dominated sources of information.
B. a clear patent approved by the governments within the countries it wants to market.
C. a statement of competitive intent.
D. stakeholder approval in the development process.
E. a precise protocol.
Answer:
According to Lindsey Smith of GE Healthcare, all of the following are necessary skills
to be successful in serving her customers EXCEPT:
A. having an MBA degree.
B. strategic thinking.
C. product knowledge.
D. communication.
E. analytical.
Answer:
The reseller market includes
A. manufacturers.
B. logistics and supply chain providers.
C. government agencies.
D. end-user service providers.
E. retailers and wholesalers.
Answer:
Figure 11-5
Jane Westerlund owns a picture frame store and has generated a spreadsheet of several
calculations based on different quantity, price, revenue, cost, and profit scenarios shown
in Figure 11-5 above. Of the following options, at what sales level is profit maximized?
A. 0
B. 400
C. 800
D. 1,600
E. 2,000
Answer:
You need to buy a gift for a young cousin’s birthday. At the mall you see a girl wearing
a Hello Kitty t-shirt. You remember there is a store nearby with a lot of Hello Kitty
merchandise so you go there and buy a little backpack. When you give it to your cousin,
she is very excited. In terms of behavioral learning, your purchase at the Hello Kitty
store was a __________.
A. drive
B. response
C. reinforcement
D. cue
E. prompt
Answer:
There are __________ genetic marker(s) that is correlated with a salesperson’s
predisposition or willingness to interact with customers and learn about their problems
in order to meet their needs.
A. one
B. two
C. three
D. four
E. five
Answer:
Davidson-Uphoff & Company sells ironware accessories for home and garden to
retailers. When its salesperson told the prospect, “For this week only, we will pay the all
the shipping costs for new customers,” the salesperson was using a(n) __________.
A. reactive close
B. assumptive close
C. urgency close
D. consultative close
E. definitive close
Answer: