Figure 18-1
Consider Figure 18-1 above. The revenues from online shopping
A. did not begin to show promise until 2011 when online security measures improved.
B. stabilized in 2016 when Internet penetration reached 98 percent of all U.S.
households.
C. grew rapidly during 2012-2013 and then declined sharply in 2013 when the dot.com
bubble burst.
D. has grown moderately in the past and is expected to continue its moderate growth
over the next few years.
E. grew slowly and then plummeted when Congress passed a new online state sales tax
collection law in 2013.
Answer:
Another term sometimes used interchangeably with social media is __________.
A. net platforms
B. Web redux
C. user generated content
D. Web 2.0
E. peer-to-peer networking
Answer:
Retailers like Williams-Sonoma that sell products through retail stores, catalogs, and
online are examples of __________.
A. intertype competitors
B. multichannel retailers
C. vertically-integrated retailers
D. scrambled merchandisers
E. dual distributors
Answer:
All of the following are aspects of a job description for a salesperson EXCEPT:
A. the physical and mental demands of the job.
B. the customers to be called on.
C. the types of products and services to be sold.
D. to whom a salesperson reports.
E. effective communication and listening skills.
Answer:
MyTwinn makes dolls that look like young girls. For $119, the firm will make a doll
that looks just like a photograph. So, if you send in the money and a photo of your
young niece, she could have a doll that is her twin! This is an example of
A. family branding.
B. production marketing.
C. multiple products and multiple market segments.
D. mass customization.
E. specialty customization.
Answer:
The promotional objective of the growth stage of the product life cycle is to
__________ consumers.
A. inform
B. remind
C. update
D. persuade
E. phase in
Answer:
Teach for America works to solve which societal problem?
A. It provides new college graduates as teachers in urban and rural public schools in the
U.S.
B. It works to end corneal blindness worldwide by finding cornea donors and creating
tissue banks.
C. It provides education and small business loans to women in impoverished areas so
that they can help themselves.
D. It offers free rehabilitation services for injured U.S. veterans returning from overseas
conflict.
E. It offers tax credits to small businesses to employ at-risk youth in their communities.
Answer:
UMD2b: Ben & Jerry’s Marketing Dashboard (Dollar Market Share)
Consider UMD2b: Ben & Jerry’s Marketing Dashboard (Dollar Market Share) shown
above. A marketing manager for Ben and Jerry’s has been provided with the above
marketing dashboard display. He notices that dollar market share for 2012 was 18.4%
and for 2013 it was 20.0%. What simple formula was used to calculate the dollar
market share percentages for each of these two years?
A. Dollar market share (%) = Ben and Jerry’s sales ($) divided by total industry sales
($) – including Ben & Jerry’s sales ($).
B. Dollar market share (%) = Total industry sales ($) – including Ben & Jerry’s sales ($)
divided by Ben and Jerry’s sales ($).
C. Dollar market share (%) = Total industry sales ($) – including Ben & Jerry’s sales ($)
divided by Ben and Jerry’s unit sales (#).
D. Dollar market share (%) = Total industry sales ($) – including Ben & Jerry’s sales ($)
divided by Ben and Jerry’s net profit ($).
E. Dollar market share (%) = Ben and Jerry’s sales ($) divided by gross domestic
product ($).
Answer:
Consumers’ ability to perceive taste differences in chocolate bars is an example of
A. cognitive dissonance.
B. stimulus discrimination.
C. selective retention.
D. selective comprehension.
E. stimulus generalization.
Answer:
The North American Industry Classification System (NAICS) provides common
industry definitions to facilitate the measurement of economic activity for the member
countries of the
A. European Union (EU).
B. United Nations (UN).
C. North American Free Trade Agreement (NAFTA).
D. North Atlantic Treaty Organization (NATO).
E. World Trade Organization (WTO).
Answer:
The __________ provides for registration of a company’s trademark, such as the Nike
swoosh.
A. Lanham Act
B. Patent Act
C. Clayton Act
D. Sherman Antitrust Act
E. The FTC Act
Answer:
All of the following were strategic opportunities identified in IBM’s 2015 Road Map
EXCEPT:
A. the connected, “Smarter Planet.”
B. cloud and smarter computing.
C. a shift from software and services to PCs and hard disk drives.
D. business analytics and optimization.
E. growth markets such as China, India, Brazil, and Africa.
Answer:
A rehabilitation center wants to target women in their 20s who have received some
permanent disability as the result of a skiing accident. In terms of the criteria used for
selecting a target segment, this market would
A. have no expected growth.
B. not be compatible with the company’s current resources.
C. not be worth doing since its market size is very small.
D. not be readily accessible to the firm’s marketing programs.
E. be relatively expensive to reach.
Answer:
__________ influences on consumer behavior result from three sources: consumer
socialization, passage through the family life cycle, and decision-making within the
family or household.
A. Functional
B. Situational
C. Social
D. Family
E. Personal
Answer:
To avoid new-product failure, new-product expert Robert M. McMath suggests
A. implementing a regional rather than a nationwide rollout of a new product.
B. building a hierarchical organizational structure so that more people have a chance to
spot product problems.
C. focusing on customer benefits and learning from the past.
D. increasing the marketing budget, since ‘success comes to those who can outspend the
competition.”
E. releasing several different versions of a new product at the same time to see which
one is most successful.
Answer:
The three main benefits packaging provides to manufacturers, retailers, and consumers
are communication benefits, perceptual benefits, and __________ benefits.
A. personal
B. functional
C. financial
D. societal
E. aesthetic
Answer:
Marine Midland Bank sent market researchers door-to-door in the neighborhoods
surrounding its branch banks. Each researcher wanted to spend 15 minutes talking with
a head of the household about his or her savings accounts to discuss why he or she did
not also have checking accounts and credit cards with the bank. Marine Midland
researchers were using __________ to collect these data.
A. secondary interviews
B. individual interviews
C. intercept interviews
D. observational data collection
E. ethnographic research
Answer:
Figure 5-1
Based on Figure 5-1 above, what is the NAICS code for cable and other subscription
programming?
A. 511
B. 5152
C. 51512
D. 51520
E. 511515
Answer:
A few years ago, Frito-Lay developed Frito-Lay Lemonade as a thirst-quencher for
those consumers who also like Frito-Lay’s salty snacks such as Fritos corn chips. But
when people think of the brand name Frito-Lay, thirst-quenching is not a benefit that
comes to mind and Frito-Lay Lemonade failed. This innovation strategy is known as a
A. brand extension.
B. radical invention.
C. product line extension.
D. disruptive innovation.
E. product deletion.
Answer:
A market-product grid is a framework to relate
A. total estimated expenses for each product sold to each market segment.
B. total anticipated revenue for each product-market segment combination.
C. total anticipated profit for each product sold to each market segment.
D. the market segments of potential buyers to relative market share compared to the
largest competitor.
E. the market segments of potential buyers to products offered or potential marketing
actions by an organization.
Answer:
Which of the following statements about marketing departments is most accurate?
A. The marketing department should work solely with people within its own
department.
B. The marketing department should suggest where a firm should invest its money
based on its knowledge of the market and environmental forces.
C. The marketing department is only responsible for the 4 Ps, not the 7 Ps.
D. The marketing department is only responsible for market research, supervision of
product development, and product promotion.
E. The marketing department must work closely with other departments and employees
to help provide the customer-satisfying products required for the organization to survive
and prosper.
Answer:
Usage rate refers to
A. the percentage of total possible users divided by the total number of consumers who
actually use a product or service.
B. the number of times a customer uses or recommends a product or service annually.
C. quantity consumed or patronage (store visits) during a specific period.
D. the maximum number of times a customer has used a product or service historically.
E. the profits a firm earns from customers who consume a particular product or service.
Answer:
Walmart is a channel captain because of its strong image, number of outlets, and
purchasing volume. The source of Walmart’s power is its
A. economic influence.
B. expertise.
C. identification with a particular channel member.
D. legitimate rights through contracts.
E. political connections.
Answer:
The crowded aisles in retail stores at holiday time may cause some shoppers to lose
patience and decide on their purchases with far less thought than they otherwise would
due to being “harried” and uncomfortable. This situation is most closely related to
which of the following situational influences?
A. purchase task
B. social surroundings
C. physical surroundings
D. temporal effects
E. spatial surroundings
Answer:
For 18 months, Warner-Lambert Co. was required to include the following statement in
all television advertisements for Listerine: “Listerine will not help prevent colds or sore
throats or lessen their severity.” The Federal Trade Commission (FTC) imposed this
requirement because previous advertising had caused consumers to believe Listerine
was effective against colds. This is an example of the FTC action known as
A. corrective advertising.
B. deceptive advertising.
C. unethical advertising.
D. cease-and-desist advertising.
E. self-regulation.
Answer:
Which of the following statements about Asian American buying patterns is most
accurate?
A. There is no real diversity among Asian American subcultures.
B. Assimilated Asian Americans exhibit buying patterns that are very different from the
typical American consumer.
C. Because McDonald’s standardizes its products across all cultures, it does not actively
market to Asian Americans.
D. The Asian American subculture is the most entrepreneurial in the United States.
E. Consumer research on Asian Americans suggests individuals and families divide into
three groups – assimilated, non-assimilated, and recent immigrants.
Answer:
Several hospitals placed signs on the inside door of bathroom stalls in their ladies’
rooms encouraging women to seek help if they are being abused. The signs included
information and contact numbers for immediate help. This is an example of
__________.
A. remote media
B. social network advertising
C. place-based media
D. advocacy advertising
E. cooperative advertising
Answer:
Brand creative director at Taco Bell Tracee Larocca describes her job as making ‘sure
that all of our communications have the same look, tone, and feel across all platforms,”
which could be described as
A. advertising management.
B. targeted marketing research.
C. traditional media expertise.
D. repositioning.
E. integrated marketing communications.
Answer:
A cross-channel shopper refers to
A. the online consumer who researches products online and then purchases them at a
retail store.
B. the online consumer who purchases a product online and then returns it at a retail
store for store credit.
C. a consumer who e-mails or forwards a copy of a competitor’s coupon to another firm
in hopes that it will meet or beat the offer.
D. shoppers from one country who make online purchases from a company in a
different country.
E. a shopper that visits a retail store to inspect merchandise, with the intention of
purchasing the merchandise online.
Answer:
A contractual arrangement between a parent company and an individual or firm that
allows the latter to operate a certain type of business under an established name and
according to specific rules is referred to as __________.
A. a corporate vertical marketing system
B. a wholesaler sponsored voluntary chain
C. a retailer-sponsored cooperative
D. franchising
E. an administered vertical marketing system
Answer:
Figure 10-3
The product life cycle shown in D in Figure 10-3 above is an example of a __________
product.
A. high-learning
B. low-learning
C. fashion
D. fad
E. generalized
Answer:
The second step in the sequential process of building brand equity is to __________.
A. develop positive brand awareness
B. establish a brand’s meaning in the minds of consumers
C. elicit the proper consumer responses to a brand’s identity and meaning
D. create a consumer-brand connection
E. reward loyal customer behavior
Answer:
The personal, social, and economic significance of the purchase to the consumer, which
is known as the level of __________, may cause him or her to skip or minimize one or
more stages in the consumer purchase decision process.
A. aspiration
B. cognitive dissonance
C. motivation
D. situational influences
E. involvement
Answer: