The local radio station broadcast a story about a dry-cleaner that had requested coat
donations. The company offered to clean the coats and deliver them to people in need.
The various addresses of the dry-cleaner chain were also broadcast so that donations
could be dropped off. Since this featured business did not pay for this exposure, it
benefited from __________.
a. advertising
b. direct marketing
c. personal selling
d. publicity
e. sales promotion
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 (the third metric above in the
dashboard). This is done by tracking the average visits per unique monthly visitor (the
first metric above) and the average time spent per visit, in minutes, (the second metric
above) that is displayed on its marketing dashboard. For 2010 or “A,” what was the
average time spent per unique monthly visitor (in minutes) on the automobile
dealership’s website?
a. 4.0 minutes
b. 4.5 minutes
c. 7.5 minutes
d. 9.0 minutes
e. cannot be determined
Answer:
Canam Canada specializes in the fabrication of steel joists, joist girders, steel deck, and
Muroxhigh performance building systems that are used in the construction of
commercial, industrial, and institutional buildings. As one of the largest steel joist
fabricators in North America, Canam Canada offers value-added engineering support,
architectural flexibility, and customized solutions and services. Canam Canada uses
team selling to focus on important customers so as to build mutually beneficial,
long-term, cooperative relationships. It provides exceptional service by assigning teams
of sales, service, and technical personnel to work exclusively with assigned customers.
Canam’s salesforce practices _____ account management.
a. key
b. unique
c. specialty
d. one of a kind
e. consultative
Answer:
General Electric made a decision to purchase rather than manufacture electric motors
for its clothes dryers. The firm used a formal vendor rating system to evaluate suppliers
and notified those whose parts did not meet its quality standards. If a supplier failed to
correct the problem, GE would drop the firm as a future supplier. Which stage in the
organizational buying decision process would GE make this decision?
a. purchase decision stage
b. information search stage
c. postpurchase behavior stage
d. alternative evaluation stage
e. problem recognition stage
Answer:
What is the marketing term for aggregating prospective buyers into groups that have
common needs and will respond similarly to a marketing action?
a. market aggregation
b. product segmentation
c. customer grouping
d. market segmentation
e. mass marketing
Answer:
Personalization refers to
a. the solicitation of a consumer’s consent to receive e-mail and advertising based on
personal data supplied by the consumer.
b. a process that automatically groups people with similar buying intentions,
preferences, and behaviors and predicts future purchases.
c. the consumer-initiated practice of generating content on a marketer’s website that is
custom-tailored to an individual’s specific needs and preferences.
d. the interactive, Internet-enabled system that allows individual customers to design
their own products and services by answering a few questions and choosing from a
menu of product or service attributes, prices, and delivery options.
e. an Internet-enabled digital environment characterized by face-to-screen exchange
relationships and electronic images and offerings.
Answer:
A method of classification that describes the degree of service provided to the customer
is referred to as _________.
a. product involvement
b. product assortment
c. merchandise line
d. level of service
e. form of ownership
Answer:
Consumers deftly use Internet technology to seek information, evaluate alternatives,
and make purchase decisions on their own time, terms, and conditions. This is an
example of the sixth reason why consumers buy and shop online.
a. convenience
b. choice
c. customization
d. control
e. communication
Answer:
The Better Business Bureau
a. is the best-known federal agency involved in monitoring self-regulation of competing
businesses.
b. has a great deal of legal power to force a company to comply with its regulations.
c. is not involved with Internet commerce.
d. is a voluntary alliance of companies whose goal is to help maintain fair practices.
e. oversees advertising that runs on television programs.
Answer:
The information search stage clarifies the problem for the consumer by: (1)
__________; (2) yielding brand names that might meet the criteria; and (3) developing
the consumer value perception that each alternative presents.
a. determining appropriate price ranges
b. selecting the type of purchase outlet
c. suggesting criteria to use for the purchase
d. minimizing cognitive dissonance
e. establishing a purchase timeline
Answer:
Coke-Pepsi Photo
Consider the Coke-Pepsi photo above. An employee of Coca-Cola attempted to share its
marketing plan with an employee of Pepsi for a modest price. What should the Pepsi
employee do?
a. Buy the marketing plan if assured there would be no legal or ethical repercussions.
b. Ignore the offer to buy the marketing plan and hope the ethical dilemma would go
away.
c. Immediately contact Coca-Cola to advise them of the plot to sell the marketing plan.
d. Immediately report the offer to the Better Business Bureau.
e. Advise the Coca-Cola employee that it would be ethical to buy the plan if it was
offered for free.
Answer:
Which of the following examples demonstrates how electronic commerce creates
customer value through form utility?
a. Recreational Equipment, an outdoor gear marketer, receives 35% of its orders
between the hours of 10:00 p.m. and 7:00 a.m. when its retail stores are closed.
b. Forty-five percent of sales at Amazon.com are from buyers who live outside the U.S.
c. Travelocity.com provides almost immediate access to and confirmation of travel
arrangements and accommodations.
d. Bluefly.com, an apparel company, encourages customers to create their own uniquely
designed shirts.
e. Pediatricians can purchase dinosaur stethoscope covers at AllHeart.com.
Answer:
Which of the following statements regarding baby boomers is most accurate?
a. Baby boomers are an important consumer market segment because of their relatively
high wealth and workforce participation.
b. Baby boomers are more educated and therefore more proactive in making their needs
known.
c. Baby boomers are important to marketers because they are leaving significant
amounts of wealth to their children.
d. Baby boomers are more personally and financially secure because they did not have
to live through any major wars.
e. Baby boomers are much more likely to spend their money on others than on
themselves.
Answer:
Much of Google’s success is based on the ten guidelines of its corporate philosophy.
Guideline 7 states, “There’s always more __________ out there.”
a. information
b. competition
c. opportunity
d. money to be made
e. customers to serve
Answer:
For marketing to occur, there must be two or more parties with unsatisfied needs.
Cadbury Beverages, Inc. has begun distributing Country Time lemonade through
supermarkets at a price comparable to that of soft drinks. The most likely ‘second” party
needed for marketing to occur would be
a. people who are nostalgic about childhood summers.
b. people with a desire for a beverage other than soda or water.
c. product demonstrators who offer samples of Country Time lemonade to shoppers at
local supermarkets.
d. a local distributor of alcoholic beverages.
e. a nutritionist promoting the benefits of fresh fruit in people’s diets.
Answer:
Consumers are buying hybrid gas-electric automobiles such as the Toyota Prius. This is
an example of which of the following cultural values?
a. preserving the environment
b. paying the least amount possible for products
c. meeting the growing perceived inequality among competing brands
e. reducing cognitive dissonance
Answer:
Dependability is the consistency of replenishment. This is important to all firms in a
supply chain and to consumers. It can be broken into three elements: consistent lead
time, safe delivery, and __________.
a. complete delivery
b. honest and accurate pricing
c. quality products
d. product warranties
e. a well-informed delivery staff
Answer:
Business analysis refers to the stage of the new product process
a. where the target markets are selected and resources are allocated to reach them.
b. where the target market segments that show potential are selected and those that do
not are eliminated.
c. that specifies the features of the product and the marketing strategy needed to bring it
to market and make financial projections.
d. where there is a formal accounting of all monies spent on R&D to determine the
return on investment (ROI) that the new product will give back to the firm.
e. that internally and externally evaluates new-product ideas to eliminate those
warranting no further effort.
Answer:
A skimming pricing policy is likely to be most effective when
a. consumers tend to be price sensitive.
b. it will be easier to set measurable sales unit goals.
c. a lower price will significantly lower fixed costs.
d. consumers perceive your product to be similar to other products on the market.
e. lowering the price has only a minor effect on increasing sales volume and reducing
unit costs.
Answer:
The break-even point (BEP) = [__________ (Unit price − Unit variable cost)].
a. Total cost
b. Total expense
c. Fixed cost
d. Unit variable cost
e. Total number of units produced or quantity
Answer:
The retailing positioning matrix refers to an analytical tool that
a. positions retail outlets in terms of the breadth of product line and value added.
b. identifies the best location for building or leasing a retail store.
c. identifies the specific customer base served by all stores within a given radius.
d. identifies the most likely target market for a retail outlet based upon its size.
e. identifies the elements of the retailing mix.
Answer:
Industrial distributors perform functions that are most like which intermediary in the
consumer goods marketing channel?
a. manufacturers
b. retailers
c. agents
d. wholesalers
e. brokers
Answer:
International Products, a Burlington, New Jersey, firm that sells industrial cleansers and
lubricants wanted to sell its product to factories, hospitals, and labs in China, but it did
not have the necessary expertise. As a result, International Products hired Asia
Marketing & Management to sell, stock, and deliver a full assortment of products to the
Chinese market. Asia Marketing & Management is an example of a(n) __________.
a. agent
b. wholesaler
c. global agent
d. retailer
e. industrial distributor
Answer:
Arnett is looking for a new Web portal to use to access information that interests him on
the Internet. The one he currently uses is too slow when loading web pages because
each page is cluttered with ads and videos. In terms of the service quality dimensions,
Arnett is unhappy with which dimension of this service?
a. assurance
b. tangibility
c. reliability
d. responsiveness
e. empathy
Answer:
Brand managers can use Twitter strategically to
a. respond to user criticisms to develop happier customers.
b. generate brand buzz by developing an official Twitter profile.
c. tweet on topics that provide information of value to their customers.
d. follow Twitter profiles that mention their products.
e. all of the above.
Answer:
The preference for a specific brand is called __________ demand.
a. selective
b. secondary
c. primary
d. derived
e. generic
Answer:
Which of the following statements concerning cause marketing is MOST accurate?
a. The vast majority of consumers say they will switch to a brand that supports a good
cause provided the price and quality of the brands are equal.
b. The profits generated by cause marketing are usually paid in “goodwill” rather than
actual revenue.
c. The positive effects of cause marketing are significant during the promotion, but they
lose their benefit almost immediately after the promotion runs its course.
d. Cause marketing rarely creates a point of difference for the firm that engages in this
marketing practice.
e. Women are much more suspicious about the sincerity of cause marketing programs
than men; therefore, their contributions are significantly less.
Answer:
One of the advantages associated with television as an advertising medium is that it
a. has a short exposure time.
b. is a low-cost medium.
c. as an unlimited amount of advertising time available.
d. can be used to convey complex messages.
e. can use pictures, print, sound, and motion.
Answer:
One of the world’s largest publishers was totally unprepared for recent increases in the
demand for digital books. During 2011, the sale of e-books exceeded the sales of
traditional printed paperback books for the first time. If the publisher had __________,
it would have been more prepared for this shift in demand.
a. optimized its distribution by eliminating local and chain store bookstores (like
Borders) that failed to meet their sales quotas
b. noticed the change in the demographics of book readers in general
c. noticed the behavioral changes in moviegoers, who now prefer to view 3D movies in
IMAX theaters
d. shifted funds from product development to advertising
e. tracked, as part of its ongoing environmental scanning activities, the sales of e-books
sold by other publishers as well as e-book readers sold by Amazon.com (Kindle) and
Barnes and Noble (Nook)
Answer:
Figure 1.
According to Figure 1. above, point “C” would most likely be __________.
a. exporting
b. joint venture
c. direct investment
d. licensing
e. franchising
Answer:
Red Bull Ad
What type of product advertisement is the Red Bull ad above?
a. pioneering
b. reminder
c. reinforcement
d. comparative
e. competitive
Answer:
Indirect exporting occurs when a firm sells its domestically produced goods in a foreign
country
a. in violation of a quota.
b. without paying import tariffs.
c. without paying export duties.
d. through an intermediary.
e. through a joint venture.
Answer:
During the marketing research process, __________ are the specific, measurable goals
the decision maker seeks to achieve in conducting the marketing research.
a. measures of success
b. research constraints
c. marketing research plans
d. hypothetical scenarios
e. research objectives
Answer:
A claim that a price is below a manufacturer’s suggested or list price may be deceptive
if
a. the items for sale had been purchased from another retailer.
b. the items for sale were part of a manufacturer’s promotional allowance.
c. the items were part of a bulk order.
d. few or no sales occur at that price in a retailer’s market area.
e. the items were purchased from the manufacturer at a higher price and the sale was
part of a loss-leader promotion.
Answer:
Generation Y is defined as the generation of children born __________.
a. between WWI and WWII
b. between 1946 and 1964
c. between 1965 and 1976
d. between 1977 and 1994
e. since the millennium
Answer: