In the late 1950s and 1960s, television westerns were extremely popular. The shows
were adventure shows with settings and costumes that were very unlike other shows at
that time. There were Gunsmoke, Bonanza, Wagon Train, The Big Valley etc. When
ratings declined as viewers gradually stopped watching this TV genre, production
companies found the networks no longer wanted to buy and televise such shows. The
television western was a product category that entered the __________ stage of its
product life cycle.
a. deletion
b. cancellation
c. decline
d. maturity
e. harvesting
Answer:
When Gatorade introduced Gatorade AM as a morning beverage when you didn’t want
coffee, it was using a __________ strategy.
a. product modification
b. brand modification
c. market modification
d. market-product extension
e. diversification
Answer:
Figure 1.
In a recent survey, responding firms reported that on average they used eight metrics to
measure their innovation. Figure 1. above shows that among firms that use more than
three different innovation metrics, they use two different kindsoutput metrics and input
metrics. Which of the following is an output metric?
a. number of ideas or concepts in the pipeline
b. R&D spending as a percentage of sales
c. return on assets (ROA) in the pipeline
d. customer satisfaction with new products or services
e. number of R&D projects
Answer:
Decoding refers to
a. receiving a message within a common field of experience and breaking down that
information into small useable units to better interpret its meaning.
b. having a receiver take a set of symbols, the message, and transform them back to an
idea.
c. receiving a message that requires integration of new information to fully understand
the intended meaning.
d. having the sender transform an abstract idea into a set of symbols that can be
universally understood.
e. having a sender take a set of symbols, the message, and transform them back to an
idea.
Answer:
Manufacturers, wholesalers, retailers, and government agencies that buy goods and
services for their own use or for resale are referred to as
a. multinational buyers.
b. resellers.
c. organizational buyers.
d. ultimate consumers.
e. institutional buyers.
Answer:
The music played in the grocery store has a slow tempo to get shoppers to stay longer
and hopefully put more items in their cart. Music is part of the grocery store’s
__________.
a. atmosphere
b. image
c. psychological attributes
d. personality type
e. sociological profile
Answer:
Cadbury Canada recognized that education is crucial to lifting Ghanaian children out of
poverty. Cadbury worked with its lead partner, World Vision Ghana, to identify every
child in cocoa-farming villages who had to walk at least three kilometers or more each
way to school. In the spring of 2009, Cadbury Canada launched a program that
encouraged consumers to enter the bar codes of their candy and chocolate bars online.
Each entry represented one bicycle part and 100 parts “built” one bike. The biggest-ever
shipment of bicycles to Ghana5,000 in totalis helping thousands of kids get to school
and get a head start on a brighter future. The is an example of
a. philanthropic marketing.
b. cause marketing.
c. societal marketing.
d. public relations marketing.
e. transactional marketing.
Answer:
Service companies can manage their physical environment to influence customers’
perceptions is through
a. service delivery management.
b. relationship management.
c. customer experience management.
d. exposure management.
e. impression management.
Answer:
A marketing channel intermediary that purchases merchandise for resale at retail outlets
would be an example of a(n) __________ function.
a. transactional
b. logistical
c. facilitating
d. risk taking
e. assorting
Answer:
American Eagle Outfitters In-Store Signage Photo
The American Eagle Outfitters in-store signage photo above shows that customers can
buy an American Eagle Outfitters hoodie for $24.95 and then purchase another one for
50 percent off (BOGO Deal “A”). Another BOGO deal (not shown above) offers
consumers a markdown of 10 percent if they buy two hoodies (BOGO Deal “B”). In a
third BOGO deal (not shown above), a retailer has marked down the price of hoodies
from $24.95 to $22.95 per hoodie, so you”ll consider buying two at that price (BOGO
Deal “C”). BOGO deal #4 (not shown above) offers consumers the following terms: 5
percent off the first item and then 10 percent off the reduced price for the second item
(BOGO Deal “D”). Finally, a fifth BOGO deal offers consumers the following terms:
$10 off of all purchases of $40 or more (BOGO Deal “E”). Which BOGO deal offers
the best value (least cost) to consumers for the purchase of American Eagle Outfitters
hoodies?
a. BOGO Deal “A”
b. BOGO Deal “B”
c. BOGO Deal “C”
d. BOGO Deal “D”
e. BOGO Deal “E”
Answer:
In 1962, President John F. Kennedy outlined a Consumer Bill of Rights that codified the
ethics of exchange between buyers and sellers. These were the right: (1) __________;
(2) to be informed; (3) to choose; and (4) to be heard.
a. to privacy
b. to be compensated for product defects
c. to be treated with respect
d. be treated without prejudice
e. to safety
Answer:
Which of the following type of business is most likely to use cost-plus
percentage-of-cost pricing?
a. real estate agency
b. insurance company
c. power company
d. space shuttle contractor
e. architect
Answer:
The Toro Company makes Toro snow blowers, Toro lawn mowers, Toro yard tools, and
Toro sprinkler systems. The Toro Company uses a __________ branding strategy.
a. multibranding
b. family branding
c. co-branding
d. uniform branding
e. mixed branding
Answer:
A branding strategy that involves giving each product a distinct name, which is useful
when each brand is intended for a different market segment, is referred to
as__________.
a. product differentiation branding
b. multibranding
c. mixed branding
d. segmentation branding
e. multiproduct branding
Answer:
In marketing, a(n) __________ is a thought that leads to a product or action.
a. observation
b. inspiration
c. innovation
d. idea
e. perception
Answer:
Buying a book at www.amazon.com to give as a birthday present is an example of a(n)
__________ transaction.
a. i-market
b. intranet
c. electronic commerce
d. extranet
e. marketplace
Answer:
T-Mobile’s 2010 holiday TV ad featuring Chuck Norris unexpectedly surpassed
expectations of success by becoming popular not only in the Czech network but in
neighboring Poland and Slovakia as well. While this started as a __________ marketing
strategy targeted as a single country, it crossed country boundaries and became a global
marketing strategy.
a. intracultural
b. multidomestic
c. intercultural
d. convergence
e. social network
Answer:
What is the critical assumption when using target profit pricing?
a. a higher average price will usually cause the demand to fall
b. a higher average price will always cause the demand to fall
c. profit is relative to the current value of the dollar so this form of pricing is extremely
risky
d. a higher average price will not cause the demand to fall
e. if the average price is increased, all of a firm’s competitors will do the same
Answer:
Apple Market-Product Grid
In the Apple market-product grid shown above for its computer line, the “iMac” is
popular among all the segments Apple can target. This allows Apple to enjoy
__________.
a. segmentation synergies
b. marketing synergies
c. product synergies
d. 80/20 rule
e. usage rates
Answer:
The Italian shoe industry has become a world leader because of intense domestic
competition among firms such as Bruno Magli and Rossimoda. According to Michael
Porter’s theory about national competitive advantage, Italy’s success in the shoe industry
is due in part to its
a. company strategy, structure, and rivalry.
b. absence of competition.
c. related and supporting industries.
d. factor conditions.
e. demand conditions.
Answer:
The fashion buyer for Neiman Marcus is in Italy to view the new collections and to
order for the coming season. In Milan, she negotiates a good price for a quantity of
shoes in a range of sizes and styles, FOB factory. This means that
a. the factory selects the mode of transportation, pays the freight charges, and is
responsible for any damage because the seller retains title to the goods until they are
delivered to Neiman Marcus.
b. the factory selects the mode of transportation but Neiman Marcus pays freight
charges and is responsible for any damage while the shoes are in transit because title
passes to the firm at the point of loading.
c. Neiman Marcus and the factory split the freight costs.
d. the factory pays the freight cost to a designated port (airport or seaport) in the U.S.
while Neiman Marcus pays the freight from that port to its final destination within the
U.S.
e. the factory passes the title when the goods are loaded but will pay all shipping costs.
Answer:
A visitor to WWE.com will notice that all of the information is contained within the
websitethere are no links to other websites. The WWE.com website is lacking
__________, a website design element that influences the customer experience.
a. context
b. communication
c. commerce
d. connection
e. content
Answer:
Among teenagers Pez has a __________ percent awareness level.
a. 50%
b. 60%
c. 75%
d. 89%
e. 98%
Answer:
Generation X is the label often given to
a. persons born between 1965 and 1976.
b. persons 65 years old and older.
c. the “upbeat” or “carefree” generation.
d. the “greatest generation” born between the baby boomer generation and their parents,
Generation Wthe World War II generation.
e. those people who were born during the millennium.
Answer:
Many universities and other educational institutions provide retirement benefits by
doubling the percentage an employee pays into the account up to a certain percentage of
his or her pay. This provides a wonderful benefit to those who are full-time employees.
This is an example of a(n) __________ goal.
a. satisfaction
b. sales revenue
c. market share
d. quality
e. employee welfare
Answer:
The American Floral Council used an ad that showed three flower arrangements
varying in size from a single rose to a very large elaborate arrangement. The caption
simply read, “Just how mad is she?” This ad relies on which of the following situational
influences for its effectiveness?
a. purchase task
b. social surroundings
c. physical surroundings
d. psychological effects
e. antecedent states
Answer:
A firm’s profit objective is often measured in terms of ROA. The acronym ROA stands
for __________.
a. return on assets
b. risk opportunity assessment
c. return of allowances
d. return on average equity
e. risk opportunity analysis
Answer:
Skimming pricing is considered to be a __________ approach to pricing.
a. demand-oriented
b. cost-oriented
c. profit-oriented
d. competition-oriented
e. service-oriented
Answer:
At which stage of the organizational buying decision process would purchasing and
engineering personnel visit potential suppliers to assess their production capacity?
a. problem recognition
b. information search
c. purchase decision
d. alternative evaluation
e. postpurchase behavior
Answer:
All of the following are methods described in the textbook that firms use to set their
promotion budgets EXCEPT:
a. objective and task.
b. number (#) of unit of sales.
c. competitive parity.
d. percentage ( percent) of sales.
e. all-you-can-afford.
Answer:
A __________ is the reward that is given to a consumer.
a. cue
b. stimulus
c. motivator
d. response
e. reinforcement
Answer:
Figure 1.
Figure 1. above is a depiction of a _________ for beverages in the minds of adults.
a. hierarchy of needs
b. perceptual map
c. marketing matrix
d. growth-share matrix
e. perception matrix
Answer: