Trina is a physical fitness trainer who tries to create fitness routines based on her
understanding of the customers and their specific fitness goals. Which of the following
service processes does this illustrate?
a. Information processing
b. Possession processing
c. Mental stimulus processing
d. People processing
Answer:
Developing a product offering is essentially a question of the width and depth of the
product assortment.
a. True
b. False
Answer:
Social class as a marketing tool:
a. indicates which medium to use for promotion.
b. is solely a measure of income level and education.
c. offers few insights concerning consumer behavior.
d. has demonstrated that all classes of consumers shop in the same stores.
Answer:
The use of aggressive personal selling and trade advertising by a manufacturer to
convince a wholesaler or a retailer to carry and sell particular merchandise is known as
a _____ strategy.
a. strong-arm
b. kinetic
c. pull
d. push
Answer:
Casca Paints, a manufacturer of paints and emulsions, owns a user-friendly Website.
The Website allows customers to upload pictures of their house and select the colors
that best match their expectations. DonnelDesigns Inc., an interior decoration
firm,enters into a partnership with Casca Paints. As a result, customers can now get a
complete interior design solution for their homes. This is an example of a(n) _____.
a. golden handshake
b. elevator pitch
c. business acquisition
d. strategic alliance
Answer:
Why are many retailers creating and promoting their own captive brands?
a. Captive brands carry evidence of a store’s affiliation and are available everywhere.
b. Captive brands help to increase a company’s presence in markets where it has little
room to differentiate itself.
c. Captive brands allow retailers to ask a price similar or equal to manufacturers’
brands.
d. Captive brands allow retailers to gain greater profits by marketing cheaper products
under a brand name owned by them.
Answer:
Caused by shifting birthrate trends, a demographic dividend often leads to rising labor
costs.
a. True
b. False
Answer:
Firms are finding it hard to maintain their profits and market share because of lack of
resources.
a. True
b. False
Answer:
Review sites have proved to be disadvantageous to marketers as consumers can post
negative comments publicly on these sites.
a. True
b. False
Answer:
A carefully selected group of consumers who agree to participate in an ongoing online
dialogue with a particular corporation is known as a(n) _____.
a. Web community
b. online panel provider
c. reference group
d. conventional focus group
Answer:
Morals are rules people develop as a result of cultural values and norms.
a. True
b. False
Answer:
Convenience products, though inexpensive, require considerable shopping effort by
buyers.
a. True
b. False
Answer:
Jordon, a sales manager, always advises his subordinates to build long-term
relationships of trust with his customers. He also instructs them to refrain from making
deals that might not be very suitable for the customers, even if it means not meeting
sales targets. Which of the following levels of ethical development is illustrated in the
scenario?
a. Postconventional morality
b. Conventional morality
c. Ethnocentric morality
d. Xenocentric morality
Answer:
According to the Maritz Marketing Research Loyalty Report, the attribute program
values refer to:
a. the ability to earn and redeem points and quality of rewards.
b. program freshness, access to exclusive events, and personalized experiences.
c. pride of membership, program uniqueness, and meeting customer needs.
d. the ability to interact with programs via Web site, mobile, and customer support.
Answer:
Which of the following statements is true of customer relationship management?
a. It involves targeting the average customer or everybody.
b. It involves establishing and tracking customer interactions with the company.
c. It considers all the customers of the firm as one large group that should be targeted
with a single promotional strategy.
d. It is used by sales-oriented firms to convince customers to buy their products.
Answer:
In online games, social and real-world-like titles are least appropriate for marketing and
advertising.
a. True
b. False
Answer:
_____ data is defined as data that has been previously collected for any purpose other
than the one at hand.
a. Primary
b. Nominal
c. Discrete
d. Secondary
Answer:
Nalpas Inc., an apparel company, manufactures clothes for men, women, and children.
It further divides its core customers on the basis of demographic variables such as
income, ethnic background, and family life cycle. These divisions are known as _____.
a. positioning bases
b. market segments
c. perceptual maps
d. market positions
Answer:
Cashcrash.com is an online money transfer company that provides consumer remittance
facilities. With the Cashcrash bank deposit service, consumers can send money directly
to bank accounts in several countries around the world. Thus, Cashcrash.com would be
classified as a:
a. good.
b. tangible product.
c. service.
d. tangible resource.
Answer:
The key to having a competitive advantage is the ability to imitate a competitor’s
strategy.
a. True
b. False
Answer:
In a build-to-order environment, the transportation network:
a. moves inventory into, within, and out of a warehouse quickly with minimal handling.
b. eliminates the expense of storing inventories.
c. helps maintain a high level of buffer stock in the warehouse.
d. increases the number of participants in the supply chain.
Answer:
Which of the following is true of brands, organizations, and nonprofits that use
Facebook?
a. They have thus far been unsuccessful in their attempts to use the platform to create
viral marketing campaigns.
b. Their pages are public and are thus subject to search engine indexing.
c. They are restricted from communicating directly with fans and interested
stakeholders due to risks of hacking.
d. Their ability to optimize search engine results is very low.
Answer:
Which of the following statements is true about strategic business units (SBUs)?
a. They do not have competitors of their own.
b. They do not plan collaboratively with other SBUs.
c. They do not have specific target markets.
d. They do not perform manufacturing and marketing functions.
Answer:
Yuncen Foods, a company that manufactures frozen food, gets over half of its revenue
from international sales. It has been consistently ranked the best frozen foods
manufacturer in the world. It has catered its products to suit people in different
countries according to their tastes and preferences. This shows that Yuncen Foods:
a. needs to increase its domestic sales.
b. has used inshoring to increase its profits and market share.
c. should invest in another product line to compete effectively in the market.
d. has a global vision that is paying off well.
Answer:
The promotional mix elements that should be emphasized for products moving into the
growth stage of the product life cycle are:
a. public relations and reminder advertising.
b. sales promotion and public relations.
c. personal selling and persuasive advertising.
d. sales promotion and personal selling.
Answer:
Social bookmarking sites differ from social news sites in that:
a. the objective of their users is to collect, save, and share interesting and valuable links.
b. they allow users to edit the stories they find for accuracy.
c. the ability of users to share, post, or discuss a topic is very limited.
d. they treat location-based social networking as a game.
Answer:
Kelly’s Kitchen, a popular chain of fast food restaurants, offers a kids’ meal pack free
with every purchase of its luxury meal pack. This is an example of a:
a. trade allowance.
b. loyalty marketing program.
c. rebate.
d. premium.
Answer:
Which of the following is true of channel conflict?
a. It always has a negative effect on the members of a channel.
b. It is often caused by an unwillingness of traditional channel members to keep up with
the changing times.
c. It mixes elements of cooperation and competition between two partners who work
together on the same initiative.
d. It does not occur when multiple distribution channels are used.
Answer:
Which of the following opinions is a proponent of corporate social responsibility most
likely to hold?
a. The primary responsibility of social welfare rests with governments and not business
firms.
b. The free market, not companies, should decide what is best for the world.
c. Businesses have resources, so businesses should be given the chance to solve social
problems.
d. Businesses never perpetrate social problems.
Answer:
Tennot Designs Inc. manufactures and sells clothes and shoes to people who are over
6″6″ tall a rather small target market. Given this information, Tennot Designs Inc. uses
a(n) _____ targeting strategy.
a. multisegment
b. undifferentiated
c. concentrated
d. one-to-one
Answer:
Successful retailing has always been based on knowing the customer.
a. True
b. False
Answer:
Reactive supply chain resiliency measures seek to protect key inventory and assets from
damage, theft, or destruction.
a. True
b. False
Answer:
Roubov Inc. is a chain of American department stores that sells clothing, furniture,
home appliances, and toys.It buys its goods in large quantities directly from a
manufacturer. Based on this information, Roubov Inc. most likely makes use of a(n)
_____.
a. retailer channel
b. wholesaler channel
c. agent channel
d. directchannel
Answer:
Mandy’s Printing Inc. manufactures and sells photocopiers, printers, and scanners to
various offices. This is an example of _____.
a. contract manufacturing
b. business marketing
c. licensing
d. franchising
Answer: