Figure 2-3b
According to Figure 2-3b above, which of the following SBUs is currently exceeding
its YTD (Year to Date) revenue target?
A. Peripherals
B. Hardware
C. Circuitry
D. Software
E. Grand Total
Answer:
To be successful, odd-even pricing depends on
A. a retailers’ ranges of prices.
B. the wholesalers’ markups.
C. a manufacturer’s costs.
D. competitors’ price assumptions.
E. customers’ perceptions of price.
Answer:
A straight commission compensation plan is one
A. that assigns the same commission percentage regardless of a product’s value, number
sold, or difficulty level of the sales effort.
B. in which a salesperson is paid a specified salary plus a commission and/or bonus on
sales generated.
C. that determines fair and equitable compensation that includes a weighted system for
different types of items or different sized territories.
D. in which the salesperson is paid a fixed amount per week, month, or year.
E. in which a salesperson’s earnings are directly tied to the sales or profits he or she
generates.
Answer:
What do an online travel agency, a limousine service, and a railroad have in common?
A. They are all strictly tangible services.
B. They are all people-based services.
C. None of them has a problem with idle production capacity.
D. They are all equipment-based services.
E. They all require skilled operators.
Answer:
A new product or service protocol refers to
A. the standardized procedures a firm follows for the inception, design, manufacturing,
promotion, and distribution of a new product.
B. a formalized statement of intent regarding what will be sold, to whom it will be sold,
and by whom it will be sold.
C. maintaining compliance with all licensing, manufacturing, and distribution standards
established by the U.S. Federal Trade Commission (FTC).
D. a statement that identifies a well-defined target market, specific customers’ needs,
wants, and preferences, and what the product or service will be and do to satisfy
consumers.
E. the raw unwritten ideas to produce a single commercially successful new product.
Answer:
A product line is a group of product or service items that are closely related because
they satisfy a class of needs, are used together, are sold to the same customer group, and
are distributed through the same type of outlets, or __________.
A. are made of similar components
B. fall within a given price range
C. made from the same formulations
D. are identical except for price
E. require high levels of R&D
Answer:
Albert Searchware is a type of search engine used at company websites to handle
customer questions. The firm is trying to determine what promotional strategy should
be employed with its flagship product. It has determined that search engine software is
in the growth stage of its product life cycle. Which of the following options should it
employ?
A. Devote 40 percent of the promotional budget to sales promotion that supply the
public with demonstration CDs to prove the merits of Albert Searchware.
B. Spend 30 percent of the budget in the effort to generate publicity for Albert
Searchware.
C. Use the majority of its promotional budget on advertising that focuses on brand
differences.
D. Use a balanced budget and spend equally for each of the four promotional choices in
an attempt to even out sales growth.
E. Encourage its tech support staff to emphasize the superiority of Albert Searchware
and its after-sale support.
Answer:
The product life cycle refers to __________.
A. the average life span of a product
B. a concept that describes the stages a new product goes through from product concept
to commercialization
C. a concept that describes the stages a product goes through in the marketplace – early
growth, accelerated development, maturity, and decline
D. a concept that describes the stages a product goes through in the marketplace –
introduction, growth, maturity, and decline
E. the amount of time it takes a product innovation to completely diffuse in the
marketplace
Answer:
Cross-docking is most closely related to __________.
A. efficient supply chains
B. intermodal transportation
C. responsive supply chains
D. reverse logistics
E. exclusive distribution
Answer:
The sum of the expenses of the firm that change with the quantity of the product that is
produced and sold is referred to as
A. fixed cost.
B. total cost.
C. marginal cost.
D. unit cost.
E. variable cost.
Answer:
In terms of its effect on faxing, e-mail has __________.
A. led to a significant number of improvements in fax machine technology to keep the
product class competitive
B. led to a significant decrease in fax machine sales because e-mail better suits the
needs of the business community
C. led to a significant increase in fax machine purchases due to distrust of e-mail spam
D. a modest impact since the two technologies do not directly compete with each other
E. caused most fax machine manufacturers to incorporate new Internet technology to
send, receive, and print e-mails through a wireless connection to a personal computer
Answer:
Firms such as General Electric (GE), Johnson & Johnson, Coca-Cola, and British
Airways focus their attention on __________ to maximize customer satisfaction and
retention in part by offering training to handle complaints, answer questions, and solve
consumer problems.
A. value perception
B. postpurchase behavior
C. non-competitive pricing
D. comparison pricing
E. prepurchase behavior
Answer:
An advertising message usually focuses on the __________ of the product that are
important to a prospective buyer in making trial and adoption decisions.
A. emotional aspects
B. price points
C. psychological aspects
D. financial risks
E. key benefits
Answer:
As product adopters, laggards
A. have a fear of debt and use neighbors and friends as information sources.
B. are skeptical and have below average social status.
C. are deliberate and use many informal social contacts.
D. are leaders in social settings and have a slightly above average education.
E. are venturesome, highly educated, and use multiple information sources.
Answer:
Consumers accompanied by children
A. purchase twice as much as they normally would if shopping with other adults.
B. purchase about 40 percent more than when shopping alone.
C. purchase 40 less than they normally would if shopping with their spouses.
D. spend 40 percent less than when shopping alone.
E. spend exactly the same amount as when shopping alone.
Answer:
If a firm’s marketing dashboard displays a CDI over 100 for a consumer packaged
good, such as General Mills’ Warm Delights Minis, this indicates which of the
following?
A. a weak brand position in a segment
B. a strong brand position in a segment
C. above-average product category purchases by a market segment
D. below-average product category purchases by a market segment
E. There is not enough information to make any conclusions.
Answer:
Heinz EZ Squirt Photo
A product that requires the learning of entirely new consumption patterns among
consumers is referred to as a(n)
A. continuous innovation.
B. discontinuous innovation.
C. dynamically continuous innovation.
D. evolutionary innovation.
E. progressive innovation.
Answer:
General merchandise wholesalers
A. carry a broad assortment of merchandise and perform all channel functions.
B. own the merchandise they sell but do not physically handle, stock, or deliver it.
C. have a small warehouse from which they stock their trucks for distribution to
retailers.
D. work for several producers, carry noncompetitive, complementary merchandise in an
exclusive territory, and use over-the-road transportation for all product deliveries.
E. deal exclusively with small low-cost consumer products that are distributed to a
select number of large retail chains.
Answer:
Allocation of funds to promotion only after all other budget items are covered is
referred to as
A. percentage of sales budgeting.
B. all-you-can-afford budgeting.
C. competitive parity budgeting.
D. objective and task budgeting.
E. linear forecast budgeting.
Answer:
The marketing objective for a product in the __________ stage of the product life cycle
is to create consumer awareness and stimulate trial.
A. introduction
B. growth
C. maturity
D. decline
E. accelerated development
Answer:
The fifth step of the marketing research approach is to __________.
A. develop findings
B. define the problem
C. collect relevant information
D. develop the research plan
E. take marketing actions
Answer:
Sterile Feral, Inc. is a nonprofit organization that catches wild or stray cats. It then
neuters, vaccinates, and releases them back into the wild. In recent years, nonprofit
organizations such as Sterile Feral have turned to marketing to help it
A. receive additional government funding.
B. expand its business to stray dogs.
C. maintain its nonprofit status.
D. to achieve its goals of better serving the communities in which it operates.
E. compete with other similar organizations.
Answer:
One or more specific groups of potential consumers toward which an organization
directs its marketing program is referred to as a
A. mass market.
B. tangential market.
C. potential market.
D. target market.
E. promotional market.
Answer:
Among business products, which of the following would most likely be considered
supplies?
A. laser printer
B. phosphoric acid
C. cleaning service
D. magnetic resonance imaging (MRI) scanner
E. trash bags
Answer:
CDI/BDI Marketing Dashboard
In the CDI/BDI Marketing Dashboard above, which segment consumes the MOST fruit
drinks?
A. households without children
B. households with children 13 to 18 years old
C. households with children 6 years old or under
D. households with children 7 to 12 years old
E. Because the BDI and CDI show inconsistencies in their measurements, especially in
the segment of children under the age of six, it is impossible to answer the question.
Answer:
The ratio of perceived benefits to __________ is referred to as value.
A. price
B. prestige
C. perceived quality
D. profits
E. perceived costs
Answer:
Mike’s Camera is a retailer that carries a full line of professional and amateur cameras,
develops and/or prints all types of film and digital photos, and even sells darkroom
equipment. Mike’s Camera is an example of a(n) __________.
A. hypermarket
B. general merchandise store
C. scrambled merchandise store
D. intertype outlet
E. specialty outlet
Answer:
Lufthansa Airlines Ad
Which generational cohort, which is now the largest cohort in terms of business travel,
is the Lufthansa Airlines ad above most likely trying to reach?
A. Generation X
B. baby boomers
C. Generation Z
D. baby busters
E. Generation Y
Answer:
The generational cohort known as __________ was born during the baby bust era when
the number of children born each year was declining.
A. Generation Z
B. Generation Y
C. millennials
D. Generation X
E. baby boomers
Answer:
Which of the following statements regarding cost-oriented approaches is most accurate?
A. These methods focus on the demand side of the pricing problem.
B. These methods focus on production and marketing expenses.
C. Target return on investment is an example of a cost-oriented method.
D. Experience curve pricing is simple to use because costs predictably decrease by 25
percent with each doubling of production.
E. Cost-oriented approaches are a subcategory of competition-oriented methods.
Answer:
A potential difficulty with experiments like test markets is that outside factors, such as
the actions of competitors, can distort the results by affecting __________, such as
sales.
A. independent variables
B. marketing drivers
C. dependent variables
D. causality variables
E. probability variables
Answer: