Phillip Morris USA, the manufacturer of the Marlboro Ultra Smooth cigarette targeted
to people who want to smoke a potentially safer cigarette, has asked for marketing
research to explain the reasons for the recent failure of the new cigarette. This type of
research is described as:
a. descriptive
b. predictive
c. diagnostic
d. normative
e. historical
Answer:
A new alt-country band, Pike 27, wants to use social media to stream a live concert over
the Internet to thousands of fans. Based on the band’s goal, Google+ Hangouts would be
a good medium to use.
a. True
b. False
Answer:
This type of risk occurs if consumers feel that making the wrong decision might cause
some concern or anxiety.
a. Financial risk
b. Psychological risk
c. Physiological risk
d. Social risk
e. Situational risk
Answer:
Outdoor gear retailer Recreational Equipment, Inc. (REI) in Washington collects a vast
amount of data through its Web site, direct mailings, and retail stores. When REI
considers new store locations, it examines order data to find places with high
concentrations of customers buying online and through the company’s catalogs. REI
would be using ____to identify potential store locations.
a. information formatting
b. database enhancement
c. data mining
d. data shading
e. customer prediction
Answer:
LeBlanc”sPecanCompany
Betty and Orville LeBlanc recently opened LeBlanc’s Pecan Company retail store. In
addition to shelled and unshelled pecans, the Texas store sells pecan pies, tortes,
fruitcakes, fudge, pralines, chocolate pecan bark, homemade pecan ice cream toppings,
and jams and jellies. At this time, there are no other stores of this type in the Houston
area. The LeBlancs are considering developing an advertising campaign for their store,
focusing on its wide assortment of pecan-related products. Orville LeBlanc has drawn
up a list of communication tasks the advertising must accomplish. He used the
DAGMAR approach to draw up this list.
Refer to LeBlanc’s Pecan Company. The new campaign for the store is designed to
stimulate demand for the LeBlanc’s new store, given that the store is in the introductory
stage of the product life cycle. The campaign would be considered:
a. pioneering.
b. comparative.
c. institutional.
d. exclusive.
e. open-ended.
Answer:
The first step in the marketing research process is to:
a. specify the sampling plan
b. collect the data
c. analyze the marketplace
d. plan the research design
e. identify and formulate the problem/opportunity to be studied
Answer:
The same manufacturer produces Hanes, Playtex, and Bali clothing for women. This
manufacturer assembled a group of nine regular customers and asked them to discuss
what they like and do not like about its current product line for full-figured women and
to suggest new-product ideas, such as jewelry, wide shoes, and belts. The manufacturer
used a research technique called a:
a. focus group
b. brainstorming session
c. buying center
d. product-review committee
e. venture team
Answer:
BreatheRight
CNS, Inc. is the manufacturer of Breathe Right nasal strips, a spring-loaded adhesive
device that sticks on your nose to open up the nasal passages. Since their introduction in
the United States, Breathe Right strips have been used by athletes hoping to improve
their performance through increased oxygen flow, snorers hoping for a sound night’s
sleep, and allergy and cold sufferers looking for relief from their stuffy noses. Because
CNS is a small company, it initially had trouble promoting its product. Then San
Francisco 49er Jerry Rice started regularly wearing them, and U.S. sales took off.
Today, Breathe Right strips are marketed in more than 40 countries. When CNS decided
to expand globally, its size made it look for a partner. It chose 3M because 3M already
had a global market distribution system and because the Breathe Right strips
complemented the 3M first aid product line.
Refer to Breathe Right. How people value a sound night’s sleep is an example of which
element of the global
environment?
a. Culture
b. Natural
c. Socioeconomic
d. Technical
e. Regulatory
Answer:
The business market consists of four broad segments: producers, resellers, government,
and regions.
a. True
b. False
Answer:
One segment of a market is called a:
a. slice
b. wedge
c. pocket
d. slot
e. niche
Answer:
All of the following are responsibilities and decisions for a sales manager EXCEPT:
a. developing the product design
b. evaluating the sales force
c. compensating and motivating the sales force
d. recruiting and training the sales force
e. determining the sales force structure
Answer:
A company that identifies customer relationships with the organization, captures
relevant customer data from interactions, stores and integrates that customer data, and
identifies its profitable customers is implementing a customer relationship management
cycle.
a. True
b. False
Answer:
BaseballDirt
Dirt is not dirt when it comes to baseball fields. About two-thirds of the pro baseball
fields get their dirt from a dirt farm in New Jersey called Partac Peat. The company
markets a secret mix for the infield (resilient), the warning track (extra crunchy), and
the pitcher’s mounds (firm). Mounds come in red, brown, orange, and gray colors.
Roger Bossard, the White Sox head groundskeeper, scouted nationwide for dirt before
settling on the mix provided by Partac Peat. (He uses sand under the grassy areas of the
playing field.)
Refer to Baseball Dirt. The first time Roger Bossard purchased Partac Peat’s secret mix,
it was most likely an example of which type of buying situation?
a. Modified rebuy
b. New buy
c. Habitual buying decision
d. Buying heuristics
e. Straight rebuy
Answer:
U.S.-based Procter & Gamble and Italian-based Fater agreed to produce and market
diapers for the European market. This is an example of a joint franchise.
a. True
b. False
Answer:
Procter & Gamble’s Olay line of skin products is very popular and profitable. P&G has
launched an Olay body wash that is supposed to fight wrinkles. This is an example of
repositioning.
a. True
b. False
Answer:
Amtrak
Amtrak is taking the gloves off in advertisements and belittling its major competition,
which is airline shuttles. Amtrak’s new name for its Metroliner is The Smart Shuttle.
Gone are ads that were inwardly directed and sold the Metroliner on its leisurely pace.
In their place are ads showing rapid shots of the sleek train and business executives
conducting nononsense meetings “eyeballtoeyeball.” The campaign, which includes
television, radio, print, billboards, and posters in commuter railroad cars, targets
business travelers, who, Amtrak says, incorrectly believes the train takes far longer than
the airplane to travel between two cities. One television spot opens with a shot of
airplanes stacked up in a tarmac traffic jam. Another shows a business traveler
lumbering into the airport during a snowstorm. The announcer says, “Schedule a
meeting. Take the shuttle. Then cross your fingers.” The poor soul looks up at the
departure board and sees a row of “Canceled” signs. The announcer continues,
“Schedule a meeting. Take the Metroliner. Then cross your legs.”
Refer to Amtrak. Amtrak originated the new campaign. Amtrak represents the ___ in
the communication process.
a. promotional impetus
b. decoder
c. sender
d. channeler
e. receiver
Answer:
One approach to developing a personal set of ethics is to:
a. rely solely on one’s personal character to determine what action to take
b. stress the importance of rules
c. ignore problems associated with the magnitude of consequences
d. avoid examining the consequences of particular acts
e. never trust your own behavioral instincts
Answer:
A review site allows consumers to post, read, rate, and comment on opinions regarding
a wide variety of goods and services.
a. True
b. False
Answer:
For a product to be called a business product, it must be used to manufacture other
products, become part of another product, or aid the normal operations of an
organization.
a. True
b. False
Answer:
At a price of $6,000, only 191 of the Moulton 60 model bicycle are being made. If
Moulton sells each one of the bicycles at that price, then a state of _____has been
achieved.
a. symmetry
b. marketing balance
c. unitary economics
d. commerce stability
e. price equilibrium
Answer:
____ refers to shopping without visiting a store and is currently growing faster than
in-store shopping because of the consumer demand for convenience.
a. Non-store retailing
b. Customerization
c. Hypershopping
d. Niche marketing
e. Specialty merchandising
Answer:
The U.S. government prohibits the importation of Havana cigars because of political
differences with Cuba. This is an example of a boycott.
a. True
b. False
Answer:
The U.S. Postal Service (USPS) argues that its express service is comparable to what is
offered by FedEx and that its prices are much lower. Yet, FedEx dominates with more
than a 45 percent share of the express-delivery
market. Which of the following statements describes this situation?
a. The USPS is perceived as offering greater customer value.
b. FedEx is perceived as offering greater customer value.
c. FedEx and the USPS offer the same customer value.
d. Customer value is not an issue in deciding which express-delivery service to use.
e. The USPS should lower its prices even further to increase market share.
Answer:
Ceylon Express sells bottled pasteurized tea to retailers. It has the following revenues
and costs:
What is the annual break-even point in units for the company?
a. 50,000
b. 250,000
c. 100,000
d. 166,667
e. 500,000
Answer:
______segmentation is based on personality, motives, and lifestyles.
a. Psychographic
b. Demographic
c. Benefit
d. Family life cycle
e. Character
Answer:
An enduring belief that a specific mode of conduct is personally or socially preferable
to an alternative mode of conduct is called a(n):
a. lifestyle
b. self-concept
c. attitude
d. value
e. perception
Answer:
An ad for a prescription-only antihistamine that does not make its users sleepy like
many other allergy medications was run in several health and fitness magazines. The ad
said that if you were interested in learning more about the new product or trying it out,
you should ask your physician. The manufacturer of the drug was using a
____ promotional strategy.
a. reinforcement
b. personal selling
c. push
d. pull
e. kinetic
Answer:
When Rick purchased a Xerox color printer for his law office, he was able to mail in a
proof-of-purchase and his cash register receipt to receive a check from Xerox for $200.
Rick received a:
a. premium.
b. trade allowance.
c. purchase allowance.
d. rebate.
e. functional discount.
Answer:
When Apple, Inc. developed and introduced the iPad, it was unique as it essentially
combined a touch-based portable computer, a wireless marketplace, and an eBook
reader. As such, in the short run, it seemed that demand for the product would be
inelastic, with no real existing competition. The recommend pricing strategy in such a
situation would be:
a. low initial price, rising slightly when entering the growth stage.
b. high initial price, falling slightly when entering the growth stage.
c. high price, continuing through growth and maturity.
d. low price, continuing through growth and maturity.
e. low price initially, rising constantly through growth and into maturity.
Answer:
A company that wants to market its product globally has only two branding strategies
available: either use the brand name everywhere or develop a new brand name for each
different market.
a. True
b. False
Answer:
____ refers to the effort of nonprofit organizations to bring about mutually satisfying
exchanges with their target markets.
a. Autonomous marketing
b. Public affairs marketing
c. Social targeting
d. Social marketing
e. Nonprofit organization marketing
Answer:
Which of the following prohibits any firm from selling to two or more different buyers,
within a reasonably short time, commodities (not services) of like grade and quality at
different prices where the result would be to substantially lessen competition?
a. Sherman Act
b. Federal Trade Commission Act
c. Food and Drug Administration Act
d. Anti-Discrimination Act
e. Robinson-Patman Act
Answer:
Total variable costs divided by quantity of output equals:
a. average total cost
b. mean intermittent cost
c. fixed cost
d. marginal cost
e. average variable cost
Answer: