Figure 1.
According to Figure 1. above, what is the price of Newsweek when marginal revenue is
$0?
a. $0
b. $0.50
c. $1.0
d. $1.5
e. $2.00
Answer:
The group of prospective buyers toward which a promotion program is directed is
referred to as a
a. target audience.
b. target selection.
c. selected audience.
d. prospective audience.
e. media audience.
Answer:
Which type of marketing channel arrangement is especially good for a firm to use in
global marketing where the creation of marketing channel relationships is expensive
and time consuming?
a. dual distribution
b. cooperative distribution
c. strategic channel alliance
d. global distribution alliance
e. multichannel distribution
Answer:
The owners of Ben & Jerry’s Homemade, Inc. adhere to the belief that the company
should not harm the environment in any way but actually improve it. This is an example
of _________.
a. altruism.
b. utilitarianism.
c. existentialism.
d. moral idealism.
e. socialism.
Answer:
Olympic swimmer Michael Phelps lost an endorsement contract with Kellogg’s after he
a. filled his kitchen with Post cereal products.
b. changed his mind about appearing in ads.
c. received negative public attention.
d. gained too much weight.
e. lost a race.
Answer:
The term “receivers” refers to
a. only those consumers who read, hear, or see a message about a product or service and
then choose to buy it.
b. consumers who read, hear, or see the message sent by a source during the
communication process.
c. a firm that obtains a basic message or theme from its advertising agency and
translates that vision into a useable IMC campaign.
d. promotional firms that select the best channels through which to convey advertising
messages.
e. customers who read, hear, or see the message sent by a source and misinterpret or
reinterpret the message to fit their individual beliefs.
Answer:
Positioning that involves competing directly with competitors on similar product
attributes in the same target market is referred to as __________.
a. competitive repositioning
b. position downsizing
c. differentiation positioning
d. head-to-head positioning
e. product distinction positioning
Answer:
The change in total revenue that results from producing and marketing one additional
unit of a product is referred to as __________.
a. break-even revenue
b. marginal cost
c. elasticity of demand
d. unit variable cost
e. marginal revenue
Answer:
In the famous “Marketing Myopia” article, __________ argues that senior managers of
20th century American railroads defined their business too narrowly.
a. Earl Bakken
b. Benjamin Greenfield
c. Reed Hastings
d. Theodore Levitt
e. Steven Jobs
Answer:
Apple has approximately what amount of sales per square foot according to the Sales
per Square Foot Marketing Dashboard above?
a. $500
b. $800
c. $1,000
d. $3,100
e. $5,600
Answer:
Brand managers can strategically use LinkedIn to
a. find sales leads.
b. organize focus groups.
c. network with industry-related groups.
d. none of the above.
e. all of the above.
Answer:
Figure 1.
To communicate with consumers, a company can use one or more of five promotion
alternatives. In Figure 1. above, the promotional element labeled “E” represents
_________.
a. advertising
b. personal selling
c. public relations
d. sales promotion
e. direct marketing
Answer:
Freightfinder.com is an Internet company that is called a “go-between.” If a trucker
needs to find a load for a particular trade lane, he or she can visit this site, list the price
and available truck space, and find a company that needs a shipment moved. Since the
purpose of this website is to put buyer and sellers together so that a sale can be made,
this website can be categorized as a__________.
a. broker
b. selling agent
c. manufacturer’s representative
d. manufacturer’s agent
e. administrator
Answer:
What output report would be associated with the planning phase of the strategic
marketing process?
a. action memo
b. operating statement
c. marketing dashboard
d. marketing plan
e. corrective action memo
Answer:
A __________ can be compared to a pipeline through which water flowsmaking
possible the flow of goods from a producer, through intermediaries, to a buyer.
a. chain of command
b. marketing hierarchy
c. marketing agent
d. marketing channel
e. marketing middleman
Answer:
MyTwinn makes dolls that look like young girls. For $119, the firm will make a doll
that looks just like a photograph. So, if you send in the money and a photo of your
young niece, she could have a doll that is her twin! This is an example of
a. family branding.
b. “Tiffany” marketing.
c. multiple products and multiple market segments.
d. mass customization.
e. specialty customization.
Answer:
A product manager is sometimes called a __________.
a. chief marketing officer (CMO)
b. brand manager
c. marketing manager
d. category manager
e. sales manager
Answer:
All of the following are examples of sales promotion tools EXCEPT:
a. samples
b. sweepstakes
c. BOGOs
d. catalogs
e. rebates
Answer:
Any paid form of nonpersonal communication about an organization, product, service,
or idea by an identified sponsor is referred to as __________.
a. publicity
b. sales promotion
c. advertising
d. personal selling
e. direct marketing
Answer:
Figure 1.
Figure 1. above represents the four approaches to selecting an appropriate price level.
“A” represents which approach?
a. cost-oriented approach
b. profit-oriented approach
c. competition-oriented approach
d. demand-oriented approach
e. results-oriented approach
Answer:
Which of the following illustrates a shift in the demand curve?
a. When prices remain the same, there is a significant decrease in demand.
b. As the price is raised, the quantity demanded increases, assuming all else stays the
same.
c. When prices remain the same, there is an increase or decrease in demand.
d. As the price is lowered, the quantity demanded decreases, assuming all else stays the
same.
e. Movement along the curve indicates that some significant event has taken place
outside the organization that has affected demand.
Answer:
The four I’s of services consist of
a. intangibility, inconsistency, inseparability, and innovation.
b. intangibility, inconsistency, inseparability, and impression.
c. intangibility, inconsistency, inseparability, and inventory.
d. intangibility, inventory, innovation, and impression.
e. intangibility, inconsistency, innovation, and impression.
Answer:
The average number of times a person in the target audience is exposed to an
advertisement is referred to as __________.
a. the exposure rate
b. GRPs
c. frequency
d. the hit rate
e. CPM
Answer:
A market-product grid is a framework to relate the market segments of potential buyers
to
a. estimated expenses for products sold.
b. products offered or potential marketing actions by an organization.
c. total anticipated revenue.
d. total anticipated profit.
e. market share of the closest competitor.
Answer:
All of the following are channels of communication that convey a message from a
source to a receiver EXCEPT:
a. magazine
b. news release
c. salesperson
d. chief marketing office (CMO)
e. TV
Answer:
All of the following are the result of an interest in the triple-bottom line EXCEPT:
a. sustainable development.
b. cause marketing.
c. ISO 9000.
d. green marketing.
e. social audits.
Answer:
Walmart can obtain cooperation from manufacturers in terms of product specifications,
price levels, and promotional support, given its position as the world’s largest retailer.
Walmart is an example of a(n)
a. service-sponsored retail system.
b. administered vertical marketing system.
c. retailer-sponsored cooperative.
d. administered cooperative system.
e. manufacturer-sponsored cooperative.
Answer:
Before moving out of their apartment, Brad and Kim Westgate decided to have their
carpets cleaned by ServiceMaster, a company specializing in professional carpet
cleaning. The carpet cleaners arrived at Brad and Kim’s apartment, unpacked their
equipment, cleaned the carpets, packed up their tools, and drove away in their bright
yellow van. The service provided by ServiceMaster could not be held, touched, or seen
before the purchase decision. This scenario illustrates the __________ of services.
a. inconsistency
b. inseparability
c. inventory costs
d. intangibility
e. interdependence
Answer:
A systematic appraisal of the design, quality, and performance requirements of a
product to reduce purchasing costs is referred to as
a. cost analysis.
b. a make-buy decision.
c. value analysis.
d. procurement analysis.
e. a buy class decision.
Answer:
The radio commercial said, “Send three proofs of purchase and $3 for postage and
handling to receive your monogrammed T-shirt.” This ad was offering customers a
__________.
a. sample
b. deal
c. premium
d. rebate
e. coupon
Answer:
A new exercise video contends that with one day of fasting and a one-hour period of
intense cardiovascular exercise, the average individual can lose five pounds a week and
be in peak health within six months of starting the program. __________ barriers will
doom the new product to failure because the product’s claims are not consistent with
how consumers think and behave.
a. Psychological
b. Social
c. Physical
d. Risk
e. Usage
Answer:
NAICS Logo
Figure above is the logo for the NAICS, which provides common industry definitions
for
a. Canada, England, and the United States.
b. North America, Asia, and Europe.
c. North America, Central America, and South America.
d. Canada, England, Australia.
e. Canada, Mexico, and the United States.
Answer: