In the past, television home shopping programs have attracted mostly
A. 20 to 30 year old men.
B. 30 to 40 year old women.
C. 40 to 50 year old men.
D. 40 to 60 year old women.
E. 50 to 70 year old men.
Answer:
A marketing dashboard refers to
A. a “report card” prepared by the marketing department regarding its performance in
terms of environmental and social responsibility.
B. the display of information found on a car’s dashboard.
C. an “app” that uses a car navigation device metaphorically to indicate the specific
direction in which a company wishes to grow based on its annual marketing plan.
D. information about an organization’s marketing metrics presented orally so marketers
can quickly spot deviations from plans and take corrective actions.
E. the visual computer display of the essential information related to achieving a
marketing objective.
Answer:
Communication is the process of conveying a message to others and it requires six
elements. These elements include: a source, __________, a channel of communication,
a receiver, and the processes of encoding and decoding.
A. a message
B. a concept
C. a brand
D. a slogan
E. an offer
Answer:
Sales per square foot is calculated by dividing
A. profit margin by selling area in square feet.
B. gross profit by selling area in square feet.
C. total sales by selling area in square feet.
D. return on investment by selling area in square feet.
E. net sales by selling area in square feet.
Answer:
An organization’s stockholders, its suppliers, its employees, its customers, and society
at large all share what in common with regard to an organization?
A. All are stakeholders and should benefit from the marketing of an organization’s
offering.
B. Everyone has a say in the ultimate design of a product.
C. Everyone is legally culpable if something goes wrong with a product.
D. All have to make some type of direct financial investment in the organization so it
can profitably sell its products.
E. All use the products and/or services marketed by the organization.
Answer:
Recently, ink has been developed that will conduct electricity. The application for this
ink is to print circuitry that can be read electronically. This may help to drive down the
cost of radio frequency (RFID) tags that are currently used in industry. This is an
example of how __________ forces are applied to industry.
A. ecological
B. regulatory
C. technological
D. competitive
E. marketing mix
Answer:
Equipment-based services like ATMs, online brokerage firms, and automated car
washes, do not have the marketing concern of
A. inconsistency.
B. intangibility.
C. inseparability.
D. inventory.
E. independence.
Answer:
Price fixing refers to
A. an arrangement a manufacturer makes with a reseller to handle only its products and
not those of a competitor.
B. the practice of charging a very low price for a product with the intent of driving
competitors out of business.
C. the practice of charging different prices to different buyers for goods of like grade
and quality.
D. a conspiracy among firms to set prices for a product.
E. a seller’s requirement that the purchaser of one product also buy another product in
the line.
Answer:
Figure 16-4
According to Figure 16-4 above, which social network was closest to Facebook terms
of unique U.S. visitors as of mid-2014?
A. LinkedIn
B. YouTube
C. Twitter
D. Angry Birds
E. Plants vs. Zombies
Answer:
Sensitivity to consumers’ consumption or use experience, whether they are satisfied or
dissatisfied, is extremely important in their __________.
A. consideration set assessment
B. prepurchase behavior
C. evaluative criteria selection
D. value perceptions
E. information search
Answer:
Some experts suggest that television shopping programs are becoming a modern
version of __________ by combining elements of reality TV programs, talk shows, and
infomercials.
A. augmented reality
B. door-to-door retailing
C. telemarketing
D. direct response wholesaling
E. indirect selling
Answer:
All of the following are examples of sales promotion tools EXCEPT:
A. samples
B. sweepstakes
C. BOGOs
D. catalogs
E. rebates
Answer:
The type of question you are answering right now is an example of a(n) __________
question.
A. Likert scale
B. dichotomous
C. open-ended
D. fixed alternative
E. semantic differential
Answer:
Eddie Bauer has leveraged its store, website, and catalog channels with impressive
results. At Eddie Bauer, every effort is made to make the apparel shopping and purchase
process for its customers the same as its retail stores, its catalog, and its website. An
Eddie Bauer marketing manager says, “We don’t distinguish between channels because
it’s all Eddie Bauer to our customers.” Eddie Bauer is likely following a(n) __________
strategy.
A. cross-functional
B. interlocking marketing
C. dual distribution
D. multichannel marketing
E. market penetration
Answer:
Target profit pricing refers to
A. adjusting the price of a product so it is in line with that of its largest competitor.
B. setting an annual target of a specific dollar volume of profit.
C. setting the price of a line of products at a number of different price points.
D. adding a fixed percentage to the cost of all items in a specific product class.
E. setting prices to achieve a profit that is a specified percentage of production costs.
Answer:
Generation Y is defined as the generation of children born __________.
A. between WWI and WWII
B. between 1946 and 1964
C. between 1965 and 1976
D. between 1977 and 1994
E. since the millennium
Answer:
Personality and lifestyle are both variables used to employ __________ segmentation.
A. geographic
B. behavioral
C. attitudinal
D. psychographic
E. demographic
Answer:
Economic espionage is the clandestine collection of trade secrets or __________.
A. government economic information
B. industrial intelligence
C. government weapons information
D. banking lists
E. proprietary information about competitors
Answer:
The promotional mix refers to
A. the three underlying appeals used that make promotions effective: (1) sex appeal; (2)
humor appeal; and (3) fear appeal.
B. the combination of both paid and non-paid marketing tools used to promote product
interest.
C. the set of promotional tools designed to motivate prospective buyers to purchase
products and services: (1) awareness; (2) interest; (3) evaluation; (4) trial; and (5)
adoption.
D. the composition of the objectives of the promotion: (1) to inform; (2) to persuade;
(3) to remind; and (4) to phase out.
E. the combination of one or more communication tools used to: (1) inform prospective
buyers about the benefits of the product; (2) persuade them to try it; and (3) remind
them later about the benefits they enjoyed by using the product.
Answer:
Texas-based Whole Foods supermarkets target people who want to eat healthy. The
stores use placards throughout, which tell shoppers about the farmers who grew and
harvested the various products sold. This use of signage to provide consumer
information is a part of which element of the retailing mix?
A. communication
B. pricing
C. merchandise
D. goods and services factor
E. location
Answer:
How a person establishes expectations for a service not yet experienced is influenced by
word-of-mouth communications, personal needs, past experiences, and __________.
A. the economy
B. consumer income
C. competitive trends
D. promotional activities
E. how the organization delivers its service
Answer:
Diversification refers to the marketing strategy of
A. increasing sales of current products in current markets.
B. selling current products to new markets.
C. selling new products to new markets.
D. selling new products to current markets.
E. selling the same brands in both current and new markets.
Answer:
The sales department’s identification of an improvement made to a competitor’s product
would occur during which stage of the organizational buying decision process?
A. information search
B. supplier search
C. alternative evaluation
D. problem recognition
E. purchase decision
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:
Saks Fifth Avenue Off 5th Photo
Consider the Saks Fifth Avenue Off 5th photo above. This retailer is an example of a(n)
__________.
A. hypermarket
B. markdown store
C. outlet store
D. category killer
E. warehouse club
Answer:
Which of these may be a reason why consumers do NOT shop and buy online?
A. bots
B. buzz
C. spam
D. cookies
E. interstitials
Answer:
According to the textbook, __________ recently won Advertising Age magazine’s
coveted Media Agency of the Year award.
A. 72 and Sunny
B. Carat
C. Fallon
D. LatinWorks
E. Disney
Answer:
A __________ approach often changes prices based on time, day, week, or season.
A. skimming pricing
B. bundle pricing
C. yield management pricing
D. target return on investment pricing
E. standard markup pricing
Answer:
One advantage of using newspapers as an advertising medium is
A. the ability to cover national markets.
B. the short lead time for placing an ad.
C. excellent color graphics.
D. minimum distraction from other features.
E. extended life span.
Answer:
According to the textbook, Starbucks provides its customers with the best
A. branding.
B. products/services.
C. price.
D. customer service.
E. availability.
Answer:
A situation where products are bought in a lower-priced country from a manufacturer’s
authorized reseller, shipped to higher-priced countries, and then sold through
unauthorized retailers below the manufacturer’s suggested retail price is referred to as
__________.
A. the black market
B. a gray market
C. dumping
D. a globalized market
E. parallel exporting
Answer:
Regarding goals and objectives, which of the following statements would be most
accurate?
A. Objectives convert an organization’s mission and business into long- and short-term
performance targets.
B. Goals and objectives are actually the detailed day-to-day activities necessary to
implement a marketing program.
C. A company’s goals and objectives are often worthy in intent, but unrealistic in
practice because they are never accomplished during the specified time period.
D. Goal-setting only applies to business firms; nonprofit organizations typically do not
set goals because they don’t earn a profit.
E. The terms goal and objective should not be used interchangeably. Goals are
philosophical while objectives are performance-based.
Answer:
Briefly describe the three levels of service offered by retail outlets.
Answer:
What is loss-leader pricing and why do retailers use it?
Answer:
What is a mission?
Answer:
What is the difference between a marketing strategy and a marketing tactic?
Answer:
What is meant by the term economic infrastructure and how can this affect a firm’s
plans to enter a global market?
Answer:
“A signal that the world’s trading nations are committed to open markets – and will
resist protectionism – would inject confidence and energy into our markets,” says the
U.S. Trade Representative. Discuss this statement.
Answer:
In 25 words of less, write a mission statement for a local community college.
Answer:
What are the four kinds of discounts that are especially important in marketing pricing
strategy?
Answer:
What are the strengths/advantages and weaknesses/disadvantages of using sales
promotion in the promotional mix?
Answer:
What is augmented reality? Give an example of a retailer that has implemented this
concept.
Answer:
What are some guidelines to engage fans on Facebook?
Answer:
What is off-price retailing? Identify and give an example an off-price retailer.
Answer:
Identify and describe the four factors in a SWOT analysis and give examples for Ben &
Jerry’s Ice Cream that help it identify the critical strategy-related factors that could
impact the firm.
Answer: