The __________ element of the marketing mix is demonstrated when a newspaper
carrier throws a paper on the customer’s front porch.
A. place
B. product
C. price
D. promotion
E. procurement
Answer:
Five general product and service categories dominate online consumer buying,
accounting for about two-thirds of online sales. One category includes regularly
purchased consumer packaged goods such as personal care items for which
A. customer value is the most important element.
B. price and delivery time are not key factors.
C. convenience is very important.
D. digital delivery is an important factor.
E. price and speed of delivery are the determinant sales factors.
Answer:
The market segmentation strategy known as frequency marketing focuses on
A. trial.
B. the average number of times a person in the target audience is exposed to an
advertisement.
C. consumption preferences.
D. turnover.
E. usage rate.
Answer:
The name given to the generational cohort who are described as self-reliant, supportive
of racial and ethnic diversity, and better educated than previous generations is
__________.
A. Generation Z
B. Generation Y
C. millennials
D. Generation X
E. baby boomers
Answer:
Order cycle time refers to
A. the time between when an order is placed and when payment is received.
B. the time between the sale of the first production batch to the sale of the next
production batch.
C. the cycle between one full warehouse shipment to the next full warehouse shipment.
D. the time between the ordering of an item and when it is received and ready for use or
sale.
E. the average time between reorders by a given wholesaler or retailer in the marketing
channel.
Answer:
Research indicates that there are four key factors involved with salesforce motivation:
(1) __________; (2) effective sales management practices; (3) a personal need for
achievement; and (4) proper compensation, incentives, or rewards.
A. a clear job description
B. constructive criticism
C. an opportunity for professional growth
D. a moderate degree of competitive spirit within a team
E. adequate time for bookkeeping and paperwork
Answer:
Figure 2-11
The question mark (?) represented by the wedge DBC in Figure 2-11 above is the
__________.
A. contribution margin
B. marginal trend
C. breakeven point
D. planning gap
E. sales differential
Answer:
Figure 4-5
According to Figure 4-5 above, D defines what level in the Maslow hierarchy of needs?
A. physiological
B. safety
C. social
D. personal
E. self-actualization
Answer:
Supplies are support products that include items such as
A. stationery, paper clips, and brooms.
B. tools and office equipment.
C. buildings and fixed equipment.
D. raw materials and component parts.
E. maintenance, repair, and legal services.
Answer:
One evening while watching TV, your stomach growls. You see an ad for Subway. You
walk to the Subway shop and buy a sandwich, which tastes great. In terms of behavioral
learning, your hunger is a __________.
A. reinforcement
B. cue
C. response
D. prompt
E. drive
Answer:
Figure 4-2
Figure 4-2 above shows the recent ratings from independent rating agencies for selected
smartphone brands and models for Verizon customers. Which smartphone seems to
have the highest rating (EXCLUDING price considerations)?
A. Apple iPhone 6
B. Blackberry Z 30
C. HTC One
D. LG G2
E. Motorola Droid Razor
Answer:
Best Buy has approximately what amount of sales per square foot according to the
Sales per Square Foot Marketing Dashboard above?
A. $300
B. $600
C. $900
D. $3,500
E. $5,400
Answer:
The practice of __________ is common among college students.
A. media multitasking
B. Internet addiction
C. creating YouTube videos
D. focused close work
E. receiving direct response mobile calls
Answer:
Target return-on-investment (ROI) is frequently used by
A. contractors.
B. public utilities.
C. business-to-business markets.
D. supermarkets.
E. small privately owned firms.
Answer:
Skimming pricing is considered to be a __________ approach to pricing.
A. demand-oriented
B. cost-oriented
C. profit-oriented
D. competition-oriented
E. service-oriented
Answer:
The percentage of recipients who have clicked on a link on the Page to visit a specific
site is the
A. fan follow-through percentage.
B. click-through rate.
C. pass-through rate.
D. recipient rate.
E. website click rate.
Answer:
Figure 7-6A: Annual Sales of Tony’s Pizza
Figure 7-6A above indicates that
A. U.S. children ate more pizzas between the years 2010 and 2013.
B. annual sales of Tony’s Pizza grew significantly over the period 2010 to 2013.
C. households with two or more members ate more Tony’s Pizza over the period 2010 to
2013, which drove a sales increase.
D. annual sales of Tony’s Pizza grew slightly over the period 2010 to 2013.
E. there was a greater change in growth in the monthly sales of Tony’s Pizza between
2010 and 2011 than there was between 2012 and 2013.
Answer:
Electronic shopping agents that comb websites to compare prices and product or service
features are referred to as __________.
A. cookies
B. weblinks
C. intranets
D. extranets
E. bots
Answer:
Services can be classified by
A. their method of delivery.
B. their use of idle capacity time.
C. the nature of their ownership.
D. their location on perceptual maps.
E. organizational reach.
Answer:
Figure 8-1
In Figure 8-1 above, Box A represents which stage of the market segmentation process?
A. link needs to actions
B. identify market needs
C. establish a marketing protocol
D. execute marketing program actions
E. segment and select the target markets
Answer:
Individuals and firms involved in the process of making a product or service available
for use or consumption by consumers or industrial users are referred to as a
A. marketing channel.
B. parallel distribution.
C. retailer.
D. wholesaler.
E. distributor.
Answer:
__________ refers to any marketing activity conducted though Internet networks to
which consumer are continuously connected using a personal mobile device.
A. Mobile marketing
B. Global positioning satellite (GPS) linking
C. QR coding
D. Square registeration
E. RFD algorithms
Answer:
Manufacturers of consumer products use transactional websites less frequently than
other firms because
A. in some industries, this form of vertical integration is illegal.
B. there is a threat of channel conflict.
C. it is difficult to maintain inventory levels at online warehouses.
D. some stakeholders are opposed to websites that drain resources without providing
any return on investment.
E. such websites require dynamic pricing, which is difficult to use if supply and demand
conditions change frequently.
Answer:
Seven Cycles has a __________ with its nearly 200 authorized retailers in the U.S. and
30 international distributors in 40 countries.
A. contentious relationship
B. reciprocity agreement
C. joint venture
D. franchise contract
E. collaborative relationship
Answer:
What pricing method is often used because of the difficulty in establishing a benchmark
of sales or investment to show how much of a firm’s effort is needed to achieve the
target?
A. target return-on-investment pricing
B. target return-on-sales pricing
C. standard markup pricing
D. target pricing
E. loss-leader pricing
Answer:
“Everyone lives by selling something” was an observation made by __________.
A. Steve Jobs
B. Ralph Waldo Emerson
C. Donald Trump
D. Robert Louis Stevenson
E. Lindsey Smith
Answer:
The key to setting a final price for a product is finding an approximate price level to use
as a reasonable starting point. Four common approaches to selecting an approximate
price level are: (1) demand-oriented; (2) cost-oriented; (3) profit-oriented; and (4)
__________ approaches.
A. revenue-oriented
B. distribution-oriented
C. stakeholder-oriented
D. competition-oriented
E. cause-oriented
Answer:
Figure 2-4
In Figure 2-4 shown above, SBUs found in quadrant A would be called __________.
A. cash cows
B. question marks
C. dogs
D. hedgehogs
E. stars
Answer:
You decide to buy a new car. You talk to friends about it, research mechanical
specifications in Consumer Reports, test drive different makes and models, and
compare prices at several dealerships. Into which classification of consumer products
would your new car purchase fall?
A. specialty product
B. unsought product
C. discretionary product
D. shopping product
E. convenience product
Answer:
Sources of external information that originate with the sellers of products and services
and include advertising, company websites, salespeople, and point-of-purchase displays
in stores are referred to as
A. relational sources.
B. public sources.
C. personal sources.
D. stakeholder sources.
E. marketer-dominated sources.
Answer:
There are three variations of contractual vertical marketing systems:
wholesaler-sponsored voluntary chains, franchising, and __________.
A. service-oriented voluntary chains
B. channel-dominated voluntary chains
C. distributorship cooperatives
D. retailer-sponsored cooperatives
E. reseller franchising
Answer: