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All of the following statements are true about the changing aspects of television as an
advertising medium EXCEPT:
A. infomercials are increasingly popular because the slow economy has reduced the
average cost of a 30-minute block of television time.
B. many advertisers are now choosing less expensive 'spot" ads, which run between
programs, or 15-second ads, rather than the traditional 30- or 60-second lengths.
C. industry experts predict that 3D televisions will be the preferred viewing devices by
2016.
D. advertisers are increasingly interested in live events rather than programs likely to be
recorded and watched later.
E. there are many opportunities for out-of-home TV viewing as televisions can be seen
in many bars, hotels, offices, airports, and on college campuses.
Answer:
According to the textbook, the terms firm, company, and organization
A. refer to for-profits, non-profits, and government agencies respectively.
B. refer to non-profits, government agencies, and for-profits respectively.
C. refer to government agencies, for-profits, and non-profits respectively.
D. refer to for-profits, government agencies, and non-profits respectively.
E. can be used interchangeably to cover both profit and nonprofit organizations.
Answer:
A method of selling in which a salesperson makes a telephone call or a visit to a
prospective customer without a referral is called __________.
A. team selling
B. cold calling
C. active canvassing
D. formula selling
E. telemarketing
Answer:
Researchers who have studied organizational buying identify three types of buying
situations, called __________, which include new buy, modified rebuy, and straight
rebuy.
A. purchase criteria
B. buy classes
C. buying centers
D. consideration sets
E. purchase hierarchies
Answer:
When the Floral Council, a trade association of flower shop retailers, advertises that
giving flowers is a thoughtful and appreciated gift for any occasion, it is trying to
stimulate __________ demand.
A. selective
B. primary
C. derived
D. generic
E. secondary
Answer:
Organizational buying behavior refers to
A. the actions a person takes in purchasing and using products and services, including
the mental and social processes that come before and after these actions.
B. the decision-making process that organizations use to establish the need for products
and services and identify, evaluate, and choose among alternative brands and suppliers.
C. the determination of what to purchase and the quantity to purchase based upon
derived demand.
D. the determination of what to purchase and the quantity to purchase based upon the
derived supply.
E. the process that organizations use to purchase the raw materials and tools used in the
manufacturing of a product.
Answer:
Which of the following represents an organizational buyer?
A. A local baker buys sugar at the grocery store to make cookies with his children at
home.
B. A dentist buys a new LG SmartTV 55-inch 3D OLED HDTV for her den.
C. Mr. Langley hires a housecleaning service to clean his apartment.
D. The owner of a sushi restaurant hires a window washing service to clean exterior
windows.
E. The city mayor rents a tuxedo to wear to his daughter's wedding.
Answer:
Which of these is true about a pair of $200 designer denim jeans?
A. The labor to make them comprises the largest percentage of the final price.
B. The marketer must cover all of its operating costs while earning a profit.
C. The specialty retailers that sell them account for only 25% of the cost so that the
jeans can experience demand pull.
D. The contract manufacturer for the jeans receives the least percentage of the final
price.
E. Material suppliers for designer denim jeans take the largest percentage of the final
price.
Answer:
Click fraud can occur when legitimate website visitors click on ads without any
intention of looking at the site but want to keep them free. This practice is called
__________.
A. click hamming
B. click spam
C. click botting
D. webtipping
E. webcrawling
Answer:
A graph displaying consumers' perceptions of product attributes in two dimensions is
referred to as a
A. perceptual map.
B. perception matrix.
C. growth-share matrix.
D. market-product grid.
E. product differentiation chart.
Answer:
The concept of designing marketing communications programs that coordinate all
promotional activities - advertising, personal selling, sales promotion, public relations,
and direct marketing - to provide a consistent message across all audiences is referred
to as __________.
A. the media mix
B. the marketing matrix
C. the promotional blend
D. marketing by objectives (MBO)
E. integrated marketing communications (IMC)
Answer:
Figure 11-6
In Figure 11-6 above, which is a break-even chart that depicts a graphic presentation of
a break-even analysis for a picture frame store, the rectangular area EBCD represents
the firm's
A. fixed costs.
B. break-even point.
C. variable costs.
D. profit.
E. total revenue.
Answer:
Buyers are interested in having numerous competing and complementary items from
which to choose. The buyer requirement for __________ is satisfied through the
breadth and depth of products and brands that intermediaries carry.
A. information
B. convenience
C. variety
D. pre- or postsale services
E. adaptability
Answer:
Over a decade ago, Survivor premiered as a nighttime reality TV show during the
summer season when TV ratings are normally low and TV viewing options consisted
primarily of reruns. The marketing goals for the first show included making television
viewers aware of its existence and generating enough excitement about the show so that
millions of viewers would watch the first episode. Based on this description, the TV
show was in what stage of its product life cycle?
A. introduction
B. growth
C. maturity
D. decline
E. accelerated development
Answer:
Products such as tools and repair services that are used to assist in producing other
products and services are referred to as __________.
A. components
B. complementary products
C. support products
D. derived products
E. materials
Answer:
Several artists in Charleston, South Carolina, show and sell their work in an art gallery
downtown. The gallery is owned by an art lover who does not buy the paintings but
displays those from other artists. She only collects a percentage on each piece sold. In
terms of the marketing channel, the gallery is a(n) __________.
A. ultimate consumer
B. manufacturer
C. wholesaler
D. agent
E. dealer
Answer:
Once a company has decided to enter the global marketplace, it must select a means of
market entry. Four general options exist: (1) exporting; (2) licensing; (3) joint venture;
and (4) __________.
A. franchising
B. microfinancing
C. unilateral venture
D. cooperative
E. direct investment
Answer:
Personal selling include all of the following modes of communication EXCEPT:
A. video teleconferencing.
B. Internet-enabled links between buyers and sellers.
C. a face-to-face encounter.
D. over the telephone.
E. social networks such as Facebook.
Answer:
The Minnesota Twins, a professional baseball team, wanted to develop creative ways to
boost sagging attendance at its ball games. The Twins hired a moderator who, after
every home game during the month of July, led informal discussions with groups of 6 to
10 fans to find out what they did and did not like about the baseball team and their
experience at the stadium. Discussions were videotaped for later review. These informal
research sessions are called
A. experiments.
B. secondary data.
C. focus groups.
D. panels.
E. depth interviews.
Answer:
Reducing the number of features, qualities, or price when repositioning a product is
referred to as __________.
A. product paring
B. down trading
C. product deflation
D. trading down
E. product simplification
Answer:
Inspecting, testing, or judging products and assigning them quality grades would be an
example of a __________ function performed by channel intermediaries.
A. transactional
B. logistical
C. storing
D. facilitating
E. risk taking
Answer:
One disadvantage of direct investment when entering a new global market is that
A. intermediaries have the potential to harm the brand.
B. the firm entering the foreign market must pay royalties to the government.
C. the company forgoes control over its product.
D. the financial commitments involved.
E. this method is likely to provide the fewest cost savings relative to the other global
market-entry options.
Answer:
The level at which managers set a more specific strategic direction for their businesses
to exploit value-creating opportunities is referred to as the
A. marketing department level.
B. strategic business unit level.
C. corporate level.
D. functional level.
E. board of directors level.
Answer:
Robert was running low on cash and could not buy his Marketing textbook by the first
day of class if the bookstore did not accept his credit card. Luckily, the bookstore
accepted his VISA card, so the bookstore created __________ utility for Robert.
A. form
B. time
C. price
D. possession
E. place
Answer:
Which of the following is NOT an aspect of identifying the target audience for an
advertisement?
A. The scheduling of the advertising can depend on the target audience.
B. Understanding the demographics of the target market is essential.
C. The placement of the advertising depends on the target audience.
D. The Federal Trade Commission (FTC) suggests that advertising program decisions
be based on market research about the target audience.
E. Understanding the lifestyles and attitudes of the target market is essential.
Answer:
In the Maslow hierarchy of needs, a burglar alarm would satisfy a __________ need.
A. physiological
B. safety
C. social
D. personal
E. self-actualization
Answer:
To be a Walmart supplier, a firm must be able to deliver its products to its distribution
centers within a 16-minute window. If the driver arrives before or after the scheduled
window, the supplier will be turned away and fined. Walmart's insistence on choosing a
supplier based upon its ability to provide on-time delivery is an example of a(n)
A. supplier value dimension.
B. derived demand factor.
C. evaluative criterion.
D. external performance measure.
E. organizational buying criterion.
Answer:
The use of teams of sales, service, and technical personnel who work with purchasing,
manufacturing, engineering, logistics, and financial executives in customer
organizations is referred to as __________.
A. sales analysis
B. formula selling
C. adaptive selling
D. consultative selling
E. key account management
Answer:
Region and city size are both variables used to employ __________ segmentation.
A. geographic
B. behavioral
C. district
D. psychographic
E. demographic
Answer:
Facts and figures obtained by watching, either mechanically or in person, how people
actually behave are referred to as __________ data.
A. inspection
B. hypothetical
C. primary source
D. observational
E. eyewitness
Answer:
