A __________ is a need that is shaped by a person’s knowledge, culture, and
personality.
A. desire
B. feeling
C. utility
D. want
E. craving
Answer:
The key to all scheduling techniques is to
A. avoid scheduling tasks that can be done concurrently.
B. avoid tasks that must be done sequentially.
C. make sure to allow a 20 percent delay factor to account for contingencies.
D. assign responsibility for end results to the entire group rather than a single
individual.
E. distinguish tasks that must be done sequentially from those that can be done
concurrently.
Answer:
3M’s place strategy in its marketing program made it convenient for __________ to buy
Post-it Flag Highlighters and Post-it Flag Pens.
A. external salespeople only
B. college students only
C. office workers only
D. college students and office workers
E. teachers only
Answer:
Figure 12-4
Figure 12-4 above depicts the four most common marketing channels for business
products and services. X represents
A. consumers.
B. industrial users.
C. dual distributors.
D. agents or brokers.
E. industrial distributors.
Answer:
A reference value __________.
A. is relative to the amount of time and energy a consumer puts into the purchase
process
B. is based upon the value assigned to similar items used by the consumer’s peers
C. results from performing a careful break-even analysis
D. involves comparing the costs and benefits of substitute items
E. is based upon the differential between customers’ needs and wants
Answer:
There are seven commonly used organizational buying criteria. One of them is
__________.
A. price
B. loyalty
C. flexibility
D. adaptability
E. consumer demand
Answer:
It is estimated that the average cost of a single field sales call on a business customer is
about __________, factoring in salespeople compensation, benefits, and
travel-and-entertainment expenses.
A. $150
B. $250
C. $300
D. $350
E. $400
Answer:
After establishing the market segments and product groupings on a market-product
grid, the next step is to
A. fill in the appropriate cells with precise statistical data from primary and/or
secondary sources.
B. estimate, with intelligent guesstimates as necessary, the market size for each cell
using a simple scale, such as from zero to three.
C. total the vertical columns to identify the greatest marketing synergies and
efficiencies.
D. total the horizontal rows to identify greatest operations/production synergies and
efficiencies.
E. identify a marketing action for every product-market combination in the grid.
Answer:
In the hierarchy of effects, the consumer’s appraisal of the product or brand on
important attributes is referred to as the __________ stage.
A. evaluation
B. adoption
C. awareness
D. interest
E. trial
Answer:
Once a market researcher has defined the problem, developed the research plan, and
collected the relevant information, what is the next step in the five-step marketing
research approach?
A. set budgets
B. determine target market
C. take marketing actions
D. develop findings
E. determine if there is a planning gap between desired findings and actual findings
Answer:
The three types of personal selling are order taking, order getting, and __________.
A. customer sales support
B. order fulfillment
C. order management
D. order processing
E. order shipment
Answer:
Ultimate consumers refer to
A. the people who use the products and services purchased for a household.
B. people who have already purchased a firm’s product at least once, have been
satisfied, and are likely to make repeat purchases.
C. people or organizations that have used a competitor’s product and who have been
dissatisfied, and who are still seeking a product or service to satisfy their needs.
D. those manufacturers, wholesalers, retailers, and government agencies that buy goods
and services for their own use or for resale.
E. one or more specific groups of potential customers toward whom an organization
directs its marketing program.
Answer:
Jane Westerlund owns a small retail picture frame store in a local strip mall. She just
bought 10 picture frames from a promising woodworker for $36 each. She first priced
the frames at $100 each but sales were a bit slow. Jane decides to reduce the price for
the frames to $80. What is her maintained markup in dollar terms?
A. $0
B. $36
C. $44
D. $64
E. $100
Answer:
Figure 4-1
In Figure 4-1 above, B represents which stage of the consumer purchase decision
process?
A. purchase decision
B. information search
C. problem recognition
D. alternative evaluation
E. financial consideration
Answer:
A local country club has a great golf course, swimming pool, tennis courts, and even a
stable for horses. It also has numerous high-profile business people, doctors, and local
politicians as members. To attract new members, the club’s board of directors should
focus its marketing efforts on people who view its current members as a(n) __________
group.
A. associative
B. aspiration
C. dissociative
D. pressure
E. involvement
Answer:
Which of the following is an example of a multiple products and multiple market
segments strategy?
A. College Football magazine selects different covers for essentially the same written
content in order to appeal to different geographic markets in the U.S.
B. A new movie used several different movie trailers. One set of previews showed the
action scenes in order to attract one audience and the other set showed romantic scenes
to attract another audience.
C. Ford manufactures SUVs for those who wish to carry lots of people and pickup
trucks for those who wish to carry lots of cargo.
D. Arm and Hammer Baking Soda can be used for baking and to remove odors from
refrigerators and cat litter boxes.
E. Johnson’s Baby Oil is advertised as a skin softener for babies and as a makeup
remover for women.
Answer:
Among business products, which of the following would most likely be considered an
industrial service?
A. tractor
B. phosphoric acid
C. photocopier maintenance
D. athletic training facility
E. syringes
Answer:
When choosing a marketing channel or intermediary, it is important to ask three key
questions: (1) Which channel and intermediaries will provide the best coverage of the
target market? (2) Which channel and intermediaries will best satisfy the buying
requirements of the target market? and (3)
A. How many of the firm’s competitors will be using the same channels?
B. Which channels have strategic channel alliances with other resellers?
C. How long have the channel members and intermediaries been in business?
D. Who is responsible for negotiating the channel or intermediary contracts?
E. Which channel and intermediaries will be the most profitable?
Answer:
With respect to advertising, CPM is defined as
A. the cost of one medium relative to the costs of other media (e.g. direct mail versus
television, radio, or outdoor), each of which are divided by the multiple of their
respective reach and frequency.
B. the reach multiplied by frequency divided by the cost of reaching 1,000 individuals
or households.
C. the cost of reaching 1,000 individuals or households with the advertising message in
a given medium.
D. the cost per minute of television or radio airtime.
E. the number of consumers exposed to an advertising message, in thousands.
Answer:
Bridgestone uses institutional __________ ads in its “One Team. One Planet” campaign
to inform people about its rubber tree farms, tire recycling, and environmentally
friendly factories.
A. pioneering
B. competitive
C. reminder
D. political
E. advocacy
Answer:
One problem in the interstate trucking industry is the number of trucks that return
empty after making a delivery. There is a website where independent interstate truckers
can look for loads to carry on their return trips, known as backhauls. Because the trucks
would normally return empty, truckers who use this website to generate business they
would not have had otherwise receive a reduced shipping rate. This reduced rate for a
backhaul is an example of
A. penetration pricing.
B. target pricing.
C. cost-plus pricing.
D. odd-even pricing.
E. yield management pricing.
Answer:
All markets ultimately are composed of __________.
A. people
B. brands
C. products
D. organizations
E. governments
Answer:
The three degrees of distribution density are
A. intensive, extensive, and selective.
B. extensive, concentrated, and selective.
C. intensive, exclusive, and selective.
D. extensive, pervasive, and concentrated.
E. concentrated, exclusive, and intensive.
Answer:
A penetration pricing policy is most likely to be effective when
A. lowering the price has only a minor effect on increasing the sales volume and
reducing the unit cost.
B. many segments of the market are price sensitive.
C. the high initial price will not attract competitors.
D. customers interpret the high price as signifying high quality.
E. enough prospective customers are willing to buy immediately at the high initial price
to make these sales profitable.
Answer:
Marketers produce a customer experience through seven website design elements: (1)
context; (2) content; (3) community; (4) __________; (5) communication; (6)
connection; and (7) commerce.
A. customization
B. control
C. consistency
D. collaboration
E. creativity
Answer:
All of the following are aspects of Trader Joe’s customer experience EXCEPT:
A. it has a large and expensive research and development facility.
B. it offers unusual food products not available from other retailers.
C. it stocks yuppie-friendly staples on its shelves.
D. it sets low prices by offering its own brands, not national ones.
E. it provides rare employee “engagement” to help customers.
Answer:
Which of the following firms sponsored the LeBronJames.com Half-Court Hero
promotion, which consisted of an opportunity to go to Miami for a chance to win
$75,000?
A. StuffDOT
B. Facebook
C. Nestl
D. Pepsi MAX
E. Carmex
Answer:
Williams-Sonoma is a specialty store that caters to customers who want to cook at
home. It offers free cooking classes, has frequent demonstrations by cookbook authors,
and has employees who are knowledgeable about food preparation. The sales staff helps
customers make their selections. Williams-Sonoma is a(n) __________ retailer.
A. exclusive-service
B. full-service
C. complete-service
D. self-service
E. limited-service
Answer:
Which type of outlet is most likely in its maturity stage of the retail life cycle?
A. single-price stores
B. value-retail centers
C. online retailers
D. business-district retailers
E. convenience stores
Answer:
Directed to ultimate consumers, consumer-oriented sales promotions are sales tools
used to support a company’s __________ and __________.
A. advertising; public relations
B. advertising; personal selling
C. personal selling; public relations
D. personal selling; direct marketing
E. advertising; direct marketing
Answer: