Dominos is looking into magazine advertising for its pizza. The company wants to
reach as many people as possible, but due to budget constraints Dominos must reach
consumers as efficiently as possible. What can Domino’s use to evaluate various
magazines?
a. A cost comparison indicator
b. The total circulation of the magazines
c. A list of the costs of a one-page ad in various magazines
d. The advertising appropriations for each magazine
e. An index of advertisement exposure
American Life utilizes portfolios with leather look covers and high-quality paper and
printing for its life insurance policies in order to indicate:
a. the heterogeneity of its services. b. the intangibility of its service.
c. the perception of its management.
d. the inseparability of its agents and customers. e. the quality of its services.
Marketers who attempt to influence and change the various environmental forces have a
(n)
these forces.
a. reactive
b. inactive
c. variable
d. positive
e. proactive
Physical distribution systems must meet the needs of both the supply chain and ultimate
consumers.
a. True
b. False
Scenario 15.1
Use the following to answer the questions.
When introducing a new vehicle targeted to the under-30 population, Toyota used
several different methods of communication. First, it did research in several large cities
to find out who the opinion leaders were in that age group. By visiting the local
nightlife, one or two people in each city were selected and given a new vehicle to drive
for two weeks. They were told to share information about this new vehicle with their
friends. After a few weeks, a television campaign was launched with commercials
introducing the new vehicle. Toyota also placed ads in magazines that were targeted to
the under-30 age group, and used drive-by billboards in the large cities near the
nightclub areas.
Refer to Scenario 15.1. Suppose that Toyota has decided to contract with the producer
of the next James Bond 007 movie to use one of its new vehicles in a chase scene. This
would best be an example of:
a. personal selling.
b. word-of-mouth promotion.
c. product placement.
d. viral marketing.
e. buzz marketing.
Bundle pricing is perceived to be of value by customers because:
a. they reduce or eliminate the use of frequent short-term price reductions.
b. they prefer buying a combination of products in a single transaction, which saves
time, effort, and money.
c. the companies selling the products can sell them at a lower price because their costs
of packaging are lower.
d. the prices are coordinated with advertising or sales promotions.
e. they can purchase items that are consumed frequently in larger quantities.
Malcolm Lewis has come up with the idea of a system for picking up people’s cars
while they are at work, washing and waxing them, and returning them for a fee. Having
been a big success in his home city, Malcolm plans to expand his operation into other
cities. The service described here seems best suited to_________.
a. party-plan retailing
b. franchising
c. vending
d. corporate chain retailing
e. off-price retailing
Tojitos Mexican Restaurant purchased several large ovens for use in remodeling its
kitchens. These ovens are an example of which type of business product?
a. Raw materials
b. Installations
c. Accessory equipment
d. Component parts
e. Process materials
The three major types of reference groups are:
a. membership, aspirational, and advocacy.
b. advocacy, avoidance, and approach.
c. aspirational, disassociative, and membership.
d. actual, implied, and desired.
e. autonomic, syncretic, and disassociative.
Advertisements that promote goods and services are called advocacy advertisements.
a. True
b. False
Scenario 14.2
Use the following to answer the questions.
Lands’ End offers clothing and accessories for all members of a typical household. For
many years, the products were sold only through catalogs. Later, they were available
through the company on its Internet website. In the past few years, Lands’ End has
partnered with Sears to offer selected Lands’ End products inside the Sears’ retail
stores. This move by Lands’ End has been criticized by some marketers because it was
thought that the Lands’ End products were superior in quality to those that are available
in Sears’ stores. Additionally, the products available in Sears’ stores include craftsman
tools, lawn care equipment, and household appliances, which are not Lands’ End types
of product lines. This may create mixed messages about Lands’ End to prospective
customers.
Refer to Scenario 14.2. The move to sell Land’s End products inside the Sears’ stores
may lead to potential problems with customers’ perception of Lands’ End quality, in part
due to the functional and psychological picture in the consumers’ mind of Sears’ stores.
This picture is called the of Sears.
a. store location
b. atmospherics
c. product depth
d. store image
e. interior persona
_____are offers of cash to customers who purchase a specific product, and _____ are
offer cash to customers who purchase a specific quantity of a specific product.
a. Rebates; reimbursements
b. Cents-off; refunds
c. Rebates; premiums
d. Buy-back allowances; money refunds
r. Rebates; money refunds
Maggie is currently working on the three-year strategic plan for a professional hockey
team. She needs data to help make decisions about a new pricing strategy, but she needs
the data from a wide geographic area. She would like
to have the best response but also has a limited budget for the project. Under these
circumstances, Maggie should use _____.
a. telephone surveys b. online surveys
c. mail surveys
d. shopping mall intercept interviews
e. focus-group interviews
The actual physical production of goods is a marketing activity.
a. True
b. False
Which of the following best illustrates functional modification?
a. Campbell’s adds large chunks of higher-grade chicken in its classic chicken noodle
soup.
b. A smoke detector is upgraded to be more sensitive to smoke at farther distances.
c. Motorola uses long-lasting batteries for its cell phones to facilitate quicker charging.
d. A manufacturer of primer and sealer introduces an odorless variety.
e. Friskies changes the ingredients in its cat food to a taste that is preferred by most
cats.
The broad nature of technology as it moves through society is referred to as .
a. reach
b. dynamics
c. environment
d. self-sustenance
e. impact