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When selling ____ products, a marketing manager should recognize that consumers
have low price sensitivity and the product should have widespread distribution near the
probable point of need.
A. homogeneous
B. specialty
C. emergency
D. impulse
E. regularly unsought
Answer:
Which of the following is LEAST LIKELY to be a government role in a
market-directed economy?
A. To set rules to protect individual rights and freedom.
B. To supervise the economy.
C. To provide things such as mass transportation and highways, national defense, police
and fire protection, and public health services.
D. To control interest rates and the supply of money.
E. To determine prices-and thereby allocate resources and distribute income.
Answer:
Tom and Sally Jones are preparing to purchase a new car. He currently has a Toyota
Camry and she has a Honda Accord. They now have two children under age 5, so they
plan to trade in Sally's car to purchase a minivan. Sally and Tom decided on a Honda
Odyssey because Sally is familiar with Hondas and thinks they are very reliable. In this
purchase situation, Tom and Sally's family life cycle stage is a _____________
segmenting dimension, and the benefit Sally seeks (reliability) is a _____________
segmenting dimension.
A. geographic; demographic
B. demographic; behavioral
C. geographic; behavioral
D. demographic; geographic
E. behavioral; demographic
Answer:
Which of the following is a consumer market demographic dimension?
A. Sex
B. Age
C. Occupation
D. Education
E. All of these are examples of a consumer market demographic dimension
Answer:
"Zone pricing":
A. allows a uniform delivered price to be charged to all buyers in each zone.
B. simplifies the calculation of transportation charges.
C. means making an average freight charge to all buyers within some geographic area.
D. may make it possible to compete with sellers located closer to the buyer.
E. All of these alternatives are correct.
Answer:
When selecting the degree of market exposure for a firm's products, it's important to
remember that:
A. vertical arrangements between producers and intermediaries which limit sales by
customer or territory are definitely illegal.
B. the Federal Trade Commission prohibits exclusive distribution.
C. vertical arrangements between producers and intermediaries which limit sales by
customer or territory may be legal according to a recent Supreme Court ruling.
D. horizontal arrangements among competing producers or intermediaries which limit
sales by customer or territory are generally considered legal.
E. None of these alternatives is correct.
Answer:
The AIDA model consists of four promotion jobs:
A. getting Attention, building Intrigue, arousing Desire, and obtaining Action
B. becoming Aware, holding Interest, arousing Desire, and providing Assistance
C. getting Attention, holding Interest, creating Demand, and obtaining Action
D. getting Attention, holding Interest, arousing Desire, and obtaining Action
E. becoming Aware, holding Interest, arousing Desire, and obtaining Action
Answer:
For a successful sales presentation, which of the following steps in the personal selling
process most likely occurs last?
A. Preplan sales presentation
B. Follow up after purchase
C. Select target customer
D. Make sales presentation
E. Close sale
Answer:
Use this information for question that refer to the "Salespeople" case.
Wilson Alvaro graduated with a marketing degree almost a year ago. Like many of his
friends, he took a job in sales and really enjoys it. A description of Wilson's job and
those of some of his friends are noted below.
Wilson Alvaro loves biking and has his dream job. He works for a wholesale company
that sells mountain bikes for a manufacturer. He works with a small group of people
who call on the buying offices for two large retail chains, Wal-Mart and Toys R Us. The
group includes a finance person and a production person, and they all work together to
meet the specific needs of these two big accounts; for example, sometimes they
recommend a model of bike that will be available from only that retailer's stores.
However, Wilson's main job focuses on building relationships and solving customer
problems. Only occasionally is he expected to try to persuade the retailers to buy more
bikes.
Amy Bowden sells life insurance. She calls on new parents and persuades them to buy
insurance products. It is difficult for a manager to control Amy's work, but she has
incentive to work hard because her job security and income depend on getting sales.
She is a confident self-starter, so she likes it that way.
Ben Peterson works for a fashionable men's clothing store. He enjoys spending time
with customers who come in, learning about their fashion needs, and helping them pick
clothes that really work for them. While the store manager can easily observe and direct
Ben's activities, the manager wants Ben to have the incentive to increase customer
purchases and satisfaction.
Emily Winters handles inside sales for a major industrial distributor. She deals with a
regular set of established customers, most of whom know what they want. Emily talks
to them on the phone and answers questions about products, delivery time, and pricing.
She sometimes works with outside sales reps who visit customers and help introduce
new products. Emily is the first person her customers call when there's a problem with a
purchase, so she spends a lot of time dealing with customer problems. As an inside
salesperson, Emily's work is easily supervised by a sales manager - and she has little
influence on how much her customers buy.
Melissa Tran works for a company that sells paper products (like napkins, paper towels,
and paper plates) primarily through small independent grocers. Most of the grocers are
regular customers, but sometimes she makes cold calls to new grocery stores. Melissa's
job is to develop goodwill and try to increase sales. For example, she often sets up
special promotional displays in stores. Her compensation plan gives her income
security, but she also can receive a bonus for sales growth in her territory.
Charlie Riggs is a telemarketer for an Internet service provider. He calls people on a list
provided by his firm and tries to sign them up for Internet service. Charlie relies heavily
on a presentation he learned during his training. Charlie is very good at what he does
and loves that the more success he has the more he earns.
Melissa Tran's company wants to have enough salespeople to serve 1,000 accounts. An
effective salesperson can call on each account 12 times a year and should average about
two hours per sales call. Each salesperson works 40 hours a week and takes off two
weeks for vacation each year. Salespeople spend half their time on travel and
administration. How many salespeople does Melissa's company need?
A. 6
B. 12
C. 24
D. 40
E. There is not enough information to determine the answer.
Answer:
A requisition
A. is only used for nonroutine purchases.
B. is the same as a purchase order.
C. sets the terms under a negotiated contract.
D. is a formal contract between a buyer and a seller.
E. none of these choices is correct.
Answer:
Which of the following statements is NOT good advice for a marketing manager
regarding media selection?
A. "The advertising media should support the promotion objectives."
B. "Choose media that reaches the target market."
C. "Remember that not all media are equally effective."
D. "Target the mass market whenever possible."
E. All of these statements are good advice.
Answer:
If we accept "consumer satisfaction" as the objective of our MACRO-marketing
system, this means that:
A. each consumer should decide how best to satisfy his or her own wants.
B. government planners should choose the kinds of products to be produced.
C. "home economists" will be the best judges of what should be produced.
D. not every consumer should be allowed to decide his or her own wants.
E. consumer educators should choose what products should be produced.
Answer:
Intermediaries are needed LEAST when the desired degree of market exposure is:
A. intensive.
B. ideal.
C. selective.
D. exclusive.
E. none of these choices is correct.
Answer:
A potential customer for a new Audi A4 sedan takes the car for a two-hour test drive to
see how it responds on the open road. This customer is at the ___________ stage of the
adoption process.
A. awareness
B. interest
C. decision
D. confirmation
E. trial
Answer:
Big data does not comes from which of the following sources?
A. spreadsheets
B. social media sites
C. clickstreams
D. digital sensors on industrial equipment
E. big data comes from all of these sources
Answer:
The inclusion of multiple language options in automated bank teller machines illustrates
how some marketers are responding to:
A. the growing singles market.
B. emerging reference groups.
C. situational buying.
D. growing ethnic groups.
E. social class fragmentation.
Answer:
Which of the following scenarios illustrates how really new product ideas disrupt the
old ways of doing things?
A. The introduction of a new digital video recorder by a firm, which made
video-cassette recorders for TVs obsolete
B. The introduction of a new range of cell phones by a firm, which has better features
than those offered by its competitors
C. The addition of a new flavored breakfast cereal to a firm's existing line of breakfast
cereals
D. The deletion of an existing product from a firm's line of perfumes because it isn't
producing much profit
Answer:
Each of the following types of activities is likely to occur at a distribution center
EXCEPT:
A. moving products to loading docks.
B. sorting of goods mid-shipment.
C. placing products on transport vehicles.
D. regrouping of products in transit.
E. long-term storage of inventory before shipping.
Answer:
Profit maximization pricing objectives:
A. almost always lead to high prices.
B. are generally not in the public interest.
C. seek to get as much profit as possible.
D. may be stated as a desire to achieve rapid sales growth.
E. All of these alternatives are correct.
Answer:
Use this information for question that refer to the Super Gaming Company and
Accessories (SGCA) case.
Kayla Jurgenson, marketing manager for Super Gaming Computers and Accessories
(SGCA), is reviewing her company's plans for the coming year.
SGCA sells its products through retail computer dealers and some specialty gaming
stores. Currently, SGCA is carried in 25 percent of all retail computer stores nationwide,
but in California is carried in only 10 percent of stores. So, Kayla has set an objective of
being in 25% of all retail computer stores in California within one year.
SGCA plans to introduce a new SuperDuperGamer model with special features that fits
its target market of teen and young adult gamers. The SuperDuperGamer uses a new
technology and is expected to be a breakthrough product, but it will be important to
build awareness for it to succeed. So, the advertising objective is for 40% of SGCA's
target market to be aware of the new SuperDuperGamer model within 3 months. SGCA
also wants to help its retailers reduce their current stock of SuperGamer computers
before the new model comes out in a month. The SuperGamer has been on the market
for two years and has been a top seller in the category. SGCA's advertising objective for
the SuperGamer computer is to reduce current dealer stock by 80% within the next
month.
SGCA is also introducing a SuperEnhancer sound card, which is designed to
significantly enhance the game-playing experience with older computers. Research with
gamers show that it is very well received, so the advertising objective for the
SuperEnhancer sound card is to gain 40% market share among all gaming-specific
sound cards in the next year. To help achieve that objective, Jurgenson is planning to
use an ad that shows the sound card and a game player being knocked off his chair by
the sound. The headline on the ad reads, "9 Out of 10 Gamers Say that the
SuperEnhancer Sound Beats All Others!"
A competitor of SGCA has a magazine ad with a headline that claims "Our new sound
card makes SGCA's SuperEnhancer old news." The Federal Trade Commission
A. discourages ads such as this-since it is unfair to use another firm's name in a way
that is not favorable to the firm.
B. might require the competitor to provide evidence to support this copy thrust.
C. might criticize this ad as wasteful because it is institutional advertising and not
product advertising.
D. would permit this ad in a trade magazine but not in a magazine read by final
consumers.
E. would view this as comparative advertising, which is illegal in the U.S.
Answer:
Which of the following would NOT be included in a producer's total fixed cost?
A. Rent
B. Property taxes
C. Insurance
D. Depreciation
E. Component parts
Answer:
All of the following are reasons why international opportunities should be considered
by managers, EXCEPT
A. the world is getting smaller.
B. serving international markets may improve economies of scale.
C. favorable trends at home and unfavorable trends in other countries make
international marketing particularly attractive.
D. around the world, potential customers have needs and money to spend.
E. it helps to develop a competitive advantage at home and abroad.
Answer:
Which of the following statements about manufacturers is true?
A. Most manufacturers have more than 50 employees.
B. Small manufacturer with less than 50 employees account for half of the total dollar
value added.
C. Small manufacturers now have purchasing procedures just as formal as large
manufacturers.
D. Manufacturers with less than 50 employees have more employees overall than
manufacturers with 50 or more employees.
E. Marketers often segment industrial markets on the basis of customer size.
Answer:
Which of the following statements by a U.S. president best reflects a MICRO view of
marketing?
A. "A tax cut will give consumers more spending money."
B. "With interest rates low, many young people can now afford to buy a new home."
C. "In the United States we have a better choice of products than in any other country."
D. "My administration will spend 75 percent more on purchases related to domestic
security during the next year."
E. "Tourism firms should advertise more to attract more international visitors."
Answer:
The basic objective of a firm should be to:
A. engage in some specific business activity that will perform a socially and
economically useful function.
B. develop an organization to carry on the business and implement its strategies.
C. earn enough profit to survive.
D. All of these are basic objectives of a firm.
Answer:
A carefully designed package may:
A. raise or lower total distribution cost.
B. provide more "promotion" effect than advertising.
C. enhance the product by making it easier or safer to use.
D. offer product information that helps consumers buy.
E. All of these alternatives are correct.
Answer:
The best way to ship computer parts from St. Louis, Missouri, to Columbus, Ohio,
when the parts need to be at a factory in Columbus within three days is to use:
A. pipeline
B. rail
C. truck
D. air
E. water
Answer:
______ means that a firm has a marketing mix that the target market sees as better than
a competitor's mix.
A. Competitive advantage
B. Strategic policy
C. Customer equity
D. Comparative opportunity
E. Market development
Answer:
Total advertising expenditures by 2013:
A. were about 15 percent of all firms' sales.
B. were larger in Europe than in the U.S.
C. were larger in Asia than in the U.S.
D. were more than $220 billion.
E. were under $25 billion.
Answer:
A cash-and-carry wholesaler does NOT:
A. store inventory.
B. anticipate his customers' needs.
C. take title to the products he sells.
D. grant credit.
E. stock the products he sells.
Answer:
How customers think about the various brands in a market can be graphically
represented and tracked through ____.
A. segmenting
B. positioning
C. targeting
D. researching
E. clustering
Answer:
Chu's Coating Services, a painting company, designs a set of four paint colors that will
only be used by custom motorcycle maker Walker County Choppers. This decision is an
example of
A. competitive bidding.
B. just-in-time delivery.
C. insourcing.
D. operational linkages.
E. a relationship-specific adaptation.
Answer:
