Selling often serves as a stepping-stone to top management. In fact, approximately
__________ of the chief executive officers (CEOs) in the largest U.S. corporations have
significant sales and marketing experience in their work history.
a. 5%
b. 10%
c. 15%
d. 20%
e. 25%
Answer:
The actions taken during the implementation phase of the strategic marketing process
include: (1) __________, (2) design the marketing organization, (3) develop schedules,
and (4) execute the marketing program.
a. obtain resources
b. select target markets
c. position the product
d. find points of difference
e. develop the budget by estimating revenues, expenses, and profits
Answer:
What is one way in which “Web 2.0” media are different from traditional media?
a. Web 2.0 involves online media where users submit comments, photos, and videos as
well as have genuine online conversation among multiple users.
b. The ability to access the Internet from smartphones brought on a cultural revolution
when the majority of college students began to use them.
c. Greater bandwidth allows for faster media downloads from the Internet.
d. All college students use Web 2.0.
e. The technical interface of Web 2.0 is user friendly.
Answer:
A sales representative for a pharmaceutical company visits the doctor’s office, hoping to
explain a new drug to the doctor. However, the office receptionist explains that the
doctor is with patients and will not be able to see the sales rep. The receptionist is acting
as a(n) __________.
a. user
b. influencer
c. buyer
d. decider
e. gatekeeper
Answer:
Gross income refers to
a. the money that remains after paying for taxes and necessities.
b. the money deducted from a person’s paycheck to pay for federal, state, and local
taxes.
c. the money a consumer has left after paying taxes to use for necessities such as food,
shelter, clothing, and transportation.
d. the total amount of money made by a single individual in his or her lifetime.
e. the total amount of money made in one year by a person, household, or family unit.
Answer:
Which of the following is a service business within the industrial market?
a. retailing
b. mining
c. finance
d. government
e. farming
Answer:
Intangible activities or benefits that an organization provides to satisfy consumers’
needs in exchange for money or something else of value are referred to as __________.
a. services
b. goods
c. products
d. marketing mix
e. ideas
Answer:
A key question to ask before using the product differentiation and market segmentation
strategies is
a. “Will our new products steal customers or sales from our older ones?”
b. “Will the products compete head-to-head with those of a competitor?”
c. “Can this action successfully draw customers away from competitors?”
d. “Are there enough similarities within the market segment to warrant such high
costs?”
e. “Will this action eliminate the need for individualized advertising and promotion?”
Answer:
The marketing metrics related to a retailer’s customers include all of the following
EXCEPT:
a. the number of customers per day or per hour.
b. the average length of a store visit.
c. the turnover of inventory.
d. the average transaction size per customer.
e. the number of transactions per customer.
Answer:
Since promotions are an important expectation in pizza purchasing, Pizza Hut’s
__________and __________website design elements balance the ability to shop for a
deal with quick and easy ordering access for people who arrive at PizzaHut.com ready
to purchase.
a. context; content
b. communication; context
c. commerce; customization
d. communication; connection
e. content; community
Answer:
Much of Google’s success is based on the ten guidelines of its corporate philosophy.
Guideline 1 states, “Focus on the __________ and all else will follow.”
a. prize
b. bottom line
c. user
d. seller
e. brand
Answer:
Sales people called __________ typically answer simple questions, take orders, and
complete transactions with customers.
a. managers
b. directors
c. outside order takers
d. inside order takers
e. go-getters
Answer:
Figure 1.
Based on the social media identified in Figure 1. above, Second Life has a __________
degree of self-disclosure than Call of Duty.
a. higher
b. lower
c. equal
d. more unique
e. more elaborate
Answer:
The U.S. motorcycle manufacturer Harley-Davidson uses intermediaries to sell its
motorcycles in numerous nations outside the United States. Harley-Davidson uses
a. direct exporting.
b. licensing.
c. contract manufacturing.
d. indirect exporting.
e. foreign assembly.
Answer:
Spouse dominant decision-making implies that
a. the husband makes the majority of the purchase decisions.
b. the wife makes the majority of the purchase decisions.
c. both the husband and the wife make the purchase decisions together.
d. the wife and the husband alternate with respect to their purchase decisions.
e. either the husband or the wife is primarily responsible for purchase decisions.
Answer:
Today, the implementation phase of the strategic marketing process often involves
moving many planning activities away from the duties of planners to those of
__________ and finding effective ways to convert new marketing opportunities to
completed projects.
a. line managers
b. outside consultants
c. senior management
d. the chief marketing officer (CMO)
e. project teams
Answer:
Personal Selling Process Photo A
Consider the Personal Selling Process Photo A shown above. Exchanging business
cards in Asia is done according to the customs and norms of the country or region of the
buyer. This protocol is considered important during which stage of the personal selling
process?
a. presentation
b. follow-up
c. preapproach
d. close
e. approach
Answer:
The common factor among an organization’s chairman of the board, stockholders,
suppliers, laborers, customers, and society at large is that
a. all are stakeholders and should benefit from the marketing of a product.
b. everyone has a say in the ultimate design of a product.
c. everyone is legally culpable if something goes wrong with a product.
d. all have to make some type of direct financial investment in the organization.
e. all use the product or service marketed by the organization.
Answer:
Figure 1.
The image depicted in Figure 1. above represents what strategic analysis technique?
a. Gantt chart
b. SWOT analysis
c. Pert chart
d. BCG growth-share matrix
e. diversification analysis
Answer:
Sarah has a backache due to overexertion. She believes a massage would loosen her
back muscles and make her feel better. She is concerned because a massage, unlike a
pair of shoes, cannot be felt before she buys it. Sarah realizes massages have
__________ properties.
a. search
b. form
c. experience
d. credence
e. performance
Answer:
The _________ is the ratio of net income to the investment used to earn that net
income.
a. markup
b. selling margin
c. return on investment
d. return on assets
e. markdown
Answer:
The three major types of special adjustments to list or quoted price are
a. demand-oriented, cost-oriented, and profit-oriented adjustments.
b. one price, flexible price, and discounts.
c. discounts, allowances, and marginal adjustments.
d. discounts, allowances, and geographical adjustments.
e. discounts, incremental costs and revenues, and geographical adjustments.
Answer:
The three types of companies populate and compete in the global marketplace are (1)
international firms; (2) multinational firms; and (3) __________ firms.
a. multiethnic
b. transnational
c. multidomestic
d. ethnocentric
e. meganational
Answer:
Johnson & Johnson effectively __________ St. Joseph Aspirin as a product for infants
to an adult low-strength aspirin designed to reduce the risk of heart attacks.
a. reinvented
b. resurrected
c. reconfigured
d. repositioned
e. realigned
Answer:
Figure 1.
Consider Figure 1. above. “E” refers to which of the following website design
elements?
a. content
b. commerce
c. customization
d. connection
e. context
Answer:
Which of the following statements about African American buying patterns is most
accurate?
a. There are very few differences between African Americans and Caucasians.
b. African American men spend more on health and beauty products than Caucasian
men do.
c. The typical African American family is five years older than the typical Caucasian
family.
d. African American buying power is still affected by the negative consequences of
disparities in employment and educational opportunities in earlier American history.
e. African Americans are not price conscious.
Answer:
It is important for marketers to reach college-age students in the U.S. because
a. college age students are sensitive to the environment, which carries over to their
media usage.
b. only a small percentage of students check their Facebook pages.
c. Internet advertising is ineffective with this age group.
d. the information sources they use to make buying decisions.
e. students reject the brands their parents buy.
Answer:
In a marketing context, a message refers to
a. product information regarding, benefits, price, and usage found on a product’s
package.
b. the slogan or tagline of a specific product.
c. proprietary information linking a specific product to a promotional campaign.
d. the information sent by a source to a receiver during the communication process.
e. a television or radio commercial from the buyer to the seller.
Answer:
An indicator of how effectively retail space is used to generate revenue is called
a. net sales.
b. shareholders’ equity.
c. market share.
d. sales per square foot.
e. return on investment.
Answer:
Figure 1.D: Average Annual Sales per Household of Tony’s Pizza,
by Age of Children in Household
Figure 1.D above shows average annual unit sales per household, by age of children in
household for Tony’s Pizza. Analyze this chart. What findings would you present to a
supervisor?
Answer: