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Yield management is considered to be a __________ approach to pricing.
A. demand-oriented
B. cost-oriented
C. profit-oriented
D. competition-oriented
E. service-oriented
Answer:
UMD9: Marketing Dashboard Map
In the UMD9: Marketing Dashboard Map above, the annual growth rate in each state is
shown, with green (which looks gray on printed paper) meaning good and red (which
looks black on printed paper) meaning very poor. If you were a marketing manager
faced with this dashboard, which of the following would be the best action?
A. Focus on the shortfalls in Idaho (ID) and Utah (UT).
B. Revise the relevant goals for both east and west coast.
C. Conduct additional market research in the southern United States.
D. Examine your distribution system in the northeastern United States.
E. Change the marketing metric being used to evaluate the states individually.
Answer:
A test market for a new Kellogg's cereal is an example of
A. hypothesis generation.
B. an experiment.
C. secondary data.
D. virtual modeling.
E. probability sampling.
Answer:
__________ surveys are the best choice if a marketing researcher wants flexibility in
asking probing questions or getting reactions to visual materials.
A. Personal interview
B. Mail
C. Telephone
D. Fax
E. Online
Answer:
The purpose of the Clayton Act is to
A. provide incentives for interstate commerce.
B. forbid actions that are likely to lessen competition, although no actual harm has yet
occurred.
C. exact compensation from firms found guilty of violating fair trade practices.
D. repeal provisions of the Sherman Antitrust Act that stifled innovation.
E. strengthen the Robinson-Patman Act.
Answer:
A trade promotion which compensates retailers that transport orders from the
manufacturer's warehouse is referred to as a __________.
A. carry allowance
B. haulage allowance
C. finance allowance
D. case allowance
E. freight allowance
Answer:
Three teenage girls spent an hour at a store trying on various outfits, looking at possible
combinations, and asking each other, "How do you think this looks on me?" This
situation is most closely related to which of the following situational influences?
A. purchase task
B. social surroundings
C. physical surroundings
D. temporal effects
E. antecedent states
Answer:
Components of a consumer's income consist of __________.
A. inflationary, recessionary, and depressive economies
B. salaries, taxes, and assets
C. gross, disposable, and discretionary components
D. sales taxes, income taxes, and property taxes
E. assets, liabilities, and equities
Answer:
In an effort to make better and more efficient purchase decisions, the Ford Motor
Company includes various people in them, depending on the purchase situation.
Individuals may include key personnel from various departments, including research
and development, finance, marketing, shipping, and sales. This is a description of Ford's
__________.
A. selling committee
B. sustainable procurement department
C. purchasing unit
D. buying center
E. buying committee
Answer:
The number of different people or households exposed to an advertisement is referred
to as
A. scope.
B. share.
C. CPM.
D. rating.
E. reach.
Answer:
Figure 1-1
In Figure 1-1 above, B represents an organization's partnerships with
A. other organizations.
B. suppliers.
C. shareholders.
D. customers.
E. other departments.
Answer:
Cosco, the world's largest children's products company, recently developed a high chair
that could be used as an infant feeding seat, a youth chair, a play chair, a booster chair,
and when reclined, an infant bed. It sold for $49. Cosco rushed the chair into production
before it was properly safety-tested. When some children were injured using this chair,
Cosco denied culpability. The firm said that only a few consumers had trouble with the
chair and these probably didn't assemble them correctly. Most consumers were very
satisfied with the chair and had no problems. Cosco's actions exemplify which of the
following philosophies?
A. existentialism
B. moral idealism
C. communism
D. socialism
E. utilitarianism
Answer:
Performance measures for social media are divided into two types: __________ and
__________.
A. number of photos uploaded; number of characters typed (comments, tweets, etc.)
B. purchases made online; purchases made in a store as a result of a link from a social
media website
C. traditional media costs; social media costs
D. number of "Views" of a YouTube video; number of "Likes" on Facebook
E. those linked to inputs or costs; those tied to the outputs or revenues
Answer:
Which of the following statements best describes how a supply chain differs from a
marketing channel?
A. Communication is more important in the marketing channel than in the supply chain.
B. The marketing channel places more emphasis on cost-effectiveness than the supply
chain.
C. A marketing channel includes suppliers that provide raw material inputs to a
manufacturer.
D. A supply network moves materials from producer to consumer while a marketing
channel moves materials from the supplier to the producer.
E. A supply chain includes suppliers; marketing channels do not.
Answer:
All of the following form the foundation upon which a firm builds its marketing
program during the strategic marketing process EXCEPT:
A. research the organization's present and prospective customers.
B. determine what business the organization is in.
C. assess the organization itself.
D. identify trends in the organization's industry.
E. analyze the organization's competitors.
Answer:
The cluster of benefits that an organization promises customers to satisfy their needs is
referred to as a(n) __________.
A. core benefit proposal
B. product protocol
C. marketing program
D. marketing mix
E. customer value proposition
Answer:
Any intermediary with legal authority to act on behalf of the manufacturer is referred to
as a(n) __________.
A. dealer
B. agent
C. retailer
D. wholesaler
E. distributor
Answer:
An example of a(n) __________ is Kraft Foods using the distribution system of
Ajinomoto, a major Japanese food company, to market its Maxwell House coffee in
Japan.
A. direct marketing channel
B. industrial distribution system
C. dual distribution system
D. franchising operation
E. strategic channel alliance
Answer:
Which of the following is an action the Federal Trade Commission (FTC) can take to
stop a company from continuing an unfair trade practice?
A. corrective advertising
B. a cease and desist order
C. a private ruling
D. a consent degree
E. a stay
Answer:
Seven Cycles uses __________ to create customer value, build relationships, and
produce customer experiences in novel ways.
A. the Internet
B. just-in-time delivery
C. marketing dashboards
D. logistics management
E. its own retail stores exclusively
Answer:
Published data from outside the organization are referred to as __________ data.
A. proprietary
B. external primary
C. internal secondary
D. internal primary
E. external secondary
Answer:
The blending of different communication and delivery channels that are mutually
reinforcing in attracting, retaining, and building relationships with consumers who shop
and buy in the traditional marketplace and online is referred to as __________.
A. multichannel marketing
B. strategic channel alliances
C. dual-track reselling
D. dual distribution
E. retail segmentation
Answer:
Which of the following is an example of a price?
A. college tuition
B. operating costs
C. liquidity
D. value
E. stockholders' equity
Answer:
Logistics management refers to
A. the practice of organizing the cost-effective flow of raw materials, in-process
inventory, finished goods, and related information from point of origin to point of
consumption to satisfy customer requirements.
B. the integration and organization of information and logistics activities across firms in
a supply chain for the purpose of creating and delivering products and services that
provide value to ultimate consumers.
C. the integration and organization of information and logistical activities that actively
brings consumers together with sellers through the express use of agents and brokers.
D. systems that are designed to reduce a retailer's lead time for receiving merchandise,
which then lowers a retailer's inventory investment, improves customer service levels,
and reduces logistics expense.
E. proprietary computer and telecommunication technologies to exchange electronic
invoices, payments, and information among suppliers, manufacturers, wholesalers, and
retailers.
Answer:
My M&M'S Image
Mars, Inc. uses __________ technology to decorate M&Ms with personal photos and
messages.
A. bot
B. cookie
C. choiceboard
D. filtering
E. print screen
Answer:
__________ is a content sharing network where members affix images, videos, and
more to "boards" they create, which are categorized into different themes.
A. Tumblr
B. Flickr
C. Vimeo
D. Pinterest
E. StumbleUpon
Answer:
A code of ethics refers to
A. a formal statement of moral and ethical business attitudes.
B. a formal statement of ethical principles and rules of conduct.
C. an informal guide of ethical principles and moral conduct.
D. the written document stating the beliefs and values of each employee in a firm.
E. a firm's itemized list of business activities that are and are not consistent with the
company's mission statement.
Answer:
The home page for TheKnot.com, a website for locating everything needed for a
wedding. The site contains several links to other websites that an engaged couple might
need, including a travel agency, a linen store, a wedding gown retailer, and several other
links. TheKnot.com is a good example of a website that incorporates the __________
design element.
A. convenience
B. connection
C. control
D. community
E. communication
Answer:
Independently owned firms that take title to the merchandise they handle are referred to
as
A. brokers.
B. agencies.
C. virtual retailers.
D. merchant wholesalers.
E. merchant retailers.
Answer:
One of the disadvantages associated with radio as an advertising medium is that it
A. has a long exposure time.
B. cannot target specific audiences.
C. cannot use humor, sound, and intimacy effectively.
D. has high cost per contact.
E. is difficult to convey complex messages.
Answer:
After the release of the movie E.T., sales of Hershey's Reese's Pieces soared while
Mars, the makers of M&M'S and whose candies were featured in the earlier book,
regretted not permitting its product to be used in the film. The appearance of the candy
in the film is an example of __________.
A. product continuity
B. subsidized advertising
C. subliminal direction
D. showrooming
E. product placement
Answer:
Individual interviews involve
A. several people asking the same person the same questions over a period of time to
check for answer reliability.
B. asking respondents in a shopping mall to fill out a brief survey.
C. a single researcher asking questions of one respondent.
D. having the interviewee talk about specific aspects of a product or service using a
video camera in his/her natural use environment.
E. a panel of respondents participating in a guided discussion lead by an experienced
moderator.
Answer:
