All of the following are strategies a market challenger can use when marketing a
low-involvement product EXCEPT:
a. use sales promotion such as free samples, coupons, and rebates to encourage trial of
their brand.
b. link their brand attributes with high-involvement issues.
c. use Internet search engines such as Microsoft Bing and Google to assist buyers.
d. use advertising messages that focus on getting the brand into a consumer’s
consideration set.
e. use repetitive advertising messages that reinforce a consumer’s knowledge or assure
buyers they made the right choice.
Answer:
Subway is a popular __________.
a. business-format franchise
b. product-distribution franchise
c. business franchise venture
d. manufacturing franchise
e. general service franchise
Answer:
The objective at the __________ stage of the personal selling process is to convert a
prospect into a customer by creating a desire for the product or service.
a. presentation
b. approach
c. follow-up
d. preapproach
e. close
Answer:
Imagine a small agrichemical laboratory with a very small marketing budget develops a
seed that produces grass that grows two inches high and no higher. Which promotional
element should it use to communicate its discovery?
a. advertising
b. personal selling
c. sales promotion
d. publicity
e. missionary sales
Answer:
Mark Zuckerberg is a co-founder of the social networking website called __________.
a. MySpace
b. Groupon
c. Facebook
d. LinkedIn
e. Twitter
Answer:
Links that are embedded in the website and appear as highlighted words, a picture, or
graphic, and allow a user to effortlessly visit other sites with a mouse click, are
elements of a website’s __________.
a. context
b. customization
c. content
d. communication
e. connection
Answer:
Accessories are support products that include items such as
a. stationery, paper clips, and brooms.
b tools and office equipment.
c buildings and fixed equipment.
d. raw materials and component parts.
e. maintenance, repair, and legal services.
Answer:
An important way of viewing new products from the perspective of consumers is by:
a. the price.
b. the extent of media promotion.
c. the degree of potential product cannibalization.
d. the presence of “feature bloat.”
e. the degree of learning involved.
Answer:
YouTube is
a. a website where users may create a personal profile, add other users as friends, and
exchange comments, photos, videos, and “likes” with them.
b. a website that enables users to send and receive short messages up to 140 characters
long.
c. a business-oriented website that lets users post their professional profiles to connect
to a network of businesspeople.
d. a video-sharing website in which users can upload, distribute, view, and comment on
videos.
e. a website enables online customers to use their collective buying power to take
advantage of deeply discounted prices for a product or service each day.
Answer:
The population explosion has occurred
a. primarily in the developing countries of Latin America, Asia, and Africa.
b. evenly throughout the world.
c. primarily in the United States due to high birth rates and immigration.
d. primarily in the countries of the European Union due to high birth rates and
immigration.
e. primarily in developed countries due to better economic, infrastructure, and
healthcare conditions.
Answer:
Neiman-Marcus is a retailer that many small manufacturers would like to be associated
with. A product placement in Neiman-Marcus will increase the prestige of a smaller
brand. The source of Neiman-Marcus’s power is its
a. economic influence.
b. expertise.
c. sought-after identification for a particular channel member.
d. legitimate rights through contracts.
e. longevity as an upscale retailer.
Answer:
Bloomingdale’s stores are all part of __________ corporate chain.
a. Dillard’s
b. Macy’s
c. Target’s
d. Walmart’s
e. Saks Fifth Avenue
Answer:
__________ involves operating computer networks that can store and process data to
extract hidden information from large databases such as households’ product purchases,
TV viewing behavior, and responses to coupon or free-sample promotions.
a. Data mining
b. Environmental scanning
c. Computerization
d. E-marketing
e. Information technology
Answer:
The PRS group maintains a website that can be used to determine
a. changing demographic and psychographic data for each country in the registry.
b. a country’s political risk ratings using multiple databases of country-specific
information.
c. the tariffs of each country and their relative effect on product/services sales.
d. the rankings of American products relative to domestic equivalents in each country.
e. changing social trends within different segments of the economy.
Answer:
Even though Exxon adapts its gasoline blends for different countries based on climate,
the promotion message is unchanged. The wording of that slogan is “_________.”
a. Put a tiger in your tank
b. Put the pedal to the metal
c. Buy American-refined fuel
d. Keep American’s working
e. Power in the Pistons
Answer:
Product placement refers to
a. the consumer promotion that involves the use of a brand-name product in a movie,
television show, video, or a commercial for another product.
b. the relative value of a product’s physical location based on line-of-sight positioning
on a retailer’s shelf.
c. the placement of a brand-name product on retailers’ shelves or in showrooms based
on the slotting fee paid by the manufacturer.
d. the use of a brand-name product in a move, television show, or commercial without
the manufacturer’s knowledge or permission, and without compensation.
e. a variable fee paid by producers of movies, television products, or commercials to a
manufacturer for the rights to use a product as a prop in one of their creative scenes.
Answer:
A sales quota contains goals, such as sales produced, accounts generated, profit
achieved, and/or __________.
a. sales of specific products
b. new clients contacted
c. reports filed
d. complaints received
e. customer enquiries
Answer:
The information needed in market product focus and goal setting, Step 2 of the planning
phase includes: (1) market potential studies, (2) market-product grids with target
segments and product groupings, and (3) __________.
a. trends for industry and competitors
b. marketing mix actions
c. detailed plans to execute the marketing program
d. positioning studies
e. projected future sales, expenses, and profits
Answer:
Channel Sales and Profit Marketing Dashboard
Which of the channels shown in the Channel Sales and Profit Marketing Dashboard
above represents the least profit to the manufacturer?
a. furniture store chains
b. independent furniture stores
c. department store chains
d. mass merchandisers
e. none of the above
Answer:
At which level of service would the customer perform the least number of functions?
a. automated-service
b. minimal-service
c. self-service
d. limited-service
e. full-service
Answer:
Direct marketing refers to
a. individualized communications programs specifically designed with a single
customer in mind because the item being sold is unique to that customer.
b. a promotion alternative that uses direct communication with consumers to generate a
response in the form of an order, a request for further information, or a visit to a retail
outlet.
c. communication between a seller and a prospective buyer that can include
face-to-face, telephone, and interactive electronic communication.
d. a sales strategy whereby the exchange takes place at the time of engagement, such as
selling produce at a local farmer’s market.
e. a form of communication management that seeks to influence the feelings, opinions,
or beliefs held by customers, prospective customers, stockholders, suppliers,
employees, and other publics about a company and its products or services.
Answer:
Figure 1.
According to Figure 1. above, purchases labeled “C” would most likely be evaluated on
__________ properties.
a. value
b. search
c. credence
d. experience
e. expenditure
Answer:
Advertising, personal selling, sales promotion, public relations, and direct marketing
are marketing communications alternatives that make up a firm’s __________.
a. cooperative advertising
b. marketing mix
c. media strategy
d. promotional mix
e. communication source
Answer:
A textile artist can buy fabric, thread, and batting, create an heirloom quilt, and then sell
the finished work to customers in a kiosk decorated with some of the quilts produced to
entice customers who shop at the local strip mall. By designing the quilts and kiosk
with aesthetic value, the artist creates __________ utility.
a. application
b. possession
c. time
d. place
e. form
Answer:
The value added dimension of the retail positioning matrix includes elements such as
product reliability, prestige, and __________.
a. level of service
b. market share
c. location
d. price
e. number of employees
Answer:
Figure 1.
Consider Figure 1. above. A small family owns gelato business in the town’s favorite
place where parents and children stop on their way home from work to relax or school
to play. However, the business owner is barely making ends meet. The adults who stop
by are always complimenting him on his unusual gelato flavor selections. He decides to
experiment by packaging his special spices into small packets that can be used at home
as flavorings for dinner drinks. Profits begin to rise. This is an example of a
__________ strategy that would be found in quadrant __________.
a. market penetration; “A”
b. product development; “B”
c. market development; “C”
d. diversification; “D”
e. product-market addition; “D”
Answer:
Which of the following statements regarding “goods” is MOST accurate?
a. Nondurable goods would rely more on advertising than durable goods.
b. Durable goods would benefit more on advertising than nondurable goods.
c. There is little if any difference between marketing actions between durable and
nondurable goods.
d. Nondurable goods would rely more on personal selling than durable goods.
e. The durable and nondurable classification applies to services as well as to products.
Answer:
Which of the following statements regarding when and where online consumers shop
and buy is most accurate?
a. Eighty percent of online sales occur on the weekends.
b. The busiest shopping day is Saturday.
c. Only 20 percent of consumers say they visit websites from their place of work.
d. Favorite websites for workday shopping and buying include those featuring event
tickets, travel, and flowers and gifts.
e. Most people buy online when they are depressed.
Answer:
Vizio, Inc. is an up-and-coming contender in the __________ market.
a. designer eyewear
b. virtual media
c. HDTV
d. 3D video game
e. exotic travel
Answer:
There have been pasta sauces on the market for years. These sauces have always
required the pasta be precooked before it is mixed with the sauces and other ingredients.
The development of Prego Pasta Bake Sauce that does not require the use of pre-cooked
pasta would be an example of a(n)
a. continuous innovation.
b. discontinuous innovation.
c. evolutionary innovation.
d. disruptive innovation.
e. dynamically continuous innovation.
Answer:
The information needed for the implementation phase of the strategic marketing process
includes: (1) action memos with deadlines and Gantt charts; (2) __________; and (3)
marketing research.
a. positioning studies
b. market-product grids with target segments and product groupings
c. organizational charts
d. detailed plans to execute the marketing program
e. projected future sales, expenses, and profits
Answer:
The actions a firm takes during the promotion decision process include __________,
executing, and assessing the promotion program.
a. pretesting
b. developing
c. stating the mission
d. selecting the appeal
e. selecting the media
Answer: