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An ad campaign by Suave shampoo asked television viewers to identify the heads of
hair of women who used Suave shampoo and conditioner and those that used the much
more expensive salon hair-care products. The idea of the ad was that no one could tell
which woman used the much cheaper Suave brand. By making price its selling point,
Suave is most likely using __________.
A. customary pricing
B. loss-leader pricing
C. prestige pricing
D. skimming pricing
E. below-market pricing
Answer:
The reward a manufacturer gives to wholesalers and retailers for marketing functions
they will perform in the future is referred to as __________.
A. seasonal discounts
B. cash discounts
C. promotional allowances
D. trade discounts
E. trade-in allowances
Answer:
In 1998, President Clinton signed the Digital Millennium Copyright Act, which
A. limits access of children to online material considered to be inappropriate or
harmful.
B. improves protection of copyrighted digital products.
C. allows the government to collect taxes if printed materials are sold online.
D. prevents the pirating of digital products that do not have a registered trademark.
E. allows anyone with access to a computer to publish original materials online and
seek remuneration (pay).
Answer:
ChoiceShirts is an online company that makes made-to-order T-shirts. Its online
customers can order their shirts using any downloaded photo inserted into 600
templates or even design a shirt from scratch. This is an example of
A. family branding.
B. mass customization.
C. multiple products and multiple market segments.
D. one product and multiple market segments.
E. specialty customization.
Answer:
In the hierarchy of effects, an increase in the consumer's desire to learn about some of
the features of the product or brand is referred to as the __________ stage.
A. adoption
B. evaluation
C. awareness
D. interest
E. trial
Answer:
Mark Zuckerberg's launch of "TheFacebook.com" website became a huge success. Yet,
more than half of all new businesses fail within __________ years of their launch.
A. two
B. three
C. four
D. five
E. ten
Answer:
The Department of Labor monitors consumer expenditures through its annual
__________.
A. Consumer Price Index
B. Consumer Confidence Index
C. Consumer Expenditure Survey
D. Index of Consumer Sentiment
E. National Consumer Spending Assessment
Answer:
Independent firms or individuals whose principal function is to bring buyers and sellers
together to make sales are referred to as __________.
A. manufacturer's agents
B. brokers
C. selling agents
D. manufacturer's branches
E. manufacturer's sales offices
Answer:
The segmentation strategy used by Prince Sports today is
A. geographic.
B. behavioral.
C. psychographic.
D. socioeconomic.
E. resource-based.
Answer:
Which of the following is a reason that marketing to Hispanics has proven to be a
challenge?
A. Hispanics don't consider advertising a credible source of product information.
B. Hispanics communities are spread across the entire country and therefore difficult to
target.
C. The Hispanic subculture is diverse.
D. Hispanics prefer imports to American-made products; they tend to be ethnocentric in
their product preferences.
E. Assimilation is valued and the Hispanic community finds cultural target marketing
offensive.
Answer:
Target pricing is considered to be a __________ approach to pricing.
A. cost-oriented
B. profit-oriented
C. demand-oriented
D. competition-oriented
E. service-oriented
Answer:
Figure 7-4: Question 5
Consider Figure 7-4: Question 5 above, which was part of a Wendy's survey that
assessed fast-food restaurant preferences among present and prospective consumers.
Question 5 illustrates which type of question format?
A. dichotomous
B. open-ended
C. Likert scale
D. semantic differential scale
E. attitudinal
Answer:
When estimating demand, price is not the only factor to be considered. Three other
elements emphasized by economists are consumer tastes, price and availability of
similar products, and
A. consumer income.
B. consumer psychographics.
C. size of the target market.
D. current political agendas.
E. regulatory environment.
Answer:
Promotional programs are specifically directed toward a group of prospective buyers, or
a(n) __________.
A. source
B. diffuser
C. encoder
D. target audience
E. particular media
Answer:
A __________ product is a style of the times.
A. high-learning
B. low-learning
C. fashion
D. fad
E. substitute
Answer:
Airlines have developed frequent-flier programs to encourage passengers to use the
same airline repeatedly. This marketing strategy is based on
A. geographic segmentation.
B. behavioral segmentation.
C. psychographic segmentation.
D. demographic segmentation.
E. buying condition segmentation.
Answer:
Consumer behavior that results from consumer socialization, passage through the
family life cycle, and decision-making within the family or household is referred to as
__________ influence.
A. psychographic
B. demographic
C. family
D. reference group
E. personal
Answer:
Studies of the __________ characteristics of the U.S. population suggest that it is
becoming larger, older, and more diverse.
A. cultural
B. psychographic
C. geographic
D. demographic
E. economic
Answer:
Figure 7-1
According to Figure 7-1 above, specifying constraints occurs during which step of the
five-step marketing research approach?
A. A
B. B
C. C
D. D
E. E
Answer:
Which of the following statements regarding corporate vertical marketing systems is
most accurate?
A. Corporate vertical marketing systems can use either forward integration or backward
integration but not both.
B. Corporate vertical marketing systems increase distribution costs.
C. Corporate vertical marketing systems increase investment but decrease fixed costs.
D. Corporate vertical marketing systems are only effective with low-end consumer
products.
E. Corporate vertical marketing systems offer more control over supply sources or
resale of products.
Answer:
Breath mints, bottled water, and batteries would most likely use which type of
distribution density?
A. extensive distribution
B. intensive distribution
C. selective distribution
D. exclusive distribution
E. concentrated distribution
Answer:
On a recent shopping excursion at a local Target store, Jim Krause went from aisle to
aisle selecting the products he needed. He bought a variety of products, including
shampoo, toothpaste, a green plant for his office, and several pairs of socks.
Interestingly, the only salesperson Krause encountered was the person at the checkout
counter. The checkout person at Target is an example of a(n) __________.
A. inside order getter
B. outside order getter
C. sales associate
D. inside order taker
E. outside order taker
Answer:
At the De Beers website, users can design their own rings and show them to others. One
out of five website visitors e-mail their ring design to friends and relatives who will
then visit the site. De Beers is using __________ to promote its diamonds.
A. opt-out marketing
B. customerization
C. niche marketing
D. buzz marketing
E. viral marketing
Answer:
The three primary types of product advertisement are pioneering, __________, and
reminder.
A. informational
B. competitive
C. industrial
D. institutional
E. subliminal
Answer:
Paul Avery is a salesperson at the only Ford automobile dealership in Wausau,
Wisconsin. However, there are several other auto dealerships in town, offering both
domestic and foreign cars and trucks. Paul works hard to keep his customers satisfied
because he knows that if his customers are unhappy, they can simply buy a car from one
of the several other comparable dealers in Wausau. This marketing environment is an
example of
A. pure competition.
B. monopolistic competition.
C. an oligopoly.
D. a monopoly.
E. marginal competition.
Answer:
A waitress at a Chili's restaurant uses a __________ when she asks a family if "they
have any room left for dessert."
A. formula-selling
B. need-satisfaction selling
C. consultative selling
D. transactional sales presentation
E. stimulus-response presentation
Answer:
Figure 14-2
To communicate with consumers, a company can use one or more of five promotion
alternatives. In Figure 14-2 above, the promotional element labeled E represents
__________.
A. advertising
B. personal selling
C. public relations
D. sales promotion
E. direct marketing
Answer:
The purpose of a cash discount is to
A. reward retailers for making large quantity purchases.
B. encourage purchasing items during periods of low demand.
C. prevent competitors from obtaining shelf space.
D. counteract the introduction of a new product by a competitor.
E. encourage retailers to pay their bills promptly.
Answer:
Which of the following statements about Trek Bicycles is FALSE?
A. Trek's Eco Design initiative is an example of sustainable procurement.
B. Trek has an extensive product line of bicycles.
C. Trek has always been on the cutting edge, using the latest innovations in its designs.
D. Trek views the bicycle as an important form of alternative transportation, not just as
recreation.
E. Trek's business model has evolved from manufacturing bicycles to marketing other
two- and four-wheeled vehicles, such as motorcycles and all terrain vehicles (ATVs).
Answer:
Figure 6-3
According to Figure 6-3 above, point A would most likely represent what option for
entering the global marketplace?
A. joint venture
B. licensing
C. exporting
D. direct investment
E. franchise
Answer:
Cultural symbols are things that
A. can be protected by international copyrights.
B. cannot be expressed by words or characters.
C. represent values that exist solely within a nation.
D. represent words through the use of pictures or designs.
E. represent ideas and concepts.
Answer:
The primary purpose of a sneak preview of a film prior to its release is to
A. rate the performances of the individual actors and actresses for possible Oscar
nominations.
B. rate the work of the director and producer for possible Oscar nominations.
C. evaluate the effectiveness of product placements within the film.
D. compare the final film to the original screenplay.
E. identify necessary changes prior to final editing.
Answer:
When a marketing researcher uses a collection of reports, customer letters, financial
statements, and surveys from different departments within her firm to make marketing
decisions today, she is using
A. internal secondary data.
B. primary data.
C. external secondary data.
D. sensitivity analysis.
E. probability data.
Answer:
Protectionism refers to
A. the practice of purchasing products exclusively from a domestic market in order to
shore up a nation's economy.
B. the use of tariffs, quotas, and boycotts with the express intention of putting foreign
competitors out of business.
C. the practice of shielding one or more sectors of a country's economy from foreign
competition through the use of tariffs or quotas.
D. a form of domestic imperialism that holds that only those products manufactured
within one's home nation are of sufficient quality to warrant purchase.
E. the practice of purchasing products exclusively from a foreign developing country in
order to develop its industries and economic infrastructure.
Answer:
