Arise Food Corporation displays posters in supermarkets to promote its new range of
pasta sauces. Which of the following stages of the communication process is the
company engaged in during the course of promoting its products?
a. Customizing
b. Decoding
c. Receiving
d. Encoding
Answer:
_____ focuses on maximizing the surplus of income over costs.
a. Operations-oriented pricing
b. Revenue-oriented pricing
c. Patronage-oriented pricing
d. Quality-oriented pricing
Answer:
Which of the following is true of a target market characterized by widely scattered
potential customers, highly informed buyers, and brand-loyal repeat purchasers?
a. It requires a promotional mix with more social media and less sales promotion.
b. It requires a promotional mix with more personal selling and less advertising.
c. It requires a promotional mix with more advertising and less personal selling.
d. It requires a promotional mix with more sales promotion and less social media.
Answer:
A U.S. licensor will be most successful in maintaining effective control over licensees
and preventing them from voiding its contract by:
a. using lawyers from both countries to write the licensing agreement.
b. insisting that all licensees have a published code of ethics.
c. not allowing the licensee to pay a fee for the use of proprietary knowledge.
d. locally registering patents and trademarks to the U.S. firm and not to the licensee.
Answer:
A company that sets its goals and strategies based on what its current equipment can
manufacture, what its engineering can design, and what the company itself can do best
has a(n)_____orientation.
a. marketplace
b. sales
c. exchange
d. production
Answer:
Which of the following is an example of a market segment?
a. A group of individuals who are diabetic
b. A group of retailers selling the same products
c. A group of companies manufacturing different products
d. A group of individuals with different product requirements
Answer:
A television channel promotes its new reality show through print and broadcast
advertising as well as personal appearances by show participants in promotional events,
Web sites, and merchandise signed by the participants. To make sure that all of the
promotional messages are coordinated, the television channel should use the:
a. integrated marketing communications approach.
b. integrated communications management approach.
c. AIDA model.
d. interpersonal and mass communications approach.
Answer:
Which of the following statements is true in the context of the Great Recession?
a. The economy completely recovered from the Great Recession in 2009.
b. The Great Recession spread to the globe by 2008.
c. The middle class was the least affected by the Great Recession.
d. The Great Recession increased employment rates to almost ten percent.
Answer:
A good salesperson considers objections a hindrance to the purchase decision.
a. True
b. False
Answer:
If the demand curve for a product slopes downward and to the right, it indicates that
more of the product is demanded as its price is lowered.
a. True
b. False
Answer:
Central Bark Doggie Day Care opened the first day care center for dogs. It currently has
31 locations, with a new Gainesville, Florida, location coming soon. The concept of day
care center for dogs became so popular that other competitors begin to enter the market.
With competing companies such as Camp Bow Wow and others entering the market, it
can be said that the concept of day care center for dogs is moving into the _____ stage
of a product life cycle.
a. introductory
b. growth
c. maturity
d. decline
Answer:
Red Chilly Productions, a production studio based in the United States, decides to make
a major change in its distribution strategy. It withdraws contracts from its retail partners
and beginsto operate its own rental store. This results in its retail partners filing several
lawsuits against the company. This scenario is an example of _____.
a. bilateral monopoly
b. dual distribution
c. horizontal conflict
d. retailer monopoly
Answer:
The purpose of market segmentation is to enable a marketer to tailor marketing mixes
to meet the needs of specific segments.
a. True
b. False
Answer:
Which of the following is an advantage of using cost per contact to determine the media
mix for a product?
a. It allows advertisers to increase an ad’s effectiveness by reaching a limited number of
people.
b. It enables an advertiser to compare the relative expenses of specific media vehicles.
c. It requires advertisers to pay only for the customers who view their ad.
d. It allows marketers to minimize the cost of advertising by reaching a larger number
of people.
Answer:
Nutri Star Corp. is a large food manufacturing corporation which is more profitable that
its competitors. The company uses only organically grown grains and fruits. Nutri Star
also promotes organic farming and helps nonprofit agencies who focus food and
nutrition causes. The company has now decided launch a campaign that aimed at
promoting healthy eating habits among youth. Nutri Star is most likely to have adopted
the concept of _____.
a. divestment
b. consumerism
c. opportunism
d. sustainability
Answer:
How can personal selling reduce the costs of promoting a product or service?
a. By promoting a product to both qualified and nonqualified prospects
b. By promoting undifferentiated sales messages toward prospective consumers
c. By purchasing advertising and sales promotions in large amounts
d. By adjusting the size of the sales force in one-person increments
Answer:
Which of the following is true of moral relativists?
a. They believe that laws should be followed under all circumstances.
b. Their ethical beliefs center on the time, place, and the pressure of a dilemma.
c. Their decisions are typically based on the predictions they make about the
consequences of actions.
d. They believe in absolute rules and apply them to all ethical dilemmas.
Answer:
The stakeholder theory of corporate social responsibility:
a. considers the management of an organization as one of the stakeholders.
b. excludes customers and government agencies among stakeholders.
c. does not consider the owners of an organization as the stakeholders.
d. does not consider first-line employees of an organization as stakeholders.
Answer:
Social media:
a. can help companies gain market share.
b. are most widely used by tweens.
c. are eliminating the effect of component lifestyles.
d. have significantly decreased the complexity of buyer behavior.
Answer:
A bundled price is preferable when:
a. different customers have different needs.
b. firms customize services for each individual customer.
c. consumers dislike having to pay extra for every part of a service.
d. firms want to charge for their supplementary services separately.
Answer:
Relationship-management strategies depend on:
a. centralization.
b. employee empowerment.
c. deregulation.
d. greenwashing techniques.
Answer:
Which of the following is a similarity between broad-based shopping bots and
niche-oriented shopping bots?
a. Both search restricted government Web sites.
b. Both operate using a Yellow Pages type of model in that they list every retailer they
can find.
c. Both search for only one type of product.
d. Both theoretically give pricing power to consumers.
Answer:
The final step in customer relationship management (CRM) is to identify a firm’s
profitable and unprofitable customers.
a. True
b. False
Answer:
Which of the following is true of retail channel omnification?
a. It allows retailers to offer competitive prices across various outlets.
b. It increases redundancies in inventory and transportation.
c. It determines which product to stock and at what price.
d. It focuses on understanding how a brand’s target consumers behave in different
channels.
Answer:
Who among the following is most likely to recognize actions as unethical?
a. Rebecca has noticed that most of her colleagues often use office supply for personal
use.
b. Jason has noticed that all his managers agree that it is okay to plagiarize to a small
extent.
c. Sarah’s organization does not provide any guidelines on ethical behavior.
d. David has noticed for the first time a colleague misrepresenting data in a report.
Answer:
The customer relationship management process includes customer segmentation by
value and subsequent generation of customer loyalty for the most attractive segments.
a. True
b. False
Answer:
_____ is when a product or company attempts to give the impression of environmental
friendliness whether or not it is environmentally friendly.
a. Greenwashing
b. Green hosting
c. Astroturfing
d. Cooperative branding
Answer:
The Internet is a form of indirect service distribution.
a. True
b. False
Answer:
The societal marketing orientation extends the marketing concept by acknowledging
that some products that customers want may not really be in their best interests or the
best interests of society as a whole.
a. True
b. False
Answer:
A one-brand-name strategy is useful when the marketer wants the brand to appear to be
a local brand, or when regulations require localization.
a. True
b. False
Answer:
__________are goods, such as portable tools and office equipment, which are less
expensive and shorter-lived than installations.
Answer:
__________focuses on maximizing the surplus of income over costs.
Answer:
A disadvantage of newspaper advertising is that it has__________.
Answer:
Maggie’s Apparel Inc. is a store that offers customized shopping, whereby consultants
pick clothing they feel will fit a customer’s style and specified need. This scenario most
likely illustrates__________.
Answer:
__________is the process of identifying and assessing what is being said about a
company, individual, product, or brand.
Answer:
A carefully selected group of consumers who agree to participate in an ongoing online
dialogue with a particular corporation is known as a(n)__________.
Answer:
__________have the longest product life cycles.
Answer:
Explain in detail the functions of the customer relationship management process.
Answer:
When executives from competing firms meet to decide which of them will submit the
lowest bid on a contract, they are indulging in__________.
Answer:
The customer relationship management (CRM) technique that focuses on thanking
customers for their business to a company exemplifies the trend of__________.
Answer:
Mandy’s Packaging Inc. is a multibillion-dollar supplier of packaging materials. One of
its salespeople rearranged production schedules at three different plants to satisfy an
unexpected demand for boxes from a major client. The salesperson’s action is typical of
the company’s sales philosophy and indicates an emphasis on__________.
Answer:
Sheera Jewelry sends birthday greeting cards to each of its customers as a token of
appreciation for shopping at its store. This exemplifies the customer relationship
management (CRM) trend of__________.
Answer:
Explain what is green marketing and its impact.
Answer:
__________are trade alliances in which several countries agree to work together to
form a common trade area that enhances trade opportunities among those countries.
Answer:
A__________is a situation requiring the purchase of a product for the first time.
Answer:
Discuss purchasing power and its relationship with income.
Answer:
AutomatedFry Inc. is the leading manufacturer of ventless deep fryers. It has developed
a new high-capacity fryer. To identify the prospective clients for its latest product, it
sends out brochures to thousands of food-service managers along with a detachable
card that the managers can use to request more information. Based on this information,
AutomatedFry Inc. is involved in the__________step of the selling process.
Answer: