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Low consumer spending and a lack of adequate financing are conditions that arise
mostly due to factors in:
A. the competitive environment.
B. the cultural and social environment.
C. the technological environment.
D. the political environment.
E. the economic environment.
Answer:
A consumer who is interested in making the switch from a desktop computer to a tablet
computer may require a prolonged learning and trial process known as:
A. the consumer decision process
B. limited problem solving
C. the adoption process
D. selective exposure
E. lifestyle analysis
Answer:
Which of the following is NOT part of a product-market definition?
A. information about consumer needs
B. information about the final customer (or user) of the product
C. information about which specific retailers will sell the product
D. a description of the type of product
E. All of these should be included in a product-market definition.
Answer:
David Oreck advertises Oreck vacuum cleaners via commercials that run on national
radio programs. He encourages consumers to "try my 8-pound Oreck vacuum for free
for 30 days," and to return it if they aren't satisfied. He then provides an
easy-to-remember toll-free telephone number that consumers can use to place orders.
Regarding the AIDA model, the free-trial period and availability of a toll-free number
are devices used mainly to:
A. Get attention.
B. Hold interest.
C. Arouse desire.
D. Obtain action.
E. Gain confirmation.
Answer:
Which of the following are NOT "business and organizational customers?"
A. Wholesalers
B. Manufacturers
C. Financial institutions
D. Government units
E. All of these ARE business and organizational customers.
Answer:
A consumer is most likely to want and expect help from a salesperson when shopping
for
A. a regularly unsought product.
B. an impulse product.
C. a staple.
D. a heterogeneous shopping product.
E. a homogeneous shopping product.
Answer:
When Herbal Essences offers "dollar-off coupons" to adult women to try to get them to
try its shampoos and conditioners, this is an example of:
A. publicity.
B. sales promotion.
C. product development.
D. market penetration.
E. distribution.
Answer:
A wholesaler selling golf carts and mowers to golf courses might also carry grass seed
and grass fertilizer. This would be an example of
A. bulk-breaking.
B. sorting.
C. accumulating.
D. assorting.
E. discrepancy of quantity.
Answer:
Which of the following statements accurately brings out the difference between
advertising and publicity?
A. For most promotion objectives, advertising offers a lower cost and a more effective
approach than publicity.
B. While the Federal Trade Commission (FTC) can regulate a firm's publicity efforts, it
cannot regulate its advertising campaigns.
C. Advertising utilizes paid media, while publicity relies on unpaid media.
D. Advertising depends on owned media, while publicity depends on earned media.
E. While advertising is primarily aimed at business customers, publicity is typically
aimed at final consumers.
Answer:
Of the following products, which of the producers spends the greatest percent of sales
on advertising?
A. Malt beverages
B. Cable and other pay TV services
C. Motor vehicles and car bodies
D. Soap and detergent
E. Computers and office equipment
Answer:
Leader pricing:
A. seeks a big profit on the leader items.
B. is usually used for a retailer's major product line-to give it a competitive advantage.
C. is different from bait pricing in that the marketing manager really expects to sell
leader priced items.
D. assumes that some part of the demand curve is upward sloping to the right.
E. is banned in interstate commerce.
Answer:
Break-even analysis can be useful for:
A. estimating future sales.
B. setting the most profitable price.
C. comparing pricing alternatives.
D. relating assumed prices to demand estimates.
E. All of these alternatives are correct.
Answer:
Home Sweet Home Co. manufactures and sells handmade wooden furniture. Its
manager routinely orders 50 cartons of Supreme Furniture Polish and 10 bottles of Ultra
Sheen Varnish from the same vendor. This is an example of a
A. straight buy.
B. modified rebuy.
C. new-task buy.
D. straight rebuy.
E. simplified buy.
Answer:
Use this information for question that refer to the "Salespeople" case.
Wilson Alvaro graduated with a marketing degree almost a year ago. Like many of his
friends, he took a job in sales and really enjoys it. A description of Wilson's job and
those of some of his friends are noted below.
Wilson Alvaro loves biking and has his dream job. He works for a wholesale company
that sells mountain bikes for a manufacturer. He works with a small group of people
who call on the buying offices for two large retail chains, Wal-Mart and Toys R Us. The
group includes a finance person and a production person, and they all work together to
meet the specific needs of these two big accounts; for example, sometimes they
recommend a model of bike that will be available from only that retailer's stores.
However, Wilson's main job focuses on building relationships and solving customer
problems. Only occasionally is he expected to try to persuade the retailers to buy more
bikes.
Amy Bowden sells life insurance. She calls on new parents and persuades them to buy
insurance products. It is difficult for a manager to control Amy's work, but she has
incentive to work hard because her job security and income depend on getting sales.
She is a confident self-starter, so she likes it that way.
Ben Peterson works for a fashionable men's clothing store. He enjoys spending time
with customers who come in, learning about their fashion needs, and helping them pick
clothes that really work for them. While the store manager can easily observe and direct
Ben's activities, the manager wants Ben to have the incentive to increase customer
purchases and satisfaction.
Emily Winters handles inside sales for a major industrial distributor. She deals with a
regular set of established customers, most of whom know what they want. Emily talks
to them on the phone and answers questions about products, delivery time, and pricing.
She sometimes works with outside sales reps who visit customers and help introduce
new products. Emily is the first person her customers call when there's a problem with a
purchase, so she spends a lot of time dealing with customer problems. As an inside
salesperson, Emily's work is easily supervised by a sales manager - and she has little
influence on how much her customers buy.
Melissa Tran works for a company that sells paper products (like napkins, paper towels,
and paper plates) primarily through small independent grocers. Most of the grocers are
regular customers, but sometimes she makes cold calls to new grocery stores. Melissa's
job is to develop goodwill and try to increase sales. For example, she often sets up
special promotional displays in stores. Her compensation plan gives her income
security, but she also can receive a bonus for sales growth in her territory.
Charlie Riggs is a telemarketer for an Internet service provider. He calls people on a list
provided by his firm and tries to sign them up for Internet service. Charlie relies heavily
on a presentation he learned during his training. Charlie is very good at what he does
and loves that the more success he has the more he earns.
Wilson Alvaro's sales position involves:
A. providing customer service.
B. team selling.
C. major account management.
D. all of these are included in Wilson's sales position.
Answer:
Concerning the "universal functions of marketing," it is true that:
A. these functions must be performed in all macro-marketing systems.
B. these functions can be performed by producers or intermediaries-but not by
consumers.
C. from a micro viewpoint, every firm must perform all of the functions.
D. responsibility for performing these functions can be shifted and shared-and some
functions can be completely eliminated to reduce costs.
Answer:
Which of the following statements about a situation analysis is False?
A. A situation analysis is mainly a study of new information that is not already
available.
B. A situation analysis may involve informal discussions with knowledgeable people.
C. A situation analysis may help educate a researcher who is dealing with an unfamiliar
subject.
D. A situation analysis should include finding relevant secondary data.
E. None of these statements about a situation analysis is False.
Answer:
Which of the following is NOT an example of sales promotion?
A. A small toy in a "kid's pack" at a Wendy's fast-food restaurant
B. A half-page ad in the telephone Yellow Pages for a security service
C. An auto bumper sticker that says "Buy American"
D. Samples of a new brand of cheese given away at a supermarket
E. A display of fishing equipment by a sporting goods store in a shopping mall
Answer:
Few people in Europe diet. So the same soft drink that PepsiCo sells in the U.S. under
the brand name of "Diet Pepsi" is sold in England under the brand name of "Pepsi
MAX." This is an example of which part of the external market environment?
A. Competitive
B. Legal
C. Cultural and social
D. Political
E. Economic
Answer:
AsianArt4U.com brings together the art produced by many different Asian painters and
sculptors-and offers them for sale on its website. This is an example of
A. accumulating.
B. sorting.
C. a franchise channel.
D. a discrepancy intermediary.
E. bulk-breaking.
Answer:
Identify a disadvantage of break-even analysis.
A. It cannot be used to determine the break-even point in dollars.
B. It is not helpful for evaluating what might happen to profits in different market
environments.
C. It does not consider the effect of price on the quantity that consumers will want.
D. It is not helpful for evaluating alternatives.
E. It is an extremely complicated method.
Answer:
A beer distributor, concerned about increasing regulation of alcoholic beverages,
decides to start a new business distributing children's toys. This company seems to be
pursuing
A. market development.
B. diversification.
C. product development.
D. market penetration.
Answer:
Which of the following statements about secondary data is correct?
A. Secondary data is obtained only from sources outside of the firm.
B. Secondary data may be available much faster than primary data.
C. Results of "old" surveys are not secondary data.
D. Secondary data is usually more expensive to obtain than primary data.
E. None of these statements about secondary data is true.
Answer:
A marketing strategy specifies:
A. a target market and a related marketing mix.
B. all the company's resources.
C. a target market.
D. a target market and the company's objectives.
E. a marketing mix.
Answer:
The most important variable in a firm's marketing mix is:
A. Product.
B. Price.
C. Promotion.
D. Place.
E. None of these since all contribute to one whole.
Answer:
Which of the 4Ps in the marketing mix is most directly related to the branding strategy
for Apple's iPad?
A. Product
B. Place
C. Promotion
D. Price
Answer:
Elise Noble works as a telephone salesperson for the Catalog Division of JC Penney.
Her primary job is to call customers with Penney charge accounts to inform them about
sale items and ask if they would like to order the sale items. Which of the following
kinds of sales presentations would be best for Elise to use?
A. Prepared sales presentation.
B. Customer service approach.
C. Consultative selling approach.
D. Selling formula approach.
E. Target market presentation.
Answer:
Warranties inspire customer confidence and trust for all the following reasons except:
A. they make legally enforceable promises about product performance.
B. they show that marketers stand behind their products.
C. some reduce the responsibility a producer would have under common law.
D. they offer refunds or replacement for defective products.
E. they are clearly written and included with products for easy access.
Answer:
Use this information for question that refer to the Sunny Day Foods (SDF) Case.
For six months, Kim Wu has been working for Sunny Day Foods (SDF), a fast-growing
manufacturer of organic foods. After graduating college, she worked for four years as a
sales rep for a nationally known food company. But, she jumped at the chance when
SDF contacted her about becoming marketing manager for its breakfast foods division,
which sells dry cereals and a pancake mix.
Kim spent the first few months on the job trying to better understand SDF, its product
line, and marketing strategy. She reviewed the company's past marketing research,
commissioned new research, and talked to both consumers and retailers. Now, the CEO
of the company wants her thoughts on what the company's marketing strategy should be
for the next few years.
Her research indicates that among cereal customers, there are at least five segments of
customers who use SDF products.
a) One segment, the loyalists, has a strong preference for one or two of the SDF cereals.
These customers often go out of their way to visit a store with their favorite SDF cereal
and buy only that product at the store.
b) Another segment, the regulars, buys SDF cereals without much thought. For them it
is just part of their routine and, if you ask them why they pick the cereal, they'd say it's
just a habit.
c) A third segment, the deal prone, sees SDF cereals as just another organic cereal. They
view all organic cereals as pretty much the same and buy whichever brand seems to
offer the best deal that week.
d) A fourth segment, the politicos, consists of former buyers of SDF cereals. A few
years ago the company took a strong stand in a presidential race-and these customers
resented it. Now, they boycott all SDF foods because of that incident.
e) A fifth segment, SDF who?, is made up of consumers who buy organic cereals but
who don't have much awareness of particular organic brand names.
In reviewing how SDF currently brands its products, Kim sees that it is using several
different approaches. The Sunny Day Foods brand is used on most products the
company sells. But a few years ago the company brought out an instant organic oatmeal
with the Hot n Healthy name. SDF also makes cereal sold by a health food chain; the
package for that chain uses the store's own name, Nature's Foods, as the brand name for
the cereal.
What best describes the level of brand familiarity that customers in "the deal prone"
segment have with SDF?
A. Brand nonrecognition
B. Brand recognition
C. Brand rejection
D. Brand preference
E. Brand insistence
Answer:
Regarding consumer buying behavior,
A. attitudes affect the selective processes, learning, and buying decisions.
B. many consumers with a favorable attitude toward a product may have no intention to
buy it.
C. beliefs are less action-oriented than attitudes.
D. All of these alternatives are true.
Answer:
After conducting a vendor analysis on potential suppliers, purchasing managers are
likely to choose the vendor that:
A. enables the firm to operate more efficiently with the least risk.
B. offers the lowest priced goods and services.
C. offers the widest assortment of business products.
D. received the best rating from gatekeepers.
E. was the friendliest.
Answer:
Which of the following BEST describes what is necessary for a country's
MACRO-marketing system to be "fair and effective"?
A. No low quality or dangerous products are sold.
B. Product shortages never exist.
C. There is a big choice of goods and services.
D. All consumers get the same opportunity to enjoy a high standard of living.
E. There is not enough information to select an answer.
Answer:
