User generated content (UGC) refers to
a. content found on a “personal profile” page.
b. content found only on blogs and wikis.
c. content that is created with the intention of achieving commercial profit.
d. content found on forms of online media that are privately owned and operated by a
single “user.”
e. the various forms of online media content that are publicly available and created by
end users.
Answer:
In conducting marketing research on Facebook for Carmex, Jeff Gerst is considering
using a marketing metric that measures how active its Facebook audience is with
Carmex, such as when consumers post a comment on the Carmex wall or reply to one
of the Carmex posts. This metric is called Carmex
a. Sentiment.
b. Share of Voice.
c. Engagement.
d. Conversation Velocity.
e. Likes.
Answer:
In the hierarchy of effects, awareness is defined as
a. the consumer’s first actual purchase and use of the product or brand.
b. the consumer’s repeated purchase and use of the product or brand.
c. the consumer’s appraisal of the product or brand on important attributes.
d. an increase in the consumer’s desire to learn about some of the features of the product
or brand.
e. the consumer’s ability to recognize and remember the product or brand name.
Answer:
Jaffar (Jeff) Tabrizi is the owner and president of Tabrizi Oriental Rugs located in
Toronto, Canada. He personally shops the world over, handpicks and orders authentic
and beautiful handmade rugs, which he has shipped to Canada, where he sells them
through his brick-and-mortar stores and at his www.tabrizi.com website. In terms of the
marketing channel, Jeff is acting as a(n) _________.
a. consumer
b. retailer
c. wholesaler
d. brokerage firm
e. middleman
Answer:
In terms of promotion, which of the following type of consumer product stresses
product differentiation from competitors?
a. shopping product
b. convenience product
c. specialty product
d. unsought product
e. discretionary product
Answer:
Which of the following statements regarding supply chains is most accurate?
a. The most common form of supply chain is the collaborative-response efficiency
strategy.
b. In order for a supply chain to work effectively, key decisions should be made by a
third-party logistics provider.
c. The longer the supply chain, the greater the economies of scale and the better the
profit margin.
d. Supply chains should consider the needs of suppliers, provided those needs are
consistent with marketing strategies.
e. Supply chain managers often need to make trade-offs between efficiency and
responsiveness.
Answer:
Step 1 in the planning phase of the strategic marketing process consists of
a. business portfolio analysis.
b. market-product focus and goal setting.
c. the marketing program.
d. the situation (SWOT) analysis.
e. diversification analysis.
Answer:
Which of the following statements about product line extensions is most accurate?
a. A product line extension strategy typically leads to increased advertising costs.
b. There are no risks associated with a product line extension strategy.
c. When the Clorox Company joins with Kroger supermarkets to advertise Clorox
products in a local newspaper, it is engaged in a product line extension.
d. A product line extension is used with multiproduct branding.
e. A product line extension is used with multibranding.
Answer:
When participating in major projects in college marketing classes, effective teams can
make use of a __________ to be sure that each team member does a fair amount of
work and that their class projects are finished efficiently and on time.
a. market-product grid
b. project schedule
c. Plan-A-Gram
d. Gantt chart
e. sales response function
Answer:
All of the following are examples of a price EXCEPT:
a. a premium.
b. barter.
c. tuition.
d. a commission.
e. profit.
Answer:
Companies need to be vigilant in product quality testing not simply from an ethical
perspective but from a financial one as well. Personal claims and property damage from
consumer product safety incidents cost companies more than __________ annually.
a. $100 million
b. $900 million
c. $300 billion
d. $500 billion
e. $700 billion
Answer:
Price deals that mislead consumers fall into the category of
a. predatory pricing.
b. deceptive pricing.
c. price discrimination.
d. caveat emptor.
e. resale price maintenance.
Answer:
All of the following factors contribute to the growth of a country’s population
EXCEPT:
a. life expectancy (the average number of years a population lives from birth).
b. immigration (the number of people who enter a country for the purpose of permanent
residence).
c. population density (defined as the total number of people per square mile/kilometer).
d. birth rate (the number of births during a specified time period).
e. death rate (the number of deaths during a specified time period).
Answer:
Packaging that provides convenience, product quality, protection, or easy storage offers
what kind of benefits?
a. communication benefits
b. functional benefits
c. perceptual benefits
d. physiological benefits
e. financial benefits
Answer:
Which of the following output reports is used in the evaluation phase of the strategic
marketing process?
a. marketing plans that define goals
b. action memos that tell who is to do what
c. marketing research reports
d. trend reports
e. corrective action memos
Answer:
Business-to-business electronic commerce over the Internet
a. is not nearly as prevalent as consumer electronic commerce when measured by the
total dollar value of all Internet transactions.
b. is at least four times greater than consumer electronic commerce when measured by
the total dollar value of all Internet transactions.
c. has dramatically decreased since face-to-face communication between a firm’s
salesforce and its potential customers is so important.
d. is impossible to estimate since companies will not share information.
e. has decreased since timely information is unavailable or deemed “top secret.”
Answer:
Which stage in the new-product process has as its purpose to identify the strategic role
the new product might serve in the firm’s overall objectives?
a. new-product strategy development
b. idea generation
c. screening and evaluation
d. business analysis
e. development
Answer:
Total revenue refers to
a. the profit made from selling a product or service.
b. the net gain in sales revenue if the unit price is lowered.
c. the least number of units sold needed to cover product, distribution, and promotional
costs.
d. the amount by which marginal costs exceed fixed costs.
e. the total money received from the sale of a product.
Answer:
All the following sources produce channel conflict EXCEPT:
a. when a manufacturer increases its distribution coverage in a geographical area.
b. a channel member bypasses another member and sells or buys products directly.
c. disagreements over how profit margins are distributed among channel members.
d. manufacturers believe wholesalers or retailers are not giving their products adequate
attention.
e. a channel member that coordinates, directs, and supports other channel members.
Answer:
In the feedback loop, the impact the message has on the receiver’s knowledge, attitude,
or behaviors during the communications process is referred to as __________.
a. feedback
b. a field of experience
c. noise
d. a response
e. a hierarchy of effects
Answer:
A third type of sales objective that is __________ is typically specific for each
salesperson and includes his or her product knowledge, customer service satisfaction
ratings, and selling and communication skills.
a. output-related
b. input-related
c. profit-related
d. expertise-related
e. behaviorally-related
Answer:
An example of a marketer-dominated source of information consulted during an
external search would include
a. personal experience.
b. Consumer Reports magazine.
c. advertising.
d. consumer programs on talk radio stations.
e. friends and relatives.
Answer:
Which of the following statements regarding online consumers is most accurate?
a. With the exception of the device used to make the exchange, the profile of an online
customer is almost identical to the traditional shopper.
b. Although online shopping and buying is popular, a small percentage of online
consumers still account for a disproportionate share of online retail sales in the United
States.
c. The group most likely to use the Internet to make purchases is comprised of educated
males between the ages of 25 and 40.
d. Although growing in total sales revenues, the percentage of online sales is actually
beginning to decline.
e. Many people are “put off” by the bells and whistles incorporated into many new
websites; they simply want to “point and click” and be done with it.
Answer:
Which of the following statements about the decline stage of the product life cycle is
MOST accurate?
a. Ironically, in the decline stage, sales decline even though profits increase.
b. A product always enters the decline stage as the result a major product flaw or
marketing misstep.
c. A major reason that a firm’s product enters the decline stage is as a result of a change
in the marketing environment.
d. The only real step that can be taken to avoid the decline stage and ultimately
extinction is to increase marketing expenditures as soon as the product enters its
maturity stage.
e. Service industries are exempt from the decline stage because of their intangible
nature.
Answer:
An insurance company is considering using either (a) independent sales agents who
would receive a seven percent (7%) sales commission on sales or (b) its own insurance
salespeople who would receive a five percent (5%) commission, salaries, and benefits.
Additionally, with a company salesforce, sales administration costs would be incurred
for a total fixed cost of $650,000 per year. At what level of sales would independent
salespeople be less costly to the firm?
a. $650,000
b. $3,250,000
c. $6,500,000
d. $32,500,000
e. $35,200,000
Answer:
Shelly, the manager of a large grocery store, was concerned. She had received
complaints from several customers who said clerks at the store had treated them rudely.
In order to determine whether or not her clerks were indeed rude, Shelly hired a team of
marketing researchers. The researchers posed as customers shopping in the store, but
were actually taking notes and recording the actions of the store clerks. Later, Shelly
reviewed those notes. The research notes Shelly reviewed were a form of __________
data.
a. secondary
b. developmental
c. observational
d. national
e. questionnaire
Answer:
Mechanical, personal, or neuromarketing methods are ways that __________ data can
be collected.
a. virtual
b. primary source
c. hypothetical
d. observational
e. statistical
Answer:
Industry analysts estimate that the number of e-mail mailboxes worldwide will grow to
__________ by 2014.
a. 2.1 billion
b. 2.5 billion
c. 3.1 billion
d. 3.5 billion
e. 4.1 billion
Answer:
The U.S. Census Bureau has developed a two-level classification system that reflects
the varying locations of the population. The smaller of these classifications is called the
a. consolidated metropolitan statistical area.
b. metropolitan division.
c. metropolitan statistical area.
d. minipolitan statistical area.
e. micropolitan statistical area.
Answer:
Gillette spent $200 million in advertising to introduce the Fusion razor to male shavers.
Such expenditures are often made to stimulate __________, the desire for the product
class, rather than for a specific brand, when there are few competitors with the same
product.
a. secondary demand
b. introductory demand
c. primary demand
d. discretionary demand
e. selective demand
Answer:
Which of the following is an inherent weakness of publicity?
a. high absolute costs
b. difficult to receive good feedback
c. easily duplicated
d. a lack of user control over it
e. can easily lead to promotion wars
Answer:
Any intermediary between a manufacturer and end-user markets is referred to as a
a. retailer.
b. middleman.
c. wholesaler.
d. broker.
e. distributor.
Answer:
Which of the following is an example of an organizational problem that can cause a
new product failure?
a. a competitor with a similar product beat the firm to market
b. too much input from different stakeholders outside the firm
c. not learning critical takeaway lessons from past failures
d. it is a personal favorite of the CEO
e. the board of directors insisted on it
Answer:
Reminder advertisements are especially effective for products in which stage of their
product life cycle?
a. introductory
b. harvest
c. mature
d. growth
e. decline
Answer:
The idea that organizations are part of a larger society and are accountable to that
society for their actions is referred to as
a. stakeholder responsibility.
b. social responsibility.
c. profit responsibility.
d. utilitarianism.
e. moral idealism.
Answer: