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Among business products, legal counsel for patent information for a firm's R&D
department would most likely be classified as which type of support product?
A. ancillary services
B. contractual services
C. specialty services
D. accessory services
E. industrial services
Answer:
When a man picks up a bottle of wine and tells the sales clerk, "I'm taking this to a
dinner party tonight," which situational influence is being demonstrated?
A. purchase task
B. social surroundings
C. physical surroundings
D. temporal effects
E. antecedent states
Answer:
Which of the following is considered a service?
A. lamp
B. motorcycle
C. potato chips
D. a marketing class
E. environmentalism
Answer:
The 80/20 rule is most closely related to which basis of segmentation?
A. geographic
B. psychographic
C. opportunistic
D. demographic
E. behavioral
Answer:
What do a dry cleaning service, an automated carwash, and a taxi service have in
common?
A. They are all tangible services.
B. They are all people-based services.
C. None of them has problems with idle production capacity.
D. They never use off-peak pricing.
E. They are all equipment-based services.
Answer:
Which of the following is a typical example of a variable cost?
A. shipping costs
B. rent on a building
C. executive salaries
D. insurance premiums
E. leases on delivery trucks
Answer:
In 2001, Xerox began a shift to a __________ that focused on helping customers solve
their business problems rather than just placing more equipment in their office.
A. multi-tiered sales system
B. salesforce automation system
C. product-oriented sales organization
D. geographic-oriented sales organization
E. consultative selling model
Answer:
How a person establishes expectations for a service not yet experienced is influenced by
word-of-mouth communications, __________, past experiences, and promotional
activities.
A. personal needs
B. the economy
C. consumer income
D. competitive trends
E. how the organization delivers its service
Answer:
Nike employs a __________ strategy at its website, nikeid.com, which allows
customers design a sneaker to their own personal specifications.
A. product sampling
B. product clustering
C. mass customization
D. usage segmentation
E. psychographic segmentation
Answer:
Because of the time, cost, and confidentiality problems of test markets, consumer
packaged goods firms often turn to __________, a technique that replicates a full-scale
test market to a limited degree, often in a mall setting.
A. partial rollouts
B. screening and evaluation
C. virtual reality testing
D. time-to-market measures
E. simulated test markets
Answer:
Automakers such as Chrysler, Ford, and General Motors utilize a __________ network
to sell cars to consumers.
A. dealer
B. broker
C. supplier
D. agent
E. wholesaler
Answer:
The process of continually acquiring information on events occurring outside the
organization to identify and interpret potential trends is referred to as
A. significant trend analysis.
B. organizational scanning.
C. environmental scanning.
D. a SWOT analysis.
E. marketing intelligence.
Answer:
Marketing Research Method Photo
Consider the Marketing Research Method Photo above. What type of primary research
method is most likely being used?
A. extrapolation
B. hypothesizing
C. neuromarketing
D. deduction
E. conjecture
Answer:
BzzAgent is a firm that specializes in a marketing strategy known as
A. sting.
B. teaser advertising.
C. spin.
D. buzz.
E. viral marketing.
Answer:
Cross-functional teams refer to
A. members of an organization who have been trained in multiple disciplines so they
can easily move from one job to another as needed.
B. situations where two departments within the same company have opposing views
about how a product should be developed and managed.
C. departments within an organization that carry out multiple functions due to financial
constraints within the company.
D. a small number of people from different departments in an organization who are
mutually accountable to accomplish a task or a common set of performance goals.
E. departments within an organization who manage the same product with distinctly
different marketing programs to reach different target markets.
Answer:
In a sales presentation, you respond to a customer's issue by saying courteously, "You're
absolutely right, and I am going to make it my business to be sure that never happens
again." Which method have you used to handle the customer's objection?
A. postpone
B. denial
C. agree and neutralize
D. ignore
E. convert
Answer:
Apple Market-Product Grid
In the Apple market-product grid shown above for its personal computer line, the
professional segment of medium/large businesses seems willing to purchase all of the
items in Apple's product line. This allows Apple to enjoy cost savings due to
__________.
A. segment differentiation
B. marketing synergies
C. product synergies
D. segment repositioning
E. product differentiation
Answer:
With respect to promotion, which of the following strategies would most likely be used
for unsought products?
A. offering consumer and trade sales promotions
B. establishing the uniqueness and status of the brand
C. generating awareness
D. differentiating the brand from competitive brands
E. stressing price and availability in advertising
Answer:
Store layout, colors, lighting, and music are all considered part of a store's retail
A. sensory management plan.
B. psychological attributes.
C. antecedent attributes.
D. personality type.
E. atmosphere.
Answer:
The Beef Council promotes a series of ads in which the tag line is "Beef - it's what's for
dinner." The purpose of these ads is to encourage the audience to eat more beef. This
type of ad is a(n) __________.
A. reminder institutional ad
B. pioneering institutional ad
C. product institutional ad
D. competitive institutional ad
E. advocacy ad
Answer:
Two key elements in deciding how to collect marketing data are __________ and
__________.
A. concepts; notions
B. concepts; methods
C. constraints; hypotheses
D. terms; constraints
E. terms; hypotheses
Answer:
In terms of performance measures, fans are
A. the total number of unique visitors to a Facebook Page in a given time period.
B. the number of people who have opted in to a brand's messages through a social
media platform at a given time.
C. the percentage of people who have clicked on a link on the Page to visit a specific
site.
D. the number of people who interact with a Post ("Like," make a comment, and so on)
divided by the total number of people seeing the Post.
E. the brand's share or percentage of all the online social media chatter related to its
product category or a topic.
Answer:
A __________ consists of a response and feedback.
A. feedback loop
B. consequence
C. source reaction
D. primary significance
E. concept effect
Answer:
Occasionally, a firm's Stage 1 product development activities can be blind-sided by a
revolutionary new product or technology that completely disrupts its business, which is
sometimes called a __________.
A. marketing opportunity
B. disruptive innovation
C. business threat
D. crowdsourcing
E. concept test
Answer:
Sealy, the self-proclaimed largest manufacturer of mattresses in the U.S., recently set
out to redefine its function in the bedrooms of America. No longer did it want to be
known as simply a mattress company. It wanted Sealy to be known as the world's
leading 'sleep wellness provider." This is an example of __________.
A. reverse marketing
B. demarketing
C. repositioning
D. segmenting
E. positioning
Answer:
Outlets where customers are responsible for most shopping activities, although
salespeople are available in some departments, would be classified as __________
retail outlets.
A. limited-service
B. reduced-service
C. minimal-service
D. self-service
E. full-service
Answer:
Changes in a company's product characteristically are made in the __________ stage of
the product life cycle.
A. introduction
B. maturity
C. decline
D. harvest
E. growth
Answer:
Factors such as differences in payment methods (credit and credit cards), the need for
improved reliability and security in regards to the mail system, and government
regulations make it especially difficult for __________ in the global market.
A. direct marketing
B. advertising
C. personal selling
D. sales promotion
E. publicity
Answer:
According to the textbook, Revlon cosmetics uses __________ pricing.
A. above-market
B. at-market
C. below-market
D. prestige
E. everyday low
Answer:
Equipment-based services do not have the marketing concern of inconsistency because
__________ have been removed from the delivery of the service.
A. risk and product liability
B. people
C. learning requirements
D. automations
E. accessories
Answer:
The distribution intensity associated with products such as personal computers such as
those from Dell is referred to as __________.
A. intensive distribution
B. selective distribution
C. extensive distribution
D. exclusive distribution
E. concentrated distribution
Answer:
