Currently, the three largest television home shopping programs in the United States are
a. QVC, HSN, and ShopNBC.
b. Shop at Home, QVC, and HSN.
c. Direct shopper, Shop at Home, and ShopNBC.
d. Valuevision, Shop at Home, and QVC.
e. Shop America, Direct shopper, and J.S. Global.
Answer:
The practice of simultaneously increasing product and service benefits and maintaining
or decreasing price is referred to as __________.
a. value-pricing
b. customer-value pricing
c. competitive pricing
d. cost pricing
e. demand pricing
Answer:
Which of the following statements regarding the role of salespeople is most accurate?
a. Salespeople have the greatest say in company policy and therefore are the customer’s
greatest advocates.
b. Salespeople truly know their customers and therefore are the best resource for
segmenting and selecting target markets.
c. Salespeople are the most highly trained of all a firm’s employees and therefore offer
the greatest customer security.
d. Salespeople create customer value by providing follow through after the sale.
e. Salespeople are traditionally given greater authority than other company employees
and therefore can offer customers the best financial terms for their purchases.
Answer:
Two increasingly important values for consumers around the world are __________.
a. self-esteem and fitness
b. wealth and health
c. patriotism and friendship
d. family and fun
e. sustainability and preservation of the environment
Answer:
What percentage of U.S. product sales are directly tied to word of mouth activity
among friends, family, and colleagues?
a. 10 percent
b. 25 percent
c. 33 percent
d. 50 percent
e. 67 percent
Answer:
With over half of tickets to major events sold online, StubHub’s website can help
generate extra ticket sales for the original sponsors. This is why
a. Ticketmaster recently purchased StubHub for $213 million dollars.
b. StubHub has to pay licensing fees to all major sports teams whose tickets are sold on
their website.
c. StubHub now has formal relationships not only with professional sports leagues, but
also with many sports programs at major universities.
d. Stub Hub has expanded their mission from being “a sports ticket marketplace” to the
“hub of all entertainment experiences.”
e. StubHub pays a surtax on any ticket it sells if the games are not already sold out at
local stadiums.
Answer:
The Tahitian pearl market might never have existed were it not for Salvador Assael, the
“pearl king” of the South Seas. Assael got into the pearl business at the end of World
War II. Tahiti had thousands of Swiss watches but suddenly had no GIs to buy them.
Assael observed that the Japanese were desperate for watches but had no cash, and also,
that the Japanese still had a pearl industry. So, Assael oversaw the swapping of watches
for pearls, which were then sold to the Australian and U.S. markets. This international
barter is an example of
a. a reciprocity agreement.
b. balance of trade.
c. cross-cultural commerce.
d. countertrade.
e. a trade feedback effect.
Answer:
The tasks involved in managing personal selling include all of the following EXCEPT
__________.
a. selecting salespeople
b. evaluating the performance of individual salespeople
c. setting sales objectives
d. organizing the salesforce
e. designing new sales promotional campaigns for the purpose of generating new sales
Answer:
One of the most common measures in advertising is cost per thousand impressions
(CPM). The CPM is calculated as follows:
a. CPM = Advertising cost ($) ÷ Impressions generated (in 100s).
b. CPM = Total revenue ($) ÷ Impressions generated in 1,000s).
c. CPM = Total profit ($) ÷ Impressions generated (in 1,000s).
d. CPM = Advertising cost ($) ÷ Impressions generated (in 1,000s).
e. CPM = Advertising cost ($) ÷ Impressions generated (in 1,000,000s).
Answer:
A family formed by merging two previously separated units into a single household is
referred to as a
a. cohort.
b. blended family.
c. merged household.
d. reconstituted family.
e. multigenerational household.
Answer:
Between 1962 and 2010, adult coffee consumption has
a. steadily increased each year.
b. steadily decreased each year.
c. remained steady.
d. increased significantly due to adults consuming prepared coffee away from home at
outlets such as Starbucks.
e. fluctuated, first declining and then increasing.
Answer:
Davidson-Uphoff & Company sells ironware accessories for home and garden to
retailers. The salespeople for this company are trained to ask probing questions such as,
“What are the decorating trends in this region?” and “What are you doing to take
advantage of this trend?” This company trains its salespeople to develop a sales
presentation style that emphasizes the needs and wants of its retailers. Once key needs
have been uncovered, the salesperson is taught to tailor his or her sales presentation so
that the retailer can see why he or she should carry Davidson-Uphoff products.
Davidson-Uphoff’s salespeople are learning the __________ selling format.
a. need-satisfaction
b. formula
c. stimulus-response
d. creative
e. problem resolution
Answer:
A practice whereby one firm’s marketing channel is used to sell another firm’s products
is referred to as __________.
a. dual distribution
b. cooperative distribution
c. an integrated channel alliance
d. a multichannel venture
e. a strategic channel alliance
Answer:
According to the retail life cycle, in which stage would market share rise gradually,
although profits may be low because of start-up costs?
a. decline
b. maturity
c. introduction
d. accelerated development
e. early growth
Answer:
A study conducted by C&R Research on behalf of Disney Online has identified four
segments of mothers based on their Internet usage. The Tech Nester segment represents
__________ of online moms.
a. 12 percent
b. 15 percent
c. 25 percent
d. 31 percent
e. 32 percent
Answer:
Opinion leaders refer to
a. individuals within an organization who influence decision-making.
b. individuals who are able to use moral suasion to get others to comply with the latest
trends.
c. individuals in an organization who encourage other paid individuals to forward
marketer-initiated messages to others via e-mail, social networking websites, and blogs.
d. individuals who exert direct or indirect social influence over others.
e. individuals who are able and willing to cut red tape and move an organization’s
marketing program forward.
Answer:
A nonprofit organization is
a. a nongovernmental organization that serves its customers but does not have profit as
an organizational goal.
b. a legal entity engaged in business activities solely with the intent of serving its
employees without the intent of making a profit.
c. a publicly owned organization that serves the general population.
d. a group of people united through contractual or corporate ownership.
e. a privately owned organization that serves its customers to earn a profit so that it can
survive.
Answer:
The four steps in the sequential building process of brand equity include __________,
establishing a brand’s meaning in the minds of consumers, eliciting the proper consumer
responses to a brand’s identity and meaning, and creating a consumer-brand connection.
a. developing positive brand awareness
b. lowering the price of products
c. easing consumers’ decision making
d. incorporating higher value in products
e. creating market modification
Answer:
Advertising refers to
a. any non-paid form of nonpersonal communication about an organization, product,
service, or idea by an identified sponsor.
b. any paid form of personal communication about an organization, product, service, or
idea by an identified sponsor.
c. any non-paid form of personal communication about an organization, product,
service, or idea by an unidentified sponsor.
d. any paid form of nonpersonal communication about an organization, product,
service, or idea by an identified sponsor.
e. any paid form of nonpersonal communication about an organization, product, service,
or idea by an unidentified sponsor.
Answer:
When they were first introduced, peel-back aluminum seals were seen as a great
alternative to using a traditional can opener to open cans because many people sliced
their fingers with can openers. As soon as the technology became more widely
available, many manufacturers switched to this safer more flexible seal. This packaging
innovation demonstrated the importance of a __________.
a. functional benefit
b. reseller benefit
c. communication benefit
d. perceptual benefit
e. psychological benefit
Answer:
Figure 1.
Figure 1. above shows the sequential process of building brand equity. “A” represents
the fourth and last step, which is to __________.
a. elicit the proper consumer responses to a brand’s identity and meaning
b. develop positive brand awareness
c. reward loyal customer behavior
d. establish a brand’s meaning in the minds of consumers
e. create a consumer-brand connection
Answer:
New Balance recently spent $13 million for time on television and space in selected
magazines to promote its athletic shoes. What form of marketing communication did it
use?
a. public relations
b. personal selling
c. publicity
d. sales promotion
e. advertising
Answer:
LinkedIn is
a. a website where users may create a personal profile, add other users as friends, and
exchange comments, photos, videos, and “likes” with them.
b. a website that enables users to send and receive short messages up to 140 characters
long.
c. a business-oriented website that lets users post their professional profiles to connect
to a network of businesspeople.
d. a video-sharing website in which users can upload, distribute, view, and comment on
videos.
e. a website enables online customers to use their collective buying power to take
advantage of deeply discounted prices for a product or service each day.
Answer:
The strategic marketing process
a. involves taking stock of where the firm or product has been recently, where it is now,
and where it is headed in terms of the organization’s marketing plans and the external
forces and trends affecting it.
b. is a technique to quantify performance measures and growth targets to analyze its
clients’ strategic business units (SBUs) as though they were a collection of separate
investments.
c. describes an organization’s appraisal of its internal strengths and weaknesses and its
external opportunities and threats.
d. is an approach whereby an organization allocates its marketing mix resources to
reach its target markets.
e. seeks opportunities by finding the optimum balance between marketing efficiencies
versus R&D”manufacturing efficiencies.
Answer:
Two general applications of websites exist based on their intended purpose: (1)
transactional websites and (2) __________ websites.
a. cross-functional
b. financial
c. service-oriented
d. informational
e. promotional
Answer:
Which age segment of the U.S. population is expected to grow to 72 million people or
almost 20 percent of the population by 2030?
a. children under the age of 18
b. people aged 65 and over
c. children of baby boomers
d. children of Generation X
e. children of Generation Y
Answer:
When a response elicited by one stimulus is generalized to another stimulus, it is called
a
a. selective comprehension.
b. selective retention.
c. stimulus generalization.
d. stimulus discrimination.
e. routine problem solving.
Answer:
Before consumers see a movie, it is assigned a rating such as G or PG based on its
language and content. This rating system is most closely related to which facilitating
function activity performed by marketing intermediaries?
a. grading
b. sorting
c. risk taking
d. marketing
e. assorting
Answer:
Pizza Hut’s website customization is achieved in several ways, but the primary utility is
to simplify ordering. For customers who have already registered, there are several
personalization options, including rapid ordering called Express Checkouta feature
that’s based on __________.
a. offering the greatest selection
b. speed up the delivery process
c. saved preferences
d. offering the best value for the price
e. create strong customer relationship
Answer:
Proctor and Gamble repositioned its Old Spice anti-perspirant brand from a deodorant
your grandfather might use to a strong, hip anti-perspirant through commercials that
showed the target market of 18- to 30-year-old men advocating its use and through a
money-back guarantee. P&G used this repositioning strategy with its Old Spice brand
anti-perspirant to __________
a. react to a competitor’s position
b. reach a new market
c. catch a rising trend
d. change the value offered
e. diversify its product portfolio.
Answer:
When the company Netflix first began, it wasn”t as successful as expected. This was
because
a. the program wasn”t subscription-based.
b. too many customers failed to return the VHS cassettes.
c. the price of postage increased dramatically and ate into profits.
d. too many free movies were now available through on-demand cable TV and the
streaming via the Internet.
e. the primary target market, consisting of young people aged 18 to 24 years old, was
moving away from visual media and spending more time listening to music and playing
video games.
Answer:
The set of values, ideas, and attitudes that are learned and shared among the members
of a group is referred to as ____________.
a. national character
b. culture
c. social class
d. code of ethics
e. ethnic ideology
Answer:
Kellogg’s different types of cereals are each targeted at a different type of user. This is
an example of multiple products aimed at multiple markets. Manufacturing these
different cereals is clearly more expensive than producing one, but seems worthwhile if
it serves customers’ needs better, doesn”t reduce quality or increase price, and
a. conforms to all FDA guidelines.
b. adds to the manufacturer’s sales revenues and profits.
c. creates economy of scale.
d. decreases the cost of the physical plant.
e. stabilizes the sales revenues and profits.
Answer:
The largest numbers of product adopters with respect to the diffusion of innovation are
found among __________.
a. innovators and laggards
b. early majority and late majority
c. late majority and laggards
d. innovators and early majority
e. innovators and early adopters
Answer: