Even though there are hundreds of different languages and dialects, the three major
languages used in global diplomacy and commerce are
a. English, Japanese, and German.
b. English, French, and Spanish.
c. Japanese, Spanish, and French.
d. Japanese, Spanish, and English.
e. Spanish, English, and Chinese.
Answer:
If you hold a personal value of being thrifty, then you probably will have a positive
__________ toward automobiles with good fuel economy.
a. belief
b. value
c. attitude
d. motivation
e. perception
Answer:
The NAICS is consistent with the International Standard Industrial Classification of All
Economic Activities, which is published by the __________ to facilitate measurement
of global economic activity.
a. United Nations (UN)
b. European Union (EU)
c. International Standards Organization (ISO)
d. North American Free Trade Agreement (NAFTA)
e. North American Product Classification System (NAPCS)
Answer:
Robert could not buy his Principles of Marketing textbook this semester by the first day
of class if the bookstore did not accept one of the four major credit cards. With his
VISA credit card, he was able to obtain the book for his first marketing class. The credit
card created ___________ utility for Robert.
a. form
b. time
c. price
d. possession
e. place
Answer:
Many small bookstores, and even large ones like Borders and Bookstar, have closed.
Subscribers to newspapers and magazines have cancelled their print subscriptions. This
trend has caused retailer Barnes & Noble to offer the Nook, a digital e-reader for $99
and newspaper publishers such as the StarTribune to offer online content for $1. per
week because of the success of Apple’s iPad and Amazon’s Kindle, which display
digital content in a very user-friendly experience. Barnes & Noble and the StarTribune
MOST LIKELY had to change their __________, which was(were) triggered by the
technological and social changes that occurred in their marketing environments.
a. organizational culture
b. marketing tactics
c. business model
d. strategic marketing process
e. goals/objectives
Answer:
Advertisements that reinforce previous knowledge of a product are referred to as
__________ advertisements.
a. advocacy
b. comparative
c. persuasive
d. informative
e. reminder
Answer:
All of the following constitute the “4 Ps” of the marketing mix EXCEPT:
a. promotion.
b. profits.
c. price.
d. place
e. product.
Answer:
Secondary data are the
a. facts and figures that have already been recorded before the project at hand.
b. facts and figures that are newly collected for the project at hand.
c. facts and figures obtained by watching people mechanically rather than in person.
d. facts and figures obtained by asking people questions through the use of information
technology.
e. conclusions developed from information obtained from a representative sample of a
population.
Answer:
The information needed for the implementation phase of the strategic marketing process
includes: (1) action memos with deadlines and Gantt charts; (2) organizational charts;
and (3) __________.
a. marketing research
b. positioning studies
c. market-product grids with target segments and product groupings
d. detailed plans to execute the marketing program
e. projected future sales, expenses, and profits
Answer:
The social forces of the environment include the ____________ of the population and
its values.
a. living standards
b. social classes
c. cohorts
d. ethics
e. demographic characteristics
Answer:
In the VALS framework, each consumer segment exhibits unique media preferences.
Which segment would be the most likely to visit Internet chat rooms?
a. Experiencers
b. Believers
c. Thinkers
d. Survivors
e. Makers
Answer:
Market testing refers to
a. exposing actual products to prospective consumers under realistic purchase
conditions to see if they will buy.
b. making sales and profit projections on prototype products to make go”no-go
decisions.
c. conducting marketing research among a sample of consumers in the target market to
determine which version of a new-product concept is deemed the best.
d. independently run comparison tests with similar products currently in the
marketplace to determine which one performs best.
e. conducting safety tests to determine whether the new product meets the established
requirements when it isn”t used as planned.
Answer:
Selective distribution refers to
a. the density of distribution whereby a firm tries to place its products or services in as
many outlets as possible.
b. the distribution of products or services in markets where there are currently no other
competitors.
c. the distribution of products or services where the producer owns the entire channel of
distribution.
d. the density of distribution whereby a firm tries to place its products or services with
only one retail outlet in a specified geographical area.
e. the density of distribution whereby a firm tries to place its products or services in a
few retail outlets in a specific area.
Answer:
For a message to be communicated effectively, the sender and receiver must have a
mutually shared field of experience, which means a similar __________ they apply to
the message.
a. common ground
b. national, regional, or ethnic origin
c. understanding and knowledge
d. feeling
e. psychographics
Answer:
The obligation organizations have to (1) the preservation of ecological environment and
(2) the general public is referred to as _________.
a. social responsibility
b. stakeholder responsibility
c. benefit marketing
d. societal responsibility
e. profit responsibility
Answer:
In terms of website design, communication refers to
a. the process of conveying an online presence to others that requires an organization, a
website, an online consumer, and the processes of a shopping cart, online payment, and
order fulfillment.
b. the speed and ease with which a customer can move between pages on a website.
c. a website’s ability to tailor itself to different users or to allow users to personalize the
website.
d. the dialogue that unfolds between the website and its users.
e. the links from a company’s website to a customer’s e-mail, Facebook, or Twitter
accounts.
Answer:
Amazon uses supply chain and logistics management to
a. make sure that it maintains the authority that comes with being the channel captain.
b. avoid having to use quick response replenishment.
c. manage the flow of customer orders from the distribution centers to individual’s
homes.
d. lessen the amount of communication that is necessary between it and its suppliers.
e. implement its market divestment strategies.
Answer:
Brokers are independent firms or individuals who
a. represent a single producer and are responsible for the entire marketing function of
that producer.
b. work for several producers and carry noncompetitive, complementary merchandise in
an exclusive territory.
c. take title to merchandise but sell only to buyers who call on them, pay cash for
merchandise, and furnish their own transportation for the merchandise.
d. own the merchandise they sell but do not physically handle, stock, or deliver it.
e. bring buyers and sellers together to make sales.
Answer:
At a price of $3.00 each, SHAPE magazine sells 1. million copies of its magazine
targeted to young women seeking a healthier lifestyle. If the price per issue is increased
to $3.25, only 1 million copies would be sold. Fixed costs are $1 million and unit
variable costs are $0.50 per magazine. From the information provided here, what is
SHAPE magazine’s total revenue obtained at the lower price?
a. $3,750,000
b. $3,250,000
c. $3,000,000
d. $2,125,000
e. $1,750,000
Answer:
There are several reasons why a consumer would be reluctant to adopt a new product.
For example, a consumer might be reluctant to adopt a new product because of a
psychological barrier, which occurs when __________.
a. there is no incentive to change
b. there are physical, economic, or social risks
c. there are cultural differences
d. the financial commitment is too great
e. the product is not consistent with existing habits
Answer:
Which of the following examples best demonstrates a company’s appreciation for
another country’s values?
a. A German company allows customers to make large purchases using lay-away
(paying small amounts until the item is paid for and delivered).
b. In Brazil, an appliance maintenance firm schedules service appointments allowing
only 15 minutes of leeway for missed calls or no shows.
c. In Japan, a spa owner created special exercise classes for husbands and wives.
d. In India, a popular hamburger chain separated its dining area by color for people who
wanted to eat beef and those who did not.
e. Calvin Klein reduced the number of outdoor advertising placements showing scantily
clad models in countries with predominantly Muslim populations.
Answer:
An aging baby boomer population has led to increased interest in developing and
marketing products to satisfy the needs of this large market. As a result, moisturizing
lotions and creams like Oil of Olay are now positioned as “age-defying” products. This
is an example of which of repositioning action?
a. reaching a new market
b. reacting to a competitor’s position
c. trading up
d. changing the value offered
e. product modification
Answer:
Customers currently link to Cisco’s website to configure, price, and order its networking
equipment. Cisco then sends orders back out across the Internet to producers and
assemblers including Celestica, Flextronics, Jabil, and Solectron. Products are built and
tested to Cisco’s standards, sometimes with procedures run remotely by Cisco. Most
items are then drop-shipped to buyers, untouched by Cisco’s employees. This is a
description of Cisco’s
a. just-in-time inventory system.
b. supply chain.
c. electronic data interchange.
d. strategic information alliance.
e. product-specific delivery system.
Answer:
Figure 1.
Based on Figure 1. above, what is the NAICS code for cable and other subscription
programming?
a. 511
b. 5152
c. 51512
d. 51520
e. 511515
Answer:
Many firms now use e-mail and the Internet to promote their products instead of
sending promotional literature to current and prospective customers though the mail.
UPS and FedEx continue to grow, as they have both expedited (overnight) and ground
package delivery services. These marketplace activities have caused the U.S. Postal
Service (USPS) to lose millions of customers and billions of dollars in revenues. As a
result, the USPS has had to cope with new ___________ forces in the marketplace.
a. economic
b. competitive
c. legal
d. social
e. technological
Answer:
A blog is __________, whereas a wiki is __________.
a. a log of an individual’s Internet activity; Internet activity updated by the user
b. a website for companies to gather customer insights; an academic tool to post grades
and projects
c. a website whose online content is created and edited by the ongoing collaboration of
end users; a publicly accessible personal journal and online forum for a individual or
organization
d. a publicly accessible personal journal and online forum for an individual or
organization; a website whose online content is created and edited by the ongoing
collaboration of end users
e. an advertising forum; an artistic forum
Answer:
Figure 1.A
According to Figure 1.A above, which of the following media alternatives has the least
amount of advertising expenditures?
a. newspapers
b. radio
c. magazines
d. outdoor
e. television
Answer:
A(n) __________ for information is needed when past experience or knowledge is
insufficient, the risk of making a wrong purchase decision is high, and the cost of
gathering information is low.
a. external search
b. internal search
c. alternative evaluation
d. cognitive search
e. postpurchase search
Answer:
Advantages of online advertising such as those offered through Google are that it is
__________ and allows immediate assessment of its __________.
a. objective; measurability
b. measurable; effectiveness
c. unbiased; impartiality
d. detached; measurability
e. independent; traceability
Answer:
Marketers use three approaches to try to change consumer attitudes toward products
and brands: (1) changing beliefs about the extent to which a brand has certain attributes;
(2) __________; and (3) adding new attributes to the product.
a. reinforcing the consumers’ sense of self confidence in making wise purchase
decisions
b. actively educating consumers about the product’s competitive advantages
c. changing the perceived importance of attributes
d. refocusing a consumer’s attention from one attribute to another
e. denigrating the attributes of competitors’ products
Answer:
Which promotional element would you most likely use during the growth stage of the
product life cycle to solidify channels of distribution?
a. advertising
b. sales promotion
c. publicity
d. personal selling
e. direct marketing
Answer:
Valpak is a firm that sends consumers a package of __________ to stimulate selective
demand (encourage the trial) of various products by offering them a discounted price.
a. deals
b. rebates
c. samples
d. premiums
e. coupons
Answer: