Nike sells shoes, clothing, and athletic gear. These represent the breadth of Nike’s
products.
Answer:
There are ethical dilemmas associated with providing customers with personalized
offers based on their browsing or purchasing habits.
Answer:
More than half of smartphone users in the United States have used them to make
purchases.
Answer:
Of the types of social media identified in the text, Flickr is considered a thought-sharing
site.
Answer:
Contests and sweepstakes are both forms of sales promotions, but a contest requires
some sort of skill or effort, while a sweepstakes is a drawing of entrants’ names.
Answer:
The Value and Lifestyle Survey (VALS) conducted by Strategic Business Insights (SBI)
is a widely used tool for geographic segmentation.
Answer:
When manufacturers such as Pampered Chef sell directly to consumers, they perform
both production and retailing activities.
Answer:
The “implement marketing mix” step of the strategic marketing planning process is part
of the control phase.
Answer:
Tariffs artificially lower prices and therefore lower demand.
Answer:
Firms with global appeal can run global advertising campaigns and simply translate the
wording in the advertisements and product labeling.
Answer:
The fact that the Apple iPad is easy to trydemo units are available at Apple stores as
well as other retail storesis helping it diffuse more quickly.
Answer:
Business-to-business marketing refers to buying and selling goods or services to
consumers.
Answer:
Dollar General and Family Dollar are examples of full-price discount retailers.
Answer:
It would be logical for bathing suit marketers to use geographic segmentation.
Answer:
The three elements of the consumer’s immediate environment are the company,
competition, and corporate partners.
Answer:
Colin wants information about the infrastructure in the countries his company is
planning to export to, so he should gather information about the transportation and
communications capabilities in each country.
Answer:
The demand curve for prestige products generally slopes downward due to higher
prices.
Answer:
A mission statement describes the specific actions a firm will take to achieve its goals.
Answer:
Effective packaging and labels send consumers the signal “Buy me.”
Answer:
Beverage companies often pay movie producers to have their products used and shown
in movies. This is an example of product placement.
Answer:
Frazier is out of milk and bread and needs to decide what is for dinner. He will be
stopping at the grocery store on the way home. Frazier will likely engage in limited
problem solving.
Answer:
Convenience for the customer is seldom a factor for manufacturers when choosing a
retail partner.
Answer:
It is primarily the retailer’s responsibility to make sure customers’ expectations are
fulfilled.
Answer:
Russia lags behind most European countries in use of the Internet.
Answer:
If it is a company’s policy to intentionally mislead potential customers about some
aspect of a product, a sales rep that carries out this policy by misleading the customer
can be held legally accountable.
Answer:
Maslow’s Hierarchy of Needs is an interesting concept for psychology, but it has little
relevance for marketing.
Answer:
The marketing research process follows five steps, and to be effective they must be
followed in order without omitting any steps.
Answer:
In the marketing research process, data collection happens after research design.
Answer:
Omnichannel retailers are able to simply charge the same prices across all channels.
Answer:
Even if society calls for a company to act responsibly, it is better if the company ignores
this demand and focuses solely on making a profit.
Answer:
When designing a social media marketing campaign, the first step is to identify the
target audience.
Answer:
When two competing retailers have a disagreement, it is an example of a horizontal
channel conflict.
Answer:
Listening to the customer is the first step in service recovery.
Answer:
Most marketing executives believe that salespeople are born, not made.
Answer:
The most common type of contractual vertical marketing system is a
A. wholesale agreement.
B. joint venture.
C. licensing arrangement.
D. partnership.
E. franchise.
Answer:
The National Hockey League redirected its marketing efforts when a survey indicated
that almost 50 percent of hockey fans were female. This is an example of __________
segmentation.
A. geographic
B. psychographic
C. demographic
D. benefits
E. behavioral
Answer:
Omar is responsible for marketing and marketing research for a midsized manufacturer
of assemblies for the housing market. His boss has asked him to cut back expenses,
especially in marketing research: “Why can’t you just use information off the Internet?
There’s plenty out there.” What is Omar’s best response to try to get his boss to change
his mind?
A. “We can try, but if it’s wrong it’s not my fault.”
B. “Those are secondary data, and they may not be as timely, accurate, and relevant as
what we need. Our decisions may not be as good, and we’ll run a huge risk.”
C. “I’d rather not use any data at all than use secondary data.”
D. “This is a matter of principle. I quit.”
E. “You should never use any information from the Internet in marketing research.”
Answer:
Integrated marketing communications include all of the following except
A. personal selling.
B. advertising.
C. public relations.
D. supply chain management.
E. direct marketing.
Answer:
At the main campus of a large university, faculty members always refer to one another
as “Dr.,” wear suits, and guard their academic domains against one another. This leads
to frequent name-calling and strenuous debates. Meanwhile, at the various branch
campuses, faculty members call one another by their first names, dress casually, and
support one another’s scholarly efforts. This example illustrates the differences in
__________ that can exist within an organization.
A. supply chain communication
B. autocratic buying center culture
C. organizational culture
D. business missions
E. corporate social responsibility
Answer:
Inkjet printers were a big improvement over the dot-matrix printers they replaced.
Inkjet printers gained rapid acceptance in the marketplace primarily because of their
A. relative advantage.
B. compatibility.
C. observability.
D. complexity.
E. trialability.
Answer:
Paula is trying to determine whether the segments she is considering for her day care
center will be profitable. Which of the following will not specifically help her in this
analysis?
A. the number of children needing day care in the immediate area
B. the fixed costs of operating the center
C. the percentage of parents in the area who can both afford to send their child or
children to day care and who are willing to do so
D. the average number of school-age children in families sending a child to the day care
center
E. the price she would charge minus the variable cost of providing service to each child
Answer:
Students regularly seek out Professor Guillory to advise them. She has an exceptional
manner, and students are confident in her and trust her advice. For these students,
__________ is the most important of the five service quality dimensions.
A. assurance
B. reliability
C. tangibles
D. responsiveness
E. empathy
Answer:
Value creation through place decisions for a consumer product involves
A. putting the product in the front of the store.
B. designing creative displays to capture consumers’ attention.
C. pricing products differently at different stores.
D. making sure the product is available in the stores where customers will want to find
it, and that it is always in stock so they can buy it when they want to.
E. focusing exclusively on Internet sales to reduce supply chain costs.
Answer:
When the Minnesota Timberwolves encouraged Facebook fans to post a great shot of a
dunk onto its Pinterest page for a chance to win tickets to a game, which dimension of
the 4E framework was being targeted?
A. educate
B. experience
C. engage
D. energize
E. excite
Answer:
The buying decision is likely to be most complex and take longest to complete in a(n)
__________ B2B buying situation.
A. new buy
B. modified rebuy
C. straight rebuy
D. adapted buy
E. generic buy
Answer:
Marketers wanting to use social media to reach consumers should understand that
_______ were born into a world that was already full of electronic gadgets and digital
technologies such as the Internet and social networks.
A. Baby Boomers
B. Generation W
C. Generation X
D. Generation Y
E. Generation Z
Answer:
GDP is defined as
A. the value of a country’s exports minus its imports.
B. the difference between two country’s exchange rates.
C. the market value of goods and services produced in a country in a year.
D. national income minus national taxes.
E. the gross purchasing power of domestic goods and services plus international
income.
Answer:
Which of the following is not one of the five Cs of pricing?
A. customers
B. channel members
C. cost
D. collaboration
E. company objectives
Answer:
Which type of pricing model for apps prompts/allows customers to make small
“micropurchases” to enhance the app itself?
A. ad-supported apps
B. freemium apps
C. in-app purchases
D. paid apps
E. multi-level apps
Answer:
If a radio station holds an online contest in which you must log in to its website and
submit personal details such as name, phone number, and e-mail in order to participate,
the radio station is
A. offering an exchange.
B. behaving unethically.
C. hoping to receive feedback.
D. implementing a CRM program.
E. overstepping its role.
Answer:
Neville is trying to create an advertising message that tells consumers how his
company’s cellular and Internet services differ from other alternatives in the market.
Neville is trying to create a(n)
A. unique selling proposition.
B. proportional benefit communication.
C. institutional advertising message.
D. PSA.
E. flighting ad strategy.
Answer:
The term trade deficit refers to
A. a country that exports more goods than it imports.
B. an indicator of the quality of life in a country.
C. a level of population growth that impacts exports.
D. the sum of all goods and services handled in a country.
E. higher levels of imports than exports.
Answer:
The owner of A. C. Flora Ford Dealership wanted to know why consumers chose his
company to purchase a car. He was fairly sure that most customers had one of three
reasonsservice, reputation, or locationbut wanted to know which was revealed as the
most frequent reason for purchasing. A. C. Flora will probably use a survey with
__________ questions to address his research problem.
A. observation-based
B. open-ended
C. experimental
D. closed-ended
E. unstructured
Answer:
Some websites allow consumers to shop while getting opinions from online friends.
Which of the influences on the consumer buying process does this represent?
A. psychological
B. social
C. situational
D. motives
E. perception
Answer:
When purchasing books on Amazon.com, customers are shown other books and a
message saying “Customers who purchased (your book) also purchased ” This is an
example of
A. mass media advertising.
B. publicity.
C. public relations.
D. sales promotions.
E. direct marketing.
Answer:
Target consistently offers trendy home furnishings at an affordable price both in its
stores and on its website. For a consumer, which retailing challenge is Target
addressing?
A. integrated CRM
B. brand image consistency
C. pricing consistency
D. integrated supply chain
E. efficient distribution
Answer:
Using the BCG portfolio analysis, a “dog” should be phased out unless
A. its marketing manager is a champion of the product.
B. additional resources could increase its relative market share slightly.
C. it complements or boosts the sales of another product.
D. the market has a small chance of rebounding.
E. none of these. Dogs should be phased out.
Answer:
If the price for a product increases, the demand for the complementary product will
A. decrease.
B. increase.
C. stay the same.
D. become more elastic.
E. become more inelastic.
Answer:
Tara made sure that her customers felt comfortable contacting her when they needed
something, and she focused on the long term in her dealings with them. Tara is a
________-oriented salesperson.
A. needs
B. relationship
C. sales
D. profit
E. rewards
Answer:
All of the following are service quality dimensions related to follow-up except
A. ethics.
B. reliability.
C. tangibles.
D. responsiveness.
E. empathy.
Answer:
Before approaching a potentially major B2B customer, a salesperson will usually
A. conduct an initial sales presentation to lower-level personnel.
B. estimate the potential commission associated with making the sale.
C. try to find out everything possible about the firm and its needs.
D. ask competitors what they know about the prospect.
E. assess the corporate climate.
Answer:
Jake developed a toothpaste using only natural ingredients, and he has been quite
successful selling the product in health food stores and some grocery stores. He has
recently developed a toothbrush using bamboo and natural components. Jake is
considering a __________, giving the toothbrush the same brand name as the toothpaste
in order to create greater brand awareness.
A. co-brand
B. brand extension
C. premium brand
D. joint brand
E. natural brand
Answer:
The United States has often been called the “melting pot” society, integrating people
from many different cultures into the social fabric of the country. The challenge for
marketers is to determine whether a group’s culture
A. is socially important.
B. is passed from generation to generation orally or by written guides.
C. competes with or complements U.S. traditional culture.
D. can be used as a relevant identifier for a particular target group.
E. is an important immediate marketing environment variable.
Answer:
According to purchasing power parity theory, if __________ is(are) in equilibrium,
products will cost the same in each country.
A. imports and exports
B. consumer spending
C. interest rates
D. domestic products
E. exchange rates
Answer:
Retailers’ coupons, rebates, and online discounts are types of
A. in-store promotions.
B. specialty product displays.
C. pricing promotions.
D. off-price wholesaling.
E. traditional media advertising.
Answer:
The first step in the process of creating a social media campaign is to
A. develop a budget.
B. identify the target audience.
C. set goals.
D. design the elements of the campaign.
E. monitor the program.
Answer:
When visiting a museum, you would expect to find knowledgeable museum guides who
would be able to give you historical information on the museum’s collections and
special exhibitions. If you did not find any trained museum guides to assist you, then
the museum has which type of gap? Explain why you chose your answer.
Answer:
Describe the three types of vertical marketing systems.
Answer:
Why are generational cohorts important to marketers?
Answer:
Explain the concept of the high/low strategy. Why is this an attractive strategy to
marketers?
Answer:
What does it mean to say that a service is perishable? Name three services that would
be considered perishable.
Answer:
What is predatory pricing? What federal acts make it illegal? How are consumers hurt
by predatory pricing?
Answer:
Why is it important for marketers to pay special attention to providing excellent
customer service?
Answer:
What is the difference between a functional need and a psychological need? How can
getting a college education fulfill both types of needs?
Answer:
Marketers know perception is a highly selective process. What does this mean for
advertisers?
Answer:
Marketing researchers have access to a great deal of information about consumers.
What kinds of pressure might be brought to bear on a marketing researcher that might
cause ethical dilemmas?
Answer:
Helena was surprised to learn that the car and home insurance agency she was just hired
by does not have a CRM program. Why should the agency have a CRM program, and
what CRM efforts should Helena recommend?
Answer:
Assume you are the marketing consultant for your university, which wants to focus its
marketing efforts on recruiting new students. You have a choice of segmenting the
undergraduate student market on either a demographic or benefit basis. What is the
difference between the two? Which would you recommend, and why?
Answer:
A laptop manufacturer is considering designing and marketing a left-handed laptop,
with the keyboard rearranged to better suit left-handed people. The CEO is left-handed
and has pointed out to senior management that over 10 percent of the population is
left-handed. It will be expensive to design this new model, so the laptop manufacturer
wants to make sure that this is an attractive segment. For each of the five criteria of
segment attractiveness, list a question the laptop manufacturer will want to consider in
evaluating the attractiveness of “left-handed laptop users” as a segment.
Answer:
You have been asked to evaluate the economic potential of Gabon as a market for your
company’s products. What three categories of economic factors will you assess?
Answer:
The text describes Southwest Airlines, which operates in a competitive market but
successfully differentiates itself from the competition. This gives Southwest a
sustainable competitive advantage. What is a sustainable competitive advantage?
Describe an example of a product or business you have encountered that has developed
sustainable competitive advantage. Why is that product’s or firm’s advantage
sustainable?
Answer:
Larry operates a fishing resort in the Galapagos Islands. Few guests visit his remote
island more than once, but Larry has his assistant e-mail recent customers each month
to see how satisfied they were with their stay at his resort. Why would Larry spend
effort on past customers if few guests come more than once?
Answer:
As a very small manufacturer of nutritional products for race horses, Horse Health
Products Company maintained information using bookkeeping and inventory
management software and communicated with customers through e-mail and faxes. As
its business expanded, Horse Health Products’ owner began to consider creating an
electronic data interchange. What could an EDI system do for his company?
Answer:
What is the difference between a strategic alliance and a joint venture?
Answer:
What should a service provider do when a customer gets emotional about the service
failure?
Answer: