A(n) _______ is a marketing mix that customers see as better than a competitor’s mix
and cannot be quickly or easily copied.
A. resource combination
B. sustainable competitive advantage
C. objective-centered approach
D. competitor analysis plan
E. competitor matrix
Answer:
A “production-oriented” firm typically:
A. views customer credit as a customer service.
B. sets inventory requirements with customer needs in mind.
C. tries to sell the products it can make easily.
D. focuses advertising on need-satisfying product benefits.
E. operates as an integrated unit.
Answer:
According to the text, “product”:
A. means a physical good.
B. includes all the elements of a marketing mix.
C. means the need-satisfying offering of a firm.
D. refers to goods but not services.
E. All of these choices are good answers.
Answer:
Just-in-time (JIT) delivery
A. is always the best approach.
B. reduces customers’ physical distribution costs.
C. increases storing and handling costs.
D. shifts responsibility for physical distribution activities forward in the channel.
E. requires customers to have high quality standards in physical distribution activity.
Answer:
In _____ channel systems, the channel members agree by contract to cooperate with
each other.
A. contractual
B. traditional
C. selective
D. corporate
E. administered
Answer:
Given the nature of marketing-and the kinds of criticism it typically gets-marketing
should be evaluated:
A. at both the micro and the macro level.
B. mainly at the macro level.
C. mainly at the micro level.
D. None of these alternatives is correct.
Answer:
An integrated direct-response promotion is most likely to be effective if:
A. it is used by a nonprofit organization rather than a firm.
B. other elements of the promotion blend are not integrated.
C. it involves one-way communications between a firm and its target customer.
D. it relies on a CRM database to target specific individuals.
E. None of these is a good answer.
Answer:
A formal rating of suppliers in all relevant areas of performance is best referred to as
_____.
A. vendor analysis
B. portfolio analysis
C. intermediary survey
D. value chain analysis
E. situational survey
Answer:
When a salesperson is expected to sell a certain number of units of a product line each
month, this represents what type of incentive to this salesperson?
A. Straight commission
B. Combination plan
C. Straight salary
D. Selling formula plan
E. Sales quota
Answer:
When a marketing manager notices that customer reaction to a new product does not
meet expectations, they need to be prepared to _____ or move to a new marketing mix.
A. pivot
B. discontinue
C. prototype
D. revitalize
E. roast
Answer:
Which of the following is NOT a trend that is affecting marketing strategy planning?
A. fewer vertical marketing systems
B. geographic shifts in population
C. more attention to service technologies
D. more Internet selling
E. greater use of database-directed promotion
Answer:
Which of the following statements about using the Internet to gather secondary
information is FALSE?
A. Internet searches often identify too many irrelevant sources.
B. Information on the Internet is readily available and very reliable.
C. Much of the information stored on the Internet is in database formats.
D. The key to the Internet is finding what’s needed.
E. Powerful Internet search engines provide lists of links to websites that include words
specified by the researcher.
Answer:
“Copy thrust” refers to:
A. competitors who make similar claims in their ads.
B. an FTC challenge to the claims made by an advertiser.
C. all the advertising copy prepared for a particular brand.
D. what is to be communicated by the words and illustrations.
E. how much the audience believes what the advertiser says.
Answer:
Nonprofit organizations
A. do not have a profit objective, so the marketing concept does not apply.
B. can benefit by adopting the marketing concept.
C. are fundamentally different than business firms-so they should embrace a production
orientation rather than a marketing orientation.
D. do not need to be concerned with marketing activities.
E. none of these is true.
Answer:
A main purpose of “unfair trade practice acts” is to:
A. prevent manufacturers from taking high markups.
B. eliminate price competition on manufacturers’ brands.
C. require some minimum percentage markup on cost.
D. permit different types of retail outlets to charge different retail prices.
E. guarantee retailers some profit.
Answer:
Regarding transporting by truck:
A. Trucks are best for moving large quantities of goods long distances.
B. Trucks are a very low cost mode of transportation.
C. Trucks are not reliable in meeting delivery schedules.
D. Trucks tend to provide fast delivery.
E. None of these alternatives is correct.
Answer:
The marketing concept can be applied by:
A. a nurses association.
B. cosmetic manufacturers.
C. nonprofit hospitals.
D. national parks.
E. all of these can apply the marketing concept.
Answer:
Use this information for question that refer to the “Salespeople” case.
Wilson Alvaro graduated with a marketing degree almost a year ago. Like many of his
friends, he took a job in sales and really enjoys it. A description of Wilson’s job and
those of some of his friends are noted below.
Wilson Alvaro loves biking and has his dream job. He works for a wholesale company
that sells mountain bikes for a manufacturer. He works with a small group of people
who call on the buying offices for two large retail chains, Wal-Mart and Toys R Us. The
group includes a finance person and a production person, and they all work together to
meet the specific needs of these two big accounts; for example, sometimes they
recommend a model of bike that will be available from only that retailer’s stores.
However, Wilson’s main job focuses on building relationships and solving customer
problems. Only occasionally is he expected to try to persuade the retailers to buy more
bikes.
Amy Bowden sells life insurance. She calls on new parents and persuades them to buy
insurance products. It is difficult for a manager to control Amy’s work, but she has
incentive to work hard because her job security and income depend on getting sales.
She is a confident self-starter, so she likes it that way.
Ben Peterson works for a fashionable men’s clothing store. He enjoys spending time
with customers who come in, learning about their fashion needs, and helping them pick
clothes that really work for them. While the store manager can easily observe and direct
Ben’s activities, the manager wants Ben to have the incentive to increase customer
purchases and satisfaction.
Emily Winters handles inside sales for a major industrial distributor. She deals with a
regular set of established customers, most of whom know what they want. Emily talks
to them on the phone and answers questions about products, delivery time, and pricing.
She sometimes works with outside sales reps who visit customers and help introduce
new products. Emily is the first person her customers call when there’s a problem with a
purchase, so she spends a lot of time dealing with customer problems. As an inside
salesperson, Emily’s work is easily supervised by a sales manager – and she has little
influence on how much her customers buy.
Melissa Tran works for a company that sells paper products (like napkins, paper towels,
and paper plates) primarily through small independent grocers. Most of the grocers are
regular customers, but sometimes she makes cold calls to new grocery stores. Melissa’s
job is to develop goodwill and try to increase sales. For example, she often sets up
special promotional displays in stores. Her compensation plan gives her income
security, but she also can receive a bonus for sales growth in her territory.
Charlie Riggs is a telemarketer for an Internet service provider. He calls people on a list
provided by his firm and tries to sign them up for Internet service. Charlie relies heavily
on a presentation he learned during his training. Charlie is very good at what he does
and loves that the more success he has the more he earns.
What sales presentation approach does Charlie Riggs use?
A. missionary presentation.
B. prepared sales presentation.
C. consultative selling approach.
D. selling formula approach.
E. no sales presentation approach is used because he just calls people and says what he
learned during training.
Answer:
A good marketing manager for a producer knows that the most profitable price and
level of output:
A. is where the positive difference between the total revenue and total cost curves is the
greatest.
B. is where the firm’s profit is the same as that of its competitors.
C. is where total revenue equals total cost.
D. is where total profit equals total cost.
E. None of these alternatives is correct.
Answer:
An Embassy Suites hotel offers an inexpensive “Family Luncheon Buffet” on Sundays
to get customers for its restaurant that is filled by business travelers during weekdays.
This effort to get new customers for the available facility is an example of
A. a production orientation.
B. product development.
C. market development.
D. diversification.
E. market penetration.
Answer:
American legislative and economic thinking assumes that:
A. competition among many small firms helps the economy.
B. firms must have their prices approved by the Federal Trade Commission.
C. the free enterprise system is dying.
D. laws are needed to prevent firms from competing with similar (“me-too”) products.
E. government officials are needed to run the economy.
Answer:
A _____ refers to all of the people who participate in or influence a purchase.
A. procurement department
B. bidding group
C. set of gatekeepers
D. sales analysis group
E. buying center
Answer:
When a previous visitor to Amazon.com returns to the site, the online retailer will
instantly have information about that visitor because of the ___________ it placed on
the visitor’s computer during the first visit.
A. institution
B. reminder
C. cooperative
D. cookie
E. allowance
Answer:
The Pure Food and Drug Act:
A. was the first consumer protection law.
B. was passed by Congress in 1906.
C. shifted the focus from “let the buyer beware.”
D. bans the shipment of unsanitary products.
E. All of these are correct.
Answer:
Consumer products which customers see as basically the same and want to buy at the
lowest price are called:
A. heterogeneous shopping products.
B. homogeneous shopping products.
C. comparison products.
D. unsought products.
E. convenience products.
Answer:
Which of the following statements about the Lanham Act is TRUE?
A. It spells out what kinds of brand names can be protected.
B. Registration under the Lanham Act only applies to licensed brands.
C. The Lanham Act makes registration of a brand name mandatory.
D. Registering under the Lanham Act does not help protect a trademark to be used in
foreign markets.
E. All of these statements about the Lanham Act are TRUE.
Answer:
Fresher Foods Co. manufactures and sells a variety of dairy products under the Fresh
Farm brand name. It decides to introduce a new line of organic jams and preserves
under the Tru Flavor Preserves brand name. For its new line, Fresher Foods is using
______.
A. a family brand
B. an individual brand
C. a dealer brand
D. a private brand
E. a select brand
Answer:
From the perspective of the four Ps, personal selling is to advertising as
A. mass selling is to branding.
B. Place is to Product.
C. sales promotion is to pricing.
D. warranties are to channel type.
E. geographic terms are to price allowances.
Answer:
Juan Quito, marketing manager at Branded Food Co., reviewed his ______, the
up-to-the-minute marketing data on his computer screen. It was organized in an
easy-to-read format and customized to his area of responsibility.
A. intranet
B. marketing dashboard
C. internal data sources
D. data warehouse
E. internal search engine
Answer:
Most product-markets head toward ______ over the long run.
A. pure competition
B. monopolistic competition
C. capitalistic competition
D. monopoly
E. collectivism
Answer: