There are seven commonly used organizational buying criteria. One of them is
__________.
A. adaptability
B. consumer demand
C. ability to meet required delivery schedules
D. senior management directives
E. adherence to corporate social responsibility policies
Answer:
All of the following are examples of pricing constraints EXCEPT:
A. newness of the product.
B. competitors’ prices.
C. newness of the product (stage in its life cycle).
D. social responsibility.
E. demand for the product class, product, or brand.
Answer:
The moral principles and values that govern the actions and decisions of an individual
or group are referred to as
A. social norms.
B. cultural values.
C. ethics.
D. societal philosophy.
E. religion.
Answer:
Like personal selling, __________ often consists of interactive communication.
A. direct marketing
B. advertising
C. a sales promotion
D. publicity
E. a public service announcement
Answer:
Many restaurants now ask consumers to evaluate their experience on a short
questionnaire when they pay their bill. This assessment of consumer expectations
compared to the actual experience they had is a form of __________.
A. service encounter survey
B. customer profile analysis
C. gap analysis
D. customer contact audit
E. service audit
Answer:
The marketing of goods and services to companies, governments, or not-for-profit
organizations for use in the creation of goods and services that they can produce and
market to others, is referred to as __________.
A. integrated marketing
B. institutional marketing
C. business marketing
D. reseller marketing
E. organizational marketing
Answer:
Which type of utility is created by online shopping?
A. time
B. price
C. product
D. process
E. promotion
Answer:
President Bill Clinton attempted to protect American firms from foreign competition by
placing a government tax on Japanese automobiles imported to the United States.
President Clinton’s goal was to raise the price on Japanese imports, thereby encouraging
American consumers to purchase American-made automobiles. The tax the President
threatened to impose is an example of a __________.
A. boycott
B. quota
C. tariff
D. sanction
E. subsidy
Answer:
T.J. Maxx HomeGoods Photo
Consider the T.J. Maxx HomeGoods photo above. This retailer uses a(n) __________
pricing practice.
A. markdown
B. maintained markup
C. gross margin
D. manufactured suggested retail
E. off-price retail
Answer:
Percentage of sales budgeting refers to
A. matching a competitor’s absolute level of spending or the proportion per point of
market share.
B. allocating funds to a promotion only after all other budget items are covered.
C. allocating funds to a promotion as a percentage of past or anticipated sales, in terms
of either dollars or units sold.
D. determining a firm’s promotion objectives, outlining the tasks to accomplish these
objectives, and determining the advertising cost of performing these tasks.
E. allocating funds to a promotion based on expected profits generated from it.
Answer:
The phrase “relatively homogeneous collections of prospective buyers” is most
descriptive of
A. demographic clusters.
B. organizational buyers.
C. ultimate consumers.
D. market segments.
E. qualified prospects.
Answer:
Figure 8-7
Figure 8-7 above shows the market-product grid for a Wendy’s restaurant next to a large
urban university campus with chosen market segments and product groupings. The next
step is to develop a simple marketing action to reach a target market. Placing flyers
under windshield wipers of cars parked in student parking lots on weekdays between
7:00 a.m. and 4:00 p.m. that offer a $2 off coupon on lunch meal would be especially
targeted at potential
A. faculty customers.
B. staff customers.
C. day commuter customers.
D. night commuter customers.
E. nonstudent customers.
Answer:
A manufacturer’s branch office
A. carries a producer’s inventory and performs the functions of a full-service
wholesaler.
B. performs a sales function as an option to agents and brokers.
C. works for several producers and carries noncompetitive, complementary
merchandise in an exclusive territory.
D. takes title to merchandise but sells only to buyers who call on them, pays cash for
merchandise, and furnishes their own transportation for the merchandise.
E. brings buyers and sellers together to make sales.
Answer:
Figure 10-4
The consumers represented by E in Figure 10-4 above are called __________.
A. laggards
B. innovators
C. late majority
D. early majority
E. early adopters
Answer:
When an elementary school teacher was returning to school in the fall, she wanted to
buy markers and craft paper. She remembered the discount website she visited last year
for her purchases, so she’ll start there to see if the website still carries the items
previously purchased. What term best describes the information search method used by
the teacher?
A. personal external source
B. public external source
C. market-dominated external source
D. internal search
E. market-dominated internal source
Answer:
The element of the marketing mix that describes a good, service, or idea to satisfy
consumers’ needs is known as
A. a product.
B. the price.
C. promotion.
D. the place or distribution.
E. a market segment.
Answer:
The relatively homogenous groups of prospective buyers that have common needs and
will respond similarly to a marketing action is referred to as a(n) __________.
A. market segment
B. target market
C. customer base
D. ultimate consumer
E. preferred customer
Answer:
Egg distributors determine the relative quality of the product and put a rating on the
packaging, such as Grade A or Grade AA. 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:
The stage of the new-product process that turns an idea on paper into a prototype is
referred to as __________.
A. idea generation
B. screening and evaluation
C. business analysis
D. commercialization
E. development
Answer:
Which of the following is NOT a reason to segment a market?
A. The ability to assign buyers to a segment is simple and cost-effective.
B. It would cause an increase in market share or profit.
C. All the buyers in the entire market have similar wants and needs.
D. There is a potential marketing action to reach it.
E. There are different wants and needs of buyers in the entire market.
Answer:
Concept tests are part of which stage in the new-product process?
A. development
B. screening and evaluation
C. idea generation
D. new-product strategy development
E. business analysis
Answer:
An assumptive close refers to
A. demanding the prospect to make a decision on some aspect of the purchase.
B. allowing the prospect to use or lease the item on a limited temporary basis before
making a final commitment of purchase.
C. committing the prospect quickly by making references to the time limits of the
purchase.
D. making an exchange of money or other unit of value.
E. asking the prospect to make choices concerning delivery, warranty, or financing
terms.
Answer:
When you order a sweater from an L.L. Bean mail-order catalog, what type of
marketing channel are you and the company using?
A. cash and carry marketing channel
B. intensive distribution channel
C. selective distribution channel
D. indirect marketing channel
E. direct marketing channel
Answer:
Salespeople called outside order takers visit customers and __________.
A. solve most of the technical problems
B. sell products tailored to the needs
C. help design the product displays
D. train the personnel management
E. replenish inventory stocks of resellers
Answer:
F. Hoffman-LaRoche Ltd. and BASF AG, two international pharmaceutical companies,
were ordered to pay $725 million in fines for plotting to raise and fix prices of vitamins
used in virtually every home in the U.S. This is an example of how __________ forces
affect the marketing environment.
A. economic
B. ecological
C. technological
D. social
E. regulatory
Answer:
Which of the following statements would most likely be heard at the functional level of
an organization?
A. “We need to divest our Canadian operations that are performing poorly.”
B. “How large a budget can we allot to the marketing department?”
C. “We plan to implement a Facebook advertising initiative within 90 days.”
D. “We should hire the most culturally diverse cross-functional team possible in order
to generate the best new-product ideas.”
E. “What dividends should we pay stockholders next quarter?”
Answer:
When a salesperson in the Apple store asks, “Will that be charge or cash?”, he has
executed which stage of the personal selling process?
A. closing
B. approach
C. presentation
D. handling objections
E. follow-up
Answer:
Figure 14-1
Figure 14-1 above depicts the communication process, which consists of ten key
elements (Boxes A through J). The position labeled J is referred to as __________.
A. the source
B. the message
C. the receiver
D. the feedback loop
E. the fields of experience
Answer:
Marketers are increasingly using social media to reach college-age students in the U.S.
because
A. college age students are sensitive to the environment and reject ads using
paper-based media.
B. the brand ambassadors concept has not been as effective as expected.
C. Internet advertising is ineffective with other age groups.
D. they work better than traditional print media.
E. students reject the media their parents use.
Answer:
The Sierra Club is the oldest continuously operating environmental organization. By
2001, its growth had plateaued. To rekindle interest in the organization, its members
elected a new 23-year-old president who promised to use MTV artists to create public
service announcements about the organization targeting his generational cohort, who
are members of
A. Generation X.
B. Generation Y.
C. Generation Z.
D. baby busters.
E. baby boomers.
Answer:
Figure 4-4
In Figure 4-4 above, B represents the __________ influences that can affect the
consumer purchase decision process.
A. economic
B. situational
C. environmental
D. marketing mix
E. market dominated
Answer:
A code of ethics is a formal statement of rules of conduct and
A. legal restrictions.
B. moral laws.
C. ethical principles.
D. core values.
E. cultural values.
Answer:
A global brand is a brand marketed under the same name in multiple countries with
similar and centrally coordinated marketing programs. However, adaptations of global
brands are made
A. only if required by government regulations in the host market.
B. only in its initial introduction into a market and only until the brand is recognized.
C. by domestic competitors causing brand confusion.
D. only when necessary to better connect the brand to consumers in different markets.
E. when there is a serious drop in market share.
Answer:
Google is the dominant provider of online search requests and receives about
__________ of the search advertising revenue.
A. 30 percent
B. 40 percent
C. 50 percent
D. 60 percent
E. 70 percent
Answer: