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A statement that identifies: a well-defined target market; specific customers' needs,
wants, and preferences; and what the product will be and do to satisfy consumers is
referred to as a new product's or service's
A. protocol.
B. proposition.
C. modus operandi.
D. formula.
E. methodology.
Answer:
Personalization refers to
A. the solicitation of a consumer's consent to receive e-mail and advertising based on
personal data supplied by the consumer.
B. a process that automatically groups people with similar buying intentions,
preferences, and behaviors and predicts future purchases.
C. the consumer-initiated practice of generating content on a marketer's website that is
custom-tailored to individual's specific needs and preferences.
D. the interactive, Internet-enabled system that allows individual customers to design
their own products and services by answering a few questions and choosing from a
menu of product or service attributes, prices, and delivery options.
E. an Internet-enabled digital environment characterized by face-to-screen exchange
relationships and electronic images and offerings.
Answer:
There are three key elements when defining a marketing research problem. One of these
is __________.
A. specify the objectives
B. evaluate previous research results
C. determine how to collect data
D. identify possible marketing actions
E. identify data needed for marketing actions
Answer:
All of the following are tips experts recommend to student job seekers using LinkedIn
EXCEPT:
A. write an informative, short, memorable profile headline.
B. include an appropriate photo of yourself.
C. include as many recommendations as you can get.
D. fill in the Skills & Expertise section with keywords that recruiters use in their
searches.
E. set your profile to "public" and include its URL on your resume.
Answer:
A local college of business offers an outstanding graduate business school education
program. Marissa pays the tuition to attend and earns her MBA with a concentration in
marketing management. Upon graduating, she is offered a high paying, fulfilling
position. Was this a marketing exchange?
A. No, because the university earned a profit from Marissa's tuition.
B. No, because money was exchanged in the form of tuition and Marissa's income will
come from her employer, not the graduate school.
C. No, because the school did not provide Marissa with a tangible product, only the
potential of an education.
D. Yes, because the university promised Marissa she would graduate on time, and she
did.
E. Yes, because paying tuition was exchanged for knowledge that directly led to
Marissa's high paying, fulfilling new job.
Answer:
The value to consumers that comes from the production or alteration of a product or
service constitutes __________ utility.
A. time
B. place
C. possession
D. market
E. form
Answer:
The Wall Street Journal and U.S.A. Today each have a national distribution of more
than
A. 1.5 million readers.
B. 5 million readers.
C. 15 million readers.
D. 50 million readers.
E. 175 million readers.
Answer:
An institution that sets rules governing trade between its members through a panel of
trade experts who decide on trade disputes between members and issue binding
decisions is referred to as the __________.
A. League of Nations
B. World Trade Organization (WTO)
C. Association for Commerce Equity (ACE)
D. United Nations Board of Trade (UNBT)
E. Global Better Business Bureau (BBB-G)
Answer:
Parallel development, involving the simultaneous development of both the product and
the production process, is the responsibility of __________.
A. cross-functional teams
B. the marketing department
C. research and development engineers
D. product managers
E. top management
Answer:
A product is a good, service, or idea consisting of a bundle of tangible and intangible
attributes that satisfy consumers' needs and is received in exchange
A. only for legal tender (money).
B. for providing value.
C. only for barter.
D. for a person's time and effort.
E. for money or something else of value.
Answer:
The place a product occupies in consumers' minds on important attributes relative to
competitive products is referred to as
A. product repositioning.
B. relative positioning.
C. competitive positioning.
D. product positioning.
E. selective perception.
Answer:
Which of the following quotes from a new product adopter would signal the need for a
firm to counteract a risk barrier?
A. "It is against my religion."
B. "What if I can't make the monthly payments?"
C. "I don't want to try this if it means I have to swallow it with milk."
D. "Big deal, the only difference is the shape of the package."
E. "Sure I'll try it; why not!"
Answer:
When the office of National Drug Control Policy ran an ad with the headline,
"Marijuana Harmless? Didn't see the merging truck.", it was using which type of ad
appeal?
A. humor
B. fear
C. sex
D. nostalgic
E. guilt
Answer:
Making connections between two or more ideas or simply observing the outcomes of
others' behaviors and adjusting one's own behavior accordingly is known as what type
of learning?
A. stimulus discrimination
B. cognitive learning
C. attitudinal learning
D. stimulus generalization
E. behavioral learning
Answer:
When shopping on the Internet, most consumers assume their personal information is
confidential. Subscribers to America Online (AOL) were upset when AOL proposed
giving member information to its partners without telling them. This is related most
directly to consumers' right to
A. be heard.
B. be treated courteously.
C. safety.
D. happiness.
E. be informed.
Answer:
Which of the following statements regarding supply chains is most accurate?
A. The most common form of supply chain is the collaborative-response efficiency
strategy.
B. For an effective supply chain, key decisions should be made by a third-party logistics
provider.
C. There is no one best supply chain for every company.
D. The longer the supply chain, the greater the economies of scale and the better the
profit margins.
E. Supply chains should consider the needs of suppliers, provided those needs are
consistent with marketing strategies.
Answer:
Part of the growth strategy for Yum! Brands, the parent company of KFC, Pizza Hut,
and Taco Bell, is expansion of its current fast food businesses into new markets, such as
China, Russia, and India. This type of expansion would be a __________ strategy.
A. product development
B. market penetration
C. diversification
D. market development
E. market saturation
Answer:
Which of the following is an example of green marketing?
A. McDonald's adding apple snacks to its Happy Meals targeted at children.
B. Lowe's and Home Depot discontinuing the sale of lumber and other wood products.
C. Levi-Strauss marketing prewashed jeans towards a tween segment.
D. Joe's Lawn Service offering a special spring cleanup promotion.
E. Walmart implementing buying practices that encourage it suppliers to use containers
and packing made from corn, not oil-based resins.
Answer:
Figure 13-4
According to Figure 13-4 above, Box A represents the stage in the wheel of retailing
when a retail outlet starts with
A. low prices, high margins, and high status.
B. mixed prices, mixed margins, and mixed status.
C. low prices, low margins, and low status.
D. moderate prices, high margins, and high status.
E. high prices, low margins, and mixed status.
Answer:
All of the following are sources of primary data EXCEPT:
A. government publications.
B. observational data.
C. experiments.
D. social media.
E. panels.
Answer:
As a firm changes its global market-entry strategy from exporting to direct investment,
all of the following increase EXCEPT:
A. marketing control.
B. risk.
C. divestiture.
D. profit potential.
E. financial commitment.
Answer:
Automobile dealerships have invested significant time, effort, and money in their
websites. Dealerships commonly measure website performance by tracking visits,
visitor traffic, and __________, which refers to the amount of time per month that
visitors spend on their websites.
A. stickiness
B. glueyness
C. gumminess
D. adhesiveness
E. connectiveness
Answer:
Glow Pets, from the makers of Pillow Pets, are a light-up pillow product designed for
young children. The pillows are colorful animals that produce a soft light for 20
minutes at a time and were produced for children with a fear of the dark. As a result, the
company aired some ads on various TV programs showing children being comforted
and sleeping restfully with a Glow Pet, making parents and kids alike desire such a
situation. The content of the advertising's message most likely focuses on which stage
of the consumer purchase decision process?
A. problem recognition
B. information search
C. alternative evaluation
D. purchase decision
E. postpurchase behavior
Answer:
Which problem solving variation would likely be used for clothing, sheets, towels, or
electric can openers?
A. routine response behavior
B. limited problem solving
C. extended problem solving
D. simulated selection
E. integrated problem solving
Answer:
At the U.S. Census Bureau, gross income is referred to as __________.
A. buying power
B. cash inflow
C. fiscal power
D. money income
E. household income
Answer:
Pizza Hut's management team uses a(n) __________ to monitor various aspects of the
brand's marketing program and provide an almost constant stream of fresh information
that it can use to optimize engagement with people or tweak various aspects of
performance.
A. Gantt chart
B. market-product grid
C. marketing dashboard
D. information screen
E. BCG matrix
Answer:
The first Apple iPad was introduced in 2010 at an initial price of $650 for the 16 GB
version. People waited in line overnight so they could be one of the first to own this
unique tablet device. Which pricing strategy did Apple use to help recoup its research
and development costs for the iPad?
A. price lining
B. penetration pricing
C. skimming pricing
D. customary pricing
E. target pricing
Answer:
Which statement regarding efficient supply chains is most accurate?
A. Efficient supply chains often operate with relatively low inventory levels.
B. Efficient supply chains use common platforms and common components across
several products.
C. Efficient supply chains rely on maintaining large geographically dispersed inventory
warehouses.
D. Efficient supply chains traditionally use expensive, but faster, modes of
transportation.
E. Efficient supply chains emphasize economies of scale by increasing the variety of
system configurations offered.
Answer:
The U.S. Army sponsors advertising meant to get potential recruits to think about
opportunities with the Army that they already known exist. This is an example of a(n)
__________ advertisement.
A. reminder institutional
B. competitive institutional
C. pioneering institutional
D. advocacy
E. subliminal institutional
Answer:
Communication is the process of conveying a message to others and it requires six
elements. These elements include: a source, a message, __________, a receiver, and the
processes of encoding and decoding.
A. a concept
B. an offer
C. a brand
D. a slogan
E. a channel of communication
Answer:
Small businesses make up the majority of the competitive landscape for most
businesses. There are approximately __________ small businesses in the United States.
A. 17 million
B. 28 million
C. 39 million
D. 52 million
E. 97 million
Answer:
