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In a(n) _______ pricing strategy, marketers rely on the promotion of sales, during
which prices are temporarily reduced to encourage purchases.
A. high/low
B. EDLP
C. price skimming
D. uniform delivered
E. bait-and-switch
Answer:
When evaluating the attractiveness of the segment, if a segment is expected to react
positively to the firm's offering, we say that the segment is
A. responsive.
B. identifiable.
C. reachable.
D. substantial.
E. reactive.
Answer:
Early personal computer users remember the cumbersome, user-unfriendly DOS
system. When Apple introduced System 1 and Microsoft introduced Windows, both of
which were much easier to use, these new products diffused rapidly because of their
A. relative advantage.
B. compatibility.
C. observability.
D. associated services.
E. trialability.
Answer:
When developing an advertising message, the message should focus on
A. the producer.
B. the advertising environment.
C. solving problems for consumers.
D. creating investment opportunities.
E. niche media balance.
Answer:
Marketing channel management is related to which of the four Ps?
A. product
B. price
C. place
D. promotion
E. production
Answer:
A(n) __________ is a 13-digit code retailers can use to track inventory.
A. UPC
B. CFPR
C. pick ticket
D. ASN
E. EDI
Answer:
Henri wants customers in his specialty tobacco store to feel at home, as if they were in
their personal smoking den. He uses lighting, music, and soft chairs to create a "look
and feel" that will get customers to relax and return. Henri is focusing on which aspect
of the marketing mix?
A. price
B. place
C. policy
D. promotion
E. product
Answer:
In questionnaire design, a question such as "Do anti-lock braking systems reduce car
accidents?"
A. is a question that respondents cannot easily or accurately answer.
B. is a question that respondents are reluctant to answer because the information is
sensitive.
C. steers respondents to a particular response.
D. asks two questions at once.
E. is one sided, presenting only one side of an issue.
Answer:
Which of the following is an example of a government buyer?
A. Mayo Clinic Hospital
B. Procter & Gamble
C. the Pentagon
D. Nucor Steel Corporation
E. Walmart
Answer:
Many home design businesses volunteer to provide their latest products for
tours-of-homes fundraisers because they know their new products will benefit from
A. relative advantage.
B. compatibility.
C. observability.
D. complexity.
E. trialability.
Answer:
Barnes & Noble bookstores have computers available for associates to use to search for
books requested by customers and to place special orders. These computers are an
example of
A. instrumental support.
B. employee incentives.
C. emotional support.
D. line extensions.
E. the delivery gap.
Answer:
Anbinh Fashions is launching a new line of one-of-a-kind designer jewelry. Each piece
is handcrafted, and production volumes will be very low. To emphasize the unique
nature of this jewelry, Anbinh Fashions will most likely choose _________ distribution.
A. luxury
B. selective
C. monopolistic
D. intensive
E. exclusive
Answer:
When the floor rusted through on her old car, Kelly knew she had a problem. Logically,
Kelly's next step in the consumer decision process would be to
A. identify her need.
B. search for information about cars.
C. evaluate alternatives.
D. purchase a new car.
E. assess her satisfaction with the car she purchased.
Answer:
Sodexo is a corporation that manages school cafeterias, university dining halls, mess
halls at military bases, concession stands at sports arenas, and other large-scale food
service facilities. If Sodexo were to begin to sell individual frozen meals in
supermarkets, it would be pursuing a __________ growth strategy.
A. product development
B. market development
C. market penetration
D. diversification
E. product proliferation
Answer:
The communication process begins with __________, who(which) must be clearly
identified.
A. the integrator
B. the sender
C. the transmitter
D. the communication channel
E. the receiver
Answer:
Marketers want their firms to develop excellent supply chain management and strong
supplier relations so they can
A. persuade stores to refuse to carry competitors' products.
B. use their power within the supply chain to force weaker firms to accept less
favorable pricing.
C. control prices and lock in margins.
D. create a sustainable competitive advantage.
E. justify charging higher prices than their competitors.
Answer:
Many small businesses whose competitors are national franchises advertise "we are
locally owned" or "we have been here since 1951." This is part of these firms'
A. business mission.
B. market segmentation strategy.
C. positioning strategy.
D. customer excellence strategy.
E. target market.
Answer:
In the AIDA model, awareness leads to
A. intention, which hopefully leads to desire and then action.
B. integration, which hopefully leads to desire and then action.
C. interest, which hopefully leads to desire and then action.
D. intention, which hopefully leads to desire and then attention.
E. interest, which hopefully leads to determination and then action.
Answer:
Innovators are a critical group of new product adopters because they
A. are the major source of innovation.
B. act as reverse engineering consultants.
C. help with test marketing.
D. help the product gain market acceptance.
E. extend the product life cycle.
Answer:
Judy knows it is important to approach business buyers at the right time, often during
the first stage of their buying process, which is
A. need recognition.
B. the RFP process.
C. proposal analysis.
D. vendor negotiation and selection.
E. product specification.
Answer:
A buying center that makes its decisions by majority vote is a(n) __________ buying
center.
A. autocratic
B. democratic
C. consultative
D. consensus
E. bureaucratic
Answer:
The commercial airline industry is considered what type of market?
A. duopoly
B. monopoly
C. monopolistic competition
D. pure competition
E. oligopolistic competition
Answer:
Because many consumers choose stores based on proximity to their workplaces or
homes, great locations are
A. difficult to define.
B. more important than great products.
C. always situated near supply chain members.
D. a competitive advantage that few rivals can duplicate.
E. almost always locations next to big-box discounters.
Answer:
In the AIDA model, the think stage is the __________ stage.
A. awareness
B. action
C. interest
D. desire
E. intention
Answer:
To estimate reach in terms of electronic media, marketers can use the click-through rate
(CTR). To do so, they need to know the number of clicks and
A. the number of destinations.
B. the number of impressions.
C. the cost per click.
D. how much time consumers spend viewing the ad or page.
E. the total number of clicks recorded by the industry.
Answer:
Among the factors affecting the consumer decision-making process is the way
consumers spend their time and money to live, otherwise known as
A. lifestyle.
B. conspicuous consumption.
C. the demonstration effect.
D. external validation.
E. life standards.
Answer:
Because of the way __________ buy merchandise, customers can never be confident
that the same merchandise will be in stock each time they visit the store.
A. department stores
B. off-price retailers
C. discount stores
D. services retailers
E. category specialist stores
Answer:
Jami is managing an extended advertising campaign for a local convenience store chain.
The campaign includes a series of television, radio, and print messages. As part of
monitoring the campaign, which of the following offers a good indicator of advertising
effectiveness?
A. the cost of the media buy
B. past economic conditions
C. planned store expansions in similar markets
D. new advertising concepts
E. the daily and weekly sales volume
Answer:
Which of the following is not one of the guidelines for developing a marketing research
questionnaire?
A. The layout should be professional and easy to follow.
B. Questions should address only one issue at a time.
C. Questions should be sequenced appropriately.
D. Questions should use vocabulary respondents are familiar with.
E. Sensitive questions should be asked first.
Answer:
The best way for sales managers to instill ethical behavior in the sales force is to
A. provide extensive ethical training.
B. use only straight salary and no commissions.
C. employ a sales ethics forecaster.
D. never use telemarketing.
E. lead by example.
Answer:
