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A print ad for Kraft Capri Sun drink packs says "take a sip of antioxidant protection."
What kind of an advertising appeal is this ad using?
a. Convenience
b. Fun and pleasure
c. Health
d. Profit
e. Admiration
Answer:
According to the CEO of Allied Office Products, "We"re a headcount business: I know
that if you have a 60 person office, you should buy $300 worth of basic office
suppliespaper, pens, staplesfrom us with each order, but if that's all we get, we stagnate.
For us to grow, we have to convince the customer, who already likes our products and
service, to buy more than just basic supplies; we have to increase the order by 10, 20, or
30 times." Allied's salespeople are trained to push the company's less traditional,
highermargin lines such as coffee and refreshments, printing and forms management,
and office furniture. Allied's salespeople are engaging in:
a. cross-selling.
b. trading up.
c. buyer empowerment.
d. alliance building.
e. bundling.
Answer:
There are many cell phones on the market, and they vary so much on price, quality, and
features that consumers often have trouble comparing them. A cell phone would
probably be considered a _____product.
a. convenience
b. specialty
c. heterogeneous shopping good
d. homogeneous shopping good
e. generic
Answer:
The Hollymatic Patty Machine grinds and shapes meat into perfectly sized patties using
a revolutionary new process that decreases shrinkage. The advertising agency is writing
copy for the Hollymatic Patty Machine and has decided on a(n) ____ format because
the product is so technical.
a. influencer
b. persuasive
c. reminder
d. reseller
e. informative
Answer:
_____is a company's product sales as a percentage of total sales for that industry.
a. Return on investment
b. Profit share
c. Revenue share
d. Market share
e. Contribution
Answer:
Unlike a production-orientated firm, a firm embracing a sales orientation focuses on
customer wants and needs so it can develop the best product at the lowest cost that will
require very little selling effort.
a. True
b. False
Answer:
For which of the following products would its producer be more likely to choose
personal selling rather than advertising or sales promotion to market it?
a. Garden hose
b. HD television
c. Dry-cleaning
d. Coffee mug
e. Breakfast cereal
Answer:
Susan G. Komen for the Cure is the largest breast cancer organization in the United
States. Komen's annual Race for the Cure series of 5K runs and fitness walks are
organized to raise funds for the organization as well as to raise public awareness of the
disease. Komen's Race for the Cure is an example of a ____ strategy.
a. target market
b. distribution
c. product
d. promotion
e. direct marketing
Answer:
Which of the following is an organized pattern of knowledge that an individual holds as
true about his or her world?
a. Belief
b. Value
c. Affect
d. Attitude
e. Descriptor
Answer:
HardieSidingProducts
James Hardie began selling fiber cement siding products in the United States in 1989 to
leading builders, lumberyards, and home improvement centers. Even though ads
guaranteed the product would not rot or crack for 50 years, many builders hated the
product. It was heavy to install, and it showed every flaw in a bad framing job. In 1997,
Hardie decided to run ads in traditional lifestyle magazines and emphasize the
emotional appeal of houses made with strong, weather-resistant materials. Soon
consumers began asking their builders or remodelers to use the product. Trade ads were
used to explain how builders could take advantage of the interest created by the ads in
lifestyle magazines. By 2000, the HardiePlank was the number one brand of siding in
North America. James Hardie is now the third most recognized brand of building
material in the world.
Refer to Hardie Siding Products. What type of warranty is James Hardie offering in its
promotions?
a. Implied
b. Responsive
c. Intangible
d. Express
e. Valid
Answer:
In the United States, women tend to be the key household decision-makers for many
products, such as home furnishing purchases, vacations, and autos.
a. True
b. False
Answer:
Procter & Gamble entered the electric toothbrush market with the Crest Spinbrush at a
price considerably lower than those of lesser-known competitors. It used penetration to
gain market share.
a. True
b. False
Answer:
Miller Lite's longrunning "Great Taste...Less Filling!" advertising campaign was ranked
by Advertising Age magazine as the 8th-best advertising campaign in history. Miller
Lite was using _____ segmentation in this ad campaign.
a. geographic
b. demographics
c. psychographics
d. benefit
e. usage rate
Answer:
All the brands that satisfy a particular type of need such as shaving products, laundry
detergent, soft drinks, and furniture make up a(n):
a. product life cycle stage.
b. primary group.
c. adopter category.
d. product category.
e. reference group.
Answer:
Social change is perhaps the most difficult external variable for marketing managers to
forecast, influence, or integrate into marketing plans.
a. True
b. False
Answer:
At Walmart, Randi saw a bag of daffodil flower bulbs and a box of plant fertilizer. The
items, which were sold together, retailed at $28.50 but were marked down to $19.99.
The retailer sold one at the $28.50 price and five at the $19.99 price. The retailer's
revenue is:
a. $8.51
b. $19.99
c. $28.50
d. $128.45
e. $171.00
Answer:
Pharmaceutical firms have introduced new over-the-counter antacids that block the
production of stomach acids while still marketing traditional antacids. Traditional
antacids treat heartburn by neutralizing stomach acid. If sales of the new acid blockers
reduce sales of the traditional antacids, then ______ has occurred.
a. demarketing
b. cannibalization
c. undifferentiation
d. repositioning
e. perceptual confusion
Answer:
Harrison wanted a gas water heater. He watched newspaper ads until he found one on
sale. For Harrison, the water heater is a(n) product.
a. shopping
b. convenience
c. component
d. unsought
e. specialty
Answer:
Which of the following statements is NOT true about post-campaign evaluation?
a. Marketers spend little time studying advertising effectiveness because there are so
many variables that shape the effectiveness of an ad.
b. Testing ad effectiveness can be done either before or after the campaign.
c. Most advertising campaigns aim to create an image for the product instead of asking
for action, so their real effect is unknown.
d. Even if an ad campaign has been particularly successful, advertisers will typically
conduct a post-campaign evaluation.
e. Evaluating an advertising campaign can be the most demanding task facing
advertisers.
Answer:
Which of the following is a means of displaying or graphing, in two or more
dimensions, the location of products, brands, or groups of products in customers'
minds?
a. Perceptual mapping
b. Product positioning
c. Market segmentation
d. Product tracing
e. Laddering
Answer:
Inland Eastex manufactures a heavy paper stock that is used for printing covers for
many different types and sizes of consumer magazines. Consumer magazine sales
determine how much paper Inland Eastex sells. This is an example of _____ demand.
a. joint
b. inelastic
c. elastic
d. congruent
e. derived
Answer:
Ace Hardware's spring snow blower sale is an example of which of the following
pricing tactics?
a. Quantity discount
b. Seasonal discount
c. Temporal discount
d. Promotional allowance
e. Functional discount
Answer:
Which marketing management philosophy assumes that a sale does not depend on an
aggressive sales force but
rather on a customer's decision to purchase a product?
a. Sales
b. Production
c. Product
d. Market
e. Exchange
Answer:
FederalAviationAdministration
The Federal Aviation Administration (FAA) has been struggling for several years with
antiquated systems, and all it takes is a single failure on one piece of the system to shut
down the entire air-traffic control system for several hours, resulting in significant
snarls at major airports. The most recent failure occurred in the FAA's core
telecommunications network, called the Federal Telecommunications Infrastructure
(FTI), which is managed by Harris Corporation. Marc Raimondi, a spokesperson for
Harris, said, "The FTI system has proven to be one of the most reliable and secure
communications networks operating within the civilian government." Snafus like this
have been happening with alarming frequency, prompting Congress to demand the FAA
and its contractors to do more to prevent these malfunctions. The problem is that the
FAA has been using a patchwork approach by updating old systems with modern
hardware and software instead of ordering a complete overhaul of the system. The
FAA's next generation of modernization will rely on satellite-based networks instead of
phone lines and data cables. The FAA is waiting for White House approval on whether
it will have the funds to take this next step.
Refer to Federal Aviation Administration. Harris Corporation provides which type of
business product to the FAA?
a. Major equipment
b. Accessory equipment
c. Raw materials
d. Business services
e. Component parts
Answer:
The Comcast Triple Play package includes cable television, Internet, and telephone
service for a price significantly lower than the cost of the three services priced
separately. This is an example of:
a. multiple unit pricing.
b. professional services pricing.
c. price lining.
d. price bundling.
e. two-part pricing.
Answer:
The goal of a materials-handling system is to handle products as infrequently as
possible.
a. True
b. False
Answer:
LeBlanc"sPecanCompany
Betty and Orville LeBlanc recently opened LeBlanc's Pecan Company retail store. In
addition to shelled and unshelled pecans, the Texas store sells pecan pies, tortes,
fruitcakes, fudge, pralines, chocolate pecan bark, homemade pecan ice cream toppings,
and jams and jellies. At this time, there are no other stores of this type in the Houston
area. The LeBlancs are considering developing an advertising campaign for their store,
focusing on its wide assortment of pecan-related products. Orville LeBlanc has drawn
up a list of communication tasks the advertising must accomplish. He used the
DAGMAR approach to draw up this list.
Refer to LeBlanc's Pecan Company. When Orville LeBlanc created the list of
communication tasks the advertising must accomplish, he was setting his:
a. marketing mix.
b. media schedule.
c. advertising objectives.
d. advertising life span.
e. media profile.
Answer:
Corina is a big fan of the British television program Doctor Who. She writes about her
love of all things Whovian on her _______, called Wibbly Wobbly Ramblings, where
readers can post comments about what she has written.
a. social news site
b. electronic diary
c. toolbox
d. blog
e. virtual world
Answer:
Feeding her family healthy foods is important to Terri. She makes a point of buying
organic products as often as possible. As she goes through the grocery store she
remembers that she needs milk, so she heads over to the dairy case, intending to
purchase the organic variety. She notices that a carton of organic milk is priced at $4.89;
however, the store-brand milk is on sale for 99 cents. She hesitates for a moment, then
selects the cheaper store brand, telling herself that she just can"t pass up such a good
bargain. As Terri wonders if she made the right purchase decision, she is experiencing:
a. attribute remorse
b. cognitive dissonance
c. evaluation distortion
d. consumer cognition
e. perceptual disharmony
Answer:
In 2011, advertising expenditures by the top 100 U.S. advertisers:
a. grew 10 percent.
b. grew 5 percent.
c. stayed the same.
d. shrank 5 percent.
e. shrank 10 percent.
Answer:
Which of the following is the best example of a modified rebuy situation?
a. The purchase of a replacement hamster as the class mascot
b. Bidding on a new high school multipurpose gymnasium to replace one built in 1963
c. The purchase of three large-screen computer monitors to replace smaller monitors
d. The annual purchase of calendar refills for the desks of all company executives
e. The monthly updating of computer virus protection
Answer:
A company would probably NOT want to use Twitter to:
a. provide a customer with complex, hard-to-understand instructions on how to use a
product.
b. direct customers to its corporate blog.
c. promote a brand-new product.
d. share links to the official company Web site.
e. reply to customer queries.
Answer:
In a catalog targeted to people who like to bake, customers can buy a single yeast bread
mix designed specifically to be baked in bread machines for $3.95 each or 12 different
mixes for $37.50. This is an example of:
a. price bundling.
b. CRM pricing.
c. psychological pricing.
d. penetration pricing.
e. status quo pricing.
Answer:
An intelligence system that helps managers assess their competition and vendors in
order to become more efficient and effective competitors is called:
a. competitive research.
b. competitive intelligence.
c. industrial espionage.
d. an audit.
e. differential competitive advantage.
Answer:
