The target market of a regional shopping center typically includes at least__________
people.
a. 25,000
b. 50,000
c. 100,000
d. 150,000
e. 250,000
Scenario 10.2 Use the following to answer the questions.
Traveler is a bus line operating in the Northeast and Midwestern United States, plus in
Canada. It offers travelers a cheap alternative to driving and flying between large cities,
keeping the fares extremely low yet offering the latest technology. Unlike the traditional
StarTravel Lines, Traveler is an express service, and is equipped with Wi-Fi, video
screens, headsets, and seat belts. Many buses also run on biodiesel fuel. Additionally,
Traveler picks up and drops off people in the centers of cities rather than at
inconveniently-located terminals. Patrons can book tickets at Traveler.com, where some
fares begin at just $1. Routes are limited, and are offered out of cities such as Toronto,
New York, Baltimore, Philadelphia, and Chicago. Recently, its competitor StarTravel,
has launched two new bus lines, Pathfinder and Mestra, with similar fares and high-tech
amenities. A fare on Mestra bus from Buffalo, NY to New York City is $50.00
roundtrip, while the same fare through Greyhound’s traditional bus line costs $92.00.
The benefit of StarTravel’s traditional line is that there are more departure times and
more stops in smaller towns along the way. The closest competitor for Traveler is
StarTravel. StarTravel has been in business for many years, offering basic
transportation services until the introduction of their new Pathfinder and Mestra. Both
companies are in the bus transportation business, If Traveler is in the introduction stage,
StarTravel is most likely in the stage of the product life cycle.
a. maturity
b. adoption
c. trial
d. growth
e. decline
The study of the cultural environment is unnecessary in the foreign market because
foreign consumers will accept anything that American marketers have to sell.
a. True
b. False
Performance standards are established as part of the marketing control process.
a. True
b. False
A marketing decision support system aids marketing managers in decision making by
helping them to anticipate the effects of certain decisions.
a. True
b. False
The five categories of situational influences are:
a. product involvement level, physical surroundings, social surroundings, time
perspective, and purchase reason.
b. antecedent states, physical surroundings, social surroundings, time perspective, and
space dimensions.
c. social surroundings, physical surroundings, time pressures, purchase reason, and
lifestyles.
d. purchase reason, time perspective, social surroundings, physical surroundings, and
buyer’s momentary mood.
e. store atmosphere, location, aromas, sounds, and lighting.
A producer is not likely to receive_________from an industrial distributor.
a. selling activities in local markets
b. market information about consumers
c. aggressive promotion of its brand
d. reduced capital requirements
e. a reduced financial burden from customers
JC Penney’s website encourages visitors to register in order to maximize their use of the
site. By gathering information about a consumer before a purchase is made, JC Penney
is practicing:
a. addressability.
b. social networking.
c. interactivity.
d. accessibility.
e. control.
The cost per thousand impressions (CPM) indicator shows:
a. the cost to expose 1,000 people to a television commercial.
b. the cost to expose 1,000 people to a one-page magazine advertisement.
c. the return on investment marketers get for their advertising dollar.
d. the cost to expose a million people to any type of advertisement.
e. how one media source compares to a different source for reaching target markets.
Individual branding facilitates market segmentation.
a. True
b. False
Kyle is preparing the promotional plan for Jansport backpacks in early May. This
promotion will be executed in the month of August and will be a paid form of
nonpersonal communication. It will be communicated to a target audience through a
mass medium. Kyle is using the_________form of promotion.
a. advertising
b. public relations
c. sales promotion
d. personal selling
e. social media
The country with the highest GDP is:
a. Japan.
b. the United Kingdom.
c. Brazil.
d. the United States.
e. China.
Due to increasing consumer demand, many television networks are creating of their
shows.
a. podcasts
b. wikis
c. virtual realities
d. digital characters
e. imitations
An independent businessperson who is paid a commission to sell complementary
products of different producers in an assigned territory without actually taking title of
the merchandise is a(n):
a. sole intermediary.
b. manufacturers’ agent.
c. producers’ broker.
d. industrial distributor.
e. channel facilitator.
Scenario 12.2
Use the following to answer the questions.
Ray-Ban is considering a new line of sunglasses that would be sold in major department
stores. The new line would be positioned as a more distinctive brand than the typical
glasses sold through department stores, and would be priced higher than other brands in
the store. A lower price line than the current Ray-Ban lines that are sold through more
selective stores. In determining the price for this sunglass line, Ray-Ban wants to gather
information about all brands sold in department stores and about customers’ perceptions
of those brands.
Refer to Scenario 12.2. Ray-Ban has decided to promote the new sunglasses line as an
“affordable luxury” and plans significant promotional expenditures. With these
objectives, which of the following should Ray-Ban use to price its product line?
a. competition-based pricing
b. cost-plus pricing
c. markup pricing
d. demand-based pricing
e. differential pricing
The Cool Whip container is an example of a secondary-use package.
a. True
b. False
What is the primary justification marketers use for conducting recognition and recall
tests?
a. Researchers find that recalling an advertisement has a strong link to purchasing a
product.
b. People have unfavorable views of advertising and are unlikely to purchase advertised
products.
c. Consumers tend to enjoy participating in these tests and are likely to purchase the
products as a result.
d. People are more likely to buy a product they have seen advertised than one they have
not seen advertised.
e. There is a strong link between advertisement recall/recognition and word-of-mouth
communication.
To announce a major news event, an organization should use a news release.
a. True
b. False
An attitude scale measures the:
a. strength of a buyer’s need for a product.
b. buyer’s level of information about a product.
c. amount of experience the buyer has had with the product.
d. intensity of a buyer’s feelings toward a certain object.
e. intensity of a buyer’s desire for the product.
Services are highly perishable and cannot be inventoried for future use.
a. True
b. False
Explain how knowledge of marketing enhances consumer awareness.
When is selective distribution said to be at a desirable level of market coverage?
List the various organizational factors that affect the business buying decision process.
What are the terms of F.O.B. pricing?
How has the expenditure of promotional dollars on advertising, consumer sales
promotion methods, and trade sales promotion methods changed in recent years?
Explain the roles of ‘œpromises’ and ‘œtrust’ in successful marketing of a service.