All of the following retailers are principal or direct competitors to Lands’ End EXCEPT:
A. Amazon.com
B. Sears
C. L.L. Bean
D. Target
E. Pierre Cardin
Answer:
Cash and carry wholesalers
A. handle bulky items like lumber, bricks, and telephone poles.
B. handle perishable items like flowers, baked goods, and deli meats.
C. handle office supplies, electrical supplies, hardware products, and groceries.
D. are a kind of full-service wholesaler.
E. lease vending machines to merchants and refill them as needed on a cash only basis.
Answer:
A construction company was offered a 3 percent reduction in price off all invoices from
a lumber yard for paying them within 10 days of issue. The lumber yard was offering a
A. trade discount.
B. cash discount.
C. promotional allowance.
D. rebate.
E. flexible price.
Answer:
Changing the place an offering occupies in consumers’ minds relative to competitive
products is referred to as
A. product placement.
B. perceptual mapping.
C. product positioning.
D. product repositioning.
E. product differentiation.
Answer:
Starbucks and Tata Global Beverage have together formed Starbuck Coffee A Tata
Alliance in order to bring Starbucks to India. The global market-entry strategy is known
as
A. franchising.
B. a joint venture.
C. licensing.
D. direct investment.
E. exporting.
Answer:
North America’s largest Smart TV company is
A. Samsung.
B. Panasonic.
C. LG.
D. Sony.
E. Vizio.
Answer:
Why would an online consumer want to use a bot?
A. Bots help customers design one-of-a-kind products that fit their specific needs.
B. Bots increase the selection of products and services from which online consumers
can choose.
C. Bots allow online consumers to engage in an electronic dialogue with marketers.
D. Bots assist in comparison shopping online.
E. Bots allow marketers to record an online consumer’s visits to their websites.
Answer:
Amazon.com uses __________ to compare each user’s purchases with the purchases of
other users with similar preferences to create a list of purchase recommendations. Based
on a customer’s desire to purchase an author’s e-book for her Kindle, Amazon might
recommend an e-book by a similar author within the same genre.
A. real-time e-commerce
B. connectivity
C. collaborative filtering
D. interactive marketing
E. personalization
Answer:
Intermediaries perform facilitating function activities, which assist producers in making
products and services more attractive to buyers. These activities include
A. producing, assembling, and distributing.
B. transportation and distribution.
C. buying, selling, and risk taking.
D. assorting, sorting, and storing.
E. financing, grading, and providing marketing information and research.
Answer:
A strategy for managing a product’s life cycle that attempts to find new customers,
increase a product’s use among existing customers, or create new use situations is
referred to as __________.
A. market modification
B. product modification
C. product repositioning
D. product extension
E. diversification
Answer:
Seventy-one percent of consumers consider __________ to be the best way to evaluate
a new product.
A. demonstrations
B. free samples
C. press releases
D. celebrity endorsements
E. product diffusion
Answer:
Step 3 in the planning phase of the strategic marketing process consists of
A. diversification analysis.
B. the situation (SWOT) analysis.
C. the marketing program.
D. the market-product focus and goal setting.
E. business portfolio analysis.
Answer:
The __________ can require a company to spend money on corrective advertising to
rectify previous misleading ads.
A. Food and Drug Administration
B. U.S. Department of Justice
C. Federal Trade Commission
D. Better Business Bureau
E. American Marketing Association
Answer:
Salespeople for Timex watches use their laptop computers to process orders, plan time
allocations, forecast sales, and communicate with Timex personnel and customers. The
use of __________ helps the Timex salesforce provide customer service.
A. time management software
B. order processing software
C. technology
D. proposal generation software
E. WebEx software
Answer:
Statements of an accomplishment of a task to be achieved, often by a specific time are
referred to as __________.
A. plans
B. procedures
C. strategies
D. core values
E. goals
Answer:
In the __________ stage of the personal selling process, the cultural setting is very
important for international sales.
A. presentation
B. prospecting
C. preapproach
D. approach
E. close
Answer:
Which of the following statements about the emergence of a networked global
marketspace is most accurate?
A. Marketspace creates an unfair competitive environment for emerging nations.
B. More business-to-consumer marketing is done on the Internet than
business-to-business marketing.
C. The most active participants in the networked global marketspace are companies in
developing nations.
D. All business in the networked global marketspace is conducted in English.
E. The chief advantage of the global marketspace over the traditional bricks-and-mortar
stores for customers is the ability to shop anywhere, at any time, and at a lower cost.
Answer:
In the communication process, printing mistakes that affect the meaning of a newspaper
advertisement, or using words or pictures that fail to communicate the message clearly,
are referred to as
A. noise.
B. clutter.
C. feedback.
D. distortions.
E. annoyances.
Answer:
Figure 8-2
Consider Figure 8-2 above. My Pillow uses infomercials and product demonstrations at
events such as state fairs to market its line of pillows that are guaranteed to be “the most
comfortable pillow you’ll ever own!” Based on the market research above, which
market-product combination should My Pillow target?
A. stomach sleeper-firm pillow
B. back sleeper-medium pillow
C. side sleeper-firm pillow
D. stomach sleeper-soft pillow
E. side sleeper-soft pillow
Answer:
When a company uses telemarketers to call people and ask them to contribute to the
Police Benevolent Association (PBA), the company is using __________.
A. advertising
B. personal selling
C. sales promotion
D. public relations
E. publicity
Answer:
The performance measure of average page views per visitor is the number of
A. visitors who land on a brand’s Facebook Page by clicking on a Google ad.
B. visitors to a brand’s website.
C. visitors who view pages and comment in a given time period.
D. page views divided by visitors in a given time period.
E. visitors to a website who click on a link.
Answer:
Research indicates that publicity followed by advertising with the same message
A. undermines the credibility of the first message and therefore lessons its effect.
B. increases the positive response to the message.
C. decreases the positive response to the message even if it is delivered by a
well-known spokesperson.
D. is less effective than publicity followed by a sales promotion, such as a contest or
product sample.
E. is no more or less effective than when used alone.
Answer:
All of the following are examples of posttests EXCEPT:
A. inquiry test
B. sales test
C. attitude test
D. unaided recall test
E. jury test
Answer:
Which of the following is the best example of a nondurable good?
A. automobile
B. e-reader
C. baseball
D. gasoline
E. shoes
Answer:
During its Drive to End Hunger campaign to help fight hunger among the nearly nine
million older Americans, Quaker State donated 25 cents per bottle sold of five-quart
specially-marked oil products to the AARP Foundation that works on this issue. This is
an example of
A. philanthropic marketing.
B. cause marketing.
C. societal marketing.
D. public relations marketing.
E. transactional marketing.
Answer:
A manufacturer of a digital video recorder (DVR) is thinking of using a skimming
pricing strategy for its new product. Which of the following conditions would argue
AGAINST using a skimming pricing strategy for the DVR?
A. large potential market, even at a high price
B. technological problems still exist for competitors
C. increasing volume reduces production costs substantially
D. consumers perceive a price-quality relationship
E. consumers are innovators
Answer:
Neiman-Marcus is a retailer with whom many small manufacturers would like to be
associated. Distribution with Neiman-Marcus will increase the prestige of a smaller
brand. The source of Neiman-Marcus’s power is its
A. economic influence.
B. expertise.
C. sought-after identification with a particular channel member.
D. legitimate rights through contracts.
E. longevity as an upscale retailer.
Answer:
Four pricing practices are closely scrutinized because of potential unethical or illegal
actions. They include: (1) price fixing; (2) price discrimination; (3) predatory pricing;
and (4) __________.
A. price discounting
B. deceptive pricing
C. lateral price fixing
D. regional rollbacks
E. delayed payment penalties
Answer:
The North American Industry Classification System (NAICS) designates industries with
a numerical code in a defined structure. A six-digit coding system is used. The third
digit designates a(n)
A. industry subsector.
B. industry group.
C. specific industry.
D. individual country-level national industry.
E. sector of the economy.
Answer:
One reason some people don’t like to buy clothing from Internet retailers is the inability
to know if the clothes will fit once they have arrived. ImageTwin has developed a
scanning system that obtains the measurements of individuals of all different sizes,
which is then fed into a database. So, when you want to buy something at
LandsEnd.com, you can see a 3D image of what the item should look like on your body.
This is an example of the __________ force in the marketing environment.
A. economic
B. technological
C. sociocultural
D. competitive
E. marketing mix
Answer:
__________ is advisable for all marketing communications to ensure(s) that messages
will be decoded properly.
A. Encoding
B. Customization
C. Feedback
D. Pretesting
E. The feedback loop
Answer:
__________ is the form of competition where distribution is the only element of the
marketing mix that exerts much of an impact on the firm.
A. Cross-market competition
B. Limited competition
C. Pure competition
D. Monopolistic competition
E. A monopoly
Answer:
A good has tangible attributes that a consumer’s __________ can perceive.
A. cognitive intelligence
B. vision
C. knowledge of past experiences
D. five senses
E. emotional intelligence
Answer:
Which of the following laws has the purpose of protecting competition?
A. Lanham Act.
B. Federal Trade Commission Act.
C. Fair Trade Act.
D. Unfair Practices Act.
E. Sherman Antitrust Act.
Answer:
In the hierarchy of effects, trial refers to
A. the consumer’s ability to recognize and remember the product or brand name.
B. the consumer’s appraisal of the product or brand on important attributes.
C. the consumer’s first actual purchase and use of the product or brand.
D. an increase in the consumer’s desire to learn about some of the features of the
product or brand.
E. a favorable experience on the first trial, resulting in the consumer’s repeated purchase
and use of the product or brand.
Answer: