MET AD 69056

Type

Quiz

Book Title

Marketing 5th Edition

ISBN 13

978-0077729028

February 5, 2017

An advertisement featuring a cartoon Smokey the Bear saying "Only you can prevent

wildfires" is an example of a successful

A. push-and-pull advertisement.

B. puffery campaign.

C. sales promotion.

D. product-focused advertisement.

E. public service announcement.

Answer:

Which of the following research methods would be best in helping a marketer

understand how people feel about a product or service on an individual, detailed level?

A. focus groups

B. surveys

C. social media monitoring

D. primary data mining

E. in-depth interviews

Answer:

A reference price is

A. the total price including tax.

B. the price against which buyers compare the actual selling price.

C. the manufacturer's cost.

D. a cumulative quantity discount price.

E. the external horizontal fixed price.

Answer:

The primary reasons manufacturers offer seasonal discounts to retailers are to more

easily plan production schedules and to

A. reduce advertising allowances.

B. increase price skimming.

C. control vertical pricing.

D. lessen inventories of finished goods.

E. alter consumers' perceived reference price.

Answer:

In determining the price for his company's new personal computer photography printer,

Raymond is assessing the total cost of owning his printer as compared to alternative

products available in the market. Raymond is using _______ pricing.

A. improvement value

B. EDLP

C. reference-based

D. cost of ownership

E. premium

Answer:

Jeff is going to sell sporting apparel, which he has already purchased from

manufacturers, and has signed a deal agreeing to the volume he will sell monthly. He

has researched his competition, talked to some customers, and decided on prices he will

charge. Jeff has also developed a plan for promoting his business. Based on this

description, which element of the marketing mix does Jeff still need to work on?

A. place

B. product

C. price

D. promotion

E. planning

Answer:

An emotional appeal aims to satisfy consumers' __________, while an informational

appeal speaks to consumers' __________.

A. needs; desires

B. institutional focus; personal focus

C. emotional desires; utilitarian needs

D. top-of-the-mind awareness; bottom-of-the-mind reactions

E. cost-consciousness; imaginations

Answer:

__________ can purchase merchandise at substantial discounts from the original

wholesale prices because they do not ask the suppliers for advertising allowances or

markdown adjustments.

A. Department stores

B. Specialty stores

C. Category specialists

D. Drugstores

E. Off-price retailers

Answer:

Fiona is looking to expand her pet grooming business and wants to evaluate the

profitability of a potential new market. The area she is looking at has 2,000 homes and

Fiona estimates that 20 percent of them would be likely to use her service. She charges

$45 per grooming and on average customers groom their pets six times a year. Fiona

estimates her variable costs to expand her business will be $10 per grooming and her

fixed costs are $10,000. How much profit would Fiona make on this new segment?

A. $72,240

B. $98,000

C. $108,000

D. $128,000

E. $410,000

Answer:

When a firm pools its resources with that of a local firm to enter a new market, they

create a(n)

A. franchise.

B. export promotion.

C. joint venture.

D. direct investment.

E. strategic alliance.

Answer:

Estella is trying to create an advertising message that communicates the tangible

features of her company's laptop computers, telling consumers about the relative

advantages of her products as compared to other offerings in the market. Estella is

trying to create a(n) __________ appeal.

A. emotional

B. niche marketing

C. informational

D. institutional

E. reminder

Answer:

During the research design step of the marketing research process, researchers identify

the type of data needed and

A. the statistical software to be used.

B. the dates when data will be collected.

C. the forum in which the data will be presented.

D. the identities of research participants in the project.

E. the type of research necessary to collect the data.

Answer:

Social media monitoring, in-depth interviews, and focus groups are all __________

research methods.

A. quantitative

B. data warehousing

C. syndicated marketing

D. qualitative

E. structured

Answer:

We often see advertisements touting a product as being made with natural ingredients,

or being long-lasting. Marketers using these types of promotions are positioning their

products based primarily on

A. the value proposition.

B. product attributes.

C. symbols.

D. competitive comparisons.

E. profitability.

Answer:

A(n) ________ is a brand that is developed by a national brand vendor, often in

conjunction with a retailer, and is sold exclusively by the retailer.

A. store brand

B. manufacturer's brand

C. national brand

D. exclusive brand

E. brand extension

Answer:

A __________ gap can be closed by getting employees to meet or exceed service

standards.

A. seniority

B. knowledge

C. standards

D. delivery

E. communication

Answer:

Jason rents rooms in his hotel for an average of $100 per night. The variable cost per

rented room is $20. His fixed costs are $100,000 and his target profit is $20,000. For

Jason, to earn his target profit, he will need to rent out ________ rooms.

A. 100

B. 1,500

C. 20,000

D. 1,000

E. it cannot be determined from the information provided

Answer:

Delta Airlines is among the companies experimenting with selling products and services

on their Facebook pages. The idea is to make purchasing even easier for customers who

may spend large portions of the day with Facebook active on their computers or mobile

devices. There is no need even to navigate to Delta's websiteusers can book a trip in

Delta's "Ticket Agent" application without ever leaving Facebook. Which element of

the marketing mix does this represent?

A. product and value creation

B. price and value capture

C. place and value delivery

D. promotion and value communication

E. positioning and value promotion

Answer:

Gerald is assessing global entry strategies for his gourmet sandwich business. He does

not want to take a lot of risk and he is willing to limit his control of international stores.

Gerald will most likely use a(n) __________ strategy.

A. franchising

B. exporting

C. joint venture

D. direct investment

E. strategic alliance

Answer:

How did consumers respond when Chobani reduced the size of its Greek yogurt

containers from 6 ounces to 5.3 ounces?

A. They did not notice the change.

B. They were happy the company reduced the product size, rather than increase the

price.

C. They stopped buying Chobani altogether.

D. They organized a boycott of the product.

E. They used social media to complain about the change.

Answer:

When Ron complained to his bank about the unprofessional behavior of one teller, the

branch manager added a code into his accounts alerting all tellers that Ron was a valued

customer and to provide whatever service he requests. The branch management

included Ron in its __________ segmentation.

A. benefit

B. geodemographic

C. psychographic

D. loyalty

E. geographic

Answer:

__________ are a measure that indicates what percentage of potential customers act as

the marketer hopes, either by clicking, buying, or donating.

A. Sentiment rates

B. Conversion rates

C. Bounce rates

D. Keyword rates

E. Mobilization rates

Answer:

________ training is excellent for communicating selling and negotiation skills,

because managers can observe the sales trainees in real selling situations and provide

instant feedback.

A. Role-play

B. Internet-based

C. Simulation

D. On-the-job

E. Distance learning

Answer:

The __________ is the primary enforcement agency for mass media advertising.

A. FDA

B. FCC

C. FTC

D. BATF

E. USPS

Answer:

When Ursula decides how to price new products in her gift store, she measures the

value of her product offerings against those of the other stores in her area. Ursula uses a

_______ pricing strategy.

A. maximizing profits

B. target profit

C. target return

D. competitor-oriented

E. sales oriented

Answer:

Select the statement that best describes the key traits of Generation Y.

A. This generation varies the most in age, ranging from teenagers to adults who have

their own families.

B. This generation is the largest population of 50-plus consumers.

C. This generation is the group that was born immediately after World War II.

D. This generation was the first generation of latchkey children.

E. Members of this generationalso known as Digital Nativeshave had access to the

Internet for their entire lives.

Answer:

One afternoon, the clerk at the customer service desk of a large retail store got bored

and started stating different return policies to each customer. Customers waiting in line

and overhearing the different policies would probably feel that the store's handling of

returns lacked

A. procedural fairness.

B. variability.

C. organizational fairness.

D. intangibility.

E. explanatory fairness.

Answer:

Which of these trade agreements represents the highest level of integration among

participating nations?

A. NAFTA

B. EU

C. GNI

D. ASEAN

E. CAFTA

Answer:

Changes in _________ have been a driving force for growth in global markets for

decades.

A. infrastructure

B. demographics

C. population

D. technology

E. ethical standards

Answer:

Ryan knows that one of the goals of value-based marketing is to provide greater value

to consumers than competitors offer. To accomplish this goal, Ryan's firm must look at

everything it does

A. in order to value each person in the organization.

B. for each generational cohort.

C. to avoid cultural clashes.

D. from a consumer's point of view.

E. to sensitize organization members to ethical values.

Answer:

Marney bought a dress from a retail store. Which type of transaction was Marney

participating in?

A. B2B

B. C2C

C. B2C

D. R2C

E. C2B

Answer:

Eric is a sales rep for an established building materials manufacturer. Business is good,

but he is concerned that the company has spent little on new product development and

has not created a new product in over five years. Without new products, Eric can market

his current products only to his current customers or

A. diversify.

B. intensify his prototyping.

C. expand his early adopter market segment.

D. market the same products to similar customers.

E. focus on concept testing.

Answer:

Geert Hofstede's cultural dimensions concept focuses on five dimensions of

__________ in a country.

A. symbols

B. underlying values

C. buying patterns

D. personality

E. visible artifacts

Answer:

The first step in the STP process is to

A. identify the segmentation methods to be used.

B. produce a list of strengths and weaknesses of the firm's past marketing strategies.

C. clearly articulate the firm's vision or marketing strategy objectives.

D. select target markets.

E. develop a marketing mix, so that an appropriate segment can later be identified.

Answer:

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