Book Title
Marketing 5th Edition

MET AD 69056

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.
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
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.
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.
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
C. reference-based
D. cost of ownership
E. premium
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
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
__________ 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
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
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.
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
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.
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
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.
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
A __________ gap can be closed by getting employees to meet or exceed service
A. seniority
B. knowledge
C. standards
D. delivery
E. communication
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
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
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
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
C. They stopped buying Chobani altogether.
D. They organized a boycott of the product.
E. They used social media to complain about the change.
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
__________ 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
________ 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
The __________ is the primary enforcement agency for mass media advertising.
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
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.
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.
Which of these trade agreements represents the highest level of integration among
participating nations?
Changes in _________ have been a driving force for growth in global markets for
A. infrastructure
B. demographics
C. population
D. technology
E. ethical standards
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.
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
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.
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
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.

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