Bob and George live in the United States. Bob recently asked for George’s cell phone
number, but George said he didn’t own a cell phone. George would probably be
considered a(n) __________ in the diffusion of innovation process.
A. innovator
B. laggard
C. late majority adopter
D. early majority adopter
E. early adopter
Answer:
Nicole knows her restaurant is understaffed today. She is hoping to get through the day
without falling below her customers’ __________, the difference between what her
customers want and what they will accept before going elsewhere.
A. voice-of-customer quotient
B. empowerment standard
C. tangibles gap
D. zone of tolerance
E. quality gap
Answer:
Marketers fear negative word of mouth because when consumers are dissatisfied, they
A. are less likely to say something than when they are satisfied.
B. often want to complain to many people.
C. buy more of the product to prove they were correct in their criticism.
D. often file a lawsuit.
E. don’t buy any of the company’s other products.
Answer:
After identifying the target audience for the university’s new advertising campaign, the
advertising team needs to decide whether the advertising objective is to __________,
__________, or __________ potential and/or existing students.
A. create; stimulate; ignore
B. beg; borrow; steal
C. pay; buy; entertain
D. inform; persuade; remind
E. push; pull; sell
Answer:
When comparing the various communication channels available to marketing
professionals, it becomes apparent that
A. consumers prefer advertising over other channels.
B. no single channel is better than another channel.
C. public relations is the least expensive, but the most successful channel.
D. personal selling is the most expensive and the least successful channel.
E. online marketing is taking the place of advertising and public relations.
Answer:
Changes in tariffs and quotas are
A. business actions stimulating imports.
B. corporate strategies designed to maximize profits.
C. government actions that reduce competition from international firms.
D. efforts to stimulate choices among government agencies.
E. a means of slowing outsourcing.
Answer:
Sydney’s Emporium has 59 stores in the United States and wants to expand globally.
Sydney’s wants to achieve the highest possible returns, and is not concerned about
pursuing a high-risk strategy as long as it maintains complete control over its stores.
The best global entry strategy for Sydney’s is most likely
A. exporting.
B. a strategic alliance.
C. a joint venture.
D. direct investment.
E. franchising.
Answer:
An advance in technology called RFID makes it easier for manufacturers, distributors,
and retailers to track items through production, distribution, and sales. This advance
helps the firm
A. increase value to the consumer through media effectiveness promotion.
B. tailor its marketing messages.
C. meet inventory needs.
D. communicate with consumers on social media sites.
E. replace services with products.
Answer:
__________ pricing tactics lower the price of a product below the store’s cost.
A. Fixed
B. Zone
C. Regular
D. Loss leader
E. Cost-based
Answer:
Full-line discount, category specialist, and specialty stores are all types of __________
retailers.
A. food
B. general merchandise
C. price sensitive
D. limited demand
E. special appeal
Answer:
Successful first movers create a market or a product category. They often benefit from
being readily recognizable to consumers and
A. not having to pay advertising expenses.
B. using prototypes to dominate the market.
C. not needing to do test marketing.
D. establishing an early market share lead.
E. motivating laggards to buy their products.
Answer:
When Magda decided to buy a new computer, she considered all the brands she could
recall seeing advertised. This represents Magda’s __________ set.
A. universal
B. retrieval
C. evoked
D. deterministic
E. behavioral
Answer:
Firms that use the same brand name for new products can spend relatively less on
marketing costs for the new product because
A. brands protect corporate copyrights.
B. consumer loyalty can be bought for less now compared to the past.
C. brand equity can be obtained only by means of product line depth.
D. people already know what the brand means.
E. well-known brands are less likely to introduce brand extensions.
Answer:
It is not unusual to see firms offering free product samples in grocery stores to let
customers try the product before buying it. Similarly, in today’s world of social media,
one can read a chapter of a book before buying it, or watch YouTube videos on different
ways to use a product. All of these scenarios are aimed at which aspect of the 4E
framework?
A. engage
B. energize
C. excite
D. experience
E. educate
Answer:
Reminder advertising is primarily used to
A. prompt repurchase of a product.
B. create and build brand awareness.
C. accelerate market acceptance.
D. gather information about consumers.
E. persuade consumers to change existing perceptions.
Answer:
Allen is in the marketing department of a midsized firm that develops and sells
communications systems. He is proud of the human resource area in the company that
provides the firm with excellent employees. Allen himself really enjoys his work, but he
knows the work of HR helps create an operational advantage for the firm because of all
the following except
A. customers appreciate the kind of service that knowledgeable employees provide.
B. employees play a major role in the success of the firm.
C. it is easier to communicate with and inspire the customer if the employees believe in
what the firm is doing.
D. building customer loyalty depends on a committed workforce.
E. the company provides products with a high perceived value.
Answer:
Amber has developed a line of organic lotions and handmade soaps with unique,
herb-based scents and a touch of bee balm. She plans to sell these products to the
wealthy residents of a nearby resort town. Which level of distribution intensity is
probably best for this product?
A. intensive
B. exclusive
C. selective
D. collective
E. variable
Answer:
Thanh has to decide which college to attend. This is the most important, riskiest, and
most expensive decision she has ever made. She will be engaged in
A. low-involvement decision making.
B. extended problem solving.
C. habitual decision making.
D. prepurchase dissonance.
E. limited problem solving.
Answer:
Before deciding on a new promotional campaign, Jeffrey’s Muffins looked at its
customers’ buying patterns over a 15-year period as determined by their use of a loyalty
card. What method did Jeffrey’s use to make sense of the data that were available?
A. biometrics
B. neuromarketing
C. data mining
D. data warehousing
E. panel data
Answer:
Jeff opened a sporting apparel store and signed a lease on the property. He also signed
an agreement with the manufacturer on the amount of merchandise he will sell and the
promotions he will conduct. Based on this description, which aspect of the marketing
mix does he still need to work on?
A. price
B. place
C. promotion
D. product
E. prototype
Answer:
Retailers use __________ to get customers into their stores.
A. marketing channels
B. specialty product displays
C. supply chain relationships
D. off-price wholesaling
E. traditional media advertising
Answer:
Retail store chains often use __________ data to tailor each store’s assortment to the
preferences of the local community.
A. geodemographic
B. benefit
C. psychographic
D. loyalty
E. geographic
Answer:
Jackie works as a sales rep for a company that produces and sells steel used in building
construction. Jackie is in __________ sales.
A. G2B
B. B2C
C. B2B
D. C2C
E. G2G
Answer:
Phil put down the phone and told Alice, “I just love that customer. I got another big
order, and they just keep on coming.” Phil is most likely selling to a firm in which kind
of buying situation?
A. new buy
B. modified rebuy
C. straight rebuy
D. generic buy
E. adapted buy
Answer:
Geodemographic segmentation can be particularly useful for __________, because
customers typically patronize stores close to their neighborhood.
A. Internet marketers
B. wholesalers
C. retailers
D. consumer goods manufacturers
E. cable TV networks
Answer:
Southwest Airlines operates a blog called Nuts About Southwest. A group of employees
share the responsibility for posting items of potential interest to customersfor example,
short videos about Southwest’s travel destinations, articles (with photos) about special
events, and news about airline promotions. Nuts About Southwest is an example of a
A. corporate blog.
B. network blog.
C. personal blog.
D. professional blog.
E. social blog.
Answer:
In a __________ distribution center, merchandise moves from vendors’ trucks to
retailers’ delivery trucks in a matter of hours.
A. traditional
B. combination
C. cross-docking
D. vertical
E. horizontal
Answer:
In the communication process, the __________ encodes the marketing communication
message.
A. instructor
B. sender
C. transmitter
D. communication channel
E. receiver
Answer:
The president of the Northwoods University student body made a formal request to the
IT department for additional computers in the main computer lab. The student body
president is the __________ in the buying center.
A. initiator
B. gatekeeper
C. decider
D. buyer
E. gateway
Answer:
_______ systems are designed to deliver smaller shipments of merchandise on a more
frequent basis to retailers.
A. Cross-docking
B. UPC
C. Just-in-time (JIT)
D. Pick ticket
E. Lead time
Answer:
In many high-end resort markets, Westin hotels compete directly with Crown Plaza
hotels. When it comes to pricing, Westin tends to charge its guests similar rates to what
the Crown Plaza hotels charge. Westin is using a _______ pricing strategy.
A. maximizing profits
B. target profit
C. target return
D. competitive parity
E. sales oriented
Answer: