The increased use of customer databases has enabled marketers to identify and track
consumers over time and across purchase situations and has contributed to the rapid
growth in
A. media advertising.
B. publicity.
C. public relations.
D. sales promotions.
E. direct marketing.
Answer:
__________ appeals help consumers make purchase decisions by offering facts in
advertising messages and strong arguments built around relevant issues, explaining key
benefits of the firm’s products and services.
A. Emotional
B. Niche marketing
C. Informational
D. Institutional
E. Reminder
Answer:
The prevailing marketing strategy of the __________ era was to find customers for
inventories that went unsold.
A. production-oriented
B. sales-oriented
C. market-oriented
D. value-based marketing
E. retailing-oriented
Answer:
Manufacturers use wholesalers and retailers because
A. they have no other choice.
B. they do not cost much.
C. they create value for customers through convenience and cost savings.
D. wholesalers control retailers.
E. most manufacturers are not familiar with logistics.
Answer:
When automobile manufacturers introduced SUVs, they distributed and promoted them
in the United States, but not in Europe where gasoline is heavily taxed and roads are
much smaller. Car manufacturers recognized that this new line of cars
A. provided equivalent relative advantage for both European and U.S. customers.
B. was not compatible with European market conditions.
C. did not provide benefits that were observable.
D. involved technology that was too complex.
E. could not be easily tried by consumers.
Answer:
To become a more value-driven organization, Pokrah University is holding regular
coffee-hour discussions with its students and surveying its graduates regarding students’
educational needs and desires. By doing so, Pokrah University is becoming more value
driven through
A. sharing information across the organization.
B. balancing its customers’ benefits and costs.
C. evaluating strategic competitive partnerships.
D. building relationships with customers.
E. keeping the faculty members happy.
Answer:
Many states have laws regulating the prices businesses charge during emergencies like
hurricanes. These laws are designed to protect consumers whose __________ state may
impair their ability to make sound purchase decisions.
A. shopping
B. social
C. theoretical
D. temporal
E. physical
Answer:
The __________ situation usually involves more members of a buying center and
involves more time to complete than the other buying situations.
A. modified rebuy
B. new buy
C. adapted buy
D. straight rebuy
E. generic buy
Answer:
The automobile manufacturing industry closely watches annual consumer satisfaction
surveys. For years, Japanese car companies consistently had the highest levels of
customer satisfaction, creating a(n) ________ for these companies.
A. strategic marketing plan
B. clear mission statement
C. operational advantage
D. sustainable competitive advantage
E. diversification strategy
Answer:
Normally, BC bottling company attaches plastic labels to its bottles. However, a new
regulation requires that the company now use fabric labels. To use this latest
innovation, BC bottling company must now source these fabric labels from another
company. This is an example of
A. a modified rebuy situation.
B. vendor analysis.
C. need recognition.
D. a straight rebuy situation.
E. an RFP.
Answer:
Pioneer or breakthrough products
A. will likely result in late maturity buying.
B. can change consumer preferences.
C. incorporate reverse engineering outputs.
D. require the use of concept testing services.
E. must be geographically centered.
Answer:
One of the key characteristics of brainstorming sessions is
A. no idea is immediately accepted or rejected.
B. everyone must come up with ideas.
C. the first idea is almost always the best idea.
D. only the marketing team is included in these sessions.
E. the manager should always make the final decision.
Answer:
Jamara knows that his spring break travel packages are the best deal on campus. He
also knows his competitor is sloppy, often waiting until the last minute to provide the
needed tickets and documents to students buying his island packages. Jamara wants to
develop an advertising message that emphasizes the key benefits he provides. He will
develop a(n) __________ appeal.
A. emotional
B. niche marketing
C. informational
D. institutional
E. reminder
Answer:
Trina is developing a marketing campaign for an organic stain-removal product. As
‘stain removal” is rather dull, she is trying to educate consumers about the value and
uniqueness of the product, and appeal to the environmentally conscious. Which of the
following is the best social media application for this task?
A. YouTube
B. LinkedIn
C. blog
D. Instagram
E. Google+
Answer:
Kevin is recognized by his friends as an activist on many fronts. He prefers to buy
products from firms that will donate part of the total purchase price to organizations he
supports. Marketers recognize that this approach can be an important competitive tool;
it is called
A. social activist marketing.
B. voluntary premium pricing.
C. cause-related marketing.
D. business/social responsibility.
E. the do-gooder syndrome.
Answer:
__________ are likely to target low-income consumers who demand national brands
but cannot afford to buy large-sized packages.
A. Category killers
B. Department stores
C. Extreme value retailers
D. Specialty stores
E. Warehouse club stores
Answer:
The fundamental goal of marketers when creating goods, services, or combinations of
both is to
A. defeat the competition.
B. serve all consumers.
C. operate according to government regulations.
D. stimulate short-term sales.
E. create value.
Answer:
Today, almost every sales rep can immediately check the company’s inventory and
production schedule electronically. This allows sales reps to sell what is available and
make promises to customers that they can keep. This technology has improved service
delivery through
A. access to a wide variety of services.
B. greater control by customers over service delivery.
C. increased zone of tolerance.
D. greater ability to obtain information.
E. saving customers time.
Answer:
Bhakti was recently promoted to a sales management position. She had been an
effective representative, but her strengths and educational background were in
management. She was about to begin her first salesperson recruitment campaign. The
most important thing Bhakti can do to ensure that she recruits the right people is to
A. check references to determine why the job candidate was leaving his or her current
position.
B. run a credit check to ensure that the recruit does have any hidden problems.
C. determine exactly what the salesperson will be doing and what traits and abilities job
candidates will need to succeed.
D. make sure the application forms are filled out correctly.
E. make sure her boss is happy with the number of candidates interviewed.
Answer:
While it is relatively easy to offer customers Internet options like an FAQ page and an
e-mail address to answer questions, some companies are using an interactive approach
to address customers’ questions while they are visiting the websites. These firms are
using ___________ to provide the customer with enhanced customer service.
A. vendor-managed inventory
B. web videos
C. online chats
D. EDI
E. online games
Answer:
Which step in the buying process is most likely to happen in a straight rebuy situation?
A. product specification
B. RFP process
C. need recognition
D. proposal analysis
E. supplier selection
Answer:
Matt was passionate about Abercrombie & Fitch. It was the only place he’d buy his
clothes. If anyone asked him about clothes, he would talk for what seemed like hours
about why he only shopped there. From a strictly marketing perspective, this word of
mouth is an element of
A. social marketing.
B. brand loyalty.
C. self-actualization.
D. motivation.
E. brand extension.
Answer:
Compared to the B2C process, the information search and alternative evaluation steps
in the B2B process are
A. decentralized.
B. less focused on customer value creation.
C. identical.
D. more formal and structured.
E. based on derived supply analysis.
Answer:
Most banks now have customer relationship software that, when a customer contacts
the bank, tells the service representative what types of accounts, loans, and credit cards
the customer currently has. Service representatives use this information to sell some of
the other services the bank currently offers to these customers. This is a
___________________ growth strategy.
A. product proliferation
B. market development
C. market penetration
D. diversification
E. product development
Answer:
The old clich ‘service with a smile” recognizes the fact that
A. service providers need to be pleasant even if the customer is not.
B. smiling is contagious.
C. service providers should smile and not think.
D. life is too short to be ugly.
E. services are perishable but a smile is forever.
Answer:
The execution style of an advertising message must
A. match the medium and the objectives.
B. correspond with globally accepted norms.
C. include a minimum of puffery and maximum media buy.
D. selectively pull retailers into the marketing channel.
E. cover new creative ground to be effective.
Answer:
During the __________ stage of the product life cycle, there are few but an increasing
number of competitors.
A. growth
B. introduction
C. maturity
D. decline
E. innovation
Answer:
For a segmentation strategy to be successful, the customers in the segment must react
similarly and positively to the firm’s marketing mix. In other words, the market segment
must be
A. substantial.
B. perceptive.
C. identifiable.
D. reachable.
E. responsive.
Answer:
Which type of interview contains a small group of participants and a trained moderator
that guides the conversation?
A. panel
B. syndicated
C. observational
D. focus group
E. sentiment
Answer:
After exchanging greetings and getting to know the customer a bit in an initial sales
call, the first goal of a sales presentation is to
A. close the sale.
B. offer alternatives.
C. estimate the total cost to the customer.
D. requalify the customer.
E. create interest.
Answer: