A(n) __________ distribution intensity helps a seller maintain a particular image and
control the flow of merchandise into an area.
A. intensive
B. widespread
C. selective
D. collective
E. variable
Answer:
When marketers use a variety of communication disciplinesadvertising, personal
selling, sales promotion, public relations, direct marketing, and online marketingin
combination to communicate a value proposition to the customer, it is referred to as
A. integrated marketing communications.
B. multimedia marketing.
C. diverse marketing communications.
D. comprehensive promotion.
E. managed marketing communications.
Answer:
For which of the following is demand likely to be most sensitive to price increases?
A. prescription drugs
B. college tuition for last-semester seniors
C. electricity
D. hospital care
E. a specific brand of soft drink
Answer:
Service providers often encounter rude and unreasonable consumers. Services
marketing managers can reduce the delivery gap, even for these customers, by
A. empowering consumers.
B. providing support and incentives for their employees.
C. directing zone of tolerance limits for employees.
D. doing effective customer screening.
E. forcing rude customers to use technology.
Answer:
A study found that among addicted smokers, a 10 percent increase in the price of
cigarettes resulted in a 2 percent decrease in quantity demanded. For these consumers,
cigarettes have a(n) _______ price elasticity demand.
A. elastic
B. inelastic
C. cross-price
D. income effect
E. substitution effect
Answer:
Danielle is creating an advertising message designed to appeal to consumers’ fears of
having their home broken into. Danielle’s message will focus on a(n) __________
appeal.
A. emotional
B. niche marketing
C. informational
D. institutional
E. reminder
Answer:
Lamar owns four dry cleaning stores in the suburbs of Orlando, Florida. He recently
updated his STP analysis, and has just finished adjusting his marketing mix based on
the STP results. His next strategic marketing decision will most likely involve
determining
A. how Disney World crowds will impact his business.
B. which employees to promote or fire.
C. how to allocate resources among his four stores.
D. what new government regulations might create opportunities or threats.
E. when to shift from a customer excellence to an operational excellence strategy.
Answer:
Taylor loves the lifestyle associated with being a salesperson, allowing her to take a day
off during the week and making it up on the weekend. She most likely values the
__________ associated with creating her own schedule.
A. structure
B. rigidity
C. flexibility
D. selling team approach
E. compensation
Answer:
When Maya decided to buy a new computer, she thought about all the brands she could
recall seeing advertised, but she would consider only those brands she could buy at her
local Best Buy electronics store. This represents Maya’s __________ set.
A. universal
B. retrieval
C. evoked
D. deterministic
E. behavioral
Answer:
Consumers might not realize that Old Spice health and wellness products and Iams pet
nutrition products are made by the same companyProcter & Gamble. Old Spice and
Iams are known as
A. individual brands.
B. family brands.
C. corporate brands.
D. traditional brands.
E. umbrella brands.
Answer:
Many American consumers are purchasing hybrid automobiles even though they are
more expensive than compact conventional autos. These consumers
A. value contributing to a greener environment.
B. are economically irrational.
C. are responding to global corporate pressure for social responsibility.
D. would prefer an SUV.
E. are greenwashing.
Answer:
Marketers love consumers who engage in __________, buying their company’s product
with little thought or consideration of alternatives.
A. compensatory decisions
B. personal problem solving
C. extended problem solving
D. reference group consumption
E. habitual decision making
Answer:
Adidas Group owns Reebok, Rockport, and TaylorMade brands. Adidas uses the
different brands to pursue a(n) __________ strategy.
A. concentrated targeting
B. micromarketing
C. benefit targeting
D. differentiated targeting
E. undifferentiated targeting
Answer:
Marketers rely on social media to achieve three objectives. Which of the following is
not one of those objectives?
A. members promote themselves to gain more friends
B. sites promote themselves to get more members
C. members promote sites to gain more friends
D. outside companies promote their products to appeal to potential customers
E. outside companies promote their services to appeal to potential customers
Answer:
McDonald’s introduced a Favorites Under 400 Calorie Menu as part of an attempt to
reverse the perception that McDonald’s sells only unhealthy food. Suppose that
McDonald’s, as a follow-up, collects and analyzes social media posts from Facebook,
Twitter, and similar sites, hoping to understand whether or not consumer perceptions
are improving. This would be an example of
A. quantitative research.
B. an online focus group.
C. sentiment mining.
D. neuromarketing.
E. an experiment.
Answer:
Which ethnic group tends to be not only more affluent and suburban than previously
thought, but also younger, with 47 percent between the ages of 18 and 49 years?
A. Caucasian
B. Pacific Islander
C. Hispanic
D. Asian
E. African American
Answer:
Today, many developed countries are experiencing __________ population growth.
A. slight
B. zero or negative
C. rapid
D. moderate
E. significant
Answer:
The RFP stage of the B2B buying process is not required for
A. a new buy.
B. a modified rebuy.
C. a straight rebuy.
D. either a new buy or a modified rebuy.
E. an adapted buy.
Answer:
The results of the 2010 census suggest what about the 42 million African American
U.S. households?
A. They are more affluent and suburban.
B. They are younger and less affluent.
C. They are less affluent, but more suburban.
D. They are older and less affluent.
E. They are older and more urban.
Answer:
Heather has been assessing a number of her firm’s products using the Boston Consulting
Group (BCG) approach to portfolio analysis. She has been trying to assess the strength
in a particular market and is looking at the sales of the product and the overall market as
well as the sales of competitors. Heather is trying to determine
A. the product’s relative market share.
B. the market growth rate.
C. a source of competitive advantage.
D. the impact of population shifts on future demand.
E. cash equivalent values for each product.
Answer:
In the infamous Coke/New Coke taste test, 54 percent of consumers, using a blind taste
test, preferred the New Coke formula to the existing formulation. This is an example of
a(n) __________ marketing research method.
A. qualitative
B. quantitative
C. observational
D. syndicated
E. invalid
Answer:
__________ is when vendors ship merchandise prepackaged in the quantity required for
each store to the distribution center.
A. Quick response
B. Checking
C. Combination warehousing
D. Cross-docking
E. Horizontal merchandising
Answer:
TT Toys manufactures toys. The company recently started buying paint for its toys from
a Chinese firm. This Chinese company is part of TT Toys’
A. supply chain.
B. corporate vertical marketing system.
C. distribution center.
D. CFPR.
E. voluntary chain.
Answer:
Integrated marketing communications include all of the following except
A. advertising.
B. supply chain management.
C. direct marketing.
D. public relations.
E. sales promotion.
Answer:
Independent Publisher’s Group is a distributor of books for small publishers. It doesn’t
have its own sales force, but uses ________ on a contract basis to sell its product on
commission.
A. order takers
B. order getters
C. sales support personnel
D. in-house telemarketers
E. independent agents
Answer:
Having no intermediaries between the buyer and seller is a defining characteristic of
a(n) _______ marketing channel.
A. indirect
B. vertical
C. horizontal
D. simple
E. direct
Answer:
When Mr. How, a Pennsylvania-based discount lumber and hardware chain, sent snow
blowers to its Augusta, Georgia, store in April, it was engaged in
A. concentrated segmentation.
B. geodemographic segmentation.
C. benefit segmentation.
D. psychographic segmentation.
E. misguided geographic segmentation.
Answer:
Yuri is considering a new promotional campaign in which he will compare his products
to those of his competitors. Before initiating the promotional campaign, Yuri will assess
his competitors’ strengths, weaknesses, and
A. likely reaction to his promotional activities.
B. demographics.
C. just-in-time processes.
D. satisfaction quotient as perceived by customers.
E. ethical values.
Answer:
In the diffusion of innovation process, innovators enjoy taking risks and are regarded as
highly knowledgeable. Marketers want to identify innovators because
A. they prefer products from established market leaders.
B. other consumers defer to their judgment, creating the opportunity for word-of-mouth
referrals.
C. they are especially price conscious.
D. they are easily influenced by reminder advertising.
E. they encourage competitors to enter the market.
Answer:
The __________ gap can be reduced by managing consumers’ expectations and
promising only what can be delivered or possibly even a little less.
A. knowledge
B. communication
C. delivery
D. standards
E. empowerment
Answer:
In value-based marketing, the promotion element of the four Ps communicates the
________ to customers through a variety of media.
A. mission statement
B. operational excellence strategy
C. value proposition
D. relative market value
E. target market definition
Answer:
Johnny works at an electronics store. In addition to his salary, he receives 2 percent of
the sales dollars he brings in each month. This extra 2 percent is called a
A. commission.
B. salary.
C. bonus.
D. reward.
E. rebate.
Answer:
Name one technological advance that has impacted how consumers research and buy
products. Give an example from your own experience.
Answer:
Describe a product that is in the early majority stage of the new product diffusion curve.
Answer:
When Roger decides which airline to use to fly from Baltimore to San Diego, he
considers the price, number of stops, and frequent-flyer miles he will earn. However,
earning frequent-flyer miles is the most important factor for him. Is Roger using a
compensatory or noncompensatory decision rule? Explain your reasoning.
Answer:
The school Brenda attends has an advising and registration day where students go to a
large hall to sign up for classes. The school Taylor attends assigns each student to an
individual faculty member who advises each student through their course of study.
Taylor’s school is most likely emphasizing which of the five dimensions of service
quality?
Answer:
Sales experts have identified five key personal traits that are often found in successful
salespeople. List and define these five traits.
Answer:
What is an advantage of using a selling team?
Answer:
Garrett was impressed with the service he received at a local wine store. He thought the
salesperson was attentive and knowledgeable. His friend, Juanita, who was with him
and is very knowledgeable about wine, thought the salesperson was pushy and not well
informed. What does this example suggest about customers’ service expectations?
Answer:
Explain how social media have changed how firms communicate with their customers
relative to traditional forms of marketing products.
Answer:
Jennifer has just taken over a line of organic teas for her company. She looks at the
company records and sees sales have peaked, profit margins are declining, and there are
many new competitors in that category. Which stage of the product life cycle are her
teas in?
Answer:
One professor was known for never teaching the same course the same way twice.
Which difference between a product and a service does this represent? How could the
professor use this to his or her advantage?
Answer:
Why is it more fun and challenging for a marketer to be part of a market characterized
by monopolistic competition than to be part of one characterized by pure competition?
Answer:
How can sales representatives save time for customers?
Answer:
Name the various social trends that impact marketing, and give one example that
demonstrates how each one influences marketing practices.
Answer:
Why do marketers of new and innovative products often start out with a price skimming
strategy rather than a penetration strategy?
Answer:
What is the difference between a service standard of “be nice to customers” as
compared to a service standard of “greet every customer, and if possible by name”?
Answer:
Think of the car you are currently driving, or an article of clothing you are wearing.
Name three brand associations that are common with this car or clothing. Explain how
these associations might influence someone’s decision to buy these products.
Answer: