__________ are the three types of attribute sets.
A. Universal, retrieval, and evoked
B. University, relatives, and expression
C. United, relations, and exploration
D. Urban, random, and exchange
E. Unanimity, rule, and express
Answer:
Why would a firm spend over $2 million for a 30-second ad on television during the
Super Bowl?
A. because of the annual competition for the most creative Super Bowl ad
B. because the Super Bowl offers an opportunity to create significant brand awareness
C. because the Super Bowl is a significant opportunity to be associated with global
marketing
D. because Super Bowl ads generate brand loyalty
E. there is no good reason
Answer:
The old restaurant saying “You are only as good as the last meal served” reflects the
fact that services are
A. intangible.
B. perishable.
C. heterogeneous.
D. portable.
E. viable.
Answer:
A demand curve is built on the assumption that
A. income is derived from demand.
B. price remains the same, and fixed costs change.
C. everything but price and demand remains the same.
D. fixed costs change with quantity demanded.
E. the firm does not advertise.
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:
Bill is a yacht broker in the southeastern United States. For years he has had difficulty
selling large yachts locally because there were few places to dock these boats. Yachts
and spaces to dock them are an example of
A. substitute products.
B. purely competitive products.
C. status quo pricing products.
D. complementary products.
E. competitive parity products.
Answer:
A personal digital assistant programmed with key customers’ birthdates, wine
preferences, and food allergies is a(n) __________ tool.
A. SKU
B. PDQ
C. IMF
D. CRM
E. GATT
Answer:
A marketing strategy identifies three things: ________, a related marketing mix, and the
bases on which the firm plans to build a sustainable competitive advantage.
A. customer value
B. a mission statement
C. marketing metrics
D. a firm’s target markets
E. a product plan
Answer:
When Toyota owners began to report problems with sticking accelerator pedals and
nonfunctioning brakes, Toyota at first ignored or rejected the claims. Eventually, the
company evaluated the issue and issued a recall. Which of the four steps of the ethical
decision-making framework was Toyota performing when it recalled several of its
2007-2010 models?
A. assess risk
B. identify issues
C. gather information and identify stakeholders
D. brainstorm and evaluate alternatives
E. choose a course of action
Answer:
Every year before he puts his boat in the water, James has his mechanic put a new
battery in the boat. James is most likely concerned with __________ risk.
A. psychological
B. financial
C. performance
D. social
E. physiological
Answer:
__________ are combating competitive pressures by increasing the amount of
exclusive and private-label merchandise they sell and expanding their online presence.
A. Convenience stores
B. Department stores
C. Full-line discount stores
D. Extreme value stores
E. Off-price retailers
Answer:
Many catalog companies create special-run issues based on what customers have
purchased in the past. For example, customers who frequently order bedding items like
sheets and pillows receive a catalog with a larger section of bedding items than do
customers who mostly order kitchen tools. This is an example of
A. C2C marketing.
B. customer relationship management.
C. a transactional marketing orientation.
D. supply chain management.
E. typical production-oriented era marketing practices.
Answer:
Gary is the marketing manager for an automobile dealership. His boss tells him the
firm’s primary goal is to increase its local market share from 15 to 30 percent. His firm
is using a ________ orientation.
A. profit
B. sales
C. competitive
D. customer satisfaction
E. product development
Answer:
Traditionally, marketing activities have been divided into product, price, place, and
promotion. Select the term that best describes the four Ps.
A. marketing mix
B. marketing channel
C. marketing plan
D. marketing era
E. marketing implementation
Answer:
David’s marketing research returned the finding that customers were staying away from
his bookstore because of a lack of services like gift cards, return policies, and special
orders. David was shocked. “Nobody ever asks about that stuff! If it were that
important, people would ask about it.” David is likely suffering from a(n) ________
gap.
A. knowledge
B. standards
C. ethics
D. delivery
E. communications
Answer:
During the __________ era, manufacturers and retailers recognized they needed to give
their customers greater value than their competitors did.
A. production-oriented
B. sales-oriented
C. market-oriented
D. value-based marketing
E. retailing-oriented
Answer:
As noted in your text, in Arthur Miller’s play Death of a Salesman, Willie Loman
portrays
A. a leading example of an ethical salesman.
B. the loneliness of a traveling salesman.
C. the ruthlessness of a pushy salesman.
D. the lifestyle and success of people in sales.
E. the value salespeople provide to consumers.
Answer:
Marketers frequently design customer relationship management programs to
A. retain loyal customers.
B. attract consumers who have safety needs.
C. reinforce postpurchase cognitive dissonance.
D. increase internal information search.
E. improve profit margins.
Answer:
Manufacturers that use just-in-time manufacturing systems coordinate closely with
suppliers to ensure that materials and supplies arrive just before they are needed in the
manufacturing process. While just-in-time systems can offer major advantages in terms
of inventory costs, they must be carefully managed. If a firm found that its just-in-time
system was badly managed, leading to frequent manufacturing delays due to missing
parts, this would represent a(n) __________ in a SWOT analysis.
A. weakness
B. opportunity
C. threat
D. strength
E. metric
Answer:
For some products, marketers can combine education level with other data like
occupation and income to obtain
A. a sense of consumers’ regional culture.
B. consumers’ value sensitivity quotient (VSQ).
C. the educational value equation.
D. complete profiles of individual consumers.
E. useful predictions of purchase behavior.
Answer:
When manufacturers try to understand what customers are looking for, they are thinking
about the _______ component of the product offer.
A. core customer value
B. associated services
C. augmented products
D. product support
E. quality level
Answer:
Cathy has used Olay beauty products for years, even though there are many competitors
on the market. She plans to purchase a recently introduced micro-sculpting cream from
Olay’s Regenerist line. Olay is in the _________ stage of the product life cycle.
A. introduction
B. growth
C. evaluation
D. maturity
E. decline
Answer:
When there is a significant difference between the service customers receive and the
service the firm promotes, the firm has a _______ gap.
A. knowledge
B. standards
C. social expectations
D. delivery
E. communications
Answer:
Global businesses often find it particularly difficult to understand the __________ of a
country’s culture.
A. symbols
B. underlying values
C. ceremonies
D. exhibited behavior
E. visible artifacts
Answer:
For a major university, undergraduate studies, graduate studies, and professional
programs would be __________ within the university’s product mix.
A. brand associations
B. family brands
C. co-brands
D. product lines
E. private-label brands
Answer:
Jordana is buying a laptop computer to take on trips. Although she has looked at several
brands, she refuses to buy a computer that weighs more than five pounds. Jordana is
basing her decision on
A. a compensatory decision rule.
B. a noncompensatory decision rule.
C. habitual decision making.
D. social factors.
E. temporal factors.
Answer:
When the value of the dollar declines in relation to other currencies, it benefits U.S.
marketers who
A. export goods to other countries.
B. import goods from other countries.
C. engage in countertrade.
D. enforce import quotas.
E. outsource labor.
Answer:
When Ben evaluated the commercial infrastructure in Mauritius, he considered the
island’s
A. population control measures.
B. legal, banking, and regulatory systems.
C. retailing capabilities.
D. per capita income estimates.
E. climate and culture.
Answer:
Experts estimate that the average cost of a single B2B sales call is about
A. $50.
B. $190.
C. $600.
D. $1,000.
E. $1,500.
Answer:
In a retail supply chain, the ________ records the purchase information and
electronically sends it to the corporate office.
A. UPC
B. POS terminal
C. VMI
D. ASN
E. data warehouse
Answer: