When Kia Motors offers a 10-year, 100,000-mile warranty for its Kia Soul automobile,
its strategy is to reduce consumers’ __________ and encourage purchases.
A. behavioral learning
B. cognitive learning
C. brand loyalty
D. perceived risk
E. postpurchase dissonance
Answer:
If a firm used IRI’s BehaviorScan service to track sales of a new product made to a
panel of consumers and assess the effectiveness of advertising and other promotion
tactics, what type of test market is this?
A. laboratory test market
B. concept test market
C. simulated test market
D. controlled test market
E. standard test market
Answer:
Over 50% of the dollars spent in the United States on disposable cups and plates go
towards the purchase of store brands of these products that are manufacturer by others.
__________ has been very successful in this disposables category.
A. Generic branding
B. Multibranding
C. Co-branding
D. Multiproduct branding
E. Private branding
Answer:
One way to assess the importance of retailing to the U.S. and global economies is to
measure the
A. price asked for any one item.
B. cost of goods sold.
C. people employed in retailing.
D. net return on capital.
E. progress towards eliminating of global boundaries.
Answer:
The actions taken during the implementation phase of the strategic marketing process
include: (1) obtain resources; (2) design the marketing organization; (3) define precise
tasks, responsibilities, and deadlines; and (4) __________.
A. position the product
B. select target markets
C. find points of difference
D. execute the marketing program
E. develop the budget by estimating revenues, expenses, and profits
Answer:
Which of the following statements about promotional websites is NOT true?
A. Promotional websites can be used to support a company’s traditional marketing
channel.
B. Promotional websites provide information on how items can be used and where they
can be purchased.
C. Promotional websites are effective in generating interest in and trial of a company’s
products.
D. Promotional websites can cannibalize sales.
E. Promotional websites advertise and promote a company’s products and services.
Answer:
One advantage of using newspapers as an advertising medium is
A. their ability to reach local markets.
B. the long lead time for placing an ad.
C. the long life span.
D. the relatively high cost.
E. competition for reader attention with other features in the newspaper.
Answer:
During a recessionary period, which of the following economic behavior would be
expected?
A. Consumer spending would decrease.
B. Consumer use of credit would increase.
C. Taxes would increase nationally.
D. Property values would jump dramatically.
E. Consumers would use the majority of their discretionary income on groceries.
Answer:
Figure 6-5
Figure 6-5 above outlines the distribution channels through which a product
manufactured in one country must travel to reach its destination in another country.
Channels within a foreign nation can be very long or surprisingly short. Which letter in
the figure represents these channels?
A. A
B. B
C. C
D. D
E. E
Answer:
Sampling is an appropriate strategy for which type of products?
A. products that are classified as shopping goods
B. new products
C. commodity products like salt, sugar, and baking soda
D. products that are perishable
E. products that are classified as specialty goods
Answer:
Which form of personal selling has the LOWEST requirement for problem solving?
A. order taker
B. order getter
C. sales engineer
D. missionary salesperson
E. team selling
Answer:
If a customer is reluctant to try a new product because she is afraid it might make her
ill, the company is most likely facing a(n) __________ barrier.
A. usage
B. risk
C. value
D. emotional
E. psychological
Answer:
All of the following are social media performance measures EXCEPT:
A. clickstream rate.
B. unique visitors.
C. cost per action.
D. users/members.
E. click-through rate.
Answer:
A marketing channel intermediary that contacts potential customers, promotes products,
and seeks orders would be engaging in a(n) __________ function.
A. transactional
B. logistical
C. facilitating
D. risk taking
E. assorting
Answer:
Which statement regarding responsive supply chains is most accurate?
A. Responsive supply chains use slower modes of transportation but faster order
processing.
B. Responsive supply chains always use the least expensive mode of transportation
possible.
C. Responsive supply chains rely on large inventory warehouses.
D. Responsive supply chains achieve economies of scale by having all inventory stored
and sorted at a central location.
E. Responsive supply chains rely heavily on information technology.
Answer:
In the seven Ps of services marketing, the term “process” involves not only “what” gets
created but also
A. “if” it gets created at all.
B. “how” it gets created.
C. “when” it gets created.
D. for “whom” it gets created.
E. “why” it gets created.
Answer:
Which of the following statements about the marketing concept is most accurate?
A. The marketing concept can be traced its roots to early Greek culture.
B. In using the marketing concept, companies tried to satisfy the needs of consumers
while also achieving their goals.
C. In using the marketing concept, companies focus on sales and advertising.
D. The marketing concept is most effective when production is limited and the product
will sell itself.
E. All U.S. firms are now operating with a marketing concept philosophy.
Answer:
The __________ format, which emphasizes problem solving and customer solutions, is
the most consistent with the marketing concept and relationship building.
A. canned sales
B. formula selling
C. persuasive selling
D. need-satisfaction
E. stimulus-response
Answer:
In a recent survey of business owners, 41 percent saw __________ as potentially
beneficial to their company – more than twice that for the other major social networks
discussed in the textbook.
A. Facebook
B. Groupon
C. YouTube
D. Twitter
E. LinkedIn
Answer:
The first step in the sequential building process of brand equity involves __________.
A. developing positive brand awareness
B. creating a consumer-brand connection
C. easing consumers’ decision making
D. eliciting the proper consumer responses to a brand’s identity and meaning
E. establishing a brand’s meaning in the minds of consumers
Answer:
Research shows that consumer socialization with respect to brand preferences begin at
A. the age of two.
B. the age of five when their cognitive skills have developed to understand the concept
of money.
C. the age of thirteen when they become teenagers, when they can understand the
responsibility involved in saving money to be able to consume products and services.
D. the age of eighteen when they become college students, living outside their parents’
home for the first time and being responsible for their purchase decisions.
E. at any time, though most people change their brand preferences many times during
their lifetimes.
Answer:
The relationship between a product line and product mix is
A. product mixes include product lines.
B. product lines include product mixes.
C. product lines refer to consumer products; product mixes refer to business products.
D. product mixes refer to consumer products; product lines refer to industrial products.
E. there is no significant difference other than minor product variations of color, size, or
form.
Answer:
Small businesses benefit from independent __________ like Plastics Net, Hospital
Network.com, and Textile Web.
A. Webfronts
B. clicks-and-mortar
C. e-marketplaces
D. iMarkets
E. integrated markets
Answer:
An ad for Conesco’s life insurance asks the question, “How do you plan on supporting
your family after you pass away?” The ad shows a tombstone with a sign that offers the
face of the stone as ad space. The ad is intended to appeal to which of the Maslow
hierarchy of needs?
A. physiological needs
B. safety needs
C. social needs
D. personal needs
E. self-actualization needs
Answer:
Logitech-Skype Ad
Technological advances are difficult to predict. One great advance can replace or
substitute for existing products in a relatively short period of time. As shown in the
Logitech-Skype ad above, the Logitech Web TV HD camera with Skype connectivity
are most likely to replace or substitute for __________.
A. TV broadcasts
B. digital video recorders
C. telephones
D. printed books
E. online video games
Answer:
Inseparability in services means consumers
A. see little variation from one service provider in an industry to another.
B. cannot separate the service itself from the deliverer of the service.
C. are unable to differentiate price from quality.
D. cannot evaluate a service until it is being or has been used.
E. cannot separate themselves from the deliverer of the service.
Answer:
Which of the following statements about African American buying patterns is most
accurate?
A. African Americans spend more on products for women and girls, especially in terms
of clothing.
B. There are significant differences between the buying patterns of African Americans
and Caucasians of similar socioeconomic status.
C. African Americans are not price conscious but are strongly motivated by quality and
choice.
D. Adult African Americans spend half as much on online services than Caucasians.
E. When socioeconomic status differences between African Americans and Caucasians
are removed, there are more similarities than points of difference.
Answer:
A __________ is a plan that integrates the marketing mix to provide a good, service, or
idea to prospective buyers.
A. marketing strategy
B. marketing program
C. macromarketing tactic
D. micromarketing tactic
E. customer relationship management
Answer:
All of the following are difficulties associated with creating an actual advertising
message EXCEPT:
A. compensating actors is very expensive.
B. shooting commercials in several locations for global campaigns has increased.
C. replacing actors with computer-generated animation is ineffective since they are
better able to translate a copywriter’s message into ads with a fear, sex, or humorous
appeal.
D. designing quality artwork, layout, and production for advertisements is time
consuming.
E. translating the copywriter’s ideas into an actual advertisement is a complex process.
Answer:
Data obtained by manipulating factors under tightly controlled conditions to test cause
and effect is an example of
A. questionnaire data.
B. virtual modeling.
C. an experiment.
D. a panel.
E. nonprobability sampling.
Answer:
What is the marketing objective for the decline stage of the product life cycle?
A. harvesting
B. add outlets
C. stress differentiation
D. gain awareness
E. maintain brand loyalty
Answer:
When thousands of college-age brand ambassadors at colleges and universities across
the U.S. needed to recruit volunteers to help incoming freshmen on campus move-in
day, the most effective way to reach the greatest number of students was by using
A. the campus radio.
B. social media.
C. phone solicitations.
D. ads in the campus newspaper.
E. hanging ads on dorm-room handles.
Answer:
Tariffs refer to
A. government payments to companies or industries that primarily serve to create
competitive advantage for domestic products.
B. government taxes on products or services entering a country that primarily serve to
raise prices on imports.
C. a restriction placed on the amount of a product allowed to enter or leave a country.
D. a minimum requirement for the purchase between two or more nations of products or
services.
E. a refusal to purchase or exchange products or services with another nation unless
certain financial or ideological requirements have been satisfied.
Answer: