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The _____ can help the promotion effort by spreading word-of-mouth information and
advice among other consumers.
A. innovators
B. late majority customer group
C. laggards
D. early adopters
E. nonadopters
Answer:
Gillette spent $100 million in its first year of advertising for a new type of razor and
blades. All of its advertising was directed at final consumers in the hope that these
consumers would go to retailers and ask for the product by name. This is an example of:
A. Pulling
B. AIDA
C. Encoding
D. Pushing
E. Decoding
Answer:
Which of the following are examples of "personal needs"?
A. Needs for food, liquid, and rest.
B. Needs for accomplishment, fun, and freedom.
C. Needs for solutions, protection, and physical well-being.
D. Needs for love and friendship.
E. Needs for status and connecting with others.
Answer:
In the short run, a marketing manager usually cannot control:
A. the competitive environment.
B. the cultural environment.
C. the legal environment.
D. the economic environment.
E. Any of these environments are uncontrollable in the short run.
Answer:
Purchasing specifications may include:
A. the product grade
B. the brand name
C. the part number
D. all of these may be included in purchasing specifications
Answer:
Which of the following would not engage in the process of marketing?
A. The United Way
B. United States Postal Service
C. Outback Steakhouse
D. JFK International Airport
E. Sam's Club members
Answer:
A firm that discriminates in price on goods of "like grade and quality" may be in
violation of the ___________ Act.
A. Sherman
B. Robinson-Patman
C. Wheeler-Lea
D. Magnuson-Moss
E. Antimerger
Answer:
If a firm offers a service guarantee, it
A. can be effective in creating repeat customers.
B. is the same thing as offering a warranty.
C. can be inexpensive if its employees are apathetic.
D. is becoming less common.
E. all of these alternatives are correct.
Answer:
The greatest growth in the world's population over the next several years will come
from:
A. Western Europe.
B. Africa.
C. Australia.
D. Eastern Europe.
E. Russia and nations of the former Soviet bloc.
Answer:
A channel system in which the various members informally agree to cooperate with
each other is called a(an) ______________ system.
A. contractual channel
B. dual distribution
C. traditional channel
D. administered channel
E. franchising
Answer:
Cooperative advertising is:
A. advertising by several producers of the same product type-to stimulate primary
demand.
B. encouraged by the Federal Trade Commission.
C. the opposite of competitive advertising.
D. a way for a producer to get more promotion for its advertising dollar.
E. None of these alternatives is correct.
Answer:
Expanded assortment and/or reduced margins and service are characteristic of
A. supermarkets.
B. convenience stores.
C. specialty shops.
D. the Internet.
E. department stores.
Answer:
The appeal that has the most relevance to an economic buyer is:
A. "I'm lovin' it" (McDonald's)
B. "Expect great things" (Kohl's)
C. "Live for now" (Pepsi)
D. "Who doesn't want 50% more cash?" (Capital One Rewards Card)
E. "Relentlessly protecting your identity" (LifeLock)
Answer:
Which of the following statements about customer value is True?
A. Building relationships with customers means providing customer value before, but
not after the purchase of a product or service.
B. Retaining current customers is usually less costly than taking customers away from a
competitor.
C. A firm's advertising department cannot be expected to develop ads to convince a
customer to buy from the firm more than once.
D. People in the organization who are not in the sales or customer service areas should
never be called upon to help resolve a customer's problem.
E. None of these statements is True.
Answer:
Marci, a student, is used to paying $1.25 for a 12-ounce can of Diet Coke from various
vending machines on campus, so she expects the new vending machine just installed
outside her Chemistry classroom to charge her the same amount for her favorite
beverage. For Marci, the $1.25 price is a:
A. reference price
B. gross price
C. bundle price
D. leader price
E. bait price
Answer:
All of the following are payment methods for personal selling except
A. straight salary.
B. combination plan.
C. straight commission.
D. profit-sharing.
E. tax deductions.
Answer:
_____ means setting a fair price level for a marketing mix that really gives the target
market superior customer value.
A. Uniform pricing
B. Target pricing
C. Consumer surplus
D. Value pricing
E. Status quo pricing
Answer:
A typical problem for limited-line retailers is that:
A. it is almost impossible for them to satisfy any particular target markets better than
other types of retailers.
B. their marketing strategy usually relies only on low price.
C. they usually cannot carry enough items in a line for any customers to find what they
want.
D. many of the items they carry are slow moving.
E. All of these are problems for limited-line retailers.
Answer:
Which of the following statements about nationalism is NOT TRUE?
A. Nationalism can be limiting in international markets.
B. A "Buy American" policy reflects nationalistic attitudes in the United States.
C. Nationalistic feelings can block all marketing activity in some international markets.
D. Nationalistic feelings always reduce sales.
E. Nationalism emphasizes one country's interests before everything else.
Answer:
What type of business product is General Motors purchasing when it asks a law firm for
bankruptcy advice?
A. Emergency product
B. Professional service
C. Component
D. Accessory
E. Installation
Answer:
Short-run decisions to help implement strategies are best known as
A. actionable items.
B. strategic decisions.
C. marketing plans.
D. operational decisions.
E. dependencies.
Answer:
Analyzing customer comments and other companies to find new product concepts is
carried out during which step of the new-product development process?
A. Idea generation
B. Screening
C. Idea evaluation
D. Development
E. Commercialization
Answer:
A company where the marketing people do both short-run and long-range planning is
operating in the
A. marketing company era.
B. sales era.
C. simple trade era.
D. marketing department era.
E. production era.
Answer:
Which of the following are NOT "conventional retailers"?
A. Single-line stores
B. General stores
C. Supermarkets
D. Limited-line stores
E. None of these, i.e., all are "conventional retailers."
Answer:
The various economic systems around the world are:
A. equally effective at providing for the needs of citizens.
B. always shaped by the free decisions of producers and consumers.
C. known collectively as the "command economy."
D. heavily influenced by a society's political institutions.
E. based on the ideal of a pure subsistence economy.
Answer:
Which of the following products would be bought using purchasing specifications?
A. 100 gallons of Du Pont brand muriatic acid.
B. 1,000 700 MB CD-Rs.
C. 50 pounds of number 10 USX nails.
D. all of these products would be bought using purchasing specifications.
Answer:
Agent wholesalers:
A. Own the products they sell.
B. Provide more functions than merchant wholesalers.
C. Focus on buying and selling merchandise.
D. Have higher costs of operation than merchant wholesalers.
E. All of these alternatives are correct for agent wholesalers.
Answer:
Food Lion (a large supermarket chain that emphasizes "low prices") sells a dealer brand
of frozen green beans. Here,
A. the producer of the green beans probably does a lot of advertising.
B. a trademark cannot be used.
C. a similar manufacturer brand is likely to be given less shelf space.
D. the price to the consumer will probably be higher than for competing manufacturer
brands.
E. None of these alternatives is correct.
Answer:
The recent interest in physical fitness has forced producers of food, clothing, and other
products to reconsider their marketing strategies. Which of the following does this trend
illustrate?
A. Economic and technological environments.
B. Cultural and social environment.
C. Existing business situation.
D. Political and legal environment.
E. Resources and objectives of the firm.
Answer:
Which of the following would be a type of advertising used in the evaluation and trial
stage of the adoption process?
A. Competitive ads
B. Flash ads
C. Informative "why" ads
D. Pioneering ads
E. Viral advertising
Answer:
Customers see _____ products as different and want to inspect them for quality and
suitability.
A. heterogeneous
B. specialty
C. new unsought
D. impulse
E. convenience
Answer:
James is a prospective car buyer. In his context, which of the following statements
would reflect a determining dimension?
A. He must have enough money, or credit, to buy a car and insure it.
B. He needs to have a valid driver's license.
C. He has kids who have to be carpooled.
D. He needs a safe car.
E. His office is 2.5 miles from home.
Answer:
"Place" is concerned with:
A. intermediaries.
B. transporting.
C. channel members.
D. storing.
E. all of these might be involved with Place.
Answer:
According to the text, marketing means:
A. Distribution.
B. Making good products.
C. More than selling and advertising.
D. Promotion.
E. Performing services.
Answer:
Denise Hunter had Thomasville brand living room furniture and wanted to buy a
particular chair of the same brand. She made a few calls to find a store that had the
chair in stock. When she found one, she went there and purchased the chair. For Denise,
the chair was
A. a homogeneous shopping product.
B. a specialty product.
C. an impulse product.
D. a heterogeneous shopping product.
E. an emergency product.
Answer:
