Figure 12-9
Figure 12-9 above indicates that supply chain managers must balance total logistics cost
factors against customer service factors. The six total logistics cost factors (A, B, C, D,
E, and F) include all of the following EXCEPT:
A. order processing.
B. materials handling and warehousing.
C. time.
D. inventory.
E. transportation.
Answer:
A product can be classified as new from all of the following perspectives EXCEPT:
A. the organization’s.
B. existing offerings.
C. legal.
D. the firm’s competitors.
E. the consumer’s.
Answer:
Pharmaceutical manufacturers encourage patients to learn more about their drugs and
ask for them by name from the doctor. The manufacturers of these drugs are using a(n)
__________ promotional channel strategy.
A. pull
B. intense
C. push
D. inertia
E. exclusive
Answer:
Suppose you are designing a marketing website and you would like it to be as
user-friendly as possible. In particular, you do not want repeat customers to have to
enter in their address, e-mail, telephone number, and credit card data every time they
make an online purchase. Rather, you would like your website to recognize each
customer by name every time he or she visits the website and to retrieve all the
information about that customer automatically whenever he or she wishes to make a
purchase. To achieve this goal, you would most likely use __________.
A. cookies
B. portals
C. spam
D. spiders
E. bots
Answer:
An efficient consumer response system refers to
A. an order replenishment system that maintains a 10 percent inventory rate at all times
in order to guarantee there will never be stockouts.
B. an online virtual inventory storage program that allows firms to enter in
minute-by-minute information in order to avoid stockouts due to unforeseen
environmental forces.
C. a computer program that allows even the smallest manufacturer to manage its
inventory system.
D. an inventory management system that is designed to make the process of reordering
and receiving products as simple as possible.
E. an exclusive contractual agreement between delivery services such as FedEx or UPS
to deliver expedited orders at a special low rate, regardless of the day and time.
Answer:
The North American Industry Classification System (NAICS) designates industries with
a numerical code in a defined structure. A six-digit coding system is used. The first two
digits designate a(n)
A. country of origin.
B. industry group.
C. specific industry.
D. individual country-level national industry.
E. sector of the economy.
Answer:
Figure 14-1
Figure 14-1 above depicts the communication process, which consists of ten key
elements (Boxes A through J). The position labeled Box A is referred to as __________.
A. the message
B. the receiver
C. the source
D. the fields of experience
E. feedback
Answer:
To promote its theme parks with a uniform message to groups, Disney uses advertising,
direct marketing, Internet promotion, and sales promotions with other companies such
as McDonald’s. In other words, Disney uses IMC, which stands for (an)
A. integrated marketing cooperation.
B. interactive media convergence.
C. infrastructure of market customization.
D. integrated marketing communications.
E. integrated media convergence.
Answer:
Figure 18-2
Consider Figure 18-2 above. B refers to which of the following website design
elements?
A. context
B. content
C. commerce
D. customization
E. connection
Answer:
The North American Industry Classification System (NAICS)
A. provides common industry definitions for North America, Central America, and
South America to measure economic activity in the Western Hemisphere.
B. provides common industry definitions between Canada and the United States to
measure economic activity and reduce barriers of trade for cross-border firms.
C. provides a classification system for products and services that is consistent
worldwide.
D. provides a classification system for products and services that is consistent across
North America, Central America, and South America to measure economic activity in
the Western Hemisphere.
E. provides common industry definitions for Canada, Mexico, and the United States to
measure economic activity in the three member countries.
Answer:
There are four commonly used forms of institutional advertising: __________,
pioneering, competitive, and reminder.
A. sustainable
B. persuasive
C. philanthropic
D. informational
E. advocacy
Answer:
The Xerox sales force is divided into four geographic organizations: North America,
Europe, Global Accounts, and Developing Markets. Within each geographic area, the
majority of Xerox products and services are typically sold through its
A. distributors.
B. indirect salesforce.
C. order takers.
D. direct salesforce.
E. telemarketers.
Answer:
The convergence of real and digital worlds is the result of
A. the work of William Gibson, who coined the term cyberspace.
B. the implementation of ideas found in science fiction films and books.
C. the proliferation of interlinked smartphones, tablet devices, sensors, sophisticated
algorithms, databases, and other elements.
D. Steve Jobs, the late visionary CEO of Apple Inc.
E. the researchers at Xerox Palo Alto Research Center (PARC).
Answer:
Deliberately selling a product below its customary price, not to increase sales, but to
attract customers’ attention in hopes that they will buy other products as well, is referred
to as
A. loss-leader pricing.
B. bundle pricing.
C. magnet pricing.
D. predatory pricing.
E. below-market pricing.
Answer:
Which type of product has equally rapid introduction and decline stages of the product
life cycle?
A. high-learning products
B. low-learning products
C. fashion products
D. generalized products
E. fad products
Answer:
A product line is a group of product or service items that are closely related because
they satisfy a class of needs, __________, are sold to the same customer group, are
distributed through the same type of outlets, or fall within a given price range.
A. are made of similar components
B. are used together
C. have one SKU number
D. require high levels of R&D
E. made from the same formulations
Answer:
A business market is also referred to as
A. a transactional market.
B. a corporate market.
C. a government market.
D. a reseller market.
E. an industrial market.
Answer:
Many companies have broadened their buying objectives to include an emphasis on
A. purchasing from as many vendors as possible to avoid component shortfalls.
B. purchasing from start-up firms to grow the economy.
C. diversifying their product lines and brand extensions to reduce the risk of failure for
any one item.
D. pricing freezes to maintain consistent quantities demanded from consumers.
E. proactively purchasing from minority-owned suppliers and vendors.
Answer:
Figure 7-5
Figure 7-5 above shows how marketing researchers and managers use information
technology to turn information into marketing actions. What does B represent?
A. external data sources
B. results
C. data warehouse
D. internal data sources
E. buying queries
Answer:
The use of brand names is especially important for services because of which unique
characteristic of services?
A. inventory costs
B. inseparability
C. inconsistency
D. invisibility
E. intangibility
Answer:
When preparing to go shopping after the Christmas holidays, Christy actively scans the
ads in the local newspaper for coupons and contests. While in the store, Christy also
looks for free samples of new products and products she hasn’t purchased previously.
The coupons, contests, and free samples are all examples of __________.
A. advertising
B. publicity
C. sales promotion
D. personal selling
E. direct marketing
Answer:
One consideration in choosing a marketing channel is profitability, which is determined
by the margins earned for each channel member and for the channel as a whole. Based
on this information, which of the following statements would be most accurate?
A. The more responsibilities a channel member takes in terms of distribution,
advertising, and selling expenses, the greater the potential for manufacturer
profitability.
B. The more responsibilities the manufacturer assumes relative to its channel members,
the greater the potential for profitability.
C. The extent to which channel members share costs determines the margins received
by each member and by the channel as a whole.
D. While channel members can increase profitability by taking on distribution and
selling expenses, advertising expenses should always remain with the manufacturer if a
firm is looking for the greatest profitability.
E. Profitability is not related to the length or nature of the distribution chain but
determined by the manufacturer.
Answer:
The set of values, ideas, and attitudes that is learned and shared among the members of
an organization is referred to as __________.
A. a mission statement
B. core values
C. the socialization process
D. a code of ethics and conduct
E. corporate culture
Answer:
Two key types of synergies are __________.
A. supplier and distributor synergies
B. market and product synergies
C. industry-dominated and consumer-dominated
D. product and production synergies
E. consumer and market synergies
Answer:
IDEO is a company that
A. creates innovative promotional programs for its clients’ new products.
B. is a firm that developed the formal Stage-Gate process to commercialize new
products for its clients.
C. uses design thinking to develop new products for other organizations.
D. rates new products like Consumer Reports.
E. runs patent searches for companies that don’t have and internal legal department.
Answer:
The three commonly used compensation plans are:
A. incremental salary, input-based commission, and output-based commission.
B. straight salary, straight commission, and graded-scale competitive pay.
C. percentage of sales, percentage of profits, and straight salary.
D. straight salary, straight commission, and a combination of salary and commission.
E. straight commission, percentage of market share, and a combination of salary and
commission.
Answer:
What is a typical marketing goal for advertising on social networking sites?
A. Developing cost-effective ads with a CPM of less than 50 for every 1,000 hits.
B. Creating ads that have an immediate impact on sales.
C. Having viewers go to the advertiser’s website and post it on their Facebook pages.
D. Using the cost per click performance metric to assess how many times a unique
visitor purchases a product that originated from an ad on the firm’s website.
E. Creating ads that appeal to all demographic groupsregardless of age, gender,
ethnicity, education, or incometo maximize cost efficiency.
Answer:
Development refers to the stage of the new-product process
A. where initial ideas are generated and discussed.
B. that turns an idea on paper into a prototype.
C. where product characteristics and product benefits are selected.
D. where cross-functional team members and leaders are selected and initial tasks are
assigned.
E. where the first version of a product enters the marketplace.
Answer:
As the content of a marketing website for a product moves from words to photos,
videos, and animation, the media richness of the site __________.
A. decreases
B. is not affected
C. can be manipulated
D. increases
E. can’t be determined
Answer:
Which of the following is a consumer demographic segmentation variable?
A. personality
B. gender
C. usage rate
D. needs
E. region
Answer:
There is a new prescription drug on the market that helps reduce common allergy
symptoms. Ads for the medicine in magazines and in medical journals would be
primarily used to
A. remind customers that such a product exists.
B. increase the level of customer awareness and interest for the product.
C. differentiate the product from all other allergy medications.
D. support a product penetration pricing strategy.
E. help in harvesting the product.
Answer:
Which of the following is considered one of the major factors that influences an
individual’s personal moral philosophy and ethical behavior?
A. organizational structures
B. societal culture and norms
C. national and local legislation
D. the U.S. Supreme Court
E. a nation’s moral philosophy
Answer: