A picture or verbal description of a product or service a firm might offer for sale is
referred to as a(n)
a. constraint.
b. proposition.
c. new-product concept.
d. alternative.
e. protocol.
Answer:
A market-product grid is a framework to relate the __________ to products offered or
potential marketing actions by an organization.
a. market segments of potential buyers
b. marketing objectives of potential products
c. total anticipated revenue
d. total anticipated profit
e. market share of the closest competitor
Answer:
A perceptual map refers to
a. a framework used to compare one firm’s product offerings with another firm’s
offerings in relationship to their relative market share.
b. a framework used to demonstrate the growth or decline of specific market segments
within an industry.
c. a means of displaying or graphing in two dimensions the location of products or
brands in the minds of consumers to enable a manager to see how consumers perceive
competing products or brands, as well as its own product or brand.
d. a framework to relate the market segments of potential buyers to the products offered
or potential marketing actions by an organization.
e. the place a product occupies in a single consumer’s mind on unimportant attributes
relative to competitive products.
Answer:
Alka-Seltzer was originally made as a hangover remedy that cured a headache and
settled the stomach. Today, you can purchase Original Alka-Seltzer, Extra Strength
Alka-Seltzer, Alka-Seltzer Morning Relief (for morning headaches and fatigue), and
Alka-Seltzer Heartburn Relief. To broaden the product line to increase sales to new
target market segments, the makers of Alka-Seltzer used a __________ strategy.
a. product modification
b. market-product grid
c. diversification
d. market modification
e. product class extension
Answer:
Figure 1.
According to Figure 1. above, which information source showed the biggest increase in
college student preference from 2000 to 2009?
a. free samples in a store
b. advertising on the Internet
c. information on the Internet
d. advertising on television
e. word of mouth
Answer:
For consumers, the primary benefit of branding is __________.
a. products tend to be higher in quality
b. it helps consumers become more efficient shoppers
c. branded items are more readily available in retail outlets
d. brand items are usually more expensive because of the cost to register them with the
Federal Trade Commission (FTC)
e. they are often rewarded with buyer loyalty incentives
Answer:
A supercenter refers to
a. an auto service center that sells and leases cars as well as repairs them.
b. a type of specialty outlet.
c. a store that combines a typical merchandise store with a full-size grocery store.
d. a mall with more than 100 stores and several important anchor stores.
e. a store one step larger than a hypermarket.
Answer:
Organizational groupings in which a unit is responsible for specific product offerings
are referred to as __________.
a. functional groupings
b. geographical groupings
c. reseller-based groupings
d. product line groupings
e. market-based groupings
Answer:
Using the same brand name for different products, such as Tylenol Cold & Flu and
Tylenol P.M., is an example of
a. selective comprehension.
b. selective retention.
c. stimulus discrimination.
d. stimulus generalization.
e. routine problem solving.
Answer:
Figure 1.
Consider Figure 1. above. “G” refers to which of the following website design
elements?
a. communication
b. commerce
c. customization
d. connection
e. context
Answer:
Most stores today are near several others in one of five settings: the central business
district, the regional shopping center, the community shopping center, the strip mall,or
the __________.
a. rural micromall
b. urban megacenter
c. power center
d. exurb value center
e. suburban downtown
Answer:
Account management policies refer to policies that __________.
a. specify how salespeople will be compensated and how sales performance will be
evaluated
b. specify which products or services will be offered to consumers, through which
outlets, and at what price
c. specify the organizational structure of the salesforce and set the sales goals for both
individual sales representatives and the salesforce as a whole
d. specify whom salespeople should contact, what kinds of selling and customer service
activities should be engaged in, and how these activities should be carried out
e. determine the sales quotas for the upcoming year based upon past sales performance
and current forecasting
Answer:
An ad for an international consulting firm was intended to communicate the company’s
philosophythat you can be big and nimble at the same timerather than sell any one
particular service the company provides. The ad is an example of __________
institutional advertising.
a. competitive
b. pioneering
c. advocacy
d. reminder
e. political
Answer:
The Philadelphia Phillies uses the Phanatic to help the fans evaluate their experience,
since a ball game experience is
a. intangible.
b. tangible.
c. inventory.
d. inconsistent.
e. imperfect.
Answer:
Reflecting on the research study of over 200 management tools and techniques, which
of the following companies is used as an example of a firm that excels in terms of
operational execution?
a. Costco
b. Smucker’s
c. Coca-Cola
d. Kodak
e. Toyota
Answer:
All of the following are demand factors EXCEPT:
a. the price of similar products.
b. consumer tastes.
c. consumer income.
d. the availability of similar products.
e. the number of distribution outlets carrying the product.
Answer:
Reference groups refer to
a. the relatively permanent, homogeneous divisions in a society that consists of people
who share similar values, interests, and behaviors.
b. individuals who exert direct or indirect social influence over others.
c. people to whom an individual looks to as a basis for self-appraisal or as a source of
personal standards.
d. those buyers who, through the size of their purchases, affect where marketing dollars
will be spent.
e. those with whom a person does not wish to be a member of or identified with.
Answer:
Which of the following pricing techniques is most sensitive to customers’ responses to
price?
a. cost-plus percentage-of-cost pricing
b. target pricing
c. experience curve pricing
d. cost-plus fixed-fee pricing
e. standard markup pricing
Answer:
Several people often participate in the organizational buying process. Called a
__________, these people share common goals, risks, and knowledge important to a
purchase decision.
a. buying center
b. buying cohort
c. sustainable procurement committee
d. stakeholder group
e. purchasing department
Answer:
The click-through rate is
a. the percentage of recipients who have clicked on a link on the Page to visit a specific
site.
b. the percentage of e-mail recipients who buy the product after receiving a targeted
message with an embedded link.
c. the percentage of customers who buy a product from the brand website.
d. the total number of people who have visited a brand’s Facebook Page and have
become Facebook fans of the product.
e. the total number of people who have purchased the product online divided by the
number of people viewing the Page.
Answer:
Which of the following statements about the North American Industry Classification
System (NAICS) is most accurate?
a. After being used for more than 50 years, the NAICS was replaced by the Standard
Industrial Classification (SIC) system.
b. The NAICS permits comparability across countries but does not accurately measure
new or emerging industries.
c. One drawback to the NAICS is that its industry classifications are inconsistent with
the International Standards Organization.
d. The NAICS groups economic activity to permit studies of market share, demand for
goods and services, import competition in domestic markets, and similar studies.
e. The NAICS is a five-digit code that allows comparison of industries even when
information is limited.
Answer:
When customers have their groceries scanned at the supermarket checkout counter, the
data are collected and processed by services such as SymphonyIRIGroup’s (IRI)
InfoScan. Consumer product firms like Proctor & Gamble use data collected by IRI to
allocate scarce marketing resources. Which of the following data are not collected at
retail checkout counters?
a. coupon redemptions
b. product bar codes
c. product sales
d. free sample redemptions
e. household demographics
Answer:
What is the last stage of the organizational buying decision process?
a. information search
b. postpurchase behavior
c. alternative evaluation
d. purchase decision
e. purveyor review
Answer:
The BCG has given specific names and descriptions to the four resulting quadrants in
its growth-share matrix based on the amount of cash they generate for or require from
the organization. “Cash cows” are located in which area of the BCG growth-share
matrix?
a. upper left quadrant
b. upper right quadrant
c. center quadrant
d. lower right quadrant
e. lower left quadrant
Answer:
A(n) __________ firm engages in trade and marketing in different countries as an
extension of the marketing strategy in its home country.
a. multidomestic
b. meganational
c. international
d. multinational
e. transnational
Answer:
Figure 1.
Figure 1. above shows the top five prime-time broadcast TV shows during a recent May
sweeps week. Advertisers like Sears use the Nielsen Television Ranking Index Report
from the Nielsen Company to identify the ratings of the top TV programs so they can
make informed advertising media purchase decisions. Which TV program would you
expect Sears to pay the most for, presuming its demographics meet those of its target
audience?
a. American IdolThursday
b. American IdolWednesday
c. NCIS
d. Dancing with the StarsResults
e. The Mentalist
Answer:
A(n) __________ is the visual computer display of the essential information related to
achieving a marketing objective.
a. marketing metric
b. output report
c. marketing dashboard
d. information screen
e. corporate dashboard
Answer:
Multichannel marketing is the blending of different __________ that are mutually
reinforcing in attracting, retaining, and building relationships with consumers who shop
and buy in traditional intermediaries and online.
a. pricing channels
b. distribution channels
c. communication and delivery channels
d. direct and indirect channels
e. communication channels
Answer:
Primary data refer to
a. facts and figures that are newly collected for a project at hand.
b. facts and figures that have already been recorded prior to the project at hand.
c. facts and figures obtained by watching people mechanically rather than in person.
d. facts and figures obtained by either by asking people questions through the use of
information technology.
e. conclusions developed from information obtained from a representative sample of a
population..
Answer:
The Philadelphia Phillies best type of advertising is/are
a. TV ads.
b. personal selling.
c. coupons.
d. word of mouth.
e. contests.
Answer:
McDonald’s sells its popular Maharaja Mac that consists of two all-chicken patties,
special sauce, lettuce, cheese, pickles, and onions on a sesame-seed bun in __________.
a. Russia
b. China
c. Tanzania
d. Egypt
e. India
Answer: