The facts and figures obtained by asking people about their attitudes, awareness,
intentions, and behaviors are referred to as
A. primary data.
B. secondary data.
C. statistical inference.
D. observational data.
E. questionnaire data.
Answer:
The type of appeal used to imply either directly or subtly that the product is more fun or
exciting than competitors’ offerings is referred to as a(n) __________.
A. authoritarian appeal
B. coercive appeal
C. family appeal
D. humorous appeal
E. sex appeal
Answer:
The VALS framework segments consumers is based on
A. their primary motivation for buying products and their resources.
B. their demographics.
C. their product usage, age, and gender.
D. where they live.
E. their media usage and their demographics.
Answer:
A product is a good, service, or idea consisting of a(n) __________ that satisfy
consumers’ needs and is received in exchange for money or something else of value.
A. promise or commitment exchanged between a seller and a buyer
B. bundle of tangible and intangible attributes
C. assortment of value-possessing activities
D. array of physical attributes
E. collection of tangible qualities
Answer:
Figure 10-3
The product life cycle shown in B in Figure 10-3 above is an example of a __________
product.
A. high-learning
B. fashion
C. low-learning
D. fad
E. generalized
Answer:
As a performance measure, share of voice is
A. the number of comments users are making on a product or a brand.
B. the percentage of comments users are making on the unique videos posted about a
product or brand.
C. the brand’s share or percentage of all the online social media chatter related to a
product category or topic.
D. the number of users tweeting about a brand or product.
E. the number of users chatting online about a brand or product.
Answer:
Recently Colgate-Palmolive introduced Colgate Enamel Health toothpaste, one that
claims to replenish and polish tooth enamel, the hard outer layer of the tooth that
provides a protective barrier to inner layers. This new formula helps to separate the
Colgate product from its top competitors, such as Crest. What marketing strategy did
Colgate-Palmolive use here?
A. product differentiation
B. product segmentation
C. market expansion
D. usage segmentation
E. psychographic segmentation
Answer:
Distribution is very limited with which of the following type of consumer product?
A. shopping product
B. convenience product
C. discretionary product
D. prepurchase product
E. specialty product
Answer:
Figure 2-3b
According to Figure 2-3b above, which of the following SBUs has the LOWEST YTD
revenue compared to its target?
A. Hardware
B. Electronics
C. Software
D. Peripherals
E. Grand Total
Answer:
Markdowns can be used to
A. increase competition with other retailers in the immediate vicinity.
B. placate dissatisfied customers.
C. enhance customer perceptions of product quality.
D. increase demand for complementary products.
E. create a sense of urgency among repeat buyers.
Answer:
All-you-can-afford-budgeting refers to
A. allocating funds to a promotion as a percentage of past or anticipated sales, in terms
of either dollars or units sold.
B. matching a competitor’s absolute level of spending or the proportion per point of
market share.
C. determining a firm’s promotion objectives, outlining the tasks to accomplish these
objectives, and determining the advertising cost of performing these tasks.
D. allocating funds to a promotion only after all other budget items are covered.
E. allocating funds to a promotion based on expected profits generated from it.
Answer:
Which of the following is considered an idea?
A. haircut
B. birdfeeder
C. theater production
D. marketing class
E. security
Answer:
Online retail purchases by consumers can be the result of several very different
approaches, which include: (1) paying dues to become a member of an online discount
service; (2) using a shopping “bot” to search for a product at locations with the best
price; (3) going directly to online malls; and (4)
A. becoming a member of a research group that evaluates new products.
B. becoming a secret shopper.
C. participating in an online auction.
D. participating in a buying cooperative.
E. using direct selling.
Answer:
VALS Framework
VALS creates profiles of people based on their primary motivation and resources. In the
VALS framework above, D refers to
A. Ideals.
B. Achievement.
C. Self-Expression.
D. Survivors.
E. Innovators.
Answer:
Figure 10-1
Figure 10-1 above represents the stages of the product life cycle. What does the portion
of the curve labeled B represent?
A. introduction
B. accelerated development
C. growth
D. maturity
E. progression
Answer:
Which type of outlet is most likely in its early growth stage of the retail life cycle?
A. single-price stores
B. online retailers
C. supermarkets
D. warehouse clubs
E. business-district retailers
Answer:
Another name for a one-price policy is
A. customary pricing.
B. fixed pricing.
C. dynamic pricing.
D. standard markup pricing.
E. uniform pricing.
Answer:
Detailed financial projections and assessments of marketing and product synergies are a
part of which stage of the new-product process?
A. idea generation
B. market testing
C. business analysis
D. development
E. commercialization
Answer:
Currently, the three largest television home shopping programs in the United States are
A. QVC, HSN, and ShopNBC.
B. Direct Shopper, Shop at Home, and ShopNBC.
C. ValueVision, Shop at Home, and QVC.
D. Shop America, Direct shopper, and J.S. Global.
E. Shop at Home, QVC, and HSN.
Answer:
Firms like Ford and Frito-Lay have learned which of the following marketing lessons?
A. It is a lot easier to find new customers than to retain existing ones.
B. According to research, it is equally costly to acquire new customers and retain
existing ones.
C. Existing customers do not spend as much as new customers since that former like the
old products rather than the new ones new customers like.
D. The buying experience, customer satisfaction, and retention can increase a firm’s
profits.
E. Unless a marketing promotion to retain customer loyalty can increase market share
by at least 5 percent, it is not worth the expenditure.
Answer:
Economic espionage includes such activities as __________.
A. two firms hiring the same musician to write their company jingle
B. hiring someone who worked in an executive capacity at a competitor’s firm without a
noncompete clause
C. offering to accept all competitors’ coupons, making their effectiveness as a
promotional tool negligible
D. searching through a competitor’s trash
E. marrying someone who works for a competitor in an executive position
Answer:
Enhancing a product or service to make it more appealing to buyers is __________
utility.
A. time
B. place
C. possession
D. form
E. transactional
Answer:
Figure 7-B
Consider Figure 7-B above. The question “Do you eat at fast-food restaurants regularly:
Yes or No?” is worded poorly because respondents don’t know what “regularly” means.
This is an example of a(n) __________ question.
A. unanswerable
B. ambiguous
C. two questions in one
D. leading
E. nonmutually exclusive
Answer:
Bernina, a sewing machine manufacturer, has an ongoing ad campaign in which it
encourages sewers to stop in to their local Bernina dealer to register to win a new
sewing machine. No purchase is necessary. Bernina is using a __________ sales
promotion tool.
A. sweepstakes
B. lottery
C. contest
D. premium
E. deal
Answer:
An example of a nonprofit organization is
A. the Food and Drug Administration.
B. CVS Pharmacies.
C. the medical technology company Medtronic, Inc.
D. the pharmaceutical company Pfizer, Inc.
E. the American Red Cross.
Answer:
In an episode of the Glee television series, members of the glee club sold home-baked
cupcakes at school to raise money. Students selling the cupcakes that they made to
others that would enjoy them would be an example of a(n)
A. personalized distribution.
B. direct channel of distribution.
C. non-permanent distribution.
D. informal channel of distribution.
E. indirect channel of distribution.
Answer:
Netflix used to charge $14.99 per month for its movie rental service. However, when
Blockbuster introduced the same service at $13.99, Netflix then dropped its price to
$13.99. Netflix most likely made this price reduction in an attempt to
A. decrease revenue but increase profit.
B. increase profit by decreasing revenue.
C. maintain market share.
D. decrease market share.
E. increase efficiency.
Answer:
An Asian-American family whose relatives emigrated four generations ago has three
children. The oldest son, George, is in medical school. Susan, at the age of 21, is a
concert pianist. Brent is a second-year business student. This family is likely to exhibit
which of the following Asian American buying patterns?
A. non-assimilated, yet celebrating their culture by purchasing authentic Asian goods
B. assimilated, exhibiting buying patterns very much like other typical American
consumers
C. assimilated, yet celebrating their culture by seeking traditionally Asian occupations
D. non-assimilated, due to inherent differences in Asian subcultures that transcend
generations
E. non-assimilated, exhibiting buying patterns very much like other typical American
consumers
Answer:
Channel Sales and Profit Marketing Dashboard
Which of the channels shown in the Channel Sales and Profit Marketing Dashboard
above represents the LEAST profit to the manufacturer?
A. furniture store chains
B. independent furniture stores
C. department store chains
D. mass merchandisers
E. warehouse clubs
Answer:
The type of business products known as support products includes installations,
industrial services, supplies, and __________.
A. accessory equipment
B. components
C. derived products
D. complementary products
E. materials
Answer:
When Aurelia looked in her closet and said, “I don’t have anything to wear to the party
this weekend,” she seems to be in which stage of the consumer purchase decision
process?
A. purchase decision
B. alternative evaluation
C. information search
D. problem recognition
E. postpurchase behavior
Answer:
The stage of the new-product process that develops a pool of concepts to serve as
candidates for new products is referred to as __________.
A. idea generation
B. product development
C. open innovation assessment
D. screening and evaluation
E. new-product strategy development
Answer: