Andrea and Karl got married a year ago and are ready to move out of their apartment
and into a new home. After looking at several houses, they have developed a list of
features that are important to them and that are different among the homes they have
visited. The features on their list are called
A. an evoked set.
B. determinant attributes.
C. short lists.
D. perceived risk factors.
E. trade-off elements.
Answer:
Before flying, Jaden researches the types of planes the airline uses, scans the plane for
defects as it taxis up to the terminal, and follows the pilot and crew as they come
through the airport. He has no experience as a pilot or airplane mechanic. Jaden
probably has a misguided sense of his
A. postpurchase dissonance.
B. locus of control.
C. reference group identification.
D. attribute sets.
E. social risk.
Answer:
___________ means converting the sender’s ideas into a message, which could be
verbal, visual, or both.
A. Decoding
B. Integrated marketing communications
C. Precoding
D. Encoding
E. Tracking
Answer:
Kim is the sales representative for a major textbook publisher. When she calls on the
business faculty at General University, her first stop is to chat with Frank, the business
department secretary. From Frank, Kim learns which professors have left the university
or have newly arrived. Frank also helps Kim make appointments to see professors to
discuss textbook choices. Frank acts as the __________ in the business department
buying center.
A. buyer
B. initiator
C. influencer
D. user
E. gatekeeper
Answer:
What percentage of U.S. adults now recycles their soda bottles and newspapers?
A. 10 percent
B. 20 percent
C. 50 percent
D. 75 percent
E. 90 percent
Answer:
Many restaurants offer daily specials, appetizers, entrees, and desserts not listed on their
standard menu. These daily specials primarily provide the new product benefit of
A. keeping up in a market where sales come mostly from new products.
B. satisfying the changing needs of current and new customers.
C. avoiding market saturation from products that have been on the market for a long
time.
D. creating diversification and reducing risk.
E. reduction in cost of ingredients.
Answer:
Like any effective salesperson, Frazer walks into a customer’s office, shakes hands,
looks the customer in the eye, and smiles. After exchanging pleasantries, Frazer will
immediately try to create interest in his company’s product and establish
A. which type of follow-up will be needed.
B. how much time has been allocated for the presentation.
C. which of the alternative products to demonstrate.
D. whether to quote a full price or discount price.
E. where the customer is in the buying process.
Answer:
Whenever the major beverage companies develop a new product, they advertise it
heavily using television and print media. These efforts are designed to
A. generate goodwill for the company.
B. pull the product into retail stores through consumer demand.
C. signal strategy changes to market competitors.
D. make it easier to do posttesting.
E. push the product into retail stores so customers can purchase it.
Answer:
Value-driven firms constantly measure the relationship between
A. benefits and information.
B. benefits and costs.
C. products and costs.
D. products and promotion.
E. merchandise and selling.
Answer:
In the early stages of an ad campaign, the objectives are established. To determine if
those objectives have been met, the marketer will
A. posttest.
B. conduct feedback analysis.
C. initiate content analysis.
D. pretest.
E. arrange for peer analysis.
Answer:
At the BMW plant in Spartanburg, South Carolina, rather than use a typical
order-to-delivery process, it has suppliers deliver parts every four hours when the plant
is in operation. BMW uses a(n) ______ inventory control system.
A. cross-docking
B. lead time
C. just-in-time (JIT)
D. pick ticket
E. UPC
Answer:
Break-even analysis is useful because it allows managers to
A. quantify the relationship between price elasticity and product elasticity.
B. reposition products based on their break-even positioning revenue.
C. estimate the quantity they will need to sell at a given price to break even.
D. determine the relationship between price and quantity demanded.
E. analyze the different elements contributing to their variable costs.
Answer:
U.S.-based global marketers have often found that
A. anything goes when advertising outside the United States.
B. EU advertising laws are more restrictive than those in the United States.
C. children in other countries are less influenced by advertising.
D. self-regulatory groups are especially demanding of U.S. advertisers.
E. outside the United States, standards are subject to UN approval.
Answer:
For salespeople who practice __________, an unsuccessful close one day may lay the
groundwork for a successful close during the next meeting.
A. role playing
B. sales support promotion
C. relationship selling
D. delayed preapproach
E. transactional selling
Answer:
Public relations is the component of IMC that
A. supports other promotional efforts by generating “free” media attention.
B. has received the greatest increase in spending.
C. converts mass media advertising into direct marketing.
D. most effectively uses IMC encoding.
E. generates the most gross rating points.
Answer:
Chris laughed at some of the cultural mistakes companies made in advertising and
promotion in international trade while he was in school. Now he was trying to
determine what had gone wrong with the campaign he had planned in Latin America for
his company’s product, and it didn’t seem quite as amusing. He narrowed the issues to
sociocultural factors. He was looking at both __________ and __________.
A. product uses; currency rates
B. language; trading blocs and social structure
C. potential tariffs; symbols
D. visible artifacts; underlying values
E. verbal communication; logistics
Answer:
Jennifer’s spending decisions are heavily influenced by her family, her peers, and her
religious education. These influences on her spending decisions are all ________
influences.
A. psychological risk
B. external social environment
C. physiological need
D. cognitive need
E. evoked set
Answer:
Which of the following best describes a company sales force?
A. A company sales force is composed of people who are employees of the selling
company.
B. A company sales force is made up of independent agents making cold calls.
C. A company sales force is a team set up to sell products to companies.
D. A company sales force is an organization that supplies sales reps to other companies.
E. A company sales force is composed of people both inside and outside the
organization.
Answer:
Distribution intensity is commonly divided into three levels:
A. intensive, exclusive, and selective.
B. primary, secondary, and tertiary.
C. administered, vertical, and independent.
D. global, national, and local.
E. corporate, contractual, and independent.
Answer:
A ____________ advertising schedule uses a base level of advertising during some
periods followed by periods of increased advertising.
A. continuous
B. flighting
C. pulsing
D. penetrating
E. purposeful
Answer:
While waiting in line to make a purchase at Best Buy, Joanie sees signs reminding her
to visit the company’s website for online specials and to sign up on her smartphone for
the Best Buy Loyalty Rewards Program. Other signs remind her that Best Buy will
match competitors’ prices on any item they sell. This is an example of which of the 4E
framework objectives?
A. engage
B. energize
C. excite
D. experience
E. educate
Answer:
A(n) _______ market legally circumvents authorized channels of distribution to sell
goods at prices lower than those intended by the manufacturer.
A. black
B. outsourced
C. gray
D. oligopolistic
E. unauthorized
Answer:
After need recognition and product specification, many firms using the B2B buying
process
A. identify contract specifications.
B. issue a request for proposals from invited suppliers.
C. proceed to proposal analysis.
D. enter vendor negotiation and selection.
E. revise their need recognition analysis.
Answer:
During the __________ stage of the product life cycle, sales are low and profits are
small or negative.
A. introduction
B. leveling
C. maturity
D. growth
E. decline
Answer:
Which of the following is not an advantage of using a distribution center?
A. More accurate sales forecasts are possible.
B. Retailers need to keep less merchandise in the store as inventory if the stores get
frequent deliveries.
C. It is easier to avoid running out of stock or having too much stock.
D. Use of a distribution center saves money since the storage space at a distribution
center is generally less expensive than that of a store.
E. Customers know they are dealing with a more sophisticated and financially well-off
operation if the firm uses a distribution center.
Answer:
Academic researchers often jump at the opportunity to conduct a research study, curious
to learn more and address unanswered questions for the sake of general knowledge.
Businesspeople tend to be more cautious before embarking on a marketing research
study, recognizing that research is often
A. beyond most managers’ ability to comprehend.
B. expensive and time-consuming.
C. an academic exercise of little real value.
D. an impediment to decisive management.
E. of little use in real marketing situations.
Answer:
Baby Boomers represent a huge demographic segment for travel marketers. Baby
Boomers are also heavily motivated by self-fulfillment, which creates the possibility of
__________ segmentation.
A. geographic
B. self-concept
C. psychographic
D. benefit
E. behavioral
Answer:
Chet was struggling selling his golf photography outside a PGA event. When he offered
a T-shirt with a golf photograph on it with any framed golf photo, sales picked up. Chet
discovered the value of sales promotionsspecifically _________in encouraging
customers to buy.
A. deals
B. premiums
C. samples
D. sweepstakes
E. rebates
Answer:
Compared to the average company, firms with strong ethical climates tend to
A. employ more business development consultants.
B. offer more goods and services.
C. be more socially responsible.
D. invest more in sales training software.
E. have higher turnover.
Answer:
Even the best marketing communication can be wasted if the sender does not first
A. generate consumer action.
B. offer testimonials from past consumers.
C. determine the level of desire needed to sustain action.
D. gain the attention of the consumer.
E. stimulate interest among stealth marketing consumers.
Answer:
If a telecommunications company drastically cuts the price for cellular phone service in
order to eliminate local competitors, the company could be charged with
A. loss leader pricing.
B. bait-and-switch pricing.
C. price fixing.
D. unfair slotting.
E. predatory pricing.
Answer:
Sales representatives are often compensated, at least in part, on a percentage of the sales
revenue. This percentage is known as a
A. bonus.
B. sales increment.
C. base salary.
D. commission.
E. finder’s fee.
Answer:
Abercrombie & Fitch, a clothing retailer, includes a “SHARE” link on the product
pages of its website. This link encourages an Abercrombie customer to post a link
(perhaps showing a new style of jeans) on Facebook or Twitter. Abercrombie & Fitch
hopes that the customer’s friends (who are probably very much like current customers)
will click the link, visit the page, and make purchases. This is an example of a
__________ growth strategy.
A. product proliferation
B. market development
C. market penetration
D. diversification
E. product development
Answer:
The buying center concept has parallels in business-to-consumer buying situations
when groups are making buying decisions. Describe a situation where a group of
consumers will make a purchasing decision and explain how consumer roles might
mirror those in a buying center.
Answer:
Identify three tactics that a mid-priced motel chain might employ to take advantage of
the social trends discussed in the text, in hopes of increasing its business. For each
tactic, identify the social trend it is based on.
Answer:
Naomi knows that habitual purchasers make great customers for her coffee shop. How
can Naomi attract and maintain habitual purchasers?
Answer:
Jean-Pierre is a wine distributor in the United States representing primarily European
vintners (wine producers). He knows his potential market is every wine drinker in the
United States, but he has limited resources to market his products. Using the ideas
presented in the text, what should Jean-Pierre do as a first step when developing his
marketing plan?
Answer:
Brandon is conducting an experiment by charging different prices for the same products
at different stores and measuring sales. With this information, he will construct a
demand curve. How can Brandon use this information?
Answer:
Explain the difference between fixed and variable costs and provide examples of each.
Answer:
What kinds of information affecting the supply chain would be found in a data
warehouse?
Answer:
What do the following brands have in common: Clorox, Kleenex tissues, and Xerox
copiers?
Answer:
Marketers believe that the decision-making process begins with a consumer’s need
recognition. Not everyone agrees. How would you answer critics who believe marketers
can force people to buy things they don’t want?
Answer:
At almost every major university, some group on campus pressures the university to
become “greener.” What does this mean? What does it usually involve? Why would a
university want to become greener?
Answer:
The text lists five psychological factors that can influence purchase decisions. List and
give an example of each.
Answer:
The United States has often been called the “melting pot” society, integrating people
from many different cultures into the social fabric of the country. What challenges do
marketers face in assessing U.S. culture?
Answer:
Marketers often have huge amounts of information about their customers. What ethical
issue should marketers include in their decisions regarding how to use this information?
Answer:
Why do manufacturers like Procter & Gamble spend millions of dollars annually
creating and maintaining their brands? Why don’t they just manufacture their products
and sell them under store brand labels?
Answer:
What is the major advantage of primary data collection, compared to the use of
secondary data?
Answer:
Priscilla opened a new financial services office about two years ago. Now she is
established and known in her local market. How will her advertising message change?
Answer:
You have been hired to pursue international marketing for a small manufacturing firm.
The owner, who is reaching retirement age, does not like to take on risky business
ventures. Her son, though, likes to take risks; he feels it’s a good way to earn a greater
return. What entry strategy would the owner want to pursue, and what entry strategy
would the son want to pursue? How might you resolve the differences?
Answer:
Most retail stores in the United States do 60 percent or more of their business in the
period between Thanksgiving and Christmas. What can these stores do to get sales staff
to provide ‘service with a smile” during this stressful part of the year?
Answer: