Which of the following was designed to help foster trade between nations?
A) tariffs
B) GATT
C) exchange controls
D) quotas
E) nontariff trade barriers
Answer:
Tone Zone plans to introduce four mp3 player models over the next year. These models
range from basic players at $99 per unit, to more sophisticated players at $399 per unit.
The more features a model has, the more expensive it is. What pricing strategy is Tone
Zone using for its range of mp3 players?
A) product line pricing
B) product bundle pricing
C) captive product pricing
D) by-product pricing
E) optional product pricing
Answer:
To ________, a marketer would most likely ask target audience members whether they
remember the message, how many times they saw it, and what points they remember.
A) select a message source
B) collect feedback
C) select a message channel
D) plan a media purchase
E) design a marketing appeal
Answer:
Which of the following marketing management concepts is most likely to lead to
marketing myopia?
A) customer-driven marketing concept
B) customer-driving marketing concept
C) societal marketing concept
D) marketing concept
E) product concept
Answer:
Many marketers use the self-concept premise that people’s possessions contribute to and
reflect their identitiesthat is, “we are what we consume.” According to this premise,
consumers ________.
A) buy products to support their self-image
B) rarely identify with brand personalities
C) are affected by opinion leaders
D) compare product brands
E) conduct primary research
Answer:
Leona bought two different brands of wine from vineyards in Australia. When asked for
her opinion about the wines, she said that one brand of wine tasted like alcoholic grape
juice, but the other had a crisp taste that she really enjoyed. These statements were most
likely made during the ________ stage of the buyer decision process.
A) information search
B) need recognition
C) alternative evaluation
D) purchase decision
E) postpurchase behavior
Answer:
A(n) ________ is an individual who represents a company to customers by prospecting,
communicating, selling, servicing, information gathering, and/or relationship building.
A) auditor
B) trainer
C) salesperson
D) manager
E) human resource personnel
Answer:
At Fantastic Flavors, a large regional chain of candy stores, employees from marketing,
design, production, and finance work in cross-functional groups to save time and
money in the new product development process. Fantastic Flavors uses a ________
approach.
A) customer-centered new product development
B) sequential product development
C) team-based new product development
D) heuristic
E) functional
Answer:
In a(n) ________, executives are trained in worldwide operations, not just domestic or
international operations.
A) direct exporting company
B) joint venture
C) international division
D) international subsidiary
E) global organization
Answer:
Vidal Sassoon shampoos contain different amounts of scent according to the country in
which they are sold. This is an example of ________.
A) straight product extension
B) product invention
C) product adaptation
D) communication adaptation
E) standardized global marketing
Answer:
Kevin is a salesperson working for a company that manufactures gardening tools. He is
involved in door-to-door sales and travels every day to call on customers. In his
company, Kevin is most likely a part of the ________.
A) top management
B) inside sales force
C) product designing team
D) customer support team
E) outside sales force
Answer:
In the context of customer relationship groups, a potentially profitable and short-term
customer is referred to as a ________.
A) true friend
B) butterfly
C) stranger
D) barnacle
E) market maven
Answer:
A marketing channel that consists of one or more intermediaries is known as a(n)
________ marketing channel.
A) cyclic
B) upstream
C) looped
D) direct
E) indirect
Answer:
________ are the major marketing factors in the sale of most manufactured materials
and parts.
A) Branding and advertising
B) Price and service
C) Sales promotion and advertising
D) Branding and packaging
E) Public relations and brand management
Answer:
Which of the following is true with regard to mail questionnaires?
A) The response rate of mail questionnaires is often very low.
B) Mail questionnaires are highly flexible.
C) The researcher has maximum control over the mail questionnaire sample.
D) Mail questionnaires are unsuitable for collecting large amounts of information about
respondents.
E) Respondents always provide honest answers to personal questions on mail
questionnaires.
Answer:
Assume that a Gucci handbag sells for $60 in Italy and $240 in the United States
because Gucci must add the cost of transportation, tariffs, importer margin, wholesaler
margin, and retailer margin to its factory price. This information indicates that Gucci
faces a ________ problem.
A) dumping
B) tariff
C) licensing
D) product adaptation
E) price escalation
Answer:
Which of the following best describes a strategic business unit?
A) the internal value chain of a company
B) the supply chain of a company
C) the key businesses that make up a company
D) the key channel intermediaries of a service company
E) the key competitors of a company
Answer:
In the ________ stage of the selling process, a company first identifies qualified
potential customers.
A) preapproach
B) follow-up
C) prospecting
D) presentation
E) approach
Answer:
Almost every industry includes firms that specialize in serving target subsegments
called market ________.
A) niches
B) mavens
C) baskets
D) indicators
E) mixes
Answer:
Heineken beer is sold successfully in the same form around the world. Which of the
following product strategies is illustrated in this example?
A) product adaptation
B) straight product extension
C) product invention
D) product augmentation
E) communication adaptation
Answer:
A(n) ________ is a straight reduction in price on purchases during a stated period of
time or of larger quantities.
A) allowance
B) free sample
C) discount
D) tax credit
E) quota
Answer:
________ refer to members of the buying organization who help define specifications
and provide information for evaluating alternatives.
A) Gatekeepers
B) Influencers
C) Users
D) Deciders
E) Buyers
Answer:
Which of the following is a type of identity theft that uses deceptive e-mails and
fraudulent Web sites to fool consumers into revealing their personal data?
A) bait-and-switch
B) cyber spying
C) viral marketing
D) phishing
E) spam
Answer:
Which of the following is true of Gen Xers?
A) They are considerably larger than the boomer generation.
B) They were the first to grow up in the Internet era.
C) They are less educated than the baby boomers.
D) They are more materialistic than the Millennials.
E) They rarely research a product before purchasing it.
Answer:
________ includes all the activities involved in selling products or services directly to
final consumers for their personal, nonbusiness use.
A) Franchising
B) Retailing
C) Brokering
D) Wholesaling
E) Disintermediation
Answer:
Describing available services and support is most likely a goal of ________ advertising.
A) reminder
B) competitive
C) covert
D) attack
E) informative
Answer:
Many firms today use RFID technology to ________.
A) identify new target markets
B) analyze threats and opportunities in the macroenvironment
C) move toward environmental sustainability
D) track products through various points in the distribution channel
E) track patterns of online consumer behavior
Answer:
Which of the following is true about the sales force of a company?
A) Salespeople represent customers to the company and manage the buyer-seller
relationship.
B) Salespeople represent workers’ interests to upper management.
C) The primary responsibility of a sales force is to formulate operational strategies.
D) The sales force is responsible for product development and product strategy.
E) The sales force oversees the auditing process and recovers money from defaulting
customers.
Answer:
Which of the following statements best represents a contractual association between a
manufacturer, wholesaler, or service organization and independent businesspeople who
buy the right to own and operate one or more units in the system represented by the
contract?
A) corporate chain
B) franchise
C) voluntary chain
D) retailer cooperative
E) warehouse club
Answer:
Which of the following companies uses product line pricing?
A) Photo Genie, which sells inexpensive cameras that run only on their own expensive
batteries
B) Mobile Point, which launched a range of cell phone models, each priced according
to its features
C) Penguin’s Parlor, which offers customers a 20-percent discount on their birthdays
and certain holidays
D) Green Thumb, which gives away free watering cans with the purchase of certain
potted plants
E) Panizza, whose combo meals are priced lower than the individual components sold
together
Answer:
Campbell Soup recently joined forces with Hong Kong-based Swire Pacific to form an
entity called Campbell Swire to better distribute the company’s soups in China. This is
an example of ________.
A) licensing
B) contract manufacturing
C) management contracting
D) joint ownership
E) indirect exporting
Answer:
Stephanie and John wanted to purchase a high-end sports car. They viewed a
commercial for a particular sports car that highlighted the cost, design, and power of the
car. After viewing the ad, Stephanie felt that the car’s price was acceptable, considering
the superior and unique design. John thought that the car was expensive owing to the
high power engine installed in it. They used the information in different ways, focusing
on issues that that each considered important. Which of the following concepts does this
scenario demonstrate?
A) selective distortion
B) consumer ethnocentrism
C) selective retention
D) selective attention
E) cognitive dissonance
Answer:
A supermarket places its store brand of blackberry jam priced at $5 per jar in the fruit
preserves aisle, alongside the jam jars of a better known brandwhose products are
priced at $8 apiece. Store managers reason that customers are more likely to choose the
store brand instead of the better-known brand when they realize the price difference.
What price adjustment strategy is evident in the supermarket’s reasoning?
A) by-product pricing
B) product bundle pricing
C) captive product pricing
D) psychological pricing
E) seasonal pricing
Answer:
________ include banks, credit companies, insurance companies, and other businesses
that help insure against the risks associated with the buying and selling of goods.
A) Financial intermediaries
B) Physical distribution firms
C) Resellers
D) Marketing services agencies
E) Wholesalers
Answer:
How can a company manage information on specific customers more effectively?
Answer:
Briefly discuss monopolistic competition.
Answer:
The background for the QuickRelief allergy medication ad appearing in the magazine
Better Homes and Gardens shows green grass and lovely flowers. The headline states
“QuickRelief is 54% more effective than the leading prescription.” At the bottom of the
ad, in small print, is an explanation of how the effectiveness of QuickRelief was
determined. The ad also shows a package of QuickRelief so consumers can easily
recognize it at the store. Identify the different components of the communication model
for this advertisement.
Answer: