Cultural traits can make a package design successful in one country and a failure in
another.
a. True
b. False
Answer:
The wellknown Nike ‘swoosh” is an example of a:
a. quality mark.
b. product line.
c. brand name.
d. brand mark.
e. manufacturer’s brand.
Answer:
Java Jacket is a company that designs and prints ads on the paper jackets that go around
hot coffee cups sold in coffee shops. To find clients to advertise on the coffee cup
jackets, the company sent a representative to companies like Warner Brothers,
eBay.com, and the WallStreet Journal to tell them how their ads on coffee cup jackets
would give them inexpensive exposure to a large number of potential customers. Java
Jacket’s activities can best be described as:
a. mass communication.
b. implicit communication.
c. personal selling.
d. public relations.
e. telemarketing.
Answer:
Peachtree Windows does not make a window until an order is received. It can promise
delivery in five working days because of the excellent relationships it has established
with its suppliers. The partnering relationship that Peachtree Windows has established
with its suppliers indicates the use of:
a. supply chain management
b. yield management
c. channel networks
d. horizontal marketing channels
e. intensive distribution strategy
Answer:
OEM stands for operationally efficient marketing.
a. True
b. False
Answer:
Responsiveness is the service quality component most valued by customers.
a. True
b. False
Answer:
Of the eight critical business processes on which supply chain managers must focus,
which process allows companies to prioritize their marketing focus on different
customer groups according to each group’s longterm value to the company or the supply
chain?
a. Customer relationship management
b. Returns management
c. Product development and commercialization
d. Order fulfillment
e. Demand management
Answer:
UniversityResearchStudy
A regional state university is experiencing declining enrollments. The administration is
concerned with this situation and has asked a marketing research class to conduct a
research study and make recommendations. One thing the administration is interested in
learning is the feasibility of offering all of their degrees online as well as through the
traditional on-campus degree program. They do not know what the market potential
would be for online degrees and potential students’ attitudes and intentions toward
getting an online degree from this university.
Refer to University Research Study. When the students presented the results of their
study to the university administration, they discussed the differences in responses
between male and female respondents. Which data analysis technique allowed them to
get these results?
a. One-way frequency counts
b. Frame analysis
c. Cross-tabulation
d. Probability analysis
e. Correlation analysis
Answer:
When selecting a test market city, a researcher should look for a city:
a. where the demographics and purchasing habits mirror the overall market for the
product.
b. that has media spillover from other cities to increase media alternatives.
c. that is as large as possible.
d. that has limited distribution.
e. where there is no competition.
Answer:
The steps of the consumer decision-making process in order are:
a. need recognition, alternative aggregation, reevaluation, purchase decision,
postpurchase behavior
b. need positioning, stimulus response reactions, evaluation of alternatives, purchase
decision, postpurchase behavior
c. need positioning, alternative aggregation and divestment, purchase decision,
postpurchase evaluation
d. information search, need positioning, evaluation of alternatives, product trial,
purchase decision, postpurchase satisfaction
e. need recognition, information search, evaluation of alternatives, purchase, and
postpurchase behavior
Answer:
Frito-Lay is considered the king of the salty snack industry with its distribution network
of 42 plants, 12,800 delivery people, and more than 900 tractor trailers formed into a
retail delivery powerhouse. Smaller manufacturers of salty snacks find that monitoring
the activities of Frito-Lay is an effective way to monitor the ______ factors within their
external environments.
a. bureaucratic
b. marketing mix
c. competitive
d. social
e. demographic
Answer:
An organization is using ____ when it sets its prices so that total revenue is as large as
possible relative to total costs.
a. profit maximization
b. market share pricing
c. demand-oriented pricing
d. sales maximization
e. status quo pricing
Answer:
All of the following are used for making media mix decisions EXCEPT:
a. media schedule.
b. cost per contact.
c. reach.
d. frequency.
e. audience selectivity.
Answer:
Leon is not very quick to purchase innovative products when they come out, but after a
while he breaks down and buys if after most of his friends have bought it. He gets most
of his information from them when he decides to buy something. He is very skeptical of
marketing, so he trusts his friends more than anything. Leon is best described as a(n):
a. innovator
b. early adopter
c. early majority
d. late majority
e. laggard
Answer:
Which type of error occurs when there is a difference between the information desired
by the researcher and the information provided by the measurement process?
a. Sampling error
b. Research error
c. Nonresponse error
d. Measurement error
e. Random error
Answer:
A manufacturer of office furnishings is finding it difficult to compete with cheaper
imported merchandise. Which of the following is a potential source of new-product
ideas that would allow it to compete more effectively?
a. R&D
b. Its foreign competitors
c. The company’s employees
d. Customers who have requested its catalogs
e. All of these
Answer:
Variable costs vary with changes in the level of output, whereas marginal costs do not
vary as output changes.
a. True
b. False
Answer:
According to the text, which of the following is an example of a product strategy that
would be appropriate for a global marketing company to implement?
a. Product adaptation
b. Product divestment
c. Product penetration
d. Market substitution
e. Product licensing
Answer:
At the My M&M’s Web site, customers can design their own versions of the famous
candy. Customers choose from 25 M&M’S colors; write a message, add clip-art, or even
a face to each M&M, and select specific packaging. This is an example of:
a. a cooperative service.
b. mass customization.
c. aggregated standardization.
d. a market development strategy.
e. mental stimulus processing.
Answer:
Marketers can precisely target their customers according to demographics, geographics,
and psychographics with:
a. direct mail.
b. vending machines.
c. franchise stores.
d. specialty retail outlets.
e. electronic selling.
Answer:
Stan’s job is to walk the streets of Japan and locate fads. According to Stan, “Japan is
advanced. What will happen 10 years from now is already happening in Japan.” What
kind of research is Stan conducting?
a. Experiment
b. Dichotomous
c. Observation
d. Survey
e. Open-ended
Answer:
Flexible pricing enables a seller to close a sale with price-conscious consumers.
a. True
b. False
Answer:
DayCare
Fiona is considering a day care facility for her five-week-old daughter Kate. She has
been visiting day care centers for the past two weeks and has interviewed caregivers at
eight different centers. It is extremely important to Fiona that Kate be stimulated
intellectually and fed according to schedule. After considering all eight centers, Fiona
chose PerfectCare. While she is quite pleased with her choice, she continues to wonder
if she made the correct decision.
Refer to Day Care. The process Fiona went through in selecting a day care facility for
Kate is best described as which type of consumer buying decision?
a. Routine response behavior
b. Limited decision making
c. Extensive decision making
d. Impulse buying
e. Motivational response behavior
Answer:
Breyer”sIceCream
One hot August afternoon, as Nelson is driving home from work, he sees a billboard for
Breyer’s Ice Cream. He remembers that he is out of ice cream at home, and thinks it
would be really great to have a nice, cold bowl of ice cream on such a hot day. So he
stops into the convenience store near his home, heads straight for the dairy case, and
picks up a half-gallon of strawberry ice cream.
Refer to Breyer’s Ice Cream. Nelson just started a diet last week and swore to himself
that he would limit his ice cream consumption. So he feels a little guilty as he purchases
the half-gallon carton. But as he walks out of the store into the August heat, he tells
himself that it’s such a hot day, and he works so hard in the office, that he deserves a
nice treat. Nelson is experiencing:
a. the observer-expectancy effect
b. cognitive dissonance
c. functional dynamics
d. dissociative reference
e. confirmation bias
Answer:
A written document that acts as a guidebook of marketing activities for the marketing
manager is known as the:
a. strategy document
b. marketing plan
c. vision statement
d. mission statement
e. strategic plan
Answer:
Arizona Tea is marketed by Vultaggio & Sons. Vultaggio & Sons took a basic drink and
put it into unusual bottles with elaborate designs. The wide-mouthed, long-necked
bottles are now considered to be trendsetters in the new age beverage industry, and
customers often buy the tea just for the bottle. The success of Arizona Tea is based on:
a. supply-demand curves
b. reengineering
c. a product differentiation competitive advantage
d. a cost competitive advantage
e. a heterogeneous marketing strategy
Answer:
An advertising _____ identifies a reason for a person to buy a product.
a. profile
b. execution
c. format
d. execution
e. appeal
Answer:
The pyramid of corporate social responsibilities contains all of the following
components EXCEPT:
a. economic responsibilities
b. ethical responsibilities
c. cultural responsibilities
d. legal responsibilities
e. philanthropic responsibilities
Answer:
Lisa has to have a Diet Coke for breakfast. At a breakfast meeting, she was offered
coffee and refused. She only wanted a Diet Coke. This illustrates that Lisa needs Diet
Coke to:
a. satisfy a want
b. satisfy a need
c. satisfy a belief
d. satisfy a physiological drive
e. satisfy a momentary stimulus
Answer:
The term FOB is an acronym for:
a. free on board.
b. fee on buyer.
c. first on board.
d. freight on board.
e. freight origin buyer.
Answer:
All of the following are key characteristics distinguishing the pricing decisions of
nonprofit organizations from those of the profit sector EXCEPT:
a. separation between payers and users
b. nonfinancial prices
c. indirect payment
d. cost allocation
e. below-cost pricing
Answer: