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Soon after the Chenault Military Museum expanded its hours and began charging a
small fee to pay for the extra help needed to keep it open longer, attendance decreased.
To determine why this decrease in attendance occurred, the museum staff could rely on:
a. a production audit
b. database marketing
c. marketing research
d. an internal marketing audit
e. secondary data
Answer:
Nonprofit organizations face a unique challenge because the target market of the
nonprofit organization is often:
a. the community where it is located
b. the people who provide the funding
c. a paid administrator
d. apathetic or strongly opposed individuals
e. the government
Answer:
____ is the segmenting of markets based on the region of the country or the world,
market size, market density (number of people within a certain unit of land), or climate.
a. Community segmentation
b. Geographic segmentation
c. Geodemographic segmentation
d. PRIZM segmentation
e. Demonstrated regionalization
Answer:
A marketing researcher is conducting a focus group interview with working mothers to
learn how Kraft can better meet their needs for convenience foods. What type of
research does this represent?
a. Basic
b. Applied
c. Secondary
d. Synergistic
e. Idiosyncratic
Answer:
BaseballDirt
Dirt is not dirt when it comes to baseball fields. About two-thirds of the pro baseball
fields get their dirt from a dirt farm in New Jersey called Partac Peat. The company
markets a secret mix for the infield (resilient), the warning track (extra crunchy), and
the pitcher's mounds (firm). Mounds come in red, brown, orange, and gray colors.
Roger Bossard, the White Sox head groundskeeper, scouted nationwide for dirt before
settling on the mix provided by Partac Peat. (He uses sand under the grassy areas of the
playing field.)
Refer to Baseball Dirt. Some of the dirt sold by Partac Peat is used to make clay tennis
court surfaces. As the number of people playing tennis increases, so does the demand
for new clay courts and, therefore, the demand for Partac Peat's dirt. This occurs
because the demand for the dirt is:
a. inelastic.
b. intangible.
c. heterogeneous.
d. derived.
e. elastic.
Answer:
A(n)____ refers to a brand that obtains at least a third of its earnings from outside its
home country.
a. evoked set
b. global brand
c. equity brand name
d. master brand
e. ethnocentric trademark
Answer:
Pew Research Center's 2012 American Values Survey found that political party
affiliation is the least impactful fissure in American society
a. True
b. False
Answer:
The Johnsonville Sausage Company wants to know which areas of the country consume
the most sausage. The company is not especially interested in an explanation for the
popularity of sausage in different regions; it simply wants factual information about it.
Johnsonville is interested in using marketing research in its role.
a. historical
b. descriptive
c. predictive
d. normative
e. objective
Answer:
Central Bark is a dog resort where pets are pampered. Which of the following is the
BEST example of one of its fixed costs?
a. Payment on the building used by Central Bark
b. Dog biscuits
c. Dog collars and leashes
d. Bubble bath
e. Advertisements in local magazines
Answer:
CableTV
It wasn"t so long ago that cable swaggered around the television industry as the upstart
threatening the broadcast networks. Now, cable is old news. The antagonist is the
satellite dish with the capability of delivering hundreds of channels and offering an
array of movies and sports events. The technology is known as direct broadcast
satellite, or DBS. The new challenger has awakened the 'sleeping giant" cable industry,
which has hit the airwaves with some of the most aggressive advertisements the
television industry has seen. The ads emphasize the downside of disconnecting cable
and choosing to purchase a satellite dish. One commercial opened with a man on a
couch joined by his wife with a large bowl of popcorn. They snuggled in front of their
television set, hooked up to DBS. She seemed excited about their new system and
exclaimed, "So this is it?" She then asked how much the satellite dish cost. When her
husband answered, the excitement was off. "There's no monthly fee?" she asked. "No
more than cable," he responded. When she asked to watch the news, he sheepishly said,
"Uh, can"t get local news." At the end of the commercial, the spokesperson for the
cable industry declared, "These days when everyone is promising you the future of
television, isn"t it nice to know you already have it?"
Refer to Cable TV. The cable industry is the originator of this ad campaign against
satellite dishes. The industry represents the in the ____ communication process.
a. communicator
b. encoder
c. sender
d. channeler
e. receiver
Answer:
The is the starting point in creating a marketing mix.
a. price
b. product
c. distribution channel
d. promotional media
e. production line
Answer:
Lee Siracca owns two horses, brews his own beer, participates in the civic arts
commission, enjoys talk radio, hikes on wilderness trails, and competes in rodeos. All
of these diverse needs and interests influence his choices of the goods and services he
buys. Lee has a:
a. component lifestyle
b. demographically oriented lifestyle
c. multicultural demographic position
d. fragmented market orientation
e. segmented buying strategy
Answer:
All of the following are ways consumers can reduce cognitive dissonance EXCEPT:
a. justifying the decision
b. seeking new information
c. sending a letter to the marketer
d. avoiding contradictory information
e. returning the product
Answer:
Coca-Cola vending machines are found all over the world. The newest machines have
an interactive screen that runs advertisements and allows users to obtain free photos of
themselves and ringtones after they have bought a drink. The reason for the introduction
of this new style of vending machine is to "allow the company to interact more directly
with its customers." According to a SWOT analysis, the technology used by these
machines is an example of a(n):
a. strength because it is part of CocaCola's external environment
b. advantage because it is part of CocaCola's marketing environment
c. weakness because Coca-Cola cannot control technology
d. opportunity because it is part of CocaCola's external environment
e. benefit because Coca-Cola has the resources to make use of the new technology
Answer:
When Henry Ford made the Model T, he said that consumers "can have their car in any
color they want, as long as it's black." This was a case of:
a. Repositioning.
b. Reengineering.
c. one-to-one marketing.
d. undifferentiated targeting.
e. niche marketing.
Answer:
Every week, Keller's Grocery runs a weekly ad in the newspaper touting its sale prices
on a number of products. For example, this week the store is selling cherries for
$1.50/pound and boneless chicken breasts for 99 cents/pound. Keller's sells these
products at a belowmarket price to lure customers into the store in hope that while they
are in the store to buy chicken and cherries, they will also buy other grocery items that
have a much higher markup. The store is using:
a. price lowballing.
b. price maintenance.
c. price lining.
d. leader pricing.
e. functional pricing.
Answer:
To enter the Chinese market, Walmart purchased the general merchandise chain
Trust-Mart for about $1 billion. Walmart entered the Chinese market through the use of:
a. contract marketing
b. direct foreign investment
c. franchising
d. direct exporting
e. countertrading
Answer:
British Columbia's SunRype Products wanted to find out if Canadians were having
trouble getting their required servings of fruits and vegetables each day. Marketers
conducted focus groups, a type of _____, which revealed that participants were having
particular trouble getting their required servings of vegetables.
a. mail survey
b. mall intercept
c. ethnographic research
d. personal interviewing
e. experiment
Answer:
AmericanGirlDoll
The American Girl catalog began as a concept to introduce today's girls to those who
lived in the past. Each historically accurate doll is carefully crafted and dressed and has
books to describe her life. For example, Kristen is an 1854 pioneer girl who is growing
up in Minnesota. Her story begins with her long sea voyage from Sweden. The basic
doll, dressed in a calico dress and striped apron plus the hardcover story of how she got
to Minnesota, costs $90.00. Six more hardback books of Kristen's life are available for
$74.95. Kristen's nightgown costs $20.00, and a matching one for the doll owner is an
additional $38.00. Buy both together and the price is only $50.00. A hand- painted
wooden bed and trunk for Kristen are available for $213.00. Shipping costs vary with
the price of the merchandise ordered.
Refer to American Girl Doll. In terms of producing the doll and its accessories, the
calico fabric used to make
Kristen's dress is an example of a(n):
a. markup cost.
b. variable cost.
c. fixed cost.
d. derived cost.
e. elastic cost.
Answer:
Typically, the development of the marketing mix starts with determining the promotion
for a product.
a. True
b. False
Answer:
Which demographic category represents the lowest percentage of the U.S. population,
but has the highest average family income?
a. Asian Americans
b. African Americans
c. Caucasians
d. Hispanic Americans
e. get their news from newspapers rather than television or the radio.
Answer:
Jonathon had a problem when submitting an exam in his online marketing class and he
received a score of zero, so he sent an e-mail to the professor explaining his problem.
He was really worried because the exam was due that evening, and he was very pleased
when the professor replied within an hour telling him that he scored a 90 on the exam.
The professor's prompt reply to his inquiry is an example of which service quality
component?
a. Reliability
b. Responsiveness
c. Assurance
d. Empathy
e. Tangibles
Answer:
The ads for Don Francisco's ground coffee simply state, "The highest quality coffee
doesn"t have to be expensive." This is an example of how a product communicates its
____ with promotion.
a. marketing mix
b. comparative differentiation
c. competitive advantage
d. researchable objective
e. promotional theme
Answer:
With value-based pricing:
a. the firm is sales driven.
b. the firm is both customer driven and competitor driven.
c. increased profitability for wholesalers will increase the number of services they are
willing to perform.
d. consumers are more concerned about price than quality.
e. additional long-term costs to manufacturers will increase.
Answer:
Crock of Love prepares and delivers fromscratch meals directly to their customers'
homes. Crock of Love has its own Web site, Facebook page, and Twitter account, but
the company's owner, Nikki, frequently makes helpful comments on food-related blogs
and participates in online discussions about recipes and desserts. In so doing, Nikki is
MOST LIKELY trying to:
a. control what is being said online about Crock of Love.
b. improve Crock of Love's reputation.
c. measure customer satisfaction with Crock of Love.
d. improve customer service.
e. monitor Crock of Love's competitors.
Answer:
A research firm has conducted marketing research on the market for metal roofing for
homes. The research firm has determined there are thousands of homeowners who want
the durability provided by metal roofs. These homeowners are generally married and
between 25 and 54 years of age. They tend to live in suburban neighborhoods, and most
subscribe to lifestyle magazines. If you were interpreting these results, you might
suggest that the research firm:
a. conduct additional research because it has no idea about the measurability of its
segments.
b. examine the research report again to see if it can determine segment accessibility.
c. conduct a follow-up analysis to determine if the segments it might choose would
respond differently than other segments to its marketing strategy.
d. not segment the concrete siding market because the only market for siding is
contractors who build the homes.
e. segment the concrete siding market based on the information provided and
concentrate its efforts on suburban homeowners between ages 25 and 54 years who read
lifestyle magazines.
Answer:
Zatarains offers packaged spice mixes for jambalaya, gumbo, and red beans and rice.
Consumers can buy the product in the store, so Zatarains sells individual household-size
packages to resellers. It also sells institutional-size packages to military bases, schools,
restaurants, and other large organizations. The marketers of Zatarains would most likely
segment the business market according to:
a. company characteristics.
b. the buying process.
c. financial terms.
d. customer relationship objectives.
e. length of distribution channel.
Answer:
The practice of choosing goods and services that meet one's diverse needs and interests
rather than conforming to a single, traditional lifestyle is known as aggregate lifestyles.
a. True
b. False
Answer:
The type of decision making that requires a moderate amount of time for gathering
information and deliberating about an unfamiliar brand in a familiar product category is
referred to as:
a. routine response behavior
b. limited decision making
c. extensive decision making
d. uninvolved decision making
e. affective decision making
Answer:
Communication via telephone is not considered personal selling because it is not
face-to-face.
a. True
b. False
Answer:
The Monroe Job Training for the Disabled program wants to notify the community
about its upcoming rummage sale. As an experienced marketer and director of the
program, you plan to visit several local radio and televisions stations to request:
a. cooperative advertising
b. nonsponsored advertising
c. primary advertising
d. public service advertising
e. nonprofit advertising
Answer:
Whirlpool and Lowe's
Every week, Whirlpool and Lowe's have an online conference call to discuss what
appliances are selling in the stores and what capacity Whirlpool has to make product.
Often, the discussion revolves around a particular model that is selling at a higher than
expected rate in Lowe's. This often results in Whirlpool quickly flexing its supply chain
to make more of the highselling product and delivering it to Lowe's customers.
However, sometimes the answer is that Whirlpool and/or its suppliers do not have the
capacity to make more of the product in question. It then becomes a question of demand
shaping for Lowe's. What promotions, instore displays, and sales incentives can Lowe's
implement to shift demand from the capacityconstrained model to one that the supply
chain has more capacity to deliver? In this way, Lowe's, Whirlpool, and their suppliers
manage supply and also demand.
Refer to Whirlpool and Lowe's. Which business process is Whirlpool and Lowe's using
when they work together to align supply and demand throughout the supply chain?
a. Dependent materials handling
b. Outsourcing
c. Warehousing
d. Demand management
e. Channel rotation
Answer:
Peggy's Twist Shack sells softserve ice cream. Peggy graphed the demand per week for
vanilla ice cream cones. The graph indicates a demand schedule that slopes downward
and to the right. This graph indicates that the quantity of vanilla ice cream cones
demanded increases as:
a. cost increases.
b. supply decreases.
c. price increases.
d. price decreases.
e. supply increases.
Answer:
