Individuals who have registered on a social networking site by completing the process
involved, such as providing their name, an ID (usually an e-mail address), and a
password, as well as answering a few questions (date of birth, gender, etc.) are referred
to as __________.
A. users/members
B. unique visitors
C. visitors
D. fans
E. likers
Answer:
A retailer bought a collectible Precious Moments figurine for $26. She sets the initial
selling price at $60. The final selling price was $52. What was the original markup?
A. $8
B. $13
C. $26
D. $34
E. $86
Answer:
In a gap analysis, a person can establish expectations for a service he or she has not yet
experienced through word-of-mouth communications, personal needs, past experiences,
and promotional activities. However, the actual experiences are determined by
A. the way the organization delivers its service.
B. the positive reinforcement from friends, family, and peers, after the service was
provided.
C. repeat encounters with the same service provider.
D. psychological feelings of well-being.
E. a formal post-purchase evaluation or questionnaire.
Answer:
Applied to recruiting and selecting salespeople, a __________ explains to whom a
salesperson reports and how a salesperson interacts with other company personnel.
A. job description
B. sales plan
C. job analysis
D. sales performance audit
E. personal performance plan
Answer:
All of the following are challenges and opportunities that direct marketing faces in
global markets EXCEPT:
A. the need for improved reliability and security in many countries has slowed the
growth of direct mail.
B. the dramatic growth of mobile phone penetration has created an opportunity for
direct mobile marketing.
C. the use of web “tracking” tools by direct marketers to segment consumers and match
them with advertising are appreciated by consumers because they speed up the online
purchase process.
D. the mail, telephone, and Internet systems in many countries are not as well
developed as they are in the U.S.
E. the European Union passed a consumer privacy law, called the Data Protection
Directive due to consumer concerns about privacy.
Answer:
In the sneaker business, Heelys practiced __________ positioning when it introduced a
line of Heelys sneakers that came with an imbedded, detachable wheel in the shoe’s heel
marketed to young teens.
A. head-to-head
B. parallel market
C. lateral
D. repositioning
E. differentiation
Answer:
Neiman Marcus has approximately what amount of sales per square foot according to
the UMD16A: Sales per Square Foot Marketing Dashboard above?
A. $300
B. $600
C. $900
D. $3,500
E. $5,400
Answer:
Arrowhead Brand Mountain Spring Water recently changed its bottle by reducing the
size of its label by one-third, using 30% less plastic, and making the bottle more
flexible for easier recycling. These efforts are part of the company’s goal to engage in
__________.
A. sustainable development
B. market development
C. ISO 9000 compliance
D. cause marketing
E. environmental downsizing
Answer:
A survey by the Economic Research Service of the U.S. Department of Agriculture,
government statistics from the Department of Commerce, and stock market information
from The Wall Street Journal would all be examples of
A. internal primary data.
B. nonprobability sampling methods.
C. internal secondary data.
D. external secondary data.
E. external primary data.
Answer:
The objective of institutional advertisements is to __________ rather than promote a
specific product or service.
A. generate support for nonprofit organizations
B. increase frequency of purchase of new products
C. tout the competitive advantages of one industry over another
D. build goodwill or an image for an organization
E. promote alternative uses for a product class
Answer:
You have determined you want to buy an advanced hybrid vehicle, and a visit to Ford’s
website has revealed that the Ford Fusion Hybrid SE uses hybrid fuel technology with
the latest in lithium-ion battery technology. You are currently in which stage of the
consumer purchase decision process for this type of automobile?
A. problem recognition
B. needs analysis
C. purchase decision
D. information search
E. postpurchase evaluation
Answer:
Sarah has a backache due to overexertion. She believes a massage would loosen her
back muscles and help her feel better. She is concerned because a massage, unlike a pair
of shoes, cannot be experienced or seen before she buys it. Which characteristic of
services is she concerned about?
A. incongruity
B. inconsistency
C. intangibility
D. inventory costs
E. inseparability
Answer:
The three basic types of contractual systems are:
A. retailer-sponsored cooperatives, wholesaler-sponsored voluntary chains, and
franchises.
B. dual ownership agreements, industry consortiums, and non-binding cooperatives.
C. wholesaler-sponsored voluntary chains, non-binding cooperatives, and franchises.
D. dual ownership agreements, industry consortiums, and multi-national cartels.
E. non-binding, binding, and in perpetuity.
Answer:
When Wendy’s wants to increase the value of its Dave’s Hot N Juicy cheeseburger to its
customers, it combines complementary items (French fries and a soft drink) to expedite
the ordering process, and provide a complete meal. This product modification approach
is called __________.
A. a BOGO deal
B. product modification
C. product repositioning
D. product differentiation
E. product bundling
Answer:
A disadvantage of the North American Industry Classification System (NAICS) is that
A. it only lists the top ten firms in any particular industry.
B. it is too difficult and confusing to read.
C. it only covers organizations with sales in excess of (U.S.) $1 million.
D. it makes it possible to find how the firm’s customers are coded.
E. five-digit national industry codes are not always available for all three countries.
Answer:
In evaluating whether its Facebook and Twitter social media programs are working
well, Carmex considered using various marketing metrics. One metric it chose was
__________, which provides the percentages of Internet Carmex mentions that are
positive, neutral, or negative.
A. Carmex Twitter followers
B. Carmex conversation velocity
C. Carmex sentiment
D. Carmex Facebook likers (or Fans or likes)
E. Carmex share of voice
Answer:
Products tend to consume a disproportionate share of management and financial
resources relative to their future worth throughout which stage of the product life cycle?
A. innovation
B. growth
C. maturity
D. decline
E. harvest
Answer:
An advertisement that informs people what a company is, what it can do, and where it
is located is referred to as a(n)
A. competitive institutional advertisement.
B. competitive product advertisement.
C. reminder institutional advertisement.
D. advocacy institutional advertisement.
E. pioneering institutional advertisement.
Answer:
The growing concern about __________ has led to a decline in direct marketing
response rates among some customer groups.
A. government regulation
B. privacy
C. landfill waste
D. postal rates
E. fraud
Answer:
Wolfermans.com is a website that sells delectable muffins, rich desserts, smoked
turkeys, and other food attractively packaged and ready for gift-giving. All a visitor has
to do is decide what to buy. Wolfermans.com is an example of a(n) __________
website.
A. intermediary
B. promotional
C. multichannel
D. direct sales
E. transactional
Answer:
Coke-Pepsi Photo
Consider the Coke-Pepsi photo above. What was the consequence to the Coca-Cola
employee who tried to sell classified information to Pepsi?
A. The employee was fired and no other legal action was taken since the practice is
unfortunately too commonplace.
B. The employee was given the choice of quitting or being demoted to a minimum
wage job.
C. The employee was arrested for bribery and sentenced to five years house arrest.
D. The employee was sentenced to eight years in prison and ordered to pay $40,000 in
restitution.
E. The employee was permitted to keep her original job (minus any bonuses), but had to
attend a seminar on ethical behavior.
Answer:
New Balance, Inc. successfully repositioned its athletic shoes to focus on fit, durability,
and comfort rather than on going head-on against Nike and Adidas on fashion and
professional sports. This product repositioning strategy was designed to __________.
A. react to a competitor’s position
B. reach a new target market segment
C. catch a rising trend
D. change the value offered to its customers
E. accommodate its target audience preference for comfortable sneakers
Answer:
Nontraditional advertising options found in airports, health clubs, and theaters are
called place-based media or __________.
A. out-of-home advertising
B. invasive placements
C. electronic advertising
D. product placements
E. cooperative advertising
Answer:
The marketing concept refers to
A. the activity for creating, communicating, delivering, and exchanging offerings that
benefit its customers, the organization, its stakeholders, and society at large.
B. the belief that an organization should continuously collect information about
customers’ needs, share this information across departments, and use it to create
customer value.
C. the view that organizations should satisfy the needs of consumers in a way that
provides for society’s well-being.
D. the process of identifying prospective buyers, understanding them intimately, and
developing favorable long-term perceptions of the organization and its offerings so that
buyers will choose them in the marketplace.
E. the idea that an organization should (1) strive to satisfy the needs of consumers (2)
while also trying to achieve the organization’s goals.
Answer:
Perceiving a difference between a person’s ideal and actual situations that is big enough
to trigger a decision is called
A. problem recognition.
B. alternative evaluation.
C. cognitive dissonance.
D. routine response behavior.
E. postpurchase behavior.
Answer:
Channel Sales and Profit Marketing Dashboard
Which of the channels shown in the Channel Sales and Profit Marketing Dashboard
above represents the MOST sales for a particular furniture manufacturer?
A. independent furniture stores
B. furniture store chains
C. department store chains
D. mass merchandisers
E. warehouse clubs
Answer:
There are five stages in the consumer purchase decision process. The fifth stage is
__________.
A. information search
B. purchase decision
C. alternative evaluation
D. postpurchase behavior
E. problem recognition
Answer:
Products that experience rapid sales on introduction and then an equally rapid decline
are called __________ products.
A. high-learning
B. low-learning
C. fashion
D. fad
E. primary
Answer:
Evergreen Air Center in Marana, Arizona, is the world’s biggest parking lot for
unwanted commercial aircraft. Airlines pay from $750 to $5,000 a month for its storage
service. The warm, dry air where the operation is located serves as a cheap and effective
airplane preservative. Which segmentation variable might Evergreen use to segment the
market?
A. NAICS sector, such as manufacturers, or retailers, or lawyers
B. number of locations
C. who buys, such as individual buyer or buying groups
D. metropolitan statistical area
E. number of employees
Answer:
A branding strategy that involves giving each product a distinct name when each brand
is intended for a different market segment is referred to as __________.
A. product differentiation branding
B. multibranding
C. mixed branding
D. segmentation branding
E. multiproduct branding
Answer:
A __________ is a nongovernmental organization that serves its customers but does not
have profit as an organizational goal.
A. business firm
B. subchapter S corporation
C. service agency
D. cooperative
E. nonprofit organization
Answer:
Program-length (30-minute) advertisements that take an educational approach to
communication with potential customers are referred to as __________.
A. advertorials
B. infomercials
C. advermercials
D. edutainment ads
E. extended advertising messages
Answer:
A firm becomes a channel captain because it is the channel member with the ability to
influence the behavior of other members. Influence can take four forms, one of which is
A. economic influence.
B. stakeholder position.
C. familial ties to other channel members.
D. longevity in the industry.
E. geographic proximity to the manufacturing plant.
Answer:
The challenges of packaging and labeling are often global. Two of the particular types
of challenges facing global manufacturers are health and safety concerns and
__________.
A. making packaging a very inexpensive part of the marketing strategy
B. creating larger size packages to be sold at warehouse stores
C. ensuring total quality management across national boundaries
D. creating packaging sensitive to cultural diversity
E. addressing ongoing environmental concerns
Answer:
A(n) __________ question allows respondents to express opinions, ideas, or behaviors
in their own words without being forced to choose among alternatives that have been
predetermined by a marketing researcher.
A. dichotomous
B. open-ended
C. closed-end
D. fixed-alternative
E. semantic differential
Answer:
What are the three steps used in choosing a supply chain that aligns with an
organization’s marketing strategy?
Answer:
Define and explain the importance of the eight-second rule.
Answer:
Figure 5-5
Figure 5-5 above summarizes how buy classes affect buying center tendencies in
different ways. Identify the buy-class situations A, B, and C.
Answer:
Explain why direct mail and catalogs are an attractive form of retailing.
Answer:
Identify and briefly describe each of the five promotional mix elements.
Answer:
The greatest marketspace opportunity for marketers lies in its potential for creating
form utility. Explain how form utility contributes to customer value through
communication, customization, and choice.
Answer:
Describe the three forms of product advertisements. What are their objectives?
Answer:
What are the three types of data needed from consumers to develop a perceptual map?
Answer:
Give an example of yield management pricing and explain why it is used.
Answer:
A campus service organization annually raises money through the sale of T-shirts. What
are the major components of the marketing program it should use to increase sales?
Give one example of each.
Answer:
Which generational cohort is often referred to as the echo-boom or baby boomlet?
Describe the interests and lifestyles of this cohort and explain why it is important to
marketers.
Answer:
Explain the difference between personal selling and sales management.
Answer:
Which of the four approaches does Carmex use to set prices for its products?
Answer:
Explain the difference between mass customization and build-to-order.
Answer:
What are the three major roles of personal selling in a firm’s overall marketing effort?
Answer:
What are the four steps to positioning a product with a perceptual map?
Answer:
What is the retailing mix?
Answer: