Tests conducted after an advertisement has been shown to the target audience to
determine whether an ad accomplished its intended purpose, are referred to as
__________.
a. jury testing
b. tracking tests
c. exposure testing
d. posttests
e. pretests
Answer:
A channel captain refers to
a. a member of a distribution channel that takes control through hegemony (power is
not assigned, but assumed).
b. a channel member (producer, wholesaler, or retailer) who coordinates, directs, and
supports other channel members.
c. a channel team member known for his or her expertise in cutting through red tape.
d. a person responsible for implementing a firm’s a mission statement linking all
members of the marketing channel through a common goal.
e. the person with greatest authority who represents his or her channel in the
distribution chain.
Answer:
A form of communication management that seeks to influence the feelings, opinions, or
beliefs held by customers, prospective customers, stockholders, suppliers, employees,
and other publics about a company and its products or services is referred to as
__________.
a. sales promotion
b. publicity
c. advertising
d. public relations
e. personal selling
Answer:
The issue between Nestl and Greenpeace over Nestl’s Kit Kat candy bar was that
a. the palm oil Nestl was using in the candy bar was nonsustainable.
b. Greenpeace praised Nestl Corporation’s sense of social responsibility and
commitment to global sustainability.
c. Greenpeace decided to use Twitter to start a conversation among environmentalists
urging them to buy Nestl’s Kit Kat candy bars.
d. the palm oil Nestl was using in the candy bar contained synthetic preservatives.
e. the palm oil Nestl was using in the candy bar was sustainable.
Answer:
The use of ‘special fees” and ‘surcharges” is driven by consumers’ zeal for __________
and the ease of making price comparisons on the Internet.
a. high prices
b. low prices
c. quality
d. value
e. warranties
Answer:
What is the standard for measuring a meaningful marketspace company presence?
a. the sales compared to the marketplace alternative
b. the quality of the website design
c. the shopping cart
d. the quality of the customer experience
e. the eight second rule
Answer:
The right to be heard means that
a. the U.S. Department of Commerce has the right to hear consumer complaints.
b. the American Marketing Association has the right to discipline marketers based on
customer complaints.
c. consumers should have access to public policy makers regarding complaints about
products and services.
d. companies should have access to public policy makers regarding complaints about
fraudulent consumer practices.
e. consumers should have access to public policy makers regarding new product ideas.
Answer:
One reason follow-up is so important is that research shows that the cost and effort to
obtain repeat sales from a satisfied customer is roughly __________ of that necessary to
gain a sale from a new customer.
a. 25%
b. 30%
c. 40%
d. 50%
e. 75%
Answer:
There are two general types of franchises:
a. product-format franchises and distribution franchises.
b. business-format franchises and manufacturing franchises.
c. business-format franchises and general service franchises.
d. business-format franchises and venture franchises.
e. business-format franchises and product-distribution franchises.
Answer:
Which of the following is an example of a multiple products and multiple market
segments strategy?
a. College Football magazine selects different covers for essentially the same magazine
in order to appeal to different geographic markets in the U.S.
b. A new movie used several different movie trailers. One set of previews showed the
action scenes in order to attract one audience and the other set showed romantic scenes
to attract another audience.
c. Ford manufactures SUVs for those who wish to carry lots of people and pickup
trucks for those who wish to carry lots of cargo.
d. Arm and Hammer Baking Soda can be used for baking and to remove odors from
refrigerators and litter boxes.
e. Johnson’s Baby Oil is advertised as a skin softener for babies and as a makeup
remover for women.
Answer:
The total sales of a product that a firm expects to sell during a specified time period
under specified environmental conditions and its own marketing efforts is referred to as
the
a. prognostication.
b. sales forecast.
c. guesstimate.
d. marketing intuition.
e. market potential.
Answer:
Specifying constraints, identifying data needed for marketing actions, and determining
how to collect data would take place during which stage of the five-step marketing
research approach?
a. collect relevant information
b. develop the research plan
c. develop findings
d. take marketing actions
e. define the problem
Answer:
Sales management consists of three interrelated functions: (1) __________; (2) sales
plan implementation; and (3) salesforce evaluation.
a. salesforce compensation
b. sales plan formulation
c. salesforce communication
d. salesforce size determination
e. salesforce training
Answer:
The application of modern measurement technologies to understand, quantify, and
optimize marketing spending is referred to as __________.
a. situation analysis
b. strategic marketing analysis
c. marketing ROA (return on assets)
d. marketing ROI (return on investment)
e. marketing response evaluation
Answer:
The process of taking wool off sheep and using it to make soft sweaters shows how
manufacturing can create __________ utility.
a. time
b. place
c. possession
d. market
e. form
Answer:
Twenty years after the Clayton Act, the growth of chain stores such as Sears led many
to fear that retail chains presented a threat to smaller, independent retailers. The federal
government enacted the __________ to make it unlawful to discriminate in prices
charged to different purchasers of the same product, where the effect may substantially
lessen competition or help to create a monopoly.
a. Robinson-Patman Act
b. Fair Trade Act
c. Clayton Act
d. Lanham Act
e. Unfair Practices Act
Answer:
DirectProtect is an insurance provider that uses telemarketers rather than insurance
agents to sell its insurance and to deal with claims. It wants to introduce its product into
new markets, but before it does so, it wants to predict how successful its sales efforts
will be. The marketing research firm hired to conduct the research study has six months
to gather, analyze, and present its data to DirectProtect. The required time frame is an
example of a(n)
a. dependent variable.
b. obstruction.
c. objective.
d. constraint.
e. independent variable.
Answer:
Most firms seek to maximize __________ to obtain as high a financial return on their
investments (ROI) as possible.
a. sales
b. quality
c. profit
d. market share
e. employee welfare
Answer:
A demand curve refers to a graph that relates
a. the quantity sold and price, which shows the maximum number of units that will be
sold at a given price.
b. the quantity sold and price, which shows the minimum number of units that must be
sold to break even.
c. the quantity sold and price, which shows the minimum number of units that must be
sold in order to make a profit.
d. total production costs to various price points in order to determine how many units
must be sold in order to realize a predetermined profit.
e. primary demand to selective demand.
Answer:
The most frequently used compensation plan for salespeople is the __________
compensation plan.
a. straight salary
b. straight commission
c. combination
d. weighted
e. market share
Answer:
Vending machines are no longer limited by the need for cash. In Japan, Korea, and the
Philippines, consumers use mobile phones that transmit payments to vending machines
via an infrared beam or a radio wave. This is an example of how vending machines can
provide which type of utility?
a. time
b. place
c. possession
d. product
e. form
Answer:
Figure 1.
According to Figure 1. above, the source of information most used by college students
in 2009 was
a. free samples in a store.
b. advertising on the television.
c. advertising in magazines.
d. advertising on the Internet.
e. word of mouth.
Answer:
Although now a part of Sears, Lands’ End was primarily known as a catalog retailer.
This means that traditional department stores, mass merchandisers, specialty shops, and
other catalog retailers are considered to be Lands’ End’s
a. competitors.
b. consideration set.
c. industry.
d. target market.
e. stakeholders.
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 purchases 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:
A marketing strategy that involves a firm using different marketing mix activities to
help consumers perceive the product as being different and better than competing
products is referred to as __________.
a. product repositioning
b. points of difference
c. market differentiation
d. product positioning
e. product differentiation
Answer:
IBM has 30 information technology hardware and software specialists, business
consultants, and engineers working at Charles Schwab, a large brokerage firm, all under
the direction of a senior IBM sales executive. They are creating and managing a
complex financial planning system that helps Schwab clients with their retirement
planning. This is an example of __________.
a. transactional selling
b. partnership selling
c. strategic alliance selling
d. creative selling
e. synergistic selling
Answer:
Starbucks purchases from coffee growers located in more than 20 countries. Starbucks:
(1) pays the coffee farmers a fair price for the beans; (2) the coffee is grown in an
ecologically sound manner; and (3) Starbucks invests in the farming communities
where the coffees are produced. This is an example of
a. green marketing.
b. ISO 14000 certification.
c. sustainable procurement.
d. ecological procurement.
e. cause marketing.
Answer:
If a firm’s marketing dashboard displays a CDI under 100 for a consumer packaged
good, such as General Mills’ Warm Delights Minis, this indicates which of the
following?
a. a weak brand position in a segment
b. a strong brand position in a segment
c. above-average product category purchases by a market segment
d. below-average product category purchases by a market segment
e. There is not enough information to make any conclusions.
Answer:
Skimming pricing refers to
a. setting the lowest initial price possible when introducing a new or innovative product
in order to ‘skim” sales from competitors.
b. setting the highest initial price that customers really desiring the product are willing
to pay when introducing a new or innovative product.
c. setting a low initial price on a new product to appeal immediately to the mass market.
d. the practice of replacing promotional allowances with higher manufacturer list prices.
e. setting a high price so that quality- or status-conscious consumers will be attracted to
the product and buy it.
Answer:
The actions taken during the implementation phase of the strategic marketing process
include: (1) obtain resources, (2) design the marketing organization, (3) __________,
and (4) execute the marketing program.
a. position the product
b. select target markets
c. develop schedules
d. find points of difference
e. develop the budget by estimating revenues, expenses, and profits
Answer: