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Harry goes to the local Staples store to purchase a laptop computer. He asks many
questions to the salesclerk, compares various models on display, and decides on the
Sony Vaio. The salesperson then recommends to Harry that he should purchase an
extended warranty service contract for the computer. This is an example of
A. inquiry selling.
B. formula selling.
C. method selling.
D. suggestive selling.
E. need-satisfaction selling.
Answer:
When a new product or a new retail chain steals customers and sales from older existing
ones of an organization, it is referred to as
A. cannibalization.
B. amortization.
C. product appropriation.
D. product pilfering.
E. marketing Darwinism.
Answer:
Better Business Bureau (BBB) Accredited Business Logo
When a firm or business displays the Better Business Bureau (BBB) Accredited
Business logo (see logo above) on its store window or website, it assures consumers
that
A. the company's products comply with current safety standards set by the Consumer
Product Safety Commission.
B. it is a member of a voluntary alliance of companies whose goal is to help maintain
fair business practices.
C. the firm has met the standards for qualification as a green marketing firm.
D. the firm takes a proactive stance on diversity in the workplace.
E. the company incorporates sustainable business practices.
Answer:
A straight commission compensation plan is well-suited to sales positions where
A. nonselling activities are minimal.
B. there is lively competition in the industry.
C. no technological background is necessary.
D. most salespeople are working towards management positions.
E. extensive nonselling activities are essential for closing a sale.
Answer:
Which of the following would be identified as a social force in an environmental scan?
A. a new consumer protection law
B. an increase in Asian immigration
C. an advanced technology is perfected
D. a decrease in consumer incomes
E. a new international firm exports to the United States
Answer:
The influencing of people during conversations is referred to as
A. opinion formations.
B. peer persuasion.
C. interpersonal gossip.
D. word of mouth.
E. consumer socialization.
Answer:
In terms of distribution, when marketing channel members are engaged in buying,
selling, and risk taking, they are performing __________ functions.
A. logistical
B. merchandising
C. facilitating
D. implementation
E. transactional
Answer:
A customer was unable to go to the store on her own to buy gifts for the holidays. She
contacted a Pampered Chef representative who came to her home, showed her not only
catalogs but actual products, answered all her questions, and had all the customer's gifts
sorted and delivered. This is an example of __________.
A. interface marketing
B. flex-marketing
C. direct selling
D. interactive selling
E. responsive selling
Answer:
Figure 8-6
Figure 8-6 above shows the market-product grid for a Wendy's restaurant next to a large
urban university campus. The best way to describe how the student market is segmented
is
A. whether the student is a faculty or staff member.
B. whether the student lives near the campus or far away.
C. whether the student has the disposable income to eat at Wendy's.
D. combining the factors of where the student lives and when (s)he is on campus.
E. the meals eaten at the Wendy's restaurant.
Answer:
Cash payments or an extra amount of free goods awarded sellers in the channel for
undertaking certain advertising or selling activities to promote the product is referred to
as a
A. promotional allowance.
B. quantity discount.
C. seasonal discount.
D. purchase inducement.
E. flexible pricing policy.
Answer:
Figure 8-4
For an owner of a Wendy's fast-food restaurant, the information in Figure 8-4 above
suggests
A. Wendy's has an advantage over both McDonald's and Burger King as being the most
preferred 'second choice" restaurant.
B. most of the respondents think of Wendy's as their primary fast food restaurant.
C. a need to devise a marketing program to win customers from McDonald's and Burger
King.
D. McDonald's has fewer "exclusively loyal" customers than does Wendy's.
E. Burger King is closing in on your market share.
Answer:
Marketing firm Valassis created and managed a Nutella promotion to induce trial of the
product. Nutella is a creamy, chocolaty, hazelnut spread that has been imported into the
U.S. from Italy. A Valassis polybag containing a 20-gram "Coppetta" packet of Nutella
spread, a cracker, a Nutella coupon, and a product brochure that were delivered to
consumers' doors via the Sunday newspaper. What type of sales promotion was used
here?
A. product placement
B. sample
C. premium
D. sweepstakes
E. deal
Answer:
A recent Congressional initiative mandated that the U.S. Department of Transportation
(USDOT) establish a national traffic information collection system. The marketing
manager of a company that provided traffic reports for local radio stations would most
likely incorporate this knowledge into its SWOT analysis as
A. a weakness if the company has an existing working relationship with the USDOT.
B. an opportunity if the USDOT will give this information directly to all radio stations.
C. a weakness if the company that provides local traffic information has no employees
who are technologically capable of using the USDOT system.
D. a threat if the USDOT does not have resources to interpret data for regional traffic
areas.
E. part of a marketing plan; this information would not be part of a SWOT analysis.
Answer:
The two-way flow of communication between a buyer and a seller, often in a
face-to-face encounter, designed to influence a person's or group's purchase decision is
referred to as
A. sales promotion.
B. personal selling.
C. direct selling.
D. advertising.
E. public relations.
Answer:
When a firm sells its domestically produced products in a foreign country through an
intermediary, it is referred to as
A. direct exporting.
B. indirect exporting.
C. licensing.
D. franchising.
E. foreign assembly.
Answer:
Using smartphones, one can watch the news, shoot videos, browse the Internet, take
pictures, and listen to music. Improved features are added with each smartphone
introduced by Apple, Samsung, BlackBerry, and the like. As a result, existing customers
often want to replace their existing smartphones with new models or brands every two
years when their contracts expire. This increase in demand is due mostly to changes in
__________, an environmental force.
A. competition
B. social culture
C. technology
D. regulations
E. the economy
Answer:
The corporate level in an organization is where
A. the department heads direct overall strategy for the entire organization.
B. groups of specialists actually create value for the organization.
C. a small number of people from different departments are mutually accountable to
accomplish a task or a common set of performance goals.
D. a subsidiary, division, or unit of an organization markets a set of related offerings to
a clearly defined group of customers.
E. top management directs overall strategy for the entire organization.
Answer:
TUMI brand briefcases are very expensive, high-end briefcases that are generally sold
in specialty luggage shops. Which of the following groups of people would be the most
likely target market for TUMI brand briefcases?
A. police officers
B. executives
C. construction workers
D. postal workers
E. students
Answer:
Identifying pricing objectives and constraints would occur during which stage of the
price-setting process?
A. Selecting an approximate price level
B. Defining the scope of the product
C. Setting the list or quoted price
D. Evaluating the success of the price strategy
E. Making special adjustments to the list price
Answer:
In the hierarchy of effects, interest refers to
A. the consumer's ability to recognize and remember the product or brand name.
B. the consumer's appraisal of the product or brand on important attributes.
C. an increase in the consumer's desire to learn about some of the features of the
product or brand.
D. a favorable experience on the first trial, resulting in the consumer's repeated
purchase and use of the product or brand.
E. the consumer's first actual purchase and use of the product or brand.
Answer:
The __________ is the ratio of profit to the investment used to earn that profit.
A. markup
B. selling margin
C. return on investment
D. return on assets
E. markdown
Answer:
Figure 7-5
Figure 7-5 above shows how marketing researchers and managers use information
technology to turn information into marketing actions. What does D represent?
A. external data sources
B. results
C. data warehouse
D. internal data sources
E. buying queries
Answer:
Figure 6-4
Global companies have five strategies for matching products and their promotion
efforts to global markets. According to Figure 6-4 above, B refers to which type of
strategy?
A. product extension strategy
B. communication adaptation strategy
C. product adaptation strategy
D. dual adaptation strategy
E. product invention strategy
Answer:
Apple entered the MP3 player market with its iPod in 2001 and by 2014 it had a 70
percent share of this market. However, global MP3 music player unit sales over the past
few years have fallen dramatically and are expected to decline further by 2016 as
smartphones continue to replace MP3 devices. In addition, MP3 sales may be adversely
impacted with the expected launch of wearable digital watches. Currently, Apple's iPod
SBU appears to be a __________.
A. question mark
B. star
C. hedgehog
D. cash cow
E. dog
Answer:
All of the following are examples of increased customer value from organizational
synergy EXCEPT:
A. lower prices
B. increased brand awareness
C. more products
D. improved distribution
E. improved quality of existing products
Answer:
Advertising programs in which a manufacturer pays a percentage of a retailer's local
advertising expense for advertising the manufacturer's products are referred to as
A. trade promotion programs.
B. consumer promotion programs.
C. cooperative advertising programs.
D. cause-related marketing programs.
E. shared-responsibility programs.
Answer:
The West Edmonton Mall in Alberta, Canada is a conglomerate of more than 800 stores,
the world's largest indoor amusement park, more than 100 restaurants, a movie
complex, and two hotels. This retail complex is the largest example of a(n)
__________.
A. regional shopping center
B. urban microcenter
C. megaplex
D. hypermarket
E. supercenter
Answer:
A target return profit objective implies that a company chooses to
A. set targets whose performance can be measured quickly.
B. give up immediate profit in exchange for achieving a higher market share in hopes of
penetrating competitive markets.
C. set a profit goal that is often determined by its board of directors.
D. reduce investment in any further market or product research.
E. set prices based on return on sales.
Answer:
Innovators at 3M developed Scotchbrite Greener Clean scrub sponges from spiky agave
plant leaves. Customers appreciate this superior product (they don't rust or scratch) and
like the fact that their purchase is environmentally responsible, making this an example
of
A. the societal marketing concept.
B. the marketing concept.
C. consumerism.
D. target markets.
E. capitalism.
Answer:
Figure 1-1
In Figure 1-1 above, C represents an organization's ownership with
A. other organizations.
B. suppliers.
C. customers.
D. other departments.
E. shareholders.
Answer:
A competitive (or persuasive) ad
A. reinforces previous knowledge of a product.
B. assures current users they made the right choice.
C. promotes a specific brand's features and benefits.
D. tells people what a product is, what it can do, and where it can be found.
E. shows one brand's strengths relative to those of competitors.
Answer:
Successful organizations must be visionary, which includes the ability to
A. develop strategies based on those that were successful in the past.
B. be backward-looking, examining the past carefully to learn from mistakes.
C. anticipate future events and respond quickly and effectively.
D. hire the most culturally diverse team possible in order to generate the best new ideas.
E. involve all stakeholders of the organization when defining its business mission.
Answer:
What type of marketing uses brain scanning to analyze the buying processes of research
participants?
A. subliminal marketing
B. permission marketing
C. ultrasense marketing
D. optimization marketing
E. neuromarketing
Answer:
One advantage of using newspapers as an advertising medium is their
A. ability to cover national markets.
B. excellent use of color graphics.
C. quick consumer response.
D. their relatively low cost.
E. limited distraction from other features.
Answer:
