In the consumer decision process, we decide how much time and effort to expend
searching for information based partly on
A. postpurchase dissonance.
B. the outcome of the alternative evaluation process.
C. the degree of perceived risk associated with the product or service being considered.
D. the results of habitual decision making.
E. the results of the external search.
Answer:
The __________ diffusion of innovation group is crucial because few new products can
be profitable until this large group buys them.
A. innovator
B. laggard
C. late majority
D. early majority
E. early adopter
Answer:
With a median age of 36.3 years, ________ is one of the most rapidly aging countries in
the world.
A. Russia
B. China
C. Brazil
D. India
E. Chile
Answer:
Which of the following is not one of the four criteria used for determining how “good”
a brand is, or how much equity it has?
A. brand awareness
B. brand loyalty
C. brand associations
D. brand conceptualization
E. perceived value
Answer:
Social media monitoring, in-depth interviews, and focus groups are all __________
research methods.
A. quantitative
B. data warehousing
C. syndicated marketing
D. qualitative
E. structured
Answer:
One measure of traffic from visitors on sites, the total page requests, is measured in
units called
A. clickers.
B. hits.
C. paths.
D. tweets.
E. impressions.
Answer:
Qualtrics, SurveyMonkey, and Zoomerang are examples of
A. online survey software.
B. biometric data companies.
C. data warehouses.
D. syndicated data companies.
E. focus group programs.
Answer:
Service employees at the airlines’ flight cancellation desks frequently encounter
travelers who get emotional about canceled or delayed flights. The first thing these
employees should do is
A. listen to the customer.
B. contact a supervisor.
C. estimate the damage.
D. provide a fair solution.
E. resolve the problem quickly.
Answer:
Hiro sells building materials to local contractors. He wants to build long-term
relationships with his contractors through effective follow-up. After delivering the
materials ordered, Hiro can demonstrate __________ by checking with his contractors
right after the delivery and addressing any problems promptly.
A. assurance and profitability
B. responsiveness and empathy
C. tangibility and competence
D. profitability and reliability
E. reliability and tangibility
Answer:
Most customers want to achieve a fair solution following a service failure. Which of the
following is not a factor that affects a person’s perceptions of “fairness” in these kinds
of situations?
A. the nature or severity of the service failure
B. the customer’s experience with other firms
C. the firm’s policy on service recovery
D. observed treatment of other customers
E. stories of service recovery told by friends and family
Answer:
Thomas had conducted a thorough pretest before the new ad campaign, so he was fairly
sure the elements would work together. A lot was riding on the success of the ad
campaign, so he couldn’t wait until the campaign was over to see how well it did.
During the campaign, he will be monitoring the sales volumes on a daily basis as part of
his
A. cause-related marketing.
B. pulsing.
C. tracking.
D. flighting.
E. lifting.
Answer:
One afternoon, the clerk at the customer service desk of a large retail store got bored
and started stating different return policies to each customer. Customers waiting in line
and overhearing the different policies would probably feel that the store’s handling of
returns lacked
A. procedural fairness.
B. variability.
C. organizational fairness.
D. intangibility.
E. explanatory fairness.
Answer:
The __________ stage of the selling process offers a prime opportunity for salespeople
to solidify customer relationships through great service quality.
A. generating and qualifying leads
B. follow-up
C. sales presentation
D. closing the sale
E. preapproach
Answer:
The value of the euro has changed significantly since 2002 with the problems
experienced by several European economies. This change in value is called
A. interest destabilization.
B. inflation.
C. recession.
D. foreign currency fluctuations.
E. global financial impact.
Answer:
Katerina is told by her sales manager, “Do whatever you need to do to get the sale,” yet
the company has ethical selling standards. Katerina faces the ethical problem of
A. customer relationship management.
B. sales force compensation inequity.
C. limited commission reinforcement.
D. mixed signals from her sales manager.
E. unqualified lead generation.
Answer:
The percentage of a customer’s purchases made from a particular retailer is referred to
as
A. share of wallet.
B. share of market.
C. customer loyalty.
D. customer relationship management.
E. customer value ratio.
Answer:
As part of her company’s SWOT analysis, Valerie is assessing the company’s internal
environment, including
A. competition.
B. the economy.
C. strengths and weaknesses.
D. demographics.
E. opportunities and threats.
Answer:
The basic difference between a good and a service is that a good
A. provides intangible benefits.
B. can be physically touched.
C. is always less expensive than a corresponding service.
D. generates greater interest among consumers.
E. is more quickly forgotten by consumers.
Answer:
When consumers are __________, observation becomes particularly useful in
understanding consumers’ preferences.
A. unwilling to participate in research
B. confused by questionnaires
C. unable to articulate their experiences
D. interviewed too frequently
E. highly educated
Answer:
In the selling process, the saying “It ain’t over till it’s over,” refers to the _______ stage
of the process.
A. generating and qualifying leads
B. preapproach
C. sales presentation
D. closing the sale
E. follow-up
Answer:
From a retailer’s perspective, a(n) ________ is helpful in order to know exactly what
will arrive in a particular shipment from a supplier.
A. ASN
B. EDI
C. UPC
D. VMI
E. RFID
Answer:
Derek bought a pickup truck to transport his equipment to fishing tournaments. He also
bought a trailer for his lawn maintenance business. His purchases were
A. both B2C purchases since he is the user in both situations.
B. both B2B purchases since he is the user in both situations.
C. neither B2C nor B2B since he is the consumer and his uses might be mixed.
D. B2C and B2B, respectively.
E. B2B and B2C, respectively.
Answer:
The Salvation Army runs a campaign over the Christmas holidays called the Mobile
Bell Ringer. Volunteers send text messages to their friends’ cell phones asking them to
donate. Which type of marketing communication does this represent?
A. mobile marketing
B. public relations
C. personal selling
D. sales promotions
E. advertising
Answer:
If a firm promises more than it can deliver,
A. it has created an empowerment gap.
B. consumers will have a knowledge gap.
C. it creates a communication gap.
D. it needs to enact a voice-of-customer program.
E. perishability becomes a problem.
Answer:
The idea that a good product will sell itself is associated with the __________ era of
marketing.
A. production-oriented
B. sales-oriented
C. market-oriented
D. value-based marketing
E. retailing-oriented
Answer:
If many consumers in the marketplace are familiar with a brand and what it stands for
and have an opinion about the brand, the brand has considerable
A. awareness.
B. equity.
C. extension.
D. integration.
E. depth.
Answer:
Which of the BRIC countries has one of the youngest populations in the world and is
increasingly adopting global attitudes?
A. Russia
B. Brazil
C. India
D. Italy
E. China
Answer:
When corporate headquarters announced new service quality standards for pizza
franchise owners, Roland knew he would have trouble gaining employees’ support
because
A. they were not involved in setting the goals.
B. perishable services were being replaced with tangible services.
C. they were not allowed to diverge from existing standards.
D. customers were required to create service quality standards.
E. the process involved both part-time and full-time employees.
Answer:
__________ is the number of items within a product line.
A. Brand equity
B. Product line breadth
C. Product line depth
D. Product mix depth
E. Product mix breadth
Answer:
The preapproach stage occurs __________ and extends the qualification of leads
procedure.
A. after the sales presentation
B. prior to the sales presentation
C. before closing the sale but after follow-up
D. after closing the sale but before follow-up
E. at the beginning of the sales presentation
Answer:
Generational cohorts are groups of people of the same generation who have similar
__________ because they have shared experiences and are in the same stage of life.
A. regional cultures
B. inflationary expectations
C. political affiliations
D. purchase behaviors
E. cultural values
Answer:
Gerald is assessing global entry strategies for his gourmet sandwich business. He does
not have significant capital for expansion and does not want to take a lot of risk. He is
also willing to limit his control of international stores. What are his global entry
options? Given his situation and priorities, which option is most logical? Why?
Answer:
During which phase(s) of the strategic marketing planning process are ethical issues
likely to arise?
Answer:
If your company is asked to ship its products to a cross-docking distribution center,
what will you need to do to the merchandise in each package?
Answer:
As demographic factors, why are marketers interested in the education level,
occupation, and income of consumers?
Answer:
Demonstrate your understanding of the terms internal locus of control and external
locus of control by giving an example of each.
Answer:
You are offered a sales position and given a choice of salary plus a small commission or
straight commission. What are the advantages and disadvantages of each?
Answer:
Every summer, university administrators attempt to estimate how many students will
show up in the fall. When August arrives, they hire part-time instructors and reassign
faculty to teach the courses students want. In the spring, administrators often go on a
retreat to consider how to do things differently next year. What phase of the strategic
planning process do they engage in during each of the three seasons (summer, fall, and
spring)?
Answer:
The regional manager for your furniture store announces a goal of increasing the
company’s share of wallet by 10 percent. What does the manager mean?
Answer:
The Federal Aviation Administration posts monthly percentage on-time arrival data for
all the major airlines on its website. Some airlines are regularly on the top of the list,
while others are frequently on the bottom of the list. What type of service gap does this
list illustrate? What can airlines on the bottom of the list do to address this gap?
Answer:
How have radio frequency identification tags made work easier for distribution centers?
Answer:
Explain the three primary objectives social media is used to accomplish.
Answer:
A good friend of yours wonders why you always seem to have the latest technology,
long before anyone else. He then says, “I always want to wait until the bugs have been
worked out. It saves me money and aggravation.” Use diffusion of innovation theory to
explain how you differ as consumers, and what this means to marketers.
Answer:
What is the difference between alpha testing and beta testing?
Answer:
What happens when a product has been in the marketplace for a long time? How can
this be avoided?
Answer:
What is a “new-to-the-world” product, and how does this type of product impact
markets and consumer preferences? Use an example to explain this concept.
Answer:
List and describe the seven primary motivations for mobile app usage.
Answer:
Which of the segmentation attractiveness criteria is addressed when Magnolia Caf asks
the question, “Are there enough employees in the government center to justify targeting
the center for lunch delivery service?”
Answer:
Julie is developing a budget for her firm’s IMC program. First, she decides what she
wants to accomplish. Then she chooses media, and finally she determines the cost for
each product to be promoted. Which type of IMC budgeting process is Julie using?
Answer:
You are the owner of a new deli that encourages customers to “build their own
sandwiches.” What social and mobile media tools could you use to enhance your
business?
Answer: