Figure 7-4: Question 6
Consider Figure 7-4: Question 6 above, which was part of a Wendy’s survey that
assessed fast-food restaurant preferences among present and prospective consumers.
Question 6 illustrates which type of question format?
A. dichotomous
B. open-ended
C. Likert
D. attitudinal
E. semantic differential
Answer:
Barter is the practice of exchanging products and services for other products and
services rather than for __________.
A. value
B. ideas
C. promises
D. tariffs
E. money
Answer:
The three major types of vertical marketing systems are administered, corporate, and
__________.
A. integrated
B. cooperative
C. delegated
D. manufacturer-dominated
E. contractual
Answer:
In using __________, brand managers can post images of their company’s products on
their board in hopes that they will be shared on other themed boards, or that users will
follow the links back to their websites.
A. YouTube
B. Pinterest
C. Twitter
D. Facebook
E. LinkedIn
Answer:
A new company projects that its sales will exceed its expenses within the first year of
operation. This is an example of which type of goal?
A. dollar sales revenue
B. profit
C. market share
D. unit sales
E. quality
Answer:
A channel member (producer, wholesaler, or retailer) who coordinates, directs, and
supports other channel members is referred to as a __________.
A. channel champion
B. channel general
C. channel captain
D. channel director
E. channel coordinator
Answer:
An organization’s __________ are the fundamental, passionate, and enduring principles
that guide its conduct over time.
A. goals
B. culture
C. strategies
D. core values
E. mission statements
Answer:
A discontinuous innovation is a product that
A. disrupts consumers’ normal routine but does not require totally new learning.
B. requires no new learning by consumers.
C. is not purchased by innovators and early adopters.
D. initiates obsolescence of a product class.
E. requires consumers to learn entirely new patterns of behavior and product usage.
Answer:
An industry refers to
A. organizations that develop similar offerings.
B. organizations who manufacture identical products to meet ISO 9000 specifications.
C. companies that are active in the production of materials that are used in finished
products.
D. a group of people or firms united through strategic alliances.
E. the economic activity concerned with the selling of finished products to wholesalers
and retailers.
Answer:
Which of the following steps in the objective and task approach to promotion budgeting
must be done correctly in order for any of the others to have the proper effect?
A. accurately estimate costs of tasks
B. identify the appropriate target audience
C. accurately identify each promotion budget cost item that constitutes each separate
promotion task
D. perform the promotion tasks as intended
E. accurately estimate what tasks will accomplish each promotion objective
Answer:
The solicitation of a consumer’s consent (called opt-in) to receive e-mail and
advertising based on personal data supplied by the consumer is referred to as
__________.
A. collaborative marketing
B. personalization
C. viral marketing
D. buzz marketing
E. permission marketing
Answer:
Selling objectives can be __________ and focus on dollar or unit sales volume, number
of new customers added, and profit. Alternatively, they can be __________ and
emphasize the number of sales calls and selling expenses.
A. income-related; outcome-related
B. output-related; input-related
C. financially-related; accounting-related
D. customer-related; salesperson-related
E. short-term; long-term
Answer:
Flighting schedules would most likely be used for advertising __________.
A. snowboards
B. automobiles
C. bottled water
D. toothpaste
E. bathroom cleaner
Answer:
A situation analysis refers to
A. taking stock of where the firm or product has been recently, where it is now, and
where it is headed in terms of the organization’s marketing plans and the external forces
and trends affecting it.
B. an appraisal of an organization’s cash flow and financial ratios to access its health
and the potential for new investment.
C. the process of continually acquiring information on events occurring outside the
organization to identify and interpret potential trends.
D. a technique that managers use to quantify performance measures and growth targets
to analyze its clients’ strategic business units as though they were separate investments.
E. the process where a firm searches for growth opportunities from among current and
new markets as well as current and new products.
Answer:
Figure 14-1
Figure 14-1 above depicts the communication process, which consists of ten key
elements (Boxes A through J). The position labeled F is referred to as __________.
A. the response
B. the message
C. the feedback loop
D. the fields of experience
E. feedback
Answer:
The North American Industry Classification System (NAICS) designates industries with
a numerical code in a defined structure. A six-digit coding system is used. The fifth
digit designates a(n)
A. industry subsector.
B. industry group.
C. specific industry.
D. individual country-level national industry.
E. sector of the economy.
Answer:
In the VALS framework, consumers who are looking for products and services that
demonstrate success to their peers or to a peer group they aspire to are called a(n)
A. ideals-motivated group.
B. rewards-and-success-motivated group.
C. self-expression-motivated group.
D. achievement-motivated group.
E. high-and-low-resource group.
Answer:
The functional level in an organization is where
A. groups of specialists actually create value for the organization.
B. employees perform assigned tasks without actually having input into the decision
making process.
C. all financial outlays are made.
D. all company hiring and firing occurs.
E. the strategic planners in SBUs makes all decisions regarding which product benefits
will be promoted during a promotional campaign.
Answer:
Which of the following statements best describes a whistle-blower?
A. An employee is unhappy because his company is downsizing.
B. An employee tells the Consumer Product Safety Commission his company falsified
safety reports on a child’s car seat.
C. A salesperson for a company finds out that a member of his softball team, who works
for another firm, took some paper clips from that firm to use for his personal use and
wants to report him.
D. An employee criticizes his employer’s finance personnel to his fellow co-workers for
picking the wrong stocks in his retirement fund; they lost value last year due to a
downturn in the stock market.
E. An employee spends the afternoon at work studying for her test rather than counting
inventory as she was supposed to be doing.
Answer:
At 3M, the “Pollution Prevention Pays” program has generated over 9,000 ideas that
eliminated more than 3.5 billion pounds of air, water, and solid-waste pollutants from
the environment. This is an example of
A. proactive marketing.
B. green marketing.
C. consumerism.
D. an ecological code of ethics.
E. cause marketing.
Answer:
The purpose of the introduction of 3M Post-it Flag Highlighters was to
A. stay ahead of trends and focus its marketing program on only one segment.
B. stay ahead of trends and focus its marketing program on two mutually inclusive
segments.
C. increase production economies of scale by reducing manufacturing and marketing
costs for Post-it Flags and Post-it Notes.
D. preempt a competitive move by Sanford’s Sharpie to introduce a similar product.
E. help college students with their studying.
Answer:
Zappos’ original target market customers consisted of people who wanted all of the
following EXCEPT:
A. to receive quick delivery of their merchandise.
B. to buy sustainable shoes, accessories, and clothing.
C. to shop online in the convenience of their own homes.
D. to allow for free returns of goods if dissatisfied.
E. to have a wide selection of shoes.
Answer:
Figure 10-5
Figure 10-5 above shows the sequential process of building brand equity. Segment A
represents the first step, which is to __________.
A. create a consumer-brand connection
B. develop positive brand awareness
C. reward loyal customer behavior
D. establish a brand’s meaning in the minds of consumers
E. elicit the proper consumer responses to a brand’s identity and meaning
Answer:
On the northern tip of Goose Island in the Chicago River sits the William Wrigley Jr.
Company’s Global Innovation Center. Here, Wrigley creates new products using a joint
effort by some 250 full-time food scientists, researchers, and marketers. The people
who work in this center are most likely members of a(n)
A. innovation squad.
B. business consortium.
C. multiple strategic directional team.
D. strategic evaluation team.
E. cross-functional team.
Answer:
Collaborative filtering refers to
A. a process that automatically groups people with similar buying intentions,
preferences, and behaviors and predicts future purchases.
B. the two-way buyer-seller electronic communication in a computer-mediated
environment in which the buyer controls the kind and amount of information received
from the seller.
C. the interactive, Internet-enabled system that allows individual customers to design
their own products and services by answering a few questions and choosing from a
menu of product or service attributes, prices, and delivery options.
D. the consumer-initiated practice of generating content on a marketer’s website that is
custom-tailored to an individual’s specific needs and preferences.
E. an Internet-enabled digital environment characterized by face-to-screen exchange
relationships and electronic images and offerings.
Answer:
A trial close refers to
A. asking the prospect to make a decision on some aspect of the purchase.
B. allowing the prospect to use or lease the item on a limited, temporary basis before
making a final commitment of purchase.
C. committing the prospect quickly by making references to the time limits of the
purchase.
D. making an exchange of money or other unit of value.
E. asking the prospect to make choices concerning delivery, warranty, or financing
terms.
Answer:
If Wendy’s customers are buying an eating experience, which of the following
rationales would make the most sense if you were to group the products Wendy’s sells?
A. grouping by caloric intake
B. grouping by price
C. grouping by meal occasion
D. grouping by usage rate
E. grouping by level of uniqueness
Answer:
Figure 10-1
Figure 10-1 above represents the stages of the product life cycle. What does the portion
of the curve labeled A represent?
A. introduction
B. maturity
C. growth
D. launch
E. preparation
Answer:
Which of the following types of vertical marketing systems is the LEAST likely to
experience channel conflict?
A. corporate vertical marketing system
B. wholesaler-sponsored voluntary chain
C. retailer-sponsored cooperative
D. franchise system
E. administered vertical marketing system
Answer:
What kinds of organization engages in marketing?
A. only those that can afford to advertise
B. only very large and established for-profit organizations
C. only Fortune 5,000 companies
D. every organization regardless of the kind
E. only the organization has a profit motivation
Answer:
All of the following are examples of products or services that satisfy a consumer need
EXCEPT:
A. a pair of jeans.
B. an apple.
C. a student dormitory.
D. a sales tax.
E. a jacket.
Answer:
Life insurance companies like Prudential hope to get you to worry about how your
loved ones will be provide for themselves once you have passed away. They paint a
very gloomy picture of the possible consequences of not having life insurance, and they
make a point of recommending that you act immediately because you never know when
it is going to be too late. This is an example of a __________.
A. fear appeal
B. rhetorical appeal
C. life cycle appeal
D. humorous appeal
E. security appeal
Answer:
Decision making is the act of
A. consciously choosing from among alternatives.
B. consciously choosing an action that doesn’t involve risk.
C. subjectively selecting from a subset of positive alternatives.
D. subconsciously selecting the alternative that is most consistent with one’s personal
beliefs.
E. objectively selecting the most financially sound decision among two or more
alternatives.
Answer: