The goal of any effective materials-handling system is to:
a. reduce the time of the order-processing system
b. optimize the inventory control system
c. increase safety procedures
d. move items quickly with minimal handling
e. reduce the length of time a product is in the transportation subsystem
Answer:
A firm’s newproduct strategy links the newproduct development process with the
objectives of the marketing departments, the business unit, and the corporation.
a. True
b. False
Answer:
Mercedes-Benz
Daimler AG, the maker of Mercedes-Benz automobiles, is planning to launch a new
line of downsized luxury vehicles in the United States by 2012. Daimler has
experienced a recent drop in global sales attributed to its product mix that focuses on
larger luxury automobiles. With increasing fuel prices and stricter U.S. fuel-economy
standards coming down the pipeline, Daimler doesn”t want to be left behind. Daimler is
behind its competition, though. Its German rivals, Audi and BMW, have been relatively
successful in the United States. BMW’s Mini Cooper, demanding as much as $34,000,
has already driven away with some of Daimler’s potential sales. While Daimler already
offers the Smart car in the United States, the new offerings will not be going after the
same consumers.
Refer to Mercedes-Benz. Baby boomers have money to burn and will be the primary
target for the downsized luxury vehicles offered by Mercedes. Many of them will want
this type of car to feel young again. This group is considered a(n):
a. consumer advocacy group
b. income-ready group
c. market
d. population
e. market maven
Answer:
Companies operating under a demand-supply integration philosophy are better at their
business because all of the different divisions within the company ____.
a. work to minimize complexity
b. have their own management systems
c. compete with each other to earn revenue
d. play from the same sheet of music
e. operate under a strict hierarchy
Answer:
DayCare
Fiona is considering a day care facility for her five-week-old daughter Kate. She has
been visiting day care centers for the past two weeks and has interviewed caregivers at
eight different centers. It is extremely important to Fiona that Kate be stimulated
intellectually and fed according to schedule. After considering all eight centers, Fiona
chose PerfectCare. While she is quite pleased with her choice, she continues to wonder
if she made the correct decision.
Refer to Day Care. Fiona spent a significant amount of time and effort in selecting the
day care center for Kate. This suggests the center is a(n) ___ product for Fiona.
a. impulse
b. low-involvement
c. routine response
d. convenience
e. high-involvement
Answer:
H. J. Heinz, the ketchup company, gets over half of its revenue from international sales.
This shows that:
a. U.S. citizens are using less ketchup.
b. their market share should increase.
c. Heinz needs to abandon the U.S. market.
d. sales need to be increased domestically.
e. adopting a global vision can pay off.
Answer:
Omega is a prestigious brand of watch that is sold as a luxury product. It has a
reputation based on quality and attention to detail. When the company introduces new
timepieces, it can count on a well-established market already existing for the new
product due to:
a. perceptual generalization
b. stimulus discrimination
c. perceptual discrimination
d. selective distortion
e. stimulus generalization
Answer:
Amtrak
Amtrak is taking the gloves off in advertisements and belittling its major competition,
which is airline shuttles. Amtrak’s new name for its Metroliner is The Smart Shuttle.
Gone are ads that were inwardly directed and sold the Metroliner on its leisurely pace.
In their place are ads showing rapid shots of the sleek train and business executives
conducting nononsense meetings “eyeballtoeyeball.” The campaign, which includes
television, radio, print, billboards, and posters in commuter railroad cars, targets
business travelers, who, Amtrak says, incorrectly believes the train takes far longer than
the airplane to travel between two cities. One television spot opens with a shot of
airplanes stacked up in a tarmac traffic jam. Another shows a business traveler
lumbering into the airport during a snowstorm. The announcer says, “Schedule a
meeting. Take the shuttle. Then cross your fingers.” The poor soul looks up at the
departure board and sees a row of “Canceled” signs. The announcer continues,
“Schedule a meeting. Take the Metroliner. Then cross your legs.”
Refer to Amtrak. The means by which Amtrak communicates with business travelers
about the merits and characteristics of the Metroliner is called:
a. distribution.
b. direct marketing.
c. promotion.
d. publicity.
e. personal selling.
Answer:
Of the following, what is the most useful objective for Purina cat food?
a. To increase sales of Purina brand cat food by 15 percent over 2010 sales of $300
million
b. To increase sales of Purina brand cat food between January 1, 2010, and December
31, 2010
c. To increase sales of Purina brand cat food from $300 million to $345 million
d. To increase sales of Purina brand cat food
e. To increase sales of Purina pet food
Answer:
A(n) ____ is a specific communication task that a campaign should accomplish for a
specified target audience during a specified period.
a. advertising objective
b. marketing mix
c. media schedule
d. advertising life span
e. promotional mix
Answer:
Cranium, the Seattlebased toy company, has recently introduced Giggle Gear, a toy
designed to let kids’ imagination run wild. With the face and headpieces that make up
Giggle Gear, kids can change themselves into aliens, fairies, bugs, and robots. What
type of advertising will this company be using to promote this new toy?
a. Pioneering
b. Innovative
c. Promotional
d. Start-up
e. Comparative
Answer:
Recession, inflation, and consumers’ incomes are the ______ factors of greatest concern
to most marketers.
a. economic
b. socio-demographic
c. political
d. government
e. consumption
Answer:
The most defining element of a culture is its:
a. customs
b. myths
c. language
d. laws
e. values
Answer:
TeamBuilds is a service organization that has corporate teams pay $7,500 for an all-day
team-building session with a management consultant while they work together on
renovating a Habitat for Humanity home. Which category of service processing does
TeamBuilds offer?
a. Possession processing
b. Information processing
c. Mental stimulus processing
d. People processing
e. Homogeneous processing
Answer:
When did marketers move away from making one-time sales and toward relationship
selling?
a. Marketers have always focused on relationship selling.
b. During the Industrial Revolution.
c. In the wake of the Great Depression.
d. Just after World War II.
e. Very recently.
Answer:
BoutiqueHotels
In an industry where guests are tired of cookie-cutter hotels, some consumers are
looking for personalized service, which can be found in boutique hotels. Boutique
hotels cater to their guests’ sense of their personal image as being discriminating, more
sophisticated, and more hip. Frequently, these guests don”t want to be where the crowds
are. This is a small but growing market niche. There are no generally recognized rules
for boutique hotels, but they tend to be small and service oriented, with high-style decor
and top-notch restaurants. Employees are called cast members. Amenities include
cordless phones, DVR players hooked up to HD televisions, Aveda brand bath and hair
products, and down comforters and pillows.
Refer to Boutique Hotels. When a guest asks an employee for directions to a local
gallery or museum, the service received cannot be stored or warehoused. This service,
therefore, is characterized as:
a. inseparable
b. perishable
c. intangible
d. unstable
e. homogeneous
Answer:
____is a sales practice that involves building, maintaining, and enhancing interactions
with customers in order to develop long-term satisfaction through mutually beneficial
partnerships.
a. Networking
b. Adaptive selling
c. Stimulus-response selling
d. Relationship selling
e. Needs-dependent selling
Answer:
DogSpa
Kelly Tumlin wants to open a dog grooming salon that will offer healthy, natural pet
care and holistic pet products. All of the products sold at the salon will be of the highest
quality and made of all-natural ingredients. Tumlin wants to pamper pets just like a spa
pampers its owners. To determine the feasibility of the grooming salon, Tumlin hired a
marketing researcher who studied all the market information available and determined
that single, white-collar workers between the ages of 30 and 60 were the most likely
people to use the services proposed by Tumlin. The researcher also determined that the
West side of the city offers the best location for the enterprise even though zoning
regulations are much stricter in that area.
Refer to Dog Spa. Tumlin is developing a strategic marketing plan to cover the first five
years of the salon’s
business. She must be sure to consider which of the following uncontrollable factors in
her plan?
a. Place or distribution factors
b. Media buying factors
c. Demographic factors
d. Dining area layout factors
e. Pricing for services
Answer:
Nonprofit organizations do not charge prices for the services they provide.
a. True
b. False
Answer:
Tickets to a combined amusement park and water slide were $49 for the day. Then the
company gave customers the option to purchase tickets for either the amusement park
or the water slide for $18. To help keep costs in line, the park management also began
charging its customers a small parking fee. Initially, the cost of parking was figured into
the $49 price. The amusement park is using:
a. price lining.
b. potential (or base) pricing.
c. Unbundling.
d. professional services pricing.
e. price maintenance.
Answer:
It is difficult to achieve consistency and standardization of services because of which
service characteristic?
a. Customization
b. Simultaneous production and consumption
c. Intangibility
d. Perishability
e. Heterogeneity
Answer:
If you were to ask Americans what they most desire to make their lives easier, most will
want more time. This feeling that there are not enough hours in a day is an example of
a(n)________ factor that has strongly influenced the marketing environment.
a. social
b. economic
c. legal
d. demographic
e. component lifestyl
Answer:
Carl represents a manufacturer of floor coverings and gets paid a commission for
finding buyers and linking them up with the manufacturer. Carl is an example of a
merchant wholesaler.
a. True
b. False
Answer:
The 99-Center is a retail store where all of the merchandise is priced at 99 cents. This
retailer uses:
a. a single-price tactic.
b. flexible pricing.
c. price lining.
d. price bundling.
e. leader pricing.
Answer:
Marketing research has three functional roles. These roles are:
a. normative, descriptive, and explanatory
b. predictive, normative, and persuasive
c. descriptive, diagnostic, and predictive
d. flexible, interactive, and discovery-oriented
e. descriptive, explanatory, and predictive
Answer:
A common practice among most retailers that seeks to broaden customers’ original
purchases with related items is called:
a. suggestion selling.
b. trading up.
c. bait and switch.
d. comprehensive selling.
e. interactive selling.
Answer:
The tactic that allows different customers to pay different prices for essentially the same
merchandise bought in equal quantities is called ____ . It is often found in the sale of
shopping goods, specialty merchandise, and most industrial goods except supply items.
a. zoning (or basing) pricing
b. illegal price fixing
c. price maintenance
d. psychological (or odd”even) pricing
e. flexible (or variable) pricing
Answer:
Dryel is a Procter & Gamble product that allows consumers to dry-clean their clothes in
a dryer. Before launching the product, P&G researchers visited consumers’ homes and
watched as people sorted laundry, creating piles of darks, whites, delicates, and items
that would go to the dry cleaner because the people were unsure how to clean them.
This was an example of ______ research.
a. observation
b. mall intercept
c. visualization
d. action-based
e. experiment
Answer:
An attitude is a physiological difference among consumers.
a. True
b. False
Answer:
RugRatReaders
Greg Martin has developed his own line of children’s books. The books are written for
children ages 3 to 6 and are produced using cotton fiber as pages, rendering them
“nearly” indestructible. This unique feature makes Martin’s books superior to the
competition. His products are called RugRatReaders. Martin has decided to advertise
the books to his target market (women with children ages 3 to 6) via radio. He does not
have a formal advertising budget, but he will spend whatever money he has in the bank
after producing the books each month. His message will focus on the product and its
unique features. Martin has been having problems getting retailers to stock his new
product. It is Martin’s hope that consumers will go to their local bookstores and ask for
the RugRatReaders.
Refer to RugRatReaders. According to the AIDA model, the first step Martin must
achieve with his target market is:
a. attention.
b. interest.
c. liking.
d. desire.
e. action.
Answer:
DrugMarketing
Pharmaceutical companies spent $4.4 billion on prescription drug advertising in 2008,
mostly on television and in magazines. While the Internet is becoming a more
prominent medium to reach consumers and is the primary source used to seek health
information, these companies spent less than $130 million on Web marketing. One
reason is that there are no guidelines, which makes these heavily regulated marketers
uneasy. For example, television commercials for prescription drugs must include
disclosures regarding the major side effects if the brand name is mentioned in the ad.
The Food and Drug Administration (FDA) claims that existing regulations address
many of the Internet advertising issues, but other aspects of Web marketing, such as
social networking and search marketing, must be reviewed. That’s why the FDA
hearings on this issue were attended by pharmaceutical giants and Web companies like
Google, Yahoo, and WebMD Health.
Refer to Drug Marketing. Which level of the pyramid of social responsibility is most
relevant to this situation in
which the drug companies want to ensure that they are “playing by the rules”?
a. Legal responsibilities
b. Ethical responsibilities
c. Philanthropic responsibilities
d. Economic responsibilities
e. Standard responsibilities
Answer:
Compass is a United Kingdom”based catering company that has developed a marketing
plan designed to make it the largest caterer in China within the next two decades. As
part of ____, it has already begun serving meals on trains that run between Shanghai
and Beijing.
a. policy
b. implementation
c. evaluation
d. control
e. strategy
Answer:
EtruscanRailingCompany
Etruscan Railing Company makes railing that is used in sports arenas, nursing home
corridors, queue houses at amusement parks, and many other places that are not as
obvious. Its railing is molded into bicycle racks. You may also see city governments
using the railing to make walkways over ravines and creek banks safer for pedestrian
traffic. Hospitals also use the railing in their physical therapy departments, to keep the
lines straight in the hospital cafeteria, and to prevent patients from falling out of
hospital beds.
Refer to Etruscan Railing Company. Etruscan Railing sells:
a. consumer products
b. business products
c. supplies
d. consumer and business products
e. major equipment
Answer: