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All of the following are typical sales force performance measures EXCEPT:
a. size of the sales force
b. sales volume
c. contribution to profit
d. calls per order
e. percentage of calls achieving specific goals
Answer:
The gap model of service quality identifies five gaps that can cause problems in service
delivery and influence customer evaluations of service quality.
a. True
b. False
Answer:
All pricing objectives have trade-offs that managers must weigh.
a. True
b. False
Answer:
The Halloween Super Store is only open from September until November, usually in an
otherwise vacant store. This is an example of a:
a. temp store.
b. m-commerce.
c. convenience retailing.
d. pop-up shop.
e. flash sale site.
Answer:
Molly is a frequent Foursquare user; she enjoys earning badges and special statuses
based on the number of:
a. reviews she has written.
b. visits she makes to particular locations.
c. times she "Likes" a certain link or post.
d. followers she has.
e. times her posts are retweeted.
Answer:
Name two advantages and two disadvantages of using primary data. Also name two
advantages and two disadvantages of using secondary data.
Answer:
Kiddieland Amusement Park charges customers an admission fee of $10. Customers
must pay 50 cents for each ride they want to ride while inside the park. This is an
example of two-part pricing.
a. True
b. False
Answer:
DeFeet International
DeFeet International started as a cyclist sock company. The founder, Shane Cooper, said
that the existing socks for cyclists were just not of great quality, so he made socks for
his cycling team by knitting them inside out. The socks were of special materials aimed
at giving the cyclist the most comfortable fit. These socks were not the traditional white
socks but were bright, bold, and flashy colored socks with cool graphics. These
high-tech socks were priced around $10 a pair. Their Web site says "DeFeet Is Made for
Driven Soles." Soon, cycling elites like Lance Armstrong and Greg LeMond were
sporting the DeFeet brand. The company branched into running, hiking, and snow gear.
Products include socks, armskins, calfskins, boxer briefs, gloves, and shirts for the
serious athlete. DeFeet has a custom department where socks, armskins, and gloves can
be personalized with any motif, including sponsor types of logos like Michelin, Pabst
Blue Ribbon, or BP. Even kids can enjoy DeFeet's highquality socks. DeFeet's products
can be found in retailers across the world""in more than 20 countries like Israel,
Australia, Belgium, and the United States. More than two dozen online retailers also
carry DeFeet products.
What is the most critical element in successful strategic planning?
Refer to DeFeet International. DeFeet's includes retailers and online retailers throughout
the world.
a. product strategy
b. place strategy
c. price strategy
d. promotion strategy
e. positioning strategy
Answer:
Lands' End guarantees its products for as long as you own them. The company would
seem most concerned with
which element of the marketing mix?
a. Price
b. Distribution
c. Personalization
d. Promotion
e. Product
Answer:
A situation that occurs when one marketing channel member intentionally affects
another member's behavior is called:
a. channel power.
b. channel control.
c. channel conflict.
d. channel dominance.
e. channel inversion.
Answer:
The knowledge that most businesses depend on repeat sales is the basis of:
a. traditional personal selling.
b. direct marketing.
c. all trade promotions.
d. relationship selling.
e. product-oriented selling.
Answer:
Point-of-purchase promotions work best for:
a. high-involvement products.
b. purchases that require extensive decision making.
c. complex products that require technical knowledge to operate.
d. impulse buys.
e. expensive products like perfume and jewelry.
Answer:
Compared to the personal interview, the telephone interview costs less, but cost is
rapidly increasing due to respondent refusals to participate.
a. True
b. False
Answer:
SAP, the world's largest business software company, has pledged to put the "customer at
the center" of their universe. SAP has captured the idea of:
a. the 80/20 rule
b. Maslow's hierarchy of needs
c. the marketing concept
d. the sales orientation philosophy
e. the societal concept
Answer:
In the portfolio matrix, a business unit that has low growth potential and a small market
share is called a(n):
a. widow
b. problem child
c. cash cow
d. dog
e. bust
Answer:
One difference between apps and widgets is that:
a. widgets are often cheaper to develop than apps.
b. apps cannot be used in a mobile-ready format.
c. widgets cannot be run entirely within online platforms.
d. apps tend to broaden an organization's listening system, while widgets narrow it.
e. apps offer new content only, while widgets offer new and already-existing content.
Answer:
The advertisements for Kay Jewelers usually show a man presenting a woman with a
ring or necklace and receiving a kiss in return. The ad then shows the slogan "Every
Kiss Begins with Kay." This is an example of _____positioning.
a. product class
b. price and quality
c. use or application
d. attribute
e. emotion
Answer:
If a marketer decides to price goods at odd-numbered dollar amounts to denote bargains
and at even-numbered amounts to denote quality, he or she is using:
a. two-part pricing.
b. price lining.
c. price bracketing.
d. decoy pricing.
e. psychological pricing.
Answer:
Sure Fit, Inc. has begun a rebranding strategy to let customers know it no longer only
produces slipcovers but now also carries a line of rugs, window treatments, and
bedding. Its ____ is described as women with average annual household income of
$60,000 or more.
a. market audience
b. market differentiation
c. perceived market
d. target market
e. aggregated market
Answer:
As marketers gain more experience in marketing a product, costs tend to decrease,
which is an example of the maturity effect.
a. True
b. False
Answer:
Today's business ethics are difficult to learn because they are different from those used
outside the business world.
a. True
b. False
Answer:
Magazines like MarthaStewartLiving, BetterHomes&Gardens, and other magazines
targeted to people who are interested in improving their personal spaces rely on _____
segmentation.
a. psychographic
b. demographic
c. usage rate
d. geodemographic
e. family life cycle
Answer:
Mcommerce is a type of managed commerce in which both buyer and seller end the
transaction with a win"win feeling.
a. True
b. False
Answer:
The functions of the G-20 include all of the following EXCEPT:
a. discussing key issues in the global economy
b. promoting discussion between industrial and emerging-market countries
c. contributing to the strengthening of the international financial
d. streamlining wages and price controls
e. helping to support growth and development across the globe
Answer:
The best generator of repeat sales is satisfied customers.
a. True
b. False
Answer:
Amy stopped by the grocery store to pick up a gallon of milk. As she was waiting to
check out, she noticed that PeopleMagazinehad an interesting cover story about Scarlett
Johansson. As Amy is a huge fan of Scarlett, she had to buy a copy. In this example, the
PeopleMagazineis an example of a(n) _____product.
a. specialty
b. convenience
c. business
d. shopping
e. unsought
Answer:
The AIDA concept:
a. assumes that the second step in the purchase-decision process is inertia.
b. does not explain how all promotions influence purchase decisions.
c. assumes that consumers regularly go through each stage of the process during all
purchases.
d. indicates that the purchase decision is the same for high-involvement and
low-involvement products.
e. is accurately described by none of the choices.
Answer:
AmericanGirlDoll
The American Girl catalog began as a concept to introduce today's girls to those who
lived in the past. Each historically accurate doll is carefully crafted and dressed and has
books to describe her life. For example, Kristen is an 1854 pioneer girl who is growing
up in Minnesota. Her story begins with her long sea voyage from Sweden. The basic
doll, dressed in a calico dress and striped apron plus the hardcover story of how she got
to Minnesota, costs $90.00. Six more hardback books of Kristen's life are available for
$74.95. Kristen's nightgown costs $20.00, and a matching one for the doll owner is an
additional $38.00. Buy both together and the price is only $50.00. A hand- painted
wooden bed and trunk for Kristen are available for $213.00. Shipping costs vary with
the price of the merchandise ordered.
Refer to American Girl Doll. Based on the information in the narrative, which of the
following factors is most likely to affect the elasticity of demand for the doll?
a. The absence of substitutes
b. The existence of complementary products
c. The price relative to purchasing power
d. Product durability
e. A variety of alternative uses for the product
Answer:
By achieving ____ integration across their supply chains, firms can use hardware and
software systems to gain the information needed to execute short-term and long-term
planning, and thereby make better operational decisions.
a. relationship
b. social
c. functional
d. technology and planning
e. internal operations
Answer:
A new medication to eliminate fungal growths on people's toenails may have a slow
rate of adoption because it is not a highly visible item in homes. Also, this item is not
often discussed among friends and coworkers. This is an example of how the
characteristic of can work to slow the adoption process.
a. relative advantage
b. observability
c. trialability
d. complexity
e. compatibility
Answer:
