Culture is a component of what type of environmental force that must be scanned to
assess its impact on the organization’s marketing environment?
A. regulatory
B. technological
C. competitive
D. economic
E. social
Answer:
Selective exposure is most likely to occur during which stage of the consumer purchase
decision process?
A. information search
B. purchase decision
C. alternative evaluation
D. postpurchase behavior
E. problem recognition
Answer:
Consumers spend little time and effort evaluating alternatives in the purchase of table
salt and milk. The consumer purchase decision process for such staples involves
__________, which is virtually a habit and typifies low-involvement decision-making.
A. limited problem solving
B. extended problem solving
C. situational problem solving
D. rational problem solving
E. routine problem solving
Answer:
The process of reclaiming recyclable and reusable materials, returns, and reworks from
the point-of-consumption or use for repair, remanufacturing, redistribution, or disposal
is referred to as
A. salvage marketing.
B. materials transformation.
C. reverse materials handling.
D. reverse logistics.
E. cause-related marketing.
Answer:
Figure 10-4
The consumers represented by B in Figure 10-4 above are called __________.
A. innovators
B. late majority
C. early majority
D. early adopters
E. laggards
Answer:
Consultative selling refers to a presentation format that
A. emphasizes probing and listening by the salesperson to identify needs and interests
of prospective buyers.
B. focuses on problem identification, where the salesperson serves as an expert on
problem recognition and resolution.
C. consists of information that must be provided in an accurate, thorough, and
step-by-step manner to inform the prospect.
D. assumes that given the appropriate stimulus by a salesperson, the prospect will buy.
E. involves adjusting the presentation to fit the selling situation, such as knowing when
to offer solutions and when to ask for more information.
Answer:
A significant difference between the Mall of America and other regional shopping
centers is that
A. all MOA employees are required to be multilingual because of the store’s
international draw.
B. MOA has nearly twice as much space devoted to specialty stores than to anchor
stores.
C. retail store owners can live in attached condominiums, at reduced rates, so they don’t
have to worry about getting to work in bad weather.
D. employees can take classes on the premises offered through a local community
college.
E. employees get a 50% discount at all the food establishments.
Answer:
A manufacturing company that introduces a product must know or anticipate what
specific price its __________ currently charge or may charge in the future.
A. present and potential competitors
B. financial institutions
C. suppliers
D. unions
E. regulators
Answer:
All of the following factors contribute significantly to the rate of change of a country’s
population (such as the U.S.) EXCEPT:
A. life expectancy (the average number of years a population lives from birth).
B. immigration (the number of people who enter a country for the purpose of permanent
residence).
C. population density (defined as the total number of people per square mile/kilometer).
D. birth rate (the number of births during a specified time period).
E. death rate (the number of deaths during a specified time period).
Answer:
CDI/BDI Marketing Dashboard
In the CDI/BDI Marketing Dashboard above, which segment consumes the LEAST
amount of Hawaiian Punch?
A. households without children
B. households with children 13 to 18 years old
C. households with children 6 years old or under
D. households with children 7 to 12 years old
E. Because the BDI and CDI show inconsistencies in their measurements, especially in
the segment of children under the age of six, it is impossible to answer the question.
Answer:
Four factors are required for marketing to occur: (1) two or more parties (individuals or
organizations) with unsatisfied needs; (2) a desire and ability on their part to be
satisfied; (3) __________; and (4) something to exchange.
A. a way for the parties to communicate
B. a healthy competitive environment
C. an affordable and actionable advertising campaign
D. a sense of social responsibility
E. an ability to see hidden potential within an environmental force
Answer:
A market orientation refers to
A. the orientation of an organization that focuses its efforts on continuously collecting
information about the environment, keeping abreast of the actions of its competitors,
and using this information to create product innovation.
B. the belief that the buying environment for any given industry is volatile and therefore
all marketing decisions should be short-term and easily adaptable to change.
C. the orientation of an organization that focuses its efforts on continuously collecting
information about customers’ needs, sharing this information across departments, and
using it to create customer value.
D. the belief that the buying environment for any given industry is relatively stable and
therefore all marketing decisions should be long-term to prevent loss of focus.
E. the point of view that holds that there is always someone who needs or can benefit
from your product, and if one segment fails, there is an even better one somewhere in
the “market.”
Answer:
Which of the following is an inherent strength of direct marketing?
A. direct marketing can be adapted quickly to facilitate customer relationships
B. direct marketing is often the most credible source in the consumer’s mind
C. direct marketing can provide complex information
D. direct marketing can quickly stimulate and maintain market share
E. direct marketing is a low cost means of reaching the target market
Answer:
A __________ occurs when a person feels deprived of basic necessities such as food,
clothing, and shelter.
A. desire
B. need
C. utility
D. want
E. craving
Answer:
Figure 2-2
In Figure 2-2 above, C represents the “how” element of visionary organization. This is
referred to as __________.
A. organizational tactics
B. organizational mission
C. organizational foundation
D. organizational direction
E. organizational strategies
Answer:
Generally, as the proportion of middle-income households in a country __________, the
nation’s purchasing power increases.
A. decreases
B. increases
C. levels off
D. reaches 33 percent of the total population
E. reaches 50 percent of the total population
Answer:
What is the marketing objective for the maturity stage of the product life cycle?
A. begin deletion
B. implement skimming
C. stress differentiation
D. gain awareness
E. maintain brand loyalty
Answer:
A(n) __________ is common in the employment services and tax services industries
where franchisors license individuals or firms to dispense a service under a trade name
and specific guidelines.
A. service-sponsored franchise system
B. service-sponsored retail franchise system
C. manufacturer-sponsored wholesale franchise system
D. manufacturer-sponsored retail franchise system
E. administered vertical marketing system
Answer:
Temporal effects include
A. the purpose of the purchase.
B. the presence of other people.
C. the time of day of the purchase.
D. the crowding in retail stores.
E. the consumer’s mood while engaged in the purchase.
Answer:
What do a security guard, a plumber, and a management consultant have in common?
A. They are all tangible services.
B. They do not have problems with idle production capacity.
C. They are all equipment-based services.
D. They are all people-based services.
E. They never use off-peak pricing.
Answer:
In the hierarchy of effects, adoption refers to
A. the point at which the consumer accepts the integrity of the manufacturer and the
reliability of the product.
B. the consumer’s appraisal of the product or brand on the majority of important
attributes.
C. an increase in the consumer’s desire to learn about some of the features of the
product or brand.
D. the consumer’s actual first purchase and use of the product or brand.
E. the consumer’s repeated purchase and use of the product or brand after a favorable
experience on the first trial.
Answer:
The type of business products known as support products includes installations,
accessory equipment, supplies, and __________.
A. industrial services
B. components
C. materials
D. derived products
E. complementary products
Answer:
In a brainstorming session for a new drug to lower cholesterol, the members of the
marketing department agreed the benefits of the new drug could best be promoted by
comparing the drug to those currently on the market. In terms of the communication
process, the transformation of this idea into an ad campaign is an example of
__________.
A. fields of experience
B. receiving
C. encoding
D. decoding
E. messaging
Answer:
A market-product grid is a framework to relate the market segments of potential buyers
to
A. estimated expenses for products sold.
B. products offered or potential marketing actions by an organization.
C. total anticipated revenue.
D. total anticipated profit.
E. market share of the closest competitor.
Answer:
Beginning January 1, 2005, China lifted the import quotas and lowered tariffs on
automobiles. This removal of the quotas and the lowering of tariffs is an example of
A. relaxing the rule of eminent domain.
B. reducing ethnocentrism.
C. enhancing domestic imperialism.
D. reducing protectionism.
E. enhancing countertrade.
Answer:
The use of __________ as a tool for exchanging goods, services, and information on a
global scale is one of the trends that has affected world trade.
A. buying centers
B. Internet technology
C. language translators
D. tariff and quota policies
E. multinational marketing strategies
Answer:
Online trading communities that bring together buyers and supplier organizations to
make possible the real time exchange of information, money, products, and services are
referred to as
A. webfronts.
B. iCommerce.
C. e-commerce marketspaces.
D. e-marketplaces.
E. X-changes.
Answer:
Apps are
A. computer-based networks that trigger actions by sensing changes in the real or
digital world.
B. software programs to measure the number of times an ad loads on a webpage.
C. small, downloadable software programs that can run on tablet devices or
smartphones to provide special functions for these devices.
D. a failed marketing gimmick to advertise the benefits of smartphones.
E. programs that can be used to organize large groups of people to form protests on
social networking sites.
Answer:
Marketing seeks to discover the needs and wants of prospective customers and satisfy
them. Essential to this process is the idea of exchange, which refers to
A. the trade of things of value between buyer and seller so that each is better off after
the trade.
B. the negotiation phase between the manufacturer and the seller.
C. the financial remuneration (monetary payment) for a product or service.
D. the transport of tangible goods to new owners.
E. the practice of swapping products and services for other products and services rather
than for money.
Answer:
The recent large decline in __________ has had a psychological impact on consumers
who tend to spend more when they feel their net worth is rising and postpone purchases
when it declines.
A. automobile prices
B. fuel prices
C. the number of people competing for jobs
D. consumer confidence
E. home values
Answer:
A branding strategy in which a company uses one name for all its products in a product
class is referred to as __________.
A. global branding
B. public branding
C. multibranding
D. brand licensing
E. multiproduct branding
Answer:
The four major types of limited-service merchant wholesalers are drop shippers, rack
jobbers, cash and carry wholesalers, and __________.
A. truck jobbers
B. machine vendors
C. credit line wholesalers
D. transport vendors
E. container transport vendors
Answer:
Computer files that a marketer can download onto the computer and mobile phone of an
online shopper who visits the marketer’s website are referred to as __________.
A. bots
B. cookies
C. spiders
D. spam
E. interstitials
Answer:
Canam Canada specializes in the fabrication of steel joists, joist girders, and steel deck.
Canam Canada offers value-added engineering support, architectural flexibility and
customized solutions and services. Canam Canada uses team selling that focus on
important customers to build mutually beneficially, long-term, relationships. Teams
include sales, service, and technical personnel to work exclusively with assigned
customers. Canam’s salesforce practices
A. unique account management.
B. key account management.
C. specialty account management.
D. one of a kind account management.
E. consultative account management.
Answer:
Coke-Pepsi Photo
Consider the Coke-Pepsi photo above. Suppose you are a senior executive at Pepsi-Cola
and a Coca-Cola employee offers to sell you the marketing plan and sample for a new
Coke product at a modest price. When asked this question in an online survey,
__________ percent of marketing and advertising executives said they would buy the
plan and product sample if there were no repercussions.
A. 15
B. 36
C. 52
D. 67
E. 89
Answer: