The rules, regulations, and habits used for brick-and-mortar stores tend to restrain and
limit the success of those retailers engaged in e-commerce.
a. True
b. False
Answer:
“Girls Just Wanna Have Funds” is a Washington, DC, support group that consists
mostly of young women who offer tips on budgeting and debt relief. Since you cannot
evaluate the quality of the financial advice until after you have received it, this is an
example of the characteristic of service.
a. reliability
b. heterogeneous satisfaction
c. search quality
d. temporal quality
e. experience quality
Answer:
Mountain Express is a company that provides grocery delivery service to several small
communities in Idaho. The company gives a 2 percent discount on all food orders to
customers after they have used the service ten times. An additional percentage discount
is offered for each additional 15 orders up to a maximum of 8 percent. The relationship
marketing strategy used by Mountain Express is based on:
a. following service delivery paradigms.
b. building social bonds.
c. building financial bonds.
d. opening personal communication channels.
e. creating structural bonds.
Answer:
When Avril went to purchase a birthday card for her new boyfriend, she went to three
stores and spent four hours reading over 500 cards before selecting the perfect one. This
card (which cost $3.25) is properly designated as a high-involvement product because
of:
a. product involvement
b. situational involvement
c. shopping involvement
d. enduring involvement
e. motivational involvement
Answer:
In Baton Rouge, Louisiana, everyone who is anybody in society can”t wait to get a
copy of 225 magazine. The magazine is targeted to the upper middle and upper classes
in Baton Rouge and features articles on how they work and play. The editor of 225
magazine is relying on _______segmentation.
a. geodemographic
b. graphic
c. benefit
d. socioeconomic
e. income
Answer:
There are a number of toothpastes marketed under the Crest brand, including Cavity
Protection Crest, Pro-Health Sensitive Shield Crest, Baking Soda Crest, Tartar
Protection Crest, and Crest for Kids. This is an example of Crest’s:
a. product line width.
b. product mix.
c. product line depth.
d. product mix inconsistency.
e. marketing mix.
Answer:
In the survey used by an organization of mothers who swap toys, respondents were
asked, “Would you be willing to pay a small fee in order to take advantage of this
service? Circle YES or NO.” This is a(n) ____ question.
a. open-ended
b. sampling frame
c. scaled-response
d. double-barreled
e. dichotomous
Answer:
Much of the growth in social media sites can be attributed to:
a. good old-fashioned word-of-mouth promotion.
b. new platforms like tablets and smartphones.
c. media hype.
d. the proliferation of new Web sites like The Dissolve and Polygon.
e. new technology uses for social media.
Answer:
From the consumer’s point of view, a company’s communications are already integrated,
no matter how the company itself defines them.
a. True
b. False
Answer:
DeltaFaucet Company
Masco is the name of a well-recognized company in the construction industry. It
produces cabinetry, furniture, lighting, and plumbing fixtures for the upper-end
homeowner and builder. One of the divisions of Masco is the Delta Faucet Company,
which is the leader in the faucet industry. Delta was founded in 1955. Over the decades,
it has developed a legacy based on well-crafted, high-quality products. Since the 1970s,
Delta has focused its energies on building loyalty with the builder marketplace.
Research in 2002 showed that while builders respected the Delta faucet for its quality,
durability, and dependability, household consumers were not enamored with Delta
products. Due to the number of new magazines and television programs devoted to
home style, homeowners wanted faucets that were chic and stylish. This was not the
image of the Delta faucet. To change its image, Delta began a marketing program in
which it committed itself to developing new products to appeal to homeowners. It
adopted a new slogan”””Beautifully Engineered.”
Refer to Delta Faucet Company. While new home construction is not growing as
rapidly as it once did, the number of homeowners who are remodeling bathrooms and
kitchens is growing. According to the portfolio matrix, Masco would consider Delta
a(n):
a. question mark
b. exclamation point
c. star
d. cash cow
e. problem child
Answer:
Which type of integration implies the performance assessment of the supply chain
should be taken as a whole while also holding each member of the supply chain
accountable for meeting its own goals?
a. Accountability
b. Benchmarking
c. Social
d. Planning
e. Measurement
Answer:
Tariq is throwing a party tonight and needs to order a couple of pizzas. There are many
pizza joints in town, but Tariq has narrowed down his choices to Tony’s Pizzeria,
Domino’s, and Montoni’s. These three restaurants represent Tariq’s:
a. evaluative criteria
b. dissonance suppressors
c. discretionary discriminators
d. discriminatory set
e. evoked set
Answer:
Marketing two or more products in a single package for a special price is known as:
a. price bundling.
b. two-part pricing.
c. psychological pricing.
d. price lining.
e. family pricing.
Answer:
A barber shop is an example of a service business.
a. True
b. False
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. American Girl is the primary seller of historically accurate
dolls with accompanying books in a market where there is very little competition. It has
no cash flow problems and is not interested in maximizing its sales. From this
information, you should know American Girl has _____pricing objectives.
a. status quo
b. psychological
c. profit-oriented
d. sales-oriented
e. supply-derived
Answer:
Telephone interviews offer:
a. speed in gathering data.
b. a potential for reaching all households.
c. few nonresponses.
d. the ability to collect large amounts of complex data.
e. the lowest-cost method for obtaining data.
Answer:
Customers and business owners can do all of the following on the Yelp Web site
EXCEPT:
a. business owners can set their pages to block negative reviews.
b. customers can write about bad experiences they”ve had at local businesses.
c. business owners can edit their organizations’ pages.
d. customers can read about what others think about particular businesses.
e. business owners can respond directly to customers who have written reviews.
Answer:
Danita is in charge of new business development for her advertising agency. She
recently made a sales presentation to the administration of Northwest Medical System
to discuss the creative approaches her agency would use to differentiate Northwest
Medical from its competition. Danita ended the presentation by asking, “When would
you like our firm to begin working on your new brand awareness campaign?” In which
stage of the selling process would such a question most likely be asked?
a. Closing the sale
b. Follow-up
c. Dealing with cognitive dissonance
d. Handling rejection
e. Qualifying the prospect
Answer:
Although many factors can influence price, the primary determinants are:
a. costs of manufacturing and distribution
b. the demand for the good and the cost to the seller
c. demand by the consumer and perceived quality
d. distribution and promotion strategies
e. stage of the product life cycle and costs to the consumer
Answer:
Land O”Lakes makes a light butter with canola oil that has 60 percent less cholesterol
and 50 percent less fat and
calories than butter. This marketing gives the product a:
a. strategic edge
b. competitive advantage
c. tactical strength
d. marketing mix
e. mission statement
Answer:
An attitude toward a product is:
a. easy to change.
b. a person’s point of view about the product.
c. the same as a belief.
d. the same as “intention to buy”.
e. of short duration.
Answer:
Allstate Insurance has mostly ditched its famous “in good hands” ads in favor of a
character called “Mayhem,” who shows up in your life at random and trashes it. What
kind of advertising appeal were these ads using?
a. Fear
b. Consequences
c. Health
d. Vanity and egotism
e. Consciousness
Answer:
Unfortunately, most businesspeople have not progressed beyond the self-centered and
manipulative actions of preconventional morality.
a. True
b. False
Answer:
Escalator pricing is:
a. a demand-oriented pricing tactic.
b. similar to delayed-quotation pricing.
c. similar to price shading.
d. a form of market penetration pricing.
e. also called “postage stamp” pricing.
Answer:
Dancing Pigs BarBQue Sauce is a product of the BarBQ Shop located in Memphis,
Tennessee. It’s also sold
online for $88 a case, including shipping and handling. The Bar-B-Q shop covers the
cost of shipping and uses
_____ pricing policy.
a. penetration
b. skimming
c. zone
d. basing-point
e. freight absorption
Answer:
BaseballDirt
Dirt is not dirt when it comes to baseball fields. About two-thirds of the pro baseball
fields get their dirt from a dirt farm in New Jersey called Partac Peat. The company
markets a secret mix for the infield (resilient), the warning track (extra crunchy), and
the pitcher’s mounds (firm). Mounds come in red, brown, orange, and gray colors.
Roger Bossard, the White Sox head groundskeeper, scouted nationwide for dirt before
settling on the mix provided by Partac Peat. (He uses sand under the grassy areas of the
playing field.)
Refer to Baseball Dirt. Because Partac Peat’s secret mix is a business product, the
primary promotional method used for its sale is:
a. trade promotions.
b. slotting allowances.
c. personal selling.
d. advertising in consumer magazines.
e. publicity.
Answer:
Why do many brands with a large market share spend proportionally less on advertising
compared to brands with small market share?
a. Beyond a certain volume of promotion, diminishing returns set in.
b. Certain industries have a practice of spending a low amount of dollars, relative to
sales, on advertising.
c. There is no minimum level of exposure for advertising to have an effect on sales.
d. Advertising will not stimulate economic growth for the industry.
e. The firms with large market share do not have to advertise anymore.
Answer:
For which of the following purchases is Gordo most likely to pass through all four
stages of the AIDA process?
a. A pair of white socks
b. A two-pack of light bulbs
c. A loaf of bread
d. Gear for mountain climbing
e. A six-pack of beer
Answer:
Post makes several varieties of cereals. In promoting this product line, Post offers a
50-cents-off coupon that can be used to purchase any of its cereals. Therefore, Post
must consider _____ when pricing its cereals.
a. joint costs
b. differential costs
c. bundling costs
d. potential (or basing) costs
e. factorial costs
Answer:
Which of the following is the BEST example of an institution market?
a. The federal government
b. eBay
c. Claire’s Boutique
d. Hillsdale United Methodist Church
e. Starbucks
Answer:
Because Samuel Cabot, Inc., a manufacturer of premium-grade wood stains, wants to
spend its promotional budget on timely advertisements that target a large out-of-home
audience and have low unit and production costs, it should use ______ advertising.
a. newspaper
b. radio
c. television
d. magazine
e. creative
Answer: