Direct-mail and catalog retailing are examples of __________.
a. nonstore retailing
b. intertype retailing
c. online retailing
d. print-media retailing
e. dual retailing
Answer:
According to some predictions, which of the following statements regarding attitudes
and the roles of men and women is most likely to occur if current trends continue?
a. The attitudes of men towards women will change more dramatically than the attitudes
of women towards men.
b. The attitudes of women towards men will change more dramatically than the
attitudes of men towards women.
c. The buying habits of women will become much more predictable than those of men.
d. The gap between buying patterns of men and women will grow.
e. The gap between buying patterns of men and women will diminish.
Answer:
Social responsibility is
a. the view that organizations should satisfy the needs of consumers in a way that
provides for society’s well-being.
b. the fundamental, passionate, and enduring principles of an organization that guide its
conduct over time.
c. the idea that an organization should (1) strive to satisfy the needs of consumers (2)
while also trying to achieve the organization’s goals.
d. the idea that individuals and organizations are accountable to a larger society.
e. the recognition of the need for organizations to improve the state of people, the
planet, and profit simultaneously if they are to achieve sustainable, long-term growth.
Answer:
Three common trade-oriented sales approaches are targeted uniquely to wholesalers,
retailers, and distributers include: (1) allowances and discounts, (2) __________, and
(3) training of distributor’s salesforce.
a. reminder advertising
b. cooperative advertising
c. pioneering advertising
d. competitive advertising
e. comparative advertising
Answer:
The changes in coffee consumption are likely due to all of the following EXCEPT:
a. Coffee shops like Starbucks are using mobile payment systems to make purchases
more convenient.
b. Coffee marketers like Caribou Coffee are offering new flavors and seasonal blends.
c. The decreased use of Fair Trade certified coffee due to the added expenses incurred
for certification and farmer subsidies given the current economic downturn.
d. Coffee shops are using new machines to automate the brewing and dispensing of
coffee faster to reduce order processing time.
e. Supermarkets such as Safeway and booksellers such as Borders have added
Starbucks and Seattle’s Best (owned by Starbucks) boutiques to their gourmet brands of
coffee within their stores.
Answer:
Facebook’s charging for user actions that generate more sales for advertisers
demonstrates
a. the influence of social network users in the marketplace.
b. the monopoly of Facebook over the marketplace.
c. the increasing effectiveness of advertising on social networking sites.
d. the convergence of social networking sites with each other.
e. the ethically questionable mode of Facebook charging advertisers for using their site.
Answer:
Four factors are required for marketing to occur: (1) __________; (2) a desire and
ability on their part to be satisfied; (3) a way for the parties to communicate; and (4)
something to exchange.
a. a healthy competitive environment
b. government approval
c. a sense of social responsibility
d. an ability to see hidden potential within an environmental force
e. two or more parties (individuals or organizations) with unsatisfied needs
Answer:
Support products are items used to assist in producing other goods and services. These
include installations, industrial services, supplies, and __________.
a. accessory equipment
b. components
c. derived products
d. complementary products
e. materials
Answer:
In terms of the online customer experience, content refers to
a. a website’s capabilities to enable commercial transactions.
b. the text, pictures, sound, and videos that the website contains.
c. the multiple ways the website enables user-to-user communication.
d. the software codes and structures that support the website’s applications.
e. the website’s mission statement and explanation of the company’s foundation.
Answer:
A skimming pricing policy is likely to be most effective when: (1) enough customers
are willing to buy immediately at the high initial price; (2) lowering the price has only a
minor effect on increasing sales volume and reducing unit costs; (3) customers interpret
high price as signifying high quality; and (4) __________.
a. consumers perceive your product to be similar to other products on the market
b. a lower price will significantly reduce unit costs
c. consumers tend to be price sensitive
d. it will be easier to set measurable sales unit goals
e. when the high initial price does not attract competitors
Answer:
A print ad for Allegra allergy medication offers a free purple seat cushion to all who
request additional information about the drug. This seat cushion is an example of a
__________.
a. sample
b. deal
c. rebate
d. premium
e. coupon
Answer:
Figure 1.b
According to Figure 1.b above, which of the following SBUs has EXCEEDED its
YTD (Year to Date) revenue target?
a. Peripherals
b. Hardware
c. Circuitry
d. Software
e. Grand Total
Answer:
Continuous scheduling would most likely be used for advertising _________.
a. fishing rods
b. bathing suits
c. gardening supplies
d. bathroom cleaners
e. children’s toys
Answer:
At a price of $4.00 each, SHAPE magazine sells 1. million copies of its magazine
targeted to young women seeking a healthier lifestyle. If the price per issue is increased
to $4.50 each, only 1 million copies will be sold. Fixed costs are $1 million and unit
variable costs are $0.50 per magazine. Calculate the average revenue for SHAPE
magazine at the higher price.
a. $0.50
b. $1.
c. $4.00
d. $4.50
e. $8.50
Answer:
A product characteristic known as __________ is relevant to promotional mix decisions
and has financial, social, and physical components.
a. risk
b. complexity
c. ancillary services
d. empathy
e. synergy
Answer:
As a dimension of service quality, the ability to perform the promised service
dependably and accurately is referred to as __________.
a. reliability
b. responsiveness
c. competence
d. courtesy
e. empathy
Answer:
One advantage of using the yellow pages as an advertising medium is
a. there is no competition.
b. the print pages are quicker and easier to use than the Internet.
c. they have a long life span.
d. they are more mobile than other information sources.
e. there are no delivery costs.
Answer:
Direct marketing faces several challenges and opportunities in global markets. Several
countries, such as Italy and Denmark, have requirements for mandatory “opt-in”that is,
a. global marketers must pay a special fee beyond the regular postage for the privilege
of using a country’s postal system.
b. global marketers wishing to use direct marketing must have all mailings approved by
their respective trade commissions for appropriateness of content.
c. global marketers have to purchase special “catalog” postage at a cost higher than
what is charged for the same weight of mail sent from one individual to another.
d. consumers have to pay a special fee to the government to defray the costs of mail
carriers having to handle larger volumes of mail from catalogues.
e. potential customers must give permission to include their name on a list for direct
marketing solicitations.
Answer:
Directing the promotional mix at ultimate consumers to encourage them to ask retailers
for the product is referred to as a(n) __________.
a. push strategy
b. intense strategy
c. inertia strategy
d. exclusivity strategy
e. pull strategy
Answer:
In evaluating whether its Facebook and Twitter social media programs are working
well, Carmex considered using various marketing metrics . One metric it considered
was Carmex mentions on the Internet as a percentage of all mentions of major lip balm
brands. This metric is called
a. Carmex sentiment.
b. Carmex Twitter followers.
c. Carmex conversation velocity.
d. Carmex Facebook likers (or Fans or likes).
e. Carmex share of voice.
Answer:
During the planning phase of an IMC program, a firm will __________, specify the
promotion objectives, set the budget, select the right promotional tools, design the
promotion, and schedule the promotion.
a. pretest the promotion
b. identify the target audience
c. state the mission
d. identify possible advertising or promotional firms
e. carry out the promotion
Answer:
The key elements of future services include __________, convergence, and
personalization.
a. automation
b. transglobalization
c. mobility
d. divergence
e. convenience
Answer:
Best Western International, Inc., a national hotel chain, paid couples to videotape
themselves as they spent three to seven days on a cross-country trip. From this, Best
Western found that women usually decide when to pull off the road, where to stay over
night, and what amenities the hotel or motel should have to make their stay more
enjoyable. These couples were determining their lodging in a “natural use
environment,” and so providing __________ research to Best Western.
a. secondary
b. developmental
c. alternative
d. ethnographic
e. focus group
Answer:
All of the following are sources for new product ideas EXCEPT:
a. competitors
b. universities.
c. regulators
d. suppliers
e. employees
Answer:
A systematic assessment of a firm’s objectives, strategies, and performance in terms of
social responsibility is referred to as
a. a business mission.
b. the strategic marketing process.
c. a SWOT analysis.
d. a social audit.
e. an accountability analysis.
Answer:
Market segmentation stresses __________ and relating them to specific marketing
actions.
a. grouping people randomly within a market
b. grouping people according to similar needs
c. splitting people randomly within a market
d. dividing people into the smallest groups possible
e. identifying potential new buyers who are not yet familiar with a new product
Answer:
Pizza Hut was a pioneer in QSR. QSR is an acronym for __________.
a. quick serve restaurant
b. quality service restaurant
c. quality, service, and responsibility
d. quantity service restaurant
e. quality service review
Answer:
New-product strategy development refers to
a. the stage of the new-product process where specific product features and benefits are
selected prior creating a new-product prototype.
b. the stage of the new-product process that defines the strategic role for a new product
in terms of the firm’s overall objectives.
c. a formalized protocol for new product development determined by director of
marketing.
d. the process of presenting cross-functional teams with a written new-product concept
statement and asking them to respond to it in writing.
e. the stage of the new-product process that turns the idea on paper into a prototype,
which results in a demonstrable, producible product corresponding to its protocol.
Answer:
Which of the following types of promotion uses customized interaction?
a. advertising
b. public relations
c. sales promotion
d. personal selling
e. publicity
Answer:
Loving Care Pets manufactures dog food specifically created for puppies under three
months of age. In terms of the market-product grid framework, Loving Care Pets is a
small firm without sustainable comparative advantages in marketing or production
efficiencies. Loving Care Pets is using a __________ strategy.
a. market-product concentration
b. market specialization
c. product specialization
d. selective specialization
e. full coverage
Answer:
Services can be classified according to whether they are delivered by people or
equipment, whether they are for profit or nonprofit organizations, and whether they are
__________.
a. government sponsored
b. a national organization or a global organization
c. privately owned or publicly owned
d. performed by independent contractors
e. owned by individuals or corporations
Answer:
Which of the following statements about online advertising is MOST accurate?
a. It is easier to measure the impact of online advertising than other media.
b. Although annoying, click fraud and webtipping are not causing real financial
damage.
c. Although popular with the younger generation, few Baby Boomers order online.
d. Standards for the various formats used online are still evolving.
e. One way online companies benefit is through employing PTR in order to increase site
traffic.
Answer:
Apple iTunes has an advantage over Amazon as an online music supplier because
a. it has a larger market share and has tied its iTunes software to products like iPods.
b. people aren”t aware that Amazon sells music.
c. most digital songs play only on iTunes-compatible devices like iPods.
d. it reached the market first.
e. it has a slicker user interface.
Answer:
According to the Apple market-product grid above, Apple would most likely get the
LEAST product synergies from the
a. Mac Pro and MacBook Pro.
b. Mac Pro and iMac.
c. Mac Pro and MacBook Air.
d. Mac Pro and Mac Mini.
e. iMac and Mac Mini.
Answer: