A systematic ____________ program collects customer inputs and integrates them into
managerial decisions.
A. quality gap analysis
B. empowerment
C. zone of tolerance
D. standards analysis
E. voice-of-customer
Answer:
The manufacturer of Beats by Dr. Dre headphones decides to advertise in the
“lifestyles” sections of big-city newspapers. However, this generates a limited response
in sales. Which of the following represents a likely breakdown in the communication
process here?
A. The message was decoded incorrectly.
B. The message was not transmitted.
C. The message was not received by its intended audience.
D. The message was encoded incorrectly.
E. The sender was not clearly identified.
Answer:
As a retail clothing store manager, Randy frequently asks his staff what customers are
saying and what they are asking for. He also attends the quarterly clothing show at the
regional merchandise mart. Randy’s efforts will likely help him
A. avoid cognitive dissonance.
B. implement just-in-time marketing promotions.
C. identify potential opportunities.
D. avoid the need to understand regional culture.
E. achieve cost savings.
Answer:
Many retail golf stores have driving ranges, some with backdrops showing famous golf
courses. These driving ranges allow
A. wholesalers to evaluate promotional discounts.
B. retailers to improve the shopping experience through an improved product line
assortment.
C. customers to increase their share of wallet spending.
D. retailers to avoid competition from knock-off products.
E. customers to try before they buy.
Answer:
A process called _______ enables customers to scan a product in a store and instantly
compare the prices online to see whether a better deal is available.
A. deal-finding
B. window-shopping
C. highlighting
D. matching
E. showrooming
Answer:
Kathy has naturally curly hair and has often been disappointed with the haircuts she has
received. When she moved to a new town, she approached her new office mates and
several strangers with curly hair and asked them where they had their hair cut. She
chose to spend considerable effort finding a new hair stylist based on the __________
associated with her purchase decision.
A. evoked set
B. reference group
C. physiological risk
D. performance risk
E. financial risk
Answer:
_______ channels are used to reach a broad audience; _______ channels are used to
reach a narrower segment of consumers.
A. Niche media; mass media
B. Media mix; media buy
C. Media buy; media mix
D. Mass media; niche media
E. Promotion; institutional
Answer:
A(n) ________ is a brand that is developed by a national brand vendor, often in
conjunction with a retailer, and is sold exclusively by the retailer.
A. store brand
B. manufacturer’s brand
C. national brand
D. exclusive brand
E. brand extension
Answer:
Global segmentation, targeting, and positioning (STP) are more complicated than local
STP, in part because
A. consumers may view their roles differently in different countries.
B. there are fewer franchising opportunities in global markets.
C. global consumer markets are almost totally homogeneous, making segmentation
difficult.
D. most governments have rules against targeting consumers.
E. positioning almost always fails when attempted in a foreign country.
Answer:
Of the seven primary motivations for mobile app usage, which one do people spend the
most amount of time on each month?
A. need for “me time”
B. need for socializing
C. need for shopping
D. need for accomplishing
E. need for self-expression
Answer:
When selecting a target market, firms will be most successful if they
A. decide between demographic and geographic segmentation methods.
B. seek out opportunities to customize products.
C. develop a strong communication plan.
D. match the firm’s competencies with a market segment’s attractiveness.
E. reposition the brand.
Answer:
Regardless of the objective of an advertising campaign, each campaign’s objectives
must be
A. sincere and emotional.
B. consistent with those of the available media.
C. either informative or persuasive but not both.
D. specific and measurable.
E. designed for use in both a pull and a push strategy.
Answer:
For a price skimming strategy to work, the product or service must
A. be bundled with products or services already available on the market.
B. be similar to what consumers are already comfortable with.
C. have wide market appeal.
D. have low production costs.
E. offer consumers some new benefit currently unavailable in alternative products.
Answer:
Computer game companies constantly monitor computer game-related blogs keeping
track of the latest hot products, because they know that their customers crave the “latest
and greatest” games. They use this information to create new products that primarily
provide the benefit of
A. keeping up in a market where sales come mostly from new products.
B. satisfying the changing needs of former customers.
C. avoiding market penetration from products that have been on the market for a long
time.
D. creating diversification and reducing risk.
E. taking advantage of a long product cycle.
Answer:
Brands are assets that can be legally protected through
A. copyrights and trademarks.
B. financial reporting.
C. brand extensions.
D. generic branding.
E. corporate branding strategies.
Answer:
Brands that are owned by ___________ are called private-label brands.
A. manufacturers
B. wholesalers
C. supply chain specialists
D. retailers
E. manufacturer’s reps
Answer:
In terms of the 4E framework, in order for a firm’s offer to excite its targeted customers,
the offer must be
A. unique.
B. relevant.
C. substantial.
D. easy to understand.
E. tangible.
Answer:
For products like clothespins, which provide the same benefit for all consumers,
marketers should probably use a(n) ________ strategy.
A. concentrated targeting
B. lifestyle segmentation
C. benefit segmentation
D. undifferentiated targeting
E. differentiated segmentation
Answer:
Personal selling is an especially important part of IMC in
A. business-to-business markets.
B. cause-related marketing.
C. event sponsorships.
D. stealth marketing.
E. web tracking.
Answer:
A reference price is
A. the total price including tax.
B. the price against which buyers compare the actual selling price.
C. the manufacturer’s cost.
D. a cumulative quantity discount price.
E. the external horizontal fixed price.
Answer:
Many of the best-known American retailers, like Starbucks and McDonald’s, have
contractual agreements with another firm or individuals, allowing its businesses to
operate overseas. These companies expanded globally using
A. franchising.
B. exporting.
C. joint ventures.
D. direct investment.
E. strategic alliances.
Answer:
Of the five strategies for entering new markets, direct investment creates the
A. least investment cost.
B. greatest potential risk.
C. most franchisee control.
D. best opportunity for strong strategic alliances.
E. greatest coordination of efforts of global and local partners.
Answer:
When the detailed opinions of a few industry experts or experienced consumers are
needed, __________ is(are) often the best qualitative research method.
A. observation
B. surveys
C. social media studies
D. in-depth interviews
E. secondary data mining studies
Answer:
Every month, Dr. Combahee takes her staff to lunch and asks them to share patients’
comments and concerns. Dr. Combahee uses the lunches as an informal marketing
research effort intended primarily to
A. provide a link between herself and her profession.
B. help her understand the needs of her customers.
C. monitor her competitors.
D. decrease the uncertainty associated with decision making.
E. improve profitability.
Answer:
__________ involves the process of defining the marketing mix variables so that target
customers have a clear, distinctive understanding of what a product does or represents
in comparison with competing products.
A. Targeting
B. Market segmentation
C. A sustainable competitive advantage
D. Positioning
E. A customer excellence strategy
Answer:
Population estimates show that by the year 2050, nearly 30 percent of the population in
the United States will come from which group?
A. Hispanics
B. Asians
C. Pacific Islanders
D. Native Americans
E. Eastern Europeans
Answer:
A demand curve shows the relationship between _______ in a period of time.
A. income and demand
B. price and costs
C. price and elasticity
D. profit and price
E. price and demand
Answer:
Postpurchase cognitive dissonance is especially likely for products that are
A. cheap, poorly made, and made of plastic.
B. personally valuable, antique, or foreign-made.
C. simple, easily copied, and new.
D. psychologically soothing, purchased impulsively, and part of a consumer’s evoked
set.
E. expensive, infrequently purchased, and associated with high levels of risk.
Answer:
If McDonald’s wanted to change its marketing strategy in response to the social trends
outlined in the text, it might consider all of the following ideas except
A. offering an expanded menu of healthy options.
B. making nutritional information readily available to consumers.
C. using recycled paper in its food packaging.
D. using solar power in its restaurants.
E. creating an advertising campaign targeting elementary schoolchildren.
Answer:
Which of the following was not a new-to-the-world product or service when it was
introduced?
A. Wi-Fi
B. the Mercedes mini sport utility vehicle, a smaller version of its larger SUVs
C. Microsoft’s Windows operating system
D. the MP3 player
E. flat-screen TVs
Answer:
Recently, the number of students enrolled in the marketing program dropped while
enrollment in the psychology program increased. The chair of the marketing department
will probably use __________ as a first step to gain a better understanding of why
enrollments are changing.
A. experimental research
B. data warehousing
C. syndicated data
D. qualitative research
E. structured questionnaires
Answer:
When John began helping his favorite uncle Burton with his finances, he discovered his
uncle was still renting a rotary-dial telephone from the phone company. Uncle Burton
had paid thousands of dollars in rental fees over the previous 40 years. Uncle Burton is
a(n) __________ in the diffusion of innovation process for telephones.
A. innovator
B. laggard
C. late majority
D. early majority
E. early adopter
Answer:
When Diana went to college, tuition was $650 per semester. Now that same college
charges $6,500 per semester. This number reflects a persistent increase in price known
as
A. currency fluctuation.
B. inflation.
C. recession.
D. interest.
E. deflation.
Answer:
A __________ package is the one a consumer uses. A __________ package is used by
retailers to display and sell the product.
A. secondary; primary
B. generic; private-label
C. primary; secondary
D. corporate; manufacturer’s
E. co-branded; licensed
Answer:
Quitman Enterprises sells its business language dictionary to college students
throughout the United States. Joseph Quitman, the owner, wants to start selling the
book to international students abroad. Quitman wants to pursue a
__________________ growth strategy.
A. product proliferation
B. market development
C. market penetration
D. diversification
E. product development
Answer: