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The Economic Espionage Act
A. allows the World Court in The Hague to adjudicate trade disputes on behalf of
United Nations' members and requires the home country to impose any penalties.
B. imposes a personal fine on a convicted U.S. citizen of up to $10 million.
C. targets espionage activities that are commonplace in any industry that holds
governmental contracts.
D. makes the theft of trade secrets by foreign entities a federal crime in the U.S.
E. is well-intended in theory, but is virtually impossible to enforce.
Answer:
Women make what percentage of new-car buying decisions?
A. 15 percent
B. 30 percent
C. 45 percent
D. 60 percent
E. 80 percent
Answer:
A general review of possible marketing and product synergies, economic analysis, and
cannibalization potential would all take place during which stage of the new-product
process?
A. business analysis
B. screening and evaluation
C. new-product strategy development
D. development
E. These activities are addressed at every stage except new-product strategy
development.
Answer:
Although now a part of Sears, Lands' End was primarily known as a catalog retailer.
This means that traditional department stores, mass merchandisers, specialty shops, and
other catalog retailers are considered to be Lands' End's
A. consideration set.
B. industry.
C. competitors.
D. target market.
E. stakeholders.
Answer:
A website that provides the ability to conduct sales transactions for products and
services emphasizes the __________ design element.
A. commerce
B. context
C. community
D. content
E. connection
Answer:
A general rule of thumb among marketing researchers is to use __________ first and
then collect __________.
A. external secondary data; internal primary data
B. internal primary data; external primary data
C. primary data; secondary data
D. secondary data; primary data
E. observational data; questionnaire data
Answer:
Which of the following statements about how women buy new cars today is most
accurate?
A. Women have definite likes or dislikes when buying a new car, but they don't feel
comfortable expressing their opinions.
B. Most women actually enjoy the price negotiation process.
C. The issue of 'speed" is an important factor to men but not really important to women.
D. Women are more likely to make their new car purchase selection as a result of
information provided by a friend or a relative than from promotional information.
E. Women care more about exterior styles and lines and men are more concerned with
cargo space and gas mileage.
Answer:
One reason follow-up is so important is that research shows that the cost and effort to
obtain repeat sales from a satisfied customer is roughly __________ of that necessary to
gain a sale from a new customer.
A. 25%
B. 50%
C. 100% (or the same as)
D. 200% (or double)
E. 300% (or triple)
Answer:
Installations are support products that include items such as
A. copy paper, mechanical pencils, and light bulbs.
B. welding masks and computers.
C. warehouses and automated assembly lines.
D. lumber and engine parts.
E. janitorial and legal services.
Answer:
Your company is introducing a new line of activewear for teenagers and invites the
members of the high school track team to a private display of the line. This group
consists of __________ for activewear clothing.
A. lifestyle makers
B. aspirational people
C. autonomous leaders
D. opinion leaders
E. joint decision makers
Answer:
Figure 2-11
Based on the sales revenue data shown in Figure 2-11 above, as a marketing manager
for Apple, you would most likely conclude that
A. the planning gap is narrowing.
B. the actual sales results (line BE) are on track with the new plan (line BD).
C. the actual sales results (lines AB and BE) are on track with the 2005 plan (line BC).
D. sales are increasing significantly since 2005 (line BD).
E. another new plan has been needed since 2005, since the planning gap (wedge DBC)
is widening each year thereafter.
Answer:
Which of the following statements concerning ethnographic research is most accurate?
A. Ethnographic research was specifically designed to use in global markets to help
marketers understand cultural diversity and ethnocentrism.
B. Ethnographic research employs the use of genealogical data to track purchase
behaviors through family lines.
C. Ethnographic research relies on physiological responses such as heart rate, breathing
rate, and stress levels to obtain objective data.
D. Ethnographic research uses anthropologists and other trained researchers to observe
consumers encounter products in their natural use environment.
E. Ethnographic researchers use videotapes to eliminate miscues of subtle emotional
reactions that can skew market research results.
Answer:
A company's product mix is equal to the sum of its
A. marketing mix.
B. product class.
C. product items.
D. product lines.
E. SKUs.
Answer:
Which of the following is NOT a disadvantage of online surveys?
A. e-mail surveys may be viewed as junk
B. the cost
C. some potential respondents have a pop-up blocker that prohibits a browser from
opening a separate window that contains the survey
D. without the necessary technology, respondents can complete the survey multiple
times, creating a significant bias in the results
E. some potential respondents may employ spam blockers.
Answer:
Given that a firm's profit is high enough for it to remain in business, an objective may
be to __________, which will in turn lead to increases in market share and profit.
A. increase the commitment to social responsibility
B. increase dollar sales revenue
C. decrease unit volume while maintaining price
D. increase research and development funding for new product line extensions
E. continue with previous policies that seem to be working
Answer:
In 2012, Facebook acquired __________ to enhance its photo-sharing capability.
A. Twitter
B. Pinterest
C. Vimeo
D. Snapchat
E. Instagram
Answer:
When Bebe, a contemporary women's clothing store, uses pictures in its advertising to
"attract customers who are intrigued by the playfully sensual and evocative imagery of
the Bebe lifestyle," it is using which type of advertising appeal?
A. reminder
B. fear
C. sex
D. guilt
E. self-esteem
Answer:
Among business products, which of the following would most likely be considered
accessory equipment?
A. copper wiring
B. a factory
C. a cleaning service
D. pneumatic nail gun
E. ink-jet printer cartridges
Answer:
Direct orders refer to
A. direct communication with consumers to generate a response in the form of an order,
a request for further information, or a visit to a retail outlet.
B. products that are shipped directly to the place of purchase rather than being stored or
distributed through intermediaries.
C. the result of offers that contain all the information necessary for a prospective buyer
to make a decision to purchase and complete the transaction.
D. the outcome of an offer designed to motivate people to visit a business.
E. the result of an offer designed to generate interest in a product or service and a
request for additional information.
Answer:
When Home Depot switched its in-store light fixture displays to compact fluorescent
light and LED light bulbs, painted the roofs of its stores white, and installed solar
panels, it reduced its energy use by __________ percent.
A. 5
B. 10
C. 15
D. 20
E. 25
Answer:
After setting an approximate price level, the marketer proceeds to which step of the
price-setting process?
A. Defining the scope of the product
B. Seeking regulatory affirmation for the price point
C. Setting the list or quoted price
D. Evaluating the success of the price strategy
E. Making special adjustments to the list price
Answer:
There are several reasons why a consumer would be reluctant to adopt a new product,
including a psychological barrier, which occurs when __________.
A. there is no incentive to change
B. there are physical, economic, or social risks
C. there are cultural differences or image problems
D. the financial commitment is too great
E. the product is not consistent with existing habits
Answer:
Most specialty stores and department stores, which provide many services to their
customers, are considered to be __________.
A. exclusive-service retailers
B. limited-service retailers
C. full-service retailers
D. complete-service retailers
E. upscale-service retailers
Answer:
Warehouse clubs and grocery stores that require customers to scan and bag their own
items provide what level of retail service?
A. non-service
B. limited-service
C. reduced-service
D. self-service
E. automated-service
Answer:
The deceptive clicking of ads solely to increase the amount advertisers must pay is
referred to as
A. deceptive advertising.
B. click fraud.
C. webtipping.
D. click-theft.
E. clickbotting.
Answer:
Business culture affects ethical conduct both in the exchange relationship between
sellers and buyers and in the
A. competitive behavior among sellers.
B. purchase behavior among buyers.
C. price, service, and product responsibility to the ultimate consumer.
D. accountability of buyers and sellers to federal and state regulators.
E. perception of ethical behavior as viewed by employers of business firms, not
nonprofits.
Answer:
Because advertising is expensive, marketers want to be certain the advertisements they
run communicate the intended message to the target audience. In order to accomplish
this communication goal, marketers conduct __________ before advertisements are
placed in a medium.
A. pretests
B. double blind tests
C. efficacy trials
D. aided recall tests
E. sales tests
Answer:
Filmmakers want movie titles that use the same factors that make a good brand name.
Ideally, they should __________.
A. have no legal restrictions
B. create a sense of mystery
C. use devices such as alliteration or rhyme
D. create a sense of familiarity
E. be creative
Answer:
In the retail life cycle, __________ is the stage of emergence of a retail outlet, with a
sharp departure from existing competition.
A. decline
B. maturity
C. introduction
D. early growth
E. accelerated development
Answer:
The buying objective for nonprofit firms and government agencies is usually to
A. meet the needs of the groups they serve.
B. increase profits through reducing costs.
C. increase profits through increasing revenues.
D. maintain profits through reducing costs and increasing revenues.
E. reduce profits through reducing costs and reducing revenues.
Answer:
The purpose of patent law is to
A. provide incentives for increased competition and lower prices by limiting the
granting of patents.
B. give an author of a literary, dramatic, musical, or artistic work the exclusive right to
print, perform, or otherwise copy that work.
C. give inventors of new and novel products the right to exclude others from making,
using, or selling products that infringe the patented invention.
D. guarantee the quality and safety of any product produced or distributed in the United
States.
E. level the playing field between inventors who work for large corporations and those
who work on their own.
Answer:
Limited- and single-line stores are often referred to as __________.
A. specialty outlets
B. general merchandise stores
C. scrambled merchandise stores
D. intertype outlets
E. hypermarkets
Answer:
