The __________ concept means that an organization strives to satisfy consumer needs
while achieving its goals.
A. marketing
B. sales
C. production
D. societal benefit
E. customer relationship
Answer:
Because Marla was so strongly committed to a fat-free diet, she did not bother to read a
recent report by the New England Journal of Medicine suggesting that some fat in our
diet is healthy. The report was in a newspaper that Marla reads daily, but the headline
did not appeal to her as the result of
A. selective retention.
B. selective comprehension.
C. selective exposure.
D. selective perception.
E. stimulus discrimination.
Answer:
Philips Sonicare recently introduced the DiamondClean rechargeable toothbrush. A key
innovation is its Quadpacer interval timer that goes off after 30-seconds to prompt the
user to move on to the next quadrant of the mouth that results in better cleaning and
improved gum health. This is an example of which type of innovation?
A. disruptive innovation
B. continuous innovation
C. discontinuous innovation
D. dynamically continuous innovation
E. evolutionary innovation
Answer:
Two VALS segments stand apart; one represents the group with the highest resources
and innovation and the other represents the lowest resources and innovation. These two
groups are the __________ and the __________.
A. Thinkers; Believers
B. Strivers; Survivors
C. Achievers; Strivers
D. Innovators; Survivors
E. Experiencers; Makers
Answer:
Two general applications of websites exist based on their intended purpose: (1)
transactional websites and (2) __________ websites.
A. cross-functional
B. financial
C. service-oriented
D. informational
E. promotional
Answer:
Suppose the following information: The cost of a full page color ad in the U.S. national
edition of The Wall Street Journal (newspaper) is $327,897 and its U.S. audience size is
1,566,027. The cost of a full page color ad in the U.S. national edition Sports Illustrated
(magazine) is $396,600 and has an audience size of 3,000,000. The cost of a 30-second
ad on the most recent Super Bowl (television) is $3,800,000 and has an audience size of
108,400,000. Using this information, which of the following is the most appropriate
metric to use to determine which medium would provide the most efficient use of your
limited resources?
A. reach
B. frequency
C. CPM
D. rating
E. GRP
Answer:
Two types of adjustments to list or quoted price are
A. profit-oriented and marginal adjustments.
B. fixed-price and dynamic price adjustments.
C. discounts and marginal adjustments.
D. discounts and allowances.
E. incremental costs and incremental revenues.
Answer:
Brand extensions is the practice of
A. manufacturing a product under a new name that consumers will view as an entirely
new product line.
B. manufacturing a new product with the same brand name for a new market segment
in the same product class.
C. manufacturing accessory products for the base offering, such as Barbie clothes for
Barbie Dolls.
D. licensing another firm to manufacture modified versions of the original product.
E. applying the current brand name to enter a completely different product class.
Answer:
When the Federal Aviation Administration (FAA) purchases radar systems for 22 major
air traffic control centers in the U.S., it is operating as a(n)
A. government unit.
B. industrial market.
C. business market.
D. consumer market.
E. service provider.
Answer:
A slotting fee is a payment that a
A. wholesaler makes to place a new product on a retailer’s shelf.
B. manufacturer makes to have a wholesaler distribute a new product to retailers.
C. manufacturer makes to place a new product on a retailer’s shelf.
D. manufacturer makes to a wholesaler as compensation for warehousing inventory.
E. manufacturer makes to a retailer as compensation for sales not made while the
product was on the shelf.
Answer:
A small agrichemical laboratory with a very small marketing budget develops a seed
that produces grass that grows two-inches high and no higher. Which promotional
element should it use to communicate its discovery?
A. advertising
B. personal selling
C. sales promotion
D. publicity
E. missionary sales
Answer:
Which of the following statements about Facebook is most accurate?
A. Facebook is the third most-used social network.
B. Facebook has a global presence – 1 in every 7 people on the planet use this site.
C. Facebook has almost 80 million active users.
D. Facebook lets people keep in touch through long text-entries similar to e-mail.
E. Facebook is just as successful as Twitter.
Answer:
In the 1960s, President Kennedy developed what is known as the Consumer Bill of
Rights. This legislation represents limitations to the legal concept of ________ that was
pervasive before that.
A. utilitarianism
B. self-regulation
C. economic espionage
D. consumerism
E. caveat emptor
Answer:
In the breakdown for the NAICS code based on Figure 5-1 above, C represents the
A. two-digit industry sector code.
B. three-digit industry subsector code.
C. four-digit industry group code.
D. five-digit industry code.
E. six-digit U.S. national industry code.
Answer:
One advantage of using magazines as an advertising medium is
A. the relatively short time it takes to place an ad.
B. high quality color is available if needed or desired.
C. the cost of placing a magazine ad is extremely low.
D. the ease of translating consumer interests into a successful publication.
E. there is little need or benefit to incorporate four-color graphics.
Answer:
KFC has added many offerings to its menus in China to appeal to local tastes, including
the “Dragon Twister,” which is a chicken wrap with Peking-duck sauce. This is an
example of which type of global marketing product and promotion strategy?
A. product extension
B. product customization
C. product adaptation
D. product invention
E. product integration
Answer:
Which of these is collected from consumers to develop a product’s perceptual map?
A. consumer judgments about the important attributes for a product or brand class
B. a listing of all prospective brands and products
C. managerial judgments about how consumers perceive products
D. rank order of the ratings of an existing brand’s preference relative to its competitors
E. detailed explanations of why consumers make the choices they do
Answer:
Both Honda and Toyota have plants in the United States that use American labor. This
illustrates Honda’s and Toyota’s use of
A. direct exporting.
B. direct investment.
C. joint venture.
D. licensing.
E. indirect exporting.
Answer:
The various forms of online media content that are publicly available and created by
end users is referred to as
A. user-generated content (UGC).
B. wikis.
C. net platforms.
D. Facebook Pages.
E. social media.
Answer:
Figure 17-4
When using an account management policy grid, an account would receive a high level
of sales calls if the account opportunity level assessment is
A. high, and the sales organization has a weak competitive position.
B. low, and the sales organization has a strong competitive position.
C. high, and there is a likelihood that a strong competitive position can be achieved.
D. low, and the sales organization has a low competitive position.
E. high, and the sales organization has strong competitive position.
Answer:
In terms of performance measures important to marketing managers, unique visitors are
A. the total number of pages fans visit on any of a brand’s social media sites in a given
time period.
B. the total number of Facebook Page views in one day.
C. the total number of product website views on YouTube.
D. visitors who post unique comments on a product’s Facebook Page.
E. the total number of unique visitors to a Facebook Page in a given time period.
Answer:
If a brand manager wanted to use LinkedIn to promote her brand, the best way would
be to
A. use profiles of company employees for business-to-business image building and
networking with industry-related groups.
B. monitor profiles for negative mentions of their brand.
C. create a profile for her brand.
D. try to accumulate online followers for the business.
E. buy ad space on the LinkedIn website.
Answer:
According to Mark Zuckerberg, founder and CEO of Facebook, “We have a saying:
Move fast and break things.’ The idea is that if you never break anything, you’re
probably not moving fast enough.” Moving fast to build more things and learn faster is
one of Facebook’s
A. sustainability doctrines.
B. goals and objectives.
C. core values.
D. moral imperatives.
E. functional strategy.
Answer:
The formula to calculate a CDI = __________.
A. (Percent of the total U.S. population in a market segment Percent of a brand’s total
U.S. sales in a market segment) 100
B. (Percent of a product category’s total U.S. sales in a market segment Percent of the
total U.S. population in a market segment) 100
C. (Percent of a brand’s total U.S. sales in a market segment Percent of the total U.S.
population in a market segment) 100
D. (Percent of the total U.S. population in a market segment Percent of a product
category’s total U.S. sales in a market segment) 100
E. The ratio of sales revenue of the firm to the total sales revenue of all firms in the
industry, including the firm itself
Answer:
The promotion-to-sales ratio is a(n) __________ budgeting method.
A. competitive parity
B. all-you-can-afford
C. percentage of sales
D. objective and task
E. linear forecast
Answer:
Flexible Pricing Chart
Consider the flexible pricing chart above, which shows the results of a National Bureau
of Economic Research study of 750,000 car purchases. The data indicate that some
groups of car buyers, on average, paid roughly $105, $423, and $483 respectively for a
new car in the $21,000 range than the typical purchaser. Who are the car buyers in
column A?
A. women
B. the elderly
C. Hispanics
D. African Americans
E. Asian Americans
Answer:
Direct marketing currently accounts for about __________ of the total U.S. gross
domestic product.
A. 9%
B. 12%
C. 15%
D. 20%
E. 25%
Answer:
Which of the following statements about Zappos is most accurate?
A. Zappos limits its inventory to a selection of high-end fashion footwear.
B. Zappos carries more than 1,000 different brands.
C. Zappos can guarantee overnight shipping to all its customers because they know
ahead of time what they will be charged for express service.
D. Zappos is so successful because it has chosen a single mission to ‘sell shoes and
nothing else.”
E. Zappos offers a 30/60/90 return policy whereby refunds are based on how long you
have had the shoes.
Answer:
YouTube is
A. a website where users may create a personal profile, add other users as friends, and
exchange comments, photos, videos, and “likes” with them.
B. a website that enables users to send and receive short messages up to 140 characters
long.
C. a business-oriented website that lets users post their professional profiles to connect
to a network of businesspeople.
D. a video-sharing website in which users can upload, distribute, view, and comment on
videos.
E. a website enables online customers to use their collective buying power to take
advantage of deeply discounted prices for a product or service each day.
Answer:
In the hierarchy of effects, the consumer’s ability to recognize and remember the
product or brand name is referred to as the __________ stage.
A. adoption
B. evaluation
C. awareness
D. interest
E. trial
Answer: