Book Title
Marketing 5th Edition

MK 59899

February 5, 2017
Marketers sometimes use Hofstede's cultural dimensions to design marketing
A. with low individualism symbolism when confronted with a time-oriented culture.
B. that use uncertainty avoidance to reduce power distance.
C. with significant power distance.
D. consistent with underlying cultural values in a country.
E. with more consistent time orientation.
Sophia could not afford expensive furnishings, but wanted a stylish home. After
researching many options, she went to a local Target to purchase the trendy lamps,
pillows, and art featured on its ads and website. As a consumer, which retailing
challenge was Sophia likely responding to?
A. integrated CRM
B. brand image consistency
C. pricing consistency
D. integrated supply chain
E. efficient distribution
The first objective in the evaluate performance phase of the marketing planning process
is to
A. determine whether to raise or lower prices.
B. adjust advertising allocations.
C. find ways to cut costs.
D. review implementation programs and results using metrics.
E. consider changing the target market.
Carlos owns a chain of retail electronic stores. He is evaluating how he allocates his
firm's IMC budget. He receives offers from a variety of advertising media, spends
money on his firm's public relations efforts, and is considering electronic media
alternatives. Carl must recognize that each IMC alternative
A. will stand on its own.
B. is part of the whole.
C. is part of noncommercial free speech.
D. doesn't help communicate value to the consumer.
E. is dictated by the nature of the supply chain.
Customers interacting with omnichannel retailers most desire a(n) ________
A. unique
B. speedy
C. distinctive
D. inexpensive
E. seamless
When Ben evaluated the commercial infrastructure in Mauritius, he considered the
A. population control measures.
B. legal, banking, and regulatory systems.
C. retailing capabilities.
D. per capita income estimates.
E. climate and culture.
The _____________ loop allows the receiver to communicate with the sender in the
IMC process.
A. decoding
B. pretesting
C. precoding
D. encoding
E. feedback
Leah is the marketing manager for an electronics company. While on vacation in
Ecuador, she visited electronics stores in the major malls in Quito, the capital city. Most
of her company's products were available, except for smartphones. When she returned
to work, she mentioned this observation to her international sales manager. Leah was
providing the important marketing function of
A. advising production on how much product to make.
B. alerting the logistics department when to ship products.
C. engaging customers, developing long-term relationships.
D. identifying opportunities to expand.
E. synthesizing and interpreting sales, accounting, and customer-profile data.
The traditional marketing strategy of selling umbrellas when it is raining is an example
of how __________ factors influence consumers' decisions.
A. situational
B. psychological
C. shopping
D. interpersonal
E. economic
The poorest 10 percent of the U.S. population earned less than _______ per week in
A. $2,500
B. $1,801
C. $1,265
D. $920
E. $392
LinkedIn is mainly used for ________ in the B2B marketplace.
A. requests for proposals
B. vendor evaluation
C. communication with customers
D. professional networking
E. competitive analysis
Distribution intensity is commonly divided into three levels:
A. intensive, exclusive, and selective.
B. primary, secondary, and tertiary.
C. administered, vertical, and independent.
D. global, national, and local.
E. corporate, contractual, and independent.
What is the disadvantage for companies in using a "daily budget" such as that offered
by Facebook to its advertisers?
A. has poor cost control
B. is unable to make adjustments
C. may limit exposure if ad is very successful
D. is unattractive to consumers
E. encourages negative feedback
In questionnaire design, a question such as "Do you like Wendy's hamburgers and
A. is a question that respondents cannot easily or accurately answer.
B. is a question that respondents are reluctant to answer because the information is
C. steers respondents to a particular response.
D. asks two questions at once.
E. is complex and something respondents may be unfamiliar with.
According to the text, 14 cable companies agreed to provide low-cost Internet access to
impoverished families for all of the following reasons except
A. calls for greater social responsibility.
B. increased income from a larger number of subscribers.
C. increased access to faster broadband capabilities.
D. the economic status of consumers.
E. pressures from the Federal Communications Commission.
Aaron has designed innovative accessories for hard-core bicycling enthusiasts. He
knows where and how he will make them, and he needs to turn his attention to the
getting the products to the customers. As he chooses retail partners, which of the
following is least important in this process?
A. looking at the channel structure
B. determining where target customers will expect to find this product
C. considering characteristics of channel members
D. encouraging new bicycling enthusiasts
E. considering distribution intensity
Which of the following is the correct sequence of new product adopters in the diffusion
of innovation curve?
A. innovators, early adopters, early majority, late majority, laggards
B. early adopters, early majority, innovators, late majority, laggards
C. innovators, early majority, early adopters, innovators, late majority, laggards
D. early majority, late majority, early adopters, Innovators, laggards
E. innovators, late majority, early adopters, early majority, laggards
Almost all U.S. political candidates use some combination of red, white, and blue in
their campaign posters. They are trying to position themselves in voters' minds using
A. the value proposition.
B. salient attributes.
C. symbols.
D. the competition.
E. perceptual maps.
Retailers can gain valuable knowledge about their customers from the transaction
process and from
A. trade industry profiles.
B. store brand/private-label brand ratios.
C. omnichannel flow process.
D. the insights of store personnel.
E. end-of-aisle positioning studies.
The full price of a product or service includes all of the following except
A. taxes.
B. shipping.
C. travel costs.
D. the price of alternative products and services.
E. value of the consumer's time.
Marketers in the United States are paying increasing attention to ethnic groups because
A. they represent a majority of the population in nonurban areas of the country.
B. approximately 80 percent of all population growth in the next 20 years is expected to
come from minority groups.
C. they are more susceptible to marketing messages.
D. government subsidies assist marketers attempting to communicate value to these
E. country culture is replacing regional culture as a key marketing consideration.
Johan owns an oil-change business called Oil Only. He changes oil in carsand that is all
he does. What kind of retail business is this?
A. service retailer
B. specialty store
C. category specialist
D. extreme value retailer
E. off-price retailer
When corporate headquarters announced new service quality standards for pizza
franchise owners, Roland knew he would have trouble gaining employees' support
A. they were not involved in setting the goals.
B. perishable services were being replaced with tangible services.
C. they were not allowed to diverge from existing standards.
D. customers were required to create service quality standards.
E. the process involved both part-time and full-time employees.
Which of the following is not true regarding secondary packaging?
A. It can provide information to consumers not found on the primary packaging.
B. It is important to the retailer in terms of convenience in handling.
C. It can be an important positioning tool to convey the brand image.
D. It can allow for cost efficiencies due to larger order and shipment sizes.
E. It is of little value to the average consumer.
Jenny, the delivery and sales representative for a beer distributor, is calling on a retailer
and sees the shelves are almost empty. An unexpected sporting event held nearby
resulted in a huge increase in sales. She calls her company's distribution manager and
requests a special delivery for her customer. Jenny is providing the important marketing
function of
A. advising production on how much product to make.
B. alerting the logistics department when to ship products.
C. advising the customer about new products and markets.
D. identifying opportunities to expand.
E. synthesizing and interpreting sales, accounting, and customer-profile data.
Which of the following is not one of the federal agencies that regulate advertising
Reaching the right audience with marketing communications is becoming more difficult
A. consumers are bored.
B. government regulations are constraining free speech.
C. personal selling is becoming less expensive, making it more competitive with
D. the media environment has become more complicated.
E. the AIDA model no longer represents how marketing communication works.
Brian is trying to sell a new line of ultrasound imaging equipment. Unlike existing
technology, these machines are compact, creating the potential for general practice
physicians to have and use them in their offices. Brian is trying to identify innovators in
his market, knowing these customers will most likely
A. spread positive word of mouth to other physicians.
B. buy one for each office in their practices.
C. reposition his products.
D. create demand among the late majority.
E. not need any service or support when using the product.
Brandon is in the process of qualifying leads he received from corporate headquarters.
Brandon will assess
A. whether or not it is worthwhile to pursue these potential customers.
B. how often these customers have bought his products in the past.
C. whether he should use role playing in his sales presentation.
D. what objections he is likely to receive from the customers.
E. how to preapproach these people.
The manager of a company selling baby products asks you to conduct research into the
question, Is life expectancy getting longer in Kuwait? The problem with this research
objective is that
A. it is irrelevant to the baby products company.
B. it is already known and available from the U.S. Census Bureau.
C. it will lead to a set of unstructured questions.
D. it is a research question that probably cannot be answered with any level of accuracy.
E. it is a question related to another culture.
Supermarkets collect information about individual customers through their use of
loyalty cards, and then analyze the data to look for patterns in purchases. This is an
example of
A. data mining.
B. data recovery.
C. data entry.
D. data analysis.
E. data modeling.
Commercial research firms like Nielsen and J. D. Power and Associates are sources of
A. primary data.
B. internal secondary data.
C. data mining.
D. syndicated data.
E. public data.
For which of the following purchases would consumers mostlikely engage in limited
problem solving?
A. college courses
B. a new car
C. a home
D. coffee to go, for a regular coffee drinker
E. a location for a large wedding reception
How might a technology company like Apple ensure that it behaves in a socially
responsible way towards its customers?
A. It can protect the privacy of personal information collected on its website.
B. It can adhere to government-mandated safety standards in its stores.
C. It can ensure that it pays its employees fairly.
D. It can ensure that its packaging materials are recyclable.
E. Social responsibility isn't relevant where customers are concerned; it has to do with
serving society as a whole.
Whenever major golf professionals use a new piece of golf equipment, sales of that
equipment jump rapidly. What type of social influence do PGA and LPGA professionals
represent for average golfers?
Vance wants his company to consider using Vonage for VOIP telephone calls instead of
its existing telephone provider. He approaches his supervisor, the telecomm manager,
and suggests this change. In the buying center concept, what role does Vance play?
Gerald is assessing global entry strategies for his gourmet sandwich business. He does
not have significant capital for expansion and does not want to take a lot of risk. He is
also willing to limit his control of international stores. What are his global entry
options? Given his situation and priorities, which option is most logical? Why?
Laura is about to launch a new product: herself! She is running for a local political
office. First-time candidates quickly learn the importance of marketing. She has
consulted with various experts, tested her campaign themes and messages with focus
groups, and now is ready to do a full-scale product launch. Why is her product launch
the most critical step? What will she need to do?
Assume you are the marketing consultant for your university, which wants to focus its
marketing efforts on recruiting new students. You have a choice of segmenting the
undergraduate student market on either a demographic or benefit basis. What is the
difference between the two? Which would you recommend, and why?
Why do marketers often use perceptual maps when developing positioning strategies?
The text states, "Good marketing is not a random activity." Create an example to
respond to this statement.
A currently popular trend in the wine industry is house-labeled wine. Restaurants, hotel
chains, and even universities now sell wine under their brand name. Is this type of
brand extension a good marketing strategy? Defend your answer.
What are the potential gaps in the Gaps Model? What is it designed to do?
Naomi knows that habitual purchasers make great customers for her coffee shop. How
can Naomi attract and maintain habitual purchasers?
Why is it important for marketers to understand the product life cycle?
Your marketing professor, Dr. Murphy, has been asked to participate in the university's
strategic marketing planning process. After completing the planning phase of the
process, Dr. Murphy has been asked to assist with the STP analysis. What questions will
Dr. Murphy ask during the STP analysis? Be specific to the university's strategic
marketing planning process.
From a retailer's perspective, what two goals need to be balanced with a JIT system?
Warren used to sell cars at an automobile dealership. Now he sells repossession services
to automobile dealers. To be successful, what changes in the buying process will
Warren have to adjust to?
How have airline companies implemented loyalty segmentation?
Strong brands can reduce marketing costs. How do they accomplish that?
Marketing researchers have access to a great deal of information about consumers.
What kinds of pressure might be brought to bear on a marketing researcher that might
cause ethical dilemmas?