Promotional mixes do not vary from one product or industry to the next.
a. True
b. False
Answer:
Revel Inc., a cell phone manufacturer, launched its new range of smartphones that could
only be purchased on the company’s official Web site and not at retail outlets. This
limitation may be attributed to the _____ element of Revel’s marketing mix.
a. evaluation
b. promotion
c. price
d. distribution
Answer:
Which of the following is a primary function of materials management?
a. It enables firms to manage volumes of returned product efficiently while minimizing
returns-related costs and maximizing the value of the returned assets to the firms in the
supply chain.
b. It orchestrates the movement of goods, services, information, and other materials
from manufacturer to end user.
c. It includes the group of activities that facilitates the joint development and marketing
of new offerings among a group of supply chain partner firms.
d. It encompasses the sourcing and procurement operations, signaling when raw
materials will need to be replenished for the production of more goods.
Answer:
A new-product strategy describes the characteristics of products an organization wants
to offer and the markets it wants to serve.
a. True
b. False
Answer:
A company’s skills are functionssuch as customer service and promotionsthat the firm
performs better than its competitors.
a. True
b. False
Answer:
In the context of business relationships in Japan, which of the following best describes
amae?
a. It is the feeling of nurturing concern for, and dependence upon, another.
b. It is the lack of motivation among employees in businesses.
c. It is a legal consolidation and collaboration of companies into a single entity.
d. It is a network of interlocking corporate affiliates.
Answer:
A review site allows consumers to post, read, rate, and comment on opinions regarding
a wide variety of goods and services.
a. True
b. False
Answer:
_____ refers to the number of product lines an organization offers.
a. Product line assortment
b. Product equity
c. Product mix width
d. Product line depth
Answer:
For convenience, pricing objectives can be divided into three categories. They are:
a. refundable, competitive, and attainable.
b. perceived, actual, and situational.
c. differentiated, niche, and undifferentiated.
d. profit oriented, sales oriented, and status quo.
Answer:
Marketing objectives serve as motivators by creating something for employees to strive
for.
a. True
b. False
Answer:
Maria likes visiting different restaurants and trying out a variety of cuisines. She writes
her experiences on a Web page, titled Maria’s Experiences, which can be read by people
all around the world. She also reviews restaurants, and members of her Web page are
entitled to post their comments and suggestions. Based on this information, Maria’s
Experiences is an example of a(n) _____.
a. blog
b. online forum
c. widget
d. e-commerce Web site
Answer:
Which of the following is true of click-and-collect?
a. It requires representatives to sell products door-to-door, in offices, or at in-home sales
parties.
b. It employs outbound and inbound telephone contacts to sell directly to customers.
c. It enables consumers to make their purchases online and pick up their orders from
physical stores.
d. It allows customers to shop over the Internet and have items delivered directly to
their door.
Answer:
Steve wanted to open a day care service facility for dogs. He estimated the costs
involved in providing the services desired by dog owners. After extensive deliberation,
Steve decided not to proceed with the plan as the cost of providing the services was too
high compared to the rates dog owners would be willing to pay. Which of the following
stages of the new-product development process has Steve used to arrive at this
decision?
a. Idea screening
b. Business analysis
c. Idea generation
d. Test marketing
Answer:
Which of the following statements about culture as an influence on consumer buying
behavior is true?
a. It prescribes acceptable behavior, which is rarely based on human interactions.
b. It is inherent as people are born with an awareness of the values and norms of their
culture.
c. It encompasses all the things that consumers do without conscious choice.
d. It does not adapt to changing consumer needs and an evolving environment.
Answer:
Which of the following is an example of postpurchase communication?
a. An airline hires an actor to film a series of commercials touting the airline’s service.
b. An insurance company designs a new “umbrella” logo to indicate that its customers
are well protected.
c. A tax return preparer offers a 20% discount for any customers who use the service in
January.
d. A hotel sends an email survey to its guests a week after their stay, asking them to
comment on the quality of the service they received.
Answer:
Storage reduces time utility for buyers and sellers.
a. True
b. False
Answer:
A(n) _____ is best described as an entire group of individuals who orchestrate the
movement of goods, services, and information from the source to the consumer.
a. focus group
b. supply chain team
c. value analysis team
d. interest group
Answer:
When deciding on distribution plans for specialty products, companies generally ensure
that the items are:
a. made directly available to a consumer through a salesperson, direct mail, or direct
response advertising.
b. relatively inexpensive and merit little shopping effort.
c. always marketed as unsought products.
d. distributed to only a few stores in a geographic area.
Answer:
Which of the following is a difference between individual branding and family
branding?
a. Individual branding uses different brand names for different products, while family
branding markets several different products under the same brand name.
b. Individual branding is used when products do not vary in use or performance, while
family branding is used when products vary greatly in use or performance.
c. Individual branding identifies the brand of a part that makes up the product, while
family branding identifies the entire product.
d. Individual branding is used when two brands receive equal treatment, while family
branding is used when two brands borrow from each other’s brand equity.
Answer:
Which of the following is true of a franchise?
a. It is an agreement where two parties agree to share the ownership of a business.
b. It is owned by a person or a group with singular stores being operated within a local
community.
c. It sells products under the brand name of a larger supporting organizational structure.
d. It is a group of brand names owned and operated by a single organization.
Answer:
Salespeople ensure that delivery schedules are met, that the products or services
perform as promised, and that buyers’ employees are trained to use the products in the
_____ step of the selling process.
a. preapproach
b. needs assessment
c. lead qualification
d. follow-up
Answer:
_____ is the largest Latin American trade agreement and includes Argentina, Bolivia,
Brazil, Chile, Colombia, Ecuador, Paraguay, Peru, Uruguay, and Venezuela.
a. Mercosur
b. General Agreement on Tariffs and Trade (GATT)
c. The Uruguay Round
d. The North American Free Trade Agreement (NAFTA)
Answer:
The CAN-SPAM Act:
a. prohibits commercial e-mailers from using false addresses and presenting false or
misleading information.
b. requires fast-food chains to open their facilities to health inspection at least once per
quarter.
c. requires verifiable parental consent before a Web site can collect information from
children.
d. allows commercial e-mailers to charge consumers a fee to “opt out” of receiving
further email.
Answer:
At the end of summer, the Gloomin’ Garden Inc. reduced the price on all of its plants,
fertilizers, and potting soil by 50 percent in order to liquidate this inventory. What type
of pricing strategy has been used by Gloomin’ Garden Inc.?
a. Supply oriented pricing
b. Sales maximization
c. Target return on investment
d. Satisfactory profit
Answer:
Paulina is an eleven-year-old girl. She spends a lot of time on social media and likes
mobile games. Paulina is most likely to be a:
a. baby boomer.
b. Millenial.
c. Gen Xer.
d. tween.
Answer:
Which of the following is true of supplementary services?
a. They are the most basic benefit the customer is buying.
b. They are usually emphasized to create a competitive advantage.
c. They are services mandatorily required by the government.
d. They are services that compete with the core service.
Answer:
_____ are business customers who consider numerous suppliers, solicit bids, and study
all proposals carefully before selecting one.
a. Laggards
b. Innovators
c. Optimizers
d. Satisficers
Answer:
Lisa goes to an electronic goods store to purchase a washing machine. After comparing
the various brands of washing machines available, their functions, prices, and so on, she
purchases one that is cheaper and smaller than the rest. In this case, Lisa has purchased
a(n) _____.
a. shopping product
b. business product
c. specialty product
d. unsought product
Answer:
Premium boutique hotels encourage employees to develop strong, personal
relationships with guests. Such hotels offer value-added services that are not available
at traditional hotels. At which level of relationship marketing are these hotels operating?
a. Level 1
b. Level 2
c. Level 3
d. Level 4
Answer:
A(n) _____ designates the channel to be used, the specific vehicles, and the insertion
dates of advertising.
a. advertising response function
b. media schedule
c. AIDA plan
d. ad outline
Answer:
African Americans are nearly six years younger on average than other American
consumers.
a. True
b. False
Answer:
To increase its revenues, an airline company decides to sell space on airsickness bags to
companies that would like to use this unique channel for their promotional messages. In
terms of the promotional strategy, the airsickness bags are being used for:
a. integrated marketing communication.
b. personal selling.
c. executing a push strategy.
d. advertising.
Answer:
Products that appeal to mothers have evolved since mothers are no longer homogenous
like before. Instead, there are traditional, blended, and nontraditional moms. This most
likely reflects a change in their _____.
a. motivation
b. lifestyle
c. perceptions
d. involvement
Answer:
Beta Inc. manufactures electronic gadgets. The market researchers at Beta have
discovered that a new competitor is gaining more customers by selling its products at
lower prices. In the context of SWOT analysis, the marketers at Beta Inc. are most
likely to consider this situation as a(n)__________.
Answer:
Explain in detail the product development and commercialization process.
Answer:
Explain the importance of media planning in advertising.
Answer:
Explain the differences between push and pull strategies with examples.
Answer:
__________occurs when a firm refuses to meet specific obligations or fails to change
when new situations arise.
Answer:
Saraz, a leading brand of apparels, extends its presence to several parts of the United
States. Upon research, the marketing managers identify that people belonging to
music-based groups have subtle differences in their preferences when compared to the
overall culture. The company adds variety to its product line to attract these diverse
groups. In this case, the music-based group can be referred as a__________.
Answer:
Delta Inc. is a large organization that believes in serving the community it operates in.
The organization conducts several campaigns about health awareness and also provides
donations to nonprofit organizations working on such causes. Delta is
illustrating__________.
Answer:
__________is a process whereby a consumer notices certain stimuli and ignores others.
Answer:
Describe the pyramid of corporate social responsibility and include a description of its
components.
Answer:
Describe how a multinational corporation can most efficiently and effectively meet the
needs of the global market.
Answer:
__________refers to the inability of services to be stored, warehoused, or inventoried.
Answer:
Advent Automobiles Inc. launches a new sport utility vehicle. The company places
advertisements in leading newspapers and social media sites to reach out to consumers.
In the context of the communication process, Advent Automobiles Inc. is
the__________.
Answer:
__________refers to how an individual actually perceives himself or herself.
Answer:
Write a note on the final step of the market segmentation process.
Answer:
A recent study of marketing professionals found that their ethical judgments were
influenced by several factors. List four of these factors. How do these factors contribute
to the ethical environment of a marketing organization?
Answer:
__________is the sale of an exported product at a price lower than that charged for the
same or a like product in the “home” market of the exporter.
Answer:
Khokho’s Coffee House is the first to introduce flavored coffee in the global market. It
sells coffee in several different flavors, such as blueberry, cinnamon, and cranberry,
based on the popular flavors in each country. Based on this information, Khokho’s
Coffee House uses__________to market its products.
Answer: