All of the following types of warranties are discussed in the text EXCEPT _____
warranties.
a. limited-coverage
b. express
c. full
d. implied
e. lifetime
Answer:
Figure 1.B
Consider Figure 1.B above. If a company chooses to employ its own salesforce, there
are three basic organizational salesforce structures from which to choose. “Salesforce
Organization B” represents which type of salesforce organization structure?
a. geographical
b. NAICS
c. product
d. market type
e. customer
Answer:
Manufacturers of generic brands use which method of competition-oriented pricing?
a. penetration pricing
b. below-market pricing
c. loss-leader pricing
d. prestige pricing
e. skimming pricing
Answer:
An aid to implementing a marketing plan and consisting of four columns: (1) the task;
(2) the person responsible for completing the task; (3) the date to finish the task; and (4)
what is to be delivered is referred to as a(n) __________.
a. output report
b. Gantt chart
c. market plan
d. action item list
e. marketing action memo
Answer:
The inventory carrying costs of real estate agencies are low because they
a. use a straight salary compensation plan.
b. have employees who work on commission need little inexpensive equipment.
c. allow personnel to work any hours a day and any number of days per week.
d. decrease the number of workdays per week, but increase the hours per day.
e. are responsible for their own training, transportation, and supplies.
Answer:
When Stephen Elop, President, Microsoft Business Division, launched Office 2010 at
an event in New York, representatives of the media were invited to attend. The
company announced the worldwide availability of Microsoft Office 2010, as well as
Microsoft Visio 2010 and Microsoft Project 2010, for business customers worldwide.
This is an example of a ___________.
a. news release
b. news conference
c. promotional giveaway
d. PSA
e. co-operative advertising
Answer:
Developing a pool of concepts as candidates for new products is the __________ stage
of the new-product process.
a. open innovation
b. screening and evaluation
c. product development
d. new-product strategy development
e. idea generation
Answer:
The two major purposes for any trademark statute are to
a. (1) protect the investment of energy, time, and money that the owner of a trademark
has invested in the development of the product and (2) guarantee the owner of the
trademark complete rights to his work for the duration of the owner’s lifetime.
b. (1) protect the inventor’s individual rights and (2) provide the company with the
maximum profits possible.
c. protect the rights of the inventor both here and abroad.
d. (1) protect the public so they will get the product it wants and asks for and (2) protect
the government so it will be able to collect its fair share of taxes from the revenues
generated.
e. (1) protect the public so they will get the product it wants and asks for and (2) protect
the investment of energy, time, and money that the owner of a trademark has invested in
the development of the product.
Answer:
Which of the following is considered an idea?
a. silverware
b. washing machine
c. chewing gum
d. a marketing class
e. freedom
Answer:
A survey by the Economic Research Service of the U.S. Department of Agriculture,
government statistics from the Department of Commerce, and stock market information
from The Wall Street Journal would all be examples of
a. internal primary data.
b. nonprobability sampling methods.
c. internal secondary data.
d. external secondary data.
e. external primary data.
Answer:
Rather than emphasize demand, cost, or profit factors, a price setter can stress what
__________ is (are) doing.
a. the service sector
b. “the market” or competitors
c. the global economy
d. suppliers
e. the financial markets
Answer:
A want refers to
a. a sense of personal inadequacy based upon observations by others around you.
b. a sense of urgency that causes a person to take action.
c. a need that is shaped by a person’s knowledge, culture, or personality.
d. a feeling of being deprived of something, but not fully understanding what it may be.
e. a situation when a person feels deprived of basic necessities such as food, clothing,
and shelter.
Answer:
JCPMedia
a. creates the in-store signage, point-of-purchase displays, and store atmospherics for
JCPenney.
b. is an in-house advertising agency for JCPenney.
c. is the print and paper purchasing arm of JCPenney.
d. is the website developer who created JCPenney’s Facebook presence.
e. buys the media space to run TV ads and print ads for JCPenney.
Answer:
Which of the following statements about executing and evaluating the promotion
program is most accurate?
a. Although there are five elements in the promotional mix, the only element that really
benefits from an IMC audit is advertising.
b. Most IMC programs have no difficulty creating a pretest, but posttests are much
more difficult to construct since a number of unknown elements must be measured.
c. To fully benefit from IMC programs, companies must create and maintain a
test-result database that allows comparisons of the relative impact of the promotional
tools and their execution options in varying situations.
d. The ideal IMC program does not need any evaluation if it is executed according to
plan.
e. The most effective IMC audits are external. Internal audits tend to bias the results in
the favor of the marketing staff’s expectations.
Answer:
Figure 1.
Global companies have five strategies for matching products and their promotion
efforts to global markets. According to Figure 1. above, “B” refers to which type of
strategy?
a. product extension strategy
b. communication adaptation strategy
c. product adaptation strategy
d. dual adaptation strategy
e. product invention strategy
Answer:
Figure 1.
According to Figure 1. above, “D” represents which stage of the retail life cycle?
a. introduction
b. early growth
c. accelerated development
d. maturity
e. decline
Answer:
Sales promotion has become a key element of the promotional mix, which now
accounts for __________ in annual expenditures.
a. $92 million
b. $255 million
c. $5 billion
d. $25 billion
e. $71 billion
Answer:
Development refers to the stage of the new-product process
a. where initial ideas are generated and discussed.
b. that turns an idea on paper into a prototype.
c. where product characteristics and product benefits are selected.
d. where cross-functional team members and leaders are selected and initial tasks are
assigned.
e. where the first version of a product enters the marketplace.
Answer:
Pharmaceutical companies now spend more than $4 billion annually on __________
prescription drug advertising to complement traditional personal selling and free
samples directed only at doctors.
a. consumer integrated
b. doctor cohort
c. informational DVD
d. direct-to-consumer
e. customized on-line
Answer:
Which of the following statements regarding environmental scanning is the most
accurate?
a. Environmental scanning changes the marketing environment.
b. Environmental scanning identifies and interprets potential trends.
c. Environmental scanning should be done at least every five years.
d. Environmental scanning focuses primarily on ecological factors.
e. There is too much information generated from environmental scanning to make it
viable for small firms.
Answer:
Which of the following questions is NOT related to organizing the salesforce?
a. “Should the firm use independent agents such as manufacturer’s representatives?”
b. “How many company salespeople should be employed?”
c. “Should the company be organized according to geography, customer type, or
product offering?
d. “Should the firm use its own salesforce?”
e. “How should the salesforce be compensated?”
Answer:
The actions taken during the implementation phase of the strategic marketing process
include: (1) obtain resources, (2) design the marketing organization, (3) develop
schedules, and (4) __________.
a. position the product
b. select target markets
c. find points of difference
d. execute the marketing program
e. develop the budget by estimating revenues, expenses, and profits
Answer:
Figure 22-A
Consider Figure 22-A above. Effective managers track the progress of their marketing
plans to identify problems that need to be corrected. Sometimes, the problems are with
the marketing plan and its strategies; at other times, they may be due to their
implementation; and at still other times, they may be due to both. Recall that research
on what really works shows that successful firms have excellence on both the planning
and strategy side and the implementation or execution side. As Figure 22-A shows,
marketers can develop and implement strategies that have four possible results. For
“A,” identify the likely result of the planning and implementation of the marketing plan
and its strategies for a product or service.
a. Trouble: The solution is to recognize that only implementation is at fault and to
correct it.
b. Success: The marketing program achieves its objectives.
c. Failure: The marketing program flounders and fails to achieve its objectives.
d. Trouble: The solution is to recognize that only the strategy is at fault and to correct it.
e. Cannot be determined with the information provided.
Answer:
The marketing professor wanted to do everything possible to ensure that her students
understood her lectures. Accordingly, she used examples of marketing activities that
most students were familiar with. For example, the professor discussed the marketing
exchanges between students and grocers, college bookstores, convenience stores, and
clothiers. The examples used by the professor were her attempt to __________ her
message to encourage better understanding on the part of her students.
a. create common ground for
b. create noise in
c. effectively decode
d. develop a mutually shared field of experience with
e. back translate
Answer:
Which of the following statements regarding billboards is MOST accurate?
a. Billboards are a good supplemental reinforcement for well-known products.
b. Billboards are well-suited for pioneering product advertising.
c. Contrary to popular belief, billboards are not driving hazards since they help keep
drivers alert.
d. Billboards are often too expensive for small local firms and are better suited for
national campaigns.
e. Billboards are more effective in rural areas than in metropolitan areas.
Answer:
When selecting new basketball uniforms for the 30 NBA teams, Champion, Nike,
Puma, Reebok, and Starter sports apparel manufacturers were asked to submit quotes
on how much each would charge to provide these NBA teams with new uniforms.
These qualified sports apparel manufacturers most likely comprised the NBA’s
a. consideration set.
b. evaluative criteria.
c. bidder’s list.
d. supply partners.
e. e-marketplace.
Answer:
Independent e-marketplaces act as a neutral third party, provide an Internet technology
trading platform, and provide a(n) __________ that enable exchanges between buyers
and sellers.
a. centralized market
b. decentralized market
c. segregated market
d. integrated market
e. noncompetitive
Answer:
As an owner of a Wendy’s fast-food restaurant located near a large urban university, you
need to analyze your customers and determine which segmentation base and its
associated variable(s) you will use to segment your target market. Which segmentation
base and associated variable (s) should you use?
a. psychographic: VALS and personality
b. demographic: gender and age
c. behavioral: students and nonstudents
d. geographic: city and zip code
e. transportation mode: car, bus, bike, tram/subway/light rail, and none (walking)
Answer:
The Clinique Division of Este Lauder, Inc., markets cosmetics through department
stores. Clinique reports that 37 percent of non-customers who visit its website later
purchase a Clinique product at a department store. It is impossible to purchase the items
from the website; rather Clinique uses its __________ website to build customer
relationships.
a. conventional
b. transactional
c. promotional
d. transformational
e. customer conversion
Answer:
Which of the following statements about user generated content (UGC) is MOST
accurate?
a. UGC is published on a publicly accessible website or a social networking site.
b. UGC must show a sequential journey through posts made by a user.
c. UGC is intended for commercial profit.
d. UGC is not found on a social networking site.
e. UGC is limited to text-only postings due to the limited bandwith of Internet service
providers.
Answer:
Economic espionage is most likely to occur in which type of industries?
a. fashion design and textiles
b. entertainment
c. high-tech electronics and aerospace
d. intellectual property (print)
e. beverage industry (alcoholic and nonalcoholic)
Answer:
Outlets such as the Checkers Drive-In Restaurant, typically enter the wheel of retailing
as
a. low status, low-margin stores.
b. high status, high-margin stores.
c. moderate status, low-margin stores.
d. high price, high-margin stores.
e. mixed price, mixed status stores.
Answer:
All of the following are marketing actions that can be taken as a result of a SWOT
analysis EXCEPT:
a. exploit an opportunity.
b. correct a weakness.
c. avoid a disaster-laden threat.
d. build on a strength.
e. secure the necessary resources (financial, human, technological) to fund new SBUs.
Answer:
Figure 1.
According to the service continuum shown in Figure 1. above, which of the offerings
has an almost perfect balance of tangible and intangible attributes?
a. tailored suit
b. tutoring service
c. dog food
d. fast-food restaurant
e. movie theater
Answer:
Figure 1.
Global companies have five strategies for matching products and their promotion
efforts to global markets. According to Figure 1. above, “C” refers to which type of
strategy?
a. product extension strategy
b. product adaptation strategy
c. dual adaptation strategy
d. product invention strategy
e. communication adaptation strategy
Answer: