A manufacturer’s branding strategy in which a distinct brand name is given to each of
its products is referred to as __________.
A. multiproduct branding
B. generic branding
C. product differentiation branding
D. mixed branding
E. multibranding
Answer:
In the VALS framework, consumers motivated by ideals are guided by knowledge and
principle. One segment of the two ideals-motivated groups, known as __________,
includes mature, reflective, and well-educated people who value order, knowledge, and
responsibility.
A. Makers
B. Believers
C. Thinkers
D. Survivors
E. Achievers
Answer:
Which of the following statements describes a key difference between advertising and
publicity?
A. Publicity is more expensive on a cost-per-contact basis than advertising.
B. Publicity includes direct payments to media, and advertising is usually indirectly
paid.
C. Advertising provides an immediate feedback loop, and publicity does not.
D. A firm using publicity has less control over it than advertising.
E. Advertising is usually directly paid, while publicity’s main costs are indirect,
associated with staff.
Answer:
Which of the following is considered a durable good?
A. silverware
B. caviar
C. marketing research
D. chewing gum
E. voting
Answer:
Integrated marketing communications (IMC) programs coordinate a variety of
promotion alternatives to provide
A. a promotional channel.
B. a communications message.
C. a consistent message across audiences.
D. a media mix useful to all types of companies.
E. a marketing matrix.
Answer:
A budgeting method that allocates funds to a promotion as a percentage of past or
anticipated sales, in terms of either dollars or units sold, is referred to as __________
budgeting.
A. percentage of sales
B. competitive parity
C. all-you-can-afford
D. objective and task
E. linear forecast
Answer:
When a producer owns an intermediary at the next level down in the marketing channel,
it is referred to as __________.
A. horizontal integration
B. forward integration
C. parallel integration
D. lateral integration
E. backward integration
Answer:
Hallmark placed its scrapbook supplies, photo albums, and related supplies into one
product group because
A. it was easier to forecast future sales since there were fewer market-product
combinations.
B. customers could buy in quantity and take advantage of quantity discounts.
C. their suppliers provided free displays and shelving to highlight Hallmark’s products.
D. it helped buyers relate to the products and make decisions in a more meaningful way.
E. it allowed customers to compare price and quality with competitors who displayed
their products in a similar manner.
Answer:
Retailers and industrial distributors prefer exclusive distribution for two reasons. One is
that __________.
A. it provides a point of difference for a retailer or distributor
B. it eliminates channel conflict
C. it is usually chosen for convenience
D. it has market coverage benefits
E. it is the most common form of distribution intensity
Answer:
Figure 17-3
Figure 17-3 above depicts the sales management process that involves three interrelated
functions. C refers to __________.
A. sales plan formulation
B. salesforce evaluation
C. salesforce determination
D. salesforce communication
E. sales plan implementation
Answer:
The Ben & Jerry’s website states: “Central to the mission of Ben & Jerry’s is the belief
that all three parts [product mission, economic mission, social mission] must thrive
equally in a manner that commands deep respect for individuals in and outside the
company and supports the communities of which they are a part.” This statement
reflects Ben & Jerry’s
A. sustainability doctrine.
B. goals and objectives.
C. core values.
D. moral distinctives.
E. functional strategy.
Answer:
The Internet website USA.gov
A. is a depository of information on U.S. business, economic and trade activity
collected by the federal government.
B. is a portal to all government websites that can be found by topic or keyword.
C. provides up-to-the-minute business news and security prices plus research reports of
companies, industries, and countries.
D. is the most popular Internet portal to enter key words or topics for specific searches.
E. accesses information in online databases and an index of blogs by primary topic.
Answer:
Monster.com is a leading online, job-hunting website. A person hunting for a new job
does not have to look at every listing on the website. He or she can type in a job
description and Monster.com will find all the matching jobs plus continue the search
and e-mail any new relevant listings. If the individual has to stop looking before seeing
all the relevant jobs, Monster.com will remember where he or she left off. Monster.com
uses consumer-initiated practice of __________.
A. choiceboard
B. collaborative filter
C. individualization
D. personalization
E. permission marketing
Answer:
What did Toyota do to reach World of Warcraft’s U.S. game players?
A. Toyota sponsored an expansion pack of the game.
B. Toyota purchased the personal information of users from the game company to send
e-mails.
C. Toyota used mechanics and pictures from the game in a commercial.
D. Toyota paid to have likenesses of their vehicles appear in the game as product
placement.
E. Toyota paid to have ads placed on the game’s website.
Answer:
In a __________ situation, users, influencers, or deciders in the buying center want to
change product specifications, price, delivery schedule, or suppliers, though the product
is largely the same.
A. derived buy
B. straight rebuy
C. make-buy
D. rebuy class
E. modified rebuy
Answer:
7Up is a lemon-lime carbonated soft drink that has been very successful in the United
States. Dr. Pepper/Seven Up, Inc., the maker of 7Up, uses a family branding strategy to
market 7Up worldwide. In China, sales have suffered since the brand name means
“death through drinking.” Which criterion for picking a good band name did Dr.
Pepper/Seven Up, Inc. violate when it chose to use a family branding strategy to market
7Up in China?
A. The name should have favorable phonetic and semantic associations in other
languages.
B. The name should be simple.
C. The name should have no governmental restrictions.
D. The name should suggest the product’s benefits.
E. The name should not be difficult to spell or pronounce.
Answer:
Figure 16-5
According to Figure 16-5 above, Row A is the performance measure described by the
accompanying quote “I will pay $0.50 for every 1,000 times this ad loads, up to $100
per month” under the Cost to Advertisers heading:
A. cost per click
B. click through rate
C. cost per action
D. conversion rate
E. cost per thousand
Answer:
Multiproduct branding refers to a branding strategy __________.
A. that involves giving each product a distinct name when each brand is intended for a
different market segment
B. that uses different brand names for the same product across multiple countries
C. in which a company uses one name for all its products in a product class
D. in which manufacturers produce products but sell them under the brand name of a
wholesaler or retailer
E. in which a company uses a contractual agreement to allow someone else to use its
brand name for a fee
Answer:
Organizational buyers include manufacturers, wholesalers, retailers, and government
agencies that
A. purchase exclusively from one supplier.
B. are exempt from state and local taxes.
C. sell directly to ultimate consumers.
D. sell goods and services for their own use.
E. buy goods and services for their own use or for resale.
Answer:
A hardware store owner placed an advertisement for Sylvania LED light bulbs in the
local newspaper. Sylvania provided the storeowner with several high-quality,
camera-ready sample advertisements. In addition to supplying the advertising formats,
Sylvania also paid 50 percent of the cost to place the ad in the paper. Sylvania was
using __________ to promote its products.
A. strategic channel partnership
B. cooperative advertising
C. retail publicity
D. reseller consumer promotion
E. manufacturer incentive advertising
Answer:
Which of the following statements is true about Facebook?
A. Facebook is second to Twitter in the number of registered users.
B. Facebook is open to users who are at least six years old.
C. Facebook is the social media website where users upload more videos to its site than
any other site.
D. Facebook users have an average of about 130 friends on the site.
E. Facebook is a social media website with the primary purpose of enabling users to
network and connect with others in their profession.
Answer:
Purchases of sodium fluoride by Procter & Gamble for use in the manufacture of Crest
toothpaste would be an example of __________ demand.
A. applied
B. unitized
C. industrial
D. derived
E. consumer
Answer:
A good, service, or idea consisting of a bundle of tangible and intangible attributes that
satisfies consumers’ needs and is received in exchange for money or something else of
value is referred to as __________.
A. a utility bundle
B. a product
C. a service
D. an idea
E. merchandise
Answer:
Directing the promotional mix at ultimate consumers to encourage them to ask retailers
for the product is referred to as a __________.
A. push strategy
B. intense strategy
C. inertia strategy
D. exclusivity strategy
E. pull strategy
Answer:
Mrs. Renfro’s, Inc., sells 25 different relishes in 45 different states. It’s Chipotle Corn
Salsa is so popular that the company struggles to keep its resellers stocked. At $4.50 a
jar, its price seems just right to consumers who savor its hot and spicy taste. The
popularity of spicy food is an example of a __________ that Mrs. Renfro’s has
capitalized on here.
A. barter factor
B. demand factor
C. supply factor
D. consumer index
E. macroeconomic environmental factor
Answer:
The strategy of trading down involves __________.
A. adding product features but using lower quality product materials
B. reducing product features and but using higher quality product materials or
ingredients
C. reducing the number of features, quality, or price of a product
D. seeking a less price-sensitive target market
E. changing to a mass merchandiser retailer like Walmart or Target
Answer:
Another name for a drop shipper is a __________.
A. drop runner
B. desk jobber
C. transport vendor
D. container transport vendor
E. stock jobber
Answer:
Marks & Spencer is a well-known British department store located in the U.K.
Customers from Chicago or Dallas can shop for clothing as easily as a person living in
London. This shows how electronic commerce contributes to customer value through
the creation of
A. service utility.
B. possession utility.
C. form utility.
D. possession and place utility.
E. place utility.
Answer:
The use of displays, coupons, product samples, and other brand communications to
influence shopping behavior in a store is referred to as
A. functional qualities.
B. level of service.
C. shopper marketing.
D. lifestyle attributes.
E. psychographic elements.
Answer:
Much of Google’s success is based on the ten guidelines of its corporate philosophy.
Guideline 3 states, “Fast is better than __________.”
A. last
B. perfect
C. slow
D. accurate
E. pretty fast
Answer:
The added value a brand name gives to a product beyond the functional benefits
provided is referred to as __________.
A. brand parity
B. brand net worth
C. brand equity
D. brand benefit
E. brand enhancement
Answer:
Which of the following is a form of flexible pricing?
A. odd-even pricing
B. yield management pricing
C. above-, at-, and below-market pricing
D. target pricing
E. cost-plus pricing
Answer: