Which of the following is an inherent strength of publicity?
a. It can receive immediate feedback.
b. It can provide the target audience with complex information.
c. It can prepare messages quickly.
d. It is an efficient means for reaching large numbers of people.
e. It is often the most credible source in the consumer’s mind.
Answer:
An implied warranty __________.
a. provides a written statement of manufacturer liability
b. states the bounds of coverage, and more importantly, areas of noncoverage
c. has no limits of noncoverage
d. assigns responsibility for product deficiencies to the manufacturer
e. assigns responsibility for product deficiencies on misuse by the consumer
Answer:
Samsung sells its target markets many different types of TVs. The larger TVs can be
outfitted with surround sound at a higher price than the smaller ones. Samsung is using
which type of segmentation variable in this example?
a. demographic segmentation
b. psychographic segmentation
c. behavioral segmentation
d. geographic segmentation
e. socioeconomic segmentation
Answer:
Within the buying center, deciders are people who
a. have the formal authority and responsibility to select the supplier and negotiate the
terms of the contract.
b. control the flow of information in the buying center.
c. have the formal or informal power to select or approve the supplier that receives the
contract.
d. affect the buying decision usually by helping define the specifications for what is
bought.
e. actually use and evaluate the product or service.
Answer:
Noncumulative quantity discounts refer to
a. discounts that are based on a series of orders rather than on the size of an individual
order.
b. one-time discounts per customer or household.
c. one-time discounts that must be used within a certain time frame or they become null
and void.
d. discounts used to place new products on supermarket shelves.
e. discounts that are based on the size of an individual purchase order, rather than a
series of orders.
Answer:
Ideally, before a new product is developed, a firm should have a precise protocol, which
is a statement that identifies: (1) a well-defined target market; (2) specific customers’
needs, wants, and preferences; and (3) __________.
a. what the product will be and do to satisfy consumers
b. a clear plan for product distribution
c. clear financial goals and expectations
d. an analysis of potential competitors’ products
e. a precise budget of how much can be spent for the marketing program
Answer:
A trade promotion which compensates retailers that transport orders from the
manufacturer’s warehouse is referred to as a _________.
a. carry allowance
b. haulage allowance
c. finance allowance
d. case allowance
e. freight allowance
Answer:
__________ surveys are the best choice if a marketing researcher wants flexibility in
asking probing questions or getting reactions to visual materials.
a. Personal interview
b. Mail
c. Telephone
d. Fax
e. Online
Answer:
According to the price equation, final price equals __________ minus incentives and
allowances plus extra fees.
a. salaries
b. list price
c. profits
d. trade-ins
e. taxes
Answer:
The maker of Wrigley chewing gum funded a $10 million ad campaign aimed at getting
African Americans to use doctors for regular health care maintenance instead of only
when they are sick. This is an example of
a. profit responsibility.
b. cause marketing.
c. stakeholder responsibility.
d. societal responsibility.
e. mass marketing.
Answer:
Through a network of businesspeople known as __________, members of LinkedIn
gain an introduction to someone they wish to know through a mutual, trusted contact.
a. “followers”
b. “colleagues”
c. “contacts”
d. “connections”
e. “friends”
Answer:
Students from Berry College attended a performance at nearby Shorter College and
were extremely impressed with the dance troupe that was the opening act. As soon as
the students returned to Berry, they made arrangements for the entertainers to appear on
their campus. On the day of the concert, the venue was packed with students, but the
quality of the performance was much poorer than they had seen at the Shorter campus.
The Berry students’ disappointment was the direct result of which characteristic of
services?
a. inconsistency
b. impressionability
c. intangibility
d. invisibility
e. uniqueness of the service
Answer:
Even though his business is very small, the owner of a LAN center wants to follow the
American Marketing Association Statement of Ethics. Every month there is a “company
cookout.” At the end of the meal, the employee (from president to members of the
cleaning staff) who had the best idea for improving the center is honored and given a
$25.00 gift certificate plus a T-shirt that reads, “Great Minds Think Like Me.” This
action exhibits which key AMA ethical value?
a. honesty
b. responsibility
c. fairness
d. respect
e. openness
Answer:
Drop shippers
a. own the merchandise they sell but do not physically handle, stock, or deliver it.
b. perform all channel functions, and sell on consignment to retailers.
c. take title to merchandise but sell only to buyers who call on them, pay cash for
merchandise, and furnish their own transportation for merchandise.
d. have a small warehouse from which they stock their trucks for distribution to
retailers.
e. work for several producers and carry noncompetitive, complementary merchandise in
an exclusive territory.
Answer:
Women buy what percentage of new cars?
a. 15 percent
b. 30 percent
c. 45 percent
d. 60 percent
e. 75 percent
Answer:
A framework to relate the market segments of potential buyers to products offered or
potential marketing actions by an organization is referred to as a __________.
a. payoff table
b. cross-tabulation
c. market-product grid
d. growth-share matrix
e. product differentiation table
Answer:
In the 19th century, the belief was that production creates its own demand. By the early
20th century, American companies began to produce more goods than buyers could
consume. At the same time, competition became more significant. The usual solution
was to hire more salespeople to find new buyers. This describes the __________ era.
a. goods
b. production
c. sales
d. marketing concept
e. market orientation
Answer:
Cloud computing, such as Apple’s iCloud, enables businesses and consumers to share
one’s data or use a firm’s software application like Microsoft Office directly from that
firm’s or a third party’s server over the Internet rather than having that data file or
program reside on a personal computer. This is an example of a change in the
__________ marketing environment.
a. regulatory
b. sociocultural
c. competitive
d. technological
e. marketing mix
Answer:
Supply chain managers balance total logistics cost factors against customer service
factors. Customer service factors include
a. reliability, flexibility, consistency, and dependability.
b. time, dependability, communication, and convenience.
c. consistency, responsiveness, durability, and communication.
d. time, assurance, responsiveness, and dependability.
e. convenience, flexibility, time, and value.
Answer:
A sales forecast refers to
a. the total sales of a product that a firm expects to sell during a specified time period
under specified environmental conditions and its own marketing efforts.
b. the total industry sales generated by a product during a specified time period that
results from specified environmental conditions and based on the collective marketing
efforts of all firms in the industry.
c. the total expected sales from a product that ignores environmental forces.
d. sales goals based on past performances of individual sales representatives.
e. published information about competitors’ sales from the NAICS.
Answer:
A method of selling in which a salesperson makes a telephone call or visits a
prospective customer without a referral is called __________.
a. team selling
b. cold calling
c. seminar selling
d. formula selling
e. conference selling
Answer:
Marketing plans that cover marketing activities from two to five years into the future
are referred to as __________.
a. marketing tactics
b. marketing strategies
c. generic marketing strategies
d. short-term marketing plans
e. long-range marketing plans
Answer:
“Why do you smoke?” is an example of which type of question?
a. Likert scale
b. fixed alternative
c. dichotomous
d. open-ended
e. semantic differential
Answer:
There are four popular types of franchising: (1) manufacturer-sponsored retail franchise
systems; (2) manufacturer-sponsored wholesale franchise systems; (3)
service-sponsored franchise systems; and (4) _________.
a. service-sponsored retail franchise systems
b. wholesaler-sponsored franchise systems
c. horizontal-marketing franchise systems
d. contractual-sponsored franchise systems
e. customer-generated franchise systems
Answer:
To maximize profits, service providers use tools such as __________ to charge different
prices for different times of the day or week to reflect the variations in demand for their
services.
a. off-peak pricing
b. dynamic pricing
c. capacity pricing
d. down-time pricing
e. yield management pricing
Answer:
A buy class situation affects buying center tendencies in different ways. If there are two
or three people involved, the problem definition has only minor modifications, and the
time required for a decision is moderate, the buy class situation is a
a. new buy.
b. straight rebuy.
c. conditional rebuy.
d. modified rebuy.
e. standard reorder.
Answer:
The family life cycle concept describes the distinct phases a family progresses through
from __________, each phase bringing with it identifiable purchasing behaviors.
a. formation to retirement
b. birth to death
c. the birth of children to retirement
d. the birth of children until children leave home
e. marriage to retirement unless a divorce, separation, or death occurs
Answer:
Which of the following statements best describes a good?
a. Goods are physical objects.
b. Goods are intangible items.
c. Goods are intangible concepts and thoughts about ideas or causes.
d. Goods are the benefits organizations receive for selling products and services.
e. Goods are intangible concepts and thoughts about products or services.
Answer:
Nielsen PRIZM (part of Nielsen Claritas) segmentation classifies every household into
one of 66 demographically and __________ distinct neighborhood segments to identify
lifestyles and purchase behavior within a defined geographic market area, such as zip
code.
a. psychographically
b. behaviorally
c. situationally
d. socioeconomically
e. ethnographically
Answer:
The office memo read, “Sales representatives from Kansas, Nebraska, Iowa, and
Missouri will report directly to the regional manager.” From this information, it would
appear the company that issued the memo uses a ___________ sales organization for its
salesforce.
a. profit
b. customer
c. product
d. geographical
e. market
Answer: