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When a T-shirt manufacturer states, "We sell it only in black because that way we can
buy plenty of black fabric and run our plant efficiently," its statement reflects the views
that were popular in which era of the evolution of marketing?
A. production-oriented
B. sales-oriented
C. market-oriented
D. value-based marketing
E. economics-oriented
Answer:
When Ramona, the keynote speaker at a major business leaders' conference, arrived in
the middle of the night at the Ritz-Carlton, she was exhausted and her suit was wrinkled
from her 10-hour plane trip. The night clerk found someone to dry clean Ramona's suit
and have it ready for her morning presentation. She has been a loyal Ritz-Carlton
customer ever since. In this example, Ritz-Carlton demonstrated the macro strategy of
A. customer excellence.
B. operational excellence.
C. product excellence.
D. promotional excellence.
E. global excellence.
Answer:
Ryan believes he is responsible for his actions, and he will conduct extensive searches
before making a purchase. Michael's favorite phrase, when confronted by the need to
make a decision, is "Whatever." In marketing terms, Ryan is said to have a(n)
__________ and Michael, a(n) __________.
A. obsessive personality; laissez-faire approach
B. formal search function; casual search function
C. increased search anxiety; decreased search anxiety
D. internal locus of control; external locus of control
E. focused sense of information; unfocused sense of information
Answer:
__________ involves the planning, direction, and control of personal selling activities,
including recruitment, selection, training, motivation, compensation, and evaluation of
members of the sales force.
A. Human resource management
B. Integrated marketing communications management
C. Sales management
D. Marketing management
E. Sales administration
Answer:
If you ever watched a television commercial and at the end of the message wondered
what was being promoted, you may had trouble __________ the IMC message.
A. decoding
B. transmitting
C. precoding
D. encoding
E. tracking
Answer:
Xavier is analyzing potential market segments. He should carefully seek potential
customers who have both an interest in his products and
A. a thorough knowledge of his brand messages.
B. the ability to buy them.
C. knowledge of competing products.
D. the ability to negotiate discounts.
E. are removed from traditional marketing alternatives.
Answer:
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.
Answer:
During the __________ era, firms had excess capacity and used personal selling and
advertising to generate customers.
A. production-oriented
B. sales-oriented
C. market-oriented
D. value-based marketing
E. retailing-oriented
Answer:
For a brand name to be effective, it needs to be
A. easy for consumers to recognize and remember.
B. a catchy, tongue-twisting phrase.
C. a visual image containing human characters.
D. generic, so it can be applied to as many products as possible.
E. associated with a sports or movie superstar.
Answer:
A toothpaste tube is an example of a ________ package.
A. primary
B. secondary
C. brand positioning
D. private-label
E. convenience
Answer:
Janine was tired of her winter coat, so she sold it to her friend Marissa. This is an
example of ________ marketing.
A. B2B
B. B2C
C. C2B
D. C2C
E. BBC
Answer:
Which country has a rapidly aging population due to its one-child policy?
A. Brazil
B. Russia
C. India
D. China
E. Japan
Answer:
Considering what you know about their target markets and merchandise, which of the
following retailers is least likely to have an online presence?
A. department stores
B. convenience stores
C. category specialists
D. off-price retailers
E. full-line discount stores
Answer:
When a manufacturer chooses one or more retailing partners, the overriding
consideration must be
A. if customers can participate in mobile commerce.
B. the retailers' customary distribution intensity.
C. the satisfaction of the retailing partners.
D. the greatest possible customer convenience and satisfaction.
E. the overall cost to the manufacturer.
Answer:
At many universities, education faculty members were among the first to ask for
personal computers. These faculty members were __________ in the buying center.
A. buyers
B. initiators
C. influencers
D. deciders
E. gatekeepers
Answer:
Because services are __________, it is often difficult for marketers to convey the
benefits to consumers.
A. heterogeneous
B. inseparable
C. intangible
D. perishable
E. substantial
Answer:
Peter wanted an unbiased source of information to help him decide what brand of
appliances to buy for his new condominium. Peter would most likely search for
information from
A. the Sears catalog.
B. the Consumer Reports website.
C. the local Better Business Bureau.
D. the website for Best Buy (an electronics retail chain).
E. Psychology Today magazine.
Answer:
The major objectives associated with a market penetration pricing strategy are to
A. capture the high end of the market demand curve and lower introduction costs.
B. quickly build sales and market share.
C. minimize customer dissatisfaction and maximize reference price value.
D. provide an incentive to purchase a less desirable product to obtain a more desirable
product.
E. match competitors' prices and communicate high quality.
Answer:
Which of the following is an example of greenwashing?
A. A company markets a product made from recycled glass bottles.
B. A company charges more for a hybrid car than for a similar gas model.
C. A company donates money to a school reading project so it can advertise itself as
environmentally friendly.
D. The Smiths installed energy-saving lightbulbs in their rental apartment buildings.
E. The corner Laundromat stocks only phosphate-free detergent in its vending
machines.
Answer:
Insight Guides, a line of travel books, provides travelers with background information
about people's beliefs, values, and customs in various parts of the world. Insight's books
educate travelers about a country's
A. social concerns.
B. political parties.
C. demographics.
D. generational cohorts.
E. culture.
Answer:
After Sharon graduated from college, she found a steady and well-paying job, got
married and began to raise a family, and began to receive recognition at work and in the
community. Eventually, she began to devote more time and effort to intellectual and
aesthetic pursuits. Sharon is moving up to which level on Maslow's Hierarchy of
Needs?
A. self-fulfillment
B. self-esteem
C. self-confidence
D. self-actualization
Answer:
Marketers sometimes use Hofstede's cultural dimensions to design marketing
campaigns
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.
Answer:
Zappos.com, an online shoe store, offers an easy, no-hassle return procedure. This
relates to the _______ of its products.
A. relative advantage
B. compatibility
C. observability
D. complexity
E. trialability
Answer:
Lorraine belongs to a national consumer panel created by a market research company.
She regularly receives samples of new products from a variety of firms and fills out
questionnaires about the products. The national consumer panel Lorraine is part of is
engaged in
A. premarket testing.
B. product launch.
C. test marketing.
D. product development.
E. concept testing.
Answer:
Sometimes brand names become synonymous with a product itself. If that happens, the
brand
A. has achieved brand stabilization.
B. could lose its trademark status.
C. should try co-branding to avoid brand dilution.
D. should consider a new packaging strategy.
E. easily eliminates all competition.
Answer:
Which element of the marketing mix deals with supply chain management?
A. product
B. price
C. promotion
D. production
E. place
Answer:
Which of the following defines a value proposition?
A. the unique value that a product or service provides to customers
B. a special discount offer dropping the price
C. an advertisement that talks about value
D. a display of the position of products or brands in the consumer's mind
E. the one feature that will prompt a customer to buy the product
Answer:
After a firm has identified the various stakeholders and their issues and gathered
available data related to an ethical decision-making situation, __________ should
engage in brainstorming and evaluating alternatives.
A. the senior managers most involved
B. key customers
C. elected officials
D. all parties relevant to the decision
E. any individuals with competing interests
Answer:
If you're a manufacturer, and you want to showcase your product in a store that has a
narrow but deep selection of merchandise and where sales associates can assist
customers with their selections, you'd most likely choose
A. a category specialist.
B. a specialty store.
C. a department store.
D. an extreme value retailer.
E. a warehouse club.
Answer:
Several personal traits are listed in the text as being important for successful sales
careers. Harvey is a go-getter. He gets up early every morning to check his schedule and
arrives at appointments early so he can get in the right mental frame of mind. Which of
the traits listed in the text does Harvey exhibit?
A. personality
B. optimism
C. resilience
D. self-motivation
E. empathy
Answer:
________ can be defined as raw numbers or other factual information that, on their
own, have limited value to marketers.
A. Statistics
B. Charts and graphs
C. Marketing research
D. Formulas
E. Data
Answer:
