Coca-Cola hired brand police to make sure that the Coca-Cola brand name and logo are
not used without written permission. Why is Coca-Cola so rigorous in protecting its
trademark?
A. Coca-Cola risks losing its generic status.
B. In order to maintain the use of its widely recognizable trademark, Coca-Cola must
prevent the name from becoming generic.
C. The Robinson-Patman Act conferred ownership of the Coke name and other
trademarked property to the Coca-Cola Company.
D. The government will file charges for trademark infringement only if the owner of the
trademark has documented proof of wrongdoing.
E. By protecting its trademark, Coca-Cola is protecting the entire soft drink industry
from indirect competition.
Answer:
Figure 2-1
In Figure 2-1 above, D represents the
A. strategic business unit level.
B. functional level.
C. corporate level.
D. board of directors.
E. CMO.
Answer:
To reward wholesalers and retailers for marketing functions they will perform in the
future, a manufacturer often gives __________ discounts.
A. seasonal
B. cash
C. trade
D. quantity
E. cumulative
Answer:
The largest percentage of products sold from vending machines are __________.
A. candy and snacks
B. personal items
C. movies and videos
D. cold beverages
E. food
Answer:
Which of the following quotes from a new product adopter would signal the need for a
firm to counteract a usage barrier?
A. “But it might make me fat.”
B. “What if I can’t make the monthly payments?”
C. “I don’t want to try this if it means I have to swallow it with milk.”
D. “Big deal, the only difference is the shape of the package.”
E. “Sure I’ll try it; why not!”
Answer:
There are six commonly used techniques to deal with objections: acknowledge and
convert the objection; __________; agree and neutralize; accept the objection; denial;
and ignore the objection.
A. postpone
B. redirect the conversation
C. defer to a supervisor
D. probe by asking additional questions
E. distract by identifying competitor shortcomings
Answer:
Figure 4-3
In Figure 4-3 above, column B represents which of the following in terms of consumer
involvement and product knowledge?
A. consideration set
B. routine problem solving
C. limited problem solving
D. extended problem solving
E. integrated problem solving
Answer:
The unit variable cost (UVC) equals variable cost (VC) divided by __________.
A. quantity (Q)
B. fixed costs (FC)
C. total cost (TC)
D. total revenue (TR)
E. price per unit of the product (P)
Answer:
BzzAgent
A. is the number one consumer information source in developing countries.
B. captures honest word-of-mouth testimonials from satisfied customers who will
promote new products or services.
C. was the first on the Internet to create a public forum for new products.
D. counteracts false rumors or negative buzz for quality products or services that have
been unjustly accused on social networking websites.
E. uses ethnographic research techniques to discover subtle behavioral and emotional
reactions to products in their natural use environment.
Answer:
Stickiness Marketing Dashboard
Consider the Stickiness Marketing Dashboard above for an automobile dealership. To
gauge the stickiness of its website, the firm monitors the average time spent per unique
monthly visitor (in minutes) on its website. This is done by tracking the average visits
per unique monthly visitor and the average time spent per visit, in minutes, that is
displayed on its marketing dashboard. For 2013 where would Arrow A be shown, as the
average time spent per unique monthly visitor (in minutes) on the automobile
dealership’s website?
A. 4.0 minutes
B. 4.5 minutes
C. 7.5 minutes
D. 9.0 minutes
E. cannot be determined
Answer:
There are three general forms of retail ownership: independent retailer, corporate chain,
and __________.
A. dual ownership
B. industry consortium
C. retailing cooperative
D. contractual system
E. multi-national cartel
Answer:
In logistics, a two-way link between buyer and seller that helps in monitoring service
and anticipating future needs is referred to as
A. inventory management.
B. dependability.
C. communication.
D. reverse logistics.
E. accountability.
Answer:
In the VALS framework, each consumer segment exhibits unique media preferences.
Which segment would be the most likely to visit Facebook?
A. Experiencers
B. Believers
C. Thinkers
D. Survivors
E. Makers
Answer:
Multichannel marketing refers to
A. selling the same product to the same customers under two distinct brand names.
B. selling the same product to the same customers at two different price points through
two different distributors.
C. the blending of different communication and delivery channels that are mutually
reinforcing in attracting, retaining, and building relationships with consumers who shop
and buy in the traditional marketplace and online.
D. the use of bots to find the best prices and make purchases from multiple websites
simultaneously.
E. the blending of non-electronic communication and delivery channels to counteract
the power of online buying.
Answer:
One advantage of using the yellow pages as an advertising medium is
A. there is no competition.
B. the print pages are quicker and easier to use than the Internet.
C. they have a long life span or use period.
D. they are more mobile than other information sources.
E. there are no delivery costs.
Answer:
Which of the following statements should a salesperson use to simply accept the
objection?
A. “I think I might be able to explain that better to you after showing you this diagram.”
B. “Yes, you’re right, it is lighter. Customers haven’t mentioned that as a problem – why
do you think it might be?”
C. “That’s true. It does have a shorter shelf life, but that really hasn’t been a problem. It
is so popular it never stays on the shelf that long anyway.”
D. “Where did you hear that? Your source must have erroneous information.”
E. “As I was saying, .”
Answer:
Within the strategic marketing process, the __________ is the result of the planning
phase that proceeds to the implementation phase where it is carried out.
A. marketing tactics
B. business plan
C. product protocol
D. marketing plan
E. marketing strategy
Answer:
Organizational buyers refer to
A. manufacturers, wholesalers, retailers, and government agencies that buy goods and
services exclusively for resale.
B. manufacturers, wholesalers, retailers, and government agencies that buy goods and
services for their own use or for resale.
C. manufacturers, wholesalers, retailers, and government agencies that buy goods and
services exclusively for their own use.
D. firms that buy physical goods and resell them again without any reprocessing.
E. firms that in some way reprocess a good or service they buy before selling it again to
the next buyer.
Answer:
Which of the following is the largest racial/ethnic subculture in the United States?
A. Asian Americans
B. Hispanics
C. Caucasians
D. African Americans
E. Native Americans
Answer:
An analysis of the pillow market using a market-product grid suggests that the most
important segment to target is
A. side sleepers.
B. sleepers with sleep disorders, such as sleep apnea.
C. sleepers with annual incomes of $50,000 and over.
D. back sleepers.
E. stomach sleepers.
Answer:
Penetration pricing is intended to appeal to which market?
A. highly selective, quality-seeking consumers
B. price-insensitive markets
C. specialty product markets
D. the same markets as those targeted with a skimming pricing strategy
E. the mass market
Answer:
A quota refers to
A. a government tax on products or services entering a country that primarily serves to
raise prices on imports.
B. government payments to companies or industries that serve to lower costs and
provide a competitive advantage to domestic industries.
C. a restriction placed on the amount of a product allowed to enter or leave a country.
D. a minimum requirement for the purchase of specific products or services between
two nations.
E. a refusal to purchase or exchange products or services with another nation unless
certain financial or ideological requirements have been satisfied.
Answer:
Points of difference refer to
A. the fundamental, passionate, and enduring principles of an organization that guide its
conduct over time.
B. the cluster of benefits that an organization promises customers to satisfy their needs.
C. a unique strength relative to competitors that provides superior returns, often based
on quality, time, cost, or innovation.
D. those characteristics of a product that make it superior to competitive substitutes.
E. the use of percentage points of market share to allocate marketing resources
effectively for different product lines within the same firm.
Answer:
Variables such as location, the North American Industry Classification System (NAICS)
code, and number of employees are all examples of ways to
A. differentiate products.
B. forecast sales to a consumer market.
C. segment an organizational market.
D. promote NAFTA.
E. segment a consumer market.
Answer:
Research and media firm Youth Culture publishes Watch magazine, a teen publication
given out free to high school students. Unfortunately, the publication was unable to
gauge whether or not it was meeting the needs of its audience. Youth Culture handed
out surveys to learn how students felt about the publication. Feedback indicated teen
boys and girls were demanding very different things from the publication. This
feedback was gleaned from __________ data.
A. questionnaire
B. internal secondary
C. external secondary
D. observational
E. promotional sales
Answer:
Stores that carry a broad product line, with limited depth, are referred to as
__________.
A. limited-line stores
B. general merchandise stores
C. scrambled merchandise stores
D. hypermarkets
E. intertype outlets
Answer:
Four key challenges that package and label designers face include: (1) connecting with
customers; (2) __________; (3) health, safety, and security issues; and (4) cost
reduction.
A. governmental regulations
B. environmental concerns
C. competition from global markets
D. patent and trademark issues
E. cultural and societal issues
Answer:
Budweiser, as part of its “Responsibility Matters” campaign, promotes responsible
drinking by encouraging the use of designated drivers. Ads in this campaign are an
example of __________ advertisements.
A. pioneering
B. competitive
C. reminder
D. political
E. advocacy
Answer:
Twenty years ago, the Mississippi Gulf Coast was a nice place to vacation with a white
sandy beach, golfing opportunities, resort hotels, and good seafood restaurants. With the
addition of casinos, the Gulf Coast improved its odds of being a tourist destination for
more travelers. This is an example of a __________ strategy.
A. market-product grid
B. diversification
C. product modification
D. market modification
E. product repositioning
Answer:
Figure 14-5
The promotion decision process is divided into three phases. In Figure 14-5 above, B
refers to the __________ phase.
A. scheduling
B. development
C. implementation
D. evaluation
E. planning
Answer:
One disadvantage of using the Internet as an advertising medium is
A. as a relatively new medium, it has attracted limited use.
B. animation and interactivity may require long page download times.
C. pay-per-click search ads on Google are expensive and ineffective.
D. it is difficult to translate messages that can be used in social media networks like
Facebook and Twitter.
E. it often creates more traffic than a firm can actually handle.
Answer: