Martina buys cola every week at the grocery store, but she always buys whatever is on
sale. Coca-Cola, Pepsi, RC Colait doesn”t matter to her. She is happy with whatever
costs the least. Martina would be characterized as a:
a. loyal customer.
b. competitor’s customer.
c. price buyer.
d. cherry picker.
e. freeloader.
Answer:
The four components of the pyramid of corporate social responsibility are:
a. sustainability, creativity, profit, and culture
b. organizational culture, creativity imagery, economic performance, and objectivity
c. organizational, financial, social, and cultural responsibilities
d. sustainability, legality, creativity, and competition
e. economic, legal, ethical, and philanthropic responsibilities
Answer:
Which marketing orientation assumes people will buy more goods and services if
aggressive marketing techniques are used?
a. Sales
b. Production
c. Market
d. Customer
e. Marketplace
Answer:
____ is the process by which learned information from customers is centralized and
shared in order to enhance the relationship between customers and the organization.
a. Knowledge management
b. Learning
c. Database marketing
d. Interactive marketing
e. Information marketing
Answer:
Leo buys coffee weekly for his espresso shop. This purchase is most likely an example
of a(n) situation.
a. need-related buy
b. limited rebuy
c. straight rebuy
d. rebuy sourcing
e. institution buy
Answer:
Which of the following is any unit of input affecting one or more of the five senses:
sight, smell, taste, touch, and hearing?
a. Tactic
b. Need
c. Stimulus
d. Want
e. Desire
Answer:
As a short-term pricing objective, ____ can be effectively used on a temporary basis to
sell off excessive inventory.
a. profit maximization
b. profit-oriented pricing
c. status quo pricing
d. sales maximization
e. market share pricing
Answer:
The ______ is the member of the buying center who regulates the flow of information.
a. decider
b. influencer
c. purchaser
d. gatekeeper
e. user
Answer:
When people are hired to record traffic patterns in a shopping mall, they are engaging in
_____ research.
a. focus group
b. observation
c. experimental
d. survey sampling
e. sample framing
Answer:
After the research team at Nabisco had generated more than two dozen new-product
ideas for a substitute for partially hydrogenated oils that tastes the same but has zero
trans fat, the company formed a committee to analyze whether the product ideas were
consistent with the organization’s newproduct strategy. This is called:
a. business analysis
b. diffusion
c. idea screening
d. test marketing
e. idea generation
Answer:
A long-run drop in sales signals the beginning of which stage in the product life cycle?
a. Laggard
b. Saturation
c. Deterioration
d. Decline
e. Decay
Answer:
Onequarter of Ace’s 60,000 SKUs are vendor managed through software called the
“Collaboration” program. This software allows certain vendors to go online to get
information to build their forecasts. The result of this application is fewer shipments,
fuller pallets, increased pallets per truck, and a reduction in freight. Collaboration is
part of Ace’s:
a. logistics information system
b. materials requirement plan
c. EDI
d. RFID chips
e. distribution resources strategy
Answer:
Market-oriented firms primarily focus their efforts upon:
a. improving the technological skills and competitive advantages of the firm
b. satisfying the organization’s needs for low overhead
c. achieving the company’s societal responsibilities inexpensively
d. distributing goods and services
e. satisfying the wants and needs of their customers
Answer:
When a firm serves two or more well-defined market segments with a distinct
marketing mix for each, it is using a(n) ______targeting strategy.
a. undifferentiated
b. concentrated
c. niche
d. multisegment
e. pluralistic
Answer:
Which of the following statements about the AIDA model is true?
a. The AIDA model explains why public relations is the most important element in the
promotional mix.
b. Advertising is most effective at the purchase stage of the AIDA model.
c. Certain promotional tools are more effective at certain stages of the AIDA model.
d. Sales promotion is not helpful during the attention stage of the AIDA model.
e. The promotional mix should not be influenced by the AIDA model.
Answer:
Opinion leaders are:
a. wealthy, well-educated individuals.
b. experts on all high-involvement consumer goods.
c. usually the same individuals for all social classes.
d. people who influence others.
e. easy to locate and target.
Answer:
When Sony PlayStation users want to access amenities on the Sony Web site, they are
required to log in and supply information such as their name, e-mail address, and birth
date. They are also given the opportunity to complete a survey that captures much more
information about them and their gaming habits. Sony gathers this information and
makes it available internally to better serve the customer. This is an example of a
company using:
a. learned research.
b. stimulus/response marketing.
c. knowledge management.
d. sales-oriented marketing.
e. motivational research.
Answer:
Nonprofit organizations may or may not require special facilities for distribution of
their services.
a. True
b. False
Answer:
Relationship marketing programs that are based on ____ bonds have the strongest
potential for sustaining long-term relationships with customers.
a. financial and individual
b. social and structural
c. financial, social, and structural
d. financial and patronage
e. financial and structural
Answer:
Protons are new, poppable snacks made with super-crunchy tofu. They are bite-sized
nuggets that come in both sweet and savory flavors: Original Crunchy, Backyard
Bar-B-Q, Tomato Herb Garden, Cinnamon Toast, and Lemon Meringue Pie. Which
elements of the promotional mix would be most useful in attracting attention to this
new snack food?
a. Public relations and sales promotion
b. Advertising and direct marketing
c. Direct marketing and personal selling
d. Public relations and direct marketing
e. Advertising and public relations
Answer:
Which level of ethical development moves from an egocentric viewpoint toward the
expectations of society?
a. Postconventional morality
b. Conventional morality
c. Preconventional morality
d. Secondary morality
e. Primary morality
Answer:
Humorous executional styles are more often used in radio and television advertising
than in print or magazine advertising.
a. True
b. False
Answer:
Often the task of lead qualification is handled by a telemarketing group or a sales
support person who frees the sales representative from the time-consuming task by
engaging in:
a. prequalification.
b. database mining.
c. co-opting.
d. cold calling.
e. Networking.
Answer:
Which type of retail ownership is owned and operated by an individual but is licensed
by a larger supporting organization?
a. Independent retailer
b. Chain store
c. Franchise
d. Cooperative
e. Secondary retailer
Answer:
A firm that adopts a(n) _____ orientation to marketing will fail to consider whether
what the firm produces most efficiently also meets the needs of the marketplace.
a. customer
b. exchange
c. product
d. market
e. production
Answer:
Sir Paul McCartney and Alicia Silverstone are two of the many celebrities serving as
spokespeople for the animal rights group People for the Ethical Treatment of Animals
(PETA). Both are committed to vegetarianism. In terms of promotion strategy, they will
be considered a(n) _____ information source.
a. cue control
b. nonsource-controlled
c. impersonal
d. remote
e. personal
Answer:
NewCarPurchase
Zena has been promoted to VP of the management consulting firm where she works..
Her new status has led her to consider the need for a new car. Her trusty little
Volkswagen Beetle has over 100,000 miles on it and no longer seems appropriate.
Susanne, another VP, suggests that Zena consider a car produced in the United States
because the firm has a policy of supporting U.S. businesses. Zena began her quest for a
new car by visiting several car dealers and obtaining pamphlets on the models she is
considering. She also studied ConsumerReportsmagazine, CarandDriverratings, and
other consumer rating publications to see what the experts think. After evaluating all
options, Zena has decided to purchase a new Chrysler. She believes that the car is a
good fit with her new image and position in her company. Since her purchase, she has
seen more advertisements touting the car’s features than she ever noticed before. She
also has noticed many models of her car on the road. Zena thinks the fact that so many
others are driving the same model car as hers is proof that she made a good decision.
Refer to New Car Purchase. Susanne has influenced Zena’s choice of a new automobile.
In this instance, Susanne
is acting as a(n):
a. dissociative reference
b. purchase catalyst
c. gatekeeper
d. social reference
e. opinion leader
Answer:
Hunter’s Alley is a chain of stores targeted to people who are proud of their National
Rifle Association memberships. It has agreed to set up a special display of Swartklip
ammunition near its rifle and shotgun aisles, and also to run an advertisement in
newspapers in communities where its stores are located. Swartklip has agreed to supply
the display material free and to pay for half the cost of the advertisement. This is an
example of a:
a. bundled pricing tactic.
b. functional discount.
c. promotional allowance.
d. quantity discount.
e. direct allowance.
Answer:
Consumable items that do not become part of the final product are called supplies.
a. True
b. False
Answer:
Freda was proud of her shiny new iPhone. But she was disappointed when she began to
notice scratches on its display surface. If Freda had known about the clear protective
films that were available to protect the iPhone display from scratches, she could have
avoided this annoying problem. For Freda, the protective films are a(n) ____ product.
a. heterogeneous shopping
b. specialty
c. unsought
d. convenience
e. consumer
Answer:
DayCare
Fiona is considering a day care facility for her five-week-old daughter Kate. She has
been visiting day care centers for the past two weeks and has interviewed caregivers at
eight different centers. It is extremely important to Fiona that Kate be stimulated
intellectually and fed according to schedule. After considering all eight centers, Fiona
chose PerfectCare. While she is quite pleased with her choice, she continues to wonder
if she made the correct decision.
Refer to Day Care. Fiona’s uncertainty about whether she made the correct decision and
the feelings that go along with this uncertainty are called:
a. selective retention
b. perceptual distortion
c. postpurchase action
d. cognitive dissonance
e. routine response
Answer: