After defining the business mission, what should a firm do next to develop a marketing
plan?
A. conduct an STP analysis
B. perform a situation analysis
C. develop a positioning strategy
D. select a target market
E. implement the four Ps
Answer:
How might a technology company like Apple most likely ensure that it behaves in a
socially responsible way toward its employees?
A. It can pay at least minimum wage when the law requires it.
B. It can adhere to government-mandated safety standards in the workplace.
C. It can ensure that pay practices are fair at all levels of the company.
D. It can ensure that its packaging materials are recyclable.
E. Social responsibility isn’t relevant where employees are concerned; they are paid for
their work and that’s enough.
Answer:
Salina is working to create greater brand awareness for her company’s new line of
personal digital assistants. To increase brand awareness, the least important information
that should be included in promotions is
A. the brand name.
B. the logo.
C. the packaging.
D. the slogan.
E. the product history.
Answer:
The __________ stage occurs prior to meeting the customer for the first time and
extends the qualification of leads.
A. qualify leads
B. preapproach
C. closing the sale
D. follow-up
E. sales presentation
Answer:
Being socially responsible is generally considered
A. a good thing to do only if a company is profitable.
B. inappropriate for most firms in today’s challenging markets.
C. going above and beyond the norms of corporate ethical behavior.
D. a necessary part of every firm’s strategy.
E. the responsibility of corporate-sponsored foundations that can effectively concentrate
a firm’s good deeds.
Answer:
In the United States, most consumer packaged goods found in grocery and discount
stores are in the __________ stage of the product life cycle.
A. growth
B. pioneer
C. introduction
D. decline
E. maturity
Answer:
In questionnaire design, a question such as “Do you like Wendy’s hamburgers and
fries?”
A. is a question that respondents cannot easily or accurately answer.
B. is a question that respondents are reluctant to answer because the information is
sensitive.
C. steers respondents to a particular response.
D. asks two questions at once.
E. is complex and something respondents may be unfamiliar with.
Answer:
__________ is the practice of colluding with other firms to control prices.
A. Competitive favoritism
B. Industry tightening
C. Monopolistic competition
D. Price fixing
E. Regressive pricing
Answer:
Which of the following is not considered typical financial compensation for sales
representatives?
A. commissions
B. salaries
C. bonuses
D. extra vacation days
E. sales contests
Answer:
Beverly is assessing the results of a new product launch of a series of e-books for her
bookstore. When evaluating the results, Beverly will likely consider all of the following
except
A. why it took her so long to consider the new product line.
B. if the e-books are generating the expected level of profit.
C. if the e-books are generating the expected level of sales.
D. if her customers are interested in the new books.
E. if the e-books function as expected.
Answer:
For brick-and-mortar retailers, when making decisions regarding place, a key ingredient
to success is
A. product placement promotion.
B. convenient locations.
C. private-label merchandise.
D. off-price placement.
E. customer relationship management.
Answer:
When shopping for a car you notice a significant price gap between domestic and
imported cars, with the imported cars being much more expensive. This could be the
result of
A. a tariff.
B. a boycott.
C. overseas consolidation.
D. globalization.
E. franchising.
Answer:
By allowing consumers to sell their unwanted goods to other consumers, auction sites
like eBay cater to __________ marketing.
A. B2B
B. C2C
C. D2C
D. C2D
E. B2G
Answer:
Marketers particularly want their brands and products to be in consumers’ __________
sets.
A. universal
B. retrieval
C. evoked
D. deterministic
E. behavioral
Answer:
__________ are special incentives or excitement-building programs that encourage
consumers to purchase a particular product, often used in conjunction with advertising
or personal selling programs.
A. B2B programs
B. Trade incentives
C. Sales promotions
D. Push programs
E. Targeted leader items
Answer:
Once consumers have recognized a need, they begin to search for ways to satisfy that
need. The internal search is characterized by
A. looking through the internal records of a firm, often found on the company website.
B. examining personal memories and knowledge.
C. using the Internet to find what other consumers feel about a specific product or
service.
D. consulting close friends and families before expanding the search to a wider, external
group.
E. being influenced by advertising.
Answer:
As the number of communication media has increased, the task of understanding how
best to reach target customers has
A. shifted from creating a value proposition to revising a value proposition.
B. increased the use of rule-of-thumb targeting.
C. become easier.
D. focused on reducing communication noise.
E. become more complex.
Answer:
Which of the following is not one of the major trade agreements affecting global
marketing?
A. NAFTA
B. EU
C. GNI
D. ASEAN
E. CAFTA
Answer:
As part of efforts to stimulate economic development in Africa, the Gates Foundation
announced that it would provide cellular phones to farmer cooperatives. The Gates
Foundation recognized that problems in __________ exist in many African markets.
A. transportation
B. communication
C. distribution
D. commerce
E. population
Answer:
Melanie works for a small computer software company. Her boss is constantly
improving the company’s products but neglects customers, billing, and promoting the
company. Her boss is probably stuck in the __________ era of marketing.
A. production-oriented
B. sales-oriented
C. market-oriented
D. value-based marketing
E. retailing-oriented
Answer:
Country culture and regional culture are both part of a firm’s
A. demographics.
B. macroenvironment.
C. political/legal environment.
D. economic environment.
E. immediate environment.
Answer:
Hospitals, schools, and religious organizations are examples of __________ buyers.
A. manufacturing
B. retail
C. institutional
D. factory agent
E. reseller
Answer:
Brent is working on an advertising campaign to promote downtown businesses. He
knows the increasing number of advertising communication channels available and
changes in consumers’ media usage
A. will force him to use PSAs.
B. increases consumers’ preference for high-pressure persuasive advertising.
C. makes his job more difficult.
D. makes it easier to select media.
E. makes budgeting more important, and creativity less important.
Answer:
The attitudes that Ryan’s customers develop after they have purchased his yearly lawn
care service will become the basis for determining whether they renew each year. He
needs to convey ____________ by guaranteeing his work in writing.
A. reliability
B. responsiveness
C. assurance
D. empathy
E. tangibles
Answer:
A(n) __________ occurs when the purchasing agent orders additional units of products
that have previously been purchased.
A. new buy
B. modified rebuy
C. straight rebuy
D. adapted buy
E. generic buy
Answer:
Johan owns an oil-change business called Oil Only. He changes oil in carsand that is all
he does. What kind of retail business is this?
A. service retailer
B. specialty store
C. category specialist
D. extreme value retailer
E. off-price retailer
Answer:
Toothpastes sold in supermarkets and pharmacies promise various results, such as
whiter teeth, protection against gum disease, tartar control, or fresh breath. Toothpaste
marketers are using __________ segmentation.
A. benefit
B. geodemographic
C. psychographic
D. loyalty
E. demographic
Answer:
When a company decides to minimize risk and enter a global market by shipping its
products to buyers in other countries, this is known as
A. exporting.
B. franchising.
C. a strategic alliance.
D. a joint venture.
E. direct investment.
Answer:
Celia’s firm has developed a breakfast cereal targeted toward children. Rather than
compete in the mature U.S. market, she has decided instead to introduce the product in
Europe, where she feels it will be innovative. Her advertising agency urged caution
because
A. advertising regulations differ in other countries, including advertising to children.
B. print media are different in Europe, and it would be difficult to create a global
campaign.
C. literacy rates are significantly lower in Europe, and print ads would be ineffective.
D. research indicates that European children do not eat breakfast as often as American
children.
E. domestic advertising agencies cannot earn commissions on advertising they place
overseas.
Answer:
The only formal regulation of children’s advertising appears in
A. the FCC regulations regarding children.
B. the provisions of the Children’s Television Act of 1990.
C. the Better Business Bureau’s Children’s Advertising Review Unit guidelines.
D. the federal GAO regulations on advertising.
E. the Food and Drug Administration guidelines.
Answer:
A(n) __________ gap exists when a firm knows what it needs to do to meet customers’
service expectations, but sometimes fails to do it.
A. knowledge
B. communication
C. standards
D. empowerment
E. delivery
Answer:
One of the potential benefits to a firm of introducing new-to-the-world products or
services is
A. cost savings.
B. late majority marketing.
C. establishment of a completely new market.
D. the ability to avoid paying pioneers for new product development.
E. the ability to capitalize on existing consumer preferences.
Answer:
Victor’s custom auctioneering service provides online auction selling assistance. Victor
plans to conduct marketing research to determine which auction site is best for his
customers. His next step is to
A. identify the type of data he needs.
B. determine the statistical software he will use.
C. outline the presentation format he will use.
D. collect data.
E. define his privacy policy.
Answer:
When marketers state that services are __________, they are referring to the fact that
services are produced and consumed at the same time.
A. intangible
B. inseparable
C. heterogeneous
D. perishable
E. peripheral
Answer: