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Which of the following is a major reason for the violation of ethics codes?
A. government regulation
B. family influence
C. lack of religious beliefs
D. fear of disciplinary action
E. perceived behavior of top management
Answer:
Information technology refers to
A. any information derived from a nonpersonal source.
B. operating computer networks that can store and process data.
C. any hardware used in collecting information to be used in market research such as
scanners, telephones, voting machines, etc.
D. any activity that uses some form of electronic communication in the inventory,
exchange, advertisement, distribution, and payment of goods and services.
E. the inventions or innovations from applied science or engineering research.
Answer:
David and Cecilia Stanford, owners of Prairie Herb vinegars, decided to offer their
product in 5-ounce and 13-ounce sizes. They decided to sell the vinegar only through
the mail and to price the smaller bottle at $4.45 and the largest bottle at $13.25. These
actions consist of Prairie Herb's marketing
A. missions.
B. visions.
C. strategies.
D. tactics.
E. customer value.
Answer:
Four factors are required for marketing to occur: (1) two or more parties (individuals or
organizations) with unsatisfied needs; (2) a desire and ability on their part to be
satisfied; (3) a way for the parties to communicate; and (4) __________.
A. an affordable and actionable advertising campaign
B. something to exchange
C. a healthy competitive environment
D. government approval
E. an ability to see hidden potential within an environmental force
Answer:
Walmart has developed a sophisticated inventory management and cost control system
that allows rapid price changes for each product in the store. The firm also uses
technologies such as __________ to improve the quality of information available about
products.
A. radio frequency identification
B. encapsulation techniques
C. bar code scanners
D. nanotechnology
E. cookies
Answer:
A marketing strategy that involves a firm using different marketing mix actions to help
consumers perceive the product as being different and better than competing products is
referred to as __________.
A. market penetration
B. points of difference
C. market differentiation
D. product positioning
E. product differentiation
Answer:
Figure 9-5
Figure 9-5 above represents the seven stages of the new-product development process.
Stage 5 is the __________ stage.
A. business analysis
B. screening and evaluation
C. market testing
D. commercialization
E. development
Answer:
Recently, Gap Inc. ended its relationship with 23 foreign production facilities due to
code violations. Several closings occurred because of the use of child labor. In response
to these events, the Gap created a large team whose purpose is to travel worldwide to
ensure compliance with its Code of Vendor Conduct. This is an example of
A. cause marketing.
B. profit responsibility.
C. utilitarianism.
D. moral idealism.
E. social responsibility.
Answer:
Research indicates that there are four key factors involved with salesforce motivation:
(1) a clear job description; (2) effective management practices; (3) __________; and (4)
proper compensation, incentives, or rewards.
A. an opportunity for professional growth
B. a personal need for achievement
C. constructive criticism
D. adequate time for bookkeeping and paperwork
E. a moderate degree of competitive spirit within a team
Answer:
Reebok, Schwab, Dell, and Seven Cycles are all examples of companies who have been
very successful because of their ability to __________ their products and services for
their online customers and also personalize the marketing and overall shopping and
buying interaction for them.
A. dispense
B. recommend
C. finance
D. distribute
E. customize
Answer:
When Toysmart.com filed for bankruptcy in June 2000, it listed its customer database
as one of its assets even though it had assured its customers it would never disclose
their information to any third party. Previous Toysmart customers who were part of its
database were upset to learn their private information was being treated as property for
sale. These customers believed that according to the Consumer Bill of Rights, they
should know how their private information would be used. In other words, Toysmart's
former customers had a right to
A. choose.
B. be informed.
C. be heard.
D. safety.
E. happiness.
Answer:
A movie theater owner embedded brief messages during trailers before showing the
feature film. The messages, which flashed on the screen for such a short time that
moviegoers were not consciously aware of them, urged consumers to "Drink Coke" and
to "Eat Popcorn," encouraging them to visit the snack lobby. Research has shown what
about such messages?
A. Selective perception overrides advertising messages.
B. Selective exposure is difficult for marketers to surmount.
C. Subliminal messages have limited effects on behavior.
D. Subliminal perception enables marketers to motivate consumers to take an action.
E. Subliminal messages were deemed illegal by the Federal Trade Commission at the
time these were shown in the movie theater.
Answer:
All of the following are challenges that Groupon faces EXCEPT:
A. most of the Groupon deals are unprofitable for merchants, so customers must be
converted into repeat purchasers for this to be cost effective.
B. Groupon faces extraordinary competition because the daily deal technology is easy
to copy.
C. the business model is hard to adapt at the local level, though it works well for large,
national businesses.
D. some consumers buy the coupons but never use them, eventually leaving them
dissatisfied and unlikely to use Groupon again.
E. Groupon must develop a comprehensive understanding of the differences in
international buying behaviors to continue its explosive growth outside the United
States.
Answer:
Evaluative criteria refer to
A. the objective and subjective attributes of a brand consumers use to compare different
products and brands.
B. those attributes of a brand that are based exclusively on objective criteria in order to
make an unbiased purchase decision.
C. those attributes of a brand that are based exclusively on subjective criteria in order to
avoid postpurchase anxiety.
D. the attributes of a product that a manufacturer wishes to promote to a specific target
market.
E. a list of required product attributes from which a customer will not waver regardless
of additional incentives.
Answer:
Which of the following characterizes organizational buyer-seller relationships?
A. Purchases are often made after brief negotiations if any.
B. Supply partnerships may eventually develop.
C. Short-term contracts are often prevalent.
D. Reciprocal arrangements provide the most flexibility to buyer and seller.
E. Delivery schedules are less important than production capacity.
Answer:
Vending machines are an example of __________.
A. hypermarkets
B. direct mail
C. scrambled merchandising
D. intertype competition
E. nonstore retailing
Answer:
The Electronic Signatures in Global and National Commerce Act makes digital
signatures as valid as non-digital pen-and-ink signatures. This act created a demand for
software and hardware that would collect, transmit, and receive digital signatures. This
example indicates how __________ forces can work together in the marketing
environment.
A. technological and regulatory
B. technological and competitive
C. social and competitive
D. social and economic
E. regulatory and economic
Answer:
People who control the flow of information in the buying center, such as technical
experts and secretaries, can keep salespeople and information from reaching others in
the buying center and are referred to as __________.
A. deciders
B. obstructionists
C. gatekeepers
D. power-brokers
E. influencers
Answer:
Which of the following weaknesses is associated with sales promotions?
A. high absolute costs
B. messages differ between the sales promotion tools
C. difficult to get media cooperation
D. can easily lead to promotion wars
E. its effectiveness diminishes when used continuously
Answer:
Buying Center Photo
As shown in buying center photo above, an organization's buying center includes
individuals who can play one or more of the following roles EXCEPT:
A. gatekeepers.
B. deciders.
C. buyers.
D. product champions.
E. influencers.
Answer:
If a consumer tries a new coffee drink at Starbuck and hates it, which variable of
behavioral learning has been ineffective?
A. reinforcement
B. achievement
C. drive
D. cue
E. response
Answer:
You can buy a General Electric dishwasher for $399 or you can buy a similar Bosch
brand dishwasher for $989. Since Bosch uses its pricing strategy to project a
high-quality product image, it is most likely using __________ pricing.
A. bundle
B. standard markup
C. prestige
D. penetration
E. cost plus fixed-fee
Answer:
When General Mills introduced Fingos, a corn chip-sized sweetened cereal flake, it
assumed that its customers would normally snack on them dry like a potato chip.
Unfortunately, consumers did not switch from munching on popcorn and potato chips.
The primary reason for the failure of Fingos was __________.
A. an insignificant point of difference relative to competing snacks - consumers
wouldn't switch from eating snacks from Frito-Lay and others
B. too little market attractiveness - the growth in the snacks market is declining
C. poor execution of the marketing mix - General Mills did not offer free samples at
grocery stores
D. poor product quality - the chips were not the same size
E. incomplete market and product protocol - the brand name "Fingos" did not get
consumers excited
Answer:
Which of the following products would have a fad product life cycle curve?
A. women's hosiery
B. car tattoos
C. electric cars
D. convection ovens
E. sport drinks
Answer:
In the performing arts world, box office technology has remained virtually unchanged
since the 1980s. Tessitura is trying to change that by tracking every patron transaction,
including ticket purchases, fund-raising, volunteering, and gift shop purchases, in one
database. The information can help symphonies, operas, and theaters develop customer
profiles to tailor sales messages to specific individuals. Tessitura will allow arts groups
to engage in
A. market aggregation.
B. relationship marketing.
C. societal marketing.
D. market mining.
E. mainstream marketing.
Answer:
When Procter & Gamble bought the Old Spice brand in 1990, it planned to transform
the old, stagnating brand into a men's personal-care powerhouse. The ads that P&G
developed shed the older-man image and now appeal to the 18-to-34 age group. In
terms of the communication process, P&G had to __________ its idea to create the
message shown to the new target market.
A. respond
B. discuss
C. decode
D. encode
E. feedback
Answer:
Societal responsibility refers to
A. the obligation that organizations have to the preservation of ecological environment
and the general public.
B. the obligation of a firm to price its products or services at a level whereby the
consumer is treated fairly and the firm is still able to make a profit.
C. the view that an organization has an obligation to those who can affect the
achievement of its objectives.
D. the duty of a firm to maximize profits for its owners or stockholders.
E. the idea that organizations are part of a larger society and are accountable to that
society for their actions.
Answer:
By 2030, the U.S. population is expected to exceed
A. 273 million.
B. 314 million.
C. 323 million.
D. 358 million.
E. 414 million.
Answer:
My M&M'S Image
The My M&M'S image above is an example of how Mars Chocolate has effectively
used __________ technology on its mymms.com website to allow its customers to
personalize the candy with photos and messages.
A. wiki
B. social media
C. cookie
D. collaborative filter
E. choiceboard
Answer:
Complaints about one of Microsoft's Xbox video game consoles began immediately
after its introduction. These complaints ranged from missing parts to incorrect
programming. Microsoft should have should adopted a more rigorous __________
goal.
A. profit
B. sales revenue
C. customer satisfaction
D. employee welfare
E. quality
Answer:
Allocating funds to promotion whereby the company: (1) determines its promotion
objectives; (2) outlines the tasks to accomplish these objectives; and (3) determines the
promotion cost of performing these tasks is referred to as
A. percentage of sales budgeting.
B. competitive parity budgeting.
C. all-you-can-afford budgeting.
D. linear forecast budgeting.
E. objective and task budgeting.
Answer:
A recent Pew Internet and American Life Project poll reported that __________ percent
of online consumers have privacy and security concerns about the Internet.
A. 15
B. 28
C. 34
D. 56
E. 76
Answer:
