Book Title
Marketing: The Core 6th Edition

MK 91921

February 2, 2017
Websites that offer personalized content, such as My eBay and My Yahoo!, have
__________ as a prominent design element.
A. context
B. customization
C. content
D. communication
E. connection
To develop a successful marketing plan for a soft drink soda, the process of
__________ would most likely be used to group consumers on the basis of whether
they wanted sugar-free and caffeine-free soda, caffeine-free sugared soda, or regular
soda with sugar and caffeine.
A. market aggregation
B. product segmentation
C. customer grouping
D. mass marketing
E. market segmentation
There are five dimensions to emotional intelligence: __________; self-awareness; the
ability to manage one's emotions and impulses; empathy; and social skills.
A. the ability to read body language
B. sense of humor
C. self-motivation
D. the ability to be positive
E. a need to be in control
The idea that an organization should (1) strive to satisfy the needs of consumers (2)
while also trying to achieve the organization's goals reflects the
A. concept of synergy.
B. marketing concept.
C. principle of customer relationship management.
D. societal marketing concept.
E. consumerism concept.
Marketers using a flexible-price policy should take care to avoid
A. requests for allowances.
B. price discrimination.
C. contradictory promotions.
D. changes in market segmentation.
E. support from government agencies.
Consumers can visit the L.L. Bean website to scan and order from among thousands of
displayed products without fighting traffic, finding a parking space, or standing in store
checkout lines. This describes one example of why consumers shop and buy online,
which is __________.
A. convenience
B. customization
C. communication
D. cost
E. control
Avon has donated millions toward breast cancer research. One hundred percent of net
profits One from the sale of a bag designed by Marimekko exclusively for the Avon
Breast Cancer Crusade were donated to the crusade. This is an example of
A. philanthropic marketing.
B. corporate altruism.
C. the marketing concept.
D. green marketing.
E. cause marketing.
A testimonial ad for a First Alert carbon monoxide (CO) detector features parents who
are discussing the dangers of carbon monoxide poisoning. In the ad, the homeowners
tell the target audience how purchasing and using the advertised product can avert
disaster. Such advertisements use __________.
A. compassionate appeals
B. guilt appeals
C. family appeals
D. fear appeals
E. coercive appeals
The U.S. Securities and Exchange Commission has designated just nine credit-rating
agencies as "nationally recognized statistical rating organizations" (NRSROs), which
include Moody's, Standard & Poor's, and Fitch Ratings. These agencies provide
opinions on the creditworthiness of other entities and the financial obligations issued by
them. Because so few companies can compete in it, the credit-rating industry would be
considered a(n)
A. mega monopoly.
B. oligopoly.
C. pure competition.
D. monopolistic competition.
E. monopoly.
One way to assess the importance of retailing to the U.S. and global economies is to
measure the
A. price asked for any one item.
B. cost of goods sold.
C. net return on capital.
D. annual sales of retailers.
E. progress towards eliminating of global boundaries.
The people who use the products and services purchased for a household are called
A. organizational buyers.
B. household prospects.
C. ultimate consumers.
D. a target market.
E. sellers.
Figure 17-2
As shown in Figure 17-2 above, D is the __________ stage in the personal selling
A. follow-up
B. prospecting
C. presentation
D. preapproach
E. approach
Creative Quilts Studio sells hundreds of colors and types of fabric and thread. To price
its inventory, the owners add 50 percent to the cost of each bolt of fabric and every
spool of thread. What is this pricing approach called?
A. target return-on-sales pricing
B. flexible pricing
C. cost-plus pricing
D. standard markup pricing
E. customary pricing
Trading up refers to __________.
A. adding product features but reducing the price
B. changing the distribution channel members to higher-service-quality retailers
C. adding value to the product (or line) through additional features or higher-quality
D. reallocating marketing resources from a performing-poorly target market to one that
demonstrates greater potential for future growth
E. offering consumers a discount when they purchase a more expensive version of the
There are five steps involved in segmenting and targeting markets. What should a
marketer do after he or she has grouped products to be sold into categories?
A. create product groupings
B. identify market needs
C. take marketing actions to reach target markets
D. develop a market-product grid and estimate size of markets
E. form prospective buyers into market segments
Reminding buyers of the product's existence is the promotional objective during which
stage of the product life cycle?
A. introduction
B. growth
C. accelerated development
D. early growth
E. maturity
Apple Market-Product Grid
In the Apple market-product grid shown above for its personal computer line, the iMac
is popular among all the segments Apple can target. This allows Apple to enjoy
A. segmentation synergies
B. marketing synergies
C. product synergies
D. the 80/20 rule
E. frequency marketing
The appearance of the environment in which the service is delivered and where the firm
and customer interact can influence the customer's __________ of the service.
A. repeat usage
B. branding
C. exploitation
D. life cycle
E. perception
Marketing discovers consumer needs by
A. implementing a marketing program.
B. conducting effective marketing research.
C. balancing the marketing mix elements - the 4 Ps of the marketing program.
D. advertising to diverse groups of prospective buyers.
E. copying the products and services of competitors.
Compared to marketing strategies, marketing tactics generally involve actions that
A. are detailed day-to-day operational decisions.
B. are long-term rather than short-term.
C. involve upper levels of management rather than front-line managers.
D. are general rather than specific in nature.
E. have been successfully implemented in the past.
Figure 10-1
Figure 10-1 above represents the stages of the product life cycle. What does the portion
of the curve labeled D represent?
A. introduction
B. deceleration
C. maturity
D. destabilization
E. decline
Mary's Cookies put an ad in the local newspaper with a coupon stating that a dozen
cookies cost $2.99. The newspaper instead printed the price on the coupon as $29.99.
Consequently, no customers came in to buy cookies using the coupon. The
communication issue between Mary and her target market in this case was most likely
the result of __________.
A. feedback disruption
B. noise
C. a decoding error
D. a communication barrier
E. message interference
Convenience products refer to
A. items that consumers will make special efforts to seek out and buy.
B. items for which consumers compare several alternatives on criteria such as price,
quality, or style.
C. products consumers purchase frequently and with a minimum of shopping effort.
D. ancillary products used to make other products work more efficiently.
E. low-cost items for which there are numerous substitutes and generic equivalents.
The founder of Starbucks, Howard Schultz, provides health care for all employees who
work over 20 hours per week. He says "the companies that are doing the right thing by
covering their employees [with health care coverage] are paying for the companies who
don't do the right thing." This is an example of one of Starbucks' __________ goals.
A. profit
B. market share
C. employee welfare
D. customer satisfaction
E. sales
With the arrival of tablet devices, such as Apple's iPad in 2010, growth in the global PC
industry has slowed considerably and sales are expected to be declining by 2016.
Though Apple has slightly increased its global unit market share from 10 to 12 percent,
the company should be concerned that this product is becoming a __________.
A. question mark
B. star
C. hedgehog
D. cash cow
E. dog
eHarmony claims to be the world's most trusted online dating website. Its appeal is to
satisfy consumers' __________ needs in the Maslow hierarchy of needs.
A. physiological
B. personal
C. interaction
D. social
E. psychological
Which of the following statements regarding odd-even pricing is most accurate?
A. Odd-even pricing is designed to give the consumer a better set of pricing
B. Odd-even pricing can be used in conjunction with a skimming pricing strategy, but
should not be used with a penetration pricing strategy.
C. Odd-even pricing does not work if the product is healthcare-related.
D. Overuse of odd-ending prices tends to mute its effect on demand.
E. Odd-ending prices are best used with large ticket items; it loses its effectiveness with
moderate- to low-ticket items.
There are five stages in the consumer purchase decision process. The second stage is
A. information search
B. purchase decision
C. alternative evaluation
D. opportunity identification
E. problem recognition
List seven organizational buying criteria.
Apple introduced the iPhone and iPad with multitouch screens, as well as the Magic
Trackpad, also a multitouch device. These devices require consumers to use gestures
(touch, swipe, tap, etc.) to perform various functions. This could make the mouse, a
device Apple invented in 1977 for its Apple II, obsolete. With the emergence of
multitouch technologies, the mouse most likely is now in the __________ stage of its
product life cycle.
A. introduction
B. decline
C. maturity
D. deletion
E. harvesting
Which of the following statements about using sex appeals in advertising is FALSE?
A. Sexual content is most effective when there is a strong fit between the use of a sex
appeal in the ad and the image and positioning of the brand.
B. Sex appeals increase attention by helping advertising stand out.
C. Sexual content in ads do not always lead to changes in recall, recognition, or
purchase intent.
D. Sex appeals can be found in almost any product category, from automobiles to
E. While sex appeals are remembered widely by viewers, they fail to draw initial
The first stage in the organizational buying decision process is
A. information search.
B. antecedent states.
C. alternative evaluation.
D. purchase decision.
E. problem recognition.

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