Press conferences and image management are tools used by a firm’s __________
department.
A. advertising
B. sales promotion
C. direct marketing
D. public relations
E. personal selling
Answer:
In marketing, an organization refers to
A. a legal entity that consists of people who share a common mission.
B. a group of people united through contractual or corporate ownership.
C. a legal entity engaged in business activities solely with the intent of making a profit.
D. a legal entity engaged in business activities solely with the intent of serving its
employees without the intent of making a profit.
E. a privately owned entity that serves its customers to earn a profit so that it can
survive.
Answer:
Reductions from list or quoted prices to buyers for performing some activity are
referred to as
A. allowances.
B. subsidies.
C. remittances.
D. noncumulative deductions.
E. list price deductions.
Answer:
You greatly admire a set of Waterford crystal serving bowls you see at a dinner party
and decide to buy two despite their cost of $250 each. They are only available in your
area in a Waterford shop 40 miles from campus. Into which classification of consumer
products would the Waterford crystal serving bowls fall?
A. convenience products
B. shopping products
C. unsought products
D. specialty products
E. discretionary products
Answer:
A technique that managers use to categorize strategic business units (SBUs) as question
marks, stars, cash cows, or dogs is referred to as a(n)
A. investment (ROI) analysis.
B. synergy analysis.
C. marketing audit.
D. diversification analysis.
E. business portfolio analysis.
Answer:
Websites that allow people to congregate online and exchange views on topics of
common interest are referred to as __________.
A. blogs
B. web communities
C. buzz
D. chat oases
E. web cafs
Answer:
The clandestine collection of trade secrets or proprietary information about a company’s
competitors is referred to as __________.
A. economic espionage
B. industrial espionage
C. marketplace espionage
D. industrial surveillance
E. patent infringement
Answer:
Figure 12-1
A variety of terms are used for marketing intermediaries. According to Figure 12-1
above, C represents a(n) __________.
A. retailer
B. dealer
C. wholesaler
D. distributor
E. agent or broker
Answer:
In the traditional advertising model, advertisers were charged using a __________
approach, which charged for the impressions made by an ad. Google transformed the
traditional model to a model called __________ where an advertiser pays only when
somebody actually clicks on the ad and is delivered to their website.
A. cost per thousand occurrences; cost-per-clack
B. cost per thousand incidences; cost-per-snap
C. cost per thousand impressions; cost-per-click
D. cost per thousand recurrences; cost-per-lead
E. cost per thousand frequencies; cost-per-hit
Answer:
The process of developing automatic responses to a situation built up through repeated
exposure to it is referred to as ___________.
A. perceptual learning
B. retentive learning
C. functional learning
D. motivated learning
E. behavioral learning
Answer:
A __________ is defined as an item consumed in one or a few uses.
A. durable good
B. convenience good
C. specialty good
D. shopping good
E. nondurable good
Answer:
All of the following are marketing activities designed to stimulate conversations that
promote positive or retard negative word of mouth EXCEPT:
A. using slogans, music, and humor in advertising.
B. giving appropriate product demonstrations.
C. recruiting and deploying people to produce buzz.
D. employing VALS segmentation strategies.
E. running teaser advertising campaigns in advance of new-product introductions.
Answer:
Marketers use perceptual maps as a means to display or graph in two dimensions the
location of products or brands
A. against large market segments in a market-product grid.
B. against small market segments in a market-product grid.
C. in virtual space that represents the business or product’s time in existence and
growth.
D. in the minds of consumers.
E. against the revenues generated by other products or brands within the company.
Answer:
Figure 17-2
If the salesperson’s objective is to gather information and decide how to approach the
prospect, what is the stage in the personnel selling process?
A. follow-up
B. prospecting
C. presentation
D. preapproach
E. approach
Answer:
Groupthink occurs in a meeting when
A. everyone has an opinion but no one is willing to take charge.
B. everyone has the same idea after using the brainstorming idea-generation technique.
C. there is too much competition among marketing managers, so no one is willing to
share his/her ideas.
D. someone suspects that there is a problem with the new product concept but is afraid
to speak up because everyone else is so enthusiastic about it.
E. top management wants the new product to go forward regardless of what anyone else
thinks.
Answer:
Select Service Partner (SSP) Group has operations in 30 countries involving food and
beverage establishments, often in transit hubs like airports and railway stations. SSP
also operates Starbucks locations in airports in Finland, Sweden, and Norway. SSP pays
Starbucks a royalty based on sales as well as a fee for each store. In these instances,
Starbucks is engaged in
A. direct exporting.
B. indirect exporting.
C. contract manufacturing.
D. foreign assembly.
E. licensing.
Answer:
There are five common approaches to posttests: aided recall, unaided recall, attitude
tests, __________, and sales tests.
A. exposure tests
B. inquiry tests
C. performance tests
D. jury tests
E. comparison tests
Answer:
The __________ stage of the product life cycle is characterized by the slowing of total
industry sales or product class revenue, causing marginal competitors to begin leaving
the market.
A. decline
B. maturity
C. introduction
D. growth
E. harvest
Answer:
Quantitative assessments of sales performance may be based on input-related objectives
set forth in the sales plan, such as those involving
A. new sales, new lead generation, and customer billing.
B. sales calls, selling expenses, and account management policies.
C. selling expenses, profits generated, and account management policies.
D. new lead generation, sales quotas, and sales increases over the previous evaluation
period.
E. recruitment, selection, and training of new sales representatives.
Answer:
By dividing its tennis racquet market into three categories, which it labels Performance,
Recreational, and Junior tennis players, Prince Sports is using a marketing strategy
called
A. product differentiation.
B. product innovation.
C. market delineation.
D. market segmentation.
E. product groupings.
Answer:
When Procter & Gamble acquired the Old Spice brand, it decided to reposition the
brand by using different television and print advertising to see whether sales would
increase. The level of sales is the __________ in this experiment.
A. dependent variable
B. independent variable
C. hypothesis
D. extraneous variable
E. error variable
Answer:
Designing a car is expensive and time-consuming even with the use of computers
because of the difficulty of getting all the varied departments that are to work together.
Mercedes-Benz created a unique centralized web-based system that cuts the design and
production process by at least two years, thus providing customer value. This is an
example of a(n)
A. point of similarity.
B. innovation-oriented mission.
C. action program.
D. operational goal implementation.
E. competency.
Answer:
Once a company has decided to enter the global marketplace, it must select a means of
market entry. Four general options exist: (1) exporting; (2) __________; (3) joint
venture; and (4) direct investment.
A. macrofinancing
B. microfinancing
C. franchising
D. licensing
E. collateral venture
Answer:
Which of the following the results of the convergence of the real and digital worlds is
most accurate?
A. a greater emphasis on traditional media since is more cost effective than social
media
B. an increased emphasis on mobile marketing
C. a de-emphasis on socially networked communities like loyal users of a brand or
alumni associations – groups with common interests
D. the elimination of traditional media; all media will become digital
E. the failure of near field communications to expand e-commerce due to the absence of
digital cash
Answer:
Analyzing the data obtained during the marketing research project and presenting the
findings take place during which step of the five-step marketing research approach?
A. collect relevant information
B. develop findings
C. take marketing actions
D. plan the budget
E. identify constraints
Answer:
A publishing company sponsors an informal one-time-only session with seven college
instructors who use a given principles of management textbook. The instructors meet
with a moderator who asks their opinions about the textbook, its instructor’s manual, its
PowerPoint slides, and its video and written cases. This is an example of a(n)
A. jury of executive thought.
B. consumer panel.
C. information forum.
D. focus group.
E. depth interview.
Answer:
After a receiver responds to a message, the sender’s interpretation of the response
indicating whether the message was decoded and understood as intended during the
communications process is referred to as __________.
A. encoding
B. receiver response
C. feedback
D. noise
E. message loop
Answer:
In using social media, a brand manager tries to select and use one or more social
networks from the hundreds that exist. This often entails assessing (1) __________ and
(2) the characteristics of these visitors.
A. the availability of social network to run apps
B. the ability of the site to be measured in terms of its sales, profitability, distribution
density, and other performance metrics
C. the number of users or unique visitors to the website
D. the ability of the social network to pull controversial content
E. the site’s ability to present the results of key word searches to improve the odds of a
firm’s products showing up in user searches
Answer:
Figure 7-1
According to Figure 7-1 above, what does D represent in the marketing research
process?
A. define the problem
B. develop the research plan
C. develop findings
D. collect relevant information
E. take marketing actions
Answer:
Marketing synergies often come at the expense of product synergies because
A. product synergies are more effective for penetrating a market rather than creating
one.
B. multiple market segments usually require multiple products.
C. it is easier to change a product than to completely develop a new marketing plan.
D. a single customer segment will likely require a variety of products.
E. no company can afford to do both at the same time.
Answer: