Mott’s applesauce promotes itself as a low-fat alternative to cooking oil for baked
goods. Mott’s is __________.
A. finding new users through a product modification strategy
B. increasing use by existing customers through a product modification strategy
C. modifying the product characteristics
D. creating new use situations through a market modification strategy
E. demarketing the product
Answer:
Firms that have designed a unique approach for performing a service and wish to profit
by selling the franchise to others employ a __________.
A. customer-generated franchising system
B. service-sponsored retail franchise system
C. manufacturer-sponsored wholesale franchise system
D. manufacturer-sponsored retail franchise system
E. administered vertical marketing systems
Answer:
Huggies Photo
Consider the Huggies photo above. Kimberley-Clark has successfully leveraged the
strong Huggies brand image among mothers in its use of __________ when it
introduced a full line of baby and toddler toiletries.
A. product line branding
B. subbranding
C. multiproduct branding
D. mixed branding
E. brand extensions
Answer:
A personal moral philosophy that focuses on the greatest good for the greatest number
by assessing the costs and benefits of the consequences of ethical behavior is referred to
as __________.
A. utilitarianism
B. hedonism
C. existentialism
D. moral idealism
E. socialism
Answer:
The ability to understand one’s own emotions and the emotions of people with whom
one interacts on a daily basis is referred to as __________.
A. empathetic intelligence
B. emotional empathy
C. emotional intelligence
D. subliminal intelligence
E. cognitive empathy
Answer:
A term used when someone is given the option to receive e-mail and advertising based
on personal data supplied by the consumer is referred to as
A. consent-in.
B. choose-in.
C. agreement-in.
D. opt-in.
E. permission-in.
Answer:
Figure 7-2B
Figure 7-2B above shows that primary data may be divided into three related parts. If D
represents data collected from individual interviews, focus groups, trend hunting, etc.,
which type of data is D?
A. questionnaire data
B. mined data
C. internal secondary data
D. external secondary data
E. observational data
Answer:
Independently owned stores that band together to act like a chain are referred to as
__________.
A. corporate chains
B. cooperative marketing systems
C. contractual systems
D. regional shopping centers
E. self-service systems
Answer:
Pizza Hut set out to reinvent the retail pizza business by breaking away from a(n)
__________ platform to an efficient and powerful __________ platform by reaching
into its customers’ kitchens and couches to offer a better mealtime ordering, delivery,
and dining experience.
A. transformational; promotional
B. promotional; transactional
C. transactional; customer engagement
D. informational; transactional
E. customer engagement; transactional
Answer:
A __________ product is one for which significant customer education is required and
there is an extended introductory period.
A. low-learning
B. fashion
C. fad
D. substitute
E. high-learning
Answer:
Alice Faulkner is a professional salesperson. She earns her living by selling advertising
for The New York Times newspaper. In addition to selling advertising to her regular
accounts, Alice is responsible for generating new advertising accounts for the
newspaper. In order to fulfill her responsibilities, Faulkner works hard to make sure the
potential customers she sells to are qualified prospects. To do that, she should ensure
that they
A. only have an interest in buying newspaper advertising and are not considering other
media.
B. only have the money to buy advertising in the newspaper rather than other forms of
media.
C. have a need for the advertising, can afford to buy it, and have the authority to make
the purchase decision.
D. have the authority to make the decision to buy the advertising.
E. read the newspaper daily and recognize that it is a good advertising medium.
Answer:
When Toyota featured images from the World of Warcraft game in a TV commercial, it
demonstrated that World of Warcraft has a high degree of __________, as visuals,
graphics, and animations are the major draw for World of Warcraft users.
A. media richness
B. self-disclosure
C. collaboration
D. product placement
E. wikiness
Answer:
Samsung sells a variety of TVs, from simple and small ones to large smart TVs with
Internet connectivity and 3D technology. Customers prefer different features, so
Samsung uses which type of segmentation variable based on their viewing preferences?
A. demographic segmentation
B. psychographic segmentation
C. behavioral segmentation
D. geographic segmentation
E. socioeconomic segmentation
Answer:
Which of the following is an inherent strength of personal selling?
A. personal selling can provide the target audience with complex information
B. personal selling has low seller involvement
C. personal selling can prepare messages quickly
D. personal selling is an efficient means for reaching large numbers of people
E. personal selling is often the most credible source in the consumer’s mind
Answer:
The process of segmenting a market and selecting specific segments as targets is the
link between the various buyers’ or market needs and
A. industry standards.
B. government regulations.
C. top-level management.
D. controllable environmental factors.
E. the organization’s marketing program.
Answer:
Which of the following statements about transactional websites is NOT true?
A. Transactional websites are most common among store and catalog retailers and
direct selling companies.
B. Transactional websites can create channel conflict.
C. Transactional websites may cannibalize sales from stores, catalogs, and sales
representatives.
D. Transactional websites often engage visitors with interactive experiences that
involve games, contests, and quizzes.
E. Transactional websites are used less frequently by manufacturers of consumer
products.
Answer:
In marketing, each __________ consists of people who are relatively similar to each
other in terms of their consumption behavior.
A. demographic cluster
B. organizational buyer group
C. market segment
D. ultimate consumer group
E. qualified prospect group
Answer:
Which of the following most directly explains why pharmaceutical giant Pfizer offered
low-income senior citizens many of its most widely used prescriptions for $15 each per
month?
A. the profit motive since aging baby boomers are a large, profitable market
B. the social responsibility concept
C. the necessity of matching competitors’ actions
D. new regulatory Medicare mandates as a result of the Affordable Care Act legislation
E. the mandate by its industry’s code of ethics
Answer:
A person’s ability to perceive differences in stimuli is referred to as
A. selective comprehension.
B. selective retention.
C. stimulus generalization.
D. stimulus discrimination.
E. routine problem solving.
Answer:
If you were responsible for marketing communications at a company that manufactures
office supplies and had to provide product literature to be distributed in France, you
would be wise to use __________, whereby you have someone to translate your
literature from American English into French, and then have someone else in France
translate the French into American English.
A. back talk
B. back translation
C. double talk
D. double entendre
E. double indemnity
Answer:
Advertising studies indicate that consumers respond more favorably to __________
with repeated exposure to advertisements.
A. marketing channels
B. brand extensions
C. services
D. ideas
E. fad products
Answer:
Figure 9-1
As shown in Figure 9-1 above, which of the following statements is most accurate?
A. Services are a smaller part of the gross domestic product than are goods.
B. In 2012, goods represent a larger part of the gross domestic product than services.
C. In 1995, services were worth almost $1 billion.
D. Until 1980, goods and services contributed almost equally to the gross domestic
product (GDP).
E. In 2012, goods were 50 percent of the GDP.
Answer:
Channel Sales and Profit Marketing Dashboard
Based on the information presented in the Channel Sales and Profit Marketing
Dashboard above, which channel of distribution should the furniture manufacturer
consider dropping?
A. department store chains
B. furniture store chains
C. independent furniture stores
D. warehouse clubs
E. mass merchandisers
Answer:
Which of the following statements about cost and its impact on online shopping is most
accurate?
A. Dynamic pricing is commonly used online because there is no need to respond
quickly to changes in supply and demand conditions.
B. The margins for online offerings is usually higher than those purchased in traditional
marketplaces.
C. Dynamic pricing is the most commonly used pricing strategy for Internet purchases.
D. Any price advantage for online purchases is lost in shipping and handling fees.
E. Lower external information search costs is one of the major reasons for the
popularity of online shopping.
Answer:
Figure 11-6
In Figure 11-6 above, which is a break-even chart that depicts a graphic presentation of
a break-even analysis for a picture frame store, the triangular area FBE represents the
firm’s
A. fixed costs.
B. break-even point.
C. variable costs.
D. profit.
E. total revenue.
Answer:
In the marketspace, consumers can tell marketers exactly what their requirements are,
making possible the customization of a product or service to fit their exact needs. This
means that marketers can use electronic commerce to enhance customer value by
providing
A. place utility.
B. form utility.
C. time utility.
D. possession utility.
E. product utility.
Answer:
The Reynolds’s Aluminum foil box has two side tabs that say “Press Here to Lock Roll”
to keep the roll of foil in place during use. This demonstrates which elements of good
packaging?
A. perceptual benefits and functional benefits
B. protection benefits and functional benefits
C. communication benefits and perceptual benefits
D. communication benefits and functional benefits
E. functional benefits and protection benefits
Answer:
While there are the 4 Ps of marketing, there are the __________ Ps of services.
A. 3
B. 5
C. 6
D. 7
E. 8
Answer:
Within the buying center, deciders are people who
A. have the formal authority and responsibility to select the supplier and negotiate the
terms of the contract.
B. control the flow of information in the buying center.
C. have the formal or informal power to select or approve the supplier that receives the
contract.
D. affect the buying decision usually by helping define the specifications for what is
bought.
E. actually use and evaluate the product or service.
Answer: