Apple, Inc. is now offering the iPhone 4S for free on contract. This new strategy
reflects a change in the element of its marketing mix.
a. price
b. production
c. product
d. distribution
e. target market
Answer:
CocaCola is one of the world’s largest manufacturers of beverages. It makes over 2,800
different beverage products, including sparkling drinks, waters, juices, juice drinks,
teas, coffees, sports drinks, and energy drinks. The great variety of beverages made by
Coca-Cola represents its product mix.
a. True
b. False
Answer:
Stuart Marketing Research is gathering information on the way people wrap gifts
specifically for a large manufacturer of gift wrap paper that is considering introducing
reusable wrapping paper with Velcro fasteners. The information gathered would be an
example of primary data.
a. True
b. False
Answer:
Honda uses just-in-time manufacturing to build its Odyssey minivans. Five companies
that make component parts for the Honda Odyssey relocated to Alabama and states
bordering Alabama when Honda announced plans to build a new Odyssey
manufacturing plant in Alabama. This relocation in order to provide efficient delivery of
goods indicates that Honda is a:
a. channel captain
b. horizontal integrator
c. distribution champion
d. distribution ombudsman
e. demand maverick
Answer:
Chewing gum and soft drinks are sold in grocery stores, service stations, convenience
stores, drugstores, discount stores, and motel vending machines. This is a an example of
a(n) ____ distribution strategy.
a. exclusive
b. reciprocal
c. selective
d. horizontal
e. intensive
Answer:
Fitbit
The pedometer is getting kicked up a notch with the new Fitbit device. The Fitbit is a
$99 motion-detecting sensing device that can measure the user’s activity even when
asleep. It digitally records the distance a user walks or runs, right down to the number
of steps, and calories burned. The device wirelessly sends data to its Web site,
fitbit.com, giving users minute-by-minute details. Users can add consumption
information at the Web site, allowing an accurate picture of calorie consumption and
expenditures. Unlike other devices, like the Nike + iPod Sport Kit that monitors
walking and running and sells for $29 or the Zeo Personal Sleep Coach that records
brainwaves while the user is sleeping and sells for $399, the Fitbit combines both
functions. The firsttime Fitbit setup isn”t very easy for users, but once over that hurdle,
it’s relative easy to use.
Refer to Fitbit. The idea for the Fitbit was generated from an employee retreat in which
everyone was encouraged to think of unlimited product ideas for the fitness-minded
consumer. Participants did not critique any of the ideas, as the goal at that point was just
to generate ideas. What idea-generating technique does this illustrate?
a. Brainstorming
b. Brain dumping
c. Snowball sampling
d. Laddering
e. Entropy
Answer:
A manufacturer using the ____ promotional strategy focuses its promotional efforts on
the consumer.
a. reinforcement
b. personal selling
c. push
d. pull
e. kinetic
Answer:
A diversification strategy entails increasing sales by introducing new products into new
markets.
a. True
b. False
Answer:
You are a product manager for a manufacturer of trampolines. You have determined that
the trampoline is in the maturity stage of the product life cycle. To keep your product
from entering the decline stage, you should:
a. use promotion to increase primary demand for trampolines
b. abandon peripheral target markets for trampolines
c. raise the price of your trampolines because customers are not price sensitive in this
stage
d. eliminate all unnecessary marketing expense
e. promote trampolines heavily to dealers and customers
Answer:
Escalator pricing and price shading are two examples of cost-oriented pricing tactics.
a. True
b. False
Answer:
Which of the following is most likely to be a variable cost for an Internet retailer that
sells spices, herbs, and seasonings to consumers?
a. Annual lease on mixer used to blend seasonings
b. Executive salaries
c. Rent for building where spices and herbs are repackaged for consumers
d. Workers’ insurance
e. Postage for shipping spices and herbs
Answer:
Until spun off in 2007, Kraft was part of Altria Group, Inc. Kraft had its own
management team, mission statement, and target markets different from Altria. Kraft
was a of Altria.
a. product market niche
b. diversified division
c. heterogeneous element
d. strategic alliance
e. strategic business unit
Answer:
is a set of activities used to implement a management orientation that stresses customer
satisfaction.
a. Planning strategy
b. Customer management
c. Marketing
d. A control system
e. Reciprocity
Answer:
WrestlingMerchandise
Market research has shown that 6- to 17-year-old males, 18- to 24-year-old females, and
18- to 44-year-old males are most likely to watch a televised professional wrestling
event or attend a live match. Wrestling events are regularly broadcast in 120 different
countries. Merchandise licensed by World Wrestling Entertainment (formerly known as
the World Wrestling Federation) can be purchased at JCPenney and Walmart. Clothes
for adults are used to reach markets that may not buy action figures, video games, and
novelty candy, but who are still proud to sport World Wrestling Entertainment (WWE)
trademarks.
Refer to Wrestling Merchandise. The group identified as strong wrestling fans can be
described as a(n):
a. market position
b. market segment
c. positioning
d. organizational buyer
e. microsegment
Answer:
All of the following are typical bases for positioning EXCEPT:
a. attribute
b. price and quality
c. distribution
d. emotion
e. product user
Answer:
The first task of developing a retail strategy is to:
a. create a buying organization.
b. decide what to buy.
c. define the target market.
d. create a promotional strategy.
e. define the pricing policies.
Answer:
Toyota periodically offers customers ____ , allowing purchasers to borrow money to
pay for new cars without incurring an interest charge.
a. markdown money
b. zero percent financing
c. promotional allowances
d. make-up allowances
e. leader pricing reductions
Answer:
While discussing an upcoming marketing research study of how the home decorating
industry is affected by the teenage consumer, you emphasize the necessity of having a
sample that is representative of the population. What type of sample must be used?
a. A nonprobability sample
b. A quota sample
c. A convenience sample
d. A probability sample
e. A field service sample
Answer:
_____ is a limited introduction of a product and a marketing program to determine the
reactions of potential customers in a market situation.
a. Use testing
b. Test marketing
c. Concept testing
d. Laboratory testing
e. Discontinuous innovation
Answer:
Washing machines and refrigerators are in the stage of the product life cycle.
a. maturity
b. growth
c. introductory
d. decline
e. development
Answer:
One method used for setting advertising objectives is:
a. campaign budgeting.
b. objective and task.
c. the DAGMAR approach.
d. percentage of sales.
e. contribution margin.
Answer:
A(n) ____ designates the medium or media to be used, the specific vehicles, and the
insertion dates of the advertising.
a. advertising plan
b. media schedule
c. promotion strategy
d. ad outline
e. promotional profile
Answer:
General Mills offers a deal where its cereal users can collect box tops and submit them
to General Mills to earn money for their children’s schools. This program, called the
Box Tops for Education Program, is a means of changing light users into heavier users.
In other words, it is a form of ______segmentation.
a. lifestyle
b. motive
c. usage-rate
d. demographic
e. personality
Answer:
Social media strategist Jeremiah Owyang has identified eight stages of effective
listening. Which of the following scenarios is an example of “Stage 8” listening?
a. An online clothing retailer asks customers to complete a satisfaction survey, which it
uses to improve customer service
b. A local restaurant searches Twitter to find out what people are saying about today’s
specials
c. A software company allows customer service representatives to make real-time
responses to customer queries
d. A soft drink manufacturer uses social media notification tools to learn what the
competition might be up to
e. An online bookseller examines customers’ product reviews, comments, and past
purchases to suggest additional titles customers might enjoy
Answer:
M&M’s famous slogan, “Melts in your mouth, not in your hand,” is an example of a(n):
a. unique selling proposition.
b. advertising objective.
c. basis for lifestyle strategy.
d. promotional mix.
e. basis for comparative advertising.
Answer:
All of the following statements about global marketing are true EXCEPT:
a. Marketing to target markets throughout the world has become imperative for
business.
b. Often a U.S. firm’s toughest domestic competition comes from foreign companies.
c. Marketing managers must develop a global vision not only to recognize and react to
international marketing opportunities but also to remain competitive at home.
d. Adopting a global vision can be lucrative for a company, and global marketing can
offset weak domestic performance.
e. Foreign competitors have not gained significant market share in the United States.
Answer:
Just as Grace was in sight of a billboard for the Riverbend Antique Mall, a police car
drove by with its lights flashing. Grace was so concerned with watching where the
police car went that she totally missed seeing the mall’s billboard. In terms of the
communication process, the police car acted as:
a. media interruptus.
b. negative feedback.
c. static.
d. explicit communication.
e. noise.
Answer:
Why is creation of a product the starting point for the marketing mix?
a. The production department must know what to produce first.
b. Production strategy is the first of the four Ps listed in the marketing mix.
c. Determination of the price, promotional campaign, and distribution network cannot
begin until the product has been specified.
d. Product development takes the longest amount of time to complete.
e. Actually, the product does not have to be the starting point””promotional strategies
are often the starting point.
Answer:
EffectiveSocialMedia
Many marketers define their social media objectives around five core concepts: (1)
listening“”understanding what customers are saying and who those customers are, (2)
talking“”promoting products/services through conversations with customers, (3)
energizing“”finding enthusiastic customers and using them to sell to others, (4)
supporting“”enabling customers to help one another, and (5) embracing“”using
customers as a source of product innovation. Marketers should also keep in mind that,
more and more, customers expect companies to use social media. According to a recent
survey, more than half of all consumers want ongoing conversations with companies
and brandsand of consumers who use social media themselves, a whopping 85 percent
believe that companies should have an active social media presence. Marketers who
embrace such consumers can harness the power of social media and ultimately improve
profits and brand loyalty.
Refer to Effective Social Media. Of the social media objectives often defined by
marketers, the foundational objective is undoubtedly:
a. energizing.
b. talking.
c. embracing.
d. supporting.
e. listening.
Answer:
A(n) ____ sample is characterized by every element in the population having a known
statistical likelihood of being selected.
a. irregular
b. probability
c. nonprobability
d. convenience
e. piggyback
Answer:
Campaign management is a process by which customer information is centralized and
shared in order to enhance the relationship between customers and the organization.
a. True
b. False
Answer:
Color can be used by retailers to create a mood or focus customer attention on a
particular product.
a. True
b. False
Answer:
The most popular method used by wholesalers and retailers in establishing a sales price
is _____pricing.
a. markup
b. status quo
c. formula
d. marginal revenue
e. break-even
Answer:
You are the sales manager for Cone Machinery, a manufacturer of custom-made
sawmill machinery. You are responsible for designing the training program for its new
salespeople. List four major areas in which you would like your salespeople to receive
instruction.
Answer:
What is a universal product code (UPC)? How does the use of UPCs benefit retailers?
Answer:
What is marketing research? Name and briefly describe the three functional roles of
marketing research.
Answer:
Briefly explain what service firms must do to be successful in the global marketplace.
Answer:
What is the marketing research problem? What is the marketing research objective?
Answer:
Compare the demographics of a typical game player within a social networking site
such as Facebook with those of a typical player of massive multiplayer online games
such as EverQuest Next.
Answer:
Name and briefly define the four categories of consumer products. For each category,
list three specific examples of products that would most likely be classified in that
category.
Answer:
What is the difference between planning, strategic planning, and marketing planning?
Answer:
Name and describe the four marketing management philosophies.
Answer:
Explain what is meant by supply chain integration and list the five types of integration
sought by firms interested in providing top-level service to customers.
Answer:
Describe the two unique challenges faced by service providers as they decide on a
pricing strategy to use.
Answer:
What is a blog? Why are blogs considered a key component in any interactive
marketing strategy?
Answer:
What is the difference between internal marketing and relationship marketing? Why are
these types of marketing important to service marketing?
Answer:
Assume that you are the president of a company that manufactures wooden bowls,
cutting boards, and spoons.
Your company is considering marketing its kitchen items globally. List the five
important external environmental factors that should be examined for each country you
are considering for this global venture.
Answer:
Cascade Landscaping Service (CLS) has decided to purchase computer-aided design
(CAD) software for landscape design. Describe the conditions under which each of the
three business buying situations would take place.
Answer:
What is reciprocity? Is it illegal or unethical?
Answer:
One important reason channel members are included between producers and users is the
concept of specialization and division of labor. Define these concepts and explain their
roles in channels of distribution.
Answer: