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Another name of a closed-end question is a(n) __________ question.
A. Likert scale
B. dichotomous
C. leading
D. semantic differential
E. fixed-alternative
Answer:
In its business portfolio analysis, an organization's SBUs often start as __________ and
eventually become __________.
A. dogs; question marks
B. question marks; stars
C. stars; question marks
D. stars; dogs
E. question marks; dogs
Answer:
What percentage of all consumer conversations about brands happens face-to-face?
A. 25 percent
B. 33 percent
C. 50 percent
D. 75 percent
E. 90 percent
Answer:
Which of the following statements regarding a trade-in allowance is most accurate?
A. A trade-in allowance is a noncash exchange of one product for another of equal or
lesser value.
B. A trade-in allowance is an effective way to lower the price a buyer has to pay without
formally reducing the list price.
C. A trade-in allowance is a cash-back payment when a more expensive item is replaced
with a less expensive one.
D. A trade-in allowance is the return of money based on proof of purchase.
E. A trade-in allowance is a cash payment to a retailer for extra in-store support or
special featuring of the brand.
Answer:
Which stage in the consumer purchase decision process suggests criteria to use for the
purchase, yields brand names that might meet the criteria, and develops consumer value
perceptions?
A. problem recognition
B. information search
C. alternative evaluation
D. purchase decision
E. postpurchase evaluation
Answer:
Jenn needed to have another set of keys made for her apartment so she went to Home
Depot to have it done since she remembered her dad going there. This is an example of
A. limited problem solving.
B. extended problem solving.
C. situational problem solving.
D. routine problem solving.
E. integrated problem solving.
Answer:
The newer a product and the earlier it is in its life cycle,
A. the lower the price the firm must charge.
B. the more competition it has.
C. the higher is the price that can usually be charged.
D. the lower its production costs are.
E. the lower its unit variable cost is.
Answer:
While hybrid vehicles are very fuel efficient, they are also expensive to purchase. Still,
hybrid vehicles sales have a compound annual growth rate of 88.6% in recent years.
Several years ago, the Honda Motor Company unveiled the hybrid version of the Honda
Civic. Sales of the Civic eventually surpassed those of the Toyota Prius, making it the
number one hybrid car in the U.S. For years, Honda has experienced tremendous
success with their Accords; these Honda cars are the top-selling automobiles in the U.S.
Where would the Honda Civic (hybrid version) and the Honda Accord fall in the BCG
business portfolio analysis matrix?
A. The hybrid Civic is a star; the Accord is a cash cow.
B. The hybrid Civic is a cash cow; the Accord is a star.
C. Due to the overwhelming success of Honda cars, both the Accord and the hybrid
Civic are cash cows.
D. The hybrid Civic is a dog; the Accord is a cash cow.
E. The hybrid Civic is a dog; the Accord is a star.
Answer:
All of the following are components of the implementation phase of the strategic
marketing process EXCEPT:
A. defining precise tasks, responsibilities, and deadlines.
B. executing the marketing program.
C. designing the marketing organization.
D. conducting R and D.
E. obtaining resources.
Answer:
In a marketing context, goal setting involves setting measurable __________ to be
achieved.
A. marketing metrics
B. marketing objectives
C. marketing tactics
D. marketing plans
E. protocols
Answer:
Most websites do not include every design element. Websites that are used primarily for
advertising and promotion purposes emphasize the __________ design element.
A. communication
B. context
C. community
D. content
E. connection
Answer:
Services contribute how much to the U.S. gross domestic product as compared with
goods?
A. services contribute about the same
B. services contribute about half as much
C. services contribute about twice as much
D. services contribute about one quarter as much
E. services are not a component of GDP
Answer:
Figure 4-5
According to Figure 4-5 above, an apartment would be found in what level of the
Maslow hierarchy of needs?
A. physiological
B. self-actualization
C. personal
D. safety
E. social
Answer:
Figure 2-7
Quadrant B in Figure 2-7 above represents a(n) __________ in a SWOT analysis.
A. Threat
B. Weakness
C. Strength
D. Opportunity
E. Market segment
Answer:
Carla's Cards uses a __________ to sell and market the entire line of greeting cards. It
designs promotional plans, sets prices, determines distribution policies, and makes
recommendations to Carla on product strategy.
A. manufacturer's agent
B. broker
C. manufacturer's branch office
D. manufacturer's sales office
E. selling agent
Answer:
Figure 7-2A
Figure 7-2A above shows the two main types of data. If B represents the facts and
figures that have already been recorded before the project at hand, which type of data is
B?
A. compound data
B. secondary data
C. tertiary data
D. primary data
E. nonprobability data
Answer:
The purpose of Nielsen Media Research's "cross-platform television ratings" is to
A. expand its scope to include the effectiveness of online college courses.
B. expand its scope to include satellite radio programming.
C. combine its new online ratings with its existing TV ratings.
D. expand its business to a global market.
E. gain access to every American home that owns a television, mobile phone, or
computer.
Answer:
Cars and appliances are classified as
A. reusable goods.
B. nondisposable goods.
C. imperishable goods.
D. reliable products.
E. durable goods.
Answer:
A negative aspect of selecting unit volume as a pricing objective is that
A. production often can not keep up with demand.
B. there are increased carrying costs with extensive inventories.
C. if price reductions are used to achieve volume objectives, it can sometimes come at
the expense of profits.
D. it can create competition between divisions within the organization itself causing
conflicts over the allocation of resources.
E. it always positively correlates with a sales revenue objective.
Answer:
During the planning phase of an IMC program, a firm will identify the target audience,
__________, set the budget, select the right promotional tools, design the promotion,
and schedule the promotion.
A. specify the promotion objectives
B. pretest the promotion
C. state the mission
D. identify possible advertising or promotional firms
E. carry out the promotion
Answer:
To effectively positioning a product or brand, companies take four steps: (1)
__________; (2) discover how target customers rate competing products or brands with
respect to critical attributes; (3) discover where the company's product or brand is on
these attributes in the minds of potential customers; and (4) reposition the company's
product or brand in the minds of potential customers.
A. decide whether to keep or delete the market segment that your product offering
targets
B. identify the competitors' brands that make up the consideration set
C. identify the important attributes for the product or brand class
D. create a marketing plan based on customers' perceptions
E. identify market niches that were not selected during the market segmentation process
Answer:
A marketing manager should develop segments for a market that meet five principal
criteria. List these important factors in forming market segments.
Answer:
Since Gatorade Thirst Quencher was concocted in 1965, its marketers have introduced
Gatorade Xtremo in 2002, Gatorade AM in 2007, and the Gatorade G Series in 2010, to
name a few. These introductions are examples of __________.
A. brand extensions
B. subbranding
C. primary demand
D. product line extensions
E. a product class
Answer:
The two major styles of family decision-making are
A. joint and passive.
B. spouse-dominant and spouse-submissive.
C. joint and spouse-dominant.
D. democratic and autocratic.
E. active and passive.
Answer:
Many fast food retailers, including McDonald's and Burger King, have followed a
predictable pattern of how new forms of retail outlets enter the marketplace.
McDonald's has evolved from a relatively simple restaurant with low margins, low
prices, limited product offerings, and low institutional status to a worldwide chain with
higher margins, high status, and a diverse menu of products. This evolution of
McDonald's restaurants is consistent with the
A. slow to fast food restaurant evolutionary cycle.
B. revolution of retailing.
C. retail life cycle.
D. fast food retail sequence.
E. wheel of retailing.
Answer:
Advertising with a coupon, using a toll-free number, exhibiting at trade shows, using
e-mail, and making cold calls are all activities that would take place during the
__________ stage of the personal selling process.
A. data mining
B. preapproach
C. approach
D. presentation
E. prospecting
Answer:
When consumers think of Harley-Davidson, the image is of a masculine
non-conformist. With Vespa motor scooters, they think of a brainy environmentalist.
Both Vespa and Harley-Davidson __________.
A. have developed brand personalities
B. avoid brand subcultures
C. are logotypes
D. use co-branding
E. use product personification
Answer:
In 2004, the __________ Act became effective and restricts information collection and
unsolicited e-mail promotions on the Internet.
A. Anti-SPAM
B. E-Mail Privacy
C. Digital Marketing
D. Consumer E-Mail Solicitation
E. CAN-SPAM
Answer:
The fourth stage in the consumer purchase decision process involves deciding from
whom to by and when to buy so that the purchase decision can be made. What is this
stage called?
A. postpurchase behavior
B. alternative evaluation
C. purchase decision
D. problem recognition
E. information search
Answer:
In using a gap analysis, the two basic components of a customer's evaluation of a
service are
A. expectations and customer contact.
B. expectations and experience.
C. intangibility and inconsistency.
D. experience and credence.
E. inconsistency and inseparability.
Answer:
"To persuade" is the promotional objective of which stage of the product life cycle?
A. early growth
B. growth
C. accelerated development
D. maturity
E. introduction
Answer:
Publishers were surprised by the dramatic success of the book Fifty Shades of Grey and
believe that it will likely generate a fresh cycle of female-targeted romances packaged
for the mainstream reader. This is an example of a(n) __________ force impacting the
marketing environment.
A. economic
B. competitive
C. technological
D. social
E. regulatory
Answer:
Business culture affects ethical behavior in competition. Two kinds of unethical
behavior are most common:
A. economic espionage and bribery.
B. price fixing and copyright infringement.
C. bribery and extortion.
D. price fixing and economic espionage.
E. economic espionage and antitrust infractions.
Answer:
Business culture affects ethical behavior in competition. Briefly discuss the two most
common kinds of unethical competitive behavior. In answering, provide concrete
examples for both.
Answer:
Explain the difference between societal culture and business culture.
Answer:
Explain why a majority of online consumers are concerned about the privacy and
security issues related to cookies.
Answer:
Explain the marketing program that 3M used to reach the student target market for the
Post-it Flag Highlighter and the rationale used for each element of the marketing mix.
Answer:
Global marketing is also affected by economic considerations. Identify the three steps
that should be performed when scanning the global marketplace.
Answer:
There are four types of franchising arrangements. List the systems and provide a brief
description of each.
Answer:
What two unique capabilities of Internet technology promote and sustain customer
relationships?
Answer:
Describe the three generational cohorts that are of interest to marketers today.
Answer:
When John subscribed to a financial news publication online, the company told him
that as a service it would be creating a cookie. Explain what the online publication did
and why.
Answer:
Describe the need-satisfaction presentation format. In the answer, include the two
selling styles that are common with this format.
Answer:
Add your own personal experience and creativity to what you have learned about
marketing. Formulate a plan to assess the needs of either (1) students who have too
many textbooks to carry to and from class or (2) executives who are too busy to keep up
with the latest information in their field.
Answer:
Explain how the Pizza Hut website uses the seven website design elements.
Answer:
With respect to consumer product and service marketing channels, what are the key
differences between a direct and an indirect channel?
Answer:
Figure 17-2
What are the six stages of the personal selling process? What is the objective of each
stage?
Answer:
Describe a brand name and explain how it is related to a logo.
Answer:
What is the difference between a one-price policy and a flexible-price policy?
Answer:
Why do some marketers feel that environmental forces are NOT entirely outside their
influence?
Answer:
Good marketing research requires great care especially because of inherent difficulties
in asking consumers questions. What are the three basic problems faced by marketing
researchers when trying to assess consumers' willingness to buy products or services
with which they are not familiar?
Answer:
