Figure 2-1
In Figure 2-1 above, C represents the
A. strategic business unit level.
B. board of directors.
C. corporate level.
D. functional level.
E. CMO.
Answer:
Gross income refers to
A. the money that remains after paying for taxes and necessities.
B. the money deducted from a person’s paycheck to pay for federal, state, and local
taxes.
C. the money a consumer has left after paying taxes to use for necessities such as food,
shelter, clothing, and transportation.
D. the total amount of money made by a single individual during his or her lifetime.
E. the total amount of money made in one year by a person, household, or family unit.
Answer:
Which of the following statements regarding an organization’s core values is most
accurate?
A. Core values are developed by cross-functional teams for all levels of an
organization.
B. Core values are important to the founders but rarely motivate a firm’s stakeholders.
C. Core values change as an organization’s offerings change.
D. Core values guide the organization’s conduct.
E. Core values cannot be separated from the financial realities of an organization.
Answer:
The activity for creating, communicating, delivering, and exchanging offerings that
benefit its customers, the organization, its stakeholders, and society at large is referred
to as __________.
A. manufacturing
B. advertising
C. marketing
D. selling
E. promotion
Answer:
Figure 7-2B
Figure 7-2B above shows that primary data may be divided into three related parts. If C
represents data collected from mechanical, personal, or neuromarketing methods, which
type of data is C?
A. questionnaire data
B. mined data
C. internal secondary data
D. external secondary data
E. observational data
Answer:
The value to consumers that comes from having the offering available when they need
it constitutes __________ utility.
A. place
B. possession
C. market
D. time
E. form
Answer:
Capacity management refers to
A. integrating the service component of the marketing mix with efforts to influence
consumer demand.
B. when the service provider is available but there is no demand.
C. charging different prices during different times of the day or during different days of
the week to reflect variations in demand for the service.
D. the practice of changing prices for services in real time in response to supply and
demand conditions.
E. the operating cost per hour per employee or technology subtracted from the revenue
generated by each full-time employee equivalent.
Answer:
A regional bakery makes organic breads and muffins. It feels the choice of distribution
channel is critical to the product’s success, especially since it wants to have the product
distributed nationally. However, it will take some time before sales take off, and the
bakery wants to make sure the marketing program is consistent everywhere. It should
use
A. a manufacturer’s agent to sell to truck jobbers who in turn will deal with retailers.
B. its own salesforce to sell directly to retailers.
C. the services of a selling agent to sell to general merchandise wholesalers who will
sell to retailers.
D. a dual distribution system composed of both direct and indirect wholesalers.
E. a rack jobber who will sell to a merchant wholesaler and who will in turn sell to
retailers.
Answer:
Rackspace U.S. Inc. is a web hosting company. That means that if you want to have a
website, you could buy not only Internet space from it but also technical support and
design services. When its ad tells you that its users consider Rackspace “the risk-free
host because it offers dedicated and helpful support any time day or night,” you know
that Rackspace is most likely trying to do which of the following?
A. identify its core values
B. reduce new buyers’ cognitive dissonance
C. increase new buyers’ cognitive dissonance
D. produce a consideration set
E. evoke problem recognition
Answer:
Tom Cruise wore Bausch and Lomb’s Ray-Ban sunglasses in the movie Risky Business,
and sales skyrocketed. The appearance of the sunglasses in the film is an example of
__________.
A. product continuity
B. subsidized advertising
C. subliminal direction
D. showrooming
E. product placement
Answer:
Demographics characteristics that describe a population include all of the following
EXCEPT:
A. income.
B. age.
C. occupation.
D. zip code.
E. ethnicity.
Answer:
Figure 9-3
Consider Figure 9-3 above. Services can be classified by their method of delivery. Box
A represents
A. government-delivered services.
B. people-delivered services.
C. fee-delivered services.
D. equipment-delivered services.
E. nonprofit-delivered services.
Answer:
If used continuously, which of the following promotional elements will most likely lose
its effectiveness?
A. advertising
B. personal selling
C. sales promotion
D. publicity
E. direct marketing
Answer:
In marketing, the effective rules of the game, the boundaries between competitive and
unethical behavior, and the codes of conduct in business dealings are referred to as
A. societal norms.
B. societal mores.
C. business cultures.
D. fair trade practices.
E. corporate values.
Answer:
In the film Runaway Bride, Julia Roberts boarded a FedEx truck. Another actor gave
voice to FedEx’s service guarantee, saying she will arrive “by 10 a.m. the next business
day.” This is an example of __________.
A. a product placement
B. product continuity
C. a deal
D. subliminal advertising
E. a reverse product placement
Answer:
Secondary data in online databases can be accessed either directly, or via Internet search
engines or
A. portals through keyword searches.
B. internal statistical data.
C. probability sampling data.
D. personal chat rooms.
E. social media like Facebook.
Answer:
Which of the following statements about advertising is most accurate?
A. Advertisers have limited control as to when and how often their advertisements will
be placed.
B. A key advantage of advertising is its ability to use customized interactions.
C. Advertisers have very limited control over what it can say due to FCC regulations.
D. Advertising is the least costly form of promotion because ads go through significant
pretesting.
E. Through advertising, a company can control, to some extent, to whom the message is
sent.
Answer:
Which of the following statements about the World Trade Organization (WTO) is most
accurate?
A. The WTO acts as an agent in trade negotiations between its members and the
remainder of the world.
B. The 179 member countries of the WTO account for less than 25 percent of world
trade.
C. The WTO was formed by the major industrialized nations in 1995 to address trade
issues.
D. The WTO uses panels of trade experts who can issue non-binding recommendations.
E. The WTO was formed by the United Nations.
Answer:
Spiegel Inc. sold Christmas cards on page two of its holiday retail catalog. Spiegel
designed and printed the cards. Proceeds from the sales of the Christmas cards
purchased through the catalog went to benefit the Starlight Children’s Foundation and
the National Center for Missing and Exploited Children. This is an example of
A. philanthropic marketing.
B. corporate altruism.
C. cause marketing.
D. the marketing concept.
E. societal marketing.
Answer:
One problem that can occur from the use of a transactional website is __________,
even though marketers claim the number of new customers they attract to stores offsets
this problem.
A. customer attrition
B. stickiness
C. cannibalization
D. unauthorized buzz
E. excessive product returns
Answer:
iVillage.com is a website targeted at women who share common interests such as career
management, personal finances, parenting, relationships, beauty, and health. The site
features articles, newsletters, and videos on these topics as well as the opportunity for
visitors to link to its social media sites like Facebook and Pinterest. This describes one
example of why consumers shop and buy online, which is __________.
A. control
B. customization
C. convenience
D. choice
E. communication
Answer:
Much of Google’s success is based on the ten guidelines of its corporate philosophy.
Guideline 9 states, “You can be serious without __________.”
A. having an attitude
B. a PhD
C. a MBA
D. a suit
E. losing your sense of humor
Answer:
At the __________ stage in the personal selling process, a salesperson begins
converting a prospect into a customer by creating a desire for the product or service he
or she is selling.
A. preapproach
B. approach
C. presentation
D. close
E. follow-up
Answer:
According to the personal moral philosophy of __________, if the benefits exceed the
costs, the behavior is ethical.
A. hedonism
B. utilitarianism
C. existentialism
D. moral idealism
E. socialism
Answer:
Dragon Naturally Speaking, a speech recognition software program that allows you to
use your voice instead of a keyboard to input text into a word processing program, is an
example of a(n)
A. continuous innovation.
B. discontinuous innovation.
C. dynamically continuous innovation.
D. disruptive improvement.
E. evolutionary innovation.
Answer:
In terms of website design and the online customer experience, commerce refers to
A. business-to-business only transactions made between a purchasing manager’s
website and websites from its suppliers.
B. Internet-based networks that permit communication between a company and its
suppliers, distributors, and other partners.
C. websites specifically designed for electronic funds transfer with banks and other
institutions such as PayPal.
D. the application of information and communication technologies in support of the
firm’s entire business activities.
E. the website’s ability to conduct sales transactions for products and services.
Answer:
A firm may forgo higher profit on sales and follow which of the following pricing
objectives because it wants to recognize its stakeholder obligations?
A. profit
B. market share
C. unit volume
D. survival
E. social responsibility
Answer:
Marketers produce a customer experience through seven website design elements: (1)
context; (2) content; (3) __________; (4) customization; (5) communication; (6)
connection; and (7) commerce.
A. creativity
B. community
C. consistency
D. collaboration
E. control
Answer:
Megan is looking for a gift for her older brother who enjoys reading mysteries. A book
by one of his favorite authors was recently published and she plans to buy it. However,
because she is on a limited budget, she wants to find the lowest price. The most
convenient way for Megan to find the best price for the book would be to
A. drive to a large shopping center that is 45 minutes away from home where there are
two bookstores (Barnes & Noble and Half-Priced Books) to see which one has the book
at the lowest price.
B. call all five bookstores in her community to inquire about the price of the book at
each one.
C. use a bot to comb the websites of online booksellers and locate the one with the best
price.
D. use a cookie to contact various bookstores and find the one with the best price.
E. create a choiceboard using the Barnes & Noble’s Facebook Page.
Answer:
The American Cancer Society reports that 57,000 Americans die from colon cancer
each year, a number that would drop significantly if people over 50 were checked
regularly. But being tested for colon cancer is not a pleasant experience and most
people fear the possibility of bad news. The ACS sponsored several ads using “Polyp
Man” dressed in a big red suit to encourage people to get tested. This is most likely an
example of a __________ appeal.
A. humorous
B. cognitive
C. rhetorical
D. fear
E. sex
Answer:
Software programs called __________ are used to practice a form a click fraud where
the software produces automatic clicks on ads.
A. click spiders
B. clickbots
C. click spam
D. click hammers
E. click tippers
Answer:
Which of the following is NOT part of the physical surroundings of a retail store that
can influence how purchase decisions are made?
A. decor
B. crowding
C. lighting
D. music
E. time of day
Answer:
Trading down refers to __________ when repositioning a product.
A. reducing the number of features, qualities, or price
B. reducing the amount of product carried as inventory
C. reducing the number of product items in a product line
D. redirecting marketing resources from a cash cow target market to one that is not
performing as well in the hopes of increasing sales and profits
E. encouraging consumers through the use of coupons and deals to purchase a firm’s
lower-priced products
Answer:
Vertical price fixing refers to
A. two or more competitors explicitly or implicitly setting prices.
B. the practice of charging different prices to different buyers for goods of like grade
and quality.
C. controlling agreements between independent buyers and sellers whereby sellers are
required not to sell products below a minimum retail price.
D. a conspiracy among firms to set prices for a product or service.
E. a seller’s requirement that the purchaser of one product also buy another product in
the line.
Answer:
Coca-Cola has operations in all but three nations in the world and Pepsi-Cola is now
available in more than 160 countries and territories, making the soft drink industry an
example of
A. global competition.
B. acculturation.
C. free trade.
D. global branding.
E. transactional exchange.
Answer: