Evenflo makes baby gates to keep toddlers away from stairs. What demographic
segmentation variable will Evenflo use to identify its target market?
a. Gender
b. Benefit
c. Usage rate
d. Family life cycle
e. Ethnic
Answer:
Which of the following stages of the new-product development process is the first filter,
which serves to eliminate newproduct ideas that are inconsistent with the organization’s
newproduct strategy or are obviously inappropriate for some other reason?
a. Applied diffusion
b. Introductory diffusion
c. Business analysis
d. Test marketing
e. Idea screening
Answer:
Campbell’s
Most people recognize Campbell’s as a brand of soup, but Campbell’s also
manufactures Pace Picante Sauce, Pepperidge Farms products, Prego Sauce, Swanson
Broth, and V8 juice. Campbell’s International division offers more than 20 brands of
soups, sauces, beverages, and baked snacks in the Asia Pacific region, Greater Europe
and Latin America. Products such as Arnott’s biscuits and crackers and Bi Band soups
are well known overseas. Campbell’s products are sold in more than 120 countries.
Refer to Campbell’s. All the products that Campbell’s sellsboth domestically and
worldwideare the company’s product:
a. item.
b. depth.
c. Width.
d. mix.
e. marketing consistency.
Answer:
Which of the following NAICS codes designates an economic subsector?
a. 33
b. 334
c. 3346
d. 33461
e. 334611
Answer:
All of the following are considered types of business products EXCEPT:
a. raw materials.
b. convenience goods.
c. major equipment.
d. accessory equipment.
e. component parts.
Answer:
The marketing concept states that the social and economic justification for an
organization’s existence is the satisfaction of customers’ wants and needs while meeting
organizational objectives.
a. True
b. False
Answer:
Which of the following represents the way an individual actually perceives himself or
herself?
a. Personal image
b. Ideal self-image
c. Real self-image
d. Lifestyle image
e. Defined self-image
Answer:
To target outdoor enthusiasts, Subaru of America added an outdoor life section to its
Web site that is organized by area of interest. The site will serve as a platform for
co-marketing and promotional programs. This offering of customized products to a
customer segment for the purpose of enhancing the auto manufacturer’s customer
relationships is an example of:
a. campaign management.
b. customer aggregation.
c. transaction segmentation.
d. data mining.
e. knowledge management.
Answer:
Cowboy Malone’s Electric City pays a wholesaler $700 for a television and sells it to a
customer for $1,500. The markup on the television is:
a. $240
b. $160
c. $700
d. $800
e. $1,500
Answer:
To provide more delivery service to the consumer market, UPS created UPS stores.
According to the AIDA model, to create attention for this more convenient and less
expensive way to mail packages through UPS, its marketing department should have
relied on which element of the promotional mix?
a. Public relations
b. Sales promotion
c. Event sponsorship
d. Personal selling
e. Direct marketing
Answer:
The relative ease with which a shipment can be located and transferred is:
a. dependability
b. traceability
c. capability
d. transit time
e. observability
Answer:
Briggs & Stratton is a company that makes small engines. The company is looking at
customer trends, its competitors, and the economy to see if there are any threats or
opportunities on the horizon. It has also examined its production policies and sales
histories to determine its strengths and weaknesses. Briggs & Stratton is conducting
a(n):
a. environmental test
b. market audit
c. trend analysis
d. situation analysis
e. competitive advantage search
Answer:
______ are the rules people develop as a result of cultural values and norms.
a. Virtues
b. Ethics
c. Socialization
d. Conscience
e. Morals
Answer:
E-cigarettes
Smoking inflames nonsmokers and claims the lives of more than 400,000 smokers each
year, so the electronic cigarette is a welcomed alternative. Electronic cigarettes, called
e-cigarettes, are battery-powered devices that emit a vapor from nicotine, flavorings,
and other chemicals. It looks like a cigarette and allows smokers to inhale the nicotine
vapor in places where smoking is not allowed. The product has been touted as a means
to quit smoking as well. However, critics, especially the Food and Drug Administration
(FDA), claim that “vaping” poses risks. In fact, the FDA claims its tests revealed a toxic
chemical that is found in antifreeze as well as other carcinogens. The FDA blocked a
shipment of the product from China and banned the sale of this product in the United
States. In addition to the safety issue, the FDA is concerned that children might be
attracted to this product because it comes in flavors other than traditional menthol, such
as bubble gum, chocolate, and strawberry. The FDA wants this product to go through
the same rigorous testing that drugs must go through before being marketed. However,
the FDA’s authority over this product is questioned. While Congress has recently given
the FDA authority over tobacco products, this is not a tobacco product and the
Electronic Cigarette Association is fighting the ban.
Refer to E-cigarettes. The Food and Drug Administration is part of which
environmental factor affecting the marketing of this product?
a. Demographic
b. Technological
c. Political and legal
d. Competitive
e. Economic
Answer:
Bob works for the Zinn Plumbing Company. After struggling with a particularly
difficult job one day, he tells his supervisor, Miguel, that if he”d had a special type of
wrench he could have finished the job much more quickly. Bob asks Miguel if the
company would be willing to purchase the wrench. Miguel agrees that the wrench
would be a good purchase, so the next day he approaches the company owner, Phyllis
Zinn, and lays out for her all the reasons why the new wrench should be purchased.
After listening to Miguel’s presentation, Phyllis agrees that the wrench should be
purchased and authorizes Miguel to pick one up from the plumbing parts distributor that
afternoon. In this scenario:
a. Miguel is both the buyer and the decider.
b. Bob is both the influencer and the user.
c. Miguel is both the gatekeeper and the influencer.
d. Phyllis is both the initiator and the decider.
e. Both Bob and Miguel are initiators, and Phyllis is the influencer.
Answer:
Carlos Hernandez owns a company in Miami that purchases products from U.S.
manufacturers for export to several countries in Central and South America. Carlos is
a(n):
a. licensing agent
b. buyer for export
c. export broker
d. export agent
e. export importer
Answer:
____ sell a limited selection of brand name appliances, household items, and groceries,
usually in bulk on a cash- and-carry basis to members only.
a. Super outlets
b. Factory outlets
c. Wholesale discounters
d. Off-price discount retailers
e. Warehouse membership clubs
Answer:
Which of the following may qualify for trademark protection?
a. Shapes, such as the Coca-Cola bottle
b. Catchy phrases, such as “Every kiss begins with Kay”
c. Abbreviations, such as Bud
d. Sounds, such as Intel’s famous fivenote jingle
e. All of the above.
Answer:
Increasing competition, aggressive brand advertising, and healthy profits are all
characteristics found in the introductory stage of the product life cycle.
a. True
b. False
Answer:
All of the following are unique characteristics that distinguish services from goods
EXCEPT:
a. intangible.
b. inseparable.
c. searchable.
d. heterogeneous.
e. perishable.
Answer:
Which list correctly ranks the methods of entering the global marketplace in increasing
order of risk?
a. Exporting, licensing and franchising, contract manufacturing, joint venture, and
direct investment
b. Importing, contract manufacturing, licensing and franchising, joint venture, and
direct investment
c. Licensing, franchising, contract manufacturing, joint venture, direct investment, and
exporting
d. Franchising, contract manufacturing, joint venture, direct investment, importing, and
licensing
e. Importing, contract manufacturing, joint venture, direct investment, and exporting
Answer:
The National Export Initiative’s goal is to quadruple U.S. exports by 2050 and support
20,000 U.S. jobs.
a. True
b. False
Answer:
Before approaching the customer, a salesperson should learn as much as possible about
the prospect’s organization and its buyer.
a. True
b. False
Answer:
A dentist hired a janitorial service to clean her office every evening. The janitorial
service provided the dentist with:
a. OEMs.
b. processed services.
c. business services.
d. accessory services.
e. service supplies.
Answer:
When the Apple iPhone 3G was introduced, users could buy the “I Am Rich” app for a
price of $1,000. The app did nothing but display a red gem on the iPhone’s screen. The
description of the app stated that this red icon would remind you (and others you show
it to) “that you were rich enough to afford this.” Six of the applications were sold before
Apple, Inc. removed the app from iTunes. At the $1,000 price, the author of the app was
using ___ pricing as part of his marketing approach.
a. snob appeal
b. prestige
c. exclusive
d. selective
e. unique
Answer:
TeslaMotors
“Going green” doesn”t have to be boring. The Tesla Roadster Sport is an electric car
that goes from 0 to 60 in four seconds and drives more like a race car than an
environmentally friendly ride. But that level of performance will set you back
$128,500. As of 2009, Silicon Valley”based Tesla Motors, Inc. was the only company
offering highway compatible electric cars. Most Roadster Sport buyers are car
enthusiasts and are buying them for the “fun toy” aspect of having an electric car rather
than for environmental reasons.
Refer to Tesla Motors. Say Tesla set the price of the Roadster high because the company
wanted to promote a high-quality image. What type of pricing does this represent?
a. Prestige pricing
b. Elite pricing
c. Penetration pricing
d. Quality pricing
e. Complete pricing
Answer:
Indonesian logging companies harvest the rain forests for timber and assume that a
market exists for their products.
The typical Indonesian logging company has a(n) orientation.
a. exchange
b. product
c. production
d. sales
e. environmental
Answer:
Television is an example of an advertising:
a. medium.
b. network.
c. attribute.
d. appeal.
e. execution.
Answer:
A decline in the availability of tungsten will slow production of light filaments, which
will in turn reduce the demand for light bulbs. This is an example of fluctuating
demand.
a. True
b. False
Answer:
FishyBusiness
DNA testing has revealed that sushi bar customers are not always getting what they pay
for. Scientists at the American Museum of Natural History tested fish from 31 sushi
bars and found that the tuna coveted by many diners is often a cheaper substitute, a
banned fish, or an endangered species. This could be the result of an honest mistake in
the supply chain, or it could be a deliberate attempt to deceive buyers. However,
researchers have uncovered a DNA “bar code” that can accurately identify the type of
fish. While still a ways off, the scientist who developed the tuna DNA bar code
envisions a small device that can provide instantaneous species identification, which
will result in restaurants ultimately providing what their customers are demanding and
paying for.
Refer to Fishy Business. The way a restaurant coordinates and integrates the activities
performed by its supply chain members into a collection of seamless end-to-end
processes is an example of:
a. yield management.
b. channel power.
c. materials handling.
d. supply chain management.
e. physical distribution.
Answer:
The communication process itself consists of:
a. message, media, and transmittal.
b. source, receiver, and channel.
c. sender, receiver, and message.
d. encoding, decoding, channel, sender, and receiver.
e. comprehension, noise, and feedback.
Answer: