It is almost impossible to watch a sporting event on television without seeing Nike’s
‘swoosh” check mark, which is Nike’s
A. name.
B. symbol.
C. design.
D. term.
E. theme.
Answer:
When Procter & Gamble added teeth-whitening products under the Crest brand, the
firm was engaged in
A. corporate branding.
B. brand extension.
C. brand licensing.
D. brand association.
E. perceived value branding.
Answer:
Generally, the larger and more sophisticated the channel member, the less likely that it
will
A. use supply chain intermediaries.
B. rely on marketing research.
C. use omnichannel marketing.
D. use intensive distribution.
E. be concerned about competitive actions.
Answer:
Strategic efforts to supply consumers with environmentally friendly, sustainable
merchandise and services are called
A. reduce, reuse, recycle.
B. green marketing.
C. the green generation.
D. the inconvenient truth.
E. earth marketing.
Answer:
Microsoft’s Windows operating system continues to dominate the market, even though
it has been around for over 20 years. Windows will likely remain in the maturity stage
of the product life cycle
A. indefinitely.
B. until it rules the world.
C. until a superior product comes along to replace it.
D. unless Microsoft repositions Windows as an introductory stage product.
E. as long as the company doesn’t change it.
Answer:
Many health insurance policies require patients to call and get preapproval for tests or
procedures. The health insurance company acts as a(n) __________ for the purchase of
these medical services.
A. decider
B. initiator
C. influencer
D. user
E. gatekeeper
Answer:
Darwin’s company is facing a difficult ethical issue. The firm has identified the various
stakeholders and their issues and gathered the available data. Everyone with an interest
in the issue has engaged in brainstorming and evaluating alternatives. Management
reviewed and refined the alternatives. It should now choose the course of action that
A. maximizes profits.
B. creates the least possible publicity.
C. involves the fewest employees.
D. minimizes costs.
E. seems best after weighing the concerns of all stakeholders.
Answer:
Compared to other IMC alternatives, advertising is extremely effective for
A. closing a sale.
B. decoding messages efficiently.
C. reducing the potential for noise.
D. creating awareness and generating interest in a product.
E. repositioning consumers in the AIDA model.
Answer:
Zappos is a successful online shoe company. One of the difficulties in running a shoe
company is the need to have significant __________, a large number of items in each
product line.
A. brand equity
B. product line breadth
C. product line depth
D. product mix depth
E. product mix breadth
Answer:
Jenny was feeling frustrated. “What’s taking them so long to make a decision? It’s been
weeks since I first met with them, and they all seem interested in the product. I’ve also
jumped through all their paperwork hoops.” Jenny is likely selling to a firm in which
kind of buying situation?
A. new buy
B. modified rebuy
C. straight rebuy
D. generic buy
E. adapted buy
Answer:
________ is another term for private-label brands.
A. Store brands
B. Off brands
C. Manufacturer’s brands
D. National brands
E. Experiential brands
Answer:
Even if they succeed, new-to-the-world products are
A. generally not profitable.
B. not adopted by everyone at the same time.
C. not capable of creating new markets.
D. not subject to the law of first movers.
E. typically very short-lived.
Answer:
Which of the following strategies is designed to place products in as many outlets as
possible?
A. intensive distribution
B. exclusive distribution
C. selective distribution
D. surplus distribution
E. contractual distribution
Answer:
Ford Motor Company decided to sell the Fiesta around the globe. Which of the
following would be an example of glocalization of the Fiesta?
A. The same product design and features, and the same basic promotional campaign,
used in all countries.
B. Variations in the product design country by country, with the same basic promotional
campaign used in all countries.
C. The same product design and features in all countries, with variations in the
promotional campaigns country by country.
D. Variations in the product design and the promotional campaign country by country.
E. The same marketing mix for all of the four Ps used in all countries.
Answer:
Gabriel was importing sweaters made from alpaca. They were exquisitely soft and
extremely warm. Once a potential customer tried one on, it was almost always sold.
Which channel should Gabriel select to reach his potential customers: store or Internet?
Why?
Answer:
In a(n) _______ marketing channel, one or more intermediaries work with
manufacturers to provide goods and services to customers.
A. indirect
B. vertical
C. horizontal
D. simple
E. direct
Answer:
Often, inexperienced salespeople mistakenly believe that during the sales call, they
should
A. listen carefully to the customer.
B. pay attention to body language.
C. note the office environment.
D. act positively.
E. do all the talking.
Answer:
Which of the following is not one of Hofstede’s cultural dimensions?
A. power distance
B. certainty assurance
C. masculinity
D. individualism
E. time orientation
Answer:
Services marketing managers have learned that more employees will support a
quality-oriented process if
A. they are involved in setting the goals.
B. perishable services are replaced with tangible services.
C. they are required to diverge from existing standards.
D. customers are responsible for setting service quality standards.
E. the process involves both part-time and full-time employees.
Answer:
In a vertical marketing system, if the system is _______, the less likely conflict will
occur.
A. less formal
B. more independent
C. less independent
D. more conventional
E. more formal
Answer:
Which of the following statements is not one of the guidelines provided by the
American Marketing Association for conducting marketing research?
A. Personal information about research participants should not be shared, except with a
designated member of senior management.
B. Selling or fund-raising should not be conducted under the guise of conducting
research.
C. Researchers should not misrepresent data.
D. Clients and suppliers should be treated fairly.
E. Researchers should not omit pertinent data.
Answer:
Red Bull sends out student brand managers to distribute free samples to their peers.
What form of marketing communication is this?
A. sales promotion
B. direct marketing
C. public relations
D. mobile marketing
E. advertising
Answer:
Some companies want to get their products into as many outlets as possible,
understanding that the more exposure a product gets, the more it will sell. If this is
consistent with the company’s overall strategy, it will choose __________ distribution.
A. primary
B. independent
C. intensive
D. exclusive
E. selective
Answer:
The Mayo Clinic in Minnesota is known for top-quality medical care. For decades, even
presidents and dictators from around the world flew to the Mayo Clinic to utilize its
services. The Mayo Clinic used its reputation to create additional medical facilities in
Jacksonville, Florida, and elsewhere. This is an example of a firm focusing its efforts on
satisfying customer needs that
A. are easiest to satisfy.
B. provide minimal core value.
C. are important to all generational cohorts.
D. competitors have tried and failed to satisfy.
E. match its core competencies.
Answer:
When making decisions, managers often have to decide between doing what is
beneficial for them (and possibly the firm) in the short run, and doing what is right and
beneficial for the firm and for society in the long run. To address this conflict, a firm
A. must evaluate its quarterly profit statement from an ethics standpoint.
B. must state its long-term goals in general terms, so as not to interfere with managers’
short-term goals.
C. must always put society’s needs ahead of the firm’s needs.
D. must ensure that long-term goals of the firm are aligned with the short-term goals of
each individual within the firm.
E. should adhere rigidly to legal standards in its industry.
Answer:
The key factor distinguishing retailers from other members of the supply chain is that
A. they sell to consumers, businesses, and government.
B. they utilize marketing to reach consumers.
C. they use advertising to generate demand.
D. they rarely engage in personal selling.
E. they sell to customers for their personal use.
Answer:
Hinsdale High School has recently decided to sponsor a rugby team. It is in the process
of considering where to buy the uniforms. This is a ________ situation.
A. straight rebuy
B. new buy
C. straight new buy
D. modified new buy
E. modified rebuy
Answer:
The potential benefits of brand extension do not include
A. allowing the perception of a brand with a quality image to be carried over to the new
product.
B. lowering marketing costs.
C. boosting sales of the core brand.
D. spending less on creating brand awareness and associations.
E. eliminating competition.
Answer:
When Natasha took over as facilities manager for Burlington Furniture Manufacturing,
she was shocked to see the factory was still heated with a coal-fired boiler. She made an
immediate decision to upgrade the heating system to something more efficient, and
began to research available options. For Natasha and Burlington Furniture, this
represented a(n) __________ situation.
A. adapted buy
B. modified rebuy
C. straight rebuy
D. generic buy
E. new buy
Answer:
Shell MasterCard, created cooperatively by Shell Oil Company and MasterCard, is an
example of
A. co-branding.
B. brand extraction.
C. brand collusion.
D. a generic brand.
E. brand dilution.
Answer:
Of the following retailers, the best example of a category killer is
A. Dollar General.
B. Staples.
C. Kohl’s.
D. Target.
E. Costco.
Answer:
Most big box retailers regularly move products from one aisle to another. They also put
personal care products in the pharmacy area, many aisles away from the grocery
products. They do this because consumers who spend more time walking through the
store are likely to buy things they hadn’t planned to buy, or make
A. impulse purchases.
B. limited problem-solving decisions.
C. extended problem-solving decisions.
D. ritual consumption purchases.
E. affective alternative decisions.
Answer:
Which service gap is the Ritz-Carlton Hotel trying to address when it takes time and
spends up to $1,700 to train a new employee?
A. standards gap
B. knowledge gap
C. performance gap
D. communication gap
E. recovery gap
Answer:
Like any effective salesperson, Tiffany walks into a customer’s office, shakes hands,
looks the customer in the eye, and smiles. After exchanging pleasantries, Tiffany will
try to create interest in her company’s product. Tiffany will likely __________ to adapt
or customize her presentation to match the customer’s needs.
A. use a hypothetical situation
B. ask a series of questions
C. examine the customer’s office
D. make a variety of assumptions
E. refer to past sales
Answer:
When supply chain members view their goals and ultimate success as intricately linked,
or ________, they develop deeper long-term relationships.
A. conventional
B. vertical
C. horizontal
D. administered
E. interdependent
Answer: