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Pricing constraints refer to
A. barriers that must be overcome in order to set pricing objectives.
B. competitive pricing advantages one firm has over another.
C. different pricing strategies for each of the firm's products.
D. factors that limit the range of prices a firm may set.
E. barriers to entry a firm faces when launching a new product.
Answer:
Mattel has a contractual agreement to let Colgate use the Barbie name and image on
kids' toothpaste and toothbrushes. Colgate pays Mattel a fee for the use of the Barbie
name and image. This is an example of __________.
A. brand licensing
B. co-branding
C. generic branding
D. reseller licensing
E. mixed branding
Answer:
All of the following are true about the price element of services EXCEPT:
A. price can be referred to in a variety of terms.
B. price can affect consumer perceptions of the service.
C. price techniques like on-peak pricing are used to manage variations in supply for the
service.
D. price can be used in capacity management.
E. price can be used in services to imply a higher quality.
Answer:
"Why do you smoke cigarettes?" is an example of which type of question?
A. Likert scale
B. fixed alternative
C. dichotomous
D. open-ended
E. semantic differential
Answer:
Figure 16-1
Based on the social media identified in Figure 16-1 above, virtual social worlds have a
__________ degree of media richness and self-disclosure.
A. high
B. medium
C. low
D. average
E. non-existent
Answer:
Figure 11-2
Figure 11-2 above represents the four approaches to selecting an appropriate price level.
Box D includes customary and loss leader so it represents which approach?
A. competition-oriented approach
B. cost-oriented approach
C. profit-oriented approach
D. results-oriented approach
E. demand-oriented approach
Answer:
Swiss specialty chemical company Ciba is the primary producer of the chemical
triclosan, the antibacterial agent in many household products like liquid soap.
Consumers may have heard about research suggesting environmental and health risks
associated with the cumulative effects of antibacterial agents. Changing consumer
purchases provide an example of __________ demand for Ciba's triclosan product.
A. applied
B. unitized
C. industrial
D. derived
E. consumer
Answer:
If you are using a marketing dashboard to discover which cities in Florida are not
meeting their sales growth goal for your sunscreen products, what marketing metric
should be used to measure sales performance?
A. every metric possible
B. shelf space for this year and last year by city
C. production costs
D. customer psychographics
E. annual percent sales change by city
Answer:
In a __________, the salesperson tries one appeal after another, hoping to "hit the right
button."
A. formula selling presentation
B. persuasive sales presentation
C. stimulus-satisfaction presentation
D. stimulus-response presentation
E. stimulus-selling presentation
Answer:
Many fast food restaurants, including Burger King, McDonald's, and Wendy's, no
longer use polystyrene containers (which do not degrade as quickly as paper in a
landfill) for packaging their products. Rather, these firms wrap their burgers in recycled
paper wrappers, containers, and bags, usually clearly marked as such. These fast-food
restaurants are practicing
A. triple-top line marketing.
B. green marketing.
C. consumerism.
D. an ecological code of ethics.
E. cause marketing.
Answer:
When considering the quick-service restaurant competition, it will be most important
for Wendy's to consider not only the offerings of Burger King, McDonald's, Five Guys
Burgers, and other hamburger chains but also the
A. meals at golf and country clubs.
B. dormitory meal plans at surrounding colleges and universities.
C. items for sale at gas stations and convenience stores.
D. local farmer's markets that sell produce.
E. nearly every food item sold at local grocery stores.
Answer:
Kellogg's has several cereals targeted at different types of users. This is an example of
multiple products aimed at multiple markets. Manufacturing these different cereals is
clearly more expensive than producing one, but seems worthwhile if it adds to the
manufacturer's sales revenues and profits, serves customers' needs better, and
A. conforms to all FDA guidelines.
B. creates economy of scale.
C. doesn't reduce quality or increase price.
D. decreases the cost of the physical plant.
E. stabilizes the sales revenues and profits.
Answer:
Figure 9-5
Figure 9-5 above represents the seven stages of the new-product development process.
Stage 2 is the __________ stage.
A. idea generation
B. screening and evaluation
C. screening and analysis
D. new-product strategy development
E. product assessment
Answer:
The most frequently used type of compensation plan for salespeople is a __________.
A. straight salary compensation plan
B. straight commission compensation plan
C. combination compensation plan
D. weighted compensation plan
E. market share compensation plan
Answer:
All of the following are economic indicators EXCEPT:
A. inflation.
B. barriers to entry.
C. unemployment.
D. GDP.
E. deflation.
Answer:
"What is your favorite thing about Target?" followed by several lines for a response is
an example of which type of marketing research question?
A. Likert scale
B. fixed alternative
C. dichotomous
D. open-ended
E. semantic differential
Answer:
By skillfully using __________, global marketers can tie positive meanings to their
products, services, and brands to enhance their attractiveness to consumers.
A. cultural symbols
B. visual icons
C. trademarks
D. brand names
E. ethnic emblems
Answer:
Today's visionary organization uses three key elements to specify its foundation, set a
direction, and __________.
A. set financial goals
B. assign job responsibilities
C. formulate strategies
D. establish production parameters
E. establish detailed marketing tactics
Answer:
Entities such as manufacturers, retailers, and government agencies that buy goods and
services for their own use or for resale are referred to as
A. intermediate buyers.
B. selling agents.
C. organizational buyers.
D. manufacturing agents.
E. brokers.
Answer:
Which list below presents the Maslow hierarchy of needs in its correct order, beginning
with the lowest level need and moving up to the highest level need?
A. personal, social, physiological, psychological, and safety
B. physiological, safety, social, personal, and self-actualization
C. safety, physiological, safety, self-actualization, and personal
D. self-actualization, social, safety, physiological, and personal
E. safety, personal, self-actualization, physiological, and social
Answer:
Which of the following statements about comparative advertising is most accurate?
A. Comparative advertisements now constitute over 90% of all television ads.
B. Comparative advertisements attract more consumer attention for the advertiser's
brand.
C. Comparative advertisements can decrease the perceived quality of the advertiser's
brand.
D. Comparative advertisements have been banned by the Federal Trade Commission.
E. Comparative advertisements can, and often do, cause more harm than good.
Answer:
Any intermediary between a manufacturer and end-user markets is referred to as a
A. retailer.
B. middleman.
C. wholesaler.
D. broker.
E. distributor.
Answer:
Communication is the process of conveying a message to others and it requires six
elements. These elements include: __________, a message, a channel of
communication, a receiver, and the processes of encoding and decoding.
A. a concept
B. a brand
C. a slogan
D. a source
E. an offer
Answer:
Based on the stages of the family life cycle, which of the following groups most likely
has the largest amount of discretionary income?
A. young couples without children
B. single parents with children
C. young singles
D. young married couples with children
E. middle-aged couples with children
Answer:
Customization refers to
A. the specialization in one very small but highly sought out specialty item.
B. Internet-enabled capabilities that make possible a highly interactive and
individualized information and exchange environment for shoppers and buyers.
C. the growing practice of personalizing the marketing mix elements to provide a
unique shopping and buying experience for each customer.
D. items that are unique in every dimension to minimize feature bloat.
E. novelty items used as sales promotions such as cups, hats, etc. that will be imprinted
with a company logo and use the company colors and slogans if applicable.
Answer:
Tony Hsieh, CEO of Zappos, offers one month's salary to anyone who
A. identifies a completely new market segment with a product to match it.
B. finds a way of improving service to online customers.
C. takes the customer loyalty training class and decides to quit anyway.
D. finds a shoe-related product that Zappos does not already carry.
E. creates a humorous theme for one of the monthly company meetings.
Answer:
Marketers are increasingly using online surveys to collect primary data. One advantage
is that
A. response rates are higher because consumers are anonymous.
B. the quality of responses is better with online surveys than they are with personal
interview surveys.
C. turnaround time from data collection to report is much quicker than with traditional
methods.
D. consumers value e-mail surveys and feel highly regarded when receiving them.
E. consumers want to be helpful so they complete the survey multiple times.
Answer:
Industry research shows that outside order getters, or field service representatives spend
41 percent of their time selling, and another __________ is devoted to customer service
calls.
A. 5 percent
B. 10 percent
C. 16 percent
D. 21 percent
E. 28 percent
Answer:
What is critical when using target profit pricing?
A. a good estimate of demand
B. a higher-than average price
C. a low potential for currency exchange rates to change
D. a lower-than average price
E. a new or innovative product
Answer:
All of the following are examples of ideas that can be marketed EXCEPT:
A. State governments in Arizona and Florida marketing the notion of taking a warm,
sunny winter vacations in their states.
B. Apple using a TV ad to explain the features of an iPad mini (camera, screen
resolution, user interface, etc.).
C. the Nature Conservancy marketing the cause of protecting the environment.
D. conservative politicians who attempt to persuade voters of the need to slash
government spending to reduce the $17 trillion debt.
E. Charities like the Red Cross marketing the idea that it's worthwhile for you to donate
your time or money to their causes to benefit society.
Answer:
