All of the following are countries included in the Dominican Republic-Central America
Free Trade Agreement EXCEPT:
a. the United States
b. Nicaragua
c. El Salvador
d. Guatemala
e. Mexico
Answer:
This morning, Katrina received the following text message on her cell phone:
Don”t forget your haircut appointment today at 10am with Jane at Hair
Now. See you soon.This is an example of a mobile ad.
a. True
b. False
Answer:
Which of the following would be considered a new product?
a. A new product line
b. A new-to-the-world product
c. An addition to an existing product line
d. An improvement or revision of an existing product
e. All of these choices
Answer:
The two major categories of communications are:
a. verbal and nonverbal.
b. direct and indirect.
c. long term and short term.
d. mass and interpersonal.
e. informative and persuasive.
Answer:
Which of the following statements concerning how market factors affect channel
decisions is true?
a. Industrial customers tend to buy in larger quantities and require more customer
service.
b. Geographically concentrated target markets should be served with an indirect sales
force.
c. Widely dispersed markets require fewer intermediaries.
d. New firms in extremely competitive markets will be more successful if they use
indirect channels.
e. A very large market requires fewer intermediaries.
Answer:
Using technology provided by Smart Button software, the WNBA’s Los Angeles Sparks
have implemented a new system that gathers information about its best customers,
season ticket holders, and rewards those customers in many ways, including free tickets
to Sparks home games and cash prizes. This is an example of a(n) ____ system.
a. organizational optimization
b. corporate relationship marketing (CRM)
c. total quality management (TQM)
d. customer relationship management (CRM)
e. call response marketing (CRM)
Answer:
AFLAC has had to ditch the AFLAC duck in its Japanese commercials because the
Japanese consumer does not like to be yelled at. Since Japan is the source of about 70
percent of the insurance company’s business, it had no trouble adopting a strategy.
a. product substitution
b. market differentiation
c. promotion adaptation
d. product invention
e. market diversification
Answer:
Kayak.com is a company that allows customers to efficiently search databases to find
the best airline and hotel deals all over the Web. Kayak does not make bookings but
rather provides recommendations for the best travel plans. Travel providers pay Kayak
a commission when customers click through to their sites. Kayak.com, travelers, the
airlines, and the hotels are all part of a:
a. facilitating agency
b. marketing mix intermediary
c. selective promotion channel
d. marketing channel or channel of distribution
e. transportation channel or channel of movement
Answer:
ArtSupplies
It’s September and Sophia wants to buy some arts and crafts supplies for an afterschool
program she is developing for her daughter’s elementary school. In her Sunday
newspaper was a flyer from Michaels, an arts and crafts retailer. As she looked through
the newspaper insert, she noticed that if she purchased three or more bottles of Alene’s
Tacky Glue, the regular price of $1.50 each was reduced to $1.15 each. She also saw
that the store priced its plastic storage boxes at $1.99, $3.99, and $5.99. She thought
they would be useful for storing each child’s projects. On the front page of the flyer was
an ad for Funky Girls Gel Pens, something she knew her daughter would love to use.
The price at Michael’s was $6.99 lower than the price she had found at the other stores
that carried the pens. She thought that some of the older girls might like to start a
scrapbook and was pleased to find that Michaels had a scrapbook starter kit, which
includes scissors, book, pages, and stickers for only $15. The items could be purchased
separately for $19.99. The flyer also announced that all flag-related items leftover from
its Fourth of July sale were reduced by 40 percent.
Refer to Art Supplies. Which of the following merchandise is offered in the flyer with a
seasonal discount?
a. Tacky glue
b. Plastic storage boxes
c. Flag-related items
d. Funky Girls Gel Pens
e. Scrapbook starter kit
Answer:
An office supply store can buy a desk for $300. If the store owner sells the desk for
$450, what is the markup based on cost?
a. 15 percent
b. 20 percent
c. 25 percent
d. 33 percent
e. 50 percent
Answer:
Most people have not applied ethical standards in their everyday lives.
a. True
b. False
Answer:
Whirlpool and Lowe’s
Every week, Whirlpool and Lowe’s have an online conference call to discuss what
appliances are selling in the stores and what capacity Whirlpool has to make product.
Often, the discussion revolves around a particular model that is selling at a higher than
expected rate in Lowe’s. This often results in Whirlpool quickly flexing its supply chain
to make more of the highselling product and delivering it to Lowe’s customers.
However, sometimes the answer is that Whirlpool and/or its suppliers do not have the
capacity to make more of the product in question. It then becomes a question of demand
shaping for Lowe’s. What promotions, instore displays, and sales incentives can Lowe’s
implement to shift demand from the capacityconstrained model to one that the supply
chain has more capacity to deliver? In this way, Lowe’s, Whirlpool, and their suppliers
manage supply and also demand.
Refer to Whirlpool and Lowe’s. A tremendous amount of ____ exists between Lowe’s
and Whirlpool, which is evident by the longlasting, valueadded offerings Whirlpool
provides to Lowe’s.
a. channel manipulation
b. customer integration
c. resources integration
d. yield management
e. corporate socialization
Answer:
All promotion, especially advertising, is reduced as a product enters the decline stage.
However, personal selling and sales promotion efforts might be maintained, especially
at the retail level.
a. True
b. False
Answer:
The greater the number of persons affected by a negative outcome, the more likely it is
that marketers will recognize a problem as unethical.
a. True
b. False
Answer:
Andrea just purchased a trip to Jamaica as a present to her husband for their tenth
wedding anniversary. Andrea is anxious about the trip, afraid Bill will not like her
choice of location and worried she spent too much money. Andrea is experiencing:
a. selective dissatisfaction
b. temporal distortion
c. perceptual disharmony
d. cognitive dissonance
e. self-actualization involvement
Answer:
Which of the following ethnic demographic categories are early adopters of new
technology?
a. Caucasians
b. Asian Americans
c. African Americans
d. Hispanic Americans
e. Latinos
Answer:
Western Union is in the business of providing a medium for international money
transfers. Through the services of Western Union, a Mexican working in the United
States can transfer a portion of his or her earnings to family members still living in
Mexico. The wire transfer of funds is the _____ service the company provides.
a. supplementary
b. benchmarked
c. core
d. primary
e. fundamental
Answer:
Which of the following is a symptom of product line overextension?
a. Overuse of standardized components
b. Manufacturing or marketing resources are disproportionately allocated to
slow-moving products
c. Strong economy of scale
d. Planned obsolescence of certain products
e. All of the above.
Answer:
Celestial Seasonings is a well-recognized brand of tea. It has differentiated itself from
traditional teas by producing herbal teas and others using the more exotic white tea
leaves. It has recently introduced Celestial Seasonings Tea Dreams ice cream, a product
it hopes will be successful due to consumers’ awareness of the brand. Celestial
Seasonings is relying on to make its new product a success.
a. conceptual learning
b. experiential learning
c. repetition learning
d. stimulus generalization
e. stimulus discrimination
Answer:
Which type of survey research method involves interviewing people in the common
areas of shopping malls?
a. Telephone interviews
b. Panel surveys
c. Mall intercept interview
d. Centralized interviews
e. Interactive research
Answer:
Rising incomes mean a higher standard of living.
a. True
b. False
Answer:
Changing consumers’ perceptions of a brand in relation to competing brands is known
as:
a. positioning
b. repositioning
c. reintermediation
d. demarketing
e. reengineering
Answer:
TeamBuilds is a service organization that has corporate teams pay $7,500 for an all-day
team-building session with a management consultant while they work together on
renovating a Habitat for Humanity home. TeamBuilds’ ____ service is improved work
team relationships.
a. primary
b. core
c. niche
d. supplementary
e. foundation
Answer:
The two types of research are:
a. basic and applied.
b. primary and secondary.
c. profit and not-for-profit.
d. domestic and global.
e. basic and advanced.
Answer:
The American Marketing Association’s definition of marketing:
a. is limited to promotional activities
b. focuses on the value of empowerment, teamwork, and customer value
c. shows how marketing benefits the marketer
d. relies on the synergy created by exchange
e. includes creating, communicating, delivering, and exchanging offerings that have
value for customers, clients, partners, and society at large.
Answer:
The use of aggressive personal selling and trade advertising by a manufacturer to
convince a wholesaler or retailer to carry and sell particular merchandise is known as a
____strategy.
a. strong-arm
b. kinetic
c. pull
d. foot-in-the-door
e. push
Answer:
Heinz has announced that they plan to grow the company through an accelerated push
into emerging markets such as China, Indonesia, and India in the next ten years. This is
an example of:
a. tactical objectifying
b. contingency plan
c. strategic planning
d. marketing implementation
e. horizon planning
Answer:
Around election time every year, we see ads on television claiming that one candidate is
superior to another in terms of experience, capability, and/or ethics. Sometimes
opponents are named and even vilified in these ___ ads.
a. differential
b. cooperative
c. advocacy
d. comparative
e. image
Answer:
Retailers such as Dillard’s and Sears are responding to consumer needs by changing
product mixes, hours of operation, locations, and prices. These stores are changing
aspects of their:
a. merchandising groupings.
b. retailing mixes.
c. product offerings.
d. retail trade areas.
e. store positioning strategies.
Answer:
The many uses of OxiClean products are shown in a program-length television
commercial. This is a(n)____ form of advertising.
a. mega-mercial
b. ad expander
c. infomercial
d. prolonged ad
e. extended sales pitch
Answer:
The SWOT acronym refers to a firm’s analysis of its:
a. sales, width of product mix, observations, and technology
b. situations, wealth, organizational strengths, and target markets
c. strengths, weaknesses, opportunities, and threats
d. service levels, willingness to spend, organizational culture, and total revenues
e. strategies, willingness to change, objectives, and trends
Answer:
Which marketing management philosophy focuses on the question, “What do customers
want and need, and how can we benefit society?”
a. Internal
b. External
c. Sales
d. Societal marketing
e. Production
Answer:
When two or more items are used in combination to produce a final product, they are
said to have _____demand.
a. derived
b. inelastic
c. joint
d. fluctuating
e. elastic
Answer:
While talking to Mr. and Mrs. Knighton, the appliance salesperson described one of the
refrigerators as “a real money saver” and “a true bargain,” but he also kept looking
down at his feet and shuffling around. His nonverbal cues:
a. create subservient selling.
b. create differential disadvantages.
c. are part of how he communicated to the Knightons.
d. are a type of marketing mix feedback.
e. will not affect interpersonal communications.
Answer: