Differentiation positioning requires a product to
A. emphasize unique product attributes to compete directly with competitors.
B. compete directly with competitors on similar product attributes in the same target
market.
C. compete with competitors on similar product attributes but in a different market.
D. seek a less-competitive, smaller market niche in which to locate a brand.
E. develop marketing actions to move a product or brand to an ideal position.
Answer:
At which stage in the personal selling process would a salesperson ask the customer
whether he or she is satisfied with the product?
A. assumptive close
B. final close
C. urgency close
D. follow-up
E. postpurchase evaluation
Answer:
Wholesalers who handle a limited assortment of fast-moving or perishable items that
are sold for cash directly from trucks in their original packages are referred to as
__________.
A. rack jobbers
B. drop shippers
C. truck jobbers
D. cash and carry wholesalers
E. manufacturer’s representatives
Answer:
Social networks can be classified based on (1) __________ and (2) __________.
A. web browsers; apps
B. user generated content (UGC); marketer-generated content (MGC)
C. blogs; wikis
D. textual; visual
E. media richness; self-disclosure
Answer:
Bombardier is the leading marketer of corporate jets. Its brand name is well known and
respected in the corporate jet market. The aircraft company relies on outside suppliers
for design support and to share development costs and market risks, but Bombardier is
considered the leader in determining design and marketing of its planes. For its newest
plane, Bombardier has about 30 prime suppliers, with about 10 of those having been
involved since the initial design phase. Bombardier is an example of a __________.
A. product champion
B. channel general
C. channel director
D. channel coordinator
E. channel captain
Answer:
The College Board reports that since 2000, college tuition and fees have increased by
146 percent whereas family incomes have risen less than 19 percent. This is an example
of a(n) __________ condition.
A. deflationary
B. recessionary
C. repressive
D. inflationary
E. depressive
Answer:
The four utilities offered to consumers through retailing are
A. convenience, performance, possession, and form.
B. time, place, possession, and form.
C. product, price, place, and promotion.
D. people, productivity, process, and physical environment.
E. convenience, consistency, competition, and choice.
Answer:
Harley Davidson’s __________ is based on masculinity, defiance, and rugged
individualism.
A. symbolic brand
B. brand personality
C. brand psychographics
D. brand personification
E. product personification
Answer:
Figure 14-1
Figure 14-1 above depicts the communication process, which consists of ten key
elements (Boxes A through J). The position labeled B is referred to as __________.
A. the source
B. the message
C. the receiver
D. encoding
E. feedback
Answer:
Figure 9-5
Figure 9-5 above represents the seven stages of the new-product development process.
Stage 4 is the __________ stage.
A. idea generation
B. screening and evaluation
C. business analysis
D. new-product strategy development
E. market testing
Answer:
A disadvantage of a joint venture arrangement when entering a new global market is
that
A. intermediaries have the potential to harm the brand.
B. the firm entering the foreign market must pay royalties to the other firm.
C. one of the companies forgoes control over its product.
D. the two companies may disagree about policies.
E. this method is likely to provide the fewest subsidies from the host country’s
government.
Answer:
A __________ is an individual that wants a product, can afford to buy it, and is the
decision maker.
A. qualified prospect
B. customer
C. lead
D. prospect
E. gatekeeper
Answer:
When Home Depot entered the Quebec market in Canada, two percent of people were
aware of the retail chain. To determine advertising effectiveness during the first 18
months in Quebec, awareness research was done a second time. For this research, it was
decided that if at least 50 percent of a 600-person sample of the population were aware
of the Home Depot brand, it would continue its present advertising program. This is an
example of a(n)
A. objective.
B. constraint.
C. assumption.
D. measure of success.
E. barrier to entry.
Answer:
An attitude refers to
A. a person’s consistent behaviors or responses to recurring situations.
B. the process by which an individual selects, organizes, and interprets information to
create a meaningful picture of the world.
C. a consumer’s subjective perception of how a product or brand performs on different
attributes based on personal experience, advertising, and discussions with other people.
D. the feelings one has about the preferable modes of conduct that tend to persist over
time.
E. a learned predisposition to respond to an object or class of objects in a consistently
favorable or unfavorable way.
Answer:
Airbus manufactures commercial aircraft that it sells to a variety of airlines worldwide.
Still, demand for its products often depends on rates of air travel among consumers.
Demand for Airbus products is referred to as __________ demand.
A. unitized
B. reseller
C. applied
D. implied
E. derived
Answer:
Which social network has found a niche in helping small business networks reach
potential customers, as well as filling its traditional role of connecting job seekers and
jobs?
A. Twitter.
B. Pinterest.
C. YouTube.
D. Facebook.
E. LinkedIn.
Answer:
Toyota had some difficulty recovering from a recall crisis several years ago when it was
forced to recall about 6 million vehicles due to variety of problems, most notably one
with the accelerator pedal. To “polish” its brand, it implemented stricter __________
goals to improve the safety and reliability of its vehicles.
A. profit
B. sales revenue
C. customer satisfaction
D. quality
E. employee welfare
Answer:
Gatorade Thirst Quencher displays the letter G front and center along with the brand’s
iconic bolt. According to the company, “G represents the heart, hustle, and soul of
athleticism and will become a badge of pride for anyone who sweats, no matter where
they’re active.” This is an example of __________ benefits of its packaging.
A. perceptual
B. functional
C. communications
D. physical
E. tangible
Answer:
There are five common approaches to posttests: aided recall, __________, attitude tests,
inquiry tests, and sales tests.
A. exposure tests
B. performance tests
C. unaided recall
D. jury tests
E. comparison tests
Answer:
Figure 9-4
According to Figure 9-4 above, column C represents a
A. continuous innovation.
B. discontinuous innovation.
C. dynamically continuous innovation.
D. spontaneous innovation.
E. simultaneous innovation.
Answer:
A national car rental firm targets 50 percent of its advertising to salespeople who rent a
car over 40 weeks per year. The company is using __________ segmentation.
A. geographic
B. demographic
C. loyalty
D. psychographic
E. behavioral
Answer:
Setting a high price so that quality- or status-conscious consumers will be attracted to
the product and buy it is referred to as
A. skimming pricing.
B. status pricing.
C. price lining.
D. value pricing.
E. prestige pricing.
Answer:
Callaway Golf markets its products through on- and off-course golf retailers and
sporting goods retailers, and also has its own online store, which makes it a full-fledged
A. cross channel marketer.
B. multichannel marketer.
C. industrial marketer.
D. direct marketer.
E. remarketer.
Answer:
Gillette spent $200 million in advertising to introduce the Fusion razor to male shavers.
Such expenditures are often made to stimulate primary demand, or desire for the
product __________, rather than for a specific brand, when there are few competitors
with the same product.
A. class
B. form
C. item
D. mix
E. concept
Answer:
Communications that take the form of electronic junk mail or unsolicited e-mail are
referred to as
A. trash mail.
B. phishing.
C. virus marketing.
D. spam.
E. viral marketing.
Answer:
The office of SFX Entertainment, a talent promoter, needs a new fax machine that will
print at three seconds a page (instead of five seconds per page like the one it is using
now) and has both local and network printing capabilities. The purchase of a
replacement fax machine would be an example of a
A. new buy.
B. straight rebuy.
C. make-buy.
D. modified rebuy.
E. standard reorder.
Answer:
The population explosion has occurred
A. primarily in the developing countries of Latin America, Asia, and Africa.
B. evenly throughout the world.
C. primarily in the United States due to high birth rates and immigration.
D. primarily in the countries of the European Union due to high birth rates and
immigration.
E. primarily in developed countries due to better economic, infrastructure, and
healthcare conditions.
Answer:
Errors in communication can occur in several ways: (1) the source may not adequately
transform the abstract idea into an effective set of symbols; (2) a properly encoded
message may be sent through the wrong channel and never make it to the receiver; (3)
the receiver may not properly transform the set of symbols into the correct abstract
idea; or (4) __________.
A. the communications channel is not properly developed
B. there is no interest on the part of the receiver
C. feedback may be so delayed or distorted that it is of no use to the sender
D. the message is considered too ordinary because there is too much field of experience
E. the encoder is inexperienced, resulting in too much noise
Answer:
When evaluations show that actual performance differs from expectations, firms
typically attempt to
A. decide if the time horizon should be increased or decreased.
B. perform a SWOT analysis with their major competitor as the principal focus.
C. use statistical linear trend analysis to interpret the results.
D. exploit a positive deviation or correct a negative deviation.
E. adopt a market-product grid to analyze the sales results.
Answer:
For services, business analysis must consider __________, which finds ways to match
the availability of the service to when it is needed.
A. capacity management
B. customer experience management
C. derived demand
D. internal marketing
E. the seven I’s of services GDP
Answer:
Trade discounts are offered to resellers in the marketing channel on the basis of the
marketing activities they are expected to perform in the future and
A. the frequency of the order.
B. where they are in the channel.
C. when orders are placed during the year.
D. the length of the relationship with the manufacturer.
E. the size of the order.
Answer:
HomeWorRx Referral Network profiles home service companies for homeowners
looking for a contractor or handyman. To ensure that companies they recommend are
reliable, HomeWorRx checks the business licenses, insurance coverages, Better
Business Bureau records, and three trade references. The recommended home service
company also has to agree to a(n) __________, which includes maintaining
professionalism and guaranteeing the quality of its work.
A. statement of cultural values
B. statement of values and beliefs
C. industry endorsement
D. code of ethics
E. contract due diligence
Answer:
The actions a person takes in purchasing and using products and services, including the
mental and social processes that come before and after these actions, are referred to as
A. purchase intentions.
B. market research.
C. consumer behavior.
D. consumer conduct.
E. purchase protocols.
Answer:
Prices in vending machines tend to be higher because
A. machines are placed in low demand/traffic areas.
B. maintenance, operating, and leasing costs are high.
C. only small unit volume items are sold.
D. customary pricing requires certain coin and currency amounts regardless of the
normal retailer markup.
E. few people buy from vending machines.
Answer:
Figure 7-2B
Figure 7-2B above shows that secondary data may be divided into two related parts. If
B represents data collected from the U.S. Census Bureau, trade association studies,
business periodicals, etc., which type of data is B?
A. questionnaire data
B. mined data
C. internal secondary data
D. external secondary data
E. observational data
Answer: