Book Title
Marketing 5th Edition

MKT 56235

February 5, 2017
The marketing goal of getting the "right quantities to the right locations, at the right
time" relates to
A. communicating the value proposition.
B. managing the supply chain.
C. performing service marketing.
D. capturing value.
E. managing price and performance.
Because there are many firms in monopolistic competition markets,
A. everyone is a price taker.
B. producers do not have to consider the reactions of rival firms.
C. government often encourages consolidation to reduce the number of competitors.
D. price controls may be implemented.
E. the many competitors will focus on product differentiation.
Some consumers make it a point to go shopping the day after Christmas to stock up on
discounted wrapping paper and bows for the following year. These consumers are
A. enjoying the benefits of size discounts.
B. taking advantage of everyday low pricing strategies.
C. avoiding bait and switch strategies.
D. taking advantage of zone pricing discounts.
E. taking advantage of seasonal discounts.
The first "latchkey" children belong to which generational cohort?
A. Baby Boomers
B. Generation W
C. Generation X
D. Generation Y
E. Generation Z
A ____________ advertising schedule uses a base level of advertising during some
periods followed by periods of increased advertising.
A. continuous
B. flighting
C. pulsing
D. penetrating
E. purposeful
Because many consumers choose stores based on proximity to their workplaces or
homes, great locations are
A. difficult to define.
B. more important than great products.
C. always situated near supply chain members.
D. a competitive advantage that few rivals can duplicate.
E. almost always locations next to big-box discounters.
A meat-packing company discovers that six months ago it unknowingly distributed
meat from a cloned cow. The firm is unaware of any specific risks to humans
consuming the meat; however, some scientists have raised questions, and some
consumers are afraid of possible future problems. The meat company has to decide
whether or not to make this matter public. How should it begin the process of making
an ethical decision?
A. Brainstorm the available alternatives.
B. Ask its managers to vote for or against public disclosure.
C. Let the board of directors decide what to do.
D. Identify the issues raised by the situation.
E. Find out who purchased the meat, and offer them refunds in return for their silence.
When conducting a SWOT analysis, in what phase of the strategic marketing process is
an organization presently engaged?
A. planning
B. implementation
C. control
D. segmentation
E. metrics
Firms are willing to offer generous rebates because
A. the retailer and manufacturer always split the cost.
B. rebates increase sales, but firms may not have to pay off all the rebates offered.
C. they are easier for the consumer to use than are coupons.
D. rebates are the only type of sales promotion proven to impact sales.
E. they tend to generate repeat customers.
Laura has a nearly new economy car, but she wants a Ford Mustang because she thinks
it would be exciting to own one. If she decides to purchase a sports car such as the
Mustang, she will be primarily fulfilling a __________ need.
A. functional
B. postpurchase
C. safety
D. psychological
E. functional and psychological
In the case of Band-Aid adhesive bandages, the brand name has
A. successfully employed private-label branding.
B. distinctive brand substitutability.
C. grown through private-label branding.
D. become synonymous with the product itself.
E. avoided brand extensions.
One of the reasons marketers use loyalty segmentation is
A. the high cost of finding new customers.
B. government tax incentives.
C. accounting difficulties associated with identifying new customers.
D. rapid population increases.
E. the failure of micromarketing as a workable strategy.
For many years, General Electric had a corporate strategy of being among the top three
firms in any market in which it operated; if it could not achieve a top-three position, it
would exit the market. This strategy often resulted in the company __________ when
certain product lines failed to meet this expectation.
A. increasing product line depth
B. decreasing product line depth
C. decreasing product mix breadth
D. increasing product mix breadth
E. introducing brand extensions
_______ channels are used to reach a broad audience; _______ channels are used to
reach a narrower segment of consumers.
A. Niche media; mass media
B. Media mix; media buy
C. Media buy; media mix
D. Mass media; niche media
E. Promotion; institutional
By the time BMW got into the mini-SUV market, sales had leveled off and were even
starting to decline. BMW had to target its marketing efforts toward the __________
diffusion of innovation group.
A. innovator
B. laggard
C. late majority
D. early majority
E. early adopter
Along the service-product continuum, which of the following would be considered the
most product dominant?
A. grocery store
B. auto repair shop
C. doctor's office
D. cell phone service provider
E. restaurant
Retailers' coupons, rebates, and online discounts are types of
A. in-store promotions.
B. specialty product displays.
C. pricing promotions.
D. off-price wholesaling.
E. mass media advertising.
Today, __________ dominate supply chains.
A. large retailers
B. manufacturers
C. government agencies
D. wholesalers
E. distributors
Brands can be owned by
A. manufacturers only.
B. any firm in the supply chain.
C. retailers only.
D. wholesalers and retailers only.
E. private-label generic retailers only.
Which of the following segmentation methods is being used when M&M's offers
special wedding-themed packaging for customized M&M's (imprinted with the names
of the bride and groom)?
A. occasion segmentation
B. geographic segmentation
C. lifestyle segmentation
D. benefit segmentation
E. loyalty segmentation
The individual elements of an IMC strategy can be viewed on two axes: __________
(from the consumer's perspective) and ________.
A. passive and interactive; tangible and intangible
B. mobile marketing and direct marketing; tangible and intangible
C. offline and online; low cost and high cost
D. passive and interactive; offline and online
E. static and changing; offline and online
When Dr. Horton checked in at the Ritz-Carlton, it was 3 a.m. He had been traveling for
over 12 hours and was exhausted. His suit, which he needed for a speech that morning,
looked like he had slept in it. Karen, the night clerk, offered to find a 24-hour dry
cleaner and have the suit cleaned while Dr. Horton got a few hours of sleep. Karen's
actions are an example of
A. the variability associated with service quality performance.
B. empowerment of employees to meet customers' needs.
C. procedural fairness.
D. specific service standards.
E. public relations to increase puffery.
Fernando was thrilled to find out that his company had just decided to invest a great
deal of money in the product he was managing. He knows that even with its recent high
rate of growth and the fact that it dominates its market, he would need more money to
establish it firmly. Using the BCG portfolio analysis, his product would be classified as
A. star.
B. cash cow.
C. question mark.
D. dog.
E. anchor.
_______ products are products whose demands are positively related and as such, they
rise or fall together.
A. Substitute
B. Premium
C. Elastic
D. Inelastic
E. Complementary
Natalie operates on a pretty tight budget. She is a price-conscious shopper and usually
buys store or generic brands to save money. Recently, however, Natalie was given a
pretty substantial raise. As such, she has altered her shopping patterns and now
regularly buys more expensive, name-brand goods. This is an example of
A. the substitution effect.
B. the price inelasticity coefficient.
C. the income effect.
D. the target return effect.
E. cross-price elasticity.
Before deciding on a new promotional campaign, Jeffrey's Muffins looked at its
customers' buying patterns over a 15-year period as determined by their use of a loyalty
card. What method did Jeffrey's use to make sense of the data that were available?
A. biometrics
B. neuromarketing
C. data mining
D. data warehousing
E. panel data
The three components of an attitude are
A. cognitive, affective, and behavioral.
B. connected, applicable, and bearable.
C. confident, achievable, and believable.
D. consistent, affordable, and particular.
E. controlled, uncontrolled, and visible.
In services marketing, the saying "where the rubber meets the road" refers to whether or
not a(n) __________ gap exists.
A. knowledge
B. quality
C. delivery
D. standards
E. empowerment
In 2007, Apple Computer introduced its new iPhone, adding a cellular telephone, a
camera, and Internet access to its iPod. The company was pursuing a(n) __________
A. market development
B. market penetration
C. operational excellence
D. customer excellence
E. product development
Companies that specialize in sentiment analysis are least likely to look at __________
for data.
A. personal blogs
B. Facebook
C. Twitter
D. YouTube
E. online reviews
________ power is based on getting a channel member to behave in a certain way
because of a contractual agreement.
A. Coercive
B. Reward
C. Referent
D. Expertise
E. Legitimate
Which of the following represents the best reason a manufacturer of high-end products
might consider selling products in a warehouse club?
A. There are no high-end shopping centers within a 100-mile radius of the warehouse
B. The warehouse club has a good reputation.
C. The manufacturer is trying to increase market share.
D. The manufacturer overestimated demand or has a great deal of returned merchandise
from other retailers.
E. The warehouse club wants to upgrade its image.
Which country has embraced market-oriented economic development in spite of
maintaining communist political ideals?
A. Brazil
B. Russia
C. Iran
D. China
E. Afghanistan
Which of the following is the least likely common emotional appeal for advertisers?
A. fear
B. anger
C. humor
D. love
E. nostalgia