When Kimmy Summers had to communicate with other students to recruit volunteers at
their respective universities to help freshmen during campus move-in day, they chose to
use
A. letters from their colleges’ deans of students.
B. flyers slid under dorm-room doors.
C. phone solicitations.
D. ads in their campus newspapers.
E. social media.
Answer:
An Internet-enabled promotional strategy that encourages individuals to forward
marketer-initiated messages to others via e-mail, social networking, and blogs is
referred to as __________.
A. buzz marketing
B. customerization
C. viral marketing
D. liking
E. permission marketing
Answer:
Setting one price for all buyers of a product or service is referred to as __________.
A. customary pricing
B. a one-price policy
C. a dynamic pricing policy
D. standard markup pricing
E. uniform pricing
Answer:
Ideally, before a new product or service is developed, a firm should have a precise
protocol, which is a statement that identifies: (1) a well-defined target market; (2)
specific customers’ needs, wants, and preferences; and (3) __________.
A. what the product or service will be and do to satisfy consumers
B. a clear plan for distribution
C. clear financial goals and expectations
D. an analysis of potential competitors’ products or services
E. a precise budget of how much can be spent for the marketing program
Answer:
Which of the following is a strategy for a market leader (rather than a market
challenger) when marketing a low-involvement product?
A. use sales promotion such as free samples, coupons, and rebates to encourage trial of
their brand
B. link their brand attributes with high-involvement issues
C. use Internet search engines such as Google to assist buyers
D. use advertising messages that focus on getting the brand into a consumer’s
consideration set
E. use repetitive advertising messages that reinforce a consumer’s knowledge or assure
buyers they made the right choice
Answer:
__________ comprise the highest percentage of firms in industrial markets.
A. Manufacturing firms
B. Construction firms
C. Agricultural firms
D. Mining companies
E. Service companies
Answer:
Figure 2-3c
According to Figure 2-3c above, which of the following states has the highest number
of monthly website visits?
A. Illinois
B. Texas
C. California
D. Florida
E. Washington
Answer:
Russ Berry Company is a company that makes gifts and collectibles. When its
southeastern sales representative is driving through a community on her way to make a
sales call, she looks for small independent florists and gift shops. When she finds a
retailer whom she knows is not carrying Russ products, she stops and makes a sales
call. The company’s sales rep uses __________ to find its prospects.
A. stimulus-response selling
B. order taking
C. cold canvassing
D. formula selling
E. telemarketing
Answer:
As product adopters, innovators
A. have a fear of debt and use neighbors and friends as information sources.
B. are skeptical and have below average social status.
C. are deliberate and use many informal social contacts.
D. are leaders in social settings and have a slightly above average education.
E. are venturesome, highly educated, and use multiple information sources.
Answer:
Figure 14-4
Channel B in Figure 14-4 above represents which type of promotional channel strategy?
A. direct
B. indirect
C. push
D. pull
E. vertical
Answer:
Major American car manufacturers are offering buying incentives to newly graduated
college students who traditionally have little or no credit. Car manufacturers are using
which of the following market modification strategies?
A. finding new users
B. creating new use situations
C. increasing a product’s use by existing customers
D. modifying the product
E. reacting to competitors’ positions
Answer:
About __________ of all consumer conversations about brands happen over the phone.
A. 5 percent
B. 10 percent
C. 15 percent
D. 25 percent
E. 40 percent
Answer:
All of the following are roles that brand managers assume when using social media to
produce sales and profits for their offerings or brands EXCEPT:
A. defines the characteristics of the one or more market segments she wants to reach.
B. buys placement for an ad on a specific section on a social networking site.
C. composes title and copy for the social network ad.
D. decides on the images (photos and videos) used to promote the brand.
E. specifies the web address(es) to which its ad should link based on the brand’s social
media marketing goals.
Answer:
Crapola Granola Products Photo
The Crapola Granola products photo shown above best describes which of the
following?
A. a product item
B. a product line
C. a product mix
D. a product category
E. a brand line
Answer:
The ratio of __________ to price is referred to as value.
A. prestige value
B. perceived benefits
C. costs
D. perceived quality
E. profits
Answer:
When one channel member believes another channel member is engaged in behavior
that prevents it from achieving its goals, it is referred to as __________.
A. distributor dissension
B. marketing channel discord
C. partnership divergence
D. channel conflict
E. channel dissonance
Answer:
The organizational __________ answers the question, “What will we do?”
A. foundation
B. direction
C. culture
D. strategy
E. mission
Answer:
Which of the following statements about brand loyalty is most accurate?
A. Learning has little effect on brand loyalty because most habits are instinctual.
B. Brand loyalty increases the perceived risk associated with impulse purchases.
C. The incidence of brand loyalty is steadily rising in North America.
D. Brand loyalty results from the positive reinforcement of previous actions.
E. The best way to enhance brand loyalty is to brand all new products with the same
brand name.
Answer:
Loblaws, a Canadian supermarket, features fruits and vegetables piled high on tables
that have umbrellas. The idea behind this arrangement was to give Loblaws an open-air
market feel. In terms of the retailing mix, this tactic is related to __________.
A. pricing
B. marketing channel
C. communication
D. merchandise
E. location
Answer:
When microwave ovens were in the introduction stage of their product life cycle, some
consumers were willing to pay exorbitant prices for these innovative ovens. Taking
advantage of this strong consumer desire, marketers set the price for microwave ovens
at the highest initial price possible. Marketers of microwave ovens used a __________
pricing strategy.
A. skimming
B. penetration
C. prestige
D. price lining
E. bundle
Answer:
CPM Marketing Dashboard
According to the Marketing Dashboard above, the CPM for Bloomberg Businessweek
would be approximately
A. $35.
B. $121.
C. $132.
D. $165.
E. $209.
Answer:
Pop singer Rebecca Black used __________ to post her video “Friday,” which went
viral and earned her many fans. She now has her own channel on the same platform.
A. YouTube
B. Pinterest
C. Twitter
D. Facebook
E. LinkedIn
Answer:
Nordstrom Rack and the Gap Factory Store allow retailers to sell excess merchandise
and still maintain an image of offering merchandise at full price in their primary stores.
These are referred to as __________.
A. extreme value retailers
B. warehouse clubs
C. discount houses
D. outlet stores
E. community shopping centers
Answer:
All of the following are marketing mix strategies that Chobani has used to sell its
yogurt EXCEPT:
A. sponsor U.S. Olympic and Paralympic teams.
B. price the Chobani yogurt line below its major competitors (Yoplait and Dannon) to
increase sales and market share.
C. use Facebook, YouTube, and other social media to promote Chobani yogurt.
D. rely on word-of-mouth to reach new customers.
E. air a Super Bowl commercial featuring a “yogurt bear”.
Answer:
Franchising is one form of a(n) __________.
A. corporate vertical marketing system
B. horizontal marketing system
C. administered vertical marketing system
D. wholesaler-sponsored voluntary system
E. contractual vertical marketing system
Answer:
While reading the newspaper, Belinda noticed an advertisement containing a coupon
from Bayer that is redeemable only at Target stores. This ad is an example of
A. co-branding.
B. a finance allowance.
C. cooperative advertising.
D. a merchandise allowance.
E. specialty advertising.
Answer:
Based on the marketing program 3M developed for its Post-it Flag Highlighters and
Post-it Flag Pens, one can conclude that
A. the market segments for Post-it Flag Highlighters and Post-it Flag Pens are identical.
B. the market segments for Post-it Flag Highlighters and Post-it Flag Pens are not
realistic.
C. the Post-it Flag Highlighters and Post-it Flag Pens are priced unreasonably for the
target markets.
D. the prices for 3M’s Post-it Flag Highlighters and Post-it Flag Pens are set to
maximize 3M’s profits, not its distributors’ profits.
E. the promotion strategy is designed to increase awareness among potential users.
Answer:
Brand loyalty refers to
A. the group of brands that a consumer would consider acceptable from among all the
brands in the product class of which he or she is aware.
B. a favorable attitude toward and consistent purchase of a single brand over time.
C. a formalized agreement of a vendor to carry one brand over another because it views
the quality of that brand to be superior to all others.
D. the willingness of consumers to try a new brand in a brand line based upon their
satisfaction with other brands in the line.
E. the faith that other products manufactured by the same company with the same brand
name will be of the same quality.
Answer:
Bob’s best friend Mike turns 25 next week. Bob decided to purchase Mike a tablet
device/e-book reader as a present. Because Bob has purchased three personal computers
and other consumer electronic devices over the past five years, he scanned his memory
for various brand options. This is an example of what part of the consumer purchase
decision process?
A. recollection search
B. external search
C. evaluative criteria
D. antecedent states
E. internal search
Answer:
A market-product grid refers to
A. a visual representation of all products offered within a specific product class.
B. a framework used to compare the relative market share of one firm’s product
offerings to those of its competitors.
C. a technique that seeks opportunities by finding the optimum balance between
marketing efficiencies versus R&D-manufacturing efficiencies.
D. a framework used to relate the market segments of potential buyers to products
offered or potential marketing actions by an organization.
E. a technique that helps a firm search for growth opportunities from among current and
new markets as well as current and new products.
Answer: