The combined American Marketing Association’s 2004 and 2007 definitions of
marketing used in the textbook define marketing as
A. the activity for creating, communicating, delivering, and exchanging offerings solely
for the benefit of the organization’s stockholders.
B. the activity for creating, communicating, delivering, and exchanging offerings that
benefit its customers, the organization, its stakeholders, and society at large.
C. the activity for creating, communicating, delivering, and exchanging solely for the
benefit of the organization’s employees.
D. the activity for selling a product or service at the highest possible price.
E. the activities of advertising, promoting, and selling products to the greatest number
of profitable customers.
Answer:
With respect to price and availability, shopping products are likely to be
A. relatively inexpensive and widely available.
B. relatively inexpensive but very limited availability.
C. very expensive and available at a large number of selective outlets.
D. very expensive with very limited availability.
E. fairly expensive and available at a large number of selective outlets.
Answer:
According to the price equation, final price equals __________ minus incentives and
allowances plus extra fees.
A. salaries
B. list price
C. profits
D. trade-ins
E. taxes
Answer:
Lenox China Co. would like to get its annual Christmas ornament series into Macy’s
department stores. Macy’s has a buyer in New York City who makes decisions on its
giftware. Which promotional element would be most appropriate for Lenox to use to
reach the Macy’s buyer?
A. advertising
B. sales promotion
C. personal selling
D. public relations
E. advertising and public relations
Answer:
Traditional media (the sender) use one-way communication directly to the ultimate
consumer to advertise marketers’ products. These consumers are therefore referred to as
__________.
A. one-way consumers
B. passive receivers
C. active-receivers
D. traditional consumers
E. traditional receivers
Answer:
A marketing strategy is the means by which a marketing goal is to be achieved. The two
parts that usually characterize a marketing strategy are
A. specific organizational goals and objectives.
B. a detailed marketing plan and a marketing budget.
C. marketing strategies and marketing tactics.
D. a specified target market and a marketing program to reach it.
E. marketing metrics and marketing dashboards to track effectiveness.
Answer:
A third type of sales objective is __________, which is typically specific for each
salesperson and includes his or her product knowledge, customer service, and selling
and communication skills.
A. output-related
B. input-related
C. profit-related
D. expertise-related
E. behaviorally-related
Answer:
CDI/BDI Marketing Dashboard
If you were a marketing manager and were presented with the information in the
CDI/BDI Marketing Dashboard above, you would determine that the __________
segment has the most opportunity for increasing Hawaiian Punch sales.
A. households without children
B. households with children 13 to 18 years old
C. households with children 6 years old or under
D. households with children 7 to 12 years old
E. According to the BDI, all though some segments measure above a 100, there is still
great opportunity for growth in every segment
Answer:
Segmentation based on where prospective customers live or work is referred to as
A. zip code segmentation.
B. geographic segmentation.
C. regional segmentation.
D. MSA segmentation.
E. NAICS code segmentation.
Answer:
An even more imprecise term than distributor, __________ can mean the same as
retailer, wholesaler and more.
A. broker
B. buying committee
C. agent
D. dealer
E. supplier
Answer:
In the feedback loop, the impact the message has on the receiver’s knowledge, attitude,
or behaviors during the communications process is referred to as __________.
A. feedback
B. a field of experience
C. noise
D. a response
E. a hierarchy of effects
Answer:
Groups of a small number of people from different departments in an organization who
are mutually accountable to accomplish a task or a common set of performance goals
are referred to as
A. designated teams.
B. strategic business units.
C. cross-functional teams.
D. business committees.
E. venture squads.
Answer:
Wholesalers who take title to merchandise but sell only to buyers who call on them, pay
cash for merchandise, and furnish their own transportation for merchandise are referred
to as __________.
A. rack jobbers
B. truck jobbers
C. transport vendors
D. cash and carry wholesalers
E. drop shippers
Answer:
Pepsi-Cola made “freshness” an important product attribute when it stamped freshness
dates on its cans. Prior to doing so, few consumers considered freshness an issue for
soft drinks. Pepsi is trying to change consumers’ attitudes toward its soft drinks by
A. changing beliefs about the extent to which a brand has a specific attribute.
B. changing the perceived importance of a specific attribute.
C. adding a new attribute.
D. reducing perceived risk.
E. providing stimulus generalization.
Answer:
The customer experience management (CEM) process should
A. allow for spontaneity and not be too rigid or planned.
B. be unique to each individual customer’s experience.
C. stress the similarities in style, function, and form of their service relative to the top
competitors in the industry.
D. differentiate a service from other service offerings.
E. be performed by someone outside the firm to guarantee objectivity.
Answer:
The closing stage in the selling process involves obtaining a purchase commitment
from the prospect. This stage is the most important and the most difficult because the
salesperson must determine when the prospect is ready to buy. Telltale signals
indicating a readiness to buy include
A. body language, statements, and questions.
B. questions, financial negotiation, and counteroffers.
C. negotiations, questions, and requests for assurance.
D. eye contact, confirmatory phone calls, and requests for assurance.
E. questions, statements, and financial negotiations.
Answer:
Which of the following is most likely to be an example of an unsought product?
A. snow shovel
B. smartphone
C. gym membership
D. calculator
E. burial insurance
Answer:
The practice of replacing promotional allowances with lower manufacturer list prices is
referred to as
A. everyday low pricing.
B. uniform fair pricing.
C. trade-in allowances.
D. markdown pricing.
E. continuous value pricing.
Answer:
Persuading the consumer to buy the product rather than substitutes is the promotional
objective during which stage of the product life cycle?
A. introduction
B. growth
C. maturity
D. accelerated development
E. early growth
Answer:
A special kind of individual interview in which researchers ask lengthy, free-flowing
kinds of questions to probe for underlying ideas and feelings is called a(n)
A. focus group.
B. discovery interview.
C. probing interview.
D. guided interview.
E. depth interview.
Answer:
A road map for the marketing activities of an organization for a specified future time
period, such as one year or five years, is referred to as a __________.
A. business plan
B. marketing objective
C. marketing plan
D. marketing strategy
E. marketing program
Answer:
When the Egg Farmers of Canada implemented its “Get Cracking” advertising
campaign, the organization was trying to stimulate __________ demand.
A. secondary
B. selective
C. derived
D. generic
E. primary
Answer:
Marketers produce a customer experience through seven website design elements: (1)
context; (2) __________; (3) community; (4) customization; (5) communication; (6)
connection; and (7) commerce.
A. content
B. creativity
C. consistency
D. collaboration
E. control
Answer:
As marketing vice president of Health Care Services, Inc., you must test the hypothesis
that increasing the number of salespeople assigned to a territory will increase sales of
health care services in the territory. Which experiment will do this best?
A. Create an incentive program for your salesforce based upon individual performance.
Use increases in customer satisfaction as your dependent variable and increases in sales
performance as your independent variable.
B. Select three degrees of service health care (poor, good, average) as your independent
variable and measure customer responses for each grade using the same number of sales
representatives in each territory as your dependent variable.
C. Create an incentive program for your salesforce based upon individual performance.
Use increases in customer satisfaction as your independent variable and increases in
sales performance as your dependent variable.
D. Use a different number of salespeople in three different sales territories as your
independent variable and changes in sales of health care services as the dependent
variable.
E. Create an incentive program for your salesforce based upon team performance. Use
increases in customer satisfaction as your independent variable and increases in sales
performance for the team as your dependent variable.
Answer:
What are the three types of prospects?
A. leads, referrals, and buyers
B. leads, prospects, and qualified prospects
C. cold, warm, and hot
D. awareness, trial, and adoption
E. primary leads, secondary leads, and final leads
Answer:
Reebok Design Your Own Website Image
The Reebok Design Your Own website image above is an example of how the firm has
effectively used __________ technology to allow its customers to customize their
athletic shoes.
A. wiki
B. social media
C. choiceboard
D. cookie
E. collaborative filter
Answer:
CPM Marketing Dashboard
According to the CPM Marketing Dashboard above, the CPM for the Super Bowl
would be approximately
A. $35.
B. $121.
C. $132.
D. $165.
E. $209.
Answer:
A reminder ad
A. reinforces previous knowledge of a product.
B. assures current users they made the right choice.
C. promotes a specific brand’s features and benefits.
D. tells people what a product is, what it can do, and where it can be found.
E. shows one brand’s strengths relative to those of competitors.
Answer:
The American Red Cross provides disaster relief, among many other services. As a
nonprofit organization, its primary buying objective is to __________.
A. increase profits through reducing costs
B. increase profits through increasing donations
C. diversify its services mix to survive the continued economic downturn
D. meet the needs of the groups it serves
E. maintain profits through reducing costs and increasing donations
Answer:
Until 1996, U.S. carmakers sent very few right-hand-drive cars to Japan while German
car makers exported several models with the steering wheel on the right to
accommodate the way the Japanese drive their cars on the left side of the road.
American car manufacturers could blame their failure to a great degree on
A. an insignificant point of difference.
B. too little market attractiveness.
C. not satisfying customer needs on critical factors.
D. poor product quality.
E. incomplete market and product protocol.
Answer:
Brainstorming sessions at IDEO can generate as many as __________ ideas for
products in an hour.
A. 10
B. 25
C. 50
D. 100
E. 200
Answer:
Which of the following people would most likely be the best target market for tickets to
the home games of the Indianapolis Colts professional football team?
A. all people with an interest in professional football
B. all people in the Midwest who have an interest in sports
C. all men who played on a varsity football team in high school
D. all people in the Indianapolis and surrounding areas interested in football
E. all people in Indiana who watch football on TV
Answer:
A __________ is common in the soft drink industry where the manufacturer sells its
concentrate to wholesalers, who carbonate it, and market the finished product to
retailers.
A. service-sponsored franchise system
B. service-sponsored retail franchise system
C. manufacturer-sponsored wholesale franchise system
D. manufacturer-sponsored retail franchise system
E. administered vertical marketing system
Answer: