All of the following are time periods that the U.S. economy experienced a period of
recession EXCEPT:
A. 1973-1975.
B. 1981-1982.
C. 1990-1991.
D. 2007-2009.
E. 2010-2013.
Answer:
The name of a person who may be a possible customer is referred to as a(n)
__________.
A. A-lister
B. cold call
C. lead
D. prospect
E. qualified prospect
Answer:
Figure 12-2
Intermediaries perform three basic functions. According to Figure 12-2 above, C
represents a(n) __________.
A. transactional function
B. facilitating function
C. middleman function
D. logistical function
E. operational function
Answer:
A website’s aesthetic appeal and functional look and feel reflected in site layout and
visual design is referred to as __________.
A. customization
B. content
C. context
D. connection
E. conductivity
Answer:
Figure 17-2
The sales process at Xerox typically follows the six stages of the personal selling
process. During the first stage, Xerox identifies potential clients through __________.
A. responses to advertising, referrals, and telephone calls
B. sending their salesforce to visit competitors’ customers
C. sending their salesforce to visit former customers to win them back
D. an agreement with local repair shops that supply customer information in exchange
for the right to carry Xerox products in their stores
E. selling printer paper with the Xerox watermark to create brand awareness
Answer:
In an e-marketplace, an online auction in which a buyer communicates a need for a
product or service and would-be suppliers are invited to bid in competition with each
other is referred to as a
A. vertical auction.
B. reverse auction.
C. horizontal auction.
D. traditional auction.
E. reciprocal auction.
Answer:
At a Hallmark store you can find several lines of greeting cards, including Fresh Ink,
Nature’s Sketchbook, Shoebox, Maxine, Mahogany, and Tree of Life cards – all made
by Hallmark for sale in its stores and intended to appeal to different target markets. The
Mahogany line is designed to appeal to African-Americans. This is an example of
__________ segmentation.
A. regional
B. lifestyle
C. demographic
D. geographic
E. psychographic
Answer:
Marketing teams must be vigilant in looking for ways to improve the analysis and
results in order to learn lessons that might apply to future marketing research efforts.
Evaluating the results of marketing research involves
A. asking prospective customers if they are likely to buy the product during some future
time period.
B. requesting the firm’s salespeople to forecast sales during a coming period.
C. determining if the marketing research and analysis used to develop the
recommendations was effective.
D. collecting projections from all regional sales managers and making projections based
on a region to region basis.
E. collecting data from marketing experts about changes in the environment.
Answer:
Which form of entry into a foreign market requires the greatest commitment?
A. direct exporting
B. direct investment
C. joint venture
D. licensing
E. indirect exporting
Answer:
With a __________, a salesperson is paid a specified salary plus a commission on sales
or profits generated.
A. sales response compensation plan
B. combination compensation plan
C. straight sales compensation plan
D. straight commission compensation plan
E. market share compensation plan
Answer:
How would consumers who purchased a new and innovative Nike LeBron X basketball
shoe for $315 try to reduce any cognitive dissonance they feel?
A. limit their information search to an internal one
B. minimize problem solving involvement
C. read ads for the new basketball shoe even after the purchase has been made
D. conceal the product purchase from others
E. If the shoe is comfortable and gives the requisite support, there will be no cognitive
dissonance.
Answer:
People who tried a product, were satisfied, and bought it again are called __________
purchasers.
A. replicate
B. dedicated
C. recurring
D. loyal
E. repeat
Answer:
According to the textbook, __________ has developed virtual dressing rooms that use
3D technology.
A. Macy’s
B. Neiman Marcus
C. Bloomingdale’s
D. JC Penney
E. The Gap
Answer:
The number one consumer complaint about bananas is how soon they start getting
brown spots. Dole most likely set a(n) __________ goal when it recently began adding
stickers to bananas to promote the use of overripe bananas in the Yonanas machine
(Dole owns 30% of the firm) to make a creamy, guilt-free dessert.
A. profit
B. market share
C. employee welfare
D. customer satisfaction
E. social responsibility
Answer:
Harry Potter books Photo
In the United States, the Harry Potter series of books were often at the top of The New
York Times fiction bestseller list. These books have been marketed by turns to preteen,
teen, and adult readers around the world with creative marketing, including different
book covers. Scholastic Press, the publisher of the Harry Potter books in the U.S., is
using which of the following segmentation strategies?
A. multiple products with one segment
B. one product with one channel of distribution
C. one product with multiple market segments
D. one product with changes based on customer behavior
E. multiple products with multiple segments
Answer:
Figure 10-3
The product life cycle shown in C in Figure 10-3 above is an example of a __________
product.
A. high-learning
B. fashion
C. low-learning
D. fad
E. generalized
Answer:
All of the following are buyer requirements for choosing a marketing channel
EXCEPT:
A. pre- or postsale services.
B. convenience.
C. variety.
D. profitability.
E. information.
Answer:
GI Designs, a copper furniture manufacturer, increased the price on its copper tabletops
by 20 percent for three months to see what the effect would be on its sales. The change
in sales is the __________ in this three-month experiment.
A. constraint
B. dependent variable
C. decision task
D. control
E. independent variable
Answer:
The two major aspects of the evaluation phase of the strategic marketing process are
A. segmenting the market and selecting target markets.
B. establishing a business mission and designing measurable goals and objectives.
C. designing the marketing mix and setting the budget.
D. comparing the results of the marketing program with the goals in the written plans to
identify deviations and then to act on them.
E. executing the marketing plan and designing the marketing organization.
Answer:
When you redeem a 50-cents-off coupon for Crest toothpaste at your local supermarket,
you are being influenced primarily by which promotional element?
A. advertising
B. sales promotion
C. public relations
D. publicity
E. personal selling
Answer:
A process that automatically groups people with similar buying intentions, preferences,
and behaviors and then predicts future purchases is referred to as __________.
A. a choiceboard
B. collaborative filtering
C. connectivity
D. interactive marketing
E. personalization
Answer:
Pricing objectives refer to
A. reconciling the prices charged by an organization to the values set forth in its
business mission.
B. taking specific steps to capitalize on an organization’s internal strengths as they
apply to price.
C. specifying the role of price in an organization’s marketing and strategic plans.
D. taking specific steps to compensate for an organization’s weaknesses as they apply to
price.
E. subjectively setting intrinsic values to all products and services offered by an
organization.
Answer:
An action item list refers to an aid to implement a marketing plan that consists of four
columns: (1) the task; (2) the person responsible for completing that task; (3)
__________; and (4) what is to be delivered.
A. the budget
B. the points of difference
C. the promotional message
D. the date to finish the task
E. the product or service
Answer:
Among business products, support products that include tools and office equipment are
referred to as
A. installations.
B. supplies.
C. raw materials.
D. accessory equipment.
E. components.
Answer:
Figure 1-1
In Figure 1-1 above, D represents an organization’s relationships with
A. other organizations.
B. suppliers.
C. shareholders.
D. customers.
E. other departments.
Answer:
Customer value can assume numerous forms. For Pez Candy, Inc., customer value
manifests itself in the form of __________.
A. an upbeat jingle
B. character candy dispensers
C. a stylish logotype
D. sour taste
E. sugar coating
Answer:
A Frito-Lay salesperson who is taking inventory of available Doritos and Tostitos
products at a supermarket would be considered a(n) __________.
A. inside order taker
B. interactive order taker
C. outside order taker
D. inventory clerk
E. outside order getter
Answer:
One of the most common measures in advertising is cost per thousand impressions
(CPM). The CPM is calculated as follows:
A. CPM = (Advertising cost ($) Audience size) 100.
B. CPM = (Total revenue ($) Audience size) 1,000.
C. CPM = (Total profit ($) Audience size) 100.
D. CPM = (Advertising cost ($) Audience size) 1,000.
E. CPM = (Total revenue ($) Audience size) 1,000,000.
Answer:
Selling on consignment to retailers, which means they retain the title to the products
displayed and bill retailers only for the merchandise sold, is characteristic of which
limited-service wholesaler?
A. truck jobbers
B. transport vendors
C. rack jobbers
D. cash and carry wholesalers
E. drop shippers
Answer:
A source refers to
A. any paid form of advertising.
B. consumers who read, hear, or see the message during the communications process.
C. a company or person who has information to convey during the communications
process.
D. people with similar understanding and knowledge who are willing to share that
knowledge with others.
E. a group of individuals who are willing to receive information from others.
Answer: