According to the text, 14 cable companies agreed to provide low-cost Internet access to
impoverished families for all of the following reasons except
A. calls for greater social responsibility.
B. increased income from a larger number of subscribers.
C. increased access to faster broadband capabilities.
D. the economic status of consumers.
E. pressures from the Federal Communications Commission.
Answer:
Bob Roberts founded Robertico, an equipment leasing company, three decades ago.
Although he is now in his seventies, he still has a “hands on” management style. His
employees have learned that there isn’t much point in making purchase
recommendations for new equipment, because Bob is going to choose whatever he
thinks is best regardless of their views. Robertico has a(n) __________ buying center
culture.
A. autocratic
B. democratic
C. consultative
D. consensus
E. bureaucratic
Answer:
Serena studies her customer profiles, market research data, complaints, and other
information, attempting to better understand what her customers want. Serena most
likely operates in the __________ era of marketing.
A. production-oriented
B. sales-oriented
C. market-oriented
D. value-based marketing
E. retailing-oriented
Answer:
Raycom Construction needs heavy-duty equipment to install a new pipeline in northern
Alaska. After a vendor is chosen, Reginald will handle the paperwork and send out the
purchase order. Reginald plays the role of __________ in the buying center.
A. buyer
B. initiator
C. influencer
D. user
E. gatekeeper
Answer:
Christie has just started with a travel agency, and she has been offering clients and
prospective clients a range of packaged tours. She is concerned because the commission
she is earning on her sales is lower than she had hoped. Her colleague Peter, who has
been with the agency for several years, is having a great deal of success by working
closely with the clients, seeking their ideas, and building customized tour packages for
each one based on their suggestions. Peter’s approach is based on
A. transaction-oriented marketing.
B. premium pricing.
C. his seniority at the firm.
D. special incentives from tour operators.
E. value cocreation.
Answer:
The most important activity in recruiting salespeople is determining what the
salesperson will be doing and
A. what personal traits and abilities a salesperson should have to do the job well.
B. when they are available to start work.
C. whether to pay them on a commission basis, or a salary plus commission.
D. how long they are likely to stay.
E. their previous level of experience.
Answer:
A __________ is often used to illustrate the position of a firm’s products or brands in
consumers’ minds.
A. mass marketing analysis
B. psychographic profile
C. perceptual map
D. loyalty timeline
E. PRIZM analysis
Answer:
After a firm has identified the various stakeholders and their issues and gathered
available data related to an ethical decision-making situation, all parties relevant to the
decision should
A. engage in legal discourse.
B. vote, with the majority deciding the best course of action.
C. re-identify the issues.
D. choose a course of action.
E. brainstorm for alternatives.
Answer:
Which statement about the changing ethnicity in the United States is true?
A. Minorities now represent almost half of the population in the United States.
B. In spite of increases in the Hispanic population, Hispanic buying power is expected
to maintain its current level.
C. Hispanics differ vastly from other groups in America in terms of consumer behavior.
D. African American U.S. households are more affluent than previous studies
suggested.
E. Asian Americans are the slowest-growing minority population.
Answer:
Which of the following is not one of the federal agencies that regulate advertising
activities?
A. FDA
B. FCC
C. FTC
D. FRS
E. USPS
Answer:
Karlie likes to post pictures of fancy cupcakes and cookies on Pinterest. She also posts
pictures of fun kitchen equipment in sherbet colors and looks for baking ideas and
equipment. What type of social media site is Karlie using?
A. microblogging
B. media sharing
C. thought sharing
D. social networking
E. social bookmarking
Answer:
A __________ gap is the difference between the firm’s service standards and the service
it provides to customers.
A. seniority
B. knowledge
C. standards
D. delivery
E. communication
Answer:
If a 1 percent decrease in price results in less than a 1 percent increase in the quantity
demanded, demand is
A. cross-price elastic.
B. price inelastic.
C. price elastic.
D. status quo elastic.
E. derived demand inelastic.
Answer:
One of the most fundamental activities of retailers is to provide __________, satisfying
the needs of their target markets.
A. wholesaling opportunities
B. persuasive advertising
C. the right mix of merchandise and services
D. corrective price controls
E. category killing profitability
Answer:
Greg is planning an advertising campaign to promote his kayak tour company. The
success of his ad campaign depends on
A. the quality of his kayaks.
B. how much money he spends.
C. how well he can identify his target audience.
D. how much consumers like him.
E. whether he can gain commitments from manufacturers for complementary products.
Answer:
In recent years, cellular (mobile) service providers have worked hard to eliminate “dead
zones,” providing customers with service wherever they travel. By working to make the
network available in more locations, cellular service companies are focusing on
__________ value creation.
A. product
B. price
C. promotion
D. place
E. financial
Answer:
In mid-2010, Hewlett-Packard Company (HP) acquired Palm Computing Inc., a
manufacturer of personal devices and smartphones. Before deciding to acquire the
company, strategic planners at HP spent time thinking about how Palm and HP would
“fit” together, and how the acquisition might change HP’s core goals and objectives.
The strategic planners were engaged in the ____________ step of the marketing
planning process.
A. perform situation analysis
B. implement marketing mix and allocate resources
C. identify and evaluate opportunities
D. evaluate performance
E. define the business mission
Answer:
“Now availablethe latest fall fashions” is an example of a(n) __________ advertising
message.
A. persuasive
B. reminder
C. socially responsible
D. informative
E. institutional
Answer:
To develop psychographic segments, the marketer must understand consumers’
A. age, income, and education.
B. gender, race, and religion.
C. disposable personal income, benefit perceptions, and alternative egos.
D. self-values, self-concept, and lifestyles.
E. buying patterns and behaviors.
Answer:
When a firm sets its pricing strategy based on how it can add value to its products or
services it has embraced a(n) _______ orientation to pricing.
A. industry
B. sales
C. competitor
D. production
E. customer
Answer:
In BCG portfolio analysis, products in low-growth markets that have received heavy
investment and now have excess funds available to support other products are called
A. stars.
B. cash cows.
C. question marks.
D. dogs.
E. anchors.
Answer:
A relational orientation is based on the philosophy that buyers and sellers develop
A. a complete understanding of one another’s needs.
B. a long-term relationship.
C. a price-value comparison matrix.
D. supply chain synergy.
E. a marketing value transaction focus.
Answer:
If you were a marketer for a clothing manufacturer and you wanted to improve
revenues from irregulars, production overruns, and returns, you would be attracted to
using
A. department stores.
B. specialty stores.
C. category specialists.
D. off-price retailers.
E. supercenters.
Answer:
Managers of Wendy’s fast-food restaurants keep track of prices at competitors such as
McDonald’s, Burger King, and Arby’s, knowing that a decrease in the prices at these
other fast-food restaurants will
A. increase the income effect for Wendy’s products.
B. increase demand for Wendy’s products.
C. decrease the income effect for Wendy’s products.
D. increase the complementary effect for Wendy’s products.
E. decrease demand for Wendy’s products.
Answer:
When conducting marketing research, researchers assess the value of a project through
benefit-cost analysis, which weighs
A. the benefits of answering questions against the cost of the research.
B. the benefit of qualitative research against the cost of quantitative research.
C. the benefit of primary data research against the cost of secondary data research.
D. the benefit of a data warehouse against the cost of syndicated data.
E. the benefit of internal secondary data against the cost of external secondary data.
Answer:
Natalie represents a manufacturer who makes unique, high-end hats. When making a
recommendation about potential retail partners, what should be Natalie’s first
consideration?
A. What is the appropriate advertising strategy?
B. When will customers want this product?
C. What prices will customers be willing to pay?
D. What assortment of products will customers want?
E. How likely is it for certain retailers to carry this product?
Answer:
Bill desperately needed tires for his car, and he found an ad with an incredibly low
price. When he got there, he found out that those had supposedly been sold out, and he
was pressured into buying tires that were more expensive than he wanted. Bill found
out later that Marcelo had the same experience at the store a few weeks earlier. It’s quite
possible that both Bill and Marcelo had become the victim of a deceptive pricing tactic
known as
A. loss leader pricing.
B. desperation selling.
C. bait and switch.
D. off-season deceptions.
E. inventory reduction pricing.
Answer:
Because of __________, many companies have altered their “no questions asked”
return policies to include time limits, “restocking” fees, and store-credit-only refunds.
A. government regulations
B. Better Business Bureau guidelines
C. high costs
D. accounting concerns
E. well-publicized liability cases
Answer:
The key to a successful emotional advertising appeal is to use the emotion to
A. make consumers cry.
B. create a bond between the consumer and the brand.
C. get consumers to think about the benefits of the product.
D. balance social marketing with product-focused advertising.
E. deliver a logical message.
Answer:
________ is/are distinguished from the other generational cohorts in that the group’s
oldest members are now collecting Social Security.
A. Baby Boomers
B. Generation W
C. Generation X
D. Generation Y
E. Generation Z
Answer:
Kendra is taking a backpacking trip across Europe. She wants to make sure that the
backpack she chooses is the best one for her adventure, so she is spending a
considerable amount of time comparing alternatives to make sure she selects the best
one. For Kendra, this backpack represents what type of product?
A. convenience
B. unsought
C. shopping
D. luxury
E. routine
Answer:
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.
Answer: