Johnson & Johnson effectively repositioned St. Joseph Aspirin as a product for infants
to an adult low-strength aspirin to reduce the risk of heart attacks or strokes. This is an
example of a product repositioning by __________.
A. reacting to a competitor’s position
B. reaching a new market
C. catching a rising trend
D. changing the value offered
E. product modification
Answer:
All of the following are marketing strategies designed to reduce consumers’ perceived
risk and encourage purchases EXCEPT:
A. securing endorsements from influential people.
B. providing warranties and guarantees.
C. providing free trials of the product.
D. giving extensive usage instructions.
E. using subliminal advertising.
Answer:
SightLife Logo
SightLife (see the logo above) creates eye banks throughout the world. Its goal is to
find cornea donors prepare their tissues for surgery. SightLife is an example of a(n)
__________.
A. cooperative
B. business firm
C. industry
D. public firm
E. nonprofit organization
Answer:
Travelocity.com provides almost immediate access to and confirmation of travel
arrangements and accommodations. And payment can be made using one of four credit
cards (Visa, MasterCard, American Express, and Discover). This shows how electronic
commerce contributes to customer value through the creation of __________.
A. service utility
B. form utility
C. place utility
D. possession utility
E. price utility
Answer:
There are five dimensions to emotional intelligence: self-motivation; self-awareness;
__________: empathy; and social skills.
A. the ability to read body language
B. sense of humor
C. the ability to be positive
D. the ability to manage one’s emotions and impulses
E. a need to be in control
Answer:
One of the advantages associated with radio as an advertising medium is that it
A. has a long exposure time.
B. can target general audiences.
C. has an unlimited amount of advertising time available.
D. is relatively simple to convey complex messages.
E. uses humor, sound, and intimacy effectively.
Answer:
Sociocultural influences that affect the consumer purchase decision process include all
of the following EXCEPT:
A. personal influence.
B. reference groups.
C. family.
D. culture and subculture.
E. values, beliefs, and attitudes.
Answer:
Which of the following statements regarding supply chain customer service is most
accurate?
A. The output of a supply chain is measured in total units sold.
B. Customer service must be balanced against total logistics cost factors.
C. The output of a supply chain is measured either in total units sold or total number of
customers served.
D. A firm’s goal should be to provide superior customer service regardless of costs.
E. Customer service is the responsibility of marketing channel members and not the
supplier network.
Answer:
Which of the following statements about product lines is most accurate?
A. An advantage of a narrow product line is the ability to have a greater gap between
price points.
B. Product lines refer to consumer products; product mixes refer to industrial products.
C. An advantage of broad product lines is increased likelihood of access to large retail
chain distribution.
D. A benefit of having a narrow product line is that it enables both consumers and
retailers to simplify their buying decisions.
E. A broad product line reduces R&D costs.
Answer:
When Google chose a new model for its advertising, it decided to
A. show advertisements that were the exact opposite of a consumer’s profile to give the
ads a higher awareness rate.
B. randomize the time periods between ads and banners rather than use a steady
schedule in order to keep the ads more noticeable.
C. customize all advertisements based upon customers’ preferences for color, music,
and fonts based on information obtained from cookies.
D. create a “quality score” to predict how effective an ad would be based on factors
such as click-through rates, advertiser history, and keyword performance.
E. create an “ad-option” page for consumers to create their own consumer profile,
blocking out products and services they don’t want and selecting the products and
services they do.
Answer:
The value to consumers that comes from making an item easy to purchase through the
provision of credit cards and financial arrangements constitutes __________ utility.
A. time
B. place
C. market
D. possession
E. form
Answer:
Market segmentation involves aggregating prospective buyers into groups that
__________ and will respond similarly to a marketing action.
A. respond similarly to marketing messages
B. have similar shopping styles
C. will become loyal customers
D. have common needs
E. will become stakeholders of the organization
Answer:
The energizing force that stimulates behavior to satisfy a need is referred to as a(n)
A. personality.
B. antecedent state.
C. motivation.
D. cognitive dissonance.
E. perception.
Answer:
A mission statement should be all of these EXCEPT:
A. short-term.
B. inspirational.
C. clear.
D. meaningful.
E. concise.
Answer:
The entirely new food category Chobani launched in 2005 was
A. Italian-style rag sauce.
B. Turkish-style cottage cheese.
C. French-style butter.
D. Greek-style yogurt.
E. Oriental-style teriyaki sauce.
Answer:
Tiffany & Co. manufactures about half of the fine jewelry items for sale in its stores and
boutiques worldwide. Tiffany & Co. practices
A. backward integration.
B. cooperative integration.
C. vertical integration.
D. joint venturing.
E. horizontal integration.
Answer:
Elsa contends that she can taste the difference between fat-free cheeses and those with
its regular fat content. Elsa is exhibiting
A. cognitive dissonance.
B. selective retention.
C. stimulus discrimination.
D. selective comprehension.
E. stimulus generalization.
Answer:
Industrial services are support products that include items such as
A. stationery, paper clips, and brooms.
B. tools and office equipment.
C. buildings and fixed equipment.
D. raw materials and component parts.
E. maintenance, repair, and legal services.
Answer:
In terms of the online customer experience, customization refers to
A. the consumer-initiated practice of generating content on a marketer’s website that is
custom-tailored to an individual’s specific needs and preferences.
B. the website’s ability to conduct sales transactions for products and services.
C. an interactive, Internet-enabled system that allows individual customers to design
their own products and services.
D. a website’s aesthetic appeal and functional look and feel, reflected in site layout and
visual design.
E. the ability of a website to modify itself to, or be modified by, each individual user.
Answer:
When Coca-Cola promoted Coke as a morning beverage for those consumers who don’t
drink coffee, it used a __________ strategy.
A. product modification
B. brand modification
C. market-product extension
D. diversification
E. market modification
Answer:
What is one way in which the Internet has changed, brought about by Web 2.0?
A. Web 2.0 is the most-used Internet browser, launched in 2004.
B. The ability to access the Internet from smartphones brought on a cultural revolution
in how users view and use the Internet.
C. Faster routers allowed for quicker, more efficient Internet service.
D. Internet content can now be continuously modified by all users in a participatory
fashion.
E. The technical interface of the Internet has drastically changed since 2004.
Answer:
Visa and MasterCard have recently been accused of violating antitrust laws by placing
restrictions on the prices these independent ATM operators can charge customers using
other networks such as STAR or TransFund. Legislation that prohibits price-fixing is an
example of __________ forces that affect the marketing environment.
A. economic
B. ecological
C. technological
D. regulatory
E. social
Answer:
The number of page views divided by visitors in a given time period is referred to as
A. gross page views.
B. the average page views per visitor.
C. website “hits.”
D. the website view rate.
E. the interaction rate.
Answer:
Baby boomers can be defined as the generation of children born __________.
A. between 1918 and 1945
B. between 1946 and 1964
C. between 1965 and 1976
D. between 1977 and 1994
E. since 1995
Answer:
“Inspired by Threads – A Fashion Challenge” is a(n) __________ run each year by
Threads magazine, which is targeted toward professional clothiers and seamstresses.
The idea is to design and sew a garment and send the entry into Threads to compete
with others for prizes such as sewing machines and cash.
A. premium
B. sweepstakes
C. contest
D. deal
E. end-run sample
Answer:
American Express Company pioneered cause marketing when it sponsored the
renovation of
A. Carnegie Hall.
B. Madison Square Garden.
C. Liberty Hall.
D. the Statue of Liberty.
E. Radio City Music Hall.
Answer:
The process of selecting elements from a population, collecting data from them, and
using it as representative of all those a researcher is interested in is referred to as
A. hypothesis generation.
B. sampling.
C. information gathering.
D. statistical inference.
E. probability extrapolation.
Answer:
A firm’s profit objective is often measured in terms of ROI. The acronym ROI stands
for __________.
A. risk opportunity investment
B. revised organizational incentives
C. return on investment
D. regulated organizational investments
E. replenishment of organizational inventories
Answer:
Perception refers to
A. a person’s consistent behaviors or responses to recurring situations.
B. a learned predisposition to respond to an object or class of objects in a consistently
favorable or unfavorable way.
C. the process by which an individual selects, organizes, and interprets information to
create a meaningful picture of the world.
D. seeing or hearing messages without being aware of them.
E. the way people see themselves and the way they believe others see them.
Answer:
Market segmentation is a part of what step in the strategic marketing process?
A. situation analysis
B. market-product focus and goal setting
C. marketing program
D. implementation
E. evaluation
Answer:
The two most common pricing alternatives for products in the introduction stage of the
product life cycle are __________ and __________.
A. skimming pricing; penetration pricing
B. price lining; product line pricing
C. markdown pricing; quantity discount pricing
D. skimming pricing; bundle pricing
E. penetration pricing; experience curve pricing
Answer:
If you wanted to buy a McDonald’s Big Mac, small fries, and a small drink separately, it
will you cost you $6.19. However, if you purchased these three items together as part of
the firm’s Extra Value Meal package, you would pay only $4.39, savings 80 cents. This
“Extra Value Meal” price serves as __________ to you and other consumers, who
compare the costs and benefits of substitute items to a bundle containing those items.
A. a marginal analysis
B. a profit equation
C. a reference value
D. a break-even analysis
E. price elasticity of demand
Answer:
A one-price policy refers to
A. setting different prices for products and services in real time in response to supply
and demand conditions.
B. setting the price of an entire line of products at a single specific pricing point.
C. simultaneously setting prices for all items in a product line to cover the total cost and
produce a profit for the complete line, not necessarily for each item.
D. adding a fixed percentage to the cost of all items in a specific product class.
E. setting one price for all buyers of a product or service.
Answer: