Due to the time required to scan them, the use of universal product codes (UPCs) is
typically restricted to shopping products.
a. True
b. False
Answer:
Marketing professionals who perceive fewer ethical problems in their organizations
tend to disapprove more strongly of “unethical” or questionable practices than those
who perceive more ethical problems.
a. True
b. False
Answer:
The marketing manager of pickacruise.com (a travel Web site targeted at consumers
who want a luxury vacation) finds that the firm can increase its market share and
become the industry leader if it slashes prices by 50 percent during the month of
December. However, the Vice President of the finance department is committed to
reporting a 25 percent Return on Investment (ROI) at all times, which cannot be
achieved if the firm slashes its prices. This conflict illustrates:
a. a need to eliminate low-profit products.
b. a lack of competition in the marketplace.
c. how pricing operates in an ideal marketplace.
d. the need for trade-offs in pricing objectives.
Answer:
Frieda was disappointed to notice that her new phone had several scratches on its
screen. If she had known about the clear protective films that were available to protect
the phone display from scratches, she could have avoided this problem. For Frieda, the
protective films were _____.
a. convenience products
b. unsought products
c. specialty products
d. shopping products
Answer:
Which of the following is true of individuals belonging to the baby boom generation?
a. They have the least spending power than any other cohort.
b. They spend more on food than any other generational demographic.
c. They are the first generation of latchkey children.
d. They are willing to change brands and try new things.
Answer:
Code of ethics:
a. should not include guidelines for day-to-day activities.
b. should exclusively include laws and regulations set by government agencies.
c. should not be too detailed.
d. should not be designed to guide decision making.
Answer:
Daily Fresh is a multinational food and beverage company. One of the new products
that Dairy Rich intends to introduce includes fiber added to chocolate. The packages
will include data that each chocolate bar contains five grams of fiber and the various
health benefits of including more fiber in one’s diet. In this case, Daily Fresh intends to
use _____.
a. informational labeling
b. persuasive labeling
c. individual branding
d. family branding
Answer:
A publisher of children’s books defines its business as “printing books” instead of
“meeting educational needs of students.” This illustrates:
a. marketing synergy.
b. marketing myopia.
c. opportunism
d. self-dealing
Answer:
Which of the following statements is true about tweens?
a. They are the first generation of latchkey children.
b. They are an attractive market segment for mobile games.
c. They are a larger cohort than baby boomers.
d. They are aged between fourteen to eighteen years.
Answer:
Stocking well-known branded items at high prices in order to sell store brands at
discounted prices is called selling against the brand.
a. True
b. False
Answer:
A market development strategy may involve creating new uses for old products to
stimulate additional sales among existing customers, while also bringing in new buyers.
a. True
b. False
Answer:
Fine-tuning techniques are approaches that change the general price level of goods or
services.
a. True
b. False
Answer:
A sales presentation should be explicitly tied to the expressed needs of a prospective
customer.
a. True
b. False
Answer:
In a concentrated targeting strategy, a firm:
a. selects one segment of a market for targeting its marketing efforts.
b. adopts a mass-market philosophy for targeting a market.
c. views the market as one big market with no individual segments.
d. chooses to serve two or more well-defined market segments.
Answer:
Each part of the service mix should make a different contribution to achieving a firm’s
goals.
a. True
b. False
Answer:
Product differentiation is a positioning strategy that involves changing consumers’
perceptions of a brand in relation to competing brands.
a. True
b. False
Answer:
_____ refers to communication by marketers that informs, persuades, and reminds
potential buyers of a product in order to influence an opinion or elicit a response.
a. Distributive communication
b. Perceptual communication
c. Promotion
d. Transmission
Answer:
Wesley Electronics Inc. manufactures electronic gadgets such as cell phones,
computers, and laptops. To let people know about the products offered, the marketing
managers of Wesley Electronics Inc. spend a great deal of money on advertising. They
employed various methods of advertising such as print, television, and online
advertising. Given this information, Wesley Electronics Inc. is in which step of market
segmentation?
a. Selecting a market category for study
b. Designing and implementing marketing mixes
c. Profiling and analyzing market segments
d. Selecting the segmentation descriptors for a market
Answer:
Which of the following is true of product lines?
a. They mandate a separate marketing strategy for each line.
b. They provide economies of scale in advertising.
c. They involve greater transportation and warehousing costs than product items.
d. They help distinguish each version of a product from the others offered by a
company.
Answer:
Which of the following statements is true of the AIDA model?
a. It explains why public relations is the most important element in a promotional mix.
b. It explains how all promotions influence purchase decisions.
c. It discusses how consumers respond to marketing messages.
d. It talks about marketing activities other than advertising, personal selling, and public
relations.
Answer:
The solving of promotional and product problems guarantees global marketing success.
a. True
b. False
Answer:
_____ is a business’s concern for the long-range welfare of both the company and its
relationships to the society within which it operates.
a. Deregulation
b. Social loafing
c. Corporate self-dealing
d. Corporate social responsibility
Answer:
Zing is a soft drink which is available everywhere, including gas stations, department
stores, and vending machines. Zing is an example of a(n) _____.
a. unsought product
b. specialty product
c. convenience product
d. shopping product
Answer:
A small increase or decrease in consumer demand can produce a much larger change in
demand for the facilities and equipment needed to make the consumer product. This is
known as _____.
a. the multiplier effect
b. reciprocity
c. the conversion rate
d. frequency
Answer:
Ads for Gelly candy feature children enjoying the candies with their parents during
family trips. Which of the following executional styles of advertising is used by these
ads?
a. Slice-of-life
b. Lifestyle
c. Animated product symbol
d. Demonstration
Answer:
Testing ad effectiveness can be done before and/or after the campaign.
a. True
b. False
Answer:
Purchasing power is measured by comparing income to the relative cost of a standard
set of goods and services in different geographic areas, usually referred to as the cost of
living.
a. True
b. False
Answer:
Preconventional morality moves from an egocentric viewpoint toward the expectations
of society.
a. True
b. False
Answer:
Which of the following is true of a specialty product?
a. It is widely distributed in a geographic area in order to sell sufficient quantities to
meet profit goals.
b. It is marketed using selective, status-conscious advertising that maintains its
exclusive image.
c. It is bought only after comparing several brands or stores on style, practicality, price,
and lifestyle compatibility.
d. It is sold using aggressive personal selling as consumers do not seek out this type of
product.
Answer:
Kelly’s Kitchen strives to improve its customer service and make sure its customers
enjoy the food and ambience. It has a team dedicated to keep track of customers’
opinion about Kelly’s kitchen on popular food review sites and other Web sites. It tries
its best to incorporate any changes suggested by its customers on such sites. This
scenario illustrates _____.
a. relationship selling
b. social media monitoring
c. market segmentation
d. social commerce
Answer:
A(n) _____ is an organized pattern of knowledge that an individual holds as true about
his or her world.
a. norm
b. attitude
c. motive
d. belief
Answer:
Marketing managers often use in-store promotions to stimulate the sales of products for
which consumers may not recognize their wants until they are in a store. Such products
can be categorized as _____ products.
a. industrial
b. low-involvement
c. technical
d. high-priced
Answer:
Gross national product (GNP) is the total market value of all final goods and services
produced in a country for a given time period.
a. True
b. False
Answer:
When Jerry took delivery of his brand new Karuaf automobile, he was filled with
pleasure and excitement as Karuaf is a very expensive brand. This is an example of the
_____ effect associated with the price-quality relationship.
a. durability
b. allocative
c. prestige
d. hedonistic
Answer:
How does marketing research help managers make decisions?
Answer:
In the context of the portfolio matrix, a__________has low growth potential and a
small market share.
Answer:
Diffusion Research Company specializes in conducting market research for various
firms. When it receives proposals for new research, its management will first estimate
the cost of conducting the research and producing and delivering the final research
report. The management then adds 30 percent to that cost estimate. This becomes the
price estimate given to the potential research client. This suggests that Diffusion
Research Company uses a__________pricing objective.
Answer:
__________are typically categorized by a sudden and unpredictable spike in sales
followed by a rather abrupt decline.
Answer:
In 2008, the NBC television network used marketing tools such as advertising, personal
selling, public relations, and sales promotion to communicate with its target audience
about its new reality show. The television network’s__________described its plan on
how to use these tools most effectively.
Answer:
List and describe the four basic values that have strongly influenced American attitudes
and lifestyles.
Answer:
How has social media changed the way marketers and consumers communicate with
one another? How has it changed who is in control of the communication?
Answer:
Asif wanted to buy a football immediately. He placed an order on Duke.com, an online
portal for sports goods, and dropped in at its nearest physical store to collect it. This
scenario is an example of__________.
Answer:
A__________is a business structure of interdependent organizations that reaches from
the point of production to the consumer and facilitates the downstream physical
movement of goods through the supply chain.
Answer:
In the context of measuring online success, the__________is important because big
spenders can be the most profitable customers for a business.
Answer:
Discuss the marketing strategy.
Answer:
Bethany follows several blogs every day and uses YouTube frequently to watch latest
videos. She does not have her own Web site, and she almost never posts any comments
on the sites she visits. She just enjoys reading and watching the content on popular
sites. Bethany would be best characterized as a__________.
Answer:
The process where all the involved areasR&D, marketing, engineering, production, and
even supplierswork together rather than sequentially during a product’s development is
called__________.
Answer:
__________is when a product or company attempts to give the impression of
environmental friendliness whether or not it is environmentally friendly.
Answer:
When is a service mix effective?
Answer:
Why do firms that enter into foreign trade need to adhere to the principles of the
marketing mix?
Answer:
__________is any potential disruption that threatens a supply chain’s efficient and
effective operations.
Answer:
A company that sets its goals and strategies based on what its current equipment can
manufacture, what its engineering can design, and what the company itself can do best
has a(n)__________orientation.
Answer:
A small U.S. print studio uses Facebook and Pinterest to promote its stationery and
other products. The regular posts and reviews from customers have attracted the
attention of several companies worldwide who like to customize their office stationaries
and supplies. This is an effect of__________.
Answer: