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When CocaCola North American debuted Gold Peak iced tea, a spokesperson for the
company said, "In looking at the ready-to-drink tea market, we found that the one place
that nobody seemed to be playing was in the category of classic iced teas like mother
used to make. Gold Peak is a quality product that brings back that classic taste. We"re
going to do a lot of sampling with this product because we believe that if people try it,
they"re going to love it and stick with it." In other words, its adoption rate will rely on
its:
a. compatibility
b. comparability
c. complexity
d. trialability
e. competitive advantage
Answer:
The processes consumers use when making purchase decisions are called:
a. consumer behavior.
b. marketing.
c. consumerism.
d. perceptual mapping.
e. database mining.
Answer:
If a company uses a sales orientation, consumer complaints would most likely result in:
a. a modification of the sales presentation
b. product reinvention
c. continuous market research
d. philanthropy
e. attempts to cut production costs
Answer:
When Kyla wanted patio furniture, she visited stores that had outdoor furniture,
including Home Depot, Lowe's, Target, and Howard Lumber Company to find the set
that would look just right on her patio. If Kyla represents a typical patio furniture
shopper, you know this product is a(n):
a. homogeneous luxury product.
b. shopping specialty good.
c. operating supply good.
d. convenience item.
e. heterogeneous shopping good.
Answer:
A ____ situation is normally less critical and less time-consuming than a new buy
situation but does require some change in the original good or service.
a. synergistic rebuy
b. value buy
c. negotiated rebuy
d. modified rebuy
e. make-or-buy
Answer:
Because there is not much difference between different brands of milk, milk would be
classified as a homogeneous product.
a. True
b. False
Answer:
A(n) ____ is a company that is heavily engaged in global trade and moves its resources,
goods, services, and skills across national boundaries. a. international facilitator
b. global trader
c. multinational corporation
d. exporting company
e. international merchant
Answer:
Western Union is in the business of providing a medium for international money
transfers. Through the services of Western Union, a Mexican working in the United
States can transfer a portion of his or her earnings to family members still living in
Mexico. The company is now planning to move into areas traditionally handled by
banks, such as offering its customers checking accounts and loans. If it does follow
through and provide these additional services, Western Union will exemplify services.
a. complementary
b. secondary
c. peripheral
d. supplementary
e. additional
Answer:
CincinnatiMuseumCenter
The Cincinnati Museum Center is home to the Cincinnati History Museum, the Duke
Energy Children's Museum, and the Museum of Natural History and Science. The
Cincinnati History Museum displays materials and related aspects of the history of
Cincinnati and the surrounding region. Costumed interpreters throughout the museum
allow visitors the unique opportunity to make a personal connection with the past. The
educational and dramatic exhibits at Duke Energy Children's Museum allow kids to
climb, crawl, explore and learn about themselves and the world around them. And the
Museum of Natural History and Science gives children hands-on, inquiry based
experiences in science, technology, engineering and math.
Refer to Cincinnati Museum Center. The visitors to the Cincinnati Museum Center
represent the museum's:
a. service entity
b. promotional tools
c. target market
d. benefit strength
e. benefit complexity
Answer:
Which of the following is NOT a demographic characteristic of a population?
a. Income level
b. Age
c. Values
d. Education
e. Birthrate
Answer:
Messages directed directly from marketers toward early adopters should normally use
different appeals than messages directed toward the early majority, the late majority, or
the laggards.
a. True
b. False
Answer:
At one point, Heinz made ketchup in multiple colors, including red, green, purple, pink,
orange, and teal. While they were popular for a few years, consumers stopped buying
the unusual colors and Heinz has dropped back to just making red ketchup. This is an
example of the implementation of a strategy.
a. repositioning
b. cannibalization
c. product line extension
d. product line contraction
e. divestment
Answer:
Anil hopes to use social media to find some new customers for his bicycle shop.
Writing a corporate blog that discusses the shop's inner workings would be a good tool
for this purpose.
a. True
b. False
Answer:
A company that specializes in planning and organizing large family reunions has hired
you to identify a target ethnic market. Which market would be ideal?
a. African American
b. Korean Americans
c. Chinese immigrants
d. Caucasians
e. Hispanics
Answer:
Which product characteristic affecting the rate of adoption of a new product represents
the degree to which the benefits or other results of using the product can be
communicated to target customers?
a. Observability
b. Diffusion
c. Adoption
d. Trialability
e. Complexity
Answer:
Which level of distribution intensity is the most restrictive and entails establishing only
one or a few dealers within a given geographic area?
a. Selective
b. Intensive
c. Exclusive
d. Dual
e. Premium
Answer:
Which of the following services is an example of mental stimulus processing?
a. Taxi cab service
b. Insurance
c. A professional tennis match
d. Veterinarian care
e. A haircut
Answer:
Macy's, Nordstrom, Saks Fifth Avenue, and Barneys New York offer free personal
shopping, whereby consultants pull clothing they feel will fit the customer's style and
specified need. This free service:
a. encourages customers to develop a relationship with the store.
b. puts pressure on customers to buy more.
c. dissuades customers from shopping at the store.
d. is a good way to sell low-cost, low-involvement products.
e. Streamlines customer interactions, making sales easier.
Answer:
Maddie's Beverage Company has recently introduced Wateroos, eightounce servings of
water in juicestyle containers with straws, to encourage children to drink more water.
Since this product is in the introductory stage of the product life cycle and as yet has no
direct competition, Maddie's promotional objective should be persuasion.
a. True
b. False
Answer:
____ is a method that clusters potential customers into neighborhood lifestyle
categories and is a combination of geographic, demographic, and lifestyle
segmentations.
a. Geodemographic segmentation
b. Microsegmentation
c. Sociocultural clustering
d. Acculturation
e. Lifestyle segmentation
Answer:
What is the best generator of repeat sales?
a. Advertising
b. Sales promotion
c. Brand equity
d. Satisfied customers
e. Global brand
Answer:
The _____ is a tool for allocating resources among products or strategic business units
on the basis of relative market share and market growth rate.
a. market audit
b. portfolio matrix
c. experience matrix
d. market development analysis
e. market opportunity analysis
Answer:
IBM runs television ads that show how their information technology services can help a
small Internet start-up prepare for and solve any problems that may arise in its daily
operations. This is an example of a:
a. unique selling proposition.
b. advertising objective.
c. media profile.
d. basis for comparative advertising.
e. basis for product identification.
Answer:
Kellogg's, Hanes, and General Electric are examples of a manufacturer's brand.
a. True
b. False
Answer:
Which of the following statements about the selection of media for advertising is true?
a. Creative planning for an ad that goes on a billboard is the same as the planning for an
ad that runs on television.
b. The media selection is typically unrelated to the advertising objectives.
c. The appeal and executional style of the ad often affect the media selection.
d. Creative work is finished before the media are selected.
e. Media selection is the first step in developing an advertising campaign.
Answer:
Homogeneous groups of people who share elements of the overall culture as well as
unique elements of their own group are called:
a. autonomous personal units
b. probability samples
c. subcultures
d. normative groups
e. dissociative groups
Answer:
AppleiPhone
Apple, Inc.'s iPhone first went on sale on June 29, 2007. Apple's loyal and enthusiastic
customer base is known for rushing to purchase its new products, and the iPhone
enjoyed a tremendous amount of buzz before its introduction. As expected, the iPhone
entered the market at what many believed to be a high price ($599). However, within
weeks, the price was reduced to $399. By the end of 2007, over eight million iPhones
had sold in the U.S. marketplace. By most, if not all measures, the original iPhone was
a huge success for Apple and its then-exclusive U.S. carrier AT&T.
On July 11, 2008, Apple, Inc. released the iPhone 3G, which it advertised as being
twice as fast as the original iPhone for half the cost. However, in order to obtain an
iPhone at the new price of $199, buyers had to agree to a two-year service contract with
AT&T. This approach succeeded, and over a million iPhone 3Gs were sold during the
introductory weekend. In 2011, the iPhone 4Sthe fifth generation iPhoneled cellular
phone sales with more than 25 million units sold. Several Android-based phones
manufactured by Samsung were not far behind, however.
Refer to Apple iPhone. For one fee, the basic AT&T cellular package includes 450
minutes of cellular calls, with free nights and weekend minutes, unlimited data, visual
voice mail, 200 text messages, rollover minutes, and unlimited mobile-to-mobile
service within the AT&T network. AT&T is using price:
a. bundling
b. skimming
c. baiting
d. leading
e. lining
Answer:
Product mix width may be defined as:
a. the number of different product categories found within an industry
b. the average number of products within each product line in the company
c. the average number of products offered by the company
d. the number of different product lines an organization offers for sale
e. the extensiveness of the coverage of the line from high end (expensive) to low end
(inexpensive)
Answer:
During the preapproach, the salesperson would:
a. ask for referrals.
b. learn as much as possible about the prospect's organization and its buyers.
c. create point-of-purchase displays.
d. handle pricing objections.
e. do all of these things.
Answer:
According to Maslow's hierarchy of needs model, the first needs most people would try
to satisfy are their ____ needs.
a. safety
b. physiological
c. economic
d. esteem
e. derived
Answer:
