Figure 7-1
According to Figure 7-1 above, what does C represent in the marketing research
process?
A. define the problem
B. collect relevant information
C. develop the research plan
D. develop findings
E. take marketing actions
Answer:
Which of the following statements about sustainable development is most accurate?
A. A company that always makes its furniture from rare tropical woods is practicing
sustainable development.
B. Currently, sustainable development is a luxury that only large multinational
companies can engage in.
C. Sustainable development is achieved when a firm’s sales growth rate increases an
average of 1-2% per year for a period of at least five years.
D. A company that uses overseas child laborers to manufacturer its products to reduce
costs does not practice sustainable development.
E. Unfortunately, only a small number of consumers care whether a company practices
sustainable development.
Answer:
Sanaa recently made partner at her law firm, and she is rewarding herself with the
purchase of the new car. She told a coworker, “The Volvo has nine airbags but the
Cadillac drives so smoothly.” Sanaa is currently in which stage of the purchase decision
process?
A. problem recognition
B. information search
C. alternative evaluation
D. purchase decision
E. postpurchase evaluation
Answer:
In some instances, firms pair multiple channels with a multibrand strategy. The purpose
of this strategy would be to __________ of the firm’s family brand and differentiate its
marketing channels.
A. create greater perceived value
B. maximize channel profits
C. minimize cannibalization
D. generate awareness
E. create a backup channel
Answer:
Gatorade offers a range of product offerings. The firm uses one name for all its products
in a product class. Gatorade is using a __________ strategy.
A. multibranding
B. family branding
C. co-branding
D. dual branding
E. mixed branding
Answer:
Cookies refer to
A. computer files that a marketer can download onto the computer and mobile phone of
an online shopper who visits the marketer’s website.
B. embedded programs that flash split-second subliminal messages at regular intervals.
C. benign links that direct a customer to alternate websites that might be of interest to
them.
D. electronic unsolicited e-mail.
E. spyware used to secretly retrieve personal information from a person’s computer.
Answer:
Customs refer to
A. what is considered normal and expected about the way people do things in a specific
country.
B. those actions or activities within a community that are unique or distinctly different
from any other group.
C. actions or behaviors that are repeated over time and carry a specific meaning to a
unique group, nationality, or ethnicity.
D. traditions among a group of people, a nation, or ethnicity that affect their purchase
behaviors.
E. what would be considered unusual or unexpected, and even unacceptable, about the
way people do things in a specific country.
Answer:
Figure 5-6B
In Figure 5-6B above, as the number of sellers increases, the price
A. increases.
B. stays the same.
C. has no relation to the number of sellers.
D. decreases.
E. fluctuates depending on economic conditions.
Answer:
When Gatorade introduced Gatorade AM as a morning workout beverage for those
avoiding caffeine, it was using a __________ strategy.
A. product modification
B. brand modification
C. market modification
D. market-product extension
E. diversification
Answer:
Figure 11-3B
Figure 11-3B above shows that when the quantity demanded for Red Baron frozen
cheese pizzas moves from 2 to 3 million units from the demand curve D1 to the demand
curve D2, the profit
A. Figure 11-3B does not indicate what happens to profit when the quantity demanded
changes.
B. increases from $2 to $3 per unit.
C. stays the same per unit.
D. increases from $6 to $8 per unit.
E. decreases from $8 to $6 per unit.
Answer:
The element of the marketing mix that describes what is exchanged for a product is
known as
A. a product.
B. the price.
C. promotion.
D. the place or distribution.
E. productivity.
Answer:
Vertical conflict refers to conflict that occurs between
A. two members in the same level of a marketing channel.
B. two different levels in a marketing channel.
C. members of upper management who make the marketing channel decisions and
lower management who must implement these decisions.
D. a firm’s and its customers’ goals.
E. two producers of the same product vying for the same distribution channel members.
Answer:
Vertical marketing systems refer to
A. professionally managed geographically dispersed marketing channels designed to
achieve channel economies and maximize marketing impact.
B. professionally managed and centrally coordinated marketing channels designed to
achieve channel economies and maximum marketing impact.
C. retailer-sponsored cooperatives where small, independent retailers form an
organization that operates a wholesale facility cooperatively.
D. professionally managed geographically dispersed marketing channels that are
controlled through strategic channel alliances.
E. channel partnerships that share responsibility for ordering and physically distributing
each other’s products.
Answer:
Setting a price to achieve a profit that is a specified percentage of the sales volume is
referred to as __________.
A. target return-on-investment pricing
B. target return-on-sales pricing
C. loss-leader pricing
D. target pricing
E. standard markup pricing
Answer:
Many companies are now opting for commercial time on live events rather than
programs that consumers might
A. avoid because there are too many commercial interruptions.
B. watch while multitasking.
C. watch later on a DVR.
D. believe are commercial-free.
E. have seen previously.
Answer:
Five situational influences have an impact on a consumer’s purchase decision process.
They are: purchase task, __________, physical surroundings, temporal effects, and
antecedent states.
A. competitive offerings
B. motivation
C. core values
D. brand loyalty
E. social surroundings
Answer:
If you read the chapters from your marketing textbook the night before this test and still
could not remember several of the correct marketing terms to do well on the exam, this
may be the result of
A. selective retention.
B. selective comprehension.
C. selective exposure.
D. selective perception.
E. subliminal perception.
Answer:
There are two general types of franchises: business-format franchises and __________
franchises.
A. product-distribution
B. general service
C. manufacturing
D. distribution
E. venture
Answer:
Virtually every occupation that involves customer contact has an element of personal
selling in it. The Bureau of Labor Statistics reports that about __________ people are
employed in sales positions in the U.S.
A. 5 million
B. 10 million
C. 14 million
D. 18 million
E. 24 million
Answer:
The formula to calculate a promotion-to-sales ratio is: Total promotion expenditures
divided by
A. Total marketing costs.
B. Marginal revenue.
C. Average revenue.
D. Net sales.
E. Total sales.
Answer:
Tests conducted before an advertisement is placed to determine whether it
communicates the intended message or to select among alternative versions of the
advertisement are referred to as __________.
A. posttests
B. pretests
C. test screenings
D. aided recall testing
E. sales tests
Answer:
A basic approach to scheduling when seasonal factors are unimportant and advertising
is run at a constant or steady schedule through the year is referred to as a(n)
A. continuous schedule.
B. flighting schedule.
C. pulse schedule.
D. phased schedule.
E. unceasing schedule.
Answer:
Frequency refers to
A. the number of different advertisements, sales promotions, or publicity events in an
IMC campaign for a product or service.
B. the total number of times an advertisement is aired on television or radio.
C. the average number of times a firm airs an advertisement.
D. the number of times an advertisement can be shown before it begins to lose its
effectiveness.
E. the average number of times a person in the target audience is exposed to an
advertisement.
Answer:
Both market share and profit achieve their greatest growth rates during which stage of
the retail life cycle?
A. decline
B. maturity
C. introduction
D. early growth
E. accelerated development
Answer:
The product like cycle is of most concern for which app?
A. Pandora
B. Pinterest
C. Angry Birds
D. Netflix
E. Bank of America
Answer:
Through a network of businesspeople known as __________, members of LinkedIn
gain an introduction to someone they wish to know through a mutual, trusted contact.
A. followers
B. colleagues
C. contacts
D. connections
E. friends
Answer:
Moral idealism refers to a personal moral philosophy that
A. believes that good will always triumph over evil.
B. follows the “Golden Rule,” which is “You should treat others as you would like
others to treat you.”
C. all human beings are basically good.
D. considers individual rights or duties as universal, regardless of the outcome.
E. believes in “the greatest good for the greatest number.”
Answer:
Figure 13-5
According to Figure 13-5 above, D represents which stage of the retail life cycle?
A. deceleration
B. early growth
C. accelerated development
D. maturity
E. decline
Answer:
Figure 7-1
According to Figure 7-1 above, obtaining primary data occurs during which step of the
five-step marketing research approach?
A. A
B. B
C. C
D. D
E. E
Answer:
Million Dollar Baby is an example of a successful movie that could have failed because
A. too little money was spent on promotion.
B. it was targeting the wrong target market segments.
C. there was too little similarity between the original book and the screenplay.
D. its original title did not convey the correct message to its prospective audience.
E. too much time elapsed between promotions and its release.
Answer:
When people outside the target market for the product see a firm’s advertisement, it is
referred to as __________.
A. wasted coverage
B. media divergence
C. dual exposure
D. over-exposure
E. advertising spill-over
Answer:
In its recent “You’re not you when you’re hungry – Snickers satisfies” TV ad campaign,
Mars, the maker of the Snickers candy bar, attempted to reposition Snickers from a
sugary dessert-like food to a snack food that can satisfy one’s immediate feeling of
hunger. Mars used this product repositioning strategy with its Snickers brand to
__________.
A. react to a competitor’s position
B. catch a rising trend
C. reach a new target market segment
D. change the value offered to its customers
E. implement a global strategy
Answer: