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Which target marketing strategy views the market as one big market with no individual
segments and thus uses a single marketing mix?
a. Undifferentiated
b. Concentrated
c. Niche
d. Uniform
e. Multisegmented
Answer:
While Robinson was looking at the CDs at Walmart, he was trying to remember the
name of the group that sang the song he liked on last night's episode of his favorite
television show so he could buy it. Since recording companies pay to have their CDs
promoted on television, the source of information Robinson is trying to recall is:
a. a fortuitously evoked set
b. marketing controlled
c. nonmarketing controlled
d. unitary data
e. a credible consideration set
Answer:
While most marketing organizations rely on various forms of promotion to succeed,
sales-oriented organizations make the most effective use of their entire marketing mix.
a. True
b. False
Answer:
Which of the following is a type of probability sample?
a. Judgment sample
b. Convenience sample
c. Random sample
d. Quota sample
e. Snowball sample
Answer:
Increasingly, sales professionals are using ____ to connect with targeted leads and
clients around the world.
a. networking sites such as LinkedIn
b. online games such as World of Warcraft
c. messaging tools such as Google Talk
d. delivered memos such as telegrams
e. None of these.
Answer:
A Web site that allows individuals to connect with friends, peers, and business
associates is called a:
a. virtual world.
b. social networking site.
c. media sharing site.
d. social news site.
e. microblog.
Answer:
The single largest business customer in the world is the U.S. retailer Walmart.
a. True
b. False
Answer:
Which of the following activities is most likely to be an example of routine response
behavior?
a. The purchase of a three-week vacation cruise
b. A homeowner's purchase of a new grill for $600
c. The first-time purchase of a copy machine for a home office
d. The purchase of toilet paper
e. The purchase of an infant car seat
Answer:
______ is the concern of business for the long-range welfare of both the company and
its relationships to the society within which it operates.
a. Consumerism
b. Corporate social responsibility
c. Cultural sensitivity
d. Conventional morality
e. Environmental consideration
Answer:
To initiate the CRM cycle, a company must first identify customer relationships within
the organization.
a. True
b. False
Answer:
Which category of adopters adopt a new product because most of their friends have
already adopted it?
a. Innovators
b. Early majority
c. Early adopters
d. Laggards
e. Late majority
Answer:
Products such as snowblowers, chocolate Easter eggs, mittens, and sunscreen lotion are
most likely to be advertised with a _____ media schedule.
a. flighted
b. pulsing
c. seasonal
d. continuous
e. consecutive
Answer:
Jeni's Splendid Ice Creams has decided to put its new Beet Cake with Black Walnut ice
cream on the market. This product has entered the stage of new-product development.
a. business analysis
b. development
c. test marketing
d. commercialization
e. research and development
Answer:
When a university began thinking about offering more online degrees, it used primary
data to get potential students'attitudes and intentions. What is the most likely reason for
using primary data?
a. This information was already freely available to all interested parties.
b. The value of the research is unrelated to sample size.
c. The information can be collected quickly and at low cost.
d. The information will fit the university's needs exactly since it will be collected
specifically for this study.
e. It will benchmark consumers' interest in grading equipment.
Answer:
All of the following are strategic alternatives that match products with markets
EXCEPT:
a. product development
b. market penetration
c. product penetration
d. diversification
e. market development
Answer:
Toys "R" Us sells a huge assortment of toys and children's books at greatly reduced
prices. It offers customers few services and competes on the basis of moderate to low
prices on the large quantities of merchandise it stocks. Toys "R" Us is an example of a:
a. full-line discount store.
b. specialty discount store.
c. general store.
d. department store.
e. wholesale store.
Answer:
A new buy situation refers to the:
a. setting of new standards for current vendors.
b. establishment of a new buying center.
c. resolution of new conflict between buyer and seller.
d. search for replacement vendors for standard, currently used parts.
e. purchase of a product or service when a new demand arises.
Answer:
The receiver's response to a message is ____to the source.
a. decoded
b. noise
c. feedback
d. channeled
e. static filled
Answer:
CableTV
It wasn"t so long ago that cable swaggered around the television industry as the upstart
threatening the broadcast networks. Now, cable is old news. The antagonist is the
satellite dish with the capability of delivering hundreds of channels and offering an
array of movies and sports events. The technology is known as direct broadcast
satellite, or DBS. The new challenger has awakened the 'sleeping giant" cable industry,
which has hit the airwaves with some of the most aggressive advertisements the
television industry has seen. The ads emphasize the downside of disconnecting cable
and choosing to purchase a satellite dish. One commercial opened with a man on a
couch joined by his wife with a large bowl of popcorn. They snuggled in front of their
television set, hooked up to DBS. She seemed excited about their new system and
exclaimed, "So this is it?" She then asked how much the satellite dish cost. When her
husband answered, the excitement was off. "There's no monthly fee?" she asked. "No
more than cable," he responded. When she asked to watch the news, he sheepishly said,
"Uh, can"t get local news." At the end of the commercial, the spokesperson for the
cable industry declared, "These days when everyone is promising you the future of
television, isn"t it nice to know you already have it?"
Refer to Cable TV. The cable industry's ad campaigns are designed to communicate to a
large audience via television and radio. It uses ____ communication.
a. mass
b. clutter
c. interpersonal
d. intrapersonal
e. public
Answer:
Breyer"sIceCream
One hot August afternoon, as Nelson is driving home from work, he sees a billboard for
Breyer's Ice Cream. He remembers that he is out of ice cream at home, and thinks it
would be really great to have a nice, cold bowl of ice cream on such a hot day. So he
stops into the convenience store near his home, heads straight for the dairy case, and
picks up a half-gallon of strawberry ice cream.Refer to Breyer's Ice Cream. Nelson's ice
cream purchase best represents which type of consumer buying decision?
a. Routine response behavior
b. Limited decision making
c. Extensive decision making
d. Situation convenience
e. Motivational response
Answer:
The study of people's vital statistics, such as age, race and ethnicity, and location, is
called:
a. cultural sociology
b. psychometrics
c. ecology
d. ethnography
e. demography
Answer:
Marketers have largely been frustrated in their attempts to engage with consumers
through virtual worlds and online gaming because consumers of these environments are
usually so intent on playing the games that they notice little else.
a. True
b. False
Answer:
A company that has a market orientation and adheres to the marketing concept does
NOT:
a. integrate all the activities of the firm to satisfy customer wants
b. focus on consumer needs and wants
c. differentiate the firm's products from its competitor's products
d. fuel sales growth through the application of aggressive sales techniques
e. concentrate on long-term goal achievement (such as profits and growth) for the firm
Answer:
____ coordinates and integrates all of the activities performed by channel members into
a seamless process, from the source to the point of consumption, resulting in enhanced
customer and economic value.
a. Yield management
b. Channel power
c. Materials handling
d. Supply chain management
e. Physical distribution
Answer:
WataniyaMobile
Wataniya Mobile is offering cellular service in the Palestinian territories. It is only the
second cell phone carrier in the region and is significant because it is owned by foreign
companies and investors like the Qatari royal family and the Palestine Investment Fund.
The new service is aimed at increasing cell phone penetration, which is only 35 percent,
in this economically challenged area. It has not been easy for Wataniya, though. It took
two years to gain the required license from Israel, which controls the Palestinian
territories' airwaves and bandwidth required for the service. Even though Wataniya is
allowed bandwidth, it has only received 3.8 megahertz of bandwidth from Israel, which
is not enough for it to offer 3G mobile services that enable Web browsing and e-mail.
Refer to Wataniya Mobile. Israel and the Palestinian territories have vastly different
religious beliefs and are frequently at war. The differences between these two are
attributed to which environmental factor?
a. Technology
b. Culture
c. Demographics
d. Economic
e. Natural
Answer:
When discussing customer-oriented service industries, you will often hear channel
members discussing the need to minimize wait times.
a. True
b. False
Answer:
When a firm uses a concentrated targeting strategy, it can:
a. view the total market as receptive to its product.
b. offer a highly specialized marketing mix.
c. reach customers in two or more segments that might otherwise be missed.
d. avoid the danger of putting all resources in one micromarket.
e. concentrate on one generalized product to fit the mass market, maximizing sales
volume.
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 product decisions associated with the Museum
Center exhibits:
a. deal with benefits that are both short term and simplistic.
b. illustrate the unimportance of service quality.
c. are very high involvement.
d. prove word-of-mouth promotion would be the best communication tool to use.
e. suggest nonfinancial objectives will be used to set prices.
Answer:
All of the following statements characterize the traditional personal selling approach
EXCEPT:
a. Traditional selling focuses on closing sales.
b. Traditional selling uses short-term follow-ups that focus on product delivery.
c. Traditional personal selling takes a team approach to the account.
d. Salespeople sell products, not advice and assistance.
e. Proposals and presentations used emphasize pricing and product features.
Answer:
Which unique characteristic of services is the variability of the inputs and outputs of
services, which causes services to tend to be less standardized and less uniform than
goods?
a. Intangibility
b. Inseparability
c. Heterogeneity
d. Perishability
e. Flexibility
Answer:
What is the last step of the marketing research process?
a. Specify sampling procedures.
b. Bill the client.
c. Analyze data.
d. Follow up.
e. Prepare and present the report.
Answer:
