The beginning of the sales presentation may be the most important part of the selling
process, because this is where the salesperson establishes
A. where the customer is in the buying process.
B. how much time has been allocated for the presentation.
C. which of the alternative products to demonstrate.
D. whether to quote a full price or discount price.
E. which type of follow-up will be needed.
Answer:
LinkedIn is mainly used for ________ in the B2B marketplace.
A. requests for proposals
B. vendor evaluation
C. communication with customers
D. professional networking
E. competitive analysis
Answer:
Which of the following trade agreements is designed to manage and promote trade
activities for the United States, Canada, and Mexico?
A. NAFTA
B. EU
C. CAFTA
D. Mercosur
E. ASEAN
Answer:
Marketers rely on three types of social media: social networking sites, thought-sharing
sites, and
A. software application sites.
B. product review sites.
C. corporate websites.
D. media-sharing sites.
E. social bookmarking sites.
Answer:
Naomi knows she has to order her store’s Christmas holiday merchandise in April to
ensure delivery before the holiday season. Naomi is concerned with the supply chain
management goal of
A. providing products at the right time.
B. providing products at the right locations.
C. providing the right quantities.
D. satisfying the service levels supply chain participants expect.
E. minimizing systemwide costs.
Answer:
Sean moved to take a new job, and when he got sick he needed to find a doctor. He
discovered during the visit that he didn’t like the one he had chosen, and he knew he’d
never go back to that doctor. From a marketing perspective, his situation highlights one
of the key differences between products and services, known as
A. intangibility.
B. professional competence.
C. perishability.
D. inseparability.
E. heterogeneity.
Answer:
Which of the following is not one of the five groups in the diffusion of innovation
curve?
A. Innovators
B. Non-adopters
C. Late majority
D. Early majority
E. Early adopters
Answer:
First Lady Michelle Obama has recorded an ad encouraging parents to teach their
children good nutrition habits to stem the increase in child obesity. This message is an
example of
A. product-focused advertising.
B. consumer-generated advertising.
C. a public service announcement.
D. reminder advertising.
E. a flighting campaign.
Answer:
An ad for Bud Light ran six times during a recently televised football game. When
measuring IMC results for this ad, six would be the __________ for this telecast.
A. frequency
B. reach
C. gross rating points
D. ROI
E. click-through rate
Answer:
Firms use a differentiated targeting strategy because
A. it is easier than mass marketing.
B. it helps obtain a bigger share of the market.
C. it is better than focusing on individual or small groups of potential customers.
D. most market segments are too small to be profitable.
E. banks are more willing to extend credit to companies with this strategic approach.
Answer:
Ashley was nervous about making the ___________. She knew it was likely to be the
largest expense in the advertising budget.
A. publicity plan
B. media flight plan decision
C. media mix choice
D. media buy
E. monitoring and evaluation plan decision
Answer:
When testing new products, most firms consider the question of whether testing
products on animals
A. should always be done in the animal’s natural environment.
B. should be done outside the United States to avoid consumer backlash.
C. should be done when the new product does not contribute to the health and
well-being of human users.
D. should be done only by companies large enough to be ethically responsible.
E. should be done with animal activists present.
Answer:
Demographic segmentation is segmentation based on all of the following except
A. age.
B. gender.
C. education.
D. income.
E. lifestyle.
Answer:
The most important consideration when a firm chooses a global product strategy should
be
A. opportunities for countertrade.
B. the effectiveness of the marketing team.
C. the needs of the target market.
D. the overall cost of the strategy.
E. WTO regulations.
Answer:
Which statement about India’s population is true?
A. With a median age of 61, India has one of the oldest populations in the world.
B. India’s young people mostly live in rural areas in large families.
C. India’s workforce is highly skilled, particularly in technology.
D. India claims more than 25 percent of the world’s population.
E. Most Indian citizens shop in large retail outlets.
Answer:
Kathleen has found out everything she can about a newly qualified lead. She has
practiced making her sales presentation and has determined what goals she has for the
first meeting. Kathleen has finished the ___________ stage of the selling process.
A. qualify leads
B. preapproach
C. closing the sale
D. follow-up
E. sales presentation
Answer:
Caroline is assessing market growth, market competitiveness, and market access for
each segment she has identified. Caroline is assessing the __________ of each potential
market segment.
A. substance
B. responsiveness
C. identification
D. reach
E. profitability
Answer:
Marketers often employ a combination of segmentation methods, using __________ to
identify and target their customers, and __________ to design products and messages to
appeal to them.
A. loyalty segmentation; demographics
B. undifferentiated targeting; differentiated targeting
C. loyalty segmentation; geodemographics
D. demographics and geography; lifestyle or benefit segmentation
E. lifestyle segmentation; geographic segmentation
Answer:
The goal of any marketing communication is to
A. maximize personal selling.
B. increase public relations click-through rates.
C. overwhelm negative publicity with commercial speech.
D. replace cause-related marketing with non-cause-related marketing.
E. get the right message to the right audience through the right media.
Answer:
Successful firms focus their efforts on satisfying customer needs that
A. are easiest to satisfy.
B. provide minimal core value.
C. are important to all generational cohorts.
D. competitors have tried and failed to satisfy.
E. match their core competencies.
Answer:
Your text notes that the networking benefits of LinkedIn are particularly beneficial for
which group?
A. entertainment marketers
B. photo enthusiasts
C. small-business owners
D. athletes
E. journalists and bloggers
Answer:
Chandra owns a pet sitting service. He recently paid a web developer to build a special
version of his company website for use on smartphones. Customers will now be able to
easily place orders for pet sitting on their cell phones. This is an example of
A. M-commerce.
B. smart retailing.
C. cell selling.
D. P-commerce.
E. channel expansion.
Answer:
Where on a product’s packaging would one most likely find nutrient content and
country of origin?
A. inside the secondary package
B. inside the primary package
C. on the company website
D. on the label
E. on the store shelf display
Answer:
Each year in December, Anheuser-Busch runs television ads featuring the Clydesdale
horses pulling a stagecoach with an Anheuser-Busch logo. The message is low-key,
wishing everyone well during the holiday season. This is an example of _________
advertising.
A. informative
B. persuasive
C. reminder
D. discussive
E. institutional
Answer:
The Northwoods University IT department is planning to buy additional computers for
the computer lab. Pedro Bechara, manager of the lab, is asked for a recommendation,
and he suggests buying Macintosh computers instead of Windows PCs. What role does
Pedro play in the buying center?
A. gatekeeper
B. influencer
C. decider
D. buyer
E. initiator
Answer:
Which of the following is not true about public relations?
A. PR has become increasingly important as costs of other forms of marketing
communications continue to increase.
B. Consumers have become increasing skeptical of marketing claims made in
conventional media.
C. Media coverage generated by PR is seen as more credible than paid advertising.
D. Because of its high cost, the use of PR has waned in recent years.
E. Public relations activities often support other promotional efforts.
Answer:
In many cases, pioneers lose their market lead and initial market share to imitators who
A. capitalize on the pioneers’ weaknesses.
B. create similar products with reduced value to consumers.
C. utilize alpha-beta testing.
D. ignore patents and copyrights.
E. target late maturity consumers.
Answer:
An advertisement featuring a cartoon Smokey the Bear saying “Only you can prevent
wildfires” is an example of a successful
A. push-and-pull advertisement.
B. puffery campaign.
C. sales promotion.
D. product-focused advertisement.
E. public service announcement.
Answer:
Because there are many firms with similar products in purely competitive markets,
A. price is determined by the laws of supply and demand.
B. consumers develop personal preferences.
C. firms find it easy to build strong, distinct brands.
D. advertising is heavily used.
E. the many competitors will focus on variable cost pricing.
Answer:
Gerald’s Tire Store sets itself apart from competitors by the extra attention it pays to
retaining loyal customers by providing fast, courteous service in a clean,
professional-looking environment. Gerald’s has used this strategy for over 40 years,
expanding to 15 outlets. Gerald’s Tire Store has created a ___________ macro strategy
to create and deliver value and to develop a sustainable competitive advantage.
A. supply chain excellence
B. locational excellence
C. product excellence
D. diversification excellence
E. customer excellence
Answer:
Paul subscribes to an Internet service that alerts him whenever other firms in his
industry are quoted in the media. Paul is using this type of marketing research primarily
to
A. provide a link between him and his production center.
B. help him understand the needs of his customers.
C. monitor his competitors.
D. increase profits through the sale of syndicated data.
E. decide how to price his new products.
Answer:
Julia’s is an upscale women’s clothing store. Prices are based on customers’ beliefs
about the value of the clothing. The store focuses on a limited target market and
provides excellent customer service. Julia’s is using a _______ pricing strategy.
A. customer-oriented
B. target profit
C. target return
D. status quo
E. maximizing profits
Answer: