Figure 1.
According to Figure 1. above, point “D” would most likely be __________.
a. exporting
b. joint venture
c. direct investment
d. franchising
e. licensing
Answer:
What is the technology called that allows a marketer’s website to record a user’s visit,
track visits to other websites, and store and retrieve this information in the future?
a. spiders
b. worms
c. cookies
d. trackers
e. spies
Answer:
The concept in organizational buying that corresponds most closely to a consumer’s
consideration set in the consumer purchase decision process is the
a. supplier index.
b. bidder’s directory.
c. selection set.
d. bidder’s list.
e. NAICS index.
Answer:
U.S.-based Pratt and Whitney manufactures the Rocketdyne rocket engine used in the
launch vehicles made by Lockheed-Martin and deployed in communication and
weather satellites as well as space vehicles like the Mars Rover. These transactions are
examples of
a. reciprocity.
b. market dynamics.
c. global organizational markets.
d. ISO 9000 initiatives.
e. supplier development.
Answer:
A BOGO offer is retail slang that means
a. big orders, greater overhead
b. buy one, get one
c. build only good offerings
d. bad once, good overall
e. buy over grand objectives
Answer:
The most common cross-channel shopping and buying path is to browse one or more
websites and then
a. negotiate among competitors for the lowest price.
b. find the item on an auction site such as eBay.
c. contact the manufacturer directly.
d. click on the shopping cart icon to purchase the product or service.
e. purchase the item at a retail store.
Answer:
Social media advertising is helpful to brand managers because consumers are
__________.
a. end users who buy products online.
b. end receivers who buy products online.
c. traditional consumers who buy products in retail stores.
d. active receivers who send UGC to both friends and advertisers.
e. traditional receivers who buy products online.
Answer:
A product can be classified as “new” from all of the following perspectives EXCEPT:
a. the organization’s.
b. existing offerings.
c. legal.
d. an organization’s competitors.
e. the consumers.
Answer:
The purpose of business portfolio analysis is to
a. add or delete product line and brand extensions.
b. search for growth opportunities from among current and new markets as well as
current and new products.
c. alter a product’s characteristic, such as its quality, performance, or appearance, to
increase the product’s value to customers and increase sales.
d. determine the appeal of each SBU or offering and then determine the amount of cash
each should receive.
e. seek opportunities by finding the optimum balance between marketing efficiencies
versus R&D”manufacturing efficiencies.
Answer:
Tests conducted before an advertisement is placed in any medium to determine whether
the advertisement 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:
Realizing that it did not make sense for the company or their customers to create a
community on the site, Pizza Hut tapped into __________ to achieve results in a very
cost-effective manner.
a. LinkedIn
b. Facebook
c. Flicker
d. MySpace
e. Twitter
Answer:
Performance measures for output and revenues for social media are
a. less specific than those for traditional media.
b. easier to track for traditional media such as newspapers and magazines because
marketing managers can track the circulation numbers.
c. easiest to track using Twitter.
d. more specific than those for traditional media.
e. the same as for traditional media.
Answer:
Level of service is used to describe the degree of service provided to the customer.
Three levels of service are provided by self-, _________-, and full-service retailers.
a. limited
b. commitment
c. involvement
d. obligation
e. pledge
Answer:
Lenox China Co. would like to get its annual Christmas ornament series into Macy’s
department stores. Macy’s has a buyer in New York City who makes decisions on its
giftware. Which promotional element would be most appropriate for Lenox to use to
reach the Macy’s buyer?
a. advertising
b. sales promotion
c. personal selling
d. public relations
e. advertising and public relations
Answer:
Market modification refers to a marketing strategy that __________.
a. alters a product’s characteristic such as its quality, performance, or appearance to
increase its value to customers and to increase sales
b. manages a product’s life cycle to increase its use among existing customers, create
new use situations, or find new customers
c. tries to find new customers and convince users who abandoned the product to
purchase again
d. drops the lowest producing market segment and replaces it with an entirely new one
e. combines the lowest producing market segment into others to achieve marketing
economies of scale
Answer:
Which of the following characteristics of online shopping contributes to its
convenience?
a. Customers don”t have to fight traffic, find a parking space, walk long aisles, or stand
in store checkout lines.
b. Consumers can avail themselves of numerous websites for almost any product or
service they want.
c. Consumers who prefer one-of-a-kind items that fit their specific needs can create
them online.
d. Consumers can engage in an electronic dialogue with marketers.
e. Consumers are in charge in the marketspace.
Answer:
Figure 1.a
According to Figure 1.a above, which of the following is the largest “Website Traffic
Source?”
a. YouTube
b. Direct traffic
c. Google
d. Facebook
e. Twitter
Answer:
A retail chain hires a company to design and install a computer network that would
allow each store in the chain to check the inventory of others in the chain for
customer-requested items. The retail chain would have purchased which kind of
business products?
a. accessory equipment
b. industrial services
c. supply materials
d. component parts
e. installations
Answer:
Selling agents refer to agents who
a. furnish the racks or shelves that display merchandise in retail stores, perform all
channel functions, and sell on consignment to retailers.
b. represent a single producer and are responsible for the entire marketing function of
that producer.
c. work for several producers and carry noncompetitive, complementary merchandise in
an exclusive territory.
d. take title to merchandise but sell only to buyers who call on them, pay cash for
merchandise, and furnish their own transportation for the merchandise.
e. sell primarily large bulky products.
Answer:
One advantage of using the yellow pages as an advertising medium is
a. there is no competition.
b. the print pages are quicker and easier to use than the Internet.
c. they are more mobile than other information sources.
d. they have excellent coverage of geographic segments.
e. there are no delivery costs.
Answer:
Figure 1.
According to Figure 1. above, what percentage of nonusers could still be considered
potential customers?
a. 1. percent
b. 8.9 percent
c. 14.1 percent
d. 15.6 percent
e. 45.4 percent
Answer:
Key account management refers to __________.
a. the assignment of a single salesperson to a single customer throughout the course of
the entire sale
b. the practice of assigning the highest performing salesperson to the clients with the
most profitable accounts
c. the practice of using team selling to focus on important customers so as to build
mutually beneficial, long-term, cooperative relationships.
d. a sales relationship that involves a face-to-face, person-to-person encounter rather
than a sale made through the Internet or written correspondence.
e. the practice of occasionally making contact with a customer on a sporadic basis
following the initial sale of a product or service
Answer:
When consumers think of Harley-Davidson, the image is of a masculine,
non-conformist. With Vespa motor scooters, the image is of a brainy environmentalist.
Both Vespa and Harley-Davidson ___________.
a. have brand personalities
b. have created brand subcultures
c. are logotypes
d. use co-branding
e. use product personification
Answer:
Which generational cohort is adept at managing their lives to create a work-life
balance?
a. baby boomers
b. Generation Z
c. Generation Y
d. Generation X
e. baby busters
Answer:
A health club wishes to follow the American Marketing Association Statement of Ethics
and decides to offer a modified workout class at a very low price for senior citizens who
otherwise might not be able to afford their services. This action exhibits which key
AMA ethical value?
a. honesty
b. fairness
c. respect
d. openness
e. responsibility
Answer:
An employee who reports illegal accounting procedures is an example of a(n)
a. crony.
b. scab.
c. whistle-blower.
d. corporate snitch.
e. ombudsman.
Answer:
Nielsen Media Research collects national TV ratings by using a “people meter.” This is
a box that is attached to TV sets, VCRs, cable boxes, and satellite dishes in over 9,000
households across the country. A viewer uses the remote to signal the people meter that
he/she is watching a TV program. The box then transmits the viewing information to
the Nielsen Company. The information Nielsen is collecting is referred to as
__________.
a. internal secondary data
b. interactive industry data
c. sensitivity data
d. external secondary data
e. observational data
Answer:
Nordstrom Rack and the Gap Factory Store allow retailers to sell excess merchandise
and still maintain an image of offering merchandise at full price in their primary stores.
These retailers are referred to as __________.
a. extreme value retailers
b. warehouse clubs
c. discount houses
d. outlet stores
e. community shopping centers
Answer:
Ultimate consumers refer to
a. the people who use the products and services purchased for a household.
b. people who have already purchased a firm’s product at least once, have been
satisfied, and are likely to make repeat purchases.
c. people or organizations that have used a competitor’s product and who have been
dissatisfied, and who are still seeking a product or service to satisfy their needs.
d. those manufacturers, wholesalers, retailers, and government agencies that buy goods
and services for their own use or for resale.
e. one or more specific groups of potential customers toward whom an organization
directs its marketing program.
Answer:
What is the challenge presented to brand managers by social media advertising?
a. Brand managers need to convince social networks to post their ads free of charge.
b. Brand managers need to connect the cost of new social network promotions to the
sales they generate.
c. Brand managers need to create “universally appealing” ads as they cannot target
specific demographics on social networks.
d. Brand managers need to estimate how many users have clicked on their ads, leading
to difficulties in assessing an ad’s effectiveness.
e. Brand managers need to deal with having only a limited selection of social
networking platforms to advertise on.
Answer: